Minor Project 1: Competitor Analysis and Customer Persona
Fundamentals of Digital Marketing
Pooja Patil
List of Tasks
How to duplicate this PPT Template: Watch a Demo Video
Brand information - Lenskart
Official Website | |
YouTube | |
Competitor Research - Lenskart
Product | Lenskart | Titan Eye Plus | Coolwinks |
Product Offerings | Eye glasses, contact lenses, power glasses, sunglasses | Eye glasses, contact lenses, power glasses, sunglasses, hearing aids | Eye glasses, sunglasses, power glasses |
Business Model | D2C, Online, Offline stores�App | Titan Stores, Digital Platform, Partners Opticians | D2C |
Target Customers (age, gender, location) | All Age groups (Between 20-40 yrs)�Influencers�All genders�Tier1, tier 2 , approx 450 cities & 30 Territories | All age group (20-60)�All genders�All over India | All age Groups�All genders�Tier 2 and metro cities |
Competitor Research - Lenskart
Product | Lenskart | Titan Eye Plus | Coolwinks |
USP | Free eye test at doorstep,�3D try on, trendy frames | Tata brand, certified optometrists in-store | Heavy online discount |
Price | 1000-4000 approx | 1500-5000 approx | 600-6000 approx |
How does this brand build trust? | Free home eye test, offline stores, 1yr warranty | Lifetime warranty, brand, 99% clarity of the glasses �ISO certified testing | COD, Easy return, Discount on order |
Selling Channels | App, Website, Offline Stores | Website, titan showrooms… | Website, E-com.(flipkart, amazon) |
Ideal customer Persona for Lenskart
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Vlogging�Fashion trends �Trekking�Instagram Reels
Need trendy frames with affordable prices�Not have Much time to visit store �
Be a influencer�Want to stand out from friends�Prefer online shopping
Shop online during offers�Check reviews of product�Influenced by influencer
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soniya Sharma
Demographics
Age: 19-22
Location: Delhi
Family Status: Single
Education: Pursuing Graduation
Interests
Pain Points
Goals
Buying Behavior
Brand information - Zoom
Official Website | |
YouTube | |
Competitor Research - Zoom
Product | Zoom | Microsoft Teams | Google Meet |
Product Offerings | Webinar, Group meetings, Video conferencing, Zoom room | Video conferencing, Team chat, Phone calls , file sharing | Video meeting, File sharing, Google calendar |
Business Model | B2B, B2C�Free Basic Plans for 40 mint. Paid Subscription | B2B, B2C�Paid Plans, Free limited version | B2B, B2C�Free for google account, Paid for |
Target Customers (age, gender, location) | Corporate, Educational, Remote Team�18-55�All genders�Global | IT Teams, Enterprises, Educators�20-58�All genders�Global | Students, Working Professional, Educators, Gmail users�16-60�All genders�Global |
Competitor Research - Zoom
Product | Zoom | Microsoft Teams | Google Meet |
USP | Excellent Video quality, breakout rooms | Deep Interactions with microsoft Tools, Creating summary | Interaction with google app, real time caption |
Price | Free for 40 mints�Pro & Business 1200-1700/per month | Essentials, Business Basics, Business Standard�130-1000/per month | Starter, Standard, Plus, Enterprises Plus�160-3000/per month |
How does this brand build trust? | Transparent privacy update | Microsoft Security, | Google Brand, data privacy |
Selling Channels | Web app, desktop app, Mobile app | Web app, Mobile app, part of Microsoft 365 | Web app, Mobile app, google work space |
Ideal customer Persona for Zoom
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Leading professionals virtual team
Doing research on new tools�Love reading Books�Spending time with family�May be an Influencer
Difficulty coordinating remote team�Limited meeting durations�Not getting good video and audio quality �Breakout rooms during meeting
Set Up own business�Virtual team Meetings�Delivering presentation�1:1 customers meetings�Recording session for further references
Online Shopping�Research, reviews and take trials� Influenced by tech influencers
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Rahul soni
Demographics
Age: 28-35
Location: Mumbai
Family Status: Married
Education: M.tech
Interests
Pain Points
Goals
Buying Behavior
Brand information - Whole Truth Food
Official Website | |
YouTube | |
Product | Whole Truth Food | OZiva | Yoga bar |
Product Offerings | Musli , Protein bar, nut butter, dark chocolate | Protein , multi vitamins, health supplements, hair and skin health | Musli , ots, energy bar |
Business Model | D2C�Website�Market Places(amazon, bigbasket) | D2C�Website�App�Market places (flipkart , amazon) | D2C�Website�Market Places(amazon, bigbasket) |
Target Customers (age, gender, location) | Health Conscious, �Fitness coach�All genders(20-45yrs)�Tier 1 cities | Health Conscious,skincare aware� majorly females (22-50yrs)�Pan india (majorly tier 1&2) | Fitness Focus, College students�Tier1, tier 2 |
Whole Truth Food
Competitor Research - Whole Truth Food
Product | OZiva | Yoga bar | |
USP | Plant based protein, honest labeling | Plant based, Gender bases | Affordable, family friendly |
Price | 400-4000 as per product | 800-4000 as per product | 140-5000 as per products |
How does this brand build trust? | Radical transparency , nothing to hide �Founder driven storytelling | Label certification, wellness content , Expert backing | FSSAI approved, Child focused,clean ingredients and affordable |
Selling Channels | Own Website,�Ecommerce platform | Own website�Ecommerce Platform�Pharmacy | Own Website�Ecommerce Platform�Malls, super markets |
Ideal customer Persona for Whole Truth Food
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Teaching yoga�Social media creator �Influencer�Like dressing up and traveling�Health & Fitness
Tough to manage life as working mother�To create new content �Worried about good food for children�Lack of trust in brand
Limited healthy snacking options
Want complete transparency in ingredients �Helping people to improve their health�Prefer snacks that provide sustained energy
Online�Check reviews before purchasing�Influenced by influencer �Compare between different brands�Checking list of ingredients
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Jiya rai
Demographics
Age: 25-30
Location: Bhutan
Family Status:Married 2 children
Education: Bca
Interests
Pain Points
Goals
Buying Behavior
Notes