How has Social Media Marketing

evolved in India in the last few years

DEPARTMENT OF BUSINESS
ADMINISTRATION

NNAME: NAMOSHI SOM

ROLL NO: 21DBA052

UG 6TH SEMESTER

SUBMITTED TO: DR. ASHOK KUMAR DASH

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 TABLE OF CONTENTS

SL CONTENT PAGE NO.

NO.
1. Acknowledgement 3

2. Introduction 4

3. Importance of Social Media Marketing 5-7

4. Types of Social Media Marketing 8-10

5. Advantages and Disadvantages of Social 11

Media Marketing
6. Players involved in Social Media 12-13
Marketing
7. Evolution of Social Media Marketing in 14-16
India
8. Introduction to the company 17
9. About the company 18

10. Marketing Strategy of Mamaearth 19-21

11. Social media marketing strategies used by 22-28

Mamaearth
12. Mamaearth’s Social Media Success 29-30

13. Conclusion 31

14. References 32

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 ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to our
Marketing Professor Dr. Ashok Kumar Dash, who gave us
this opportunity to do this wonderful assignment on Social
Media Marketing as it helped me to gain knowledge about
the evolution of marketing and its digitization on various
online platforms. I came to know about so many new things
and got to study and seek insights about the various
marketing strategies used by companies that helped them to
become a successful brand.
Also, I would like to thank my parents and friends who
helped me a lot in the preparation of this assignment. I wish
to acknowledge the help of all those who have provided me
information, guidance and other help while making this
assignment.

-NAMOSHI SOM
21DBA052

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 INTRODUCTION
What is social media marketing?
Social media marketing is a powerful strategy used by
businesses and individuals to promote their products,
services, or personal brands on social media platforms. It
involves creating and sharing content on social media
networks to engage with audiences, build brand awareness,
drive website traffic, and ultimately, achieve marketing goals.

Social media marketing (SMM) is a form of internet

marketing that uses social media apps as a marketing tool.
These social media platforms enable brands to connect with
their audience to:

 Build a brand

 Increase sales

 Drive traffic to a website

 Build a community of followers to share and engage

with content.

Some popular social media apps include Facebook, Twitter,

LinkedIn, YouTube, Pinterest, Instagram and Snapchat. Each
platform has elements that makes it attractive to use. And
when a company uses several in combination to deliver a
multichannel message, consumers can see those messages
on their preferred channels.

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 IMPORTANCE OF SOCIAL MEDIA
MARKETING
Social media marketing addresses various needs for
businesses and individuals aiming to establish and expand
their online presence, engage with their target audience, and
achieve specific marketing objectives. Some of the key
importances of social media marketing are:

1. Brand Awareness: Social media marketing helps in

increasing brand visibility and recognition by reaching a wider
audience and fostering engagement with potential customers.
It allows businesses to showcase their brand identity, values,
and unique selling propositions to create a memorable
impression.

2. Audience Engagement: Engaging with the audience is

essential for building relationships, fostering loyalty, and
generating interest in products or services. Social media
marketing enables businesses to interact with their audience
through comments, messages, polls, contests, and other
interactive content formats.

3. Website Traffic: Social media marketing serves as a valuable

source of referral traffic to business websites, blogs, e-

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commerce stores, and other online assets. By sharing relevant
content and strategically placing links, businesses can attract
visitors to their websites, increasing the likelihood of
conversions and sales.

4. Customer Support: Social media platforms serve as

channels for providing customer support and addressing
inquiries, feedback, and complaints in real-time. Businesses
can use social media to respond promptly to customer
queries, resolve issues, and provide personalized assistance,
enhancing the overall customer experience.

5. Market Research: Social media marketing offers insights

into audience preferences, behaviours, and trends through
analytics, social listening, and feedback mechanisms. By
monitoring conversations, tracking metrics, and analyzing
data, businesses can gather valuable market research
insights to inform their marketing strategies and decision-
making.

6. Competitive Analysis: Social media platforms provide

opportunities for businesses to monitor competitors'
activities, benchmark performance, and identify emerging
trends in the industry. By conducting competitive analysis on
social media, businesses can gain a deeper understanding of

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their competitive landscape and identify opportunities for
differentiation and improvement.

