1.

1 INTRODUCTION OF THE STUDY:

Marketing strategy is something that plays an important role in conveying the message.
Below we are going to talk about the marketing strategy of Mamaearth. It is critical to
learn that by the time you have to enhance your customer base.

Mamaearth is an Indian based start-up that offers a wide range of cosmetic products
to elevate its customers’ daily skin care routine. It was founded in 2016 by partners Varun
Alagh and Ghazal Alagh.

They started the business with an initial investment of around INR 90 lakh from their own
pockets. The brand became a massive hit in the market and has gained over 1.5 million
customers so far. Initially, Mamaearth targeted mothers and their babies by selling baby
care, pregnancy care, skin and hair care products. It also sold accessories, toys and apparel.

Then the company started to expand its customer base by targeting the millennial
generation by selling more chemical-free skin care products like serums and creams, face
wash, lotions and hair oils.

The whole research is made to analyse the awareness among the customers about the brand
mamaearth in order to finetune the strategies used for marketing. The research is mainly
focused on the diversification of preference made by customers on the brand mama earth.

The business model of Mamaearth is straightforward. The company formulate products that
are later produced by contract manufacturers under the permit of the Mamaearth brand..

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.

The research has taken samples of survey and shows how the brand could improve the
overall marketing performance to sustain in a competitive market in the long run.

1
1.2 OBJECTIVES OF THE STUDY:

• To study the customers preference of mamaearth.

• To analyse the factors of mamaearth.
• To find out the satisfaction level of using a mamaearth product.

1.3 SCOPE OF THE STUDY:

The scope of mamaearth marketing in India is immense and increasing rapidly. India being the
10th biggest economy, also has 2nd largest population in the world and you will not see any
hand without a phone and their presence on any marketing sites It is assessed that India’s web
clients will end up noticeably the world’s biggest web base, after China and US. (Vipin Nayar,
2019).

With every business and its functions going online, there is a wide scope ahead in terms of
marketing and advertising the products on web because they are able to grab the attention of a
wider audience which can generate those leads.

1.4 RESEARCH AND METHODOLOGY:

PRIMARY DATA OF MAMAEARTH:

• POPULATION: People residing in Coimbatore city have participated in this study,

from the age group of 15 years to 30 years of every gender.
• SAMPLE: We have selected the people who are aware about mamaearth products
from the population and above-mentioned age group.
• SAMPLE SIZE: 100 individuals have participated in this study.
• SAMPLING METHOD: Purposive sampling is opted (a non- probability sampling
technique).
• ANALYSIS OF DATA: This is done through descriptive statistics (it helps in
summarizing the entire data or representation in an understandable manner).

2
SECONDARY DATA OF MAMAEARTH PRODUCTS:

• Articles, research papers, blogs etc. has been used.

1.5 LIMITATIONS OF THE STUDY

• The price of natural products is high due to the making cost but the price reaches
only the upper-class people.
• The reach of products in rural areas is too low, as rural areas occupy many parts of
India.
• Limited to only one geographical place i.e., Coimbatore

1.6 TOOLS USED

Percentage Analysis

CHAPTER SCHEME
Chapter 1: Introduction of the study
Chapter 2: Review of literature
Chapter 3: overview of the product
Chapter 4: Analysis of interpretation
Chapter 5: Findings, Suggestions and conclusion

3
2.1- INTERNATIONAL REVIEWS:

Akar, 2011, Mamaearth has become the centre of attention in many industries by facilitating
various areas of marketing, such as promotions, marketing intelligence, sentiment research,
public relations, marketing communications, as well as product and customer management

Inga.M. L, 2012.Companies should understand that a positive brand image is formed through
high brand awareness because when a brand is recognized by the people it’s easier to from
associations with them

Rubathee, 2013.Features such as reliability, consistency and wide reach are possessed by
mamaearth marketing, this new approach of outreach and marketing has opened a wide area
for businesses to reach their targeted customers for selling their products

Farzana, 2014, Mamaearth will play a key role in the future of marketing; externally they can
replace customer annoyance with engagement, and, internally, they help to transform the
traditional focus on control with an open and collaborative approach that is more conducive to
success in the modern business environment.

Wang, 2016, Many past studies have acknowledged that both actual quality and perceived
quality have an association with the brand image (Alhaddad). However, the effect of the former
is more significant than the latter. Many brands, besides spending resources on the physical
quality of the product, also devote considerable resources to enhance consumer perception
about the quality of the brand.

Wendy, 2017, It is pragmatic to start a business and make it known to others through
mamaearth marketing. While mamaearth marketing empowers businesses to increase their
traffic, reach and leads, it can damage a brand image if not used properly

4
Pratama, 2017.Brand image has an effect on brand loyalty and it also promotes customer
satisfaction, that’s why companies ask their existing customers to suggest products to new
one’s

Titi, 2018, A brand image also helps customers to differentiate between competing brands
which enable them to purchase those brands that matches with their needs and wants. It helps
in building sustainable relations with the customers.

