“A STUDY ON IMPACT OF SOCIAL MEDIA

MARKETING OF MAMAEARTH”

Project Report submitted to

RAVENSHAW UNIVERSITY
In partial fulfillment of the requirement for the award of the degree of
BACHELOR OF COMMERCE
Submitted by
SEEMA SANGEETA JOJO
REGD.NO:20DCO160

Under the supervision of

Dr. SABNOOR KHATOON

DEPARTMENT OF COMMERCE
RAVENSHAW UNIVERSITY,
CUTTACK, ODISHA
 CERTIFICATE OF THE GUIDE

This is to certify that SEEMA SANGEETA JOJO, bearing Regd no 20DCO160,

UG 3rd year, Commerce, Ravenshaw University, Cuttack, Odisha has submitted the
project entitled THE IMPACT OF SOCIAL MEDIA MARKETING OF
MAMAEARTH.

The project is based on the original work done by the candidate under my guidance
and fulfils the requirement of the project work which is necessary for the partial
fulfillment of B. Com Degree.

It is to the best of my knowledge and belief that the work has not been submitted
elsewhere for the award of any degree.

Project guide
Dr. SABNOOR KHATOON
Faculty in commerce,
Ravenshaw University, Cuttack, Odisha
 DECLARATION

I SEEMA SANGEETA JOJO, bearing roll no. 20DCO160 hereby declare that this
project entitled, THE IMPACT OF SOCIAL MEDIA MARKETING OF
MAMAEARTH submitted to Ravenshaw University, Cuttack, Odisha has been
prepared by me under the valuable guidance of Dr. SABNOOR KHATOON,
faculty in commerce, Ravenshaw University, Cuttack, towards the partial fulfillment
of award Of Bachelor of Commerce as required in the curriculum for UG 6th semester
2022-23.

I also declare that this project has not been submitted to any other University for the
award of any degree.

Date -
Place - Cuttack

Name – SEEMA SANGEETA JOJO

Regd No: 20DCO160
 ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my supervisor

Dr.SABNOOR KHATOON Faculty in commerce, Ravenshaw University,

Cuttack, Odisha for having guided me whole heartly in preparing this project entitled
THE IMPACT OF SOCIAL MEDIA MARKETING OF MAMAEARTH.

I also acknowledge the continuous encouragement by my friends, non-teaching

persons involved and finally in my endeavor.

My deep sense of gratitude is for those who helped me effortlessly in preparing this
project.

Name: SEEMA SANGEETA JOJO

Regd No: 20DCO160
 TABLE OF CONTENTS

CHAPTER CONTENTS PAGE

NO. NO.
List of Figures
List of Tables
Chapter 1 Introduction of the Chapter 1-12

Chapter 2 Review of Literature 13-20

Chapter 3 Research Methodology 21-23
Chapter 4 Data Representation and Analysis 24-38

Chapter 5 Results and Discussion 39-42

References 43-45
Annexure 46-49
 LIST OF FIGURES

TABLE TITLE PAGE

NO. NO.
4.1 Chart showing the gender of respondents 25

4.2 Chart showing the age of respondents 26

4.3 Chart showing the information regarding usage of social 27
media platform
4.4 Chart showing the information regarding usage of social 28
media platform
4.5 Chart showing the term social media marketing aware by 29
respondents

4.6 Chart showing interests for using social media 30

4.7 Chart showing responses for best mode of marketing 31

4.8 Chart showing the information regarding knowledge 32

about new products or brands.

4.9 Chart showing the information regarding Mamaearth 33

4.10 Chart showing the information regarding brand 34
ambassador of Mamaearth
4.11 Chart showing the information regarding the 36
recommendation of this brand

4.12 Chart showing the information regarding a good brand 37

image
4.13 Chart showing the information regarding social media 38
marketing
 LIST OF TABLES

TABLE TITLE PAGE

NO. NO.
4.1 Table showing the gender of respondents 25

4.2 Table showing the age of respondents 26

4.3 Table showing the information regarding usage of 27
social media platform
4.4 Table showing the information regarding usage of 28
social media platform
4.5 Table showing the term social media marketing aware 29
by respondents

4.6 Table showing interests for using social media 30

4.7 Table showing responses for best mode of marketing 31

4.8 Table showing the information regarding knowledge 32

about new products or brands.

