CHAPTER 1: INTRODUCTION

1.1 MARKETING

Marketing is the subject and management of exchange relationships. The American Marketing
Association has defined marketing as "the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large." The techniques used in marketing include choosing target markets
through market analysis and market segmentation, as well as understanding methods of clout on
the consumer behavior.

From a societal point of view, marketing provides the link between a society's material
requirements and its economic patterns of response. This way marketing satisfies these needs and
wants through the advancement of exchange processes and the building of long-term
relationships.

In the case of nonprofit organization marketing, the aim is to deliver a message about the
organization's services to the applicable audience. Governments often employ marketing to
communicate messages with a social aspiration, such as a public health or safety message, to
citizens.

1.1.2. MARKETING STRATEGIES

A marketing strategy is a process or model to allow a company or organization to focus limited

resources on the best opportunities to increase sales and thereby accomplish a sustainable
competitive advantage.
Two major troop of marketing strategies can be distinguished: (a) Strategies, which describe how
to clout the relevant market. On the other hand there are (b) Strategies, which describe, to which
extend an organization employs “power” or “force” to tackle market related issues.

For (a) 4 different types can be differentiated:

Segment strategies: Which market in terms of product/customer-combinations will be managed?

Which products and /or services will be offered to which customer segment?

Strategies for market stimulation: Which marketing instruments will be employed in order to
develop certain preferences?
Strategies for market itemization: Which fundamental market items (in terms of structures) are
useful? Does the organization employ mass marketing or segment marketing techniques? Does
the organization cover the entire market or “only” parts of this market?

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Strategies for market areas: Which areal dimensions should be used to implement a strategy?

For (b) 3 types can be distinguished, too:

Pull back strategy: to make a strategic withdrawal (in military terms: a fall back strategy)

Assert strategy: to assert and to extend a certain position

Competition strategies.

1.1.3. MARKETING MIX

Marketing involves a number of activities. To begin with, an organization may decide on its
target group of customers to be served. Once the target group is decided, the product is to be
placed in the market by providing the appropriate product, price, distribution and promotional
efforts. These are to be combined or mixed in an appropriate proportion so as to achieve the
marketing goal. Such mix of product, price, distribution and promotional efforts is known as
‘Marketing Mix’. According to Philip Kotler “Marketing Mix is the set of controllable variables
that the firm can use to influence the buyer’s response”. The controllable variables in this context
refer to the 4 ‘P’s [product, price, place (distribution) and promotion]. Each firm strives to build
up such a composition of 4‘P’s, which can create highest level of consumer satisfaction and at
the same time meet its organizational objectives. Thus, this mix is assembled keeping in mind
the needs of target customers, and it varies from one organization to another depending upon its
available resources and marketing objectives. Let us now have a brief idea about the four
components of marketing mix.

Product: Product refers to the goods and services offered by the organization. A pair of shoes, a
plate of dahi-vada, and a lipstick, all are products. All these are purchased because they satisfy
one or more of our needs. We are paying not for the tangible product but for the benefit it will
provide. So, in simple words, product can be described as a bundle of benefits which a marketer
offers to the consumer for a price. While buying a pair of shoes, we are actually buying comfort
for our feet, while buying a lipstick we are actually paying for beauty because lipstick is likely to
make us look good. Product can also take the form of a service like an air travel,
telecommunication, etc. Thus, the term product refers to goods and services offered by the
organization for sale.

Price: Price is the amount charged for a product or service. It is the second most important
element in the marketing mix. Fixing the price of the product is a tricky job. Many factors like
demand for a product, cost involved, consumer’s ability to pay, prices charged by competitors
for similar products, government restrictions etc. have to be kept in mind while fixing the price.
In fact, pricing is a very crucial decision area as it has its effect on demand for the product and
also on the profitability of the firm.

