CERTIFICATE

This is to certify that the report title " project building brand image on social media "
being submitted by PASI VISHAL , ROLL NO.- 29 in partial fulfillment of the
requirements for the award of the Degree of Master of Commerce, is a bonafide record
of the project work done by PASI VISHAL of the S D School of Commerce, Gujarat
University.

Guide
Department Coordinator
DR. S.S SODHA Dr. S.S.Sodha
(Head of accouting and auditing)
(ASSOCIATE PROFESSOR)
 TABLE OF CONTENTS

CONTENTS PAGE NO.

CHAPTER:1 Introduction of the Chapter 4

CHAPTER:2 Review of literature 9

CHAPTER:3 Research Methodology 15

CHAPTER: 4 Data representation and analysis 19

CHAPTER:5 Results and Discussion 39

 CHAPTER 1

INTRODUCTION OF THE CHAPTER

1.1 RATIONALE OF THE STUDY

Reasons for choosing this field of study (social media marketing) is because of its rapid growth in
terms of users accessing such platforms on a daily basis. Many companies are establishing their online
presence to increase business. Till the time consumers are there, products will be there for offering
and so the marketing feature will be associated with it. Choosing Mamaearth brand under this study
is important as it has emerged as the top digital brand and they mostly get their orders online. They
have completed nearly 5 years in this personal care industry still they have achieved so much, people
are aware about this etc. Not only they sell products but they are also involved in many social
activities which has inspired many individuals.

1.2 INTRODUCTION TO THE INDUSTRY

BEAUTY AND PERSONAL CARE INDUSTRY (BPC)

The industry is further categorized into seven major categories – cosmetics, fragrance, men’s
grooming, skin care, bath & shower, hair care and oral care.

With the demand for enhanced products and the desire to look good, presents a golden opportunity
for this industry to expand its operations in India. The beauty and personal care market has seen rapid
growth in Tier II+ cities with two-fifth of sales coming from cities like Indore, Ludhiana, and Nagpur
etc. This consumer behavior is attributed due to increased internet penetration (social media, ads etc.)
and the increasing image consciousness of the consumer.

Consumer preference indicates that daily care products are purchased online predominantly due to
product standardization, offers and discounts on various portals whereas mid-premium and premium+
products are purchased in the offline retail stores since the consumer mindset still believes in the
‘touch & feel’ of the product. (Beauty Personal Care To Grow At 9 Percent By 2020, 2018).
SOCIAL MEDIA MARKETING

The term social media marketing (SMM) refers to the use of social media and social networks to
Some players involved in this study are-
market a company’s products and services. It has gone beyond just connecting with friends. It’s now
an industry itself used for all kinds of purposes. It provides companies with a way to engage with
INSTAGRAM:
existing customers and also reach new ones while allowing them to promote their desired culture and
mission. Social media websites allow marketers to employ a broad range of tactics and strategies to
promote content and let people engage with it (Adam, 2018).

ADVANTAGES OF SOCIAL MEDIA MARKETING

Acquiring theinformation
❖ All the top positioncanin the Indian market
be conveyed especially
without human amongst the youth, this is another social
intervention.
networking
❖ Helps inservice
reaching owned by Facebook for sharing content and associating with people.
a large population.
That’s why
every
❖ brand is trying
Interaction to establish
is possible withtheir presence without
the customer on Instagram because of the larger reach.
any hassle.
❖ Financial barriers are very low as compared to other forms of marketing.

FACEBOOK:

DISADVANTAGES OF SOCIAL MEDIA MARKETING

❖ Significant time investment is required so as to maintain long term relationship with the
people.

❖ As the information is available to all, risk of security and privacy may occur.

Giving people the power to share and to make the world more open and connected, this mission by
Facebook made it a very popular site amongst every age group. Anybody who says they are on social
❖ Negative feedbacks or publicity by the audience can hamper the image of the brand.
media, they must have used or are using Facebook. There are more than 2 billion monthly active
users, which gives the promoters a good opportunity for brand building and setting up a B2C
Instagram,toFacebook,
(Business Consumer)Twitter are some of the popular social networking sites. People can chat with
network.
others, see various products of companies whether big or small, can avail services etc
TWITTER:

With 330 million monthly active users, it is a web to web platform where users post messages
popularly known as ‘Tweets’ and interact with others. Marketers use twitter to
engage with the
community through tweets, Q&A to increase their following.

