SUBMITTED TO:

DR. FAROOQ AHMED

SUBMITTED BY:
ZEESHAN YOUNAS CH
ROLL NO:
1005
ASSIGNMENT TOPIC:
MARKETING MANAGMENT
PATANJALI CASE STUDY
DEPARTMENT:
DOMS
SECTION:
DOMS
A

UNIVERSITY OF OKARA
 OPEN BOOK
Q:Define Marketing Management,and what is your understanding
about four different orientation towards market place,also
differentiate between selling concept and marketing concept.
 Marketing
 Marketing is a philosophy or a management orientation that stresses the
importance of customer satisfaction, as well as the set of activities used to
implement this philosophy.
 The American Marketing Association definition of marketing:
Marketing Marketing is an organizational function and a set of processes for
creating, communicating, and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its stakeholders.
 Marketing management
 Management is the process of getting things done in an organised and efficient
manner. Marketing management aims at efficient operation of marketing
activities.
 Marketing management smoothen the process of exchange of ownership of goods
and services from seller to the buyer. Marketing management, like all other areas
of management comprises of the function of planning, organising, directing
coordinating and controlling.

 Refers to the process of planning and implementing the conception, pricing,

promotion and sharing/distribution of ideas, goods and services in a bid to
develop, exchange and satisfy individual and organizational goals. 
 Explain four different orientation towards marketplace
1.PRODUCTION ORIENTATION
It is primarily may be a idea with a belief that clients|the purchasers|the shoppers}
majorly desires low-cost and accessible merchandise that are more cost-effective and
accessible. it's established on the very fact that a firm will raise offer because it scale
backs its production prices. It majorly points out the concept that a business can
reduce costs through mass production.A production oriented organization commonly
operates a production model and streamlines this production method for its product
offering. This orientation approach assumes that its customers price worth, and so , it
focuses on lowering production costs to satisfy such price needs of this customer base.

This price is believed to make the most value proposition of the assembly orientation
organization’s key offering, focusing its resources towards operations and positioning
its key marketing communications on price-based messages.

This assumption that price is king, however, isn’t always indicative of the

requirements and needs of the audience because the approach doesn't require learning
anything about the customer base. It assumes that its customers want the most cost
effective product available and can strive to understand this price.

Advantages: Economies of scale, efficiency, low cost to customers.

Disadvantages: Disregards customer needs, set-up costs are usually high.

 Sales Orientation
It concentrates mainly on making an actual scale of the merchandise . This
orientation concentrates on making every probable sale of the produce no matter the
standard of the merchandise or consumer needs. It points out that the purchasers
will purchase a selected product or service on the event that the business sells the
products aggressively.
A sales orientated organization focuses the majority of its resources on selling its
products and services to its audience . In a way, it does priorities its customers but
not during a way of listening of their needs and wishes – it simply wants to sell to
them.
Existing products are usually given to the sales and marketing teams which they're
tasked to finding buyers to those products, wherever and whoever they'll be. Many
organizations will feel they are not selling enough of their products and may ,
therefore, adopt sales orientated techniques to focus the organization on selling
more and building on its profit margins.
Disregarding customer needs during this manner , and adopting aggressive
outbound sales techniques, is an approach that rarely works within the longer term .
this is often often especially the case now that the general “customer” (regardless of
industry) is more empowered than ever and appreciates relationships within the
sales processes, especially within the B2B pharma sectors. That said, this is often to
not mention that organizations cannot be successful with this approach. The
 inbound sales/marketing approach has emerged as attractive in modern-day sales
orientated organizations.
Advantages: Immediate short-term sales are generated.
Disadvantages: Risks customer confidence, costs, not always sustainable.
2.Marketing Orientation
Here business entities places the customers at the midst of the company. All the
decisions and services are availed towards the consumer. It primarily involves
businesses to comprehend the requirements of the customers. It implements the
strategy appropriately from product conception to the sales. It brings out more value
than its customers by concentrating on the needs and wants of the objective market.
1. The marketing concept states that the social and economic justification for an
organization's existence is the satisfaction of customer wants and needs
while meeting organizational objectives.