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 Place: Goods are produced to be sold to the consumers. They must be made available to the
consumers at a place where they can conveniently make purchase. Woolens are manufactured on
a large scale in Ludhiana and you purchase them at a store from the nearby market in your town.
So, it is necessary that the product is available at shops in your town. This involves a chain of
individuals and institutions like distributors, wholesalers and retailers who constitute firm’s
distribution network (also called a channel of distribution). The organization has to decide
whether to sell directly to the retailer or through the distributors/wholesaler etc. It can even plan
to sell it directly to consumers. The choice is guided by a host of factors about which you will
learn later in this chapter.

Promotion: If the product is manufactured keeping the consumer needs in mind, is rightly priced
and made available at outlets convenient to them but the consumer is not made aware about its
price, features, availability etc., its marketing effort may not be successful. Therefore promotion
is an important ingredient of marketing mix as it refers to a process of informing, persuading and
influencing a consumer to make choice of the product to be bought. Promotion is done through
means of personal selling, advertising, publicity and sales promotion. It is done mainly with
aview to provide information to prospective consumers about the availability, characteristics and
uses of a product. It arouses potential consumer’s interest in the product, compare it with
competitors’ product and make his choice.

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2.PATANJALI AYURVEDA

PATANJALI AYURVEDA LIMITED, a Company registered under the Company’s Act, 1956
having its Registered Office at D-26, Pushpanjali, Bijwasan Enclave, New Delhi – 110061 and
Works: 1. Unit-I at:D-38, Industrial Area, Haridwar, Uttarakhand; 2.Unit-II at :YOGPEETH,
Maharishi Dayanand Gram, Delhi Highway, Haridwar; and 3.Unit-III:Vill-Padartha, Haridwar,
Uttarakhand, India.

The Company was originally formed as a Private Limited Company on 13th January, 2006 and
subsequently converted into Public Limited Company on 25th June, 2007. Presently, the Board
of Directors of the Company is managed by Sri Acharya BAL KRISHNAJI as its Managing
Director and Swami Muktanandji and Sri Ajay Kumar Arya, are the Directors of the Company.

The Memorandum and Articles of Association of the Company, contains:

To manufacture, process, refine, formulate, import, export and deal in all kinds of Ayurvedic
and herbal Products, Life Savings Drugs etc. apart from so many other related objects. The
concept for forming this Company was to “link the rising destiny of millions of rural masses on
the one hand and many more suffering and leading unhealthy urban life style on the other”.

The View of the Respected Swami Ramdevji, the renowned YOGA GURU and Sri Acharya
Balkrishnaji, made the concept into writing through formation of the Company “PATANJALI
AYURVEDA LIMITED”. PATANJALI AYURVEDA Ltd is a company that functions like all
other companies under the Rules and Regulations of the Company Law Affairs and several other
Laws applicable for these type of Industries.

At micro level the challenge is no less tough. Along with PRANAYAM, the wisdom of our
ancient sages, the organic food products and herbal medicines churned out of this unit, trying to
undertake the threats to fight out the dreaded and deadly diseases like CANCER and AIDS.
Claim for having found a lasting cure for many other relatively more excessive but equally
tormenting diseases like Diabetes, Arthritis and Thyroid is already entrenched with thousands of
patients cured with fulfillment.

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
improve the quality of life of all beings, world over, is the purpose behind our being.

Getting eliminate 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 accomplish by providing our
people the eatables that are cultivated in organic and natural manures and pest repellents.

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The bringing of Ayurvedic medicines along with Pranayama, Asnaas, pure food and natural
drinks is a package perhaps the world was waiting for long, for the two saints in the form of
SWAMI RAMDEVJI and ACHARYA BALKRISHNAJI,

Units of Patanjali Ayurveda Limited:

Already 12 successful units running including units for Packaging material and Containers e.g.
flour mill, candy plant, herbal cosmetic and detergent plants, digestives unit, juice plant etc.
Co-packing facility-Tetra Pak

Multi-fruit juice processing line

Neutraceutical Processing Line

Sale Channels: Patanjali brand with national and international reach, more than 85,000 retail
channels-accessible to Patanjali products

Employment Generation:

Currently PAL employs more than 6000 laborers in its processing activities.

More than 400 Sales Staff.

PAL has more than 300 technically qualified employees.