Muhammad, 2021. Marketing activities or strategies should be developed in such a way so as

to build a strong brand image in the market as not only it helps getting new customers but aids
in retaining existing ones, which is considered as a success parameter for any business.

2.2- NATIONAL REVIEWS:

S. Vanitha, Brand is the one of the important tools that occupy the target market by the
marketer. Branding influence and attracts many customers for various reasons. Quality, long
life and good services are amongst them.

P. Sri Jothi, 2011, One of the reasons for promoting on marketing tools, techniques provided
on those platforms and the evolving content, so the marketers can use all their creativity for
communicating with the buyers.

. Dr.V. K, 2015, Brand Image research focuses on ways people perceive products, brands,
people etc. and in that connection the image refers to the way these people decode the signals
emanating from a given product or service or the communication covered by the brand. In this
connection it would be fair that the companies must think watchfully what accurately they want
to project before considering the image.

P.G.S, 2016, Marketing through mamaearth is now a trending factor for creating the image and
awareness for a brand and they are able to deliver the actual value of the products amongst the
people. Before, when no such platforms were available, people use to have distant and
impersonal impressions of brands (Kathirvel Deepika, 2018). It transcends the traditional
middlemen and connects companies directly with the customers and not sell products but they
also get to listen to customers-suggestions which helps in organic growth of the brand

Chakraborty Uttam, B.S 2017, Rapid growth of online marketing reduces the marketer’s
control over brand management. Consumers share their brand-related experiences (through
online reviews) in various online marketing platforms. It is a major challenge for the marketers
to understand the effects of online reviews on a brand’s image

5
Akram.W., 2018.Getting indulged with marketing is obviously time consuming, as an
association you need to appoint a team who has knowledge in this field for the support.

Pramod Vashishtha. A. S, 2018, It cannot be denied that the world is rapidly shifting from
analogue to digital world, nowadays people are consuming more and more digital content on a
daily basis and smart marketers keep on top of the scale of change and ensure their marketing
strategies and touch points’ mirror where the consumer is spending their time

Khushbu.P, 2021, An article mentioned, that the companies who are not engaged on
mamaearth product sites as a part of their marketing they are missing a great opportunity for
connecting with prospective customers.

REFERENCE

Akar, E.& (2011). An Examination of the Factors influencing Consumers “Jour al of

internet Commerce

P. Sri Jothi, M.N. (2011). A study on effective communication strategy in developing

brand communication.

Inga, M. L. (2012). Brand image and brand awareness. Case study: Finnair in Indian
market. Halstad.

Rubathee, N (2013). Advantages and disadvantage.

Farzana, P.N. (2014). Organizational performance: Telematics and informatics.

Dr.V.K. (2015). A study on perception of Brand identify Among Customer. International

journal of management & Business Studies.

P, G.S. (2016). Indian Journal of Applied Research.

Wang, Y.H. (2016). Brand image, perceived quality, perceived value and purchase
intention- an example of awarded funds. Advances in Investment Analysis and Portfolio
Management.

Chakraborty Uttam, B.S(2017). Effect of credible reviews on Brand Image: A mixed

method Approach.

Gandotra Radhika, A.V. (2017). “A DESCRIPTION STUDY OF BRAND IMAGE

AND

6
CONSUMER PERCEPTION ON CONSUMER LOYALTY AND PREFERENCE
TOWARDS A BRAND:
PATANJALI AYURVEDA LTD.”
Pratama, H.&. (2017). The Effect of Brand Image, price, and brand awareness on
Brand Loyalty: The Rule of Customer Satisfaction as a Mediating Variable, Global Journal of
Business & Social Science Review.

Wendy, D. (2017). Up or down the brand image.

Akram, W. (2018). International journal of computer science and Engineering

Pramod Vashishtha, A.S. (2018). Digital marketing is Globalised Era. International

journal of creative Research Thought (IJCRT

Titi, A.&. (2018). The Effect of new identity, new image, and repositioning as a process
of rebranding toward brand loyalty brand associations, perceived quality as part of brand
equity. Russian Journal of Agriculture and Socio- Economic Sciences, 76 (4),253-263.

Khushbu, P. (2021). CREATING NEW GROUNDWORK IN MARKETING

INNOVATION.

Muhammad, G. (2021). Brand loyalty and the mediating Roles of Brand Image and
Customer Satisfaction. RG- Academic – Publishers- Reviewers.

Vanitha, S.(n.d.). A study on Brand Awareness and Customer Engagement.

Alhaddad, A.(n.d.). A Structural model of the relationships between brand image,

brand trust, and loyalty. International journal of management Research and Reviews

7
3.1 HISTORY OF MAMAEARTH:

Company Profile is an initiative by StartupTalky to publish verified information on different

start-ups and organizations. The content in this post has been approved by Mamaearth.