4.9 Table showing the information regarding Mamaearth 33

4.10 Table showing the information regarding brand 34

ambassador of Mamaearth
4.12 Table showing the information regarding a good brand 37
image
4.13 Table showing the information regarding social media 38
marketing
 CHAPTER - 1
INTRODUCTION OF THE CHAPTER

1
1.1 RATIONALE OF THE STUDY

Reasons for choosing this field of study (social media marketing) is because of its rapid growth in
terms of users accessing such platforms on a daily basis. Many companies are establishing their
online presence to increase business. Till the time consumers are there, products will be there for
offering and so the marketing feature will be associated with it. Choosing Mamaearth brand under
this study is important as it has emerged as the top digital brand and they mostly get their orders
online. They have completed nearly 5 years in this personal care industry still they have achieved
so much, people are aware about this etc. Not only they sell products, but they are also involved
in many social activities which has inspired many individuals.

2
1.2 INTRODUCTION TO THE INDUSTRY

BEAUTY AND PERSONAL CARE INDUSTRY (BPC)

The industry is further categorized into seven major categories – cosmetics, fragrance, men’s
grooming, skin care, bath & shower, hair care and oral care. With the demand for enhanced
products and the desire to look good, presents a golden opportunity for this industry to expand its
operations in India. The beauty and personal care market has seen rapid growth in Tier II+ cities
with two-fifth of sales coming from cities like Indore, Ludhiana, and Nagpur etc. This consumer
behavior is attributed due to increased internet penetration (social media, ads etc.) and the
increasing image consciousness of the consumer. Consumer preference indicates that daily care
products are purchased online predominantly due to product standardization, offers and discounts
on various portals whereas mid-premium and premium+ products are purchased in the offline retail
stores since the consumer mindset still believes in the ‘touch & feel’ of the product. (Beauty
Personal Care to Grow At 9 Percent By 2020, 2018)

SOCIAL MEDIA MARKETING

The term social media marketing (SMM) refers to the use of social media and social networks to
market a company’s products and services. It has gone beyond just connecting with friends. It’s
now an industry itself used for all kinds of purposes. It provides companies with a way to engage
with existing customers and also reach new ones while allowing them to promote their desired
culture and mission. Social media websites allow marketers to employ a broad range of tactics and
strategies to promote content and let people engage with it (Adam, 2018).

3
ADVANTAGES OF SOCIAL MEDIA MARKETING
 All the information can be conveyed without human intervention.
 Helps in reaching a large population.
 Interaction is possible with the customer without any hassle.
 Financial barriers are very low as compared to other forms of marketing.

DISADVANTAGES OF SOCIAL MEDIA MARKETING

 Significant time investment is required so as to maintain long term relationship with the
people.
 As the information is available to all, risk of security and privacy may occur.
 Negative feedbacks or publicity by the audience can hamper the image of the brand.

4
Instagram, Facebook, Twitter are some of the popular social networking sites. People can chat
with others, see various products of companies whether big or small, can avail services etc.

Some players involved in this study are:

INSTAGRAM:

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

FACEBOOK:

Giving people the power to share and to make the world more open and connected, this mission
by Facebook made it a very popular site amongst every age group. Anybody who says they are on

5
social media, they must have used or are using Facebook. There are more than 2 billion monthly
active users, which gives the promoters a good opportunity for brand building and setting up a
B2C (Business to Consumer) network.

TWITTER:

With 330 million monthly active users, it is a web to web platform where users post messages
popularly known as ‘Tweets’ and interact with others. Marketers use twitter to engage with the
community through tweets, Q&A to increase their following.

LINKEDIN:

Started as a network for professionals, with 550 million registered users has now became the
world’s largest professional network. It helps in generating leads, brand awareness and provides a
network for B2B (Business to Business) marketers to connect with this large pool.

6
1.3 INTRODUCTON TO THE COMPANY MAMAEARTH

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, sulfates,
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. The products are free of all known toxins that are
banned in most countries they set their base in Gurugram as D2C (Direct to Consumer) brand on
the native website and slowly entered in the retail landscape as well as on Amazon and Flipkart.
Their portfolio consists of baby care, skincare and hair care products which caters to all types of
personal care needs of young, aspirational and increasingly conscious consumers.

One of their biggest challenges was to find manufacturing partners who were ready to work with
their specified set of ingredients and after facing numerous rejections they found the perfect
partners particularly those who were catering to export markets and had strong ISO, WHO
certifications already.

7
Currently, the company is backed by eminent investors including Sequoia India, Stellaris Ventures,
Fireside Ventures, and Marico’s Rishabh Mariwala, Snapdeal founders Kunal Bahl and Rohit
Bansal, and Shilpa Shetty Kundra (Brand Ambassador) among other investors.

