Mamaearth Marketing Strategy: Making Indian Brand Stand Out From Its Competitors
🔍Insights
Unless you are living under a rock, you might have heard about the company name Mamaearth.
Not only this, you must have heard about the marketing strategy of Mamaearth when you have been in marketing for a while. And it is a brand that is well-known among its customers. We are certain that people have tried its product at a certain level, so the question to the discussion here is what they did to get the attention of buyers or why they are ruling the market. Well, if that is the question that pops into your head, then you are definitely in the correct place.
When a brand does something that helps them achieve what they are looking for, then the mind behind this is their marketing team. They work around the clock on ideas that can represent their product in a perfect way. But more than this, the product should be top-notch. When Steve Jobs said, don’t sell products, sell dreams, half of the businessmen and young entrepreneurs relate to it. And this is exactly why, after so many years, Apple stands tall in the market.
One such company is Mamaearth, whose marketing strategy is something that forces us to compile this guide. So, without any more time, let’s focus on Mamaearth's marketing strategy.
The Story Behind Mamaearth
4P's of Mamaearth - Marketing Mix
Marketing Strategy of Mamaearth
STP of Mamaearth
Why Mamaearth rules over its competitors
Conclusion
The Story Behind Mamaearth
Varun and Ghazal Alagh battled as new parents to find healthy and non-toxic items for their son. With most young parents, it can be a time-consuming and overwhelming experience, and the Alaghs were no exception.
After their son was born in 2016, they discovered that almost all baby care items in India featured dangerous chemicals, like parabens, sulfates, phthalates, and bleach, that can cause side effects in the skin of a baby. When exposed to delicate parts of the face, these chemicals can cause rashes, inflammation, and skin allergies. The Alaghs started ordering goods from the United States in search of better options, but this proved to be more costly and uncomfortable.
This is not just it; soon, they came to know many young parents struggle with this, which is exactly how the idea to start Mamaearth occurs. Mamaearth's tagline is "Goodness Inside." People may gain a better understanding of the products that the brand manufactures and promotes.
Varun Alagh and Ghazal Alagh created Honasa Consumer, which runs the Mamaearth company, to provide goods that are clean, non-toxic, and organic by global standards.
4P's of Mamaearth - Marketing Mix
Product - The natural and toxin-free ingredients of Mamaearth's products set them apart from other personal care products on the market. In its products, the company uses a variety of plant-based components and avoids the use of harsh chemicals and artificial smells. Mamaearth's products have also been dermatologically tested and found to be hypoallergenic, making them suitable for even the most sensitive skin.
Price - Mamaearth's pricing strategy is a premium pricing strategy. This is due to the high quality of its ingredients and the fact that its products are natural and devoid of toxins. Mamaearth, on the other hand, offers a number of discounts and promotions throughout the year, making its products more cheap to customers.
Place - Mamaearth's distribution channel is spread across various sources, including its own website, online marketplaces, and retail stores. This makes it easy for consumers to purchase Mamaearth products, regardless of where they live or how they prefer to shop.
Promotion - Mamaearth uses a variety of promotional channels to reach its target audience and generate awareness and interest in its products. The company is very active on social media, and it uses influencers to promote its products to its followers. Mamaearth also runs television commercials and print ads. The company uses a variety of channels to reach its target audience and make its products easily accessible.
Overall, the 4Ps of Mamaearth is focused on highlighting the quality of its products and their natural and toxin-free ingredients. The company uses a variety of channels to reach its target audience and make its products easily accessible. The marketing mix of Mamaearth sets a benchmark for its competitors. As a result, Mamaearth has become a popular choice for consumers who are looking for safe and effective personal care products.
Marketing Strategy of Mamaearth
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.
Enhancing Customer Base
It is critical to learn that by the time you have to enhance your customer base. You can’t be limited, and the world is your oyster. If we follow the pattern, Apple started with the CPU, then personal computers, then iPhones, iPods, and much more. All this time, they tried to grow. The same goes with Mamaearth; initially, it started to be the company of mothers and babies. However, it gradually began to grow its client base. The company has now branched out into skincare. It offers bathing ingredients, skincare serums and ointments, face wash, moisturizers, hair oils, and a variety of other items. The greatest thing is that none of these items contain any chemicals.
