DAVANGERE UNIVERSITY

GOVERNMENT FIRST GRADE COLLEGE FOR WOMEN

DAVANAGERE - 577004

A MINOR RESEARCH PROJECT REPORT ON

“MARKETING STRATEGY OF NYKAA BEAUTY

PRODUCTS”
(with special reference to Roopakala Cosmetics in Davangere City)

A Report Submitted In Partial Fulfillment of The Requirement For

The Award of Degree In

Bachelor of Commerce

SUBMITTED BY:
Ms. BHARGAVI B DALAVE
Reg. No.U13GD21C0177

Under the guidance of

Dr. SHAMALA K. M.Com., M.Phil, Ph.D.
Associate Professor
Department of COMMERCE
Government First Grade College for Women,
Davanagere- 577004

2023-24
 DAVANGERE UNIVERSITY

GOVERNMENT FIRST GRADE COLLEGE FOR WOMEN

DAVANAGERE - 577004

COLLEGE CERTIFICATE
This is to certify that Ms. BHARGAVI B DALAVE bearing Reg.

No.U13GD21C0177 is a bonafide student of Government First Grade College for

Women, Davanagere during the Academic Year 2023-24. She has prepared a Minor

Research project report on “MARKETING STRATEGY OF NYKAA BEAUTY

PRODUCTS” And Submitted by her in the partial fulfillment of the requirement for the

award of the degree in Bachelor of Commerce.

Dr. T.Karibasappa M.Com., M.Phil, Ph.D. Dr. M. Manjanna M.A., Ph.D

Head of the Department Principal
Govt First Grade College for women, Govt First Grade College for women,
Davangere. Davangere.

Date: / /2024
Place: Davanagere
 DAVANGERE UNIVERSITY

GOVERNMENT FIRST GRADE COLLEGE FOR WOMEN

DAVANAGERE - 577004

GUIDE CERTIFICATE
This is to certify that Ms. BHARGAVI B DALAVE bearing Reg. No.
U13GD21C0177 is a bonafide student of Government First Grade College for Women,
Davanagere, during the Academic Year 2023-24. She has prepared a Minor Research
project report on “MARKETING STRATEGY OF NYKAA BEAUTY PRODUCTS”
And submitted by her in the partial fulfillment of the requirement for the award of the
degree in Bachelor of Commerce, under my supervision & guidance.

Dr. SHAMALA K. M.Com., M.Phil, Ph.D.

Date : / /2024 Associate Professor
Place : Davangere Govt. First Grade College
Davangere-577004
 ACKNOWLEDGEMENT

On the successful completion of a project work. I would like to express my sincere

gratitude to all those who were involved directly and indirectly with this project.

I take this opportunity to express my deep sincere gratitude to Guide

Dr. Shamala K. Associate Professor, Department of Commerce, Government First
Grade College for Women, Davanagere without whom this project would have been
impossible. I would like to thank for her constant encouragement, guidance and suggestions
in all aspect of this project.

I extend my earnest reverence to Dr. T.Karibasappa, Head of the Commerce

Department, Government First Grade College for Women, Davanagere who has given an
opportunity to do this project work.

I am grateful to Dr. M. Manjanna . Principal of Government First Grade College(UG &

PG Center), Davangere who helped us in every way during the course of the project.

I am also thankful to my Parents & Friends for their support and encouragement
during the period of my project work.

Date: / /2024
Place: Davangere Ms. BHARGAVI B DALAVE
 DECLARATION

I am MS. BHARGAVI B DALAVE Bearing Reg No. U13GD21C0177

hereby declare that this Minor Research project report entitled “MARKETING
STRATEGY OF NYKAA BEAUTY PRODUCTS” is a record of independent work
carried out & prepared by me during the year 2023-24 under the guidance of Dr.
SHAMALA K. Associate Professor, Government First Grade College for Women,
Davanagere.

