SUGAR COSMETICS

NAME- NANCY SHARMA

SECTION-C
ROLL NO- PGDM23619
SUBJECT- MARKETING MANAGEMENT
SUBMITTED TO- DR. AMIT KUMAR

Executive Summary
 Mission of Our Company
The mission of the SUGAR Cosmetics brand was to create high-quality makeup brand that
was made in India. The Founders believed that Indian women should have access to high-
quality makeup without having to pay imported prices. They also wanted to create a brand
that was inclusive and celebrated all women, regardless of their age , race or ethnicity.
SUGAR Cosmetics has been successful in achieving its mission. Now the brand has become
one of the leading makeup brands in India and has expanded into international markets.
SUGAR Cosmetics has also created over 10,000 jobs, primarily for women.
SUGAR Cosmetics is a cruelty-free beauty business that sells a wide selection of high-end
makeup. It is a millennial cult favourite and one of India's fastest-growing premium beauty
brands. SUGAR is the cosmetics of choice for brave, independent women who refuse to be
categorized into stereotypes, thanks to its clutter-breaking attitude, unique low-poly
packaging, and chart-topping products.
SUGAR was designed and manufactured in advanced facilities in Germany, Italy, India, the
United States, and Korea, and the company sends its best-selling goods in the Lips, Eyes,
Face, Nails, and Skin categories all over the world. With a cruelty-free line that is high on
design and high on performance, the brand is obsessed with creating products that are a great
match for every Indian skin tone throughout the seasons and calendar. SUGAR Cosmetics is
rapidly expanding its physical presence with 10,000+ retail outlets as of 2020 throughout
130+ cities with a vision of reaching the doorstep of every makeup user in the country, backed
by the trust of marquee investors and the passion of millions of makeup lovers.

I. Situation analysis
Market Overview
Market size
Sugar Cosmetics primarily targets young women in India, with a focus on the 18-35 age
group. This segment represents a significant portion of the overall Indian cosmetics market,
estimated to be around 350 million strong by 2025.
Age: As mentioned, the core target group lies between 18 and 35 years old. This age range
encompasses millennials and Gen Z, who are known for their tech-savviness, social media
engagement, and evolving beauty preferences.
Gender: Sugar Cosmetics primarily caters to women, but they have also introduced some
gender-neutral products, potentially expanding their reach slightly.
 Sugar Cosmetics targets young women with active lifestyles who are socially
conscious and value self- expression. They are digitally savvy and likely to research
and purchase products online.
 Sugar Cosmetics emphasizes inclusivity, diversity, and breaking stereotypes. They
cater to women who want to experiment with their looks and embrace their
individuality.
 Consumers are increasingly willing to spend on high-quality, branded cosmetics,
creating opportunities for Sugar Cosmetics in the premium mass segment.
Overall, Sugar Cosmetics operates in a large and growing target market. By understanding the
demographics, psychographics, and market dynamics, the brand can effectively tailor its
products, marketing, and distribution strategies to reach its ideal customers.

Market Trend
Current Trends:
Omnichannel Success: Sugar Cosmetics began online and now thrives through an
omnichannel strategy, leveraging both online and offline stores across 550+ cities in India.
 60% of its revenue comes from outside of Tier 1 cities, indicating the company's expansion
into smaller urban areas.
Marketing that Empowers: The brand's marketing campaigns emphasize empowering
women and celebrating individuality, which resonates well with its target audience. They are
well-known for their innovative campaigns that make use of social media and cause
marketing.
Minimalism & Skincare: Sugar Cosmetics incorporates skincare principles into makeup
products and promotes minimalistic routines, in line with global trends. Antioxidants and
multi-functional formulas are becoming popular.
Growth Driven by Technology: The company uses advanced data analytics and artificial
intelligence to personalize customer experiences and increase sales.