2.1 MISSION AND VISION OF PATANJALI AYURVEDA

MISSION:-
1. To reach the great heights
2. To restart the swadeshi movement
3. To produce good quality products at cheaper rates
4. To introduce Indian Ayurveda to this modern world
5. To crack the maximum market share.

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VISION:-
1. To be a top Ayurveda company among all MNC’s
2. To Re-introduce the Indian Ayurveda
3. To crack the world’s attraction to our India
4. To work for the welfare of Humanity
5. To reinvent our traditional knowledge of Yoga and Ayurveda

PRODUCT CATALOGUE

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2.1.2 MARKETING MIX OF PATANJALI AYURVEDA

Founded in 2006 by Acharya BAL Krishna and Baba Ramdev, Patanjali Ayurveda is an Indian
FMCG Company. Patanjali Ayurveda happens to be the fastest growing FMCG Company in
India. Patanjali Ayurveda imports herbs from Himalayas Nepal.

Patanjali is manufacturing its products in Nepal, working under the brand name of Nepal
Gramudhyog. Patanjali Ayurveda is the India’s fastest growing FMCG Company is valued at
3000 Crore and generated a revenue of 5000 Crore for the fiscal year of 2015-16.

Hindustan Uniliver and P&G are the FMCG companies, whose market share has been potentially
affected by Patanjali. P&G and Hindustan Uniliver are on back foot and trying to pull customers
back by providing huge discounts and remarkable offers.

PRICE
PRODUCT
All Existing Products Value Based Pricing
+ Herbal Products Alignment of Cost,
to treat Cough & Customer &
Cold
Competitors

PLACE PROMOTION

Franchisee Stores, Yoga Shivir to

Super/Hyper markets create awareness,
& Online Marketplace YouTube Channel,
(like souq.com, Social Media to
desertcart.ae) target GULF (MENA)

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2.2 PRODUCTS IN THE MARKETING MIX OF PATANJALI AYURVEDA

Baba Ramdev is steadily pushing Indian people to start using Indian brands and save the
economic growth of the company. Patanjali is planning to take over all reputed brands dealing in
beverages and foods. The service (yoga) that Baba Ramdev is selling is the product.The product
"Pranayama" is well suited for all irrespective of class, creed, culture and hence this
success.Swamiji's unique contribution has been to lead a healthy life through the practice of
simple breathing exercises.Understand and meet consumers' needs and wants.The ambiance of
patanjali yogpeeth is world class.Swami Ramdev's Divya Medicines are claimed to be one
hundred percent natural, no or very little side effects.Medicines are available at a very low cost.
Medicines can cure all the diseases from a simple cold to cancer. Products where Patanjali is
present and beating competition are:-
Dabur Honey: Patanjali Ayurveda is providing people with option to buy quality honey at around
30% lesser price than Dabur.
Colgate: Patanjali Ayurveda is preaching how Colgate cheated people in early days. And how
Ayurveda is the best way to treat your gums and your teeth.

Patanjali Noodles: Patanjali Noodles rose to fame while Maggi was away from the market and
has done quite damage to Maggi, which once was the king of Noodle’s market.

2.2.1 PRICING IN THE MARKETING MIX OF PATANJALI AYURVEDA

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.
Baba Ramdev's fees of Pranayama is cheap in compare to other medical treatment.

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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2.3 SWOT ANALYSIS

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 Government.

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 2.4 PATANJALI KEY TO SUCCESS

1. Less Price:

Patanjali products are available at an attractive discount as compared to their competition. The
company sources products directly from farmers and cuts on middlemen to boost profits. Hence,
they are able to reduce their raw material procurement cost and are able to produce goods at a
much cheaper price.
2. Strong Distribution Channels:

Patanjali products are sold through three types of medical centers. These include Patanjali
Chikitsalayas which are basically clinics. Then there are Patanjali Arogya Kendra’s which are
health and wellness centers. They also have non-medicine channels called Swadeshi Kendra’s.
3. Strong Brand Association with Health Because Of Baba Ramdev:

Patanjali is able to create a brand perception of health and wellness among the Indian masses,
primarily because of Baba Ramdev’s association. Hence, more people are getting attracted to
Patanjali’s products and are re-buying products more frequently.