I also declare that this project is prepared in partial fulfillment of the University
regulations for the award of the degree of Bachelor of Commerce by Davangere
University, Davangere.

I further declare that this report is of my own efforts and has not been submitted
for the award of any degree from any other Institutions or Universities.

Date: / /2024 BHARGAVI B DALAVE

Place: Davangere Reg.No.U13GD21C0177
 CONTENTS

Sl. No. Index Page

No.

1. INTRODUCTION 1-5

2. COMPANY PROFILE 6-13

3. PRODUCT PROFILE 14-17

4. DATA ANALYSIS AND INTERPRETATION 18-28

5. SUMMARY OF SUGGESTIONS & CONCLUSIONS 29

BIBLIOGRAPHY 30
Marketing Strategy of Nykaa Beauty Products

CHAPTER : 1

INTRODUCTION TO THE TOPIC

1.1 Introduction to Nykaa

The beauty industry worldwide is blooming. This growth is being witnessed in

India as well. With more and more companies trying to get a share of the market,
competition is on the rise. Indian cosmetics industry particularly lacks a strong Indian
origin brand in the premium product segment. This leave a gap for introducing a
product range that is made by an Indian cosmetics brand with aesthetics that speaks
directly to the Indian consumer. The consumer is willing to climb the premium ladder
and so it is the right time to introduce premium product category by blending the
existing brand DNA and current market trends. This project delivers a well-researched
proposal to introduce a colour cosmetic product range with packaging inspired by
Indian aesthetics and defines the target audience for the products along with pricing for
each product. The project also introduces a revamped store layout that appeals to the
customers seeking added value. A marketing plan that reflect the entirely of the
brand’s communications, product launches, advertising and competitions. Creating an
integrated marketing campaign that generates awareness knowledge thereby boosting
sales.

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Nykaa is a cosmetics retailer brand tha sells products both online and in
offline stores. Product reviews, beauty how to videos, expert -written articles, and
even an e-beauty magazine are all available through out the company, ’’Nykaa’’.
Nykaa’s customer service line is meant to assist consumer selecting products and
service that are specific to there needs.That goods offered by this beauty and wellness
company are purchased directly from the manufacturers, ensuring authenticity. They
are also available from delivery ! Nykaa presently sends its items throughout the
Indian subcontinent, as well as to Nepal, and will soon begin worldwide shipping to
variety of nations.

Falguni Nayar, the company’s founder and former managing director of Kotak
Mahindra Capital Co., was inspired by the discrepancies she in the cosmetic product
market. Despite signification market demand, Indian ‘s beauty and cosmetics market
did not match the extent of the products as it did in other countries such as France and
Japan.Furthermore, the products were determined to be unavailable in a number of
locations around the country, prompting the development of Nykaa. Falguni Nayar
founded Nykaa in the year 2012. It began as an internet company before evolving into
an Omni channel strategy.

The company has wide choice of products for both men and women, including
cosmetics, fashion, lingerie, clothes, and much more. Keep up with the latest trends
and educate your customers.It provides multiband services in over a thousand Indian
cities.

It has 76 physical locations across the country.Nykaa can be accessed through

both websites and mobile applications. At the end of 2020, the company is valued at
Rs.85 billion, with revenue of Rs.1860 crore. In a month, almost 55, 00, 000 people
visit the Nykaa websites worldwide, selling 104 products each minute, 72 percent of
loyal consumers repeat purchases within a month and 30 beauty products per minute.

1.2 Literature Review

(Startuptalky, 2022) Nykaa is a direct -to -consumer (D2C)consumer goods e-

commerce firm with an inventory- based business model. The firm buys its products
directly from products and stores them in specified warehouse in New Delhi,

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Marketing Strategy of Nykaa Beauty Products

Mumbai, and Bangalore. These items are available for purchase on Nykaa’s website
or in one of the company’s three offline retail formats ; Nykaa Luxe, Nykaa Kiosks.
The company’s inventory -led business model has helped it achieve significant profit
margins and her results in a lucrative operation. I n addition, the company assures
product and maintains competitive price.

