L A T H A R Project Final

“A STUDY ON MARKETING MIX STRATEGY OF CONSUMER BEHAVIOUR TOWARDS PATANJALI PRODUCTS WITH SPECIAL
REFERENCE TO TUMKUR CITY”
CHAPTER -1
INTRODUCTION
1.1 MARKET
The marketing mix refers to the set of action, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix increasingly
includes several other Ps like Packaging, Positioning, People and Politics as vital mix
elements.
Marketing strategies and tactics are normally based on explicit and implicit beliefs about
consumer behaviour. Decisions based on explicit assumptions and sound theory and research
are more likely to be successful than the decisions based solely on implicit intuition.
Patanjali Ayurved is one the fastest growing FMCG companies in India, which focuses on
food, healthcare and medicinal products. Patanjali is founded by Indian yoga guru Baba
Ramdev and Acharya Balkrishna in 2006 with the aim of promoting ayurvedic products
amongst consumers. With annual revenues exceeding INR 5000 crore, Patanjali had become
one of the largest consumer goods company in India. Patanjali Ayurved has also initiated its
expansion by dealership partnerships and distributor channels across India and abroad.
Patanjali started its operations with Patanjali yogpeeth in Hardiwar, Uttarakhand. Patanjali
yogpeeth is one of the largest yoga institutes in the country. Swami Ramdevji Maharaj and
Acharya Balkrishanaji Maharaj set up Patanjali Ayurveda Pvt Ltd for treatment, research and
development and for the manufacturing of ayurvedic medicines in Yoga and Ayurveda.
Patanjali Yogpeeth offers treatment and scientific research and has brought a revolution when
it comes healthcare in the country with the combined approach of Yoga and Ayurveda.
The infrastructural facilities at Patanjali Yogpeeth includes an OPD for free medical
consultation, IPD of thousand beds, laboratory for test investigation of radiology, cardiology
and pathology, a yoga research department, free yoga classes, high quality ayurvedic
medicines manufactured by Divya pharmacy, facilities of library and reading room along
with a cyber café, a huge auditorium, apartments for senior citizens, a grand museum and a
sale outlet of 11,000 square feet for literature related to yoga and Ayurveda.
Patanjali Ayurved Limited was established in 2006 with a thought of rural and urban
development. The company is not merely an organization but a thought of creating a healthy
society through Yog and Ayurved.
We value our consumers and we believe by providing quality products a quality life for them
can be created. This is our primary apprehension and thus, we try to take every measure to
ensure quality like the Unique ID system to stop fake products.
DEPT, OF COMMERCE. GURUSHREE COLLEGE OF COMMERCE AND SOCIAL WORK B.H ROAD TUMKUR Page 1
We recognize farmers as our main assets. They provide herbal and organic products on
contract farming. The company takes various initiatives for farmers to raise their income and
provide surety towards sale of their produce.
Farmers are provided with all sorts of technical-aid and necessary information about efficient
farming. Our manufacturing units process consumables like food items, medicines etc. These
are made available to consumers through a wide network of Authorized Patanjali Stores and
retails shops.
Our efforts in the sectors of social welfare, health, philosophy and spirituality are guided by
our values. We consider ‘guru satta’ and ‘bhagwat satta’ above everything else. We believe in
optimum utilization of our capabilities for the betterment of the society. Our functionality and
concepts make us a distinguished organization.
Our increasing processing units, retail outlets across the nation and the flourishing sale-profit
figures illustrate our glorious journey so far. Our consistency in growth and expansion is due
to the ever-increasing trust.
We are a leading name in the sector. We aim to grow and expand to enhance our concept of
wellness of individuals and the society. Patanjali Ayurved Ltd has achieved a tremendous
presence around the globe and throughout India in a very small time since its inception in
2006. We have more than 47000 retail counters, 3500 distributors, multiple warehouses in
18 states and proposed factories in 6 states.
With a growth rate of 130%, the Patanjali Group is planning to make a foray into major
global markets. As the group is already present in markets like the US, Canada, the UK,
Russia, Dubai and some European countries, it is willing to spread its wings wider and
farther.
1.2 MEANING OF MARKET.

In common parlance, by market is meant a place where commodities are bought and sold at
retail or wholesale prices. Thus, a market place is thought to be a place consisting of a
number of big and small shops, stalls and even hawkers selling various types of goods.
1.3 DEFINITIONS OF MARKET.

Cournot’s definition – the French economist Cournot defined a market thus “Economists
understand by the ‘Market’ not any particular market place in which things are bought and
sold but the whole of any region in which buyers and sellers are in such free intercourse with
one another that the prices of the same goods tend to equality, easily and quickly.”
1.4 MEANING OF MARKETING.

Marketing is a business term that experts have defined in dozens of different ways. In fact,
even at company level people may perceive the term differently. Basically, it is a
management process through which products and services move from concept to the
customer. It includes identification of a product, determining demand, deciding on its price,
and selecting distribution channels. It also includes developing and implementing a
promotional strategy.
1.5 DEFINITIONS OF MARKETING.

According to American Marketing Association as “The activity set of institution, and
processes for creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large.
1.6 IMPORTANCE OF MARKETING

(1) Marketing Helps in Transfer, Exchange and Movement of Goods:
Marketing is very helpful in transfer, exchange and movement of goods. Goods and services
are made available to customers through various intermediaries’ viz., wholesalers and
retailers etc. Marketing is helpful to both producers and consumers.
To the former, it tells about the specific needs and preferences of consumers and to the latter
about the products that manufacturers can offer. According to Prof. Haney Hansen
“Marketing involves the design of the products acceptable to the consumers and the conduct
of those activities which facilitate the transfer of ownership between seller and buyer.”
(2) Marketing Is Helpful In Raising And Maintaining The Standard Of Living Of The
Community:
Marketing is above all the giving of a standard of living to the community. Paul Mazur states,
“Marketing is the delivery of standard of living”. Professor Malcolm McNair has further
added that “Marketing is the creation and delivery of standard of living to the society”.
By making available the uninterrupted supply of goods and services to consumers at a

reasonable price, marketing has played an important role in raising and maintaining living
standards of the community. Community comprises of three classes of people i.e., rich,
middle and poor. Everything which is used by these different classes of people is supplied by
marketing.
In the modern times, with the emergence of latest marketing techniques even the poorer
sections of society have attained a reasonable level of living standard. This is basically due to
large scale production and lesser prices of commodities and services. Marketing has infact,
revolutionised and modernised the living standard of people in modern times.
(3) Marketing Creates Employment:
Marketing is complex mechanism involving many people in one form or the other. The major
marketing functions are buying, selling, financing, transport, warehousing, risk bearing and
standardisation, etc. In each such function different activities are performed by a large
number of individuals and bodies.
Thus, marketing gives employment to many people. It is estimated that about 40% of total
population is directly or indirectly dependent upon marketing. In the modern era of large
scale production and industrialisation, role of marketing has widened.
This enlarged role of marketing has created many employment opportunities for people.
Converse, Huegy and Mitchell have rightly pointed out that “In order to have continuous
production, there must be continuous marketing, only then employment can be sustained and
high level of business activity can be continued”.
(4) Marketing as a Source of Income and Revenue:
The performance of marketing function is all important, because it is the only way through
which the concern could generate revenue or income and bring in profits. Buskirk has pointed
out that, “Any activity connected with obtaining income is a marketing action. It is all too
easy for the accountant, engineer, etc., to operate under the broad assumption that the
Company will realise many dollars in total sales volume.
However, someone must actually go into the market place and obtain dollars from society in
order to sustain the activities of the company, because without these funds the organisation
will perish.”
Marketing does provide many opportunities to earn profits in the process of buying and
selling the goods, by creating time, place and possession utilities. This income and profit are
reinvested in the concern, thereby earning more profits in future. Marketing should be given
the greatest importance, since the very survival of the firm depends on the effectiveness of
the marketing function.
(5) Marketing Acts as a Basis for Making Decisions:
A businessman is confronted with many problems in the form of what, how, when, how much
and for whom to produce? In the past problems was less on account of local markets. There
was a direct link between producer and consumer.
In modern times marketing has become a very complex and tedious task. Marketing has
emerged as new specialised activity along with production.
As a result, producers are depending largely on the mechanism of marketing, to decide what
to produce and sell. With the help of marketing techniques a producer can regulate his
production accordingly.
(6) Marketing Acts as a Source of New Ideas:
The concept of marketing is a dynamic concept. It has changed altogether with the passage of
time. Such changes have far reaching effects on production and distribution. With the rapid
change in tastes and preference of people, marketing has to come up with the same.
Marketing as an instrument of measurement, gives scope for understanding this new demand
pattern and thereby produce and make available the goods accordingly.
(7) Marketing Is Helpful In Development Of An Economy:
Adam Smith has remarked that “nothing happens in our country until somebody sells
something”. Marketing is the kingpin that sets the economy revolving. The marketing
organisation, more scientifically organised, makes the economy strong and stable, the lesser
the stress on the marketing function, the weaker will be the economy.
1.7 SCOPE OF MARKETING

