mCaffeine- Marketing Mix

1. Acknowledgement
2. Index
3. Introduction
4. Capital structure
5. Marketing mix
6. Product mix
7. Price mix
8. Place mix
9. Promotion mix
10.Challenges
11.Bibliography

ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to our principal, Mrs.
Revathi Srinivasan ma’am, and my commerce teacher, Mrs. Preeti Swaroop
ma’am, who gave me the golden opportunity to do this wonderful project.
Secondly, I would also like to thank my parents who helped me a lot in finalizing
this project within the limited time frame.

My thanks and appreciation also go to my colleagues in developing the project

and the people who have willingly helped me with their abilities.
INTRODUCTION
mCaffeine, founded by Tarun Sharma and Vikas Lachhwani in 2016, emerged as a
trailblazing brand in the Indian beauty market. The founders recognized the
potential benefits of caffeine for the skin and hair and sought to harness its
energizing properties to create a unique line of products. Caffeine, known for its
antioxidant and anti-inflammatory properties, became the central ingredient in
their formulations, promising to revitalize and nourish the skin and hair.
Emphasizing quality and efficacy, mCaffeine products are free from harmful
chemicals like parabens and SLS (sodium lauryl sulfate), making them suitable
for various skin types. Their portfolio includes a wide array of skincare products,
such as face washes, scrubs, serums, and masks and hair care products like
shampoos and conditioners. Each product is designed to cater to specific needs,
from combating dullness and dryness to addressing acne and other skin
concerns.
Beyond their caffeine-infused formulations, mCaffeine places a strong emphasis
on eco-friendly practices. The brand takes pride in being cruelty-free and actively
promotes sustainability through recyclable packaging and responsible sourcing
of ingredients.
Through its engaging online presence and customer-centric approach, mCaffeine
has fostered a community of beauty enthusiasts who appreciate their products'
efficacy and the brand's commitment to ethical practices. With a focus on digital
marketing and strategic partnerships, mCaffeine continues to expand its reach,
cementing its position as a leading player in the ever-evolving landscape of the
Indian personal care industry. As they continuously innovate and launch new
products, mCaffeine remains dedicated to empowering individuals with
invigorating beauty solutions that elevate their daily skincare and haircare
routines.
Mission: We believe in Confidence and overall skin & body biases. Redefining the
age-old notions of beauty associated with colour, we never sell insecurities. We
have vowed not to make fair products.

Vision: At mCaffeine beauty has no colour or gender. It's about you.

You are a revolution, a culture, a routine, a high, and essentially now - a Lifestyle.
You are Bold, Young and Confident.
 CAPITAL STRUCTURE
Post-
Shareholders Round Cumulative Realised Unrealised Return
Net worth
Name Holding investment returns returns multiple
%

Founder 28.07% 200Cr 9436657 3063171 3822249 2712027

Fund 40.35% 7168882 4685077 9643131 9477352 5731969

Enterprise 5.10% 13800 35468 46420 99887 54646

Angel 19.97% 1161805 5017714 3841745 9065527 8938252

Other People 1.27% 305 161 310 593 287

ESOP 5.18% 93181 68993 30340 74076 40014

Total 99.94%

MARKETING MIX
What is the marketing mix (4 P's of marketing)?

The marketing mix, also known as the four P's of marketing, refers to the four key
elements of a marketing strategy: product, price, place and promotion. By paying
attention to the following four components of the marketing mix, a business can
maximize its chances of a product being recognized and bought by customers:

 Product. The item or service being sold must satisfy a consumer's need
or desire.

 Price. An item should be sold at the right price for consumer

expectations, neither too low nor too high.

 Promotion. The public needs to be informed about the product and its
features to understand how it fills their needs or desires.

 Place. The location where the product can be purchased is important

for optimizing sales.
Product
Products are commodities and services that solve problems and satisfy the needs
of consumers. A product can be tangible, such as a vehicle or a piece of clothing,
or intangible, such as a cruise or house cleaning service. A successful product
either fills a void in the marketplace or offers a unique experience that spikes
demand.

Price

Price is the cost of the product that the consumer pays. During product
marketing, it is important to set a price that reflects the current market trends
and is affordable for consumers, yet at the same time is profitable for the
business. Price can fluctuate based on the supply and demand and the product's
sales cycle. While some businesses might lower the price to compete with the
market, others might inflate it -- especially if they are promoting a luxury brand.

Place

This is where and how the product or service is purchased by the customers. It
also entails where the product is stored and manufactured. Digital
transformation has evolved how products are sold -- online, small local shops or
global producers. This marketing plan also considers where the product is
advertised and in which format, such as magazines, online ads, radio,
infomercials or film product placements.

