Business Immersion Programme

(In Patanjali Ayurveda Ltd.)

“The Business expansion program”

Report submitted in partial fulfillment of the award of the PGDM

By

Akhil Kumar

Roll no. PGDM 2032

FACULTY GUIDE – PROF. Pransenjit Yesambare

Gymkhana Rd, Gograswadi, Dombivli East, Dombivli, Maharashtra 421203

Phone: 0251 248 3429
Declaration

This is to certify that this project titled TO DO A MARKET MAPPING FOR BUSINESS

EXPANSION AND BUSINESS DEVELOPMENT submitted by ADARSH SINGH in partial

fulfillment of the requirements of the PGDM, Kirloskar Institute of Advanced Management

Studies, is based on the results of the project work carried out by me and written by me under the

guidance and supervision of PROF.SUBRATA NANDI. The project has been subjected to

plagiarism check by turnitin Software. This report or any part thereof has not been submitted for

any purpose to any other University or Institute.

Place – Pune, Maharashtra

Signature-

Name of the Student intern - Adarsh Singh

CERTIFICATE ISSUED BY COMAPNY

ACKNOWLEDGEMENT

I take this opportunity to express my heartfelt gratitude to all the people who has

Extended their assistance and provided the information during the tenure of the

Project. I am greatly indebted to them for their guidance and support throughout

The project and for sparing their valuable time with me.
I earnestly express to Mr. Paresh Kumar & Miss. Alka Bisht for giving me the opportunity

To work with Patanjali Ayurved Ltd. and also very much thankful to the staff

Of the office and team leader for their invaluable guidance, keen interest, cooperation,

Inspiration and of course moral support throughout my internship tenure.

The report could not have been complete without the guidance of Prof. Subrata Nandi

His expert guidance and support was there throughout this project.

EXECUTIVE SUMMARY

Patanjali Ayurved limited is a FMCG company established in January, 2006 by Acharya

Balkrishna and Baba Ramdev, head quartered in Haridwar. It has become the fastest growing

FMCG Company. It has a full range of products with great quality. It has over 800 plus

product range in food segment and over 500 plus products in non-food segment.

My job at Patanjali Ayurved limited include cold calling in which I had to visit general stores

and pitch about project VISTAR. My work was to visit 10-15 multi-brand general stores daily

and tell them about project VISTAR and its benefits and try to convince them to convert their

existing store into Patanjali exclusive store.

The main objective of my academic project is mainly to study the market and to study how

customers are responding towards Patanjali and what are the problems they are facing, and

after studying the market I can come up with anti-problem solution or most probable

solution’s to the problems of the customers.

The models I have implemented in my study includes consumer behavior, decision making,

STP, product life cycle

TABLE OF CONTENTS

S.NO CONTENT PAGE NO.

1 Introduction 1

2 Declaration 2

3 Certificate 3

4 Certificate issued by the 4

company

5 Acknowledgement 5

6 Executive Summary 6
7 Table of content 7

8 Table of content 8

9 SECTION – A 9 to 24

Know your company

10 SECTION – B 25-26

Details regarding number of

hours worked and Target

given vs Target achieved

11 Description about the work 26-27

assigned and interns duty

12 Skills acquired during BI 28

13 Detailed description about 31-33

the linkages of theoretical

aspects of your learning at

KIAMS

14 Value addition to the intern 34

from BI

15 Description about 35-36

networking established

through BI (if any)

16 Limitations (if any) 36-37

 17 Conclusions and 37

Recommendations

18 Recommendations 38

19 Annexure relevant to the 39-45

project, such as figures,

graphs, photographs.

Section – A

Know Your Company (KYC) of Patanjali

I. Background and inception of the company including promoters

Patanjali Ayurved Limited is a consumer goods Company in India. It is a mineral and herbal

products company established in 2006 and has headquarter in the industrial areas of Haridwar. It

has product for all age group starting from baby to adult and for older generation also. Currently it

has around 800 different kinds of products and it also manufactures over 300 medicines for the

treatment of a range of body ailments, medicine like madhunasnivati is famous for treatment of

diabetes. The company claims that all its products are made from natural components and

Ayurveda. The punch line of patanjali is “Patanjali apnaiye, desh ko arthic aazadi dilaye” (switch

to Patanjali, give the country financial freedom)

Patanjali’s Dant Kanti, Ghee, Kesh Kanti, herbal bath soap and honey are some of the best-selling

products which have propelled the growth of this company. Patanjali’s aata noodles were an

attempt to promote a more healthy eating habit in the kids of the country as this noodles contains

grain and it is full of nutrients.