Search Engine Optimization
Mamaearth's website is well-optimized for on-page SEO. The company uses relevant keywords throughout its website, including in its product titles, descriptions, and blog posts. Mamaearth also has a strong internal linking structure, which helps search engines crawl and index its website more efficiently. Mamaearth's website has an authority score of 51, 2 million organic visitors, and 219.2K visitors from paid search. The company also has a strong off-page SEO strategy. The company has built a large number of high-quality backlinks from other websites. Backlinks are among the most important factors in Google's ranking algorithm, so Mamaearth's strong backlink profile helps it rank higher in SERPs. Each month, millions of people visit the company's website, which prioritizes 91.5K terms.
Concentrate on Digital Platforms
All brands and companies know the value of digital platforms. We are in the digitalization era, so we can’t overlook this factor; Mamaearth knows it very well. Digital tools are used in Mamaearth's ad campaigns. The internet is growing, and most people rely on these digital channels for all of their knowledge base. As a result, the brand management approach utilizes these new outlets to raise brand awareness and attract a broader audience. Mamaearth's official website, Amazon, Flipkart, and other digital outlets sell the product. As a result, the company is establishing a robust digital footprint. Most of its sales come from online channels.
Brand Message
The brand message is a very important thing; it presents your brand in a nutshell. So, it should be precise, clear, and engaging. It should commence with the customers and proffer the feeling of home. Mamaearth's tagline and mission are "Goodness Inside." It ensures that the brand does not jeopardize the consumers' well-being. It offers goods that are free from contaminants and dangerous chemicals. The brand's goods are somewhat more expensive, but they are of the highest quality available.
Social Media and Influencer Marketing Strategy
Do you know how many people spend their time on social media? The answer is every second individual. We are actually living in the social media era where things can become memes, and people can become stars overnight. It can make and break people. But more than this, people believe what they see on social media. It is the platform for ordinary people to voice their opinions, and Mamaearth knows that. Because of this, Mamaearth has established robust social media marketing strategies. The crowd they seek is available on social media, so they approach various influencers to spread the word about Mamaearth. The company is engaged on several social media sites, including Twitter, Facebook, and Instagram. Mamaearth's Influencer Marketing is the most influential approach, which includes hashtags on platforms. Mamaearth's promotion strategy focuses on digital marketing, social media campaigns, and influencer partnerships to build brand awareness and connect with its target audience.
Brand Endorsement
It is one of the strongest pillars of Mamaearth's advertising strategy. It gradually increases the overall value of the brand. The thing is, when a celebrity talks about the product, people will fall for it no matter what. The same goes for if the brand is endorsing our favorite show; we will definitely pay attention to it. Mamaearth's growth accelerated after Shilpa Shetty, a well-known star, became a shareholder and product ambassador. She is involved in the creation of new technologies and marketing strategies. The actress used social media to promote the business. Not just this, Big Boss, a popular reality television program, is also sponsored by the company. The company has also roped in celebrities like Sara Ali Khan, Samantha Ruth Prabhu, and Sharmila Tagore to advertise their products.
Mamaearth seeks to broaden its appeal among younger consumers while staying committed to natural skincare practices. Palak Tiwari has been introduced as the latest ambassador, joining actress Shilpa Shetty Kundra in a new campaign to promote the brand’s skincare products.
Word of Mouth
Now, this technique might seem vague, odd, and shameful to some of you, but it literally has benefits. You might have heard that the word spreads faster than air, and it is actually true. When you hear something from someone you know, you believe what they say with zero doubts, and this is exactly what Mamaearth planned. They start approaching the Mom bloggers and the customers who have a huge fan base and ask them to write their experience about the product. Since the company trusts in the influence of mothers, it opted for a word-of-mouth approach in which mothers can inform people about the company and how it provides the best product for their children.
