Presented by:-

Atishay Choudhary – 06
Nikita Chaturvedi – 13
Nimisha Tyagi - 14
Shishir Sinhal - 19
About-

 Patanjali Ayurved Limited is an Indian consumer goods company, manufacturing units and
headquarters are located in the industrial area of Haridwar, Uttarakhand while the
registered office is located at Delhi. The company manufactures mineral and herbal
products.
Products

 Patanjali Ayurved produces products in the categories of personal

care and food.The company manufactures more than 2,500 products
including 45 types of cosmetic products and 30 types of food
products.
 According to Patanjali, all the products manufactured by Patanjali
are made from Ayurveda and natural components. Patanjali has also
launched beauty and baby products.
 Categories
Pantanjali products offers products in Nutrition and Supplements category.Besides
these, patanjali offers a range of beauty and personal care products which includes
bathing soap, shampoos, hair oil, massage oil, Toiletries, Toothpaste, Face pack,
Face Cream, Scrub, Hair Conditioner, Hair Color , Shaving Creams and gel, Herbal
Detergent Powder and Soap, Detergent Cake, Hand wash and many more.

 Natural health care

 Natural food products
 Ayurvedic medicine
 Herbal home care
 Natural personal care
Consumer and Marketing
Analysis
 5 C’s of Marketing

5C Analysis is a marketing Customer Context

framework to analyze the
environment in which a company
operates. It can provide insight
into the key drivers of success, as
well as the risk exposure to Company
Company Competitors
various environmental factors.
The 5Cs are Company,
Collaborators, Customers,
Competitors, and Context.

Collaborations
Collaborations

5 C’s of
Marketing
VRIN Analysis

Brand image

Application of technology and know-how of

Ayurveda

Production plant

Affiliations with government and community

Arogya Kendras and chikitsalayas

STP Model
STP in marketing stands for
Segmentation, Targeting, and
Positioning. The STP model helps
marketers craft their messaging and
develop and deliver tailored and
relevant messages that engage
segmented, target audiences. This
approach is helpful in developing a
digital strategy for
content marketing.
STP Analysis

 Segmentation
 Geographic Segmentation (North India & South India)
 Behavioral Segmentation (based on lifestyle and types of products consumed or used)
 Demographic segmentation (based on age)
 Psychographic Segmentation
 Targeting
 Positioning
 Marketing Mix

The term 'marketing mix' is a

foundation model for businesses,
historically centered around
product, price, place, and
promotion. The marketing mix has
been defined as the "set of
marketing tools that the firm uses
to pursue its marketing objectives
in the target market"
Product

 Product Strategy & Development

 Product Life Cycle
 Introductory Stage
 Growth Stage
 Adoption & Diffusion
 Innovation Strategy
 Positive review of products
 Negative review of products
PRICE
COMPETITI
VE
PENETRATI
ON
Place

 Online
Patanjali Online Stores
Third party online platforms
 Offline
Patanjali Chikitsalaya, Arogya Kendra and Retail Stores
Big Bazaar
Yoga Camps
Post Office
Distribution Channels
Company

Central Stock
Holding Centre

State Stock
Holding Centre

Direct or Zonal
Agent

Wholesaler

Retailers

Consumers
 DISTRIBUTION
• 2400 Patanjali Chikitsalayas
• 2500 Arogya Kendras
• 7000 Open stores in villages

• 5600 Marketing Vehicles

• Tie ups with

Big Bazaar
Reliance mart
Star Bazaar, etc
• Recent tie up with APOLLO PHARMACY
Promotion

 Direct marketing
 Word of Mouth
 Media
 Celebrity endorsement
 Branding
 ANSOFF MATRIX

This model is essential for strategic

marketing planning where it can be
applied to look at opportunities to
grow revenue for a business
through developing new products
and services or "tapping into" new
markets. So it's sometimes known
as the ‘Product-Market Matrix’
instead of the ‘Ansoff Matrix’. This
focus on growth means that it's one
of the most widely used marketing
models. It is used to evaluate
opportunities for  companies to
increase their sales through
showing alternative combinations
for new markets (i.e. customer
segments and geographical
locations) against products and
services offering four strategies as
shown.
TIMELINE
PATANJALI
Swadeshi..

