Patanjali STP (Dant-Kanti)

Segmentation:
Segmentation is the process of splitting market into small sub segments. This can be done on
the basis of age, sex, place, income etc. This is very important for any organization as it will help
the organization to know that what kind of product market want in different segment and
accordingly organization can create different product for every segment. One product is not
sufficient for all kind of consumer that’s why segmentation plays a very crucial role. Market
Segmentation are of four types:
Demographic Segmentation
Geographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Patanjali also did segmentation for its product Dant-Kanti (Toothpaste). Every segment has
different kind of taste we can also say need and wants and to fulfil those need and want
Patanjali has segmented its products Dant-kanti in many segments to attract all segment
consumers. Below are the products Patanjali has created as per there segments:
1- Patanjali Dant-Kanti Regular, Dant-Kanti Fresh active , Dant-Kanti Aloe Gel:
Region (Geographic Segmentation) – Urban, Semi-Urban, Rural
Age Group (Demographic Segmentation) – Youngster and adults
Benefits (Behavioral Segmentation) – Fresh Breath, Tightens gum

2- Patanjali Dant Kanti Junior:

Region (Geographic Segmentation) – Urban, Semi – Urban
Age Group (Demographic Segmentation) – Children
Benefits (Behavioral Segmentation) – Maintain Oral hygiene, fight germs

3- Patanjali Dant Kanti Advance, Dant Kanti Medicated, Dant Kanti Red :
Region (Geographic Segmentation) – Urban
Age Group (Demographic Segmentation) – Adult and Old Aged
Benefits (Behavioral Segmentation) – Swollen gum, Periodontal diseases

Patanjali has created all these products to attract all consumers from different segments. All
the above products are created for different age group, region etc. To sustain in business
against their competitor companies has to make sure their all consumes are satisfied by there
product.
Targeting:
Targeting is done after segmentation. Firstly, market is divided into different segments and
then appropriate segment has been selected by company. Targeting is done on a segment
where large number of consumers are willing to buy your product.
Patanjali also targeted some segments where their consumers are more likely to buy there
products. Fact is Patanjali is not targeting a single market, rather they want to serve to entire
population with there adversity. Mainly Patanjali has targeted age groups as 70% of dant-kanti
consumers are adult and youngsters. That’s why Patanjali have created different kinds of dant-
kanti for different age groups. Dant Kanti is one of the most popular and most sold product of
the Patanjali. Most of the Patanjali consumers are tends to purchase dant kanti for there
household.

Patanjali is concentrating and targeting highly value conscious consumers. Customer those who
are conscious about there health and are ready to buy product which have herbal , natural and
ayurvedic ingredient. Apart from this Patanjali targeted customer through there price point.
They have love price of Dant kanti as compared to other competitors. Providing ayurvedic
product in low price will attract consumers.
Positioning:
Market positioning refer to the customer awareness of the brand. It makes the perception of
the product in consumer mind . Every organization do it in a different way to create their
position in market. Some use unique advertisement which impact consumer mind and they will
remember your brand by that advertisement. Positioning plays a very important role in
marketing of any product. Every company tries to create a unique image of features of their
brand (what it is, what is does, how?). or brand create a proper image (Cost effective, great
quality etc.)
Patanjali also did many things to create its position in market. They create their image as
ayurvedic/ herbal products which are not harmful with no chemical added in their product and
cost-effective product.
Positioning done by Patanjali on there dant kanti product are:

 Differentiating from competitors: maximum products are produced and manufactured

globally but Patanjali term there dant kanti as “Swadeshi” (Indian) product. This helped
them to connect with consumer and creating their image as product created and
produced in India only.
 Point of difference: Dantkanti is made up of ayurvedic and herbal product with no
added chemicals. They used ingredients to create their image in market as all other
competitors are using some chemicals to create toothpaste.
 Cost effective: Value for money high quality product having herbal ingredients in
toothpaste.
 Consumer benefits: Prevents bad breath, sensitivity, cavity etc.
 Ramdev Baba : Ramdev baba always influence people for healthy living and then he
endorsed there product which attracted consumer toward Patanjali dant kanti product.