TV Commercials
The TV commercials method is considered the traditional method and somewhat old-schooled. Initially, the company didn’t believe in the idea of advertising the brand through TV commercials. They want to do something out of the box, but the thing is, TV has an influence on people, and this is exactly why they decided to dip their toes in the TV commercials, too. They did launch their first advertisement on the big screen about the onion hair oil. The good part was they focused on the benefits of using onion hair oil and how the person came to know about this brand through one of its colleagues. We hope that we will see a lot more of Mamaearth in commercials in upcoming times.
Mamaearth's Advertisement
YouTube Marketing
There is no doubt that YouTube has become one of the strongest channels for spreading brand awareness. Almost half of the population prefers to watch review videos on YouTube rather than reading about them. This is exactly why brands want to take full advantage of the platform. There are many influencers on YouTube with a high number of subscribers that can spread awareness about the product. This is one of the most used marketing strategy of Mamaearth. The company has improvised its marketing strategy by reaching out to influencers on YouTube. Not only this, in comparison to traditional advertising, the marketing cost is modest.
Storytelling and User-Generated Content
Mamaearth’s communication strategy centers around the art of storytelling, crafting engaging narratives that highlight the natural benefits of their products and how they enhance their customers' beauty. Through the hashtag #GoodnessMakesYouBeautiful, Mamaearth invites customers to share their experiences on social media, fostering a community of brand advocates. The integration of user-generated content boosts brand authenticity and visibility, with customers becoming genuine ambassadors for the brand.
Responsive Communication
Mamaearth strategy focuses on real-time engagement with customers across social media platforms. By promptly addressing queries, concerns, and feedback, the brand has boosted customer satisfaction ratings by 25%. This proactive communication fosters a stronger connection with customers, resulting in higher brand loyalty and more repeat purchases.
Mamaearth Digital Marketing Strategy
Mamaearth targeted millennials by focusing on health, sustainability, and authenticity, spending 90% of its marketing budget on digital platforms like social media, influencer partnerships, and performance marketing. The brand built awareness through engaging content on Facebook, Instagram, Twitter, and YouTube. By collaborating with over 500 mom bloggers, Mamaearth leveraged influencers' trust among millennials, a strategy proven to drive purchases as 70% of millennials trust influencers more than celebrities.
Mamaearth Marketing Campaigns
The company has run a number of successful marketing campaigns over the years, which have helped it build a strong brand image and reach a wider audience.
Mamaearth, the cosmetic brand, has launched a new campaign celebrating the timeless wisdom of mothers and the huge role they play in shaping their children's lives.
"Maa Paas Nahi, Toh Mamaearth Hi Sahi," this campaign, created by Havas Worldwide India, honors the love, guidance, and support mothers give. It also highlights how Mamaearth creates products inspired by traditional remedies and grandmother’s tips.
#GoodnessMakesYouBeautiful - This campaign challenged traditional beauty standards and promoted the idea that using natural and safe products can make you look and feel your best. The campaign featured a number of popular influencers and celebrities, and it was widely shared on social media.
#IssWinterGlowNaturally - This commercial emphasized the advantages of utilizing Mamaearth's natural winter skincare products. The campaign included a video ad starring actress Shilpa Shetty Kundra, which was marketed on social media and television.
Mamaearth for Babies - This campaign promoted Mamaearth's baby care products, which are made with safe and gentle ingredients. The campaign featured a video ad of a baby and its mother, and it was promoted across social media.
Mamaearth Plastic Positivity - This campaign promoted Mamaearth's efforts to reduce plastic waste. The campaign pledged to recycle one plastic bottle for every order placed, and it was promoted across social media and TV.
Mamaearth Plant Goodness - This campaign highlighted Mamaearth's commitment to sustainability. The campaign pledged to plant a tree for every order placed, and it was promoted across social media.
Alan Joseph
STP of Mamaearth
Segmentation
Mamaearth segments its market based on several factors:
- Demographic - Mamaearth primarily targets parents, with a predominant focus on mothers, aged between 25 and 45 years, from middle to high-income families, typically with young children and infants in their households.