 PATANJALI is an Indian Brand

 It Proudly Promotes the Spirit of it, through Promotions as well.
 Patanjali to launch e-commerce platform to sell swadeshi goods
 The company manufactures more than 2,500 products including 45 types of cosmetic
products and 30 types of food products
 Two years ago, Patanjali had forayed into the branded apparel space with its ‘swadeshi’
line of clothes. At that time, the company had partnered with several e-commerce
platforms including Paytm, Flipkart, Amazon, and 1mg to sell its products online.
Swadeshi..

 ready to launch its e-commerce platform ‘OrderMe’ to sell swadeshi-only items

 platform will offer more than 800 Patanjali products and connect the consumer to
neighborhood stores selling Indian products
 While the products will be delivered by the company free of cost within a few hours, users
will also be offered 24X7 free medical advice from around 1,500 doctors of Patanjali and
yoga tutorials
 Micro, small and medium enterprises supplying domestic products will be encouraged to
join the platform and benefit from it
AFFORDABLE PRICING

 Patanjali offers very reasonable Prices.

 Affordable for all.
 USP of PATANJALI.
 DISRUPTOR in the Market.
 More Quantity in same Price.
 Many Methods to reduce Cost.
 Example- Immunity Booster recently launched
Economic Exploitation by others

 Foreign brands were promoting Economic Exploitation of the masses.

 They had transformed the market according to their needs.
 Every other company was doing that.
 HUL.. Became a leader of this practice..
 The entire FMCG Space was suffering from this.
 PATANJALI has forced them to reverse this trend.
 Now Quantity has increased prices has decreased.
 Awareness against ”Loot”
PATANJALI AS A BRAND…

 SELF SUFFICIENT INDIA..

 INDIA FROM A NET EXPORTER, BECAME A NET IMPORTER UNDER THE
BRITISH RULE.
 RAW MATERIALS FROM INDIA WERE TAKEN, AND CONVERTED TO FINISHED
GOODS TO SELL BACK AT THE INDIAN MARKET.
 AFTER INDEPENDENCE IT WAS DECIDED TO PROTECT THE INDIAN MARKET.
 IT WAS CLOSED FOR THE OUTSIDERS.
 IT RESULTED IN LIMITED ECONOMICAL GROWTH
PATANJALI AS A BRAND…

 BOP CRISES 1991.

 REFORM AGE..
 FDI COMES IN..
 THE MARKET BECOMES COMPETITIVE
 DIFFICULT FOR LOCAL PLAYERS TO SURVIVE.
 A LARGER FUNDS FROM OUTSIDE CAME..
 AND A LARGE PROFITS WERE TAKEN AWAY..
PATANJALI AS A BRAND…

 FDI IN RETAIL.
 WAS PROPOSED..
 IT RESULTED IN WIDE OUTRAGE..
 OPPOSITION POLITICAL PARTIES HAD DIFFERENT VIEWS THEN..
 IT WAS CONSIDER AS AN PROCESS FOR DEATH OF LOCAL RETAIL IN INDIA.
 PATANJALI HAS SHOWN.. HOW AN INDIAN COMPANY CAN FIGHT..
 AND WIN.. IN THE RETAIL SPACE AS WELL.
REASONS..

 PRICE
 HEALTH
 VARIETY
 AVAILABILITY
 INNOVATION
 SWADESHI
 SUPPLY CHAIN
REASONS..

 RETAIL STRATEGY

 1 FRANCHISE BASED STORE-

Complete Variety under one roof, Better availability, visibility of all items, dedicated answers
to queries, specialised doctors, offers..

 2 AVAILABILITY IN LOCAL GROCERY- MEDICINES STORES

Adopted the strategy of initially making products available in the local store, before starting
completely dedicated stores
Reasons

 Acquiring Brands- Ruchi Soya..

 Not dependent on Foreign Funding.
 Self Dependent- Recently Started Issuing Bonds to get public money..
 organization is registered with US FDA and is an active member of many government and
semi-government trade promotion organizations.
 Aggressive campaign against the Competitors,
 पतंजलि कोलगेट के 'गेट' को बंद कर देगी। इसके अलावा नेस्‍ले के घोंसले (लोगो) में बैठी चिड़‍िया उड़ जाएगी। पैंटीन का पैंट
गीला होने वाला है और दो साल में यूनिलीवर का लीवर खराब हो जाएगा।
Reasons