The scope of marketing deals with the question, ‘what is marketed?’ According to Kotler,
marketing people are involved with ten types of entities.
1. Goods:
Physical goods constitute the major part of a country’s production and marketing effort.
Companies market billions of food products, and millions of cars, refrigerators, television and
machines.
2. Services:
As economies advance, a large proportion of their activities is focused on the production of

services. Services include the work of airlines, hotels, car rental firms, beauticians, software
programmers, management consultants, and so on. Many market offerings consist of a mix of
goods and services. For example, a restaurant offers both goods and services.
3. Events:
Marketers promote events. Events can be trade shows, company anniversaries, entertainment
award shows, local festivals, health camps, and so on. For example, global sporting events
such as the Olympics or Common Wealth Games are promoted aggressively to both
companies and fans.
4. Experiences:
Marketers create experiences by offering a mix of both goods and services. A product is
promoted not only by communicating features but also by giving unique and interesting
experiences to customers. For example, Maruti Sx4 comes with Bluetooth technology to
ensure connectivity while driving, similarly residential townships offer landscaped gardens
and gaming zones.
5. Persons:
Due to a rise in testimonial advertising, celebrity marketing has become a business. All
popular personalities such as film stars, TV artists, and sportspersons have agents and
personal managers. They also tie up with PR agencies for better marketing of oneself
6. Places:
Cities, states, regions, and countries compete to attract tourists. Today, states and countries
are also marketing places to factories, companies, new residents, real estate agents, banks and
business associations. Place marketers are largely real estate agents and builders. They are
using mega events and exhibitions to market places. The tourism ministry is also aggressively
promoting tourist spots locally and globally.
7. Properties:
Properties can be categorized as real properties or financial properties. Real property is the
ownership of real estates, whereas financial property relates to stocks and bonds. Properties
are bought and sold through marketing.
Marketing enhances the need of ownership and creates possession utility. With improving
income levels in the economy, people are seeking better ways of saving money. Financial and
real property marketing need to build trust and confidence at higher levels.
8. Organizations:
Organizations actively work to build image in the minds of their target public. The PR
department plays an active role in marketing an organization’s image. Marketers of the
services need to build the corporate image, as exchange of services does not result in the
ownership of anything. The organization’s goodwill promotes trust and reliability. The
organization’s image also helps the companies in the smooth introduction of new products.
9. Information:
Information can be produced and marketed as a product. Educational institutions,

encyclopedias, non-fiction books, specialized magazines and newspapers market information.
The production, packaging, and distribution of information is a major industry. Media
revolution and increased literacy levels have widened the scope of information marketing.
10. Idea:
Every market offering includes a basic idea. Products and services are used as platforms for
delivering some idea or benefit. Social marketers widely promote ideas. Maruti Udyog
Limited promoted safe driving habits, need to wear seat belts, need to prohibit children from
sitting near the driver’s seat, and so on.
1.8 FUNCTIONS OF MARKETING

Marketing is related to the exchange of goods and services. Through its medium the goods
and services are brought to the place of consumption. This satisfies the needs of the
customers. The following activities are undertaken in respect of the exchange of goods and
services:
1. Gathering and Analysing Market Information:
Gathering and analyzing market information is an important function of marketing. Under it,
an effort is made to understand the consumer thoroughly in the following ways:
marketing
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(a) What do the consumers want?
(b) In what quantity?
(c) At what price?
(d) When do they want (it)?
(e) What kind of advertisement do they like?
(f) Where do they want (it)?
What kind of distribution system do they like? All the relevant information about the
consumer is collected and analysed. On the basis of this analysis an effort is made to find out
as to which product has the best opportunities in the market.
2. Marketing Planning:
In order to achieve the objectives of an organisation with regard to its marketing, the
marketeer chalks out his marketing plan. For example, a company has a 25% market share of
a particular product.
The company wants to raise it to 40%. In order to achieve this objective the marketer has to
prepare a plan in respect of the level of production and promotion efforts. It will also be
decided as to who will do what, when and how. To do this is known as marketing planning.
3. Product Designing and Development:
Product designing plays an important role in product selling. The company whose product is
better and attractively designed sells more than the product of a company whose design
happens to be weak and unattractive.
In this way, it can be said that the possession of a special design affords a company to a
competitive advantage. It is important to remember that it is not sufficient to prepare a design
in respect of a product, but it is more important to develop it continuously.
4. Standardisation and Grading:
Standardisation refers to determining of standard regarding size, quality, design, weight,

colour, raw material to be used, etc., in respect of a particular product. By doing so, it is
ascertained that the given product will have some peculiarities.
This way, sale is made possible on the basis of samples. Mostly, it is the practice that the
traders look at the samples and place purchase order for a large quantity of the product
concerned. The basis of it is that goods supplied conform to the same standard as shown in
the sample.
Products having the same characteristics (or standard) are placed in a given category or
grade. This placing is called grading. For example, a company produces commodity – X,
having three grades, namely A’. ‘B’ and ‘C’, representing three levels of quality; best,
medium and ordinary respectively.
Customers who want best quality will be shown ‘A’ grade product. This way, the customer
will have no doubt in his mind that a low grade product has been palmed off to him. Grading,
therefore, makes sale-purchase easy. Grading process is mostly used in case of agricultural
products like food grains, cotton, tobacco, apples, mangoes, etc.
5. Packaging and Labelling:
Packaging aims at avoiding breakage, damage, destruction, etc., of the goods during transit
and storage. Packaging facilitates handling, lifting, conveying of the goods. Many a time,
customers demand goods in different quantities. It necessitates special packaging. Packing
material includes bottles, canister, plastic bags, tin or wooden boxes, jute bags etc.
Label is a slip which is found on the product itself or on the package providing all the
information regarding the product and its producer. This can either be in the form of a cover
or a seal.
For example, the name of the medicine on its bottle along with the manufacturer’s name, the
formula used for making the medicine, date of manufacturing, expiry date, batch no., price
etc., are printed on the slip thereby giving all the information regarding the medicine to the
consumer. The slip carrying all these is details called Label and the process of preparing it as
Labelling.
6. Branding:
Every producer/seller wants that his product should have special identity in the market. In
order to realise his wish he has to give a name to his product which has to be distinct from
other competitors.
Giving of distinct name to one’s product is called branding. Thus, the objective of branding is
to show that the products of a given company are different from that of the competitors, so
that it has its own identity.
For instance, if a company wants to popularise its commodity – X under the name of “777”
(triple seven) then its brand will be called “777”. It is possible that another company is selling
a similar commodity under AAA (Triple ‘A’) brand name.
Under these circumstances, both the companies will succeed in establishing a distinct identity
of their products in the market. When a brand is not registered under the trade Mark Act,
1999, it becomes a Trade Mark.
7. Customer Support Service:
Customer is the king of market. Therefore, it is one of the chief functions of marketer to offer
every possible help to the customers. A marketer offers primarily the following services to
the customers:
(i) After-sales-services
(ii) Handling customers’ complaints
(iii) Technical services
(iv) Credit facilities
(v) Maintenance services
Helping the customer in this way offers him satisfaction and in today’s competitive age
customer’s satisfaction happens to be the top-most priority. This encourages a customer’s
attachment to a particular product and he starts buying that product time and again.
8. Pricing of Products:
It is the most important function of a marketing manager to fix price of a product. The price
of a product is affected by its cost, rate of profit, price of competing product, policy of the
government, etc. The price of a product should be fixed in a manner that it should not appear
to be too high and at the same time it should earn enough profit for the organisation.
9. Promotion:
Promotion means informing the consumers about the products of the company and
encouraging them to buy these products. There are four methods of promotion: (i)
Advertising, (ii) Personal selling, (iii) Sales promotion and (iv) Publicity. Every decision
taken by the marketer in this respect affects the sales. These decisions are taken keeping in
view the budget of the company.
10. Physical Distribution:
Under this function of marketing the decision about carrying things from the place of
production to the place of consumption is taken into account. To accomplish this task,
decision about four factors are taken. They are: (i) Transportation, (ii) Inventory, (iii)
Warehousing and (iv) Order Processing. Physical distribution, by taking things, at the right
place and at the right time creates time and place utility.
11. Transportation:
Production, sale and consumption-all the three activities need not be at one place. Had it been
so, transportation of goods for physical distribution would have become irrelevant. But
generally it is not possible. Production is carried out at one place, sale at another place and
consumption at yet another place.
Transport facility is needed for the produced goods to reach the hands of consumers. So the
enterprise must have an easy access to means of transportation.
Mostly we see on the road side’s private vehicles belonging to Pepsi, Coca Cola, LML,
Britannia, etc. These private carriers are the living examples of transportation function of
marketing. Place utility is thus created by transportation activity.
12. Storage or Warehousing:
There is a time-lag between the purchase or production of goods and their sale. It is very
essential to store the goods at a safe place during this time-interval. Godowns are used for
this purpose. Keeping of goods in godowns till the same are sold is called storage.
For the marketing manager storage is an important function. Any negligence on his part may
damage the entire stock. Time utility is thus created by storage activity.
1.9 MEANING OF CONSUMER BEHAVIOUR

