CONTENTS

1) Acknowledgement.
2) Introduction & History of the company.
3) Literature Review.
4) Methodology of the study
• Source of data
• Research design
• Sampling technique.

5) Mamaearth’s marketing strategies.

6) Consumer behavior.
7) Customer perception towards Mamaearth’s products.
8) Data collection of Mamaearth.
9) Analyzing the data.
10) Suggestions from survey.
11) Conclusion.
ACKNOWLEDGEMENT

We take this opportunity to express our sincere and heartfelt gratitude to our
research supervisor Sangeeta Bhattacharjee, Associate professor, Department of
Masters of Business Administration, Assam Downtown University, for her constant
guidance and regular interaction throughout our research work.

Thanks to our friends, research scholars, faculties for their help during the research
work.
INTRODUCTION:

Mamaearth is an Indian Brand registered under honasa consumer Pvt Ltd that
aims to provide toxin —free baby care, skincare, and hair care products .The
founder of Mamaearth are Ghazal Alagh and Varun Alagh .The Headquarters of
Mamaearth is in Gurugram, Haryana. The tagline of company is Goodness inside.
Mamaearth is Asia’s first Made safe certified brand MadeSafe is an US based not for
profit Organization, who checks each and every ingredient that goes into the
product and after a thorough check, certifies a product to be safe. It ensures the
product is free from the 8000 known toxins in the world. Mamaearth
products are all-natural, hypoallergenic, clinically tested and PH
balanced.

HISTORY:

Mamaearth was established in 2016 in India. By Varun Alagh and Ghazal Alagh
.The story of Mamaearth revolves around there family .The founder Ghazal Alagh
shared that when her son Agastya was born he was suffering from rare skin
disease due to which any kind of products was doing rashes on his skin which
was making his health worse and seeing her son in that condition she used to
feel guilty that despite being a mother she was helpless and at that moment
she realised that no child across the country deserves this kind of pain . with
that motive Alagh along with her husband decided to start Mamaearth in the year
2016 inside which all the ingredients which will be going to be used to make the
product will be toxin-free and elements that mother nature was providing
us free of cost.
LITERATURE REVIEW

Mamaearth growth is an inspiration for new startups in India. Since Mamaearth has a
great marketing team that works seamlessly and makes every campaign effective.
The brand is popular on social media as many you tubers review their personal care
and baby care products. The company has mixed reviews on the internet.

With just over 7 years since its foundation according to MadeSafe organization, the
company is the first in Asia to receive made safe certification for their toxin-free
products. It is also the fastest growing brand, which crossed Rs 100 crore in four
years according to Palak Agarwal on May 10, 2020.

According to startuptaIky.com (2022), Mamaearth focus on babies and other with an

exclusive product range that caters to baby care, hair care, and skin care and with
over 80 natural products under its umbrella.

The company focuses its marketing strategy mostly on influencers, brand

endorsement, digital ads and sell online through D2C channel like Amazon, flipkart;
Nykaa with almost 90% of the sales comes from online according to Dev Gupta
July 14, 2021 from startup talky.

At its core, Mama Earth’s amazing products helped them to reach great heights. They
have understood their customer's needs properly and served those needs in an
excellent way. Mamaearth is an inspiration for many startups. Their Business
and Revenue Model is simple yet effective.
METHODOLOGY OF THE STUDY

Source of data: -

Primary data: To collect primary data for the present study structured questionnaire
and personal interview are taken into account.

Research design: -
There is mainly exploratory research design, descriptive research design and casual
research design. Among them descriptive research design has been implemented
to conduct the study. Descriptive research design studies are those studies which are
concerned with describing the characteristics of an individual or a group.

