CHAPTER 2

PLAN OF THE STUDY

2.1 Introduction
2.2 Objective of the study

2.3 Literature review And /or Theoretical Background

 SOCIAL MEDIA MARKETING

2.1 INTRODUCTION

Social media marketing (also known as digital marketing) is the use of social media platforms
on which users build a company’s brand, increases sales, and drives website traffic. In
addition to providing companies with a way to engage withexisting customers and reach new
ones, smm has a purpose built data analytics that allow marketers to track the success of their
efforts and identify even more ways to engage.

Using the internet, social media, mobile apps, and other digital communication technologies
has become part of billions of people’s daily lives. For instance, the current number of

internet users in India is about 323 Million and around 3.2 Billion on this planet. Younger
people—the next generation of mass consumers—have similarly high levels. People also
spend increasing time online.

For example, in the India, over the last decade the number of hours spent online by people
has more than doubled, and now averages 20.5 hours per week. Social media has fuelled part
of this growth: worldwide there are now more than 2.46 billion people using social media,
and Facebook alone now has approximately 1 billion active users per day. Clearly, people are
exposing themselves to more and more digital and social media.

This is for many purposes, including in their roles as consumers as they search for
information about products, purchase and consume them, and communicate with others about
their experiences. Marketers have responded to this fundamental shift by increasing their use
of digital marketing channels. In fact, by 2021 approximately one-third of global advertising
spending is forecast to be in digital channels.

Thus, future consumer marketing will largely be carried out in digital settings, particularly
social media and mobile. It is therefore necessary for consumer research to examine and

understand consumer behaviour in digital environments. This has been happening over the
last decade, with increasing amounts of research focusing on digital consumer
behaviour issues.

Social media marketing is all about meeting your target audience and customers where they
are and as they socially interact with each other and your brand.

While social media marketing as a whole is incredibly valuable and beneficial to your
business growth (as you'll see in the following section), your strategy will differ based on
which social networks your audience spends their time on.

Before we dig deeper into social media marketing, let's segment the strategy by platform.

social networks Active users, monthly

Facebook 2.37 billion

Instagram over 1 billion

TikTok 800 million

Twitter 326 million

LinkedIn 303 million

Pinterest 300 million

There are a variety of reasons why your company should use social media marketing. We've
created a list of the most beneficial reasons to consider.

Let's dive in.

BENEFITS OF SOCIAL MEDIA MARKETING

1. Increase your brand awareness.

Due to the sheer amount of people on social media, you're missing out on the potential to
reach thousands, and even millions, if you don't have a presence.
In fact, social media has been proven to boost brand awareness by driving up engagement.
Social engagement includes things like comments, likes, shares, and reposts, and saves.

2. Generate leads and boost conversions.

Promoting and sharing your products on social media is a simple way to improve lead
generation, boost conversions, and increase sales because you're advertising to people who
have opted to engage with you by following your account.

Here are some examples of ways you can use social media to generate more leads.

 Create contests for your visitors and followers to participate in on your social media
profiles.
 Include links to your website and offers in the bio sections of your profiles.
 Host live videos to make announcements about products and provide updates
 Implement a social media marketing campaign on one of your channels.
 Sell your products through your social profiles. For example, you can
enable Facebook's Shop Section or Instagram's Shopping feature on your profiles.
These features allow your visitors and followers to click on products you've shared in
posts to view information such as price, material, and size. Then, visitors can easily
proceed to checkout through the platform and buy the product directly from you.

3. Foster relationships with your customers.

By connecting and engaging with your social media followers, you'll be able to build lasting
relationships between them and your business. You can do this by interacting with them on
your posts, responding to their questions and comments, and providing them with any help
they may need.

You can also ask your followers questions about your products, their pain points, or create
giveaways to help you build trust and show them how much you value their input and
support.

4. Learn from your competitors.

Social media is a great way to keep tabs on your competitors — whether that's in reference to
their social media tactics, the products they're promoting, the campaigns they're
implementing, or their level of interaction with followers.

Social media allows you to get a look at what is and isn't working for your
competition, and therefore helps you decide what should or shouldn't change in terms
of your company's approach.

Lastly, reviewing the social accounts of your competitors can help you make sure your
marketing stands out and is unique to your brand.

DIFFERENT METHODS OF SOCIAL MEDIA MARKETING

social media marketing is popularly known as internet marketing today you can find many
ways for internet marketing some of the most recognised network marketing tools of
Facebook Twitter LinkedIn and Instagram which of the game regular place for people who
have newly entered the field of social network marketing

1. BLOGGING: when you start blogging of posting your data about any product you
can see less points from client later it will become big business for your blog
websites and blogs are most powerful Twitter social network marketing and matched
with other networking tools blog is an amazing tool which provides many other
facilities in addition to just marketing your business it also helps you to communicate
with other clients in case if you have any problem
2. WEB DESIGN: it is important to have private website if you are a freelancer your
website will help your clients to know about you and it will make them clear that you
are a serious freelance marketer and helps to make use revenue via online marketing
3. ARTICLE SELLING: it is also best and cheap internet marketing method it is a
mode of advertising or trade advertising or trade just by writing articles and attracting
endless number of users across world visually sell or articles to different article
database website and article directories to date provided free business to many
advertisers and publishers and they are really benefited through them through their
articles
4. EMAIL SENDING electronic mail sending is the best way to marketing collect list of
email addresses through portfolio website and email about your business to all
internet users your email should be attractive in such a way that your recipient will be
impressed to get back to you
5. USE SOCIAL NETWORKING WEBSITE: social networking websites like Twitter
Facebook and we’ve used to promote your sales these provide best platform for all
apps who Are thinking of online marketing
 6. VIDEO PROMOTING: you several video distribution websites for your marketing
these websites upload your service to the whole world all that you need to do is
Fillmore video about marketing and send it to video uploading sites like YouTube
with scenes it is the easiest way of marketing at any other mood since many people
will be interested in view video rather than word form of advertisement

HOW TO CREATE A SOCIAL MEDIA MARKETING STRATEGY

Step 1: Research your buyer personas and audience.

