ISSN: 2995-3286

Case Report International Journal of Media and Networks

Marketing Strategy of Nykaa Case Study
Nisha Tatkar1*, Harshita Kadam2, Komal Bartwal3 and Aarushi Gupta4
Department of Postgraduate Diploma in Management, Institute of
*
Corresponding Author
PGDM, Mumbai Education Trust, Mumbai 400050, Maharashtra, Nisha Tatkar ,Department of Postgraduate Diploma in Management,
India. Institute of PGDM, Mumbai Education Trust, Mumbai 400050,
Maharashtra, India'.

Submitted: 2023, Dec 14 Accepted: 2024, Jan 10 Published: 2024, Jan 24

Citation: Tatkar, N., Kadam, H., Bartwal, K., Gupta, A. (2024). Marketing Strategy of Nykaa Case Study. Int J Med Net, 2(1),
01-06.
Abstract
In this in-depth case study, we examine the strategic endeavour carefully organized by Nykaa, a renowned and significant
participant in the world of Indian beauty and cosmetics e-commerce. This investigation's main focus is on Nykaa's coordinated
efforts to improve the user experience and strengthen customer engagement levels on their advanced digital platform. This
study conducts an in-depth analysis of Nykaa's multifaceted marketing strategy, which was carefully planned, executed, and
integrated with a wide range of interactive features. These factors have all worked together to significantly increase customer
satisfaction metrics and the length of time that discerning customers spend on the website. The extraordinary achievements
of Nykaa are due to their skilful application of cutting-edge technologies that are smoothly incorporated with a base of data-
driven insights. Nykaa has been able to painstakingly refine the entire inline shopping experience thanks to this perfect mix.
This actually improves the entire online purchasing experience. Higher client retention rates and, concurrently, a discernible
and respectable uptick in total business growth are the tangible results of this optimization.

Keywords: E-Commerce, Cosmetics, Wellness, Online Beauty Shopping, Nykaa Analysis, Nykaa Research, Omnichannel Strategy.

1. Objectives corporate environment, people would anticipate high-quality

2. Nykaa's primary goal is to build out the E-commerce goods and services. If a company's goods and services are of
leadership platform. poor quality, it won't survive for very long. Modern society
3. Nykaa focus to offer customer a comprehensive selection of depends on cosmetics, and they also make great gifts. They
beauty and personal Product diversification. humbly hope that the advice will help the relevant cosmetics
4. Nykaa focuses on providing excellent customer centric services expand their business.
approach.
5. Nykaa focuses collaborating with brands to attract a wider ● Sharma and Yadav (2019)
customer base. Nykaa is frequently used as a leading illustration of an Indian
6. The objective here is to provide customers with an omnichannel e-commerce success story. demonstrates how the success of
shopping experience, allowing them to shop in-store or online as Nykaa has been largely attributed to its business approach, which
per their convenience. only focuses on beauty and wellness products. The platform's
7. Nykaa's objectives may include expanding its market reach in quick growth can be attributed to its capacity to serve a specific
India as well as international markets. clientele with a large variety of goods and brands.
8. Nykaa aims to leverage technology for personalization, data
analytics, and improving the overall shopping experience. ● Kapoor and Gupta (2018)
9. Nykaa set objectives related to sustainability like eco-friendly The digital marketing tactics used by Nykaa have drawn the
packaging, promoting sustainable beauty products, and reducing attention of academics. Studies examine how Nykaa uses
the company's environmental footprint. social media interaction and influencer marketing as methods
10. Nykaa aims for financial growth and profitability. for attracting new customers and keeping existing ones. The
company's ongoing efforts to offer interesting and educational
2. Literature Review content have improved its online visibility and assisted in
● Gokul Nath, R. Vishnuand Dr.G. Thanikacchalam (2023)1 cultivating a devoted consumer base.
They discovered that this chapter looks into the attitudes of
people regarding cosmetics. Responses from the respondents ● Bajpai et al. (2020)
regarding the kinds of cosmetics they use, the brands they prefer, Researchers have looked at Nykaa's contribution to the
and how they view the function of cosmetics in human life The development of the Indian beauty sector. It focuses on how
study included all of its applications, including ceremonial Nykaa's platform has created a market for new Indian beauty
events and use for important jobs. In the fiercely competitive firms, increasing their visibility and rivalry. The company's

