Radhika Chandran

ACKNOWLEDGEMENT

Firstly, I would like to convey my deep appreciation to my teacher Mr. Narendra Singh Negi
of Commerce Department of Dyal Singh College (M) for introducing this project. This project
has given me ample opportunity to explore varied areas of marketing management which
increased my understanding of the concepts studies. His valuable suggestions and
encouragement has helped me in the completion of the assignment. With this project I learned
more about the company and what ideals it stand for.

Secondly, I would like to thank my family and friends for their kind co-operation and
encouragement which helped me in the completion of this project by sharing necessary
information and useful web links for preparing my project.

I would like to acknowledge that my assignment has been completed and I am ensuring that
this was done by me and not copied.

RADHIKA CHANDRAN
19/20206

Radhika Chandran
 TABLE OF CONTENT

INTRODUCTION ..........................................................................................................................................3

COMPETITORS OF MAMAEARTH ........................................................................................................6

WHAT IS MARKETING?......................................................................................................................... 10

MARKETING STRATERGY OF MAMAEARTH .............................................................................. 11

MARKETING MIX .................................................................................................................................... 12

FOUR DIMENSIONS OF PRODUCT MIX:- .................................................................................... 14

PACKAGING AND LABELLING OF MAMAEARTH PRODUCTS .............................................. 22

HOW MAMAEARTH PRODUCTS HAVE INFLUENCED ME?..................................................... 23

HOW DOES MAMAEARTH EARN MONEY? .................................................................................... 24

IMPACT OF COVID-19 ON THE BUSINESS:- ................................................................................... 24

BIBLIOGRAPHY........................................................................................................................................ 25

Radhika Chandran
 INTRODUCTION

Startup Name MamaEarth

Founders Ghazal Alagh and Varun Alagh

Founded December 2016

Parent Organization Honasa Consumer Pvt. Ltd.

Headquarters Gurugram,India

Website Mamaearth.in

Mamaearth, registered under Honasa Consumer Pvt Ltd, is the first company in Asia that has been
certified by Made Safe – a US-based non-profit organisation that provides a comprehensive human
health-focussed certification for making non-toxic products.
Mamaearth is a company by the moms, for the moms, and through the moms. They have over 200 young
moms on board who help in conceptualizing, trying, testing, and formulating the products. Only once
the products are fully approved, do they go into manufacturing. Mamaearth is sticking to its roots in
delivering toxin-free products for mothers and their babies.
Within 3 years since inception, they already have a presence in 150 major cities of the country and at
various ecommerce platforms like Amazon, Nykaa, First cry, apart from selling through their Magneto
powered e-commerce website.
THE STORY BEHIND MAMAEARTH:

With most young parents, it can be a time consuming and overwhelming experience to find products
which are healthy and non-toxic for their kids. The founders, Varun and Ghazal Alagh battled as new
parents too for their baby son. It was discovered that all baby care products in India featured dangerous
chemicals like sulphates, parabens, phthalates and bleach, which can cause various side effects such as
rashes, inflammation and skin allergies to the skin of a baby. The Alagh’s started ordering baby care
products from the U.S which proved to be more
costly and uncomfortable.
A brand, by a parent, for the parent. A brand
which develops products from world-class
research and attempts to solve every little
problem that we as parents face. With the aim of
making products which are mum-baby friendly,
toxin-free, meet stringent international standards
& are basically ultra-awesome, MamaEarth was
born.

Radhika Chandran
BRAND NAME, LOGO & TAGLINE:

Goodness inside

MESSAGE OF “GOODNESS IS A CHOICE”

Mamaearth’s latest video brings forth this idea of ‘Goodness is a Choice’ to its consumers. It is a digital
and social media led campaign with the key message that goodness isn’t a superpower or a special gift.
It is simply a choice that you make every day, just like the choices Mamaearth has made.

VISION:
Varun Alagh, Founder and CEO, Mamaearth, says,
“We have a long way to go at Honasa (Mamaearth’s parent company). Our vision is to create
the FMCG conglomerate of the future by building brands that connect strongly with
millennials and Gen Z customers using the combined power of digital marketing and
ecommerce at large scale.”