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

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

Mamaearth was founded in September 2016 by Ghazal Alagh and Varun Alagh, to make
skincare routines a little chic but with utmost care. Headquartered in Gurugram (India),
Mamaearth is distinguished in the cosmetics industry of India as an online platform that offers
natural and toxin-free skin care products.

Here's diving Into the Success Story of Mamaearth where we will also discover about the
Founders and Team of the company, its Start-up Story, Target Market
Size, Product/Services, Mission and Vision, Name and Logo, Business and Revenue
Model, Funding and Investors, Acquisitions, Growth, Partnerships, Chal

8
3.2GENERAL INFORMATION:

Through an innovative product line, Mamaearth has tried to solve a common Indian parenting
problem. In a country where most of the baby products available do not meet safety regulations,
Mamaearth offers products that are safe by international standards and loaded with the
goodness of nature.

Mamaearth is often hailed as the 1st Asian brand with a “MADE SAFE” certification. The
products that the company brings to the masses are free of all known toxins that are banned in
most countries.

More than being just a commercial brand, Mamaearth takes pride in making products out of
love and care. In case you are wondering about the country/origin of Mamaearth, then the
company is based out of India with its headquarters in Gurugram (Gurgaon), India.

3.3MAMAEARTH LOGO HISTORY:

Mamaearth – Name and Logo

Mamaearth is an online retailer that specializes in organic products that are best for babies,
their mothers, grandparents, and others.

Mamaearth formulates products that are then produced by contract manufacturers under a
license from the Mamaearth brand. Mamaearth is a trademark owned by Honasa Consumer
Pvt. Ltd.

9
Mamaearth is a digital-first FMCG company whose revenue model is based on the offers that
are posted on the D2C platforms (Amazon, Flipkart, etc.) and their eventual sales along with
the sale of products displayed at traditional offline

3.4ADVERTISING PARTNER:

Honasa Consumer Private Limited in 2016 and then went on to launch the Mamaearth range
of toxin-free products in December of that year. The couple had made it their mission to make
safe, chemical-free products available to all babies in India. The company has now grown to
be an organic product manufacturer for babies, moms, dads, grandparents, and everyone else.

Ghazal Alagh and Varun Alagh – Owners of Mamaearth

Ghazal Alagh and Varun Alagh – Owner, Mamaearth

Varun Alagh

Mamaearth Co-Founder, Get Stuff Done Officer, and the Chief Dad of Mamaearth,
Varun Alagh is from the FMCG industry. Varun Alagh has a BE in Electrical
Engineering from Delhi College of Engineering, followed by an MBA in Finance and
Marketing from XLRI Jamshedpur. Varun has previously worked in Hindustan Unilever,
Smirnoff, and The Coca-Cola Company where he managed key leadership roles before
founding Honasa Consumer Pvt. Ltd., the parent company of Mamaearth. He is known for the
brand management expertise he brings to the table.

10
3.5 COLLABORATION MAMAEARTH:

Mamaearth – Funding and Investors

Mamaearth raised a total of $126 million in funding over 8 rounds. The latest funding of $759
K that the company raised, came in on September 15, 2022, which was Angel funding. Prior
to this, the company raised $37.5 mn came in on December 28, 2021, which was led by Sequoia
Capital, and $50 million on July 26, 2021, from a Series C equity round led by Sofina Ventures.

In 2016, Mamaearth raised a pre-seed round of $125,000 from a consortium of investors. In

2018, it raised $4 million in Series A funding led by Stellaris Ventures, Fireside Ventures,
Marico’s Rishabh Mariwala who manages Sharp Ventures, and Snapdeal founders Kunal Bahl
and Rohit Bansal.

In April 2018, Shilpa Shetty Kundra also came on board as an equity investor. In
January 2020, Mamaearth raised around Rs 140 crores in a funding round led by Sequoia India
with participation from existing investors – Fireside Ventures, Stellaris Venture Partners, and
Sharp ventures.

3.6 ADVERTISING CAMPAIGNS MAMAEARTH:

Mamaearth – Partnerships

Mamaearth partnered with Anita Hassanandani on February 26, 2021. Tv veteran Anita had
delivered a baby boy and this is what makes the company’s strategic partnership with the new
celebrity mother so relevant. With this collaboration, Mamaearth will be expecting growth in
the hair care, skin care, and baby care categories.

Mamaearth rolled out its national television commercial on March 2021, which is a 30 seconds
film followed by a shorter 15-second edit where Shilpa Shetty Kundra partnered with the brand
to advocate for Vitamin C facewash that Mamaearth brings in for its customers. This film was
solely dedicated to promoting the tagline “Goodness inside.”

The organic customer products brand partnered with Ribbon, the film that starred Kalki
Koechlin and Sumeet Vyas in 2017, prior to its release on 3rd November. It became the ‘Official
Mama’s Partner’ for the movie.