LINKEDIN:

Started as a network for professionals, with 550 million registered users has now became the world’s
largest professional network. It helps in generating leads, brand awareness and provides a network
for B2B (Business to Business) marketers to connect with this large pool.
1.3 INTRODUCTON TO THE COMPANY MAMAEARTH

When the duo Varun and Ghazal Alagh (founders of Mamaearth) became parents for the first time in
2016 they were looking for safe and non- toxic baby care products for their son but no such brand or
companies offer such type instead they were full of chemicals such as parabens, sulfates, bleach etc.
Which were very harmful for the sensitive skin, so they started ordering products from US but it
turned out to be expensive and caused them inconvenience.

All this struggle saw the rise of Mamaearth which is registered under Honasa Consumer Private
Limited, with an aim to provide cruelty free, organic products in the Indian market. It is
Asia’s 1st
Brand with Made Safe™ Certified products. The products are free of all known toxins that are banned
in most countries they set there base in Gurugram as D2C (Direct to Consumer) brand on the native
website and slowly entered in the retail landscape as well as on Amazon and Flipkart. Their portfolio
consists of baby care, skincare and hair care products which caters to all types of personal care needs
of young, aspirational and increasingly conscious consumers.

One of their biggest challenges was to find manufacturing partners who were ready to work with their
specified set of ingredients and after facing numerous rejections they found the perfect partners
particularly those who were catering to export markets and had strong ISO, WHO certifications
already.

Currently, the company is backed by eminent investors including Sequoia India, Stellaris Ventures,
Fireside Ventures, and Marico’s Rishabh Mariwala, Snapdeal founders Kunal Bahl and Rohit Bansal,
and Shilpa Shetty Kundra (Brand Ambassador) among other investors.
Especially during the time of Covid-19 they put in all there efforts despite the uncertainties.
Mamaearth’s marketing campaigns and brand communication was centered on the promise of using
only the best of nature in its products. The company has been working with influencers on social
media platforms to spread awareness about the products, their USP and answering the people why
there products are best in the market and started building awareness amongst users (Amit, 2020).
With their latest initiative ‘Plant Goodness’ the brand has chosen goodness for the
environment as
well. In this quest, the brand will link every order made on their website to a tree they plant.
(Asia’s
First Made Safe Certified Brand, Mamaearth, Enters The UAE Market, 2020)

1.4 JUSTIFICATION OF THE TOPIC

So mainly what is a brand image?

It is a way that the market or the consumer perceives about you or their thinking for a brand. Can be
termed as a unique bundle of associations within the minds of target customers. It signifies what the
brand presently stands for. It is a set of beliefs held about a specific brand. It conveys an emotional
value and not just a mental image. Consumers develop various associations with the brand. Based on
these associations, they form brand image. An image is formed about the brand on the basis of
subjective perceptions of association’s bundle that the consumers have about the brand.

Channels have evolved greatly over the years with digital presence playing a major role in a
company’s/brand’s sales. It has been observed that digital presence increases their sales by
significantly. Social platforms are a key part of digital marketing, as they can be used to communicate
brand news, interacting with the audience and for business networking. Given how many people in
India use social media, companies are jumping on the bandwagon. Organizations such as Facebook,
LinkedIn and twitter provide various tools to facilitate businesses market towards their customers.
They're the ideal platforms for expanding brand recognition and reaching new customers.
 CHAPTER 2

LITERATURE REVIEW
 Literature review

Of the total marketing expenditure Mamaearth claims to have spent 90% on digital platforms and 10% on
traditional media such as television (thestrategystory.com, 2021). As per reports, Facebook works well from
acquisition standpoint, Google for remarketing, Youtube fr awareness and stories for brand.
(indiantelevision.com, 2020)
Through digital campaigns, Mamaearth reached out to social media influencers for brand awareness and
worked heavily to target millennials. To target the market beyond metro cities, the company focussed on
television advertisements, partnering with the Viacom18 network of channels to become sponsors of popular
shows (thestrategystory.com, 2021). So, after 4 years of digital promotions, with the decision to go big and
scale, Mamaearth announced its partnership with the Bigg Boss 14 and as an extension of that association, it
debuted with an ad campaign on national television. launching its first TV commercial on 20th November,

How Mamaearth clocked 400% growth amid Covid-19?