Especially during the time of Covid-19 they put in all their efforts despite the uncertainties.
Mamaearth’s marketing campaigns and brand communication was centered on the promise of
using only the best of nature in its products. The company has been working with influencers on
social media platforms to spread awareness about the products, their USP and answering the people
why their products are best in the market and started building awareness amongst users (Amit,
2020). With their latest initiative ‘Plant Goodness’ the brand has chosen goodness for the
environment as well. In this quest, the brand will link every order made on their website to a tree
they plant. (Asia’s First Made Safe Certified Brand, Mamaearth, Enters the UAE Market, 2020)

8
1.4 SCOPE OF THE STUDY

The scope of social media 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 social media 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.

9
1.5 OBJECTIVES OF THE STUDY

 Understanding the term brand image in terms of marketing.

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

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

 For gathering knowledge about the various modes of marketing.

 To know which mode of marketing gives better results in terms of sale, profit etc.

10
1.6 JUSTIFICATION OF THE TOPIC

So mainly what is a brand image?

It is a way that the market or the consumer perceives about you or their thinking for a brand. Can
be termed as a unique bundle of associations within the minds of target customers. It signifies what
the brand presently stands for. It is a set of beliefs held about a specific brand. It conveys an
emotional value and not just a mental image. Consumers develop various associations with the
brand. Based on these associations, they form brand image. An image is formed about the brand
on the basis of subjective perceptions of association’s bundle that the consumers have about the
brand.

Channels have evolved greatly over the years with digital presence playing a major role in a
company’s/brand’s sales. It has been observed that digital presence increases their sales by
significantly. Social platforms are a key part of digital marketing, as they can be used to
communicate brand news, interacting with the audience and for business networking. Given how
many people in India use social media, companies are jumping on the bandwagon. Organizations
such as Facebook, LinkedIn and twitter provide various tools to facilitate businesses market
towards their customers. They're the ideal platforms for expanding brand recognition and reaching
new customers.

11
1.7 LIMITATIONS OF THE STUDY

 People who are not active on social media networking sites.

 Individuals who do not know about the term social media marketing.

 Limited to only one geographical place i.e., Cuttack

12
 CHAPTER - 2
LITERATURE REVIEW

13
2.1- INTERNATIONAL REVIEWS

Social media has become the center 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 (Akar, 2011).

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

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 (Inha,
2012)

Social networks 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. (Farzana, 2014).

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

14
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. (Muhammad, 2021)

Brands may seek customer acquisitions by taking part in social media activities, such as
discussions, that promote the brand to be associated with relevant themes and brands whose
audiences are similar as the target market (Pozin 2014, 2). They are key to new customer
acquisitions is content that is interesting to the users, and participating on discussions on social
media.

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 (Pratama, 2017).

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. (Titi, 2018)

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.
(Wang, 2016)

15
Social media may help to strengthen or change brand image, but in order to benefit from the power
of social media, brands need to manage and enact their presence constantly (Pozin 2014, 2-3).

Consumers’ motivations to join social networks have been identified, analyzed and supported by
several studies. Consumers have been recognized to join social media in order to get some type of
information and request for help; to improve their skills and knowledge about certain product or
service. Members feel identified with the symbols and meaning that the brand stands for; but also
to share their passion and feel gratification from participating in the community (Shao, 2009, Park
et al., 2009, Brodie et al., 2011a, Zaglia, 2013). Social media can now provide with additional
and vast information about any product and brand to various people with different opinions.

16
2.2- NATIONAL REVIEWS

Marketing through social media 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)

(Kochina, 2019) Consumers are aware of Natural & Healthy products and there is an inclination
towards sustainable buying. 35% of buyers prefer green, healthy and toxin-free products whereas
33% of buyers are neutral about it. Products with high concern and motives offer high prices and
consumers are even willing to pay a bit more for them.

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

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

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

17
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. Vanitha)

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 (Pankaj 2016).

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. (Dr Gupta, 2015)

Consumers are more likely to buy products who has a positive brand image in the market so as to
reduce their purchasing risks, which also provides them satisfaction. (Gandotra Radhika, 2017).

Getting indulged with social media is obviously time consuming, as an association you need to
appoint a team who has knowledge in this field for the support. (Akram, 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 (Pramod Vashishtha, 2018)

18
Social media has become an indispensable tool for consumers at this age. Even the study conducted
by (Rob FitzGerald, 2019) has observed that consumers are 71% more likely to make a purchase
based on the social media referrals.