The first step to creating a social media marketing strategy is to determine who your buyer
personas and audience are so you can target their needs and interests appropriately.

To do this, think about the people you're trying to reach and why, and how you would
classify them as a group. For example, if your company sells trendy leggings and joggers,
you might classify your target audience as millennials who like to wear stylish athletic
apparel regularly — a style known as athleisure.

By considering your buyer personas and audience, you'll then be able to determine what
content will attract the type of followers and customers you hope to gain. Plus, learn how to
create engaging content to keep your followers interested.

Step 2: Determine which social platforms you'll market on.

As a social media marketer, it's crucial you determine which platforms you're going to share
your content on.

There's not necessarily a right or wrong answer when it comes to which social channels your
business should use — it's more about the needs of your target audience and where they tend
to spend their time.

"It's important to be where your audience of potential customers is today, and where they
might be tomorrow," said Andrew Delaney, former social media marketing manager at
HubSpot. "It's better to be ahead of the curve than behind."

Step 3: Establish your most important metrics and KPIs.

No matter your goals or industry, your social media strategy should be data-driven.
That means focusing on the social media metrics that matter. Rather than focus on vanity
metrics, dig into data that aligns directly with your goals. What metrics are we talking about?
Check out the breakdown below:

Reach. Post reach is the number of unique users who saw your post. How much of your
content actually reaches users’ feeds?

Clicks. This is the number of clicks on your content or account. Tracking clicks per campaign
is essential to understand what drives curiosity or encourages people to buy.

Engagement. The total number of social interactions divided by the number of impressions.
This sheds light on how well your audience perceives you and their willingness to interact.

Hashtag performance. What were your most-used hashtags? Which hashtags were most
associated with your brand? Having these answers can help shapethe focus of your content
going forward.

Organic and paid likes. Beyond a standard “Like” count, these interactions are attributed to
paid or organic content. Given how much harder organic engagement is to gain, many brands
turn to ads. Knowing these differences can help you budget both your ad spend and the time
you invest in different formats.

Sentiment. This is the measurement of how users react to your content, brand, or hashtag. Did
customers find your recent campaign offensive? What type of sentiment do people associate
with your campaign hashtag? It’s always better to dig deeper and find out how people talk or
feel about your brand.

Step 4: Get to know your competition.

A competitive analysis allows you to understand who the competition is and what they’re
doing well (and not so well). You’ll get a good sense of what’s expected in your industry,
which will help you set social media targets of your own.

It will also help you spot opportunities.

Maybe one of your competitors is dominant on Facebook, for example, but has put little
effort into Twitter or Instagram. You might want to focus on the networks where your
audience is underserved, rather than trying to win fans away from a dominant player.

Step 5: Create unique and engaging content.

With the billions of social media users around the globe, there's no question that at
least some of your followers — or the people browsing your profile — have also seen your
competitor's content or that of other businesses in your industry.

That's why you must have engaging social media content that stands out and provides
viewers with a reason to click that "Follow" button and interact with your brand.

Not sure what's considered engaging? Morgan has a recommendation.

"My number one tip to brands for creating engaging content on social media is to do market
research first because what will be engaging depends on the audience," Morgan said. "When
you know what your audience likes and needs to know, you can create content that engages
those interests."

To help you get creative, consider the content your competitors are sharing and how you can
uniquely promote your products. Also, take advantage of the features offered by the platform
you're using.

Step 6: Organize a schedule for your posts.

One of the easiest ways to ensure your content is shared as planned is to use a social media
management solution. These tools allow you to write captions, prepare pictures and videos,
and schedule posts in advance. They also automatically share your content on schedule
and monitor all post interactions and engagement for you. Social media management
solutions save you time and allow you to focus on your other tasks.
HOW SOCIAL MEDIA HAS CHANGED

Social Media has changed the organizations do business with the help of computers online
over past few years, and as result social media marketing has created its own name in the
business world. There are many online networking sites are there which affect consumer
behavior. Like Google+, LinkedIn, YouTube etc. Now a days Social Media is using by
almost all the ages of consumers may college students, working class and even old age people
too. Millions of emerging young adults use Social web sites. Social websites like Orkut,
facebook, My Space is having many features which affect and attract many number of
people. In today the life Social Media become a very strong useful tool using by the
consumer in buying decisions. Technology has changed the life of all consumers. Today we
are living in 21stcentury, it is very difficult for the consumers to spend time on purchasing
the product because of busy schedule. Now a days users are acquiring followers and
subscribers giving information by social media how to purchase the goods online without
wasting time to go personally. Through Social Networking Sites consumers can get
information not only about companies but also for the companies too. Even social media is
helping consumers to buy product through engagement that means consumers and
variousstakeholders like company, consumers, society, businessman are participants rather
then viewers. So Consumers can change their mind before purchasing any product through
online.

There are various Social Media Marketing tools are available for the consumers some of them
are:

SOCIAL MEDIA
SOCIAL MEDIA BLOG MARKETING
MONITORING

SOCIAL ANALYTICS
SOCIAL TAGGING SOCIAL AGGREGATION
AND REPORTING
PROCESS OF THE DIGITAL MARKETING OF A PRODUCT:

 Marketing/prospecting to your target market and audience

 Building credibility and trust
 Escorting and courting the buyer through the process
 Presenting the product or service that meets their needs
 Closing the sale

THE USES OF SOCIAL MEDIA AND DIGITAL MARKETING

Social media and digital marketing activities are very important, it’s not only for gaining
revenue, but also to reduce the cost of conventional marketing activities. It may be good if
currently this company’s sales number still good, but will it last? Will this brand become the
top of mind brand for the next five years without being lost or overshadowed by the
competitors? That is what social media and digital marketing useful for; we can predict the
future, do prevention of crisis, and create innovations; because by using social media and
digital marketing we can track our brand’s competitors. The usage of having these online
activities is also to know about people’s opinion about our product, build our brand
reputation, and to find the voices of our brand supporters or even the haters. These are things
that conventional marketing hardly achieved effectively.