Sampling technique: -

There are two types of sampling techniques

-Probability sampling

-Non probability sampling

Under non probability sampling technique there are techniques like convenience
sampling, judgmental sampling etc. Convenience sampling technique has been
implemented to conduct the study. This technique is the one which has been used
for selecting the sample for the study. It is statistical method of drawing
representative data by selecting people volunteering on selecting units.
Mama Earth Marketing Strategies-

The only reason Mamaearth become successful is due to its lean innovation cycle,
designed to scale, launch, and quick learning significantly helping them to achieve
its current growth rate. They focused on customer-specific needs through its lean
innovation. They target their market from parents to entrepreneurs. They have
done lots of research. During their research, they started surveying new parents
and found that most parents are concerned about the presence of chemicals in baby
products that they use. The company quickly realized the market potential of toxin-
free products and started expanding its product range from baby care to
include personal care products for adults.

80% of Mamaearth’s revenue is from skincare and haircare products. The direct to-
customer company has completely evolved today from a baby care product brand
to personal care product brand.

One of the main marketing strategies of Mamaearth is “Rule the Digital”.

Mamaearth knew the importance of brand awareness and hence they worked
towards it aggressively. Of the total marketing expenditure Mama earth claims to
have spent 90% on digital platforms and 10% on traditional media such as
television, newspapers.

Through, digital campaigns, Mamaearth reached out to social media influencers for
brand awareness and worked heavily to target millennials. To target the market
beyond metro cities, the company focused on television advertisements as well.
They partnered with the Viacom 18 network of channels to become sponsors of
popular shows.

To strengthen the brand image of a toxin-free product brand, Mamaearth investing in

sustainability. The brand started a ‘Plant Goodness’ initiative to plant a tree for
every order received. To augment that, they also started a ‘Plastic Positivity’
initiative which aims to recycle plastic. These campaign helped Mama earth in
gaining the customers interest by making them realize that while buying a product
from Mamaearth, they are also contributing towards the environment also.
Consumer Behavior

When it comes to the cosmetic industry, consumers are always concerned about
the process that is followed while manufacturing the products. This is why the
world is seeing a new era of cosmetic products that are organic, produced in a
natural way, and with the help of natural products that are free of toxins and other
chemicals.

The craze about these organic products is palpable simply because they mean no
harm to our skin, hair, gut, and us in general. Leveraging this drive of organic products,
Mamaearth has catapulted itself as a promising startup in the cosmetics industry that
comes with the American Made safe Certification, the first nontoxic seal for the
products in use today.

Through an innovative product line, Mamaearth has tried to solve a common Indian
parenting problem. In a country where most of the baby products available do not
meet safety regulations, Mamaearth soffers products that are safe by
international standards and loaded with the goodness of nature. Mamaearth
helped people in identifying the actual product they always wanted, there initiative
towards the natural product and environment friendly approach by planting
saplings in return to buy a product connected them with their customers to
grow more.

Mamaearth is often hailed as the 1st Asian brand with a “MADE SAFE”
certification.
The factors affecting consumer
behavior:-
1. Social factors of mamma earth-
Organizational culture derives strong influence from the societal norms,
values and trends. Understanding the demographic trends, power
structures, consumers’ spending patterns and shared beliefs can help
Mama earth The Startup that Keeps Babies Toxin Safe. The marketing
department of Mama earth The Start-up that Keeps Babies Toxin Safe. can
use the information retrieved from social, environmental analysis to target
the consumer groups and increase the appeal of offered products to
potential buyers. Mama earth The Start-up that Keeps Babies Toxin Safe.
must consider the following social factors to conduct macro-environmental
analysis. Social factors that influence Mama earth The Start-up that Keeps
Babies Toxin Safe. Demographic trends, changes in
Demographic patterns like aging population, migration trends and socio-
economic variables have paramount importance for international business
organizations like Mama Earth the Start-up that Keeps Babies Toxin Safe.
Studying the demographic characteristics can help Mama earth The Start-up
that Keeps Babies Toxin Safe. In choosing the right market
segment/segments with high growth potential. The business and marketing
strategies are also influenced by migration. It is important for Mama Earth the
Start-up that Keeps Babies Toxin Safe. To understand the
People’s general attitude towards migration as it can influence firms’ ability
to bring international managers to host country.

