A
PROJECT REPORT
On
“THE STUDY OF DIGITAL MARKETING”
With special reference to
“NYKAA”
Submitted To-
Savitribai Phule Pune University, Pune
In partial fulfilment of the requirement of
Bachelor of Business Administration (BBA)
Submitted by
Mr. THAKKAR HARSH MANISH
-Under the guidance of -
Prof.Auti.M. N
THROUGH
Gramonnati Mandal’s
Arts, Commerce, Science College Narayangaon
(Department Of BBA)
For The Year 2021-2022
CERTIFICATE
This is to certify that Mr.Thakkar Harsh Manish of SYBBA Roll No.15 having
specialization in Marketing Management has successfully completed her project titled Study
of nykaa digital Management as per the norms of Savitribai Phule Pune University under the
guidance of Prof. Auti M.N. for academic year 2021-2022.
Internal Examiner External Examiner
Project Guide HOD Co-ordinator
(Auti M.N.) (Prof. Gharage S.V.) (Prof. Kudekar S.B)
Sr.No. Content Page No.
1 Chapter-1 3
1.1 Introduction 4
1.2 Objectives of Study 5
1.3 Importance 6
1.4 Scope of Study 7
1.5 Research Methodology 8
1.6 Limitations 9
2 Chapter-2 10
2.1 Introduction of Organization 11
2.2 Turnover of Organisation 11
2.3 History of Organisation 12
2.4 Products of Organisation 14
2.5 Popular Products of Organisation 15
2.6 Selected product 14
2.7 aims and objectives 19
2.8 achievements 20
2.9 orgational chart 21
3 Chapter-3 22
3.1 Theoratical Background 23
3.2 Research Methodology 24
4 Chapter-4 25
Data Analysis & Presentation
1. Customer 26
2. Retailer 35
6 Chapter-5 45
Findings 46
7 Chapter-6 47
Suggestions 48
8 Chaper-7 49
Conclusions 50
9 Chapter-8 51
Bibliography 52
DECLARATION
I hereby declare that the information, Photographs, Data etc. report
study shall be strictly utilized only for the purpose of project report is
a part of the partial fulfilment of Degree of Bachelor in Business
Administration at Arts Commerce & Science College, Narayangaon
for the academic year 2021-22 under Savitribai Phule Pune
University, Pune.
I honestly state that the intention of collection of the information in
my research report is solely for the purpose of study, not for
commercial purpose or any means my sole and sincere motive to learn
the procedure practically and express my views by preparing Project
Report.
Thus, the sole and honest objective for collecting the information is
only for the academic purpose and I assure that collected information
shall be restricted only for Project Report.
Place: Narayangaon
Date: / /
THAKKAR HARSH MANISH
ACKNOWLEDGEMENT
I would like to sincere thanks to Prof. Auti M.N. for their
valuable cooperation and support, without whom it was difficult to
complete this project work.
I am extremely delighted to express my deep hearted
regards to my research project guide Prof. Auti M.N. Arts, Commerce,
Science College of Narayangaon, who has spent his precious time to
direct these academic undertakings without his guidance and valuable
suggestions, this work, would have not been completed.
I also pay my sincere thanks to all those who have directly or
indirectly supported me to complete this project.
Place: Narayangaon
Date: / /
THAKKAR HARSH MANISH
CHAPTER 1
INTRODUCTION TO THE STUDY
1.1 INTRODUCTION
Social media has occupied an important position as a communication tool. It is all about
facilitating people to express and share ideas, thoughts and opinions with others. People
across the globe use social media to connect other people or organisations. The latest trend in
marketing is the introduction of social media. Now-a-days social media had become very
strong tool in influencing buying decisions of consumer. Social media has the power to
influence potential customers from the start until the stage of a purchase and beyond as well.
There are four ways in which social media influences consumer behaviour. They are: social
media(a) builds product awareness, (b)social proof as a greater force of buying decisions, (c)
promotions discounts and deals on social media, (d)social media influencers.