(Suchitra, 2021) We all know that the majority of items and services have
moved out offline to the internet market. Many enterprises have numerous options to
reach out directly to their clients and offer items at competitive prices by avoiding the
costs of intermediaries. Nykaa took advantage of these prospects and entered the E-
retail market in 2012, selling products from a variety of brands on a single platform.
It ensures that clients always prefer a brand that provides the highest degree of quality
and satisfaction. Many firms suffered significant losses as a result of COVID -19,
whereas Nykaa reported a 20 percent to 70 percent increase in business as usual. As a
result, the analysis provided in depth information about Nykaa’s business strategies
and how they contribution to their success.

(GHOSH, 2021) Its founder Nayar -who was placed No.20 on Fortune India’s
Most Powerful Women in Business list in March last year -isn’t easily ruffled by
setbacks, as she demonstrated in March last year. For example, she is aware of
competition from major e-commerce business like Amazon and Walmart -owned
Flipkart and Myntra, about irrational competition when we were a tiny firm. Someone
comes in and throws a lot of cash at the problem in order to get consumers.

(Seth, 2021) Natasha Aggarwal, a small -time retail investor, opened a bottle
of bubbly at 11 a.m. on November 10.Despite the fact that it was early in the day, the
occasion demanded a celebration. Nykaa, the go-to e-commerce portal for all beauty
needs among advertising professional, had made a smashing launch on the stock
exchange.The stock increased by 89%to Rs 2, 129.Aggarwal was ecstatic about her
monetary gains after begin given ‘’ a good number of shares’’ at the IOP price of Rs
1, 125. She raised a glass to Falguni Nayar, Nykaa’s 58-year-old Founder and CEO,
who made it possible for many people like her to profit from the firm as both a
consumer and an investment.

(The Success Story of Nykaa, 2021)The most important aspect is to promote

companies and products across different platforms, including social media, websites,

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Marketing Strategy of Nykaa Beauty Products

the previous few years, the firm has teamed with Femina to host Femina Miss India in
order to directly target the relevant audience. Its capacity to provide relevant,
interesting, and relatable content for its audience is another key to its success. The
gole is to connect with beauty lovers via their YouTube and Instagram accounts.

(Sai Sachin, 2020) As Nykaa offers both exclusive and nonexclusive products
bargaining power differs from supplier to supplier.Nykaa has higher bargaining power
when launching new products as it provides good platform and an enthusiastic equal
bargaining power because of their own customer base.

1.3 Objectives of the study :

 To study the company’s business strategy

 To identify Nykaa’s competitors, products, and services
 To investigate the company’s SWOT
 Challenges faced by Nykaa under business environment
 It’s strategy to sustain in the market
 Research the company’s marketing strategy.

1.4 Scope of the study :

Nykaa heavily invest on social and digital media to gain tranction among
digitally savvy Indian Millennials and Generation Z.

In addition to a wide assortment of international and domestic brands, the

company also focuses on private label products with competitive pricing to appeal.

1.5 Data Source

 It is purely based on secondary data. Through the google, company website

and books.

1.6 Limitations

 All the data used in the research paper is secondary and no primary data
collect for the purpose of this research paper.
 The scope of this research was limited.

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Marketing Strategy of Nykaa Beauty Products

 The resources were limited for this research

 The time for making this research paper was limited.

1.7 Chapter scheme

CHAPTER-1: Introduction, literature review, objectives of the study, scope of the

study, data source, limitations of the study, these are all topics explain in 1 st chapter.

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Marketing Strategy of Nykaa Beauty Products

CHAPTER:2

COMPANY PROFILE

Company profile:

2.1 Introduction

HISTORY

Founder- Falguni Nayar

Nihir Parikh – Chief Business Officer for the E-commerce Business Sanjay
Suri – Chief Technology Officer.

