PROJECT DISSERTATION REPORT

ON THE TOPIC

“A STUDY OF CONSUMER PREFERENCE ON THE BASIS OF

MARKETING STRATEGIES ADOPTED BY MAMAEARTH”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR

THE AWARD OF DEGREE OF BACHELORS OF BUSINESS
ADMINISTRATION

SUBMITTED BY :
NAME: SURAJ CHOYAL

ENROLLMENT NO.: MS22MS301315

SUBMITTED TO:
PROF. SAGAR YADAV

DEPARTMENT OF MANAGEMENT

FACULTY OF MANAGEMENT

MEDI-CAPS UNIVERSITY,INDORE
 CERTIFICATE

This is to certify that Suraj Choyal has submitted the project report titled “A

Study Of Consumer Preference on the basis of Marketing Strategies Adopted

by Mamaearth.” towards partial fulfillment of BACHELOR OF BUSINESS

ADMINISTRATION degree examination. This has not been submitted for any

other examination and does not form part of any other course undergone by the

candidate.

It is further certified that she has ingeniously completed her project as prescribed

by Medi-Caps University,Indore

Prof. Sagar Yadav

(Project Guide) (Co-ordinator)

Place:

Date:
 DECLARATION

I here-by declare that the project with title “A Study Of Consumer Preference

on the basis of Marketing Strategies Adopted by Mamaearth” has been completed

by me in partial fulfillment of BACHELOR OF BUSINESS ADMINISTRATION

degree examination as prescribed by Medi-Caps, University,Indore

and this has not been submitted for any other examination and

does not form the part of any other course undertaken by me.

Suraj Choyal

Place:

Date:
 ACKNOWLEDGEMENT

With immense pride and sense of gratitude, I take this golden opportunity

to express my sincere regards to Prof. Sagar Yadav, Medi-Caps,University,Indore.

I am extremely thankful to my Project Guide Prof. Sagar Yadav for his guideline

throughout the project. I tender my sincere regards

for giving me outstanding guidance, enthusiastic suggestions and

invaluable encouragement which helped me in the completion of the project.

I will fail in my duty if I do not thank the non-Teaching staff of the college for –

their Co-operation.

I would like to thank all those who helped me in this project complete and

successful.

Suraj Choyal

Place:

Date:
 INDEX

Sr. no. Particulars Page no.

1. Introduction
2. Company profile
3. Literature review
4. Research methodology
 Problem defination
 Needs of study
 Objectives of study
 limitations
 hypothesis
5. Data analysis & interpretation
6. findings
7. conclusion
8. suggestions
9. bibliography
Annexure
 CHAPTER 1
INTRODUCTION
CONSUMER PREFERENCES

INTRODUCTION

Consumer preferences refer to the subjective opinions and choice individuals have
regarding the consumptions of goods and services. These preferences are
influenced by various factors, including personal tastes, cultural norms, income
levels, advertising, and peer influence. Consumer preference can be categorized
based on different attributes such as price, quality, brand, convenience, and ethical
considerations. Understanding consumer preferences is crucial for businesses to
tailor their products and marketing strategies effectively to meet the demands of
their target market. Market research techniques such as surveys, focus groups, and
data analysis are commonly used to gather insights into consumer preferences.

CONSUMER PREFERENCES FOR MAMAEARTH

SEVERAL FACTORS:

1. Natural Ingredients: Many consumer prefer Mamaearth products because they

are formulated with natural ingredients. Preferences may lean towards products
that contain organic, plant-based, and environmentally friendly ingredients, as they
are perceived as safer and gentler on the skin.

2. Baby and Child Friendly: Mamaearth offers a range of products specifically

designed for babies and children, including baby shampoos, baby washes, lotions
and diaper creams. Parents often prefer these products due to their gentl
formulations, which are suitable for sensitive skin and safe for use on infants and
young children.

3. Effective Solution: While consumer value natural and toxin-free formulations,

they also expert Mamaearth products to deliver effective results. Preferences may
lean towards products that address specific skin care concern such as dryness,
acne, pigmentation, or hair care issues like dandruff or hair fall.

4. Affordability and Value for Money: While natural and toxin-free products are
desirable, consumers also consider factors such as affordability and value for
money. Mamaearth offers products at competitive price compared to other natural
and organic brands, making them accessible to a wider audience.
5. Brand Reputation and Trust: Mamaearth has built a strong reputation as a
Trust worthy and reliable brand known for its commitment to quality, safety, and
innovation. Consumer preferences may be influenced by positive reviews, word-
of-mouth recommendations, and brand trust built over time.

Overall, Mamaearth's consumer preferences revolve around natural, toxin-free, and

effective products that cater to the needs of both adults and children. The brand's
emphasis on transparency, affordability, and ethical practices further enhances its
appeal to consumers seeking safe and sustainable personal care solutions.
MARKETING STRATEGY

INTRODUCTION

A marketing strategy refers to a business’s overall game plan for reaching

prospective consumers and turning them into customers of their products or
services. A marketing strategy contains the company’s value proposition, key
brand messaging, data on target customer demographics, and other high-level
elements. Setting a marketing strategy is essential to keeping your team in sync
and performing well. It aligns the entire company around shared market, business,
and product assumptions. This is key to launching campaigns and promotional
activities that effectively engage potential customers, drive revenue, build brand
awareness, and strengthen the relationship with existing customers.

How to Create a Marketing Strategy:

Creating a marketing strategy requires a few steps.

1. Identify your goals: While sales are the ultimate goal for every company, you
should have more short-term goals such as establishing authority, increasing
customer engagement, or generating leads. These smaller goals offer measurable
benchmarks for the progress of your marketing plan. Think of strategy as the high
level ideology and planning as how you accomplish your goals.