The big marketing budget that originally for traditional marketing activities can be shifted to
activate the digital marketing strategies, because by going digital we can check how much the

frequency of the customer that get our advertisement, how their buying and lifestyle
behaviour, etc.

First of all, TVCs Advertisement, Sales Promotion and Below The Line (BTL) may be good
and useful for the past generation, the budget that will be spent on those marketing channels
will be huge, yet the effectiveness by the revenues number may hard to checked in detail
because the evaluation is not really measurable. Those channels cannot really do direct
targeting. People who watch television, come to the store or come to the event may vary; they
who watch or come may not our product’s target market, and with those conventional
channels we cannot track their database and their behaviour. With digital and social media
activities, we can track people’s behaviour and create a database for us. The advertisement
can be targeted directly to the specific age, gender, location, and even their shopping lifestyle.
Using digital, it eases us to know our consumers’ profiles. Checking our competitor will be
also easier than past marketing activities. We can check their new promotions on their
website, what content they create to engage with their customers, what is their latest product
development; all of these elements can be tracked using social media and digital tools. Also,
social media helps Marketers to reduce the marketing budget, placing advertisement on TV,
Radio or even Printed Media need a huge budget, same goes with creating brand activation
events. However, digital campaign through Facebook Ads, Instagram Ads, Youtube Ads, or
even placing ads on millennials-friendly sites like Webtoon, Line or IDN Times, this will be
‘low cost – high impact marketing. Also, social media helps marketer to create more direct
interaction with the consumers, because they can give direct feedback about our product in
our social media, even now there are Instagram Polling and Youtube Polling that can help
marketer to launch survey about our product via online and targeted to our public market –
the millennial teenagers.
2.2OBJECTIVES OF THE STUDY

1. To examine the implication of digital marketing in consumer purchase decision and to

find out that the consumers are aware of digital marketing and the digital channels
influence in their purchase decision.
2. To evaluate the various channels preferred by consumers for buying decision over
traditional channels.
3. To analyse the impact of social media on consumer buying behaviour.
4. To find out which is the best social media preferred by customers.
5. To have a critical understanding of varied concepts of social media marketing and the
online advertisement
6. To find out the awareness of social media marketing.
7. To find effective brand communication for social media promotion.
8. To study key business divers of the company.
9. To study key trends in social media marketing

2.3 LITERATURE REVIEW

The unique characteristics of social media marketing and digital media marketing , the

popularity that it has gained in the past few years have brought forth a revolution in the

practices pertaining to marketing. Social media has changed the way an organisation

promotes their products or advertises for the same. Social media has also been observed to

have an impact on the behaviour of a consumer from the acquisition of data from the

behaviour post purchasing a product

The advantages that are prevalent with the social media are it helps in connecting the

business of an organisation with its intended customers. Social media also helps in the

development of the relationships and providing methods for fostering those new relationships
at a low cost and periodic manner (Schirr, 2013). Some of the other functions pertaining to

social media involve its influence and effect on the perception of an individual, their attitude

and their final behaviour at the end. The Social media websites provides the organisations an

opportunity for engaging and interacting with the current and potential consumers for the

organisation. This helps in creating an increased sense pertaining to intimacy in the

relationship that exists between the organisation and the customer (Noreen and Han, 2015).

Social media also helps an organisation in building up meaningful and important relationship

with their current as well as potential consumers in the market.

The consumers of internet in the present times are widely spread in all over the world and

have taken a growth in many of the sectors. Digital media had provided new way of

communication to engage the consumer in different business sector. Various Online tools are

also increasing on rapid rate to reach new customers. According to recent marketing research,

social media is getting involved in people’s lives and making them more dependent. The

marketing approaches are astounding with millions of customers. The whole world spends

approximately110 billion minutes on accessing social networking sites like Face book, twitter

and reading blogs (Tuten and Solomon, 2014). It has been also analysed that visitor of social

media are increased up to 24% in last year. The above factor does not put a doubt about how

business sector overlaps to people’s life by social medium. Social media improve the

interaction by providing contents publically and gain interest of visitors. Social sites are tools

to spread the information among consumers. People are sharing their personnel content or

public content inside and outside their professional life.

Stephen Andrew T. (2016)

This article reviews recently published research about consumers in digital and social

media marketing settings. Five themes are identified:

(i) consumer digital culture

(ii) responses to digital advertising,

(iii) effects of digital environments on consumer behaviour\

(iv) mobile environments

(v) online word of mouth (WOM)

Collectively these articles shed light from many different angles on how consumers

experience, influence, and are influenced by the digital environments in which they are

situated as part of their daily lives. Much is still to be understood, and existing knowledge

tends to be disproportionately focused on WOM, which is only part of the digital consumer

experience. Several directions for future research are advanced to encourage researchers to

consider a broader range of phenomena.

Kaplan and Heinlein (2010) define social media as “a group of Internet based applications
that build on the ideological and technological foundations of Web 2.0, and allow the creation
and exchange of user generated content.” According to Kaplan and Heinlein (2010) web 2.0
is a platform where content is continuously altered by all operators in a sharing and
collaborative way. Web 2.0 is a web based technology which helps to create highly
interactive platforms through which individuals and communities share, co-create, discuss
and modify user –generated content. Social media are the websites which are build upon the
technological foundations of web 2.0 that help a user to create user generated contents that
can be shared. This technology allows a user to create and publish the content on the social
media networks. This information can be shared with other members of the social media
website, who are connected with the user. This process is interactive where other members
can also respond in different ways. Mangold and Faulds (2009) describe ―social media as
the set of online word of mouth forums which includes blogs, discussion boards, forums or
social networks to name a few. Using all mobile and web-based technologies, social media
creates highly interactive platforms by bringing together individuals and creating
communities. Internet has a lot of websites; each of them has different functional attributes
and caters to different sections of society. Websites like facebook are for general masses but
LinkedIn is focused on professional networking. Media sharing sites (i.e. YouTube, Picassa
and Flickr) or blogging platforms (i.e. blogspot, wordpress) are also members of this
ecosystem called social media (Kietzmann et al., 2011).Social media has equipped the
organization to establish an direct relationship with the consumers. Both of the organizations
and consumers are free to generate content on the web pages, which further leads to
conversations and discussion. Organization on one end are provided with an opportunity to
share their information with a large base of customers and on the other end consumers are
also free to publish any content whether positive or negative regarding the information.

