TECNIA INSTITUTE OF ADVANCED STUDIES

NAAC ACCREDITED GRADE ”A” INSTITUTE

PROJECT REPORT (BBA 312)

PROJECT REPORT ON

MARKETING STRATEGIES OF MAMAEARTH

UNDERTAKEN AT

“MAMAEARTH”

Submitted in partial fulfillment of the requirements for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

TO

Guru Gobind Singh Indraprastha university, Delhi

Under the guidance of submitted

by

M.S HIMANI CHAUDHARY MOHD. AAQIL

AHMED

ENROLLMENT NO.: 04321301722

Session : 2022-25

[1]
 CERTIFICATE

This is to certify that the project work entitled “MARKETING

STRATEGIES OF MAMAEARTH” made by MOHD. AAQIL
AHMED, Course- BBA SHIFT 2, SEC-A, 2nd SEM , ENROLL NO. –
04321301722 is an authentic work carried out by his under the guidance
and supervision of MS HIMANI CHAUDHARY.

The project report submitted has been found satisfactory for the partial
fulfillment of the degree of Bachelor of Business Administration.

Project Supervisor

Signature
Name

[2]
 DECLARATION

I hereby declare that the following documented Project report titled

“MARKETING STRATEGIES OF MAMAEARTH” is an original and
authentic work done by me for the partial fulfillment of The Bachelor of
Business Administration degree program.

I hereby certify that all the Endeavour put in the fulfillment of the task are
genuine and original to the best of my knowledge & I have not submitted
it earlier elsewhere.

Signature:

Name of Student: MOHD. AAQIL AHMED

Course Class & Shift: BBA, SEC-A,SHIFT 2, 2nd SEM

Enrolment No.: 04321301722

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 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my

mentors who graciously gave me their time and expertise.

They have provided me with valuable guidance, sustained efforts, and a

friendly approach. It would have been difficult to achieve the results in
such a short span of time without their help.

I deem it my duty to record my gratitude towards Ms. HIMANI

CHAUDHARY who devoted his/her precious time to interact, guide, and
gave me the right approach to accomplish the task and also helped me to
enhance my knowledge and understanding of the project.

Signature:

Name of Student : MOHD. AAQIL AHMED

Enroll. No :- 04321301722

Course :- BBA

Class/Sem/shift :- Section A / 2 / 2

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S.NO CONTENT PAGE NO.
1. CETIFICATE
2. DECLARATION
3. ACKNOWLEDGEMENT

4. CHAPTER-1 INTRODUCTION

5. CHAPTER-2 REVIEW OF
LITERATURE
6. CHAPTER-3 RESEARCH
METHODOLOGY

7. CHAPTER-4 DATA REDUCTION,

PRESENTATION & ANALYSIS

8. CHAPTER-5 DATA
INTERPRETATION
9. CHAPTER-6 SUMMARY &
CONCLUSION
10. BIBLIOGRAPHY/REFERENCES

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 CHAPTER-1
INTRODUCTION

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 1. INTRODUCTION

Marketing strategies refer to the plans and tactics implemented by businesses or

organizations to promote their products, services, or brand in order to achieve their
marketing objectives. These strategies are designed to reach and engage target
audiences, generate customer interest and desire, and ultimately drive sales and
revenue. Marketing strategies involve various components, including market research,
target audience identification, positioning, messaging, and channel selection. Here are
some common marketing strategies:

1. Target Market Segmentation: Identifying and dividing the market into distinct
segments based on demographics, psychographics, behaviors, or other factors.
This helps tailor marketing efforts to specific customer groups.
2. Branding: Establishing a unique brand identity and positioning that
differentiates the product or service from competitors. This involves creating a
compelling brand message, logo, and visual elements.
3. Product Differentiation: Highlighting unique features, benefits, or attributes of
the product or service to make it stand out in the market. This can include
quality, price, innovation, design, or customer service.
4. Pricing Strategies: Determining the optimal pricing strategy, such as
penetration pricing (setting lower prices to gain market share) or premium
pricing (positioning the product as high-end).
5. Promotion and Advertising: Utilizing various channels (television, radio, print,
digital media, social media, etc.) to communicate with target audiences, raise
awareness, and drive customer engagement.

Marketing strategies can vary depending on the industry, target audience, budget, and
specific goals of a business. It's important to regularly evaluate and adjust marketing
strategies based on feedback, performance metrics, and market dynamics to ensure
their effectiveness.

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The concept of marketing strategies
Marketing strategy is a significant driving force that distinguishes the success of
many organizations not only by well-developed marketing strategies outlining
where, when, and how the firm will compete but also by their ability to execute
the marketing strategy decision options chosen . The appropriate and effectively
implemented marketing strategies are required to productively guide the
deployment of the limited available resources via the firm’s marketing capabilities
in pursuit of desired goals and objectives . The literature reveals two distinct but
related features to marketing strategy content: marketing strategy decisions and
marketing strategy decision implementation. Hence, decision makers responsible
for the marketing strategy must select which available resources the firm should
deploy, where to deploy them appropriately, and set and signal priorities in terms
of achieving the various goals and objectives of the firm .

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1.2 OBJECTIVES OF STUDY
This minor project aims to analyze and evaluate the marketing strategies employed by
Mamaearth, a popular brand in the personal care and beauty industry. The project
focuses on understanding the key marketing tactics and initiatives used by Mamaearth
to establish itself as a leading player in the market and to attract and retain customers.
The study involves a thorough analysis of the brand's target market, product
positioning, digital marketing strategies, social media presence, and customer
engagement efforts. The findings of this project can provide valuable insights into the
effective marketing strategies employed by Mamaearth and their impact on the
brand's success.
The objectives of the study are as follows:

1. To analyze the marketing strategies employed by Mamaearth: This objective

focuses on studying the various marketing tactics and initiatives implemented
by Mamaearth to promote its products in the personal care and beauty
industry. It involves examining the brand's overall marketing approach,
including its target market selection, product positioning, pricing strategies,
distribution channels, and promotional activities.
2. To understand the target market of Mamaearth: This objective aims to gain
insights into Mamaearth's target market segment. It involves analyzing the
demographic, psychographic, and behavioral characteristics of the brand's
target customers. By understanding the target market, the study can evaluate
the alignment between Mamaearth's marketing strategies and the needs and
preferences of its intended audience.
3. To evaluate the effectiveness of Mamaearth's digital marketing strategies:
With the growing influence of digital platforms, this objective focuses on
assessing Mamaearth's digital marketing efforts. It involves analyzing the
brand's online presence, including its website, social media channels, email
marketing campaigns, and influencer collaborations. The study aims to
evaluate the effectiveness of these digital marketing strategies in reaching and
engaging with the target audience.
4. To examine Mamaearth's customer engagement initiatives: This objective
explores Mamaearth's efforts to engage with its customers and build brand
loyalty. It involves analyzing the brand's customer service, feedback
mechanisms, loyalty programs, and community building activities. The study
aims to assess the impact of these customer engagement initiatives on
customer satisfaction and brand perception.
5. To provide recommendations for improving Mamaearth's marketing
strategies: Based on the analysis of Mamaearth's marketing strategies, the
study aims to provide recommendations for enhancing the brand's marketing
effectiveness.

