MINOR PROJECT

ON

“INFLUENCE OF SOCIAL MEDIA MARKETING ON

BRAND IMAGE OF MAMAEARTH”

In partial fulfillment of the requirements for the examination of Masters

of Business Administration (2nd Sem)

SUBMITTED BY-
Name- Nidhi Hasija
Course- MBA
Roll no.- 04815103921

UNDER THE GUIDANCE OF-

Dr. Gurpreet Kaur Chhabra
Associate professor Department of Management

Management education and Research Institute (MERI) Affiliated

with Guru Gobind Singh Indraprastha University (GGSIPU)
 GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY(GGSIPU)
MANAGEMENT EDUCATION AND RESEARCH
INSTITUTE (MERI)
DEPARTMENT OF MANAGEMENT

CERTIFICATE
This is to certify that the work titled “Influence of Social Media
Marketing on Brand Image of Mamaearth” is a piece of research
work done by Nidhi Hasija and submitted during 2022-2023
academic year, in partial fulfilment of the requirements for the
examination of MS 114: MINOR PROJECT in Masters of
Business Administrations (Sem-2nd) at Management Education
and Research Institute (MERI) under the guidance of Dr.
Gurpreet Kaur Chhabra during the year 2023.

Date: Examiner’s Signature

-2-
 DECLARATION

I hereby declare that the research done on the topic, “Influence

of Social Media Marketing on Brand Image of Mamaearth” is
my original piece of research work done in partial fulfilment of
the requirements for the examination of MS 114: MINOR
PROJECT in Masters of Business Administrations (Sem-2nd) at
Management Education and Research Institute (MERI) under
the guidance of Dr. Gurpreet Kaur Chhabra Ma’am. I have
specified the references from where the information has been
taken. I further declare that the work reported in this project has
not been submitted and will not be submitted, either in part or in
full, for the reward of any other degree or diploma in this
institute or any other institute or university.

Date: Nidhi Hasija

Masters of Business Administration

SEM-2

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 ACKNOWLEDGEMENT

I take this opportunity to express my heartiest gratitude to Management

And Research Institute for permitting me to undertake this research and
supporting me during this research and otherwise also.

I would like to thank my honorable research Guide, Dr. Gurpreet Kaur

Chhabra, who not only played the role of my philosopher and guide but
also mentored me at every stage of my project work. I would like to extend
my hearty thanks to entire faculty members of MBA department for their
constant cooperation and support to take decision during my research. I
would also like to thank my parents for their support and blessing without
which this project could not have been completed. Indeed, I shall remain
ever grateful to them.

The experience I gained during this research project is of immense

importance academically and more on professionally.

Nidhi Hasija

06315103922

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 TABLE OF CONTENTS

CONTENTS PAGE
NO.
CHAPTER:1 Introduction of the 6
Chapter
1.1 Rationale of the study 7
1.2 Introduction to the Industry 7
1.3 Introduction to the company 11
1.4 Justification of the topic 12
CHAPTER:2 Review of 13
literature
2.1 International Reviews 14
2.2 National Reviews 15
CHAPTER:3 Research 17
Methodology
3.1 Objectives of the study 18
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3.2 Research Hypothesis 19
3.3 Scope of the study 19
3.4 Case of primary data 20
3.5 Limitations of the study 20
CHAPTER: 4 Data 21
representation and analysis
4.1 Data representation and 22
interpretation
CHAPTER:5 Results and 40
Discussion
5.1 Major Findings 41
5.2 Discussions and Suggestions 42
5.3 Conclusion 43
References 44
Annexure 46

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 CHAPTER - 1

INTRODUCTION

-7-
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.

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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).

-9-
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).

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.

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  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.

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

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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:

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 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 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:

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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.

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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

- 15 -
Brand with Made Safe™ Certified products. The products are free
of all known toxins that are banned in most countries they set there
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.

