1

A Project Report
on

“SALES PROMOTION STRATEGY”

of

SUGAR COSMETICS”

Submitted by Submitted to

IQRA AKHTAR
MR. SACHIN
SONI
In partial fulfilment for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
IN E-COMMERCE

MAKHANLAL CHATURVEDI NATIONAL

UNIVERSIRY OF JOURNALISM AND MASS
COMMUNICATION, BHOPAL (2020-23)
 2

CERTIFICATE

Certified that this project report “Sales

promotion strategy on Sugar cosmetics” is
bonafide work of Iqra Akhtar conducted the
project work under my supervision. This is to
further certify to the best of my knowledge
that this project has not been conducted earlier
in this institute and the university.

(Signature of the project guide)

 3

ACKNOWLEDGEMENT

I am using this opportunity to express my

gratitude to everyone who supported me
throughout the course of this bba project. I am
thankful for their aspiring guidance,
invaluably constructive criticism and friendly
advice during the project work. I am sincerely
grateful to them for sharing their truthful and
illuminating views on a number of issues
related to the project.
I express my warm thanks to Mr. Sachin Soni
for their support and guidance.

Thank you,
IQRA AKHTAR
 4

Declaration

I hereby declare that the project report “sales promtion

strategy” is based on my own work carried out during
the course of our study under the supervision of ‘MR.
SACHIN SONI .” I assert the statements made and
conclusions drawn are an outcome of my
i. The work contained in the report is original and has
been done research work. I further certify that by
me under the general supervision of my supervisor.
ii. The work has not been submitted to any other
institution for any other degree/diploma/certificate
in this university. provided
iii. I have followed the guidelines by the university in
writing the report.
iv. Whenever i have used materials (data, theoretical
analysis and text) from other sources, i have given
due credit to them in the text of the report and
giving their details in the reference.

IQRA AKHTAR
 5

CONTENT

S.N PARTICULARS PAGE

O NO.
1 CHAPTER-1 7-49
Introduction of the topic
Background of the Company
History of the Company
2 CHAPTER-2 50-60
Introduction of Title
Sales Promotion Strategy
Important Study
3 CHAPTER-3 61-68
Research Methodology
Objective of Study
Data Collection Methodology
4 CHAPTER-4 69-80
Data Collection and
Interpretation
 6

5 CHAPTER-5 81-82
Findings

6 CHAPTER-6 83-84
Conclusion

7 CHAPTER-7 85-90
Suggestions

8 CHAPTER-8 91-92
Reference
 7

CHAPTER – 1

INTRODUCTION
OF
THE COMPANY
 8

Sugar Cosmetics is a renowned beauty brand that

offers a wide range of cosmetics and skincare
products. The brand was established with the aim
of providing high-quality and affordable makeup
options for makeup enthusiasts. Known for its
vibrant and playful approach to beauty, Sugar
Cosmetics has gained popularity for its innovative
and trendsetting products.
 9

Sugar Cosmetics emphasizes the use of natural

ingredients in its formulations, catering to the
growing demand for clean and cruelty-free beauty
products. The brand places a strong emphasis on
product quality and efficacy, ensuring that
customers receive excellent results while caring
for their skin.

One of the distinctive features of Sugar Cosmetics

is its extensive range of shades and color options.
Whether its lipsticks, eye shadows, or nail
polishes, the brand offers a diverse selection to suit
various skin tones and preferences. This
inclusivity has garnered a loyal customer base and
as made Sugar Cosmetics a go-to choice for
makeup lovers.

In addition to its wide product range, Sugar

Cosmetics is known for its chic and visually
 10

appealing packaging. The brand often collaborates

with renowned artists and designers to create
unique and eye-catching packaging designs,
adding an extra touch of style to their products.

Sugar Cosmetics has also made a mark in the

digital space, leveraging social media platforms to
connect with its customers and create a community
of beauty enthusiasts. The brand actively engages
with its followers, sharing makeup tutorials,
beauty tips, and encouraging user-generated
content.

