A PERSPECTIVE

INTODUCTION

• Fastest growing FMCG Company in the country

• Mineral and herbal products (450 approx.) and 300 medicines
• Established in 2006
• Headquarters in the industrial areas of Haridwar
• Made from natural components and Ayurveda

The products offered by the company are in the personal care and foods segments
including baby care and beauty products.

Patanjali’s Dant Kanti, Ghee, Kesh Kanti, herbal bath soap and honey are some
of the its best-selling products which have propelled the growth of this company.
INTODUCTION

REASONS FOR THE SUCCESS

• One is the shift in the lifestyle of the Indian customers towards using more
natural and Ayurvedic products
• Second reason is that the Patanjali products are significantly less expensive than
other personal care and food products in the market.
.

To monitor quality, the Divya Yog Mandir Trust and Patanjali Yog Peeth grow
many endangered herbs on its farmland. The principles of Good Manufacturing
Practices (GMP) are rigorously followed in the plant and Company prides itself on
being environment friendly.
PESTLE
PESTLE
PESTEL ANALYSIS
POLITICAL
 Political Stability: Present political climate is favourable to Patanjali as it is close
to government, and it is following government initiative like ‘Make in India’ campaign.

 Government policy : Government is promoting Ayurved through “Ayush - Ministry” to promote Yoga,
Ayurved and other traditional and complementary medicines. That gives Patanjali a huge boost as it
itself claims it to be an Ayurvedic company.

 Tax policy: Government’s taxation policies affect the cost of the input products, hence affecting the
final price of the products. PAL input costs increases or decreases based on the taxation policies of the
government.
PESTEL ANALYSIS
ECONOMIC
 Inflation rate: Inflation rate affects the buying nature of consumer. With inflation rate increasing
continuously, people are looking for cheaper and effective substitutes. With the brand and trust of
Patanjali, it has formed the potential substitute.

 Exchange rate: Since the raw materials for the manufacturing are from the natural environment and the
company focuses only in retailing in India alone, the factors like fluctuating global economy and
currency fluctuations have no significant impact.

 Tax rate: Implementation of Goods and Services Tax GST) will also help Patanjali Ayurved Limited.

 Interest rate: Higher tax rates and interest rates affect the cost of capital adversely increasing the
manufacturing cost. This makes the products costly in the market.
PESTEL ANALYSIS
SOCIAL
 Health consciousness:
• The people of India are becoming more health conscious; and want to consume organic products.
• Rise in healthy FMCG products from 2284.4 US $ million in 2003 to 9000 US $ million in 2016
acknowledges the above statement.
• This particular trend opens up the market for PAL, which offers trusted Ayurvedic products. The
affordable price also helps them to cover the whole market size.

 Life Expectancy:
• In India, average life expectancy, which used to be around 42 in 1960, steadily climbed to be around 48
in 1980, 58.5 in 1990 and around 62s in 2000.
• The improvement in life expectancy attributes to better diet and health consciousness among people.
This particular trends enhance the scope of companies like PAL.
PESTEL ANALYSIS
TECHNOLOGICAL
Patanjali has in house R&D facility; using which they are developing new products in
Ayurvedic way. Few examples are as below:

 For the manufacturing unit in the company, it has high frequency drier unit for quick liquefaction a fluid
wed processor.
 Tablet compressing device with the capacity for preparing one lac tablet per hour.
 With the help of the available technology, new herbs are being notified and being used in the new
medicines.
 Utility Centre has been set up in the production unit has two generators with boilers and compressors.
 . Company has PLC controlled packing machine having capacity of 300-400 volts with automatic blister
packing equipment.
PESTEL ANALYSIS
ENVIRONMENTAL

 Climate change: The main problem, which Ayurveda has to confront, is seasonable herbs and their
locations. There are many herbs, which are available in winter season, autumn season or in summer
season. Some herbs are available only on the mountains at very high location and some of them are not
easily identifiable.