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 there efforts
despite the uncertainties. Mama earth’s marketing campaigns and
brand communication was centered on the promise of using only

- 16 -
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 there
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)

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How Mamaearth clocked 400% growth amid Covid-19?

In early March 2020, Varun and Ghazal Alagh had two big reasons
to exude childlike excitement. First, the babycare product startup
had completely transformed into a personal care brand in four years.
Second, the venture had grown six times in 12 months. From Rs16.8
crore of operational revenue in FY19, Mamaearth was set to cross Rs100
crore a year later. “We were quite excited to enter the new financial
year,” recalls Varun, co-founder of Mamaearth, which raised around
Rs130 crore last January, making it the biggest funding round for an
internet-first
revenue almost consumer company in India.
trebling
in FY20 in
to nine
Rs300
months over the previous 12 months—from Rs109.7crore
Then came the pandemic, lockdowns, and a twist in the tale. “We thought
our dream run was coming to an end,” says Varun. “The pandemic
was fast turning into a monster,” chips in Ghazal. There was
widespread uncertainty, warehouses shut down and operations came to a
halt. The first silver lining, though, emerged after a few days. Babycare,
and other segments, were included among essential commodities in April.
As the co-founders started taking baby steps towards restarting
operations, the big question was: Can Mamaearth survive the
pandemic? The couple, along with the team, started hunting for growth
triggers. Almost a year later, growth seems to have come in style,
with operational revenue almost trebling in nine months over the
previous 12 months—from Rs109.7 crore in FY20 to Rs300 crore in
December. By mid-February, Mamaearth had a top line of Rs500 crore.
The icing on the cake has been the bottom line. From a loss of Rs5.9
crore last fiscal, the brand is set to post its maiden profit. Varun decodes
the magic. The inspiration to fight the pandemic beast, he lets on, came
from Formula One legend Ayrton Senna. ‘You can’t overtake 15
cars in sunny weather, but you can when it’s raining’, the Brazilian
racing ace once remarked. The pandemic was like rain for Mamaearth.

- 18 -
Varun explains. During the early months of the lockdown, when
offline retail remained shuttered across the country, consumers had no
choice but to shop online. A quick adoption to the digital way of life
meant two things for the direct-to-consumer brand. First, the less-
cluttered online space gave it a head-start over its offline rivals who
were still grappling to put together an ecommerce strategy. Second, a
massive surge of new buyers started coming from Tier II and beyond.

This called for an urgent need to recalibrate the offline strategy.

Varun stepped on the gas from last July. From an offline footprint of
some 3,000-odd stores, the brand ramped up its presence to over 10,000
stores. A simultaneous move to aggressively increase the headcount
complemented the offline strategy. From over 100 employees last May,
Mamaearth now has over 250 on its rolls. “We gave increments,
performance bonus and kept hiring,” says Varun. The move paid off. A
fifth of sales now come from brick-and-mortar. A beefed up offline
play was amplified by tying up with television reality show Bigg
Boss. Beamed across the country, the brand was propelled into the
national stage. “There was no point getting into small advertising or
marketing activities,” says Varun. “We had to play big, and nothing
bigger than Salman Khan and Bigg Boss,” he says. The idea, though,
indirectly came from his young team who kept on talking about the
impending season of Bigg Boss in August.

For Mamaearth, another piece of the action plan was to crack the
go-to-market strategy. When Mamaearth started in 2016, Sitaram recalls,
Amazon was a big port of call, and they also had a tiny offline presence.
But it was almost negligible… consumers didn’t know the brand, and
there was no pick-up from retail outlets. “So the offline part was
further scaled down,” he says. Over the next few years, as the brand grew
- 19 -
in scale and popularity among the online channels, the awareness
quotient of the brand leapfrogged. “A loyal consumer base started
developing, and demand from offline channels started swelling,” he says.
Beefing up the offline presence helped develop an omni-channel strategy.
“Consumers will shop where they want to shop,” he says. The brand was
present at the right place and at the right time. Having entrepreneurs who
are focused to building a profitable business also helped. “Varun is not
there to burn money. He wants to build a solid, profitable
business,” says Sitaram (Beauty and Beast, 2021).