Overall, Sugar Cosmetics has carved a niche for

itself in the beauty industry by offering high-
quality, cruelty-free, and inclusive makeup
products. With its commitment to innovation,
vibrant colors, and dedication to customer
satisfaction, Sugar Cosmetics continues to be a
 11

popular choice for those seeking affordable and

trendsetting beauty options.
 12

https://www.instagram.com/trysugar/?hl=en

https://twitter.com/trySUGAR
 13

https://www.facebook.com/trySUGAR/

https://www.youtube.com/channel/
UCKVqnev2idvmUNKc2b91B8g
 14

COMPANY
BACKGROUND
 15

Sugar Cosmetics is an Indian beauty brand that

specializes in makeup and skincare products. It
was founded in 2012 by Vineeta Singh, Kaushik
Mukherjee, and Deepika Dadlani. The brand
quickly gained popularity for its high-quality and
affordable products, catering to the growing
demand for trendy and innovative cosmetics in the
Indian market.
 16

Sugar Cosmetics positions itself as a brand that

celebrates individuality and encourages self-
expression. It focuses on offering a wide range of
vibrant and bold colours, catering to diverse skin
tones and preferences. The brand has gained a
strong following among millennial and Gen Z
consumers who seek cruelty-free and vegan beauty
options.

Sugar Cosmetics offers a comprehensive range of

makeup products, including lipsticks, lip glosses,
eye shadows, eyeliners, mascaras, foundations,
blushes, highlighters, and more. The brand is
known for its extensive shade range, allowing
customers to find the perfect match for their skin
tone.

In addition to makeup, Sugar Cosmetics expanded

its product line to include skincare items such as
 17

face primers, setting sprays, makeup removers,

and face masks. The brand emphasizes the use of
high-quality ingredients and formulations that are
gentle on the skin.

One of the standout features of Sugar Cosmetics is

its playful and vibrant packaging. The brand uses
bold colours and quirky designs to create visually
appealing products that stand out on store shelves
and social media platforms.

Sugar Cosmetics primarily operates through its

online platform, making its products easily
accessible to customers across India. However, the
brand has also expanded its presence by partnering
with various offline retail stores and beauty
outlets.

With its commitment to innovation, affordability,

and inclusivity, Sugar Cosmetics has established
 18

itself as one of the leading home-grown beauty

brands in India. It continues to grow in popularity,
gaining recognition not only in the domestic
market but also internationally.
 19

HISTORY
OF THE
COMPANY
 20

Sugar Cosmetics is an Indian beauty brand known

for its wide range of makeup and skincare
products. It was founded in August 2012 by
Vineeta Singh and Kaushik Mukherjee. The brand
quickly gained popularity and became a leading
player in the Indian cosmetics industry.

The journey of Sugar Cosmetics began with the

founders recognizing a gap in the Indian beauty
market. They noticed that there was a lack of high-
quality, affordable makeup products specifically
 21

tailored to the needs of Indian women. With this

insight, they set out to create a brand that would
offer trendy and vibrant makeup options at
accessible prices.

Sugar Cosmetics gained initial traction by

launching a range of matte lipsticks in vibrant
shades, which became an instant hit among Indian
consumers. The brand's focus on quality
formulations, long-lasting wear, and attractive
packaging contributed to its success. As a result,
Sugar Cosmetics quickly expanded its product line
to include other makeup essentials such as
eyeliners, kohl pencils, mascara, and eye shadow
palettes.

One of the key factors that contributed to the

brand's popularity was its strong online presence
and effective digital marketing strategies. Sugar
 22

Cosmetics leveraged social media platforms to

engage with its target audience, build a
community, and showcase its products. The brand
also collaborated with popular beauty influencers
and bloggers to create buzz and reach a wider
customer base.

Over time, Sugar Cosmetics expanded its product

offerings to include skincare products, such as
cleansers, moisturizers, and face masks. The brand
emphasized the use of natural ingredients and
cruelty-free formulations, aligning with the
growing demand for clean and ethical beauty
products.

The success of Sugar Cosmetics led to its

expansion beyond India. The brand started
exporting its products to several countries,
including the United States, United Kingdom,
 23

Australia, and the Middle East. It also opened

physical stores and partnered with various retail
outlets to make its products more accessible to
consumers.

Sugar Cosmetics continues to thrive and innovate

in the beauty industry. The brand's commitment to
offering high-quality products, trendy shades, and
affordable prices has resonated with its customers,
making it a prominent player in the Indian and
international cosmetics markets.

