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1.1 INTRODUCTION TO PATANJALI YOGPEETH
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
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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
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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. Here research is
carried out on rare herbs and they are grown here by putting in great efforts. 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.
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As a result of this Divya Pharmacy has become the first medicine manufacturing unit
of Uttarakhand to get ISO-9001 and WHO-GMP certifications. In the Pharmacy the
international standards like Good Manufacturing Practices (GMP), Good Packaging
Practices (GPP), Good Agricultural Practices (GAP) and Good Harvesting
Practices(GHP) are being strictly followed.
Under the learned guidance of H. H. Yogrishi Swami Ramdevji, Vaidyaraj Acharya
Balkrishna and Swami Muktanand, Patanjali Herbal Garden & Agro Research
Department has been established at following few sites- Patanjali Herbal Garden site
Nursery, Patanjali Herbal Garden site Gurukul Gaushala Farm, situated nearby
Patanjali Yogpeeth at Maharishi Dayanand Gram, Bahadrabad, Delhi-Haridwar
highway. These Herbal Gardens have beautiful collections of more than 200
medicinal herbs, shrubs, trees, climbers and ornamental plants. Since, 1997 it was a
great effort with high spirit to collect the valuable medicinal plant and to ensure to
grow in Garden, a Divya Vanaushadhi Vatika has been earlier established in the
Ashram at Kankhal. Thereafter, to explore more possibilities of a large number of
wide collections, exposition and research of medicinal, aromatic and ornamental
plants in a organized way in the Patanjali Herbal Garden has been established. A team
of Scientists from Botany and Agriculture and a number of swayam sevak are
engaged for research and management.
It is all about economically processing organic farm produce into daily use
consumables ranging from Ayurvedic health supplements to Foods and cosmetics and
then supplying them largely to the urban world. The produce will be picked up right
from the farms, thereby increasing the effective income of the farmers. The health
based products will then be made available to a large population in the urban areas
that is reeling under the scourge of polluted food items and artificial drinks that make
them vulnerable to a variety of cronic diseases. And all this at a cost that is unmatched
in the market.
The consequential benefits are no less crucial to the mankind. Backed by a robust
preaching and promotion on the popular Astha channel by the world renouned Yog
Guru Swami Ramdevji and an international authority on Ayurved and traditional
herbs Acharya Balkrishanji, it is all about reinventing our traditional knowledge of
Yog and Ayurved, rejuvenation of rural economy,arrest of the flight of rural job
seekers to the more demeaning urban slums, strengthening the health grid of the
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nation and the world, mending the environmental imbalance…and finally fighting the
tirade of western culture on Indian panorama.
Patanjali Ayurved Ltd. is a company that functions like all other companies under the
regulations of the company law affairs, yet is constantly striving for nation building
more than the profit accumulation.
At micro level the challenge is no less herculean. Along with Pranayam, the wisdom
of our ancient sages, the organic food products and herbal medicines churned out of
this unit, undertake to fight out the dreaded and incurable diseases like Cancer and
Aids. Claim for having found a lasting cure for many other relatively more rampant
but equally tormenting diseases like Diabetes, Arthritis and Thyroid is already
established with thousands of patients cured with satisfaction.
Superior quality of our products at a fair price is not the only concern that we have.
Getting our patients rid of their diseases is again too limited a goal for us to seek. A
holistic approach to improvement in the quality of life of all beings, world over, is the
purpose behind our being. Getting rid the food we consume of the pollutants in the
form of poisonous pesticides and chemical fertilizers that our farmers use, is a goal
that we strive to achieve by providing our people the eatables that are cultivated in
organic and natural manures and pest repellents.
Amalika- also known as amala or Aavla (Latin –emblica officinalis) is Indian
gooseberry. It is probably the most famous Ayurvedic herbs used in dozens of
classical Ayurvedic formulae & in hundreds of patent Ayurvedic formula. The herb of
Amalaki is used for many purposes such as delaying the aging cycle, rejuvenating the
body, revitalizing body systems & top of all, building immune levels. The herbal fruit
of Indian gooseberry (amalaki) contains active levels of tannins that help in
rejuvenating the body cells & concerned organs. Amalaki contains abandon amounts
of Vitamin C – ascorbic acid & is likely to possess richest amounts of it as compared
to any edible on this planet.
