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Mamaearth E-commerce Category
Growth Project - Submission 1
Submitted by-
Altamash Hasan
Debjyoti Mukherjee
1133
1133
308
1522
9138
849
1912
422
422
83
207
2909
63
113
322
0
41
151
0
2526
456
0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000
Mamaearth Onion Shampoo for hair growth and hair fall control with onion oil and plant
Keratin 250 ml
Mamaearth Onion Shampoo for hair growth and hair fall control with onion oil and plant
Keratin 400 ml
Mamaearth Tea Tree Shampoo for Dandruff free hair 250 ml
WOW Anti Dandruff No Parabens & Sulphate Shampoo 300 ml
WOW Apple Cider Vinegar No Parabens & Sulphate Shampoo 300 ml
Biotique bio kelp protein shampoo 340 ml
Indulekha Bringha Anti Hair Fall Shampoo 200 ml
Offtake of Shampoos across different online channels
Nyka Flipkart Amazon
172
172
83
3437
76
376
107
0
9
524
1
0
161
0
7
0
15
0
0 500 1000 1500 2000 2500 3000 3500 4000
Mamaearth Onion Conditioner for Hair Growth and Hair Fall Control with Coconut oil 250
ml
Mamaearth Onion Conditioner for Hair Growth and Hair Fall Control with Coconut oil 400
ml
Mamaearth Tea Tree Conditioner with Tea Tree & Ginger Oil for Dandruff Free Hair 250
ml
WOW Coconut & Avocado Oil No Parabens & Sulphate Hair Conditioner 300 ml
OGX Tea Tree Mint Conditioner 385 ml
Khadi Mauri Herbal Hair Conditioner 210 ml
Offtake Of Conditioners across different online channels
Nyka Flipkart Amazon
452
2
1258
749
1685
0
0
2606
756
25
269
87
563
0
4
0 500 1000 1500 2000 2500 3000
Mamaearth Onion Hair Oil for Hair Regrowth and Hair Fall Control with
Redensyl 150 ml
Mamaearth Root Restore Hair Oil for hair fall reduction 100 ml
WOW Skin Science Onion Black Seed Hair Oil 200 ml
Khadi Global Red Onion Hair Oil for Hair Growth with Argan, Jojoba,
Rosemary, Black Seed Oil in Purest Form Very Effectively Control Hair Loss
200 ml
Beardhood Onion Oil with Redensyl for Hair Growth and Anti Hairfall - 20%
Red Onion Extract, For Men & Women, Mineral Oil & Paraben Free 250 ml
Offtake of hair oil across different online channels
Nyka flipkart Amazon
0
1224
1543
1324
0
4644
689
1470
16
2425
331
663
0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000
Onion hair Serum with Onion & Biotin 100ml
Biotique Bio Mountain Ebony vitalizing serum for falling hair intensive hair growth
treatment 120 ml
Streax hair serum 100 ml
Loreal Smooth Intense Serum 100ml
Offtake of Hair Serum across different online channels
Nyka Flipkart Amazon
39 17 45 1
2574
427 454
927
116
0 0
363
168
356
16
0
500
1000
1500
2000
2500
3000
Shampoo Conditioner Hair Oil Hair Serum
Offtake of Mamaearth Haircare category on different online channels
mamaearth Amazon Flipkart Nyka
39
2574
927
363
Shampoo
mamaearth Amazon Flipkart Nyka
17
427
116
168
Conditioner
mamaearth Amazon Flipkart Nyka
45
454
0
356
Hair Oil
mamaearth Amazon Flipkart Nyka
1
0
16
Hair Serum
mamaearth Amazon Flipkart Nyka
Offtakes of each sub category on different channels
0
20
40
60
80
100
120
Comparison of haircare Sub-category
hair oil shampoo hair serum hair conditioner
Shampoo has highest demand followed by Hair oil
0
20
40
60
80
100
120
hair care: Month wise comparison
0
20
40
60
80
100
120
Andamanand…
TamilNadu
Karnataka
AndhraPradesh
Telangana
Kerala
Delhi
Chhattisgarh
Goa
Puducherry
Haryana
Uttarakhand
Maharashtra
Punjab
Chandigarh
JammuandKashmir
Jharkhand
WestBengal
Odisha
Gujarat
Assam
HimachalPradesh
Manipur
UttarPradesh
Rajasthan
MadhyaPradesh
Bihar
hair care: State wise comparison
• Hair care products have high demand during November, December and January.