To understand the effect of social media marketing on consumer’s buying behavior a study was
conducted by (Arekar, 2019). She inferred that social media sites shows variety of products with
different brands available in the market as well as the comments and feedbacks associated with
those products so as to make the consumers aware of the necessary information about the different
brands of different products.

(Verma, 2018) studied the impact of social media on consumers purchase behavior in Indian
context and discovered that consumers like to communicate with brands through the medium of
social media. They tend to rely on the social media networks for customer support and services.
Thus, it suggests that companies should make their brands more digitized to reach to their target
audience.

(Prajapati, 2020) He focused on the scope of social media marketing in the upcoming era. Despite
agreeing on the Undeniable need for Online Marketing, he also highlighted the fact that companies
that are not utilizing the digital platform to advertise their product and services, cannot compete
with the competition and hence will eventually come to an end.

(Thompson, 2018) Brands can use digital in many possible ways to communicate distinct brand
associations and to form a brand image, a perception in the consumer minds through various
strategies. Their findings imply that there is a significant development in the ways to approach
social media usage, but regarding strategic brand management, there is still a lack of innovative
and unique management utilization and approaches.

19
According to Yadav & Rahman (2017), Social media marketing (SMM) is described as “a
process by which companies create, communicate, and deliver online marketing offerings via
social media platforms to build and maintain stakeholder relationships that enhance stakeholders'
value by facilitating interaction, information sharing, offering personalized purchase
recommendations, and word of mouth creation amongst stakeholders about existing and trending
products and services”.

Digital network offers flexibility and eases to reach huge quantities of customers through a
different range of attributes (Brakus et al., 2009). Social Media Marketing performs through
various means such as online apps, virtual platforms and media, within which, there are plenty of
approaches regarding videos, bloggings, images, recordings or podcasts, etc. Some well-known
and effective channels can be named as Facebook, YouTube, Twitter, Instagram, etc. Realizing
the increasing development of social media platforms, marketers have been able to adapt more
flexible and more innovative channels of marketing than traditional ones.

As Grant (2007) mentioned, traditional distribution channels have suffered as consumers now
use online purchasing due to easier access to product/service information. Companies use customer
centric approach to create a social network and interact with all of their target group. Changing the
traditional approach marketing is now based on interactions.

20
 CHAPTER - 3
RESEARCH METHODOLOGY

21
Steps or techniques used to identify, select, process, and analyze information so as to clearly
understanding the research problem with the help of data or information.

In this study both primary and secondary data has been used for carrying out the result.
Questionnaire (source of primary data) was used as an instrument to collect the information.

3.1 RESEARCH HYPOTHESIS

This study is conducted to assess the hypothesis that if a particular brand is marketed through
social media platforms then what will be the effects of this type of marketing on its image or
awareness.

This involves studying of two variables, marketing through social networking sites being the
independent variable and its overall effect on the brand being the dependent one.

NULL HYPOTHESIS- There is no significant relationship between marketing the products on

web through social media channels and the mentioned brand.

ALTERNATIVE HYPOTHESIS- There is a significant relationship between the marketing on

social media channels and its effects on the brand.

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3.2 CASE OF PRIMARY & SECONDARY DATA STUDY

PRIMARY:

 POPULATION: People residing in Cuttack 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 mostly active on social media, are
aware about social media marketing from the population and above-mentioned age group.

 SAMPLE SIZE: 70 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)

SECONDARY:
Articles, research papers, blogs etc. has been used.

23
 CHAPTER - 4
DATA REPRESENTATION &
ANALYSIS

24
 4.1 DATA REPRESENTATION AND INTERPRETATION

Figure 4.1 showing the gender of respondents

Table 4.1 showing the gender of respondents

Male Female Others Total

38 32 - 70

INTERPRETATION:
Under this study 70 respondents are taken into consideration, out of which 38 persons (54.3%) are
males, 32 persons (45.7%) are females and none from others.

25
 Figure 4.2 showing the age of respondents

Table 4.2 showing the age of respondents

Age- group No. of Respondents

15-20 16
20-25 49
25 and above 5

INTERPRETATION:
There are total 70 people participating in this from different age groups- majority are from 20-25
years group i.e. 49 (70% of the total population), second comes from 15-20 years group i.e. 16
(22.9% of the total population) and lastly from 25-30 years group counting to 5 (7.1% of the total
population)

26
Figure 4.3 showing the information regarding usage of social media platforms

Table 4.3 showing the information regarding usage of social media platforms

Social Media Platform No. of Respondents

Instagram 59
Facebook 6
Twitter 2
LinkedIn 3

INTERPRETATION:
From the above representation we can say that generally people prefer using Instagram
application with 59 people (84.3% out of total) opting for it.

