NATIONAL INSTITUTE OF FASHION TECHNOLOGY

PATNA

IDM- GLOBAL MARKETING AND E-COMMERCE

END TERM JURY ASSIGNMENT

Submitted by:
Chandan Kumar (BFT/21/506)
Debamita Basak (BFT/21/400)
Hansika Kapil (BD/21/6969)
Kumail Hasan (BFT/21/661)
Shreya Srivastava (BFT/21/459)
Snigdha Narayan (BFT/21/787)

Under the guidance of:

Mr. Rajesh Choudhary
Assistant Professor, NIFT Patna

Batch 2021-25
 Abstract

This study compares two of the top e-commerce sites in the same product category in-depth,
looking at how they handle search engine optimization (SEO), online marketing, and advertising.
By means of an in-depth analysis of their advertising placements, SEO techniques, and
marketing plans, this study seeks to identify the advantages and disadvantages of each website's
customer acquisition and retention efforts. Over the course of six months, data was gathered to
evaluate several factors, including user engagement, search engine rankings, site traffic. By
examining content relevance, and keyword optimization, SEO methods were examined. The
results indicate that although both websites have strong marketing frameworks, their market
presence and client acquisition are greatly impacted by variations in SEO techniques and
advertising effectiveness. To improve each website's online exposure and efficacy, the study
ends with strategic recommendations that could influence future digital marketing strategies used
in the e-commerce industry.

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 Certificate

This is to certify that this Report titled - “Holistic comparison of two e-commerce websites in the
same product category, focusing on online marketing, advertising, and search engine
optimization (SEO),” is based on the original research work of- Chandan Kumar, Debamita
Basak, Hansika Kapil, Kumail Hasan, Shreya Srivastava and Snigdha Narayan, conducted
under the guidance of Mr. Rajesh Choudhary, Assistant Professor at NIFT Patna towards
partial fulfillment of the requirement for the award of Bachelor’s Degree, of National Institute of
Fashion Technology, Patna.
No part of this work has been copied from any other source. Material, wherever borrowed has
been duly acknowledged.

Date:

Signature:
Chandan Kumar
Debamita Basak
Hansika Kapil
Kumail Hasan
Shreya Srivastava
Snigdha Narayan

Signature:
Mr. Rajesh Choudhary
Assistant Professor
NIFT-Patna

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 Acknowledgement

We extend our heartfelt gratitude to the National Institute of Fashion Technology for giving us
the opportunity to take this assignment. Foremost, we would like to thank our subject faculty of
Global Marketing & E-commerce at NIFT, Mr. Rajesh Choudhary for giving their invaluable
feedback and the guidance on this assignment throughout the classes. This could not have been
achieved without their support.
Lastly, we take the opportunity to thank all the people who guided us through the entire process,
and fellow students at NIFT who have imparted the necessary knowledge and skills that I
required to complete this document.

Yours sincerely,
Chandan Kumar
Debamita Basak
Hansika Kapil
Kumail Hasan
Shreya Srivastava
Snigdha Narayan

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 Table of Contents
Abstract........................................................................................................................................................ 1
Certificate .................................................................................................................................................... 2
Acknowledgement ....................................................................................................................................... 3
Introduction to Product Category – Beauty Products ............................................................................. 6
History of Beauty Products .................................................................................................................... 6
Purplle Beauty ............................................................................................................................................. 7
Tira Beauty .................................................................................................................................................. 8
Target Customers........................................................................................................................................ 9
Online Marketing ...................................................................................................................................... 10
Online Marketing Strategies of Purplle beauty.................................................................................. 10
Advertising................................................................................................................................................. 12
Advertising strategies of Purplle Beauty ............................................................................................ 12
Advertising strategy of Tira Beauty .................................................................................................... 14
Search Optimization of Purplle ............................................................................................................... 15
Search Engine Optimization of Tira ....................................................................................................... 16
Website Layout of Purplle........................................................................................................................ 17
Website Layout of Tira Beauty ................................................................................................................ 25
CONCLUSION ......................................................................................................................................... 30
REFERENCES .......................................................................................................................................... 31

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 Table of Figures

Figure 1: Product Category – Beauty Products ............................................................................................. 6

Figure 2: Purplle Logo .................................................................................................................................. 7
Figure 3: Tira Beauty Logo........................................................................................................................... 8
Figure 4: Purplle Campaigns ...................................................................................................................... 10
Figure 5: Instagram of Purplle .................................................................................................................... 12
Figure 6: Instagram influencer promoting Purplle ...................................................................................... 12
Figure 7: Purplle spin the wheel contest ..................................................................................................... 13