• Hair care products have very high demand in Andaman and relatively high demand in
south region when compared to other regions
Hair Oil
0
20
40
60
80
100
120
Hair oil: monthly comparison
0
20
40
60
80
100
120
Hair oil: State wise comaparison
• The demand is maximum during
December and January
• Andaman and south has maximum
demand for hair oil
• Parachute has highest demand followed
by WOW and Patanjali
0
20
40
60
80
100
120
Hair Oil: Brand Comparison
patanjali hair oil: (India) dabur hair oil: (India)
parachute hair oil: (India) mamaearth hair oil: (India)
wow hair oil: (India)
0
20
40
60
80
100
120
shampoo: Statewise comparison
0
20
40
60
80
100
120
shampoo: Monthly comparison
0
20
40
60
80
100
120
Shampoo: Brandwise comparison
wow shampoo: (India) tresemme shampoo: (India)
dove shampoo: (India) mamaearth shampoo: (India)
biotique shampoo: (India)
• Delhi, Goa and Karnataka have high
shampoo demand
• Shampoo has high demand in
September, December and January
• WOW, Tresemme and dove have
highest demand in this sub category
Shampoo
0
20
40
60
80
100
120
Serum: Brand comparison
streax serum: (India) matrix serum: (India)
garnier serum: (India) loreal serum: (India)
0
20
40
60
80
100
120
Serum: Monthly comparison
0
20
40
60
80
100
120
Serum: State wise comparison
Hair Serum
• Hair serum have high demand in
November and February
• Hair serum is demanded highest in
Mizoram, Puducherry and Andaman
• Loreal and streax are the highest selling
brands under this category
0
20
40
60
80
100
120
Conditioner: Monthly comparison
0
20
40
60
80
100
120
Conditioner: Statewise comparison
0
20
40
60
80
100
120
Conditioner- Brand comparison
biotique conditioner: (India) tresemme conditioner: (India)
loreal conditioner: (India) dove conditioner: (India)
WOW conditioner: (India)
Hair Conditioner
• Hair conditioner has high demand during
March, April and May
• High demand in West Bengal, Andaman,
Daman, Goa and Delhi
• Loreal has the highest demand followed
by Dove and Tresemme
Target Group
 Working females between the age group of 24-27, who have completed their
masters degree, are unmarried and live in tier 1 and tier 2 cities.
1st Online Engagement funnel of Mamaearth
Consideration
Purchase
Re - Purchase
Loyalty
Awareness
Onion Shampoo and onion hair mask Ad on
facebook,Vitamin C toner ad on facebook
Tea tree shampoo & conditioner ad on
Youtube
Happy Lohri Ad on Facebook, testimonial
ad on fb for Ubtan Face wash
#WowWednesday Ad on Facebook, Flat
Rs.500 cashback on purchases of Rs.999
and above.
Consideration
Purchase
Re - Purchase
Loyalty
Awareness
Get 20% off on buying 4 products #Saleific
initiative on facebook, 50% off on vegan
products initiative on facebook
“For Thanksgiving pick our giftcard that can be
redeemed at the store” initiative in facebook.
The Recycle ad which says“Bring our bottles
back, we will recycle as we always
do”,”Bringbackourbottles” initiative on
facebook
Strawberry body butter jar ad, The British Rose
Body Yogurt ad on facebook
Nature inspired body mist ad, Nature inspired face
mask ad on facebook
1st Online Engagement funnel of Competitor brand
No Of Shoppers who bought the product
Population=3 %Population=0.42
No of shoppers who interacted with the
product
Population=10 %Population=14.28
No of Shoppers visiting the aisle
Population=30 %Population=42.85
No Of Shoppers in store(in 1 hour)
Population=70
%Population=100
No of shoppers who visited the shelf
Population=25 %Population=35.71
42.85%
83.33%
40%
30%
Shopper Engagement Funnel for Shampoo in Modern Trade Store
No Of Shoppers who bought the product
Population=4 %Population=13.33
No of shoppers who interacted with the
product
Population=5 %Population=16.66
No of Shoppers visiting the aisle
Population=20 %Population=66.66
No Of Shoppers in store(in 1 hour)