2. Cultural factor of mamma earth-

Culture is considered an important variable by international marketing

managers. Each society has distinctive norms and values that play an
important role in shaping consumer behaviour. Mama earth The Start-up
that Keeps Babies Toxin Safe. Should develop local teams and develop
local partnerships for understanding the societal attitudes and norms to
tailor marketing strategies according to unique cultural context. The
observation of social class stratification is also important for Mama Earth
the Start-up that Keeps Babies Toxin Safe.
Offering luxury products at premium prices to a market where the high-end
market is considerably small in number will require Mamaearth the Start-up
that Keeps Babies Toxin Safe. To adopt the niche marketing strategies.
Similarly, market segmentation based on social class may be ineffective
where social class stratification is low.

3. Marketing factor of mamma earth-

The advent of social media and e-commerce has encouraged online

shopping behaviour among customers. Mama earth The Start-up that
Keeps Babies Toxin Safe. Needs to understand the online shopping
behavior by considering the generational differences as younger
consumers are more inclined to shop online than older customers. The
growing use of mobile phones and social networking sites must be
considered when developing marketing and communication strategies.
Customer perception towards Mamaearth Products

There has been a phenomenal shift in the beauty and personal care
industry in the recent years. We have seen the proliferation of various
beauty products in different categories. Globally there is an increasing trend
of associating beauty products with causes that are close to the heart of the
customers. In the Indian context we see new brand like Mamaearth coming
up with claims of being organic, sustainable and cruelty free as there is an
increasing awareness and concern about these issues. We have noticed
that the current day millennial customers are developing a preference for
organic and sustainable products and so even traditional market leaders
have to align their brand strategies with that. It was found that trends in
Social Media are an important factor in influencing a customer’s purchase
intention. The project discussions started with a qualitative study which
included performing secondary research and deriving insights from focus
group discussions. The exploratory study enabled us to understand the
prevailing customer perceptions about both new green brands and
traditional beauty brands as a result of which the hypotheses were
formulated. To collect data a survey form was floated on social media and
the responses were analyzed. Some interesting insights about the
millennial customer perceptions were found. The hypothesis was proven
that millennials prefer the new organic brands compared to traditional
beauty brands. It was also found that packaging and organic ingredients
positively affect purchase intention of the millennials.
 Data Collection of Mama Earth
A total of 22 responses have been collected with 11 questions asked.

Data Collection of Mama Earth

A total of 22 responses have been collected with 11 questions asked.

Below are the questions as well as feedbacks

Analyzing the data
• In the total of 22 responses received 16 response used the products while 6
responses did not use the products.
• The participant’s age range from 2 to 35 is recorded in the response.
• Where 10 participants are female and 12 participants are male.
• 8 participants use the products regularly while 13 participants uses from
time to time.
• 17 participants are quite satisfied with the products of mama earth while 5
participants are not satisfied.
• The participants rated the products from 1-5 respectively :-
1. One participant rated 1 out of 5.
2. Zero participants rated 2 out of 5.
3. Seven participants rated 3 out of 5.
4. Eight participants rated 4 out of 5.
5. Five participants rated 5 out of 5.
• When asked what motivates them to buy the product :-
1. 12 participants needed of the product.
2. 5 participants bought because of Ads
3. 3 participants bought because of the trend.
4. 1 participant bought because of the discounts offered.
• The main reason for the participants to buy mama earth products are :-
1. 15 participants bought due to the high quality.
2. 3 participants bought because to the variety offered.
3. 2 participants bought because to the affordable price.
After looking at the data and we can know that the products offered by mama
earth are quite good and customers are satisfied with the products.
Suggestions from Survey
•Mama Earth oil product quality can be increased

•The concept of planting a tree with every order is the only thing which makes me
think of buying the product of mama Earth and they can improve or create more
new ideas like this

•Better to decrease some price

•Need to get details a bit clear.

•Mama earth can reduce the price a little bit. But overall the quality is excellent.
CONCLUSION

Mamaearth growth is an inspiration for new startups in India. Since

Mamaearth has a great marketing team that works seamlessly and
makes every campaign effective. The brand is popular on social media
as many you tubers review their personal care and baby care products.

Hence there marketing is strong and they provide what the customers
need and they believe in customer satisfaction.