"A STUDY ON ADVERTISEMENT EFFECTIVENESS AND CUSTOMER

FULFILMENT OF PATANJALI PRODUCTS IN BENGALURU"

A Synopsis submitted in partial fulfillment of the requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

OF
BANGALORE CITY UNIVERSITY

Submitted by
SHARAN B S
Register No: MB190543

Under the guidance of

Dr. Uma C Swadimath
Associate Professor

CENTRE FOR MANAGEMENT STUDIES

PRESIDENCY COLLEGE, KEMPAPURA,
BENGALURU-560024
2021-2022
 TITLE OF THE STUDY

"A STUDY ON ADVERTISEMENT EFFECTIVENESS AND CUSTOMER

FULFILMENT OF PATANJALI PRODUCTS IN BENGALURU"

INTRODUCTION

This paper attempts to examine the advertisement effectiveness and customer fulfillment
of Patanjali products in Bengaluru.. There has been a huge comeback of Patanjali products
through the ads which compel consumers to aware about brand and its consumption pattern.
Advertisement of Patanjali products are catching everyone's imagination very fast and promise to
be the next big thing in the medical and wellness industry. It has the unique advantage of having
something to offer for every class of the society. Accordingly he engineered his offerings in tune
with the needs of all under the brand PatanjaliAyurved through his expertise on the art of content
marketing and mass customization. From March 2012, Patanjali brand marked its entry into the
herbal retail market and FMCG with 'Swadeshi' flavour of products ranging from body care,
healthcare, home care, digestive, cosmetics, toiletries etc.

The company has been accused of misleading advertisements about its products and flimsy
testing before being launched to market. Between April 2015 and July 2016, 33 complaints were
received against 21 misleading advertisements, 17 of which were found to violate ASCI
standards. In September 2017, the Delhi High Court has ordered the company to stop airing an
advertisement that promotes its brand of Chyavanprash that disparaged a competitor's. Some
products like amla juice, and ayurvedic medicines have been banned from sales due to poor
quality. Patanjali has also been surrounded by controversies regarding working conditions where
Ramdev and Acharya Balkrishna are treated as gurus, whose feet must be touched each time they
enter an area. Workers are paid a salary of just 6000 INR per month while working in 12-hour
shifts for 6 days a week. They are also discouraged to ask for a raise as working at a factory is
considered "seva" (service) to the cause.
Patanjali has a wide range of products for the purpose of satisfy the needs and wants of potential
customers with the theme of Ayurvedic/herbal being common across all categories. It has four
business divisions: food and beverages, cosmetics and health, health drinks and home care. The
highest revenue grossing products are Patanjali cow ghee, Dant Kanti, Kesh kanti, Patanjali Atta
noodles and Patanjali Aloe Vera juice and gel. The customer base of Patanjali is very huge and
with each passing day, it is growing bigger. A major ramp-up came when Patanjali was
relaunched by Baba Ramdev in 2014. After that it has not looked back. The company is finding
it difficult to cater to the demand of all the customers. It has increased its distribution channels
and expanded its reach multifold from the point when it started. Production has also increased
and it has now over 450 products in its portfolio.

NEED OF THE STUDY

This study provides an assessment on the extent to which the perceptions of consumers and that
of marketers of fast-moving consumer goods converge in respect of branding through social
media aspects and its integral aspects of packaging, pricing, promotions and the quality of fast-
moving consumer goods as they influence the sales of these products. Also, this provides some
exposure on the rapidly growing Indian consumer market which will in turn provide unique
insights into the needs and desires of the population. Fast moving consumer goods have become
an integral part of the lives of all consumers. This study will investigate the extent to which the
perceptions of marketers and consumers converge to promote brand equity in respect of fast-
moving consumer goods in retail chain stores at Bangaluru city.

STATEMENT OF THE PROBLEM

The statement of the problem study sates that the problems with the pathanjali that is failure
Patanjali's failure to keep up with consumer expectations led to losing their brand position among
consumers.The company appointed separate distributorsfor different business verticals such as staples,
personal care and biscuits among others, which created an issue in service levels.The effectiveness of a
marketing campaign determines the sales of a product. The growth slowdown in Patanjali is a direct result
of poor management of trade channels and lack of a coherent advertising strategy.
OBJECTIVES

➢ To evaluate the advertisement strategies of patanjali products in Bengaluru.

➢ To Analyse and identify the factors which helps in customer fulfillment and retention.
➢ To know how patanjali products are accupies the minds of the customer in Bengaluru.

RESERCH METHODOLOGY

Research methodology in a way is a written game plan for conducting research. Research methodology
has many dimensions. It includes not only the research methods but also considers the logic behind the
methods used in the context of the study and complains why only a particular method of technique has
been used. The basic task of research is to generate accurate information for use in decision making.
Research can be defined as the systematic and objective process of gathering, recording and analyzing
data for aid in making business decisions.

Data Collection Method --The data will be collected using both by primary data collection
methods as well as secondary sources.

PRIMARY DATA -- Interviews, questioners, fill ups, etc. Secondary data of this project will be
collected from –

a. Interviews
b. Questionnaires
c. Fill-ups

SECONDARY DATA – Most of the information will be gathered through primary sources. The
methods that will be used to collect primary data are books, research, newspapers, wave sites etc.

Time Frame of the Data Collection

45 Days

TOOLS OF DATA COLLECTION

 - Questionnaire

- Personal interview

- Salesforce

- Social commerce

PLAN OF ANALYSIS
The data collected for through Secondary data were analyzed using simple analysis technique.
And major information is collected through questionaries using customers survey, certain
measurable techniques like graphs and charts and tables and percentage method is going to be
used for data analysis.
Chapter Scheme
Chapter 1: Introduction
Chapter 2: Methodology and literature review
Chapter 3: Profile of company and respondents
Chapter 4: Data analysis and interpretation
Chapter 5: Findings, conclusions and recommendations
• Bibliography
• Annexure
Signature of the Candidate Signature of the Internal Guide
(SHARAN B S) (Dr. Uma C Swadimath)

Date:
Place: BENGALURU