ASSIGNMENT – 05

ANIL SINGH ANDILYA

17101008(ECE)

Corporate Level Strategy:

 Lenskart is a one of the ecommerce companies of India that is operating in both online
and offline distribution channel. Customers can order over their online portal
www.lenskart.com or from their uniquely designed offline store.
 One third of the total population of our country needs glasses, but sadly they don’t have
access to them, making us the blind capital of the world with over 15 million blind
people.

Business Level Strategy:

 Lenskart started off as an online business. They realized that eyewear is a business
where trust is an important element. Indian customer prefers to have touch and feel of
the product before buying high involvement product. Realizing it Lenskart added bricks
and mortar channel to its distribution channel.
 It has segmented its products according to the custumer needs.

Functional Strategy:

 Marketing:

Lenskart attracts customer with free frames or with loyalty programs
where the frames are sold in low cost and then the cost of lens is high
(which brings out the profit).
 The high service quality, convenience, low cost products and variety of
products have increased the willingness to pay.
 Also manufacturers like Ray Ban, Essilor who have their own online
stores. Lenskart faces competition from marketplaces like Amazon,
Flipkart, Paytm Mall, Snapdeal which sell eye wear and impact its
business directly.
 Human resources:
 They have launched Lenskart Lite for the customers in tier-3 and tier-4
towns, where connectivity is main issue.
 The founder of Lenskart has focused on building right team (talent) and
managing them, which he considers is key to success of any startup.
 R&D:
 Lenskart has set up their own high-quality manufacturing facility and
supply directly to the consumer everywhere in India. This not only cuts
costs, but also helps them maintain high quality standards. Their in-
house robotic lens manufacturing and assembling ensures 100%
precision and top-quality control.
Digital Means: TV, Facebook, Instagram etc.