Social media marketing is a new marketing strategy which almost every business is adopting
to reach their consumers on the virtual networks. If you have an idea and you want it to reach
millions, at a very little cost, then social media is the only way-out. Entertainment companies
were the first to adopt the social media as a promotional tool. Weinberg (2009) has defined
social media marketing as the process that empowers individuals to promote their websites,
products, or services through online social channels and tap into a much larger community
that may not have been available via traditional channels. So if we keep it simple, social
media marketing is the process where organizations use social media websites to build rush
on their company official websites. It does not stop here but organizations also inform the
potential customers of happenings in the organization, launch of the new model or product
and latest news about the organization through social media applications. Gordhamer (2009)
has related social media marketing to the relationship marketing where firms need to shift
from “trying to sell” to “making connections” with the consumers. This explanations of social
media marketing takes us to the other side of marketing, where building relations with the
potential consumers is the key to repeated purchases and enhanced brand loyalty. Social
Media is an innovative tool that organizations use for creating a very strong public relation
with the customers on the virtual networks (Jan & Khan, 2014). Maintaining public relations
through social media has become easy because a large number of potential consumers are
available on the virtual networks. And making connection with consumers using social media
is only some clicks away. Today‟s customers are more powerful and busy; therefore,
companies should be reachable and available in every social media communication channel
such as Face book, Twitter, Blogs, Forums at any time (Gordhamer, 2009). Exploiting the
opportunities provided by the social media communication channels is important for every
organization.

Dimension of the Social media marketing (Asa’ad, &Anas, 2014) There are five dimension
of the social media marketing, which means these five things are required to create
connections with consumers or to building traffic to company websites.
Online Communities: A company or business can use the social media to build a community
around its products/business. Vibrant communities create loyalty and encourage discussions,
which can contribute towards business development and improvement. (Taprial, &Kanwar,
2012).

Interaction: A Facebook page or Twitter account can notify all its followers of specific
subject quickly and simultaneously (Berselli, Burger, & Close, 2012). Social networking sites
enable greater interaction with the online community through broadcasting up-to-date,
consumer relevant information. (Fischer, &Reuber, 2011)

Sharing of Content: The sharing dimension is about the extent to which an individual ex-
changes, distributes and receives content in a social media setting. (Babac, 2011)

Accessibility: The social media is easily accessible and takes minimal or no costs to use.
Social media is easy to use and does not require any special skills, knowledge to use.
(Taprial, &Kanwar, 2012)

Credibility: It is all about delivering your message clearly to the people, establishing
credibility for what you say or do, connecting emotionally with your target audience,
motivating the buyer and generating loyal customers. The social media provides a very good
platform for all businesses (big or small) to network and reach out to their target audience,
connect with them directly and generate trust by listening to what they have to say. (Taprial,
&Kanwar, 2012)

This finally leads us to redefine the Social media marketing on the basis of functional
block of the social media websites. “Social media marketing is a process where seven
functional blocks (identity, conversation, sharing, presence, relationship, reputation and
groups) of a social media website are utilized for promotion of a brand, organization, political
party, a personality, an idea or an event.” So when we use social media for promotion of an
idea or a product that is social media marketing.
THEORETICAL BACKGROUND

Whether you’re a veteran marketing professional or you’re transitioning to the industry for
the first time, your campaigns need to have a solid foundation in marketing theories. Based
on customers’ desires and motivations for taking action, these concepts help us understand
basic fundamental truths about the impact of marketing. 

The most effective marketing theories are based on real-life observations and are useful not
just for marketing but also for many different aspects of business. Agencies, such as a custom
design web agency or a social media advertising agency, usually uses a multi-pronged
approach for campaigns, influenced by different marketing theories and personal experiences
with marketing. 

In social media marketing, this means you need to understand the level of hierarchy your
customer is likely to be in when they’re interacting with your brand. There’s no point
marketing through the lense of self-actualization to people who are trying to achieve a sense
of security. In other words, which of the five needs are your customers looking to fill when
they interact with you? It’s likely to be one of the top three in most cases. 

The needs people are looking to meet with social media usage can be different depending on
the platform, and you should tailor your content accordingly. For example, many people use
platforms like Facebook and Instagram to connect with friends and family, fulfilling the
“belonging” need. LinkedIn, on the other hand, tends to be used by people trying to find jobs,
build their professional networks, or check out new solutions for work-related concerns. This
could fit anything from “safety” (needing a job to pay the rent) to “self-actualization”
(achieving a dream).

This marketing theory has since been expanded to seven P’s, with the addition of people,
processes, and physical evidence. This expanded version allows marketers to use the theory
to create campaigns for services. Some digital marketing specialists even add an eighth P,
productivity and quality, to reflect how businesses pass on productivity and value to their
customers. 
 CHAPTER 3

COMPANY PROFILE
3.1 COMPANY PROFILE

SUGAR COSMETICS

sugar Cosmetics is one of India's fastest-growing premium cosmetic

companies, with a cult following among millennials. Sugar is the cosmetics
of choice for brave independent women who refuse to be categorized into
stereotypes, thanks to its clutter-breaking attitude, unique low-poly
packaging, and chart-topping products. The brand's bestselling goods in
the Lips, Eyes, Face, Nails & Skin categories are sent all over the world from
state-of-the-art facilities in Germany, Italy, India, the United States, and
Korea.Established in 2015, Sugar Cosmetics came up with just two
products, namely, a black matte eyeliner and a black kohl pencil. Since
then, the company has grown to 450 stock-keeping units.

The brand is devoted to producing products that are a great fit for every
Indian skin tone throughout seasons and across the calendar, with a
cruelty-free line that is high on design and high on performance. Sugar
Cosmetics is aggressively expanding its strong existence with 10,000 plus
retail stores by 2021 across 130+ cities with a purpose to reach the
doorsteps of every cosmetics user in the country, backed by the faith of
marquee investors and the passion of millions of beauty aficionados.