MISSION:

We aim to build a brand which is your friend, every parent’s friend. A friend who understands you,
knows your issues and tries hard to resolve them, well most of them. A brand which every parent like
you and me can trust, which intends to make lives of mums & expectant mums better and beautiful. A
brand which welcomes all our babies to a healthy and a safe world. We aspire to take care of every
parents & baby’s wellbeing from head to toe with safe, toxin free, international standard products which
you can choose without having to think twice. Well it’s a lot like love, Awwww.

OBJECTIVES AND VALUES:

 Environmental conscious brand working towards the conservation of Mother Earth for future
generations.
 Offers 100% toxin-free and natural baby care, skincare and hair care products.

Radhika Chandran
TARGET AUDIENCE:

The target audience at Mamaearth is the millennial generation that is driven by values and believes in
creating a better tomorrow for their families by doing what’s good for them and whatever is good for
the earth. They strike a chord and engage with the millennial generation as they have the same belief
system and make choices with the same philosophy of goodness.

USP, SWOT ANALYSIS:-

Category Mother and baby products, Skincare

and Hair care products

Sector FMCG

Tagline/Slogan Goodness Inside

USP Absence of toxins and harmful

chemicals in their products.

STRENGTHS WEAKNESS OPPORTUNITIES THREATS

•Solid marketing •Some niche •Focus on expanding •Increasing costs of

strategy has helped product offerings the offline stores raw material.
to create a strong for specif markets and headcount. •Market trends are
brand name among only; elite •Build efficient influenced nby
different market customers. supply chains. medai an global
segments,from •It engages in above •Strong logistics to happening.
millennials to the market price retain the growth •Consumer need
adults. strategy. and tackle the and demands are
•Lack of toxins •Though it caters to competition. evolving.
helped them in a number of •Increased number
building a loyal segments, its of local and global
customer base. prouct offerungs players in the
are overlapping. industry

Radhika Chandran
COMPETITORS OF MAMAEARTH
1. Johnson & Johnson
Parent Company Johnson & Johnson

Category Health care product and Pharma

Sector FMCG

Tagline/Slogan The Family Company

USP Johnson and Johnson has innovative

healthcare products and is a trusted
brand.

STRENGTHS WEAKNESS OPPORTUNITIES THREATS

•An excellent product •Strong competition •Bringing out a range of •Increasing competition
portfolio and high means limited market more portable products can reduce market
quality offerings share growth for economy class. share.
•Brand trusted by •being a global brand •Can tir-up with •Availabilty of cheap
mothers all over the means operations are corporates,schools,hos substitues and low
world. distributed by market pitals for their business price competitors
•Excellent distribution fluctuations. •Acquisitions of other
network as the brand smaller companies.
supplies to faraway
places.

2. Proctor and Gamble

Parent Company Procter and Gamble (P&G)

Category Consumer Products

Sector FMCG

Tagline/Slogan Touching lives improving lives

USP One of the oldest and most stable

consumer products company spread
over 180 countries.

Radhika Chandran
 STRENGTHS
•a high recall,high
visibility due to
excellent marketing
•Several of its brand
are porminent global
brands.
•recognozed thorugh
several awarsd across
brands,sectors
globally.
WEAKNESS OPPORTUNITIES THREATS
•Fake products sold •Taps rural markets •Intense and increasing
under the name of and increase competituion amongst
their brand penetration in urban oither fmcg
•Products have stiff areas companies.
competition from big •Increasing purchasing •FDi in retail
domestic players and power of people •Competition from
intenational brands. thereby increasiing unbranded and local
deamnd products.
•Mergers and
acquisitions van be
done to strengthen the
brand

SWOT Analysis of P&G

3. Unilever

Parent Company Unilever

Category Consumer Goods

Sector FMCG

Tagline/Slogan Brands with a Purpose (social)

USP Sustainable practices and good brand

recall

STRENGTHS WEAKNESS OPPORTUNITIES THREATS

•Has a global footbrint
combines with top of
the mind brand reacll.
•Briad portfolio of
brands and a
diversified products.
•Strong and effective
advertising and
marketing.
•Substitutable products •Globalization and the •Ongoing global
especially in africa proliferation of global economic crisis.
and asia often use media. •Local products as
traditional and natural •Emergence of the alternatives to its
alterbatives. health conscious brands.
•Cut-throat consumer. •Competitive market
competition means •Good track record of where the other global
constant price wars social and giants challenge its
which leads to less environment dominance in the
margins. responsibility. Trillion dollar FMCG
space.