By achieving these objectives, the study aims to offer valuable insights into the
marketing strategies of Mamaearth and their impact on the brand's success in the
personal care and beauty industry.

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1.3 SCOPE OF STUDY
The scope of the study on the marketing strategies of Mamaearth can cover various
aspects related to the brand's marketing efforts. Here are some key areas that can be
included in the scope:

1. Target Market Analysis:

• Identifying the target market segment(s) of Mamaearth.
• Analyzing the demographic, psychographic, and behavioral
characteristics of the target audience.
• Evaluating Mamaearth's understanding of customer needs and
preferences.

2. Product Positioning:
• Analyzing how Mamaearth positions its products in the market.
• Assessing the unique selling propositions and competitive advantages
offered by Mamaearth.
• Examining the brand's product differentiation strategies.

3. Pricing Strategies:
• Studying Mamaearth's pricing strategies and their alignment with the
target market.
• Analyzing the brand's pricing models, such as premium pricing or
value-based pricing.
• Evaluating the effectiveness of the pricing strategies in achieving the
brand's marketing objectives.

4. Distribution Channels:
• Examining Mamaearth's distribution network and channels.
• Analyzing the brand's approach to retail partnerships, online
distribution, and direct-to-consumer sales.
• Assessing the effectiveness of the distribution channels in reaching the
target market and ensuring product availability.

5. Promotional Activities:
• Analyzing Mamaearth's promotional campaigns, including advertising,
public relations, and sales promotions.
• Assessing the use of traditional marketing channels, such as print
media and television, as well as digital marketing channels.
• Evaluating the impact of promotional activities on brand visibility,
customer acquisition, and brand equity.

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 6. Digital Marketing Strategies:
• Examining Mamaearth's online presence, including its website, social
media profiles, and e-commerce platforms.
• Analyzing the brand's digital marketing tactics, such as search engine
optimization (SEO), content marketing, social media marketing, and
influencer collaborations.
• Assessing the effectiveness of Mamaearth's digital marketing strategies
in reaching and engaging the target audience.

7. Customer Engagement Initiatives:

• Analyzing Mamaearth's customer service processes and policies.
• Evaluating the brand's feedback mechanisms, customer support
channels, and responsiveness to customer queries or concerns.
• Assessing the effectiveness of customer engagement initiatives, such
as loyalty programs, referral programs, or community building efforts.

The scope of the study may vary depending on the available resources, time
constraints, and the specific focus of the research. However, by covering these key
areas, the study can provide a comprehensive analysis of Mamaearth's marketing
strategies and their impact on the brand's success.

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1.4 COMPANY PROFILE

Mamaearth is a fast-growing Indian personal care and beauty brand that was founded
in 2016 by Varun and Ghazal Alagh. The brand's mission is to offer safe, toxin-free,
and natural products for babies, kids, and adults. Mamaearth aims to provide a range
of skin care, hair care, and baby care products that are made with natural ingredients
and are safe for both people and the environment.

Key Information:

• Founders: Varun and Ghazal Alagh

• Year of Establishment: 2016
• Headquarters: Gurugram, Haryana, India
• Industry: Personal care and beauty
• Product Categories: Skin care, hair care, and baby care products
• Target Market: Babies, kids, and adults
• Distribution Channels: Online platforms, e-commerce websites, and retail
partnerships

Company Values:

1. Toxin-free and Natural: Mamaearth focuses on creating products that are free
from harmful chemicals, toxins, parabens, sulfates, and artificial fragrances.
The brand emphasizes using natural ingredients sourced from trusted
suppliers.
2. Safety and Quality: Mamaearth places a strong emphasis on safety and
quality. The brand ensures that its products go through rigorous testing and
adhere to international safety standards. Mamaearth also maintains
transparency by providing detailed ingredient lists and certifications.
3. Sustainability: Mamaearth is committed to sustainability and minimizing its
environmental impact. The brand uses eco-friendly packaging materials and
supports various initiatives to promote sustainable practices.
4. Customer-Centric Approach: Mamaearth prioritizes customer satisfaction and
aims to meet the specific needs of its target market. The brand encourages
customer feedback and incorporates it into product development and
improvement processes.

Product Range: Mamaearth offers a diverse range of products catering to the specific
needs of babies, kids, and adults. The product categories include:

• Baby Care: Baby lotions, shampoos, body washes, diaper rash creams,
massage oils, and more.
• Skin Care: Face creams, moisturizers, serums, masks, sunscreens, and under-
eye creams.
• Hair Care: Shampoos, conditioners, hair oils, hair masks, and hair serums.
• Men's Care: Face washes, beard oils, grooming kits, and hair care products.
• Women's Care: Face washes, body lotions, face masks, intimate hygiene
products, and hair care items.

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Achievements and Recognition: Mamaearth has gained significant recognition and
achieved several milestones since its inception:

• The brand has a strong presence in the Indian market and has expanded its
reach internationally.
• Mamaearth has received various certifications and accolades for its natural
and safe product formulations.
• The brand has garnered a loyal customer base and positive reviews for its
product effectiveness and quality.
• Mamaearth has partnered with renowned retail chains and e-commerce
platforms for product distribution.

Vision: Mamaearth's vision is to be a globally recognized brand that offers

safe, toxin-free, and natural personal care products for the well-being of families and
the planet. The brand aims to redefine the personal care industry by providing high-
quality products that are both effective and environmentally sustainable.

Mission: Mamaearth's mission is to create a range of safe, natural, and toxin-free

products that cater to the specific needs of babies, kids, and adults. The brand strives
to develop formulations using carefully selected ingredients sourced from trusted
suppliers. Mamaearth is dedicated to promoting a healthier lifestyle by offering
products that are gentle on the skin, free from harmful chemicals, and sustainable in
their production and packaging.

Mamaearth's success can be attributed to its commitment to offering safe and natural
products, effective marketing strategies, and a focus on meeting customer needs. The
brand continues to innovate and expand its product offerings, aiming to make a
positive impact on the personal care industry while prioritizing customer well-being
and environmental sustainability.

