GROUP MEMBERS

S. NO NAME ROLL NO

1 PRACHITA SANJAY JANAWALEKAR 73

2 ROHIT RAJENDRA KULKARNI 81

 About Patanjali
Parent Company: PATANJALI AYURVED LIMITED

Category: Consumer Products

Sector: FMCG

Tagline: Prakritika Aashirwaad

USP: Aayurveda based products in food, cosmetics and other FMCG

 Patanjali’s STP

Segmentation: Consumers looking for healthy FMCG products

Target Market: Middle and upper middle class families preferring

Aayurvedic products

Positioning: Offering healthy and safe products in FMCG category

 Introduction
● Patanjali is an Indian brand which is based on Ayurvedic products

● A herbal and wellness brand well known for its naturally rich products

● Tough competitors to many big FMCG brands

● Patanjali usually aims at giving the same amount of products at comparatively low

rates

● The main objective of this company is to ensure that their products are of a better

quality and they provide great value to the customers

● The owner of Patanjali i.e Baba Ramdev has taken the company to a whole new level

The company i.e Patanjali believes that nature has got the capacity to fight all odds
 Patanjali’s Success Story
1. The credit of the success and the popularity of the company goes to its brilliant branding. The branding of Patanjali

was well-planned and its result can be seen in its popularity

2. Initial journey of Patanjali started back in the year 2002. The advertisements of this brand initially done through

the yoga camps and channels telecasted back then

3. The plan of creating such a brand planned since 2003 and it came to reality by the year 2006. The company

usually managed by Acharya Balkrishna who is a partner of Ramdev since the Gurukul days

4. The company usually focused on Yoga and Ayurvedic medicines. Patanjali Yogapeeth usually set up in Haridwar; a

Hindu pilgrimage site. Unlike other herbal brands, the owners of this company are actually associated with yoga and

ayurveda

5. Talking about support, Ramdev baba received great support from the BJP government. Baba Ramdev also takes an

active part in Yoga Day in many places

6. Baba Ramdev on his every campaign, do mention about the brand Patanjali. Ramdev baba also managed to

make Patanjali a Rs 3000 crore company only on its name

7. Talking about revenues, by the year 2016-2017, Patanjali hit revenue of around 10,000 crores. Ramdev baba

also mentioned about his mission on “MNC Bhagao” and also he could easily manage the huge brand and its

value

8. Another advantage of Patanjali over other brands is that the advertisements costs of it minimized. They

advertise their products through the free Yoga sessions and such gatherings

9. Talking about TV ads, they also launched a series of Tv ads on the Dant Kanti Ad i.e a toothpaste product.

They have a team and also a research lab named “Patanjali Research Foundation” to look after the yoga works
 WORK CULTURE

1. Patanjali doesn't treat people it hires as its employees. Their job is considered as spiritual

'seva' to the nation, yoga and ayurveda

2. If an employee demands an annual increment then he/she is seen as a 'selfish' individual

3. Employees often touch Baba's feet out of respect

https://youtu.be/hBh7VzLVh1U
1. Natural Health Care: PRODUCTS
Contains products like digestives, health & wellness products, diet food, health drink &
beverages. Patanjali Cow’s ghee, which is estimated to have generated revenue of 1308
cr. Rupees in the Financial Year 2015-16, belongs to this category.

2. Natural Food Products:

From biscuits, jams & instant noodles to spices & pulses, a number of products come
under this section. This is a rather important sector of products since people trust
Patanjali for being herbal & chemical-free.

3. Ayurvedic Medicines:
This category has been the USP for Patanjali. The company owes a big share of their sales profit
to the ayurvedic medicines category. Before entering the FMCG sector, Patanjali had been
selling Ayurvedic Medicines under the name of Divya Pharmaceuticals. These medicines, being
effective to consumers have been a good enough reason for Patanjali’s rise today.
4. Home Care (Herbal):
This category of products includes products required for Pooja. Not just Agarbatties (essence sticks) &
Dhoopbatties, but instead Patanjali provides a whole range of Pooja essentials including Hawan Samagri,
Camphor, cotton wicks & even air fresheners. As usual, Patanjali boasts that their Home care products are
natural & thus completely harmless to everyone.

5. Personal Care (Natural):

Patanjali Products includes Personal healthcare products beauty products & toiletries (kids and adult
diapers). This category includes all sorts of daily use items from body care products to dish wash & other
cleaning products too, which are claimed to have the goodness of natural ingredients in them making them
more effective than their Chemical Counterparts.