Radhika Chandran
 4. Biotique

Parent Company Biotique

Category Natural Cosmetics

Sector FMCG

Tagline/Slogan Advanced Ayurveda

USP 100% vegetarian, environmental

friendly and biodegradable.

STRENGTHS WEAKNESS OPPORTUNITIES THREATS

•Blend of proven •Brand needs to •Stepping into digital •There are more
Ayurvedic therapies prenset some marketing and companies which
and 21st century bio- clarification creating a bigger provide cosmetics
technology. regarding its target audience with more advertising
•100% natural technology. would help in the and marketing
botanicals, no •Doesn't disclose the growth of the strategies which
chemicals and no full ingredients. company and its attract the customers.
preservatives. products. •Increase in
•All in eco friendly competition can
and recyclable reduce the share in
packaging. market.

5. Plum
Parent Company Plum Goodness

Category Cruelty-Free Cosmetics Market

Sector FMCG

Tagline/Slogan Be Good, Clean Beauty

USP Skincare in an environment- friendly way.

Radhika Chandran
 STRENGTHS WEAKNESS OPPORTUNITIES THREATS
•Plum maintains •Products have stoff •Emergence of health •Local products as
transparency of competition from conscious customers. alternatives to its
source and domestic as well as •Bringing more ranges brands.
ingredients for the international of products for the •Competition from
customer. products. economy class. unbranded and local
•Plum targets •Strong competition products.
customers of all age means limited share •Increase in
and income groups. of market. competition can
•Plum offers a no reduce the share in
questins asked free market.
replacement policy.

SWOT Analysis of Plum

Below mentioned are some other competitors of Mamaearth:

Wow Skin Science Lotus Herbals

Cetaphil SkinCare Emami Limited

Cetaphil SkinCare

Marico Bey Bee

Radhika Chandran
WHAT IS MARKETING?
Marketing refers to any actions a company takes to attract an audience to the company’s product or
services through high-quality messaging. Marketing aims to deliver standalone value of prospects and
consumers through content, with the long-term goal of demonstrating product value, strengthening
brand loyalty, and ultimately increasing sales. The purpose of marketing is to research and analyse the
consumers all the time, conduct focus groups, send out surveys, study online shopping habits, and ask
one underlying question: “Where, when, and how does our consumer want to communicate with our
business?”
Marketing pertains to all aspects of a business, including product development, distribution methods,
sales and advertising.

4 P’s of MARKETING:

1. PRODUCT
Who's your target audience? Is there market fit for this product? What messaging will increase
product sales, and on which platforms? How should your product developers modify the product
to increase likelihood of success? What do focus groups think of the product, and what questions
or hesitations do they have?
2. PRICE
Estimating how much your ideal customer is willing to pay. If price it too high, and you'll lose
out on a solid customer base. If price it too low, and you might lose more money than you gain.

3. PLACE
Some companies may believe an ecommerce site works better than a retail location, or vice
versa. Or, maybe some can offer insights into which locations would be most viable to sell your
product, either nationally and internationally.

4. PROMOTION
Promotion entails any online or print advertisement, event, or discount your marketing team
creates to increase awareness and interest in your product, and, ultimately, lead to more sales.

WHAT IS MARKETING STRATEGY?

A marketing strategy is the combination of all the business’s decisions and actions to increase sales and
achieve a sustainable competitive advantage by understanding and fulfilling the needs and wants of the
customers. Three pillars of marketing strategy are:

 What: Marketing strategy is the overall game plan or the roadmap marketers use to achieve a
business’s marketing objectives and goals.
 Why: It aims to achieve a unique market position backed by a sustainable competitive advantage
that results in more sales and profits for the business.
 How: Every marketing strategy works directly or indirectly by fulfilling the needs and wants of
the customers.

