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The effect of social media activities on Brand Equity of
mamaearth
Submitted By
Talole saiprasad lahanbhau
Under the guidance of Dr. S.K. Nimbalkar
In the Year-2021-22 Through
Amrutvahini institute of Master Of Business
administration, Sangamner.
1
CERTIFICATE
Certified that project report entitled Study the effect of social media activity on
brand equity of mamaearth is successfully completed as the partial fulfillment of
Master of Business Administration (MBA) under the Savitribai Phule Pune
University during academic year 2021-22.
The work has been assessed by us and we are satisfied that the same is up to
standard envisaged for the same for level of the course. And that the said work
may be presented to the external examiner.
Place: Sangamner.
Date:
2
Index
Sr. No Particulars Page.no
1 Introduction 4-6
2 Research Methodology 7-8
3 Data Analysis & Interpretation 9-16
4 Finding 17
5 Conclusion 18
6 Suggestion 19
3
Introduction
Social media applications are valued as an indispensable marketing channel for
every sector. Developing technological and informational processes increase the
power of social Media and brands use this power to increase their brand equity.
Firms are increasingly using social media platforms to engage with individuals,
as it is recognized that a firm's social media activity outcomes, such as number of
user comments, followers or likes, impact brand equity. This study aims to
evaluate both the extent that these social media activity outcomes relate to
brand equity and the classification of firms which benefit from the various types
of social media activity outcomes.
. Social Media Marketing Dimensions
Social media marketing indicators that will be employed in this study are based on
Dimensions of social media marketing that include: Interaction, Trendiness,
Entertainment, Customization These dimensions are defined as next:
Interaction: Interaction is the process of brands and customers exchanging
information . By disseminating up-to-date, consumer-relevant content, Social
networking sites promote more interaction with the online community. Because
of the subjective nature, interactions become more social and noticeable,
Improving customers' social presence and, as a result, brand interaction.
Trendiness: Trendiness refers to the most recent issues that have piqued interest
of the Audience, as well as trendy information that brands find relevant and
fascinating to provide with Their clients . trending information on Social media is
used for four reasons: Observation, awareness, pre-purchase information, and
Motivation.
Entertainment: Entertainment is known as the ability to deliver an exciting and
dynamic Mood in order to boost engagement and customer experience. It
enhances brand-consumer Connection, which encourages active participation and
4
customers to enjoy their activities according To their own time , In addition, the
experience that customers require can Be obtained through a variety of methods.
Customization: Allowing customers to build and customize products is an efficient
way For businesses to enhance relationships with customers and H&M for
example, give A comparable service to the consumers. Customization is the way a
service is developed to meet the customer preferences.
Customer-Based Brand Equity
In today's business world, brand equity has become a major topic. customer-
based brand equity as a set of perceptions, attitudes, knowledge, and Behavior of
consumers that yield beneficial results by enabling them to generate as much
volume Or more profit as possible. customer-based brand equity from a purely
Consumer psychology perspective and defined it as "different effects of brand
awareness on the Response of the brand to its marketing to the customer". Brand
equity has become an important topic in the business world Brand equity has
become an important topic in the business world. a brand's name and symbol are
related to its equity. It is Composed of brand awareness, associations, loyalty, and
perceived quality. This research Conceptualizes brand equity based on consumer
perceptions. The Following sections provide an explanation of the four dimensions
of customer-based brand equity .
Brand Loyalty: Brand loyalty is defined as the repeated purchase or patronization
of a Preferred product or service over time . Consumers who are loyal to a specific
brand Believe that brand to be their preferred option, and they are less likely to be
targeted by price wars And are less likely to switch to other brands.
Brand Awareness: According to brand awareness plays a significant role In
branding research and it is an important but often overlooked aspect of brand
5
equity. Brand Awareness is based on the progression of brand awareness from an
uncertain sense and emotion to The surety that it is the only one in the product
category .
6
Research Methodology
Research Methodology
For this study researcher would like to interact with brand manager, marketing
person, production manager, Digital marketing team for collecting a data, hence it
can be exploratory research design.
Objective of study:-
1) The general Objective of the study is to determine the impact of promotional
activities on brand equity.
2) Determine the nature of relationship between social media activities and
brand equity.
3) Ascertain the extent to which celebrity endorsement impact on brand equity.
4) To critically examine the relationship between brand image and customer
satisfaction.
Sources of data collection:-
a) Primary Data:-
Information is collected from the questionnaire survey. This data is collected from
the customer survey and existing customer of Mamaearth.
b) Secondary Data:-
For doing this research researcher would study the book related to the Marketing,
consumer behavior, Integrated Marketing Communication, Advertisement. Also
visit many websites to collect a data.
