Minor Project 1: Competitor Analysis and Customer Persona
Fundamentals of Digital Marketing
Neha Pande
List of Tasks
How to duplicate this PPT Template: Watch a Demo Video
Brand information – Orimii Skincare
Official Website | |
Brand information – Orimii Skincare
YouTube |
Competitor Research – Orimii Skincare
Product | Orimii | The Moms Co. | Mamaxpert (Cipla) |
Product Link | |||
Product Offerings | Whipped belly butter formulated for pregnancy bump care — rich moisturizing formula (butter/oil-based) targeted at itchiness, dryness and stretch-mark prevention; sold solo and in bundles (e.g., “Happy Belly Bundle”). | Body butter formulated with cocoa & shea butter, vitamin E, rosehip oil — marketed to moisturize the pregnant belly, soothe itchiness and help with stretch marks; often sold in standalone tubs and as part of stretch-mark bundles. | Topical stretch-mark cream (60 g) claimed to be paraben-free, SLS-free and pregnancy-safe; key actives/ingredients noted include shea butter, vitamin E, niacinamide, ginger extract and a proprietary Slimbuster ingredient to support elasticity. |
Business Model | Indie D2C skincare brand selling via its own Martketplace - Amazon, Nykaa etc | Fast-growing Indian D2C / omnichannel brand: sells via own website, Amazon/marketplaces, modern retail and pharmacy channels; strong focus on pregnancy & baby product lines. | Pharmaceutical brand (Cipla) leveraging OTC / baby & maternity personal-care line (Mamaxpert) sold via pharmacies, e-commerce pharmacies, and marketplaces — combination pharma + FMCG retail model. |
Competitor Research – Orimii Skincare
Product | Orimii | The Moms Co. | Mamaxpert (Cipla) |
Target Customers (age, gender, location) | Pregnant and postpartum people who prioritise pregnancy-safe, gentle skincare; customers who read ingredient lists and buy speciality “mama” products. | Expecting & new mothers who want natural, toxin-free maternity skincare; also buyers searching gifts for moms-to-be. | Pregnant women and new mothers looking for clinically backed, pharma-branded solutions for stretch marks and skin discomfort; also consumers who trust established pharma labels. |
USP | Positioning as pregnancy- & breastfeeding-safe skincare with a “Never Ever” ingredients list (claims on site) — niche focus on safety for expecting/new mothers and gentle formulations. | “Pregnancy-safe” natural formulations, widely marketed and distributed; credible positioning as a specialist maternity & baby natural brand with several complementary products (oils, butters, serums). | Backing of a large pharmaceutical company (Cipla) — positions product as clinically informed, with functional ingredients (shea butter, niacinamide) and safety claims (paraben/SLS free; pregnancy safe). |
Price | Rs 695 | Rs 429 | Rs 349 |
Competitor Research – Orimii Skincare
Product | Orimii | The Moms Co. | Mamaxpert (Cipla) |
How does this brand build trust? | Transparent ingredient pages, a “Never Ever” list, educational content (Skincare Journal / FAQs), customer reviews on product pages, and active Instagram/Facebook links on the site. | Broad distribution (Amazon, D2C), visible user reviews and ratings, dermatologist-friendly claims, social proof via Instagram and influencer marketing, and consistent branding across pregnancy product lines. | Cipla’s pharmaceutical reputation, presence on pharmacy e-commerce sites (PharmEasy, Purplle, Zepto), medical/ingredient claims and wide retailer availability provide credibility and perceived clinical safety. |
Selling Channels | Primary: Orimii D2C website. Likely social commerce (Instagram) and selected marketplaces Amazon, Nykaa | D2C website, Amazon & other marketplaces, offline modern retail and pharmacies, social commerce and bundles. | Pharmacies (offline), pharmacy e-commerce (PharmEasy, 1mg), general marketplaces (Amazon), and e-grocery/quick commerce platforms (Zepto) — easy availability across retail and healthcare channels. |
Ideal customer Persona for Orimii Skincare
