Project 1: Mamaearth

Market Opportunity Analysis

Segmenting, Positioning and Influencing Consumer Decision-Making
Learner Name: < SUPRIYA LINA TIRKEY
>
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
The USP of mama earth is its
ingredients and its pricing. This brand
comes to rescue the segment which
was conscious about the effects and
damage chemicals cause so this
intervention of natural toxic -free
remedies and at reasonable pricing is
a life saver and makes it stand out .

Perceptual Map
Q2. Define the various market segments Mama earth 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:. Tier 1 and Tier 2 cities, the urban crowd who are aware and concerned of the damage done by chemical
products.
Rationale: created with natural ingredients Mama earth has already created niche in natural products . The target
customers for the oral care space will be the urban crowd living in the cities across India, reaching the maximum
customers who are interested in natural products which are chemical free.Mamaearth has already established itself as a
brand which is safe to use. The target audience are mainly people who understands the side effects of chemicals and who
opt for a safer product to use which is not toxic.

Demographic: Age group 18-40

Rationale: Mama earth offers reliable secure and natural personal care solutions with high quality products. Mama earth
basically targets the customers who are parents and caregivers who are obsessed about natural and chemical free safe
products. All the products available under this brand are highly tested for its safety so people who care about their skin
as well as the side effects on the skin using harmful chemicals which can be threatening becomes the loyal consumer of
this brand .With the launch of the oral care the target segment will also expand and will try to rope in the entire family
members of various age groups as customers.

Psychographic: Health conscious people who are highly concerned about their health.
Rationale :The shift of the consumer for natural, organic products appeals for such products. people living in urban areas
are highly conscious about the safety and wellbeing This nature has inclined them towards organic consumption and use
of chemical free products .The lifestyle of the urban people are very different from the rural crowd. Realizing the actual
benefits of natural products majority of urban mass has shifted to more healthier lifestyle.

Behavioural: loyal and organic enthusiasts

Rationale: loyal customers will always be ready to pay .Mama earth has already proved that their products delivers value
for money to its customers by ensuring the safety of their consumers ,its already time tested with the other products
which are already there in the market. The products have already proved its worth. Just because it has always delivered
promises and proved its safe its loyal customers will surely come back for the experience which is fulfilling.
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 is best known as a company offering compete natural products free from chemicals due to this USP it has already acclaimed a very
good position in the market . Achieving the reward as Asia’s first made safe brand speaks volumes about the success of its products. The same protectiveness
and enthusiasm in the oral care space has to be emulated while working with the toothpaste ,brush and mouthwash.

Price: Mama earth products price for the oral segment have to consider the price of all the competitors in this segment. This product have always targeted a
middle income range . Its trying to cater to a maximum number of potential buyer who would be ready to buy their product for being natural as well as
economical. The price of all the other options should be considered it should b such that the consumer is ready to pick the product.

Place: Mama Earth makes its products available through multiple channels to ensure widespread accessibility Since the company has worked on a
straightforward model of D2C marketing ever since it came into existence . This can also include online platforms such as the brand’s website, ecommerce
marketplaces it can be partnered with the online retailers it can also use the offline retail stores for its products .all the oral products have to be sold through
all these places.

Promotion: Mama earth can engage the same D2C model they have been working on since inception including all means of digital marketing platforms, social
media, online advertisement and engage influencers. The various testimonials of satisfied customers and WOM will also add business .Engaging in CSR
corporate social responsibilities will also help to build brand image and increase sales. At the same time organizing events and also celebrity endorsement will
help to promote 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 aware of the benefits of the products not
necessarily the consumer can buy the product at the price it has been offered at .The
income of the consumer does effect his or her behavior. We can say the income level of the
consumer affects the purchasing power of the consumer.so even if the brand image is good
the product is good not all people can buy the products, pricing somewhere plays a major
role in the buying decision. So while pricing the oral care products Mama earth should
consider a price which can attract a good number of consumers.

Factor 2:social Factors:

Rationale : this also plays a major role in influencing the consumer behavior. The friend
circle ,family members, peers whatever they consume people tend to follow the choice they
have already made. Their recommendation for the oral care products also influence the
buyers choice .some times a particular trend takes up the market and people buy products
which are trending. Influencers can change the mind set so mama earth should use the
power to attract consumers.

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, say the consumer while buying a silk saree
looks for a silk mark ,for 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 was followed or not effects while
making a choice to buy the products.
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 a proof of hard work to come up with a product which is made up of natural ingredients and
being safe to the delicate skins of the consumers. It aimed at producing chemical free products for its consumers.
2.Dermatologically tested- All it products are being dermatologically tested to ensure a safe n secure products to the consumers.
3.Toxin –free- It is assured that is toxin –free and no poisonous ingredient is used in the process. This brand has committed itself
to keep the safety of the consumers on priority.
4.Eco –friendly-It has not only worked on the products but it has gone an extra mile by working on its packaging and take the
level of their commitment to even safe guard the planet for a better place to live in for the upcoming generation.
5.Cruelty- free-All the products very never tested on any animal ensuring no animals were ever harmed in the process of
production.
Mama earth's Positioning Statement
Successful journey of concerned new mama and dad in 2016 giving birth to Mama earth-a company which promises to offer
products which are natural, secure and toxin –free till wining the title of Asia’s 1 st brand with Made safe certified products and
keeping every commitment made during the inception of the company and still marching forward to win more hearts and happy
customers.Recognised brand in the field of natural and safe products and successfully creating a niche in the area of baby care
to personal care products. We have not only worked of our products to keep it toxin –free but we assured its dermatologically
tested and being cruelty free. Now from mother and their babies to millennial generation Mama earth provides a huge range of
products for personal care without compromising on their USP’s and also increasing the sustainability by popular initiatives like
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: This brand has a straight forward marketing strategy and it works on a D2C model so for Mama earth the
priority is the online identity and its cyber presence. Once we focus and work on the online medium with the optimization
of this platform the goal to reach the target audience will be successfully met.

Digital Marketing Channel 2: Influencer Partnership

Rationale: Its an golden age of influencers they have large numbers of followers ,their presentation their
recommendation is also valued by the consumers and it will definitely increase sales .these influencers are able to
built so much trust and reliability in the followers that their recommendation will play a good role leveraging the
sales.

Digital Marketing Channel 3:Email marketing

Rationale: This is another approach to educate the potential customers and attract them for the business, sending
emails with details about the product and getting in touch with the customer is also one way to reach the target
audience and sell the products .

Digital Marketing Channel 4: Digital advertisement

Rationale: Investing on digital paid advertisement platforms like Google ads, Bing ads we can get more exposure and
target potential consumers. Its gets easier to track in digital world as every person leaves a mark on the site they visit
making it easier to retarget and re-engage visitors and try to refresh and convert them.

Digital Marketing Channel 5:Customers feedback and reviews

Rationale:Reviews and feedbacks from the existing customers do influence the consumers and also attract a large
Written Assignment
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 Answers to the Communication Test

Qstn Ans Qstn Ans Qstn Ans Qstn Ans

Q1. D Q10. B Q19. B Q28. C

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