Sample design :-
A) Population:-
Population to any group of people or objects that form the subject study in a
particular survey. Particularly youth will be targeted.
B) Area:-
7
Researcher would like to study the Ahmednagar district. Researcher would like to
study behavior of youth for a effective study of social media activities.
C) Sample technique:-
Researcher would like to use area sampling because study the Ahmednagar
district.
Researcher would also use a simple random sample because study the youth of
different colleges.
D) Sample size:-
We collect the response from 43 people.
Scope of the study:-
1) this study is to investigate how firms might take use of the opportunities
provided by social media to create and improve brand equity through social
media marketing.
2) The customer-based brand equity characteristics developed by will be used in
this study to look at brand equity from the perspective of customers.
3) The findings of this study can help managers establish effective strategies for
building brand equity through social media marketing.
Limitations of study:-
1) Secracy of information
2) Duration of the study
3) Involvement from respondent
4) Geographical location
8
Data Analysis and Interpritation
What is your age?
42 responses
• 10-20
• 20-30
• 30 - 40
• Above 40
Interpretation:- there are 69% of respondent are from 20-30 age group. 28.6% of
respondent are from 10-20 age group.
9
What is your gender?
43 responses
0 Male %
Female
Interpretation:- There are 60.5% are the female respondent and 39.5% are the
male respondent.
Interpretation:- There are 37.2% are purchase beauty product Half yearly, 37.2% are
purchase beauty product monthly, 11.6% are purchase beauty product weekly,11.6% are
never purchase.
10
Are you a price sensitive customer?
43 responses
0 Yes •
No
Interpretation:- there are 88.6% are a price sensitive customer and 11.6% are not a
price sensitive customer.
Will you stick to the same brand if there prices are
increase?
42 responses
Interpretation :- there are 35.7% are stick to the price if irrespective of price
increase, 33.3% are not stick to the same brand if the price will increase.
11
Have you heard brand mamaearth
43 responses
# Yes
• No
Interpretation:- there are 90.7% respondent are heard the brand of mamaearth, 9.3%
are not heard.
What is your preferred option to get information about mamaearth?
42 responses
# Instagram
# Facebook
# Twitter
0 TV commercial
# YouTube
Interpretation:- 38.15% respondent are using instagram, 33.3% are using tv
commercial, 26.2% see Tv commercial.
12
What do you think about the prices of mamaearth products?
42 responses
# As per expectation
# Over priced
# Under priced
# Never used them
Interpretation:- There are 26.2% are think mamaearth product is over price, 66.7% are
think product price is as per expectation.
Do you use mamaearth products because they are easily available ?
42 responses
Interpretation :- there are 71.4% are using mamaearth product due to availability,
28.6% are not using product due to the availability.
13
What are the factors help you to decide which side to use online shopping
42 responses
0 Search engine 0 Personal
recommendation 0 Special
offers on sites 0 Online
advertising 0 Others
Interpretation:- There are 14.3% are go through personal recommendation, 14.3% are
search engine, 26.2% are go through personal recommendation, 28.6% are go through a
online advertising.
Interpretation:- There are 19% are influence by a word of mouth, 54.8% are influence by
a expert opinion, 54.8% are fragrance, 47.6% are advertisement, 31% are influence by a
price and 57.1% are influence by a quality.
14
When was the last time you use this product category?
41 responses
0 In the last week 0 In
the last month 0 In the
last 3 month 0 In the
last 6 month 0 Never
Interpretation:- There are 22% are use this products in last week, 19.55 are using this
product in last month, 31.7% are use this product in last 3 month.
Which of the following brands have you heard of ?
42 responses
Interpretation:- There are 85.7% are known the mamaearth, 81% are known the
Himalaya, 61.9% are known the Nykaa, 50% are known about the lakme.
15
Interpretation:- there are 81% respondent are using YouTube for product information,
11.9% are using twitter, 21.4% are using the Face book, 73.8% are using the
instagram, 35.7% are using a lifestyle blogs.
How satisfied are you with mamaearth
42 responses
# Highly satisfied
# Somewhat satisfied
# Neutral
# Somewhat unsatisfied
# Highly unsatisfied
Interpretation:- There are 26.2% respondent are highly satisfied, 35.7% are
somewhat satisfied, 31% respondent are neutral.
16
FINDINGS, CONCLUSION, &SUGGESTIONS
FINDINGS
1) according to the survey 60.5% females are using the mamaeath product
and 39.5% male are using this brand.
2) among the 43 responses only 11.6% are purchase online beauty product
therefore online awareness of customer is not increase rapidly and out of
that 37.2% are purchase beauty product on monthly basis.