2. The marketing concept involves:

a. Focusing on customer wants and needs so the organization can
differentiate its product(s) from competitors' offerings
b. Integrating all the organization's activities, including production, to
satisfy these wants and needs
c. Achieving long-term goals for the organization by satisfying
customer wants and needs legally and responsibly.
3. A market orientation involves obtaining information about
customers, competitors, and markets; examining the information from a
total business perspective; determining how to deliver superior
customer value; and implementing actions to provide value to
customers.
4. Understanding your competitive arena and competitor's strengths and
weaknesses is a critical component of market orientation.
5. Market-oriented companies are successful coordinating all business
functions to deliver customer value.
Advantages: Customer satisfaction, loyalty, continual investment in research.
Disadvantages: Reactive, not always innovative, market always changing.
 3.Societal Orientation
It outlines the requirements and needs of a consumers and therefore
the providing of higher value than its competitors and also concentrates on the
advantages of the welfare of the purchasers and society entirely.
As people generally become more aware of their environments, the earth and
thus the societies they live within, the societal orientation approach has emerged,
giving organizations a replacement organizational philosophy.
The societal orientation organization, considering its product, process and its
marketing, to an extent, focuses on the impact its organization and products has
within the societies it operates within, also because the broader environment.
Ethical considerations during this way became highly popular within the
pharmaceutical and bioscience industries.
In competitive markets, however, this approach are often challenging to sustain
– especially for small to medium size organizations where profits and customer
satisfaction can affect how it can execute the environmental and societal
orientation approach.
Advantages: Image is enhanced, appeals to approaching markets, ethical.
Disadvantages : Marketing message is typically distorted, limited budget .
Differentiate between selling concept and marketing concept
Selling Concept
 The Selling Concept implies the marketing philosophy which focus on pushing
the sale of product through aggressive selling techniques like advertising,
personal selling, sales promotion with a view to persuade, lure or coax the buyers
to buy the products.

Marketing concept
 Marketing concept focus on the satisfaction of customer’s and believes it as the
key to the success of any organization and maximization of its profit in long run.

 Following are the differences between selling and marketing concept:

SELLING CONCEPT MARKETING CONCEPT

Definition: The marketing theory is a business plan,
The selling theory believes that if which affirms that the enterprise’s profit
companies and customers are dropped lies in growing more efficient than the
detached, then the customers are not opponents, in manufacturing, producing
going to purchase enough commodities and imparting exceptional consumer
produced by the enterprise. The notion value to the target marketplace.
can be employed argumentatively, in the
case of commodities are not solicited.
Related to:
Constraining customer’s perception of Leading commodities and services
commodities and services. towards the consumer’s perception.

Beginning point:
Factory Marketplace

Concentrates on:

Product Consumer Needs

Process:
5. Views business as a good producing 5. Views business as a customer

process. satisfying process.

6. The seller determines what „product‟ is 6. What should be offered as a product is

to be offered.
Business Planning:
Short Term
Orientation:
Volume
Cost Price:
. Cost determines price.
Transpiration, storage and other
distribution functions are perceived as
mere extensions of the production
function.
The emphasis is one somehow selling‟
there is no coordination among the
different functions of the total marketing
task.
Different department of the business
operate as separate watertight
compartments.
In firms practicing „selling‟
production is the central function;
sales are a subordinate or secondary
function.
Selling views the customer as the list
determined by the buyer; the seller
makes a total product offering that
would match and satisfy the identified
needs of the identified customers.
Long Term
Profit
Consumer determines price; price
determines costs.
They are seen as vital services to be
provided to the customer-not
grudgingly, but in the most willing
manner.
The emphasis is on an integrated
approach; through an integrated
strategy covering product, promotion,
pricing and distribution.
All department of the business operate
in close integration with the sole
purpose of producing consumer
satisfaction.
In Firms practicing marketing is the
central function; the entire company is
organized around the marketing
function.
Marketing views the customer as the
very purpose of the business; sees the
link the business. business from the point of view of the
customer; customer consciousness
permeates the entire organization, all
department and all people in the
organization all the time.

ASSIGMMENT

Q:Summary of the case study of ‘Patanjali takes on industry gaints’