Sugar Cosmetics - Name, Logo, and Tagline

Sugar Cosmetics Logo

 24

The company began as an online supplier of

natural, paraben-free cosmetics and has since

grown in popularity not just in India but
throughout the world. Due to the usage of the
black and white color combination, the visual
identity of an Indian cosmetic business is beautiful
and refined while also seeming bold and confident.
The company's logo is made up of a wordmark
with an emblem on the left, which serves as the
brand's signifier and appears on all of the
company's cosmetics.

Sugar Cosmetics' slogan says,

“Rule The World, One Look At A

Time!!!”
 25

"The “SUGAR Cosmetics” trademark is wholly

owned and operated by “Vellvette Lifestyle
Private Limited”. Any products marketed or
manufactured under the label “SUGAR” is the
property of the same Company and Parent brand
“Vellvette”.

Sugar Cosmetics - Founders and

Team

Sugar Cosmetics was founded by Kaushik

Mukherjee and Vineeta Singh in 2012.
 26

Founders of Sugar Cosmetics - Kaushik

Mukherjee and Vineeta Singh

Kaushik Mukherjee
Kaushik Mukherjee, the Co-Founder, and CEO of
SUGAR Cosmetics is a BITS Pilani and IIM
Ahmedabad alumnus, and a TEDx speaker. He is
also a marathon runner and an Ironman triathlete.

Vineeta Singh
Vineeta Singh is the Co-Founder and CEO of
SUGAR Cosmetics, India's fastest-growing
cosmetic business. She is a TEDx Speaker and an
IIT Madras and IIM Ahmedabad graduate. She is a
triathlon as well as an ultramarathon runner.
Vineeta is a popular face on the Indian business
reality show Shark Tank. Vineeta has also funded
numerous start-ups.
 27

Sugar Cosmetics, a direct-to-consumer company,

appointed Suchit Sikaria as its new Chief Business
Officer on July 5, 2021. Sikaria, an IIM-
Ahmedabad alumnus, has over 14 years of sales,
marketing, and business operations leadership
experience with Performics India and Nokia India.
He was a VP and later a Managing Partner with
Performics, and has earlier served as the Area
Sales Manager at Nokia. Sikaria also has four
years of start-up expertise from his own
entrepreneurial business, Bhukkadpanti, which
was built to serve as a food start up.

"I look forward to bringing in my experience of the

industry and building the brand into a much larger
D2C player; not just in the country, but even
globally," said Sikaria.
 28

Sikaria left the role of the Managing Partner of the

digital marketing agency, Performics India (which
was founded in 2018 by the combination of
heritage companies Convonix and Resultrix)
before joining Sugar.

PROFILE
OF THE
COMPANY
 29

Parent Company Vellvette Lifestyle, Vellvette

Headquarters Mumbai, Maharashtra, India

Industry Beauty, E-commerce, Brand

Marketing, Cosmetics

Founders Kaushik Mukherjee and

Vineeta Singh
 30

Founded 2012

Current CEO Vineeta Singh

Type Private

Company size 201-500 employees

Total Funding $80.8 Mn over 7 rounds

Revenue $26.85 Mn (FY22)

Website http://www.sugarcosmetics.com

Sugar Cosmetics - Startup

Story
Vineeta's husband and business partner, Kaushik, was
working at McKinsey & Company before the two of
them started this firm, and she was attempting to build
and expand her skills at another firm. The idea of
working together had never occurred to either of them,
but they had great respect for one another's abilities.
 31

Soon, they both realized that they enjoyed various

things, such as Kaushik's interest in technology and hers
in product development and marketing.

As a result, they decided to team together, with Kaushik

working on an ecommerce project and she creating a
women's business. They sensed a strong bond that
might handle their shared interests.

"We have a long way to go and great goals to achieve!

Success to me is having the flexibility and capacity to
achieve whatever I want without fear of failure. To be
honest, I had my reservations when I turned down the
job offer when I was 23 years old. But, in keeping with
my concept of having no regrets, I pursued my
ambitions. I was quite enthusiastic about being an
entrepreneur and starting a business. I simply knew that
if I didn't do it now, I'd regret it for the rest of my life,
so I went ahead and did it," said Vineeta Singh.
 32

PRODUCT CATEGORIES
OF SUGAR COSMETICS

Sugar Cosmetics offers a wide range of beauty and

makeup products. Here are some of the main
product categories offered by Sugar Cosmetics:

1. Lipsticks: Sugar Cosmetics is

known for its extensive range of
lipsticks, including matte lipsticks,
liquid lipsticks, and creamy
lipsticks. They offer various shades
and finishes to suit different
preferences.

2.Lip Gloss: Sugar Cosmetics also

offers a collection of lip glosses
that provide a glossy finish to the
 33

lips. These glosses come in

different shades and provide a
lustrous shine.

3.Lip Liners: To enhance the

longevity and definition of lip
color, Sugar Cosmetics provides
lip liners in coordinating shades.
These lip liners help in achieving
precise application and prevent
feathering or bleeding.

4.Eyeliners: Sugar Cosmetics offers

a variety of eyeliners, including
pencil liners, liquid liners, and gel
liners. These eyeliners come in
different shades and formulas to
create versatile eye looks.
 34

5.Mascara: For fuller and longer

lashes, Sugar Cosmetics provides
mascara that adds volume, length,
and definition to the lashes. Their
mascaras are available in both
waterproof and regular formulas.

6.Eye shadows: Sugar Cosmetics

offers eye shadows in various
finishes like matte, shimmer, and
metallic. They provide single eye
shadows as well as eye shadow
palettes with a combination of
shades to create stunning eye
makeup looks.

7.Face Makeup: Sugar Cosmetics

has a range of face makeup
products, including foundations,
 35

concealers, powders, blushes, and

bronzers. These products are
designed to provide coverage,
enhance complexion, and create a
flawless base.

8.Highlighters: Sugar Cosmetics

offers highlighters that add a
radiant glow to the skin. They
come in different shades and
finishes, allowing you to
accentuate your features and
achieve a luminous complexion.

9.Nail Polish: Sugar Cosmetics has

a collection of nail polishes in
various shades and finishes. Their
nail polishes are long-lasting and
 36

offer vibrant colours to create

beautiful manicures.

10. Makeup Brushes and Tools:

Sugar Cosmetics also provides a
range of makeup brushes and tools,
including brushes for face, eyes,
and lips. These tools are designed
to help with precise and effortless
makeup application.

Product offerings may vary over time, so it's

always best to visit the official Sugar Cosmetics
website or their authorized retailers for the most
up-to-date information on their product categories.
 37

Sugar Cosmetics - Mission and

Vision

Sugar Cosmetics' mission statement says, "We

believe in every interpretation of beauty. Bold to
subdued, quirky to crazy, every day to glam
goddess! We aim to celebrate every aspect of you,
no matter what your style is. So, go ahead and
pick your faves."

Sugar Cosmetics - Business

Model and Revenue Model
Sugar Cosmetics has a D2C model of business,
which also uses an Omni channel approach to sell
its products. It helps Sugar sell its products in
 38

various ecommerce marketplaces like Amazon,

Nykaa, etc. The major revenue streams of Sugar
Cosmetics include the sale of its products in India
and other export sales.

Sugar Cosmetics - Funding and

Investments
Sugar Cosmetics has raised $80.8 million in over 7
funding rounds that the company has seen to date.
It was the Series C round of funding that Sugar
had last witnessed on October 21, 2020, which
infused $21 million into the company, after which
it closed a $50 million worth of funding in its
Series D funding round that came from Asia Fund
of L Catterton and some other existing investors
including Elevation Capital, India Quotient, and
A91 Partners.
 39

Date Round Amount Lead Investors

Asia fund of L
May30, Catterton, A91
Series D $50 Mn
2022 Partners, Elevation
Capital, and more.
A91 Partners,
Oct21, Elevation Capital,
Series C $21 Mn
2020 India Quotient, Stride
Ventures
A91 Partners, Anicut
Mar8,
Series B $12 Mn Capital, India
2019
Quotient
Jun1, India Quotient, RB
Series A $2.5 Mn
2017 Investments Pte. Ltd.

L Catterton, which has funded Sugar on one of

recent occasions, has sold some of the portfolio
 40

investments in Asia via its Asian arm to Hamilton

Lane, a US-based alternative investment
management firm for $360 million, as of June 27,
2022. The firm has reportedly pulled out private
equity investments in start-ups only from its Fund
1 and Fund 2. However, it refrained from selling
off stakes from its Fund 3 investments, via which
it invested in companies like Reliance Jio and
Sugar Cosmetics.