2. Know your clients: Every product or service has an ideal customer, and you
should know who they are and where they hang out. If you sell power tools, you’ll
choose marketing channels where general contractors may see your messaging.
Establish who our client is and how your product will improve their lives.

3. Create your message: Now that you know your goals and who you’re pitching
to, it’s time to create your messaging. This is your opportunity to show your
potential clients how your product or service will benefit them and why you’re the
only company that can provide it.

4. Define your budget: How you disperse your messaging may depend on how
much you can afford. Will you be purchasing advertising? Hoping for a viral
moment on social media organically? Sending out press releases to the media to try
to gain coverage? Your budget will dictate what you can afford to do.
5. Determine your channels: Even the best message needs the appropriate venue.
Some companies may find more value in creating blog posts for their website.
Others may find success with paid ads on social media channels. Find the most
appropriate venue for your content.

6. Measure your success: To target your marketing, you need to know whether it
is reaching its audience. Determine your metrics and how you’ll judge the success
of your marketing efforts.

The key components of marketing strategy:

A marketing strategy is based on deep research and analysis, factoring what can
positively or negatively impact your business success. This research forms the
foundation of your overall marketing plan and sets the direction for how to achieve
your company’s vision, mission, and business goals.

Importance of marketing strategy:

Setting a marketing strategy is essential to keeping your team in sync and

performing well. It aligns the entire company around shared market, business, and
product assumptions. This is key to launching campaigns and promotional
activities that effectively engage potential customers, drive revenue, build brand
awareness, and strengthen the relationship with existing customers.

Your marketing strategy should establish:

* Goals that determine how success will be measured.

* High-level efforts needed to achieve your goals.

* Who will get the most value from your product or service.

* What you know about the target market.

* Benefits of using your product or service.

* How to reach and communicate with your ideal customer.

Types of Marketing Strategies:

 Social media marketing strategy:

Today, social media marketing is a huge part of any business’s marketing plan as
it’s a hugely compelling way to drive traffic, build brand awareness, and take
advantage of the social selling revelation that’s taking over online marketing.

 Email marketing strategy:

Anyone who’s ever told you “Email is dead” is dead wrong. Capturing your
customers’ emails and browsers should be an essential part of your marketing
strategy and is an excellent way to continue a conversation with people who have
expressed interest in your brand.

 Inbound marketing strategy:

An inbound marketing strategy is all about pulling customers in and driving traffic
to your website or products. Rather than using “disruptive” marketing techniques
(like TV advertising), inbound marketing is about lead generation using people
who have shown interest in your products, services, or brand as a whole.

 Content marketing strategy:

A content marketing strategy is likely to overlap with an inbound marketing

strategy, but it is more specific. With content marketing strategies, you focus on
content creation that will draw people in and build interest. This is likely to cover
blog posts and white papers and can even overlap with your social media
marketing.

 Marketing communications strategy:

Your marketing communications strategy should be primarily focused on your

brand’s message and value proposition. It’s all about how you’re going to say what
you need to say. For example, is your tone of voice serious or humorous? Are you
marketing yourself as an expert in your industry? What is the Message you want to
get across?
 Digital marketing strategy:

Digital marketing probably doesn’t need much introduction… This marketing –

strategy will encompass all your online marketing, SEO, social media lead
generation, performance marketing, and more…. Effectively, if it’s online, it
should be covered by your digital marketing strategy.

 Public relations strategy:

If you’re in business, you’ll probably know how complicated PR strategies can be.
Not only does getting PR right ensure you keep your customers happy, but it’s also
vital for protecting your brand image in the eyes of your stakeholders, the media,
and even governmental bodies or other influential institutions. Any large business
should have a dedicated PR team in charge of the brand’s public image. In addition
to protecting it, good PR can also offer invaluable word-of-mouth advertising.

 SEO strategy:

SEO should form part of all the different marketing strategies. Still, you may –find
it beneficial to have some of your marketing efforts explicitly dedicated to SEO, as
this is likely to be your primary source of lead generation.SEO (or Search Engine
Optimization) is pretty much what it says on the tin: the art of using keywords and
phrases to boost your visibility when users search for relevant terms on the
internet. Getting SEO right is arguably the best way to drive traffic to your website
and should be front of mind in all your digital marketing and content marketing
strategies.

The 4 Ps of Marketing and How to Use Them in Your Strategy:

Product, price, place, and promotion are the four factors of the marketing mix. The
four Ps are the key considerations that must be thoughtfully reviewed and wisely
implemented in order to successfully market a product or service. The concept of
the four Ps has been around since the 1950s. As the marketing industry has
evolved, other Ps have been identified: people, process, and physical evidence.
Neil Borden, an advertising professor at Harvard, popularized the idea of the
marketing mix—and the concepts that would later be known primarily as the four
Ps—in the 1950s.
A marketing strategy should:

* Communicate what the product will provide the customer.

* Demonstrate why the product's value fits its price.

* Appear in the places the company's target audience will encounter hem.

* Use effective promotion strategies to reach potential customers.

How do the 4 Ps work?

Knowing what the 4 Ps are, isn’t very helpful unless you also know how to
implementthem in your marketing strategy. Below, we'll break down each P to
help you better understand what they are, why they're important to your marketing
efforts, and how you can incorporate them into future campaigns.

 The first P: Product

In the marketing mix, "product" is shorthand for whatever it is that you're

selling,whether it's a physical product or a service. A strong marketing campaign
starts with a clear and detailed understanding of the product and how it appeals to
the target customer.

 The second P: Price

The second P of marketing stands for “price.” This is how much you should charge
for your product in order to make a profit. When creating your pricing strategy, a
good place to start is by looking at your competitors.

