ALP Assignment

Audience Analysis and Competitive Analysis

Analyzing and understanding what is going on in the overall society that a temple or
project is situated in is called Environmental Scan.

Gathering information about your audience (“customers”) is called Audience Analysis,

and examining your competition is called Competitive Analysis. Both are part of the
environmental scan.

Srila Prabhupada himself conducted an environmental scan when he was still living on the
Bowery in New York City by visiting Mukunda and Janaki, two of his first disciples, to ask
questions about American life and culture.

Environmental scans collect information about your zone or area of outreach, such as:
 What do you know about the community around you?
 What are its needs?
 What is important to them?

In creating an environmental scan there are several points for you to consider.

In this assignment, we will consider two: Audience Analysis and Competitive Analysis. In
the next assignment, we will do the rest.

Audience Analysis …
…is done to understand your current and potential target audiences.

With your team, brainstorm the following questions and write your answers. Use
additional space, as needed.

To whom are you currently reaching out? Your current audience?

 Girls coming to visit the temple

 Data of girls connected through various online seminars like Umang Festival,
Ramayana seminars

 Data collected through various courses conducted by Bhaktivedanta Academy

To whom might you wish to be reaching out to, but are not? Your potential audience?

 Colleges/ University

 Corporates

 Putting up regular stalls at the temple

What are the needs:

a) Of your current audience?

 Getting the spiritual knowledge

 Helping them understand how to use sastras to handle day to day stress,
anxiety

 To learn kirtans and other Vaishnava songs

 To associate with like minded girls so that to progress in spiritual life

b) Of your potential audience?

 Handle the stress of student and corporate life

 Interested in attending seminar about day to day challenges like stress

management, time management

 Seeking meditation as a way to attain peace

What services or “products” do you offer to meet the needs of your current audience?

 Weekly classes for IGF

What services or “products” could you offer to satisfy the needs of your potential
audience? (The answer to this question determines what services or “products” you might
need to add to your current offerings.)

 Social Media Outreach: regular posting on solutions to their daily problems

 Organizing more seminars on general topics like stress management and time
management.

Do your various audiences fall into different groups, known as market segments? List
them.

 Students

 Working Girls

 Girls staying with their family

 Girls staying away form their familis

 Competitive Analysis…
… is done to understand where else do your audiences go to fulfill their needs.

Simply said,

who are your competitors? What are your competitors’ strengths and weaknesses?

Where else do your target audiences go in order to satisfy the needs that you wish to
fulfill?

 Brahmkumaris

What are the strengths and weaknesses of these competitors where your target audiences
go? Your team’s opinion.

# Competitor Strengths Weaknesses

(name)
1. Brahmkumari  Good Outreach/PR  Their philosophy
doesn’t have a sastric
 Good initial programs to make base
new people feel connected
 Not a bonafide
 Large number of centers sampradaya

 Systematic approach  Their service is more

impersonal

2. Sai Baba  No rules and regulations to  No rules and

follow. regulations is also their
 Opulent prasadam distribution weakness
 No sastric base
 
3. Buddhism  Good meditation programs  Impersonalists
 Propagation of non-violence  Their path is not
recommended for this
age
4. Akshay Patra  Good outreach/PR  Deviation from
 Solid philosophical base instructions of Srila
Prabhupada
5. Santana Dharma  No rules and regulations  Not clear about the
Temple  Getting all the major deities absolute position of
under one roof Krishna
  More inclined towards
karma-kanda rather
than bhakti yoga
6. Malls/Multiplex  Good source for sense  Not a spiritual place
gratification  Can’t give the constant
 Too attractive from outside to bliss that we get from
resist spiritual engagements