Radhika Chandran
MARKETING STRATERGY OF MAMAEARTH

1. Enhancing Customer Base: Initially, the company started out to be the company that produces
products for mothers and babies, but now it has begun to grow its client base. The company has
now branched out to skincare. It offers non-toxic skincare serums and ointments, face wash,
moisturizers, hair oils and other products.
2. Concentrate on Digital Platform: We are in the era of modernisation, digitalisation era to be
exact. Mamaearth knows the true value and essence of power that the digital platform holds.
Mamaearth sells its products through its official website, Amazon, Flipkart, Nykka and other
digital outlets. As a result, the company is establishing a robust digital footprint. Most of its sales
come from online channels.
3. Brand Message: The brand’s mission and slogan are “Goodness Inside”. It ensures that the
brand does not and should not jeopardize the customers’ wellbeing. It offers products that are
free from dangerous chemicals. The products are somewhat more expensive, but they are of
highest quality available.
4. Social Media Marketing: We are living in the social media era where everything can become
into meme and people can become stars overnight. It is a platform for ordinary people to voice
out their opinion and Mamaearth is well versed in it. The crowd they are looking for is available
on the social media that’s why they approach various influencers to spread the word about the
company.
5. Brand Endorsement: When a celebrity talks about the product, people will fall for it no matter
what. The same goes for if the brand if endorsing our favourite show we will definitely pay
attention to it. Mamaearth’s growth accelerate after Shilpa Shetty became a shareholder and
product ambassador. The actor uses social media to promote the business. Sara Ali Khan being
the brand ambassador since April 2021.
6. Word of Mouth: Since a long time we have heard that words spread faster than air and it is
actually true. So, Mamaearth started approaching the Mom Bloggers and the customers who
have a huge fan base and ask them to write their experience of the product. Since, the company
trusts in the influence of mothers, it has opted for a word of mouth approach in which people can
inform people about the company and how its provides the best product for them and their
children.
7. TV Commercials: Initially, the company didn’t believe in the idea of advertising the brand
through TV commercials. They wanted to do something out of box. Since TV has an influence
on people and this is exactly why they have decided to start with TV commercials too. They
launched their first advertisement about the Onion Hair Oil with the millennial icon Sara Ali
Khan.
8. YouTube Marketing: There are many influencers on YouTube with a number of subscribers
that can spread awareness about the product. Mamaearth has improvised its marketing strategy
by reaching out to influencers on YouTube. In comparison to traditional advertising, the
marketing cost is modest.

Radhika Chandran
MARKETING MIX
Marketing Mix is a set of marketing tool or tactics, used to promote a product or services in the market
and sell it. It is about positioning a product and deciding it to sell in the right place, at the right price and
right time. The product will then be sold, according to marketing and promotional strategy. The
components of the marketing mix consist of 4Ps Product, Price, Place, and Promotion. In the business
sector, the marketing managers plan a marketing strategy taking into consideration all the 4Ps.
However, nowadays, the marketing mix increasingly includes several other Ps for vital development.

M ARKETING M IX OF M AM AEARTH

PRODUCT MIX

With the increase of chemical usage in cosmetic products, Mamaearth assures the usage of non-toxic
substances in their products as they have products for both adults and babies. At this point where
products are judged more on the basis of their ingredients and if they include some chemicals or not,
Mamaearth has ingredients which are not be considered as toxic but friendly for your face, hair, body
and skin.
MamaEarth produces products which are tangible on the basis of tangibility, durable on the basis of
durability and consumer goods on the basis of uses.
STEPS IN DETERMING MAKING A PRODUCT IN MAMAEARTH

STEP1: Products with a purpose “Why”

Hey, I think we should have a bug repellent in our range. Well, that’s not how product decisions are
taken at MamaEarth. They first understand what the problem is, then get into the depth of what’s
causing the problem.
STEP2: Inspired by the Latest Research

They then refer to their panel of experts to understand what the latest scientific & Ayurveda research
has to say about solutions. They have some awarded scientists & doctors who work with them to
develop their formulations. Lots of meetings, interviews and research paper readings later, the decision
on product concept is taken.
STEP3: Consultation by large Board of Moms
Radhika Chandran
They then talk to their panel of mums to get a deeper understanding of the issue. These mums guide
them on nuances of the issue and why current solutions do not work for them. The company understand
from them not just what they want in the product, but also in packaging.

The distinctive features of the product by Mamaearth are:-

1. Quality
a. Maintains high quality of product
b. Procures raw material from reliable and trusted suppliers only
c. Processed under carefully maintained environment to maintain high and consistent quality
of products
d. High quality delivery
2. Ease of Use
a. Relatively easy to use
b. Includes user manual, which is easy to use and provides simple instructions
c. 24*7 helpline to understand details about the product
3. Portfolio Broadness
a. Reaching different target groups in market
b. Allows financial strength to the company
c. Adds more value for the company
4. Benefits of Product Consumption
a. Offers functional benefits to the consumers
b. Delivery of emotional benefits to the consumers
c. Products manufactured and sold promises consumers an ego boost, confidence and
security
d. Also promises fulfilment of psychological needs on product consumption i.e. need for
empathy, need for belonging and the need of feeling loved.
5. Different Stock Keeping Units
a. Products are available in different sizes
b. Made use of different SKUs to increase market penetration
c. Different SKUs can be brought and used as per the consumption needs
d. Increase in Trial rate
e. It helps to improve its product accessibility.

