Project 1: Mamaearth

Market Opportunity Analysis

Segmenting, Positioning and Influencing Consumer
Decision-Making
Learner Name: Rajiv Gaur
Q1. Map Mamaearth’s position on a perceptual map against its competitors. Explain why
you chose each dimension for the perceptual map. (Word limit: 120 words)

You can follow these steps:

a. Think about what parameters you can differentiate on? Mention the two most essential factors of
personal care brands on the perceptual map. These will act as the axes for your perceptual map.

b.Create a perceptual map for oral care product players (You must show Mamaearth + other
competitors in the sector). Add the image of your map to the solution PPT.
Answer 1
Enter your response. You may also draw the perceptual map with pen and paper and add an image of the same. Add the
positions of Mamaearth and its competitors.

Reasons for Choosing the Parameters:

1. Natural ingredients
2. Pricing

Mama Earth's unique selling point lies in

its carefully selected ingredients and
affordability. This brand is a savior for
those who are concerned about the
harmful effects of chemicals on their skin
and the environment. By offering natural,
toxic-free remedies at reasonable prices,
Mama Earth not only stands out but also
provides a lifeline for those seeking
healthier and eco-friendly alternatives.
Q2. Define the various market segments Mamaearth can target in the oral care
market. Mention at least three segments with a rationale for each. (Word limit:
275 words)
Answer 2
Segmentation Geographic:
Mamaearth's reach extends to both Tier 1 and Tier 2 cities, where a mindful urban populace is increasingly
concerned about the harm caused by chemical-based products. Mamaearth, renowned for its natural
ingredients, has carved a distinctive place in the realm of natural products. In the realm of oral care, their
target audience is the urban residents scattered across India's cities, with a focus on individuals seeking
chemical-free, natural alternatives. Mamaearth's reputation as a safe brand precedes us. The target audience
are mainly who are well-informed about the adverse effects of chemicals and actively seek non-toxic, safer
alternatives for their personal care needs.

Demographic:
Mama Earth provides high-quality, natural personal care solutions for parents and caregivers aged 18-40 who
value safety and chemical-free products. All the products available under this brand undergoes rigorous
safety testing, catering to those who value their skin's well-being and are concerned about the potential side
effects of harmful chemicals. This commitment has earned us a loyal customer base.

Psychographic:
Health-conscious urbanites are increasingly drawn to natural, organic products due to their safety and health
benefits. This shift is driven by a desire for safer choices, particularly among those living in cities, who value
well-being. Urbanites, with their distinct lifestyles, have embraced natural products for their tangible
advantages, leading to a significant shift toward healthier living.

Behavioural:
Loyal customers are always willing to pay, and Mama Earth has consistently demonstrated the value it
provides to its customers. They prioritize consumer safety, a testament to their time-tested track record. Mama
Earth's products have consistently delivered on their promises and proven their safety. It's this reliability that
keeps loyal customers coming back for a fulfilling experience.
Q3.Build Mamaearth’s marketing mix (4Ps). You will have to mention the rationale
behind each of these. As a recap, the 4Ps of marketing — Product, Price, Place, and Promotion
— are distinct factors that marketers can influence in order to create a meaningful product or service
and market it to a defined audience.
Note: Please draft at least 30 -70 words for each of 4Ps.
Answer 3
Product: Mama Earth has gained recognition as a company that specializes in providing completely natural products, free from
harmful chemicals. Thanks to this unique selling point (USP), it has successfully established a strong presence in the market. Being
honored as Asia's first "Made Safe" brand is a testament to the excellence of its products. It's essential to bring the same level of
care and enthusiasm to the oral care category when working with toothpaste, toothbrushes, and mouthwash.

Price: Mama Earth's price for the oral section must take into account the prices of all rivals in this segment. This product has
traditionally been aimed at people with middle-class incomes. It is attempting to cater to the greatest amount of possible buyers
who are willing to purchase their goods due to its natural and economical nature. The pricing of all alternative options should be
reviewed, and the consumer should be ready to select the product.

Place: Mama Earth distributes its products through a variety of channels to ensure extensive availability. Since its inception, the
company has relied on a conventional D2C marketing model. This can also involve online channels such as the brand's website,
ecommerce marketplaces, and partnerships with online retailers. It can also employ offline retail stores for its items. All oral
products must be sold in these locations.

Promotion: Mama Earth may use the same D2C strategy they've been using since their inception, including all digital marketing
platforms, social media, online advertising, and influencers. The different customer testimonials and WOM will also increase
business. Participating in CSR corporate social responsibilities will also aid in the development of brand image and sales. At the
same time, planning events and obtaining celebrity endorsement will aid in the promotion of the brand.
Q4.Analyse consumer behaviour and list the external factors that can influence
Mamaearth's potential consumers’ buying decisions. Mention at least three factors, along
with the reasoning behind each factor. (Word Limit: 275)
Answer 4
Factors Affecting Consumer Behavior

Factor 1: Economic Factor

Rationale: Even if the consumer is well informed of the benefits of the items, the consumer may not be able to
purchase the product at the price offered. The consumer's money has an impact on his or her conduct. We can
claim that the consumer's income level influences his or her purchasing power. So, even if the brand image is
good and the product is wonderful, not everyone can afford it; pricing plays a significant factor in the purchasing
decision. So, when pricing the dental care items, Mama Earth should consider a price that will appeal to a large
number of customers.