4. Simple Packaging Gives It A Natural Look:

Patanjali sells its products with a very simple packaging. Now, many would feel that it is not a
good strategy but the truth is it is working for Patanjali. With a product like Patanjali, where the
message is to promote ‘Ayurveda’ and ‘Health’, simple packaging can be a very effective way of
promotion. With a natural look (especially with leaves and herbs), consumers get a feeling of
health and wellness and they are attracted to buy the product.
5. Promotion through Media:

Baba Ramdev is considered to be a guru of yoga across the globe. He has been very co-
operative with press and media and has maintained good relationships with them. Also, he is
known to have good connections with many politicians. So he used both the facts to publicize his
company free of cost.
6. Word-Of-Mouth Promotion:

Advertising and promotions typically account for 12-20% of revenue expenditure by consumer
goods companies. When a new company gets into the business, this spending is significantly
higher. During the introduction stage, Patanjali followed a unique word of mouth publicity
model and the entire revenue was without any advertising. It was because of the brand loyalty of
its customers that the word-of-mouth promotion proved so successful for the company.

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2.5 COMPETITION FROM PATANJALI PROMPTS FMCG TO HIT BACK

Watching Ramdev's moves are rival consumer goods companies. The Rs 2,000-crore
Patanjali, looking to grow its turnover two-and-a-half times in FY16, is striking at the heart of
their business, making its presence felt across categories. The stiff competition has prompted
most of the fast-moving consumer goods (FMCG) companies to hit back. Consider what the
country's biggest FMCG Company Hindustan Unilever (HUL) is doing: It has 'resurrected' its
herbal brand Ayush, launching it online. A bunch of new products across hair care, skin care
and pain balms have been launched on e-commerce platforms under Lever Ayush Therapy.
The plan is to take the brand to general trade in the future. The firm is also expected to
increase its 'natural' offerings, moving into newer categories such as health foods, oral care,
lip care etc.

HUL's managing director and chief executive Sanjiv Mehta says, "What we find is that
consumers' interest in natural/ayuvedic products is growing. It is one of the emerging trends
now. As a consumer goods company, we have to respond to this, which is why Ayush, which
existed in our portfolio, has now staged a comeback. We also acquired Indulekha to grow our
presence in the value-added hair oil segment. We will continue to make investments in this area."

Companies that have been directly affected by Patanjali such as Dabur, Emami and Himalaya -
all three operate in the herbal/naturals space - say they will buttress their portfolios, making
their products relevant to consumers."Ayurveda has been around for a long time. I don't see this
as a new trend. But, the emergence of new players is happening right now. We welcome them
and will continue to fortify our range with new variants, launches and acquisitions."

Emami had acquired hair oil brand Kesh King last year and was also in the race to acquire
Indulekha before opting out. Agarwal says he is looking at new targets, some of them located
in the south.

Godrej Consumer, for instance, has launched a neem-based mosquito coil; a crème hair color
that has coconut oil; and launched new variants under Godrej No 1, its natural’s platform in
soaps. Sunil Kataria, business head (India and Saarc region) at Godrej Consumer, says, "Our
endeavor will be to fortify these products as we come up with new innovations in other
categories."

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Colgate, whose volume growth has taken a hit on account of Patanjali's Dent Kanti
toothpaste, according to brokerage firm Credit Suisse, is aggressively advertising its active
salt neem toothpaste, launched a few months ago.

Dabur, on the other hand, is introducing new Ayurvedic products targeting men, women, and
children. Existing products such as Dabur Honey and Chawanprash are being pushed
aggressively in the marketplace as Patanjali positions itself as a price warrior in these
categories.

Himalaya - another herbal products company - recently launched its range of wellness
products which aim to provide therapeutic solutions to consumers. Products ranging from anti-
hair fall creams to pills for staying slim are part of this new initiative.