Insert an Image hereInstagram
• Maternity, motherhood, prenatal / postnatal wellness�• Natural / clean skincare, beauty & self-care routines�• Yoga, meditation, light fitness & prenatal exercises�• Reading blogs, Instagram / YouTube content on pregnancy tips�• Communities of moms / mom-to-be / parenting forums�• Health & nutrition (taking care of her and baby)
Insert an Image here
Demographics
Age: 25–35 years
Location: Delhi
Family Status: -
Education: Graduate
Interests
Pain Points
Goals
Buying Behavior
Priya Sharma |
Brand information – ICICI Bank
Official Website | |
Mob App | 1. ICICI Bank’s official mobile banking app is iMobile. 2. On Google Play, iMobile has 50M+ downloads and numerous user reviews. 3. On the Apple App Store, it is listed as “Loan, Cards & Banking” for iOS users. 4. ICICI Bank also offers a business banking app called InstaBIZ for managing business accounts. |
ICICI bank - https://www.instagram.com/icicibank/ Followers – 526K ICICI Lombard - https://www.instagram.com/icicilombardofficial/ Followers – 85.2K ICICI Prudential life - https://www.instagram.com/iciciprulifeofficial/ Followers – 217K ICICI Direct - https://www.instagram.com/icici_direct/ Followers – 204K ICICI Prudential Mutual Fund - https://www.instagram.com/iciciprumf/ Followers – 1M | |
X.com (Twitter) | Follower – 762.6K |
Brand information – ICICI Bank
| https://www.linkedin.com/company/icici-bank/ Follower – 4M |
YouTube | |
| https://www.facebook.com/icicibank/ Followers – 5.2M |
Competitor Research – ICICI Bank
Product | ICICI Bank | HDFC Bank | Kotak Bank |
Product Link | https://www.hdfcbank.com/personal/pay/cards/credit-cards/indianoil-hdfc-bank-credit-card | https://www.kotak.com/en/personal-banking/cards/credit-cards/indian-oil-credit-card.html | |
Product Offerings | Co-branded fuel credit card by ICICI Bank & HPCL. Benefits: 1.Fuel surcharge waiver at HPCL pumps. 2.Reward points (redeemable for fuel, shopping, travel). 3.25% discount on movie tickets (BookMyShow). 4.Dining offers via Culinary Treats program. 5.Free fuel redemption through HP Pay App / ICICI Rewards. | Co-branded fuel credit card with IndianOil. Benefits: 1.5% fuel savings at IndianOil pumps via Fuel Points. 2.Fuel surcharge waiver. 3.Reward points redeemable for fuel purchases. 4.Cashback on bill payments & groceries. 5.Contactless card technology for faster payments. | A co-branded fuel credit card launched jointly by Kotak Mahindra Bank and Indian Oil Corporation Limited (IOCL). Benefits: 1. 4% fuel savings on IndianOil transactions. 2. 1% fuel surcharge waiver across IndianOil outlets. 3. Earn 24 Reward Points per ₹150 spent on fuel at IndianOil stations. 4. Add-on card option for family members. 5. Contactless & secure payments (Rupay/Visa variant). |
Business Model | Credit card-based revenue model: 1.Annual fee & renewal fee. 2.Merchant commission (interchange fees). 3.Interest on revolving balances. 4.Co-brand partnership with HPCL ensures high fuel card usage. | Credit card revenue streams: 1.Annual & renewal fees. 2.Interchange/merchant fees on transactions. 3.Interest income from carried balances. 4.Co-brand with IndianOil drives high-frequency fuel usage. | Credit card revenue streams: 1.Annual/joining fees, 2.Interest from outstanding balances, 3.Merchant interchange fees, 4.Co-brand partnership income with IndianOil. 5.Customers can apply via Kotak’s website, branches, or IndianOil outlets. . |
Competitor Research – ICICI Bank
Product | ICICI Bank | HDFC Bank | Kotak Bank |