"We don't know markets or marketing but what

we know is serving the people by providing them high-quality products at
attractive prices."
         - Acharya Balkrishna, MD, Patanjali Ayurved Ltd
This is the famous line of Mr. Patanjali, that really impresses the hearts of the people.
This is a good example for those who wants to start their business, they should look
on how Mr. Patanjali really worked hard for this and how he prepared for the
company.
The key factors of the success of Patanjali
Following are the key factors of the success of Patanjali
 Strength:
 Ramdev:
The tremendous growth of Patanjali is attributable to Baba Ramdev and
his quality. For a new shaped FMCG, it would have been not possible to indicate the
sort of growth that Patanjali has shown in such a short time. However, the followers
and goodwill of Ramdev helped Patanjali to gain such significant success.
 National Product:
Patanjali has been marketed that it's a brand created in India for
Indians. Most of the products in India are international brands. Patanjali requests
Indians to buy Indian products to assist the economy of the country. Besides this, the
quality of the product has helped within the fantastic growth of Patanjali
 Herbal Products:
 The merchandise that Patanjali offers contains Ayurved and
Herbal natural elements. The Swadeshi merchandise even has a crucial role within the
success of Patanjali. India has a good supply of vegetation, and we get plenty of
naturally grownup medicines in our dense forests. As a result, India is one of the
leaders in Ayurved.
  Pricing:
Patanjali merchandise is typically worth 20-30 below the rival brands,
and therefore the rivals can't compete with Patanjali on price. They directly buy from
farmers and thus cuts on intermediaries. Hence, they can manufacture at lower prices.
Reliable Distribution Channels:
 Patanjali product is sold through Patanjali Chikitsalayas and Patanjali Arogya
Kendras, Swadeshi Kendras. Patanjali already has 15000 outlets across India.
Patanjali was earlier criticized for its distribution strategy; however, it's currently
improved by distributing through general retail outlets and has recently engaged
with the longer-term band for distribution through retail.
 E-Commerce Advantage:
Patanjali sells through E-commerce corporations and
has a variety of products that it sells online.
 Word-of-Mouth Promotion:
For a new company, mainly in the consumer
merchandise class, a high share of its expenditure goes into advertisements and
promotions. Patanjali followed a spoken promotion strategy at first and didn't pay
abundant on promotions and advertising. Patanjali trusted over the complete loyalty of
its customer.
 Trends:
Patanjali was supposed to be a traditional Indian company; however, it's
surprised everyone by delivery in various changes needed to be at par with its
competitor brands. Be it advertising exploitation celebrities as Brand ambassadors,
getting into fashionable retail, or exploitation E-commerce as a platform. Patanjali has
also understood the potential of digital media and social media platforms and is
additionally disbursal on these channels.
 Weakness:
 Dependency on Ramdev:
Patanjali remains synonymous with Ramdev, and thus
any actions of Ramdev can have repercussions on the entire brand itself. Ramdev's
political affiliations are acknowledged, and thus if in any respect he's targeted for any
political feud, Patanjali also will suffer.
 A Low sort of producing Units
Patanjali has set itself an ambitious target. For that
to happen, Patanjali would want to line up producing units in several parts of the
country, which could need significant investments. It additionally would need to
move from the old strategy to a replacement approach.
 Product Pricing:
Patanjali might got to compromise on its pricing methods if it must
expand, then it's a huge challenge for Patanjali. It cannot sell at such low prices within
the future.
 Low Margin to Distributors:
 Patanjali offers lower margins to distributors and retailers
as compared to its competitors since it's relishing a game of volume and not margins.
 Lack of Management Professionals:
Patanjali doesn't have a huge pool of management professionals and thinks tanks,
which can be a hindrance to international growth.
 Opportunities
 Growing organic sector:
Patanjali has with success unfold awareness regarding
the advantages of flavoring product making a marketplace for itself conjointly the
demand is ever-growing.
 Expand Rural:
The various product portfolio has nice potential within the rural
market. Patanjali should attempt to expand in the Brobdingnagian rural market of
India
 Going Global: Competitors of Patanjali has swollen into the international market.
Patanjali should also try to seize the chance by increasing into the Middle-East
and African Nations for a start.

 Tie-Ups:
Patanjali is already in tie-up with Future cluster and the venture has
been flourishing so far. they must still collaborate with different fashionable retailers
and will verify coming into the E-commerce platforms.
 Diversify:
Patanjali’s competitors are diversifying their product vary by stepping
into new product classes like clothing. Patanjali has continuously positioned as a desi
brand. Patanjali should utilize the chance of creating cloth a fashion statement.
 Threats
 Increasing Competition:
FMCG giants, like HUL, Marico and alternative new
entrants have known the chance created by the attention campaign by Patanjali and
are currently coming into the organic product market increasing the competition for
Patanjali.
 Negative spoken
 Since Patanjali is sort of new within the market any negative
spoken in the social media platforms will influence be harmful for the position of
Patanjali in the market.
 Poor reap will have an effect on business:
Main ingredients of the bulk of the
merchandise of Patanjali are naturally cultivated and dangerous yield will adversely
have an effect on the assembly of the products and in turn, moving the sales revenue.
 Price war: Patanjali’s slogan is to bring flavoring and pure merchandise to the
plenty at cheap values. Earlier brands accustomed charge a premium for herbal
products. however the FMCG giants like HUL, Colgate are within the
marketplace for a awfully while and thus have deep pockets and can be able to
bleed for extended in revenge of the low price charged by Patanjali. Such price
battle will drastically have an effect on the gain of Patanjali because it is already
in operation at a awfully low margin.
 Marketing mix at Patanjali.
Baba Ramdev and Acharya Balakrishna:started Patanjali. In company, Ramdev
held no stake, whereas Balakrishna held a 92% stake. The rest of the 8% stake is held
by Sarvan and Sunita Poddar, who gave their land to Patanjali. In FY 2015/16,
Patanjali's revenue was around 45-50 billion, which was approximately 125-150
percent more in comparison to FY2014/15. Without any prior market research,
Patanjali launched its products in various categories. Patanjali was following an
umbrella strategy for its branding. That means all sub-brands come under the category
of Patanjali Brands.
 Its Marketing Mix includes:

 Product:
The first product was aloe vera gel, which was promoted in Ramdev's yoga
camps. Currently, Patanjali has 400 stock-keeping units. The company is operating in
four major categories: Ayurvedic Health Products, Food Products, Skin Care and
Home Care products, and Juices. Its best seller product is Cow Ghee followed by
Dant Kanti toothpaste and Kesh Kanti Shampoo. The reason behind Patanjali's
success over FMCG product was its economical pricing. It adopted a low pricing
strategy. Patanjali also launched its premium product om Skin Care and Homecare
category to compete with Maybelline LLC and L'Oreal S.A.
 Pricing It adopted a lower pricing strategy. It priced its products approximately
15-20% lower as comparison to different companies. the corporate took its staple
directly from farmers; that's why the company will sell its merchandise at a lower
price to its consumers. In a nutshell, the company is exploitation mass
customization to form economies of scale.
 Place: It used a franchise model to sell its products. Its shops were classified as
Patanjali Chikitsalaya (dispensaries), Patanjali Arogya Kendra (health center),
and Swadesi Kendra (Indian-made goods). In Chikitsalaya and Arogya Kendra
doctor was additionally available to provide prescription to patients. In 2015,
Patanjali had more or less five hundred franchise stores. it's products also offered
in on-line retail stores.
 Promotion
Initially, Most of Patanjali advert is finished by cake Ramdev in his yoga
camps. However, Patanjali is additionally finance tons in mass media promoting like
television. According to a report of Broadcasting Audience analysis Council, Patanjali
advertisement was seen additional compared to truthful and beautiful and Cadbury
within the year 2015. Its best marketing strategy was content marketing, which
suggests they centered on educating individuals regarding their merchandise. along
side its quality products and a lively distribution network, Patanjali achieved success
in the market. Patanjali also did a partnership with Future Retail cluster to extend its
visibility across a broad vary of customers. we will perceive the promoting mixture of
Patanjali with the assistance of the AIDA model of shopping for behaviour. Patanjali,
with its marketing mix, persuaded customers in every step (Attention, Interest, Desire,
Action) of the buying call process.
 WHAT ARE YOUR RECOMMENDATION TO ACHEIVE ORGANIZATIONAL
GOAL?
Answer
1. Organizational goals

 This are objectives that firms try to achieve

 They are the intentions under which the organization decisions are made and
actions are based.
 Thus, they guide the firm to outline expected outcomes and guide employee's
efforts.
  Thus, goals can either be process based, performance based, or outcome
based.

2. RECOMMENDATION TO ACHIEVE ORGANIZATIONAL GOALS

1. Firms need to deal with their challenges and anything that affects achievement of
their goals
2. Thus I recommend:
               i.    Firms should employ good leadership styles. Thus they do not just
become employers but couch their employee, as well as allow for their participation
              ii.     The firm should align their strategic goals, with all operations of the
firm. thus the management plan should align to the vision and mission of the firm
             iii.     Firms should identify key priority areas like quality, customer's service,
employee motivation, retention, and recognition. Employee motivation is key to high
productivity
              iv.     Firms should work towards optimization of production and
productivity. Thus ensure all departments from staffing, quality, inventory, are
working together. With high team working and information sharing
             v.     Have a robust performance appraisal system. This will act as a threshold
to performance as well as measurement of success.
             vi.     Firms should promote team building so that there is not duplication of
work, and targets are achieved
            vii.     Thus, it is essential that time is well managed, plans are made and
followed, and all people work together towards achievement of the firm objective.

End 
The SWOT investigation of Patanjali shows that the organization is well en route to
better progress. The organization basically needs to deal with its correspondences and
avoid whatever straightforwardly impacts Baba Ramdev. It needs to put more trust in
itself to seek after the business sectors worldwide and associate with more purchasers
that would be keen on its image and contributions.