 Global Presence

 Patanjali Ayurved Limited is a leading manufacturer and exporter of Herbal & Natural
products including Health Supplements, Cosmetics, Food, Processed Food, Beverages, and
Personal & Home Care products. The company products are today available in many
overseas markets, helping people move towards a more healthy and natural lifestyle.
 Backed by one of the largest manufacturing facilities in the world with ISO9001:2008,
ISO14001:2004, BS OHSAS 18001:2007, GMP, FSSAI & Halal Certification, and state of
art laboratories to ascertain and maintain highest quality, Patanjali’s overseas business
today spans across key countries in all continents of the world.
 Presence in Countries like USA, Australia, etc
Product line
Health Food
Herbal ghee forms an important part of the diet of any
 products are natural and Indian household. In many towns and cities, it is
contain no chemicals . difficult to find pure unadulterated ghee unless you
make it at home yourself which is a time-
04 consuming process.
03
Hair
The secret behind the
Health 05
Herbal
glorious hair of Indians is Food To i l e t r i e s
the time-honored tradition 02  products are natural and
of Ayurveda.  Patanjali’ contain no chemicals 
bring the same Ayurvedic
formulations in a bottle
Hair Toiletries 06
B

Skin
01
skin care products,
therefore, offer a great Miscellaneous Miscellaneous
alternative as they are
derived from herbs and
Skin care Dental care
A 07
100% natural.
P ro d u c t
line
 Comparison
Himalaya 

HUL

Patanjali Dabur India

  Patanjali attracted its customers by creating an environment where it focused
on highlighting general factors which influence the buying habits of an Indian household 

 Baba Ramdev through his mass speeches and advertisements educated us about the evils of MNCs,
purity of Patanjali’s products, employment generation and curbing outflow of country’s wealth. 

 In this era when all the other brands are pushing hard to prove their superiority over it’s competitors,
Patanjali made its mark by adopting a subtle yet innovative marketing strategy. Patanjali has
righteously targeted the Indian customer through their interesting ads which captures most of the
brand communication mediums.

Patanjali enjoys an edge over its competitors due to its Branded House marketing strategy.
Unlike foreign players Patanjali promotes all of it’s product under one single Brand House which
has helped them to infuse a sense of trust and loyalty in the customers

Patanjali is able to create a brand perception of health and wellness among the Indian masses,
primarily because of Baba Ramdev’s association with the brand who is considered to be a veteran of
yoga. Hence, more people are getting attracted to Patanjali’s products and are re-buying products more
frequently.
Patanjali (unlike its competitors) is attracting brand loyal customers and not price sensitive
customers.
Sales

21%

[PERCENTAGE]

39%

Healthcare FMCG Food

 Competing
Type of Products Patanjali
brand

Patanjali Neem &Tulsi Himalaya Neem

Face wash Face wash
Face Wash

Toothpaste DantKanti
Colgate active salt
Patanjali Kesh Kanti neem toothpaste
Hair oil Hair Oil Emami Kesh King
Patanjali Honey Hair Care
Honey
Patanjali Kesh Kanti Dabur Honey
Shampoo Anti-dandruff Head & Shoulder
Shampoo Anti-dandruff
Chyawanprash Shampoo
Patanjali
Chyawanprash Himani
Chyawanprash&
Dabur
Chyawanprash
 Patanjali store

Va r i t y FMCG
Over 900 converting those Ayurvedic
products. products in a modern packing

Beating the E VA L U A T E T H E
competition ENVIRONMENT
 promote Indian product. products for every age limit

Combining old & young

Ay u r v e d i c & B e a u t y
ancient original products with
the young generation problems
and disease.
Low pricing Existing product
never compromised with renovation
the quality and yet the Bornvita name renovated to
price remains affordable. power - vita
Inbound Marketing
 best quality with great Influence
Baba Ramdev.
quantity.. Vi d e o c o n t e n t
Recommendation

4
Look for
management
graduates
3

ECO –
Friendly

Diversif
y

1
Appoint
Ayurvedic Dr.
On store
References

 This article is authored by Mr. Manan Sethi and published by Varun Mishra

 Kumar, V., Jain, A., Rahman, Z., & Jain, A. (2014). Marketing through spirituality: A case of Patanjali
Yogpeeth. Procedia-Social and Behavioral Sciences, 133, 481-490.
 Gupta, R. (2016). Disruptive marketing and brand building: A case study of Patanjali, Ayurveda
Limited. Advances in Economics and Business Management (AEBM), 3(2), 225-231.
 Singh, B., & Gopal, R. K. (2016). Demystifying the brand Patanjali-a case on growth strategies of Patanjali
Ayurved ltd. PES Business Review, 11(1), 51.
 Shukla, S. (2017). The Marketing Mix Strategies of Patanjali Ayurveda. Journal of Retail Marketing &
Distribution Management, 1(2).
 Khan, S., & Srivastava, A. (2018). Patanjali: Business Proposition, Strategic and Marketing
Plan. Multidisciplinary Higher Education, Research, Dynamics & Concepts: Opportunities & Challenges
For Sustainable Development (ISBN 978-93-87662-12-4), 1(1), 272-283.
THANKYOU…..