Launched Nvybe on Amazon: Became a Best Seller in Under Eye Category with a BSR below 50 in 100 Days
The Company
N'vybe, a burgeoning body and eye care product brand, embarked on a journey to establish a prominent presence in the highly competitive e-commerce landscape.
Prime Focus of Nvybe as a Brand was particularly on Flipkart and Amazon. Facing initial challenges in September 2023, the brand encountered a significant turning point with a remarkable surge in transactions and revenue in following months.
The Challenge
Launching a Brand in 2023 on Marketplaces in the Beauty and Personal Care category is super hard. Consumer prefer legacy brands are are averse to trying New Brands in sensitive areas like Eyes.
In September month, N'vybe Under Eye Cream faced challenges in transaction volume and revenue generation on both Amazon and Flipkart, with 5 orders with no revenue.These figures fell short of the brand's growth expectations, signalling the need for a reevaluation of strategies.
In October Amazon recorded 34 transactions with a revenue of ₹16,451, while Flipkart saw 33 transactions with a revenue of ₹8,740.
The Analysis
Launching a Brand in 2023 on Marketplaces in the Beauty and Personal Care category is super hard. Consumer prefer legacy brands are are averse to trying New Brands in sensitive areas like Eyes.
Limited Visibility and Engagement:
N'vybe's products struggled to gain sufficient visibility among potential customers, leading to fewer transactions. The brand's engagement on social media and digital marketing channels needed enhancement to create buzz and generate interest.
Competitive Pricing and Promotions:
The pricing strategy and promotional offers on both platforms were not competitive enough to attract customers amidst a saturated market. Competitors might have been offering more attractive deals, impacting N'vybe's sales.
Product Positioning:
The positioning of N'vybe's products needed refinement to align better with customer preferences. Understanding the target audience's needs and preferences became crucial for effective product positioning.
The Solution
Launching a Brand in 2023 on Marketplaces in the Beauty and Personal Care category is super hard. Consumer prefer legacy brands are are averse to trying New Brands in sensitive areas like Eyes.
Enhanced Digital Marketing:
N'vybe intensified its digital marketing efforts, focusing on creating engaging content across social media platforms. Collaborations with influencers and the use of targeted ads were employed to increase brand visibility and drive customer engagement.
Revised Pricing Strategy:
The brand revisited its pricing strategy, ensuring that it remained competitive without compromising on product quality. Special promotions and discounts were introduced to entice potential customers and encourage repeat purchases.
Customer Feedback Integration:
N'vybe actively sought and integrated customer feedback from October transactions. This data was instrumental in refining product positioning, addressing customer concerns, and improving overall product quality and user experience.
The Solution
Launching a Brand in 2023 on Marketplaces in the Beauty and Personal Care category is super hard. Consumer prefer legacy brands are are averse to trying New Brands in sensitive areas like Eyes.
The strategic solutions implemented in November yielded remarkable results. Amazon transactions surged from 34 to 121, with revenue jumping from ₹16,451 to ₹46,002. Flipkart transactions increased from 33 to 94, with revenue soaring from ₹8,740 to ₹26,613.
Improved Visibility and Engagement:
The intensified digital marketing efforts significantly improved N'vybe's visibility and engagement. The brand garnered a larger online audience, translating into increased transactions and revenue.
Competitive Edge:
The revised pricing strategy and special promotions positioned N'vybe as a competitive player in the market, attracting customers with attractive deals while maintaining profitability.
Refined Product Positioning:
Integrating customer feedback facilitated a better understanding of customer preferences, allowing N'vybe to refine its product positioning. This, in turn, contributed to increased customer satisfaction and loyalty.
