Marketing Strategy of Patanjali Ayurved Ltd.

How effective this strategy was in creating Brand Equity.

Presented by-
Karan
Gaurav
Hemant
Emil
Manthan
 Marketing Strategy of
Patanjali Ayurved Limited
Marketing strategy is a long-term, forward-looking approach and an
overall game plan of any organization or any business with the
fundamental goal of achieving a sustainable competitive advantage
by understanding the needs and want of customers.
Baker, Michael The Strategic Marketing Plan Audit 2008
The Marketing Strategy of Patanjali covered all 4Ps of Marketing
Mix
 Product

 Patanjali deals with a huge variety of products. Baba

Ramdev continuously pushing people to use Indian
Product to save the economical growth of the country.

 All the product categories of PAL are associated with

healthy lifestyle and purity and are known for their
indigenous production from natural resources.

Patanjali Tagline – The brand slogan of Patanjali is

“Prakriti ka Aashirwaad” which implies blessings of
nature

 The emphasis on the home-grown nature of the

Patanjali products added a patriotic flavour to the Source: http://patanjaliayurved.net/
brand- “Swadeshi”
 4 Major Products:
• Cow’s Ghee : Ghee was fragmented
market sector with several unorganized
players. Patanjali was direct rival of Amul.
• Keshkanti Shampoo: With this product
Patanjali had captured the lower end of the
market but was not able to penetrate the
premium market.
• Herbal Soaps : Other than toothpaste and
shampoo, Patanjali had not challenged
existing players in the personal care market
• Ayurvedic medicines : In this segment ,
Patanjali’s direct competition was Dabur.
Patanjali earned revenue from ayurvedic
medicines, nearly four times compared to its
direct rival Dabur India
Refrences : Economic Times, Bloomberg Quint,
Business Today
 Price
 The company sold its products at a 15-30
per cent lower price than its competitors.
 This was possible as PAL believed in
sourcing the raw materials directly from the
farmers.

 Employee salaries were modest, and the

company administrative costs were kept as
Source: Livemint 2018
Source: Livemint 2018
low as 2 per cent as compared to most other
competitor companies that had
administrative costs of 10 per cent.

 The company profit margins were kept low

enough to cater to the operational expenses
of their manufacturing facility.

 Patanjali is educating people about the

benefits of using their products and are also
using price comparison as an effective 
marketing strategy.
 Place

 PAL adopted a franchisee business

model to sell its products.

 In addition to this, the company

offered online sales through their
website patanjaliayurved.net.

 In 2015, modern retail chain Reliance

retail was the first to collaborate with
PAL to sell their products. This was
followed by another collaboration
with the Future Group. Future Group
planned to sell Patanjali products
through most of their retail outlets
such as Big Bazaar, KB’s Fairprice,
Aadhaar and Nilgiris.
Promotion
Online
Presence
Brand equity in the Marketing strategy of Patanjali

• Baba Ramdev himself being the

face of the promotions of the
Patanjali products is helping the 
brand in maintaining high TOMA
(top of mind awareness).
• Also, the products appeal and
benefits are such that it is helping
the brand to be a household name
in India offering products for a
kitchen to home care.

• Ramdev’s strong follower base helped

the brand get the necessary push and
loyal customers for its products.
Besides Influencer Marketing, Patanjali
has successfully used offline as well as
online channels for the promotion of its
products.
• PAL’s success was based on two prime aspects of being the
disruptor of the FMCG industry offering the quality at reasonable
pricing and being a specialist of Ayurveda products
THANK YOU