CIA 4

Digital
Marketing
NYKAA E-RETAIL PVT LT

Submitted by
Bharath

MBA PROGRAMME

SCHOOL OF BUSINESS AND MANAGEMENT

CHRIST (DEEMED TO BE UNIVERSITY), BANGALORE

May 2022
 COMPANY CHOSEN: NYKAA

COMPETITORS OF NYKAA
 Myntra
 The Bodyshop
 Nykaa man
 Purplle
 Mama earth
COMPETITOR ANALYSIS:
A competitor analysis, also referred to as a competitive analysis, is the process of
identifying competitors in your industry and researching their different marketing
strategies.

TABLE:
COMPETITORS
THE
PARAMETER BODYSHO NYKAA MAMA
S.NO S NYKAA MYNTRA P MAN PURPLLE EARTH
0.2% 14.46% 23.13% 10.01% 7.74% 19.89%
1 Organic Search Increased Increased Increased Increased Increased Decreased
15 % 26.51% 13.25% 6.83% 21.79% 8.33%
2 Paid Search Increased Increased Decreased Decreased Decreased Decreased
24.59% 40.35% 34.32% 210.13% 32.28% 11.88%
3 Display Decreased Increased Decreased Increased Decreased Decreased
1.95% 12.14% 299.88% 51.82% 6.73% 52.14%
4 Social Decreased Increased Increased Increased Increased Increased
1.25% 10.92% 32.04% 47.62% 51.27% 34.34%
5 Referrals Increased Increased Decreased Decreased Increased Increased
4.63% 18.04% 10.79% 4.60% 8.04% 14.71%
6 Direct Increased Increased Increased Decreased Increased Increased

SCREENSHOTS:
ANALYSIS:

 Nykaa's Organic Traffic search climbed to 0.2 percent in April 2022, while the
competitive set grew to 12 percent.
 With 17.82 percent organic traffic, Myntra is the most popular.
 The Bodyshop, after Myntra, has the greatest organic traffic of up to 11.01 percent.
 Organic traffic for Nykaaman and Purplle is 10.01 percent and 7.74 percent,
respectively.
 Mama Earth's organic traffic has declined by 14.33 percent.
PAID SEARCH TRAFFIC:

ANALYSIS:

 Nykaa's paid search traffic increased 14.56 percent in April 2022, while the
competitive set increased 19 percent.
 Myntra's paid search traffic increased by 26.15 percent in April 2022.
 Nykaaman, mama earth, the Body Shop, and purple paid search traffic declined in
April 2022.

DISPLAY TRAFFIC:
ANALYSIS:

 Nykaa's display traffic fell to 24.59 percent in April 2022, while the competitive set
climbed 32 percent.
 Myntra's display traffic increased by 40.35 percent in April 2022.
 In April 2022, display traffic for Nykaaman, Mama Earth, The Body Shop, and Purple
declined.

SOCIAL TRAFFIC:
ANALYSIS:

 In April 2022, Nykaa's social traffic fell to 1.95 percent, while the competitive set
increased by 16 percent.
 The Bodyshop's social traffic increased by 299.88 percent in April 2022.
 Mama earth's and nykaaman's social traffic increased by 52.14 percent and 51.82
percent, respectively.
 In April 2022, myntra and purplle's social traffic increased by 12.14 percent and 6.73
percent, respectively.

REFERRALS TRAFFIC:
ANALYSIS:

 Nykaa's referral traffic increased 1.25 percent in April 2022, while the competitive set
increased 11 percent.
 In April 2022, referral traffic to Purplle and Mama Earth increased by 51.27 percent
and 34.34 percent, respectively.
 Body store and nykaaman referral traffic fell to 32.04 percent and 47.62 percent,
respectively.

DIRECT TRAFFIC:
ANALYSIS:

 Nykaa's direct traffic increased by 4.6 percent in April 2022, while the competitive set
increased by 18 percent.
  In April 2022, direct traffic to Myntra and Mama Earth increased by 18.04 percent
and 14.71 percent, respectively.
 Body store and Purplle direct traffic increased by 10.79 percent and 8.04 percent,
respectively.
 Nykaaman's direct traffic dropped to 4.06 percent.

FINDINGS:

 In the month of April 2022, Nykaa's performance in comparison to its competitors is

much lower.
 In April 2022, Myntra outperformed Nykaa in terms of overall performance.
 When compared to other e-commerce enterprises, Mama Earth performs poorly.
 Nykaa was discovered to be lacking in social media marketing and search engine
optimization.
 In comparison to other e-commerce companies, Nykaa's organic search traffic and
sponsored traffic growth is quite low.
 In the month of April 2022, Nykaa's display traffic fell by 25%.
 Nykaa's direct and referral traffic appears to have increased marginally, although it
remains low in comparison to their competitors' traffic.

RECOMMENDATIONS:

Nykaa could follow certain email marketing strategies to increase traffic to their website

E-mail Marketing Strategies:

 If Nykaa currently has a customer list with current email addresses, email marketing
can start working for Nykaa right now.
 Nykaa might use a variety of techniques to expand its email list, such as providing
customers with a free report in exchange for their email addresses and asking for
email addresses anytime they contact Nykaa's company.
 Customer relationship management (CRM) solutions, such as Salesforce.com, assist
businesses in managing their customers' personal information, while automated email
programmes, such as Mail Chimp, make segmenting lists and creating campaigns
simple.
  They can start working on the process of constructing an email marketing campaign
when they've built an email list and chosen tools to work with.
 It's critical to track and assess the success of your email campaign, as it is with most
traffic-increasing techniques.
 They should fine-tune their ads by experimenting with different topic lines and media
(such as video and images) to see what works best and what consumers respond to.
 They should monitor their email marketing initiatives on a regular basis and take
other steps to boost traffic to their websites.

REFERENCE:

 https://pro.similarweb.com/#/digitalsuite/acquisition/DMItracker