CHAPTER-1

INTODUCTION
For any company selling a product the concepts of marketing and sales are very
important as they can mean the difference between success and failure. While they are
often used interchangeably or grouped together they are two different concepts and it
is important to understand those differences. This article will help you understand
both concepts clearly when it comes to Marketing vs. Sales.

Sales

Sales refers to the short term need to close a sale, get an agreement signed, or
ultimately do what needs to be done to sell whatever it is you are selling. Sales
techniques and strategies are really based on what it takes to 'close the deal', which is
crucial to any business. If you get customers in the door but cannot get them to buy a
product, there is a problem with your sales strategy. Sales strategies are focused on
the individual buyer and what needs to be done for them to pull out their wallet, or
click on the buy button when it comes to online selling. Companies typically set sales
volume targets for a period (weeks, months, and quarters) and have strategies in place
where the individuals responsible for actually selling can make those targets.

Marketing

Marketing is a longer term concept than sales and relates to forward looking strategies
to understand customer needs, influence customer perceptions, and identify how a
company can capitalize on that. The end result of the marketing process, and what it
directly supports, is making sales easier. Marketing techniques and strategies are
really based on what it takes to identify the right product mix, the prices for those
products, and what needs to be communicated to target customers (via advertisement)
in order to ensure successful sales. One of the key aspects of marketing strategies is
building a brand identity for what a company is selling and this varies from company
to company. McDonalds obviously brands their food and advertising far differently
than a luxury steakhouse would do. While sales is really the 'push' to buy the product
once the customer is there, marketing is the 'pull' that gets the customer to you in the
first place. When marketing is done effectively it can also make sales a far easier job
for a company, as the customer can already be convinced and ready to buy by the time
they actually enter your store (or website). Sales can still succeed without very
effective marketing but it certainly makes the job more difficult.

Marketing vs. Sales

When considering marketing vs. sales the important thing for any business owner is to
ensure that you are considering both aspects of your overall sales and marketing
cycle. With many businesses, marketing and sales are both managed by the same
department or even the same individuals due to the fact that they need to be closely
related. For example, sales strategies need to incorporate the same messaging as the
marketing messages in order to be effective and maximize the chances of successfully
making a sale. Focusing on both the 'pull' and the 'push' effectively will ensure that
your business is positioned to succeed.

Marketing strategy has the fundamental goal of increasing sales and

achieving a sustainable competitive advantage. Marketing strategy includes all basic,

short-term, and long-term activities in the field of marketing that deal with the
analysis of the strategic initial situation of a company and the formulation, evaluation
and selection of market-oriented strategies and therefore contribute to the goals of the
company and its marketing objectives.

Developing a marketing strategy

The process usually begins with a scan of the business environment, both internal and
external, which includes understanding strategic constraints. It is generally necessary
to try to grasp many aspects of the external environment, including technological,
economic, cultural, political and legal aspects. Goals are chosen. Then, a marketing
strategy or marketing plan is an explanation of what specific actions will be taken
over time to achieve the objectives. Plans can be extended to cover many years, with
sub-plans for each year, although as the speed of change in the merchandising
environment quickens, time horizons are becoming shorter. Ideally, strategies are both
dynamic and interactive, partially planned and partially unplanned, to enable a firm to
react to unforeseen developments while trying to keep focused on a specific pathway;
generally, a longer time frame is preferred. There are simulations such as customer
lifetime value models which can help marketers conduct "what-if" analyses to forecast
what might happen based on possible actions, and gauge how specific actions might
affect such variables as the revenue-per-customer and the churn rate. Strategies often
specify how to adjust the marketing mix; firms can use tools such as Marketing Mix
Modeling to help them decide how to allocate scarce resources for different media, as
well as how to allocate funds across a portfolio of brands. In addition, firms can
conduct analyses of performance, customer analysis, competitor analysis, and target
marketanalysis. A key aspect of marketing strategy is often to keep marketing
consistent with a company's overarching mission statement.

Marketing strategy should not be confused with a marketing objective or mission. For
example, a goal may be to become the market leader, perhaps in a specific niche; a
mission may be something along the lines of "to serve customers with honor and
dignity"; in contrast, a marketing strategy describes how a firm will achieve the stated
goal in a way which is consistent with the mission, perhaps by detailed plans for how
it might build a referral network, for example. Strategy varies by type of market. A
well-established firm in a mature market will likely have a different strategy than
a start-up. Plans usually involve monitoring, to assess progress, and prepare for
contingencies if problems arise.

Marketing Mix Model (4P’s)

The 4P’s also known as Price, Product, Place and Promotion is a strategy that
originated from the single P meaning Price. This strategy was designed as an easy
way to turn marketing planning into practice. This strategy is used to find and meet
the consumers needs and can be used for long term or short term purposes. The
proportions of the marketing mix can be altered to meet different requirements for
each product produced, similar to altering ingredients when baking a cake.

The product is a physical object that is put on a market to be sold with a set of
benefits that will meet customer needs. This includes policies and procedures relating
to the product lines including the quality and design of the product. As well as product
research and development for any new products being introduced. The price policies
and procedures relate to the price level of the product and the specific prices that need
to be applied whether it is one price or a varying price. This also includes price
maintenance and promotional deals, specials, credit and repayment terms. The
promotion is all advertising, personal selling, promotions and direct marketing as well
as any other promotional work the business does for the product.This includes the
selection of trademarks and branding of the product whether it’s a family brand,
individual brand or sale under a private label. The last P is Place which includes
distribution channels, market coverage, product inventory, transportation and
distribution sites. This also includes the degree of selectivity among the wholesalers
and retailers and the channels between the factory and the consumer.

Real-life marketing
Real-life marketing primarily revolves around the application of a great deal of
common-sense; dealing with a limited number of factors, in an environment of
imperfect information and limited resources complicated by uncertainty and tight
timescales. Use of classical marketing techniques, in these circumstances, is
inevitably partial and uneven.

Thus, for example, many new products will emerge from irrational processes and the
rational development process may be used (if at all) to screen out the worst non-
runners. The design of the advertising, and the packaging, will be the output of the
creative minds employed; which management will then screen, often by 'gut-reaction',
to ensure that it is reasonable.

For most of their time, marketing managers use intuition and experience to analyze
and handle the complex, and unique, situations being faced; without easy reference to
theory. This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the
overall strategy, coupled with the knowledge of the customer which has been
absorbed almost by a process of osmosis, will determine the quality of the marketing
employed. This, almost instinctive management, is what is sometimes called 'coarse
marketing'; to distinguish it from the refined, aesthetically pleasing, form favored by
the theorists.

