Mid Sem Project. A Brand Plan Document on a Beauty and lifestyle brand mamaearth by Honasa Consumer Ltd.

1. BRAND PLAN DOCUMENT
SPJIMR’24
BRAND- HONASA CONSUMER LTD. MAMAEARTH
K I N J A L T A L E T I Y A

2. 5 C A N A L Y S I S
D I P S T I C K S U R V E Y
M A R K E T S E G M E N T A T I O N
A U D I E N C E P E R S O N A
P O S I T I O N I N G S T R A T E G Y
B R A N D P O R T F O L I O
B R A N D S T R A T E G Y
T A B L E O F C O N T E N T S

3. B R A N D I D E N T I T Y
B R A N D D E S I G N E L E M E N T S
B R A N D C O M M U N I C A T I O N
B R A N D E X P E R I E N C E
B R A N D E Q U I T Y
C O N S U M E R S U R V E Y
B R A N D A U D I T & R E C O M M A N D A T I O N S
S T R A T E G I C P E R S P E C T I V E S F O R
B R A N D G R O W T H

4. MamaEarth is a personal care brand devoted to delivering
100% non toxic products in the market.
It is launched by husband- wife duo Varun Alagh and Gazal
Alagh in December 2016 with a vision of providing safe
and sustainable products for well being of both people
and planet.
It has more than 50 products in baby and beauty segment and <300K
consumers across India.
M A M A E A R T H

5. Safe and chemical-free personal care
Providing natural care products for all ages
Product Development and Innovation
Targeting the millennial generation
Building trust and credibility
Expansion and distribution
B R A N D P L A N &
S T R A T E G Y

6. 5 C A N A L Y S I S

7. Dot & Key
Plum Goodness
mCaffeine
Biotique
Wow skincare
Johnson & Johnson
Mom & me
Himalaya
Pigeon
C
O
M
P
E
T
I
T
O
R
S

8. C
O
L
L
A
B
O
R
A
T
E
R
S
Beauty Influencers
Retail Outlets
Publications
Event Collaborations
Media Outlets
Celebrity Endorsement

9. C
U
S
T
O
M
E
R
Age : 25 - 40 M | F
Millennial Generation
Mother of new born babies
Environmentally conscious consumers
Skincare Enthusiasts
Family oriented
Value conscious consumers
Tech Savvy

10. C
O
M
P
A
N
Y
Start-up Company
Indian Personal Care Brand
Product Category - FMCG
Skincare , Babycare , Haircare
Madesafe & innovative
100 Cr Valuation in 4 years
‘One of the best brands’
- ET Brand Festival

11. C
O
N
T
E
X
T
Superior Product Quality
Innovation & Excellence
Trust & Credibility
Value based Pricing
D2C Distribution Strategy
Offline Expansion

12. M A R K E T
S E G M E N T A T I O N
& S U R V E Y A N A L Y S I S

13. CUSTOMER SEGMENTATION &TARGETING
Age : 25 - 44 years
Geography : Tier 1 & Tier 2 cities
Gender : Female & Male
Income Level : Middle to high level income
Psychographic Traits : Values sustainability , Health conscious
Behavioral Traits : Concern for well being , family centric

14. Hair care range
35.7%
Natural care range
28.6%
Beauty and Cosmetics
25.5%
Baby care range
10.2%
Online Promotions
39.4%
Influencer Marketing
39.1%
New Product launches
21.5%
Online
51.8%
Offline
31%
Both
17.2%
More variety
44.8%
Skin corncern friendly
27.6%
Eco friendly packaging
24.1%
Incresed availability
3.4%
P R O D U C T R A N G E P R E F E R E N C E S P U R C H A S E D E C E S I O N T R I G G E R S
P U R C H A S E S O U R C E I M P R O V M E N T S A N D A D D I T I O N S

15. B R A N D
P O S I T I O N I N G

16. P O P P O D
High quality and safe products
E-commerce and digital marketing
Target families and parents
Accessible and Informative
Communication strategy
Expansive range of product line
Natural Ingredients , traditional
skincare , chemical & toxin free
Innovation and staying ahead
Product Development & Categorization
Aggressive Marketing
Safe & Natural Solutions for family

17. B R A N D P E R C E P T I O N
M A P P I N G

18. H I G H
Q U A L I T Y
L O W
Q U A L I T Y
L E S S
N A T U R A L &
E F F E C T I V E
M O R E
N A T U R A L &
E F F E C T I V E

19. SOCIAL BENEFITS FUNCTIONAL BENEFITS
- Community Building - Natural Ingredients
- Empowering Parents - Dermatologically tested
EMOTIONAL BENEFITS PRODUCT BENEFITS
- Caring for loved ones - Toxin & chemical free
- Eco friendly initiative - Natural care
B R A N D L A D D E R

20. PRODUCT ATTRIBUTES
- Natural & organic
- Toxin free products
- Community Engagement
- Innovative and Improvement

21. B R A N D F I T I N T O
C O M P A N Y P O R T F O L I O

22. HONASA CONSUMER LTD - COMPANY PORTFOLIO
Brand Synergy : Understanding and leveraging shared values , goals
and attributes of brands that come under Honasa’s portfolio.
Natural and Organic Ingredients
Wellness and Sustainability
Cruelty free practices
Transparency & Safe for all ages
Natural & Eco friendly personal care products
Customer Centric approach

23. Mamaearth’s shared values with brands in its company’s portfolio are a good
fit . They follow a brand synergy of 100% natural ingredients , tested and with
amp benefits to their consumers.
Mamaearth exemplify Honasa's dedication to nurturing consumer well being,
fostering environmental sustainability, and sharing a brighter , healthier future
for all.