- Psychographic - Mamaearth's target audience consists of health-conscious and environmentally-conscious parents who prioritize natural and organic products, place a strong emphasis on safety and toxin-free options for their families, and hold eco-friendly and socially responsible attitudes.
- Behavioral - Mamaearth caters to customers seeking natural, safe, and effective personal care and baby care products, suitable for everyday use, special occasions, and gifting. They engage both new and loyal customers through loyalty programs and incentives.
Targeting
Mamaearth's primary target market is parents who are concerned about the well-being of their families and seek natural, toxin-free products. They also target parents who are environmentally conscious and value sustainability. Mamaearth focuses on reaching middle to high-income families who are willing to pay a premium for safer and eco-friendly options.
Mamaearth also targets a secondary market of individuals looking for eco-friendly and natural personal care products, even if they don't have children, as their product range extends beyond baby care.
Positioning
The positioning of Mamaearth is like a brand that offers safe, natural, and toxin-free personal care and baby care products. The key elements of Mamaearth's positioning include:
- Natural and Organic - Mamaearth emphasizes the use of natural and organic ingredients, avoiding harmful chemicals, parabens, sulfates, and synthetic fragrances.
- Safety and Trust - The brand builds trust by emphasizing the safety and efficacy of its products through rigorous testing and certifications.
- Eco-friendly and Sustainability - Mamaearth promotes its environmentally-friendly practices and packaging to appeal to eco-conscious consumers.
- Parent-Centric - The brand positions itself as a partner to parents, catering to their needs and concerns about their children's well-being.
- Innovation and Quality - Mamaearth invests in research and development to offer innovative, high-quality products.
- Transparency - The company is transparent about its product ingredients and manufacturing processes.
Why Mamaearth rules over its competitors
Now comes the question that Mamearth is the sole ruler in baby care, and the answer is no. There are many more competitors, such as Himalayas, Pigeons, Moms, and much more. So, how come it is standing out in the crowd? This is something we should pay more attention to. The reason why Mamaearth is leading the race is that it focuses on customer’s needs. Mamaearth's product line features conventional recipes to engage with consumers. Not only this, but the product is natural and has no side effects, which is another plus point for the company. Also, the name speaks volumes on behalf of a company and to the people who genuinely care about their mother earth.
Michelle D’souza
Conclusion
There you have it! This is our full take on the marketing strategy of Mamaearth. 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.
FAQs
What is Mamaearth?
Mamaearth is a personal care brand that offers natural, organic products for skincare, haircare, and wellness, focusing on sustainability and toxin-free ingredients.
Is Mamaearth an Indian brand?
The Mamaearth company is an Indian brand based out of Gurugram, Haryana.
Who founded Mamaearth company?
Mamaearth company was founded by Varun and Ghazal Alagh in 2016.
Which type of differentiation does Mamaearth brand appeal of all the natural ingredients?
Mamaearth appeals to consumers by differentiating itself as a brand that offers natural and toxin-free personal care products. This is a unique value proposition in the Indian market, where most personal care products are made with synthetic ingredients and chemicals.
What is the Marketing Strategy of Mamaearth?
The most prominent strategy that Mamaearth uses in marketing is through social media. The Company collaborates with influencers and uses Influencer Marketing and hashtags on social media platforms.
Who is the brand ambassador of Mamaearth?
Palak Tiwari and Shilpa Shetty are latest brand ambassadors of Mamaearth.
Which type of differentiation does Mamaearth brand appeal of all the natural ingredients?
Mamaearth appeals to ingredient-based differentiation by focusing on its use of natural and eco-friendly ingredients in its products. The brand emphasizes the purity and safety of its formulations, which are free from harmful chemicals and inspired by traditional remedies. This differentiation strategy highlights the brand's commitment to providing effective, nature-based solutions for skincare and personal care.
What is Mamaearth tagline?
Goodness Inside is the tagline of Mamaearth.
What is Mamaearth target audience?
Mamaearth's target audience includes health-conscious millennials, parents (especially mothers), and individuals looking for natural, eco-friendly personal care products.
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