Population=30 %Population=100
No of shoppers who visited the shelf
Population=15 %Population=50
66.66%
75%
33.33%
80%
Shopper Engagement Funnel for Conditioner in Chemist Store
Select Shampoo
Open the Mamaearth page
Search for Mamaearth on google
Search for Shampoo
Click add to cart
Checkout
2nd Online Engagement funnel for buying Shampoo on Mamaearth
Website
Select Shampoo
Search for competitor on google
Click on Hair Care
Click add to cart
Checkout
Open the competitor page
Click on Shampoo
2nd Online Engagement funnel for buying Shampoo on Competitors Website
Hair care Category
Data Sources Opportunities
E-com SKU/Variant Level
Sheet
1. Non Paraben and Sulphate Shampoo demand is very high.
2. Coconut and avocado conditioner demand is high.
3. Demand for revitalising serum for hairfall is high
4. Demand for onion black seed is high.
5. Offtakes of mamaearth products is highest on Amazon
Google Trends
1. Hair Care products have high demand in November, December and January and maximum demand comes from Andaman and south region.
2. Amongst the Haircare category, shampoo has the maximum demand followed by Hair oil.
3. WOW which is organic shampoo and is available only online has the maximum demand in Shampoos
Offline Shopper Engagement
Funnel
1. No. of shoppers interacting with the product after coming to the shelf are very less, this happens when a particular brand or SKU which customer wanted to buy is
not available.
2. Maximum dropout is at shoppers not buying after interacting with the product, After interacting with the customers I came to know that this happens because they
look for ingredients such as chemicals like Sodium Lauryl Sulphate and other things such as price of the product, discount offered on the product. A lot of shoppers look
for organic products.
First Online Shopper
Engagement Funnel
1. Mamaearth doesn’t have any ad targeting re-purchase and Loyalty whereas its competitor has ad targeting re-purchase and loyalty
2. Competitor has a lot of ads targeting Purchases but mamaearth has only one ad targeting purchase.
Second Online Shopper
Engagement Funnel
1. Maximum fallout can happen at Select Shampoo stage because users said that it was difficult to find the shampoo after clicking on the shampoo
2. The page uses white background and the images are also white hence the website doesn’t look good and people might drop after coming to the website. Colour
contrast is not good.
3. At the checkout page “May I Help You” chat window pops out where an offer is given, the customer is not able to see the offer and might delay the purchase.
4. Customers looking for anti dandruff shampoos might fallout because on Mamaearth website anti dandruff shampoo is named as dandruff free shampoo.
Thank You

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Mamaearth e commerce category growth project - submission 1

  • 1. Mamaearth E-commerce Category Growth Project - Submission 1 Submitted by- Altamash Hasan Debjyoti Mukherjee
  • 2. 1133 1133 308 1522 9138 849 1912 422 422 83 207 2909 63 113 322 0 41 151 0 2526 456 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 Mamaearth Onion Shampoo for hair growth and hair fall control with onion oil and plant Keratin 250 ml Mamaearth Onion Shampoo for hair growth and hair fall control with onion oil and plant Keratin 400 ml Mamaearth Tea Tree Shampoo for Dandruff free hair 250 ml WOW Anti Dandruff No Parabens & Sulphate Shampoo 300 ml WOW Apple Cider Vinegar No Parabens & Sulphate Shampoo 300 ml Biotique bio kelp protein shampoo 340 ml Indulekha Bringha Anti Hair Fall Shampoo 200 ml Offtake of Shampoos across different online channels Nyka Flipkart Amazon
  • 3. 172 172 83 3437 76 376 107 0 9 524 1 0 161 0 7 0 15 0 0 500 1000 1500 2000 2500 3000 3500 4000 Mamaearth Onion Conditioner for Hair Growth and Hair Fall Control with Coconut oil 250 ml Mamaearth Onion Conditioner for Hair Growth and Hair Fall Control with Coconut oil 400 ml Mamaearth Tea Tree Conditioner with Tea Tree & Ginger Oil for Dandruff Free Hair 250 ml WOW Coconut & Avocado Oil No Parabens & Sulphate Hair Conditioner 300 ml OGX Tea Tree Mint Conditioner 385 ml Khadi Mauri Herbal Hair Conditioner 210 ml Offtake Of Conditioners across different online channels Nyka Flipkart Amazon
