DIGITAL MARKETING

Case Study on Mamaearth

Bharath.V (1bm19mca11)
Hashmitha.S (1bm19mca17)
Madhushree.D (1bm19mca24)
Vignesh S S (1bf19mca25)

Introduction
Mamaearth is an online platform that offers natural and toxin-free skin care products.It was founded in
the year 2016 by Ghazal Alagh & Varun Alagh in Gurugram (India).

Mamaearth is the 1st Asian Brand with a “MADE SAFE” certification.

Product/Services
They provide various products and services such as Baby Products, Hair care products, skin care products
(face and body care).

Among Baby Products they provide baby diapers, shampoo, Lotion, oil, powders which are toxin free,
natural and safe.

Among Hair Care Products they provide various natural and safe Hair oils, shampoos, serum, hair masks,
conditioners for various hair types and various hair problems.

Among skin care products they provide Facewash, FaceMask, FaceScrub,Face cream,serum,body lotion,
body butter, hand cream, body soap for various skin types and various skin problems.

Some of the most innovative products developed by Mamaearth include India’s first bamboo-based baby
wipes, easy tummy roll on with hing and fennel for colic and digestion relief, and 100% natural plant-
based toothpaste for children between 0-10 years.

It also has a range of skin and hair care products around popular natural ingredients like onion, ubtan, tea
tree, vitamin C, argan, coco, and charcoal.

Competitors
The Moms Co:

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 ➢ The Moms Co. is an online marketplace that sells pregnancy and baby care products.
➢ The Moms Co.'s headquarters is in Gurgaon, Haryana.
➢ The Moms Co. has a revenue of $4M, and 80 employees. The Moms Co. has raised a
total of $9M in funding.
➢ As of August 2019, The Moms Co. has 48.8K fans on Facebook and 267 followers on
Twitter.

Mamaearth is having its competitor as moms co but is having more hyped and
successful than mams co for their business strategic plan and they are

Defining their brand:Using the brand guidelines to define their brand and how it’ll come
through in the online campaigns.
Building buyer personas: They Determine who their business wants to reach with customer
thoughts. Initially it started with the baby products but now they have for men and women also.
digital marketing strategies:
SEO(Search engine optimization):Aims to direct more traffic to their website from members to
target audience.The reason is that almost every user begins their search for a new product or
service with a search engine.They target audience.Due to targeting they encourage traffic to
their website from users.
Pay-per-click(PPC):
It is a paid form of advertising that relies on an auction-based system in which they bid on
keywords that they want their ads to show up for ad triggers when a user’s search includes
keywords. These ads then appear at the top of search results. If a user decides to click on their
advertisement, then they have to pay for that click.
With Google handling more than 60,000 searches a second or more than two trillion searches a
year it’s a go-to platform for PPC campaigns. That is they invest their PPC budget in Google
Ads, which offers an impressive ROI.

Business and Revenue Model

Mamaearth formulates products that are then produced by contract manufacturers under a license from
the Mamaearth brand. Mamaearth is a trademark owned by Honasa Consumer Pvt Ltd.
Mamaearth is a digital-first FMCG company whose revenue model is based on the sale of tangible
products to the consumers through D2C platforms (Amazon, Flipkart, etc.) The teams at Mamaearth
follow the blue strategy with an omni-channel presence wherein innovative products steer the growth.

The following components are the critical components of e-business model:

Customer Value:
Mama Earth stands different from its other competitors in the way of the plastic-positive brand and toxin
free products which increased the customer value when compared to other companies.

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Scope:
Mama Earth is providing babies, skincare and haircare products services and is showing tremendous
growth where it has become one of India’s fastest-growing brands crossing Rs 100 crore turnover mark
last October in just four years(from 2016 - 2020). As evidence of growth it has been chosen as ‘One of the
Best Brands’ in India at the second edition of The ET Brand Festival held last year.

Price:
The fast-paced growth underlines changing times, both in terms of consumers and distribution. The urban,
millennial consumer bothers about health and is ready to pay a premium for natural products.When
compared to the pricing of the products in the market mamearth pricing is slightly higher than other
brands. For example Babycare products of Mamaearth ranges are about Rs.399 but other brands of
Babycare prices about Rs.50.Some of Mamaearth's products can cost Rs 700 and are 15-20 per cent
costlier than similar products that competition sells. But it will also look at launching products priced at
Rs99 to target middle class consumers.