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 Introduction to Product Category – Beauty Products

Beauty products encompass a wide range of items designed to enhance or maintain personal
appearance. These products can include skincare items like moisturizers and serums, makeup
such as foundation and lipstick, haircare products like shampoos and styling gels, as well as
fragrances and personal hygiene products. The beauty industry is vast and constantly evolving,
with new trends and innovations regularly emerging. Beauty products are often marketed based
on their ability to improve skin health, enhance features, or provide a sense of confidence and
well-being.
History of Beauty Products
The use of beauty products dates back thousands of years, with evidence of their use found in
ancient civilizations such as Egypt, Greece, and Rome. In these early societies, beauty products
were often associated with religious or cultural practices, and they were used to signify social
status and enhance attractiveness.
The modern beauty industry began to take shape in the late 19th and early 20th centuries, with
the rise of mass production and advertising. Companies like Max Factor, Elizabeth Arden, and
Revlon pioneered the development of cosmetics and skincare products, making them more
accessible to the general public.

Figure 1: Product Category – Beauty Products

The beauty product category is driven by several key factors:
 Consumer Trends: Consumer preferences and trends play a significant role in shaping
the beauty industry. Trends such as clean beauty, natural ingredients, and sustainability
are driving innovation in product development.
 Technology: Advancements in technology, such as 3D printing and augmented reality,
are changing the way beauty products are developed, marketed, and sold.
 Social Media: Social media platforms like Instagram, YouTube, have become key
influencers in the beauty industry, driving trends and shaping consumer behavior.
 Globalization: The beauty industry is increasingly globalized, with companies
expanding into new markets and adapting their products to meet the needs of diverse
consumers.

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 Purplle Beauty

Purplle is a popular beauty and personal care brand in India, known for its wide range of
products and affordable prices. The brand was founded in 2012 by Manish Taneja and Rahul
Dash, with the aim of making beauty products more accessible to Indian consumers.
Purplle started as an e-commerce platform, offering a variety of beauty and personal care
products from both Indian and international brands. Over the years, the brand has grown rapidly,
expanding its product range and customer base.
One of the key factors behind Purplle's success is its focus on offering high-quality products at
affordable prices. The brand has also been praised for its customer service and user-friendly
website, which makes it easy for customers to browse and purchase products.
In addition to its online platform, Purplle has also launched offline stores in several cities across
India, further expanding its reach. The brand has also collaborated with popular beauty
influencers and celebrities to promote its products, helping to increase its visibility and appeal
among consumers.

Figure 2: Purplle Logo

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 Tira Beauty

Tira is an omnichannel beauty retail platform headquartered in Mumbai, India. It is owned

by Reliance Retail, a subsidiary of Reliance Industries, and is headed by Isha Ambani, who
serves as the executive director and is the daughter of Mukesh Ambani.
Tira Beauty is a renowned cosmetics brand that has gained popularity for its high-quality
products and innovative approach to beauty. Founded with a vision to create makeup that not
only enhances one's natural beauty but also nourishes the skin, Tira Beauty has become a
favorite among makeup enthusiasts worldwide.
What sets Tira Beauty apart is its commitment to using only the finest ingredients in its products.
Each item is carefully formulated to provide long-lasting results without compromising on the
health of your skin. From vibrant eyeshadow palettes to luxurious lipsticks, Tira Beauty offers a
wide range of products to suit every style and preference.
In addition to its exceptional product range, Tira Beauty is also known for its dedication to
sustainability and ethical practices. The brand strives to minimize its environmental impact by
using eco-friendly packaging and supporting fair trade practices.

Figure 3: Tira Beauty Logo

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 Target Customers

Purplle
 Women aged 21-35 (though they do cater to a wider range as well).
 Primarily residing in Tier 1, 2, and 3 cities in India (metros, major cities, and developing
cities).
 Tech-savvy and comfortable shopping online.
 Keenly interested in beauty trends and experimenting with new products.
 Value-conscious, seeking both quality and affordability
 Their target market also includes urban consumers who have access to the internet and
are influenced by social media and digital marketing.

Tira
 Women aged 21-35 (though they do cater to a wider range as well).
 Primarily residing in Tier 1, 2, and 3 cities in India (metros, major cities, and developing
cities).
 Tira Beauty's target audience is digitally savvy and engages with beauty content online.
They rely on social media, beauty blogs, and online reviews to discover new products,
stay updated on trends, and make purchasing decisions.
 Its products and marketing messages are designed to resonate with a diverse audience,
celebrating beauty in all its forms.