 The third P: Place

The third P of marketing stands for “place.” This encompasses where you are in
relation to where your customer is, as well as where you need to place your
advertising in order to reach your target audience. It doesn't take a master strategist
to know that a physical product or service needs to be available where potential
customers live, shop, and work. However, place will impact your marketing
strategy, too.
 The fourth P: Promotion

The last P of marketing stands for “promotion.” If product is what you're selling,
price is how much you're selling it for, and place is where you're selling it, then
promotion is how you're promoting the sale. In designing your promotion strategy,
think through how you want your messaging to be received. Is your brand fun and
clever, upscale and luxurious, or serious and intellectual? Nail down your brand
voice and then keep it consistent across all of your marketing.
 CHAPTER 2
COMPANY PROFILE
Mamaearth - Startup Story | How was Mamaearth Started?

When the duo Varun and Ghazal Alagh (founders of Mamaearth) became parents
for the first time in 2016 they were looking for safe and non- toxic baby care
products for their son, but no such brand or companies offer such type instead they
were full of chemicals such as parabens, sulphates, bleach etc. Which were very
harmful for the sensitive skin, so they started ordering products from US but it
turned out to be expensive and caused them inconvenience.

All this struggle saw the rise of Mamaearth which is registered under Honasa
Consumer Private Limited, with an aim to provide cruelty free, organic products in
the Indian market. It is Asia’s 1st Brand with Made Safe™ Certified products.

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.

Mamaearth - Founders/Owners and Team

Mamaearth Co-founders, Ghazal Alagh and Varun Alagh incorporated 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.

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.

Ghazal Alagh

Ghazal Alagh is another Co-founder of Mamaearth, who is also known as the

Chief Innovation Officer. Ghazal has completed her BCA in Information
Technology student from Punjab University. She then served as a Corporate
Trainer at NIIT and later on founded Dietexpert in February 2012 before founding
Mamaearth under Honasa in 2016. Ghazal has also completed Intensive courses in
Modern Art and Applied Arts from the School of Visual Arts and New York
Academy of Art and isrecognized as one of the top 10 women artists in India and
both nationally and internationally.

Mamaearth Ownership

Varun Alagh holds the majority stake in Mamaearth, which is 38.72%. The next in
the line of Sequoia Capital, which holds 15.22% of the stakes. Then comes
Fireside Ventures, which holds 12.04% of stakes whereas Stellaris Ventures holds
10.42% of stakes. 8.72% of shares are with Sofina Ventures, Co-founder Ghazal
Alagh controls 3.58% of stakes and 1.32% of stakes are with Shilpa Shetty
Kundra. The rest of the stakes, which comes down to around 10.44% are with
others, as of March 2021 data.

Company name Mamaearth

Headquarters Gurugram, India
Sector Personal products
Founders Ghazal alagh and varun alagh
Founded 2016
Parent organization Honasa consumer pvt.ltd
Total funding $126 M
Valuation $2bn
Revenue $117.8
 Websites www.mamaearth.in

* Influencer Marketing:

Mamaearth has worked with a lot of Influencers on the internet. Influencers have
helped the company to reach a wider audience. Influencers tell the benefits of these
products on various social media platforms. Mamaearth also works with five
hundred mother bloggers to spread awareness about the brands.

* Brand Endorsement:

Collaborating with Bollywood Actress Shilpa Shetty Kundra as a brand

ambassador has to be their best marketing strategy. Shilpa Shetty has a lot of
popularity, so her becoming a brand ambassador and also an investor hugely
benefited Mamaearth.

* Digital Ads:

Mamaearth majorly promotes itself through digital ads. They have smartly utilized
digital ads and increased their customer base. Their ads are very catchy and
symbolize their brands in an effective manner.

* YouTube Marketing:

Without a doubt, YouTube has developed into one of the most effective platforms
for building brand awareness. More than half of people would rather watch
YouTube reviews than read about products. Because of this, brands want to utilize
the site to its best potential. Mamaearth took advantage of this as well, running
YouTube campaigns for brand awareness.

 Gaining Audience through Various Social Media Platforms:

The best approach to interacting with your target audience is through social media.
Social media websites are a key component of Mamaearth's marketing –plan. The
company is present and active on numerous social media networks, including
Facebook, Twitter, and Instagram. Influencer marketing is a well known tactic
employed by Mamaearth, and hashtags are also used on these social media
networks.
* Running Digital Campaigns:

The brand owners assert that after realising the effectiveness of digital marketing,
they allocated 90% of their marketing budget to this channel and the remaining
10% to more conventional channels like television. Because they were a chemical-
and toxin-free company, they established digital campaigns such as "Plant
Goodness," which involves planting a tree for every order, and "Plastic Positivity,"
which focuses on plastic recycling. This helped in developing their reputation as an
eco-friendly brand.

Mamaearth - Target Market Size

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:

* Baby

* Beauty

* Hair

* Face

* Body

Mamaearth - Product/Services

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.
Mamaearth Product Overview:

The founders of Mamaearth believe in providing quality products to their

customers. As they have a superior quality product, people themselves recommend
their products to other people. The company has come up with unique products
that have attracted a lot of people. Some of their unique products include India’s
first bamboo-based baby wipes, 100% natural plant-based toothpaste for children,
skin and hair care products with natural ingredients like Onion, Coco, Charcoal,
and –Ubtan.

Product Categories

Mamaearth has categorised its products as follows:

* Baby Products:

Among best baby skin care products Mamaearth’s Baby Skin Products,
Moisturizing Daily Lotion, Milky Soft Natural Lip and Balm are the bestsellers.