Knowledge of consumer behaviour can be an important competitive advantage while
formulating marketing strategies. It can greatly reduce the odds of bad decisions and market
failures. The principles of consumer behaviour are useful in many areas of marketing, some
of which are listed below.
Understanding consumer behaviour is important for any organization before launching a

product. If the organization failed to analyse how a customer will respond to a particular
product, the company will face losses. Consumer behaviour is very complex because each
consumer has different mind and attitude towards purchase, consumption and disposal of
product (Solomon, 2009). Understanding the theories and concepts of consumer behaviour
helps to market the product or services successfully. Moreover, studying consumer behaviour
helps in many aspects. As there is constant change in the living standards, trend, fashion and
change in technology; consumer’s attitude towards the purchase of product varies (Kumar,
2004). Understanding these factors is of utmost importance because the marketing of product
are largely dependent on these factors. Thus, consumer behaviour serves as a successful tool
for marketers in meeting their sales objectives.
1.10 DEFINITION OF CONSUMER BEHAVIOUR:

1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and
decision processes of people who purchase goods and services for personal consumption’.
2. According to Louden and Bitta, ‘consumer behaviour is the decision process and physical
activity, which individuals engage in when evaluating, acquiring, using or disposing of goods
and services’.
1.11 IMPORTANCE OF CONSUMER BEHAVIOUR.

 To design the best possible product or service that fully satisfies consumer’s needs
and demands.
 To decide where the service or product would be made available for easy access of
consumers.
 To decide the price at which the consumers would be ready to buy that product or
service.
 To find out the best method of promotion that will prove to be effective to attract
customers to buy a product.
 To understand why, when, how, what and other factors that influence buying decision
of the consumers.
1.12 MEANING OF MARKETING MIX.

The marketing mix refers to the set of actions, or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. However, nowadays, the marketing mix increasingly includes several
other Ps like Packaging, Positioning, People and even Politics as vital mix elements.
1.13 DEFINITION OF MARKETING MIX.

According to Philip Kotler, ‘marketing mix is the mixture of controllable marketing variable
that the firm uses to pursue the sought level of sales in the target market’
1.14 FEATURES OF MARKETING MIX:

1. Marketing mix is the crux of marketing process:
Marketing mix involves many crucial decisions relating to each element of the mix. The
impact of the mix will be the best when proper weightage is assigned to each element and
they are integrated so that the combined effect leads to the best results.
2. Marketing mix has to be reviewed constantly in order to meet the changing

requirements:
The marketing manager has to constantly review the mix and conditions of the market and
make necessary changes in the marketing mix according to changes in the conditions and
complexity of the market.
3. Changes in external environment necessitate alterations in the mix:
Changes keep on taking place in the external environment. For many industries, the customer
is the most fluctuating variable of environment. Customers’ tastes and preferences change
very fast. Brand loyalty and purchasing power also change over a period. The marketing
manager has to carry out market analysis constantly to make necessary changes in the
marketing mix.
4. Changes taking place within the firm also necessitate changes in marketing mix:
Changes within the firm may take place due to technological changes, changes in the product
line or changes in the size and scale of operation. Such changes call for similar changes in the
marketing mix.
5. Applicable to business and non-business organization:
Marketing mix is applicable not only to business organizations but also to non-business
organizations, such as clubs and educational institutions. For instance, an educational
institution is expected to provide the right courses (product), charge the right fees (price),
promote the institution and the courses, and provide the courses at the right place.
6. Helps to achieve organizational goals:
An application of an appropriate marketing mix helps to achieve organizational goals such as

profits and market share.
7. Concentrates on customers:
A thorough understanding of the customer is common to all the four elements. The focus
point of marketing mix is the customer, and the marketing mix is expected to provide
maximum customer satisfaction.
1.15 COMPONENTS OF MARKETING MIX.

Marketing involves a number of activities. To begin with, an organisation may decide on
its target group of customers to be served. Once the target group is decided, the product
is to be placed in the market by providing the appropriate product, price, distribution and
Promotional efforts. These are to be combined or mixed in an appropriate proportion so
as to achieve the marketing goal. Such mix of product, price, distribution and promotional
efforts is known as ‘Marketing Mix’.
According to Philip Kotler “Marketing Mix is the set of controllable variables that the firm
can use to influence the buyer’s response”. The controllable variables in this context refer
to the 4 ‘P’s [product, price, place (distribution) and promotion]. Each firm strives to
build up such a composition of 4‘P’s, which can create highest level of consumer satisfaction
and at the same time meet its organisational objectives. Thus, this mix is assembled keeping
in mind the needs of target customers, and it varies from one organisation to another
Depending upon its available resources and marketing objectives. Let us now have a brief
Idea about the four components of marketing mix.
1. Product :
Product refers to the goods and services offered by the organisation. A pair of
shoes, a plate of dahi-vada, a lipstick, all are products. All these are purchased because
they satisfy one or more of our needs. We are paying not for the tangible product but for
the benefit it will provide. So, in simple words, product can be described as a bundle of
benefits which a marketeer offers to the consumer for a price. While buying a pair of
shoes, we are actually buying comfort for our feet, while buying a lipstick we are actually
paying for beauty because lipstick is likely to make us look good. Product can also take
the form of a service like an air travel, telecommunication, etc. Thus, the term product
refers to goods and services offered by the organisation for sale.
2. Price:
Price is the amount charged for a product or service. It is the second most important
element in the marketing mix. Fixing the price of the product is a tricky job. Many factors
like demand for a product, cost involved, consumer’s ability to pay, prices charged by
competitors for similar products, government restrictions etc. have to be kept in mind
while fixing the price. In fact, pricing is a very crucial decision area as it has its effect on
demand for the product and also on the profitability of the firm.
3. Place:
Goods are produced to be sold to the consumers. They must be made available to
the consumers at a place where they can conveniently make purchase. Woollens are
manufactured on a large scale in Ludhiana and you purchase them at a store from the
nearby market in your town. So, it is necessary that the product is available at shops in
your town. This involves a chain of individuals and institutions like distributors, wholesalers
and retailers who constitute firm’s distribution network (also called a channel of distribution).
The organisation has to decide whether to sell directly to the retailer or through the
distributors/wholesaler etc. It can even plan to sell it directly to consumers. The choice is
guided by a host of factors about which you will learn later in this chapter.
4. Promotion:
If the product is manufactured keeping the consumer needs in mind, is rightly
priced and made available at outlets convenient to them but the consumer is not made
aware about its price, features, availability etc, its marketing effort may not be successful.
Therefore promotion is an important ingredient of marketing mix as it refers to a process
of informing, persuading and influencing a consumer to make choice of the product to be
bought. Promotion is done through means of personal selling, advertising, publicity and
sales promotion. It is done mainly with a view to provide information to prospective
consumers about the availability, characteristics and uses of a product. It arouses potential
consumer’s interest in the product, compare it with competitors’ product and make his
choice. The proliferation of print and electronic media has immensely helped the process
of promotion.
1.16 MEANING OF STRATEGY

A method or plan chosen to bring about a desired future, such as achievement of a goal or solution to
a problem.
The art and science of planning and marshalling resources for their most efficient and effective use.
The term is derived from the Greek word for general ship or leading an army. See also tactics.
1.17 PATANJALI MARKETING MIX (4PS) STRATEGY