Radhika Chandran
FOUR DIMENSIONS OF PRODUCT MIX:-

DIMENSIONS OF THE PRODUCT

MIX

WIDTH LENGTH DEPTH CONSISTENCY

There are 5 Total number of Baby products– 25 All Products are consistent
product lines products in the Face products – 58
as all of them are non-toxic
product mix is Hair products – 24
based FMCG products & are
128. Beauty products - 2
for everyone including
Body products - 19
babies.

BABY PRODUCTS
Baby Shampoo Milky Soft Shampoo
Gentle Cleansing

Baby Oral Care Fruit Punch Toothpaste

Awesome Orange Toothpaste
100% Natural Berry Blast Toothpaste
Baby Oil Nourishing Hair Oil
Soothing Massage Oil

Baby Lotion Super Strawberry

Original Orange
Major Mango
Brave Blueberry
Agent Apple
Milky Soft
Moisturizing Daily Lotion
Baby Skin Dusting Powder
Milky Soft Natural Lip Balm
Milky Soft Diaper Rash
Milky Soft Face Cream
Mineral Based Sunscreen
Organic Bamboo Based Baby Wipes
Baby Bath Nourishing Bathing Soap
Moisturizing Bathing Soap
Foaming Facewash
Baby Diaper Plant Based Diaper Pants (L) 9-14kg
Plant Based Diaper pants (M) 7-12kg

HAIR PRODUCTS
Shampoo & Onion Shampoo & Conditioner
Conditioner Rice Water Shampoo & Conditioner
BhringAmla Shampoo & Conditioner
Tea Tree Shampoo
Radhika Chandran
 Argan Shampoo & Conditioner
Apple Cider Vinegar Shampoo & Conditioner
Happy Heads Shampoo
No more Tangles Conditioner
Hair Oil Onion Hair Oil
BringhAmla
Rice Hair Oil
Tea Tree
Argan Oil
Root Restore
Castor Oil
Hair Mask Onion
Argan
Rice Water
Apple Cider
BhringAmla
Tea Tree
Hair Serum Rice Wonder Water
Onion Scalp Serum
Onion Hair Serum with Biotin

FACE PRODUCTS
Face Wash Vitamin C and Turmeric
Ubtan
Charcoal
Tea Tree
Apple Cider Vinegar
Aqua Glow
Coco
Retinal Facewash
Micellar Water
Face Mask Vitamin C
Ubtan Face Mask
Tea Tree
Neem Face Mask
CoCo Face Mask
C3 Face Mask
Face Cream Vitamin Day and Night Cream
Vitamin C Moisturiser
Vitamin C face Milk
Vitamin C under eye cream
Ubtan Day and Night Cream
Bye-bye Blemishes
Tea Tree moisturisers
Tea Tree Spot Gel
Bye Bye Dark Circles
Oil Free Face Moisturisers
Anti-pollution Daily Face cream
Natural Radiance Day Cream
Face Serum 10% Vitamin C Essence
Aqua Glow Face Serum
Ubtan Face Serum
Rosehip Face Serum
Skin Correct Face Serum
Skin Illuminate Face Serum

Radhika Chandran
 Tea Tree Face Serum
Retinol Face Serum
Skin Plump Serum
Face Scrub Ubtan
Vitamin C
Charcoal
Tea Tree
CoCo
Face Toner Vitamin C Face Toner
Rose Face toner
Niacin Face Toner
Face Gel Aqua Glow Gel
Aloe Vera Gel
Hydra Gel
Tea Tree Spot gel cream
Aloe Turmeric Gel
Aqua Glow Hydrating sunscreen Gel
Face Sheet Mask Hyaluronic Bamboo Sheet Mask
Retinol Bamboo Sheet Mask
CoCo Bamboo Sheet Mask
Ubtan Bamboo Sheet Mask
Rice Water Bamboo Sheet Mask
Rose Water Bamboo Sheet Mask
Vitamin C Bamboo Sheet Mask
Niacinamide Bamboo Sheet Mask