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1.5 INDUSTRY PROFILE

Mamaearth operates in the personal care and beauty industry, which encompasses a
wide range of products designed for skincare, haircare, personal hygiene, and beauty
enhancement. The industry is characterized by constant innovation, evolving
consumer preferences, and a growing emphasis on natural and sustainable products.

Key Characteristics of the Personal Care and Beauty Industry:

1. Market Size and Growth: The personal care and beauty industry is a
significant and growing sector globally. The increasing focus on self-care,
beauty routines, and wellness has contributed to the industry's growth.
2. Consumer Demand: Personal care and beauty products are in high demand
among individuals of all age groups. Consumers seek products to enhance
their appearance, address specific skincare or haircare needs, and maintain
personal hygiene.
3. Product Diversity: The industry offers a wide array of products, including
skincare creams, lotions, serums, cleansers, haircare products, cosmetics,
fragrances, and personal hygiene items. These products cater to various
demographic segments and address specific concerns or preferences.
4. Trends and Innovation: The industry is driven by trends and innovations.
Brands continually invest in research and development to create new
formulations, improve product effectiveness, and incorporate advanced
technologies. Natural and organic products, sustainability, and clean beauty
are prominent trends in the industry.
5. Competitive Landscape: The personal care and beauty industry is highly
competitive, with both established multinational companies and emerging
niche brands vying for market share. Effective branding, marketing strategies,
product differentiation, and unique value propositions are crucial for success.
6. Distribution Channels: The industry utilizes various distribution channels,
including traditional retail outlets, e-commerce platforms, direct-to-consumer
models, and partnerships with beauty salons or spas. E-commerce has seen
substantial growth, providing brands with a broader reach and direct customer
engagement.
7. Regulatory Compliance: Personal care and beauty products are subject to
stringent regulations and standards to ensure product safety, ingredient
disclosure, and labeling accuracy. Compliance with regulatory requirements is
essential for brands to build trust and maintain consumer confidence.

Mamaearth's Position in the Industry: Mamaearth has established itself as a reputable

brand within the personal care and beauty industry, focusing on providing safe,
natural, and toxin-free products for babies, kids, and adults. The brand has capitalized
on the growing demand for natural and organic options and has gained recognition for
its commitment to sustainability and environmentally friendly practices.

Mamaearth's success can be attributed to its customer-centric approach, emphasis on

product safety and efficacy, and effective marketing strategies. The brand's innovative
product offerings, eco-friendly packaging, and transparent ingredient lists have
resonated with consumers seeking safer and more sustainable personal care options.

[14]
As Mamaearth continues to expand its product range, strengthen its distribution
channels, and maintain its commitment to quality and sustainability, it is well-
positioned to capitalize on the opportunities presented by the evolving personal care
and beauty industry.

[15]
 CHAPTER-2
REVIEW OF LITERATURE

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 2.1 REVIEW OF LITERATURE

• Review of literature is very important to give better understanding and insight

necessary to develop a broad conceptual framework in which a particular
problem can be examined. It helps in the formation of specific problem and helps
acquaint the investigator to what is already known in relation to the problem
under review and it also provides a basis for assessing the feasibility of the
research. Review of literature is important to a scholar in order to know what has
been established and documented as there are critical summaries of what is
already known about a particular topic. Therefore a review of literature helps in
relating the present study to the previous ones in the same field.
• This chapter deals with the review of literature. Review of literature is
divided into two parts, conceptual and empirical. Conceptual literature
includes explanation of various concepts used in the study.

Of the total marketing expenditure Mamaearth claims to have spent 90% on digital
platforms and 10% on traditional media such as television (thestrategystory.com, 2021).
As per reports, Facebook works well from acquisition standpoint, Google for
remarketing, Youtube fr awareness and stories for brand. (indiantelevision.com, 2020)
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 focussed on television advertisements, partnering
with the Viacom18 network of channels to become sponsors of popular shows
(thestrategystory.com, 2021). So, after 4 years of digital promotions, with the decision
to go big and scale, Mamaearth announced its partnership with the Bigg Boss 14 and
as an extension of that association, it debuted with an ad campaign on national
television, launching its first TV commercial on 20th November, 2020
(indiantelevision.com, 2020).
How Mamaearth clocked 400% growth amid Covid-19?
In early March 2020, Varun and Ghazal Alagh had two big reasons to
exude childlike excitement. First, the babycare product startup had completely
transformed into a personal care brand in four years. Second, the venture had grown
six times in 12 months. From Rs16.8 crore of operational revenue in FY19, Mamaearth
was set to cross Rs100 crore a year later. “We were quite excited to enter the new
financial year,” recalls Varun, co-founder of Mamaearth, which raised around
Rs130 crore last January, making it the biggest funding round for an internet-first
consumer company in India. Then came the pandemic, lockdowns, and a twist in the
tale. “We thought our dream run was coming to an end,” says Varun. “The pandemic
was fast turning into a monster,” chips in Ghazal. There was widespread uncertainty,
warehouses shut down and operations came to a halt. The first silver lining, though,
emerged after a few days. Babycare, and other segments, were included among essential
commodities in April. As the co-founders started taking baby steps towards restarting

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operations, the big question was: Can Mamaearth survive the pandemic? The
couple, along with the team, started hunting for growth triggers.
Almost a year later, growth seems to have come in style, with operational
revenue almost trebling in nine months over the previous 12 months—from Rs109.7
crore in FY20 to Rs300crore in December. By mid-February, Mamaearth had a top line
of Rs500 crore. The icing on the cake has been the bottom line. From a loss of Rs5.9
crore last fiscal, the brand is set to post its maiden profit. Varun decodes the magic. The
inspiration to fight the pandemic beast, he lets on, came from Formula One legend
Ayrton Senna. ‘You can’t overtake 15 cars in sunny weather, but you can when it’s
raining’, the Brazilian racing ace once remarked. The pandemic was like rain for
Mamaearth. Varun explains. During the early months of the lockdown, when
offline retail remained shuttered across the country, consumers had no choice but to
shop online. A quick adoption to the digital way of life meant two things for the direct-
to-consumer brand. First, the less-cluttered online space gave it a head-start over its
offline rivals who were still grappling to put together an ecommerce strategy. Second,
a massive surge of new buyers started coming from Tier II and beyond. This called for
an urgent need to recalibrate the offline strategy. Varun stepped on the gas from
last July. From an offline footprint of some 3,000-odd stores, the brand ramped up its
presence to over 10,000 stores. A simultaneous move to aggressively increase the
headcount complemented the offline strategy. From over 100 employees last May,
Mamaearth now has over 250 on its rolls. “We gave increments, performance bonus
and kept hiring,” says Varun. The move paid off. A fifth of sales now come from
brick-and-mortar. A beefed up offline play was amplified by tying up with television
reality show Bigg Boss. Beamed across the country, the brand was propelled into
the national stage. “There was no point getting into small advertising or marketing
activities,” says Varun. “We had to play big, and nothing bigger than Salman Khan
and Bigg Boss,” he says. The idea, though, indirectly came from his young team who
kept on talking about the impending season of Bigg Boss in August. For Mamaearth,
another piece of the action plan was to crack the go-to-market strategy. When
Mamaearth started in 2016, Sitaram recalls, Amazon was a big port of call, and they
also had a tiny offline presence. But it was almost negligible… consumers didn’t know
the brand, and there was no pick-up from retail outlets. “So the offline part was
further scaled down,” he says. Over the next few years, as the brand grew in scale and
popularity among the online channels, the awareness quotient of the brand
leapfrogged. “A loyal consumer base started developing, and demand from offline
channels started swelling,” he says. Beefing up the offline presence helped develop an
omni-channel strategy. “Consumers will shop wherehey want to shop,” he says. The
brand was present at the right place and at the right time. Having entrepreneurs who are
focussed to building a profitable business also helped. “Varun is not there to burn
money. He wants to build a solid, profitable business,” says Sitaram (Beauty and
Beast, 2021).

