OMNI CHANNEL, RETAILING AND SALES MANAGEMENT –

ASSIGNMENT 1

FASHION MANAGEMENT STUDIES, NIFT HYDERABAD.

SUBMITTED TO PROF. ANNAJI SHARMA

A RESEARCH ON CURRENT OMNI CHANNEL STRATEGIES AND

RETAIL MIX: A CASE OF MAMAEARTH

SUBMITTED BY

NIHEET MANESH PAWAR

VAISHAALI SAXENA

VAISHNAVI LOYA
 ACKNOWLEDGMENT

We are really grateful because we managed to complete our Omni Channel Retailing
and Sales Management Assignment -1 in the given time by our prof. Annaji Sharma
sir. We also sincerely thank our professor for the guidance and encouragement in
finishing this assignment and also for teaching us in this course. This assignment
cannot be completed without the effort and cooperation of our group members, group
members’ Niheet Mangesh Panwar, Vaishaali Saxena, and Vaishnavi Loya.
 TABLE OF CONTENTS
1. INTRODUCTION.................................................................................................................iii
1.1. RETAIL MIX AND OMNI CHANNEL STRATEGIES..........................................................iii
1.2. ABOUT THE BRAND.....................................................................................................iv
1.3. MISSION, VISION AND VALUES...................................................................................iv
2. REVIEW OF LITERATURE.....................................................................................................v
3. OMNI CHANNEL STRATEGIES: RETAIL MIX – 4Ps of MAMAEARTH...................................vi
4. STP ANALYSIS OF MAMAEARTH......................................................................................viii
4.1. SEGMENTATION:.......................................................................................................viii
4.2. TARGETING.................................................................................................................ix
4.3. POSITIONING...............................................................................................................ix
5. SWOT ANALYSIS OF MAMAEARTH....................................................................................ix
5.1. STRENGTHS.................................................................................................................ix
5.2. WEAKNESSES...............................................................................................................ix
5.3. OPPORTUNITIES...........................................................................................................x
5.4. THREATS.......................................................................................................................x
6. CHALLENGES AND SUGGESTIONS......................................................................................x
7. CONCLUSION.....................................................................................................................xi
8. REFERENCES AND BIBILIOGRAPHY...................................................................................xii
 1. INTRODUCTION
1.1. RETAIL MIX AND OMNI CHANNEL STRATEGIES
RETAIL MIX
Retail Mix, often also recognised as Marketing Mix, is a mixture of approaches that any retail
brand utilises to draw people, and make sales. It is ideas, initiatives and strategies grouped
together, focused on certain objectives and keeping at the – the customers.
Retail Mix has been categories under 6 elements, listed ahead: Product, Price, Place,
Promotion, Presentation, Personnel.
OMNI CHANNEL STRATEGY
In today’s world the portals or channels to reach the customers or for them to reach you are
innumerable, with each being an opportunity to interact and engage with customer, market
one’s products/services and potentially push sales. While this is as promising as it sounds,
the challenge here is to bring consistency and a standardised brand experience to the
customers.
To ensure smoothness and integrated consumer experience across a variety of channels,
including online and offline channels, businesses resort to an omnichannel retail strategy.
Whether a consumer is using their mobile device, visiting a physical store, or purchasing
online, the goal is to give them a consistent experience. By combining all the channels
customers use to connect with a business, an omnichannel retail strategy seeks to provide a
cohesive brand experience. Customers can make purchases through whichever channel they
like with this strategy, and the business can provide a uniform, seamless user experience
across all channels. In order to implement an effective omnichannel retail strategy, the way
to go is by understanding analytics and customer data to comprehend the preferences and
behaviour of their customers across channels, and integrating numerous systems, including
inventory management, order fulfilment, and customer support. This in return, helps
businesses improve their customer experience, boost customer happiness and loyalty, and
spur sales growth.