7. Content Distribution: Social media marketing serves as a

distribution channel for sharing content such as blog posts,
articles, videos, infographics, and podcasts. By publishing and
promoting valuable content on social media, businesses can
increase reach, attract new followers, and drive engagement
with their target audience.

8. Brand Advocacy: Social media marketing enables

businesses to leverage user-generated content, testimonials,
and endorsements to amplify brand advocacy. Encouraging
satisfied customers to share their experiences on social media
can help in building credibility, attracting new customers, and
strengthening brand loyalty.

9. Measurable Results: Social media marketing provides

opportunities for tracking and measuring the performance of
marketing campaigns through metrics such as reach,
engagement, conversion rates, and return on investment
(ROI). By analyzing these metrics, businesses can evaluate
the effectiveness of their social media efforts and make data-
driven optimizations to improve results over.

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 TYPES OF SOCIAL MEDIA
MARKETING
Social media marketing encompasses various types of
strategies and approaches to engage with audiences and
achieve marketing objectives. Some common types of social
media marketing include:

1. Content Marketing: Content marketing involves creating

and sharing valuable, relevant, and consistent content to
attract and engage a target audience. This can include blog
posts, articles, videos, infographics, podcasts, and more.
Content marketing aims to provide value to the audience,
establish thought leadership, and drive engagement and
conversions.

2. Influencer Marketing: Influencer marketing involves

collaborating with influential individuals on social media to
promote products or services. Influencers typically have large
and engaged followings within specific niches or industries.
Brands partner with influencers to leverage their credibility,
reach, and influence to endorse their products or services to
their audience.

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3. Paid Advertising: Paid advertising on social media
platforms involves promoting content or ads to a targeted
audience for a fee. Social media advertising offers various ad

formats, targeting options, and bidding strategies to reach

specific demographics, interests, and behaviours. Paid
advertising can increase brand visibility, drive website traffic,
and generate leads or sales.

4. Social Media Management: Social media management

involves the day-to-day management of social media
channels, including content creation, scheduling, publishing,
monitoring, and engagement. Social media management
tools help streamline processes and optimize workflows to
effectively manage multiple social media accounts and
campaigns.

5. Social Media Listening: Social media listening, also known

as social media monitoring, involves monitoring
conversations, mentions, and sentiment about a brand,
product, or industry on social media platforms. Social media
listening tools track keywords, hashtags, and mentions to
gather insights, identify trends, and understand audience
perceptions and preferences.

6. Community Building: Community building on social media

involves creating and nurturing online communities around a

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brand, product, or interest. Brands engage with community
members through discussions, events, contests, and
exclusive content to foster relationships, encourage
participation, and build brand loyalty.

7. User-Generated Content (UGC) Campaigns: User-

generated content campaigns involve encouraging users to
create and share content related to a brand or product.
Brands leverage UGC through contests, challenges, or
branded hashtags to amplify brand advocacy, increase
authenticity, and drive engagement.

8. Social Media Contests and Giveaways: Contests and

giveaways on social media involve incentivizing users to
participate by offering prizes or rewards in exchange for
actions such as liking, commenting, sharing, or tagging
friends.

9. Social Media Influencer Takeovers: Influencer takeovers

involve handing over control of a brand's social media
account to an influencer for a specified period. During the
takeover, the influencer creates and shares content, engages
with followers, and provides behind-the-scenes insights,
offering a unique perspective and driving engagement.

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 ADVANTAGES OF SOCIAL MEDIA
MARKETING
 All the information can be conveyed without human
intervention.
 Helps in reaching a large population.
 Interaction is possible with the customer without any
hassle.
 Financial barriers are very low as compared to other
forms of marketing.

DISADVANTAGES OF SOCIAL
MEDIA MARKETING
 Significant time investment is required so as to
maintain long term relationship with the people.
 As the information is available to all, risk of the security
and privacy m ay occur.
 Negative feedbacks or publicity by the audience can
hamper the image of the brand.

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Some of the players involved in social media marketing are:

INSTAGRAM:

Acquiring the top position in the Indian market specially

amongst the youth, this is another social networking service
owned by Facebook for sharing content and associating with
people. That’s why every brand is trying to establish their
presence on Instagram because of their larger reach.