Sugar Cosmetics has now on boarded Ranveer

Singh as its latest investor. This comes after the
company raised Series D funding in May 2022. It
is the first start up investment made by the actor;
the investment amount however remains
undisclosed. With this new partnership, the
company will be able to “create new pathways for
customer acquisition" and plans to become a new
 41

favourite cosmetics brand among millennial and

Gen Z customers.

Some of the notable things that

SUGAR is getting right since FY20
Sugar is scaling and according to the CEO's
statements, the start-up is expecting to grow 2X in
revenues, and cross the Rs 300 crore ($36.32 Mn)
mark. Anyone building a retail brand in India may
learn a lot from their experience.

The "FAB BAG"

 42

The Fab Bag by Sugar Cosmetics

The "FAB BAG", a cosmetic subscription service,
was created by Kaushik Mukherjee and Vineeta
Singh in 2012. For Rs 599 every month, users
would get a "surprise" beauty box including a mix
of five goods from the categories of cosmetics,
bath and body, skincare, haircare, and fragrances.

These items were largely new and unknown

brands that were sourced abroad. The FAB BAG
experience allowed the team the space, place, and
data they needed to figure out who their target
market was. SUGAR wanted to position itself as a
premium brand because the company's growth
hinged on encouraging mass consumers to upgrade
or luxury clients to try something less costly.
 43

Premium Products

Despite its tight budget, the team managed to

secure their launch items — an eyeliner and a kohl
pencil – from a reputable German producer.
Customers found the 'Made in Germany' badge to
be reassuring, and it enabled SUGAR to get off to
a good start. Gloss eyeliners dominated the
industry at the time, but SUGAR decided to
develop a matte version, believing that its clients
would prefer an item they could use every day.
The eyeliner was the first of several product bets
that SUGAR would make, and it turned out to be a
hit.

Importance of Instagram influencers

 44

The importance of Instagram influencers in beauty

business marketing is well-documented. SUGAR
jumped on the 'unwrapping videos' and 'before and
after' makeovers bandwagon to make people
aware. The brand's Instagram influencer approach
is well-balanced. Anmol Rodriguez, an acid attack
survivor, is featured in one of their most famous
videos. Today, the brand has over 2.5 million
Instagram followers, much-outnumbering peers
such as Colorbar.

Unique Packaging
 45

Sugar Cosmetics Packaging

SUGAR, like many other emerging companies,

began with an all-digital strategy. The design
partner, Opposite was given the task of creating
"thumb-stopping packaging." Opposite devised a
strong, graphic approach that incorporates low-
poly drawings, aware that the challenger brand
needs to appear and feel unique from the prevalent
minimal and largely black style.

Sugar Cosmetics - Future Plans

 46

SUGAR Cosmetics has expanded outside India,

having a physical outlet in Russia and an online
presence in the United States. SUGAR Cosmetics
intends to increase its offline standalone locations.
The brand, which was created in 2015, currently
manages 100 outlets on its own, with aspirations to
increase that number.

According to some figures, 95% of trading in India

still takes place offline. SUGAR intends to use this
to extend and enhance its retail base, as well as
improve its retail marketing and visual
merchandising experience.
 47

SUGAR Cosmetics opened five new brand-owned

retail stores throughout the pandemic, putting
sanitation and safety first for its retail consumers.
To strengthen its D2C channels, the firm is
focusing on expanding its mobile app, which has
already had 1M+ app installations in less than a
year. Content marketing, strong alliances, and
offering new items will all be on the agenda. The
CEO of Sugar Vineeta Singh has revealed the
company's latest plans of crossing Rs 300 crore
($36.32 Mn) in revenues. Besides, she also added
that Sugar would also be foraying into new
categories, including the hair care category that the
company will most likely be entering very soon
fostered by its acquisition of ENN Beauty.

How has Sugar corrected the cosmetics

industry in India?
 48

So, what makes Sugar Cosmetics different from

others? Well, back in 2015, you could find
Maybelline or Lakme products within the 300 rs
range. Or, if you have a high budget and you are
planning to buy products worth 1000 or more, then
you have MAC Cosmetics and Estee! But the gap
between 300 and 1000 was not acknowledged
earlier. No brand had launched products within
this price range. In order to bridge the gap, Sugar
Cosmetics took the responsibility to sell products
in this range. Plus, we mostly had international
products based on Global Skin standards. On
getting in touch with several women, she found
out that these international products don’t suit our
skin tone because Indian Skin type is different! No
one took care of Indian pollution and skin type in
mind before launching the products. Keeping all
these things in mind, Sugar Cosmetics launched
 49

their Matte Range products that suited best their

Indian customers.