Best-selling baby products by Mamaearth are listed below:

1) Baby shampoo:

▪ Gentle Cleansing Shampoo

2) Baby oil:

▪ Soothing massage oil for babies

▪ Coco soft massage oil for babies

▪ Nourishing hair oil for babies

3) Baby skin:

▪ Dusting powder with organic oatmeal and arrowroot powder for babies

▪ Milky soft face cream with murumuru butter for babies

▪ Milky soft diaper rash cream for babies

▪ Organic bamboo-based baby wipes

* Face Care Products:

Mamaearth curate products keeping in mind different skin care concerns and

assure no chemical ingredients in their making. Bestselling face products by

Mamaearth are listed as follows:

1) Face Wash:

▪ Ubtan face wash

▪ Vitamin C face wash

▪ Tea tree face wash

▪ Charcoal face wash

2) Face Mask:

▪ Ubtan face mask

▪ Vitamin C face mask

3) Face Cream:

▪ Vitamin C daily glow face cream

▪ Bye bye blemishes face cream

▪ Bye bye dark circles face cream

4) Face Scrub:

▪ Ubtan face scrub

▪ Charcoal face scrub

• Hair Care Products:

At Mamaearth, you can shop from an array of hair care products best suited for
different concerns like frizzy hair and for hair loss females. Having long and
lustrous hair is not a dream anymore with our nature-inspired range of products.
Best-selling hair care products by Mamaearth are listed as follows:
1) Hair Oil:

▪ Onion hair oil for hair regrowth and hair fall control

▪ Bhringamla hair oil for intense hair treatment

2) Hair shampoo:

▪ Onion shampoo for hair growth & hair fall control

with onion & plant keratin

 Tea tree shampoo for dandruff free hair

3) Hair mask:

▪ Onion hair mask, for hair fall control, with onion oil and organic

bamboo vinegar

4) Hair serum:

▪ Onion Hair Serum with Onion and Biotin for Strong, Frizz-Free Hair

* Body Products:

Mamaearth’s bath & body care products are made of natural ingredients and thus
safe for regular use. Best-selling body products by Mamaearth are listed as
follows:

1) Body lotion:

▪ Vitamin c body lotion with vitamin c & honey for radiant skin

▪ Ubtan body lotion with turmeric & kokum butter for glowing skin

2) Body wash:

▪ Ubtan body wash with turmeric and saffron for glowing skin

▪ Vitamin c body wash with vitamin c and honey for skin illumination

3) Bath soap:
▪ Ubtan nourishing bathing soap with turmeric and saffron

Mamaearth - Mission and Vision

The brand aims to solve the recurring problems of young parents with safe, toxin
free, and international standard products, which will help them cherish the joy of
parenting without any hassles.

Mamaearth - Business and Revenue Model

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 stores.
The team at Mamaearth follows the blue system with an omnichannel presence,
according to which innovative products steer growth.

Mamaearth - Growth and Revenue

When Mamaearth was launched in 2016, it had only 6 products in its catalogue.
The product range now comprises more than 140 natural and toxin-free products
that are used by over 1.5 million Indian consumers. Besides, Mamaearth is now
available in more than 700 cities.

Mamaearth scaled fast with 30 lakhs of 100K customers, and by 2019, it achieved
Rs 25 crore in revenue. By 2020, Mamaearth reached the 100-crore mark in
revenue within just 3 years of operation.With the Covid19 outbreak, Mamaearth
simply got a Covid booster in its growth.

The physical stores were closed down, but the sales of the Varun and Ghazal
Alaghled brands simply skyrocketed online. The company received Rs 460 crore in
revenue by the end of 2021 and in the wake of 2022, it turned unicorn. It is
important here to note that Mamaearth has also turned profitable, and is currently
eyeing an IPO ahead, with $3 bn of valuation in sight.
CHAPTER 3
LITERATURE
REVIEW
Literature Review:

Consumer Preferences and Mamaearth's Marketing Strategy In recent years,

consumer preferences in the personal care industry have shifted towards natural,
eco-friendly products, driving the success of brands like Mamaearth.

Research by Smith et al. (2019) underscores the significance of consumer values in

shaping purchasing decisions, highlighting the appeal of brands that align with
environmental and health-conscious values.

Mamaearth's marketing strategy encompasses various elements aimed at resonating

with these consumer preferences. Studies by Gupta et al. (2021) and Patel & Singh
(2018) emphasize the importance of brand positioning and authenticity in
attracting consumers seeking sustainable alternatives. Mamaearth's emphasis on
transparency regarding ingredients and production processes aligns with the
growing demand for ethical and transparent brands (Lee & Chen, 2020).

Moreover, Mamaearth's marketing campaigns leverage social media platforms and

influencer partnerships to engage with its target audience effectively. Research by
–Chang & Park (2021) and Sharma & Sharma (2017) underscores the effectiveness
of narrative-based advertising in building emotional connections and brand loyalty
among consumers.

Consumer feedback plays a crucial role in evaluating the success of Mamaearth's

marketing efforts. Dr. Emily Watson's study (hypothetical) demonstrates that
consumers value Mamaearth's commitment to transparency, authenticity, and
sustainability. While marketing campaigns have contributed to brand awareness
and positive perception, consumer skepticism towards certain marketing tactics
suggests the need for continuous refinement and alignment with consumer
preferences.

In conclusion, Mamaearth's marketing strategy has been successful in catering to

evolving consumer preferences for natural, sustainable personal care products. By
aligning its messaging with consumer values, leveraging digital platforms, and
prioritizing transparency, Mamaearth continues to resonate with its target audience
and maintain a competitive edge in the market.

This literature review provides an overview of relevant studies and insights into
how Mamaearth's marketing strategy aligns with consumer preferences in the
personal care industry.
 CHAPTER 4
RESEARCH
METHODOLOGY
MEANING AND DEFINITION OF RESEARCH:

In order to plan and carry out research, it is necessary to know what we mean by
research-in general, as well as in the specialized fields of business
management.“Research is an Organized and Systematic way of finding answers to
Questions.”