[18]
 Marketing strategy is a significant driving force that distinguishes the success of
many organizations not only by well-developed marketing strategies outlining where,
when, and how the firm will compete but also by their ability to execute the marketing
strategy decision options chosen (e.g. Day and Wensley 1988; Varadarajan 2010). The
appropriate and effectively implemented marketing strategies are required to
productively guide the deployment of the limited available resources via the firm’s
marketing capabilities in pursuit of desired goals and objectives (Black and Boal 1994;
Varadarajan and Clark 1994). The literature reveals two distinct but related features to
marketing strategy content: marketing strategy decisions and marketing strategy
decision implementation. Hence, decision makers responsible for the marketing strategy
must select which available resources the firm should deploy, where to deploy them
appropriately, and set and signal priorities in terms of achieving the various goals and
objectives of the firm (Slater 1995).
Conclusion
Although strategies provide a firm with a plan of action, the struggle does not end there.
A constant strife to implement the best strategy available, tweak it or integrate two or
more strategies together, are some of the things that need to be done. For all this to be
viable the firm needs to have a dedicated working unit. The marketers, the strategy
makers as well as the manager, before implementing or introducing new
methods/strategies, need to remember what is truly important for the long term benefit
of the firm; the idea and needs of their customers. Amongst various strategies, this paper
will concentrate on the three discussed above, briefly. All of them are viable, provided
some minor amendments are made to suit the region and the firm. Bigger firms can use,
what influence they have over the region, and convince governments to be more
accommodating towards some portions of a certain strategy. An example of this could
be the strict regulation enforced by some countries on clothing made of animal skin.
However, some of the big corporations still have their license for making such cloth
wear. The market for such items is small and so they have to cater to every customer.
With some countries not allowing them an inch of leniency, the company has no option
but to resort to alternate/illegal means to satisfy their customers .Pertaining to new
strategies further research could be undertaken with regards to firm’s reactive behaviour
as suggested by Lages and Montgomery (2004) which will help to achieve deeper
understanding in firm and customer behaviour which, in turn, will help to implement
marketing strategies to the new age.

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 CHAPTER-3
RESEARCH METHODOLOGY

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3.1 RESEARCH METHODOLOGY
Research methodology refers to the systematic and structured approach used to conduct
research. It involves the overall framework, techniques, procedures, and tools
employed to gather, analyze, and interpret data in order to answer research questions or
investigate a specific topic of interest. Research methodology provides a roadmap for
researchers to ensure that their study is rigorous, valid, and reliable.

A well-defined research methodology includes several key components:

1. Research Design: This refers to the overall plan or strategy for conducting the
research study. It involves decisions on the research approach (qualitative,
quantitative, or mixed methods), the study design (experimental, correlational,
descriptive, etc.), and the data collection and analysis methods to be used.
2. Data Collection Methods: Research methodology specifies the techniques and
tools that will be used to collect data. Common data collection methods include
surveys, interviews, observations, experiments, focus groups, and document
analysis. The selection of data collection methods depends on the research
objectives, the nature of the research problem, and the available resources.
3. Sampling: Sampling involves selecting a subset of individuals, organizations,
or units from a larger population to participate in the research study. The
sampling method and sample size are determined based on the research
objectives, the target population, and practical considerations. Sampling
techniques can include random sampling, stratified sampling, convenience
sampling, or purposive sampling.
4. Data Analysis: Once the data is collected, the research methodology outlines
the methods and techniques that will be used to analyze the data. This may
involve quantitative analysis (statistical tests, regression analysis, etc.) or
qualitative analysis (thematic analysis, content analysis, etc.) depending on the
nature of the data and research questions.
5. Ethical Considerations: Research methodology includes considerations for
ethical issues and the protection of human subjects, especially when conducting
research involving human participants. This involves obtaining informed
consent, ensuring privacy and confidentiality, and addressing any potential risks
or conflicts of interest.
6. Limitations and Validity: Research methodology acknowledges the limitations
and potential sources of bias or error in the research study. Researchers need to
address these limitations and discuss the potential impact on the validity and
generalizability of their findings.
7. Data Interpretation and Reporting: Finally, research methodology guides the
interpretation of the data and the reporting of research findings. This includes
drawing conclusions based on the analysis, discussing the implications of the
findings, and making recommendations for further research or practical
applications.

Overall, research methodology provides a systematic framework for conducting

research, ensuring that the research study is conducted in a structured and rigorous
manner. It helps to ensure the reliability, validity, and generalizability of the research
findings.

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The marketing research methodology you use to collect data is as important as the
questions you ask. Because market research must be projectable or you to take the
results of quantitative research at face value. That means your sample must be
mathematically projectable to the whole audience within an acceptable margin of error.
That kind of research forms the basis for the most effective brand strategy and should
be used as a benchmark research study to measure your effectiveness over time. Plus it
is important to pay attention to your marketing research methodology.
Marketing research methodology is important. How your market research is conducted
is crucial. Because we try to improve research, we all continue to look for more cost-
effective ways to conduct projectable research, there is simply no acceptable substitute
for the traditional telephone (and cell phone) survey method.