In early March 2020, Varun and Ghazal Alagh had two big reasons to exude childlike excitement. First, the
babycare product startup had completely transformed into a personal care brand in four years. Second, the
venture had grown six times in 12 months. From Rs16.8 crore of operational revenue in FYI9, Mamaearth
was set to cross Rs100 crore a year later.
"We were quite excited to enter the new financial year," recalls Varun, co-founder of Mamaearth, which
raised around Rs130 crore last January, making it the biggest funding round for an internet-first consumer
company in India.
 Then2.1-
cameINTERNATIONAL
the pandemic. lockdowns, and a twist in the tale. "We thought our dream run was coming to an
REVIEWS
end." says Varn. "The pandemic was fast turning into a monster." chips in Ghazal. There was widespread
uncertainty, warehouses shut down and operations came to a halt. The first silver lining. though, emerged
Social
after a few media
days. has become
Babycare, the center
and other of attention
segments, in many
were included industries
among bycommodities
essential facilitating in
various
April. areas
As the
co-founders started such
of marketing, takingasbaby steps towards
promotions, restarting
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intelligence, the big guestion was:
research, Can Mamaearth
public relations,
survive the pandemic? The couple, along with the team, started hunting for growth triggers.
marketing communications, as well as product and customer management (Akar, 2011).

Features such as reliability, consistency and wide reach are possessed by social media marketing, this
new approach of outreach and marketing has opened a wide area for businesses to reach their targeted
crore in December. By mid-February, Mamaearth had a top line of Rs500 crore. The icing on the cake has
been customers
the bottomfor selling
line. Fromtheir products
a loss of Rs5.9(Rubathee,
crore last2013).
fiscal, the brand is set to post its maiden profit. Varun
decodes the magic. The inspiration to fight the pandemic beast, he lets on, came from Formula One legend
Companies
Ayrton Senna. should understand
*You can't overtakethat
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positive brand
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Brazilian
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because when remarked.
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is recognized thefor people
Mamaearth.
it’s easier to from associations with
them (Inha,
2012).

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is December.
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mid-February, make it known
Mamaearth to others
had a top line ofthrough
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crore. media
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empowers of Rs5.9
businesses to crore last their
increase fiscal,traffic,
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damage Varun
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decodes the magic. The inspiration to fight the pandemic beast, he lets on, came from Formula One legend
imageSenna.
Ayrton if not *You
used properly (Wendy,
can't overtake 2017).
15 cars in sunny weather, but you can when it's raining, the Brazilian
racing ace once remarked. The pandemic was like rain for Mamaearth.
Marketing activities or strategies should be developed in such a way so as to build a strong brand
image in the market as not only it helps getting new customers but aids in retaining
existing one’s,
which is considered as a success parameter for any business. (Muhammad, 2021)

Brand image has an effect on brand loyalty and it also promotes customer satisfaction, that’s
why
companies ask their existing customers to suggest products to new one’s (Pratama, 2017).

A brand image also helps customers to differentiate between competing brands which enable them to
purchase those brands that matches with their needs and wants. It helps in building sustainable
relations with the customers. (Titi, 2018)

Social networks will play a key role in the future of marketing; externally they can replace customer
annoyance with engagement, and, internally, they help to transform the traditional focus on control
with an open and collaborative approach that is more conducive to success in the modern business
environment. (Farzana, 2014).

