A study on mamaearth

1. INTRODUCTION
Mamaearth is an Indian brand
Is currently the Asia”s first MadeSafe certified brand
is FDA approved
Has a tagline of “Goodness Inside”
Is dermatologically tested
A
B
C
D
E

2. Our story

3. ■ Founded in 2016 to make skincare
routines a little chic but with utmost
care.
■ Headquarters is Guraon, India.
■ Dermatologically tested, FDA
approved
■ The 1st Asian brand with a “MADE
SAFE” certification.
About the company

4. ■ Besides a native D2C platform,
Mamaearth has tapped a network of
2000 retail stores
■ It is branching out beyond baby care
products to meet a larger
addressable base.
■ Product iteration and new launches
have been the key to Mamaearth’s
success.
About the company

5. Face Body
Baby Hair
PRODUCTS

6. ■ Face care products are
also chemical , toxin free
safe face products
■ It includes Face wash,
face scrubs, Masks Gels,
creams, Serums, Toners,
Sheet masks
Face Care
About the range
■ All the Body care
products are crafted by
Natural Goodness
■ It includes Body Butter,
Body wash, Body scrub,
Body Lotion and Hand
Creams
Body Care

7. SWOT
2. Weaknesses
1. Insufficient budget & Less expenditure
2.Lack of capital
3.Market Access
4.Delayed Decision-making & Poor
Management Practices
1.Product Innovation​ & The geographic
presence
2.Reliable Suppliers
3.Wide Product Portfolio &
Promotional Advertisement
4.Customer Services
5.Pricing Range & High product quality
1.Strengths
3. Opportunities
Jash Shah
5087
1.High Cost
2.Changing Regulatory Framework
3.Shortage of skilled labour
4.Direct And Indirect Competition
5.Deteriorating Economic Conditions
6.Inflation
1.Changing customer needs
2.Growth in the population
3.The Development of New
Technologies
4.International market
5.Indian & Foreign Investors
4. Threats

8. Shilpa Shetty - Investor and
brand ambassador
Rubina Dilaik & Abhinav Shukla

9. Shehnaaz Gill &
Sidharth Shukla
Anita Hassanandani

10. What We Want To Achieve?
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, a brand 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 well-
being 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.

11. Quality
Ease of use
Portfolio broadness
Benefits of product
consumption
PRODUCT
Premium pricing
Psychological
pricing
Geographical
pricing
Bundle pricing
PRICE PLACE PROMOTION
Company operated
store
Licenced store
E –commerce
Supermarkets
Partner agents
Digital marketing
Reward programs
Community
influencer
Conventional
marketings

12. Training
Organisational ownership
Motivation building
Succession planning
PEOPLE
Operations
people mgt.
Quality maintenance
Store mgt.
PROCESS PHYSICAL EVIDENCE
Store atmosphere
Packaging
website design

13. New Zealand

14. Climate Analysis
New Zealand has mild temperatures,
moderately high rainfall, and many hours
of sunshine throughout most of the
country. Its climate is dominated by two
main geographical features: the
mountains and the sea.
The highest temperature ever
recorded in New Zealand was 42°C, in
Marlborough, Christchurch, and
Rangiora (in Canterbury). The lowest
temperature ever recorded in New
Zealand was – 22°C at Ophir, Central
Otago.
Source-https://www.discovernewzealand.com/blog-nz-weather-and-climate-13

15. Regional Analysis
New Zealand (Aotearoa) is an island
country located in the south-
western Pacific Ocean, near the centre of
the water hemisphere. It consists of
a large number of islands, estimated
around 600, mainly remnants of a larger
land mass now beneath the sea. The two
main islands by size are the North
Island (or Te Ika-a-Māui) and the South
Island (or Te Waipounamu), separated by
the Cook Strait. The three largest islands
stretch 1,500 kilometres (930 miles)
across latitudes 34° to 47° south. New
Zealand is the sixth-largest island
country in the world, with a land size of
267,710 km2 (103,360 sq mi)
Source- https://www.indexmundi.com/new_zealand/

