Marketing plan of an existing android app- Nykaa presentation (modification)

1. MARKETING PLAN OF AN
ANDROID APP
(a modification / extension
of a pre-existing App on
Google Play)

3. COMPANY OVERVIEW
Nykaa is an Indian e-commerce website founded in 2012 by Falguni
Nayar headquartered at Mumbai, Maharashtra.
Nykaa sells fashion products of various brands, and ships to more
than 1,000 cities to more than 10,000 zip codes across the country.
Currently Nykaa has four retail stores, two of which are in Mumbai
and one each in Bangalore and New Delhi.

4. PRODUCT OVERVIEW
Nykaa offers beauty and wellness products along with a
blog that provides make-up tips, it has an expert panel of
makeup stylists, and skin, hair, personal care experts to answer
questions related to beauty, health, nutrition and personal care.
The online portal has a wide collection of more than 40,000
products from more than 450 brands. The company currently
has 20 luxury brands.

5. COMPETITION

7. CUSTOMER

8. NEEDS AND WANTS OF CUSTOMER
With the changes in lifestyles and increasing concerns about the effects of
pollution, stress, UV damage, allergies and ageing skin there is growth in
consumer demand towards beauty and cosmetic products.
According to survey in India there is huge gap in beauty products market so
the demand is at the top as there were very few places to get the genuine
beauty products.
With the emergence of Nykaa App customer could easily get their desired
cosmetic products by online ordering process.

9. SEGMENTATION
TARGETING

10. Nykaa is basically targeting customers through
niche marketing strategy, specially the
upper middle class society and more specifically
women and also partly men with an age range of
18-50years. It has segmented its customers
through demographic, psychographic surveys.
The company has mainly kept focus on beauty
and wellness and therefore targeted modern
woman who needs to look groomed in a flash.

11. Nykaa collaborated with Femina to host the ‘Nykaa.com Femina Beauty
Awards’ in 2015 and 2016 which was created to highlight the best products
and brands in the hair, makeup, fragrance, and skin categories in the Indian
market.

13. POSITIONING (POINT OF PARITY)
Nykaa’s competitors such as Amazon,
Flipkart, eBay also sell products in
beauty and personal care. Hence
consumer can get several options of
purchasing from different websites and
also compare prices of the products.
So there is similarity between Nykaa and
its competitors which would affect the
mind of targeted consumers while
positioning brand.

14. POSITIONING (POINT OF
DIFFERENCE)
Where other e-commerce giants like Amazon, Flipkart, eBay
retails electronic goods, household products, foods, groceries etc.
here Nykaa exists for only cosmetic products. It is the one-stop
destination for all products that you need for essential spa and
beauty treatment.
And price of products is also relatively cheaper than other e-
commerce platform which would bring changes in consumer
behaviour and preferences.

15. POSITIONING (POINT OF
DIFFERENCE) contd.
Nykaa has plenty of choices in
wellness service with their
exclusive GrabOn coupons which
usually attract customers.

17. FREE FEATURES OF PRODUCT
Nykaa offers all season deals and coupons with exciting
benefits to its customers so that they keep on purchasing items
from the portal.
It has its own blog where it provides free beauty tips and
beauty channel on YouTube that gives free makeup tutorials to
its viewers.

18. FREE FEATURES OF PRODUCT
contd.
During the festive time, the brand promotes themselves on
various platforms and using various tools. They make use of
coupons and discount deals to attract more and more
customers.

19. PREMIUM FEARURES OF
PRODUCT
Nykaa should have its premium strategy such as prime
membership plan. Customers can register or subscribe
themselves on the website to be a member by paying a minimum
amount on monthly or yearly basis so that that can get additional
benefits such as extra offers, gifts, get opportunity of sharing
ideas with renowned beauty experts, makeup artist, hair stylist
and celebrity fashion designers.

20. AT ZERO BUDGET

21. Social websites like Facebook,
twitter and YouTube are the
best platform to promote a
company. Other ways such as
creating network through
LinkedIn, creating blogpost and
website to generate awareness
can be made. Nykaa has 25
experts who give solutions for all
types of fashion queries online.

22. Nykaa runs a YouTube channel “Nykaa TV” to provide the people best
video guidance for using cosmetics and fashion products and remain up to
date in the society and the channel has 100K subscribers.

23. Nykaa shares offers and deal posts on its Facebook page that has
helped the brand get a massive 1.4 million fan following. Twitter witness
more than 11.1K followers and Instagram with more than 133K followers.

25. Nykaa will definitely create its website through which customer
can access easily.
For android users playstore and for Apple users appstore are two
places for this App.

27. Though Nykaa provides many free features but for premium
version of Nykaa the price should be set as 1USD per month
and 5USD per year. This price should be set by keeping
focus on purchasing behaviour of consumers.

29. STRENGTH
Nykaa has launched several
luxury products which has
become a great demand at
present world and it has also
given its commitment on its
authenticity of its products which
has build up a huge trust on
consumers. Hence it has been
able to build up barriers for others
to enter into this field.

30. WEAKNESS
As a startup Nykaa has
not been able to reach the
remote areas of India
whereas Amazon, Flipkart
has succeeded.

31. OPPORTUNITY
Using the best data
management and sharp
targeting technique Nykaa
has an opportunity to
expand its business over
the neighbour countries of
India.

32. THREAT
Though Nykaa is new,
however does not figure as
the top recall when it comes
to beauty and well being
products and due to niche
category not too many
targeting options are
discovered.

33. • COMPANY OVERVIEW
• PRODUCT OVERVIEW
• COMPETITION
• NEEDS AND WANTS OF CUSTOMER
• SEGMENTATION AND TARGETING
• POSITIONING (P.O.P)
• POSITIONING (P.O.D)
• FREE FEATURES OF PRODUCT
• PREMIUM FEATURES OF PRODUCT
• PROMOTION AT ZERO BUDGET
• PLACE
• PRICE
• SWOT ANALYSIS

34. Created by Sutapa Nandy KIAMS Pune during marketing
internship by Prof. Sameer Mathur, IIM Lucknow.