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
 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

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1.1 NEED OF THE STUDY

Reasons for choosing this field of study (social media marketing)

is because green marketing has become an important strategy in
business since the international rise of environmental awareness
among countries. With greater awareness rising among the public,
especially with reference to the global warming and climate
change phenomenon, people have become cautions with regards
to their purchases, specifically towards the nature of purchased
products. As environmental awareness is able to serve a clear
purpose for green consumerism, consumer behaviors are able to
show the potential of green consumerism. This would underline
the consumer buying behavior for green products.

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1.2 INTRODUCTION TO THE INDUSTRY

GREEN MARKETING

Green marketing, according to the American Marketing

Association, is the promotion of ecologically friendly goods. A
wide variety of actions, such as product modification,
improvements to the manufacturing process and packaging and
modified advertising are all included in green marketing.
Ecological marketing and Environmental marketing are two more
words used interchangeably when discussing Green marketing. In
the last several years, green marketing has emerged as a new idea.
In contrast, marketing takes a comprehensive strategy to
understand and fulfill the needs and desires of current and
prospective customers. Green marketing refers to the production
and marketing of goods and services that are produced using
environmentally friendly methods. Human consumption
contributes to environmental issues; therefore, conservation
efforts are closely tied to consumer purchasing habits. In order to
minimize environmental harm, customers must respond by
purchasing environmentally friendly goods. This has an effect on
consumer goods marketers as a result.

Green marketing was originally defined in 1976 by the authors

Hennion and Kinnear as "involved with all marketing operations
that have helped create environmental issues and might serve to
offer a solution for environmental concerns.
While there has been a plethora of definitions over the years, the
concept evolved and be more structured as can be seen from
Fuller's the process of planning the development and
implementation of products in a way that meets the following
three requirements:

(1) customer needs have been met,

(2) organizational goals are achieved and

(3) the procedure is compatible with cleaner production and

business sustainability are at the heart of this concept.

Globally, the green movement is exploding. Consumers are

taking charge of the situation and making the correct choices.
Increased consumer knowledge and motivation are driving
innovation in the marketplace, particularly with the introduction
of greener goods. Consumers in India are less concerned about
global warming than those in more developed nations. As a result,
successful marketing always has relied on anticipating consumer
needs and offering goods or services to meet those needs at the
right time and price point. Nowadays, "Green" marketing has
evolved from a fad to a way to do business, and companies that
sell should understand the importance of becoming green and
conveying the green idea to their customers.

The color green is slowly but surely being associated with eco-
awareness in India. As consumers become more knowledgeable
about product origins and environmental issues, marketers will
have more chances to persuade them. GPIs (Green Product
Innovations) have been more common in product development
over the last several decades.

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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 thepeople.

 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 withothers, 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
whyevery 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’slargest 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 in2016 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

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Brand with Made Safe™ Certified products. The products are free
of all known toxins that are bannedin 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 theirspecified 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 usingonly

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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
irnevteernnueet-fairlsmt ocsotnsumer company in India.
tinreFblYin2g0 itnonRins3e0m0onths 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.

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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 thebrand 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 onthese 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 communicatebrand 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 customerannoyance
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 theirmarketing
they are missing a great opportunity for connecting with
prospective customers. (Khushbu,2021)

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 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.

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3.1OBJECTIVES

 To study the nature of green marketing .

 The aim of this study is to find out how consumer behavior is influenced
by Green Marketing by Companies.

 To study the relationship between consumers attitude and perception

towards green marketing.

 To measure the level of the consumers satisfaction towards green

products.

 To study the awareness level of the consumers towards Green 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 theindependent variable and its overall
effect on the brand being the dependent one.

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3.1 SCOPE OF THE STUDY

Urbanization in cities is found to be a major cause for

environmental pollution and eventually there is an increased
awakening in the cities about the importance of eco-friendly
behavior. The study was confined to the city New Delhi in India.
The sample was selected from this place and was restricted to a
number of 50 respondents. There are plenty of goods emerging on
the lines of environment friendliness. For the purpose of this
study, five categories of eco-friendly commodities identified to be
the most commonly used were only chosen. They were eco-
friendly Coffee cups, Drinking Bottles, Jewellery, Cotton
shopping bags, Wool Footwear, Wooden Sunglasses, Bamboo
Handbag. Solar power, Recycled Floor Mats. The scope of this
research was restricted to household shopping goods considered
to be eco-friendly in nature. Since fewer research are done in
green products this study will in finding newer information which
will for companies in starting projects on green products.

Total sample of size is 50 consumers of 18 to 65 age category are

selected for the study. 1. This study gives an overview of
consumer perception towards green products. 2. This study
provides a full idea about the factors which drive people to buy
green.
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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.

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  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

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

Age- group No. of

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

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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

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 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

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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 7.9%
the 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%).

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 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.

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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.

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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.

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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.

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 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 representedin the form of pie chart or graph. Many have
replied by saying that the products are natural, availablein wide range,
good quality. They even mentioned about the social initiatives taken up
by Mamaearthlike providing toxin free products to all, planting trees on
every purchase done by customer etc.

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 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 Store2 Online3 Supermarket4 Medical Shop4 Total

17%

50%
26%

3%4%

No. Of
S.no 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.

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 CHAPTER 5

RESULTS AND DISCUSSION

- 50 -
5.1 MAJOR FINDINGS

 According to the data that has been collected through

questionnaire, 90% people were awareabout 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 lastingimpression on the brand.

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

services is an important attribute forany 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, hencetheir 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.
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 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.

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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 arenaturally 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.

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References

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

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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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