List the competitors of Sugar Cosmetics.

o Nykaa

o Estee

o MAC

o Lakme

o Kay Beauty

o L’Oreal

o Maybelline
 50

CHAPTER-2
INTRODUCTION
OF

THE TOPIC
 51

A sales promotion is a marketing strategy in which

a business uses a temporary campaign or offer to
increase interest or demand in its product or
service.

There are many reasons why a business may

choose to use a sales promotion (or ‘promo’), but
the primary reason is to boost sales. Sales boosts
may be needed to reach a quota as a deadline
 52

approaches, or to raise awareness of a new

product.

There are three primary strategies for sales

promotions:

 Pull strategy: The pull strategy tries to get

the customer to ‘pull’ the product away from
the company, usually in the form of a
discount, BOGO, or another special. This is
the most commonly used strategy across the
board for all businesses.

 Push strategy: The push strategy tries to

‘push’ the products away from the company
towards the customer, usually through B2B
sales. Parent companies will reward
distributors and retailers for taking additional
 53

products off their hands and selling them to

the consumers.

 Hybrid strategy: As its name suggests, the

hybrid strategy is a combination of the push
and pull strategy in which the company will
use a push strategy to move products, and then
a pull strategy to encourage purchasing from
retailers.
 54

SALES
PROMOTION
STRATEGIES OF
SUGAR
COSMETICS
 55

Sugar Cosmetics can employ several sales

promotion strategies on e-commerce platforms to
increase brand awareness, drive sales, and attract
customers. Here are some effective strategies they
could implement:

1. Discounted Prices: Offering discounted

prices on selected Sugar Cosmetics products or
across the entire range can entice customers to
make a purchase. E-commerce platforms often
have built-in promotional features that allow
brands to easily apply discounts during checkout
or display discounted prices.

2. Coupon Codes: Distributing exclusive

coupon codes through various channels, such as
social media, email newsletters, or affiliate
partnerships, can incentivize customers to make
a purchase. These codes can provide discounts,
 56

free shipping, or additional perks to customers

during the checkout process.

3. Limited-Time Offers: Creating a sense of

urgency by introducing limited-time offers, flash
sales, or daily deals can prompt customers to
take immediate action. Highlighting the time-
sensitive nature of the promotion can create a
fear of missing out (FOMO) and encourage
customers to make a purchase sooner.

4. Bundling and Gift Sets: Sugar Cosmetics

can create attractive bundles or gift sets,
combining multiple products at a discounted
price. Bundling complementary items or offering
limited edition sets can increase the average
order value and appeal to customers seeking
value for their money.
 57

5. Free Samples and Gifts: Providing free

samples or gifts with purchase is a great way to
introduce customers to new products or reward
them for their loyalty. Offering a mini-sized
lipstick or travel-size mascara as a free gift can
entice customers to try more Sugar Cosmetics
products and potentially make repeat purchases.

6. Referral Programs: Implementing a referral

program can turn existing customers into brand
advocates. Sugar Cosmetics can offer incentives,
such as discounts or exclusive rewards, to
customers who refer their friends or family
members to the e-commerce platform. This
strategy can expand the customer base and
encourage repeat purchases.

7. Social Media Contests and Giveaways:

Running contests or giveaways on social media
 58

platforms, such as Instagram or Facebook, can

generate buzz around Sugar Cosmetics.
Encouraging customers to participate by liking,
sharing, or tagging friends can help increase
brand visibility and engage with potential
customers.

8. Collaborations and Influencer

Marketing: Partnering with influencers or
beauty bloggers who have a strong online
presence and a relevant audience can
significantly boost brand awareness and sales.
Sugar Cosmetics can collaborate with
influencers to create exclusive discount codes,
limited-edition products, or sponsored content
that showcases their products.

9. Customer Loyalty Programs:

Implementing a customer loyalty program on the
 59

e-commerce platform can incentivize repeat

purchases. Offering tiered rewards, exclusive
discounts, or early access to new product
launches can encourage customers to become
loyal to Sugar Cosmetics and continue shopping
with the brand.

