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Meghana Marketing SBT

The student visited SUGAR Cosmetics and observed their wide range of affordable makeup products with good color pigmentation. SUGAR focuses on cruelty-free products suited for Indian skin tones. They found success by starting as a beauty subscription service, becoming digitally native, studying consumer reviews on social media, and spending on social media without pushing sales. The student suggested SUGAR offer deals and start selling to medium retail stores.

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Meghana Aishu
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26 views4 pages

Meghana Marketing SBT

The student visited SUGAR Cosmetics and observed their wide range of affordable makeup products with good color pigmentation. SUGAR focuses on cruelty-free products suited for Indian skin tones. They found success by starting as a beauty subscription service, becoming digitally native, studying consumer reviews on social media, and spending on social media without pushing sales. The student suggested SUGAR offer deals and start selling to medium retail stores.

Uploaded by

Meghana Aishu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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ST.

JOSEPH’S DEGREE & PG COLLEGE


(Autonomous), Affiliated to Osmania University
Re-accredited by NAAC (3rd Cycle) with B++Grade
King Koti Road, Hyderabad

Marketing Principles and Strategies Skill Based Test I

Name of the Student : Meghana

Class and section : B.com Professional

Roll no: 121421403013

Place Visited : SUGAR Cosmetics

Date : July 12, 2023

Report :
a) Introduction: SUGAR Cosmetics is an Indian e-commerce company, founded
by Vineeta Singh (Co-founder and CEO) and Kaushik Mukherjee (Co-founder
and COO) in 2015, with its headquarters in Mumbai. It focuses on selling
makeup and skincare products that are millennial friendly, best suited for
Indian skin tones and are cruelty-free. However, not all of their products are
100% vegan. Their products are manufactured in state of the art facilities
across many countries such as Germany, Italy, USA, India , etc.

b) Observation :
In SUGAR Cosmetics, we observe a wide range of makeup products,
including lipsticks, eyeliners, kajal, and nail polish.
Some common observations in Sugar Cosmetics are:
1. The color pigmentation of the products, newness and products are available at affordable
prices.

2. Sugar Cosmetic’s best selling goods for lips, nails, skin, face, eyes, etc. are sent all over
the world.

3. The brand is focused on making products that are cruelty-free and suits every Indian skin
tone.

4. The brand refuses to categorize itself into any stereotype.

c) Strategies :
1. Finding the Right Market: As a brand, Sugar has been in existence for 7 years and at the time it had a
very different business model. Sugar was in the business of providing beauty subscriptions. This
included putting together a basket of products made by other brands and sending it off to customers
every month on a subscription.
2. Becoming Digitally Native: As a brand, Sugar has been in existence for 7 years and at the time it had a
very different business model. Sugar was in the business of providing beauty subscriptions. This included
putting together a basket of products made by other brands and sending it off to customers every month on
a subscription.
3. Studying Consumer Reviews: An adage says actions speak louder than words. For sugar, words (in the
form of reviews) spoke volumes to them about what their consumer wanted. Consumer reviews have
revealed many valuable insights that Sugar used to improve and expand its product offerings.
4. Spending on Social Media: Sugar gets 4 billion views per year on its owned media. The brand took great
care to avoid pushing the bottom-of-the-funnel communication on top-of-the-funnel platforms.

d) Suggestions:
1. Offer some Enticing Deals
2. Start Selling to Medium Size Retail Stores

Geotag Pictures:

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