11
3.7 MAMAEARTH PRODUCT:

According to estimates by the market research company Technavio, the baby care market in
India is expected to grow at a 12% CAGR in revenue in the next three years. In terms of the
products available, Mamaearth has segmented its products as follows:

Face care products

Hair care products

Body care products

Baby care products

Mamaearth is focused on babies and others with an exclusive product range that caters to baby
care, haircare, skincare, and more with over 140 natural products under its umbrella. Some of
the most innovative products developed by Mamaearth include India’s first bamboo-based
baby wipes, easy tummy roll-on with Hing and Fennel for colic and digestion relief, and 100%
natural plant-based toothpaste for children between 0-10 years. It also has a range of skin and
hair care products around popular natural ingredients such as onion, Ubtan, tea tree, vitamin C,
argan, coco, and charcoal.

It has expanded not only to cater to babies but their mothers as well with varied products
ranging from sunscreen to stretch mark removal serum. It focuses on all aspects of motherhood.
A fan favourite is their onion range of products for mothers.

Introduction to analysis
We aim to solve the everyday problebe of young parents with safe, toxin free, international
standard products that you get to enjoy the joy of parenting without worrying. We do this by living
and breathing our core values everyday. Products go through all the required tests and meet the

12
safety standards that you as parent except. You can read about every ingredient that we add to our
products and how they are rated right here.

Simple percentage analysis

It refers to a special kind of rates, percentage are used in making comparison between two or
more series of data. A percentage is used to determine relationship between the series.

4.1.AGE OF THE RESPONDENTS

The age is considered as a major factor in making decisions. In the present study, the age of
the sample respondents has been divided into four namely Below 18 years, 18-21 years,22-24
years and above 24years. The following table shows the distribution of respondents according
to their age.

TABLE 4.1 SHOWING AGE OF THE RESPONDENT

Age group No. of respondents Percentage

4 10
Below 18 years
53 50
18-21 years
27 24
22-24 years
16 16
Above 24 years

TOTAL 100 100%

Source: Primary data

INTERPRETATION

From Table No. 4.1that out of 100 respondents, majority of the respondents 50% belong to
the age group of below 18-21 years, and 24% belong to the next group between 22-24
years. 16% to the age group of above 24 years. 10% belong to the age group below 18
years.

13
CHART NO: 4.1 SHOWING AGE OF THE RESPONDENTS

14
2. EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

For the purpose of present study, the respondents were classified according to their
educational qualification as School, Post graduate, Under graduate and Diploma. The
following table shows the classification of sample respondents according to their educational
qualification.

TABLE N0: 4.2 SHOWING EDUCATIONAL QUALIFICATION OF THE

RESPONDENTS

Educational Qualification No. of respondents Percentage

7 5
School
41 47
Undergraduate
47 41
Postgraduate
5 7
Diploma
TOTAL 100 100%

Source: Primary data

INTERPRETATION

From the Table No. 4.2 that out of 100 respondents, majority of 47% of the respondents
has been qualified as under graduate and 41 % of the sample respondents has completed
Post graduate and 7 % of the respondents has completed diploma course and remaining 5
% of respondents has completed school. It means most of the respondents are with post
graduate qualification.

15
CHART NO: 4.2 SHOWING EDUCATIONAL QUALIFICATION OF
THE RESPONDENTS

16
3. MARITAL STATUS OF THE RESPONDENTS

The occupation of the respondents has been classified into 2 categories namely married and
unmarried. The respondents were classified according to their marital status and the
distribution has been presented in the following table .

TABLE NO: 4.3 SHOWING MARITAL STATUS OF THE

RESPONDENTS

Marital Status No. of respondents Percentage

41 58
Married
59 42
Unmarried

TOTAL 100 100

Source: Primary data

INTERPRETATION

From the Table No. 4.3 that out of 100 respondents, majority of 58% of the respondents were
unmarried,42% age response were married.

17
CHART NO: 4.3 SHOWING MARITAL STATUS OF THE
RESPONDENTS

18
4. FAMILY INCOME OF THE RESPONDENTS
In the present study, the annual income of the respondents and their family were categorized
as below 20000, 20000-30000, 30000-40000 and above 40000. The information obtained from
the sample respondents regarding their family annual income has been furnished in the
following table.

TABLE NO: 4.4 SHOWING ANNUAL INCOME OF THE

RESPONDENTS

Family Income No. of respondents Percentage

26 28
Below 20000
23 32
20000 to 30000
33 23
30000 to 40000
18 18
Above 40000
100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.4 that out of 100 respondent, the majority of 32% of the total respondents
has an income of 20000-30000, is implied that 28 % of the total respondents and their family
has an annual income of below 20000, 23 % of the total respondents has an income of 30000-
40000 and 18 % of them has above 40000

19
CHART NO: 4.4 SHOWING FAMILY INCOME OF THE
RESPONDENTS

20
5. GENDER OF THE RESPONDENTS

For the purpose of present study, the respondents were classified according to their gender as

male and female. The following table shows the classification of sample respondents according

to their gender.