Promotion

Promotion refers to reaching the target audience with the right message at the
right time. It gets the word out and is an effective way to conduct a sales
promotion and connect with consumers. A promotional strategy aims to show
consumers why they would need a certain product and the reasons for buying it
over other products. The core of marketing communications, product promotions
push out specific and meaningful advertising through popular channels: word-of-
mouth seeding, social networking, Instagram campaigns, print marketing,
television commercials, email marketing campaigns, social media marketing and
more.

PRODUCT MIX
Product range:
mCaffeine offers a wide range of vegan skin care products:
 Face care
 Body care
 Hair care
Each range is broadly classified into:
1. Coffee: For Normal to Oily Skin
2. Espresso: Hydrating & Energizing
3. Cappuccino: For Acne Control
4. Latte: Moisturizing for Dry Skin.
5. Green Tea: For Detoxifying
FACE CARE
mCaffeine's face care range offers a diverse selection of caffeine-infused skincare
products designed to invigorate and revitalize the skin. Caffeine, known for its
stimulating properties, is a key ingredient in these formulations, aiming to
awaken the skin and combat common skincare concerns. mCaffeine's face care
range is formulated with natural and skin-friendly ingredients, catering to
various skin types and concerns. Their commitment to using high-quality
ingredients and eco-friendly practices ensures that these products are not only
effective but also safe for daily use. By incorporating caffeine into their face care
products, mCaffeine aims to elevate the skincare experience, empowering users
to achieve radiant and healthy-looking skin.
1. Face Wash
2. Face Scrub
3. Face Serum
4. Face Mask
5. Moisturizer
6. Sunscreen
BODY CARE
mCaffeine's body care range consists of caffeine-infused products that provide
nourishment, hydration, and invigoration for the skin, leaving it feeling refreshed
and energized. The brand's commitment to using natural and high-quality
ingredients ensures that their body care products are safe, effective, and suitable
for various skin types. mCaffeine's body care products are crafted with eco-
friendly practices and are free from harmful chemicals, making them suitable for
everyday use. Whether you seek to revitalize tired skin, maintain its natural glow,
or simply enjoy an uplifting skincare routine, mCaffeine's body care range offers a
selection of caffeine-powered solutions that cater to your body's needs.
1. Body Scrub
2. Body Butter
3. Body Lotion
4. Body Wash
HAIR CARE
mCaffeine's hair care range offers a collection of caffeine-infused products that
aim to nourish and stimulate the hair, promoting healthy growth and enhancing
its natural vitality. With the same invigorating properties of caffeine that are
beneficial for the skin, these hair care formulations provide a unique and
refreshing experience for the hair and scalp. mCaffeine's hair care products are
formulated with natural and effective ingredients, free from harmful chemicals
such as sulfates and parabens. The brand focuses on creating eco-friendly and
cruelty-free formulations that are suitable for various hair types. By harnessing
the power of caffeine in their hair care range, mCaffeine aims to deliver products
that not only care for the hair's health but also invigorate the senses, making the
hair care routine an enjoyable and refreshing experience.
1. Shampoo
2. Hair Conditioner
3. Hair Serum
4. Hair Mask

Branding

mCaffeine's logo represents their brand identity as India's first caffeinated

personal care brand. The logo features the brand name "mCaffeine" in a bold and
modern font. The letter "m" is stylized with a coffee bean incorporated into it,
emphasizing the coffee-based nature of their products. which reflects their
commitment to providing high-quality, vegan, and cruelty-free products.
The logo is designed to convey a sense of energy, freshness, and the invigorating
properties of caffeine. It effectively captures the essence of the brand and its
unique selling proposition. The use of the coffee bean in the logo reinforces the
connection to coffee and the natural ingredients used in their products. Overall,
the logo is visually appealing and communicates the brand's values and offerings
to its target audience
mCaffeine has adopted a branding strategy that focuses on influencer marketing,
content marketing, and promoting the use of caffeine in personal care products.
Here are some key points about their branding strategy:

 Influencer marketing: mCaffeine has leveraged influencer marketing to

create brand awareness and promote its products. They collaborate with
influencers to create engaging content in the form of UGC ideas, contests,
'How to do' videos, and others, which are further amplified through
influencers.
 Content marketing: mCaffeine's content marketing strategy has been
successful in promoting its brand and educating customers about the
benefits of caffeine-based personal care products. They offer engaging
content to consumers through their website, social media channels, and
other digital platforms.
 Promoting caffeine-based personal care products: mCaffeine's branding
strategy focuses on promoting the use of caffeine in personal care
products. They have positioned themselves as India's first caffeinated
personal care brand, emphasizing the unique benefits of caffeine for skin
and hair care.
 Inclusivity: mCaffeine strives to be all-inclusive in promoting their brand
and culture. They are expanding their product range to cater to different
skin and hair types, as compared to legacy retail brands that promote a
limited range of products.