FACEBOOK:

Giving people the power to share and to make the world

more open and connected, this mission by Facebook made it
a very popular site amongst every age group. There are more
than 2 billion monthly active users, which gives the
promoters a good opportunity for brand building and setting
up a B2C(Business to Consumer) network.

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TWITTER:

With 330 million monthly active users, it is a web to web

platform where users post messages popularly known as
“Tweets” and interact with others. Marketers use twitter to
engage with the community through tweets, Q&A to
increase their following.

YOUTUBE:

YouTube is a great platform for watching videos on

entertainment, learning, news and more. Online videos have
been grabbing attention for quite some time now, and they
have a significant influence on the digital audience. YouTube
is the world’s 2nd largest popular website, right after Google,
surely has a huge and diverse audience offering great
opportunities for marketers. With billions of active users,
YouTube certainly serves as a valuable and robust tool for
marketing.

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 EVOLUTION OF SOCIAL MEDIA
MARKETING IN INDIA
Over the past few years, social media marketing in India has
undergone significant evolution, driven by various factors
including technological advancements, changing consumer
behaviour, and shifts in the digital landscape. Here's how
social media marketing has evolved in India:

1. Rise of Influencer Marketing: Influencer marketing has

emerged as a dominant strategy in social media marketing.
Brands collaborate with influencers across different niches
to reach targeted audiences, build credibility, and drive
engagement. Influencers are seen as authentic voices that
consumers trust, leading to increased brand awareness and
sales.

2. Video Content Dominance: Video content has become

increasingly popular on social media platforms. Short-form
videos, live streams, and stories have gained traction,
especially on platforms like Instagram, TikTok (now banned
in India), and YouTube. Brands leverage video content to tell
compelling stories, showcase products, and engage with
audiences in a more immersive way.

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3. Focus on User-Generated Content (UGC): Brands
recognize the power of user-generated content in building
trust and authenticity. They encourage customers to create
and share content related to their products or experiences,
which helps in amplifying brand messages and fostering
community engagement.

4. E-commerce Integration: Social media platforms have

evolved into powerful e-commerce channels. With features
like shoppable posts, product tags, and integrated payment
options, brands can now sell directly to consumers on
platforms like Instagram, Facebook, and WhatsApp. This
integration has streamlined the path to purchase and
enhanced the overall shopping experience.

5. Personalization and Targeting: Advances in data analytics

and AI-driven targeting have enabled brands to deliver
personalized content and ads to their target audience. Social
media platforms offer sophisticated targeting options based
on demographics, interests, behaviour, and other
parameters, allowing brands to reach the right people with
the right message at the right time.

6. Localization and Vernacular Content: Brands are

increasingly focusing on creating content in regional
languages to connect with audiences beyond metro cities.
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Platforms like Facebook, Instagram, and YouTube have
introduced features to support vernacular content creation
and consumption, catering to India's linguistic diversity.

7. Integration of AR and VR: Augmented reality (AR) and

virtual reality (VR) technologies are being integrated into
social media marketing campaigns to provide immersive
experiences to users. Brands use AR filters, lenses, and
interactive 3D content to engage with their audience in
innovative ways and drive brand awareness.

8. Data Privacy and Compliance: With growing concerns

around data privacy and security, brands are placing greater
emphasis on compliance with regulations such as the
Personal Data Protection Bill and GDPR. They prioritize
transparency in data collection, usage, and storage practices
to build trust with consumers and ensure compliance with
legal requirements.

Overall, social media marketing in India has evolved into a

dynamic and multifaceted discipline, characterized by the
adoption of new technologies, changing consumer
preferences, and a focus on authenticity, personalization,
and compliance. Brands that stay abreast of these trends
and adapt their strategies accordingly are better positioned
to succeed in the evolving social media landscape.
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 INTRODUCTION TO THE COMPANY
Mamaearth is an Indian personal care brand that specializes
in natural and toxin-free products for babies, moms, and the
entire family. The company was founded in 2016 by Varun
and Ghazal Alagh with the vision of providing safe and
sustainable products for the well-being of both people and
the planet. Mamaearth has experienced significant success
since its inception and has become one of the leading
brands in the Indian personal care market.