PREPARING TO PUT UP A FIGHT

HUL
Company "resurrects" herbal brand, Ayush, launching it online. Plans to increase
"natural" offerings

Emami
Firm open to acquisitions for strengthening the company's position in the herbal space

Godrej Consumer
Launches neem mosquito coil, a crème hair color that has coconut oil, new variants in
naturals soaps

Colgate
Firm aggressively advertising its active salt neem toothpaste, as its volume was hit after
Patanjali's Dent Kanti.

Dabur
Firm launching ayurvedic products. Pushing Dabur Honey and Chyawanprash aggressively

Himalaya
recently launched its range of wellness products which aim to provide therapeutic solutions to
consumer.

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 CHAPTER 2: REVIEW OF LITERATURE

By Varun Mishra Posted May 26, 2016 in Branding, Business, FrontPage, Health, Lifestyle,
Marketing 3 0.

Patanjali started its operations with Patanjali Yogpeeth in Hardiwar, Uttarakhand. Patanjali
yogpeeth is one of the biggest yoga institutes in the country. Swami Ramdevji and Acharya
Balkrishanaji set up Patanjali Ayurveda Ltd for treatment, research and development and for the
manufacturing of ayurvedic medicines in Yoga and Ayurveda Patanjali Yogpeeth offers
treatment and scientific research and has brought a coup when it comes healthcare in the country
with the combined approach of Yoga and Ayurveda.

Eva Muller(1954) reported a study where only one-fourth of the consumers in her
sample bought with any substantial degree of deliberation. The Marshallian
model ignores the fundamental question of how product and brand preferences are formed.
Lee (2005), carried out study to learn the five stages of consumer decision making process in the
example of China. The researcher focuses on the facts that affect the consumer decision making
process on purchasing imported health food products, in particular demographic effects such as
gender, education, income and marital status. The author employed questionnaire method in
order to reach the objectives of the research.

Analysis of five stages of consumer decision making process indicate that impact of family
members on the consumer decision making process of purchasing imported health food products
was significant.

Blackwell et al (2006) Five Stages Model of consumer decision making process has also been
studied by a number of other researchers. Although different researchers offer various tendencies
towards the definitions of five stages, all of them have common views as they describe the stages
in similar ways. One of the common models of consumer decision making process has been
offered.

P. Guru Ragavendran et al (2009) emphasized in their research that the survey helped them in
understanding the consumer perception on brand awareness and position of product in the
market. It was observed that consumer’s expectations were quality, benefits offered and
packaging of shampoos. Based on the results obtained, integrated marketing communication was
suggested; as a result an improvement of 8% to 12.6% was observed in target population.

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[Samojlik, 2013] Herbal Medicines are used in the modern day for health maintenance, the
treatment or prevention of minor ailments and some chronic diseases, and they are often taken in
addition to conventional medicine in the more serious and/or chronic conditions.
[Brower; 1998] The Indian herbal drug market is about $ one billion and the export of herbal
crude extracts is about $ 80 million. The sales of these drugs account for almost 50% of the
herbal medicine market.
(Sharma, Shanker, Tyagi, Singh, & Rao, 2008) A WHO (World Health Organization) study
estimates that about 80 percent of world population depends on natural products for

their health care instead of modern medicines primarily because of side effects and high cost of
modern medicine.
(WHO & Kumar &Janagam, 2011) The worldwide herbal market products are around $6.2
billion and estimated to reach $5 trillion by the year 2050
(Kotler, Keller, Koshy, & Jha,2014) marketing, perceptions are more important than
reality because perceptions affect consumers‟ actual behaviour.

According to Kurtz and Boone, (2006) different people have different perceptions of objects or
events based on theinteractions of two types of factors that are stimulus factors and individual
factors.

RATIONALE OF STUDY

Each company makes its own strategies for its products and brand. These strategies are made
keeping in to consideration all the internal (employees, stake holders, financial conditions) and
external (customers, competitors) factors. These strategies directly help the company to increase
the demand for its customer product which then helps increase the sales. These strategies could
be promotional strategies, pricing strategies distribution strategies etc.

Since nowadays, people are moving towards healthier lifestyle, thus trough this study I want to
know consumers perception towards herbal products and strategies used by the company to
distribute its products on the basis of customers buying behaviour in Indore region.

