SUGAR

COSMETICS

MARKET ANALYSIS
GROUP 1
 GROUP MEMBERS

NEHA PANKAJ PRATIYUSH RAJKIRAN RIKANSHA SAHIL

23DM139 23DM149 23DM161 23DM174 23DM184 23DM197
 INTRODUCTION
Sugar Cosmetics is a renowned beauty brand that has captured the
hearts of makeup enthusiasts worldwide with its bold and innovative
approach to cosmetics. Founded by Vineeta Singh, Sugar Cosmetics has
rapidly risen to prominence as a brand that champions individuality,
self-expression, and high-quality makeup solutions.
Sugar Cosmetics is a beauty brand that has taken the beauty world by
storm with its vibrant, edgy, and empowering approach to makeup.
With a focus on celebrating individuality and self-expression, Sugar
Cosmetics has emerged as a frontrunner in the cosmetics industry,
Vineeta Singh redefining beauty standards and inspiring makeup enthusiasts
worldwide.
 MISSION, VALUES AND GOALS
MISSION
 Produce innovative, high-quality cosmetics that are tailored to
the requirements and preferences of their customers.
 Provide a luxurious experience without the premium price tag
 Products for various skin tones and types

The brand took a step-by
step approach.
It started with D2C, then was
available on partner portals or e-
commerce sites other than their own,
and then in shop-in-shops.
VALUES
 Cruelty-free practices
 High-quality makeup products
 Customer-Centric products
GOALS
 Product Expansion
 Market Expansion
 Sustainability and Ethical Practices
 Profitability and Financial Growth
 PRODUCTS OFFERED
SUGAR Cosmetics is renowned for its wide array of cruelty-free makeup and
skincare products that cater specifically to Indian skin tones. Their product range
encompasses lipsticks, eyeliners, eyeshadow palettes, and foundation sticks.
Noteworthy selections from their collection include the highly regarded Smudge
Me Not Liquid Lipstick and the versatile Blend The Rules Eyeshadow Palette.

ADULT PRODUCT CATEGORY

KIDS PRODUCT CATEGORY

 SUGAR COSMETICS
Rule The World, One Look at a Time
 RECENT GROWTH

Took a hard hit during 2020 due to COVID 19.

Managed 22% growth in its operating revenue.

A total operating revenue of INR 210.9 Cr from India.

India contributed over 95% to its total revenue from operations.

The company made 93.1% of its sales in India.

The world contributed INR 10.2 Cr.

SUGAR Cosmetics spent INR 78.8 Cr towards the purchases of stock in trade.
 4 P’s of Sugar Cosmetics

PRODUCT PRICE PLACE PROMOTION

• Social Media Engagement

• Diverse Range • Competitive Pricing • Online and Offline
• Influencer Collaborations
• Trendy and Innovative • Promotions and Presence
• Advertising Campaigns
• Quality Assurance Discounts • E-commerce Platform
• Event Participation
• Cruelty free and vegan • Multiple Price Points • Retail Partnerships
• Value for Money • International Expansion
 SWOT ANALYSIS

STRENGTHS WEAKNESS
• Strong brand reputation and customer loyalty. • Relatively new brand.

• • Lack of offline presence in some regions.

Diversified product portfolio.
• Reliance on online channels.
• cruelty free and vegan products
• Competition from established multinational
• Strong social media presence.
brands.
• Effective influencer marketing strategy

THREATS OPPORTUNITIES
• Growing demand for natural and organic
• Economic slowdown in India.
cosmetics
• Changes in consumer preferences.
• Expansion into international markets
• Entry of new competitors.
• Product diversification
• Regulatory changes.
• Sustainability initiatives
Strategies that helped Sugar Cosmetics
become a big Brand

Studying Consumer
Finding the Right Market
Reviews

Spending on Social Media Going Omni channel

 UNIQUE SELLING PROPOSITON
CRUELTY-FREE

VIBRANT AND TRENDY COLORS

DERMATOLOGIST-TESTED

BRAND ETHOS

LONG– LASTING FORMULAS

 VALUE CHAIN ANALYSIS

Inbound Logistics OPERATIONS

Outbound Logistics
 Procurement  Product  Distribution
 Inventory Development Network
Management  Manufacturing  Order Fulfilment

