Brand Elements

Brand: Patanjali

TEAM-4
Section- A
 BRANDING ELEMENTS

• Patanjali is an Indian FMCG company, which has numerous products in its product line.
• Brand elements of Patanjali encompasses its brand logo, brand tagline, brand color, brand equity,
brand type, targeted market
• Patanjali’s tagline is as follows Prakriti ka Ashirwad which means “Blessings of Nature”
• Brand type: Fast Moving Consumer Goods company ( with minerals and herbal products )
• Brand color:

• Brand Equity: Patanjali is all about its trustworthiness among its customers on its herbal and
natural products.
• Speaking about the brand, Patanjali brings us “Yoga” in the minds of consumers
 BRANDING ELEMENTS
• Patanjali is recognized and awarded as one of the best brands in India on herbal and natural
products
BRAND IMAGE:
The brand image tends to be yoga guru “ Baba Ramdev”
which tells their products to be natural, unadulterated and
healthy
TARGETED SEGMENT:
Patanjali tends to target its consumers between the age of 18-65 years most probably and
segmentation of products is based on its product quality and its affordable price
BRAND CHALLENGES:
• Unplanned expansion lead to poor inventory maintenance
• Lack of research
• Inconsistent product quality and brand management
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BRAND MANTRA:
Brand Mantra is Prakriti ka Aashirwaad” which means Blessings of Nature
CELEBRITY ENDORSEMENTS:
•As of now, Baba Ramdev is the only face of the company, but they are going to bring in celebrities to endorse
their products in future.

CORE BRAND ASSOCIATIONS:

•Service to the people - Swami Ramdev’s commitment seems to extend beyond his self-interest; he
has contributed his talent with an intent to make life better for others. The welfare of the peoples is
close to his heart, which seems to be true when we read about his early years of life in Haryana
teaching Yoga to masses
•Being Action Driven (Karma Yogi) - Being action driven simply mean - working for the joy of the
act itself and not for the reward it might or might not bring with it. It is very difficult to find people
who may have achieved this state of dispassionate attitude in their life.
 BRANDING ELEMENTS
POP and POD
P O P A N D P O D O F PATA N J A L I WA S I D E N T I F I E D
I N C O M PA R I S O N W I T H I T S C O M P E T I TO R S L I K E
D A B U R A N D H I M A L AYA .

POP POD
1. Segmented in personal care and fmcg 1. Claim of 100% ayurvedic products
sector 2. More focus on international exposure
2. Same target audience 3. Comparative advertising strategies( Ad Wars)
3. Product characteristics adjusted to the 4. Awakened the Back to Ayurveda sentiments
demands of Indian market in Indians
4. Almost similar packaging( Dabur) 5. 100% chemical free as compared to other
5. Indian origin organic brands
 BRANDING ELEMENTS
CORE BRAND ASSOCIATIONS:
•Thinking Nation First - Ramdev portrays himself as a patriotic leader His nation first thinking
springs from his early education in yoga and scriptures and his deeply rooted understanding of
ancient India’s wisdom and contribution to the society at large. His team at Patanjali Ayurveda also
consists of men and women who are patriotic that nurture the nation first attitude in commercial
decision they take.
•Integrity - Ramdev fights the vices of the government so as to meet the expectation that people have
of him despite the fact that he faced violence in the streets. These acts of courage are a show of high
integrity. It is this that makes him support the endorsement of another leader who he believes has the
welfare of Indians at heart.
• Authenticity and Trust - Ramdev’s endeavour is to consistently remain relevant and transparent in
his business dealings. His transparency to the masses on what he stands for such as his beliefs
about high priced harmful artificial products being sold in the country by foreign MNCs which as
per him are the causes of lifestyle diseases, remains strong. Whatever that he engages in it
becomes huge whether it is yoga or consumer products or anything else he may be thinking right
now. Swami Ramdev’s driving force is the welfare of the masses first and profits, brand equity
come second.
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Mental Map Indian

Organic Ayurveda

Heritage

Yoga

Healthy
Baba Ramdev
Herbal
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Brand Personality
• Service to the people
• Being Action Driven (Karma Yogi)
• Thinking Nation First Marketing Communication
• Integrity
• Content Marketing
• High Thinking, Simple Living
• Non-Pushy communication strategy
• Authenticity and Trust
• Direct communication (During Yoga Shivirs)
Brand Loyalty • Traditional media (TV) through Aastha channel
• Superior Perceived Quality
• Price Advantage
• Trusted Brand Ambassador
• Strong Distribution Network
• Brand Truthfulness
 BRANDING ELEMENTS
TYPE OF ADVERTISEMENT MEDIA BEING USED
•Patanjali has announced it would collaborate with social media and tech giants, Facebook and Google, to give
thrust to its digital marketing campaign.
•In a first for the company, Patanjali is looking to reap the benefits of advertising using digital media, in
comparison to print and other channels of media.
•The company has strengthened its online presence in India, through its aggressive campaigning and promotional
activities on Facebook and YouTube.
•The campaign, which was flagged off in February, garnered positive response, with Google searches registering
an eleven-fold growth in four years, and an increase in YouTube viewership from 30 lakh to 15 crore.
•Patanjali was also well received on Facebook, with over 80 percent response registered from the youth
concentrated in Karnataka, Orissa and Punjab, which was possible due to the promotional campaigns and live
interactions held by the company.
• Patanjali has been disseminating its message through all leading radio stations, newspapers and television
networks, though it’s particular about the placement of its TV spots. Patanjali became the biggest television
advertiser in the first week of August with the release of the campaign, according to data on the Broadcast
Audience Research Council (BARC) India website. The campaign was telecast 21,923 times during this period