Question

Explore and determine if the local brand you picked has a well-defined and executed brand strategy?

·        What are the elements of the local brand strategy that enabled it to achieve this success?

Answer 1

I have selected LensKart whose success shows that it uses & executed well-defined & structured brand strategy. Lenskart was founded in 2010 by Peyush Bansal is first & the biggest online eyewear portal. Lenskart's AI system enables the customers to virtually try the frames & predict how the frame looks on their face. Lenskart has also started offline stores & allows free eye check-up before going on with eye frames. Lenskart provides an alternative to the customers to try the frame through an online portal before placing an order. Lenskart provides around 5000 styles of eyewear to choose from at affordable price & gives free home delivery with 14 days replacement guarantee. It provides a wide range of eye-wears such as sunglasses, eyeglasses, or contact lenses with the slogan, ''Log on, Play on''.

What are the elements of the local brand strategy that enabled it to achieve this success?

LensKart firstly identifies the problem area & captures it using social media. LensKart successfully equates its vision, mission, and objective & combines it to create value to the customers & employees. It came out with a new emerging concept of providing eye lenses & frames online to the customer, and is successful in positioning & targeting the customer segment. LensKart gains the customer trust by producing products according to their choice. It provides a customized option according to customers preferences & gives instant reply for the customer queries helps to build trust. Lenskart uses social media in the most effective & efficient way to build the brand image of a company as well as to capture the high market share. Lenskart uses social media platforms to instigate customers to move towards the online purchasing of eye-wears as compared to the offline method. Lenskart uses an effective communication model to communicate with their customers to identify their needs before placing an order. It uses Email marketing methodology to gain trust of existing customers. LensKart uses Twitter, Facebook, Instagram to promote its offers & services among the customers. It promotes various unique campaigns such as #Lenskart BLU lens campaign promotes blue lens which protects eyes from harmful radiation emitted from mobile phones & other gadgets. #HalkaRakhYaar campaign where Bhuvan Bam promotes Lenskarts stylish eye-wears whose main motive is to catch customer attraction towards the light weighted eye-wears. All these strategies & elements covered by Lenskart are like cherry on the top in its success.

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