Académique Documents
Professionnel Documents
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Purpose:
Presenting PATANJALI as Market leader
How PATANJALI used Health as Branding strategy
Educate people about PATANJALI as Indian brand
Indian Company competing with Global leaders
Mission
Vision
Bijoor Group
Mudra Group
Kishore Biyani’s Future
Group
Big Bazaar
Hyper City and Star Bazaar
BazaarCart.com
Aditya’s Pittie Group
NUTRITION
& GROCERY MEDICINES
HOME PERSONAL BOOKS & HEALTH
SUPPLIMENTS CARE CARE MEDIA CARE
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Natural In Nature
Good Quality cum Maximum Quantity
No Negative Effects
Better cum Positive Results
Cheaper Prices as Compared To Other
Ayurvedic or Non Ayurvedic Products
Product life cycle
Patanjali shampoo like kesh Kanti Reetha,Patanjali anti dandruff and various produ
Of patanjali are in growth stage and some new products like fertilizers and clothing
the introductory stage the product life cycle curve of patanjali product is at its
introductory
Stage and growth stage ,diagrammatically, could be represented as:-
S-Strength
1. Brand Name
2. Strong TQM
3. Excellent Marketing Strategy
4. Innovative Personality
5. Cheap price cum Charming Products
W-Weakness
1. No standard advertising
2. Lower Concentration on Other top countries
3. Lower Marketing strategies
O-Opportunities
1. Possibility of Becoming World’s Top MNC
2. Expansion
3. Maximum Marketing Share
T-Threats
1. Govt. Regulations
2. Maximum Taxes
3. Lack Of Support From Foreign Govts.
Giant FMCG in Only 5 Years
Accomplished “Make In India Concept”
Highest Turnover Cum Profit (2007- 250 crores
and 2015 2,215 crores)
Maximum Outlets In Minimum Time(2007 150
outlets and Now 2015 15000
exclusive+1,00,000 stores)
Biggest Swadeshi Movement
Tough Competitor In The Market for Other
MNCs and Indian Companies
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PRODUCT
PRICING
• Started with an Aloe vera gel
Products are competitively
• Operates in four major
priced at 15-20 percent lower
categories:
than industry leaders
Ayurvedic health products
Eliminates intermediaries and
Food products & Juices their margins by sourcing raw
Skin-care products materials directly from farmers
Home-care products Ensures better profitability
• Largest selling products are along with lower cost for
cow ghee, Dant Kanti consumers
toothpaste and Kesh Kanti Uses mass customization to
• Has premium personal-care achieve economies of scale
products: Soundarya label leading to lower prices of
• More than 400 SKUs products
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PLACE PROMOTION
Uses franchise model to sell its Focusses on content marketing:
products educating consumers about
Outlets classified as: products
• Patanjali Chikitsalaya Relies heavily on Ramdev’s
endorsement and promotions at
• Patanjali Arogya Kendra
his yoga camps
• Swadesi Kendra
WOM plays a major role
Products available at 5000
Started investing in mass media
franchise stores, 17000 retail
marketing, television
stores, Patanjali website and
commercials
online platforms like BigBasket
Partnered with Future Group to
and ZopNow
increase visibility of its products
Partnered with Future Group to
Worked with reputed creative
sell products at Big Bazaar and
agencies such as DDB, Mudra
EasyDay
and McCann and roped in Sushil
Also has Patanjali Mega stores
Kumar and Hema Malini for
targeted at A-class cities
advertisements
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Strategic Alliances
• Strategic distribution tie-ups with Future Group and Reliance
Retail = Instant reach
• Tie-ups with DRDO for transfer of technology in herbal
supplements and food products used at high altitude
Loyal consumer base and competitive pricing (low pricing
strategy)
Appeal to rural-urban “aspiration and conservatism-driven”
consumers
Anti foreign campaigns
• Indian made
• Approached retailers and portrayed advertisements stating that
Patanjali’s goods are in line with Mahatma Gandhi’s dream of
promoting Indian made goods
No financial burden and minimal advertising budget
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“Neither I own a
single share of
Patanjali Ayurved,
nor do I take a single
penny to promote it”.
Little wonder then, that
Patanjali Ayurved Ltd.
has become the fastest
growing Fast Moving
Consumer Goods
(FMCG) brand in India!
Making everything
from biscuits to balms,
Patanjali Ayurved Ltd
even plans to come out
with its own healthier
version of instant
noodles!
They want to achieve 10,000 crore business
To expand the business at the global market in
next 5 years
Planning Produce Beverage Drinks
Expanding to produce Oats, Noodles, Chips as to
crack the market share of other MNC’s
To Reach the great heights as to lower the demand
for MNC’s
Planning to open its outlets at Railway Stations and
Airports
Planning to advertise through McCann and Mudra
for next level of Marketing plans.
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