A student project report analysing the Indian personal care brand Mamaearth. It covers the brand's mission, product range, STP analysis, sustainability alignment with UN SDGs, marketing mix, and survey findings on consumer perceptions.
This is a student project report analysing Mamaearth, an Indian personal care brand. It is intended for academic purposes, likely as part of a marketing or business course. The report examines the brand's mission, product offering, and company philosophy.
The document begins with an introduction to Mamaearth, founded in 2016 by Ghazal and Varun Alagh. It highlights the brand's toxin-free, natural formulations blending Indian ingredients with modern actives, and its product range including baby care and Onion and Ubtan personal care products. The company philosophy of 'Goodness Inside' is explained, covering cruelty-free, plastic-positive practices and tree planting.
A market analysis section covers three points: ingredient awareness, natural ingredients, and sustainability initiatives like tree plantation and plastic recycling. The STP analysis follows, detailing segmentation by demographics (millennials and Gen Z, age 20-40, middle-to-upper-middle income urban consumers), geography (Tier-1 and Tier-2 Indian cities, expanding to Tier-3 and international markets like UAE and Nepal), psychographics (health-conscious, environmentally aware consumers), and…
The targeting and positioning section identifies two primary target groups: new and young parents (via Mamaearth Baby Care) and urban millennials and Gen Z (via core personal care range). Positioning is based on natural and certified products, nature-backed formulations, purpose for the planet, and cruelty-free and ethical practices. The report then links Mamaearth to UN SDG 12 (Sustainable Consumption and Production) and SDG 15 (Life on Land), detailing the Plant Goodness initiative.
The marketing mix is presented across 7Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence. Survey findings from consumer research are reported, indicating the core consumer is aged 19-25, with quality and effectiveness being the strongest purchase and retention factors. The survey also captures consumer voices, including both positive and critical feedback about the brand's natural claims and product performance.