Factor 2: Social Factor

Rationale: This also has a significant impact on customer behavior. People prefer to follow their friends, family
members, and peers in whatever they consume. Their recommendations for dental care products influence the
buyer's decision as well. Occasionally, a specific trend takes over the market, and individuals buy things that are
trending. Influencers have the capacity to change people's minds, thus Mama Earth should use hers to attract
customers.

Factor 3:Government Regulations

Rationale: The government's rules and regulations for a particular production of a thing also play a major role in
consumer selection. For example, when buying a silk saree, the consumer looks for a silk mark, and when
buying electronic goods, people check the BIS mark on the product, which ensures the consumer that it is safe
and has maintained a particular standard. The guidelines imposed by the government in the oral care were
followed or not affects when making a decision to acquire the items.
Q5. Identify the key unique value propositions (USPs) (at least five) of Mamaearth’s
products to prospective consumers and then based on that, formulate a positioning
statement based on that. As a recap, the framework of a positioning statement is given
below:

As a recap, the framework of a positioning statement is given below:

‘For [target market], Mamaearth is [frame of reference/competitive set] that [key benefits, unique
value claim] because [reasons to believe, evidence]’.
Answer 5
Mamaearth’s Key USPs
1. Natural- Mamaearth's existence is proof of hard labor to create a product that is made of natural materials and is safe for the
consumers' sensitive skin. It intended to provide chemical-free items to its customers.
2. Dermatologically tested- All of its products are dermatologically tested to ensure that they are safe and secure for users.
3. Toxin-free- It is guaranteed to be toxin-free, with no hazardous ingredients utilized in the manufacturing process. This brand
has pledged to prioritize the safety of its customers.
4. Eco-friendly- It has not only worked on the products, but it has also worked on its packaging and taken the degree of their
devotion to even safe protect the planet for a better environment to live in for the next generation.
5. Cruelty-free- All products are never tested on animals, ensuring that no animals are ever injured throughout the
manufacturing process.

Mamaearth’s Positioning Statement

In 2016, a concerned new mama and dad founded Mama Earth, a company that promises to offer products that are natural,
secure, and toxin-free, eventually becoming Asia's first brand with Made safe certified products and keeping every commitment
made during the company's inception, and still marching forward to win more hearts and happy customers. Recognized brand in
the field of natural and safe products, effectively carving out a niche in the baby care to personal care products. We have not
only worked on our products to maintain them toxin-free, but we have also ensured that they are dermatologically tested and
cruelty-free. From mothers and their babies to the millennial generation, Mama Earth offers a wide range of personal care
products while maintaining their USPs and increasing sustainability through popular initiatives such as planting a tree and
recycling plastics, making it eco-friendly and promising a responsible approach for a safe and healthy tomorrow
Q6. Now that you have finalised Mamaearth’s marketing mix, you must formulate a
digital go-to-market strategy. Mention at least five key elements of your strategy on how
you will go about marketing the product. (Word Limit: 370)
 Answer 6 - Digital Go-To-Market Strategy
Digital Marketing Channel 1: Website Optimization And Digital Footprints
Rationale: Because this brand has a straightforward marketing approach and operates on a D2C model, Mama Earth prioritizes its
online identity and cyber presence. The goal of reaching the target audience will be realized if we focus and work on the online medium
with the optimization of this platform.

Digital Marketing Channel 2: Influencer Partnership

Rationale: It is the golden age of influencers; they have a huge number of followers, their presentation and recommendations are valued
by customers, and it will undoubtedly enhance sales. These influencers are able to instill such trust and dependability in their followers
that their recommendations can effectively leverage sales.

Digital Marketing Channel 3: Email Marketing

Rationale: This is another strategy to educating potential consumers and attracting them to the business; sending emails with product
details and getting in touch with the client is another way to reach the target audience and sell the products.

Digital Marketing Channel 4: Digital Advertisement

Rationale: By investing in digital paid advertisement platforms such as Google advertisements and Bing ads, we can gain greater
exposure and target potential customers. Every person leaves a mark on the site they visit in the digital world, making it easy to retarget
and re-engage visitors and try to refresh and convert them.

Digital Marketing Channel 5: Customers Feedback and Reviews

Rationale: Reviews and feedback from existing customers impact consumers and attract a huge number of new customers. Testimonials
have a positive influence and can lead to a large number of new potential consumers. Previously, the idea was to just sell the products
and the process ended there, but now it continues even after sales, and these after sales services win customers, retain them, and their
feedback can be beneficial for the improvement of the products.
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 Answers to the Communication Test

Qstn Ans Qstn Ans Qstn Ans Qstn Ans

Q1. Q10. Q19. Q28.

Q2. Q11. Q20. Q29.
Q3. Q12. Q21. Q30.
Q4 Q13. Q22.
Q5. Q14. Q23.
Q6. Q15. Q24.
Q7. Q16. Q25.
Q8. Q17. Q26.
Q9. Q18. Q27.