BEAUTY PRODUCTS
Kajal Charcoal Black long Stay Kajal with Vitamin C & Chamomile
Charcoal Black long Stay Kajal with Castor Oil and Chamomile

BODY PRODUCTS
Body Butter CoCo Body Butter
Ubtan Body Butter
Ubtan Yogurt
Coco Yogurt
Body Wash Natural
Charcoal
Vitamin C
Tea Tree
CoCo
Body Lotion Vitamin C
Ubtan
Coco
Rose
Hydrating Body Lotion
Body Scrub Neem Body Scrub
Ubtan Body Scrub
Hand Cream Ubtan
CoCo
Vitamin C

Radhika Chandran
PRICE MIX

Mamaearth focuses on a hybrid strategy for pricing to obtain maximum value for its products.
Mamaearth uses a combination of a number of techniques for pricing its products, as discussed below: -

1. Premium Pricing:
a. Encourages favourable brand and product and quality perceptions in target consumer
groups
b. Successfully made some of its product ranges exclusive by restricting sales and
production, leading to a perception of luxury.
c. Adds a touch of privilege and high value.
d. Maintains significantly high profits and a consistent business growth.
2. Psychological Pricing:
a. Successfully adds more value to its products from the point of view of the customers.
b. Gains higher sales with psychological pricing
c. Consumers purchase a higher amount of mamaearth products because of its use of
psychological pricing.
d. Mamaearth is able to increase its target audience and broaden its target purchaser groups.
3. Geographical Pricing:
a. Able to penetrate different regional markets
b. Cover shipping and customs expenses for offshore locations
c. Allows to maintain consistent revenue growth by altering pricing in different market
based on local currency value
4. Bundle Pricing:
a. Increases the trial rate for consumers
b. Mamaearth experiences higher rate of return on the cost of gaining a new customer.
c. Control costs and prices by lowering marketing and distribution expenses.
d. Adds value to the umbrella brand of Mamaearth.

PRODUCT LINE PRICE RANGE

Baby Rs. 99 - Rs. 999

Face Rs. 294 – Rs. 684

Hair Rs.349 - Rs. 599

Beauty Rs.299 - Rs. 499

Body Rs.249 - Rs.1349

Radhika Chandran
PLACE/DISTRIBUTION MIX
Mamaearth places high importance on the placement of its products because it directly relates to
accessibility for consumers
1. Company Operated store:
a. company maintains stores operated by the management in all markets
b. Gives higher control over operations as well as store layout and design.
c. Interacts directly with the consumers and gathers important details regarding consumer
behaviour and consumer feedback through company operated stores.
d. These stores give leverage to Mamaearth in terms of decisions regarding the stocking of
different product items.
2. Licensed Stores:
a. Allow customers to enjoy the various product offerings by the company.
b. Decreases the risk of financial and physical investment in unstable markets.
c. Given high business growth and boost for rapid market expansion and penetration.
d. Also learned about local customers and culture.
e. Encourages sale of products by aligning it with local cultural values.
f. Helps in localizing its product offerings to enhance brand equity and brand image
3. E-Commerce:
a. Mamaearth has successfully developed an operational website for online order placement
and order tracking.
b. Encourages sales through social media portals.
c. The company also stocks products with online retailers such as Amazon and eBay.
d. Online retailing to make sales has boosted the sales and also increased the accessibility of
its products for consumers.
4. Supermarkets and Hypermarkets:
a. A large number of its target group shop from supermarkets and hypermarkets.
b. Improves cost efficiency.
5. Partner Agents:
a. Mamaearth makes use of partner agents for its product placement in offshore locations.
b. Mamaearth contracts partner agents in other countries and markets for its product
placement to ensure quality control and terms of negotiation.

DISTRIBUTIION CHANNEL USED BY MAMAEARTH:-

Mamaearth uses D2C business model.

It sells its products directly to consumers from their web store or online shops. This quite literally “cuts
out” the middleman. Research has also shown that 55% of consumers prefer to shop directly with the
brand manufacturer over retailers .

PRODUCER CONSUMER

Radhika Chandran
Mamaearth sells its product through various websites, and deliver these products from their warehouses and
directly deliver through courier.

