As part of our analysis about Patanjali, we would also be considering various consumer behaviors, models

and concepts to understand the reasons behind their success.

The concepts that would be central to our analysis would be:

 Patanjali’s segmentation strategies: How Patanjali segments the consumer class on the basis of
Demographic and Psychographic Segmentation.
 Use of Undifferentiated Targeting Strategy
 Patanjali’s positioning strategies based upon product and values.
 Marketing Mix of Patanjali which will be discussing their pricing, product, promotion and distribution
strategies
 Customer value
 Brand Personality
 The consumer imagery which will discuss the perception and positioning of the brand in the minds
of consumers
 Impact of Celebrity and Other Reference group appeals on sales
 Influence of cultural, sub- cultural and cross cultural consumer behaviors