The company began as an online supplier of natural, paraben-free

cosmetics and has since grown in popularity not just in India but
throughout the world. Due to the usage of the black and white colour
combination, the visual identity of an Indian cosmetic business is beautiful
and refined while also seeming bold and confident. The company's logo is
made up of a wordmark with an emblem on the left, which serves as the
brand's signifier and appears on all of the company's cosmetics.

Sugar Cosmetics' slogan says, “Rule The World, One Look At A Time!!!”

The founder of sugar cosmetics are Kaushik Mukherjee and Vineeta Singh

Sugar Cosmetics - Mission and Vision

Sugar Cosmetics' mission statement says, "We believe in every

interpretation of beauty. Bold to subdued, quirky to crazy, every day to
glam goddess! We aim to celebrate every aspect of you, no matter what
your style is. So, go ahead and pick your faves."

Sugar Cosmetics - Business Model and Revenue Model

Sugar Cosmetics has a D2C model of business, which uses an

omnichannel approach too to sell its products, which helps Sugar sell its
products in various eCommerce marketplaces like Amazon, Nykaa, etc. The
major revenue streams of Sugar Cosmetics include the sale of its products
in India and other export sales.

Marketing strategy of Sugar cosmentics:

Marketing strategy is something that plays an important role in conveying the message.
Below we are going to talk about the marketing strategy of Sugar cosmentics.

Enhancing Customer Base - It is critical to learn that by the time you have to enhance your
customer base. You can’t be limited, the world is your oyster. If we follow the
pattern Apple started from the CPU then personal computer then iPhones, iPods, and much
more. All this time they tried to grow. The same goes with Sugar cosmentics, initially, they
started out to be the company of mothers and babies, however, it gradually began to grow its
client base. The company has now branched out into skincare. It offers bathing ingredients,
skincare serums and ointments, face wash, moisturizers, hair oils, and a variety of other
items. The greatest thing is that none of these items contain any chemicals.

Concentrate on Digital Platforms - All the brands and companies know the value of digital
platforms. We are in the digitalization era so we can’t overlook this factor, Sugar cosmentics
knows it very well. Digital tools are used in Sugar cosmentics's ad campaigns. The use of the
internet is growing, and most people rely on these digital channels for all of their knowledge
base. As a result, the brand management approach utilizes these new outlets to raise brand
awareness and attract a broader audience. Sugar cosmentics's official website, Amazon,
Flipkart, and other digital outlets sell the product. As a result, the company is establishing a
robust digital footprint. Most of its sales come from online channels.

Brand Message - The brand message is a very important thing, it presents your brand in a
nutshell. So it should be precise, clear, and engaging. It should commence with the customers
and proffers the feeling of home. The brand's mission and slogan are "Goodness Inside." It
ensures that the brand should not jeopardize the consumers' wellbeing. It offers goods that are
free from contaminants and dangerous chemicals. The brand's goods are somewhat more
expensive, but they are of the highest quality available.

Social Media Marketing - Do you know how many people spend their time on social
media? The answer is every second individual. We are actually living in the social media era
where things can become memes and people can become stars overnight. It can make and
break people. But more than this, people believe what they see on social media. It is the
platform for ordinary people to voice out their opinion and Sugar cosmentics knows that. The
crowd they are looking for is available on social media that’s why they approach various
influencers to spread the word about Sugar cosmentics. The company is engaged on several
social media sites, including Twitter, Facebook, and Instagram. Sugar cosmentics's most
influential approach is Influencer Marketing, which includes hashtags on platforms.

Brand Endorsement - It is one of the strongest pillars of marketing strategy. It gradually
increases the overall value of the brand. The thing is when a celebrity talks about the product,
people will fall for it no matter what. The same goes for if the brand is endorsing our favorite
show we will definitely pay attention to it. Sugar cosmentics's growth accelerated after Shilpa
Shetty, a well-known star, became a shareholder and product ambassador. She is involved in
the creation of new technologies and marketing strategies. The actress used social media to
promote the business. Not just this, Big Boss, a popular reality television program, is also
sponsored by the company.

Word of Mouth - Now this technique might seem vague, odd, and sham to some of you but
it literally has benefits. You might have heard that the word spread faster than air and it is
actually true. When you hear something from someone you know, you believe what they say
with zero doubts and this is exactly what Sugar cosmentics planned. They start approaching
the Mom bloggers and the customers who have a huge fan base and ask them to write their
experience about the product.  Since the company trusts in the influence of mothers, it opted
for a word-of-mouth approach in which mothers can inform people about the company and
how it provides the best product for their children.

TV Commercials - TV commercials method is considered as the traditional method and

somewhat old schooled. So initially the company didn’t believe in the idea of advertising the
brand through TV commercials. They want to do something out of the box, but the thing is
TV has an influence on people and this is exactly why they decided to dip their toes in the TV
commercials too. They did launch their first advertisement on the big screen about the onion
hair oil. The good part was they focused on the benefits of using onion hair oil and how the
person came to know about this brand through one of its colleagues. We hope that we will see
a lot more of Sugar cosmentics on commercials in upcoming times.

YouTube Marketing - There is no doubt that YouTube has become one of the strongest

channels for spreading brand awareness. Almost half of the population prefers to watch
review videos on YouTube rather than reading about it. This is exactly why brands want to
take full advantage of the platform. There are many influencers on YouTube with a high
number of subscribers that can spread awareness about the product. Sugar cosmentics has
improvised its marketing strategy by reaching out to influencers on YouTube. Not just this, in
comparison to traditional advertising, the marketing cost is modest.

Traditional marketing: Atmanirbhar Bharat is what everyone seems to be following as

the mantra for growth and development. As a result, the market in the last few months has
witnessed a rise in home-grown direct-to-consumer brands. Home-grown skincare brand
Sugar cosmentics, which claims to have seized this as an opportunity has increased its
marketing spends by three times in the current fiscal. “We will continue to invest in the brand
as we believe it is a very large opportunity. Brand building requires investments rather than
holding back,” Varun Alagh, co-founder and CEO, Sugar cosmentics told BrandWagon
Online. The company claims that 90% of the spend has been allocated to digital platforms
including influencer marketing and about 10% has been spent on traditional media, primarily
television. The D2C firm further claims that its continuous marketing investments have
resulted in month-on-month growth in sales. According to Alagh, in June sales doubled when
compared to the pre-Covid period.