PROMOTION MIX
The promotional strategy allows Mamaearth to interact with the consumers and influence them directly.
Mamaearth uses a 360 degree approach in its promotional activities.
The means of promotion that they use are as follows:

1. Digital Marketing:
a. Mamaearth has corporate profiles on all social media websites and portals.
b. Uses the social media presence to directly engage with the consumers.
c. This direct engagement helps to understand the customers, their needs and demands.
d. Mamaearth uses this feedback and incorporates it in its border marketing and
organisational strategy.
e. Mamaearth also maintains a corporate website which highlights company information,
product information etc.
2. Reward Programs:
a. Mamaearth has a loyalty card program for its customers.
b. Allows customers to redeem points in exchange for products.
c. The loyalty card can be purchased or given complementary on high valued purchases.
3. Community Influencers:
a. Mamaearth makes use of community influencers as its on ground promotional efforts.
b. Identifies strong and confident individuals to be brand ambassadors in their communities.
c. Mamaearth provides these brand ambassadors and influencers with its product range and
invites them to use it themselves to see benefits.
4. Conventional Marketing:
a. The company places advertisements in consumer related magazines.
b. Magazines ads are not very frequent.
c. Mamaearth has now also started with the TV advertisements which highlight the
functional benefits of the product.

Radhika Chandran
PROMOTION TOOLS USED BY MAMAEARTH:-
1. ONLINE MARKETING:
Since, the beginning the company has started using online modes for its sale purposes. The
company mainly sell online through D2C channels like Amazon, Flipkart, Nykaa, etc.

myntra flipkart nykaa

2. SALES PROMOTION:
Mamaearth also indulges in giving free trials of their products for trail points in Smytten app,
minimum point being 1 and the maximum point being 6. They also provide many coupons,
promo codes, offers and deals for the consumers on many online stores.

Trial Points on Smytten

Radhika Chandran
1. ADVERTISING:
Mamaearth has always been keener on promoting their products online and not advertising on
TV.
But now, they have started with an advertisement of their product “Onion Hair Oil” starring Sara
Ali Khan and Amrita Singh.

2. PROMOTING THROUGH YOUTUBE & SOCIAL MEDIA:

Mamaearth believed more on real feedbacks from its consumers which allowed more people to
join their family. Mamaearth provided influencers with their products in exchange of their
truthful feedbacks. These influencers help them in order to reach a wider audience and thus
increase in sales

Radhika Chandran
PACKAGING AND LABELLING OF MAMAEARTH PRODUCTS
PACKAGING WITH MAMAEARTH

Primary Packaging (holds a single retail unit of a product)

Secondary Packaging (holds a single wholesale unit of a product
Tertiary Packaging (designed specifically for shipping and efficiently handling large quantities)

PRIMARY SECONDARY TERIARY

PACKAGING PACKAGING PACKAGING
 Mamaearth supports plastic recycling as it saves the mother nature
 Mamaearth is spreading the awareness for the environment through plastic recycling
 Recycling will mitigate the global warming and will reduce the pollution
 Recycling will conserve the natural resources & the energy
 Mamaearth supports plastic recycling as it saves the mother nature
 Recycling plastic bottles into new products reduces the amount of waste that go to the landfills.

Over the past 1 year, they have also recycled 1,135 metric tonnes of plastic, which is way more than the
plastic they use.

LABELLING WITH MAMAEARTH

Product labelling is a part of the packaging of a product. Labelling is the written information on the
packages. These written labels on the package cover important information which needs to be
communicated to a customer. Product labelling can be as less as simple one or two lines on the back of the
product. Or it can be as much as the whole back
end of the product
being full of written
information.

Radhika Chandran
HOW MAMAEARTH PRODUCTS HAVE INFLUENCED ME?
Since 2019 I have been suffering from hair loss and I haven’t been able to give myself some haircare
due to busy schedules. But, the Covid-19 lockdown imposed in year 2020 helped me in order to devote
more time taking care of my hair. Firstly, I started with looking for products which would be helpful
regarding to my hair loss. I watched YouTube videos of many Indian and international influencers, tried
many home-made remedies including aloe Vera, curs, egg, etc. but I wasn’t fully satisfied with the
result. Then I came over an ad of mamaearth while I was watching some video on YouTube. It intrigued
me quite a lot. I started researching about it, saw videos on YouTube with reviewed mamaearth
products. I searched for the product in Nykaa but found it to be very expensive. With the increase
amount of hair fall each day, I decided to buy the combo of Onion Hair Care (onion hair oil, onion hair
shampoo, onion hair conditioner and an onion hair mask). What made me buy it? It is a product which
doesn’t contain any chemicals, its paraben and sulphate free, which I thought would help my hair in
improving its condition.
After the first use itself, I could see the change in my hair. And it’s been 2 year since I have been using
it and will continue to do so.
The recent product I purchased from mamaearth was an Onion Hair Serum. Below is the primary
packaging I received with the labelling of the product.

