Presented By : Garuda

Marketing Management Group No. : 9

IILM GSM •Ashutosh Singh Chauhan
16, Knowledge Park- II •Pooja
•Raushan Kumar
Greater Noida – 201306
•Siddhant Srivastava
Uttar Pradesh •Molaka Ravindra
•Anmol Gupta
About Organisation
organization Patanjali Ayurveda
Type Private
Industry Consumer Goods (Health Care)
Founded 2006 (14 Years Ago)
Founder Acharya Balakrishna, Ramdev
Headquarters Haridwar, Uttrakhand (India)
Foods, Beverages, Cleaning agents , Personal care
Products
products, Ayurvedic, medicine, Fashion
Revenue ₹ 9500 Cr. (2018)
Net Income ₹ 590 Cr. (2018)
Total Assets ₹ 4345 Cr. (2019)
Owner Balakrishna
No. of Employees 2.67 Lakh
Website http://patanjaliayurved.org/
Vision & Mission
Vision:

Keeping Nationalism, Ayurveda and Yoga 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.
Product : Dantkanti
❖ Category – Personal Care.
❖ 4 Toothpaste Variants – Regular, Advanced, Medicated & Junior.
❖ 1 Tooth powder Variant- Divya Dantmajan.
❖ Contains more than 10 natural extracts. (26 in Medicated)
❖ Sales of Rs. 657 crore in 2018-19.
❖ “An Effective Protection For Your Teeth”.
❖ Tagline – “Tightens Gums Fights Germs”.
 Pricing
TOOTHPASTE QUANTITY PRICE

DANTKANTI 20 gram 10/-

DANTKANTI 50 gram 20/-

DANTKANTI 100 gram 45/-

DANTKANTI 200 gram 85/-

DANTKANTI MEDICATED 300 gram 120/-

DANTKANTI JUNIOUR 100 gram 40/-

DANTKANTI TOOTHPASTE POWDER 100 gram 90/-

 Segmentation
Dant Kanti Junior
❖ Region – Urban, Semi-Urban
❖ Age Group – Children (5-12 Years)
❖ Benefits – Toothache, Gum Problem

Dant Kanti Regular

❖ Region – Urban, Semi-Urban, Rural
❖ Age Group – Youngsters (> 12 Years) & Adults
❖ Benefits – Bad Breath, Fights Gingivitis

Dant Kanti Advanced & Dant Kanti Medicated

❖ Region – Urban
❖ Age Group – Adults & Aged People
❖ Benefits – Sensitivity, Teeth Whitening, Pyorrhoea prevention.
 Competitors
❖ Toothpaste, Tooth powder, Mouth wash, Neemsticks (Daatun).
❖ Key competitors in toothpaste are :
❖ Colgate by Palmolive.
5% 9%
❖ Pepsodent, CloseUp by HUL. 5
❖ Dabur Red by Dabur. 10%
❖ Sensodine by GlaxoSmithKline.
40%
❖ Babool Meswak by Balsara Hygine. 15%
❖ Oral B by Procter & Gamble.
❖ Vicco Bajradanty by Vicco. 21%

Colgate HUL Dabur Dantkanti Sensodyne Others

 SWOT
Strengths WEAKNESSES
• Strong Brand Equity • Not available in
• Safe small stores
Product(Chemical • Color/Taste might
Free) not be soothing
• Appealing Brand • Reach in Rural
Ambassador Markets.

OPPORTUNITIES THREATS
• Become a Leading • Competitors
Brand. launching similar
• Premium oral care products.
products.
• Reach in
International
Markets.
 Indian Toothpaste Industry

• Colgate and Hindustan lever together account for over 85% of the
organized toothpaste market.

• In toothpowders, Colgate, Dandkanti, Dabur are the leading players sharing

between them 75% of the market.

• Penetration of toothpowder in the urban areas has been declining 12% more
and more consumers switch from powder to paste.
 Patanjali’s Growth Data
Financial Years Profit (In crore) Income (In Crore) Margin ( In % )
2010 33.33 163.05 20.38
2011 68.37 318.83 21.44
2012 55.89 453.91 12.31
2013 7.61 848.98 8.91
2014 154.7 1194.57 12.95
2015 308.79 2014 15.33
2016 777.04 4899.75 15.85
2017 803.35 10561 17.28
2018 NA - -
2019 - - -
 Reason’s Behind
Switching to Dantkanti
Cost
15% Quality
Seasonal Change
Advise from Family & Friend

45% 30%

10%

Cost Quality Seasonal Change Advise from Famliy & Friend

 Positioning
❖ Differentiating from Competitors- With a strong competition from global existing brands ,Dan
tkanti was positioned as a ‘Swadeshi’ (local) brand.
❖ Costumer Benefits- Useful in gingivitis, prevents bad breath, sensitivity.
❖ Points of Difference- Dantkanti does not have any harmful chemicals.
❖ Value for money- High quality to low pricing works well with Dantkanti as consumer prefers a
quality product at best price.
Promotions, Channel and
Advertisements
Ramdev is a great proponent of a direct marketing FMCG company - -
piyush pandey (CCO worldwide, India)

❖ Promotional strategy of patanjali – Ramdev’s strong followers base helped the brand get the necessary
push and loyal costumers for its products.

❖ Influencer Marketing - Patanjali has successfully used offline as well as online channels for the promotions
of its products.
❖ TV Advertisements - Patanjali promoted its products through advertisements on news channels and used
simple ads to provide all the necessary information to its costumers.
❖ E-commerce channels and online selling – Capturing the pulse of the millennials and to make products
easily available to costumers , patanjali started promoting its product on e-commerce website like Amazon
, Flipkart , Big basket and Netmeds.
Not just the e-commerce websites, costumers also have the option to buy products directly from the
patanjali website.
 Environmental
 Patanjali Dantkanti toothpaste is herbal toothpaste containing herbs and
some ayurvedic ingredients
 Patanjali dantkani helps people to have healthy teeth for a longer time
 It takes care of the inflammation and the root of the tooth and reduces pain
and swealling
 Patanjali Dantkanti toothpaste is beneficial for treating gingivitis

So at last we can say that it’s a good product and its also good for
envoiurmental .
Thanks for your time
☺