 Weather: Technology can help to construct area where we can do the artificial farming for those herbs
by maintaining temperature according to the herbs. As the company calls itself an Ayurvedic company, it
is favourable to environment and has no side effects to people nor environment.
PESTEL ANALYSIS
LEGAL

 Health and safety laws:

● There are several rules and laws for Ayurvedic medicines and the process by which medicines are
prepared:
● The Medicine Central Council Act-1970,
● The Drugs and Cosmetics Act 1940 and rules made there under.

 Consumer protection laws: Quality assurance needs to be fulfilled by those medicines, which are

being prepared and laws are there for this process as well.
SWOT ANALYSIS
SWOT ANALYSIS

STRENGTH
 Founding father
 Strong Patriotism
 Pricing Strategy
 Launch of new products
 Ayurveda and herbal
 Strong distribution channel
 Word of mouth marketing
 E-commerce
SWOT ANALYSIS

WEAKNESS
 Reliance on baba Ramdev
 Current pricing strategy
 Excessive product offering
 Lower margin of distributors
 Limited presence in international market
 Lack of experience management graduates
SWOT ANALYSIS

OPPORTUNITY
 Natural and herbal products
 Global markets
 Food business
 Rural expansion
 Diversify
SWOT ANALYSIS

THREAT
 Controversies
 Negative publicity
 Increase in competition
 Poor harvest
 Price war
SEGMENTATION
TARGETING
POSITIONING
STP
SEGMENTATION
Segmentation comprises
identifying the market to be
segmented; identification,
selection, and application
of bases to be used in that
segmentation; and
development of profiles.
TARGETING POSITIONING
Targeting is the process Positioning is the final process where
of identifying the most the business must assess its
attractive segments from competitive advantage and position
the segmentation stage, itself in the consumer's minds to
usually the ones most be the more attractive option in these
profitable for the categories.
business.
TYPES OF SEGMENTATION
01 DEMOGRAPHIC SEGMENTATION

• Patanjali has products targeted for all age groups like health drinks for children, beauty
products for young generation, ayurvedic products for elderly people.

• Patanjali Products are affordable in nature as they are 15-30% lower than the
competition. Initially, lower and middle class income groups were their main focus but later the
upper-middle and the other upper income segments were attracted towards Patanjali Products.

• For Example: Patanjali Kesh Kanti (for the young generation) and Patanjali Churna
TYPES OF SEGMENTATION
02 PSYCHOGRAPHIC SEGMENTATION

• The customers that follow Baba Ramdev’s Yoga perceive him as an ascetic model and his products
add more value and create mass appeal based on Swadeshi sentiments.

03 BEHAVIOURAL SEGMENTATION

• Customers who live a healthy lifestyle are benefitted through Patanjali’s products. Customers are
more inclined to buy ayurvedic and herbal medicine

• Examples are: Chyawanprash, Apple Vinegar, Patanjali Power Vita.

TYPES OF SEGMENTATION
04 GEOGRAPHIC SEMENTATION

• Patanjali’s products are more commonly used in North Indian Market but are uncommon in the South Indian
market because of the language barrier and mainly because it’s packaging and marketing is done through Hindi
medium.

• Patanjali also exports its goods to Canada, the USA, Mauritius and UK, among other countries.
 TARGETING
• Targeting of market has always been the most important tool in Marketing Strategy
Planning , Organizing, Designing will fail if one cannot analyze the proper segment of the market for whom the
products are being designed.

• Creates the demand for a product which in turn will create the supply and hence will be effective in
creating equilibrium for both the buyers and the sellers.

• Due to the Mass Customization, Patanjali targets:

• Everyone who wants to live healthy
• Anyone suffering from any disease

• Baba Ramdev in accordance with Balkrishna manages the targeting where they try to catch the wounded

nerve and hence solve the problem thereafter. In a close study of the product line of patanjali the

simple method of targeting is achieved by softly understanding and helping to deal with
the sentiments and the wants of the audience.
 TARGETING
EXAMPLES OF PATANJALI TARGETING

Dant Kranti (Toothpaste manufactured by patanjali) the motive to advertise the product is to target each segment of
generation by clearly stating that if health is wealth
So patanjali advertises the perfect blend of ingredients used in the paste to tackle with all the problems faced by people
in older age, which in turn boasts a person's confidence to start it
by the scratch and start using the paste for present as-well-as future
benefits.