Social media is a huge influence on consumers when they are attempting to build awareness
about a particular product. A large section of the audience gets to know your brand through
the content that is distributed on social media, in this way people get to know about your
product. Social proof has emerged due to the tendency of people to imitate the behavior of
people around them. Happy customers tend to go about praising the products with likes,
shares, reviews and comments on social media.
When consumers see promotions, discounts and deals on social media, it influences their
buying behavior. Consumers are more likely to buy when they get recommendations from a
person they trust. Celebrities and popular people inspire their audience and influence their
buying behavior. Social media which includes the content, visuals, promotions, discounts and
influencers has the ability to influence the buying behavior of consumers.
In the modern era the using of social networking websites has extensively effect on the
consumers in various ways. There are many online networking sites which affect consumer
behavior. They are Google+, LinkedIn, YouTube etc. Now-a-days social media is used by
almost all the ages of consumers like college students, working class and even old age people
too. The main aim of this study is to examine how social media will affect the final consumer
behavior among person who mostly use social media websites
1.2 Objectives of the study
The main objective of this study is to examine the impact of social media on buying behavior
of consumers related on Nykaa
Specific objectives of the study are: -
1. To analyse how have social media channels affected buying behaviour of Nykaa App
consumers.
2. To identify the factors that motivate consumers to shop on Nykaa app through social media
platforms.
3. To find out which is the best social media preferred by customers to shop on Nykaa.
1.3 Scope of the study
The scope of the study covers the general public, the study will help us to understand the
impact of social media on consumer behavior of Nykaa app.
1.4 Significance of the study
Social media has an important role in influencing buying decisions of consumer. This study
has made an attempt to understand the influence of social media on consumer behavior.
Social media has the power to influence potential customers from the start until the stage of a
purchase and beyond as well. The study is greatly significant because in today’s world social
media has an important role in day-to-day activities of people. The study will also reveal how
social media will affect buying decisions of general public and the factors that motivate
general public to purchase through social media platforms.
1.5 Research Methodology
Research methodology is a process used to collect information and data for the purpose of
making decisions. The methodology may include publication research, interviews, surveys
and other research techniques.
Data Collection
The data is collected from both primary and secondary sources.
Primary Data
The source of primary data is through questionnaire based on the objectives.
Secondary Data
The secondary data were collected from books, journals, websites and other published
sources.
Sample Design
A self- designed questionnaire was developed and given to general public. The
questionnaire is related to impact of social media on consumer behavior of Nykaa
Sample Population
The population of the study is general public.
Sample Size
The sample size of the study is 50.
Sampling Technique
The technique used for selecting the sample is non-random or non-probability
sampling techniques. Convenient sampling is used for collecting data in this study.
1.6 Limitations of the study
Respondents bias towards the questions.
The study is conducted within limited time.
Lack of face-to-face interaction with respondents.
CHAPTER 2
INTRODUCTION TO THE
ORGANISATION
INTRODUCTION
Nykaa has grown strength to strength over years; they have always focussed on
customer needs and worked closely with its brands to achieve the desired
results.
Nykaa has quickly emerged as India’s largest Omni channel beauty
destination with millions of happy customers across the country. From bringing
brands and keeping up-to-date with the latest beauty trends, expert advice and
videos, to more than 30 Luxe and On-Trend Stores, an ever-growing online
community for beauty buffs, and a Beauty Helpline.
Name of the Organization Nykaa
Head quarter Location Mumbai
Telephone No. (033) 2244 3416-18
website www.nykaa.com
Date of Establishment 2012
Type of Industry E-commerce Cosmetics Retail
Name of founder Falguni Nayar
.
COMPANY’S TURNOVER
The company’s total GMV stood at Rs 1,622.9 crore for the quarter against Rs 997.1
crore in the same period last year. GMV in ecommerce means the value of total goods sold
on a platform, including discounts but excluding returns.
Nykaa’s consolidated revenue from operations grew 47% yoy to Rs 885.30 crore.
Sequentially, the revenue growth rate was 8%, it said in stock exchange filings.