Many past studies have acknowledged that both actual quality and perceived quality have an
association with the brand image (Alhaddad). However, the effect of the former is more significant
than the latter. Many brands, besides spending resources on the physical quality of the product, also
devote considerable resources to enhance consumer perception about the quality of the brand. (Wang,
2016)
2.2- NATIONAL REVIEWS

Brand is the one of the important tool that occupy the target market by the marketer. Branding
influence and attracts many customers for various reasons. Quality, long life and good services are
amongst them. (P. Vanitha)

Marketing through social media is now a trending factor for creating the image and awareness for a
brand and they are able to deliver the actual value of the products amongst the people. Before, when
no such platforms were available, people use to have distant and impersonal impressions of brands
(Kathirvel Deepika, 2018). It transcends the traditional middlemen and connects companies directly
with the customers and not sell products but they also get to listen to customers- suggestions which
helps in organic growth of the brand (P, 2016).

Brand Image research focuses on ways people perceive products, brands, people etc. and in that
connection the image refers to the way these people decode the signals emanating from a given
product or service or the communication covered by the brand. In this connection it would be fair that
the companies must think watchfully what accurately they want to project before considering the
image. (.Dr., 2015)

Consumers are more likely to buy products who has a positive brand image in the market so as to
reduce there purchasing risks, which also provides them satisfaction. (Gandotra Radhika, 2017).

One of the reasons for promoting on social media are tools, techniques provided on those platforms
and the evolving content , so the marketers can use all their creativity for communicating with the
buyers. (P. Sri Jothi, 2011)

Rapid growth of online social media reduces the marketer’s control over brand management.
Consumers share their brand-related experiences (through online reviews) in various online social
media platforms. It is a major challenge for the marketers to understand the effects of online reviews
on a brand’s image (Chakraborty Uttam, 2017).

Getting indulged with social media is obviously time consuming, as an association you need to
appoint a team who has knowledge in this field for the support. (Akram, 2018)

It cannot be denied that the world is rapidly shifting from analogue to digital world, nowadays people
are consuming more and more digital content on a daily basis and smart marketers keep on top of the
scale of change and ensure their marketing strategies and touch points’ mirror where the consumer is
spending their time (Pramod Vashishtha, 2018).
An article mentioned, that the companies who are not engaged on social media sites as a part of their
marketing they are missing a great opportunity for connecting with prospective customers. (Khushbu,
2021)

CHAPTER 3

RESEARCH METHODOLOGY
Steps or techniques used to identify, select, process, and analyze information so as to clearly

understanding the research problem with the help of data or information.

In this study both primary and secondary data has been used for carrying out the result. Questionnaire

(source of primary data) was used as an instrument to collect the information. Further Z test is applied

(because of the large sample size) for analyzing the data.

3.1 OBJECTIVES

❖ Understanding the term brand image in terms of marketing.

❖ To study the effect of social media marketing on brand awareness and overall
perception of the brand Mamaearth.

❖ To know whether offline marketing is better than online marketing in today’s scenario.

❖ For gathering knowledge about the various modes of marketing.

❖ To know which mode of marketing gives better results in terms of sale, profit etc.
3.2 RESEARCH HYPOTHESIS

This study is conducted to assess the hypothesis that if a particular brand is marketed through social
media platforms then what will be the effects of this type of marketing on its image or awareness.

This involves studying of two variables, marketing through social networking sites being the
independent variable and its overall effect on the brand being the dependent one.

NULL HYPOTHESIS- There is no significant relationship between marketing the products on web
through social media channels and the mentioned brand.

ALTERNATIVE HYPOTHESIS- There is a significant relationship between the marketing on social

media channels and its effects on the brand.

3.3 SCOPE OF THE STUDY

The scope of social media in India is immense and increasing rapidly. India being the 10th biggest
economy, also has 2nd largest population in the world and you will not see any hand without a phone
and there presence on any social media sites It is assessed that India’s web clients
will end up
noticeably the world’s biggest web base, after China and US. (Vipin Nayar, 2019)

With every business and its functions going online, there is a wide scope ahead in terms of marketing
and advertising the products on web because they are able to grab the attention of a wider audience
which can generate those leads.
3.4 CASE OF PRIMARY & SECONDARY DATA STUDY

PRIMARY:

• POPULATION: People residing in Bhopal have participated in this study, from the age group
of 15 years to 30 years of every gender.

• SAMPLE: We have selected the people who are mostly active on social media, are aware
about social media marketing from the population and above mentioned age group.