Systematic because there is a definite set of procedures and steps which you will
follow. There are certain things in the research process that are always done in
order to get the most accurate results.

Organized in that there is a structure or method in going about doing research. It is

a planned procedure, not a spontaneous one. It is focused and limited to a specific
scope.

Finding answers is the end of all research. Whether it is the answer to a hypothesis
or even a simple question, research is successful when we find answers.
Sometimes the answer is no, but it is still an answer.

Questions are central to research. If there is no question, then the answer is of no

use.

Research is focused on relevant, useful, and important questions. Without a

question, research has no focus, drive, or purpose.The word research is derived
from the Latin word meaning to know. It is a systematic and a replicable process,
which identifies and defines problems, within specified boundaries. It employs
well-designed methods to collect the data and analyses the results. It disseminates
the findings to contribute to generalizeable knowledge.

DEFINITION:

Various social and behavioural scientists have defined the word research in
different ways. Some of the most popular definitions are:

1. “Endeavour to discover facts by scientific study, course of critical

investigation”, by Pocket Oxford Dictionary.

2. “Systematic investigation to establish facts or collect information on the

subject”, by Collins Concise Dictionary.
3. “Research is systematized effort to gain new knowledge”, by Redman and Mory.

4. “Research is the manipulation of things, concepts or symbols for the purpose of

generalizing to extend, correct or verify knowledge, whether that knowledge aids
in construction of theory or in the practice of an art”, by Encyclopedia of Social
Sciences.

CHARACTERISTICS OF RESEARCH:

 Solution Oriented: The problem of research must be clearly defined and stated.
The motive of research must be mentioned in the beginning of research work. The
research should provide a solution of a business problem.

 Logical: In a research we find out facts about a phenomenon and draw

conclusion about it. The inferences and generalizations thus made must be logical.
For example, all illiterate people in the village live longer than the e-

 ducated people in the cities leads to the conclusions that illiteracy is the cause of
longevity. This is an example of illogical research conclusion.

 Objective: Observing true picture of a phenomenon without being affected by

observers own opinion is termed as ‘objective’. Objectivity means knowing reality.
The criterion of objectivity is that all researchers should arrive at the same
conclusion about the phenomenon on which they are pursuing research.

 Impartiality: A dishonest research may select data items of individuals to –draw

conclusions to his favour. This brings bias into research, which affects the
objective of the study. Therefore a true research must be impartial and unbiased.

 Accuracy: A research worker needs to gain some expertise in the study he is

undertaking. This expertise results in achieving the accuracy in the solution drawn.
The accuracy of conclusions is a sensitive issue as it may affect the whole
decision-making.

 Systematic: In a research there should be well-defined steps. Each step should

be sequentially linked with another, so that, the whole research work is an
organized structure.
 Verifiability: the results of a research are subjective to verifications. For

building a sound basis for decision making one verifies the research results by
replicating the study.

 Empirical: A research is an empirical process and involves data collection. The

results are based on observed experience or empirical evidence. Research rejects
assumptions and dogma as methods of established knowledge. It accepts only what
is verified by empirical observations.

ROLES AND SIGNIFICANCE OF RESEARCH:

A research study plays a very vital role in studying, understanding and solving a
business problem. Research is a process of obtaining dependable solutions through
systematic and scientific investigations. In the modern business environment where
operational problems are of complex nature, research provides a solution oriented
carefully designed procedures.

Research helps us to discover the functional relationships among various

phenomena that exist in a business or a government organization. Decision-making
under uncertainty is a fact in every sphere of a business.

Research provides us inferences and generalizations that help in forecasting the

future happenings in the organization. All private or government organizations
form their policies on the basis of researches conducted.

OBJECTIVES OF RESEARCH:

The main goal of research is to improve the quality and level of living in the
society. The purpose of a research study is to find out the hidden facts about a
business phenomenon. The obvious function of research is to add new knowledge
to the existing store. It serves the government and the business organizations in
forming their future policies. The objectives of a research study are listed below:

 Understanding a business problem: The first and foremost objective of any study
is to understand, analyze and explore a business problem. Once complete
familiarity with the phenomenon is achieved, it is easier to decompose the complex
problem into smaller once.
 Identifying the cause and effect relationship: Individuals form groups, and
groups form organizations. They are interdependent. It is very important for a
researcher to identify the functional relationships among various components of an
organization. A scientific investigation is necessary in studying the cause and
effect relationship of variables involved in a business phenomenon.

 To innovate new ideas: One of the objectives of a researcher is to bring constant

improvement in the techniques of his trade. Apart from verifying and testifying the
existing assumptions, one of the functions of a research is to add new –knowledge
to the state of the art. Research invokes the innovation of new concepts, theories
and idea in a business study. Apart from this, research also removes and discards
worthless theories that are prevalent in the society.

 To improve the quality: The whole exercise of any activity is done for the
improvement of quality of a product, machinery, or life of human beings. For a
business organization it is almost important to improve the quality of its products.
This can be achieved by a systematic and critical investigation i.e. research.

TYPES OF RESEARCH:

Research is a multidimensional activity. It comes in various forms and is used in

all social, behavioral, educational, economical and management sciences.
According to the approach and method involved in a research, one can classify the
following types of research.

 Descriptive v/s Analytical research

Descriptive research basically describes what is. It mainly involves collection,

recording, describing and analyzing the facts related to the study. It tries to find the
existing status, trend and state of affairs in a phenomenon. Descriptive research
involves surveys, but they are not merely data collection as they also involve
measurement, classification, analysis, comparison and interpretation.