Marketing Mix of Patanjali analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the Patanjali marketing strategy. The article elaborates the
pricing, advertising & distribution strategies used by the company.
Let us start the Patanjali Marketing Mix:
1. Product:
Patanjali Ayurved is an Indian FMCG company which started in 2006. Patanjali has a diverse
product offering in its marketing mix. The product range of Patanjali had more than 400 types
of FMCG goods like cosmetic products, food items, haircare, skincare, toothcare etc. The
company also has products which focus on baby segment, healthcare and beauty products for
men and women. Patanjali also produces medicines and as per its sources, all its products are
ayurvedic and free of harmful chemicals. Patanjali food product range includes biscuits,
noodles, cornflakes etc. Patanjali has 300+ medicines for treating many ailments and body
conditions, from common cold to paralysis. Textile, jeans, kurta, pyjama etc is also
something which the company is focused on. Hence, this gives an insight in the product mix
of Patanjali.
2. Price:
Patanjali Ayurved has entered in an extremely competitive segment in the Indian FMCG
industry. The main players in India in this category are the likes of HUL, P&G, Marico, ITC
etc. Patanjali has ventured into various segments and hence the pricing strategy in its
marketing mix is defined by the competition in that segment. Patanjali products are priced as
per competition so that it becomes easier for the customers to switch from their existing
brand and adopt their products. Patanjali noodles competes with Maggi, toothpaste competes
with Colgate, chywanprash competes with Dabur, cornflakes compete with Kelloggs and
hence forth. This clearly shows that Patanjali has replicated the already successful existing
FMCG model and is focused on giving a healthier and natural variant to its target audience.
Thus the prices of Patanjali products are driven by segment, geography and most importantly
competition pricing.
3. Place:
Patanjali has managed to reach a wide population in a short span of time. Patanjali has an
excellent distribution network as it has tied up with the likes of Future group, Reliance retail,
Hypercity etc. This has enabled the Patanjali brand to ensure that its products are widely
available across various cities and towns in India. Close to 5000 retailers are actively
promoting Patanjali products along with smaller grocery stores. With the increase in
ecommerce in the Indian segment, Patanjali is also effectively increasing its presence online.
This would enable customers to simply add the products to their carts and they can buy
Patanjali products via COD, online payment etc which would be delivered to their doorstep.
The brand has also been able to expand geographically outside India. Patanjali products are
widely available in countries like Nepal, Saudi Arabia, UAE, Middle East, Bangladesh,
SriLanka etc.
4. Promotion:
Patanjali has considered advertising for its products as a high priority for driving sales. The
promotion and branding in Patanjali marketing mix utilises all media channels like print, TV,
online ads, billboards etc. Patanjali's brand ambassador is yoga guru Ramdev Baba, who has
a staggering fan following, which enabled the brand to catapult in the big league within a
short span. The advertisements of Patanjali has been aggressive where they have showcased
the importance of using natural and ayurvedic ways of making products. Their
advertisements have also been under scrutiny as they have alleged that its competitors have
been using harmful products. Patanjali advertisements showcase their entire product range
targeting the audience who want a healthy lifestyle by using naturally curated products. The
massive advertising exercise by Patanjali has made it one of the fastest growing FMCG
companies in India, with annual revenues in excess of INR 5000 crores. Hence this gives an
overview on the marketing mix of Patanjali Ayurved FMCG Company.
CHAPTER -2
RESEARCH DESIGN AND METHODLOGY

TITLE OF THE STUDY
“A Study on Marketing Mix Strategy Consumer Behaviour towards Patanjali Products with
special Reference to Tumkur City”
2.1 CONCEPTUAL FRAMEWORK

Sales promotion is an important component of a small business's overall marketing strategy,
along with advertising, public relations, and personal selling. The American Marketing
Association (AMA) defines sales promotion as "media and non-media marketing pressure
applied for a predetermined, limited period of time in order to stimulate trial, increase
consumer demand, or improve product quality." But this definition does not capture all the
elements of modern sales promotion. One should add that effective sales promotion increases
the basic value of a product for a limited time and directly stimulates consumer purchasing,
selling effectiveness, or the effort of the sales force. It can be used to inform, persuade, and
remind target customers about the business and its marketing mix. Some common types of
sales promotion include samples, coupons, sweepstakes, contests, in-store displays, trade
shows, price-off deals, premiums, and rebates. Businesses can target sales promotions at three
different audiences: consumers, resellers, and the company's own sales force. Sales
promotion acts as a competitive weapon by providing an extra incentive for the target
audience to purchase or support one brand over another.
It is particularly effective in spurring product trial and unplanned purchases. Most marketers
believe that a given product or service has an established perceived price or value, and they
use sales promotion to change this price-value relationship by increasing the value and/or
lowering the price. Compared to the other components of the marketing mix (advertising,
publicity, and personal selling), sales promotion usually operates on a shorter time line, uses
a more rational appeal, returns a tangible or real value, fosters an immediate sale, and
contributes highly to profitability. In determining the relative importance to place on sales
promotion in the overall marketing mix, a small business should consider its marketing
budget, the stage of the product in its life cycle, the nature of competition in the market, the
target of the promotion, and the nature of the product. Ford in the growth and maturity stages
of the product life cycle to stimulate consume example, sales promotion and direct mail are
particularly attractive alternatives when the marketing budget is limited, as its Promotional
Activities is for many small businesses. In addition, sales promotion can be an effective tool
in a highly competitive market, when the objective is to convince retailers to carry Product or
influence consumers to select it over those of competitors. Similarly, sales promotion is often
users and resellers to choose that product over the competition—rather than in the
introduction stage, when mass advertising to build awareness might be more important.
Finally, sales promotion tends to work best when it is applied to impulse items whose
features can be judged at the point of purchase, rather than more complex, expensive items
that might require hands-on demonstration.
2.2 REVIEW OF LITERATURE

1. Pravin kulkarni, General manager, parle product.
“Pathanjali has achieved commendable scale in a short period of time. With presence across
market and categories, it has evolved into a corporate; it`s a company to watch out for
Patanjali`s proposition is that of parity and health. Add to that Baba Ramdev`s enormous
equity in yoga and Ayurveda. But patanjali`s vast product range has limited distribution, for
success in the Inidan market, distribution is crucial”
2. S L Rao (2001)
Relates the growth in the GD P, agriculture and industry over the past liberalization period,
corresponding with a growth in consumer goods production. the arrival of Patanjali into the
Indian FMCG market in 2006 marked a turning point in its timeline and the years that
followed presented a rare case where a domestic brand was about to continually out perform
its foreign competitors, grow manifold over the years, and even create a loyal base of
customer with its marketing which was funding concept among FMCG products.
3. Lalit malik, Chief financial officer, Dabur India.
“Recent years have seen a marked increase in awareness around ayurvedic and natural
product, among Indian consumer, however, category penetration is still now, with the entry o
new players, the market will expand. It will push demand and accelerate growth as consumers
will have more choice. Dabur will continue to have early mover advantage in this category”.
4. Nagarajan and J.Khaja sheriff(2013)
Have highlighted some more challenges in the FMCG sector and identified promotion –
advertising, trade shows, promotional literature, technical literature, sample, incentives,
website, seminars, public relations, as one of the areas to work upon to make a mark in the
market.
5. The Hindu
Patanjali product find a growing market patanjali ayurved is eating into the market share of
the FMCG majors, and the company has caught the attention of almost all the big brokerages.
Rarely do capital market experts look, beyond the universe o companies listed on the stock
exchanges. Their spread, presentation and analysis revolve around the financial ratios of
listed companies, that reports their revenues and profits at regular intervals.
6. Bharadwaj (1993)
Had previously suggested that women buyers cannot evaluate the qualities of various product
and decide on one, they might go the brand with more reputation on word of mouth. Buiding
successful brand is something that takes a lifetime of commitment with enormous time
planning and perseverance. Only then can a brand be big and fruitful enough to attract
customers and create that impression just y its name.
7. Praikshat singh manhas and vivel sharma(2011)
Marketers and shareholders have come to realize that the most valuable and ending asset a
company can own is its own brand. This brand needs to be continually nurtured through
promotional activity in above the-line and below- the-line communication.
8. Prahala and lieberthal(1998)
Consumers in emerging markets like India are different from their counterparts in developed
markets. Our markets are aften characterized by specific local needs, limited purchasing
power and high price sensitivity.
2.3 STATEMENT OF THE PROBLEM

“A study on marketing mix strategy of consumer behaviour towards pathanjali products”
The fat that patanjali volumes are growing exponentially indicate that people are happy with
an product and adding to its customer base, and this study helps to know how patanjali
products are indirectly marketing the product.
2.4 OBJECTIVE OF THE STUDY:

The main objective to study this project is to know aout the different strategies of patanjali
Ayurveda.
 To study why people prefer patanjali ayurveda products.