The founders, Varun and Ghazal Alagh, recognized the lack

of safe and chemical-free personal care products for babies
and mothers in India. They identified a market gap and
realized the potential for a brand that offered natural and
toxin-free alternatives. This initial understanding laid the
foundation for Mamaearth’s unique positioning in the
market. Mamaearth initially started as an online brand,
leveraging e-commerce platforms to reach a wider audience.
However, they later expanded their distribution channels by
entering offline retail and partnering with brick-and-mortar
stores. This multi-channel approach allowed Mamaearth to
cater to different consumer preferences and expand their
reach across India and internationally.

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 ABOUT
MISSION:

We aim to build a brand which is your friend, every parent's

friend. A friend who understands you, knows your issues and
tries hard to resolve them, well most of them. A brand which
every parent like you and me can trust, a brand which
intends to make lives of mums & expectant mums better and
beautiful.

MARKETING STARTEGY:

TARGET CHANNEL OF INNOVATION

CUSTOMERS MARKETING

Mothers and their Word of Mouth Lean innovation

babies publicity, social (Launch , lean and
media influencer scale)
marketing.

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THE MARKETING STRATEGY OF
MAMAEARTH :
EXPANDING CUSTOMER BASE

In the beginning, the brand focused on babies and mothers

as their target audience but eventually, it started expanding
its customer base. Initially, the brand was selling products
under the baby care umbrella and pregnancy products.

The brand has now ventured into the skin and hair care
segment. It sells a bathing range, skin care serums and
creams, face wash, lotions, hair oils, and many other products.
The best part is that all these products are chemical-free.

In the men’s product range, Mamaearth offers face washes,

aftershave lotions, beard and hair oils, and shampoos.

FOCUS ON DIGITAL PLATFORMS

 Mamaearth’s marketing campaigns run on digital

platforms. The use of the internet increasing and most
customers leverage these digital platforms for any
information. So brand marketing strategy takes up these
digital platforms to increase their brand awareness and
reach a wider audience.

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 Also, the brand is available on various digital platforms
like Mamaearth’s official website, Flipkart, Amazon,
Nykaa, etc. So, the brand is creating a strong presence
on digital platforms. Approx 90% of the sale of
Mamaearth comes from online platforms.

BRAND MESSAGE
 The brand’s purpose is and the message “Goodness
Inside”. It means that the brand does not compromise
the health of the customers. It sells products that are
toxin and harmful chemicals-free.
 The brand offers its products at a slightly high price but,
at this price, it offers the best quality product.
 Mamaearth brings out the best of nature by offering
products made up of all-natural ingredients. Moreover,
the products of Mamaeath are cruelty-free. The brand
even displays all its product ingredients on the package.
So that’s how the brand lives up to its purpose of
“Goodness Inside”.

SOCIAL MEDIA MARKETING

 Social Media is the best way to connect with target
customers. In the marketing strategy of Mamaearth,
social media platforms play a major role.

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 The brand has a active presence on different social
media platforms like Facebook, Twitter and Instagram.
 The prominent strategy that Mamaearth uses is
Influencer Marketing and also uses hashtags on such
social media platforms.

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 SOCIAL MEDIA MARKETING
STRATEGIES USED BY MAMAEARTH
FACEBOOK STRATEGY:

Indian organic skincare brand, Mamaearth, accelerated

business growth by partnering with Facebook. A “full-funnel”
marketing effort that relies on creative best practices,
constant optimization and a test-and-learn approach to drive
marketing returns has helped the brand achieve the desired
business outcomes and explosive growth.

With more people choosing to shop online, businesses have

pursued robust digital strategies that bring them closer to
their target customers. In India, where the online retail
industry is growing exponentially, more brands are waking up
to the immense opportunities that the booming e-commerce
industry can deliver on the back of the burgeoning population
of internet-savvy Indian customers.

One such direct-to-consumer company is the organic

skincare brand Mamaearth. This primarily digital business
relies on Facebook apps and services to connect with new
customers and boost sales and revenue.

As a digital-first brand, Mamaearth initially focused its

efforts on customer acquisition. Within the first two years of

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operation, it saw its business grow to 5 million customers,
with Facebook playing a vital role in this growth.

