Mamaearth

Q.1. About the company (how many years of existence? what is the company do?
Customer segment? Geographical locations)

- Mamaearth is the first ever baby nourishing brand, which was established in November
2016. It has been more than 5 years since it came into existence. Mamaearth was founded by
Varun Alagh and is registered under Honasa Consumer Pvt Ltd. The company is based in
Gurugram, India. Mamaearth is declared as Asia's first MadeSafe certified brand, basically it
has been certified by Made Safe – a US-based non-profit organisation that provides a
comprehensive human health-focused certification for making non-toxic products.

The brand is an FMCG and deals in baby-care products including apparel, toys, cosmetics,
food, accessories and diapers, skin care products, hair care products, pregnancy care products
both for prenatal and postnatal women as well as skin and hair care products for men in India
as well as across various countries.

The customer group that mamaearth initially focused on was new parents because they used
to sell baby products, but now they have expanded their range of products so, their customers
include many people from all the age group. Their products can be used by both men and
women.

Mamaearth currently conducts business throughout India, and in terms of the international
market, it has begun to consistently operate in the ASEAN market.

Q.2. what was the strategy adopted at the time of the inception?

i) Expanding Customer Base

In the beginning, the brand focused on babies and mothers as their target audience but
eventually, it started expanding its customer base. Initially, the brand was selling products
under the baby care umbrella and pregnancy products. The brand has now ventured into the
skin and hair care segment. It sells a bathing range, skin care serums and creams face wash,
lotions, hair oils, and many other products. The best part is that all these products are
chemical-free.
In the men’s product range, Mamaearth offers face washes, aftershave lotions, beard and hair
oils, and shampoos.

ii) Social Media Marketing

Social Media is the best way to connect with target customers. In the marketing strategy of
Mamaearth, social media platforms play a major role. The brand has an active presence on
different social media platforms like Facebook, Twitter, and Instagram. The prominent
strategy that Mamaearth uses is Influencer Marketing and also uses hashtags on such social
media platforms.
iii) Concentrate on Digital Platforms

Digital tools are used in Mamaearth's ad campaigns. The use of the internet is growing, and
most people rely on these digital channels for all of their knowledge base. As a result, the
brand management approach utilizes these new outlets to raise brand awareness and attract a
broader audience. Mamaearth's official website, Amazon, Flipkart, and other digital outlets
sell the product. As a result, the company is establishing a robust digital footprint. Most of its
sales come from online channels.

Q.3 How have they expanded in all these years (market/product development or any
other)?

i) Influencer Marketing (Market development)

On social media platforms, Mamaearth collaborates with influencers and pitch the niche
audience of these influencers. Influencers have loyal followers who look up to what they
suggest. Mamaearth works with 500 mom bloggers to spread word of mouth on digital
platforms.

It is a well-known fact that when an influencer recommends something, then it is followed by

their community members because their work is to influence the people. These influencers
post about the products of Mamaearth and their goodness and promote the brand.

ii) Increasing range of products (Product development)

Mamaearth, which started out with just six products in its portfolio, now has over 100 SKUs.
It introduced close to 12 new products during the lockdown, including ingredients like
Vitamin C and Bhring Amla. From selling baby care products during the initial days, the
company, over the years, has evolved into becoming a big name in the personal care segment.

Q.4 What is the current strategy they have adopted (from all the strategies that were
discussed in the class)

i) Brand Message: The brand's mission and slogan are "Goodness Inside." It
ensures that the brand should not jeopardize the consumers' wellbeing. It offers
goods that are free from contaminants and dangerous chemicals. The brand's
goods are somewhat more expensive, but they are of the highest quality available.

ii) Brand endorsement: Mamaearth’s pace of growth increased rapidly after the
famous actress Shilpa Shetty became an investor and ambassador of the brand.
She is a part of the process of creating new products and marketing campaigns.
The actress took her social media to endorse the brand. Shilpa Shetty’s digital
presence for the brand gave the brand a wide reach. Partnering with such
celebrities helps in increasing the brand value.

The brand also sponsors the famous reality TV show Big Boss. Big Boss has a lot
of popularity among Indian audiences and huge viewership. It gets higher
coverage when it appears in such a hit reality TV show. Even the most famous
contestant and winner of the show actively promote the product on their social
media handles.

Q.5. Reflection as to what can they do in future in terms of what strategy.

1) Increasing variety of products

Going forward, Mamaearth should plan to enter the more niche segments like sheet masks,
face cream, hand cream and others.

2) Increasing global reach

 The company should also plan to extend its reach beyond the Indian market and tap
lookalike audiences everywhere, since it claims to be solving a global problem.

3) TV Commercials
Mamaearth initially didn’t believe in advertising on television but Mamaearth recently
stepped in the TV commercials. The brand has recently launched its first television
commercial for its onion hair oil. They should do more TV commercials so as to reach
a larger audience as well as increase their word of mouth strategy.