Revenue Sources:
Online baby care brand Mamaearth has raised ₹130 crore (about $18.14 million) in a round led by
Sequoia Capital India. Investments in consumer brands for the quarter to June 2019 stood at $66 million,
the highest in four quarters with the highest number of deals.

The start-up has sold over one million products to over 300,000 consumers across 150 cities, clocking
gross revenues of Rs 25 crore in 2018/19. It plans to grow four times in 2019/20 to Rs 100 crore.

Connected Activities:
As mentioned earlier in the Customer Value mamaearth is a plastic-positive product and so

it recycles more plastic than it consumes.

Implementation:

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Capabilities:

Sustainability:

Funding and Investors

a) Funding

MamaEarth Total Funding:$23.3M

In Dec 2016,it achieves Seed funding

In Sep 2017,it achieves $1M

In Apr 2018,it achieves $250K

In Sep 2018,it achieves $4M in Series A

In Jan 2020,it achieve $18M in Series A

b) Investors

Currently, the company is backed by eminent investors including Sequoia India, Stellaris Ventures,
Fireside Ventures, Marico’s Rishabh Mariwala, Snapdeal founders Kunal Bahl and Rohit Bansal, and
Shilpa Shetty Kundra among other investors. Till date, it has raised a total funding of over $23.3 Mn.

Date Stage Amount Investor

December 2016 Seed $125K Fireside Ventures

September 2017 Venture $1 Million Fireside Ventures

April 2018 Venture $250K Shilpa Shetty

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 September 2018 Series A $4 Million Fireside Ventures, Stellaris Venture Partners

January 2020 Series B $17 Million Sequoia Capital India

Target Market Size

Mamaearth is having a million consumers all over India which they are intended to take

To 10million in the next five years.Their plan is to build Mamaearth into a Rs 500 crore

brand. Mamaearth is also planning to expand its presence in Tier-2 and Tier-3 cities and

introduce a new range of products.

As far as funding is concerned,the company is in talks with some of the prime investors in

the industry and plans to raise more funds in the upcoming years.

Mamaearth will continue to create brand awareness through a strong focus on influencer

marketing and targeted digital funnels.

Mamaearth Brand Analysis

INDUSTRY: Beauty and babycare products

HEADQUARTERS : Gurugram

FOUNDED : 2016

COMPANY SIZE : 150-200 Employees

TAGLINE/SLOGAN : goodness inside

SECTOR : Personal Products

FOUNDERS : Ghazal Alagh & Varun Alagh

PARENT ORGANIZATION : Honasa Consumer Pvt Ltd.

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 Mamaearth logo

Mamaearth SWOT analysis.

➢ Mamaearth strengths

Mamaearth is Asia’s first brand with products of Madesafe certification.

It offers 100% toxin-free natural baby care, skincare and hair care products.

They have a wide range of more than 80 skin and hair care merchandise for both men, women
and also have products manufactured specifically for pregnant women.

Mamaearth announces its brand purpose as “goodness Inside” where the video brings the idea of
goodness as a choice to its consumers.

It is a digital and social media led campaign with the key message that goodness isn't a
superpower/special gift.It is simply a choice that you make everyday,just like mamaearth has
made.

Mamaearth is an outstanding example of a brand that lives its purpose in an admirable manner.Its
value resonates strongly with its consumers and creates a loyal, growing community of
consumers.

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The best thing about this brand is that it doesn't have any paraben, sulphates, artificial colorants
and fragrances

➢ Mamaearth weakness

➢ Mamaearth Opportunities
Well reputed and established global brand, every chance to grow in the emerging economies as
well
Mamaearth has an opportunity to increase their market share.

➢ Mamaearth Threats

Popularity of other skin care and baby care brands.

Marketing Strategy

➢ Mamaearth Mother’s Day Campaign on TikTok & Instagram, adopted

a challenge format to create reach.

The brand uses social media and influencer marketing to enable consumers to read about the
problems that their products solve and why the products are the best in the market. Being one of the
leading direct to consumer brands in the category, Mamaearth has multiple bestselling products on
leading e-commerce portals like Amazon, Nykaa, and Firstcry.

● Creative Idea

#MamaEarthMummySong was designed and created with a song/tune to sal

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