  • 4. 452 2 1258 749 1685 0 0 2606 756 25 269 87 563 0 4 0 500 1000 1500 2000 2500 3000 Mamaearth Onion Hair Oil for Hair Regrowth and Hair Fall Control with Redensyl 150 ml Mamaearth Root Restore Hair Oil for hair fall reduction 100 ml WOW Skin Science Onion Black Seed Hair Oil 200 ml Khadi Global Red Onion Hair Oil for Hair Growth with Argan, Jojoba, Rosemary, Black Seed Oil in Purest Form Very Effectively Control Hair Loss 200 ml Beardhood Onion Oil with Redensyl for Hair Growth and Anti Hairfall - 20% Red Onion Extract, For Men & Women, Mineral Oil & Paraben Free 250 ml Offtake of hair oil across different online channels Nyka flipkart Amazon
  • 5. 0 1224 1543 1324 0 4644 689 1470 16 2425 331 663 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Onion hair Serum with Onion & Biotin 100ml Biotique Bio Mountain Ebony vitalizing serum for falling hair intensive hair growth treatment 120 ml Streax hair serum 100 ml Loreal Smooth Intense Serum 100ml Offtake of Hair Serum across different online channels Nyka Flipkart Amazon
  • 6. 39 17 45 1 2574 427 454 927 116 0 0 363 168 356 16 0 500 1000 1500 2000 2500 3000 Shampoo Conditioner Hair Oil Hair Serum Offtake of Mamaearth Haircare category on different online channels mamaearth Amazon Flipkart Nyka
  • 7. 39 2574 927 363 Shampoo mamaearth Amazon Flipkart Nyka 17 427 116 168 Conditioner mamaearth Amazon Flipkart Nyka 45 454 0 356 Hair Oil mamaearth Amazon Flipkart Nyka 1 0 16 Hair Serum mamaearth Amazon Flipkart Nyka Offtakes of each sub category on different channels
  • 8. 0 20 40 60 80 100 120 Comparison of haircare Sub-category hair oil shampoo hair serum hair conditioner Shampoo has highest demand followed by Hair oil
  • 9. 0 20 40 60 80 100 120 hair care: Month wise comparison 0 20 40 60 80 100 120 Andamanand… TamilNadu Karnataka AndhraPradesh Telangana Kerala Delhi Chhattisgarh Goa Puducherry Haryana Uttarakhand Maharashtra Punjab Chandigarh JammuandKashmir Jharkhand WestBengal Odisha Gujarat Assam HimachalPradesh Manipur UttarPradesh Rajasthan MadhyaPradesh Bihar hair care: State wise comparison • Hair care products have high demand during November, December and January. • Hair care products have very high demand in Andaman and relatively high demand in south region when compared to other regions
  • 10. Hair Oil 0 20 40 60 80 100 120 Hair oil: monthly comparison 0 20 40 60 80 100 120 Hair oil: State wise comaparison • The demand is maximum during December and January • Andaman and south has maximum demand for hair oil • Parachute has highest demand followed by WOW and Patanjali 0 20 40 60 80 100 120 Hair Oil: Brand Comparison patanjali hair oil: (India) dabur hair oil: (India) parachute hair oil: (India) mamaearth hair oil: (India) wow hair oil: (India)
  • 11. 0 20 40 60 80 100 120 shampoo: Statewise comparison 0 20 40 60 80 100 120 shampoo: Monthly comparison 0 20 40 60 80 100 120 Shampoo: Brandwise comparison wow shampoo: (India) tresemme shampoo: (India) dove shampoo: (India) mamaearth shampoo: (India) biotique shampoo: (India) • Delhi, Goa and Karnataka have high shampoo demand • Shampoo has high demand in September, December and January • WOW, Tresemme and dove have highest demand in this sub category Shampoo
  • 12. 0 20 40 60 80 100 120 Serum: Brand comparison streax serum: (India) matrix serum: (India) garnier serum: (India) loreal serum: (India) 0 20 40 60 80 100 120 Serum: Monthly comparison 0 20 40 60 80 100 120 Serum: State wise comparison Hair Serum • Hair serum have high demand in November and February • Hair serum is demanded highest in Mizoram, Puducherry and Andaman • Loreal and streax are the highest selling brands under this category
  • 13. 0 20 40 60 80 100 120 Conditioner: Monthly comparison 0 20 40 60 80 100 120 Conditioner: Statewise comparison 0 20 40 60 80 100 120 Conditioner- Brand comparison biotique conditioner: (India) tresemme conditioner: (India) loreal conditioner: (India) dove conditioner: (India) WOW conditioner: (India) Hair Conditioner • Hair conditioner has high demand during March, April and May • High demand in West Bengal, Andaman, Daman, Goa and Delhi • Loreal has the highest demand followed by Dove and Tresemme
  • 14. Target Group  Working females between the age group of 24-27, who have completed their masters degree, are unmarried and live in tier 1 and tier 2 cities.