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 Online Marketing

Online Marketing Strategies of Purplle beauty

1. Social media marketing: Purplle has a strong social media presence and uses platforms
like Instagram, Facebook, and Twitter to engage with its customers and promote its
products. The company uses a mix of organic and paid marketing techniques, such as
influencer partnerships, user-generated content, and targeted ads, to reach its target
audience.

2. Email marketing: Purplle sends regular newsletters and promotional emails to its
subscribers, offering discounts, deals, and product recommendations. The company uses
personalization and segmentation to tailor its messages to each customer’s interests and
behavior.

3. Search engine optimization: Purplle invests in search engine optimization (SEO) to

improve its visibility and ranking on search engines like Google. The company uses a
mix of on-page optimization, content marketing, and link building strategies to drive
traffic to its website and increase sales.

4. Loyalty programs: Purplle offers a loyalty program called “Purplle Insider” that
rewards customers for their purchases and engagement with the brand. The program
offers various benefits like early access to sales, exclusive discounts, and free gifts, which
help to build customer loyalty and repeat business.

5. Referral marketing: Purplle has a referral program that encourages customers to refer
their friends and family to the platform. In exchange for each successful referral, the
customer and the referred friend both receive a discount on their next purchase, which
helps to drive word-of-mouth marketing and customer acquisition.

Figure 4: Purplle Campaigns

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Online Marketing Strategies of Tira

Tira Beauty operates its online marketing through a strategic and multi-channel approach,
leveraging various platforms and tactics to reach and engage its target audience. Here's a
breakdown of its online marketing operations:
1. Website: Tira Beauty's website serves as the center point for its online presence,
showcasing products, sharing brand stories, and providing a seamless shopping
experience.
2. Social Media: Tira Beauty maintains an active presence on Instagram, Facebook,
Twitter, and Pinterest, sharing high-quality content, engaging with customers, and
running targeted ads.
3. Influencer Partnerships: Tira Beauty collaborates with beauty influencers and bloggers
for product reviews, tutorials, and giveaways, expanding its reach and credibility.
4. Email Marketing: Regular newsletters and promotional emails keep customers informed
about new products, offers, and skincare tips, fostering loyalty and driving sales.
5. Content Marketing: Tira Beauty's blog features informative articles on skincare,
product reviews, and industry news, establishing the brand as a thought leader and
attracting organic traffic.
6. Search Engine Optimization (SEO): Tira Beauty optimizes its website and content for
search engines, improving visibility and driving organic traffic.
7. Paid Advertising: Targeted Google Ads, Facebook Ads, and Native Ads reach potential
customers and drive conversions.
8. Affiliate Marketing: Tira Beauty partners with affiliates who promote its products on
their websites or social media channels, expanding its reach and generating sales.
9. Loyalty Program: The Tira Beauty Rewards program incentivizes repeat purchases and
referrals, encouraging customer loyalty and retention.
10. User-Generated Content (UGC) Campaign: Tira Beauty encourages customers to
share their experiences and photos on social media, showcasing real-life results and
building trust.

By operating its online marketing across multiple channels and tactics, Tira Beauty effectively
reaches, engages, and retains its target audience, driving sales and growth.

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 Advertising

Advertising strategies of Purplle Beauty

1. Organic Content: Purplle encourages user-generated content (UGC) through contests

and hashtags, building a sense of community and authenticity.

Figure 5: Instagram of Purplle

2. Paid Content: They strategically partner with micro and mid-tier beauty influencers who
resonate with their target audience. These partnerships promote products and tutorials,
fostering trust and brand advocacy.

Figure 6: Instagram influencer promoting Purplle

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3. Gramification for Engagement: They use engaging formats like scratch cards, spin the
wheel, or memory games to drive traffic and increase engagement with their platform,
these tactics add a fun element to the shopping experience, encouraging exploration and
potentially leading to higher sales. Interestingly, this strategy worked as it led to an 8.8%
increase in add-to-cart & purchases.

Figure 7: Purplle spin the wheel contest

4. Print Media: Advertising in newspapers, magazines, and beauty-related publications to

reach a wider audience.

5. Outdoor Advertising: Using billboards, posters, and banners in strategic locations to

create brand visibility and attract attention.

6. Event Sponsorship: Sponsoring beauty-related events, fashion shows, or trade fairs to

showcase products and reach a targeted audience.

7. In-Store Promotions: Partnering with retail stores or beauty salons to offer promotions,
samples, or demonstrations to customers.