Avipattikar Churna is recommended for complete cure of your acidity, burning
stomach and indigestion problems. This is natural digestive tonic which helps in
regularizing digestion process & cures acidity problem. A regular course of this
ayurvedic medicine gives good results & generally no further medication is required.
Avipattikar acidity remedy control acid secretion from stomach walls and helps in
easy and timely movement of food from stomach to intestines. Avipattikar Churna is
traditionally used to remove excess Pitta (Fire) from the stomach and small intestine.
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This ayurvedic remedy alleviates acidity, Heartburn and Indigestion. High Pitta (Fire)
produces the problem of Acidity or Hyper Acidity. To reduce High Pitta (Fire) in the
abdomen, Avipattikar Churna is very good. For hyper acidity and abdominal aches
being a mild laxative it makes the stool soft, helps to check mild constipation and
improve the appetite.
These days most of the people are suffering from constipation. The failure to excrete
the feces from the intestine is termed as constipation. There are many reasons for this
disease, like shortage of fiber in diet, insufficient intake of fluid, stress, wrong food
habit, appetite, inadequate exercise, use of too much laxative, enema abuse etc.
Constipation can affect digestion, the clearing of toxins from the system is hampered,
energy levels and the absorption of nutrients will get altered.
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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
Divya Stri Rasayan Vati for Menstruation
Divya Swasari Ras for Lung Problems, Bronchitis and Asthma
Divya Triphala Churna for Rejuvination and Detoxification
Divya Triphala Guggulu for Joint Pain, Piles and Weight Loss
Divya Udaramrita Vati for Digestion and Stomache Problems
Divya Udarkalp Churna for Indigestion and Constipation
Divya Vatari Churna for Arthritis
Divya Yauvanamrita Vati for Weak Bodies and Impotency
Divya Yograj Guggulu for Joint Pain
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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)
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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)
Hridayamrita Vati - Divya (for Heart Disease) 20 Grams
Hridayamrita Vati - Divya (for Heart Disease) 40 Grams
Kachanar Guggulu - Divya
Kaisara Guggulu - Divya (Psoriasis & Eczema)
Kanti Lep - Divya (for Increasing Skin Splendour)
Kayakalp Kwath - Divya (for Skin Problems)
Kayakalp Tail - Divya (for Skin Problems, Cracks and Burns)
Kayakalp Vati - Divya (for Skin Disease, Acne and Pimples) 20 Grams
Kayakalp Vati - Divya (for Skin Disease, Acne and Pimples) 40 Grams
Kesh Tail - Divya (Hair Oil for Hair Loss, Dandruff and Headache)
Lavan Bhaskar Churna - Divya
Lauki Juice - Patanjali
Lauki - Amla Juice - Patanjali
Madhu Nashini Vati - Divya (for Diabeties)
Madhukalp Vati - Divya (for Diabetes)
MahaYograja Guggulu - Divya (for Osteoporosis)
Medha Kwath - Divya(for Headache and Memory Enhancement)
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Medha Vati - Divya (for Memory Loss and Improving Intelligence) 40 grams
Medohar Vati - Divya (for Weight Loss)
Mukta Pishti - Divya
Mukta Vati - Divya (for High Blood Pressure)
Mukta-shukti Bhasm - Divya
Ojas Multani Mitti - Patanjali
Nimb Ghan Vati - Patanjali 60 Gr.