An organization's strategy combines all of its marketing goals into one comprehensive
plan. A good marketing strategy should be drawn from market research and focus on
the product mix in order to achieve the maximum profit and sustain the business. The
marketing strategy is the foundation of a marketing plan.
IMPORTANCE OF MARKETING STRATEGY
In marketing, there is strategy and there are tactics. A lot of marketing, in practice, is
preoccupied with what I call tactical experimentation. This is the act of throwing all
kinds of things out at the world or at broad demographic targets to see what works. As
you do this you are spending money, potentially lots of it. The idea in this method is
to do this until you find some marketing actions that work, and when you find them
you can then do more of those.
This process often results in the classic Wanamaker dilemma—”Half the money I
spend on advertising is wasted; the trouble is I don’t know which half.” He
was speaking of advertising, but the principle applies.
Marketing strategy allows you to use pathways and footholds that apply your limited
marketing budget more effectively (everyone’s marketing budget is limited).
Marketing strategy facilitates your ability to apply marketing money to the correct
half of the Wanamaker equation—the half you are not wasting on audiences who do
not value your message.
To illustrate this principal with one of our own rather straightforward examples, when
we looked at the South Bronx as a marketplace for the Bronx Museum, the situation
we saw was reflected by the first competitive advantage diagram below; here, there is
nothing in their offer, as understood by the consumer, that is of any perceived value.
The strategy, therefore, could not be to simply support the institutional desire to
communicate about all the great art that was on exhibit

1.1OBJECTIVE OF STUDY

 The study in hand would be conducted keeping in view the following

objectives:
 To study the brand perception of ‘PATANJALI’ in minds of Consumers.
  To know the attributes that a customer keeps in mind while buying
‘PATANJALI’ Products.
 To study the marketing strategies used by patannjali to achieve maximum
share in the market

1.2SCOPE OF STUDY
Human beings are governed by ideas and beliefs. Consumers of this day no longer
buy merchandise and services but experiences. Mass Customization is the new
paradigm that replaces old ideology of market segmentation; an idea which is no
longer found suitable for today's turbulent markets, changing customer needs and
growing product variety. Mass customization proactively manages product variety in
the environment of rapidly evolving markets, products and services. This study
attempts to study the reasons which have lead to the phenomenal success of Baba
Ramdev's marketing strategy of Mass customization and that also in an era of high
individual customization.

The dictum of Mass Customization is "Aham Brahamasmi"; meaning that I am

omnipresent and omnipotent. Catering to the needs of all, irrespective of gender, age,
caste, creed, culture, religion, nationality the potion of mass customization is believed
to work wonders. Companies choose from mainly three value disciplines to frame
their value propositions: product leadership, operational excellence, and customer
intimacy. The product leadership discipline leads to the `best product' value
proposition-an assertion that the company's products have the greatest performance
impact or experiential impact for its customers. The operational excellence discipline
leads to the `best total cost' bid- an assertion that the combination of the company's
prices, product reliability, and hassle-free service is matchless. The customer
familiarity discipline leads to the `best total solution' scheme – an assertion that the
company helps its customers identify their exact problem and the best solution, and
then takes charge of implementing it. Baba Ramdev addresses all the three value
disciplines and he has developed a unique blend of Ayurveda and Vedic philosophy to
cater to create value for his customers.
1.3 Limitations of study
1. Time consuming.
2. Costly
3. No complete knowledge
4. Based on secondary data

1.4 Research Methodology

The basic concept of research methodology refers to the way in which companies
conduct their research and how they collect the data they need. Whenever a company
or organisation needs to investigate a particular area of their business dealings, they
need to adapt the most suitable research methodology for the job.

Research methodology typically involves a full breakdown of all the options that have
been chosen by a company in order to investigate something. This would include the
procedures and techniques used to perform the research; as well as any of the
terminology and explanations of how these methods will be applied effectively.

Primary data
Primary data is a type of information that is obtained directly from first-hand sources
by means of surveys, observation or experimentation. It is data that has not been
previously published and is derived from a new or original research study and
collected at the source such as in marketing.
Data originally collected for investigation are known as primary data. It involves large
expenses in terms of time energy and money. In India there are various agencies
which collect primary data. National sample survey organisation is one of them.
The main method of collecting the primary data are as follows:
1. Questionnaire method.

SAMPLE SIZE:59
Secondary data
Data obtained from published or unpublished sources are known as secondary data.
Secondary data is all the information collected for purposes other than the completion
of a research project and it’s used to gain initial insight into the research problem. It is
classified in terms of its source – either internal or external.
Common sources of secondary data for social science include censuses, organisational
records and data collected through qualitative methodologies or qualitative research.
Primary data, by contrast, are collected by the investigator conducting the research.
Secondary data analysis saves time that would otherwise be spent collecting data and,
particularly in the case of quantitative data, provides larger and higher-quality
databases that would be unfeasible for any individual researcher to collect on their
own. In addition, analysts of social and economic change consider secondary data
essential, since it is impossible to conduct a new survey that can adequately capture
past change and/or developments.
The main sources of secondary data can be classified data can be classified in two
groups
(a) Published sources
(b) Unpublished sources
Published data: - there are certain international, national and local agencies which
publish statistical data on a basis certain periodicals are published regularly.
Unpublished data: - there are various sources of unpublished data such as the records
maintained by the various government and private officers, studies made by research
scholars in the universities and other research institutes, etc.
Sources of secondary data
1. Internet
 CHAPTER-2
COMPANY PROFILE
Patanjali Yogpeeth in Haridwar, Uttarakhand is one of the largest Yoga institutes in
India. Named after the Ancient Yog Guru Patanjali, the Institute is Ramdev's flagship
project & has been set up for treatment, research & development
in Yoga and Ayurveda, as well as the manufacturing of ayurvedic medicines.

It is a center of Yoga and Ayurveda activities in India built on the name of Maharishi
Patanjali who invented Yoga 5000 years ago. The ashram is run under the guidance of
Swami Ramdev Ji Maharaj who has revived Yoga and spreading it all over the world.
Patanjali Yog peeth is open to everybody. Located on the Haridwar-Delhi highway at
Kankhal, very near to Roorkee, Patanjali Yogpeeth offers treatment for all and has
residential accommodation.

At Mahatma Dharamveer's Gurukul in Kisangarh Ghasera where Baba Ramdev met

philanthropist Archarya Balkrishan. With the help of Balkrishan, Baba Ramdev has
established Divya Yog Mandir in 1995. Archarya Karamveer was also one of the
pillars of Divya Yog Mandir. In almost 3 years, Divya Yog Mandir and Baba
Ramdev have galvanized the world into turning ardent practitioners of Yoga. Baba
Ramdev and trust run spearhead, all his activities which include Yoga camps,
manufacturing ayurvedic medicine and treatment of patients with help of Yoga and
Pranayama. Baba Ramdev TV programmes and Yoga camps have proved to be
immensely popular. Swami Ramdev put lots of emphasis on teaching Pranayam as
compared to Yoga. According to Shri Shri Ravi Shankar, a world-renowed spritial
leader "If an individual can be credited with reviving Yoga in India, it is solely Baba
Ramdev". Millions of people all over the world attend Baba Ramdev's free Yoga
camps (shivir). Ramdev Baba has also conducted Yoga camp at Rashtrapati Bhavan -
the residence of the President of India.

