Submitted by- Group 6

Ashu Kumari -21RM911 Submitted To-

Himanshu Bamoriya – 21RM925 Dr. Pankaj Priya
Rohit Mehra-21RM949
Richa Jha – 21RM969
COMPANY PROFILE

Name:- Patanjali Ayurveda Pvt.

Founder - Yogrishi Ramdev Baba

 Company type:- Unlisted Public company

Headquarter – Haridwar (UK),

Industry type:- Manufacturing (FMCG)

Managing director:- Acharya Balakrishna

BEGINNING:

 Founded in the year 2006 by Acharya Balkrishna and yog

guru Baba Ramdev
 The brand started selling ayurvedic medicines at yog
shivir, there was minimal marketing of the product.
 Sales of Patanjali was restricted to disciples of Ramdev,
who visited the shivirs.
 Baba Ramdev’s own Aastha channel proved to be handy
marketing tool for building
 Gradually, Patanjali products started selling three types of
medical centres, these include Patanjali Chikitsalaya which
are clinics along with doctors, Patanjali Arogya
Kendra which are health and wellness centres
and Swadeshi Kendra, non-medicine outlets.
  The company has a distribution network of more than 5,000
distributors, 10,000 exclusive stores and 100 mega-marts 
PRESENT  The company also sold products through its own e-commerce site,
viz. http://www.patanjaliayurved.net.
 Currently, 10,000 dedicated stores (Chikitsalaya, Arogya Kendra, and
Swadeshi Kendras) contribute to 60 per cent of the company’s
revenues. 
 Large format retailers like big bazar, reliance retail and spencer's have
started keeping a special shelf for Patanjali products in their store .
 It caters to a segment who are getting 10-40% cheaper products wrt
 B2B AND B2C Strategies

Position and sell your brand

Patanjali products whether it's
toothpaste, rice or noodles -
are all under one brand,
Patanjali

Understand your customer and Finally, show hustle

have a clear value proposition The local shops are fervently
Patanjali's value proposition is promoting and pushing
“right price and healthy Patanjali products. This is
living”. despite having Uniliver and
Nestle goods in the shelf.
 MANAGING SALES FORCE
RECRUITMENT PROCESS MOTIVATION

Identification Reference and

and Selection tests background
verification check Patanjali Employees have
already started receiving
Employment their performance
Sourcing Job offer
interview increments for the year.

Preliminary Contract of The appraisal system at

Screening interview employment
Patanjali is Quick and
results are conveyed to the
Physical Selection
Evaluation of employees quickly.
selection
examination decision
programm
 It provides 30%
cheaper than
products of its
competitors.

People trust
Baba Ramdev is ayurvedic product
brand ambassador
for Patanjali who is
MANAGING more than other
product because
very popular not
just in India but
SALES people think that it is
world-wide. TERRITORY not harmful for
human body.

Patanjali available at
every ayurvedic
pharmacies and has
lot of tie up.
 EVALUATION OF WORKFORCE

• TOP PERFORMERS
Setting
performanc
• Reward and recognition e standard

Taking Communic
corrective ating
standards
• AVERAGE PERFORMERS standard

• Motivate and training

Discussing Measuring
• BELOW PERFORMERS results standard

Performers improvement plan

Comparing
standards
PLANNING AND FORECAST

DISTRIBUTOR AND
RETAILER
FORECASTING

ACHIEVED
GEOGRAPHICAL
TARGET BY THE
LANDSCAPE
SALES PERSON

IMPROVEMENT OF DEMOGRAPHIC
QUALITY FACTORS
 COMPENSATION

Payment for
Employees Insurance
time not
security benefits
worked

Old age and

Health Welfare
retirement
benefits facilities
benefits
 DISTRIBUTION STRATEGY

• Patanjali use ads(alternative Patanjali distribution system)

•  It also cuts costs by employing another distribution approach, by establishing its stores, wholesalers are
eliminated
• Patanjali first drives trials and consumption using dedicated stores. These stores are essentially Ayurveda clinics,
run by entrepreneurs entirely with their own investment.
• It trains and certifies medical practitioners nominated by these stores in Ayurveda and provides usage of the
Patanjali brand name provide free consultation by certified medical practitioners.
MODES OF DISTRIBUTION

Patanjali Ayurveda has five significant modes of

distribution
1) Chikitsalaya
2) Arogya Kendra
3) Swadeshi Kendra
4) Patanjali Mega Store
5) Other majors
• Patanjali provides individuals and stores a Joember card and a certification,

which certifies them and helps the brand to build trust.

• Patanjali launched an application that is known as Patanjali order me' which

allows customers to order online from the nearest stores.

• A core team directly reporting the company's CEO takes care of all distribution-

related work.
PATANJALI’S NATION-WIDE
PRESENCE
 Salesforce management is an information system used in
employee relationship management that helps to
automate daily activities and tracks the performances of
individuals.

SALESFORCE Patanjali uses software that allows employees to track

their respective activities. Patanjali's Salesforce software
MANAGEMENT focuses on four major functions:
APPLICATION • Visits
• Activities
• Performances
• Attendance Column
• The main feature of the software is production or order tracking comes in a
performance category that allows employees or distributors or shopkeepers
to track their respective performances.

• This feature also helps to manage customer relationships.

• Patanjali manages this software through a subsidiary company - Bharuwa

Solutions.

• This is involved in designing solutions to digitally manage production

planning, salesforce, and loyalty programmes.
 • Patanjali had badly disrupted the FMCG market over the last five years.
• Patanjali’s sales, in terms of volume, has shrunked 2.7 % in urban areas,
CHALLENGES whereas its growth has reduced to a third in rural areas. 
FACED BY • Retailers in the Delhi-NCR region complain that its much-hyped range
PATANJALI of baby care products, Shishu Care, hasn’t been available for the last
three months.
• “I don’t remember the last time that I sold the Patanjali fruit juices or a
packet of their porridge,” said retailers.
• “Half of their products remain unavailable due to which they have
started procuring all other Ayurveda and herbal brands such as Khadi
and Jiva Ayurveda.”
• “Kumar had opened the shop in 2015 when his monthly revenue was
over Rs 15,000. “Today, I barely earn around Rs 4,000 to Rs 5,000 a
month,” a retailer said of an exclusive store
• Recurring unavailability of products, lack of consumer interest and poor
profit margins for the situation.
 RECOMMENDATIONS

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

Create a strong Pivot to GT Intelligent Maximize Usage of Gamify the
alternative once a sizeable Store Scheme Route Sales Process
distribution consumer base Onboarding Application in Optimization & Run
system for is generated with Data- Order to Increase Pinpointed
demand from Stage 1 Driven Collection Facetime with Digital
creation and Segmented Process Retailers Training to
building word- Engagements Improve Your
of-mouth Team’s Selling
advocates Behavior
 CONCLUSIONS

Developing an alternative channel strategy can help a company create white-space opportunities and dominate
them. This approach is valid both for incumbents as well as new entrants into the FMCG market.

We saw that how a flawed supply chain was one of the reason, which lead to Patanjali’s decline.

We also saw how Patanjali can work with minor changes in its strategies, to get back in the lead.

We also saw how Patanjali is making great strides in digital domain in accordance with today’s era.

Will Patanjali take part in Blue Ocean Strategy?

THANKYOU