- 20 -
1.4 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. It 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
- 21 -
customers. They're the ideal platforms for expanding brand
recognition and reaching new customers.

- 22 -
 CHAPTER -2

LITERATURE REVIEW

- 23 -
2.1- INTERNATIONAL REVIEWS

 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, 2016).
 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, 2018).
 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 one’s, which is considered as a success
parameter for any business. (Muhammad, 2019)
 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, 2020).
 Social networks will play a key role in the future of
- 24 -
 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, 2022).

2.2- NATIONAL REVIEWS

 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, 2014)

 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, 2016).

 Getting indulged with social media is obviously time

consuming, as an association you need to appoint a team

- 25 -
 who has knowledge in this field for the support. (Akram,
2019).

 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)

- 26 -
 CHAPTER 3

RESEARCH METHODOLOGY

- 27 -
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.

 Further Z test is applied (because of the large sample size) for

analyzing the data.

- 28 -
3.1 OBJECTIVES

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.

For gathering knowledge about the various modes of marketing.

To determine the overall satisfaction level of customers with Mamaearth

products.

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.

- 29 -
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.

3.1 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 there 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

- 30 -
web because they are able to grab the attention of a wider audience
which can generate those leads.

3.2 CASE OF PRIMARY & SECONDARY DATA STUDY

PRIMARY:

 POPULATION: People residing in Delhi NCR have participated in

this study, from the age groupof 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: 80 individuals have participated in this study.

- 31 -
  SAMPLING METHOD: Purposive sampling is opted (a non-
probability samplingtechnique).

 ANALYSIS OF DATA: This is done through descriptive statistics

( it helps in summarizingthe entire data or representation in an
understandable manner)

SECONDARY:

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

3.3 LIMITATIONS OF THE STUDY

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

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

iii. Limited to only one geographical region i.e. Delhi NCR.

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 CHAPTER 4

DATA REPRESENTATION

&

ANALYSIS

- 33 -
4.1 DATA REPRESENTATION AND INTERPRETATION

Male Female Others Total

25 55 - 80

- 34 -
Under this study 80 respondents are taken into consideration, out
of which 25 persons (31.3%) are males, 55 persons (68.8%) are
females and none from others.

Age- group No. of

Respondents
15-20 20
20-25 52
25-30 8

- 35 -
There are total 80 people participating in this from different age
groups- majority are from 20-25 years group i.e. 52 (65% of the
total population), second comes from 15-20 years group i.e. 20
(25% of the total population) and lastly from 25-30 years group
counting to 8 (10% of the total population).

Social Media Platforms No. of Respondents

Instagram 73
Facebook 4
Twitter -
LinkedIn 3

- 36 -
 Social Media Platforms No. of Respondents

Instagram 73

Facebook 4

Twitter -

LinkedIn 3

From the above representation we can say that generally people

prefer using Instagram application with 73 people (91.3% out of
total) opting for it.

Time spent No. of Respondents

0-1 Hour 21
2 Hours 30
3 Hours 18
More than 4 hours 11

- 37 -
We can say from the above mentioned data that almost 37.5% which
comes to 30 people out of 80 spends 2 hours on social networking
sites in the whole day having 24 hours, followed by 21 people
(26.3%) who spend 0-1 hour, 18 people (22.5%) who spend around
3 hours and lastly only 11 people (13.7%) likes to spend more than 4
hours on web.

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Responses No. of Respondents

Yes 72
No 1

Maybe 7

As good as 90% which is 72 people out of 80 are very well aware

of the term social media marketing, 7 people being partially aware
of this and only 1 have answered for no as he/she might not know
about this from of marketing.