  • 15. 1st Online Engagement funnel of Mamaearth Consideration Purchase Re - Purchase Loyalty Awareness Onion Shampoo and onion hair mask Ad on facebook,Vitamin C toner ad on facebook Tea tree shampoo & conditioner ad on Youtube Happy Lohri Ad on Facebook, testimonial ad on fb for Ubtan Face wash #WowWednesday Ad on Facebook, Flat Rs.500 cashback on purchases of Rs.999 and above.
  • 16. Consideration Purchase Re - Purchase Loyalty Awareness Get 20% off on buying 4 products #Saleific initiative on facebook, 50% off on vegan products initiative on facebook “For Thanksgiving pick our giftcard that can be redeemed at the store” initiative in facebook. The Recycle ad which says“Bring our bottles back, we will recycle as we always do”,”Bringbackourbottles” initiative on facebook Strawberry body butter jar ad, The British Rose Body Yogurt ad on facebook Nature inspired body mist ad, Nature inspired face mask ad on facebook 1st Online Engagement funnel of Competitor brand
  • 17. No Of Shoppers who bought the product Population=3 %Population=0.42 No of shoppers who interacted with the product Population=10 %Population=14.28 No of Shoppers visiting the aisle Population=30 %Population=42.85 No Of Shoppers in store(in 1 hour) Population=70 %Population=100 No of shoppers who visited the shelf Population=25 %Population=35.71 42.85% 83.33% 40% 30% Shopper Engagement Funnel for Shampoo in Modern Trade Store
  • 18. No Of Shoppers who bought the product Population=4 %Population=13.33 No of shoppers who interacted with the product Population=5 %Population=16.66 No of Shoppers visiting the aisle Population=20 %Population=66.66 No Of Shoppers in store(in 1 hour) Population=30 %Population=100 No of shoppers who visited the shelf Population=15 %Population=50 66.66% 75% 33.33% 80% Shopper Engagement Funnel for Conditioner in Chemist Store
  • 19. Select Shampoo Open the Mamaearth page Search for Mamaearth on google Search for Shampoo Click add to cart Checkout 2nd Online Engagement funnel for buying Shampoo on Mamaearth Website
  • 20. Select Shampoo Search for competitor on google Click on Hair Care Click add to cart Checkout Open the competitor page Click on Shampoo 2nd Online Engagement funnel for buying Shampoo on Competitors Website
  • 21. Hair care Category Data Sources Opportunities E-com SKU/Variant Level Sheet 1. Non Paraben and Sulphate Shampoo demand is very high. 2. Coconut and avocado conditioner demand is high. 3. Demand for revitalising serum for hairfall is high 4. Demand for onion black seed is high. 5. Offtakes of mamaearth products is highest on Amazon Google Trends 1. Hair Care products have high demand in November, December and January and maximum demand comes from Andaman and south region. 2. Amongst the Haircare category, shampoo has the maximum demand followed by Hair oil. 3. WOW which is organic shampoo and is available only online has the maximum demand in Shampoos Offline Shopper Engagement Funnel 1. No. of shoppers interacting with the product after coming to the shelf are very less, this happens when a particular brand or SKU which customer wanted to buy is not available. 2. Maximum dropout is at shoppers not buying after interacting with the product, After interacting with the customers I came to know that this happens because they look for ingredients such as chemicals like Sodium Lauryl Sulphate and other things such as price of the product, discount offered on the product. A lot of shoppers look for organic products. First Online Shopper Engagement Funnel 1. Mamaearth doesn’t have any ad targeting re-purchase and Loyalty whereas its competitor has ad targeting re-purchase and loyalty 2. Competitor has a lot of ads targeting Purchases but mamaearth has only one ad targeting purchase. Second Online Shopper Engagement Funnel 1. Maximum fallout can happen at Select Shampoo stage because users said that it was difficult to find the shampoo after clicking on the shampoo 2. The page uses white background and the images are also white hence the website doesn’t look good and people might drop after coming to the website. Colour contrast is not good. 3. At the checkout page “May I Help You” chat window pops out where an offer is given, the customer is not able to see the offer and might delay the purchase. 4. Customers looking for anti dandruff shampoos might fallout because on Mamaearth website anti dandruff shampoo is named as dandruff free shampoo.