Sachin Parikh – Chief Financial Officer.

Madhavi Irani – Chief Content Officer. Hitesh Malhotra – Chief Marketing

Officer. Manoj Jaiswal – Chief Supply Chain Officer.

The cosmetic industry is one of the largest industries which attracted a lot of
player because of its growth. The cosmetic industry also plays an important role in

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Marketing Strategy of Nykaa Beauty Products

the growth of economy. The detailed project has been taken to evaluate the strategy
and technique of the industry which helps them and the economy to growth.The
cosmetic market was valued at $1.3Billion in FY 2020 and is estimated to grow at
double -digit CAGR of 16.39%trough FY2026 to reach $2.89 Billion by FY2026.This
amazing growth of the cosmetic industry is the result of the growing demand for
cosmetic products, mainly from teenaged and young adults, and the rapid
digitalization of the industry much to the benefit of all.

If we talk about the cosmetic industry, Nykaa is one of the leading company
that offers various product from different brands on a single platform. Nykaa is an
Indian originating company which id operating multinational and it is one of the
company in industry which has a great impact on the overall business environment of
the industry. The project has been taken to understand the company’s internal and
external environment, its competitors, marketing strategies, business environment etc.
Nykaa, India’s first unicorn beauty E-commerce start up has million of customers.

INDIA’S LARGEST OMNICHANNALE BEAUTY DESTINATION

Derived from the Sanskrit word ‘ Nayaka’ meaning actress or one in the
spotlight, Nykaa is all about celebrating the star in each women, and begin her
confidante and companion as she embarks on her own journey to discover her unique
identify and personal style. From the widest selection of genuine beauty products
from around the world to beauty advice, Nykaa is truly passionate about catering to
every beauty and wellness need. Because after all, Your Beauty is Our Passion.

VISION

Bring inspiration and joy to people, everywhere, every day

MISSION

To create a world where our consumer have access to a finely curated,

authentic assortment of products and services that delight and elevate the human
spirit.

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Marketing Strategy of Nykaa Beauty Products

Nykaa rests on three deals – curation, information and personalization. Nykaa

bring together the best offering, to help our customers make the right choice for their
holistic beauty needs every step of the way.

Nykaa is an e-commerce website founded in 2012 by Falguni Nayar

headquartered at Mumbai Maharashtra. She was born and raised in Mumbai. Falguni
Nayar is a graduate of the Indian Institute of Ahmedabad. In 1993, Falguni joined
Kotak Mahindra Bank as a Head of their Investment Banking division. After eight
years of managing their international operations in the US and the UK; Falguni then
moved on to take over the role of Managing Director of their investment banking
business in 2005. Over the period of 10 years, she successfully leads the firm to
become India’s leading IPO bankers and was also the key person behind the closure of
a number of successful M&As as well. She took a job as a management consultant
after completing her degree of MBA in Finance. Her husband whom she met at
business school, took a job in finance.

He is now a CEO of KKR India. Other than that, she was a Founding Member
of the Asia Society in India, and also sits on the boards of several companies,
including the Aviva Insurance Board, Dabur India, Tata Motors (as an Independent
Member), as well.

Over the period of time, – she also has managed to receive many accolades
throughout her career. The most notable ones include: –

 The FICCI Ladies Organization (FLO) award for the top woman achiever in the
field of banking

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Marketing Strategy of Nykaa Beauty Products

 The Business Today award recognizing her as one of the top 25 women in
business

Finally, in 2012, she left Kotak to start her own venture – Nykaa.com! After
leaving her job from Kotak Mahindra Capital Co. Falguni Nayar, Managing Director,
she started looking for business opportunities in India, and noticed a huge gap in the
beauty products market.