6. Apparel (Patanjali Paridhan):

Patanjali Paridhan is Patanjali’s brand working in the apparel sector. Patanjali Paridhan is an exclusive
apparel brand with over 3000 products under three sub brands.omenswear brand Aastha, Unisex
sportswear brand Livfit and a menswear brand Sanskar.
 Other Products

1. Patanjali has also launched its SIM cards

2. Baba wants to compete with WhatsApp, and thus began the rather short existence of 'Kimbho' app
3. Patanjali is all set to come up with its packaged drinking water

4. We can soon see Patanjali jeans, solar panels and footwear

 Patanjali’s Strategies That Helped Them Thrive Over Time
1. The Face Of Patanjali
One notable fact about Patanjali is that unlike most companies, they have never completely depended upon celebrity endorsers
to endorse their products, but rather made Baba Ramdev the face of the company. The company has always vastly benefitted
from Baba Ramdev’s following.

2. Branding Of Products
Every aspect of Patanjali products tells the story of its being natural & thus better than its counterparts. The brand has very cleverly worked on each &
every aspect of their brand to make themselves stand out amidst the competitors.

3. Market Research & Satisfying demands

Patanjali has an applaudable Market research team that works endlessly towards providing customers with the products they need. Patanjali has been
known to keep customer needs above all & launch products catering the same. Now, what makes them stand out against their competitors is that they
understand their customers better.

4. Market segmentation & Supply Chain Management

A big reason for Patanjali being so popular among the masses is that through their marketing approaches they have also targeted all sections of the society
& people of all ages. They broke the common misconception of “Ayurvedic is for Elderly” & made it cool enough to be adopted by the young & the old all
the same.
Strengths
SWOT Analysis
· Innovative & Harmless Products

· Strong Distribution Network

· Image Of Trust

· Social Responsibility

· Make in India & Swadeshi Initiative

Weaknesses
· Concentration in North & West India

· Less Promotions

· Easy Availability of Substitutes

· No Clinical Approval
Opportunities
· An inclination to Herbal & Natural

· Untapped Markets

· Changing Lifestyles

· Export Potential

Threats
· Products in Controversy

· The threat of International Competition

· Political Indulgence
Patanjali’s Biggest Competitors
Competitive Study
 Competitors Fight Back
● HUL
Company "resurrects" herbal brand, Ayush, launching it online. Plans to increase "natural"
offerings
● Emami
Firm open to acquisitions for strengthening the company's position in the herbal space
● Godrej Consumer
Launches neem mosquito coil, a creme hair colour that has coconut oil, new variants in
naturals soaps
● Colgate
Firm aggressively advertising its active salt neem toothpaste, as its volume was hit after
Patanjali's Dant Kanti
● Dabur
Firm launching ayurvedic products. Pushing Dabur Honey and Chyawanprash aggressively
● Himalaya
Recently launched its range of wellness products which aim to provide therapeutic solutions to
consumer
 REVENUE

1. Patanjali increased its revenue by over 6,300% in 7 years

2. It generated revenues of Rs. 10,561cr in 2016-17, a staggering 6,379%

more than what it earned in 2009-10.

3. Baba and his team believe they would overtake HUL, which earned over three

times more revenue than Patanjali in 2016-17 (Rs. 34,487cr).

 Social Media Popularity

1. Patanjali as a brand is also liked and preferred by the youths of the company. The popularity

of this brand can be also found out in the number of followers in their social media profiles.

2. Talking about Facebook, the company has over 750k+ followers which are great. The brand

also has 290k+ followers in their Instagram profile.

3. Patanjali also has their YouTube channel where they share useful information about their

products and also on how to keep oneself healthy with the help of Yoga etc.

4. Today Patanjali is a big brand of India. Patanjali Sell everything of regular life and it is

complete to directly International Brand Hindustan Unilever Limited and Etc.

 Future of Patanjali
1. The company did some tie-ups with some popular brands such as bigbasket.com and
Amazon. The strategy does help the company to scale up its business.

2. Patanjali as a brand has generated quite a ripple in the FMCG sector, right from its very start.
Each of their steps have been very cleverly strategize to bring the best to the brand. Every effort
made by the company in the last decade has brought to them only benefits. Even though facing a
few obstacles along the way, the company is standing tall as ever, being the fastest growing
company in the Indian FMCG sector.

3. Headed by two hermits, with no degrees in Business or Marketing, Patanjali is expected to go

long way in the future, only if it manages to keep its head above water, as the road ahead will be
tougher than before.
THANK YOU