Moreover, as per the firm tier 2 and smaller markets amount to more than 50% of its
business. “One of the reasons why TV is a good advertising medium is because of its reach
beyond the metros. On digital too, we plan to go vernacular and drive local language
communications to reach out to these markets,” Alagh added. The company launched its first
television commercial recently. As per Alagh, the primary objective is to get new consumers
and drive brand awareness. The company recently partnered with Viacom18’s Hindi general
entertainment channel Colors for its reality show — Bigg Boss as an associate sponsor.

The company has tied-up with modern trade retail outlets such as Wellness Forever, Health &
Glow, Dabur NewU, Guardian, 98.4 chemists, Mother care, Shoppers Stop, among others, as
part of its expansion plan. Moreover, it claims to have over 3,000 stores across the country.
“We have also expanded our warehouse and supply chain to ensure that we are able to service
more consumers from tier 3 and beyond,” he added. Even as a larger part of its sales come
from online channels, offline sales’ contribution has increased to 15%.
Digital marketing: “We are a generation of Google parents. After many rounds of
qualitative research with millennial parents, we realized that there is a big gap in the demand
and supply for toxin-free baby care products,” said Ghazal Alagh, co-founder of Sugar
cosmentics, in an interview. After young parents Varun and Ghazal Alagh came to the
realization that they were having a hard time procuring products that were safe and non-toxic
for their baby, it became evident that it was not going to be an easy task to find them in the
country. The one thing that can be observed from the marketing style of this brand is they
don’t settle. Their strategies keep evolving as does their value and place in the market. They
have mastered how to continuously keep adapting to their rapidly growing presence in the
market. 

When they were just starting out, and they needed to create a buzz about their arrival in the
scene, they had a very focused customer group - mothers and babies. However, as they
started branching out, their strategies grew as well.

Using digital platforms  :

They understood the importance of digital marketing from the get-go and primarily focused
on using it to spread awareness about their brand. Since most people turn to Google to get
any information they need, having a viable digital presence is vital for the growth of any
business. 

Digital platforms help in building the credibility of a brand. Therefore, their products are
available on several platforms such as Amazon, Nykaa, Flipkart, along with their official
website. In fact, as they were able to effectively harness the power of these different
platforms, 90% of their sales are made from these only. 

Effectively spreading the brand’s message 

Their purpose is reflected in their brand’s message, “Goodness inside”. The whole intent
behind the inception of the brand was to create quality products so that their customers are
provided with the best of products. Even though their rates are slightly high, the quality
makes them worth it.

They have leveraged the power of word-of-mouth as well as a part of their marketing
strategy. Naturally, people tend to listen to what other people think since it makes the
suggestion seem more authentic and truthful. Further, they have also pitched a lot of mom
bloggers to promote their products since they are ardent believers of 'mum-power'. 

Channeling the power of social media 

The sheer enormity and power of social media is not lost on anybody. It is one of the most
effective means through which brands can reach their target audience, directly. Social media
marketing had, thus, played a key role in Sugar cosmentics’s marketing strategy as well.

The brand has a pretty active profile across the various social media platforms such as
Instagram, Facebook, and Twitter. They are constantly engaging with customers and making
sure to make them feel heard. 

Leveraging influencer marketing 

We all remember that time when suddenly, everyone was talking about Sugar cosmentics.
This sudden shift which made them the center of attention happened because of influencer
marketing. The brand managed to rope in so many influencers that overnight, they became a
household name.
 CHAPTER 4

RESEARCH METHODOLOGY

 Sample size
 Methods of data collection
Research methodology simply refers to the practical “how” of any given piece of research.
More specifically, it’s about how a researcher systematically designs a study to ensure valid
and reliable results that address the research aims and objectives. 

 For example,

How did the researcher go about deciding: 

 What data to collect (and what data to ignore)

 Who to collect it from (in research, this is called “sampling design”)
 How to collect it (this is called “data collection methods”)
 How to analyse it (this is called “data analysis methods”) 

In a dissertation, thesis, academic journal article (or pretty much any formal piece of
research), you’ll find a research methodology chapter (or section) which covers the aspects
mentioned above. Importantly, a good methodology chapter in a dissertation or thesis
explains not just what methodological choices were made, but also explains why they were
made.

In other words, the methodology chapter should justify the design choices, by showing that
the chosen methods and techniques are the best fit for the research aims and objectives, and
will provide valid and reliable results. A good research methodology provides scientifically
sound findings, whereas a poor methodology doesn’t. We’ll look at the main design choices
below.

SAMPLE SIZE
In statistics, the sample size is the measure of the number of individual samples used in an
experiment. For example, if we are testing 50 samples of people who watch TV in a city, then
the sample size is 50.  We can also term it  Sample Statistics.

Statistics is the study of the process of collecting, organizing, analyzing, summarizing data
and drawing inferences from the data so worked on. In Statistics, we come across two types
of data –

1. Population data
2. Sample data

Population data is a large amount of data that includes the whole area of study, which is
termed as population. A population consists of all the elements that are studied for the
research.

On the other hand, sample data is a part of the population. Usually, it is quite clumsy and
difficult to compute the whole population. In this case, a representative sample is selected
from the population. This sample is termed sample data. In this article, let us discuss the
sample size definition, formulas, examples in detail.

Small Sample Size

Sometimes the sample size can be very small. When the sample size is small (n < 30), we use
the t distribution in place of the normal distribution. If the population variance is unknown
and the sample size is small, then we use the t statistic to test the null hypothesis with both
one-tailed and two-tailed.