3.2 Research methodology on marketing

Research methodology in marketing refers to the systematic process used to
collect, analyze, and interpret data in order to address research objectives and
answer research questions in the field of marketing. It involves selecting
appropriate research methods, designing the research study, collecting and
analyzing data, and drawing conclusions based on the findings. Here are some
common research methodologies used in marketing:

1. Quantitative Research: This type of research focuses on collecting numerical

data that can be analyzed statistically. It involves survey research, experiments,
and data analysis techniques such as regression analysis, correlation analysis,
and hypothesis testing. Quantitative research aims to quantify relationships
between variables, measure customer preferences, assess market trends, and
make statistical inferences.
2. Qualitative Research: Qualitative research aims to understand consumers'
attitudes, opinions, motivations, and behaviors in-depth. It involves methods
such as interviews, focus groups, observations, and case studies. Qualitative
research provides rich insights into consumer experiences, perceptions, and
decision-making processes. The data collected is typically non-numerical and
is analyzed through thematic analysis, content analysis, or grounded theory.
3. Mixed Methods Research: This approach combines both quantitative and
qualitative research methods to provide a comprehensive understanding of a
marketing phenomenon. It involves collecting and analyzing both numerical
and non-numerical data, allowing researchers to explore multiple dimensions of
a research problem. Mixed methods research is often used when a more holistic
view is required or when the research question is complex.
4. Experimental Research: Experimental research involves manipulating variables
and observing the effects on consumer behavior. It aims to establish cause-and-
effect relationships by controlling and manipulating independent variables and
measuring their impact on dependent variables. Experimental research often
takes place in a controlled environment, such as a laboratory or controlled field
setting.

[22]
 5. Survey Research: Surveys are widely used in marketing research to collect data
from a large sample of respondents. Surveys can be conducted through various
modes, including online surveys, telephone interviews, or face-to-face
interviews. They involve asking structured questions to gather information
about consumer demographics, preferences, buying behavior, and opinions.
6. Case Studies: Case studies involve in-depth analysis of a specific individual,
organization, or market phenomenon. They provide detailed insights into real-
world situations and are often used to understand complex marketing problems
or explore unique marketing strategies. Case studies typically involve data
collection through interviews, observations, and analysis of documents or
records.
7. Secondary Research: Secondary research involves analyzing existing data and
literature to gain insights into a marketing topic. It includes reviewing academic
articles, industry reports, government publications, and other relevant sources
of information. Secondary research can provide a foundation for further
research or help in understanding the context and background of a marketing
problem.

When selecting a research methodology, it is important to consider the research

objectives, the nature of the research problem, the available resources, and the practical
constraints of the study. Often, a combination of different research methodologies is
used to gain a comprehensive understanding of the marketing phenomenon under
investigation.

3.3 Methodology

Based on the primary research we tried to figure out how people came to know
about Mamaearth and what was the impact of the new television advertisement
campaign of Mamaearth. A Google form was formulated and shared with surveys
through messaging apps to collect data on the different aspects related to
Mamaearth on the basis of influential marketing. However for the initial data to
kick start the process telephonic interviews were conducted with 10+ people who are
currently using beauty care products and what are the typical factors they look into
while purchasing products and what different sorts of channels where they go through
different sorts of advertisement. Based on the secondary research we tried to identify
the potential market that is present in terms of the TV audience which can be tapped
by Mamaearth to grow further at a faster rate.

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3.4 Data type
The data type used for researching the marketing strategies of Mamaearth can vary
depending on the research objectives and the specific aspects being investigated.
Typically, a combination of qualitative and quantitative data types is employed to gain
comprehensive insights. Here are some common data types used in research
methodology on marketing strategies:

1. Qualitative Data: This type of data provides in-depth understanding and insights
into the underlying reasons, motivations, and perceptions related to marketing
strategies. Qualitative data can be collected through methods such as interviews,
focus groups, and open-ended survey questions. It is typically presented in the
form of transcripts, field notes, or thematic summaries.
2. Quantitative Data: Quantitative data involves numerical measurements and
statistical analysis, providing a more structured and generalized understanding
of marketing strategies. This data type can be obtained through surveys,
experiments, or data analytics tools. Quantitative data is often presented using
charts, graphs, and statistical measures.
3. Primary Data: Primary data refers to original data collected specifically for the
research study. It can include survey responses, interview transcripts,
observations, or experimental results obtained directly from participants or data
sources. Primary data is tailored to the research objectives and provides
firsthand information about Mamaearth's marketing strategies.
4. Secondary Data: Secondary data is existing data that has been collected by other
researchers or organizations for different purposes. It can include industry
reports, market research studies, financial statements, social media analytics, or
public records. Secondary data can provide context, background information,
or benchmarks for evaluating Mamaearth's marketing strategies.
5. Internal Data: Internal data refers to data collected and generated by Mamaearth
itself. This can include sales figures, customer databases, website analytics,
social media insights, or customer feedback. Internal data offers valuable
information about the performance and effectiveness of specific marketing
strategies employed by Mamaearth.

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 CHAPTER-4
DATA REDUCTION,
PRESENTATION&ANALYSIS

[25]
DATA ANALYSIS
Primary Research: Based on the data collected from a survey of 103 people we were
able to find the following data: Majority respondents of the questionnaire are
young and in the age group of 18-25 years(73%). (Exhibit 1)

Exhibit 1

The survey consisted of almost equal no. of males and females and hence
inferences made from the data is a good reflector of population. (Exhibit 2)

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 Exhibit 2
There were 15+ different channels which were identified as channels via
which people were aware of Mamaearth. Majority of the people( approx 46%)
are aware of Mamaearth due to their social media marketing followed by
youtube and television which were 24% and 11% respectively. This reflects
that most of the people were influenced by the social media marketing
strategies followed by the Mamaearth.(Exhibit 3)

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Exhibit 3: Percentage Distribution of method of awareness of Mamaearth among the
people
Less than 40% people have seen Mamaearth ads on Television, therefore this is one
area where Mamaearth can bring more promotional strategies to influence the
remaining 60% people. (Exhibit 4)

Exhibit 4 :Percentage of people who have seen Mamaearth Advertisement on

Television
More than 63% of the people voted for video ads being the most appealing form of
the advertisement followed by memes (20%) and posters (approx 7%), which is why
Mamaearth is shifting towards televised video ad marketing. ( Exhibit 5)

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 Exhibit 5 : Most Appealing Form of Advertisement
70% people look for quality as compared to approx 40% who keep price as
the criteria for buying the product. Approx 50 % people look for chemical free products
when they are looking for the care products which makes Mamaearth the best choice
for them, and these are customers Mamaearth would target for pushing their products.