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Advertising strategy of Tira Beauty

1. Content Marketing: Develop a blog or YouTube channel to provide beauty tips,

skincare routines, and makeup tutorials that resonate with your audience.
2. Influencer Partnerships: Collaborate with beauty influencers and micro-influencers
who align with Tira Beauty's values and aesthetics.
3. Community Engagement: Foster a sense of community among Tira Beauty customers
by creating dedicated social media groups or forums where they can share experiences,
ask questions, and connect with like-minded individuals. Encourage user-generated
content and reward loyal customers with perks or discounts.
4. Event Sponsorship and Experiential Marketing: Partner with beauty expos, fashion
shows, or local events to showcase Tira Beauty products and offer interactive experiences
like makeovers, product demonstrations, or beauty consultations. Engage directly with
consumers to create memorable brand interactions.
5. Email Marketing: Build an email list of subscribers interested in beauty trends, product
launches, and exclusive offers. Send regular newsletters with curated content, product
recommendations, and promotional discounts to nurture relationships and drive sales.

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Search Optimization of Purplle
Purplle leverages SEO by optimizing keywords in product descriptions, titles, and meta tags. It
focuses on high-quality content creation, mobile optimization, and technical SEO, enhancing
visibility for beauty-related searches and attracting organic traffic to its e-commerce platform.
Here are some key SEO tactics Purplle might use:

1) Keyword Optimization: Purplle strategically incorporates keywords like "beauty

products online," "buy cosmetics online," "haircare products," and "skincare essentials"
throughout its website, including in product titles, descriptions, meta tags, and headers.
By targeting these high-volume and relevant keywords, Purplle improves its visibility in
search results for users searching for beauty products online. Some potential keywords
could include:
 Beauty products
 Cosmetics online
 Skincare essentials
 Makeup tutorials
 Haircare products
 Beauty tips
 Online beauty store
 Buy cosmetics online
 Top-rated skincare brands
 Makeup products

2) High-Quality Content: Purplle creates informative and engaging content, such as beauty
tips, tutorials, product reviews, and trend articles, to attract and engage users. By
consistently publishing valuable content, Purplle enhances its website's authority and
relevance in the eyes of search engines.
3) User Experience Optimization: Purplle prioritizes user experience by offering intuitive
website navigation, clear product categorization, high-quality images, detailed product
descriptions, and seamless checkout process. Positive user experience not only leads to
higher conversion rates but also contributes to better search rankings.
4) Mobile Optimization: Given the increasing use of mobile devices for online shopping,
Purplle ensures its website is optimized for mobile users. This includes responsive
design, fast page loading times, and easy navigation etc.

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Search Engine Optimization of Tira
Tira Beauty optimizes its website with relevant keywords like "natural skincare," "vegan
cosmetics," and "cruelty-free beauty," enhancing visibility in search results. By focusing on user
experience and content quality, Tira aims to attract organic traffic and engage its target audience
effectively.
1) Keyword Research: Tira conducts thorough keyword research to identify relevant terms
related to its beauty products, target audience, and unique selling propositions. This
includes primary keywords (e.g., "natural skincare," "vegan makeup") as well as long-tail
keywords (e.g., "best organic moisturizer for sensitive skin"). Here are some keywords
used by tira beauty:
 "Natural skincare products"
 "Organic makeup"
 "Cruelty-free beauty"
 "Luxury cosmetics"
 "Vegan beauty products"
 "Trendy makeup looks"
 "Ethical beauty brands"
 "Sustainable beauty"
 "Inclusive makeup shades"
 "Beauty product reviews"

2) On-Page Optimization: Tira Beauty optimizes on-page elements such as title tags, meta
descriptions, headers, and image alt text with target keywords. It ensures that product
pages, category pages, and blog posts are structured and optimized for search engine
crawlers.
3) Social Media Integration: Tira Beauty integrates its social media presence with its SEO
strategy by sharing website content on social platforms, encouraging user engagement,
and driving traffic back to the website.
4) Regular Monitoring and Optimization: Tira Beauty regularly monitors its SEO
performance using analytics tools and adjusts its strategies based on data insights and
algorithm updates. This ongoing optimization ensures that the website maintains and
improves its search visibility over time.

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 Website Layout of Purplle

Purplle is a leading online beauty retailer offering a diverse range of skincare, makeup, haircare,
and personal care products. Brand essence revolves around inclusivity, authenticity, and self-
expression. Purplle’s website layout leans towards dynamism, vibrancy, and comprehensive
product showcasing. Purplle's vibrant design aesthetic aims to captivate users with its colorful
and interactive elements.
1. Header:
 The header likely includes the Purplle logo at the top middle of the webpage.
 A navigation menu situated at the top middle provides easy access to different product
categories, brands, and special sections like offers or new arrivals.
 A search bar allows users to search for specific products or brands directly.
 A shopping cart icon displays the number of items added to the cart and provides access
to the shopping cart page for checkout.