Mamaearth relied on Facebook Discovery Commerce

solutions to increase brand discoverability and business
growth, which offer personalized communication, dynamic
advertising tools, real-time optimization and measurement,
and functionality across several mobile-first surfaces.

Mamaearth used dynamic ads, which automatically serves

relevant ads to people based on their interests and actions.
With this, the organic skincare brand delivered a
personalized experience to customers by showing them
products they had previously browsed.

The brand also adopted a test-and-learn approach with

Facebook to perfect the creative for its campaigns,
experimenting with the inclusion and exclusion of copy, call-
to-action statements and different campaign optimizations
to drive efficient conversions.

INSTAGRAM STRATEGY:
Mamaearth utilizes Instagram as a key platform for its
marketing efforts, employing various strategies to engage
with its audience and promote its natural and toxin-free
personal care and baby care products. Mamaearths’s

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Instagram account has over 1.3M followers as of March
2024.

1.Visual Content: Mamaearth creates visually appealing

content for its Instagram feed, featuring high-quality images
and videos of its products, ingredients, and brand story. The
imagery often highlights the natural and organic elements of
the products, resonating with their eco-conscious audience.

2.Influencer Collaborations: Mamaearth creates visually

appealing content for its Instagram feed, featuring high-
quality images and videos of its products, ingredients, and
brand story. The imagery often highlights the natural and
organic elements of the products, resonating with their eco-
conscious audience.

3.UGC Campaigns: Mamaearth encourages its customers to

share their experiences with the products on Instagram using
specific hashtags and tagging the brand. They often repost
user-generated content on their official Instagram account,
showcasing real-life testimonials and building social proof.

4.Educational Content: Mamaearth shares informative and

educational content on Instagram, including skincare tips,
ingredient spotlights, and tutorials. They aim to position
themselves as a trusted source of information in the natural

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beauty and baby care space, offering valuable insights to
their audience.

5.Engagement Initiatives: Mamaearth engages with its

Instagram followers through various interactive initiatives
such as contests, giveaways, polls, and Q&A sessions. These
initiatives not only increase engagement but also foster a
sense of community and loyalty among the brand's followers.

6.Behind-the-Scenes Content: Mamaearth provides glimpses

into its manufacturing processes, sustainability initiatives,
and team members through behind-the-scenes content on
Instagram Stories and posts. This transparency helps build
trust and authenticity with their audience.

7.Story Highlights: Mamaearth organizes its Instagram

Stories into highlights, categorizing content such as product
launches, customer testimonials, FAQs, and skincare tips.
This allows followers to easily access and reference
important information about the brand and its products.

8.Shoppable Posts: Mamaearth utilizes Instagram's shopping

features to create shoppable posts, allowing users to browse
and purchase products directly from the app. This
streamlined shopping experience enhances convenience for
customers and drives conversions for the brand.

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Overall, Mamaearth's marketing on Instagram focuses on
leveraging visual storytelling, influencer partnerships, user-
generated content, and interactive engagement to connect
with its audience, promote its products, and strengthen its
brand presence on the platform.

YOUTUBE STRATEGY:

There is no doubt that YouTube has become one of the

strongest channels for spreading brand awareness. Almost
half of the population prefers to watch review videos on
YouTube rather than reading about them. This is exactly why
brands want to take full advantage of the platform. There are
many influencers on YouTube with a high number of
subscribers that can spread awareness about the product.
This is one of the most used marketing strategy of
Mamaearth. The company has improvised its marketing
strategy by reaching out to influencers on YouTube. Not only
this, in comparison to traditional advertising, the marketing
cost is modest.

TWITTER STRATEGY:

Mamaearth would likely establish a consistent brand voice

on Twitter that aligns with its overall brand identity and
values. This voice may be friendly, informative, and engaging,

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reflecting the brand's commitment to natural and toxin-free
products. The brand develops a content strategy tailored to
Twitter's format and audience preferences. This may include
a mix of product announcements, skincare tips, beauty
trends, behind-the-scenes glimpses, user-generated
content, and relevant industry news.