1.2. ABOUT THE BRAND

Mamaearth is an Indian start-up that was founded in 2016 by Ghazal Alagh and Varun Alagh.
The company manufactures and sells organic baby and mother items. Mamaearth provides
goods that are safe by international standards and packed with natural deliciousness.
Mamaearth is widely regarded as the first Asian company to receive "MADE SAFE"
certification. The company's products are devoid of all known chemicals that are banned in
the majority of countries. Mamaearth is more than just a commercial brand; it takes delight
in creating items with love and care. The company is established in India, with headquarters
in Gurugram (Gurgaon).
1.3. MISSION, VISION AND VALUES
MISSION
We aim to build a brand which is your friend, every parent’s friend. A friend who
understands you, knows your issues and tries hard to resolve them, well most of them. A
brand which every parent like you and me can trust, which intends to make lives of mums &
expectant mums better and beautiful. A brand which welcomes all our babies to a healthy
and a safe world. We aspire to take care of every parents & baby’s wellbeing from head to
toe with safe, toxin free, international standard products which you can choose without
having to think twice. Well, it’s a lot like love, Awwww, as mentioned on the "Our Mission"
section of the Mamaearth website.
VISION
The brand seeks to tackle the reoccurring concerns of young parents by providing safe,
toxin-free, and international standard items that will allow them to enjoy the joy of
parenting without any inconveniences.
VALUES
 SAFTEY - "If it is unsafe, it is not meant for our baby’s world and it’s not from
Mamaearth." Says the brand. Mamaearth is Asia's only Made Safe* certified brand.
They ensure that our products pass all essential tests and satisfy the safety standards
that their customers, as parents, expect.
 HONESTY - Mamaearth's products evolve through an open and honest system.
 MUM-EMPOWERMENT – “All the products are by the moms, for the moms and
through the moms.”, says the brand. Nobody understands a baby like a mother, even if
it is only through her instincts. They are always working with a panel of moms who
provide honest feedback on the items, which they then use to improve them and
create new alternatives.
 BEST OF EARTH - Mamaearth believes in providing goods that are both friendly and
effective. In this endeavour, they ensure that we use the best available components
(natural, plant-based, or artificial) that are both certified safe and effective in getting
the job done. They source them from the top suppliers across the world who adhere to
ISO, GMP, and non-GMO standards. Mamaearth's first priority is a baby's well-being
and health.

2. REVIEW OF LITERATURE
A literature review is the process of summarising, synthesising, and/or evaluating the
literature discovered through a literature search.
(Banerjee & Rishabh, 2022), Mamaearth Success Story: Bringing Toxin-Free, Natural Skin
Care Products to India, explains and gives an overview of the brand’s history, business
model, start-up challenges and future plans.
(Naidu, 2022), Mamaearth Marketing Strategy, concludes the concept of employing only the
best of nature in Mamaearth's products is central to the company's consumer tactics and
marketing communications. The brand is cooperating with Influencer Marketing to raise
brand recognition and establish distinctive sales offers, as well as credibility among health-
conscious consumers. So, there is no doubt that they have a powerful marketing team and
plans.
(sethi, 2021), What marketing strategy is helping Mamaearth grow exponentially, concludes
Mamaearth's solid marketing strategy has assisted them in developing a strong brand image
among various consumer segments, ranging from millennials to adults. Their products are
distinguished by the absence of toxins and dangerous substances. This has assisted them in
developing a devoted customer base.
(Mamaearth’s Success Journey from an Unknown Startup to a Top Organic Brand, 2022), is
an article on success story of Mamaearth, which explains about Mamaearth’s journey from
unknown brand to a best-known organic brand. The publisher concludes Mamaearth's
success can be attributed to their dedication to using only natural ingredients, their
commitment to customer satisfaction, and their creative marketing strategies.

3. OMNI CHANNEL STRATEGIES: RETAIL MIX – 4Ps of

MAMAEARTH
PRODUCT
In the case Oof Mamaearth, it is the Product that in true sense is the star and what has built
a solid footing in the minds of the people as well as in the market. It is the prime point of
audience being associated with the brand. Looking deeper, here are the key attributes
makes Mamaearth’s product stand out and above the rest, and give it a competitive
advantage:
- Natural Ingredients and Advantages: Mamaearth is Asia's first and only 'Made-safe'
accredited organisation, offering a wide selection of natural and toxic-free products.
- Diversified Product Portfolio: Mamaearth focuses on new-borns and others with an
own product line that includes baby care, haircare, skincare, and more, as well as
over 80 natural goods. It has expanded to serve not only new-borns but also their
mothers, with goods ranging from sunscreen to stretch mark removal serum. It
covers every element of motherhood. A fan favourite is their onion range of
products for mothers.
 - Innovation: Mamaearth's most revolutionary products include India's first bamboo-
based baby wipes, an easy stomach roll-on with hing (asafoetida) and fennel for colic
and digestive relief, and a 100% natural plant-based toothpaste for children aged 0
to 10. It also has skin and hair care products based on popular natural components
like onion, ubtan, tea tree, vitamin C, argan, coco, and charcoal.
- Quality: The raw materials used are dependable and purchased from known and
trusted vendors. Quality checks are duly done before purchasing the raw materials,
allowing the company to offer toxic-free items that were never introduced to the
Indian market.

