AN ANALYSIS REGARDING EFFECTIVENESS OF DIFFERENT

MARKETING COMMUNICATION TOOLS “PATANJALI” FOR

AWARENESS
NAME- RAHUL KUMAR GUPTA
ROLL- MBA/10045/16
DEPARTMENT- MANAGEMENT

INTRODUCTION
The important of the study is to examine the different kind of message delivered in different
forms used to inform consumers. Marketing communication Tools covers a wide range of
activities including advertising, branding, sales, sales promotion and everything involved in
marketing. This study is all about effects of marketing tools in influencing consumer
behaviour with PATANJALI. Succeeding with a new brand is difficult in a mature market and
even more so in case of FMCG products, due to less scope for innovation that can be
protected by patents as compared to technology products. The presence of large number of
players in a market FMCG market results in brand proliferation leading to cut-throat
competition. PATANJALI AYURVEDA LIMITED (PAL) with little business experience entered
such a market with a large portfolio of products backed by the personal brand of BABA
RAMDEV with a positioning that combined functional, emotional and green elements. This
helped in quick adoption of the brand by consumers making it difficult for the existing gaints
to protect their turf. The success of any FMCG company in India is depending upon its
popularity, its branding image, its unique and fair policies and its customer relations etc.

COMPANY PROFILE
PATANJALI AYURVEDA LTD, an Indian FMCG company based out of Haridwar is now creating
a lot of buzz in the FMCG space. The brand garnered a lot of space in Indian household
shelves pushing away the big brands. The journey so far has not just baffled the marketing
gurus, but it also stands as a testimony for the principle “Product Offerings which meet
customer requirements turnout successful”.

PATANJALI was started in 1997 as a Pharmacy store to manufacture healthcare products in

Haridwar. It got incorporated as a company in 2006 and soon started to demonstrate its
flair. The company which had revenue of 162 Cr in FY 10 has raised to humungous revenue
of RS 2500 Cr Company in FY15, registering a 14-fold growth. The company also sets a
herculean target to become RS 10,500 Cr Company by the end of FY17.

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OBJECTIVE OF THE STUDY
 To identify the factors affecting consumers' decision while buying FMCG product.
 To Know the Which Marketing Communication tools is more effective with reference
of awareness.

RESEARCH PROCESS
My work began with a deep literature study, according to my Collected Data, observation
studies, survey then determining proper research design, sampling, questionnaire etc.

RESEARCH METHODLOGY

 Primary Data
IT will be collected directly well Structured questionnaire and interview schedule.

 Secondary Data
IT will be collected from official website, research papers, youtube, journals etc.

RESEARCH DESIGN

 POPULATION: PATANJALI Users

 SAMPLE SIZE: 100

RESEARCH HYPOTHESIS
H(0)- All marketing Tools are equally effect the awareness of PATANJALI.

H(1)-All marketing Tools are not equally effect the awareness of PATANJALI.

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 Reference:

SR. NO. Article Name Author Finding

Growth of PATANJALI brand MAHESHWARI The purpose of this study is to

from local to global market understand the growth process of
1. PATANJALI Brand in India and in the
international market. The study highlights
the strategies of BABA RAMDEV and
PATANJALI'S journey from local to global
market through its distinct brand building
approaches.

Rapidly changing marketing Dr S.K. YADAV Every company should change the
2. channels of FMCG companies- marketing strategy and marketing tools
A case study of PATANJALI according to competitor and technology.

3. Traditional wisdom in India Dr MEDA SRINIWASA It is the brand image he has created
Entrepreneurship- A case RAO through his yoga helped him to survive
study of PATANJALI any hurdles.

4. PATANJALI: Emergence of a DEEPA KAPOOR Any company can be growth through

new star on the Indian FMCG marketing strategy and better policies.
horizon

5. Customer perception towards MISS RUPALI The Findings in the paper show that there
brand: PATANJALI KHANNAA are many significant factors that together
make up the buying decision of the
products. Customers’ perception towards
a brand is built largely on the satisfactory
value the user receives after paying for
the product and the benefits the user
looks for.