• SAMPLE SIZE: 80 individuals have participated in this study.

• SAMPLING METHOD: Purposive sampling is opted (a non- probability sampling

technique).

• ANALYSIS OF DATA: This is done through descriptive statistics ( it helps in summarizing

the entire data or representation in an understandable manner)

SECONDARY:

Articles, research papers, blogs etc. has been used.

3.5 LIMITATIONS OF THE STUDY

i. People who are not active on social media networking sites.

ii. Individuals who do not know about the term social media marketing.

iii. Limited to only one geographical place i.e. Bhopal

 CHAPTER 4

DATA REPRESENTATION & ANALYSIS

4.1 DATA REPRESENTATION AND INTERPRETATION

Male Female Others Total

25 55 - 80

Under this study 80 respondents are taken into consideration, out of which 25 persons (31.3%) are
males, 55 persons (68.8%) are females and none from others.
 Age- group No. of
Respondents
15-20 20
20-25 52
25-30 8

There are total 80 people participating in this from different age groups- majority are from 20-25
years group i.e. 52 (65% of the total population), second comes from 15-20 years group i.e. 20 (25%
of the total population) and lastly from 25-30 years group counting to 8 (10% of the total population).
 Social Media Platforms No. of
Respondents
Instagram73
Facebook 4
Twitter -
LinkedIn 3

From the above representation we can say that generally people prefer using Instagram application
with 73 people (91.3% out of total) opting for it.

Mean - 20

Standard Deviation – 35.37

Variance – 1251.33
 Time spent No. of Respondents
0-1 Hour 21
2 Hours 30
3 Hours 18
More than 4 hours 11

We can say from the above mentioned data that almost 37.5% which comes to 30 people out of 80
spends 2 hours on social networking sites in the whole day having 24 hours, followed by 21 people
(26.3%) who spend 0-1 hour, 18 people (22.5%) who spend around 3 hours and lastly only 11 people
(13.7%) likes to spend more than 4 hours on web.

Mean - 20

Standard deviation – 7.87

Variance - 62
 Responses No. of Respondents

Yes 72
No 1

Maybe 7

As good as 90% which is 72 people out of 80 are very well aware of the term social media marketing,
7 people being partially aware of this and only 1 have answered for no as he/she might not know
about this from of marketing.

Mean – 26.66

Standard Deviation – 39.37

Variance – 1550.33
 Responses Respondents in %
Products 53.3%
Services 38.7%
Chatting 41.3%
Promotions and offers 24%
Others ( memes, entertainment, observing the 7.9%
new trends, general awareness & humor)

In the above mentioned question, what are your interests on social media was asked from the
participants for which they can go for more than one option. The top options for which people voted
majorly are products (53.3%), services (38.7%), chatting (41.3%) and promotions/ offers (24%).

Mean – 15.5

Standard Deviation – 16.10

Variance – 259.42
 Response No. of
Respondents
Offline 8
Online 72

From the findings it can be said that maximum people voted for the online mode of marketing as their
preference considering today’s digital world and only 8 opted for the offline mode which is
considered as the traditional style of selling the products.

Mean - 40

Standard Deviation – 45.25

Variance - 2048
 Response No. of Respondents
Strongly agree 37
Agree 31
Neutral 10
Disagree 2
Strongly disagree -

When it comes to knowledge about new brands in the market we can clearly see from the above pie
chart that social media platforms do help majorly in establishing an image in the minds of the
consumer. 85% and above are strongly in favor of this, with 12.5 %( 10 people) being in neutral
position and only 2 people does not stand with this.

Mean - 16

Standard Deviation – 16.98

Variance – 288.5
 Responses In percentage
Social networking sites 73.8%
TV advertisements 25%
Friends/ Family 20%
Others 3.8%

For this question, surveyor’s can go for more than one choice, as from where they got
familiar with
Mamaearth. 73.8% (59) people out of 80 voted for social networking sites as the major marketing is
done on such platforms, 25% (20) people came to know through TV, 20% (16) people were
introduced this brand through their friends or family and only 3.8% (3) people know about this from
other factors.