Falguni Nayar got the idea of starting Nykaa when she once walked
into a Sephora store. She was amazed by the variety of brands available at the store.
She bought products worth hundreds of dollars. The sales associates showed her the
best way to use them. They recommended her best beauty products without any bias.
She felt that there is a dearth of multi-brand chains in India in beauty and wellness. At
the age of 50, Nayar gave up her stellar career at Kotak Mahindra and turned into an
entrepreneur. That’s how Nykaa Business Model was formed. The demand was on the
top, but there were only few places to get genuine beauty products so she launched
Nykaa with her husband, Sanjay Nayar in 2012. She raised a total of INR 280
Crore(USD 41.6 Million) through multiple rounds of funding. Nyka generated INR
260 Crore(USD 38.4 Million) turnover in 6 years. Nykaa’s revenue has grown close
to 300% in past two years. The company is also eyeing for an initial public offering in
2020. Nykaa is receiving 16, 000 orders in a day. India’s beauty market is dominated
by Nykaa, which commands a 33% share. Makeup accounts for about 60% the sales,
Skincare makes up 26%, haircare takes about 18% of the sales. Men centric products
contributes 7% and the rest of the sales revenue is derived from bath products,
perfumes, beauty appliances, etc. As your beauty buddy, Nykaa also offers expert
advice and guidance, through their must-read Beauty and Makeup Blog –‘Beauty
Book’, which accounts from 25 leading makeup stylists, skin, hair, personal care and
wellness experts who answer any questions or concerns that one may have related to
beauty, health, nutrition and personal care. This section also includes a Virtual
Makeover tool to try and share different makeup looks as well.

Beyond that, Nykaa also has a section called – ‘Ask Nykaa’, which is a
community of fellow members of the portal for all the questions and doubts that one
may have before they purchase a product from the site.

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Marketing Strategy of Nykaa Beauty Products

Nykaa is an India based brand that specializes in multi -beauty and personal
care products. It had been originally established as a sole e-commerce medium unit it
later began setting up various retail outlet in many metropolitan cities across the
nation. The brand specialties in facilitating an extensive collection of cosmetic,
skincare, hair care, fragrances, bath and body, luxury as well as wellness products for
both women and men. The platform facilitates suitably prepared and period brands
product, claiming to receive more than 1.5 million per month across India.

Presently Nykaa has its stores in three formats namely Luxe, On Trend, and
Kiosks. With the Nykaa on Trend items begin confined to trending and fashionable
brands, Nykaa’s Luxe stores feature more premium and luxury brands such as Estee
Lauder, Dior, Huda Beauty, and M.A.C Cosmetics as well as a range of others.

Aside from women beauty, the platform also holds a range of grooming items
for men listed on the Nykaa Man website and app and also on Nykaa Network which
is an online community for beauty enthusiasts. As of now the company is a firm
believer in sticking to the vertical marketplace.

It all began in the year 2012 when Nykaa was established. On the lookout for
a promising business opportunity in the Indian nation Falguni Nayar came across an
inconsistency in the beauty items market in India which wasn’t at par with the

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Marketing Strategy of Nykaa Beauty Products

product’s scope in other nations like France or Japan, in spite of the high demand,
largely, owing to the lack of products availability in many places. This led to her
setting up Nykaa alongside her husband Sanjan Nayar. Starting out as an online
corporation in the beginning the platform gradually shifted to an Omni channel
platform in the up coming years.

Nykaa’s annual, beauty and fashion sale, named the ‘Pink Friday Sale’
generally starts in the month of November with over 2004 participating brands on up
to 50% off, along with Rs 300 off for first-time shoppers, along with 15 day return
policy, the e-commerce platform offers in its Pink Friday Sale. Apart from an array of
combos, up to 50% off on Nykaa Cosmetics, Nykaa Naturals – Hair and skin, kay
Beauty, Nykaa Fragrances, Nykaa SkinRX, Wanderlust offers on Luxe brands such as
Estee Lauder, Clinique, M.A.C. Kiehl’s and so on also gets introduced, the iconic
Charlotte Tilbury, Morphe, Nudestix, Huda Beauty, Elf Cosmetic are just some of the
names that are savings up the deals for Pink Friday.