Target Customers (age, gender, location) | Age- 25–45 years. Gender - Both men & women -Slight male skew due to higher car ownership & commuting in metros. Location: 1.Urban & semi-urban India. 2.Higher adoption in metros with car-dependent professionals (Mumbai, Delhi, Bangalore, Pune, Hyderabad). 3.Penetrates into Tier 2 cities where HPCL has fuel network presence. | Age- 25–45 years. Gender - Both men & women -Slight male skew due to higher car ownership & commuting in metros. Location: 1.Urban & semi-urban India. 2.Highest adoption in car-dense cities (Mumbai, Delhi, Bangalore, Chennai, Pune). 3.Strong coverage in Tier 2 towns due to IndianOil’s nationwide fuel network. | Age- 25–45 years. Gender - Both men & women -Slight male skew due to higher car ownership & commuting in metros. Location: 1.Urban and semi-urban areas with higher personal vehicle use. 2.Metro and Tier-2 cities (Delhi, Mumbai, Bengaluru, Hyderabad, Pune, Chennai). 3.Acceptance across all IndianOil outlets nationwide. |
USP | 1.Fuel savings with surcharge waiver + reward redemption at HPCL pumps. 2.Added lifestyle benefits (movies, dining) → positions as more than just a fuel card. 3.Strong co-brand trust with ICICI Bank + HPCL. | 1.High fuel savings (5%) on IndianOil transactions. 2.Combines fuel + grocery + bill payment benefits, not just fuel-only. 3.Backed by HDFC Bank (India’s largest private bank) and IndianOil (largest fuel retailer). | 1.Up to 4% fuel savings through reward points + 1% fuel surcharge waiver. 2.Nationwide acceptance across IndianOil petrol stations. 3.Low annual fee with spend-based waiver (₹50,000 annual spend). 4.Supported by Kotak’s secure digital banking ecosystem and Rupay/Visa contactless technology. |
Competitor Research – ICICI Bank
Product | ICICI Bank | HDFC Bank | Kotak Bank |
Price | 1.Joining fee: ₹199 + GST. 2.Annual fee: ₹199 (waived if spends >₹50,000/year). 3.Competitive pricing vs other fuel cards (SBI BPCL, HDFC Bharat, Axis IndianOil). | 1.Joining Fee: ₹500 + GST. 2.Annual Fee: ₹500 (waived on annual spends >₹50,000). 3.Slightly higher than ICICI HPCL Coral (₹199), but offers broader savings scope. | 1.Joining Fee: ₹449 + GST. 2.Annual Fee: ₹449 + GST (waived on annual spends above ₹50,000). 3.No separate renewal or hidden charges for standard usage. |
How does this brand build trust? | 1.Backed by ICICI Bank (top private bank in India) + HPCL (leading fuel retailer). 2.Long-standing brand equity in both banking & fuel sectors. 3.Transparency via official ICICI site & RBI-regulated credit practices. 4.Widely accepted Visa/MasterCard network → reliability in usage. | 1.HDFC Bank brand equity – largest private bank in India. 2.IndianOil partnership – trusted fuel brand with nationwide reach. 3.RBI-regulated credit practices. 4.Transparent reward point structure & surcharge waivers. | Kotak Mahindra Bank: 1.RBI-regulated, strong track record in retail finance, known for reliability and digital innovation. 2.Offers secure banking & card management via the Kotak Mobile App. Indian Oil Corporation (IOCL): 1.India’s largest fuel provider with nationwide presence. 2.Reinforces credibility and convenience for users across India. Transparent website, clear terms & conditions, and 24×7 customer service helpline strengthen trust. |
Competitor Research – ICICI Bank
Product | ICICI Bank | HDFC Bank | Kotak Bank |
Selling Channels | 1.Online: ICICI Bank website, partner platforms, financial marketplaces (BankBazaar, PaisaBazaar). 2.Offline: ICICI Bank branches, HPCL outlets (cross-selling). 3.Third-party aggregators: Credit card comparison sites, financial advisors. | 1.Online: HDFC Bank website, fintech marketplaces (BankBazaar, PaisaBazaar). 2.Offline: HDFC Bank branches, IndianOil fuel stations. 3.Third-party: Credit card aggregators, partner campaigns. | Online: 1.Kotak Bank official site – online application & instant approval. 2.IndianOil website, BankBazaar, Paisabazaar, and other aggregator platforms. Offline: 1.Kotak Mahindra Bank branches. 2.IndianOil fuel stations (promotional kiosks / tie-up locations). |
Ideal customer Persona for ICICI Bank
Insert an Image here
1.Personal finance and reward optimization.
2.Car/bike enthusiasts — keep track of mileage, maintenance, and fuel prices.
3.Uses fintech apps (CRED, Paytm, Google Pay).
4.Interested in cashback, loyalty points, and fuel-saving schemes.
5.Prefers convenience and hassle-free payments.
1.Rising fuel prices and lack of rewarding credit options.