The reasons for the success of the company are two folds; one is the shift in the lifestyle of the

Indian consumer as they became more health conscious and started using ayurvedic products,

second reason is that the Patanjali products are significantly less expensive than other personal

care and food products in the market they are less expensive because they enjoy the rights of

Indian company they have to pay less taxes as compared to other FMCG company. This has

Made a significant proportion of Indian middle class to move towards Patanjali. Patanjali Ayurved

was formed in January, 2006 as a private limited company by yoga guru Ramdev and his partner

Sri Acharya Balkrishnaji. In June, 2007, it was converted to a Public Ltd. Company. It is registered

under the Companies Act, 1956 and has its registered office in Bijwasan, New Delhi and three

other offices in Haridwar basically it operates major portion of its business from haridwar only.

The company was started with the vision of uplifting the life of Indian farmers by locally sourcing

the raw materials from them and making their lives better while at the same time provide an

opportunity to the Indian masses to move towards healthy lifestyle by promoting Ayurveda and

herbal products it also has vision of making our country India more financially strong by stopping

the money going out of the country in form of foreign companies sales of product.

Baba Ramdev started off as a yoga trainer who featured in televised programs in Aastha and

Sanskaar channels and made Indians realize that they have forgotten Indian tradition and art forms-

one of them being yoga and he endorsed Indian consumer toward the Ayurveda and made them
realize that ayurvedic products are best for their health. He got wide acceptance and word of

mouth publicity helped him reach to a wider audience now Patanjali has almost captured or

reached to very city and market, it also has mega stores now in every big city of India. He

projected Yoga as a panacea to all the health problems. In its first year of operations, 2008,

Patanjali generated a revenue of over 60 crores. Almost 10 years later, the homegrown venture has

grown to be a 5000 crore company and is posing a threat to the well-established companies in the

FMCG domain. It has become threat to many well-established companies like nestle, Hindustan

unilever and many more.

“Patanjali “- a brand set up by PATANJALI AYURVEDA LTD is backed by robust preaching and

promotion of World renowned Guru Swami Ramdevji and an international authority on Ayurveda

and Traditional Herbs. The company is set up with an objective to provide superior quality of

products at fair price and to get their customers rid of the chronic diseases by providing products

which are organic and natural. This concept of Herbal and Pure has gained momentum in India and

across the world since people now a days are more centered towards keeping themselves near to

Nature due to their commercialized routines. PATANJALI AYURVEDA LTD has more than 700

different products in the catalogue for Skin, Hair, Heart, Eyes and Kidney diseases. Patanjali’s

recent tie up with Future Group to enter into FMCG segment through Big Bazaar Retail stores is

another big advantage towards the availability of Patanjali Products near to their consumers. The

Patanjali Products have rightly been placed at advantage by the very concept of “Marketing

through Spirituality.
II. Characteristics of the Industry to which the company belongs to

Patanjali Ayurved Limited, the fastest growing FMCG Company in the country. The fast

moving consumer goods (FMCG) segment is the fourth largest sector in the Indian economy. The

market size of FMCG in India is estimated to grow from US$ 30 billion in 2011 to US$ 74 billion in

2018. FMCG goods are popularly known as consumer packaged goods. Items in this category include

all consumables (other than groceries/pulses) people buy at regular intervals. The most common in the

list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish, packaged

foodstuff, and household accessories. These items are meant for daily of frequent consumption and

have a high return. Food products is the leading segment, accounting for 43 per cent of the overall

market. Personal care (22 per cent) and fabric care (12 per cent) come next in terms of market share.

The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840 billion in

2017, with modern trade expected to grow at 20 per cent - 25 per cent per annum, which is likely
to boost revenues of FMCG companies. Revenues of FMCG sector reached Rs 3.4 lakh crore (US$

52.75 billion) in FY18 and are estimated to reach US$ 103.7 billion in 2020.