It is really hard for a person to quit their well-established job at 50 and
then think about strategies to start a business. Surely, it wouldn’t have been
easy exemplary stories like Falguni Nayar who bid goodbye to her well-
established career to give birth to her entrepreneurship dream, Nykaa.
Falguni Nayar is an IIM Ahmedabad alumnus who worked as a venture
investor and merchant with Kotak Mahindra Group for over 19 years. In 2012,
Falguni decided to quit her job at Kotak Mahindra Bank as the Former
Managing Director and start her own business venture.
While looking for business opportunities in India, Nayar found that
there existed a huge gap in the beauty products markets in India at that time.
and that the country around 2012 was lagging far behind of various other
countries like Japan, France and European countries in the race. At the same
time, she found that demands of such services were unexpectedly high in the
country with respect to offering genuine beauty products. This led her to jump
and grab the opportunity of launching Nykaa in collaboration with her
husband Sanjay Nayar.
The Mumbai-based start-up sells multi-brand beauty and wellness
products online. As per Forbes, Today the Nykaa has more than 46 stores
across the country. With an amalgamation of conceptualised business
strategies, Nykaa has created a huge customer base for itself. We will now
explore some of the strategies that this venture adopted.
Business Model of Nykaa
The online beauty and wellness brand follows an inventory-based business
model that has helped it gain recognition in the fashion and cosmetics industry.
In this business model, all the items are collected at one place in an inventory
and the orders are processed according to the products available in the stock.
This ensures that all the bulk orders are received at once instead of one item at
a time. With an aim to provide a hassle-free shopping experience, Nykaa has
adopted following strategies:
Omnichannel Experience: As we live in a world in which we can order
groceries, shop for clothes, buy books and complete our demands at just
the click of a button. A major issue that users face while buying beauty
products online is that they aren’t able to “try” the products on. Users
can’t gauge whether the cosmetics suit their complexion. Nykaa served
this channel by providing an omnichannel experience that has helped this
e-commerce platform alleviate the most pressing user pain point. Nykaa
has allowed users to try on brands like HudaBeauty which doesn’t have
retail outlets in India. They have also provided its customers to shop their
favourite brands using a phone or laptop, or if the customer is confused
they can just visit their stores and try it on for themself.
Building a Network Community: Nykaa has built a community wherein
users can converse, share ideas and tips, get inspiration, learn and watch
new tutorials. By adopting this strategy, Nyka has built the best strategy
to retain the customer base and attract new ones also.Nykaa serves both
rich and middle-class people. Nykaa also has its offline presence in two
store formats:
Nykaa Luxe: The Luxe format features luxury beauty brands such as
Bobbi Brown, Smashox, HudaBeauty, etc.
Nykaa On-Trend: Nykaa On-Trend features curated products by category
based on their popularity.
Expenditure: The costs include the salaries paid to employees,
maintenance costs and the marketing costs.Due to its unique features and
great customer service, the beauty and wellness brand has created a well-
reputed image worldwide and is increasing its base day-by-day. Nykaa
has been receiving 15,000 orders a day, mostly from consumers between
the ages of 22 and 35.
Digital Marketing Model of Nykaa
As a part of their digital marketing strategy, they wanted to target the audience of every demographic,
be it a lady or a girl who had easy access to the internet. This included students and professionals who
did not have time to visit the store to buy beauty or wellness products. They adopted top-digital
marketing strategies. Consult the best brand activation agencies. Let us dive into digital
marketing strategies adopted by Nykaa:
Content Marketing: By establishing a creative team of young professionals in their content
strategy, Nykaa has leveraged the power of content creatively. Nykaa creates eye-catchy and trendy
content that plays well with the audience’s mind. It also gauges their attention to buy the products
they are offering.Nykaa aims to attract different types of audiences by generating trendy content for
various platforms like website content, web articles, blogs, video content like tutorials, web series that
are streamed on the app to co-branded films. Choose from the top
10 performance
marketing agencies in Gurgaon for best content marketing strategies.
