Nyassa Case | Course Paper

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Marketing at Nyassa: Case 2

Problem Definition

“Nyassa is all about unique fragrance with healthy ingredients, that do wonders to your body and

your soul” (Nyassa’s CEO, Ishween Anand)

Nyassa is an eco-friendly business of fragrance created by Ishween Anand in 2006. Nyassa’s

products are natural and their packages are recyclable. This company had a great brand image

thanks to its positioning. In fact, consumer nowadays, are more willing to spend more on a brand

that has values and ethics positioning. Also, consumers pay more attention about quality than the

price.

However, the premium beauty and personal care market becomes more competitive and Nyassa’s

product are no longer unique and becomes also redundant. In fact, this emerging market has over

40 per cent annual growth and attained sales of 348,36$ millions in 2013 in India.

The report sales data show that Nyassa needs to optimize his product lines and rearrange the pricing

positioning and choose the right packaging.

Nyassa needs also to decide if they do should do market skimming and penetrate deeper the Indian

market or expand the brand in other countries.

Therefore, the problem is that Nyassa had redundant product lines, a lack of price management

and must define its target market.

Alternatives

• Penetrates deeper the Indian market: Nyassa is already well known in India, a good strategy can

be to develop “shops in shops” where the brand is already known but not implemented. In fact,

open “shops in shops” is less expensive than open an exclusive store. With this strategy Nyassa

will attract new consumer and those who already know the brand will have the possibility to try

and buy the product in site.

• Expand the brand in overseas market: Nyassa for expand its business can launch the brand in

overseas market. Being present in other market is part of the growing strategy.

• Rearrange pricing positioning: Nyassa’s product prices are very competitive when analysing the

Value Equivalent Line report (VEL, Exhibit 2). This chart is a real marketing metric for the

company; In fact, with that, they can compare their prices to the competitors. The marketing metrics

show that Nyassa had cheaper price that the competitors. For achieve a higher perceived positioning

and benefits, the society can rearrange its pricing.

• Diversification: Mass cosmetic’s sales is expected to increase its sales by 90% between 2015 and

2018 (Exhibit 8). Mass Cosmetic represent a potential market diversification opportunity for

Nyassa.

• Provide better customer experience: For improve the customer experience, it’s important that

Nyassa had trained employees for give customers the best in–store experience. Client’s satisfaction

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Marketing at Nyassa: Case 2

is the priority. Having specialize store will increase the customer experience but the cost of

implantation is very high.

Criteria

• Increase distribution channels in India: This is an important criterion with high weighting, 30%.

Part of cross-selling plan.

• Develop E-commercialization: This option will increase customer’s convenience. Nyassa will be

able to sell his products everywhere. Weight is 20%.

• Develop new product line: Develop new product lines based on potential profits on each market.

Weight is 25%.

• Increase promotion: Increase innovative promotion for attract and retain customers. Weight is

15%.