About Patanjali – Ayurved Products

Patanjali Ayurved Ltd. is the fastest growing FMCG company in India that only deals
with herbal products. Founded in 2006 by Acharya Balkrishna and yoga guru Baba
Ramdev. It’s headquarter is located in Haridwar. In the year 2019, it earned revenue
worth $ 1.2 billion. 
Patanjali’s digital marketing strategy revolved around connecting modern India with its
culture and heritage of medicine, Ayurved. Patanjali undoubtedly had a range of
products under its brand, but being a new evolving brand it had a good number of
competitors.
While looking at the business side of the organisation, it caters to the personal care and
food industries. It produces more than 2,500 products and manufacturers over 300
aryud medicines for the treatment of various body ailments. 
One of the major reasons for its success is its products being 10%-30% lower in cost
than other FMCG products. The second reason for its success could be the shift in
Indian consumers’ lifestyle towards natural and ayurvedic products. 

 
Competitors Analysis – Patanjali Success Strategy 
The major competitors for Patanjali are HUL(Hindustan Unilever Limited), Dabur, and
Baidyanath. Both of these FMCG and Natural products industry giants, yet Patanjali
succeeded in turning the tables in its favour, in a short period. We have analyzed two
sources of Patanjali success story. They are:
 
1. Targeted Marketing Strategy
Every product runs with a targeted marketing strategy that later acts as the major
reason behind a product’s success. Brands like Baidyanath made quality products that
attracted consumers but could never find a successful targeted marketing strategy way
to expand. Patanjali with its brilliant marketing strategy yet high-quality products was
able to expand while generating amazing demand from its successful marketing
strategy. As a result, it earned a profit of more than INR 9000 crores in 2019, whereas
Baidyanath’s turnover is only INR 700 crore in the same year.

2. Face Value
The second vital reason is “Face value”. With the growing media and face value, brand
ambassadors act as a trust stamp. Ramdev Baba is known for his yoga and ayurvedic
knowledge for years added to the success of Patanjali’s marketing strategy. His face in
various advertisement campaigns created trust amongst the consumers which acted as
a vital reason for it to be a hit in the market.
These two factors are the core pillars of Patanjali’s success strategy. With a brilliant
marketing campaign and branding strategy, they outmanoeuvred well-established
companies like Dabur and Baidyanath.
Now let us take a look at Patanjali’s digital marketing and advertisement strategy.
 
Digital Marketing Strategy of Patanjali
Patanjali has a very holistic approach to its digital marketing efforts. It has several digital
campaigns that revolve around showcasing its products and reiterating how healthy and
natural the products are. With its amazing effort’s it has reached a massive following on
Instagram.
Patanjali’s approach is two thronged. It boasts such a massive array of products that all
its posts revolve around showcasing these products. Their posts try to showcase the
health benefits and ways to use these products in ordinary day cooking. With such a
massive following, Patanjali has focused a lot of its marketing efforts on converting
youngsters to appreciate it’s products.

Secondly, Patanjali uses Baba Ramdev as its brand ambassador on their posts, very
frequently. They have successfully married their healthy products with the brand image
of a yoga guru, known for curing the country of daily ailments through healthy living.
With digital marketing efforts, they have made sure this image sticks and the customers
are heavily swayed by this stratagey.

Now let us look at the advertisement campaign strategy of Patanjali and understand the
versatile way they have evolved into a health-conscious FMCG company and carved a
massive market.

Question 1 – Choose any one product from patanjali portfolio and create a buyer persona for the same.

Question 2 - Explain Any 5 Traction Channels that you will recommend for Patanjali.