Yoga has ability to cure even fatal diseases and Baba Ramdev has proved it many
times. Ramdev Baba has spread Yoga to such an extent that sooner or later, everyone
has to embrace it. Patanjali YogPeeth Trust is the dream project of Baba Ramdev. It
was inaugurated on August 6, 2006. Baba Ramdev's aim was to build the world's
largest center of Ayurveda, Yoga and Pranayama. Patanjali YogPeeth provides
facility for treatment for diseases, research and a teaching University for Yoga and
Ayurveda. This trust is located 13kms from Haridwar. The estimated cost of the
project was 10 billion. During inauguration, Sudarshan Agarwal, Governor of
Uttrakhand, said "Patanjali Yog Peeth will soon be the ambassador of Yoga for entire
world”.

According to associated news press, The Patanjali YogPeeth project was divided into
3 phases. Phase one was basic construction. The second stage comprises of
serviceable guesthouses, herbal gardens, yajnashala, meditation caves and many other
facilities. It will be the biggest Yoga and Ayurvedic center in the world. Third stage is
opening a University of Yoga and Ayurveda. Baba Ramdev wants to flow river of
Yoga in each and every region, whether in a village or city. The confidence which
Baba Ramdev exuberates compels people to at least give his Yoga a try. Millions of
people practice Baba Ramdev's Yoga and Pranayama. Ramdev Baba's TV programs
broadcast in several countries including America, Europe, Australia, Asia and Africa.
Viewership is quoted as being 20 millions regular viewers. Followers of Baba
Ramdev have claimed relief from a variety of ailments such as Diabetes, Blood
Pressure, Hepatitis, Spondylitis and Obesity. He is the real hero who devoted his
whole life to help people by giving them unknown knowledge of Yoga and
Pranayama.

Swami Ramdev medicines are manufactured in branches well equipped with modern
equipments, certified by the international standards GMP, GLP & ISO 9001. Swami
Ramdev's pharmacy makes the medicines pure and rich in quality. Medicines
manufactured go through quality control and quality assessment tests. Patanjali
Yogpeeth is operating Patanjali Hospitals in every nook and corner of India, where
one can get life saving Swami Ramdev’s medicines which are affordable to all rich
and poor.

Patanjali Yogpeeth medicines are also available for health care, oral care, hair care
and skin care. Many of the critical ailments such as Cancer, Diabetes, arthritis etc. can
be cured by Swami Ramdev's Medicines. These medicines are low cost, very effective
and available at Ramdev Chikitsalaya. Some of very effective Ramdev medicines
are Mukta Vati for high blood pressure, Madhunashini Vati for Diabetes, Medohar
Vati for Obesity.

Swami Ramdevji Maharaj is a historic personality. He has written new history in the
areas of yoga-prananyam and ayurvedic treatment methods. In this regard the work
done by the organization established by him namely Patanjali Yogpeeth
(Trust), Divya Mandir (trust), Patanjali Yog Samitis, Divya Yog Pharmacy Trust
and branches, will be written in golden letters on the pages of history. The ambition of
these establishments are to reach yoga and Ayurveda to the 700 crore global
population along with Indian culture and words of the sages. To encourage the use of
Ayurvedic medicine, Swamiji manufactures superior quality and proven medicines in
Divya Yog Pharmacy.

Swami Ramdev's medicines are manufactured in branches well equipped with modern
equipments mostly in Haridwar and other places, certified by the international
standards GMP, GLP & ISO 9001. Swami Ramdev also has a botanical garden near
Patanjali Yog Peeth where the herbs and medicinal plants are grown.. Under Swami
Ramdev's guidance an industrial unit is also established called Patanjali Ayurved
Limited which produces pure and high quality minerals and plants products through
scientific methods. Swami Ramdevji and Acharya Balkrishna ji have tried to combine
the ancient knowledge with ultramodern technology.

Some people could not digest the increasing fame of Swami Ramdev and they started
negative campaigning against Swami Ramdev with the help of media. The qualities of
Swami Ramdev’s medicines were doubted. When these medicines were tested in the
lab all the allegations proved baseless and Swami Ramdev came out spotless amidst
the acid test. This resulted in unexpected increase in the demand of medicine of
Swami Ramdev. Baba Ramdev's pharmacy puts in all the efforts to make the
medicines pure and rich in quality. All the medicines manufactured go through strict
quality control & quality assessment tests, Toxicological study - Animal trials,
clinical tests.

Swami Ramdev is working towards the goal of establishing the ayurvedic products at
par with the international standards and to make it known across the world. To
encourage the use of Ayurvedic medicine and amongst Swami Ramdev's
revolutionary thoughts, one is that the farmers of India should adopt the cultivation of
medicinal herbs and plants along with fruits and vegetables.

Patanjali Yogpeeth is a renowned name in the field of medical science, rendering free
services to millions of people across the globe through Yoga and Ayurveda.

 HERBAL PRODUCTS IN PATANJALI YOGPEETH

Divya Yog Mandir (Trust), started “Brahamkalp Chikitsalaya” at Kripalu Bagh

Ashram, Kankhal in 1995 where patients suffering from various diseases were cured
using Ayurvedic medicines and practices of Yoga. Need was felt to provide quality
Ayurvedic medicines to the patients to seek optimum results as results of Ayurvedic
treatment are directly proportional to the quality of prepared medicines. Hence a small
scale manufacturing unit of Ayurvedic medicines was established in the campus of
Kripalu Bagh Ashram, Kankhal. This was the beginning of Divya Aushadhi
Nirmanshala (Divya Pharmacy), which was totally based on traditional methods.

Divya Pharmacy has had the exalted vision to bring Ayurveda to society in a
contemporary form and to unravel the mystery behind this haloed and revered, Indian
system of medicine by exploring and selecting indigenous herbs, ancient Ayurvedic
literatures and subjecting the formulations to modern pharmacological, toxicological
safety tests and clinical trials to create new drugs and therapies.

Divya Pharmacy tries that medicines should possibly be available to common man at
the minimum cost price. In the year 2002-03, modernization of the pharmacy has been
done. A new expanded unit of the pharmacy has been established well equipped with
machines based on modern techniques.

PLC controlled herbal extraction plant commissioned in the pharmacy is used for
extracting from the various parts of the medicinal plant like the leaves, The salient
feature of this plant is the production of medicine using latest SCADA technology
under controlled environmental conditions of temperature and pressure. The extract
concentration is achieved under vacuum drying preserving the maximum valued
contents of the herbs.
Quality of the medicines so produced is of the highest level. This unit has the capacity
of extracting from 10,000 kgs. of raw herbs. The desired fluid component is added to
this extract in the process of making the medicines.

For the manufacturing processes in Divya Pharmacy automatic high speed spray drier
unit, for quick liquification a fluid wed processor, tablet compressing device with the
capacity for preparing one lac tablet per hour, high speed auto-coater for coating the
tablets, high speed mixer-grinder, fluid wed driers and cleaning, crossing &
pulverizing units have been established.

From nowhere to everywhere, Brand Baba seems to be pervasive. Yoga has been
there in India since time immemorial, it has been synonymous with sadhus( saints)
who usually after relinquishing their mundane world in search of God or Nirvana used
to keep them healthy, fit, let them channelize their energy and control their inner self
toward a single goal. In marketing parlance we can think of it as a product which was
restricted to a very small segment of society, had some exclusivity attached to it,
expertise of saint in performing it and a luxury which could only be afforded by the
disciples of saints.