Int J Med Net, 2024 Volume 2 | Issue 1 | 1

dedication to highlighting native items has influenced a wider 4.1 Source of Data
national trend of supporting indigenous goods. The main source of data for the study was
1) Primary data
3. Problem of Statement 2) Secondary data
Nykaa, a leading cosmetics and beauty products online retailer in 1) Primary Data: Primary data were collected by framing
India, faces critical challenges in maintaining and advancing its a questionnaire. A set of questionnaires were prepared and
market position. Key issues include enhancing the user experience questionnaires in google form were circulated to selected public
on its website and app, strengthening customer engagement for to know their views.
brand Data Analysis
loyalty, and optimizing and Interpretation:
marketing strategies for wider2) Secondary Data: The secondary data were collected from
reach and better ROI. Understanding customer preferences is articles published in newspaper, internet website, magazines,
vital forPopulation:
adapting products and promotions effectively. Staying at and journals.
the forefront of e-commerce technology is crucial for offering a
cutting-edge shopping experience. Nykaa must devise strategies We have prepared a questionnaire as a primary data for our
1) The age group of the respondents were between 18-25 years.
to solidify its market position in India's competitive cosmetics future survey to recognize our audience and their opinions
e-commerce market. Sustainable expansion for steady revenue on “Nykaa’s Marketing strategies” accordingly done the data
growth2) andMajority of the
profitability is their respondents
primary are analysis
focus. Addressing these located at athe
to reach Mumbai
conclusion. The use of google forms were
Region.
challenges successfully is imperative for Nykaa's continued done for calculating data and according to the survey these are
success and market leadership. the following responses.
3) The respondents were an equal mix of both the gender i.e.,
4. Research Methodology 4.2 Data Analysis and Interpretation
Male
Research methodsand Female.
are the techniques and tools by which you Population:
research a subject or a topic. Research methodology involves the 1) The age group of the respondents were between 18-25 years.
b)of Sampling
learning various techniquesTechnique:
to conduct researchThe data collected
and acquiring are
2) Majority of the original
respondents in at the Mumbai Region.
are located
knowledge to perform tests, experiments, surveys, and critical 3) The respondents were an equal mix of both the gender i.e.,
nature. It is first-hand information. Samples of 61 respondents
analysis. Research methodology simply refers to the practical Male and Female.
“how” were selected.
of any given TheIt’sresearcher
piece of research. adopted
about how a researcher simple
b) Sampling random
Technique: sampling
The data collected are original in nature.
systematically designs a study to ensure valid and reliable results It is first-hand information. Samples of 61 respondents were
that address the research aims and objectives. selected. The researcher adopted simple random sampling

Interpretations: In the Chart we can Observe 54.1% are Females and 45.9% are Males According to which we can State that both the
GendersInterpretations: In the chart we can observe 54.1% are females
are Mostly aware about Nykaa.
and 45.9% are males according to which we can state that both
the genders are mostly aware about Nykaa.

Int J Med Net, 2024 Volume 2 | Issue 1 | 2

 Interpretations- In the chart we can observe that the majority of
Interpretations-audience
In the Chart wefall in the
can Observe thatage group
the Majority between
of Audience Fall in21-30.
the age Group between 21-30.
Interpretations- In the chart we can observe that the majority of
audience fall in the age group between 21-30.