24. B R A N D
A R C H I T E C T U R E

25. H O U S E O F B R A N D S
‘HONASA CONSUMER LTD’
- Penetrate the market with sizeable economies
- Introduce Product lines and Brand extensions
- Target consumers who have a knack of experimenting new products
- Catering to various concerns and consumer taste and contributing to
a significant market share
- Gain a consumer wallet share

26. HONASA
CONSUMER LTD.
MAMAEARTH .
DERMA CO. AQUALOGICA
AYUGA BBLUNT DR. SHEHTS

27. B R A N D
I D E N T I T Y

28. PHYSIQUE
Earthy tones
Botanical Illustrations
Natural and eco friendly ethos
PERSONALITY
Friendly
Nurturing
Trustworthy
RELATIONSHIP
Trust
Transparency
Shared values
CULTURE
Sustainability
Social responsibility
Holistic wellness
SELF IMAGE
Responsive
Well being oriented
P R I S M

29. BRAND PROMISE ADDED VALUE
Natural and toxin free Innovative Product Formulations
Safe for babies and mothers Social Responsibility
Eco friendly and sustainable practices Sustainability and Eco Friendliness
UNIQUE VALUE
Natural and safe
Made safe certified
Made after world class research
Effective skincare solutions for whole family.

30. C O R E
E S S E N C E

31. Natural Care and holistic wellness for families
Sustainability and Responsibility
Safety and Trust
Empowerment
Family Centric
Nurture Safe

32. B R A N D D E S I G N
E L E M E N T S

34. LOGO
Stylized representation of Earth , Silhouette of mother and child signifying
brand focus on family care
COLOR PALETTE
Soothing and Earthy color palette , green , brown and white
TYPOGRAPHY
Clean and modern typography evoking a sense of simplicity , clarity and
approachability
PACKAGING DESIGN Eco friendly and minimalistic aesthetic , simple and
elegant designs

35. V I S U A L C U E S
IMAGERY
Photograph of families , natural landscape , botanical elements , warmth and
comfort
ICONS AND ILLUSTRATIONS
Informative , engaging and easily understandable
VISUAL CONSISTENCY
Consistent visual consistency to establish brand recognition and establish
trust with customers

36. TAGLINE
Made with love , Nature’s love , Goodness Inside , Mama’s care
BRAND VOICE
Warm , Empathetic , Informative
Trust with consumers , Reassurance and Supportive
BRAND MESSAGING
Natural and toxin free formulations , Safety for babies and mothers , Ethical
and sustainable practices , Cruelty free testing , Naturalness , Safety and care
V E R B A L C U E S

37. B R A N D
C O M M U N I C A T I O N
S T R A T E G Y

38. SOCIAL MEDIA
MARKETING
WEBSITE & BLOGS
EMAIL MARKETING
INFLUENCER MARKETING
OFFLINE EVENTS &
ACTIVATIONS
PUBLIC RELATIONS
PAID ADVERTISING
COMMUNITY ENGAGEMENT

39. BRAND COMMUNICATION
Transparency and Trust
Natural and Safe Ingredients
Family Centric Messaging
Empathy and Messaging
Educational Content
Digital Engagement
Celebrity Endorsements
Sustainability and Social Responsibility

40. MARKETING STRATEGY
Word of mouth
Social Media Promotion
Influencer Marketing
Digital Campaigns
You tube Marketing
E- commerce Expansion
Mom focused Marketing
Environment friendly Marketing

41. DIGITAL MARKETING & TOOLS
Website
Search Engine Optimization (SEO)
Instagram Insights
Paid Advertisement
Content Optimization
Keyword Planning
Technical SEO
Monitor Performance

42. ONLINE COMMUNICATION
Micro and Quantum Marketing
Facebook , Instagram , Twitter audience awareness and engagement
Target consumers and run digital ads on basis of segmentation
Understanding Consumer behaviour and context
Build customized messaging and update application
Organic search data : 2M visitors
Paid search data : 219.2k visitors
Shilpa Shetty and Sara Ali Khan as Brand ambassador

43. OFFLINE COMMUNICATION
Retail Marketing ( 35 stores x 15 cities)
Mama Earth’s products are present in more than 1,20,000 stores
Environmental fairs , health expos and wellness fairs
Magazines , newspapers and local publications
Plant Goodness Campaign
Tree Planting activities & Educational workshops
Word of mouth marketing reviews and referrals
Consistent brand promotion offers and discounts