Large Sample Size

Generate for more accurate estimates but large sample size might cause difficulties in
interpreting the usual tests of significance, and the same problem may arise in case of very
small sample size. Thus, neither too large nor too small sample sizes help research projects.
Formula

The sample size formula for the infinite population is given by:

Where,

SS = Sample Size

Z = Z -Value

P = Percentage of Population

C = Confidence interval

When the sample input or data is obtained, and the sample mean

is calculated, the sample mean obtained is different from the population mean μ. This
difference between the population mean and the sample mean can be considered as an error
E, which is the maximum difference between the observed sample mean and the true value of
the population mean.

The above-given formula can be solved for n, which can be used to determine the minimum
sample size.

METHODS OF DATA COLLECTION

As our society moves away from factory jobs, lifelong education is becoming an increasing
necessity. Technology and data have become a part of how we work. That change has placed
more demands on educators than ever before. Whether you’re teaching in a classroom or a
boardroom, you need to learn how to collect and manage data.
Although data can be valuable, too much information is unwieldy, and the wrong data is
useless. The right data collection method can mean the difference between useful insights and
time-wasting misdirection.

Luckily, there are several tools available for primary data collection. The methods range from
traditional and simple, such as a face-to-face interview, to more sophisticated ways to collect
and analyze data.

Here are the top six data collection methods:

 Interviews
 Questionnaires and surveys
 Observations
 Documents and records
 Focus groups
 Oral histories

Qualitative vs quantitative data collection methods

Some of the methods covered here are quantitative, dealing with something that can be
counted. Others are qualitative, meaning that they consider factors other than numerical
values. In general, questionnaires, surveys, and documents and records are quantitative, while
interviews, focus groups, observations, and oral histories are qualitative. There can also be
crossover between the two methods.

Data analysis can take various formats. The method you choose depends on the subject
matter of your research.

Quantitative methods, such as surveys, large-scale benchmarks, and prioritization, answer the
question “How much?” But these methods can leave the question “Why?” unanswered. This
is where qualitative data collection methods come into play.

Understanding qualitative data collection

Qualitative data collection looks at several factors to provide a depth of understanding to raw
data. While qualitative methods involve the collection, analysis, and management of data,
instead of counting responses or recording numeric data, this method aims to assess factors
like the thoughts and feelings of research participants. Qualitative data collection methods
go beyond recording events to create context.

With this enhanced view, researchers can

Describe the environment. Understanding where observations take place can add meaning to
recorded numbers.

Identify the people involved in the study. If research is limited to a particular group of people,
whether intentionally or as a function of demographics or other factors, this information can
inform the results.

Describe the content of the study. Sometimes, the specific activities involved in research and
how messages about the study were delivered and received may illuminate facts about the
study.

Interact with study participants. Interactions between respondents and research staff can
provide valuable information about the results.

Be aware of external factors. Unanticipated events can affect research outcomes. Qualitative
data collection methods allow researchers to identify these events and weave them into their
results narrative, which is nearly impossible to do with just a quantitative approach.

Qualitative research methods

There are three commonly used qualitative data collection methods: ethnographic, theory
grounded, and phenomenological.

Ethnography comes from anthropology, the study of human societies and cultures.

Ethnography seeks to understand how people live their lives. Through this method,
researchers veer away from the specific and practical questions that traditional market
researchers use and instead observe the participants in a nondirected way. This approach is
intended to reveal behaviors from a subject’s perspective rather than from the view of the
researchers.

Ethnography helps fill in the blanks when a participant may not be able to articulate their
desires or the reasons for their decisions or behaviors. Instead of, or in addition to, asking
why a participant acts a certain way, researchers use observation to understand the why
behind these desires, decisions, or behaviors.

Grounded theory arose when sociological researchers sought to provide a level of legitimacy

to qualitative research — to ground it in reality rather than assumptions. Before this method,
qualitative data analysis was actually done before any quantitative data was collected, so it
was disconnected from the collection and analysis process.

Grounded theory uses the following methods:

Participant observation. Researchers immerse themselves in the daily lives of subjects.

Another term for this is “fieldwork.”

Interviews. These can vary in formality from informal chats to structured interviews.

Document and artifact collection. Grounded theory often is about more than observation and
interviews. Researchers can learn about a group of people from looking at materials the group
used. For example, a local community’s laws may shed light on opinions and provide a
clearer picture of residents’ sentiments.

Sometimes, a person’s true colors emerge only when they are genuinely put to the test. As
such, phenomenology describes how people experience certain events or unique encounters.
This method measures reactions to occurrences that are outside of the norm, so it’s essential
to understand the whole picture, not just facts and figures.

An example of phenomenology is studying the experiences of individuals involved in a

natural disaster. To analyze data from such an event, the researcher must become familiar
with the data; focus the analysis on the subject matter, time period, or other factors; and
categorize the data.
Completing these tasks gives the researcher a framework for understanding how the natural
disaster impacts people. Together, the understanding, focus, and organization help
researchers identify patterns, make connections, interpret data, and explain findings.

Each of these qualitative data collection methods sheds light on factors that can be hidden in
simple data analysis. Qualitative data is one way to add context and reality to raw numbers.
Often, researchers find value in a hybrid approach, where qualitative data collection methods
are used alongside quantitative ones

Interviews

If you asked someone completely unaware of data analysis how to best collect information
from people, the most common answer would likely be interviews. 

Almost anyone can come up with a list of questions, but the key to efficient interviews is
knowing what to ask. Efficiency in interviewing is crucial because, of all the primary data
collection methods, in-person interviewing can be the most expensive.

There are ways to limit the cost of interviews, such as conducting them over the phone or
through a web chat interface. But sometimes an in-person interview can be worth the cost, as
the interviewer can tailor follow-up questions based on responses in a real-time exchange.

Interviews also allow for open-ended questions. Compared to other primary data collection
methods, such as surveys, interviews are more customizable and responsive.

Observation
Observation involves collecting information without asking questions. This method is more
subjective, as it requires the researcher, or observer, to add their judgment to the data. But in
some circumstances, the risk of bias is minimal.

For example, if a study involves the number of people in a restaurant at a given time, unless
the observer counts incorrectly, the data should be reasonably reliable. Variables that require
the observer to make distinctions, such as how many millennials visit a restaurant in a given
period, can introduce potential problems.