3) it was founded nearly 88.4% respondent are a price sensitive therefore
company has to set a price as per the customer demand.
4) people who belong to different age group different perception regarding
the most important criteria before taking the decision on purchasing the
mamaearth product.
17
5) among the survey of 43 respondent, youth customer is more to
purchasing the product of mamaearth their will be around 95% are included
in that.
6) awareness of brand is excellent among the 43 respondent 90.7% are
know about the product of mamaearth.
7) it is found that 38.1% are using a instagram to know about the
mamaearth and tv commercial, YouTube are also included in the awareness
of product.
Conclusion
Firms are increasingly using social media platforms to engage with individuals, as it is
recognized that a firm’s social media activity outcomes, such as number of user
comments, followers or likes, impact brand equity. This study aims to evaluate both the
extent that these social media activity outcomes relate to brand equity and the
classification of firms which benefit from the various types of social media activity
outcomes.
Social media has evolved from a single marketing tool in the marketing strategy toolbox
to being a key source of marketing intelligence. Research has indicated that a brand's
social media activity outcomes, in terms of specific engagement metrics, is able to impact
brand equity . As such, it is vitally important that brands make effective use of social
media channels as part of their strategy.
According to the finding of this study, we are able to observe that celebrative endorsement
and brand equity is positively correlated. It is recommended that
18
various elements like the subject’s education level, or the endorser’s gender and race
should be considered to give a more precise analysis of the effectiveness of the endorser.
Generally, the use of celebrity endorsers in marketing enjoys high popularity, largely
because they may exert a positive impact on brand image. So, companies need to have a
celebrity endorsement programmed to build the brand image.
It is found that positive brand image could influence customer loyalty so that they would
repurchase more product . researchers should consider other factors, such as: brand
experience, product or service quality, brand trust, which may also have an influence on
customer satisfaction.
SUGGESTION
1) as a new brand in the market, brand image is important, therefore company has also
focus on a celebrity endorsement as well as social media influencer.
2) Mamaearth efforts about the social media activity is positive because in the
customers mind mamearth is the natural beauty product brand.
3) Due to the fact that this study had a majority of female respondents a suggestion for
future research would be to try to include more males and get a more even distribution
of genders either answering questions in either a similar quantitative way, or a
qualitative approach.
4) In addition, the researches that will be conducted can include social media channels
such as WhatsApp, Google+, YouTube, and LinkedIn thus, the effect of social media
on consumers' brand preferences can be studied on a wide scale.
19
20

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Social media activities on brand equity of Mamaearth.ppt

  • 1. The effect of social media activities on Brand Equity of mamaearth Submitted By Talole saiprasad lahanbhau Under the guidance of Dr. S.K. Nimbalkar In the Year-2021-22 Through Amrutvahini institute of Master Of Business administration, Sangamner. 1
  • 2. CERTIFICATE Certified that project report entitled Study the effect of social media activity on brand equity of mamaearth is successfully completed as the partial fulfillment of Master of Business Administration (MBA) under the Savitribai Phule Pune University during academic year 2021-22. The work has been assessed by us and we are satisfied that the same is up to standard envisaged for the same for level of the course. And that the said work may be presented to the external examiner. Place: Sangamner. Date: 2
  • 3. Index Sr. No Particulars Page.no 1 Introduction 4-6 2 Research Methodology 7-8 3 Data Analysis & Interpretation 9-16 4 Finding 17 5 Conclusion 18 6 Suggestion 19 3
  • 4. Introduction Social media applications are valued as an indispensable marketing channel for every sector. Developing technological and informational processes increase the power of social Media and brands use this power to increase their brand equity. Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm's social media activity outcomes, such as number of user comments, followers or likes, impact brand equity. This study aims to evaluate both the extent that these social media activity outcomes relate to brand equity and the classification of firms which benefit from the various types of social media activity outcomes. . Social Media Marketing Dimensions Social media marketing indicators that will be employed in this study are based on Dimensions of social media marketing that include: Interaction, Trendiness, Entertainment, Customization These dimensions are defined as next: Interaction: Interaction is the process of brands and customers exchanging information . By disseminating up-to-date, consumer-relevant content, Social networking sites promote more interaction with the online community. Because of the subjective nature, interactions become more social and noticeable, Improving customers' social presence and, as a result, brand interaction. Trendiness: Trendiness refers to the most recent issues that have piqued interest of the Audience, as well as trendy information that brands find relevant and fascinating to provide with Their clients . trending information on Social media is used for four reasons: Observation, awareness, pre-purchase information, and Motivation. Entertainment: Entertainment is known as the ability to deliver an exciting and dynamic Mood in order to boost engagement and customer experience. It enhances brand-consumer Connection, which encourages active participation and 4