III. Nature of the business

Patanjali started off manufacturing bulk ayurvedic medicines later branching its operations into

FMCG markets as well. Since, the FMCG market has low entry barriers, Patanjali established

itself as a major consumer goods’ manufacturer. The company shifted its priorities from ayurvedic

medicine to FMCG because it realized that the revenue in FMCG sector is more as compared to

medicine sector. Patanjali has launched more than two dozen mainstream FMCG products — from

toothpaste, shampoos and other personal care products to modern convenience foods such as

cornflakes and instant noodles. Annual sales have doubled every year since 2013 to touch Rs

10,500 crore by March 2018.

The company also came up with green peas, sweet corn, mixed vegetables and entry into the dairy

products segment, with cow milk, curd, buttermilk, cheese and packaged drinking water.
IV. Vision, Mission and Quality Policy

VISION-

Keeping Nationalism, Ayurved and Yog as our pillars, we are committed to create a healthier

society and country. To raise the pride and glory of the world, we are geared up to serve people by

bringing the blessings of nature into their lives. With sheer dedication, scientific approach, astute

planning and realism, we are poised to write a new success story for the world.

MISSION-

Making India an ideal place for the growth and development of Ayurveda and a prototype for the

rest of the world.

QUALITY POLICY-

In FMCG sector Quality is key success factor and most important or prime factor. Patanjali

products are known for their quality and have brought the focus back on product effectiveness.

Ghee, alov-vera gel and tooth paste are the most sold products of Patanjali - even though both of

these have enough competitors in the market. Competitors like Dr. Ayush in medicine sector,

HUL, P&G.
V. Organizational Structure

The Board of director consist of three pillars of Patanjali. Swami Acharya Balkrishnaji is serving

as the Managing Director of the company. Two other members Swami Muktanandji and Sri Ajay

Kumar Arya are also holding positions as the Directors of the company. Swami Ramdev do not

hold any position or stake in the company but does act as the Ambassador for the entire Patanjali

brand. The operations department is headed by Ramdev’s brother Ram Bharat. Everyone else from

the finance, logistics and other teams report to him. He is the informal CEO but designations are

not very formalized within Patanjali. Patanjali has over 200,000 employees in total. They hire

street-smart people and do not look for MBA graduates only. This helps them to keep costs down

while also delivering unprecedented growth.

VI. Ownership patterns

The owner of Patanjali is Acharya Balkrishna, he is a real man behind Patanjali Ayurved he has

94% stake in the company. CEO Acharya Balkrishna is a close friend and confidant of Baba

Ramdev. Whereas baba ramdev has only 5% stake in the company. Baba Ramdev does not hold

any major stake in the company but he plays a vital role in branding of Patanjali products. He has

magnificently used his image to promote the products. This has helped the company in cost cutting

also as they don’t have to hire and pay to others for branding and advertising their products.

VII. Manpower (complete details of Human Resource):- Exact information for this is not

available to me but I came to know from my company guide that Patanjali has more than 2 lakhs

of employees which are divided and positioned in different hierarchy levels.

VIII. Product/Service Profile - Patanjali product line is very vast it contain almost all the

products starting from personal care to goods and grains to beauty product. The product line is

shown through these few pictures.

Patanjali also has products for kids and babies – Patanjali serves all segments of customers. It

has nourishment products for babies. The products that Patanjali offers to this segments are as

following –
  Patanjali shishu care diapers

 Patanjali shishu care hair oil

 Patanjali herbal Power vita

 Patanjali shishu care cream

 Patanjali shishu care body lotion

 Patanjali body Soap

Patanjali and divya ayurved products – Patanjali was originated from divya ayurved which was

basically in medicine sector. Patanjali or divya ayurved has following products in medicine

segment –

 Ashmarihar kwath

 Divya giloy kwath

 Mahatriphaladi ghrit

 Phal ghrit

 Divya sarvakalp kwath

The below picture shows the products that Patanjali and divya ayurved has in medical sector -
Food items of Patanjali: - Patanjali has understood the needs of the customers and came with the

herbal and natural products which has created a huge market for them and it has become their

USP. Which has helped them to overcome their competitors.

Following are few products that Patanjali has placed in food segment –

SERVICE PROVIDED BY PATANJALI

Patanjali has come with a service known as SWADESHI SAMRIDDHI CARD

1. The cardholder or card holder's nominee will get up to Rs. 5.00Lacs in case of death or up to Rs.

2.5Lacs in case of permanent disability due to accident subject to terms and condition of the

Scheme.

2. Swadeshi Nishtha Sahyog will be provided only if the cardholder has purchased a minimum of

Rs. 6000/- in last 180 days from the date of the accident.