In general, observation can determine the dynamics of a situation, which generally cannot be
measured through other data collection techniques. Observation also can be combined with
additional information, such as video.

Documents and records

Sometimes you can collect a considerable amount of data without asking anyone anything.
Document- and records-based research uses existing data for a study. Attendance records,
meeting minutes, and financial records are just a few examples of this type of research. Using
documents and records can be efficient and inexpensive because you’re predominantly using
research that has already been completed. However, since the researcher has less control over
the results, documents and records can be an incomplete data source.

Focus groups

A combination of interviewing, surveying, and observing, a focus group is a data collection

method that involves several individuals who have something in common. The purpose of a
focus group is to add a collective element to individual data collection.

A focus group study can ask participants to watch a presentation, for example, then discuss
the content before answering survey or interview-style questions.

Focus groups often use open-ended questions such as, “How did you feel about the
presentation?” or “What did you like best about the product?” The focus group moderator can
ask the group to think back to the shared experience, rather than forward to the future.
Open-ended questions ground the research in a particular state of mind, eliminating external
interference. 

Oral histories

At first glance, an oral history might sound like an interview. Both data collection methods
involve asking questions. But an oral history is more precisely defined as the recording,
preservation, and interpretation of historical information based on the opinions and personal
experiences of people who were involved in the events.

Unlike interviews and surveys, oral histories are linked to a single phenomenon. For example,
a researcher may be interested in studying the effect of a flood on a community. An oral
history can shed light on exactly what transpired. It’s a holistic approach to evaluation that
uses a variety of techniques.

As in interviewing, the researcher can become a confounding variable. A confounding

variable is an extra, unintended variable that can skew your results by introducing bias and
suggesting a correlation where there isn’t one.

The classic example is the correlation between murder rates and ice cream sales. Both figures
have, at one time or another, risen together. An unscientific conclusion may be that the more
people buy ice cream, the higher the occurrence of murder. However, there is a third
possibility that an additional variable affects both of these occurrences. In the case of ice
cream and murder, the other variable is the weather. Warmer weather is a confounding
variable to both murder rates and ice cream sales.

Questionnaires and surveys

Questionnaires and surveys can be used to ask questions that have closed-ended answers. 

Data gathered from questionnaires and surveys can be analyzed in many different ways. You
can assign numerical values to the data to speed up the analysis. This can be useful if you’re
collecting a large amount of data from a large population.

To be meaningful, surveys and questionnaires need to be carefully planned. Unlike an

interview, where a researcher can react to the direction of a respondent’s answers, a poorly
designed questionnaire will lead the study nowhere quickly. While surveys are often less
expensive than interviews, they won’t be valuable if they aren’t handled correctly.

Surveys can be conducted as interviews, but in most cases, it makes sense to conduct surveys
using forms.

Online forms are a modern and effective way to conduct surveys. Unlike written surveys,
which are static, the questions presented in online forms can change according to how
someone responds thanks to the conditional logic form feature. For instance, if you use
Jotform to create your forms, when someone answers no to a question about allergies, they
won’t have to scroll past all of the related follow-up questions about specific allergies.
Instead, they’ll go immediately to a question on a different topic.
 CHAPTER 5

DATA ANALYSIS
QUESTION 1

QUESTION 2
QUESTION 3

QUESTION 4
QUESTION 5
QUESTION 6

QUESTION 7
QUESTION 8
 CHAPTER 6

FINDINGS AND CONCLUSION

According to the survey, majority of people i.e. 88.7% of people know about sugar
cosmetics.
In our survey we have tried to find out the use of social media channels by our respondants an
determined that almost 50% of the people got know about it through social media.
Comparing all the places (online or offline) most of the people got their products from any
store that means that sugar cosmetics is expanding in the offline culture also which is
commendable because of the people want to know their cosmetics before buying it thus the
stores help them.
By seeking if the respondents know any influencer which has received spomsorship from
sugar we can tell that most of the people know someone that explains their online
engagement.
Social media marketing which includes social advertising sites, social news, media sharing
sites and blogs have a huge potential of affecting their behaviour.
Around 73.6% people agree that their marketing startegies are different from others.
The scale of people not liking their products is only 9% which gives a great remark about
their product quality.
The ceo of the company has been on the show shark tank which has also helped the brand
grow .
A key issue for marketers currently is to understand how digital and social media are used in
the purchase decision process ,their influence on buyer behaviour, and their role as a
marketing tool. The results overall show that the classical model of decision-making is valid
in describing the decision process of consumers in this social media age.

Social media users found decision-making to be easier and enjoyed the process
more, when compared to those who used other information sources. They also had greater
confidence and satisfaction during the process. Those who perceived the
information on social media to be of higher quality and greater quantity than expectations
were more satisfied overall. This suggests that information overload did not reduce consumer
satisfaction with social media.

Social media has enabled marketers to access and monitor consumer opinions on a
continual instant basis by listening-in and participating in online conversations, and
observing what people are discussing in blogs, forums and online communities. With such
vast information freely available on social media, it is up to businesses to harness it positively
to improve their product offerings, their customer relationship management, and their
profitability.

Recent advances on the internet and the development of social media have facilitated the
interconnectivity of consumers. Consumers have social interactions through social media
such as online forums, communities, ratings, reviews and recommendations. These
developments have introduced a new stream in e-commerce, called social commerce, which
empowers consumers to generate content and influence others. These interactions provide
different values for both business and consumers, indicating that social media increase the
level of trust in consumers and indirectly encourage intention to buy through social
networking sites.

The results of data analysis reveal that social media empower participants to generate content
through online communities, reviews and recommendations. This research shows that
advancements in the internet along with social media have empowered customers. Consumers
are now content generators through social media. They share information and experiences
with other consumers and have easy access to one another’s information. This is a value that
can be useful for e-commerce adoption and social commerce intention. Because consumer
social interactions produce online social support, e-commerce adoption is being promoted to
establish trust and, consequently, users’ intention to buy.

From this survey we can conclude that respondants feelthat social media marketing is an
effective way to grow your brands sales and for the overall development of the brand.
 CHAPTER 7

BIBLIOGRAPHY
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