10. Email Marketing: Utilizing email

marketing campaigns to communicate exclusive
promotions, new product launches, or
personalized offers to subscribers can help
nurture customer relationships and drive sales.
Sugar Cosmetics can segment their email lists
based on customer preferences or purchase
history to tailor their promotions accordingly.

Remember, when implementing sales

promotion strategies, it's essential to monitor the
results, track key performance indicators (KPIs),
 60

and analyze customer feedback to optimize future

campaigns and ensure long-term success.
 61

CHAPTER-3
RESEARCH
METODOLOGY
 62

The research methodology for studying Sugar

Cosmetics, or any cosmetic brand, typically
involves a combination of qualitative and
quantitative research methods. Here's an outline of
the research methodology that can be applied to
study Sugar Cosmetics:

1. Define the research objectives: Clearly

establish the purpose of the research. Determine
what aspects of Sugar Cosmetics you want to
study, such as market trends, consumer
preferences, product performance, or brand
perception.

2. Literature review: Conduct a thorough

review of existing literature, industry reports,
market studies, and academic research related to
the cosmetics industry, particularly focusing on
Sugar Cosmetics. This step helps in gaining a
 63

better understanding of the brand, its

competitors, and the broader market landscape.

3. Research design: Determine the appropriate

research design based on the research
objectives. Common research designs include
surveys, interviews, focus groups, observations,
and experiments. Select the most suitable
methods that will provide the required insights.

4. Data collection:

a. Surveys: Design and administer surveys to

gather quantitative data. Surveys can be conducted
online, through email, or in-person. Target
different groups, such as customers, potential
customers, or industry professionals, to collect
relevant information about brand perception,
product preferences, satisfaction levels, etc.
 64

b. Interviews and focus groups: Conduct

interviews or focus group discussions with key
stakeholders, such as customers, beauty
influencers, industry experts, and Sugar Cosmetics
representatives. These qualitative methods provide
in-depth insights into attitudes, opinions, and
experiences related to the brand.

c. Observations: Observe consumer behavior

and purchasing patterns in retail stores, online
platforms, or social media channels. Analyze how
customers interact with Sugar Cosmetics products,
their reactions, and feedback.

d. Secondary data: Gather secondary data

from reliable sources, such as sales reports,
financial statements, social media analytics, or
market research reports. This information helps in
 65

understanding market share, growth trends, and

competitive positioning.

5. Data analysis: Analyse the collected data

using appropriate statistical or qualitative
analysis techniques. Quantitative data from
surveys can be analysed using statistical
software to identify patterns, correlations, and
trends. Qualitative data from interviews and
focus groups can be coded, categorized, and
analysed to identify common themes and
insights.

6. Interpretation of results: Interpret the

findings based on the research objectives.
Identify key findings, trends, and patterns that
 66

emerged from the analysis. Relate the results to the

existing literature and draw conclusions.

7.Reporting: Prepare a comprehensive

research report summarizing the research
objectives, methodology, findings, and
recommendations. The report should be
structured in a logical manner and include visual
representations like charts or graphs to enhance
understanding. Provide actionable
recommendations based on the research
findings.

OBJECTIVE OF STUDY

The main objective of sales promotion is to

bring about a change in the demand pattern of
services and services. Basically, sales promotion
has three specific objectives. First, it is meant to
 67

provide important marketing information to the

potential buyers.

The second objective is to convince and

influence the potential buyers through persuasive
measures. Thirdly, sales promotion is meant to act
as a powerful tool of competition. The specific
objectives of sales promotion are as follows:

i. To gain additional market share or additional

revenue.

ii. To expand the target market.

iii. To develop favorable consumer experience

with the product.

iv. To add extra value to the product and develop

brand franchise.