Marketing and
Sales Customer Feedback
Loop
 Brand Promotion
 Sales Channels  Feedback Collection
 Customer Relationship  Product Iteration
Management
 COMPETITOR ANALYSIS

BRAND ORIGIN PRODUCT OFFERING

PRICING TARGET AUDIENCE

 SEGMENTATION
DEMOGRAPHIC SEGMENTATION

• Target Female Age group: 18-35

• Gen Z, Millennial audience

PSYCHOGRAPHIC SEGMENTATION

• Feel good after applying Product

• Self Confidence
GEOGRAPHIC SEGMENTATION

• Stores across T1, T2 cities

• Shipping to 12 international countries

BEHAVIORAL SEGMENTATION

• Beauty conscious customers

• Resist to use new products
• Looking for attractive Packaging
 TARGETING AND POSITIONING
TARGETING
Sugar Cosmetics employs a targeted marketing strategy that is differentiated.
GenZ and Millennial Beauty Conscious Marketing channels used:-
Age: 18-35 years  Social media
Gender: Female  Influencer marketing
Income: Middle-class and upper-middle-class  Retail partnerships
Occupation: Students, working professionals, entrepreneurs  Public relations
Interests: Fashion, beauty, lifestyle

POSITIONING
 Positioning is about creating a brand image in the customer's mind.
 Sugar Cosmetics positions itself as a premium, yet affordable makeup brand.
 They are known for their innovative products, such as matte lipsticks and kajal pencils.
 PORTER FIVE FORCE ANALYSIS
Rivalry among Existing Threat of New Entrants Bargaining Power of
Competitors Suppliers

HIGH LOW HIGH

• Nykaa large physical presence • Possibility of New startups • Limited Supplier Base
• Vegan cosmetics product • Entry based on Korean • Quality Control
• Competitve pricing beauty cosmetics product • Backward integration
• Lakme spends millions on adv.

Bargaining Power of Threat of Substitute

Buyers Products
LOW
HIGH • Emergence of Natural and
• Product Choices
Organic Cosmetics
• Information Accessibility • Cosmetic Laser Surgery
• Consumer Preferences • Permanent Cosmetics
 ANSOFF MATRIX

MARKET MARKET
PENETRATION DEVELOPMENT

ANSOFF
MATRIX

PRODUCT DIVERSIFICATION
DEVELOPMENT
 QUESTIONS ASKED TO STORE
MANAGER

 What age group of customers do you get on daily basis?

 From which company do you get your competition that customers compare
you from?
 Which of your products is most often sold?
 Major challenges or specific obstacles you get while handling the
customers?
 Who are your regular customers?
 Which type of product do they by?
 What are your least selling products?
 How frequently do customers return the sold products?
 What is your return policy?
MARKET SURVEY
MARKET SURVEY
FEEDBACK FROM CUSTOMERS
FEEDBACK FROM CUSTOMERS
 SURVEY ANALYSIS
SURVEY DONE WITH OUTLET MANAGER:-
• Good quality
• Vast Range of Items
• Consistent Demand
• Complimentary Products
• Best selling products

SURVEY DONE WITH CUSTOMERS:-

• Buying Preference
• Long Lasting Products
• Trial Products
• Brand Reputation
 CHALLENGES FACED BY
SUGAR COSMETICS
Sugar Cosmetics is an Indian makeup and beauty brand known for its trendy
and affordable products. Like any other brand in the cosmetics industry, Sugar
Cosmetics faces various challenges.

Some of these challenges include:-

Competition

Distribution and Retail

Supply Chain Disruptions

Sustainability and Ethical Practices

 SUGGESTIONS
• Sugar cosmetic should open new stores in T3 and T4 cities of India
• Sugar Cosmetics should consider opening exclusive brand outlets (EBOs) in
countries like the US, Dubai, and other international markets. This expansion
could help attract new customers, particularly Indians living abroad who seek
products tailored to Indian skin tones.
• Sugar Cosmetics can introduce a virtual makeup try-on feature on its website,
like Myntra, for a more interactive shopping experience.
• Introducing limited-edition products which creates a sense of urgency and
excitement among customers.
• Sugar cosmetic should Organize experiential marketing campaigns that allow
customers to interact with the brand in a more personal way
THANK YOU!!
WE ARE OPEN FOR QUESTIONS