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2. Hero Section:
 The hero section may feature high-quality images or videos showcasing popular or
featured beauty products.
 A compelling headline and tagline might accompany the visuals, highlighting key
selling points or promotions.
 A prominent call-to-action (CTA) button encourages visitors to explore products or
shop now.

3. Product Showcase:
 Products are likely displayed in a grid-based layout for easy browsing.
 Each product listing may include images, names, prices, and possibly brief descriptions.
 Filtering and sorting options help users refine their product search based on criteria like
category, brand, price range, or customer ratings.

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4. Features Section:
 This section could provide a brief overview of Purplle's mission and commitment to
offering quality beauty products.

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 It may highlight specific features or benefits of Purplle's products, such as natural
ingredients, cruelty-free formulations, or special product lines.

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Product Description Section:

5. Testimonials:
 Customer reviews and ratings may be showcased to build trust and credibility.
 Quotes and feedback from satisfied customers could be displayed, emphasizing the
positive experiences of previous shoppers.

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6. Call-to-Action (CTA):
 Throughout the website, prominent CTA buttons encourage visitors to take action,
such as exploring products, learning more about specific categories, or signing up for
newsletters to receive updates and offers.

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7. Footer:
 The footer typically includes contact information such as Purplle's address, phone
number, and email for customer support.
 Social media links may be provided to encourage users to connect with Purplle on
various platforms.
 A newsletter signup form allows visitors to subscribe and stay informed about new
products, promotions, and beauty tips.
 Links to important pages like terms and conditions, privacy policy, and FAQs are
usually included for transparency and customer assistance.

8. Responsive Design:

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 Purplle's website likely features a responsive design that adapts seamlessly to various
screen sizes and devices, ensuring a consistent and user-friendly experience for
visitors accessing the site from desktops, tablets, or smartphones.

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 Website Layout of Tira Beauty

Tira Beauty's website layout is clean, modern, and visually appealing, with a focus on
showcasing products and providing a seamless user experience. Here's a breakdown of the
layout:

1. Header:
- Logo (top left)
- Navigation menu (top right)
- Search bar (top right)
- Shopping cart icon (top right)

2. Hero Section:
- High-quality product image or video
- Headline and tagline
- Call-to-action (CTA) button

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3. Product Showcase:
- Grid-based layout featuring products
- Product images, names, and prices
- Filtering and sorting options

4. Features Section:
- Brief overview of Tira Beauty's mission and values

- Highlights of product benefits and ingredients

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5. Testimonials:
- Customer reviews and ratings

- Quotes and feedback from satisfied customers

6. Call-to-Action (CTA):
- Prominent CTA buttons throughout the site
- Encourages visitors to shop, learn more, or sign up

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7. Footer:
- Contact information (address, phone number, email)
- Social media links
- Newsletter signup
- Terms and conditions, privacy policy, and FAQs links

8. Responsive Design:
- Layout adapts to various screen sizes and devices

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 - Ensures a smooth user experience across platforms

The layout is designed to guide visitors through a logical flow, from introduction to product
exploration and finally to conversion (making a purchase). The clean design and prominent
CTAs encourage engagement and drive sales.

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 CONCLUSION

In conclusion, there are clear distinctions in the online marketing, SEO, and advertising tactics of
Tira Beauty and Purpelle, two e-commerce platforms in the beauty goods industry, when
compared holistically. Tira Beauty has better search engine rankings and more organic visitors
because of its excellent targeted advertising and highly optimized SEO framework. On the other
hand, Purpelle does better when it comes to interacting with clients via social media platforms
and content marketing, which improves its KPIs for user engagement. Every business has its own
benefits and opportunities for development in its approach. In terms of upcoming plans, Purpelle
may concentrate on enhancing its SEO techniques to raise its visibility and organic reach, while
Tira Beauty might profit from increasing its social media involvement. This contrast emphasizes
the value of having a well-rounded internet marketing plan in addition to the necessity of
constant optimization and adaptation to keep up with evolving consumer needs and technology
breakthroughs.

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 REFERENCES

 https://www.similarweb.com/website/purplle.com/vs/tirabeauty.com/#demographics
 https://www.tirabeauty.com/
 https://www.purplle.com/
 https://www.marketingmonk.so/p/beauty-budget-purplles-winning-marketing-strategies
 https://brandequity.economictimes.indiatimes.com/news/industry/tira-beauty-shares-the-role-of-
instagram-creators-music-more-in-its-marketing-success/105932479#:~:text=The
 https://overthinkgroup.com/purple-d2c-seo/

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