Future Trends:
Deeper International Expansion: Sugar Cosmetics aspires to be a global brand, entering
more international markets than its current 10% share. Localizing content and product
offerings will be critical.
Sustainability push: Consumers are becoming more conscious of environmental and ethical
concerns. Sugar Cosmetics can expect pressure to adopt sustainable practices and ensure
ethical ingredient sourcing.
Personalization and Inclusivity: Advances in technology will allow for even more
personalization of product recommendations and makeup experiences. Catering to different
skin tones and beauty preferences will remain critical.
AR/VR Integration: Augmented Reality and Virtual Reality have the potential to change the
way consumers choose and try on makeup, potentially influencing Sugar Cosmetics'
marketing and sales strategies.
Overall, Sugar Cosmetics appears to be well-positioned to capitalize on current trends while
also adapting to future industry developments. Their focus on empowering women,
omnichannel strategy, and tech-driven approach can pave the way for further growth and
international success.

Competitor Analysis
Sugar Cosmetics competes in the Indian beauty market with a variety of players, each with
their own set of strengths and weaknesses. Here are some of the most significant:
1. Nykaa:
Strengths: India's largest online beauty retailer, offering a diverse range of brands and
products.
With over 100 stores across India, the company has a strong physical presence.
Customer loyalty and an efficient delivery network.
Weaknesses: Known primarily as a retailer, Sugar Cosmetics may lack brand identity.
Some products are more expensive than Sugar Cosmetics.
2. Maybelline:
Strengths: A well-established global brand with a high level of brand recognition and reputation.
A diverse range of products that are both affordable and accessible.
Large distribution network via supermarkets and pharmacies.
Weaknesses: There is a lack of focus on Indian skin tones and sensitivities in product offerings.
Sugar Cosmetics is perceived as more trendy and innovative.
3. Lakme:
Strengths: A well-known Indian brand with a long history and high brand recall.
It is accessible to a large audience due to its low cost and wide availability.
Concentrate on Indian skin tones and local preferences.
Weaknesses: The impression of being out of date or catering to an older demographic.
Product innovation may not be as fast as sugar Cosmetics.
SWOT Analysis
Strengths:
Strong brand reputation and customer loyalty: Sugar Cosmetics has a strong brand reputation and
customer loyalty as a result of its playful marketing and high-quality, cruelty-free products. This has
resulted in a devoted customer base that advocates for the brand.
Product portfolio diversification: The brand offers a wide range of makeup products to meet a
variety of needs and preferences, including lipsticks, eyeliners, foundations, highlighters, and
skincare. This diversification attracts a wider range of customers.
Expanding retail footprint: Sugar Cosmetics is expanding its retail footprint by opening physical
stores across India, moving beyond its online-only model. Customers who prefer in-person shopping
will benefit from increased brand visibility and accessibility.
Focus on Indian skin tones and sensitivities: The brand caters specifically to Indian skin tones and
types by offering a wider shade range and formulations that address local concerns such as Humidity
and oiliness.
Direct-to-consumer approach: Sugar Cosmetics can control its brand narrative, maintain
competitive pricing, and collect valuable customer data by going direct to consumer

Weaknesses:
Limited brand awareness compared to larger competitors: Sugar Cosmetics is still a relatively
young brand compared to established players like Nykaa and Lakme, so brand awareness is low. This
may limit its appeal to a broader audience.
High reliance on online sales: Despite expanding stores, the brand continues to rely heavily on
online sales. This limits its reach in areas where internet access is limited or where customers prefer to
shop in physical stores.
Concerns about profitability: Despite increased revenue, Sugar Cosmetics has reported widening
losses in recent years. This calls into question its long-term financial viability.
Limited product range in skincare: While it excels in makeup, the brand's skincare offerings are
smaller and less diverse when compared to some competitors. Expansion in this market could bring in
new customers.
Potential vulnerability to influencer marketing: Sugar Cosmetics relies heavily on influencer
marketing, which can be volatile and susceptible to changes in trends and public opinion.
Opportunities:
Growing beauty market in India: Sugar Cosmetics sees significant growth opportunities in India's
growing beauty market, which is expected to reach $37 billion by 2025.
Concentrate on natural beauty and sustainability: Sugar Cosmetics' cruelty-free and vegan
offerings are in line with the growing demand for ethical and sustainable products.
Expansion into international markets: Sugar Cosmetics can potentially expand into other countries
with similar demographics due to its strong brand identity and understanding of Indian beauty needs.
Using technology and data: Using artificial intelligence and data analytics to personalize customer
experiences, improve product recommendations, and optimize marketing campaigns.
Collaborations and alliances: Strategic alliances with influencers, retailers, or other brands can raise
brand awareness and reach new customer segments.
Threats:

Intense competition in the beauty market:Sugar Cosmetics faces stiff competition for market share
and customer attention in the beauty market, as there are numerous established and emerging players.
Counterfeit products: The brand's popularity can attract counterfeiters, affecting the brand's
reputation and customer trust.
Rising raw material costs and supply chain disruptions: Raw material price fluctuations and
global supply chain disruptions can have an impact on production costs and product availability.
Changes in consumer preferences: Consumer preferences evolve constantly, and Sugar Cosmetics
must adapt to changing trends and preferences in order to remain relevant.
Beauty industry regulations and restrictions: New regulations or restrictions on cosmetic
ingredients or marketing practices can put the brand at risk.
Sugar Cosmetics can continue to grow and solidify its position as a leading beauty brand in India and
beyond by focusing on its strengths, addressing its weaknesses, capitalizing on opportunities, and
mitigating threats.
B) Customer Analysis
Target Customer segments: SUGAR Cosmetics targets several key customer segments, all of whom
are young, urban women:
Primary Segment:
Age: 25-35 (Millennials and Gen Z)
Digitally savvy and at ease with online shopping.
Quality and affordability are important considerations.
Conscious of ethical and sustainable practices.
Independent and expressive, with a bold and playful personality.
Seek high-performance, trendy makeup that complements their Indian skin tones.
Additional Segments:
Young Professionals: Busy women with disposable income looking for convenient and on-the-go
beauty solutions.
College Students: Budget-conscious young women drawn to SUGAR's affordability and fun brand
personality.
Experimental Makeup Enthusiasts: Consumers who enjoy trying out new trends and innovative
products are known as experimental makeup enthusiasts.
Vegan and cruelty-free Conscious Consumers: People who support SUGAR's ethical stance on
animal welfare and environmental sustainability.
What customer wants:
1. High-Quality, Long-Lasting Makeup: Customers expect makeup that can withstand sweat, oil,
and the elements, especially in India's hot and humid climate. They want pigmented colors that blend
smoothly and stay put all day.
2. Shade Inclusivity: Indian skin tones vary greatly, and customers do not want to be limited to
shades that are too light or too pink. They seek brands that offer a wider range of colors that
complement their individual complexions.
3. Ethical and Sustainable Practices: Today's consumers are more aware of the environmental and
ethical implications of their purchasing decisions. They are looking for cruelty-free, vegan brands that
are committed to sustainable practices.
4. A Pleasurable and Playful Experience: Makeup should be pleasurable! Customers want a brand
that understands their humour and speaks their language. That makes the shopping experience fun
and engaging

How Sugar Cosmetics meets their customer needs:

1. Long-lasting, transfer-proof formulas that resist sweat and oil: Sugar Cosmetics products are
specially formulated for the Indian climate, with long-lasting, transfer-proof formulas that resist sweat
and oil.
2. Broad Shade Range for Indian Skin Tone: Sugar has a wide range of foundation, lipstick, and
blush shades that are specifically designed for Indian skin tones ranging from fair to deep.
3. Trend-Driven Innovations: Sugar frequently introduces new products inspired by current trends,
such as glittery eyeshadows, holographic highlighters, and one-of-a-kind lip tints.
4. Engaging and Playful Brand Voice: Sugar's marketing and social media presence are engaging
and fun, with humour and pop culture references used to connect with their audience.
Buying Behaviour:
Influencer Marketing and Social Media:
Sugar makes extensive use of social media platforms such as Instagram and YouTube.
Collaborations with beauty influencers and user-generated content (UGC) are important for raising
awareness and fostering trust.
Customers seek opinions on product performance and shade appropriateness from influencer reviews
and recommendations.
Product Evaluations and Ratings:
Before making a purchase, customers actively research online reviews and ratings.
Platforms like Sugar's website and e-commerce partners like Nykaa provide valuable customer
insights.
Personalization and Suggestions:
Sugar's website and app provide personalized suggestions based on browsing history and preferences.
This results in a more curated shopping experience and has the potential to influence purchase
decisions.
Other considerations:
Sugar's appealing visuals and engaging marketing campaigns can elicit impulse purchases,
particularly for limited-edition products or special offers.
Convenience: Simple online ordering and payment methods, as well as dependable delivery services,
contribute to a pleasant purchasing experience and encourage repeat purchases.
II. Marketing Strategy
Segmentation:
Young Professionals: Busy women with disposable income who want quick and easy beauty
solutions.
College Students: SUGAR's affordability and fun brand personality appeal to budget-conscious
young women.
Experimental makeup enthusiast: Consumers who enjoy experimenting with new trends and
innovative products are known as experimental makeup enthusiasts.
Vegan and animal-free Individuals who support SUGAR's ethical stance on animal welfare and
environmental sustainability.
Targeting:
These segments are attractive to Sugar Cosmetics for several reasons:
High Growth Potential: Millenials and Gen Z are India's largest consumer demographic, with rising
spending power.
Digitally Engaged: These segments are active on social media and e-commerce platforms, which are
where Sugar's marketing efforts are concentrated.
Value-conscious: They value Sugar's low-cost, high-quality products, which fit within their budget.
Open to Trends: Because this segment is constantly looking for new and exciting makeup, they are
receptive to Sugar's frequent product launches and collaborations.
Positioning:
Sugar Cosmetics aspires to be perceived by its target customers as:
 Affordable Luxury: High-quality makeup at reasonable prices, providing value without sacrificing
performance.
Trendy and innovative: A brand that stays current with unique, playful products to make a statement.
Playful and engaging: A relatable brand with a fun and engaging personality that resonates with the
target audience's sense of humour and pop-culture references.
Ethically Aligned: A vegan and cruelty-free brand that caters to the growing demand for sustainable
and ethical beauty practices.
B) Marketing Mix (4Ps)
Product
Sugar Cosmetics combines high-performance, trendy makeup with fun, low-cost offerings for young
Indian women. Their long-lasting, sweatproof formulas are climate-appropriate, and their diverse
shade ranges flatter most skin tones. They are notable for:
Trendy Innovations: New releases such as holographic highlighters and glittery shadows keep
customers interested.
Playful Personality: Their target audience responds to their fun marketing and relatable brand voice.
Ethical Position: Cruelty-free and vegan products appeal to ethical consumers.
Value Proposition: High-quality makeup at reasonable prices, combining luxury and affordability.
Price
Sugar Cosmetics employs a value-based pricing strategy, aiming for high-quality products at
accessible prices for their target audience. Here's a breakdown:

Range:

 Lipsticks: ₹399 to ₹699

 Foundations: ₹599 to ₹799
 Mascaras: ₹499 to ₹699
 Eyeshadow palettes: ₹699 to ₹999

Discounts and promotions examples:

Seasonal sales include discounts of up to 50% off during major holidays such as Diwali and
Black Friday.

New product launch discounts: Special offers on newly released products.

Free shipping and gift certificates: Purchase minimums unlock additional benefits.

Collaborations: Collaborations with beauty influencers provide access to exclusive

promotional codes.