 To study whether customer are satisfied using patanjali products.
 This study focuses on to know pricing strategy of patanjali products.
 This study helps to know aout alternative distribution system used for the patanjali
products is demand creation and building word of mouth.
 This study focuses on consumer behaviour of patanjali Ayurveda marketing mix
strategy
2.5 SCOPE OF THE STUDY :

 This study helps to marketing mix strategy are influence to customer.
 The study observes the pricing issue of patanjali with that of its competitive rand thus
giving company knowledge on competitive pricing.
 The study helps the researcher to get insight into the concept of consumer behaviour
and perception of products through strategies.
 The scope of the study useful to know that marketing mix strategy used in patajali
products for its growing.
 It helps to know what percentage of people using patanjali products.
 To make a successful product, patanjali’s marketing mix strategy will be attracting
long term consumers.
2.6 NEED/SIGNIFICANCE OF THE STUDY:

 The study also helps to obtain suggestion regarding the products improvement.
 This study helps to know about market position of patanjali products.
 This study helps to know pricing strategies are creates demand for patanjai product as
this be used to formulate marketing strategy of the company.
 Quality, the prospective customer looks before when they go for purchase.
2.7 RESEARCH DESIGN

The research design refers to the overall strategy that you choose to integrate the
different components of the study in a coherent and logical way, thereby, ensuring
you will effectively address the research problem; it constitutes the blueprint for the
collection, measurement, and analysis of data. Note that your research problem
determines the type of design you should use, not the other way around!
 RESERCH
According to Kerlinger, “Research in the plan, structure and strategy of study

conceived in order to get answers to research questions and also to control variance.”
According to Green and Tull, “It is the specification of techniques and processes for
obtaining the information required. It is the over-all operational pattern or framework
of the project which states what data is to be gathered from which source by what
processes.”
2.8 PERIOD OF THE STUDY

Period of the study includes four months from May to August 2021
2.9 SOURCE OF DATA

1. Primary data
The study is based on primary data and it will be derived from the structured questionnaire.
2. Secondary data
 Books
 Magazines
 Internet
2.10 SAMPLING DESIGN

Sample design is the basic unit containing the element of population to be covered.
 Sample Size:
A sample of 60 respondents was chosen.
 Sample Unit:
60 respondent different age group, different profession and different gender.
 Sample Techniques:
Simple random techniques are used for the purpose of the study where every
respondent has equal chance of getting into sample.
2.11 PLAN OF ANALYSIS:

The data collected through questionnaire were tabulated first, and then represented through
bar graphs, and pie charts and result were presented using simple percentages.
2.12 OPERATIONAL DEFINATION OF THE STUDY

 Marketing:-
Marketing is based on thinking about the business in terms of customer needs and
their satisfaction. Marketing differs from selling because (in the words of Harvard
Business School's retired professor of marketing Theodore C. Levitt) "Selling
concerns itself with the tricks and techniques of getting people to exchange their cash
for your product. It is not concerned with the values that the exchange is all about.
And it does not, as marketing invariable does, view the entire business process as
consisting of a tightly integrated effort to discover, create, arouse and satisfy customer
needs." In other words, marketing has less to do with getting customers to pay for
your product as it does developing a demand for that product and fulfilling the
customer's needs.
 Marketing mix:-
The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical marketing mix
- Price, Product, Promotion and Place. However, nowadays, the marketing mix
increasingly includes several other Ps like Packaging, Positioning, People and even
Politics as vital mix elements.
 Strategy:-
The art and science of planning and marshalling resources for their most efficient and
effective use. The term is derived from the Greek word for general ship or leading an army.
See also tactics.
2.13 LIMITATIONS OF THE STUDY

 There is a chance for error on account of following limitations.
 The limited number of respondents.
 The data obtained in some cases may be biased.
 Difficulty in communicating within the city conducting the survey.
 Respondents hesitate to answer responses. Hence the study may not be fully free from
errors
2.14 CHAPTER LAYOUT
 CHAPTER 1: INTRODUCTION
This chapter deals with introductory part of banking, introduction to finance, introduction
to financial analysis and interpretation.
 CHAPTER 2: RESEARCH DESIGN
This chapter deals with the research design of the study, nothing but the blue print of the
research
 CHAPTER 3: COMPANY PROFILE
This chapter deals with the profile of Canara banks.
 CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
This chapter deals with the analysis and interpretation of financial statement like balance
sheet has been presented.
 CHAPTER 5: SUMMARY OF THE FINDINGS AND CONCLUSION
This chapter deals with the summary of findings and suggestions and conclusions
 CHAPTER 6: SUGGESTIONS
This chapters deals with the suggestions
BIBLIOGRAPHY
ANNEXURES
CHAPTER - 3
COMPANY PROFILE
3.1 INTRODUCTION
Patanjali Ayurved Limited is an Indian consumer goods company. Manufacturing units and
headquarters are located in the industrial area of Haridwar while the registered office is
located at Delhi. The company manufactures mineral and herbal products. It also has
manufacturing units in Nepal under the trademark Nepal Gramudhyog and imports majority
of herbs in India from Himalayas of Nepal. According to CLSA and HSBC, Patanjali is the
fastest growing FMCG company in India It is valued at ₹30 billion (US$420 million) and
some predict revenues of ₹5,000 crore (US$700 million) for the fiscal 2015–16. Patanjali
declared its annual turnover of the year 2016-17 to be estimated ₹10,216
crore (US$1.4 billion).Baba Ramdev has stated in his interview with CNN-News18 that
profit from Patanjali Products goes to charity.
The report titled "Company Profile of Patanjali Ayurved Limited - New Product Pipeline
and Brand Image to Drive Company Growth" provides a comprehensive analysis
regarding the performance of the company and its FMCG products in India. The report
covers aspects such as the market size on the basis of revenue generated from the sale of
FMCG's under various product categories. The revenues of the company has been segmented
based on various product categories including nutrition and supplements, groceries, personal
care, home care, ayurvedic medicines and books and media. The revenues of the company
have also been segmented on the basis of regional sales and distribution channel. The
publication also covers the value chain, working model, consumer profile and pricing
analysis of Patanjali products. In addition to this, a comparative analysis of best selling
Patanjali products including honey, toothpaste, face wash, instant noodles, biscuit and
cookies and hair oil with other FMCG companies has been showcased in order to understand
the market share. The financial performance of the company, balance sheet, P&L statement
along with the expected future performance of the company has also been showcased in the
report. This report will help industry consultants, FMCG manufacturers, dealers, retail chains,
potential entrants into the FMCG segment and other stakeholders to align their market centric
strategies according to the ongoing and expected trends in the future.

Outline
Patanjali Ayurved Kendra Ltd was founded by Swami Ramdev and Acharya Balakrishna on
September 27th, 2007. It started its operation in Katmandu, Nepal to provide holistic, natural
and effective ayurvedic treatment. Patanjali Ayurved Limited (PAL) has three manufacturing
units at Haridwar, Uttarakhand with its registered office in New Delhi. The initial project of
Ramdev was his Patanjali Yogpeeth and since its inauguration in 2006, it has been labeled as
one of the largest centers for research on yoga and ayurveda in the world.
Manufacturing Facility and Production

The central government and Patanjali had invested INR ~million and INR ~ million
respectively, in the Food and Herbal Park at Haridwar. It has been estimated that ~
individuals will get direct employment and two lakh people will benefit indirectly from the
park. The park will produce agricultural products, products related to nature and products
related to herbs and plants. The food park has the current capacity to produce ~ tons per
month of food and supplements, ~` tons per month of juices and candies, ~ tons per month of
cosmetics and herbal products. It requires 1.72 lakh metric tons per year of raw material as an
input. As part of the company's future strategy to increase supply and target a larger customer
base, PAL plans to set up manufacturing units in each state with an investment of INR 500
million to INR 1,000 million.
Competitive Scenario
In the FMCG market, the Q4 results for FY'2015-2016 indicate that sales volume is not
growing as rapidly as expected. The growth margins have diminished and have taken a toll on
all major companies. HUL's revenue growth has been consistently falling in the past seven
quarters from ~% in quarter ending June 2014 to ~% in quarter ending December 2015.
During the same period, ITC's FMCG business has fallen from ~% to ~% in terms of revenue
growth. PAL's competitors have received its entry in good health as they believe that the
revival of their ‘herbal trend' could help them reap higher profits from increasing sales in this
segment. Emami had recently acquired Kesh King (medical hair oil brand) and was about to
take over Indulekha (hair oil), before losing out to HUL in the bidding. HUL has also revived
its Ayush portfolio of brands apart from getting back into the herbal hair oil category.