Secondary Research:
Just within the 4 years of operation Mamearth became the 4th largest compeititior of
the Nykaa beauty products.

[29]
 Exhibit 6 :

Mamaearth has been a highest growth in terms of number of employees in the

organization among the beauty and cosmetic retailers in India in june 2021, which
signifies that after advertisement campaign on television, Mamaearth is growing at a
higher pace than earlier.

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 Exhibit 7 : % increment in Employees of beauty care product companies
Indian TV industry: As per statista in 2020, there were around 207 million TV
households in India.The increase in TVs across households was mainly due to more
time being spent at home due to the COVID-19 pandemic. It is expected to reach 230
million by 2023. If we divide the India’s population based on the class then Mamaearrth
being an premium category product would cater-upper middle and upper class which
would essentially be 40% of India’s population. Therefore, out of 230 million
households Mamaearth’s potential household would be approx 90 million which
would be approx 350 million people (considering 4 people per household). These are
essentially the market which Mamaearth would be eager to touch upon. As per the
statista average time spent in India by a person on TV is 3.44 hours in a day which
essentially comes with a 3 windows of ads in every 30 min programme. Therefore
there would be approx 20 slots available for Mamaearth to show its advertisement
which would be significantly be higher as compared to influential marketing as
many people might not be viewing the influencers content, which is not the case with
the TV.

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Exhibit 8: Average Time spent on TV/person

[32]
 CHAPTER-5
DATA INTERPRETATION

[33]
5.1 Data interpretation
Data interpretation is the process of analyzing and making sense of collected data to
derive meaningful insights, patterns, and conclusions. It involves examining the data,
identifying trends, relationships, and patterns, and drawing inferences to inform
decision-making or address research objectives. Data interpretation is an essential step
in research, business analysis, and various fields where data-driven insights are crucial.

Key steps involved in data interpretation include:

1. Data Cleaning and Preparation: This step involves organizing and cleaning the
data to ensure accuracy, consistency, and completeness. It may include
removing outliers, handling missing values, standardizing variables, and
transforming data into a suitable format for analysis.
2. Descriptive Analysis: Descriptive analysis focuses on summarizing and
describing the main characteristics of the data. It involves calculating measures
such as mean, median, mode, standard deviation, range, or proportions.
Descriptive analysis helps to understand the distribution, central tendency, and
variability of the data.
3. Data Visualization: Data visualization techniques, such as charts, graphs, or
plots, are used to present the data visually. Visual representations can help
identify patterns, trends, or anomalies that might not be immediately evident in
raw data. Examples of data visualization include bar charts, line graphs, scatter
plots, or heatmaps.
4. Inferential Analysis: Inferential analysis involves drawing conclusions or
making inferences about a larger population based on a sample. Statistical
techniques, such as hypothesis testing, regression analysis, or analysis of
variance (ANOVA), are used to assess the significance of relationships,
compare groups, or test hypotheses.
5. Pattern Recognition: Data interpretation often involves identifying patterns or
relationships within the data. This can be done through exploratory data analysis
techniques, such as cluster analysis, factor analysis, or association rules mining.
Pattern recognition helps uncover insights and understand the underlying
structure or relationships in the data.
6. Contextual Analysis: It is crucial to interpret data in the context of the research
objectives, business environment, or industry trends. Understanding the
background and context of the data can provide valuable insights and help
explain the observed patterns or relationships.
7. Drawing Conclusions and Recommendations: Based on the data analysis and
interpretation, conclusions are drawn and recommendations are made. This
involves synthesizing the findings, identifying key insights, and translating
them into actionable recommendations or decision-making guidelines.

Data interpretation requires a combination of analytical skills, domain knowledge, and

critical thinking. It involves understanding the limitations of the data, considering
alternative explanations, and being aware of potential biases or confounding factors.
Effective data interpretation enables informed decision-making, strategy formulation,
and problem-solving based on evidence and insights derived from the data.

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5.2 SWOT ANALYSIS OF MAMAEARTH
SWOT analysis is the main stage technique to evaluate a business's techniques and
plans. Perhaps, it is in the type of windows where 2 parts are related to the internal
environment and two elements are related to the external environment.
STRENGTHS
1.Strong Brand Equity
Mamaearth's key services, which have built great brand equity, were recognized by
every client. Mamaearth, on the other hand, focuses on producing high-quality items
and delivering orders within 30 minutes, resulting in a solid brand image. This is why
the company has a large number of repeat customers.
.2.Customer Support Mamaearth's social media managers are available 24 hours a
day, 7 days a week on their websites and social media platforms, where they
communicate with customers. However,it also fosters a positive relationship between
customers and franchisees.
3.Highly Skilled Employees Mamaearth has put in place training and growth
programmes for its employees in order todevelop their skills. Certainly, the
corporation must maintain employee motivation for their work because of its non-
monetary and monetary benefits. The learning programmes assist the organization in
improving its efficiencies and capabilities.
4.Strong Captured Marketing & Promotional Advertisement Through psychological
and strong message advertisements, they have captured the attention of their clients.
Mamaearth's emotional strategy, for example, is to publicize Mom's Day with a
message to love you, moms and dads, no matter what.
5.Quick & Fast Delivery System Mamaearth is preferred for its quick delivery.
WEAKNESSES
1.Niche products
Mamaearth has a few niche product offerings for specific markets only. These
marketsare high end in nature and cater to elite clientele. This limits Mamaearth's
revenuesources and makes it extremely reliant on a limited mall target demographic
for returns.
2.Pricing strategy
Mamaearth has been known to engage in competitive pricing on a regular basis,
whichhas benefited its product offerings. However, Mamaearth also engages in an
above-market price strategy for some products. Mamaearth charges higher prices for
its qualityofferings as well as for its premium brand image. The premium pricing
strategy for selectsegments is an offset because it drives customers to competitors
because there are easydirect substitutes available.
3.Limited diversification