Figure1: the front part of the packaging Figure2: This part contains the list
showing the product and displaying the of all the ingredients which are
name of the product used in the product

Figure3: This part of the packaging Figure4: This part of the packaging
shows the instructions to use the mentions the manufacturing address,
product, its suitability and some tips expiry date, manufacturing date, MRP, bar
for its users code among other things

Radhika Chandran
HOW DOES MAMAEARTH EARN MONEY?
The customer acquisition strategy of Mamaearth is completely focused on digital content. Almost 90%
of the sale of Mamaearth products comes from online platforms. Their main aim is to sell as many
products as possible online. They earn money by selling products on Flipkart, Amazon and other similar
E-commerce websites .

Interestingly, only 20% of the brand revenue comes from baby products. On the other hand, 80% of the
revenue comes from skincare and haircare products. As mamaearth comes in the personal care category
they enjoy a healthy gross margin profile of about 65%. So, they can invest 40-50% of revenue in
marketing.

IMPACT OF COVID-19 ON THE BUSINESS:-

How did covid-19 helped in the growth process of mamaearth?

The lockdowns to curb the impact of COVID-19 resulted in a shutdown of offline stores and resulted in
pushing a large segment of buyers to resort to an online mode of purchasing. Mamaearth, already
having an online presence and a strong digital marketing strategy, got a head-start when offline rivals
were still struggling to establish a digital presence. Mamaearth soon started expanding its e-commerce
strategy, which resulted in a massive surge of new buyers.
To retain this new customer segment even after the lockdown, Mamaearth also started investing in
offline strategies. From an offline presence in around 3000-odd stores, the brand ramped up its stores to
10,000. When some companies saw layoffs due to the pandemic, Mamaearth started increasing its
headcount by starting a hiring spree which will help them scale up massively after the lockdowns. The
move turned out to be visionary and as a result, when the COVID-19 related restrictions were eased off,
Mamaearth made a fifth of its sales from offline stores resulting in a 15% increased contribution from
offline sales.

Mamaearth continued doing experiments with different products resulting in many hits and misses.
However, during COVID-19, they strike a right shot by launching Vitamin-C and turmeric laced face
washes, face serum, and skincare products. It turned out to be a game-changer. They were sold like
hotcakes and topped the selling charts. This turned out to be a booster dose for the brand.

Radhika Chandran
 BIBLIOGRAPHY

 https://100xentrepreneur.com/podcasts/inside-the-mind-of-mamaearth-founders-ghazal-varun-
alagh/
 https://startuptalky.com/mamaearth-business-
model/#What_is_Unique_about_the_Business_Model_of_Mamaearth?
 https://www.mbaskool.com/brandguide/fmcg/
 https://cosmeticsarenas.com/preservative-free-cosmetics-in-india-and-biotique/
 https://thestrategystory.com/2021/06/08/mamaearth-marketing-strategy/
 https://www.casehow.com/case/Mamaearth-The-Start-up-that-Keeps-Babies-Toxin-Safe-49264-
Swot-
Analysis#:~:text=%20Weaknesses%20%201%20Niche%20products.%20%202,with%20case%20solut
ion%20on%20Swot%20Analysis%3F%20More%20
 https://www.exchange4media.com/marketing-news/mamaearth-highlights-brand-purpose-of-
goodness-inside-in-new-campaign-106078.html
 https://startuptalky.com/mamaearth-marketing-strategy/
 https://easyecom.io/customer-stories/mamaearth-grows-10x-in-24-months/
 https://www.case48.com/case/Mamaearth-The-Start-up-that-Keeps-Babies-Toxin-Safe-Marketing-
Mix-49264
 https://www.indianretailer.com/amp/interview/retail-people/startup/mamaearth-eyes-presence-
in-over-100-cities-by-end-of-2021.i1801

Radhika Chandran
THANK YOU!

Radhika Chandran