Nykaa.com is the market leader and preferred destinations for online beauty
and wellness products in India. With almost 400 curated, well priced and 100%
genuine brands and 35, 000 products, Nykaa prides itself on offering a comprehensive
selection of makeup, skin care, hair care, fragrances, bath and body, luxury and
wellness products for women and men.

Nykaa.com was founded in 2012 by Falguni Nayar, former managing director

of Kotak Mahindra Capital Company. Since them, Nykaa has become a popular brand
in the e commerce & Retail Industry.

Sachin Parikh, CFO, Nykaa advised ‘’ The only advice I can give to startups is
to focus on sustained growth. You know, I can spend lot money, acquire the
customers, get a certain level of growth but if the customers are not coming back or
the growth is not sustainable, you are not going to achieve the targets so make sure
you get to sustainable growth.

From last year to this year, Nykaa has growth by about 350% and this year
onward they are going to grow on other 300%. Today they are running at about 600
Crore run rate and have got very aggressive targets, which they are assured to
achieve.

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Marketing Strategy of Nykaa Beauty Products

Nykaa Revenue:

Nykaa’s revenue has grown close to 300% in the last two years. In 2016, it
raised a total of 104 corer rupees from investors and the company hopes to break even
by the end this year. The company is also eyeing for an initial public offering in 2020.
Nykaa is receiving 15, 000 orders a day, mostly from consumers between the ages of
22 and 35.

Nykaa Marketing strategies:

Nykaa depends on content marketing for their marketing strategy. They

provide a winning formula for the brand name. On one hand,

Where Nykaa is using high-quality content to generate traffic on the website,

Nykaa uses email marketing and social media marketing for marketing. Nykaa also
collaborated with Femina to host the ‘Nykaa.com Femina Beauty Awards’ in 2015
and 2016 to create the brand awareness.

Funding :

The company has raised 20 crore in funding from private investors that
include HNIs ( high net-worth individuals ) and non-resident Indians (NRIs) in June
2014 and last year that was in 2015, it raised $9.5 million from a group of Indian
investors.

Collaborations

In collaborations with Femina, Nykaa hosted the ‘Nykaa.com Femina Beauty

Awards’ in 2015 and 2016, which were the award functions created for highlighting
the best products & brands in beauty & wellness.

Company ’s Contribution towards Social Causes

In 2015, on the occasion of International Women’s Day, Nykaa raised funds

for Project “Nanhi Kali’’, which is an Indian NGO for girl child education providing
primary education to underprivileged girl children in India.

How Nykaa Started :

After leaving her job from Kotak Mahindra Capital Co. Falguni as looking for
business opportunity in India and she noticed a huge gap in the beauty products

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markets in India. She noticed that the demand was on the top but there were very few
places to get the genuine beauty products. So she launched Nykaa with her banker
husband Sanjay Nayar.

Fundings :

Nykaa has managed to raise 25 million dollars so far from 7 different

investors in 4 rounds.

Series A : In the first round of funding held in July 2014. Nykaa abled to raise 3.4
million dollars.

Series B : In series B round of funding Nykaa raised 9.5 million dollars from series
of investors including Michael Carlos, Dalip Pathak, TVS Capital Funds, Atul Nishar,
and Harsh Mariwala.

In the third round of funding the company was able to rasie 820 million rupees
form Harsh Mariwala, Sunil Munjal.

