MARKETING

STRATIGIES
OF NYKAA
NAME: Deepak Shukla
COURSE & SEM: BBA- 6A
ENROLL NO.: 21BBA45
INTRODUCTION TO MARKETING
Marketing revolves around understanding the needs and desires of target
markets and then crafting strategies to fulfil those needs profitably;
encompassing a range of activities aimed at creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.

Marketing is not just about selling products or services; it's about building
relationships with customers and stakeholders. It involves conducting market
research to identify consumer preferences, developing products or services
that meet those preferences, pricing them appropriately, and promoting
them effectively to the target audience.
 DIFFERENT TYPES OF
MARKETING

1. Traditional Marketing 4. Social Media Marketing

2. Content Marketing 5. Influencer Marketing
3. Email Marketing 6. Digital Marketing

7. Search Engine Marketing

RESEARCH METHODOLOGY
• Type of Research Methodology Undertaken:
Quantitative Research- It focuses on collecting, testing and measuring
numerical data, usually from a large sample of participants. They then
analyse the data using statistical analysis and comparisons.
• Determination of Source for Data:
Both primary and secondary data- It consists of original information
collected and information that already exists somewhere and has been
collected for some specific purpose in the study.
.

• Sample Size Undertaken: 100

By sample size, we understand a group of subjects that are selected
from the general population and is considered a representative of the
real population for that specific study.
• Limitations of Study:
1. Short time period
2. Lack of resources
3. Respondents are concerned about their privacy
 COMPANY PROFILE
• Nykaa is an Indian e-commerce platform specializing in beauty, wellness, and
personal care products.
• Founded: 2012
• Headquarters: Mumbai, Maharashtra, India
• Founders: Falguni Nayar (a former investment banker)
• Industry: E-commerce, Beauty, Wellness, Retail
• Our Mission: To create a world where our consumers have access to a finely
curated, authentic assortment of products and services that delight and elevate
the human spirit.
• Our Vision: Bring inspiration and joy to people, everywhere, every day.
 BUSINESS MODEL
• Nykaa is a D2C consumer products e-commerce brand, that relies on an
inventory-based business model.
• The inventory-led model of business of the company helps the company
witness high-profit margins and has resulted in a profitable business.
• Enhancing consumer reach and engagement has been made possible by
the implementation of the omni-channel approach.
• The company purchases its products directly from the manufacturers
and keeps them in its designated warehouses located in New Delhi,
Mumbai, and Bangalore. These products are sold either on the website
of Nykaa or through its 3 offline stores
.
 BUSINESS LIFE CYCLE
Strategic Omnichannel International
Diversification Diversification
Founding and Partnerships Expansion and Expansion and
and Market and Vertical
Early Growth and Funding Offline Global
Expansion Integration
(2012-2015) Rounds (2019- Presence Outreach
(2016-2018) (2022)
2021) (2023) (2024)

PRODUCT LIFE CYCLE

Growth and Adaptation
Introduction Maturity and
Expansion and Global
Phase (2012- Diversification
Phase (2016- Expansion
2015) (2020-2022)
2019) (2023-2024)
 EXPENDITURE V/S REVENUE
ANALYSIS
Financial Year Expenditure (Mn) Revenue (Mn) Cost-Benefit in %

FY21 2386 1,582 - 50.8%

FY22 3753 3,774 + 0.56%

FY23 5135 4,300 - 19.4%

 MARKETING STRATEGIES OF
NYKAA
1. Marketing through the website
2. YouTube marketing
3. Broadcast (TV/Radio)
4. Email marketing
5. Search Engine Optimization
6. Social media marketing
 Nykaa's top Digital Marketing
Campaigns
1. Nykaa Femina Awards 2. #AllThatYouLove with Nykaa!
 CONCLUSIONS
Nykaa has built a strong relationship with its Given that most of Nykaa's customers are
consumers by understanding their needs online, the company has invested heavily in
and preferences. The company offers digital marketing. It uses various channels such
personalized recommendations and provides as search engine optimization, social media
useful content on its website and social advertising, and email marketing to reach its
media platforms. This helps build trust and target audience.
loyalty among customers.

Nykaa uses data analytics to understand

consumer behavior and trends associated with Nykaa has blended creativity with
the beauty industry. This helps them build a data-driven decision-making to craft
strong marketing strategy around product
assortment, pricing, promotions, and other a strong marketing strategy that has
aspects of their business process. As a result, they proven to be a significant factor
are able to offer products and services that are
relevant to their target market. behind their success.