YouTube Marketing: To engage with the audience through videos, Nykaa owns a dedicated
YouTube channel “Nykaa TV” that provides the consumers with the latest and the best video guides
for using beauty and wellness products, and makes people aware of latest trends in the society. With a
range of “how-to videos”, they help the users and customers in choosing the right products as well as
in using them in the right way. Nykaa has garnered 985K subscribers on their YouTube Channel. Hire
the best
digital video production company for top-quality video production
services.
Platform Marketing: Nykaa has left no stone unturned to promote their brand, be it on
Nykaa’s website, or its mobile application, as both are aesthetically designed to grab the audiences’
attention. Across all the platforms that Nykaa offers, it places a huge importance on brand positioning
through the website- this means that fresh and updated content is always available for the target
audience. The brand runs blogs, guides, targeted ads on its main platform to increase online sales.
Search Engine Optimisation: Nykaa has tapped on search engine optimization services for
the sake of improving organic research and establishing their brand presence. Keeping abreast with
the industry trends has also helped Nykaa stay ahead in the game. Nykaa has adopted the best
search engine optimization services to optimize their content with potential keywords that
show up high in search results.They have also optimised their blogs and articles to be easily crawled
and searchable through Google, Nykaa also had them primed for Google Answer Box. In addition, a
unique hero blog strategy has made the reader experience more convenient by creating a web of
relevant/related articles through a single gateway.
Email Marketing: Nykaa has leveraged the power of email marketing creatively. As a part of
their promotional plays, the brand sends out mailers to highly engaged shoppers, including trending
mailers that offer a concise look at popular trends in the industry. These emailers give a sneak peek at
the top stories. The e-mailer marketing strategy has been performing exceedingly well with the
highest engagement rates and has the open rate of 25-30%. Consult the top email marketing
agency in India for best email marketing strategies.
Influencer Marketing: Nykaa has also tapped upon influencer marketing
strategies to create buzz around the launch of its upcoming products. The brand collaborated with
influencers with a following of less than 5 lakh and was able to garner a reach of more than three
million followers in days from which their media value reached between Rs 5-7 lakh. Nykaa believes
in creating long-term partnerships with the influencers on board in order to garner consumer’s trust
and increase engagement. Recently Nykaa has also declared the famous Bollywood actress Jhanvi
Kapoor as the brand ambassador. Reach out to the best influencer marketing agency in
Delhi NCR.
Checkout the influencer’s post for the launch of Clay it Cool mask by Nykaa.
Social Media Optimisation: As an online eCommerce platform, Nykaa has established its
strong social presence and has leveraged various social media platforms for its lead generation. You
can also react to top
10 social media agencies in Gurgaon for best SMO services
in Delhi and NCR. They have made use of following platforms:Facebook
The company makes use of its Facebook fan page for sharing various offers & deal posts that has
yielded them a massive 3.3 million fan following. In fact, to enhance reachability, the e-retailing
brand has also integrated a “Shop Now” option on it that redirects consumers to their e-commerce
website for purchasing the beauty products if they wish to.
Instagram
Nykaa Instagram is highly visual and creative as it showcases videos from all over the world that
contain user-generated content. Be it a normal video or an IGTV, the Nykaa has managed to engage
the audience with their content. The online eCommerce platform has a whooping audience of 1.5
million followers. It also advertises its various range of products, offers, deals and posts videos of
many influencers.
Snapchat
Nykaa partnered with Snapchat for a campaign in order to increase the number of app installs and tap
into a new set of audience. Tapping the right target audience, bifurcating the story ads, snap and
collection ads between iOS and Android worked well and generated 9X ROI, the overall CTR saw a
30% hike because of creative and optimization settings.
Digital marketing has been working very well for Nykaa. It has helped eCommerce platforms to gain
a lot of popularity within a short period of time. There are many campaigns that have helped the
Nykaa establish its image and have touched the lives of the people, especially women in the country.
Some of the best
performance marketing agencies will help you in devising the best
influencer marketing strategy for your brand.
Nyka’s Digital Marketing Objectives
• Stakeholder Driven
Nyka with a pretty significant business in terms of online beauty retailing and now have 35
stores and are continue to grow.
They have business has a valuation at $750 million. As an online website, get 40 million
visitors a month from 15 million unique visitors. Last year, revenues of Rs 570 crore and this
year to close at Rs 1,200 crore.
