Project 1: Mama Earth
Market Opportunity Analysis
Segmenting, Positioning and Influencing Consumer
Decision-Making
Learner Name: Pragya Chandra
Q1. Map Mama earth’s position on a perceptual map against its competitors.
Explain why you chose each dimension for the perceptual map. (Word limit: 120
words.
Ans. The two dimensions can be price vs product features such as normal care
and intensive care. There are generally two categories of people. One who are
normal users and can go away with any toothpaste. The second group of people
are very conscious of their oral hygiene and probably would agree to pay more for
a toothpaste that is purely herbal chemical free and delivers good results for oral
health.
Mama Earth is known for its natural products. So, offering an intensive care
product will face a medium level of competition from a few players in the market
rather than competing against the whole oral care industry.
Answer 1
Enter your response. You may also draw the perceptual map with pen and paper and add an image of the same. Add the
positions of Mamaearth and its competitors.
Mama Earth can be placed in
quadrants 1 and 2.
These days people are very much
concerned about the product they
use and their benefits and of
course their price influence the
purchase. That’s why these two
dimensions are chosen.
Q2. Define the various market segments Mamaearth can target in the oral care
market. Mention at least three segments with a rationale for each. (Word limit:
275 words)
Answer 2
Segmentation Geographic: urban cities of India
Rationale: People in urban cities are much concerned about their health and hygiene.
Therefore urban population will pay more attention to this intensive oral product rather than
the rural population.
Demographic: middle-aged crowd between the ages of 28-40 years.
Rationale: most people in this age bracket start to focus on health aspects and the
products that render benefit to their bodies.
Psychographic:
Rationale
Behavioural: conscious consumers who use natural/ herbal products.
Rationale Some Consumers always look for natural and harmless ingredients in the
products they use.
Q3.Build Mamaearth’s marketing mix (4Ps). You will have to mention the rationale
behind each of these. As a recap, the 4Ps of marketing — Product, Price, Place, and Promotion
— are distinct factors that marketers can influence in order to create a meaningful product or service
and market it to a defined audience.
Note: Please draft at least 30 -70 words for each of 4Ps.
Answer 3
Product: Mama Earth can offer a variety of oral care products ranging from normal care to intensive care. In normal care, it can
offer fluoride-free clove or menthol-based toothpaste and compete with brands like Colgate. Also, it can offer a herbal rich
toothpaste that can actively provide a wholesome solution for dental care and compete with Himalaya Botanique, BirdSong,
Perforra etc. that are high-end products.
Price: For Normal Oral Care range, the brand can charge cost-plus pricing in order to offer low-cost high quality products and can
use competitive pricing for intensive oral care range.
Place: As a D2C brand, it can reach out to its consumers via online mode i.e. its own website and mobile app. It can also sell its
products via other e-commerce apps such as Amazon, Flipkart, Myntra etc. Offline it can reach out to consumers through
superstores, brick and mortal stores, and pharmacy stores.
Promotion: Launching a digital campaign first targeting Facebook and Instagram, making banners and youtube ads which can
further be supported by Television ads.
Q4.Analyse consumer behaviour and list the external factors that can influence
Mamaearth's potential consumers’ buying decisions. Mention at least three factors, along
with the reasoning behind each factor. (Word Limit: 275)
Answer 4
Factors Affecting Consumer Behavior
Factor 1: Social Recommendation
Rationale: A lot of people are Mama Earth loyal customers and they would vouch and
advocate for its products among their friends and family which can their buying behavior.
Factor 2: Rational Motives
Rationale A concoction of herbal mix in the toothpaste can help cure anticavity, fight
plaque, and protects the dental health. This logic can drive purchase of mama earth.
Factor 3: Brand Equity & Trust
Rationale Mama Earth has been in the market for quite a few years and it is a known brand
for its quality products and their product specific delivery. So trust also plays a role in
influencing the buying behaviour.
Q5. Identify the key unique value propositions (USPs) (at least five) of Mamaearth’s
products to prospective consumers and then based on that, formulate a positioning
statement based on that. As a recap, the framework of a positioning statement is given
below:
As a recap, the framework of a positioning statement is given below:
‘For [target market], Mamaearth is [frame of reference/competitive set] that [key benefits, unique
value claim] because [reasons to believe, evidence]’.
Answer 5
Mamaearth’s Key USPs
1. Natural Herbal Ingredients
2. A conscious step towards protecting Mother Earth (Mama Earth’s plant goodness initiative )
3. A perfectly differentiated product portfolio
Mamaearth’s Positioning Statement
For the Intensive Oral Care Segment, Mama Earth can target consumers that are health freaks, with the toothpaste containing
natural ingredients like peppermint tea extract, vanilla extract, Guava leaves, etc. in order to help you fight teeth problems
such as bleeding gums, toothache, and microbial activity. Wheatgrass, Thyme and toothache plants are some of the highly
recommended active ingredients to keep a check on dental activity.
Q6. Now that you have finalised Mamaearth’s marketing mix, you must formulate a
digital go-to-market strategy. Mention at least five key elements of your strategy on how
you will go about marketing the product. (Word Limit: 370)
Answer 6 - Digital Go-To-Market Strategy
Digital Marketing Channel 1: SEO Website
Rationale: To tackle the first step of consumer funnel, SEO will be the best strategy to create awareness if
someone is looking for natural/ herbal/ organic oral care products.
Digital Marketing Channel 2: YouTube Display Ads
Rationale: An engaging and informative Ad for YouTube to give consumers more insights on the new
product.
Digital Marketing Channel 3: Social Media Posts
Rationale: Posting regularly on Instagram, Facebook, Twitter, etc. in order to make the posts viral and
reach out to maximum people.
Digital Marketing Channel 4: E-Banner Ads
Rationale: These are the ads that can be flashed onto the gaming apps and other third party apps. If a
person has searched for mama earth products, these banners can be triggered on their devices as a
remarketing tool.
Digital Marketing Channel 5: E-mails
Rationale: Discount vouchers, informative blogs, product page can also be sent to consumers in the form
of email to interact and push towards the purchase phase.
Q7. Paste the link to your video presentation below. Remember to give Access to Anyone.
Link to Video:
https://drive.google.com/drive/folders/17EEiua3mqhZvKZDlz7z-8AZFdjgsmgDP?usp=sh
aring
Note: A link on how to provide access to anyone
has been attached in the notes below.
