Nykaa

Damandeep Kaur
Shubham Sharma
Pururav Suhag
Ekatah Isaiah
Overview of Cosmetics Market

 The ever-evolving landscape of the consumer and retail industry

 A multi-hundred-billion-dollar business.
 Rapidly shifting consumer preferences and their lifestyles, and
 Consistent innovations
 Expected to increase more than USD 36 billion in market size between 2017-2022
 Accelerating at a CAGR of 5% during the forecast period.
Who are We?

 India’s largest omnichannel beauty destination

 Established in 2012
 With 1200+, 100% genuine brands, and six warehouses across India
 ‘Nayaka’ meaning actress or one in the spotlight
 Our slogan- Your Beauty is Our Passion.
Strategic Focus and Plan of the
Company
 Our team has decided to take Nykaa globally.
 Firstly, we have decided to promote Nykaa lip colours globally
 Our company (Nykaa) would be entering the North American countries such as
Canada.
 Nykaa to enter the Canadian market we would be using Joint venture market entry
strategy.
 Fast deliveries will be competitive advantage of our company.
Target Market

Focusing on clients through specialty advertising technique, extraordinarily the upper

white-collar class society and a more specifically women.
We have divided customers through segment.
 Demographics
 Psychographic
 Geographic
 Behavioural
Product strategy

Our product strategy would be based on these elements.

 We are offering small size product with more quantity than competitors.
 Multi-shades products
 Using natural beauty ingredients
 Eco-friendly packaging
 Greenwashing on packaging
 100% Genuine products
Place strategy

 Direct distribution
Manufacturer customers using website and Nykaa app.

 Level One
Manufacturer Company owned stores or franchises Customers

 Level two
Manufacturer Wholesaler Retailer Customers
Price Strategy

Loss leader pricing strategy

 Gain Market penetration and attain customer base.
 Use price as weapon to fight competitors.
 Need to be properly executed
 Draw more traffic from competitors and generate more sales
 Introducing customers the cheapest product or services
Promotion strategy
 Advertising- email, webpages, banner ads, television, radio

 Public relations- public interest and news items.

 Direct Marketing- one-to-one communication

 Sales Promotion- discounts, sales, coupons

 Personal Selling- trained store personnel

 Event Marketing & Sponsorship- sponsors tennis matches

 Social Media- Facebook, YouTube, Twitter and Instagram

Thank You