Discounts for birthdays and loyalty programs: Reward loyal customers and promote
brand loyalty.
 Sugar Cosmetics keeps their products accessible while maintaining a premium perception,
maximizing value for their target customers, by combining competitive pricing with
strategic promotions.

Place( Distribution)

Sugar Cosmetics employs a multi-channel strategy to ensure that their vibrant makeup
reaches every beauty fan:

Dominance in the Internet:

Own website and mobile app: Convenient online shopping with personalized
recommendations and exclusive deals.

Partnerships with major e-commerce platforms Nykaa, Flipkart, and Amazon for increased
reach and convenience.

Expansion Outside of the Game:

An expanding chain of vibrant stores that offer product trials and expert consultations.

Multi-brand retailers include Shoppers Stop and Lifestyle, two popular department stores
and beauty chains.

Modern trade outlets: The availability of impulse purchases in supermarkets and

pharmacies.

Additional Touchpoints:

 Pop-up events and brand collaborations: Creates buzz and attracts new customers in key
locations.
 Social media and influencer marketing: Drives online traffic and brand awareness through
engaging content.

By blending online convenience with strategic offline presence, Sugar Cosmetics makes its
playful makeup accessible wherever its target audience may be, ensuring every swipe of
colour is within reach.

Promotion

1. Promotion:

A digital-first strategy: Vibrant video ads and interactive campaigns have taken over social
media platforms such as Instagram and YouTube.

Influencer and collaboration: Collaborations with relatable beauty influencers provide

authentic product reviews and tutorials.
Targeted online ads: These advertisements use data insights to reach the right audience
based on demographics and interests.

Catch taglines and visuals:"Makeup Made Fun" and "Slay Every Day" are catchy taglines
and visuals with playful branding that resonates with their target audience.

2. Public Affairs:

Active social media engagement: Encourages two-way communication with followers by responding
to comments and building a community.

Collaborations with events and platforms: Sponsoring music festivals and fashion shows fits their
fun image and connects them with trend setters.

Collaborations and thought leadership: Hosting panel discussions and creating content with
makeup artists to position themselves as beauty experts.

3. Promotional Sales:

Regular online sales and flash sales: Engages customers and encourages impulse purchases.

Members of the loyalty program receive exclusive discounts: Rewarding repeat customers and
cultivating brand loyalty.

Collaborations with other brands: Bundled offers and limited-edition collections add excitement
and exclusivity to your product.

IV) Marketing implementation

Timeline:
First quarter of 2024 (January - March):
Launch influencer collaborations, engaging contests, and new "Get the Look" tutorials showcasing
trendy products on social media.
Focus on e-commerce: Optimize website and app, collaborate with major platforms for exclusive pre-
launch deals on new products.
Retail Expansion: Open 5 new standalone stores in major metropolitan areas and collaborate with
leading multi-brand chains.
Launch of the "Spring Glow Up" campaign, which features vibrant makeup and skincare for the
season.

Second quarter of 2024 (April - June):

Summer Fun: For increased brand visibility and reach, collaborate with music festivals and summer
events.
Launch a limited edition summer-themed collection with exclusive products and packaging.
Loyalty Program Rewards: Expand program benefits, introduce birthday bonus offers, and introduce
reward-based point accumulation.
Offline Activation: Set up interactive pop-up shops in high-traffic areas to showcase products and
engage customers.

Third quarter of 2024 (July-September):