27
 Figure 4.4 showing the time spent on such platforms by respondents

Table 4.4 showing the time spent on such platforms by respondents

Time Spent No. of Respondents

0-1 Hour 13
2 Hours 23
3 Hours 16
More than 4 Hours 18

INTERPRETATION:
We can say from the above-mentioned data that almost 32.9% which comes to 23 people out of 70
spends 2 hours on social networking sites in the whole day having 24 hours, followed by 18 people
(25.7%) who spend more than 4 hours, 16 people (22.9%) who spend around 3 hours and lastly
only 13 people (18.6%) who spend 0-1 hour on web.

28
Figure 4.5 showing the term social media marketing aware by respondents

Table 4.5 showing the term social media marketing aware by respondents

Responses No. of Respondents

Yes 62
No 2
Maybe 6

INTERPRETATION:
As good as 88.6% which is 62 people out of 70 are very well aware of the term social media
marketing, 6 people being partially aware of this and only 2 have answered for No as he/she might
not know about this form of marketing.

29
 Figure 4.6 showing interests for using social media

Table 4.6 showing interests for using social media

Particulars No. of Respondents

Products 17
Services 6
Chatting 11
Promotions or Offers 9
Others (Memes, Entertainment, Observing the 27
New Trends, General Awareness & Humour)

INTERPRETATION:
In the above-mentioned question, what are your interests on social media was asked from the
participants for which they can go for more than one option. The top options for which people
voted majorly are others (38.6%), products (24.3%), chatting (15.7%) and promotion or offers
(12.9%).

30
 Figure 4.7 showing responses for best mode of marketing

Table 4.7 showing responses for best mode of marketing

Responses No. of Respondents

Offline 9
Online 61

INTERPRETATION:
From the findings it can be said that maximum people voted for the online mode of marketing as
their preference considering today’s digital world and only 9 opted for the offline mode which is
considered as the traditional style of selling the products.

31
Figure 4.8 showing the information regarding knowledge about new products
or brands.

Table 4.8 showing the information regarding knowledge about new

products or brands.

Particulars No. of Respondents

Strongly agree 25
Agree 36
Neutral 9
Disagree -
Strongly disagree -

INTERPRETATION:
When it comes to knowledge about new brands in the market, we can clearly see from the above
pie chart that social media platforms do help majorly in establishing an image in the minds of the
consumer. 87.1% and above are strongly in favor of this, with 12.9 %(9 people) being in neutral
position and only 2 people does not stand with this.

32
 Figure 4.9 showing the information regarding Mamaearth

Table 4.9 showing the information regarding Mamaearth

Particulars Responses in %
Social Networking sites 74.3%
TV advertisements 12.9%
Friends/Family 8.6%
Others 4.3%

INTERPRETATION:
For this question, surveyors can go for more than one choice, as from where they got familiar with
Mamaearth. 74.3% (52) people out of 70 voted for social networking sites as the major marketing
is done on such platforms, 12.9% (9) people came to know through TV, 8.6% (6) people were
introduced this brand through their friends or family and only 3.8% (3) people know about this
from other factors.

33
 Figure 4.10 showing the information regarding brand ambassador of
Mamaearth

Table 4.10 showing the information regarding brand ambassador of

Mamaearth

No. of Respondents Responses

38 Yes
32 No

INTERPRETATION:
Shilpa Shetty Kundra is both the investor and brand ambassador for this brand. While collecting
responses there was not much difference between the people knowing that is she or is not the
promoter, out of 70 responses 54.3% (38 people) said yes and 45.7% (32 people) said no on this.

34
Q. What comes to your mind when you think of this brand?

The answers were given in the long text form, for this question so that’s why it cannot be
represented in the form of pie chart or graph. Many have replied by saying that the products are
natural, available in wide range, good quality. They even mentioned about the social initiatives
taken up by Mamaearth like providing toxin free products to all, planting trees on every purchase
done by customer etc.

35
 Figure 4.11 showing the information regarding the recommendation of
this brand

INTERPRETATION:
On the rating scale from 1 to 10, 1 being the least likely and 8 being most likely they will or will
not recommend the brand Mamaearth, rating 6 can be considered as the middle value. So as per
the data presented in the above graph most the people gave the rating above 6, which means they
have a positive outlook for this and will suggest the products to others.