TABLE NO:4.5 SHOWING GENDER OF THE RESPONDENTS

GENDER No. of respondents Percentage

Male 18 18

Female 82 82

100 100
Total
ய

Source: Primary data

INTERPRETATION

From the Table No. 4.5 that out of 100 respondents, the majority of 82% of the sample
respondents were female and the remaining 18% of the respondents were male.

21
CHART NO:4.5 SHOWING GENDER OF THE RESPONDENTS

22
6. RESIDENTIAL AREA OF THE RESPONDENTS

The residential area of the respondents means the area where they currently live. In the present
study, the residential area of the respondents has been classified as Rural, Urban and semi-
urban. The results have been furnished in the following table.

TABLE NO: 4.6 SHOWING RESIDENTIAL AREA OF THE

RESPONDENTS
TABLE 4.6

Residential Area No. of respondents Percentage

Rural 31 32

Urban 40 39

Semi-urban 29 29

100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.6 that out of 100 respondent, majority of the respondents 39 % was
living in rural area, whereas 32 % of the respondents was living in urban area. The
remaining 29 % of the respondents was living in semi-urban.

23
CHART SHOWING RESIDENTIAL AREA OF THE RESPONDENTS
CHART 4.6

24
7. RESPONDENTS TOWARS QUALITY OF MAMAEARTH PRODUCTS

For the purpose of present study, the interest of the respondents towards mamaearth ads has
been classified into are they ready to watch mamaearth product ads.

TABLE 4.7 SHOWING RESPONDENTS TOWARS QUALITY OF

MAMAEARTH PRODUCTS

Quality of mamaearth No. of respondents Percentage

products

Yes 97 97

No 3 3

100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.7 that out of 100 respondents. The majority of the 97 % of respondents
says that mamaearth provides quality product and 3% of respondents says it does not provide
quality products.

25
CHART 4.7 SHOWING RESPONDENTS TOWARS QUALITY OF
MAMAEARTH PRODUCTS

26
8. BRAND LOYAL TO MAMAEARTH

For the purpose of present study, the preference of the respondents was classified as
video type and image type.

TABLE NO: 4.8 SHOWING BRAND LOYAL TO MAMAEARTH

Preference No. of respondents Percentage

Yes 84 84.3

No 16 15.7

100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.8 that out of 100 respondents. The majority of the 84.3 % of them had
a preference over the product. 15.7 % of the respondents had a preference over the product.

27
CHART NO: 4.8 SHOWING BRAND LOYAL TO MAMAEARTH

28
9. OTHER BRANDS THAN MAMAEARTH

. For the purpose of present study, how the respondents are being targeted by the customers
are classified as creativity, advanced technologies and innovative thoughts.

TABLE NO: 4.9 SHOWING OTHER BRANDS THAN MAMAEARTH

Oher brands than No. of respondents Percentage

mamaearth

Dazzler 7 17.6

Ponds 16 24.5

Maybelline 6 26.5

Mamaearth 51 54.9

Nyika 12 6.9

Other 8 15.7

100 100
Total

Source: Primary data

INTERPRETATION

29
From the Table No. 2.9 that out of 100 respondents. The majority of 54.9% of them using
mamaearth.17.5% of them using Dazzler.24.5. 26.5 % of them using Maybelline. 54.9 % of
them using mamaearth. 6.9 of them using nykaa. 15.7 % of them using other.

CHART NO: 2.9 SHOWING OTHER BRANDS THAN MAMAEARTH

30
10. RESPONDENTS INSPIRES OF MAMAEARTH PRODUCTS

For the purpose of the present study, how the respondents are inspired about the
Mamaearth products.

TABLE NO: 4.10 SHOWING RESPONDENTS INSPIRES OF

MAMAEARTH PRODUCTS

REASONS No. of respondents Percentage

Colour/shades 8 7.8

Quality 78 77.5

Packing 5 5

Other 7 7

Versatility 2 2.7

100 100
Total

Source: Primary data

INTERPRETATION

31
From the Table No. 4.10 that out of 100 respondents. The majority of 77.5 % of them inspiring

of using quality.7.8 % of them inspiring of using colour\shades. 5 % of them inspiring of using

packing. 7 % of them inspiring for others. 2.7% of them inspire to use versatility.

CHART NO:4.10 SHOWING RESPONDENTS INSPIRES OF

MAMAEARTH PRODUCTS

32
11. PRICE LEVEL OF MAMAEARTH PRODUCTS

For the purpose of the present study, the price level of Mamaearth products.

TABLE 4.11 SHOWING PRICE LEVEL OF MAMAEARTH PRODUCTS

Price level No. of respondents Percentage

43 42.2
High
13 13.7
Low
44 44.1
Optimum
100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.11 that out of 100 respondents. Majority of 44.1 % of them responded
for optimum. 42.2 %of them responded for high. 13.7 %of them responded for low.