Mean – 24.5

Standard Deviation – 24.11

Variance – 581.66
 No. of Respondents Response
44 Yes
36 No

Shilpa Shetty Kundra is both the investor and brand ambassador for this brand. While collecting
responses there was not much difference between the people knowing that is she or is not the
promoter, out of 80 responses 55% (44 people) said yes and 45% (36 people) said no on this.

Mean - 40

Standard deviation – 5.65

Variance - 32

9. What comes to your mind, when you think of this brand?

The answers were given in the long text form, for this question so that’s why it cannot be represented
in the form of pie chart or graph. Many have replied by saying that the products are natural, available
in wide range, good quality. They even mentioned about the social initiatives taken up by Mamaearth
like providing toxin free products to all, planting trees on every purchase done by customer etc.
Recommendation Levels Percentage

1 0%
2 0%
3 2.5%
4 2.5%
5 8.9%
6 11.4%
7 16.5%
8 31.6%
9 19%
10 7.6%
On the rating scale from 1 to 10, 1 being the least likely and 10 being most likely they will or will not

recommend the brand Mamaearth, rating 5 can be considered as the middle value. So as per the data

presented in the above graph most the people gave the rating above 5, which means they have a

positive outlook for this and will suggest the products to others.

Mean – 7.9

Standard deviation – 7.95

Variance – 63.21
 Responses Percentage
Quality 86.3%
Competitive pricing 38.8%
Services 48.8%
Awareness 37.5%
Reputation 32.5%
Experience 30%

In this question, the participants were allowed to choose more than one option as their answer, for

what all factors actually helps in building a good brand image. Every option has a neck to neck

response except ‘Quality’ which has 86.3% (69 people voted) results in favor which
means it’s the
most important attribute for any brand.

Mean – 36.5

Standard Deviation – 16.74

Variance – 280.3
 No. of Respondents Response
64 Yes
3 No
13 Maybe

Presence of business on social media sites helps them in reaching new customers which in turn

increase their sales, profit margins, increased share in the market etc. keeping all this in mind 80%

(64 people) out of 80 do think this way of marketing as a success, with 16.2% (13 people) thinking

equally for both and only 3 think this as an unsuccessful step.

Mean – 26.66

Standard Deviation – 32.71

Variance – 1070.33
4.2 HYPOTHESIS TESTING

As per the objectives, hypothesis test is been conducted on the 4 questions – 5,7,11,12. These were
answered by the respondents who participated in this study.
Z Test has been used to for testing the hypothesis.

Question 5

1. H0 hypothesis
Since p-value < α, H0 is rejected.
The sample standard deviation (S) of the Group's population is considered to be not equal to
the expected standard deviation (σ).
In other words, the difference between the sample standard deviation (S) 45.25 and expected
standard deviation (σ) 2048 is big enough to be statistically significant.

2. P-value
p-value equals 0.00000, (p (x≤χ²) = 1.000000). This means that the chance of type1 error
(rejecting a correct H0) is small: 0.000 (0.0%).
The smaller the p-value the more it supports H1.

3. The statistics
The test statistic χ² equals 161826.5699, is not in the 95% critical value accepted range:
[56.3089: 105.4728].
S=2048.00, is not in the 95% accepted range: [38.2030 : 52.2850].
Question 7

1. H0 hypothesis
Since p-value < α, H0 is rejected.
The sample standard deviation (S) of the Group's population is considered to be not equal to
the expected standard deviation (σ).
In other words, the difference between the sample standard deviation (S) 24.11 and expected
standard deviation (σ) 581.66 is big enough to be statistically significant.

2. P-value
p-value equals 0.00000, (p (x≤χ²) = 1.000000). This means that the chance of type1 error
(rejecting a correct H0) is small: 0.000 (0.0%).
The smaller the p-value the more it supports H1.

3. The statistics
The test statistic χ² equals 56456.72889, is not in the 95% critical value accepted range:
[71.6415: 126.1414].
S=581.66, is not in the 95% accepted range: [20.7200: 27.4940].
Question 11

1. H0 hypothesis
Since p-value < α, H0 is rejected.
The sample standard deviation (S) of the Group's population is considered to be not equal to
the expected standard deviation (σ).
In other words, the difference between the sample standard deviation (S) 16.74 and expected
standard deviation (σ) 280.3 is big enough to be statistically significant.