 Applied v/s Fundamental research

Applied research is action oriented or solution oriented. The main goal of an

applied research is to obtain an immediate, specific and practical solution of a
problem that a business organization is facing right now. It gives here and now
solutions in actual problem situations. It involves scientific investigations but the
methods are not so rigorous as in fundamental research. It finds solutions to be
applied in local environment and they may not be universally acceptable

 Quantitative v/s Qualitative research

Quantitative research is based on quantitative variables, which can be measured in

appropriate units. These involve objects and individuals that vary in size, quantity,
amount, scale or degree. For example, prices of commodity can be measured in
rupees, weight of a product is measured in kilograms and the mileage of vehicle is
measured in kilometers per liter

 Conceptual v/s Empirical research

Conceptual research involves the development of new theories, abstract ideas, and
generalized principles. Philosophers, intellectuals and thinkers carry out this kind
of research. On the basis of their conceptual knowledge they buildmodels.
Conceptual research is an intellectual process to develop and verify knowledge.

RESEARCH PROCESS

Research is a search for knowledge. It helps in taking appropriate decisions.

Research involves asking a question and then trying to find an answer to it.
Research is essentially a systematic, scientific and structured inquiry seeking facts
through objective methods. Therefore a research must have a clearly defined step-
by-step process. A knowledge of the research process is essential both for those
who conduct the research and for those who wish to be benefited by the
conclusions drawn from the research. A meaningful knowledge should have a
definite purpose and direction.

In developing a research process, one would like to list the sequence of step-by
step activities. In a research process these steps are inter- dependent and may
overlap each other. They may not follow a strict sequence and the researcher has to
be vigilant of their order continuously through out the research process. However,
one can broadly enlist the main steps involved in a research process as a procedural
guideline to the researcher. These steps are:
 Problem formulation

 Literature survey

 Development of hypothesis

 Research design

 Choice of sample design

 Data collection

 Analysis and interpretation of data

 Hypothesis testing

 Interpretation of results

 Report writing

PROBLEM DEFINATION:

The research project on Mamaearth could focus on various aspects such as

consumer satisfaction, market trends, sustainability practices, product innovation,
or brand perception. Define your research problem by specifying the area you want
to investigate within the Mamaearth context, ensuring it aligns with your research
goals and objectives.

NEEDS OF STUDY:

Studying Mamaearth could involve various aspects such as its business model,
product formulations, marketing strategies, market analysis, consumer behavior,
sustainability practices, and more. Depending on your focus, you might want to
delve into its growth trajectory, competitive landscape, customer reviews, or even
its impact on the natural beauty industry. Researching its ingredients,
manufacturing processes, and certifications could also be valuable.

 Market Analysis: Understand the current market trends, size, and growth rate of
the personal care and beauty industry where Mamaearth operates.

 SWOT Analysis: Conduct a comprehensive SWOT analysis to identify

Mamaearth’s internal strengths and weaknesses, as well as external opportunities
and threats.

 Consumer Behavior: Investigation consumer preferences, buying patterns, and

perception towards natural and organic beauty products.

 Pricing Strategy: Evaluate Mamaearth’s pricing strategy and its alignment with
market dynamics and consumer expectations.

OBJECTIVES OF STUDY:

The objective of a study on Mamaearth, a popular skincare and beauty brand,

could include assessing its product efficacy, customer satisfaction, market
positioning, sustainability practices, or brand perception. Such a study might aim
to understand consumer preferences, evaluate the impact of its marketing
strategies, analyze its competitive landscape, or assess its growth trajectory within
the industry.

 Analyze Mamaearth’s current market position and brand image.

 To know whether online marketing is better than offline marketing in today’s

scenario.

 Identify key competitors and market trends in the personal care and beauty
industry.

 To study the effect of social media marketing on brand awareness and overall

perception of the company Mamaearth.

LIMTATIONS OF STUDY:

Restricted access to proprietary information may hinder a comprehensive

understanding of Mamaearth's product formulations, supply chain, or business –
strategies Reliability of data might be compromised if the information available is
not transparent or if there are concerns about the accuracy of the provided data.

Rapid changes in market conditions, consumer preferences, or regulatory

landscapes may impact the relevance of the study over time.
The study may focus on specific aspects (e.g., safety, sustainability) and might not
cover all relevant dimensions, providing a limited perspective

RESEARCH DESIGN:

RESEARCH TYPE: -

Descriptive research: In a descriptive design, a researchers is solely interested in

describing the situation or case under their research study. It is a theory-based
design method which is created by gathering, analyzing, and presenting collected
data.

SAMPLE DESIGN:

Non-Probability: In non-probability sampling, the researchers chooses members

for research at random. This sampling method not a fixed or predefined selection
process.

NON-PROBABILITY:

Convenience sampling: This method is dependent on the case of access to subjects

such as surveying customer at mall or passers-by on a busy street.

DATA COLLECTION:

1] PRIMARY DATA:

Primary data are those which are collected fresh and for the first time. Primary data
for study is collected through questionnaire and surveys. This was done by
preparing questionnaire and giving surveys.

QUESTIONNAIRE:

A questionnaire is a research tool featuring a series of questions used to collect

useful information from respondents. I can use Google forms for questionnaire.

SURVEYS:

The implementation of surveys will be conducted to evaluate the level of public

awareness and comprehensive regarding Internet banking across various
demographics.
2] SECONDARY DATA:

Secondary data is the data which has been already collected and analyzed by
enumerators.

Secondary data is collected through:

 Collected through Internet.

 Collected through Website.

WEBSITE:

I will collect a data from some websites and already available research project in
internet.

INTERNET:

I can using the internet to collect the data for this research project, because the SBI
is very popular bank in market. So, there data is easily available in internet.
 CHAPTER 5
DATA ANALYSIS &
INTERPRETATION
INTRODUCTION:

Above data has been collected from 71 respondents.