2)MARKETING STRATEGIES OF PATANJALI

In order to know exactly the reason for success of Baba Ramdev, it is imperative to
throw some light on the marketing mix rudiments. To be a successful marketer it is
important that all the marketing mix elements have to be fine tuned to support and
strengthen brand personality.

2.1 Product strategy

Pranayam and Yoga: A Package for Various Diseases Swami Ramdev's Divya
Medicines are claimed to be one hundred percent natural, made from potent herbs
available in the Himalayas, with no or very little side effects. They have proven
extremely effective for combating all forms of sickness and disease. Along with these
medicines, Swamiji recommends patients to also adopt the practice of pranayam,
which will strengthen the immune system and quicken the healing process. Ramdev
Baba opines that pranayam and yoga are the complete Ancient Indian Therapy, which
is a Medical Science in itself that cures any physical or mental medical condition
completely, without any side effects. Swami Ramdev has proved and declared on
Indian and International TV Channels, pranayam and yoga is the complete natural
cure for all physical and mental ailments. But if medicines are required they are also
available and these packages of medicines are available at a very low cost. The
medicines can cure all the diseases from a simple cold to cancer. In a bid to promote
ayurveda, Swami Ramdev's Trust has tied up with 600 qualified ayurvedic
practitioners who are offering treatment to masses for a variety of diseases, some of
them termed incurable by the modern system.

 PRODUCT LINE AND PORTFOLIO OF PATANJALI

YOGPEETH
Products of patanjali ypgpeeth are as follows:
 Divya Amla Churna for Eyes, Digestion and General Health
 Divya Arogyavardhani Vati
 Divya Arshakalp Vati for Piles
 Divya Ashmarihar Ras for Kidney Stones
 Divya Ashwagandha Churna for Stress, Fatigue and General Health
 Divya Chandraprabha Vati for Urinary Disease
 Divya Churna for Constipation
 Divya Dant Manjan Tooth Powder
 Divya Gashar Churna for Removal of Gas
 Divya Giloy Sat for Swine flu, Bird flu, Pyrexia of unknown origin (fever)
 Divya Hridayamrita Vati for Heart Disease
 Divya Kanti Lep for Increasing Skin Splendour
 Divya Kayakalp Tail Oil for Skin Problems, Cracks and Burns
 Divya Kayakalp Vati for Skin Disease, Acne and Pimples
 Divya Kesh Tail Hair Oil for Hair Loss, Dandruff and Headache
 Divya Madhu Nashini Vati for Diabetes
  Divya Madhukalp Vati for Diabetes
 Divya Medha Kwath for Headache and Memory Enhancement
 Divya Medha Vati for Memory Loss and Improving Intelligence
 Divya Medohar Vati for Weight Loss
 Divya Mukta Vati for High Blood Pressure
 Divya Peya Herbal Tea
 Divya Pidantak Ras for Joint Pain and Arthritis
 Divya Pidantak Tail Massage Oil for Joint Pain and Arthritis
 Divya Punarnavadi Mandur for Kidney Problems and Anemia
 Divya Sanjivani Vati for Cold, Fever and Flu
 Divya Shilajeet Rasayan Vati for Impotency
 Divya Shilajeet Sat for Gout and Weak Immune System
 Divya Singhnaad Guggulu for Rheumatism

 PRODUCT MIX OF PATANJALI YOGPEETH

Swami Ramdev's Divya Medicines are 100% natural, made from potent herbs such as
the ashtavarga healing plants of the Himalayas. They have proven extremely effective
for combating all forms of sickness and disease. Along with these medicines, Swamiji
recommends patients to also adopt the practice of Pranayama, which will strengthen
the immune system and quicken the healing process.
 Abhrak Bhasm - Divya
 Ajamodadi Choorna - Divya
 Aloevera Gel
 Aloe Vera Juice - Patanjali 1 Lt. or Aloe Vera 30 Capsules
 Amla Churna - Divya (for Eyes, Digestion and General Health)
 Amlki Rasayan - Divya
 Amrit Rasayan - Divya(for Brain, Eyes, Strength and over all nourishment)
 Anti Wrinkle Cream - Patanjali Tejus
 Arjuna Kvath - Divya(for Coronary Artery Disease)
 Arshakalp Vati - Divya(for Piles)40 grams
 Arshkalp Vati - Divya(for Piles) 20 Grams
 Ashmarihar Kvath - Divya / Vrikkdosh Har Kwath - Divya
 Ashmarihar Ras - Divya
 Ashvagandha Capsule - Patanjali
 Ashvagandha Churna - Divya (for Stress, Fatigue and General Health)
 Ashvashila Capsule - Patanjali
 Avipattikar Choorna - Divya
 Awala Choorna - Divya
 Amla / Awala Juice 1 Liter - Patanjali (Juice of Emblica Officinalis) / Divya
Amalki
 Rasayana 100 gm
 Awala - Divya (Amla) Murabba - Divya(Dry Spicy)
 Awala - Divya (Amla) Murabba - Divya (Dry Sweetened)
 Awala / Amla Murabba Wet - Divya
 Badam Pak - Divya
 Badam Rogan - Divya
 Bael Candy - Divya
 Bael Murabba - Divya
 Balm - Patanjali
 Bang Bhasma 5gm - Divya
 Bavaci Choorna - Divya(for Leucoderma)
 Beauty Cream 50 gm - Patanjali Tejus
 Bilwadi Churna - Divya
 Body Lotion - Patanjali Tejus
 Body Massage Oil 100ml - Patanjali
 Chatpata Choorna
 Chandraprabha Vati - Divya (for Urinary Disease & diabetes)
 Churna - Divya (for Constipation)
 Chyawanprash - Divya with Ashtavarga Healing Plants (1 Kilogram)
 Crack Heal Cream - Patanjali
 Daliya : Patanjali Arogya Daliya
 Dant Manjan - Divya (Tooth Powder)
 Dant Kanti - Patanjali (Tooth Paste)
 Divya Dhara
 Drishti Eye Drop - Patanjali
  Gangadhar Choorna - Divya (for Diarrhoea , Sprue Syndrome, Ama)
 Gashar Churna - Divya (for Removal of Gas)
 Giloy Ghan Vati - Patanjali 40gm
 Godanti Bhasm - Divya (for Migraine, Chronic Headache, Depression &
Hernia)
 Gokshuradi Guggulu - Divya (for Chronic Renal Failure)
 Gulab Jal - Divya
 Honey - Divya (Pure Himalayan Honey)

2.2 PRICING STRATEGY

Developing an effective pricing strategy remains the most important and difficult part
of the marketing process. For instance, a nominal 1 per cent increase in price
realization will boost net income by 6.40 per cent for Coca-Cola and 28.70 per cent
for Philips. The price-positioning and the value-delivery mechanisms should be done
with one rule in mind: the performance of the product, or the value associated with it
should always be higher than the price. For instance, a company that has either a
product or a service whose performance or value is medium would do well to follow a
low-cost pricing strategy.