PLACE
- E-Commerce Marketplaces: Mamaearth sells its goods through online retailers like
Amazon, Nykaa, Myntra and more. Due to this, Mamaearth is enjoys more access in
the markets and penetrate secondary customer groups, in a simple, cost-effective &
efficient manner.
- E-Commerce/Own Website: The brand takes and processes orders through its own
website, where customers get to place orders for the products directly. This brings
Mamaearth more authority over the stock and inventory management, as well as
distribution networks, enabling the development of deeper relationships with
customers.
- Physical Retail Storefronts: Mamaearth elaborately focuses on placing its products in
traditional brick and mortar stores and physical retail outlets. These expand from
supermarkets, smaller grocery stores, and hypermarkets, all of which together boost
their target market's access to and availability of Mamaearth's goods and services.
Physical retail attracts more customers and enables in-person interaction between
Mamaearth’s offerings and the audience.
- Aggregators: The brand further leverages stocking its offerings with aggregators. This
enables it to broaden its influence and deepen the consumer penetration.
Additionally, it enables higher trial creation and repeat purchases of the products.
- Speciality Stores: Next come speciality stores. In addition to giving the business
direct access to just the right kind of market/audience, this also enables better
customer engagement that too in an uncluttered and a more focused manner
keeping unwanted distractions at bay. The specialised stores' prominent locations
give Mamaearth greater penetration and reach, which raises awareness of the
company's product offers.
- B2B/Direct sales: Not only B2C, Mamaearth can also been seen targeting B2B clients,
via the means of direct marketing.
PRICE
Mamaearth features a strategized hybrid pricing strategy, to provide products in all price
ranges, from high to low.
 - Premium Pricing: Mamaearth promotes positive brand and product perceptions in
target consumer groups by using premium pricing for the items. It creates the
impression of it being of high quality because it is expensive. Premium pricing aids in
the consumer's development of this idea.
- Psychological Pricing: This price strategy tricks the consumer into thinking that the
price is low, by not rounding off the price figure and keeping it a tad less. For
example: Rs 99.
- Combo/Bundle Pricing: As evident from the name alone, Bundle Pricing clubs more
than one product and prices them at as one, mostly slightly lower than their actual
prices summed together. This boosts the rate at which customers try new products,
encourage the sale of more products (increased ticket size) and aids in lowering the
price of such products for consumers.

PROMOTION
- In-Store Sales Promotion: In-store promotions are an area of emphasis for
Mamaearth in order to draw in customers, have them try on products, eventually
increase sales, and overall enhance the visibility of its products. These include
providing price breaks, loyalty points, and flash sales.
- Direct Selling: Mamaearth employs direct marketing for its more specialised goods
and services. It sends out direct emails to prospective clients, to talk to them about
new launches, product availability/features and more. Other personalised
communication tools include telemarketing and direct message to reach the
audiences.
- Social Media Marketing: The one that can be truly credited for Mamaearth's success
is SMM. The brand heavily uses social media platforms like FB and IG to advertise its
products and their features, use cases, benefits, etc. Additionally, Mamaearth makes
use of Influencer Marketing via these channels to reach a wider audience and
heighten trust in the brand.
- Traditional Tactics: Aside from the moder day methods, Mamaearth also largely
leverages the traditional mediums to reach widespread audiences, including those in
Tier 2, Tier 3. It typically airs its TV commercials during prime time and consumes
both newspapers in high proportions to maximise visibility and audience reach.

4. STP ANALYSIS OF MAMAEARTH

4.1. SEGMENTATION:

1 1. Geographic
 2 2. Demographic
3 3. Behavioural
4 4. Psychographic
 Geographic - Mamaearth has 10,000 retail stores all over the India. It also serves the
worldwide.
 Demographic - Mamaearth divides the market into two categories: millennials and
new-borns. It has catered not only to babies, but also to moms who developed
stretch marks after giving birth, as well as to sunburn removal serum. It focuses on
every element of motherhood.
 Behavioural - Mamaearth segments the market based on consumer behaviour,
which means that they supply products based on the benefits of the customer, and
as a result, Mamaearth has a wide range of products (for example, Mamaearth oil-
free moisturiser with Apple cider vinegar). Mamaearth tan removal with haldi) and
numerous others
 Psychographic – Mamaearth values sustainability and they recycle plastic and
promote green India.

