Conducted a structured digital marketing research project analysing three brands across different industries: skincare (maternity), banking (credit cards), and health nutrition (protein bars).

Project Objective:

To understand how brands position themselves against competitors and define their ideal customer persona to improve targeting, messaging, and selling strategy.

1️. Competitor Analysis

Researched and compared:

- Orimii Skincare vs The Moms Co. & Cipla (Mamaxpert)

- ICICI Bank vs HDFC Bank & Kotak Mahindra Bank

- The Whole Truth Foods vs Yoga Bar & RiteBite Max Protein

Analyzed:

Product offerings & value proposition
- Pricing strategy
- USP & differentiation
- Business model (D2C, Marketplace, Omni-channel)
- Trust-building mechanisms
- Selling channels (Online, Offline, Aggregators, Quick Commerce)
- Target customer segmentation

2️. Customer Persona Development

Created detailed personas for:

- Maternity skincare buyer (Urban expecting mother, ingredient-conscious)

- Fuel credit card user (Urban working professional optimizing rewards)

- Clean-label protein consumer (Fitness-focused metro professional)

Each persona included:

1. Demographics

2. Psychographics

3. Pain points

4. Goals

5. Buying behaviour

6. Platform preferences

Key Insights:

1. Trust-building differs by industry:

- Skincare → Ingredient transparency

- Banking → Brand credibility + RBI regulation

- Nutrition → Clean-label positioning & community storytelling

2. D2C brands rely heavily on:

- Instagram storytelling

- Influencer marketing

- Marketplace visibility (Amazon, Flipkart)

- Quick commerce integration (Blinkit, Zepto)

3. Customer buying behaviour today is: Research-driven, Review-dependent, Comparison-focused, Influenced by social proof

Outcome: 

Developed structured competitive frameworks and actionable personas that can guide:

Brand positioning, Content strategy, Performance marketing targeting, Channel selection, Messaging refinement

Core Skills Demonstrated:

Competitor Benchmarking | Consumer Research | Market Segmentation | Positioning Strategy | Digital Ecosystem Mapping | Insight Synthesis | Strategic Thinking