Well in tune with this, Baba Ramdev's potion of Pranayama is cheap. He urges people
not to lose hope or suffer and depend on expensive treatments. Indian Pranayama
Yoga is there to help treat all the ailments completely without costly medicines,
operations or surgery.It is amazing, but it is claimed to be true that this is the cheapest
and the only complete cure to most of the so called incurable diseases like Diabetes,
Cancer, HIV & AIDS too.
So, how does the company do it?
“There are four reasons why Patanjali’s products are cheaper than competition,

“Patanjali’s top management takes no salary and they have no big expenses,” the
report added. Ramdev, the face of the brand reportedly doesn’t own any stake in the
company. His close confidant, Acharya Balkrishna, is the managing director.
Ramdev’s brother Ram Bharat runs day-to-day operations, while Deepak Singhal, a
pharma veteran and Ramdev follower, is the chief strategy officer.

Secondly, Patanjali benefits from efficient raw material procurement—without any

leakages or commissions paid. This cut down costs by at least 5%.
However, Patanjali’s core strength in cutting costs lies elsewhere.
It has largely avoided huge advertisement costs that account for as much as 10-15% of
the other FMCG majors’ expenditure. “Baba Ramdev is a great proponent of a direct
marketing FMCG company, and is one step ahead of the likes of the Amways and
Avons of the world,”.

For years, Patanjali relied on direct marketing by the yoga guru’s disciples and
instructors. According to brokerage firm, CLSA, Patanjali has the potential to reach
out to more than 200 million directly or indirectly linked to his yoga programme.
This year, however, Patanjali has firmed up plans to spend almost Rs300 crore on
advertisements across television, radio, print and digital media. Overall, it plans to
invest Rs1,000 crore to set up exclusive stores, and ramp up online distribution.

The fourth and last reason is the company’s ability to maintain very low profit
margins, according to the Kotak report.

2.3 Supply Chain Management (SCM)

Patanjali follows a very smooth Supply chain management. The three parts of supply
chain are product flow, cash flow and information flow. In supply chain of Patanjali
all these are maintained very smoothly. Supply Chain of Patanjali can be well
understood with the help of some examples. First we will take the example of sale of
Patanjali products. They sell their products only through their own outlets opened in
almost every district/city of India. Each outlet sends its demand to central office at
Haridwar. Then based on demand, different products are gathered from various units
of Patanjali viz. Divya Pharmacy, Patanjali Ayurved, Patanjali Foods etc. Then the
items are delivered to the respective outlets mainly through Patanjali transport. This
shows a good example of Supply chain management. Next we can take the case of
Patanjali Gram at Uttarkashi. Here Swami Haridasji has presented a very good
example of SCM. They collect cow urine from rural households. After initial
filtration, it is sent to Patanjali Food and Herbal Park where it is processed and is sent
to various Patanjali outlets for distribution. The part of money received from the sale
of cow urine is kept by Patanjali Food and HerbalPark Limited as processing cost and
the rest is sent to the village. Some amount is distributed to the people as a price of
cows urine, rest is used for the development of the village like establishing necessary
infrastructure, building schools etc. The Patanjali Mega Food Park (PMFP) has been
envisaged to help in creation of enabling infrastructure for food processing and a
comprehensive ‘farm-to-plate’ supply chain system. The initiative aims to seek
maximum value addition by backward as well as forward integration between the
farmers, factory and the market. It can be said that the supply chain doesn’t have any
intermediary in between but rather it’s a direct from supplier to producer to consumer.
This also helps in reducing the cost because it avoids the unnecessary commission
cost and other related charges of the intermediaries

Sales and Distribution Patanjali follows various modes of distribution for their
products.
They provide sale of products through their website with online payment facility.
These products can be procured through post also by sending the required amount
through demand draft etc.
Patanjali has opened “Patanjali Chikitsalayas” and “Patanjali Arogya Kendra” in
almost all the cities of the country from where all the Patanjali products can be
procured easily. A Patanjali trained Ayurvedic doctor also sits in every A shop is
established for sale of products wherever a yoga camp is organized.
Patanjali has prepared disease specific CDs which they sell through their various
outlets.
2.4 PROMOTIONAL STRATEGY

Edwin L. Artzt quoting the chairman and CEO of P& G has likened advertising to
exercising saying that "Think of advertising and promotion as exercise and recreation.
Advertising is exercise. It's something you need and it provides long-term benefits,
but it's awfully easy to either cut or postpone because there's no immediate penalty for
not exercising. When you want your brand to be fit, it's got to exercise regularly."
And here's a situation when exercising in itself becomes the object of promotion.

It is a well established fact that advertising affects consumers. The literature on

advertising has traditionally emphasized the persuasive nature of advertising: its
purpose is to alter consumers' tastes for established brand names or company
reputations (Bagwell, 2007, Dixit and Norman, 1978). But there is a difference in
opinion and Stigler and Becker (1977) and Becker and Murphy (1993) argue that
advertising is part of consumers' preferences in the same way as goods and that there
are complementarities between advertising and goods. Hence, a more-advertised good
is ceteris paribus preferred over a less-advertised good. Whatever be the case, Baba
Ramdev has hit both the opinions as he is advertising and at the same time not
advertising. Baba Ramdev's live yoga classes became a passion.

And it all began in the year 2002 when Sanskar television channel started airing Baba
Ramdev's yogic classes; overnight, Baba Ramdev became a sensation he had
hundreds of followers who morphed into thousands. Then Sanskar channel's rival
Astha channel signed him. In two years time he was a hit and with him also the
channel benefited. His TV shows have the largest TRP. Today, he is one of the
biggest draws on Indian television. He can be seen not only on religious channels like
Aastha, but also news and features channels like India TV and Sahara One. Millions
around the country follow his programmes religiously and use ayurvedic medicines
prescribed by him.

There was an eight-month waiting period before one could see Ramdev, he was being
booked that far ahead by television channels for his live yoga classes each morning.
His yoga sessions were beamed live into 170 countries (Bijay Simha, 2007).

Also, Baba Ramdev's pack one DVD, two Video CDs written three books on Yoga,
Pranayama Herbal Remedies and Magazines are available. This set of four
promotional material with a Research Oriented Monthly Magazine of Yog,
Spiritualism, Ayurveda, Culture available in 5 languages can do much to lure
customers. Even healthy people are following his Yoga Pranayama regimen, as
available in his DVDs, VCDs, Books & magazines etc., to keep fit.