Having more than 1,000 brands and e-commerce is major contributor with 85-90% of its
revenue.
• Customer Driven
Nyka’s biggest attraction is firstly through bringing top most brand of make and beauty
products worldwide under single website from mac to Sephora they have it all.
Not only they have big brands but along with that they have it for all, so that people can buy
them without making their pockets empty for which will have interactive contests, special
rewards through emails, voucher, huge discounts on premium brands online and offline,
pinning popular user posts, prizes through campaigns on social media.
Our communication game is pretty strong and try to communicate majorly through all the
channels like social media (Instagram, Facebook,) magazines their own application,
YouTube tutorials which covers from awareness to purchase.
Will work more focus on word of mouth as that is the most organic way of getting more
customers.
• Market Driven
Nyka’s success will majorly depend on one such factor of being the influencer marketer of a
beauty brands. In other words, we can say Nyka is a market leader and a preferred destination
for online beauty and wellness products in India.
Nykaa will offer a comprehensive selection of cosmetics, skincare, haircare, fragrances, bath
and body, luxury and wellness products for women and men.
The beauty industry is driven by constant innovation and aesthetic technology improvement,
coupled with consumers changing their preferences at the same pace. With this background,
Nykaa's deep understanding of customers' desires and Nykaa's ability to offer the best
products in India.
Nyka will have bunch of campaigns, like one recent that gathered a lot of popularity was “Its
kay to be you” which was launched in October 2019. Whose face of Katrina Kaif which
portrayed women celebrating different kinds of beauty in each woman. The prices launched
under this campaign were also very reasonable (Price starts at Rs. 249 of a lipstick of a good
brand) with a view to reach customer base of lower middle class as well.
Marketing expenses are generally done on the digital platforms, as the focus will be a lot
more on YouTube page, blogs, social media pages, and own application. This also shows
there is more of experiential marketing like Nyka fashion shows, college brand activation, do
makeovers across malls, advertise with majorly beauty and fashion magazines.
Nyka has given importance to influencer marketing and stores are equally important.
• Competitors Driven
The have a quit number of competitors like Purple, New-U, Blue Heaven, Sugar which are
providing a decent competition to Nyka. Although they all have significantly less market
share than Nyka also it has indirect competitors like beauty products on myntra, amazon,
flipkart.
Nyka’s Competitive Advantage is having both online and offline presence and are focusing
equally on offline retail stores and focus on at least opening another 50-70 stores.
Innovative strategies and customer centricity are bound to bring more customers into
Nykaa’s sphere, leaving all other competitors far behind.
A curated catalogue, well-structured website, and a wide range of products is the reason
behind Nykaa’s 15,000 orders per day record. Our motive is to create a brand value in the
minds of its consumers as a premium retailer of quality products and not one of a cheap
seller.
Core Elements described for Nyka considering the 6s digital
marketing implementation groups.
1. Channels: Nykaa owns a dedicated YouTube Channel “Nykaa TV”
that provides consumers with up-to-date and best video guidance for
using beauty and wellness products. Also leverages various social
media platforms for engaging the customers and generating leads but
also converting them into sales by offering them with various
discounts. Through the use of Facebook fan page for sharing various
deals and offers by integrating a “Shop Now” option on it that
redirects consumers to their e-commerce website for purchasing the
beauty products. They have 1.4 million followers on their platform.
2. Affiliates: These sites end stores which sell same product category.
Sites can be searched by the type of visitors and keywords used.
Comparison sites are Purple.com, New U and Sugar.
3. Content Creators: Janhvi Kapoor as the brand ambassador of
Nykaa. She will appear in digital, TV and print advertising campaigns
and play an active role in creating social media content. The company
makes use of high-end content forms for making people aware of the
trends. They have an active blog on beauty and wellness providing
make-up tips and expert advices. By keeping the users engaged
through some interesting contents on its blog and social media has
driven many customers on their web portal.