2.Confusion around credit card fees and terms.
3.Concern about hidden charges or limited reward redemption options.
4.Needs reliable customer service for card issues.
1.Save money on fuel spends.
2.Maximize reward points and cashback.
3.Build or improve credit score.
4.Streamline all fuel and bill payments on one platform.
1.Research-driven and comparison-oriented.
2.Uses aggregator sites (CRED, BankBazaar, Paisabazaar) to compare credit cards.
3.Applies online after reading benefits & terms.
4.Prefers established brands (ICICI, HDFC, SBI)
Insert an Image here
Adarsh Pandey
Demographics
Age: 32 years
Location: Lucknow
Family Status:
Education: Graduate in IT sector
Interests
Pain Points
Goals
Buying Behavior
Brand information - Whole Truth Food
|
|
Official Website | https://thewholetruthfoods.com/ Brand Owner - Shashank Mehta, The Whole Truth Foods in 2019 to sell healthy alternatives to packaged food. They also have Articles & newsletter published: Newsletter Article – Truth Be told- https://thewholetruthfoods.com/learn/truth-be-told Chemical x Dictionary , Whole The Truth Academy, The Whole Truth Project – Podcast on Spotify & Apple Music |
| https://www.instagram.com/thewholetruthfoods Followers - ~315K Status - Active account, posts reels, stories etc. |
| |
X.com (Twitter) |
Brand information - Whole Truth Food
|
|
YouTube | https://www.youtube.com/@TheWholeTruthFoodsYT Subscribers – 63.9K & 266 videos Status - They maintain a presence for longer-form content |
| |
| |
| |
Competitor Research - Whole Truth Food
Product | Whole Truth Food | Yogabars | RiteBite |
Product Link | https://thewholetruthfoods.com/products/double-cocoa?sku_id=38760647 | https://www.yogabars.in/products/20g-choco-peanut-butter-protein-bar-pack-of-5 | https://maxprotein.in/products/max-protein-daily-variety-bars-pack-of-6 |
Product Offerings | 1.Clean-label protein bar (13.3g protein per 52g bar). 2.Made with cashews, dates, whey protein concentrate, almonds, cocoa powder, cocoa butter. 3.100% natural → no added sugar, preservatives, colors, flavors, soy, gluten, or artificial sweeteners . 4.Pack: Box of 8 bars (52g each). | 1.Core product: Protein bar with 20g protein, made with whey protein, nuts, peanut butter, and cocoa. 2.Positioning: A healthy yet indulgent snack that doubles up as pre/post workout fuel, on-the-go breakfast, or meal replacement. 3.Variants: Available in different flavors under Yoga Bar’s protein bar range (Chocolate, Almond Fudge, Blueberry Pie, etc.). 4.Pack Sizes: Pack of 5 (₹399 discounted from ₹625), other combo packs available. | 1.A pack of 6 protein bars in assorted flavors — typically Choco Almond, Choco Berry, Choco Classic, etc. 2.Each bar provides 10g of protein, 4–5g of fiber, along with 21 vitamins & minerals and omega-3. 3.Marketed as a “daily power snack” for energy, made without preservatives or artificial sweeteners, and 100% vegetarian. |
Business Model | D2C, E-commerce presence: Amazon, BigBasket, Blinkit, Zepto.Offline retail: Select premium supermarkets (Nature’s Basket, Foodhall, Reliance). Value-add: Loyalty program (Truth Points), cashback, and same-day delivery in metros | D2C, E-commerce via Amazon, Flipkart, BigBasket, Blinkit, Zepto. Offline retail → supermarkets (Reliance Fresh, Foodhall, Nature’s Basket), gyms, health stores. | D2C + Marketplace + Quick Commerce: 1.Direct-to-consumer via maxprotein.in 2.Listed on Amazon, Blinkit, Zepto, and other e-grocery platforms. 3.Offers free shipping above a threshold, cash on delivery (COD), and combo/subscription deals. |
Competitor Research - Whole Truth Food
Product | Whole Truth Food | Yogabars | RiteBite |
Target Customers (age, gender, location) | Age- 22-40 yrs Gender - Both men & women Location - Urban metros (Mumbai, Delhi, Bangalore, Pune, Hyderabad) | Age- 22-45 yrs Gender - Both men & women Location - Urban metros (Mumbai, Delhi, Bangalore, Pune, Hyderabad) | Age- 18-40 yrs Gender - Both men & women Location - Urban metros (Mumbai, Delhi, Bangalore, Pune, Hyderabad) |