Hashtag Campaigns: Mamaearth create branded hashtags to

encourage user-generated content, foster community
engagement, and amplify brand reach. They also participate
in trending hashtags and campaigns related to beauty,
skincare, parenting, and sustainability. Some of the examples
are given below:

#GoodnessMakesYouBeautiful - This campaign challenged

traditional beauty standards and promoted the idea that
using natural and safe products can make you look and feel
your best. The campaign featured a number of popular
influencers and celebrities, and it was widely shared on
social media.

#IssWinterGlowNaturally - This commercial emphasized the

advantages of utilizing Mamaearth's natural winter skincare
products. The campaign included a video ad starring actress
Shilpa Shetty Kundra, which was marketed on social media
and on television.

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Mamaearth for Babies - This campaign promoted
Mamaearth's baby care products, which are made with safe
and gentle ingredients. The campaign featured a video ad of
a baby and its mother, and it was promoted across social
media.

Mamaearth Plastic Positivity - This campaign promoted

Mamaearth's efforts to reduce plastic waste. The campaign
pledged to recycle one plastic bottle for every order placed,
and it was promoted across social media and TV.

Mamaearth Plant Goodness - This campaign highlighted

Mamaearth's commitment to sustainability. The campaign
pledged to plant a tree for every order placed, and it was
promoted across social media.

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 MAMAEARTH’S SOCIAL MEDIA
SUCCESS
The brand has embraced social media platforms, leaving
traditional marketing methods behind to achieve remarkable
success. This strategic shift in their approach has allowed
Mamaearth to connect with their target audience, enhance
brand visibility, and drive sales. Let’s explore the key reasons
behind Mamaearth’s prioritization of social media over
traditional marketing:

 Precise Audience Targeting: Mamaearth has harnessed

the power of social media’s precise audience targeting
capabilities. They can direct their marketing efforts
toward their core demographic — tech-savvy young
consumers who actively engage with these platforms.
This level of audience segmentation is challenging to
achieve with traditional methods like print and television
advertisements.

 Building Authentic Connections: Mamaearth’s approach

emphasizes authentic connections with their audience.
Through interactive social media campaigns, influencer
collaborations, and personalized responses to customer
queries, the brand has humanized itself. This approach

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 makes Mamaearth more relatable and trustworthy
compared to traditional one-way communication
methods.

 Cost-Efficiency and Measurable Results: Social media

marketing is a cost-effective way to reach a vast
audience while providing comprehensive analytics for
tracking campaign performance. Mamaearth can
optimize their spending and measure strategy
effectiveness, a task that is often complex with
traditional marketing methods.

 Leveraging User-Generated Content: Mamaearth has

successfully encouraged user-generated content (UGC)
by motivating customers to share their brand
experiences on social media. This authentic content
serves as powerful social proof, influencing purchase
decisions and magnifying brand visibility.

 Real-Time Engagement and Feedback: Social media

platforms enable Mamaearth to engage with their
audience in real-time. They can respond to comments,
address concerns, and gather valuable feedback. This
two-way communication fosters a sense of community
and allows the brand to adjust its strategies based on
customer insights.

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 CONCLUSION
Mamaearth’s strategic shift towards social media marketing
has been a game-changer. By embracing the potential of
social platforms, the brand has effectively connected with its
target audience, built unwavering brand loyalty, and driven
sales. This approach has outshone traditional marketing
methods, firmly positioning Mamaearth as a leader in the
skincare and personal care industry. The intention of only
using the finest of nature in Mamaearth's products is
fundamental to the company's consumer strategies and
marketing communications. The brand has been
collaborating with influencer marketing to raise awareness of
the brands and their exclusive selling propositions, as well as
to establish credibility amongst health-conscious consumers.
So, no doubt they have a strong marketing team and
strategies. By leveraging the power of customer
recommendations and partnering with celebrities and
popular TV shows, Mamaearth effectively increased its brand
value and achieved significant growth in a short period of
time.

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 Akram, W. (2018). A Study on Positive and Negative
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 Amit, N. R. (2020). How Mamaearth Pivoted From
Babycare To Become An Indian D2C Brand For All Ages.
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 Kathirvel Deepika, S. J. (2018). Social Media Marketing.
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 Vipin Nayar. (2019). India with a new scope and future-
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 Asia’s First Made Safe Certified Brand, Mamaearth,
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