3. Cardholder Military/Paramilitary and Police personnel died during any terrorism incidence will

also be covered in the definition of an accident for the purpose of financial assistance under the

scheme.

4. For activation of the card, the user has to visit the nearest Patanjali Mega Store, Arogya Kendra

or Patanjali Chikitsalye to activate the card.

5. Patanjali will announce about the particular date for the disbursement of financial assistance on

his official website on the Quarterly/Half yearly basis.

This is picture of Swadeshi card that Patanjali is giving to his customers –

IX. Competitors

Below are the 6 main Patanjali competitors:

1. Himalaya herbal healthcare

2. HUL (Hindustan unilever limited)

3. Marico

4. Nestle Ltd

5. Proctor and gamble

6. Dabur

7. Dr. Ayush

X. Size of the company (in terms of revenues etc.)

Revenues
Year
(In crores)
 2010-11 185

2011-12 453

2012-13 841

2013-14 1,184

2014-15 2,006

2015-16 5,000

2016-17 10,561

2017-18 11,000

XI. Market share and growth rate of the company

Patanjali’s sales volumes grew 7% during October-March 2018 and 22% in April-September 2017.

Between FY13 and FY18, these products grew at a CAGR of 21% compared with 11% for the

overall FMCG sector. Patanjali products are present in 37% of households now, compared with

31% a year ago and 16% about two years ago, reflecting a slower pace of expanding its reach. Its

sale and market share has dip or slowdown as its rivals has launched herbal products which has

distributed its customers in 2018.

XII. Annual turnover of the company (in Rupees / $ US)

Patanjali co-founded by yoga guru Ramdev is targeting Rs 10,000-crore revenue in 2016-17,

after sales grew 150 per cent in the previous financial year to Rs 5,000 crore.
XIII. Gross and net profit including capital structure

Member’s funds: March 31, 2018 March 31, 2017

Share Capital 8,057.05 lakhs 6,012.98 lakhs

Reserves fund and 12,273.50 lakhs 10,538.49 lakhs

other fund

Income: March 31, 2018 March 31, 2017

Net Revenue From 625625.62 570031.55

Operations

Profit before tax 3933.45 3095.80

Profit for the year 2490.68 2177.77

XIV. Address and contact details of the head quarters

Corporate office Address:

Patanjali food & Herabal Park

Villl- Padartha laksar road

Haridwar 249404, Uttrakhand- 247663

REGISTERED OFFICE ADDRESS

D-26, PUSHPANJALI, BIJWASAN ENCLAVE,

NEW DELHI 110061, INDIA,

PHONE: 01334-265370, TELEPHONE: 1800 180 4108

Current situation of patanjali is its sale and its market share is drastically declining if we talk in

words of economics very things that has gone through growth phase has to come decline also so In

my opinion patanjali is heading towards its decline phase and it can be stopped if patanjali does

some changes in its policies like return policy expiry policy and improves its distribution network.

SECTION B

1. Details regarding no. of hours worked per day/week:-

My work as an intern was to visit 10-15 general stores daily and to convince them to convert their

multi-brand store into Patanjali exclusive mega store. I have been allotted different location in

which few were near to me and few were very far from me so sometimes it was taking more time

and sometimes less but on an average for 6-7 hours I have to be on field and visit stores.

 As the target customers for Patanjali Ayurveda limited is general stores and shops segment and

in Pune general stores usually open at 10 AM.

 My daily routine of visiting stores and convincing shopkeepers starts at 11AM.

 Most of the shopkeepers and workers were available in their respective shops in evening time so

interns have to work till 6 PM.

 As Patanjali is an FMCG company the work work here is for 6 days in a week

 All interns were allowed to take 2 holidays in a month and if they take extra holidays for any

purpose their stipend was deducted.

2. Targets given VS. Target achieved:-

When I started my internship in Patanjali on April 11, 2019 in Pune in starting of two days I

haven’t got any specific targets but my company guide Mr. Paresh Kumar insisted me to visit

existing mega stores of Pune first to get a rough idea about mega store operations, their problems,

and how they make profits and deal with customers. On 15th of April I got the target of visiting 10-

15 general stores daily and try to convince them for conversion and make them to fill a form of

confirmation.