Market for Patanjali Products
PAL, which started as a small pharmacy, has expanded to sell the full range of consumer
categories, from edible oils, biscuits and noodles to toothpaste, hair, skin care products and
groceries. The revenue from the sale of PAL products increased from INR ~ million in
FY'2010 to INR ~ million in FY'2015, achieving a CAGR of 65.7% during the same period.
Personal Care segment contributed the highest to PAL's revenue (~), amounting to INR ~
million in FY'2015. Nutrition and supplements came in second with a percentage of ~% and
added INR ~ million to PAL's overall revenue. PAL's budding grocery segment accounted for
a share of ~% of total revenue, amounting to INR ~ million in FY'2015. Home care (~%),
Ayurvedic medicines (~%) and Health Care (~%) contributed INR ~ million, INR ~million
and INR ~ respectively, to the overall revenues of the company. The sale of books, CD's,
Mp3, DVD's and VCD's are classified under the ‘others' category and accounted for ~% of
PAL's overall revenue, amounting to INR ~ million in FY'2015.
EXPECTED FUTURE PERFORMANCE OF PATANJALI PRODUCTS
The growing demand for organic products and rising health concerns have caused individuals
to prefer detergents, soap and hand wash without any added chemicals. Future estimates
indicate the growth in this category, however, it has been forecasted that toiletries will
contribute ~% to Patanjali's overall revenue. Hair oil and Patajali's shampoo are expected to
boost the revenues generated from the hair care segment and is projected to contribute ~% to
Patanjali's overall revenue. Majority of revenue generated by the hair care segment comes
from the northern region of the country. The rising demand for herbal and organic products
will see an augmenting demand for Patanjali's toothpaste in the future, especially from the
rural market and this is expected to boost revenues of this segment to INR ~ million by
FY'2020. On the assumption that Patanjali will manufacture and sell new lines of body lotion
and face wash, targeting men and children will help further boost the contribution of the body
care segment to Patanjali's overall revenue with a share of ~% by FY'2020.
Key Topics Covered in the Report:

 Company Overview of Patanjali Ayurved Limited, Manufacturing Facilities and Product
Lines, Franchise and Competition
 Value Chain Analysis and Working Model for Patanjali's FMCG's and Ayurvedic Medicines,
FY'2015
 Financial and Operating Performance and Market Size of Patanjali Ayurved Limited,
FY'2010-FY'2015
 Patanjali Revenue Segmentation by Product Category, including Nutrition and Supplements,

Groceries and Personal Care, FY'2015 and FY'2020
 Patanjali Revenue Segmentation on the basis of Regional Sales, FY'2015
 Patanjali Revenue Segmentation on the basis of Distribution Channel (Company owned
website, Third-party websites and Offline stores) FY'2016
 Patanjali Product Range Split on the basis of Price, FY'2016
 Consumer Profile for Products of Patanjali Ayurved Limited on the basis of Gender and Age
Group, FY'2015
 Market Size of FMCG's including Honey, Toothpaste, Face Wash, Instant Noodles, Biscuit
and Cookies and Hair Oil, on the basis of Sales Revenue, FY'2010-FY'2015
 Market Share and 4P's Analysis of Patanjali Products and its Competitors in Honey,
Toothpaste, Face Wash, Instant Noodles, Biscuit and Cookies and Hair Oil market.
 Pricing Analysis of Patanjali Products with other FMCG Manufacturers, FY'2016
 Competitive Landscape of Patanjali Online Sales, FY'2016
 Financial Performance for Patanjali Ayurved Limited, including Balance Sheet and P&L
Statements, FY'2013-FY'2015
 Analysis of Patanjali's Food and Herbal Park (Manufacturing Facility) in Hardiwar
 Expected Financial Performance of Patanjali Ayurved Limited including Business Plans and
Future Strategies, FY'2016-FY'2020.
3.3 VISOION
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 word, we are geared up to serve people
by bringing the blessing the blessing of their lives. With sheer dedication, scientific approach,
astute planning and realism, we are poised to write a new success story for the world.
3.4 MISSION
Making India an ideal place for the growth and development of Ayurveda and a prototype for the
rest of the world.
3.5 OUR LEAERSHIP
BABA RAMDEV
Yogrishi Swami Ramdev Ji was born to Smt. Gulab Devi and Shri Ram Niwas in a village of
Haryana. He had his early education in a village school. At the age of 14 he was admitted to the
Gurukul at Kalwa (near Jind, Haryana) where under the blessed tutelage of Acarya Shri Baldevji
he studied Sanskrit and Yoga, and earned a postgraduate (Acarya) degree with specialization in
Sanskrit Vyakaraṇa, Yoga, Darsana, Vedas and Upaniṣads, later he was very much inspired by
the life and writings of Maharṣi Dayanand Saraswati and he thoroughly studied Satyartha
Prakasa, RG Vedadi Bhasya Bhumika etc. Along-side the magnetism of Maharsi. Patanjali as an
exponent of Yoga, Sanskrit Grammar and Ayurveda continued to exert its influence on him.He
has explained in detail the benefits accruing from yoga in his two popular hindi books on the
subject:
1. Yoga Sadhana evam Yoga Chikitsa Rahasya
2. Praṇayama Rahasya.
Acharya Balkrishna
Acharya Balkrishna Ji (born 25 July, 1972), a multi-faceted personality, is a popular

authority on Ayurveda and a renowned medicinal plant expert. He is a companion of Swami
Ramdev who is known for Yoga Revolution in the World and a founding pillar of Patanjali
Yogpeeth and Divya Yoga Madir (Trust). He is a man who has uplifted the spiritual tradition
of ancient saints.
Acharya Balkrishna Ji is a renowned scholar and a great guide under whose guidance and
leadership Ayurvedic treatment and research has touched new dimensions. Indians regard
Acharyaji as an empowerer of Ayurvedic system of medicine. His efforts have significantly
contributed to the social, cultural, educational and economic aspects of India along with the
establishment of remarkable standards in the domains of literature and therapy at a global
level.
Ayurveda Drug Screening & Research:
An International standard modern research lab is going to be established at Patanjali Research
Institute in Ayurveda Drugs Screening & Research Department. Following screening &
research works will be performed at the said research lab, so that, the mankind will be
benefited by Ayurveda:
a. Pre Clinical Toxicology
b. Drug Standardisation
c. Drug Screening
d. Drug Safety
e. Pharmacology
f. Pharmacognosy
g. Chronic diseases study
h. Drug Discovery
i. Animal …………………..
Our Export Portfolio
Patanjali Ayurved Limited is a leading manufacturer and marketer of herbal, nature based
products and medicines. Its products are today available in around 10 countries across the
world through authorized channels , helping people move towards a more healthy and natural
lifestyle.
Backed by one of the largest manufacturing facilities in the world and state of art laboratories
comprising modern instruments & equipments to ascertain and maintain strict quality control,
Patanjali overseas business today spans key countries in almost all continents.
Organization is registered with US FDA and is an active member of many government and
semi-government trade promotion organizations.
3.6 PATANJALI RESEARCH INSTITUTE

The work of clinical control in the field of Ayurveda could not take place ever at a large scale
which is why this knowledge could not get global recognition. We have set up Patanjali
Research Institute where we have initially spent Rs 100 crore rupees and a big chunk of it is
being spent on research works.
From animal trail to human trail, there will be an intense process of research. Any medicine
will be first tested in the laboratory, then it will be used on rats and rabbits and after their
successful use of animals it will be used on humans. This kind of process will make the
scientific facts of Ayurveda clear and will generate a new hope for those patients who have
given up after long allopath treatment. Moreover Ayurveda will get recognition in the world
as evidence based medicine.
REVENUES
Year Revenues
(In ₹ Crore)
2010-11 100
2011-12 300
2012-13 841
2013-14 1184
2014-15 2006
2015-16 8000
2016-17 10526
2017-18 9500
2018-19 8330
2019-20 9022
CHAPTER- 4
DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS MEANING
Analysis is the process of breaking a complex topic or substance into smaller parts in order to
gain a better understanding of it. The technique has been applied in the study of mathematics
and logic since before Aristotle (384–322 B.C.), though analysis as a formal concept is a
relatively recent development.
The data is placed in its appropriate setting and consistent relationships, drawing general
inferences.
Facts and figures have to be seen in conjunction with the subjective reactions to them. Facts
and figures, raw and bare, do not speak for themselves. Analysis, intends to yield answers to
research questions or suggest hypothesis which involves, a number of closely related
operation.
The following are the procedures involved in the integrated operations of analysis of analysis
of data.
1. Establishment of categories.
2. Tabulation of data.
3. Statistical analysis of data.
4. Interpretation of findings and generalizations
INTERPRETATION:
Interpretation refers to the task of drawing inferences from the collected facts after analytical
and experimental study.
It is only through proper interpretation that the researcher can expose relations and processes
that his findings.
In order to know the deficit or samples of the working capital it is necessary for the financial
manager to examine and study the whole financial activities in detail. This whole process is
known as analysis of working capital.
Table no 4.1
The table showing gender of respondents
Gender No of respondent Percentage%

Male 42 70%
Female 18 30%
Total 60 100%
Analysis
The table shows the gender of respondents. In this majority of males are using patanjali
products than females.
Graph no 4.1
Graph showing gender of respondents
42
45
40
35
30
18
25
20
15
10
5
0
Male Female
Interpretation
The above graph shows that the majority of respondents are males.
Table no 4.2
The table showing are group of respondents
Age Number of respondents Percentage %

Below 20 10 16.66%
20-30 28 46.66%
31-40 12 20.00%
Above 40 10 16.66%
Total 60 100%
Analysis
The table shows the age group of respondents. In this 16.66% of respondents are below 20,
46.66% of respondents are 20-30, 20% of respondents are 31-40 and 16.66% of respondents
belong to above 40 age group.
Graph no 4.2
Graph showing age group of respondents
30 28
25
20
15 12
10 10
10
0
Below 20 20-30 31-40 above 40
Interpretation
The above graph shows that the majority of respondents are 20-30 age groups.
Table no 4.3
The table showing occupation of respondents
Occupation Number of respondent Percentage %