 It is a well established fact that; "brands set the product and the producer of
that product apart from the competition". There are special though very
obvious facts that this Brand has also mass customized itself to satiate all and
thus have made a distinct place for itself. In an era when the marketers are
faced with the challenge of getting their message heard by consumers who are
hard to find and even harder to influence, this Brand has worked wonders and
all because of its all inclusive image.Baba Ramdev's live yoga classes became
 a passion. And it all began in the year 2002 when Sanskar television channel
started airing Baba Ramdev's yogic classes; overnight, Baba Ramdev became
a sensation he had hundreds of followers who morphed into thousands. Then
Sanskar channel's rival Astha channel signed him. In two years time he was a
hit and with him also the channel benefited. His TV shows have the largest
TRP. Today, he is one of the biggest draws on Indian television. He can be
seen not only on religious channels like Aastha, but also news and features
channels like Aaj Tak, India TV and Sahara One. Millions around the country
follow his programmes religiously and use Ayurvedic medicines prescribed by
him. There was an eight-month waiting period before one could see Ramdev;
he was being booked that far ahead by television channels for his live yoga
classes each morning. His yoga sessions were beamed live into 170 countries.
Also, Baba Ramdev's pack i.e., one DVD, two Video CDs, three books on
yoga, pranayam and herbal remedies, and Magazines are available. This set of
four promotional materials with a Research Oriented Monthly Magazine of
Yog, Spiritualism, Ayurveda, Culture and Tradition. Even healthy people are
following his yoga pranayam regimen, as available in his DVDs, VCDs,
Books and magazines etc., to keep fit. Baba Ramdev has got the pulse of the
basic needs of people which is not only limited to food, clothing and shelter
but also includes a healthy life style, and has managed to fine tune his
offerings to suit the needs of all. He has mastered the art of mass
customization and practices the art dexterously so much so that each
individual feels that he is talking to him individually

Broadly speaking, the promotional marketing strategy of Patanjali Yogpeeth includes

the following:
The most important promotional activity involves yoga campaign by Baba Ramdev
and the Patanjali trust.
Advertising through business journals and newspapers in India and abroad with the
help of an advertising agency.
The company has established a web site in the internet. This will ensure international
visibility and marketing. Group regularly interacts to industry and business
associations.
Group also has interaction with foreign embassies/trade counsels in India.
They are also bringing out attractive brochures and other literature with the help of
advertising agency.

2.5 STP STRATEGY

(SEGMENTATION and TARGETING):
There is no specific segmentation for Patanjali Ayurved Limited. It follows
“MASS CUSTOMIZATION”. Mass customization is a marketing and manufacturing
technique that combines the flexibility and personalization of "custom-made" with the
low unit costs associated with mass production.
Customer expectations of the service can be divided into two types - a) desired service
and b) adequate service. Desired service is the service that a customer desires and
expects to get. Whereas an adequate service is one in which the minimal level of
service which a customer is willing to accept based on his perception of service
acceptability.The service provided by Baba Ramdev’s Patanjali is synchronizing well
with the desired service expectations. Patanjali Yogpeeth, a multi-million rupee
venture, Ramdev's dream project, set as a rival to World Health Organization only on
the basis of sound service that it boasts of providing. The Patanjali Trust in Haridwar,
Uttaranchal is equipped with all the latest and most sophisticated gadgets.
Patanjali targets both “Everyone who wants to live healthy” and“Anyone suffering
from any disease”. This is because it follows mass customization as explained above.
The most important promotional activity involves yoga campaign by Baba Ramdev
and the Patanjalitrust. It has taken up the Social Responsibility to make people
healthy. The organization is engaged in various good activities which are of great
benefit to the society. Baba Ramdev has been giving importance on pranayam and
yoga dimensions to target the mass population worldwide. Patanjali Yogpeeth is fully
utilizing the historical Indian rootsi.e. spirituality to competitive advantage, created by
Baba Ramdev, to sell its own products in the market. Baba Ramdev's Patanjali
Ayurved employs penetration strategy and cost of goods is very less. He tells people
not to lose hope and not to depend on costly treatments marketed by various foreign
brands. The diseases for which Indian population spends is much more in hospitals,
on the other side pranayam and yoga treat all the ailments completely with cheap and
quality medicines, operations or surgery. It is amazing, but it is claimed to be true that
this is the cheapest and the only complete cure to most of the so called incurable
diseases.

POSITIONING STRATEGY:

Patanjali as a brand Talks about “Being healthy is my birth right”. It helps in

improving life at low cost. Patanjali aims at providing excellent quality and safe
medicines at a very cheap price compared to other foreign brands. They want people
to make our country economically stronger by making them purchase medicines made
in India by Patanjali and not medicines made abroad. It is a well-established fact that
advertising affects consumers. Hence, a more-advertised good is preferred over a less-
advertised good. Whatever be the case, Baba Ramdev’s popular opinions of
advertising and at the same time not advertising is unique in its nature. Baba
Ramdev's live yoga classes have become a passion to not only citizens of India but all
around the globe. This is the positioning strategy used by Patanjali.
Baba Ramdev's Patanjali Medicines are claimed to be completely natural, which are
made by potent herbs that are available in the Himalayas, with no side effects. They
have proven extremely effective in fighting all forms of sickness and diseases.
Swamiji recommends patients to also do
pranayam, which will strengthen the immune
system and quicken the healing process. Baba
Ramdev has declared on Indian that pranayam
and yoga are the complete and natural cure for
all kinds of ailments. Incase medicines are still
required then, they are available at the Patanjali
Ayurved and these packages of medicines are
cheaply available. The medicines can cure most of the diseases from a simple cold to
cancer.Therefore, within a very short span of time, Patanjali is a huge success and is
well known not only at national but also at international level. They have a presence
now in international market. Patanjali Yogpeeth is not only selling its ayurvedic
medicines, but also diversifying itself through selling of FMCG products. It is trying
to imbibe good character in masses with good health through yoga and ayurveda.
Hence, it can be said that Patanjali Yogpeeth has succeeded in creating a positive
image through ancient Indian roots and using it to sell the products in the market.
 CHAPTER 3

DATA ANALYSIS

AND

INTERPRETATION
 Sales of patanjali in the last 4 years

The sales of patanjali has been constantly increasing in the last 4years
thanks to the aggressive marketing strategies used by patanjali in the current
years . the main reason for the increase in sales of patanjali is due to its pricing
strategy and aggressive advertising through bringing the face of baba ramdev in
the group which hs been the influential factor in the sales of patanjali. The sale of
rs5000cr is a mere prediction of the fiscal year 2016-2017 and athe actual sale in
the firts 10 months of 2016 the actual sale is rs3267cr
Profits of patanjali in the last 3 years

The profits of patanjali have been continuously rising and rising in a good
proportion and thus patanjali is using aggressive marketing strategies in the
years.the net profit ratio of patanjali is not as good, but this is a very strong
reason behind the increasing sales of patanjali in the last 4 years

Competitors of patanjali
1) Even though Patanjali’s growth has been rapid, Dabur, emami and Zandu makes up
about 80% of the Indian Ayurvedic market.
2) Threat from established herbal brands like Himalayas, Emami and Jovees who
already have a good pan India presence and are marketing heavily unlike Patanjali.
3) Famous Ayurvedic centers like Kottakkal Arya Vaidya Sala which are well known
even at a global level. They have their own set of products which they prescribe as
part of the treatment which are having patented formulas.
Sales of patanjali for 2016 in comparison to its
competitors

The sales of patanjali of patanjali with its competitors is low but the growth of
patanjali is actually quite high as and when compared to dabur ,godrej
consumer, emami, marico. The current prediction of the sales growth of
patanjali is 150% which would be Rs5000cr.