USP | 1. “100% clean, nothing to hide” promise → radical transparency in labeling. 2. Indulgent taste + guilt-free: Double cocoa flavor designed to satisfy chocolate cravings. 3. Strong brand positioning around honesty (“no false claims, no hidden marks” ). | 1.Affordable 20g protein bar compared to premium brands. 2.No added sugar, no trans-fat → positioned as healthier than mass-market snacks. 3.Peanut butter + chocolate → indulgent taste plus high satiety. 4.Indian homegrown brand → higher familiarity and relatability than imported options. | 1.“Everyday Protein Made Tasty and Affordable.” 2.10g protein + 5g fiber + 21 vitamins & minerals. 3.No preservatives, no artificial sweeteners, and 100% vegetarian. 4.Wide flavor variety and strong availability online. |
Price | Rs 720 | Rs 399 | Rs 480 |
Competitor Research - Whole Truth Food
Product | Whole Truth Food | Yogabars | RiteBite |
How does this brand build trust? | 1.Radical transparency: Lists exact ingredients with % share. 2.No artificial claims: “No half-truths, no hidden marks” slogan. 3.Community-driven: Engages with audience via storytelling and brand honesty campaigns. 4.Premium packaging & communication → builds credibility and trust.ces. | 1.Ingredient transparency: Clear “no added sugar, no artificial sweeteners” claims. 2.Nutrition first branding: Focus on protein + fiber + healthy fats. 3.Health credibility: Uses whey protein isolate (trusted by fitness enthusiasts). 4.Consistency: Large existing product portfolio (muesli, oats, granola) builds brand familiarity. 5.Community trust: Strong presence on Instagram & partnerships with fitness influencers/nutritionists. | 1.Transparent nutrition and ingredient labeling. 2.Emphasis on “clean” snacking (no preservatives or artificial ingredients). 3.Backed by the Naturell India Pvt. Ltd. group (same company behind RiteBite). 4.Active presence on Amazon, D2C site, and social media builds brand credibility. 5.Lists FSSAI certification and customer grievance details for transparency. |
Selling Channels | Online (primary): The Whole Truth website, Amazon, Flipkart, BigBasket, Blinkit. Offline (select): Premium modern trade outlets (Foodhall, Nature’s Basket, Reliance Signature). Quick commerce: Blinkit, Zepto for instant delivery in metros. | Online (Primary):Yoga Bar’s D2C website. Marketplaces: Amazon, Flipkart, Blinkit, Zepto, BigBasket. Offline (Secondary): Modern trade → Reliance Fresh, Nature’s Basket, Foodhall. Gyms & specialty nutrition stores. Some presence in airports & travel retail. | Online: Official website: maxprotein.in Marketplaces: Amazon, Flipkart, Zepto, Blinkit, BigBasket, and health food stores. Offline: Select modern retail stores and gyms in metro cities. Delivery options: Cash on Delivery, Free Shipping, and Offers |
Ideal customer Persona for Whole Truth Food
Insert an Image here
1.Lack of time for meal prep.
2.Most snacks = too sugary or artificial.
3.Protein bars in the market = either bland or filled with chemicals.
4.Struggles with cravings for chocolate but wants guilt-free options.
1.Maintain fitness goals while managing a busy career.
2.Look and feel healthy, strong, and energetic.
3.Find snacks that fit both lifestyle and taste preferences.
4.Support brands that are authentic and transparent.
1.Shops online first → brand website, Amazon, Flipkart.
2.Reads reviews before purchasing.
3.Willing to subscribe monthly if product fits her needs.
4.Makes impulse purchases when she sees health brands on Instagram ads.
Insert an Image here
Abhidha Shakti
Demographics
Age: 30 year
Location: Bangalore
Family Status:
Education: MBA
Interests
Pain Points
Goals
Buying Behavior
Notes
The Whole truth Food the website is informative they content Product to shop, Ingredients information in detail, the podcast and blog site with health tips, ingredients info etc. The choice of logo and brand color and placement of all the elements is very well done. The content of the brand is interesting and the protein ke piche kya hai reel is very unique and love the concept they had used.