The case study of Nykaa’s marketing strategy presented in the article by Tatkar et al. (2024) highlights the strategic and marketing initiatives that have contributed to the growth of this e-commerce platform specializing in beauty and wellness products in India. Nykaa adopted an inventory-based e-commerce model while integrating innovative technologies, which enabled it to improve customer satisfaction and drive business growth.
One of the key points of the article is how Nykaa has leveraged an omnichannel strategy, offering its customers the option of buying online or in-store at their convenience. This approach has enhanced customer engagement, relying on a fluid, tailored user experience across its various digital platforms. The use of technologies based on data analysis and personalization has optimized the shopping experience, contributing to increased customer loyalty.
The theoretical framework builds on previous research, including that of Gokul Nath and Vishnu (2023), who explored consumer expectations of cosmetic product quality, and Sharma and Yadav (2019), who analyzed the impact of Nykaa’s focus on beauty and wellness products in its growth strategy. These elements are consistent with the results obtained by Tatkar and his co-authors, notably the importance of product quality and promotional offers for Nykaa’s customers.
The study also points out that Nykaa’s marketing strategy is based on partnerships with brands and the promotion of sustainable products, an approach that is becoming increasingly popular with consumers. However, the study has certain limitations, notably a small sample (61 respondents) and a geographical focus on Mumbai, which limits the generalizability of the results to the entire Indian market.
The article therefore highlights Nykaa’s ability to adapt to the changing needs of its customers while maintaining a leading position in India’s competitive beauty market, thanks to a well-structured marketing strategy and effective use of technology.
Reference : Tatkar, N., Kadam, H., Bartwal, K., & Gupta, A. (2024).