4.2. TARGETING
Mamaearth initially catered to women and their children by supplying baby care, pregnancy
care, skin and hair care goods. It also offered accessories, toys, and clothing. The company
then began to broaden its consumer base by selling more chemical-free skin care items such
as serums and creams, face wash, lotions, and hair oils to the millennial age. Men were also
catered to with goods such as aftershave lotions and beard and hair oils.

4.3. POSITIONING
Mamaearth sell their goods by claiming that their catchphrase is 'Goodness Inside.' That is,
they will do the right thing for their customers and the environment by remaining loyal to
their product. They also claim that their products are non-toxic and free of chemicals. Their
product assortment includes 80 natural goods. Mamaearth also claims to promote
sustainability and to recycle their bottles.
 5. SWOT ANALYSIS OF MAMAEARTH
5.1. STRENGTHS
 NATURAL ITEMS: Mamaearth is Asia's first and only 'Made-safe' accredited
organisation, offering a wide selection of natural and toxic-free products.
 ROBUST SUPPLY CHAIN: Mamaearth has a network of reliable and trusted raw
material and active ingredient suppliers, as well as a speedy delivery system and a
strong distribution network.
 PRODUCT PORTFOLIO: Mamaearth has a very broad product portfolio with items,
spanning from baby care to skincare and haircare which help them to cater to various
segments of the society.
 AD CAMPAIGNS: Mamaearth's unique ad campaigns enable it to capture the
attention of its customers using psychological and strong message advertisements.
 PACKAGING: Mamaearth provides unique and simple-to-use packaging in a variety of
sizes, giving the product versatility.
 BRAND EQUITY: Mamaearth through its advertisements has delivered the strong
message "hum natural product banate hain, ped bhi ugate hain" which in turn helps
them to build memorable and meaningful brand equity.

5.2. WEAKNESSES
 FEWER STORES: Mamaearth has fewer physical outlets, which limits its ability to
expand market share and calls into question its position in offline commerce.
 OUTSOURCING PRODUCTION: Because Mamaearth does not have its own
manufacturing facility, they must rely on third-party producers.
 NETINCOME: Mamaearth's real net income does not match its appraised and
predicted net income. To raise its efficacy and earnings, the company must improve
its net sales.

5.3. OPPORTUNITIES
 MARKET SWITCH TO NATURAL PRODUCTS: Since the COVID-19 has spread its roots,
there has been a huge increase in demand for natural and ayurvedic products, and
Mamaearth may tap into this potential market.
 EXPANSION IN THE PHYSICAL RETAIL SECTOR: By expanding in the physical retail
market, Mamaearth can capitalise on an untapped market.
 GLOBAL PRESENCE: Mamaearth's excellent natural and toxic-free products can assist
them in increasing their global footprint.
 DEMOGRAPHIC SEGMENTATION: Mamaearth can launch new items to target certain
demographic sectors of society.
 NEW TRENDS IN CONSUMER BEHAVIOR: Changing consumer habits present
Mamaearth with new opportunity to influence the consumer through cognitive ads.
5.4. THREATS
 COMPETITION: As the popularity of natural goods grows, major companies like as
HUL, P&G, Dabur, and others are entering the market, resulting in fierce competition
among the brands.
 PRICE OF RAW MATERIALS: The prices of natural and active substances fluctuate,
making it difficult for Mamaearth to pass on these fluctuations to consumers.
 GOVERNMENT REGULATIONS: Each year, the government enacts new rules and
guidelines, making it difficult for Mamaearth to standardise its operations.
 CLIMATE CHANGE: Subtle changes in variables such as temperature and precipitation
can have a significant impact on raw material supply.

6. CHALLENGES AND SUGGESTIONS

Many of them suggested some changes in the packaging and they want it to be organic and
wanted offline stores to be set up at many places. Mamaearth should focus more on
influencer marketing also. They should improve their online portal for the users. They
should also focus on customisation of the products with professional advice.
CHALLENGES:
1. One of the most difficult problems is being relevant to the target market and the
perpetual need to innovate and differentiate from competitors. Today, there are a
sea of brands catering similar products and ingredients combinations as Mamaearth.
Ahead of this, there also revolves instant expectations/solutions to modern day
problems from the products.
2. The customer experience has been observed to be highly inconsistent through the
website.
3. The absence of flagship or individual brand stores can be felt as it brings a sort of
disconnect between the brand and the audience.
4. Being a natural/green brand, having a packaging stands in contradiction - could be
reconsidered.