DATA COLLECTION METHODLOGY

 68

Tools To Be Used For Data Collection Is

Secondary Data & Information Have Been
Collected From Different Scholars And
Researchers, Published E-Books, Articles
Published Different Journals, Periodicals,
Conference Papers, Working Paper, Company
Websites & And Their Internal Newsletters.
 69

CHAPTER-4
DATA ANALYSIS
AND
INTERPRETATION
 70

Data analysis and interpretation is the process of

assigning meaning to the collected information and
determining the conclusions, significance, and
implications of the findings. The steps involved in
data analysis are a function of the type of
information collected; however, returning to the
purpose of the assessment and the assessment
questions will provide a structure for the
organization of the data and a focus for the
analysis.
71
72
73
74
75
76
77
78
79
80
 81

CHAPTER-5
FINDINGS
 82

From the analyzed data, it can be rightly deduced

that the aim of the study is not only to determine
the impact of sales promotion on consumers
buying behavior but to effectively harmonize
promotional tools for company’s growth and
profitability. It was strongly agreed that sales
promotion not only create awareness on
company’s service but to reward and appreciate
customers patronage as the motive of sales
promotion is to pull customers interest towards the
company’s service using not only non-financial
incentives.
 83

The company’s promotional expenditure is

centered more on sales promotion than other
promotional tools because it is strongly agreed that
sales promotion is an effective marketing tool for
company’s growth and managers that implement
sales promotion incentives.

CHAPTER-6
CONCLUSION
 84

The success of sales promotion is highly

dependent on the amount of promotional
expenditure budgeted, availability of the
promotional strategy requires the company to
understand how sales promotion objectives
focused enhances product quality and brand
keeping the sales promotional objective. Focused,
increase sales volume and impact on the company
thereby expanding the corporate image and the
goodwill of the company continues research and
 85

development must be sustained and practice in the

company.
 86

CHAPTER-7
SUGGESTION
 87

Suggestions for improving the service of a sugar

cosmetics e-commerce business:

1. User-Friendly Website: Ensure that your

website is visually appealing, easy to navigate,
and mobile-friendly. Optimize the user
experience by making product search, selection,
and checkout processes seamless and intuitive.

2. Detailed Product Descriptions: Provide

comprehensive and accurate product
descriptions, including ingredients, benefits, and
usage instructions. High-quality product images
from different angles can also help customers
make informed purchasing decisions.

3. Customer Reviews and Ratings:

Incorporate a customer review and rating
system on your website. Authentic reviews
 88

provide social proof and build trust among

potential buyers. Encourage customers to leave
reviews by offering incentives such as discounts
or loyalty points.

4. Personalized Recommendations:
Implement a recommendation engine that
suggests products based on customers' browsing
and purchase history. This can enhance the
shopping experience and increase the likelihood
of additional purchases.

5. Clear Pricing and Discounts: Display

transparent pricing for each product, including
any applicable taxes or shipping charges.
Highlight any on-going promotions, discounts,
or bundle offers to entice customers. Clearly
communicate any terms and conditions
associated with discounts or offers.
 89

6. Efficient Order Processing and

Fulfilment: Streamline your order processing
and fulfilment operations to ensure timely
delivery. Communicate shipping updates to
customers and provide tracking information.
Offer multiple shipping options to accommodate
different customer preferences.

7. Responsive Customer Support: Set up

multiple channels for customer support, such as
live chat, email, and phone. Train your support
team to respond promptly and courteously to
customer queries, concerns, and complaints.
Aim to resolve issues in a timely manner to
maintain customer satisfaction.

8. Loyalty and Rewards Program:

Implement a loyalty program to reward repeat
customers. Offer exclusive discounts, early
 90

access to new products, or free samples as a

token of appreciation for their continued support.

9. Social Media Engagement: Maintain an

active presence on social media platforms to
engage with your audience. Share makeup tips,
tutorials, and behind-the-scenes content.
Encourage user-generated content by featuring
customer photos and testimonials. Respond to
comments and messages promptly to build
rapport and address customer inquiries.

10. Seamless Returns and Refunds:

Clearly communicate your return and refund
policy, making it easy for customers to initiate
returns or request refunds. Simplify the process
and aim for hassle-free returns to maintain
customer satisfaction.
 91

11. Continuous Improvement: Regularly

collect customer feedback and analyse data to
identify areas for improvement. Conduct
surveys, track customer satisfaction metrics, and
monitor website analytics. Use these insights to
optimize your service and enhance the overall
customer experience.
 92

CHAPTER-8
REFERENCE
 93

https://in.sugarcosmetics.com/

www.economicsdiscussion.net

www.zendesk.com

New chat (openai.com)

https://blog.udemy.com/interpretation-of-data

startuptalky.com

Marketing Strategy of Sugar Cosmetics: Suits

Your Skin Tone! – Marqueex

Handbook of Research Methodology

Dr. Shanti Bhushan Mishra Dr. Shashi Alok