Targets Achieved: - I was given a target of visiting 10-15 stores daily and I used to visit 12 stores

on an average daily. As monsoon knocked our doors in midst of June and given us some relief

from scorching sun but it has also made things bit complicated in Pune and it impedes the
normally functioning mode of transportation, and business as well due to which it has affected my

daily operations and my count of visiting general store daily came down to 9-10 stores.

At the end of my internship I was with 18 positive leads and one confirmed lead of conversion

who was ready to convert its store into exclusive store of Patanjali. The store name is Shantimaya

general store and I have forwarded all the required details of the shop to my company guide so that

he can process the procedure of conversion.

3. Description about the work assigned:-

The work assigned to me was to visit general stores of my assigned location and generate positive

leads from the multi-brand store for conversion into Patanjali exclusive store. I have to visit stores

as well as discover the untapped and potential market for Patanjali stores. While visiting the

general stores my main work was to convince them for conversion and to make them aware about

project VISTAR which Patanjali has launched and tell them about the benefits that they will be

getting from project VISTAR. My work was also to create awareness about the different products

of Patanjali and influence them to keep in their shops. I also have to collect few details from the

shop like, shop name, contact number, contact person’s name, owners name and area of the shop.

This data is then transferred to Patanjali for researches. My actual work was to convince

shopkeepers for conversions but if they don’t want to convert then my job was to take feedback

from them and know what problems they are facing with Patanjali and what solutions do they need

for that and this information is helping Patanjali to know their customers problem and helping

them to come up with solutions and new policies.

While explaining about the project VISTAR I have to tell the shopkeepers about the benefits they

will be getting from it and a true businessman always seeks his profit in any business so the profits

and ROI that project VISTAR brings with it are:-

 For exclusive store the difference in profit margin on each products will be 3% or more from

others stores.

 For promoting business for exclusive stores Patanjali is providing “SWADESHI SAMRIDHI

CARD” which gives additional discount (cash back) of 5-7% on the products. Patanjali is

providing this card to attract and to make a customer base for exclusive stores and once your store

name gets a name of Patanjali you don’t need to do any promotion because Patanjali itself has

made its name in the market and now it is a renowned brand.

 Patanjali is also providing benefits to its customers, for “SWADESHI SMIRIDHI CARD”

holders will get insurance of 5 lakh on death & Rs. 2.5 lakh on permanent disability.

 Online billing software will be provided by the company which will help in billing, stock

monitoring, refilling etc.

For any business one thing is required the most i.e. capital or we can call it investment so my work

was also to tell the shopkeepers about the investment they have to do in opening a Patanjali

exclusive store. So the investment requirement for opening an “Arogya Kendra” is:-

 Minimum space of the store should be 300 sq.ft.

 There is a security deposit of Rs. 42,000, which was totally refundable.

 Average investment: Rs. 5-10 lakhs (including store branding)

4. Detailed description of Student Intern’s duties performed in the BI Company- As an intern

I was assigned a duty of visiting 10-15 multi-brand general stores daily and to create awareness

about project Vistar and convince the shop-owners to convert their multi-brand store into exclusive

Patanjali store. I also had a duty of creating awareness about the Patanjali products and to collect
the data of store and their feedback about Patanjali products. As an intern we have to explain them

about our policies including what profit they will be getting from each products. Apart from profit

margin we also have to explain them about Samridhi card which Patanjali is launching and it is

very beneficial for the customers as well as for the shopkeepers. It is beneficial to the customers as

the family of card holder will be getting insurance of 5 lakhs in case of his death and in permanent

physical deficiency he will get 2.5 lakhs. It is profitable to the shopkeepers also as this card will

help them to attract more customers and fix their customers as this card will be only valid to mega

stores only. We have also a duty of telling the criteria to open the exclusive store-

 The area of the shop must be minimum 300sq. feet.

 The shopkeeper have to invest minimum of Rs. 5 Lakhs ( for urban area ) and Rs. 3 lakh ( for

rural area) for first order of products apart from that Rs. 2 lakh for branding and Rs. 42000 for

deposit which is refundable.

 The shopkeeper should only keep Patanjali products and cannot sell any other brand products

and it should cover every product from basic needs example food, non- foods and medicines

If the the shopkeeper agrees for the conversion then first we have to take a snaps of the shop and

market area. then we have to see that other Patanjali store should not be in range of 1.5km foe this

we search information from google map. If it lies under the range of 1.5 km then we cannot

proceed further, but if it doesn’t lie then we conyinue with the documentation process.