16. Culture
• Hongi- Hongi is a traditional greeting done by pressing
the nose and forehead against someone else’s.
• Haka- Made popular by the New Zealand All Blacks, who
have turned the traditional dances into an important
cultural event on the world stage, the Haka is a
Māori war dance that was traditionally saved for the
battlefield.
• Ta Moko- Ta Moko was an important cultural
representation of heritage, personal rank and wisdom.
• Whakairo- Whakairo is not just visually beautiful, but it
tells an important narrative that expresses personal
allegories and cultural histories.
• Hangi- The method of cooking known as Hangi has been
used for thousands of years by the Māori culture, but is
generally reserved for special occasions.
Source- https://www.indexmundi.com/new_zealand/d

17. Religion
Religion in New Zealand encompasses a wide range
of groups and beliefs but almost half (48.6 percent)
of New Zealanders stated they had no religion in the
most recent census, and 6.7 percent made no
declaration. Despite a significant
decrease, Christianity is the most common religion.
38.6 percent of the population at the 2018 New
Zealand census declared an affiliation. Hinduism is
the second largest religion with 2.6% of the
population and Sikhism is the fastest growing
religion. Around six percent of the population is
affiliated with non-Christian religions.
Source- https://www.indexmundi.com/new_zealand/
48.5
%
37
%

18. Demographic
• Total Population- 4,917,000 as recorded in 2006
census
• Total Area- 267,710 km2 (103,360 sq mi) 6th largest
island country in the world
• Median Age- total: 38.1 years (2018 est.)
• Population Growth Rate- 0.77% (2018 est.)
• Language- English (96.1%) Te reo Māori
(3.7%) New Zealand Sign Language
Source- https://www.indexmundi.com/new_zealand/

19. Purchasing Power
• GDP (per capita)- $39,000
• Sex Ratio- 0.99 male(s)/female
• Labor Force Participation Rate-
70.10%
• Unemployment Rate- 3.9%
Source- https://tradingeconomics.com/new-zealand/unemployment-rate
https://tradingeconomics.com/new-zealand/labor-force-participation-rate
https://www.indexmundi.com/new_zealand/sex_ratio.html

20. Consumer Behaviour
Consumer Spending in New Zealand increased to 39814 NZD Million in the
fourth quarter of 2019 from 39693 NZD Million in the third quarter of 2019.
Source- https://tradingeconomics.com/new-zealand/consumer-
spending

21. Competitors
Source- https://www.naturalhealthproducts.nz/members/

22. ARGENT
INA
Argentina is a Canadian commercial seaport and
industrial park located in the Town
of Placentia, Newfoundland and Labrador.
Pato is a game played on horseback that combines
elements from polo and basketball. It is the national
sport of Argentina since 1953.

23. Climate Analysis
The climate in Argentina is very varied. Buenos Aires
and the Pampas have a temperate climate which means
it' can be pretty cold in winter, but hot and humid in
summer. In the deserts of Cuyo it can be extremely hot
and dry in summer and temperatures can reach to a
staggering 50 degrees Celsius (122° Fahrenheit). During
winter it is moderately cold and dry.
The Andes and Patagonia are cool in summer and very
cold in winter, varying according to altitude.
Source- https://weather-and-climate.com/average-monthly-Rainfall-Temperature-Sunshine-in-
Argentina

24. Regional Analysis
Argentina’s total area covers 3,745,247 sq km, out of which 2,780,400
sq km correspond to the American continent and 964,847 sq km to the
Antarctic continent. Nevetheless, it is worth noting that Argentine
official and nonofficial sources also include the territory of the
Falklands/Malvinas Islands (under dispute with the UK), increasing the
country’s total area up to 3,761,274 sq km.
Argentina’s total boundary area reaches 9,376 km, with 5 neighboring
countries – Chile, Bolivia, Paraguay, Brazil and Uruguay. The larger
border is shared with Chile (5,150 km), along the whole Andean
Mountains.
Source- https://www.mibuenosairesquerido.com/en/argentina/argentina-
geography/