33
CHART NO: 4.11 SHOWING PRICE LEVEL OF MAMAEARTH
PRODUCTS

34
12. PURPOSE OF USING MAMAEARTH PRODUCTS

For the purpose of present study, the interest of the respondents to receive mamaearth
ads as awareness ads are classified as into whether they are to watch it or not (yes or no or
maybe).

TABLE NO: 4.12 SHOWING PURPOSE OF USING

MAMAEARTH PRODUCTS

Purpose of using No. of respondents Percentage

Eyes 16 15.7

Lipcolor 14 13.7

Nail enamel 4 6.4

Face 66 65.7

100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.12 that out of 100 respondents. Majority of 65.7% of them purpose them

using face. 15.7 %of them purpose of using eyes. 13.7 %of them purpose of using lip colour.

6.4 %of them for using nail enamel.

35
CHART NO: 4.12 SHOWING PURPOSE OF USING
MAMAEARTH PRODUCTS

36
13. CHANGES WOULD LIKE TO SEE IN MAMAEARTH PRODUCTS

For the purpose of present study, the difficulties that are being faced by the respondents while
watching ads in internet are classified as content confusion, originality of the product and
duration of the ads.

TABLE NO: 4.13 SHOWING CHANGES WOULD LIKE TO SEE IN

MAMAEARTH PRODUCTS

Changes No. of respondents Percentage

More products range 24 24.5

More shades 17 16.7

Better packing 11 10.8

All of these 48 48

100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.13 that out of 100 respondents. Majority of 48 % responded for
all of these. 24.5 %response for the changes of more product range. 16.7 %response for the
change of more shades. 10.8 %response for the change of better packing. 48 %response for the
all changes.

37
CHART NO: 4.13 SHOWING CHANGES WOULD LIKE TO SEE IN
MAMAEARTH PRODUCTS

38
14. RESPONDENTS QUALITY OF MAMAEARTH PRODUCTS

CHANGES IN THEIR BODY

For the purpose of present study, the attraction in the mamaearth ads that are being attracted to
the respondents are being classified as image ads, video ads and product catalogues

TABLE NO: 4.14 SHOWING RESPONDENTS QUALITY OF

MAMAEARTH PRODUCTS CHANGES IN THEIR BODY

Preference No. of respondents Percentage

Always 29 28.4

Sometimes 63 63.7

Never 8 7.4

100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.14 that out of 100 respondents. The majority of 63.7% of them preference
to sometimes. 28.4 %of them preference to always. 7.4 %of them preference to never

39
CHART NO: 4.14 SHOWING RESPONDENTS QUALITY OF
MAMAEARTH PRODUCTS CHANGES IN THEIR BODY

40
15. HAZARDOUS SUBSTANCES IN MAMAEARTH PRODUCTS

For the purpose of present study, the awareness for ads for the respondents that they are willing
to see are classified as product awareness, brand awareness, public awareness and company
awareness.

TABLE NO : 4.15 SHOWING HAZARDOUS SUBSTANCES IN

MAMAEARTH PRODUCTS

Hazardous No. of respondents Percentage

substances
52 55.9
Yes
48 47.1
No
100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.1.15 that out of 100 respondents. Majority of 55.9 % of response have
responded as hazardous substances. Other 47.1 %of response have responded as no hazardous
substances.

41
CHART NO: 4.15 SHOWING HAZARDOUS SUBSTANCES IN
MAMAEARTH PRODUCTS

42
16. SOURCE OF AWARENESS

For the purpose of present study, the difference between other ads and mamaearth ads are being
classified as easily attractable, easier reach to audience, easy to understand and shorter
duration.

TABLE NO: 4.16 SHOWING SOURCE OF AWARENESS

Source of awareness No. of respondents Percentage

Television 7 7.8

Internet 65 64.7

Newspaper 5 4.2

Magazine 1 0.3

Words of mouth 10 9.8

Other 12 11.8

Total 100 100

Source: Primary data

INTERPRETATION

From the Table No. 4.16 that out of 100 respondents. Majority of 64.7 % of them responded
as internet.7.8 %of them responded as television. 4.2 %of them responded as newspaper. 0.3
%of them responded as magazine. 9.8 %of them responded as words of mouth. 11.8 %of them
responded as other.

43
CHART NO: 4.16 SHOWING SOURCE OF AWARENESS

44
17. RESPONDENTS PREFERENCE ON MAMAEARTH PRODUCTS
For the purpose of present study, the mamaearth ads should essentially forecast some essentials
are classified as product quality, process of making, originality of the product and other details.

TABLE NO: 4.17 SHOWING RESPONDENTS PREFERENCE ON

MAMAEARTH PRODUCTS

Preference No. of respondents Percentage

36 36.3
Ayurvedic
31 30.4
Organic
33 33.3
Both
100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.17 that out of 100 respondents. Majority of 36.3 % of them preference

to ayurvedic. 30.4 %of them preference to organic. 33.3 %of them preference to both.