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Despite the fact that Mamaearth serves to a variety of customer segments, its product
offerings overlap. This implies that it provides nearly identical product offerings to
different consumer segments, with additional features and benefits. The offering
across sectors is similar at its core, which is a disadvantage for Mamaearth.
4.Fluctuation in cash flows
The recent economic fluctuations have also caused fluctuations in Mamaearth's
cashflows, which have a negative impact by creating temporary financial uncertainty,
which is reflected in limited innovation, higher pricing, and higher costing for the
business. As a result, the cash flow fluctuation has an impact on the company's way of
doing business,as well as its efficiency.
5.Autocratic leadership and management styles
For the most part, Mamaearth has autocratic leadership; this leadership creates trust
and accountability issues in the organisation; employees are not empowered and do
not
feelengaged with the organisation; and employees have lower levels of organisational
commitment, which leads to lower motivation and performance.
OPPORTUNITIES
1.New Environment Policies
Mamaearth can benefit more from innovation thanks to improved environmental
rules.
2.Expansion in developing countries
Mamaearth should extend its operations in growing nations such as India and
China,where increased disposable income will provide Mamaearth with a varied
source of revenue. In emerging markets, Mamaearth will also have more room for
innovation andnew product development. Consumers in emerging markets will be
more willing to test new items and experiment.
3.Product diversification
Mamaearth should use its market research to diversify its products. By diversifying
its products, Mamaearth will be able to expand its reach and penetration. Mamaearth
willalso be able to tap into new consumer segments. Introduce innovations in theorga
nisation, as well as in the industry – and thus increase consumer appeal.
4.Innovations
Mamaearth will be able to keep ahead of the competition and have a first-
mover advantage with its industry innovations. Innovations will also assist Chipotle
Mexican Grill build its business.
5.Retail alterations and expansion
Mamaearth can improve the consumer and brand experience by changing the retail
space, which includes changing the ambiance of the retail outlet and training the

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staff to
provideexceptional customer service. Mamaearth should also look into expanding its r
etail presence by opening branches in various regional areas.
Consumer and market research should be used to inform retail expansion and
changes.
THREATS
1.Increasing costs of raw materials
Increased raw material costs raise the cost of doing business, which typically leads to
an increase in the price of final products. Price wars are common in high-competition
environments, and higher prices are frequently met with rival firms cutting their
prices slowly. As a result of the intense competition in the industry, players
may suffer.
2.Changing market trends
Market trends are influenced by media and world events. The fast-changing trends are
ina constant state of flux, making it difficult for players like Mamaearth to adapt
quickly enough to the changing trend. As a result, players with a low response rate
may struggle to survive.
3.Low barriers to entry in the industry
The industry has low barriers to entry in terms of government regulations and
financial investment, which encourages new players to enter. The industry is saturated
with local and global players. The potential for growth and profit encourages new
players to enter. As a result, direct substitutes and cut-through price wars exist among
companies offering similar products and services.
4.Increased number of players
There are more local and worldwide competitors in the business, which raises theinten
sity of competition and rivalry. Rivalry is frequently centred on brand-building
activities and price strategies.

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 CHAPTER-6
SUMMARY & CONCLUSION

[38]
6.1 SUMMARY
In basic terms, a marketing strategy analyzes all aspects of your sales activity and
combines it in a way so that all departments know what it going on. Hence, a marketing
strategy is the process that allows the organization to focus on available resources and
utilize them in the best possible manner to boost sales and gain leverage over
competitors.

No marketing strategy can begin without first determining the business goals. These
are the long-term objectives of the organization, i.e. where it wants to see itself in, let’s
say, the next five years. Of course, there will be business goals for each marketing plan
as well.

Another aspect of the marketing strategy is the marketing mix, which can be broken
into Product, Pricing, Place, and Promotion.

Putting all of this information together, you should with creating your marketing plan,
laying out specifically how plan to achieve the short-term marketing goals (boosting
sales, reaching to existing customers etc.) and long-term business objectives (ousting
competitors, expansion etc.)

6.2 SUMMARY ON MARKETING STRATEGY OF MAMAEARTH

Marketing strategy plays an important role in conveying the message. Below we are
going to talk about Mamaearth’s marketing strategy.

1. IMPROVING THE CUSTOMER BASE

In that time you need to learn how to improve your customer base. You can’t be limited,
the world is your oyster. If we follow the model that started from Apple CPU, personal
computer, iPhones, iPods, and much more. All this time they tried to grow.

2. FOCUS ON DIGITAL PLATFORMS

All brands and companies are aware of the value of digital platforms. We are in the age
of digitalization, so we can’t ignore this factor, Mamaearth knows it well. Digital tools
are used in Mamaearth’s advertising campaigns. The use of the internet is increasing
and more and more people are relying on these digital channels for their knowledge
base.

3. BRAND IMAGE

Brand Message is the most important thing, it summarizes your brand. So it has to be
precise, clear, and engaging. It should start from the customer and give the impression
of the home.

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 4. SOCIAL MEDIA MARKETING

Do you know how many people spend time on social networking sites? The answer is
unique every second. We live in the social media era where things can turn into memes
and people can become stars overnight. It can create and break people. But people
believe what they see on social media more than this.

5. BRAND ENDORSEMENT

This is one of the strongest pillars of marketing strategy. This gradually increases the
overall value of the brand. The thing is, if a celebrity talks about a product, people will
fall for it no matter what. While the brand recognizes our favorite show we will focus
on it.

6. WORD TO MOUTH

Now, this technique may seem vague, strange, and frustrating to some of you but it has
benefits. You may have heard that the word spreads faster than air, and it’s true. If you
hear anything from someone you know, you will no doubt believe what they say, this
is what Mamaearth planned.

7. TV COMMERCIALS

The television advertising system is considered traditional and somewhat old-

fashioned. So initially the company did not believe in the idea of promoting the brand
through TV commercials. They want to do something out of the box, but the thing is
that TV influences people, which is why they decided to dip their toes in TV
commercials as well.

8. YOUTUBE MARKETING

There is no doubt that YouTube has become one of the strongest channels for spreading
brand awareness. Half the population prefers to watch review videos on YouTube rather
than reading about them. That’s why brands want to make full use of the site.

-Here it is! This is where we fully take Mamaearth’s marketing strategy. The idea
of using only the finest of nature in Mamaearth’s products is fundamental to the
company’s consumer strategies and marketing communications. The brand is
collaborating with Influencer Marketing to create brand awareness and establish
their exclusive sales proposals, as well as credibility among health-conscious
consumers. So there is no doubt that they have a strong marketing team and
strategies.

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6.3LIMITATIONS OF DATA

several limitations can arise due to data insufficiency, time constraints, and expertise.
Here are some common limitations associated with these factors:

1. Data Insufficiency:
• Lack of Available Data: The unavailability or scarcity of relevant data
may limit the depth and breadth of the analysis. This could be due to
restricted access to certain datasets or gaps in data collection.
• Incomplete or Inaccurate Data: If the collected data is incomplete or
contains errors, it can impact the accuracy and reliability of the findings.
Missing data points or inconsistencies can introduce bias and affect the
validity of conclusions.
2. Time Constraints:
• Limited Time for Data Collection: Insufficient time for data collection
may result in a smaller sample size or rushed data gathering, which can
impact the representativeness and generalizability of the findings.
• Short Timeframe for Analysis: Time constraints may restrict the extent
of data analysis and limit the depth of insights that can be derived from
the available data. Complex analyses or in-depth exploration of
relationships may not be feasible within the given timeframe.
3. Expertise:
• Statistical Analysis Expertise: Conducting sophisticated statistical
analyses may require specialized knowledge and expertise. Limited
expertise in statistical techniques could restrict the level of analysis and
the ability to draw accurate conclusions from the data.
• Industry-Specific Knowledge: Understanding the nuances of the
industry or market being studied is crucial for effective data
interpretation. Lack of expertise in the specific industry may limit the
ability to uncover meaningful insights or accurately assess the
implications of the findings.