25. Demographic Analysis
• Population- 44,694,198
• Area- 1,073,364 square miles
(2,780,400 square kilometers)
• Literacy Ratio- 99.1%
• Language- Spanish
• Median Age- 31.9 years (2018 est.)
• Currency- Argentine peso
• Sex Ratio- 0.98 Male(s)/Female (2018
est.)
Source- https://www.indexmundi.com/argentina/

26. Religion Analysis
• Nominally Roman Catholic 92%
(less than 20% practicing)
• Protestant 2%
• Jewish 2%
• Other 4%
Source- https://www.indexmundi.com/argentina/religions.html

27. Purchasing Power
• The Gross Domestic Product per capita in Argentina was last recorded at
10040.13 US dollars in 2018. The GDP per Capita in Argentina is equivalent
to 80 percent of the world's average.
Source- https://tradingeconomics.com/argentina/gdp-per-capita

28. Consumer Behaviour
• Consumer Spending in Argentina decreased to 451520 ARS
Million in the fourth quarter of 2019 from 477956 ARS Million in the
third quarter of 2019.
Source- https://tradingeconomics.com/argentina/consumer-
spending

29. Argentina Festivals
• Folklore National Festival In Cosquín
• Carnival In Gualeguaychú
• Tango Festival In Buenos Aires
• Vendimia In Mendoza
• Oktoberfest Beer Festival In Córdoba
Source- https://news.southamerica.travel/top-5-festivals-in-
argentina

30. Competitors

31. BANGLADESH
Bangladesh, to the east of India on the Bay of
Bengal, is a South Asian country marked by
lush greenery and many waterways. Its
Padma (Ganges), Meghna and Jamuna rivers
create fertile plains, and travel by boat is
common. On the southern coast, the
Sundarbans, an enormous mangrove forest
shared with Eastern India, is home to the
royal Bengal tiger.

32. Bangladesh is a densely-populated, low-lying, mainly riverine country located in
South Asia with a coastline of 580 km (360 mi) on the northern littoral of the Bay of
Bengal. The delta plain of the Ganges (Padma), Brahmaputra (Jamuna), and
Meghna Rivers and their tributaries occupy 79 percent of the country. Four uplifted
blocks (including the Madhupur and Barind Tracts in the centre and northwest)
occupy 9 percent and steep hill ranges up to approximately 1,000 metres (3,300 ft)
high occupy 12 percent in the southeast (the Chittagong Hill Tracts) and in the
northeast. Straddling the Tropic of Cancer, Bangladesh has a tropical monsoon
climate characterised by heavy seasonal rainfall, high temperatures, and high
humidity. Natural disasters such as floods and cyclones accompanied by storm
surges periodically affect the country. Most of the country is intensively farmed, with
rice the main crop, grown in three seasons. Rapid urbanisation is taking place with
associated industrial and commercial development.
REGIONAL ANALYSIS

33. DEMOGRAPHICS OF BANGLADESH
•Total population: 163 million
•Total area:148,460 sq km
•Median age: 25.7 yrs
•Literacy ratio: 74.68%
•Urbanization: 37.41% of total population
•Languages : Bengali
•Life expectancy at birth: 72.32yr

34. • Islam is the official religion in Bangladesh and is practiced by
some 85% of the country’s inhabitants.
• Other religions that are active in Bangladesh include
Hinduism, Christianity, Buddhism, Animism and tribal belief
systems.
• Followers of the Hindu religion in Bangladesh amount to
around 12% of the country’s population.
RELIGION & CULTURE

35. 1. Eid Ul Fitr
2. Eid Ul Adha
3. Durga Puja
4. Buddha Purnima
5. Christmas
6. Pohela Baishakh
7. Pohela Falgun
8. Nabanna
9. Nouka Baich
10. Shakrain
FESTIVAL

36. PURCHASING POWER
 GDP per capita: 1,855.74 USD
 Unemployment rate: 4.19%

37. CONSUMER BEHAVIOUR
The perception of the price / quality ratio is generally the
main purchase factor.
They are Highly price conscious.
They proactively search for savings.
Consider experiential sources of information as the most
important in deciding on their purchases.