Monsoon Essentials: Launch a targeted campaign promoting makeup that is waterproof and long-
lasting in humid weather.
Back-to-School Backlash: Work with student influencers to create relatable content and special
student discounts.
Festival Frenzy: Collaborate with major holiday celebrations to increase brand visibility and offer
limited-edition gift boxes.
Website Redesign: Implement personalized product recommendations and enhance the user
experience of mobile apps.
Quarter 4 of 2024 (October - December):
Launch an exclusive holiday collection featuring glamorous makeup sets and gift options.
Black Friday Bonanza: To boost holiday sales, offer significant discounts, flash sales, and bundled
offers.
Community Celebration: Host online and in-person events for loyal customers to encourage brand
engagement and feedback.
New Year, New Look: Launch new products and campaigns for the coming year, creating anticipation
and excitement.
This timeline is a guideline that can be adjusted based on campaign performance and market trends.
The key is to keep Sugar's vibrant persona shining throughout the year by using a consistent, multi-
channel approach.
Responsibilities:
Marketing Group:
Social media Manager: To Plan and execute influencer collaborations, contests, and "Get the Look"
tutorials as a social media manager.
E-commerce Lead website optimization, app updates, and e-commerce platform partnerships as the
E-commerce Manager.
Retail manager- To Oversee retail expansion, store operations, and multi-brand chain collaborations
as a retail manager.
Campaign Manager: For Creating and launching
"Spring Glow Up" campaign content across multiple channels.
Product & Sales Team:
Product Development Manager: Oversee the design, packaging, and launch of the summer collection.
Manager of Loyalty Programs: Improve program benefits, implement birthday bonuses, and manage
point accumulation.
Public Relations Manager: Arrange pop-up shop activations and secure music festival and summer
event partnerships.
Website Manager: Oversee the redesign of the website, the implementation of personalized
recommendations, and the enhancement of the mobile app experience.
Additional Support:
Create visuals and content for all campaigns and initiatives with the help of the creative team.
Customer Service Team: Responsible for ensuring seamless online and offline purchasing
experiences, as well as handling inquiries and feedback.
Finance Team: Budget monitoring, campaign performance tracking, and financial analysis.
Team Collaboration:
Team meetings are held on a regular basis to discuss progress, share insights, and address challenges.
Collaboration across departments is encouraged for smooth campaign execution and consistent brand
messaging.
Sugar Cosmetics can ensure smooth implementation of the action plan by assigning clear roles and
responsibilities, maximizing the impact of each campaign and driving brand success.

Budget: Budget and action plan

Omnichannel beauty retailer Sugar Cosmetics reported an 89% year-on-year rise in its revenue from
operations for FY23 to Rs 420 crore, even as its net loss remained flat around Rs 76 crore.
The company’s advertising spend also increased 67% on year in FY23 to Rs 162 crore – almost 38%
of its operating revenue.
During the year under review, Sugar Cosmetics expanded its offline presence significantly and nearly
doubled its store count to around 200 in the twelve months to June 2023.
Allocate Budget based on priorities:
Maintain a high level of marketing investment: With nearly 38% of FY23 revenue spent on
advertising, it is clear that marketing is critical to Sugar Cosmetics' growth. Consider keeping a
similar percentage in place in 2024, adjusting based on projected revenue.
Sugar Cosmetics experienced success in both online and offline expansion during FY23. Continue to
allocate a balanced budget to both digital and physical channels.
Data-driven approach: To Track and analyze performance across channels to optimize budget
allocation and ensure ROI.

Suggestions for Budget Allocation:

ATL (Above the line) Social media (30-40%): Maintain a strong presence on Instagram, TikTok,
and other relevant platforms (60-70%). Invest in organic content creation, influencer partnerships, and
targeted advertising.
SEO & PPC (15-20%): Optimize website for organic search and run targeted advertisements on
Google and social media platforms for specific campaigns and product launches.
Affiliate marketing (5-10% of total): To reach new audiences, collaborate with relevant bloggers
and YouTubers.
Store growth (15-20%): Continue to open new stores in strategic locations, with a focus on tier 2 and
3 cities with high growth potential. Spend money on store design and promotions.
BTL(Below the line) Collaborations and events (10-15%): Collaborate with beauty influencers
and other brands for offline events and product launches. Consider opportunities for sponsorships and
branded content.
Traditional media (5-10%): Use of television, print, and radio advertisements is limited to specific
campaign goals and target audiences.