45
CHART NO: 4.17 SHOWING RESPONDENTS PREFERENCE ON
MAMAEARTH PRODUCTS

46
18. PREFERENCE LOCATION FOR BUYING MAMAEARTH
PRODUCTS
For the purpose of present study, the respondent’s preference to receive ads in mamaearth are
classified as 5 times in a day, 10 times in a day, 15 times in a day and more than 15 times in a
day.

TABLE NO: 4.18 SHOWING PREFERENCE LOCATION FOR BUYING

MAMAEARTH PRODUCTS

Preference No. of respondents Percentage

16 15.7
Shopping mall

Traditional shop 12 12.7

E-Shopping 66 65.7

Other 6 5.9

Total 100 100

Source: Primary data

INTERPRETATION

It is observed from the Table No. 4.18 that out of 100 respondents. Majority of 65.7% of them
prefer to buy at e-shopping. 15.7 %of them prefer to buy at shopping mall. 12.7 %of them
prefer to buy traditional shop. 5.9 %of them prefer to buy other.

47
CHART NO: 4.18 SHOWING PREFERENCE LOCATION FOR
BUYING MAMAEARTH PRODUCTS

48
19. BATCH NUMBERS OF MAMAEARTH PRODUCTS

For the purpose of present study, the respondents often check batch number of mamaearth
products.

TABLE 4.19 SHOWING BATCH NUMBERS OF MAMAEARTH

PRODUCTS

Batch Numbers No. of respondents Percentage

36 35.3
Always
53 53.9
Sometimes
11 10.8
Never

Total 100 100

Source: Primary data

INTERPRETATION

From the Table No. 4.19 that out of 100 respondents. Majority of 35.3 %of them responded

batch numbers as always. 53.9 %of them responded batch numbers as sometimes. 10.8 %of

them responded batch numbers as never.

49
CHART NO: 4.19 SHOWING BATCH NUMBERS OF MAMAEARTH
PRODUCTS

50
20. RESPONDENTS PREFER IN MAMAEARTH PRODUCTS

For the purpose of present study, how the mamaearth ads influence the minds of respondents
while watching it are classified as high influence, moderate, low influence and no influence.

TABLE NO:4.20 SHOWING RESPONDENTS PREFER IN

MAMAEARTH PRODUCTS

Mamaearth products No. of respondents Percentage

62 60.8
Skin care
14 14.7
Hair care

Body care 21 21.6

3 14.3
Decorative cosmetics

Total 100 100

Source: Primary data

It is observed from the Table No. 4.20 that out of 100 respondents. Majority of 60.8 % of them

prefer to skin care. 14.7 %of them prefer to hair care. 21.6 %of them prefer to body care. 14.3

%of them prefer to decorative cosmetics.

51
CHART NO: 4.20 SHOWING RESPONDENTS PREFER IN
MAMAEARTH PRODUCTS

52
21. PURCHASE PERIOD OF MAMAEARTH PRODUCTS

For the purpose of present study, the ratings for the feature of duration of mamaearth ads are
classified into 5 stars of ratings.

TABLE NO: 4.21 SHOWING PURCHASE PERIOD OF MAMAEARTH

PRODUCTS

Purchase No. of respondents Percentage

10 9.8
Weekly
65 64.7
Monthly
6 5.3
Once a year
19 19.6
Occasionally

Total 100 100

Source: Primary data

INTERPRETATION

From the Table No. 4.21 that out of 100 respondents. Majority of 64.7% of them prefer to

purchase monthly.9.8 %of them prefer to purchase weekly. 5.3 %of them prefer to purchase

once a year. 19.6 %of them prefer to purchase occasionally.

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CHART NO:4.21 SHOWING PURCHASE PERIOD OF MAMAEARTH
PRODUCTS

54
22. RESPONDENTS AMOUNT SPENDING ON MAMAEARTH
PRODUCTS
For the purpose of present study, the ratings for the mamaearth ads are classified into 5 stars
of ratings.

TABLE NO: 4.22 SHOWING RESPONDENTS AMOUNT SPENDING

ON MAMAEARTH PRODUCTS

Amount Spending No. of respondents Percentage

Below 1000 43 42.2

1000-2000 27 26.5

2000-3000 22 21.6

3000-4000 5 8.8

Above 4000 3 2.8

Total 100 100

Source: Primary data

INTERPRETATION

From the Table No. 4.22 that out of 100 respondents. Majority of 42.2 % of them spend 1000-
2000. 26.5 %of them spend 2000-3000. 21..6 %of them spend 3000-4000. 8.8 %of them spend
3000-4000. 2.8 %of them spend above 4000.