Patanjali Ayurved Ltd. (PAL) is on the verge on creating a record of sorts. The home
grown company has increased its sales and profits manifolds and is giving sleepless
nights to competitors like Dabur India, Emami and Marico in terms of sales and
profitability in the fast moving consumer goods (FMCG).
If the Haridwar-based company continues its surge, it will soon overtake other majors
in the segment to create a history of sorts. According to Brickwork Ratings, a credit
rating agency, Patanjali Ayurveda has potential turnover of Rs 3,266.97 crore in the
first 10 months of the ongoing financial year which is more than double the figure (Rs
1,587.51 crore) of the last financial year.
Though Patanjali’s turnover and profits are still less than the other FMCG majors, it’s
rise in both has raised many a eyebrows. If Bloomberg report is anything to go by,
Emami’s turnover is Rs.1,953.02 crore in the first three quarters of FY16. Marico’s is
Rs.4,819.61 crore between April 1 and December 31,last year, while Godrej
Consumer Products and Dabur’s figures were in excess of Rs 6,000 crore in the first
three quarters of FY16.
In terms of profit, Patanjali Ayurveda with Baba Ramdev as its brand ambassador
almost doubled its profits from Rs 154.70 crore to Rs. 308.79 crore, reports
Brickwork Rating

RESULTS AND FINDINGS

1. GENDER

Standard
# Answer Response % Variance
deviation
1 Male 31 53%
2 Female 28 47%
Total 59 100%

2. AGE

Standard
# Answer Response % Variance
deviation
1 below 18 2 3%
2 19 to 25 37 63%
3 26 to 35 11 19%
4 36 to 55 8 14%
55 and
5 1 2%
above
Total 59 100%
 3. MARITAL STATUS

Standard
# Answer Response % Variance
deviation
1 Married 16 27%
2 Widowed 0 0%
3 Divorced 0 0%
4 Separated 0 0%
5 Single 43 73%
Total 59 100%

4. EDUCATION LEVEL

Standard
# Answer Response % Variance
deviation
1 Primary 0 0%
2 Secondary 2 4%
4 Graduate 33 55%
Post
5 22 37%
graduate
6 Doctorate 2 4%
Total 59 100%
 5. PROFESSION

Standard
# Answer Response % Variance
deviation
1 Retired 0 0%
Civil
2 12 20%
servant
Private
3 9 15%
sector
Self
4 2 3%
employed
5 Student 36 61%
Total 59 100%

6. Do you agree Patanjali offers a large variety of products?

Strongly Agree neutral Disagree Strongly
agree disagree
25% 52% 6% 8% 9%

9%

25%
52%

6%
8%

 77% people strongly agree that patanjali offers large variety of product
while 17% people think that patanjali has not offers large variety of
product.
 7. Do you agree that Patanjali products are of high quality?
Strongly agree agree neutral Disagree Strongly
disagree
29% 57% 2% 8% 4%

Column1
Agree Disagree Neutral Strongly agree Strongly disagree
4% 0%

29%

57%

2%
8%

 86% people believe that patanjali offers good quality of product but
14% customers are not satisfy with the quality of product.

 8. Do you agree the prices of the Patanjali products are fair?

Strongly agree agree neutral disagree Strongly
disagree
44% 31% 5% 10% 10%

Agree Disagree Neutral Strongly agree Strongly disagree

10%
31%

44%
10%

5%

 75% customer thinks that the price of patanjali products are fair but 25%
customer thinks that the price of the product are not fair.
  9. Do you agree that the Patanjali products have appealing packaging?

Column1
Agree Disagree Neutral Strongly agree Strongly disagree

8%
42%
29%

17%
4%

 71% customer believes that patanjali product is good packaging while

29% customers is not satisfied with the packaging.

 10. Do you agree that the Patanjali products have natural ingredients?
Strongly agree agree Neutral disagree Strongly
disagree
29% 71% 0 0 0

Column1
Agree Strongly Disagree

29%

71%

 71% customer agree that patanjali products have natural ingredients and
29% customer fully agreed that patanjali have natural ingredients.
11. Do you agree that you are satisfied with the patanjali product?
Srongly agree agree neutral disagree Strongly
disagree
22% 45% 0 19% 14%

Column1
Agree disagree strongly agree strongly disagree

14%
45%
22%

19%

 67% customers are satisfy with patanjali product while 33% customer
are not satisfy with patanjali product.

 12. Have you faced any problem while using the product?
yes N0
78% 22%

0% 0%
no
22%

yes
78%

 78% customer are happy and they do not face any problem while 22%
customer are facing problem with patanjali product.
  13. Do you agree that Patanjali products are chemical-free?
Strongly agree neutral disagree Strongly
agree disagee
18% 49% 10% 5% 18%

Column1
agree disagree neutral strongly agree strongly disagree

18%
49%
18%

10%
5%

 67% customer believe that patanjali is a chemical free product while

33% people thinks tha patanjali is not chemical free product.

 14. Do you agree that Patanjali products have made a good brand
image?
Strongly agree agree neutral disagree Strongly
disagree
84% 11% 0 3% 3%

strongly disagree agree disagree

2% 11% 3%

neutral
0%

strongly agree
84%

 95% people thinks that patanjali product have made a good brand image
while few peoples are not agree with that.
CHAPTER 4

CONCLUSIONS
SWOT ANALYSIS

 STRENTHS

a) Low Operational Costs: - The Company enjoys low operational costs and
more operational profit percentage compared to many other big players like
Ranbaxy and Sun pharmaceuticals.

b) Large Distribution Network:-PAL has an extensive distribution network

spread across the country with more than 3,790 Patanjali Arogya Kendra,
1,088 Patanjali Chikitsalya and 11,000 Patanjali Swadeshi Kendra. These
outlets operate as franchisee stores opened by third parties.Patanjali
Chikitsalya works as miniature clinics with specialized a consultant available
which further enhances the value proposition of the outlets. Also, in the last
few years, the company has changed its sales pattern and its products are also
available in the open market through more than 70,000 retail outlets across
India. The wide distribution network ensures ample visibility and availability
of products throughout the country augmenting the sales of the company. The
company has appointed around 60 super distributors across the country. The
super distributors route the products to distributors who sells the products to
retail shops. The change in the supply chain has led to a positive impact on the
business profile of the company as reflected inincreasing sales through
ensuring wider availability of the products.

 WEAKNESS

a) Strong Global Competition:- PAL has been extensively doing well in India but
to establish it globally, needs a lot of strategy and hard work, due to the
presence of well-established players in the market like BACFO, Himalaya etc.
b) Low Export Levels: - Presently the company is focused only in India.
Extensive growth globally has many hindrances from export policies, to
international rules in the field of medicines etc.
 c) Less Promotion: - Where the major companies depend on promotion for its
sales, PAL has kept itself out for some anonymous reasons. The trendz and
statistics have proven that many companies have helped due to promotion.
Promotion will help increase its visibility in the market.