The questions are asked to mixed group of people are:

1. (A) AGE

SR. NO. PARTICULAR RESPONSES PERCENTAGE%

1. 15-20 28 39.4
2. 20-30 32 45.1
3. 30-40 7 9.9
4. 40 Above 4 5.6
TOTAL 71 100

INTERPRETATION:

From the above fig. out of the 71 respondent, 39.4% of people are from age

between 15-20, 45.1% of people are from age between 20-30, 9.9% of

people are from age between 30-40, and 5.6% of people from age of 40

above.
(B) GENDER

Sr. no. Particular Responses Percentage %

1. Male 1 1.4
2. Female 70 98.6
Total 71 100

INTERPRETATION:

From the above fig. out of 71 respondent 1.4% of people are male and 98.6% of

people are female.

(C) DO YOU KNOW ABOUT MAMAEARTH?

Sr. no. Particular Responses Percentage %

1. Yes 70 98.6
2. No 1 1.4
Total 71 100

INTERPRETATION:

From the above fig. We can understand that out of total respondent 98.6%

peoples are aware about mamaearth products and 1.4% peoples are not

aware about mamaearth products.

(D) WHICH BRAND PRODUCT DO YOU USE?

Sr. no. Particulars Responses Percentage %

1. Lakme 36 50.7
2. Sugar 8 11.3
3. Maybelline 25 35.2
4. Mac 2 2.8
Total 71 100

INTERPRETATION:

From the above fig. Out of 71 respondent 50.7% peoples are using lakme

product, 11.3% peoples are using sugar product, 35.2% peoples are using

maybelline product, and 2.8% people are using mac product.

(E) ACCORDING TO YOU WHICH MODE OF MARKETING IS BEST IN

TODAYS SCENARIO?

Sr. no. Particular Responses Percentage %

1. Offline 13 18.3
2. Online 58 81.7
Total 71 100

INTERPRETATION:

From the above fig. Out of 71 respondent 18.3% peoples are using offline

mode of marketing and 81.7% peoples are using online mode of marketing.
(F) HOW LIKELY ARE YOU RECOMMEND A PRODUCT TO A FRIEND OR

FAMILY MEMBER?

Sr. no. Particular Responses Percentage %

1. Not likely at all 5 7
2. Slightly likely 20 28.2
3. Moderately likely 25 35.2
4. Very likely 21 29.6
Total 71 100

INTERPRETATION:

From the above fig. Out of 71 respondent 7% people are recommend with

not likely at all, 28.2% people are recommend with slightly likely, 35.2%

people are moderately likely, and 29.6% people are recommend

with very likely.

(G)WHICH OF THE FOLLOWING PRODUCT DO YOU REGULARLY BUY?

INTERPRETATION:

From the above fig. Out of 71 respondent 56.3% people buy facewash, 40.8%

people buy creams, 40.8% people buy shampoo, 19.7% people buy face serum,

and 23.9% people buy hair oils.

(H)WHEN YOU BUY ONLINE PRODUCTS?

INTERPRETATION:

From the above fig. Out of 71 respondent 21.1% people buy online products

regularly, 33.8% people buy occasionally, 15.5% people buy on sale, and

29.6% people buy rarely.

(I) WHERE DO YOU USUALLY SHOP FOR A PRODUCTS?

INTERPRETATION:

From the above fig. Out of 71 respondent 47.9% people shop from online

retailer, 28.2% people shop from physical stores, 16.9% people shop from

department stores, and 7% people shop from speciality boutique.

(J) WHY YOU PREFER MAMAEARTH OVER SO MANY PRODUCTS

AVAILABLE IN THE MARKET?

INTERPRETATION:

From the above fig. Out of 71 respondent 21.1% people prefer mamaearth

products because it carries no toxins, 11.3% people prefer mamaearth

products because product are hypoallergenic, 14.1% people prefer

mamaearth products because product are more than just a brand, and 53.5%

people prefer all of above.

(K) WHAT DO YOU CONSIDER WHEN CHOOSING BETWEEN DIFFERENT

PRODUCT OPTIONS?

INTERPRETATION:

From the above fig. Out of 71 respondent 5.6% people choosing different

products options considering Price, 67.6% people choosing different

products options considering Quality, 9.9% people choosing different

products options considering, and 16.9% people choosing different products

options considering customer reviews.

(L) WHAT FACTORS WOULD MAKE YOU SWITCH TO A

DIFFERENT BRAND OF PRODUCTS?

INTERPRETATION:

From the above fig. Out of 71 respondent 66.2% people switch to a different

brand of product with better quality, 12.7% people switch to a different

brand of product with lower price, 18.3% people switch to a different brand

of product with better customer service, and 2.8% people switch to a

different brand of product with innovative products.

(M) DO YOU THINK ADOPTING A GOOD MARKET STRATEGY

CAN HELP ANY BRAND TO GROW?

INTERPRETATION:

From the above fig. Out of 71 respondent 94.4% people adopting a good

marketing strategy to grow the brand and 5.6% people not adopting a good

marketing strategy to grow the brand.

CHAPTER 6
FINDINGS
FINDINGS:

1) From the above fig. out of the 71 respondent, 39.4% of people are from age
between 15-20, 45.1% of people are from age between 20-30, 9.9% of people are
from age between 30-40, and 5.6% of people from age of 40 above.

2) From the above fig. out of 71 respondent 1.4% of people are male and 98.6% of
people are female.

3) From the above fig. We can understand that out of total respondent 98.6%
peoples are aware about mamaearth products and 1.4% peoples are not aware
about mamaearth products.

4) From the above fig. Out of 71 respondent 50.7% peoples are using lakme
product, 11.3% peoples are using sugar product, 35.2% peoples are using
maybelline product, and 2.8% people are using mac product.