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CHAPTER 3

PRODUCT PROFILE

Face :

 Face primer
 Concealer
 Compact
 Contour
 Loose Powder
 Blush
 Bronzer
 BB & CC Cream
 Highlighters
 Setting Spray
 Makeup Remover

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Eyes:

 Kajal
 Eyeliner
 Mascara
 Eye Shadow
 Eye Brow Enhancers
 Eye Primer
 False Eyelashes
 Eye Makeup Remover
 Under Eye Concealer
 Contact Lenses

Tools & Brushes

 Face Brush
 Blush Brush
 Lip Brush
 Eye Brush
 Sponges & Applicators
 Eyelash Curlers
 Mirrors

Top Brands :

 Huda
 Charlotte Tilbury
 M.A.C
 Maybelline New York
 L’Oreal Paris
 Lakme
 Nykaa Cosmetics
 Combos @ Nykaa

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Marketing Strategy of Nykaa Beauty Products

Lip Care :

 Lip Balm
 Lip Scrubs
 Lip Masks
 Lipstick
 LIQUID Lipstick
 Lip Gloss
 Lip Liner

Nails :

 Nail Polish
 Nail Art Lits
 Nail Polish sets
 Nail Care
 Nail Polish Remover
 Manicure & Pedicure Kits

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CHAPTER 4

DATA ANALYSIS & INTERPRETATION

This chapter aims obtain the objective of the study by critically analysing the
qualitative data through thoroughly examining the interviewee’s responses and
beliefs. This has been achieved through evaluating the most relevant responses by
the participants. The data has been analysed and discussed by comparing the
comments made by the respondents with the literature review keeping in mind the
research objective of the study. Thus, the rationale of this analysis is based on the
personal answers provided by the respondents. An appropriately designed
questionnaire was used to collect the primary data for the study. The data for 100
respondents was organized systematically in tables and graphs and then was subjected
to analysis using appropriate statistical tools. The results of the analysis
are presented in the following section in order to assess the customer perception
towards online shopping on Nykaa .com in India.
Here for analysing, we are considering two factors. That is:
 Demographical factors
 Behavioural factors

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DEMOGRAPHY:

1. Gender of Respondents:
Table 4.1: Gender wise respondents

Analysis and Interpretation:

According to demography profile, in this study 70 % male and 30% female
respondents are part of my target population and they help me to fulfil my
questionnaire from different area of Bangalore city. From these groups total
respondents are 100. So, according to the survey result,the male respondents are more
and can be told that they interested to shop online than female, even though both of
them shop online.

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2. Age Group:

Table 4.2: Age wise respondents

Analysis and Interpretation:

Below figure shows that 63% respondents are between 15-25 years old, 24%
respondents are between 25-35 years old, 12% respondents between 35-45 years old,
and 1% respondents are between 45&above. Overall result shows that between all of
them the respondents who has age limit between 15 to 35 years (63%+24%= 87%)
people are more familiar to shop online on my target population

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Marketing Strategy of Nykaa Beauty Products

3. Occupation:

Table 4.3: Occupation wise respondents

Graph 4.3: Occupation wise respondents

Analysis and Interpretation:

In this survey, 46% of the respondents are salaried and 39% are students. So
they both together made majority of respondent’s percentage (85%). 8% are business
persons and 7% are House wife. Salaried persons and students will always look for
new technologies and new services which make them more comfort.

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Marketing Strategy of Nykaa Beauty Products

4. Educational Qualification:

Table 4.4: Educational wise respondents

Graph 4.4: Educational wise respondents

Analysis and Interpretation:

All of them in this survey are graduate and above qualified peoples only.
Among these 63% are graduates, 36% are post graduates and one person is PhD.

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Marketing Strategy of Nykaa Beauty Products

5. Frequency of purchase from online:

Table 4.5: online shopping usage

Graph 4.5: online shopping usage

Analysis and Interpretation:

More than half of them use online shopping sometimes, ie 52%. People who
always and mostly shop through online shopping are also good in number, 9 and 35,
together 44%. And who use online shopping rarely is very less in number 4%. Since
only 44% are mostly using this, there is a wide space to fill and to make online
shopping a great success. And there is not much gender difference inonline shopping,
which means both males and females enjoying online shopping and its benefits.