Panchakol Choorna - Divya
Peedantak Cream 50 gm - Patanjali
Peya (Herbal Tea) - Divya 100 Grams
Peya (Herbal Tea) - Divya 300 Grams
Pidantak Kwath - Divya (for Joint Pain and Arthritis)
Pidantak Ras - Divya (for for Joint Pain and Arthritis)
Pidantak Tail - Divya (Massage Oil for Joint Pain and Arthritis)
Praval (branch) Pisthi- Divya
Praval Panchamrit- Divya
Punarnavadi Mandur - Divya (for Kidney Problems and Anemia)
Sanjivani Vati - Divya (for Cold, Fever and Flu)
Saptavimshati Guggulu - Divya
Sarvakalp Kwath - Divya (for Liver Problems and Jaundice)
Shadbindu Tail - Divya
Shatavar Choorna - Patanjali
Shampoo - Patanjali
Shankh Bhasm - Divya
Shilajit Capsule - Patanjali
Shilajeet Rasayan Vati - Divya (for Impotency)
Shilajeet Sat - Divya (for Gout and Weak Immune System)
Shilajeet Sat - Divya (for Gout and Weak Immune System) 50 gm
Singhnad Guggulu - Divya
Sitopaladi Choorna - Divya
Soap Kanti Aloevera Body Cleanser - Patanjali
Soap Gomutra Kanti - Body Cleanser - Patanjali
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Soap Somya - Body Cleanser - Patanjali
Soap Ojas Aquafresh - Body Cleanser - Patanjali
Soap Ojas Aquafresh - Mogra Body Cleanser - Patanjali
Soap Patanjali Somya Haldi Chandan Body Cleanser - Patanjali
Stri Rasayan Vati - Divya
Swasari Ras - Divya (for Lung Problems, Bronchitis and Asthma)
Tejus Tailum For Women
(Tooth Powder) Divya Dant Manjan
(Tooth Paste) Dant Kanti Patanjali
Trayodashang Guggulu Divya
Trikuta Choorna Divya
Triphala Churna Divya (for Rejuvination and Detoxification)
Triphala Guggulu Divya (for Joint Pain, Piles and Weight Loss)
Tulsi Ghan Vati Patanjali 40 Gr.
Udaramrita Vati Divya (for Digestion and Stomache Problems)
Udarkalp Churna Divya (for Indigestion and Constipation)
Vatari Churna Divya (for Arthritis)
Yauvanamrita Vati Divya (for Weak Bodies and Impotency)
Yograj Guggulu Divya (for Joint Pain) 20 Grams
Yograj Guggulu Divya (for Joint Pain) 40 grams
Wheat Grass Powder Organic 1 Month Doses
Chatpata Choorna
For Gastric troubles and taste
Divya Jeera Goli
Divya Anardaana Goli
Divya Chatpata Chuara
Divya Nimbu Vati
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
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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.
Nobody could have thought of commercializing it, leave aside the thought of
popularizing it among the masses. Entrepreneurs are not only risk bearers, organizers
and managers of the enterprises but they are also great visionaries who not only
anticipate the future needs but also keep a check on the present requirements. We are
sure Baba must have worked tirelessly on his mission away from the glare of media,
completing all his defined tasks, keeping a check on the preparations and one day he
must have decided to appear on the big stage and take the world by storm that seems
to be a meticulously planned launch of the “Brand Baba”.
The epithet “He came , He saw, He conquered”. is supposed to be rightly described as
the arrival of Baba and his infectious popularism among the masses. Suddenly
everyone was seen rubbing his/her nails walking by the road side, waiting for a train
at the platform, while travelling, while working in an office or for that matter
whenever people found themselves free, he was there everywhere in the life of
people. Yoga, which used to be considered Generic till now was well known by
“Baba Ramdev Brand of Yoga”. People were looking for a solution to their stressful
life, an alternative form of medicine. He as a true entrepreneur anticipated this need
before anyone could and sold his idea of a complete health to the masses. As a good
marketer would do he made himself available for the masses through his “Yoga
Shivers”, listened to their problems & tried to solve them, connected with them
personally, had a product which was well researched, had variants of products in
terms of different Yoga Aasans for different ailments, meant for different age groups
of people based on their ability to perform a particular aasan, had all the medium of
advertisement to support his Brand.
His journey didn’t stop with his Brand of Yoga, when big business houses were
struggling to launch and operate Branded Medical Stores, he was once again there
bang on launching his own Brand of Ayurvedic Medicine Stores ( Patanjali) all over
India…Franchising model also included. His name has become synonymous with
Yoga and Ayurveda. There might be other before he appeared on scene, there are
many in his era also but no one could make an impact like him. His presence was so
infectious that people from different walks of life were cashing on his
popularity….Filmstars like Shilpa Shetty and Bipasha Basu came with their own
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version of Yoga CD’s but could not pose a challenge to his leadership, infact they
ended up following his footsteps…even the corporate world found a big market for
herbal products..the consumers were looking for products which were close to nature.
His USP is that he made himself approachable, common man identified with him and
he positioned his product as a “ Total Health Solution” unlike the craze generated by
the Filmstars to develop bulging biceps, curved body, zero figure which could be
defined as a fad bound to fade away without notice. His product promise for a lifelong
solution ( durability), can be used anywhere anytime( operational convenience),
available through different channels based on your convenience( like T.V., Books,
Shivers ), his product emphasizes on precaution rather than cure….a feature which
make his product standout from the rest of crowd and even if any ailment need to be
cured he has the natural therapies and his own brand of ayurvedic medicine to
compliment his main product. He has made his brand ambassadors out of his own
followers who very religiously vouch for his claims and motivate people who come in
contact with them to practice Yoga. He is in his unique way different from other gurus
who only give spiritual discourses. He is different in terms of the practicality and
objectivity of his product unlike the subjective nature of the discourses delivered by
spiritual gurus. He run his trust as a big corporate house generating employment,
profit and his initiative has not only pumped a new lease of life to ayurveda but has
also indirectly helped people to find out an employment as yoga instructors in
schools, colleges and corporate houses. He is ubiquitous, wherever you go you find
his hoardings announcing the date of his Shivers, he has not only reached to the
interiors of the places but he is also there in the mind of the people enjoying the share
of his own, which is a sign of a big brand. People, organizations, institutions involve
in any kind of traditional thing in India can take a lesson or two from Baba, that how
marketing can help in reviving the traditional form of things that too with a handsome
profit and one need not to be an American or someone from a developed world to
market a product and lay a claim on it. There has been lot of yoga gurus and they are
there today also who can challenge him in the art of yoga but there is only one Baba
Ramdev the Yoga Guru turned out to be a Great Marketing Guru. And finally look
what he is doing, he has taken the responsibility to bring back the black money to the
nation and eradicate the corruption from the country. It seem that after achieving the
leadership position in his form of business he want to diversify to the business of
politics. There is always a risk of diluting your brand if you think of entering into a
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totally different field and Baba has taken that risk. His Brand seems to be in crisis
these days and there is a need of second thought to be given to the diversification. I
feel he should have thought of Co-Branding with Anna, this could have made it easy
for him to diversify into the business of politics. It’s still not too late , he must think
strategically on his move and rethink of launching his brand of movement again with
new energy and a new look.
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1.1.5 Product: Introducing The Value Discipline
The society in which we live today is a brand- obsessed society. Name a product or
service and the brands relating to them are inestimable so many that cannot be
counted on fingers. Thus, creating, developing, implementing and maintaining
successful brands are frequently at the heart of marketing strategy. (McEnally,M . and
Chernatony,L. de 1999) Successful branding requires a strategic perspective (de
Chernatony 1998) whereby strong brand concepts are presented and communicated to
target segments resulting in favorable brand images which reflect the brand's identity
(Gardner and Levy 1955, Reynolds and Gutman 1984, Kapferer 1997). This brand of
Baba Ramdev has a universal appeal, is sharing and collaborative, and the customers
range hail from all age groups and regions. This Brand is a result of consistent hard
work and carefully and meticulously followed strategy.
The service that Baba Ramdev is selling is the product. To deliver quality service, it is
essential to understand customers' expectations. To assess the quality of service,
customers compare their expectations with perceptions of the service providers'
performance. Hence it becomes vital for the service providers' to understand and meet
consumers' needs and wants. Customer expectations of service can be of two types;
desired service and adequate service. Desired service is the service that a customer
desires and expects to get. Whereas an adequate service is one which is the minimal
level of service which a customer is willing to accept based on his perception of
service acceptability.
The service that is being provided by Baba Ramdev is well orchestrating 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. Divya Yoga Mandir Trust in Haridwar,
Uttaranchal is armed with all the latest and most sophisticated gadgets sees a regular
stream of devotees who wait to be called by a doctor in the Out Patient Department
(OPD). There are forty doctors in the OPD who deal with 2,000 people every day.
Some days the dispensary sells medicines worth Rs. 3,000 a minute. And again this
can only be possible if the waiting tie is reduced by quality service. The ambiance of
Patanjali Yogpeeth is world class. Constructed in almost 100 acres; it has been
designed to have buildings, car parks, and a landscape to rival the best of Delhi's
housing projects. The entire value proposition can be said to be a hard work and the
result of determination of this one man army.
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To add to this we know that looking good is everyman's dream. In the era when
cosmetic surgery is the order of the day; getting good looks by just adjusting the way
one inhales and exhales is something everyone would prefer doing. With his deep-
seated credence that we all are a part of beauty conscious world, Swamiji's unique
contribution has been in helping ordinary people solve their problems and lead a
healthy life through the practice of simple breathing exercises. The product
"pranayama" is well suited for all irrespective of class, creed, culture and hence this
success.
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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.
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business because satisfaction customers are most likely to be loyal and to make repeat
orders and to use a wide range of services offered by a business .There are many
factors which lead in high levels of customer satisfaction including. Products and
services which are customer focused and hence provide high levels of value for
money. What is clear about customer satisfaction is that customers are most likely to
appreciate the goods and services that they buy if they’re made to feel special. This
occurs when they feel that the products and services that they buy have been specially
produced for them or for people like them.
Customer Expectations are not written or spoken but are the ones the customer would
‘expect’ the supplier to meet nevertheless. For example, a customer would expect the
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service representative who calls on him to be knowledgeable and competent to solve a
problem on the spot. There are many reasons why customer expectations are likely to
change overtime. Process improvements, advent of new technology, changes in
customer’s priorities, improved quality of service provided by competitors are just a
few examples. The customer is always right. Supplier’s job is to provide the customer
what he/she wants, when he/she wants it. Customer satisfaction is customer’s
perception that a supplier has met or exceeded their expectations.
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REVIEW OF LITERATURE
A literature review is a body of text that aims to review the critical points of
current knowledge on a particular topic. Literature reviews are secondary sources, and
as such, do not report any new or original experimental work.
Following are the reviews of literature that were considered for the purpose of the
study:
McDaniel (2011) mentioned and concluded that the most significant and yet
seemingly ignored topics in the field of consumer behavior-consumer knowledge. In
order to aid the consumer behavior instructor, this concept is explored from the
standpoint of how knowledge is interwoven with many commonly used terms and
theories in consumer behavior.
Hansen (2011) mentioned and concluded that inspired by the observation that most
introductory marketing texts seem to contain an ever-growing list of facts and
concepts, this article describes a method that helps students develop a set of study
skills that will improve their learning and comprehension, as well as their grades. The
method presented here is related to traditional outlining, and it takes advantage of
well-known findings in memory research to sharpen students’study skills.
Jain (2012) concluded that by helping students develop a study routine based on
rehearsal, chunking, and elaboration of course material, both memory and
comprehension are improved. In two exploratory studies, students using the proposed
method received higher test scores than those using a more conventional approach.
This method is recommended for students who may not already have developed sound
study skills or for those who may want to improve their knowledge of the subject as
well as their grades.
Clark (2012) mentioned and concluded that we investigate the dominant role of
advertising - whether it provides information or changes consumers' brand perceptions
- for a wide range of product categories. For the empirical analysis, we assembled a
panel data set that combines annual brand-level advertising expenditures for over
three hundred brands with measures of brand awareness and perceived quality from a
large-scale consumer survey. Advertising is modeled as a dynamic investment in a
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brand's stocks of awareness and perceived quality and we ask how such an investment
changes brand awareness and quality perceptions.
Cruise (2013) conducted a research and concluded that our panel data allow us to
control for unobserved heterogeneity across brands and to identify the effect of
advertising from the time-series variation within brands. They also allow us to
account for the endogeneity of advertising through recently developed dynamic panel
data estimation techniques. We find that advertising has consistently a significant
positive effect on brand awareness but no significant effect on perceived quality.
Naik (2014) mentioned and concluded that Companies spend hundreds of millions of
dollars annually on advertising to build and maintain awareness for their brands in
competitive markets. However, awareness formation models in the marketing
literature ignore the role of competition. Consequently, we lack both the empirical
knowledge and normative understanding of building brand awareness in dynamic
oligopoly markets. To address this gap, we propose an N-brand awareness formation
model, design an extended Kalman filter to estimate the proposed model using market
data for five car brands over time, and derive the optimal closed-loop Nash
equilibrium strategies for every brand. The empirical results furnish strong support for
the proposed model in terms of both goodness-of-fit in the estimation sample and
cross-validation in the out-of-sample data. In addition, the estimation method offers
managers a systematic way to estimate ad effectiveness and brands as well as
competitors' brands. Finally, the normative analysis reveals an inverse allocation
principle that suggests - contrary to the proportional-to-sales or competitive parity
heuristics - that large (small) brands should invest in advertising proportionally less
(more) than small (large) brands.
Kathuria (2015) mentioned and concluded that Branding is one of the most important
factors influencing a product’s success or failure in the market and it can have a
significant influence on the perception of the general public towards the company
owning the brand. Brand loyalty not only represents the brand of the company but
also the company itself. This study has been conducted to know the brand awareness
and brand loyalty of consumers towards hair shampoos. The study highlights that the
major sources of awareness for hair shampoos are television advertisements, and
friends and relatives. The study further highlights that the important factors
influencing brand loyalty towards hair shampoos are product quality (dandruff
removal, shine and silkiness, and ingredients), availability of the preferred brand and
brand image.
Katnoria (2016) estimated the method offers managers a systematic way to estimate
ad effectiveness and brands as well as competitors' brands. Finally, the normative
analysis reveals an inverse allocation principle that suggests - contrary to the
proportional-to-sales or competitive parity heuristics - that large (small) brands should
invest in advertising proportionally less (more) than small (large) brands.
As the conclusion said that basic purpose of making the analysis from the view point
of general consumer was to know the perception of the consumer towards the product.
This signifies so as to analyze the clear study of overall consumer’s habit there are
various factors considered by the consumers while purchasing like price durability
shine advertisement and dealers location etc.
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3.1 NEED OF THE STUDY
The brief study on review of literature revealed the fact that number of studies have
been carried out in the area of the customer satisfaction but in Indian context, still a
wide gap exist in the research field with particular stress on the same aspect. In order
to fill the research gap the need aroused to study consumer satisfaction towards
Patanjali products.
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RESEARCH METHODOLGY
RESEARCH DESIGN
Research is a procedure of logical and systematic application of the fundamentals of
science to the general and overall questions of a study and scientific technique, which
provide precise tools, specific procedures, and technical rather philosophical means
for getting and ordering the data prior to their logical analysis and manipulation
different type of research designs is available depending upon the nature of research
project, availability of manpower and circumstances.
According to D. Slesinger and M. Stephenson research may be defined as” the
manipulation of things, concepts or symbols for the purpose of generalizing to extend,
correct or verify knowledge, whether that knowledge aids in the construction of
theory or in the practice of an art”. Thus it is original contribution to the existing stock
of knowledge of making for its advancement.
PROBLEM DEFINITION
Problem defining was the describing the problem or identifying the problem
prevailing in the organization & find the options for the best optimal solution to solve
the problems.
Research methodology for the current study was divided into following sections:
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was going to happen. But these incidents cannot be changed by the researcher.
Research was descriptive because study of consumer reception regarding solar
products.
Conclusion Oriented Research
The research was conclusion oriented because this research aimed at studying the
consumer reception regarding solar products in different districts of Punjab state only.
In other words it was a research when we give our own views about the research.
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Primary data:
Primary data was collected afresh and for the first time, and thus happen to be original
in character. It was the backbone of any study. Primary data had been collected by
conducting surveys through questionnaire. Survey questionnaire was self-
administered and was distributed personally. The respondents were debriefed for the
objectives of the research and were informed that the returned questionnaires would
be treated confidentially. The questionnaire was distributed to 100 respondents. It was
divided into two sections. Section A consisted of the demographic profile of the
respondents and Section B consisted of the major portion of the study. The
questionnaire consisted of one rank question, one question on Liker’s scale, both
open- ended and close-ended questions
4.3.2 Tools of Analysis and Presentation: -
To analyse the data obtained with the help of questionnaire, following tools were
used.
i) Summated Score: - The data which was collected through Likert scaling being
analysed through summated score method.
ii) Tables: - This was a tool to present the data in tabular form.
iii) Percentage and Pie Charts: - These tools were used for analysis of data.
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DATA ANALYSIS AND INTERPRETATION
The data has been processed and analyzed by tabulation interpretation so that findings
can be communicated and can be easily understood. The findings are presented in the
best possible way. Tables and graphs had been used for illustration of findings of the
research.
Table 5.1: Demographic Profile of Customers
Demographics No. of Respondents Percentage of Respondents
Age
25-35 years 20 20
35-45 years 40 30
45-55 years 20 20
Above 55 years 20 20
Total 100 100
Gender
Male 60 60
Female 40 40
Total 100 100
Occupation
Govt. Employees 60 60
Private Employees 30 30
Businessman 10 10
Others please specify 0 0
Total 100 100
Income (Rs.)/month
Below10,000 30 30
10,000-30,000 40 40
30,000-50,000 20 20
Above 50,000 10 10
Total 100 100
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Statement 1: Awareness regarding Patanjali products.
120
100
100
80
60
40
20
0 0
0
Yes No
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Statement 2: Media of advertisement give you awareness regarding Patanjali
products.
80
70
70
60
50
40
30
20
20
10
10
0
0
TV Print Media Internet
36
Statement 3: Company’s product do you buy the most.
80
70
70
60
50
40
30
30
20
10
0
0
Other Patanjali
Company
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Statement 4: Factors that influence you to buy other company’s products.
Table 5.5 Factors that Influence you to buy other Company Products
Factors No. of Respondents %Age of Respondents
Brand Name 20 28
Availability 25 35
More Awareness 5 7
Quality Faith 10 14
Sales Promotion 10 14
Total 70 100
Figure 5.4: Factors that Influence you to buy Other Company Products
40
35
35
30 28
25
20
14 14
15
10 7
5
0
0
Brand Availability More Quality Sales
Name Awareness Faith Promotion
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Statement 5: Factors that influence you to buy Patanjali products.
60
50
50
40
30
20 20
20
10
10
0
0
Purity No Natural Price Factor
Chemical Ingredients
Used
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Statement 6: Give your perception in the following factors regarding buying of
other company’s and Patanjali products.
Table 5.7: Factors regarding buying of Other Company and Patanjali Products
Factors Other Company Patanjali Total
Availability 75 25 100
Sales Promotion 100 0 100
Less Side Effects 40 60 100
Celebrity 80 20 100
Endorsement
More Awareness 70 30 100
Brand Loyalty 65 35 100
Attractive Package 60 40 100
Figure 5.6: Factors regarding buying of Other Company and Patanjali Products
120
100
100
80
80 75
70
65
60 60
60
40 40
40 35
30 Others
25
20
20 Patanjali
0
0
40
Statement 7: Satisfaction of Patanjali products in terms of brand loyalty.
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Statement 8: Perception regarding the brand image of Patanjali products.
70
60
60
50
40
30
30
20
10
10
0
A modern innovative Buy its products being an Spiritualism associated
brand Indian herbal brand with the brand
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Statement 9: Overall satisfaction with Patanjali products.
70
60
60
50
40
30 25
20 15
10
0 0
0
Highly Satisfied Satisfied Neutral Dissatisfied Highly
Dissatisfied
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FINDINGS OF THE STUDY
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7.1 CONCLUSION OF THE STUDY
The development of a strong relationship between customers and a company could
likely prove to be a significant opportunity for competitive advantage. This
relationship is no longer based on features like price and quality alone. Today it is
more the perceived experience a customer makes in his various interactions with a
company (e.g. how fast, easy, efficient and reliable the process is) that can make or
break the relationship. Problems during a single transaction can damage a so far
favorable customer attitude.
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. In this
research it is concluded that all the respondents are aware of Patanjali products.
Television advertisements are the major source of awareness among people. In
comparison between other company and Patanjali products people buy mostly other
company’s products. The reason behind is more awareness, availibilty, sales
promotion schemes of the company. Out of 100 respondents only 30 respondents buy
the products of Patanjali. Actually there is a lack of awareness regarding the product
details among the people. Sales promotion schemes is not available in Patanjali
products. People generally buy Patanjali products due to chemical free and natural
ingredients factor. The price of the Patanjali products are cheaper than other
company’s product. The perception regarding Patanjali products is that people buy its
products being an Indian herbal brand. Mostly the respondents are neutral with the
satisfaction level of Patanjali products.
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7.2 RECOMMENDATIONS OF THE STUDY
After the detailed study on “Customer Satisfaction towards Patanjali products”, the
following recommendations can be suggested:
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REFERENCES
Clark et al. (2012). Herbal Medicine for Market Potential in India: An Overview;
Journal of Marketing and Research, pp 115-119
Cruise D. (2013). Public awareness, patterns of use and attitudes toward natural health
products in Kuwait:A cross-sectional survey. BMC Complementary and Alternative
Medicine, 14(105).
Draganska A. (2015). Baba Ramdev's Business Empire Soars, With His Own Rising
ProfileBaba. The Huffington post in Association.
Hansen M. (2011). Marketing Management-A South Asian Perspective (14th ed.);
New Delhi: Dorling Kindersley (India) Pvt.Ltd.
Herzog, H. (2010) Behavioral Science Concepts for Analyzing the Consumer. In:
Bliss, P., Ed., Marketing and the Behavioral Sciences, Allyn and Bacon, Inc., Boston,
76-86.
Jain M. (2012). Marketing Research: An Applied Orientation (6th ed.). New Delhi:
Dorling Kindersley (India) Pvt.Ltd.
Kathuria et al. (2015). Decline and variability in brand loyality. International Journal
of research and Marketing, pp: 405-420.
Katnoria R. (2016). Customer satisfaction should not be the only goal. Journal of
service marketing, pp: 514-523.
Naik et al. (2014). Service equity satisfaction and loyalty: from Transaction specific
to Cummulative Evaluation. Journal of Service Research.
McDaniel D..J. (2011). Strategic Brand Concept-Image Management. Journal of
Marketing, 50, 135-145, http://dx.doi.org/10.2307/1251291
Shrivastva P. (2016) In Search of Brand Image: A Foundation Analysis. Advances in
Consumer Research, 17, 110-119.
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QUESTIONNAIRE
Dear Sir/Mam,
I am a student of MBA final year student, am doing a project on
“Customer Satisfaction towards Patanjali products”. For the purpose of
completing the task, I have prepared a questionnaire. Therefore, I would be highly
obliged if you spare a few minutes to fill it up.
Thank you
Demographic Information:
Name: …………………………………………………………
Statement 4: What are the factors that influence you to buy other company’s
products?
Brand Name [ ] Availability [ ]
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Sales Promotion [ ]
Statement 5: What are the factors that influence you to buy Patanjali products?
Purity [ ] No Chemical Used [ ]
I don’t bother looking at alternative brands; this brand is good enough for me [ ]
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