2. P-value
p-value equals 0.00000, (p (x≤χ²) = 1.000000). This means that the chance of type1 error
(rejecting a correct H0) is small: 0.000 (0.0%).
The smaller the p-value the more it supports H1.

3. The statistics
The test statistic χ² equals 61121.18728, is not in the 95% critical value accepted range:
[179.0007: 260.7854].
S=280.30, is not in the 95% accepted range: [15.1690: 18.3090].
 Appendix
Question 12
Questionnaire:
1. What is your age?
1. H0 hypothesis
Since p-value < α, H0 is rejected.
2. What is your Gender?
The sample standard deviation (S) of the Group's population is considered to be not equal to
the expected standard deviation (σ).
3. How did you come to know about Mamaearth?
In other words, the difference between the sample standard deviation (S) 32.71 and expected
standard deviation (σ) 1070.33 is big enough to be statistically significant.
4. Do you use homemade products for skin and hair care?

5.Have vou seen the TV advertisement for Mamaearth?

2. P-value
p-value equals 0.00000, (p (x≤χ²) = 1.000000). This means that the chance of type1 error
6. Which medium of brand communication is most appealing to you?
(rejecting a correct H0) is small: 0.000 (0.0%).
The smaller the p-value the more it supports H1.

3. The statistics
The test statistic χ² equals 84586.56710, is not in the 95% critical value accepted range:
[56.3089: 105.4728].
S=1070.33, is not in the 95% accepted range: [27.6160: 37.7950].

Question P value Significance level Null hypothesis

5 p≤ 0.1 Statistically Rejected
significant
7 p≤ 0.1 Statistically Rejected
significant
11 p≤ 0.1 Statistically Rejected
significant
12 p≤ 0.1 Statistically Rejected
significant

From the above information we can say that the null hypothesis is rejected for all the questions and
the alternative one is supported.
 CHAPTER 5

RESULTS AND DISCUSSION

5.1 MAJOR FINDINGS

➢ According to the data that has been collected through questionnaire, 90% people were aware
about social media marketing.

➢ Responses show, that most of the individuals are interested in looking for products on social
channels.

➢ This study helped in understanding that marketing through social media do have a lasting
impression on the brand.

➢ As voted by 69 people out of 80, Quality of the product/ services is an important attribute for
any company or brand to establish their name in the market.

➢ Exactly 80% participants think that marketing the products through social media can prove
successful for the organization.

➢ In this digital era, people get latest news about new products or brands via social media, hence
their awareness increases.

➢ Respondents were able to remember about Mamaearth mainly because of its strong visibility
on social networking sites.
5.2 DISCUSSION & SUGGESTIONS

• Instagram is the top most application used by individuals, so promoters should surely try to
make a presence on this platform for their products.

• In the present situation people go for online shopping more as compared to the traditional
shopping method, so they should implement marketing strategies for providing the best
experience to the customers.

• Mamaearth should strategize new ways of marketing on all social media sites for attracting
more customers, as they get majority of business from the web.

• They can expand their portfolio by developing new products, this will increase their market
share.

• Ensure proper communication between the company and the consumer in the future as well
for retaining them.
5.3 CONCLUSION

Under this study we came to know that how the image of Mamaearth is highly influenced with the
help of social media and what all factors are important for developing, maintaining the image of a
brand. The above results show that people are aware about this brand through social channels because
of their strong presence on such sites. Their products are very famous amongst the people as they are
naturally made while causing no harm to the environment. This helped them in establishing a name
in the industry within 4-5 years. All this happened because of their efforts and ideas they put in,
mainly on social media considering as a golden opportunity which was life changing one for the
brand.

With the help of data analysis null hypothesis is rejected with the use of Z Test, settling the alternative
one which affirmed that brand’s image do get affected or influenced through
marketing on social
media.

In the near future we will see Mamaearth as a well known brand in terms of good quality products
with natural ingredients not only in India but in foreign nations as well.
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