  • 5. customers to enjoy their activities according To their own time , In addition, the experience that customers require can Be obtained through a variety of methods. Customization: Allowing customers to build and customize products is an efficient way For businesses to enhance relationships with customers and H&M for example, give A comparable service to the consumers. Customization is the way a service is developed to meet the customer preferences. Customer-Based Brand Equity In today's business world, brand equity has become a major topic. customer- based brand equity as a set of perceptions, attitudes, knowledge, and Behavior of consumers that yield beneficial results by enabling them to generate as much volume Or more profit as possible. customer-based brand equity from a purely Consumer psychology perspective and defined it as "different effects of brand awareness on the Response of the brand to its marketing to the customer". Brand equity has become an important topic in the business world Brand equity has become an important topic in the business world. a brand's name and symbol are related to its equity. It is Composed of brand awareness, associations, loyalty, and perceived quality. This research Conceptualizes brand equity based on consumer perceptions. The Following sections provide an explanation of the four dimensions of customer-based brand equity . Brand Loyalty: Brand loyalty is defined as the repeated purchase or patronization of a Preferred product or service over time . Consumers who are loyal to a specific brand Believe that brand to be their preferred option, and they are less likely to be targeted by price wars And are less likely to switch to other brands. Brand Awareness: According to brand awareness plays a significant role In branding research and it is an important but often overlooked aspect of brand 5
  • 6. equity. Brand Awareness is based on the progression of brand awareness from an uncertain sense and emotion to The surety that it is the only one in the product category . 6
  • 7. Research Methodology Research Methodology For this study researcher would like to interact with brand manager, marketing person, production manager, Digital marketing team for collecting a data, hence it can be exploratory research design. Objective of study:- 1) The general Objective of the study is to determine the impact of promotional activities on brand equity. 2) Determine the nature of relationship between social media activities and brand equity. 3) Ascertain the extent to which celebrity endorsement impact on brand equity. 4) To critically examine the relationship between brand image and customer satisfaction. Sources of data collection:- a) Primary Data:- Information is collected from the questionnaire survey. This data is collected from the customer survey and existing customer of Mamaearth. b) Secondary Data:- For doing this research researcher would study the book related to the Marketing, consumer behavior, Integrated Marketing Communication, Advertisement. Also visit many websites to collect a data. Sample design :- A) Population:- Population to any group of people or objects that form the subject study in a particular survey. Particularly youth will be targeted. B) Area:- 7
  • 8. Researcher would like to study the Ahmednagar district. Researcher would like to study behavior of youth for a effective study of social media activities. C) Sample technique:- Researcher would like to use area sampling because study the Ahmednagar district. Researcher would also use a simple random sample because study the youth of different colleges. D) Sample size:- We collect the response from 43 people. Scope of the study:- 1) this study is to investigate how firms might take use of the opportunities provided by social media to create and improve brand equity through social media marketing. 2) The customer-based brand equity characteristics developed by will be used in this study to look at brand equity from the perspective of customers. 3) The findings of this study can help managers establish effective strategies for building brand equity through social media marketing. Limitations of study:- 1) Secracy of information 2) Duration of the study 3) Involvement from respondent 4) Geographical location 8
  • 9. Data Analysis and Interpritation What is your age? 42 responses • 10-20 • 20-30 • 30 - 40 • Above 40 Interpretation:- there are 69% of respondent are from 20-30 age group. 28.6% of respondent are from 10-20 age group. 9
  • 10. What is your gender? 43 responses 0 Male % Female Interpretation:- There are 60.5% are the female respondent and 39.5% are the male respondent. Interpretation:- There are 37.2% are purchase beauty product Half yearly, 37.2% are purchase beauty product monthly, 11.6% are purchase beauty product weekly,11.6% are never purchase. 10
  • 11. Are you a price sensitive customer? 43 responses 0 Yes • No Interpretation:- there are 88.6% are a price sensitive customer and 11.6% are not a price sensitive customer. Will you stick to the same brand if there prices are increase? 42 responses Interpretation :- there are 35.7% are stick to the price if irrespective of price increase, 33.3% are not stick to the same brand if the price will increase. 11
  • 12. Have you heard brand mamaearth 43 responses # Yes • No Interpretation:- there are 90.7% respondent are heard the brand of mamaearth, 9.3% are not heard. What is your preferred option to get information about mamaearth? 42 responses # Instagram # Facebook # Twitter 0 TV commercial # YouTube Interpretation:- 38.15% respondent are using instagram, 33.3% are using tv commercial, 26.2% see Tv commercial. 12