Business 8 13.33%
Profession 5 08.33%
Student 20 33.33%
Others 27 45.00%
Total 60 100%
Analysis
The above table shows the occupation of respondents. In this 13.33% of respondents are
businessmen, 8.33% of the respondents are professionals, 33.33% of the respondents are
Students and 45% of respondents belong to other categories.
Graph no 4.3
The graph showing occupation of respondents
13.33%
8.33%
Business
45.00%
Profession
Student
Others
33.33%
Interpretation
The above graph shows that majority of respondents are to other categories.
Table no 4.4
The table showing income of respondents
Monthly income Number of respondents Percentage %

Below 5000 13 21.66%
5000-10000 15 25.00%
10000-20000 25 41.66%
Above 20000 7 11.66%
Total 60 100%
Analysis
The table shows the income level of respondents. 21.66% of respondents earn monthly
income of below Rs.5000, 25% of respondents earn Rs.5000 to Rs.10000 monthly incomes,
41.66% of respondents earn Rs.10000 to Rs.20000 and 11.66% of respondents earns above
Rs.20000.
Graph no 4.4
The graph showing income of respondents
11.66%
21.66%
Below 5000
5000-10000
10000-20000
Above 20000
41.66%
25.00%
Interpretation
The above graph shows that the majority of respondents earn income of Rs.10000 to
Rs.20000.
Table no 4.5
The table showing Awareness of respondents towards patanjali products
Awareness about product Number of respondents Percentage %

Yes 60 100%
No 00 00%
Total 60 100%
Analysis
The table shows whether the all respondents know about patanjali products.
Graph no 4.5
The graph showing awareness of respondents towards patanjali products
100%
0%
Yes No
Interpretation
The above graph shows that all respondents know about patanjali products.
Table no 4.6
The table showing different type of patanjali products used by respondents
Product Number of respondents Percentage %

Soaps/Detergents 30 50.00%
Food products 15 25.00%
Cosmetics 5 8.33%
Medicines 10 16.66%
Total 60 100%
Analysis
The above table shows that kinds of patanjali products used by the respondents in their daily
course of life. 50% of respondents are using Soaps/Detergents in their regular course, 25% of
respondents are using food products, 8.33% of respondents are using cosmetics and
remaining 16.66% of respondents are using Medicines.
Graph no 4.6
The graph showing different type of patanjali products used by the respondents
16.66%
8.33% Soaps/Detergents
Food products
50.00%
Cosmetics
Medicines
25.00%
Interpretation
The above graph shows that majority of respondents are using patanjali Soaps/Detergents in
their regular course action.
Table no 4.7
The table showing time since respondents are using patanjali products
Number of years Number of respondents Percentage %

0-2 50 83.33%
2-3 7 11.66%
3-4 3 05.00%
Total 60 100%
Analysis
The table shows from how long the respondents are using patanjali products. 83.33% of
respondents are using patanjali products from 0 to 2 year, 11.66% of respondents are using
patanjali products from 2 to 3 years and remaining 5% of respondents are using since 3 to 4
years.
Graph no 4.7
The graph showing time since respondents are using patanjali products
83.33%
11.66%
5.00%
0 to 2 2 to 3 3 to 4
Interpretation
The above graph shows that majority of respondents are using patanjali products from 0 to 2
years.
Table no 4.8
The table showing source of information about using patanjali products
Source Number of respondents Percentage %

Advertising 40 66.66%
Newspaper 10 16.66%
Dealers 2 3.33%
Friends 8 13.33%
Total 60 100%
Analysis
The table shows that how respondents come to know about patanajli products. 66.66% of
respondents are came to know about the product from advertising, 16.66% of respondents
are came to know about the product from newspaper, 3.33% of respondents are came to know
about the product from dealers, 13.33% of respondents are came to know about the product
from their friends.
Graph no 4.8
The graph showing how respondent came to know about patanjali products
13.33%
3.33%
16.66% Advertising
Newspaper
Dealers
66.66%
Friends
Interpretation
The above graph shows that majority of respondents are came to know about the product
from advertising.
Table no 4.9
The table showing satisfaction level of promotional activities to respondents towardds

patanjali products
levels Number of respondents Percentage %

Satisfied 30 50.00%
Neutral 9 15.00%
Dis satisfied 10 16.66%
Highly satisfied 11 18.33%
Total 60 100%
Analysis
The table shows that whether the respondents are satisfied with the promotional activities of
the patanjali products. 50% of respondents are satisfied for the promotional activities of
patanjali products, 15% of respondents are neutral, 16.66% of respondents are dissatisfied
and 18.33% of respondents are highly satisfied with promotional activities towards patanjali
products.
Graph no 4.9
The graph showing satisfaction level of promotional activities to respondents towardds

patanjali products
50.00%
18.33%
16.66%
15.00%
Satisfied Neutral Dis satisfied Highly satisfied
Interpretation
The above graph shows that majority of respondents are satisfied with promotional activities
of patanjali products.
Table no 4.10
The table showing opinion about price of patanjali products
Price Number of respondents Percentage %

High 15 25%
Average 30 50%
Low 15 25%
Total 60 100%
Analysis
The above table shows opinion of respondents towards the price of patanjali products. The
opinion of 25% of respondents about the price of patanjali products is high, opinion of 50%
respondents about the price of patanjali products is average, and remaining 25% of
respondents said the price is low.
Graph no 4.10
The graph showing opinion about prices of patanjali products

30
15 15
High Average Low
Interpretation
The above graph shows the highest number of respondents feel the price of patanjali products
is average.
Table no 4.11
The table showing which media is more suitable for promoting Patanjali products
Media Number of respondents Percentage %

T.V 38 63.33%
Radio 4 06.66%
Newspaper 13 21.66%
Magazine 5 08.33%
Total 60 100%
Analysis
The above table shows which is more suitable for promoting patanjali products to reach
customer. 63.33% of respondents prefer media is T.V, 6.66% respondents prefer media is
radio, 21.66% of respondents prefer media is newspaper, and remaining 8.33% of
respondents prefer media is magazine.
Graph no 4.11
The graph showing which media is more suitable for promoting Patanjali products
40 38
35
30
25
20
13
15
10 5
4
5
0
T.V Radio Newspaper Magazine
Interpretation
The above graph shows that majority of respondents can prefer T.V is suitable for
promoting patanjali products to reach customers.
Table no 4.12
The table showing respondents rumours about patanjali products
Response Number of respondents Percentage %

Positive 43 71.66%
Neutral 10 16.66%
Negative 7 11.66%
Total 60 100%
Analysis
The above table shows the rumours about patanjali products. 71.66% of respondents rumours
positive about patanjali product, 16.66% of respondents rumours neutral about patanjali
product, and remaining 11.66% of respondents rumours negative about patanjali products.
Graph no 4.12
The graph showing respondents rumours about patanjali products
11.66%
16.66%
Positive
71.66% Neutral
Negative
Interpretation
The graph shows that the majority of respondents respond positive rumours towards patanjali
products.
Table no 4.13
The table showing number of times respondents visiting patanjali outlet
Number of times Number of respondents Percentage %

Weekly once 12 20.00%
Weekly twice 20 33.33%
Monthly 28 46.67%
Total 60 100%
Analysis
The above table shows the number of times respondents visit patanjali shops. 20% of
respondents visit weekly once, 33.33% of respondents visit weekly twice and remaining
46.67% of respondents visit monthly.
Graph no 4.13
The graph showing number of times respondents visiting patanjali outlets
28
30
25 20
20
12
15
10
0
Weekly once Weekly twice Monthly
Interpretation
The graph shows that the majority of respondents visit patanjali shop ones in a month
Table no 4.14
The table showing factors influencing respondents to purchase patanjali products
Factor influencing Number of respondents Percentage %

Quality 35 58.33%
Price 11 18.33%
Brand 10 16.67%
Availability 04 06.67%
Total 60 100%
Analysis
The table shows the factors influencing the respondents to purchase patanjali products.
58.33% of respondents are influenced by quality of the product, 18.33% of respondents are
influenced by price of products, 16.67% of respondents are influenced by brand of the
product, and remaining 6.67% of respondents are influenced by availability of the product.
Graph no 4.14
The graph showing factors influencing respondents to purchase patanjali products
6.67%
16.67%
Quality
58.33% Price
18.33% Brand
Availability
Interpretation
The above graph shows that majority of respondents are influenced by quality of patanjali
products.
Table no 4.15
The table showing rate of respondents towards patanjali products
Rate Number of respondents Percentage %