55
CHART NO: 4.22 SHOWING RESPONDENTS AMOUNT SPENDING
ON MAMAEARTH PRODUCTS

CHART 4.22

56
23. USAGE OF MAMAEARTH PRODUCTS

For the purpose of present study, the interest of the respondents to continue to see
mamaearth ads are classified as whether they are to watch it or not (yes or no or maybe).

TABLE NO: 4.23 SHOWING USAGE OF MAMAEARTH

PRODUCTS

Usage No. of respondents Percentage

Less than 1 year 73 72.5

1-3 years 12 12.7

Other 13 12.7

Above 3 years 2 1.5

100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.23 that out of 100 respondents . Majority of 72.5 %of them use
mamaearth product less than 1 year. 12.7 %of them use mamaearth product 1-3 years. 12.7
%of them use mamaearth product other. 1.5 %of them use mamaearth product above 3 years.

57
CHART NO: 4.23 SHOWING USAGE OF MAMAEARTH
PRODUCTS

58
24. FREQUENT USE OF MAMAEARTH PRODUCTS

For the purpose of present study, the interest of the respondents to continue to see
mamaearth ads are classified as whether they are to watch it or not (yes or no or maybe).

TABLE NO: 4.24 SHOWING FREQUENT USE OF MAMAEARTH

PRODUCTS

Frequent use No. of respondents Percentage

During festivals 8 8.8

Special occasion 18 17.6

Outing 11 10.8

Normal days 33 33.3

Daily 30 29.4

100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.24 that out of 100 respondents. Majority of 33.3% of them use the product
normal days. 8.8 %of them use the product during the festivals. 17.6 %of them use the product
special occasion. 10.8 %of them use the product outing. 29.4 %of them use the product daily.

59
CHART NO: 4.24 SHOWING FREQUENT USE OF
MAMAEARTH PRODUCTS

60
25. ADVERTISEMENT ATTRACTS TOWARDS MAMAEARTH

PRODUCTS

For the purpose of present study, the interest of the respondents to continue to see
mamaearth ads are classified as whether they are to watch it or not (yes or no or maybe).

TABLE NO: 4.25 SHOWING ADVERTISEMENT ATTRACTS

TOWARDS MAMAEARTH PRODUCTS

Advertisement No. of respondents Percentage

Yes 70 70.6

No 30 29.4

100 100
Total

Source: Primary data

INTERPRETATION

From the Table No. 4.25 that out of 100 respondents. Majority of 70.6 % of them use the
mamaearth product. 29.4 %of them as not used the mamaearth product.

61
CHART NO: 4.25 SHOWING ADVERTISEMENT ATTRACTS
TOWARDS MAMAEARTH PRODUCTS

62
5.1 FINDINGS

According to the data that has been collected through questionnaire, majority of 90% people
Were aware about Mamaearth product through marketing.
The majority of consumer 70.6% consumer shows attraction towards mamaearth
advertisement.
Majority of 72.5% of consumers use mamaearth products less than 1 year.
Majority of 64.7% consumer has their source of the awareness of mamaearth products by
internet.
Response’s show, that most of the individuals are interested in looking for products on
Marketing.

This study helped in understanding that marketing about mamaearth product do have a lasting
impression on the brand.

As voted by 69 people out of 100, Quality of the product/services is an important attribute for
any company or brand to establish their name in marketing.

Exactly 80% participants think that the products through marketing can prove successful for
the organization.

In this digital era, people get latest news about new products or brand via marketing, hence
their awareness increases.

Respondents were able to remember about mamaearth mainly because of its strong visibility
on marketing

The customer are satisfied with overall quality of the mamaearth products.

Advertisement plays the major role to spread the awareness of the company.

The product features that induces the consumer to buy the product.

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5.2 SUGGESTIONS

Marketing is the top most application used by individuals, so promoters should surely try
to make a presence on this platform for their products.

In the present situation people go for online shopping more as compared to the traditional
shopping method, so they get majority of business from the marketing.

Mamaearth strategize new ways of marketing on mamaearth product for attracting more
customers, as they get majority of business from the marketing.

They can expand their portfolio by developing new products, this will increase their market
share.

Ensure proper communication between the company and the future as well for retaining
them.

5.3 CONCLUSION

Under this study we came to know that how the image of mama earth is highly influenced
with the help of marketing and what all factors are important for developing, maintaining the
image of a brand. The above results show that people are aware about this brand through
marketing because of their strong presence. Their products are very famous amongst the people
as they are naturally made while causing no harm to the environment. This helped them in
establishing a name in the industry within 4-5 years All this happened because of their efforts
and ideas they put in, mainly on marketing considering as a golden opportunity which was life
changing one for the brand.

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 With the help of data analysis null hypothesis is rejected with the use of Z Test, settling
the alternative One which affirmed that brand’s image does get affected or influenced through
marketing.

In the near future we will see Mama earth as a well-known brand in terms of good quality
products with natural ingredients not only in India but in foreign nations as well.

65