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 Responses Respondents in %
Products 53.3%
Services 38.7%
Chatting 41.3%
Promotions and offers 24%
Others (memes, entertainment, observing the 7.9%
new trends, general awareness & humor)

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 products
(53.3%), services (38.7%), chatting (41.3%) and promotions/ offers
(24%).

- 40 -
 Response No. of Respondents
Offline 8
Online 72

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 8 opted for the offline mode which is considered as the
traditional style of selling the products.

- 41 -
Response No. of Respondents
Strongly agree 37
Agree 31
Neutral 10
Disagree 2
Strongly disagree -

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. 85% and
above are strongly in favor of this, with 12.5 %( 10 people) being in
neutral position and only 2 people does not stand with this.

- 42 -
Responses In percentage
Social networking sites 73.8%
TV advertisements 25%
Friends/ Family 20%
Others 3.8%

For this question, surveyor’s can go for more than one choice, as from
where they got familiar with Mamaearth. 73.8% (59) people out of 80
voted for social networking sites as the major marketing is done on such
platforms, 25% (20) people came to know through TV, 20% (16) people
were introduced this brand through their friends or family and only 3.8%
(3) people know about this from other factors.

- 43 -
No. of Respondents Response
44 Yes
36 No

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 80 responses
55% (44 people) said yes and 45% (36 people) said no on this.

- 44 -
 9. 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.

- 45 -
 Recommendation Levels Percentage

1 0%
2 0%
3 2.5%
4 2.5%
5 8.9%
6 11.4%
7 16.5%
8 31.6%
9 19%
10 7.6%

On the rating scale from 1 to 10, 1 being the least likely and 10 being
most likely they will or will not recommend the brand Mamaearth, rating
5 can be considered as the middle value. So as per the data presented in
the above graph most the people gave the rating above 5, which means
they have a positive outlook for this and will suggest the products to
others.

- 46 -
Responses Percentage
Quality 86.3%
Competitive pricing 38.8%
Services 48.8%
Awareness 37.5%
Reputation 32.5%
Experience 30%

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 86.3% (69 people voted) results in favor which
means it’s the most important attribute for any brand.

- 47 -
No. of Respondents Response
64 Yes
3 No
13 Maybe

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% (64 people) out of
80 do think this way of marketing as a success, with 16.2% (13 people)
thinking equally for both and only 3 think this as an unsuccessful step.

- 48 -
 13. WHERE DO YOU GENERALLY BUY MAMAEARTH
PRODUCTS FROM?
80 RESPONSES
1 Departmental Store 2 Online 3 Supermarket 4 Medical Shop 4 Total

17%

50%
26%

3%4%

No. Of
[Link] Buying Behaviour Of Consumer Respondents Percentage
1 Departmental Store 28 35
2 Online 41 51.25
3 Supermarket 6 7.5
4 Medical Shop 5 6.25
Total 80 100

From the above table shows that 35% of the respondent are consuming
from departmental store, 51.25 % of the respondents are consuming
online ,7.5 % of the respondents are in supermarket, 6.25% of the
respondents are in medical shop. Hence, majority (51.25%) of the
respondents are consuming from online.

- 49 -
 CHAPTER 5

RESULTS AND DISCUSSION

- 50 -
5.1 MAJOR FINDINGS

 According to the data that has been collected through

questionnaire, 90% people were aware about social media

marketing.

 Responses show, that most of the individuals are interested

in looking for products on social channels.

 This study helped in understanding that marketing through

social media do have a lasting impression on the brand.

 As voted by 69 people out of 80, Quality of the product/

services 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.

- 51 -
  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.

5.2 DISCUSSION & SUGGESTIONS

 Instagram is the top most application used by individuals, so

promoters should surely try to make a presence on this
platform for their products.

 In the present situation people go for online shopping more

as compared to the traditional shopping method, so they
should implement marketing strategies for providing the
best experience to the customers.
- 52 -
 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.

- 53 -
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.

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

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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.

- 55 -
References

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Adam, H. (2018). Social Media Marketing(SMM). [Link].