Best in class 24 40.00%
Good 20 33.33%
Moderate 09 15.00%
Not good 07 11.67%
Total 60 100%
Analysis
The table shows respondents can rate the patanjali products. 40%of respondents can rate bet
in class, 33.33% of respondents can rate good, 15% of respondents can rate moderate, and
remaining 11.67% of respondents can rate not good.
Graph no 4.15
The graph showing rate of respondents towards patanjali products
25
20
15
10
0
Best in class Good Moderate Not good
Interpretation
The above graph shows that majority of respondents are beat in class rate toward patanjali
products.
Table no 4.16
The table showing respondents prefer to buy patanjali products
Options Number of respondents Percentage %

Online 20 33.33%
Store 11 18.33%
Wholesaler 04 06.67%
Retailer 25 41.67%
Total 60 100%
Analysis
The table shows the respondents prefer to buy patanjali products. 33.33% of respondents can
prefer to buy patanjali products through online, 18.33% of respondents through store 6.67%
of respondent from wholesaler, and remaining 41.67% of the respondents from retailers.
Graph no 4.16
The graph showing respondents prefer to buy patanjali products
33.33%
41.67%
Online
Store
Wholesaler
Retailer
18.33%
6.67%
Interpretation
The above graph shows that majority of respondents are prefer buy patanjali products through
retailer.
Table no 4.17
The table showing respondents expectation towards patanjali products
Expectation Number of respondents Percentage %

Information 07 11.67%
Product performance 10 16.67%
More quality 22 36.67%
Less price 21 35.00%
Total 60 100%
Analysis
The above table shows repondents expectation towards patanjali products. 11.67% of
respondent are expect information, 16.67% of respondents expect product performance,
36.67% of respondents expect more quality, and remaining 35% of respondent expect less
price towards patanjali products.
Graph no 4.17
The graph showing respondents expectation towards patanjali products
Less price 35.00%
More quality 36.67%
Product performance 16.67%
Information 11.67%
Interpretation
The above graph shows the respondents expect improvement of product quality towards
patanjali products.
CHAPTER-05
SUMMARY FINDINGS AND CONCLUSION

FINDINGS:
1. The study revealed that most of the respondents are males.
2. The study observed most of customers are 20-30 age groups.
3. The study revealed that most of the customers are others.
4. The study revealed that more number of consumers is using Soaps/Detergents of patanjali.
5. The study revealed that number of consumers is aware about patanjali products by
advertisement.
6. The study revealed that most of the consumers feel that price of patanjali products are
affordable and reasonable, and remaining customer’s feels that pricing of the patanjali
product are expensive. Pricing is an important strategy adopted by organisation. They will be
using several criteria to fix the price of the products.
7. The study observed that number of customer influenced by the quality or price of the
patanjali products.
8. The study observed that number of customer is prefer to buy patanjali products through
Retailer.
9. The study revealed that customer expectation towards patanjali products towards
improving product performance.
10. The study observed customer select a media T.V is most suitable for promoting patanjali
products.
11. The study revealed that customers are purchase patanjali products influence its quality of
products.
12. Finally majority of the customers are satisfied with patanjali products.
CONCLUSION:
A marketing strategy is something that constantly evolves, adapting to changing market
conditions. With Enterprise, the outcomes from its many different types of business are
constantly reviewed and evaluated. Judgments are then fed into the decision making process.
This enabled new strategies to be developed to improved operation.
However, while strategies change, one aspect of the business has remained in place. This is a
continued focus on high levels of customer service and employee relations. This strategy has
enabled enterprise to enjoy continued growth for more than 55 years and the prospect of
further growth in the future.
The findings in the study show that there are many significant factors that together make up
the buying decision of the patanjali products. Promotional strategy towards a brand is built
largely on the satisfactory value the user receives after paying for the products and the
benefits the user looks for. In the above study, a large portion of the user is satisfied from
patanjali products. If may be because of reasonable price of the products. It may be due to
ability of the product to cure the problem.
The overall research experience on the part of the researcher was good which gives the
researcher insight in to the topic. There is vast different between theory as we study and
practical world we see. This study enables us to get practical exposure to the real life
situation. At on outlet from marketing activities or strategy we conclude that patanjali
attracting more and more customers day by day. But in fact it is not so, still there are lot of
market potentiality available at the company’s
CHAPTER-6
SUGESSIONS
1. Since most of the respondents are professional, patanjali may still far from other segments
of the consumers. Hence the reach should be think upon
2. Still it feels like the price is high, so the researcher advice company to take care of it so
that it can reach maximum customers.
3. Distribution channels and outlet are the factors which are concern for the company. So it is
suggested to increase the numbers of outlets.
4. According to respondents the quality can still be improved.
5. Some opinion on patanjali food products is not that good in the market, hence it needs to
be addressed.
6. Since most of the respondents will dissatisfied their products, I suggest company to
improve the promotional strategy to satisfied necessary needs to customers.
7. According to respondents will planning to change patanjali products, so the researcher

advice company to improve the products performance and improve their promotional
activities toward products.
8. Still there is an opportunity to patanjali to grow in the market as our study reveals few
opportunities to increase market share.
BIBLIOGRAPHY
Reference
Books:
SL.NO Name of the book Author Publisher Year of the

publishing
01 Marketing V.Sramaswamy Himalaya 2002
Management Publishing
House
02 Research Shashi.K Kalyani 2010
Methodology Guptha Publisher
03 Research Shashi.K Kalyani 2010
Methodology Guptha Publisher
04 Marketing Philip Kotler Prentice Hall 2000
Management. of India(PHI)
05 International Sergio Esculapio 2008
Marketing Mix Silvestrelli
Newspapers:
 The Times of India

 The Hindu
Website:
 https://en.wikipedia.org/wiki
 https://www.boundless.com/
 https://www.patanjaliayurved.net
 https://www.thehindu.com

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“A STUDY ON MARKETING MIX STRATEGY OF CONSUMER BEHAVIOUR TOWARDS PATANJALI PRODUCTS WITH SPECIAL

REFERENCE TO TUMKUR CITY”

1.2 MEANING OF MARKET.

1.3 DEFINITIONS OF MARKET.

1.4 MEANING OF MARKETING.

1.5 DEFINITIONS OF MARKETING.

1.6 IMPORTANCE OF MARKETING

By making available the uninterrupted supply of goods and services to consumers at a

(3) Marketing Creates Employment:

(4) Marketing as a Source of Income and Revenue:

(5) Marketing Acts as a Basis for Making Decisions:

(6) Marketing Acts as a Source of New Ideas:

(7) Marketing Is Helpful In Development Of An Economy:

1.7 SCOPE OF MARKETING

As economies advance, a large proportion of their activities is focused on the production of

Information can be produced and marketed as a product. Educational institutions,

1.8 FUNCTIONS OF MARKETING

1. Gathering and Analysing Market Information:

Image Courtesy : zionandzion.com/images/diagram2-advertising-agency-phoenix.jpg

(a) What do the consumers want?

(b) In what quantity?

(c) At what price?

(d) When do they want (it)?

(e) What kind of advertisement do they like?

(f) Where do they want (it)?

3. Product Designing and Development:

4. Standardisation and Grading:

Standardisation refers to determining of standard regarding size, quality, design, weight,

5. Packaging and Labelling:

7. Customer Support Service:

(ii) Handling customers’ complaints

(iii) Technical services

(iv) Credit facilities

(v) Maintenance services

10. Physical Distribution:

12. Storage or Warehousing:

1.9 MEANING OF CONSUMER BEHAVIOUR

Understanding consumer behaviour is important for any organization before launching a

1.10 DEFINITION OF CONSUMER BEHAVIOUR:

1.11 IMPORTANCE OF CONSUMER BEHAVIOUR.

1.12 MEANING OF MARKETING MIX.

1.13 DEFINITION OF MARKETING MIX.

1.14 FEATURES OF MARKETING MIX:

2. Marketing mix has to be reviewed constantly in order to meet the changing

3. Changes in external environment necessitate alterations in the mix:

5. Applicable to business and non-business organization:

6. Helps to achieve organizational goals:

An application of an appropriate marketing mix helps to achieve organizational goals such as

1.15 COMPONENTS OF MARKETING MIX.

Promotional efforts. These are to be combined or mixed in an appropriate proportion so

efforts is known as ‘Marketing Mix’.

Idea about the four components of marketing mix.

refers to goods and services offered by the organisation for sale.

Therefore promotion is an important ingredient of marketing mix as it refers to a process

of informing, persuading and influencing a consumer to make choice of the product to be

sales promotion. It is done mainly with a view to provide information to prospective

1.16 MEANING OF STRATEGY

1.17 PATANJALI MARKETING MIX (4PS) STRATEGY

RESEARCH DESIGN AND METHODLOGY

2.1 CONCEPTUAL FRAMEWORK

2.2 REVIEW OF LITERATURE

3. Lalit malik, Chief financial officer, Dabur India.

4. Nagarajan and J.Khaja sheriff(2013)