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Marketing Strategy of Nykaa Beauty Products

6. Rating of services on Nykaa .com (in a scale of Excellent, Good, Average,

below average, Poor)

Table 4.6: Rating of Nykaa services

Graph 4.6: Rating of Nykaa services

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Marketing Strategy of Nykaa Beauty Products

Analysis and Interpretation:

46% of respondents are rated excellent for cash on delivery service, while for
30 days replacement policy 55% rated good and 23% rated excellent. For EMI options
48% rated good and 21% rated excellent, and for free shipping 35% rated excellent.
While analysing the data, customers have more interest in two services of
Nykaa : That is, 30 days replacement policy and EMI options.
Since Nykaa is providing 30 days replacement policy for all the products in
the platform. And this combined mix service increased the customer trust.
In case of EMI options, Nykaa is the only site which accepts all credit cards
and thus it provides a better payment options to the customers.
Cash on delivery is a compactable service that provided to the customers and
they are much satisfied on that service also. Even some rated less for this service, may
be because of less customised experience on cash on delivery.
In case of free shipping, Nykaa provide this service for total purchase of
rupees 300 and above only. So it may affect some of the customers who purchase less
price products frequently.

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Marketing Strategy of Nykaa Beauty Products

7. Recommending this website to others:

Table 4.7: Recommending Nykaa to others

Graph 4.7: Recommending Nykaa to others

Analysis and Interpretation:

In this survey, most of them (95%) are happy to recommendNykaa to others
like friends and family. And this shows word of mouth publicity is successfully
running and this is one of the great advantages for Nykaa .

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Marketing Strategy of Nykaa Beauty Products

8. Customer’s rating about services onNykaa .com: (in a scale of 5, 5 as highest

and 1 asleast

Table 4.8: Rating the experience from Nykaa

Graph 4.8: Rating the experience fromNykaa

Analysis and Interpretation:

While analysing the rating of experiences, Nykaa provides a good and
excellent experiences to most of the customers.
Mode of given data: 4 & Median of given data: 4 49% of customers rated 4 as
the experience and more than half of the population (66%) rated 4 & 5 as experience.

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Marketing Strategy of Nykaa Beauty Products

16) Satisfaction of customers while Nykaa services are used:

Table 4.16: Satisfaction on services of Nykaa

Graph 4.16: Satisfaction on services of Nykaa

Analysis and Interpretation:

81% of the population is satisfied with the service of Nykaa . This helpsNykaa
to retain the customers and also shows that the branding and marketing techniques of
Nykaa also got succeed.

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Marketing Strategy of Nykaa Beauty Products

CHAPTER 5

SUGGESTIONS & CONCLUSION

5.1 Suggestions :

Nykaa must focus on overcoming its limitation and challenges by leveraging

its strengths and possibilities. Its ability to provide branded product at
reasonable costs assures that it reaches the upper-middle-income market.
Class can even target the lower-middle-income group by offering lower-cost
products in lesser quantity in order to be able to buy them.
As a woman entrepreneur, you must inspire other women to start their own
businesses by providing financial support
Nykaa provides a platform for sellers to sell their wares.
Nykaa primarily caters to the 25-35 age brackets, but introducing additional
age group could help the company grow even more.
It must engage in further promotional measures to raise product awareness
among men.
Because most people believe Nykaa’s company is only for women, this part
has been created.

5.2 Conclusion :

We all know that the majority of items and services have moved from the
offline to the market. Many enterprises have numerous option to reach out directly to
their clients and offer items at competitive prices by avoiding the costs of
intermediaries.

A key takeaway of Nykaa’s marketing strategy is to deliver something new to

the customers. Nykaa was a fresh idea in Indian markets, and today it holds an
influential position.

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Marketing Strategy of Nykaa Beauty Products

BIBLOGRAPHY

WEBSITES :

https://www.peppercontent.io

www.Nykka.com

www.commoditiyindia.com

https://buildd.co

https://www.scribd.com

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