Interpretations- In the Chart we can Observe that 78.7% of People are aware about Nykaa and have made a Purchase.
Interpretations- In the chart we can observe that 78.7% of people
are aware about Nykaa and have made a purchase.
Interpretations- In the chart we can observe that 78.7% of people
are aware about Nykaa and have made a purchase.

Interpretations- The Charts States that Most of the Audience Prefer Online Shopping from Nykaa.
Interpretations-
Int J Med Net, 2024 The charts states that most of the audience
Volume 2 | Issue 1 | 3
prefer online shopping from Nykaa.
 Interpretations- The charts states that most of the audience
prefer online shopping from Nykaa.

Interpretations- The Charts States that 72.1% Prefer Quality while Shopping from Nykaa over other Factors.

Interpretations- The charts states that 72.1% prefer quality while

shopping from nykaa over other factors.

Interpretations- The charts states that discounts and offers plays

a vital role for influencing the consumers to purchase from
Nykaa.
Interpretations- The Charts States that Discounts and Offers Plays a vital role for Influencing the Consumers to Purchase from
Nykaa.
Interpretations- The charts states that discounts and offers plays
a vital role for influencing the consumers to purchase from
Nykaa.

Interpretations- The Charts States that 65.6% have Recommended Nykaa.

Interpretations- The charts states that 65.6% have recommended
Int J Med Net,Nykaa.
2024 Volume 2 | Issue 1 | 4

Interpretations- The charts states that 65.6% have recommended

Nykaa.
 Interpretations- The charts states that over 60% are satisfied
withThe
Interpretations- the service.
Charts States that Over 60% are Satisfied with the Service.
Interpretations- The charts states that over 60% are satisfied
with the service.

Interpretations- The Charts States that Over 60% are Satisfied with the after Service.
Interpretations- The charts states that over 60% are satisfied
with the after service.
Interpretations- The charts states that over 60% are satisfied
with the after service.

Interpretations- The Charts States that People Prefer to Wait untill the Discount are Avail.
Interpretations- The charts states that people prefer to wait untill
Int J Medthe discount are avail.
Net, 2024 Volume 2 | Issue 1 | 5
 Interpretations- The charts states that people prefer to wait untill
the discount are avail.

Interpretations- The Charts States that Majority of the People find the App/site Easy to Navigate.
Interpretations- The charts states that majority of the people find
5. Conclusion Limitations
the app/site easy to navigate.
The research paper on Nykaa highlights the remarkable success 1. With time restrictions playing a significant role, the study's
story of the Indian beauty and cosmetics e-commerce platform. sample size was set at 61 respondents.
Nykaa's strategic initiatives and marketing efforts have played a 2. The study's conclusions are based on information gathered
vital role in shaping its growth in the industry. By adopting an from sample respondents. Due to the respondents' lack of
Conclusion
inventory-based e-commerce model and leveraging innovative seriousness when completing the survey, there is a possibility
technologies, Nykaa has achieved higher customer satisfaction, of biased data.
The
contributing research
to its paper
business growth. on Nykaa
By continuously highlights
adapting thefindings
3. The analysis's remarkable success
are limited to the sample's observations.
to changing customer needs, Nykaa has established itself as a
story of the Indian beauty and cosmetics e-commerce platform.that fall outside
It does not provide predictions on observations
leading player in India's beauty and cosmetics market, setting of the sample size or the model.
Nykaa's
new standards strategic initiatives and marketing
for the industry. 4. Because the efforts have played
study is geographically limited ato the city of
vital role in shaping its growth in the Mumbai industry. By cannot
alone, the findings adopting an too other
be generalized
Significance
inventory-based
Any business's e-commerce
foundation is its marketing. model
Understanding and leveraging innovative
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Copyright: ©2024 Nisha Tatkar, et al. This is an open-access article

distributed under the terms of the Creative Commons Attribution License,
which permits unrestricted use, distribution, and reproduction in any
medium, provided the original author and source are credited.

Int J Med Net, 2024 https://opastpublishers.com Volume 2 | Issue 1 | 6