5. Skills acquired during BI- Internship period is a time when a student come out of his/her

comfort zone and tries to make most of it. At this time they are able to recognize their strengths

and weakness at this time they become capable of what they actually are and now they can plan the

approach or way to reach to their dream company or to fulfill their dreams. The key learning and

the skills acquired by me in this internship are-

 Communication skills- As we all know it doesn’t matter how good a product is it doesn’t

attracts a customers until it is promoted or awareness is spread about it just like this it doesn’t

matter how good we all are until we speak and market our self in front of others they don’t know

us. So for this we all require communication skills and this internship has helped me to develop

this as my work was to pitch about project VISTAR to shopkeepers and while doing this I learned

how to communicate professionally. Patanjali gave me an opportunity to enhance my

communication skills as I was continuously interacting with the shopkeepers on the daily basis.

 Convincing and negotiation skill- As my core work in BI was to visit general stores and try to

convince them to open exclusive store of PATANJALI so from this repeated work I learned how

to convince people and at what time we should approach them in order to get positive lead. My

company guide told me to visit stores in afternoon as in afternoon the number of customers visiting

the shop is very less and shopkeepers have free time so they will listen you and will pay more

attention towards you. In starting I was not able to convince people in much proper way because

whenever I tried to pitch my plans to shopkeeper’s they start complaining and telling the problems

they are facing so it was becoming tough for me to convince them. I discussed this issue with my

company guide and he gave me some instruction to tackle such situations and after that I was able

to convince shopkeepers. From that I understood that if we have a deeper knowledge of our goal

and have good communication skills then we can convince peoples.

 Time Management – It is the most important skill that I have learned during these 3 months

which was the initial stage of my learning. I learned how to devote and give equal time to every

shop so that I can spend proper time with each shopkeeper to explain them about the project.

 Networking skill – This internship has built my networks and this will help me in my future

career. As I was working in Pune region and there were 12 other interns who were working in
same Location so we usually meet and collaborate weekly or monthly and discuss about each

other’s work and problems they faced from the market and this has built a great bond between us.

Even I visited Super distribution point of Pune and Phenonix mall of Pune with my company and

we both shared a great bond. This internship has helped me to know new peoples and helped to

build new networks.

 Leadership quality – As there was so much of work and it was not possible for a single person

to handle that so sometimes my company guide used to give me the responsibility of taking follow

ups from intern, their daily visit plan, and to compile their weekly tracker report. All these

activities has helped me to know the role of leader and given me the idea of handling the team. I

learned that a good leader should become a role model for his teammates and he can become by

doing his/her work effectively and efficiently, he should do his job first and then seek from others.

 Research and analysis – As in this internship every day we have to visit minimum 10 multi-

brand stores of a particular area, but for this we have to make sure that there should be no other

Patanjali Arogya Kendra or Patanjali Chikitsalaya within the range of minimum of 1.5km. So

whatever we visit in any area, first we search whether any Patanjali store comes under this range or

not. If not we start visiting shops of that area. We also search how many active and inactive stores

of Patanjali falls in our region as we can approach to non-active stores.

 Ability to Plan and execute plan – Every day we have to plan our visit, write shops name we

have targeted for visiting, and what can be added more to convince shopkeepers.

 To be Patient- As we were having direct contact with the customers so they use to complain to

us. Sometimes even I got hostile and dominant shopkeepers who were not ready to listen and

shouted on me but I kept my patience and listened all their problems and queries and assured them
that they will be getting the solutions of their problems. As a marketer we all have to keep our

Patience and listen to our customer’s problem.

6. Detailed description about the linkages of theoretical aspects of your learning at KIAMS-

In institute I studied many topics and concepts but I was wondering where I can use them in

practical world. In class I could methodically memorize marketing terminology, but I would most

likely be bored to death doing so. Instead of staring at a textbook reading about marketing strategy

I’m actually experiencing in firsthand not only I’m learning but I’m applying what I have learned.

I have learned many marketing concepts like PLC, Decision making process, consumer behavior,

perception and attitude towards particular brand.