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 CHAPTER 3: RESEARCH METHODOLOGY

Attaining accuracy in any research requires in depth study regarding the subject. As the prime
motive of the project if the project is to know the marketing strategies of Patanjali Ayurveda and
how it is affecting Indian economy.

3.1RESEARCH DESIGN

TYPE OF RESEARCH:-Descriptive research

Descriptive research includes Surveys and fact-finding enquiries of different kinds. The main
characteristic of this method is that the researcher has no control over the variables; he can only
report what has happened or what is happening.

3.2 DATA SOURCES

There are two types of data. Source of primary data for the present study is collected through
questionnaire and answered by consumers of Patanjali Ayurveda.

The secondary data is collected from journals, books and through Internet search.

PRIMARY DATA

The data that is collected first hand by someone specifically for the purpose of facilitating the
study is known as primary data. So in this research the data is collected from respondents
through questionnaire.

SECONDARY DATA

For the company information I had used secondary data like brochures, web site of the company
etc. The Method used by me is Survey Method as the research done is Descriptive Research.

3.3 RESEARCH INSTRUMENTS

Selected instrument for Data Collection for survey is Questionnaire.

SAMPLE UNIT

100 respondents of different age groups, different profession and of different gender.

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SAMPLING DESIGN

Convenience sampling.

SAMPLING TOOLS

Pie charts, averages graphs, ratio analysis graphs.

3.3 OBJECTIVE OF THE STUDY

The main objective to study this project is to know about the different strategies of Patanjali
Ayurveda.
The main objectives in the mind:-

1. To study, whether Patanjali Ayurveda products are genuine or not.

2. To study, why people prefer Patanjali Ayurveda products.
3. To study, whether customers are satisfied using Patanjali products.
4. To study, whether the huge rise of indigenous Patanjali products good for our country.
5. To study, whether is it good to buy Patanjali products for our Indian economy?

3.4 SCOPE OF THE STUDY

To conduct this research the target population was children, middle age men’s and women’s.

Targeted geographic area of Delhi/NCR, sample size of 100 people were taken.

100 people were given the questionnaire, and the questionnaire was the combination of both
open ended and closed ended.
Some dealer were also interviewed to know there prospective

Finally the collected data was analyzed and complied to arrive the conclusion and suggestion.

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3.5. LIMITATION OF THE STUDY

Every attempt will be taken to obtain error free and meaning full result but as nothing
in this world is 100% perfect.

I believe that there will be still the chance for error on account of following
limitations:-

Limited numbers of respondents

Time limitation for compelling the project.

The data obtained in some cases may be biased.

The information obtained from the consumers based on questionnaire was assumed to
be factual.

Since the survey is based on sampling method, it does not disclose the character of
entire customer.

Product unavailability for the consumers in the market is one of the biggest limitation
for Patanjali Ayurveda.

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 CHAPTER 5. DATA ANALYSIS AND INTERPRETATION

AGE:-

PATANJALI AYURVEDA

10 TO
10% 18
20%
19 TO
25
26 TO
50

50 TO
30% 75

40%

GENDER:-

PATANJALI AYURVED

FEMA
LE

35%
MALE

65%

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Q 1. DO YOU USE PATANJALI AYURVEDA PRODUCTS?

PATANJALI AYURVED

NO; 20%

YES; 80%

Maximum people in a particular surveyed area use patanjali product as they are cheaper to buy
when compared to some other product manufactured by the MNC companies.
So, about 80% of people use patanjali product in a middle class family.

And patanjali has that trust factor of naturally made product without any preservatives or harmful
chemicals.

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Q2. WHICH CATEGORY PRODUCT OF PATANJALI AYURVEDA YOU USE?

PATANJALI AYURVED

25
45
MEDICINE
FOOD PRODUCT
SUPER FOOD
AYURVEDIC
45 BODYCARE
AYURVEDIC
PUBLICATION

55

30

Survey was conducted for random 100 people of that particular area.