36
 Figure 4.12 showing the information regarding a good brand image

Table 4.12 showing the information regarding a good brand image

Responses Percentage
Quality 74.3%
Competitive pricing 4.3%
Services 8.6%
Awareness 1.4%
Reputation 4.3%
Experience 7.1%

INTERPRETATION:
In this question, the participants were allowed to choose more than one option as their answer, for
what all factors actually helps in building a good brand image. Every option has a neck-to-neck
response except ‘Quality’ which has 74.3% (52 people voted) results in favor which means it’s the
most important attribute for any brand.

37
 Figure 4.13 showing the information regarding Social Media Marketing

Table 4.13 showing the information regarding Social Media Marketing

No. of Respondents Response

56 Yes
1 No
13 Maybe

INTERPRETATION:
Presence of business on social media sites helps them in reaching new customers which in turn
increase their sales, profit margins, increased share in the market etc. keeping all this in mind 80%
(56 people) out of 70 do think this way of marketing as a success, with 18.6% (13 people) thinking
equally for both and only 1 think this as an unsuccessful step.

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 CHAPTER - 5
RESULTS AND DISCUSSION

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5.1 MAJOR FINDINGS

 According to the data that has been collected through questionnaire, 88.6% people were
aware about social media marketing.

 Responses show that most of the individuals are interested in looking for Others (Memes,
Entertainment, Observing the New Trends, General Awareness & Humor) on social
channels.

 This study helped in understanding that marketing through social media do have a lasting
impression on the brand.

 As voted by 52 people out of 70, Quality of the product is an important attribute for any
company or brand to establish their name in the market.

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

 In this digital era, people get latest news about new products or brands via social media,
hence their awareness increases.

 Respondents were able to remember about Mamaearth mainly because of its strong
visibility on social networking sites.

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5.2 DISCUSSION & SUGGESTIONS

 Instagram is the topmost 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 should implement marketing strategies for providing the best
experience to the customers.

 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.

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

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

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5.3 CONCLUSION

Under this study we came to know that how the image of Mamaearth is highly influenced with the
help of social media 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 social channels
because of their strong presence on such sites. 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 social media considering as a golden opportunity which was life
changing one for the brand.

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

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 ANNEXURE

IMPACT OF SOCIAL MEDIA MARKETING OF MAMAEARTH

GENDER:

A. Male
B. Female
C. Others

AGE:
A. 15- 20 Years
B. 20-25 Years
C. 25-30 Years

1. WHICH SOCIAL MEDIA PLATFORM DO YOU USE THE MOST?

a) Instagram
b) Facebook
c) Twitter
d) LinkedIn

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2. HOW MUCH TIME DO YOU USUALLY SPEND ON SUCH
PLATFORMS?

a) 0-1 Hour
b) 2 Hour
c) 3 Hour
d) More than 4 Hours

3. ARE YOU AWARE OF THE TERM SOCIAL MEIDA MARKETING?

a) Yes
b) No
c) Maybe

4. ON SOCIAL MEDIA, ARE YOU MORE INTERESTED IN:

a) Products
b) Services
c) Chatting
d) Promotion or Offers
e) Others

5. ACCORDING TO YOU WHICH MODE OF MARKETING IS BEST IN

TODAY’S SCENARIO?

a) Offline
b) Online

47
 6. DOES SOCIAL MEDIA MARKETING INCREASES YOUR
KNOWLEDGE ABOUT NEW PRODUCTS OR BRANDS?

a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly Disagree

7. HOW DID YOU GET TO KNOW ABOUT MAMAEARTH?

a) Social Networking Sites

b) TV Advertisements
c) Friends/Family
d) Others

8. ARE YOU AWARE THAT SHILPA SHETTY KUNDRA IS THE BRAND

AMBASSADOR OF MAMAEARTH?

a) Yes
b) No

9. HOW LIKELY WILL YOU RECOMMEND THIS BRAND?

On a scale of 1 to 10, 1(least likely recommend) and 10 (most likely

recommend)

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10. ACCORDING TO YOU, WHAT HELPS IN BUILDING A GOOD
BRAND IMAGE?

a) Quality
b) Competitive pricing
c) Services
d) Awareness
e) Reputation
f) Experience

11. DO YOU THINK SOCIAL MEDIA MARKETING CAN PROVE

SUCCESSFUL FOR ANY COMPANY?

a) Yes
b) No
c) Maybe

49