• Similarly, other edible oil, pure Ghee, Chawanprash are all examples
which cater to the need of people whose age is 35+ so as to keep
them self-free from diseases by boasting their immunity and lowering
cholesterol level.
 TARGETING
• Patanjali has started with an aim to provide EVERYTHING UNDER ONE ROOF.

"From a pin to aero plane" everything has to be MADE IN BHARAT and with this concept of them they not only
manufacture daily consumable products but also manufactures household products in order to justify the campaign Swacch
Bharat which itself starts from your home.
POSITIONING
Positioning refers to the process of strategically placing a brand in the minds of the customers so that it is
distinguished from the products of the competitors.
• Its the conceptual place you want to own in the target consumer's mind. Once a brand has achieved a strong
position, it can become difficult to reposition it.

The Distinguishing FEATURES to position products of Patanjali brand are :-

• It tries to create a suitable image that is what it is, what it does and how etc.
• By creating an image by keeping in mind features like inexpensive or premium, utilitarian or luxurious,
entry-level or high-end, etc. through the marketing mix.

• A good positioning statement is simple, memorable, and tailored to the target market.
• It is an easily understood picture of your brand that differentiates it from your competitor
 MARKETING MIX
• The marketing mix is typically a set of various factors through which a brand influences its position
in consumer’s mind to help make his decision to purchase and use a product or service.

• This refers to the 4Ps of marketing -

PRODUCT PRICE

PROMOTION PLACE
PRODUCT STRATEGY OF PATANJALI

• The product range of Patanjali has more than 400 types of FMCG goods

like cosmetic products, food items, haircare, skincare, toothcare

,medicines and 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.
PRICING STRATEGY OF PATANJALI

• Two factors that have made Patanjali Ayurveda the fastest growing
FMCG company in India are (a) Use of Natural Ingredients and
Ayurveda (b) Pricing.

• If the ingredients are natural and domestic, the cost of the

product is lesser by a drop of 25-30 percent . Rs 50

• Patanjali noodles competes with Maggi, toothpaste competes with

Colgate, chywanprash competes with Dabur, cornflakes compete
with Kelloggs.

Rs 45
PLACE AND DISTRIBUTION STRATEGY OF PATANJALI
• Widely available across various cities and towns in India. Close to 5000 retailers are actively promoting
Patanjali products along with smaller grocery stores.

• Patanjali is also effectively increasing its presence online through E-Commerce.

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 in countries like Nepal, Saudi Arabia,
UAE, Middle East, Bangladesh, SriLanka etc.
PROMOTION & ADVERTISING STRATEGY OF
PATANJALI
• Slogan “Prakriti ka Ashirwad.”
• Patanjali's brand ambassador- yoga guru Ramdev Baba, who has a staggering fan following.
• Patanjali Ad campaigns claim that “revenue of Patanjali is for Charity and not for Brand Owners’.

• The promotion and branding in Patanjali utilises all media channels like print, TV, online ads, billboards etc.,
The advertisements of Patanjali has been aggressive where they have showcased the importance of using
natural and ayurvedic ways of making products.

• Patanjali advertisements showcase their entire product range

targeting the audience who want a healthy lifestyle by using
naturally curated products.
IMPACT OF COVID-19 ON PATANJALI

IMPACT OF CORONA ON PATANJALI

• India planned to boycott Chinese goods and be self-reliant

• So product ranges and production will increase
• Yoga is the only path

So in accordance to the products given by the brand of

Baba Ramdev, they will be effective power to become
vocal for local and help them achieve global.
We hope this gives us an outlook on the marketing
mix of PATANJALI AYURVED FMCG company.

THANK YOU !
Efforts By-
Anshita Jain 20BSP0318
Rashi Ghosh 20BSP1828
Srishty Bansal 20BSP3005 Under the guidance of-
Jai Narang 20BSP0931 Divya Vyas ma’am
Palak Gogia 20BSP1528
Ashutosh Dey 20BSP0423