4. Customers: Nykaa has both online and offline presence. They will
attract customers through interactive contest, rewards, surprise
giveaway and popular user posts by focusing on offline where they
want at least 120 to 150 offline stores. They try to communicate
constantly starting from awareness to purchase. They also provide
product recommendations to queries of fellow users.
. Digital
market campaign and key ways for execution of our
campaign of Nyka
As our product is Nykaa, we will run an online campaign. Campaign planning
will include those digital platforms which are existing and also some of the new.
Our product is an online website Nykaa which has a big platform online
sells beauty, lifestyle’s makeup products majority for women, who are of age
18-45, independent working or non-working are about the brand.
Our campaign message is “to be your own hero” #be a nyka hero, to represent
how inner beauty plays a big role in women’s life. Also, our campaign is
inspired by an acid attack survivor “Laxmi Aggarwal” to portray an image that
beauty has no proper definitions and confidence plays a major role. So through
nykka, women can show their nyka moment where they can be teal & how
Nykaa as a brand provides them with confidence.
Our campaign run time will be of 6 weeks, beginning of the new year and will
be on Facebook, Instapages and on our own website and also on our app. We
will run on Wednesday and Thursday between 1 pm and 3 pm
About the campaign budget In the recent research it was analysed that then was
2.4 million organise traffic whereas only 128k was from paid campaigns. It is
assumed that nykaa doesn’t need to invest more on bids to gain its traffic
Campaign setup Nykaa indulges with different organisations which sponsor
different award and beauty shows, so we will start our campaign around the
starting of these fashion and award shows. We will involve “Laxmi Aggarwal”
Asa face of our campaign
Campaign Monitor We will firstly, monitor all the social media analysts, which
will help to organise our ongoing campaign
Execution of campaign We will execute our campaign with the help of
advertising agents and then when it will be successful. We can go for in-house
marketing We will run on Wednesday and Thursday between 1 pm and 3 pm
Challenges and Evolution:
Being an Investment banker she was well aware of intricacies of raising
funds and investment in a business.
The first phase of her business was developing a site and creating a user
experience for the customers.
The second phase was to get the genuine products to the store and to
make them available for customers at genuine prices.
Then comes the Marketing and Promotion into picture to make the brand
popular.
She overcame all the challenges at every phase by her dedication and
hard work.
ACHIVEMENT
• In 2018 Nykaa collaborated with Femina and organized Nykaa Femina Beauty
Awards 2018.
Business Today featured Nykaa's founder Falguni Nayar in The Most Powerful
Women in Business 2017.
• Nayar also won the 'Woman Ahead' award at the Economic Times Startup
Awards 2012
CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION
1. Do you use nykaa products?
NAME NUMBER PERCENTAGE
YES 40 80%
NO 10 20%
Table no. 1.1
Sales
20%
YES
NO
80%
Graph no.1.1
INTERPRETATION
A survey of 50 people was taken and asked do they use nykaa
product. Out of 50 peoples 40 people said that they used nykaa
products and 10 people said that they do not use nykaa products.
Nykaa website(official) Other website
25 15
2.From where do you buy nykaaproducts?
Table no. 1.2
38%
baa stores
online
63%
Graph no.1.2
INTERPRETATION
Data was collected from 40 customers and they were asked from
where they buy the nykaa products 25 customers said from nykaa
websites and 15 customers buy the nykaaproducts from other
websites.
3.What is the reason to use nykaa products?
Brand 12
Price 8
Quality 10
All 10
reason
brand
price
25% 30% quality
all
25% 20%
INTERPRETATION
Amoung people who use nykaa products,30 peoples were asked that
why they use nykaa products and the answers are shown above in pie
chart representation.
4.when do you buy nykaa products?
Seasonal 22
Ocassionally 12
Can’t say 6
Table no. 1.4
Can't say
ocassionally
seasonal
0 5 10 15 20 25
Graph no.1.4
INTRPRETATION
40 customers of nykaa were asked that when they purchase nykaa
products or when they visit nykaa stores.And the response given by
the are presented in graph form above,22 visit seasonally 12 visit
ocasianally 6 cant say
5. what motivates you in purchasing the nykaa products?