25 people out of 100 people use medicine products of patanjali and 45 people use food products
manufactured by patanjali Ayurveda.
30 people out of 100 opted that they use super food products manufactured by patanjali
Ayurveda.
55 people use ayurvedic products naturally manufactured by patanjali Ayurveda.

45 people use ayurvedic publication products.

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Q3. HOW FREQUENTLY YOU USE THE PATANJALI AYURVEDA PRODUCTS?

PATANJALI AYURVED

70

60

50

40

30

20

10

0 YEAR
WEEKLY MONTHLY LY
PATANJALI AYURVED

60% of people use patanjali product weekly

And 40% of people use patanjali product monthly.

As it depends upon the use of the product and which type of product it is.

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Q4. WOULD YOU LIKE TO RECOMMEND PATANJALI AYURVEDA PRODUCTS
TO OTHER?

Series 1

75
80

70

60

50
35
40
25
30

20

10 2.5

0 DEFINITELY PROBABLY
DEFINITELYNOT PROBABLY NOT
Series 1

What I concluded is maximum no. of people are satisfied using patanjali product so, 75 people
would definitely recommend the patanjali product to other while 10 people where little
dissatisfied of using patanjali product.
35 people ticked that they will probably recommend the product to others.

And 25 will probably not recommend the product to other as it is their own personal views
regarding the usage of the product.

And due to some of the limitation of the study we could not find the correct results regarding the
study.

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Q 5. WHY DO YOU CHOOSE PATANJALI AYURVEDA PRODUCTS?

Series 1

cheaper price 35

no negative effects 45

good quality cum maximum quantity 50

natural in 65
nature
0 10 20 30 40 50 60 70
Series 1

As patanjali target middle class people and as well as lower class people and of middle age
group and children.

So most of the people purchase the patanjali products as it is cheaper and in the budget for
middle class people.

Health conscious people purchase patanjali product as it is natural in nature and have no negative
effects.

So, about 35 people out of 100 random people purchase patanjali because of its affordability at
cheaper price. 45 people purchase patanjali product because it has no negative effects.
50 people prefer patanjali product because of its good quality at maximum quantity

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Q 6. FROM WHERE DO YOU BUY IT?

PATANJALI AYURVED

WHOLESALER; 5; 5%
RETAILER; 20; 20%

PATANJALI STORES; 45; 45%

ONLINE SHOPPING; 30; 30%

WHOLESALER RETAILER ONLINE SHOPPING PATANJALI

STORES

45% of people prefer to purchase the patanjali products from the patanjali stores itself.

5% purchase from wholesaler.

20% from retailer.

30% of people order online patanjali products.

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Q7. HAVE YOU SEEN ANY TANGIBLE HEALTH BENEFITS OF USING PATANJALI
AYURVEDA PRODUCTS?

PATANJALI AYURVED

35

65

YES NO

Customers using patanjali products really felt a health benefit of using patanjali Ayurveda as
patanjali products are naturally made.
35% of people dint felt any hard and fast benefits of using a patanjali product.

But 65% felt betterment after using patanjali product.

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Q8. DO YOU FIND THEM AFFORDABLE?

PATANJALI AYURVED

DEFINITELY
DEFINITELY NOT
PROBABLY NOT

PROBABLY

Maximum no. of people find them probably affordable.

45 people out of 100 people find them affordable, while 25 people out of 100 people definitely
find them affordable and at maximum quantity with good quality and at cheaper rates.

2 people don’t find them affordable, whereas 35 people out of 100 people random surveyed
ticked probably not.

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Q9. WOULD YOU LIKE TO SWITCH THE BRAND IN NEAR FUTURE?

PATANJALI AYURVED

YES NO

Maximum no. of people are satisfied using patanjali product and they are not going to switch the
brand in near future.

85 people out of 100 will not going to switch the brand in near future, while 15 people out of 100
people are going to switch the brand in near future due certain limitation of patanjali Ayurveda
on which patanjali had to work a lot.

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Q 10. ARE PATANJALI AYURVEDA PRODUCTS GENUINE?