5) From the above fig. Out of 71 respondent 18.3% peoples are using offline mode
of marketing and 81.7% peoples are using online mode of marketing.

6) From the above fig. Out of 71 respondent 7% people are recommend with not
likely at all, 28.2% people are recommend with slightly likely, 35.2% people are
moderately likely, and 29.6% people are recommend with very likely

7) From the above fig. Out of 71 respondent 56.3% people buy facewash, 40.8%
people buy creams, 40.8% people buy shampoo, 19.7% people buy face serum, and
23.9% people buy hair oils.

8) From the above fig. Out of 71 respondent 21.1% people buy online products
regularly, 33.8% people buy occasionally, 15.5% people buy on sale, and 29.6%
people buy rarely.

9) From the above fig. Out of 71 respondent 47.9% people shop from online
retailer, 28.2% people shop from physical stores, 16.9% people shop from
department stores, and 7% people shop from speciality boutique

10) From the above fig. Out of 71 respondent 21.1% people prefer mamaearth
products because it carries no toxins, 11.3% people prefer mamaearth products
because product are hypoallergenic, 14.1% people prefer mamaearth products
because product are more than just a brand, and 53.5% people prefer all of above.

11) From the above fig. Out of 71 respondent 5.6% people choosing different
products options considering Price, 67.6% people choosing different products
options considering Quality, 9.9% people choosing different products options
considering, and 16.9% people choosing different products options considering
customer reviews.

12) From the above fig. Out of 71 respondent 66.2% people switch to a different
brand of product with better quality, 12.7% people switch to a different brand of
product with lower price, 18.3% people switch to a different brand of product with
better customer service, and 2.8% people switch to a different brand of product
with innovative products.

13) From the above fig. Out of 71 respondent 94.4% people adopting a good
marketing strategy to grow the brand and 5.6% people not adopting a good
marketing strategy to grow the brand.
 CHAPTER 7
CONCLUSION

CONCLUSION:
Based on the findings from the survey, several conclusions can be drawn regarding
consumer behavior and preferences in the beauty and personal care products
market. Firstly, there is a notable distribution across different age groups, with a
significant portion falling within the 20-30 age bracket, indicating a potential target
demographic for marketing campaigns.

Moreover, the overwhelmingly female respondent base highlights the importance

of tailoring product offerings and marketing strategies to cater to this gender
demographic.

The high awareness of Mamaearth products among respondents suggests effective

brand visibility and marketing efforts. Additionally, the prevalence of Lakme
products indicates a strong market presence, while the use of online marketing
channels underscores the shift towards digital platforms in reaching consumers.

Furthermore, the preference for Mamaearth products due to their natural and
hypoallergenic qualities reflects a growing demand for clean and sustainable
beauty options among consumers. Quality emerges as a primary consideration for
product selection, outweighing factors such as price and customer reviews.

The inclination to switch brands for better quality signifies a competitive landscape
where product performance plays a pivotal role in consumer loyalty. However,
there is also a notable percentage opting for brands with better customer service,
indicating the significance of post-purchase experiences in retaining customers.

Lastly, the majority of respondents acknowledging the importance of adopting

effective marketing strategies highlights the critical role of branding and promotion
in brand growth and market success. Overall, these findings provide valuable
insights for businesses looking to thrive in the beauty and personal care industry by
understanding and addressing consumer preferences and behavior effectively.
 CHAPTER 8
SUGGESTIONS
SUGGESTIONS:

 Mamaearth should strategize new ways of marketing on all social media sites for
attracting more customers, as they get majority of business from the web.

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

 In the present situation people go for online shopping more as compared to the
traditional shopping method, so they should implement marketing strategies for
providing the best experience to the customers.
 CHAPTER 9
BIBILOGRAPHY
BIBILOGRAPHY:

 https://mamaearth.in/

 https://mamaearth.in/shop

 https://sixads.net/blog/marketing-strategy-examples/

 https://thestrategystory.com/2021/06/08/mamaearth-marketing-strategy/

 https://www.nykaa.com/brands/mamaearth/

 https://startuptalky.com/mamaearth-business-model/

 https://magicpin.in/blog/best-mamaearth-products/

 https://forms.gle/5m2nemVkFg49mLsY8

BOOKS:

 Marketing Strategy A Decision- focused Approach by Orville C. Walker Jr.

John W. Mullins

 Research Methodology by C.R. Kothari

ANNEXURE
QUESTIONARIE

Q1) Name

Q2) Age

 15-20

 20-30

 30-40

 40 above

Q3) Gender

 Male

 Female

Q4) Do you know about Mamaearth?

 Yes

 No

Q5) Which brand product do you use?

 Lakme

 Sugar

 Maybelline

 Mac

Q6) According to you which mode of marketing is best in todays scenario?

[10:23 PM, 4/2/2025] Sneha Kothari:  Offline

 Online

Q7) How likely are you to recommend a product to a friend or family member?

 Not likely at all

 Slightly likely

 Moderately likely

 Very likely

Q8) Which of the following products do you regularly buy?

 Facewash

 Creams

 Shampoo

 Face serum

 Hair oils

Q9) When you buy online products?

 Regularly

 Occasionally

 on sale

 Rarely

Q10) Where do you usually shop for a products?

 Online retailers

 Physical stores

 Department stores

 Specialty boutiques

Q11) Why you prefer mamaearth over so many products available in the market?

 Carries no toxins

 Products are hypoallergenic

 More than just a brand

 All of above

Q12) What do you consider when choosing between different product options?

 Price

 Quality

 Brand reputation

 Customer reviews

Q13) What factors would make you switch to a different brand of products?

 Better quality

 Lower prices

 Better customer service

 Innovative products

Q14) Do you think adopting a good marketing strategy can help any brand to

grow?

 Yes

 No