38. New Zealand Argentina Bangladesh

39. ARGENTINA
• Argentina is a Canadian commercial seaport and industrial park located in the
Town of Placentia, Newfoundland and Labrador.
• The use of medicinal plants became increasingly established in Rosario more out
of necessity than environmental awareness during Argentina’s long years of
economic crises, from the late 1990s to its meltdown in 2002.
• The new Traditional and Natural Medicine Program launches at a time of
heightened consciousness of health risks from the genetically modified (GMO)
agriculture that surrounds their city.

40. Reason For choosing
ARGENTINA
• Argentina is a resource-rich country with huge potential.
• Its population is highly literate and well-educated. There are strong cohorts of
professionals in medicine, business, law, accounting engineering, architecture,
etc.
• The country is digitally capable, with high internet and smart phone penetration.
• Income distribution is more equal than in most Latin American countries, with a
broad and deep middle class that enables more consumer buying power
• Argentina’s infrastructure requires major updating and renewal, providing
significant opportunity for exporters of equipment and services for roads, ports,
railroads, telecommunications, water and sanitation, and electric power, among
others.

41. Market Overview
• The U.S. exported $10.8 billion in goods to Argentina in 2014 and purchased
$4.4 billion. In services, the U.S. exported $7.1 billion and Argentina sold
$1.9 billion.
• About 90 percent of U.S. exports to Argentina are used in local industry and
agriculture such as computers, industrial and agricultural chemicals,
agricultural and transportation equipment, machine tools, parts for oil field
rigs, and refined fuel oil.
• Over 500 U.S.-based companies operate in Argentina, employing 360,000
Argentines directly and supporting millions more indirectly.
• U.S. firms operating in Argentina impact the Argentine economy and society
positively and are widely respected for their corporate governance
Source-
https://2016.export.gov/argentina/doingbusinessinargentina/index.
asp

42. Marketing Research
• Per Capita Income in Argentina is 20,270 PPP dollars.
• Largest revenue share of 62.0% in the global hand sanitizers
market
• 83 Rank in doing Competitive Business.
• 37.0% of all occupational diseases are skin allergic and contact
dermatitis
• Preference for herbal products to overcome from diseases
• Median age group is 31.9 years.
• A traditional yet modern society.

43. Taxes In Argentina
• VAT: The standard tax rate, currently 21%, is charged on the net price of the
transaction. Exports of goods and services are zero-taxed, because outputs are
not with taxation and inputs can be reclaimed.
• Excise taxes on electronics, tobacco, alcohol, soft drinks, perfumes, jewelry,
precious stones, vehicles, tires, mobile phone services, insurance policies,
gasoline, lubricating oils, and other items.
• Taxes on income, profit and capital gains It has a flat rate tax on business income
(corporate tax) - 35%. There is a stamp tax of 1.5% on the total value of real
property, whether it gained or lost value, as opposed to just 1.5% applied only to
realized capital gains. There is also a 0.6% tax on all bank transactions.
• Turnover tax: Each of the 24 Argentine subjects has its own turnover tax rate. On
average, turnover tax rate is approximately 3% to 5%, taxes for industrial activities
are 1.5% to 4% and 1% to 3% for primary activities.
Source- https://en.wikipedia.org/wiki/Taxation_in_Argentina

44. Market Potential
• Argentina has a long history of political and economic instability - with
significant growth fluctuations every year. In 2019, South America’s
second largest economy is expected to contract for a third year in 2020,
• Business environment ranking
Score: 5.35
World Rank: 70/82
• With a Gross Domestic Product (GDP) of approximately US$470 billion,
Argentina is one of the largest economies in Latin America.
• Argentina has vast natural resources in energy and agriculture. Within its
2.8 million square kilometers of territory, Argentina is endowed with
extraordinary fertile lands, gas and lithium reserves, and has great
potential for renewable energy.
Source- https://www.worldbank.org/en/country/argentina/overview
https://www.lloydsbanktrade.com/en/market-potential/argentina/economical-
context