Type Users Percentage
advertisement 20 50%
discount 10 25%
Latest trends 10 25%
Table no. 1.5
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
advertisement discount latest trends
Series 1
Graph no.1.5
INTERPRETATION
A servey of 40 peoples were done.and the result was 20 peoples
saod advertisement,10 said discount,10said latest trends. The
percentage was 50,25,25 respectively.
6.Does celebraty endorsement influence you to
purchase the nykaa products?
Yes No
34 6
Table no. 1.6
15%
85%
yes no
Graph no.1.6
Interpretation
The survey of 40 peoples was taken and they were
asked will celebraty endorsement influence them to
purchase the nykaa products and 33 said they will buy
the product and 7 said no.
7.Do advertisement and promotion tools influence you
to purchase the products?
Yes No
30 10
Table no. 1.7
Percentage
no
yes
0 10 20 30 40 50 60 70 80 90 100
INTERPRETATION
The above data represent the result of the customer when they
were asked about the that do the advertisment and promotion
tools affect them to buy the product or not.The answer of 30
was yes and 10 was no
8.Are the promotion schemes easy to understand?
Yes No
22 18
Table no. 1.8
Sales
45% yes
55% no
Graph no.1.8
INTERPRETATION
The data was collected from the customers they were asked
about the promotion schemes 22said it is easy to understand
18 said its not easy to understand.
9.Which type of advertisement do you think is
effective?
Social media Print media television
15 15 10
Table no. 1.9
Sales
25%
social media
50%
Print
25% mediapublici
television
Graph no.1.9
INTERPRETATION
Data was collected and asked which advertisement is effective
8 peoplesuggested as social media,26 thought that marketing
promotion,6 think that television is most effective way of
advertisement
10. How likely are you to recommend nykaa products?
Excellent Good Fair
20 15 5
Table no. 1.10
Sales
13%
excellent
50% good
37% fair
Graph no1.10
INTERPRETATION
The data was colleted from 40 customers who used nykaa
products and they were asked to tell their review about the
nykaa products from 40 customers20 rated it as excellent ,15
said its good and 5 rated it as fair.
CHAPTER-5
FINDINGS
FINDINGS
After anlaysitation, the marketing strategies are
well designed but they seem to prove in efficient to tackle
the cut competition of this cosmetic industry.
Here, I present some of my observations.
1) Majority of customers buy nykaa products from
nykaa websites rather than other websites.(from table
no.1.2)
2) Retailers get credit facility from distributers (table
no.2.8)
3) Customer provide good response towards nykaa
products.
4) The advertisement and promotion tools do influence
people to buy the particular product. (from table
no.1.7)
5) Advertisement affect customers to buy nykaa
products(from table no1.5)
6) Celebrity endorsement influences customers to buy
nykaa products(from table no.1.6)
CHAPTER-6
SUGGESTIONS
SUGGESTION
It is well said, “Nothing Is Permanent Except Change”
Here, I recommend some steps.
1) Nykaa should carry on research to study the current design demands.
2) The human resource should be appointed as required. Curtailment
affects customer satisfaction.
3) The Nykaa websites, should be designed as per market requirements.
4) Company should provide agency in rural areas to increase their
sales. Nykaa should enter the Malls.
5) Nykaa company should increase there facility so that morecustomers
can buy their products.
CHAPTER-7
CONCLUSION
CONCLUSION
Nykaa continually analyses designs and patterns of new models while
preserving the quality of its products. Nykaa Company has their own
loyal customers towards their cosmetics products. That is why the
demand of the product are increasing day by the day.
• I have done the survey and conclude with saying the
demand of nykaa product is good.
• Nykaa manufactures many products but their shampoo
have the most of its sale than other nykaa products.
• The study also shows that other products can be have
more sale by advertising them,and advertising them in
all there local stores or stores in rural areas.
CHAPT
ER-8
bibliogr
aphy
Bibliography
Referred sites:
• www.nykaa.in
• Nykaa: Wikipedia
Reference Books:
• Marketing management
• Reference books provided by the nykaa company
Advertising management