Mitigating these limitations can be challenging, but there are potential strategies to
address them:

• Acquire additional data or explore alternative data sources to fill gaps or

strengthen the analysis.
• Allocate sufficient time for comprehensive data collection, ensuring an
adequate sample size and quality data.
• Collaborate with experts or seek assistance from professionals with the
necessary statistical or industry-specific knowledge.
• Clearly acknowledge and communicate the limitations of the study to ensure
transparency and avoid making unsupported claims.

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6.4 LIMITAIONS OF MARKETING STRATEGIES
Marketing strategies, like any other business approach, have limitations that
organizations should be aware of. Here are some common limitations of marketing
strategies:

1. Market Volatility: Markets are dynamic and constantly evolving, making it

challenging to predict and adapt to changes effectively. Marketing strategies
that are designed based on current market conditions may become ineffective
as market dynamics shift.
2. Changing Consumer Behavior: Consumer preferences, needs, and behavior
can change over time. Marketing strategies that are not flexible enough to
accommodate changing consumer trends may become less effective in
reaching and engaging the target audience.
3. Resource Constraints: Limited financial resources, time, and human capital
can constrain the implementation of marketing strategies. Organizations may
not have the necessary budget or personnel to execute comprehensive
marketing plans, resulting in suboptimal outcomes.
4. Competitive Landscape: Competitors' actions and strategies can impact the
effectiveness of marketing efforts. If competitors have strong marketing
strategies or dominate the market, it may be challenging for an organization to
differentiate itself and gain a competitive edge.
5. Limited Reach and Targeting: Marketing strategies may not always effectively
reach the intended target audience. Inaccurate targeting or insufficient reach
can lead to ineffective communication and lower conversion rates.
6. Measurement and Evaluation Challenges: Evaluating the success and impact
of marketing strategies can be challenging. It can be difficult to accurately
measure the return on investment (ROI) or attribute specific outcomes solely
to marketing efforts, particularly in complex business environments with
multiple influencing factors.
7. Environmental Factors: External factors such as regulatory changes, economic
conditions, or social trends can influence the effectiveness of marketing
strategies. Organizations need to consider these external factors and adapt
their strategies accordingly.
8. Implementation and Execution: Even with a well-designed marketing strategy,
its success ultimately depends on proper implementation and execution. Poor
execution, lack of coordination, or internal resistance can undermine the
effectiveness of even the most promising marketing plans.

It is important for organizations to recognize these limitations and continually

monitor, evaluate, and adapt their marketing strategies to overcome challenges and
stay responsive to evolving market conditions. Regular analysis, market research, and
feedback from customers can help identify potential limitations and inform necessary
adjustments to enhance the effectiveness of marketing strategies.

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Conclusion
Marketing strategy is an essential part of conducting business operation as it directly
influences the outcome and result of firm performance. Since one regard of a marketing
plan affects all of the others, coordinating business projects is significant when reducing
interference and maximizing company profits. In terms of the program perspective the
marketing strategy standardization/adaptation is important in the sense it can separate
marketing mix elements to be standardized or adapted in the international market. In a
nutshell on the 4Ps of marketing strategy, a company should be constantly developing
new products in consideration of product life cycle (PLC)- the product element is the
new product itself, getting the price right involves examining customer perceptions and
rival products as well as costs of manufacture, promotion involves engaging in a range
of promotional activities e.g. competitions, product tasting etc, and place involves using
the best possible channels of distribution such as leading retail chains. The product is
the central point on which marketing energy must focus. Finding out how to make the
product, setting up the production line, providing the finance and manufacturing the
product are not the responsibility of the marketing function. However, it is concerned
with what the product means to the customer. Marketing therefore plays a key role in
determining such aspects as:
▪ the appearance of the product – in line with the requirements of the
market;
▪ the function of the product – products must address the needs of
customers as identified through market research;
The product range and how it is used is a function of the marketing mix. The range may
be broadened or a brand may be extended for tactical reasons, such as matching
competition or catering for seasonal fluctuations. Alternatively, a product may be
repositioned to make it more acceptable for a new group of consumers as part of a long-
term plan. Additionally, we came to a general conclusion that, if marketing strategy is
successfully implemented, it really does impact all types of firm performance, that is,
sales, financial and customer company performance. The conceptual review suggests
that the impact of marketing strategy on comprehensive company performance exists.
The prepared theoretical model of this study, links standardization/adaptation of
international marketing strategy with the company performance, which encompasses not
only the external and internal antecedent factors that influence the decision and
outcomes of these decisions, but also the influence of the marketing strategy on
decisions of international marketing strategy and company performance. Future studies
should focus on constructing a research model that connects company performance as
the outcome of standardization/adaptation decisions, as well as an antecedent of these
decisions.

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We tried to analyze if Mamaearth had done the right thing by advertising in the TV
space or should it have stuck to the influencer based marketing, which was already
running successfully. Based on the data from primary and secondary research, we have
come to a conclusion that entering into the TV ads space will help Mamaearth grow its
business. People are increasingly using the age-old remedies or ‘Ghar ke nuske’ which
are effective, but time consuming to make. Mamaearth is combining ancient recipes
with science and offering them in an easy-to-use format for skincare and haircare. By
focusing on TV ads, it can also reach out to potential customers in the Tier II cities.
While social media is a powerful tool to identify customer sentiment towards the
product, the outreach is low. Many people use a smartphone with an internet connection
and are active on social media too, but the percentage of people who are actually aware
of the Mamaerath value proposition, substantiated by the influencers, is low. This is in
conformity with our primary survey results. Also, influencer marketing involves more
experimentation as compared to traditional TV advertising. Choosing the wrong
influencer can prove to be very costly for the company. If the influencers are not aligned
with the brand or they are someone who wouldn’t normally use the brand, then it is
most likely that the brand will be perceived in a negative image.

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 REFERENCES/BIBLIOGRAPHY

➢ www.scribd.com
➢ www.studocu.com
➢ www.wikipedia.org
➢ www.mamaearth.in

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