Sales

25

75

YES NO

25 people out of 100 people said no that the patanjali products are not genuine,

Whereas 75 people said that the patanjali products are genuine and natural.

As patanjali products are naturally made without any preservatives and without any chemical
substances.
That’s why maximum no. of population consider patanjali products genuine.

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Q 11. IS THE HUGE RISE OF INDIGEIOUS PATANJALI PRODUCTS GOOD FOR
OUR COUNTRY?

PATANJALI AYURVED

120

100

80

60

40

20

0
YES

As patanjali products are manufactured in India.

With each increase in sale of patanjali product our imports will decrease which will definitely
effect our economic wealth.

And one of the most important thing this that they serve their customer a healthy product which
will definitely affect the health conditions of our country and our country will grow.

Patanjali follows the path of “MAKE IN INDIA”.

About 99 people out of 100 people believe that rise of Patanjali Ayurveda is good for our
country.
A reduction in imports will help improve the value of rupee against foreign currencies, and make
it a stronger currency. This can also help in paying less for other major imports which may well
increase: oil and coal.

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Q 12. IS IT GOOD TO BUY A PATANJALI AYURVEDA PRODUCTS FOR OUR
INDIAN ECONOMY?

30
PATANJALI AYURVED

NO

YSE

0 10 20 30 40 50 60 70 80 90 100

PATANJALI AYURVED

Most of the people said yes it is good to buy a patanjali product for our Indian economy as our
exports will decrease and our economic stability will be there in our economy.
90 people out of 100 said yes.

While 10 people out of 100 said no because they think that it is causing damage to our natural
environment, excessive use of natural environment can cause danger.
Employment will increase. (Also poverty elevation)

Less dependent on products from outside. (Less imports due to increased production)

Q 13. OVERALL, HOW MUCH SATISFIED YOU ARE WITH USING PATANJALI
AYURVEDA PRODUCTS?

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 70

60

50

40
SATISFIED

UNSATISFIED
30
SOME WHAT SATISFIED

20

10

0
PATANJALI AYURVED

Maximum no. of people are satisfied using patanjali product.

65 people are completely satisfied of using product.

10 people out of 100 are unsatisfied of using patanjali product.

And 30 people out of 100 people are somewhat satisfied.

Renewable sources cannot push this much production. So, only tradition energy sources will
require. Which will pollute air and water.

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 CHAPTER 5:CONCLUSION AND FINDING AND SUGGESTION

CONCLUSION

Patanjali Ayurveda has given a trouble to many marketers with its individualistic ways of
marketing.

Patanjali Ayurveda had rattled the whole FMCG’s sector and bought a mutiny in the industry in
a very spell era.

A point to note is that many people are buying due to its hedonic value attached to the products.

Hence, patanjali is attracting brand trustworthy customers and not price sensitive customers.

Will patanjali continue to grow at the same pace?

Or will it prove to be a water bubble, with this being a temporary phase for patanjali and strong
players eventually coming up with strategies to recapture the loss market share?
Only time will tell.

FINDING

Quality as the most influencing factors in the purchase decision while price is also an important
for purchase decision.

Schemes always attract more and more consumers towards particular brand. Simultaneously it
gives idea about the factors which consumers look most in the product before they make final
decision

Price off and extra quantity is the two main offers/schemes which consumers have come across
at the time of purchase

People are ready to buy products of brand which suits their budget means more quantity + less
cost + quality.

Extra quantity with less or same price, more satisfaction, quality and other factors clout
consumers to switch over to other brands.

People are more quality and price oriented.

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Consumer remember that name of the product by the company name and also from the past
performance of that company

Demand is too much for Patanjali’s products in market, because of that shortage problem occurs
in market regularly.

SUGGESTIONS

Most of the patanjali consumers are facing problem like; products are not available in
the market regularly,

So they are suggested to increase their stock and make sure that the products are
available in the market regularly.

So patanjali Ayurveda should increase their productivity and make sure that there will
be no shortage of products in the market.

Renewable sources cannot push this much production. So, only tradition energy
sources will require.
Which will pollute air and water.

So make sure that increase in production may not harm the environment.

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