B. Marketing Tactics
Advertising: Sugar Cosmetics dazzles with playful, viral campaigns based on high-energy social
media platforms (Instagram, TikTok) and quirky taglines like "Shukar Hai Sugar Hai." To build brand
love, they use influencer partnerships and engaging content (tutorials, challenges). Offline, they're
focusing on store expansion and targeted collaborations to make beauty more accessible across
channels.
Sales promotion: Sugar Cosmetics has an insatiable appetite for sales promotions! Consider flash
sales, bundle deals (buy two, get one free! ), and influencer-specific coupons when shopping online.
Festivals are commemorated with limited-edition kits and themed discounts. Offline, grand opening
offers ignite store openings, loyalty programs shower members with exclusive discounts, and free
samples sweeten every purchase. Prepare for irresistible offers, fun packaging, and that "too good to
miss" feeling - that's the Sugar way!
Digital Marketing:Sugar creates online magic with SEO-friendly websites, dazzling Instagram Reels
and TikTok challenges, and a plethora of influencer collaborations. They make beauty discovery fun
and interactive by gamifying purchases with "Sugar Coins" loyalty programs, hosting virtual try-on
experiences, and even experimenting with AR filters. Consider personalized quizzes, AI-powered
shade recommendations, and limited-edition online drops. Every click is a digital sugar rush!
Public Relations: Sugar enchants the media with playful stunts, sponsorship of trendy events, and
brand ambassador partnerships with diverse, inspiring women. They promote positive body image,
inclusivity, and affordability while increasing public awareness through engaging press releases,
influencer shoutouts, and community initiatives. It's all about Covering up perceptions and projecting
a positive image.
Content marketing: Recipe for Sugar Cosmetics Content Marketing:
Understand your target audience: Appeal to millennial women and changing beauty trends.
Avoid product pushes: Makeup tutorials, tips, hacks, and DIYs are available.
Accept authenticity: Real people, user-generated content, and diversity should be highlighted.
Consider going multi-platform: Take control of social media (Instagram, YouTube), and collaborate
with influencers.
Use storytelling to your advantage: Make relatable stories about beauty and self-confidence.
Decisions based on data: Monitor engagement and adapt and personalize content.
 This strategy fosters brand loyalty, encourages engagement, and eventually converts fans into
customers.
B) Evaluation and adjustment:
Regular review

 Customer Surveys: Gather direct feedback on campaigns, product fit, and brand message.
 A/B Testing: Experiment with different content styles, platforms, and call-to-actions.
 Competitor Regular Analysis: Stay ahead of the curve by monitoring rival strategies and
trends.

Adjustment strategy:

Amplify Successes: Focus on high-performing content types, refine messaging, and broaden
reach.

Course correction: Identify platform gaps, investigate new channels such as TikTok, and
capitalize on rising influencers.

Accept Feedback: React to customer feedback and adjust product offerings based on content
trends.

Data-driven Decisions: Monitor metrics on a regular basis, learn from failures, and iterate for
even better results.

Sugar keeps its marketing fresh, responsive, and always in tune with its audience's evolving
desires by acting quickly and nimbly on evaluation insights.

Conclusion:

Sugar's secret marketing recipe combines valuable content with audience insights. Sugar
empowers millennial women through beauty tips, tutorials, and real-life narratives by
foregoing product pushes in favor of relatable storytelling. Influencer partnerships, social
media dominance, and data-driven adjustments ensure that the message resonates and drives
conversions. This strategy perfectly aligns with Sugar's objectives: increasing brand loyalty,
increasing sales, and establishing itself as the go-to brand for confident, modern beauty.
Sugar is more than just cosmetics; it's a community, and its marketing expertly reflects that
essence, ensuring its sweetness lasts.

Appendices

As of mar 02, 2023’s latest post-round ownership report, Founders hold 23.30% at a net
worth of INR 673Cr.

Funds own the majority of SUGAR Cosmetics’s shares, accounting for 56.66%. while
founder hold 23.30%.Enterprise hold 8.43%, Angel hold 5.92% and ESOP hold 3.66%.