The Customer Values driven differentiation strategy.

Functional
(Reduces
Hairfall,
Strengthen Hair,
Makes Hair Soft)

VALUES Social
Experiential (Mama Earth (Usage of
(An Earthly natural
connection) Onion ingredients gives
a feel good social
Shampoo) value)

Economic
(Long term
benefits)

Social: Indian customers are much more concerned about products which are produced
from natural sources than ever. Urban Indians pride themselves in using product which are
more natural & less artificial. Mama earth onion shampoo treats an important part of the
human make-up the hair. Positive experience with the product and its feedback gives the
customers a social value. The product has generated

Functional: With Mama earth Onion shampoo, you can say goodbye to your sulfate-infused
shampoos. The product contains a mixture of onion, plant keratin, wheat amino acids, and
soy amino acids. Onion increases blood supply to hair follicles, increasing hair growth and
preventing hair fall. 

Experiential: Customers feel connected to the earthly ways in which Mama Earth’s Onion
Shampoo makes them feel. The all-natural quality gives the customers an experience while
using the product.

Economic: Mama earth Onion shampoo provides an economic value to customers. The use
of natural ingredients in the shampoo’s composition helps in improving the hair quality of
its customers. Use of rival products with chemicals damages the scalp which lead to the
customer paying extra for various hair fall treatments. Thus, the product provides economic
value by reducing the indirect costs involved in using shampoos using synthetic substances.
Creati ng the competi ti ve advantage:

How many differences it promotes: To create the right competitive advantage, mama earth
has been promoting two main differences it has, with comparison to its competitors.

Which are the differences it promotes:

 One is the absence of toxins and harmful chemicals. The product is free from
silicones, Parabens, mineral oil & dyes. Using shampoos which have chemicals in
them damages the hair and scalp on the long run. The mama earth onion shampoo
has no such adverse effects.

 Secondly it has the benefits of having onion in its composition and has plant keratin
that is gentle on the scalp and keeps the hair clean. The shampoo prevents hair
damage due to washing. It protects the scalp by forming a protective layer that
strengthens the hair from within. The plant keratin not only helps in cleansing the
hair & scalp, but also maintains the moisture content of the hair. The usage of the
shampoo provides up to 8 times more detangling action and four times more
conditioning effect.