 OPPORTUNITIES
a)possibility of inclusion of patanjali in worls’s top mnc’s in the future if
patanjali moves on a good track and continue to grow like this in the future
also
b)patanjali can further diversify in products by adding products to its product
line and thus can conquer a huge market share
c)patanjali can further move in other countries and can expand its routes to
other countries so as to increase its sales and profits

 THREATS
a)government regulations can hinder the growth of patanjali which may result
in slow growth of patnajli
b)non supporting behavior of the foreign government in those countries where
ptanjali wants to spread its routes further to expand its markets

ENVIRONMENTAL ANALYSIS USING PESTLE

Patanjali Ayurved Ltd (PAL) has grown since its inception. Some of
the factors or forces which affected or might affect in future are analysed below using
famous PESTLE analysis.
 POLITICAL- Tax policylabor lawenvironmental lawtrade restrictionstariffs

ECONOMICAL-Economic growthinterest ratesexchange ratesinflation rate

SOCIAL-Cultural aspects, health consciousness,Population growth, age distribution

TECHNOLOGICAL-R & D, automation, technological change.

ENVIRONMENTAL- Surroundings, environment law, conditions etc.

LEGAL- Regulatories, law, licences, patent etc.

POLITICAL:-

a) Tax Policy: - Presently there are no concessions on the Ayurveda products, but
there are few discussions in the government to levy a tax concession for the
ayurvedic products. Ex-chief minister of Kerala Oomen chandy raised this
issue but was hardly heard. Already PAL have successfully maintained the
price on the cheaper side ranging from Rs25-Rs200 for the products which
costs much higher in homeopathy or allopathy. Tax concession will help PAL
to decrease the price and divert the funding to further research and
development of same.
b) Laws: - Practice of Ayurveda does raise issues of unlicensed practice. Some
Ayurvedic products raise legal red flags. The sale of herbs could be viewed as
“prescribing medicine” or even possible intrusion into unlicensed practice of
acupuncture. Recently PAL was in news for violating labour laws. Also,
political parties have accused company of adulteration time to time. PAL have
to be careful as it could affect their image and brand building in the Indian
market.

ECONOMICAL:-

a) Inflation Rate: - The consumer expenditure on healthcare in rural India has

increased from 6.6% in 2004-05 to 6.9 per cent in 2011-2012, while the urban
 Indians’ expenditure on medical care has increased from 5.2% in 2004-05 to
5.5% in the year 2011-2012. NSSO report reveals that the expenditure on
healthcare is highest in rural India and fifth highest in urban India during
2011-2012. And with inflation rate increasing continuously people are looking
for cheaper and effective substitutes. With the brand and trust of Patanjali, it
has formed the potential substitute.
b) Economic Factors:- Since the raw materials for the manufacturing are
basically from the natural environment and the company focuses only in
retailing in India alone the factors like exchange rates, Interest rates are either
out of question or too minimal to be considered.

SOCIAL:-

a) Consumer Trend: - Speaking of consumer trend, the people of India are

becoming more health conscious. Rise in healthy FMCG products from 2284.4
US $ mn in 2003 to 3897.3 US $ mn in 2007 acknowledges the above
statement. This particular trend opens up the market for PAL which offers
trusted Ayurvedic products. The affordable price also helps them to cover the
whole market size.
b) Life Expectancy:- In India, average life expectancy which used to be around
42 in 1960, steadily climbed to around 48 in 1980, 58.5 in 1990 and around
62s in 2000. The improvement in life expectancy has been attributed to better
diet and health consciousness among people. This particular trends enhance
the scope of companies like PAL.

TECHNOLOGICAL:-
a) Applications of New Inventions and RND; - Inventing a new product is the
best part for a growing company. Doctors and scientists are constantly
working on new inventions and the better version for the old products so
that benefit can be maximized for the general people. AS a part of RND,
Patanjali is constantly working on the medicines of Cancer and AIDS. For
the manufacturing unit in the company, it has high frequency drier unit, for
quick liquefaction a fluid wed processor, tablet compressing device with
 the capacity for preparing one lac tablet per hour, high speed auto coater
for coating the tablets and many more.
b) Automation: - Company has PLC controlled packing machine having
capacity of 300-400 volts with automatic blister packing equipment, have
been installed. A utility centre has been set up in the production unit has
two generators with boilers and compressors.
c) Technology Incentives And Rate Of Technological Change: - With the
help of biologists and technology, better options are being created in the
company. With the help of the available technology, new herbs are being
notified and being used in the new medicines. Moreover, company is also
working for new farming ways.

LEGAL FACTORS:-

Ayurveda has its own medicines. There are lots of act related to Ayurveda: The
medicine central council act-1970, the drugs and cosmetics act 1940 and rules made
thereunder, the drugs and magic remedies act 1954 and the rules made thereunder.
The drugs and magic remedies act 1954 and the rules made thereunder for the same.
Except this there are several rules and laws for Ayurvedic medicines and the
processed by which medicines are being formed. Quality assurance need to be
fulfilled by those medicines which are being prepared and laws are there for this
process as well.

ENVIRONMENTAL:-

The main problem which Ayurveda has to confront is seasonable herbs and their
locations. There are lots of herbs which are available in winter season, autumn season
or in summer season. Some herbs are available only on the mountains at very high
location and some of them are not easily identifiable. Technology can help to
construct area where we can do the artificial farming for those herbs by maintaining
temperature according to the herbs.
CONCLUSION:
From the above it can be concluded that:

1) The success of patanjali is purely due to its high quality products and
the price offered for those products
2) Patanjali is getting famous and conquering a huge and progressive
share in the market through aggressive marketing strategies and high
quality products.
3) A large number of people agree that patanjali offers a large variety of
products and products on offer are of high quality and are made of
natural ingredients.
4) Also patanjali products have a good brand image and have appealing
packaging which also attracts people towards them.
5) Patanjali is widely accepted and it can expand its market through
spreading its market in other countries.
6) Patanjali have a varied product line and patanjali can still diversify its
product line further.
CHAPTER-5

RECOMMENDATIONS
RECOMMENDATIONS

1) To make a successful product, Patañjali’s marketing strategy should attract

long term consumers.

2) They can improve and further categorise their distribution channels.

3) They have to focus back on product efficiency and effectiveness as well as

use aggressive marketing strategies.

4) They can increase their retail outlet and stores in cities across the country

5) Patanjali can expand their markets by entering into new areas as well as
countries to expand further

BIBLIOGRAPHY

 REFRENCES

1. Herbal Medicine for Market Potential in India: An Overview(2008)Sharma,

Shanker, Tyagi, Singh, &Rao
2. Acharya, N. (2011, June 9). Meet Ramdev the Marketing Guru. The Business
Standard.
3. Kotler, P. (2008). Marketing Managment (11th ed.). New Delhi: Pearson
Education
4. Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (2014). Marketing
Management-A South Asian Perspective (14th ed.). New Delhi: Dorling
Kindersley (India) Pvt.Ltd.
5. Malhotra, N. K., & Dash, S. (2012). Marketing Research: An Applied
Orientation (6th ed.). New Delhi: Dorling Kindersley (India) Pvt.Ltd.
 BOOKS- Marketing Management, Philip Kotler
 WEBSITES-
1. www.acdemia.edu
2. www.patanjaliayurved.net
3. www.himalayaninstitute.org