Overall, mCaffeine's branding strategy is centred around promoting the use of

caffeine in personal care products, leveraging influencer and content marketing
to create brand awareness, and being all-inclusive in their approach.
mCaffeine's tagline has evolved over time and has been mentioned in different
ways in various sources. Here are some of their tagline:
1. "You are a revolution, a culture, a routine, a high, and essentially...
2. "Push The Good"
3. "A lot can happen over coffee"
 4. "Bean Me Up!TM"
5. “AddictedToGood”
6. “Skin&Hair that’s Coffee Strong”

PRICE MIX
1. Coffee based products 1. Face moisturiser: 449
2. Shampoo: 499 2. Face mask: 575
3. Conditioner: 499 3. Sunscreen lotion: 499
4. Hair mask: 599 4. Body scrub: 499
5. Hair oil: 399 5. Body wash: 399
6. Hair serum: 399 6. Body lotion: 375
7. Face wash: 349 7. Hand cream: 325
8. Face scrub: 349 8. Under eye cream: 349

Overall, mCaffeine's pricing strategy seems to be affordable to mid-range, making

their products accessible to a wide range of customers. Their products range
from 299 to 999. While an average pricing is around 559.

PLACE MIX
mCaffeine's distribution channels included:

1. Online Sales: mCaffeine products were available for purchase on their official
website (mcaffeine.com) and various e-commerce platforms like Amazon,
Flipkart, and Nykaa. Online sales allowed them to reach a wide audience across
the country.

2. Offline Retail: The brand had also expanded into offline retail and had tie-ups
with physical stores, such as supermarkets, beauty stores, and specialty retailers,
where customers could find their products on shelves.

3. Exclusive Brand Stores: mCaffeine also opened some exclusive brand stores in
select cities where customers could experience their products firsthand and
make purchases directly from the store.

4. Social Media and Influencer Marketing: The brand leveraged social media
platforms like Instagram and Facebook to promote their products and engage
with customers. They collaborated with influencers and beauty bloggers to
create awareness and generate interest in their offerings.
5. Partnerships and Collaborations: mCaffeine collaborated with other brands
and companies to introduce limited edition products or exclusive offerings,
thereby reaching new customer segments.
At present, 34 percent of the revenue of the brand comes from its own D2C
channel, 65 percent from marketplaces, and the remaining 1 percent from offline.

PROMOTION MIX
Advertisement
mCaffeine's advertisement channels primarily include influencer marketing,
content marketing, and social media marketing. They collaborate with
influencers to create engaging content, such as UGC ideas, contests, and 'How to
do' videos, which are amplified through influencers. They also have a strong
presence on social media platforms such as Instagram, Facebook, and Twitter,
where they showcase their products, engage with customers, and run
promotional campaigns. Additionally, mCaffeine's content marketing strategy
includes offering engaging content to consumers through its website, social
media channels, and other digital platforms.
Sales promotion
mCaffeine utilizes sales promotion strategies to attract customers and drive sales.
- Influencer marketing: mCaffeine leverages influencer marketing as a sales
promotion strategy. They collaborate with influencers to create engaging
content, such as user-generated content (UGC) ideas, contests, and 'How to
do' videos, which are further amplified through influencers. This approach
helps generate brand awareness and encourages consumers to try their
products.
- Brand awareness campaigns: mCaffeine focuses on building brand
awareness through various marketing initiatives. Leveraging influencer
marketing and content marketing, they aim to create a strong presence in
the beauty and lifestyle industry. By promoting their unique selling points,
such as the use of caffeine in personal care products and their tagline
"Push The Good," they encourage individuals to adopt their products for
better well-being.
- All-inclusive approach: mCaffeine's sales promotion strategy includes
being all-inclusive and expanding its product range to cater to a wider
audience. This approach aims to attract customers from diverse
backgrounds and promote a culture of inclusivity.
- Pocket-friendly gifting: mCaffeine offers pocket-friendly gifting options,
allowing customers to buy their products in bulk for gifting purposes. This
sales promotion strategy encourages customers to make larger purchases
and take advantage of cost-effective gifting options.
-