 Product life cycle- As I have learned about PLC in class and I know about its basic concept so I

can apply this in Patanjali and know which products are lying in which category. As I observed

that its product like- fertilizers, and clothing are in introductory stage and Patanjali shampoo kesh

kanti reetha, Patanjali anti dandruff and various products of Patanjali are in growth stage. Whereas

its products like doodh biscuits, alov-vera gel and dant kanti are in maturity stage and patanjali has

to innovate these products now to extend their life and protect them from going to decline stage.

Even in the medicine sector medicine like madhunasni vati is in maturity stage. Whereas products

like Patanjali juices who has totally loosed its market is lying in decline stage.

 Decision making pattern – In class I have learned how a rational customer goes through

decision making and how he evaluates with alternatives present. While visiting the general stores I

observed the same when I told shopkeepers about the conversion they evaluated with other brands,

compared the profit margin they will be getting from Patanjali and from other brands, and other

benefits they will get as compared to multi-brand store.

 Consumer behavior- I have studied this in my classes and I came to know how the behavior of

consumer changes and how they relate themselves with particular brand or products. I noticed that

the behavior of consumers towards few Patanjali products is very good and for few it is not very

satisfying.

 BCG matrix- Boston consulting growth matrix, it is a corporate planning tool, which is used to

portray firm’s brand portfolio or SBUs on a quadrant along relative market share axis ( horizontal

axis) and speed of market growth (vertical axis) axis. I have learned this in my academics and it

has helped me to recognize the category in which the product lies. It basically deals with four

category of products – star products whose market growth and market share is high, second cash

cow are the products whose market growth rate is low and market share is high and company

should invest more in this products because they will get more returns from this category, third are

question marks whose market share is high but market share is low in this category company needs

to innovate its product and last one is dogs whose share as well as growth both are low and in this

category company should diversify its products.

In case of Patanjali Patanjali hair and anti-dandruff shampoo comes in star products, products like

alov vera gel, dant kanti, dhoodh biscuit comes in cash cows as their market share is very high and

products like Patanjali Atta, ghee are in question marks and its juices are in dogs category whose

growth as well as share as declined.

7. Value addition to the intern from BI- This internship has helped me to recognize my own

strengths and weaknesses. I have got information about FMCG industry and got some idea how it

operates. During these three months of my initial learning I have learned many soft skills like

Professional communication, got good convincing skill, got to know the importance of time in

humans life, I even visited the super distribution point of Patanjali which is in Phursungi and from
there I came to know about the distribution pattern of Patanjali and about the documentation

process that a person should complete to become a distributor of Patanjali.

As I was visiting general stores so I noticed a common problem from every store and it was

Patanjali’s return and exchange policy. From this I learned that company should come up with

such policies which should favor both the company and as well as its customers. This BI has

helped me to build my new contacts and networks and it will help me in my future.

I have visited some malls too with my company guide and he has told me about branding and how

it is done and how it helps in attracting customers.

My internship has definitely given me a better understanding of my skill set and where my career

may take me, but most importantly, I’ve come to learn that I am not alone. This internship has

taught me that almost everybody is in same position. Very few college students know what they

want to do, and it is something that is simply not worth worrying about. I know that if continue to

work hard as I did in my internship things will fall into place. Like I said, this internship has

improved my skills a ton, both off paper and on paper. I didn’t realize it all of this time, but thihs

position served not, only as appositive learning experience, but a resume builder as well.

I came into this with a resume that was basically naked, now I am leaving and I have lots odf

updating to do. My resume doesn’t need a makeover, it needs to be restarted from scratch, and

that’s good thinking, I think underestimated how much work I did that actually translates to my

resume. Working as an intern and completing imperative tasks for my company gave me

confidence to believe in myself. Believing yourself is not only vital to your success but it also

helps you feel much more competent and confident in every task you do.
 8. Value addition to the BI Company from the intern- As the work assigned to me was to

visit the general stores and try to convince them for conversion into exclusive Patanjali store

and collect the details about the shop and take the feedback from them regarding the Patanjali

products and what problems are they facing and what probable solutions they are looking for

from the company. While doing this I have collected the Data of 800 plus stores and their

feedbacks. This is a kind of primary research that I have done for the company and they can

now use this data and feedback to form an anti-problem solving strategy. I had even given

them 18 positive leads and one confirmed lead for conversion. I have recorded the complains

of few customers as I had distributed a questionnaire which was about the things that they

don’t like in Patanjali products and need changes. This data will also help the company to

improve their products quality so that it can meet with their customers need.