Akar, E. &. (2011). An Examination of the Factors Influencing Consumers‟

Attitudes Toward Social MediaMarketing. Journal of Internet
Commerce.

Akram, W. (2018). A Study on Positive and Negative Effects of Social Media on

Society. International Journalof Computer Sciences and Engineering.

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

image, brand trust, and brandloyalty. International Journal of
Management Research and Reviews.

Amit, N. R. (2020). How Mamaearth Pivoted From Babycare To Become An Indian D2C
Brand For All Ages.

Inc42 .

Asia’s First Made Safe Certified Brand, Mamaearth, Enters The UAE Market.

(2020). E. JARAINE [Link] Personal Care To Grow At 9 Percent By

2020. (2018). redseer.

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Chakraborty Uttam, B. S. (2017). Effect of Credible Reviews on Brand Image: A Mixed
Method Approach.

Farzana, P. N. (2014). Social media usage and organizational performance:

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CONSUMER PERCEPTIONON CONSUMER LOYALTY AND PREFERENCE
TOWARDS A BRAND: PATANJALI AYURVEDA LTD”.

Inha, M. L. (2012). Brand image and brand awareness. Case study: Finnair in

Indian market. [Link] Deepika, S. J. (2018). Social Media

Marketing.

Khushbu, P. (2021). SOCIAL MEDIA MARKETING IN INDIA – CREATING NEW

GROUNDWORK IN MARKETINGINNOVATION.

Muhammad, G. (2021). Brand Loyalty and the Mediating Roles of Brand Image and
Customer Satisfaction.

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P, G. S. (2016). Role of social media in marketing. Indian Journal of Applied Research.

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communication strategy indeveloping brand communication.

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Pramod Vashishtha, A. S. (2018). Digital Marketing in Globalized Era.

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Pratama, H. &. (2017). The Effect of Brand Image, Price, and Brand Awareness on
Brand Loyalty: The Rule of Customer Satisfaction as a Mediating Variable.
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Rubathee, N. (2013). Social media marketing: Advantages and Disadvantages.

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 quality as part of brand equity. Russian Journalof Agriculture and Socio-
Economic Sciences, 76(4), 253-263.

Vipin Nayar. (2019). India with a new scope and future- An era of social media marketing.
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ANNEXURE

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INFLUENCE OF SOCIAL MEDIA MARKETING
ON MAMAEARTH’S BRAND IMAGE

GENDER:

A. Male
B. Female
C. Others

AGE:

A. 15- 20 Years
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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

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

A. 0-1 Hour
B. 2 Hours
C. 3 Hours
D. More than 4 Hours

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

A. Yes

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 B. No
C. Maybe

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

A. Products
B. Services
C. Chatting
D. Promotions or Offers
E. Others

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

TODAY’SSCENARIO?
A. Offline
B. Online

6. DOES SOCIAL MEDIA MARKETING INCREASES YOUR KNOWLEDGE

ABOUTNEW PRODUCTS OR BRANDS?
A. Strongly agree
B. Agree
C. Neutral
D. Disagree
E. Strongly disagree
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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 BRANDAMBASSADOR OF MAMAEARTH?
A. Yes
B. No

9. WHAT COMES TO YOUR MIND WHEN YOU THINK OF

THIS BRAND? Long answer text

10. HOW LIKELY WILL YOU RECOMMEND THIS BRAND?

On a scale of 1 to 10,

1(least likely recommend) and 10 (most likely recommend).

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

A. Quality

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 B. Competitive pricing
C. Services
D. Awareness
E. Reputation
F. Experience

12. DO YOU THINK SOCIAL MEDIA MARKETING CAN PROVE

SUCCESSFUL FOR ANY COMPANY?
A. Yes
B. No
C. Maybe

13. WHERE DO YOU GENERALLY BUY MAMAEARTH PRODUCTS FROM?

A. Departmental store
B. Online
C. Supermarket
D. Medical Shop

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