Marketing Communication

Bc. Mink David, BA

Master's thesis

Abstract:

Mamaearth is a fast-growing Indian personal care brand that has made a name for itself in the market by offering natural and organic products. The brand has primarily relied on digital marketing strategies to increase its sales and reach, with significant success in recent years. However, the increasing competition in the market and the changing consumer behaviour necessitate the exploration of new marketing strategies to sustain and grow Mamaearth's market share. This thesis aims to provide an analysis of Mamaearth's current marketing strategies, identify the challenges faced by the brand, and suggest a new marketing strategy to increase its sales and reach. The strategy is developed by analysing primary and secondary data, which includes experiences, observations, and an overview of the Honasa Consumer database obtained from Honasa Consumer Limited. The primary data was gathered by administering a questionnaire to 329 respondents. The practical section of the study employs a theoretical framework and literature analysis to examine market conditions, changes in consumer buying patterns, external and internal situational analysis, and promotional activities of Mamaearth and its competitors. Finally, based on the findings from the analysis, a new marketing strategy is suggested, which is favourable for Mamaearth to attract new loyal customers.

Keywords

brand, marketing communication, marketing strategy

Language used: English

Date on which the thesis was submitted / produced: 3. 4. 2023

Thesis defence

• Date of defence: 27. 5. 2024
• Supervisor: Ing. Martina Chalupová, Ph.D.
• Reader: Pavlína Rojík Fulnečková, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration