Submitted By:

Rohit Gupta (EPGP-09-151, Sec-A)

Ritesh Tayal (EPGP-09-063, Sec-A)
For Health
Sachin Mittal (EPGP-09-154, Sec-A)
Objectives:
➢To explain how PATANJALI developed as a biggest
brand in consumer market in short span
➢Vision and Mission statements of PATANJALI
➢SWOT Analysis
➢Revenue and Growth
➢Marketing strategies

Purpose:
➢Presenting PATANJALI as Market leader
➢How PATANJALI used Health as Branding strategy
➢Educate people about PATANJALI as Indian brand
➢Indian Company competing with Global leaders
 Vision
 To be a top Ayurveda company
among all MNC’s
 To Re-introduce the indian ayurveda
 To crack the world’s attraction to our
India
 To work for the welfare of Humanity
 To reinvent our traditional knowlege
of Yoga and Ayurveda
Mission
 To reach the great heights
 To restart the swadeshi movement
 To produce good quality products
at cheaper rates
 To introduce indian ayurveda to
this modern world
 To crack the maximum market
share.
➢ Name:- Patanjali Ayurveda Pvt.

➢ Company type:- Unlisted Public Company

➢ Category:- Company Ltd By Shares

➢ Sub Category:- Indian Non-Govt. Co.

➢ Industry Type:- Manufacturing (FMCG)

➢ Authorised Capital:- INR 5000.00 Lakhs

➢ Board Of Directors: 7 Members

➢ Head Director:- Mukta Nand

➢ Managing Director:- Acharya Balakrishna

➢
Established by Acharya Balkrishna
in 2006.
Founder - Yogrishi Ramdev Baba.
Headquarter – Haridwar (UK), India
with modern equipments.
Director – Swami Muktananda
Business Partners:-

 Bijoor Group
 Mudra Group
 Kishore Biyani’s Future
Group
 Big Bazaar
 Hyper City and Star Bazaar
 BazaarCart.com
 Aditya’s Pittie Group
NUTRITION
& GROCERY MEDICINES
HOME PERSONAL BOOKS & HEALTH
SUPPLIMENTS CARE CARE MEDIA CARE

BADAM CANDY BODy

ASAVA AUDIO
PAK LOTION CASSETT
GRAM
FLOUR BHASMA TOOTH E DIGESTIVE
AGARBATTI BRUSH
CHYAWA TOOTH
AUDIO
NPRASH CORN GUGGUL PASTE
CDS/MP3
FLAKES EYE
PARPATI CARE
GHEE HERBAL DISH ELECTRON
TEA SYRUP WASH FACE IC ITEMS
HONEY MUSTAR BAR CREAM
D OIL VATI
AGING
DVDS & HEALTH
HEALTH CREAM
VCDS &
DRINK RICE
PISHTA
HERBA HAIR OIL WELLNE
FRUIT SALT, L SHAMPOO
SS
CONDITIO BOOKS
JUICE
SPICES CHURNA GULAL NER
Products:- more than 700

8
 Natural In Nature
 Good Quality cum Maximum Quantity
 No Negative Effects
 Better cum Positive Results
 Cheaper Prices as Compared To Other
Ayurvedic or Non Ayurvedic Products
Product life cycle
Patanjali shampoo like kesh Kanti Reetha,Patanjali anti dandruff and various
Products of patanjali are in growth stage and some new products like fertilizers
and clothing in the introductory stage the product life cycle curve of patanjali
product is at its introductory
Stage and growth stage ,diagrammatically, could be represented as:-
 S-Strength
1. Brand Name
2. Strong TQM
3. Excellent Marketing Strategy
4. Innovative Personality
5. Cheap price cum Charming Products

W-Weakness

1. No standard advertising
2. Lower Concentration on Other top countries
3. Lower Marketing strategies
 O-Opportunities
1. Possibility of Becoming World’s Top MNC
2. Expansion
3. Maximum Marketing Share

T-Threats
1. Govt. Regulations
2. Maximum Taxes
3. Lack Of Support From Foreign Govts.
 Giant FMCG in Only 5 Years
 Accomplished “Make In India Concept”
 Highest Turnover Cum Profit (2007- 250 crores
and 2015 2,215 crores)
 Maximum Outlets In Minimum Time(2007 150
outlets and Now 2015 15000
exclusive+1,00,000 stores)
 Biggest Swadeshi Movement
 Tough Competitor In The Market for Other
MNCs and Indian Companies
 Creating willing customers - Ramdev’s 20 crore yoga
practitioners are a logical captive market
 Products are attractively priced, 20% to 30% lower than the
market prices
 Strong distribution channels – retail outlets and ayurvedic
clinics
 Modern machineries and production processes ensure
superior quality
 Local sourcing and a lack-of-profit motive allows for
reinvestment of gains

16
 PRODUCT
• Started with an Aloe vera gel
• Operates in four major
categories:
 Ayurvedic health products
 Food products & Juices
 Skin-care products
 Home-care products
• Largest selling products are
cow ghee, Dant Kanti
toothpaste and Kesh Kanti
• Has premium personal-care
products: Soundarya label
• More than 400 SKUs
PRICING
 Products are competitively
priced at 15-20 percent lower
than industry leaders
 Eliminates intermediaries and
their margins by sourcing raw
materials directly from farmers
 Ensures better profitability
along with lower cost for
consumers
 Uses mass customization to
achieve economies of scale
leading to lower prices of
products
18
 PLACE
 Uses franchise model to sell its
products
 Outlets classified as:
• Patanjali Chikitsalaya
• Patanjali Arogya Kendra
• Swadesi Kendra
 Products available at 5000
franchise stores, 17000 retail
stores, Patanjali website and
online platforms like BigBasket
and ZopNow
 Partnered with Future Group to
sell products at Big Bazaar and
EasyDay
 Also has Patanjali Mega stores
targeted at A-class cities
PROMOTION
 Focusses on content marketing:
educating consumers about
products
 Relies heavily on Ramdev’s
endorsement and promotions at
his yoga camps
 WOM plays a major role
 Started investing in mass media
marketing, television
commercials
 Partnered with Future Group to
increase visibility of its products
 Worked with reputed creative
agencies such as DDB, Mudra
and McCann and roped in Sushil
Kumar and Hema Malini for
advertisements
19
 Strategic Alliances
• Strategic distribution tie-ups with Future Group and Reliance
Retail = Instant reach
• Tie-ups with DRDO for transfer of technology in herbal
supplements and food products used at high altitude
 Loyal consumer base and competitive pricing (low pricing
strategy)
 Appeal to rural-urban “aspiration and conservatism-driven”
consumers
 Anti foreign campaigns
• Indian made
• Approached retailers and portrayed advertisements stating that
Patanjali’s goods are in line with Mahatma Gandhi’s dream of
promoting Indian made goods
 No financial burden and minimal advertising budget

20
Patanjali attacked the Market leader
in each category

Flank Attack – Dabur Honey

Frontal Attack – Maggi Noodles

Encirclement Attack – Britannia Biscuits

Bypass Attack – Colgate Toothpaste

21
Direction for Digital Strategy
 Overcoming existing roadblocks – FDA
issues, Hypocrisy, Shortsightedness
 Content Marketing (Yoga and Herbal
Alternatives)
 Mobile Presence
 Baba Ramdev - Influencer Marketing

Current Digital Strategy handled by

Vermillion
Communications and DDB Mudra

Current Digital footprint:

5,41,000 5.7 million

followers likes
22
Digital Marketing Strategy
Digital Media Activities
 Social Media Marketing – YouTube,
Facebook, Twitter
 E-commerce (Website, ZopNow, BigBasket)
 M-Commerce (Pluss –Healthcare)

23
24
 RAMDEV BABA

 “Neither I own a
single share of
Patanjali Ayurved,
nor do I take a
single penny to
promote it”.
 Little wonder then, that
Patanjali Ayurved Ltd.
has become the fastest
growing Fast Moving
Consumer Goods
(FMCG) brand in India!
Making everything
from biscuits to balms,
Patanjali Ayurved Ltd
even plans to come out
with its own healthier
version of instant
noodles!
 They want to achieve 10,000 crore business
 To expand the business at the global market in
next 5 years
 Planning Produce Beverage Drinks
 Expanding to produce Oats, Noodles, Chips as to
crack the market share of other MNC’s
 To Reach the great heights as to lower the demand
for MNC’s
 Planning to open its outlets at Railway Stations and
Airports
 Planning to advertise through McCann and Mudra
for next level of Marketing plans.
To sustain in the industry the company has to reinvent itself at
every step
Inbound
Operations Outbound Sales & Service
logistics logistics Marketing

 Strengthen Inbound logistics like raw material handling &

warehousing
 Increase its operational efficiency to keep costs in control
 Increase capacity of manufacturing facilities to cater to
increasing consumer demand for its products
 Strengthen its distribution channel to penetrate to rural
markets
 Establish its brands so that consumers make repeat purchases
and not one time purchase
 Reinventing the brands based on consumer acceptance
 Increase its presence in digital space to suit to the current era

28
Questions?

29