You are on page 1of 3

Digital

Created by:
Marketing Marketing@Nykaa.com
Brief
1. Project Details
a)
Closure Date
b)
Codename (if applicable)
c)
Project Name
d)
Project Owner & Contact Details
e)
Location
2. Project Context
a)
What is the current scenario?

b)

Challenges with current


approach

3. Campaign Objective
a)
Objectives

4. Target Audience

Date: 23rd Feb 2015

TBD
NA
Digital Marketing Mandate for Nykaa FY2015-2016
Adwaita Nayar
Mumbai
1. FY 14-15 Revenue at Rs.20Cr; Sold 500,000
skus
2. Revenue split across channels:
a. Google Paid: 25%
b. Facebook Paid: 15%
c. Direct: 15%
d. Organic: 15%
e. Display: 4%
f. Email: 9%
#1: Absence of Attribution modelling: With heavy
investments into print and BTL, the affect of each
attributed to direct traffic is missing.
#2: Absence of Data Management Platform: With
the digital graph moving from publisher to audiences,
there is no existing technology that is helping us migrate
our approach.
#3: Absence of Demand Side Platform
#4: Absence of Mobile as a marketing channel:
With nearly 20,000 downloads on app stores and Google
Play, its imperative that the new touch point should yield
immediate results. This science isnt established yet.
#5: Absence of streamlined targeting: Due to the
dynamic nature of our business, by the time the ads are
optimised, subsequent audience spill over keep
increasing. Due to the niche category, not too many
targeting options are discovered to reach out to the
different type of TG.
#6: Social Campaign: Though Nykaa is new, however
doesnt figure as the top recall when it comes to beauty
and well being products. Need a social media bang for a
significant word-of-mouth spread.
a) Establish a dashboard that gives visibility to all
channels ATL, BTL, Digital, Radio etc and thereto their
contribution to business.
b) Decrease cost per acquisition by 50%
c) Target 10% of revenue through mobile only
d) Increase positive/neutral mentions of Nykaa 100X in
the SoLoMo ecosystem
e)Implement new age targeting methodologies that
improve visitor to cart conversion by 20%

a)

Who is our TG/To whom the


communication is addressed?

NYKAA PREFERATIS (>50% OF BUYERS):


Profile: Female, 18-35, professionals, living in
Delhi, Mumbai, Bangalore
Drivers for spending: Passion for beauty,
Convenience
of
online
shopping,
Appear
fashionable to friends

Possessions: High spend on beauty products,


apparels, accessories, shoes. Owners of smart
phones. Rented/parent owned residences across
posh and less posh neighborhoods.

Expectation of Product: Widest array of products


and brands. High quality / 100% authenticity in a
market prone to fakes

Key Influencers in Decision Making: BFFs, Celebs,


Bloggers, Social Media
(20% TO 40% OF BUYERS):
Profile: Example: Female, 35-45, Mothers,
Professionals, Homemakers
Drivers for spending: Convenience, Short on time,
New found interest in beauty
Possessions: High spend on homeware, furniture,
electronics, apparel and accessories. Less internet
savvy

Expectation of Service: ease of navigation, selfexplanatory process, high quality products and
service
Key Influencers in Decision Making: Example:
Daughters, friends

NYKAA ASPIRANTS

b)
c)

What are their touch points?


Where are they based out of?

5. For your presentation


a)
Top Points

Basis current traffic 30% Mobile and 70% Non Mobile


Basis current traffic (names of cities): Delhi, Bangalore,
Mumbai, Hyderabad, Kolkata

I.

Using best data management and sharp targeting


techniques in your sphere of work, how do we
seamlessly become a part of the internet

II.

b)

ecosystem of the target audience defined in


point#4(a)
How do we ensure presence of Nykaa.com at
every touch point of a consumer seeking beauty
and wellness products?

Specific Points
I.
II.
III.
IV.
V.

6. Budget & Payments


Budget and Fee details

Period of execution

Media Framework the next level


Data and Reporting Framework the next level
Analytics and Intelligence the next level
Resources and bandwidth to cater to dynamic
business needs
Process to transition of technology and
practices to in-house teams post execution
of the project

Depends on the proposition (Suggest a fee that could be


fixed component plus a gain share (i.e. % of increment
in overall sales)
6 months to 12 months depending on the proposition