If you are fond of spending time on different social media platforms, you must have heard of the brand Mamaearth. A popular skin and hair care brand, Mamaearth right now is taking the industry by strides because of its aggressive marketing strategies. A not-so-very-old brand, Mamaearth has already gained a strong footing in the beauty and personal care sector.
This five years old brand has witnessed exponential growth, and thus, marketers across the nation are considering Mamaearth as an important subject matter to study. Today’s blog discusses the rise of the brand Mamaearth and the clever marketing tactics which it has adopted in due course of time. Let’s dive deeper without any delays!
“Necessity is the Mother of Invention”
Back in 2014, blessed parents to a baby boy, Ghazal and Varun Alagh faced an extremely common issue. Apparently, no baby products in India are 100% toxin free. So, as a result, the couple used to order these products from countries like the US and the UK.
Now, apart from the process being time-consuming, the expenses, too, are quite high when you order baby care products from foreign countries. Not every parent can afford the same for his/her baby.
Varun and Ghazal conducted in-depth market research and also connected with other new parents. They all shared the same woes. Using his decade long experience in the FMCG sector, Varun started the Honasa Consumer Pvt Ltd in 2016 with his wife. The couple aimed at filling the demand and supply gap in the Indian market.
Expansion to Personal Care Products
Soon the company included beauty and personal care products along with baby care items. And this decision proved to be immensely significant as almost 80% of the sales of Mamaearth comes from these adult-based products only. The B2C company now no more focuses just on baby products. Rather, it is a full-fledged personal care product brand remarkably popular across India.
Herculean Marketing Strategies Did the Magic for Mamaearth
If you ask us what’s so different between other personal care brands and Mamaearth, we would univocally say – marketing strategy. Mamaearth has always known the importance of brand awareness. So, the brand works continuously on the same even now, after achieving such great heights already in the market.
Following are the various marketing strategies that Mamaearth has used actively over the last 5-6 years:
- Focus on digital platforms: Mamaearth concentrates on digital platforms for marketing purposes. It has made the most out of social media and approached mom bloggers as well as mini and micro-influencers to create robust brand awareness. Also, Mamaearth products are easily available on its official website and various other e-commerce sites such as Amazon, Flipkart as well as offline stores. Easy accessibility indeed is a great booster for improved and enhanced ROI.
- Enhanced customer base: Mamaearth wanted to improve and enhance its customer base. So, the baby care brand now also deals in hair oils, face wash, moisturisers, serums and so on. Its huge client base is an open testimony to the fact that this marketing tactic has worked well for the brand.
- Commercials on television: Mamaearth also tied up with Viacom 18 network channels for targeting the customer base beyond metro cities. It is the active sponsor of multiple popular shows and has roped in the highly talented and sensational Sara Ali Khan as the brand ambassador.
- Improved brand image: Sustainability plays a key role in enhancing the brand image of Mamaearth. The toxin-free brand runs a campaign named “Plant Goodness”. Under this campaign, they plant a sapling for every order they receive. Also, another great initiative by the brand is that of “Plastic Positivity.” Consumers can send back used product packaging for recycling purposes. Also, the brand works in close coordination with Gurgaon-based residential communities for the collection and recycling of plastic.
Wrapping Up
So far, the brand has done a fabulous job in marketing its baby and personal care products. It needs to keep working on its image incessantly to stay in the good books of its existing consumers as well as the prospects. Also, in this post-pandemic era, Mamaearth should focus on the expansion of its offline stores so as to compete with the biggies of the FMCG sector.