SUGGESTIONS:
1. Considering the evident impact of social media on the long-term image health of the
brand, Mamaearth could devise fresh marketing strategies for its social media
platforms in order to attract new customers. In addition to big faces being its sole
channel to penetrate the market, it can capitalize on the rise of UGC – User
Generated Content. This will not only be much cheaper but also more effective, and
highly beneficial in establishing its product’s credibility.
 2. With Quality being the biggest factor for the consumers to make a purchase and
stick to the brand, it should have ‘quality’ as the prime message of its ads. Now the
aspect of ‘quality’ is often less conveyed through paid ads & influencer marketing
since people are aware of their functioning. In this case, Mamaearth should turn to
Review Marketing. It should gather more real reviews by motivating its consumers to
actively share & voice the good elements. This can be done by providing various
incentives and establishing a reward program.
3. Increased focus on and turn to innovative sustainable packaging of products to
create a point of higher differentiation.
4. Personal recommendations and customization of products can be an interesting
extra something the brand can introduce.
5. Offline expansion can help the brand create and deliver desired and specialized in-
person experiences to customers, which can potentially majorly boost retention and
customer delight.

7. CONCLUSION
Mamaearth's consumer tactics and marketing communications are built around the idea of
employing only the best of nature in their products. Influencer Marketing is being used by
the brand to raise brand recognition and establish exclusive sales propositions, as well as
credibility among health-conscious consumers. As a result, there is no doubt that they have
a competent marketing staff and strategy in place.
The brand is also motivated by the development of new products that blend science and
Ayurveda to fulfil the needs of the younger, aspirational, and more conscious Indian
customer.
Mamaearth also promises to plant a sapling for every order placed on their website; to date,
they have planted over 1.5 lakh trees as part of their Plant Goodness project. The Sankalp
Taru Foundation is supporting this programme with the purpose of spreading greenery
through its primary idea of "planting trees for the people, by the people."
Mamaearth prioritises sustainability, paying equal attention to people, the environment,
and profit, with the firm's main goal being a more sustainable future and enhanced health.
Among the organization's primary goals are environmental and lifestyle education, capacity
building, community enterprise development, and the establishment of sustainable
livelihoods. Customers are helped by the company's delivery of natural, toxic-free skincare
goods.
Hence, Mamaearth is a digital-first FMCG company that generates money by selling real
products to consumers via D2C platforms and traditional offline storefronts. The Mamaearth
team adheres to the blue strategy, which includes an omnichannel presence and growth
powered by innovative products.
In the near future, Mamaearth will be a well-known brand in terms of high-quality natural
products not only in India, but also in other countries.
Mamaearth's success can be attributed to their focus to using only natural products, their
commitment to customer pleasure, and their creative marketing techniques. They have
quickly established themselves as a reliable brand for many Indian families. Mamaearth
demonstrates that it is possible to build a profitable business by doing something you love.

8. REFERENCES AND BIBILIOGRAPHY

(n.d.). Retrieved from Mamaearth: https://Mamaearth.in/our-values
(n.d.). Retrieved from DIGITAL YUG: https://thedigitalyug.com/startup/Mamaearth-success-
story-journey-from-25-lakhs-to-a-unicorn-company
Banerjee, A., & R. R. (2022, July 5). Mamaearth Success Story: Bringing Toxin-Free, Natural
Skin Care Products To India. Retrieved from StartupTalky:
https://startuptalky.com/Mamaearth-success-story/#Mamaearth_about_wiki_vision
_product_aim
Mamaearth’s Success Journey from an Unknown Startup to a Top Organic Brand. (2022).
Retrieved from Sugarmint: https://sugermint.com/Mamaearth-success-story/
Naidu, P. (2022, February 9). Mamaearth Marketing Strategy. Retrieved from Pavani Naidu:
https://pavaninaidu.com/Mamaearth-marketing-strategy/
sethi, J. (2021, June 8). What marketing strategy is helping Mamaearth grow exponentially?
Retrieved from The Strategy Story:
https://thestrategystory.com/2021/06/08/Mamaearth-marketing-strategy/
Tyagi, G. (2022, January 8). Mamaearth’s revenue jumps 4X to Rs 461 Cr in FY21, turns
profitable. Retrieved from entrackr: https://entrackr.com/2022/01/Mamaearths-
revenue-jumps-4x-to-rs-461-cr-in-fy21-turns-profitable/