Marketing Mix of Wellness and Beauty E-Commerce: A Case Study of Nykaa

Marketing mix is a set of tools used by the company to peruse its marketing objective. The marketing mix is vivid visualization of many interesting phenomena which have not been fully understood as yet. The marketing mix has stood the test of time and still holds value in the marketing world due to its strong foundations principles (despite the rapid digitalization). Marketing mix creates brand awareness, build customer loyalty and drive product sales. Meticulously designed marketing mix relates intelligently to the marketing objectives set during the development of the marketing plan. McCarthy coined the termed marketing mix which is often referred to as 4P’s. The objective of this paper is to explore the intriguing features of marketing mix of wellness and beauty e- commerce of Nykaa. Data has been collected from 201 respondents and then analyzed using statistical tools. The descriptive research design has been applied. Statistical tools have been used to interpret the data and to draw meaningful conclusions. Quantitative research has been implemented to test about people’s attitude and characteristics based on number and logic. A convenient sampling technique has been used to collect primary data from the respondents belonging to different region of India. Primary data obtained from the respondents have been presented in the form of graphs, charts, and tables. Descriptive analysis has been used for data analysis. 79.1% of the respondents believe that quality is the most important element to increase the level of customer satisfaction. 84.1% of the respondents believe that the price of Nykaa wellness and beauty products is the most important element to increase the level of customer satisfaction. 87.6% of the respondents believe that promotion of Nykaa wellness and beauty products helps in increasing its price. 81.6% of the respondents are satisfied with the placement of wellness and beauty products on Nykaa website. 78.6% of the respondents are motivated by the discount during purchasing process.