  • 13. What do you think about the prices of mamaearth products? 42 responses # As per expectation # Over priced # Under priced # Never used them Interpretation:- There are 26.2% are think mamaearth product is over price, 66.7% are think product price is as per expectation. Do you use mamaearth products because they are easily available ? 42 responses Interpretation :- there are 71.4% are using mamaearth product due to availability, 28.6% are not using product due to the availability. 13
  • 14. What are the factors help you to decide which side to use online shopping 42 responses 0 Search engine 0 Personal recommendation 0 Special offers on sites 0 Online advertising 0 Others Interpretation:- There are 14.3% are go through personal recommendation, 14.3% are search engine, 26.2% are go through personal recommendation, 28.6% are go through a online advertising. Interpretation:- There are 19% are influence by a word of mouth, 54.8% are influence by a expert opinion, 54.8% are fragrance, 47.6% are advertisement, 31% are influence by a price and 57.1% are influence by a quality. 14
  • 15. When was the last time you use this product category? 41 responses 0 In the last week 0 In the last month 0 In the last 3 month 0 In the last 6 month 0 Never Interpretation:- There are 22% are use this products in last week, 19.55 are using this product in last month, 31.7% are use this product in last 3 month. Which of the following brands have you heard of ? 42 responses Interpretation:- There are 85.7% are known the mamaearth, 81% are known the Himalaya, 61.9% are known the Nykaa, 50% are known about the lakme. 15
  • 16. Interpretation:- there are 81% respondent are using YouTube for product information, 11.9% are using twitter, 21.4% are using the Face book, 73.8% are using the instagram, 35.7% are using a lifestyle blogs. How satisfied are you with mamaearth 42 responses # Highly satisfied # Somewhat satisfied # Neutral # Somewhat unsatisfied # Highly unsatisfied Interpretation:- There are 26.2% respondent are highly satisfied, 35.7% are somewhat satisfied, 31% respondent are neutral. 16
  • 17. FINDINGS, CONCLUSION, &SUGGESTIONS FINDINGS 1) according to the survey 60.5% females are using the mamaeath product and 39.5% male are using this brand. 2) among the 43 responses only 11.6% are purchase online beauty product therefore online awareness of customer is not increase rapidly and out of that 37.2% are purchase beauty product on monthly basis. 3) it was founded nearly 88.4% respondent are a price sensitive therefore company has to set a price as per the customer demand. 4) people who belong to different age group different perception regarding the most important criteria before taking the decision on purchasing the mamaearth product. 17
  • 18. 5) among the survey of 43 respondent, youth customer is more to purchasing the product of mamaearth their will be around 95% are included in that. 6) awareness of brand is excellent among the 43 respondent 90.7% are know about the product of mamaearth. 7) it is found that 38.1% are using a instagram to know about the mamaearth and tv commercial, YouTube are also included in the awareness of product. Conclusion Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user comments, followers or likes, impact brand equity. This study aims to evaluate both the extent that these social media activity outcomes relate to brand equity and the classification of firms which benefit from the various types of social media activity outcomes. Social media has evolved from a single marketing tool in the marketing strategy toolbox to being a key source of marketing intelligence. Research has indicated that a brand's social media activity outcomes, in terms of specific engagement metrics, is able to impact brand equity . As such, it is vitally important that brands make effective use of social media channels as part of their strategy. According to the finding of this study, we are able to observe that celebrative endorsement and brand equity is positively correlated. It is recommended that 18
  • 19. various elements like the subject’s education level, or the endorser’s gender and race should be considered to give a more precise analysis of the effectiveness of the endorser. Generally, the use of celebrity endorsers in marketing enjoys high popularity, largely because they may exert a positive impact on brand image. So, companies need to have a celebrity endorsement programmed to build the brand image. It is found that positive brand image could influence customer loyalty so that they would repurchase more product . researchers should consider other factors, such as: brand experience, product or service quality, brand trust, which may also have an influence on customer satisfaction. SUGGESTION 1) as a new brand in the market, brand image is important, therefore company has also focus on a celebrity endorsement as well as social media influencer. 2) Mamaearth efforts about the social media activity is positive because in the customers mind mamearth is the natural beauty product brand. 3) Due to the fact that this study had a majority of female respondents a suggestion for future research would be to try to include more males and get a more even distribution of genders either answering questions in either a similar quantitative way, or a qualitative approach. 4) In addition, the researches that will be conducted can include social media channels such as WhatsApp, Google+, YouTube, and LinkedIn thus, the effect of social media on consumers' brand preferences can be studied on a wide scale. 19
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