44. S O C I A L M E D I A
S T R A T E G Y

45. BUSINESS OBJECTIVES
Brand Awareness and Visibility on all social media platforms globally
Showcase brand values and personality
Content Showcase and achievements
Product Launch Campaigns and offers
Storytelling through Influencers
Quirky and entertaining content
Audience Engagement and UGC Content Promotion
Educational Content , Community Impact & CSR

46. B R A N D
E X P E R I E N C E

47. ‘ The overall perception of MamaEarth that consumers have with brand across
various touchpoints and channels including their interaction and engagement
with the brand’
Customer centric approach
Connection to nature
Empowerment and gratitude
Sustainability and social responsibility
Innovative product offerings
Engaging Brand storytelling

48. B R A N D
E Q U I T Y

49. ‘ Intangible assets that contribute to Brand value and differentiation’
Brand Loyalty
Brand Awareness
Brand Attributes
Brand Associations
Percieved Quality
Other Proprietary Assets

50. C O N S U M E R S U R V E Y
O N B R A N D E Q U I T Y
& R E S U L T S

51. Higher
50%
Neutral
39.3%
Lower
10.7%
B R A N D F A M I L I A R I T Y
Lower
48.4%
Neutral
41.5%
Higher
10%
B R A N D P R E F E R E N C E
B R A N D A S S O C I A T I O N
Neutral
46.7%
Lower
36.7%
Higher
16.7%
Lower
46.7%
Neutral
36.7%
Higher
16.7%
B R A N D P R O P E N S I T Y

52. Lower
43.3%
Neutral
40%
Higher
16.7%
B R A N D S A T I S F A C T I O N B R A N D T R U S T
Neutral
43.3%
Lower
36.7%
Higher
20%
B R A N D A L I G N M E N T
Neutral
50%
Lower
30%
Higher
20%
P E R C I E V E D V A L U E
Neutral
43.3%
Lower
33.3%
Higher
23.3%

53. ANALYZING CUSTOMER REVIEWS
Mama earth’s product line are facing significant challenges in meeting
consumer expectations as the brand is failing to deliver results
Neutral reviews dominate the landscape indicating a widespread dissatisfaction
amongst consumers
Brand struggles with retaining customers as evidenced by declining rate of
recurring purchases
There exists a stark contrast between brands promises and actual experience
of its consumers regarding their specific skin and hair concern

54. B R A N D A U D I T
& R E C O M M A N D A T I O N S

55. ADDRESSING THE ISSUE
DIVERGENCE FROM ITS CORE ESSENCE
Losing resonance with the current and upcoming generation because the impact
of natural ingredients take longer time to work on skin and hair.
INCOSISTENT PRODUCT OFFERINGS
The diverse effects experienced by consumers using the products contribute to
negative word of mouth publicity variability in outcomes undermines consumer’s
trust and loyalty.

56. INEFFECTIVNESS OF NATURAL COMBINATIONS
Contrary to popular belief , not all combination of natural care products
yield desired outcomes. Consumers increasingly view such combinations as
ineffective and waste of their hard earned money.
VARIABILITY IN EFFICACY
With natural ingredients there are unpredictable effects across different skin type.
Some face transformative benefits while others face ineffective or diverse results
This variability undermines consumer confidence and poses a significant hurdle
for brands aiming to cater diverse demographics.

57. S T R A T E G I C
P E R S P E C T I V E S
F O R B R A N D G R O W T H

58. TANGIBLE RECOMMANDATIONS
R & D FOR IMPROVED EFFICIENCY
Invest in research and development to enhance effectiveness of natural care
products . New formulations , ingredients and technologies that accelerate results.
PRODUCT TESTING AND QUALITY ASSURANCE
Conduct rigorous product testing to ensure consistency and reliability in the effects
of haircare and skincare products, Implement stringent quality assurance measures
to minimize occurance of diverse effects and negative word of mouth.

59. DIVERSIFICATION & PERSONALIZATION
Offer a wide range of natural care products catering to diverse skin and hair types
Personalize recommendations based on individual preferences , needs and issues.
BRAND PACKAGING AND MESSEGING
In addition to environmental benefits a shift from plastic to glass packaging can
align with consumer preferences for sustainable and aesthetically pleasing
products bolstering the brand reputation and attracting eco conscious consumers.

60. INTANGIBLE RECOMMANDATIONS
TRANSPARENCY AND EDUCATION
Increase transparency about expected outcomes and timeframes for using natural
care products. Educate consumers about the benefits of products on skin and hair
health.
CONSUMER ENGAGEMENT AND FEEDBACK LOOP
Foster a strong relationship with consumers by actively seeking feedback and
engaging in meaningful dialogue through social media , surveys and channels. Use
this feedback to continuously refine and improve product offerings.

61. TRIAL OFFERS AND SATISFACTION GUIDELINES
Introduce trial offers and satisfaction guarantees to alleviate consumers concern
about wasting money on products that may not work for them.
ADAPTABILITY AND AGILITY
Remain adapt and agile in response to evolving consumer preferences and
market trends. Continuously monitor competitors, consumer sentiment and
regulatory changes to stay ahead of curve.

62. T H A N K Y O U !