9. Description about networking established through BI (if any) - As my work was to be on

field and visit stores so I had not built such networks but I had a great bond with my company

guide and even I was meeting with other interns of Pune every Sunday for discussing about their

work and experience while doing this I established a good network and a bond with them. As these

interns were not working together but we collaborated with each other by this my network

increased. As I had visited many stores so I came to know about many peoples. I had visited many

locations during my work and by this I had explored new locations, got to know about their

working culture.

10. Learning experience in detail- My internship was in most recognized and a renowned brand

Patanjali. This was the first time when Patanjali took MBA professionals from our college. It was a

dream come true working with Patanjali as its one of the fastest growing FMCG Company. I with
my 12 batchmates were selected for this internship. I was very excited upon the selection in

Patanjali. This was the first time when I worked in field for any company. Duration of my

internship was three months which means for April, May & June. I will be working as an intern in

Patanjali I was very excited about my work, the working environment which I will be getting

there. There are many things which I have learned in these 3 month of internship starting from first

day till the end. This was the first time I have gained real life professional experience. This

internship has taught me more than a classroom study. In internship not only I learned but I also

applied what I have learned in those boring lectures. My internship has given me skill set for the

future endeavor.

Working with Patanjali was my first field experience. I exactly didn’t knew what company will

expect from me and how will I cope up with their requirements. One of the most important aspect

which I learned is there are different people present in the market which differ in age, culture,

perception, attitude, behavior these things made me understand that how customer behaves in the

market and there are different needs of people and they change according to their age, culture,

behavior. I also identified that it is not necessary that buyer always makes purchase there are other

things which influence their decision of purchase like influencers, reference groups. These were

theoretical concepts which I learned but applying in market has increased my knowledge as well as

made my concepts more clearly.

11. Limitations (if any) - I had just felt one limitation in my BI. My first company guide was Mr.

Paresh Kumar he guided me and helped me. I made a good connection with him and he even

sometimes joins me on my filed visit but unfortunately he left the company and shifted to his

hometown Haridwar. Miss Alka bisht has taken his place and now she was my company guide.
She was not interactive and even she was not knowing our names and when we use to call her to

tell and discuss about the problems that we are facing she was picking our phone calls. We also

mailed her regarding the same but we haven’t got replies on time these things demotivated us and

had also affected our daily operations. Even if we want to transfer our positive leads there was no

one to take those and process the further processes.

12. Conclusions and Recommendations- It was a great internship and I learned a lot from it. I

learned and observed many things which I had not learned if I had not got through this learning

phase. I had observed if problems in Patanjali. Patanjali has seen the fastest growth in FMCG

industry and it has overpowered few major players in this industry. But now the growth rate of

Patanjali is decreasing rapidly because of few of its policies and because of its supply chain

management. It is unable to deliver the products to the shopkeepers when they need them and

that’s why they have keep other products and sell others products to the customers and if the

customers likes that product then the results is Patanjali losing its customer.

Recommendations –

 As Patanjali is facing most of its problem of supply chain in south India, it will be reduced

once the Nagpur food park whose construction is under process is completed.

 Patanjali can come with flexible policies related to expiry and return of the products.
 Patanjali should improve its supply chain and should increase the number of distributors in

Pune region as they are very less in number and I came to know about this when I visited SD point

of Pune with my Company guide Mr. Paresh Kumar and this SD point is in Phursungi.

 What I personally experienced from this internship that Patanjali should focus more on its

core business that is on medicine sector and on FMCG sector and it should first improve and gain

stability in this rather than diversifying in other businesses like in apparel sector

13. BIBLIOGRAPHY

 www.patanjali.org.com

 www.theauric.com

 www.divyayoga.com

 www.Patanjaliayurved.org

 www.livemint.com

 Htt://m.economicstimes.com

 www.indiatoday.com

14. Annexure relevant to the project, such as figures, graphs, photographs

 I have visited Super distribution store of Patanjali and I’m attaching the pictures of the same.
 The distribution channel of PATNJALI. It has three layer of distribution channel.
 Patanjali has its own standards and it does the branding of shops by its own. It has some

fixed criteria of branding like it has green and white color of racks. Even it has some fixed

structure of the racks and it is shown in the picture-

 This is a form that a shopkeeper must fill once he agrees to convert his store into exclusive

Patanjali store.
 We have to submit the data of stores visited to our respective company the picture it is

attached below-