45. Positioning

46. Target Segment

47. Marketing Mix
 Product
 Product demanded according to the current Scenerio
 Price
 Place
 Buenos Aires
Population- 13,588,171 (Larger City)
 Promotion
 Billboards
 Newspaper (Clarín, La Nación)
 Online Advertisements: e.g.- Facebook, Instagram

48. Market Analysis

49. Market Segmentation
• By Product Type

50. By Distribution Channel
• Offline Distribution Channel
Department Stores
Supermarkets and Hyper Markets
Convenience Stores
Drug Stores
Online Distribution Channel

51. Mode Of Entry
• Export modes
– It permits a market entry through exporting which describes the process of
sending goods from one country to another for distribution, sale and service.
• Contractual entry
– Licensing
– Joint ventures
– Franchising
• Investment modes
Source : https://www.grin.com/document/320276

52. Export Documentation
• The process of making and maintenance of required
documents in the export business for fulfilling the legal
requirements, completing the contract and finishing the
export procedure is known as export documentation.
• In this procedure various documents are prepared at
different stages of export considering the specifications
put by both the parties.
• While preparing the documents the stipulations of both the
countries are considered.

53. Export Process
Export
License
• Get a valid import-export code.
• Register yourself with the Directorate General of Foreign Trade.
• Get a license from the Central Licensing Authority for exporting food items outside the country.
• Make sure that the product being exported has shelf life remaining and is packaged well to reach its
destination.
No
Objection
Certificate
• Country of Origin Certificate
• Importer Exporter Code (IEC) issued by the DGFT
• FSSAI Food Business License
• Bill of Entry
• The end-use declaration, a declaration that food is not GM food
• Besides this, depending on individual import items, other documents may be required.

54. Labeling
Requirements
on Food Exports
• Packaging used will be same as approved by USFDA
• The language used will be same expect for writing Nutritional
Value
• Nutritional value is written in Arabic
Other
Documents
• IE Code License
• FSSAI License
• Product Approval Certificate
• Ministry of Agriculture Permit
• Ministry of Animal Husbandry permit
• Narcotics Certificate

55. EXPORT DOCUMENTS
INVOICE CERTIFICATE TRANSPORT
DOCUMENT
CUSTOMS
DOCUMENT
PAYMENT
DOCUMENT.
EXCHANGE CONTROL
DOCUMENT.

56. Why Export Documents are
required
• To keep shipment and delivery on schedule,
• To describe cargo,
• For customs clearance,
• To indicate the ownership of goods for
collection purposes or in the event of dispute
• To obtain payment.

57. Trade Barriers
• Although many of the most onerous import
restrictions have been removed, importers must
still request Non-Automatic Import Licenses (NALs
or LNAs in Spanish) on over 10,500 tariff lines,
mainly in the consumer goods sectors.
• The new requirements are much simpler, more
transparent, and less burdensome than in the past.
Source- https://www.trade.gov/knowledge-
product/argentina-trade-barriers?navcard=3276

58. Import Requirements and
Documentation
Maritime Shipments
The following documents are required for all maritime shipments, regardless of value:
• Commercial invoice (original and three copies)
• Bill of lading (minimum of one copy for customs purposes)
• Packing list (not generally required for bulk commodities or for articles that are identical in kind,
characteristics, composition, weight, etc.)
• Insurance certificate (if insurance coverage is purchased by the exporter)
Air Cargo Shipments
These documents are always required for air cargo shipments, regardless of value:
• Commercial invoice (original and three copies)
• Air waybill (number of copies depends on requirements of the importer and of the airline used)
• Packing list
Source- https://www.trade.gov/knowledge-product/argentina-import-requirements-and-
documentation