Market share of Baba Ramdev's Patanjali toothpaste trebles in one year

1. Presentedby-
GauravRaj
Sampurno Majumdar
SubhadeepChatterjee
PritamChatterjee

2. An Indian Sage.
Believed to authored or compiled THE VEDA
SUTRAS.
Yoga Philosophy.
“Patta” and “Anjali” together forms Patanjali.
Myths also says that a five headed serpent sage.

3. Baba Ramdev (Ramkrishen Yadav) born
in 25th.Dec.1965 at Haryana.
Provided free yoga training. He then
moved to Haridwar , Uttrakhand.
• Divya Yog Mandir Trust – 1995
• Astha TV – 2003
• Co-founded Patanjali Ayurved Ltd. –
2006
Acharya Balkrishna (Balkrishna Suvedi)
born in 4th.Aug.1972 at Haridwar,
Uttrakhand.
• Divya Pharmacy – 1995
• Founded Patanjali Ayurved with
98.6% stake & serving chairman.

4. Patanjali is involved in manufacturing & trading of FMGC ( food, beverages & personal care) herbal &
ayurvedic products, and services of yoga training (books & CDs/DVDs).
Motive- establishing science of Ayurveda in coordination with latest technology & ancient wisdom.
Serving Area’s- India, Nepal, Bangladesh, Sri Lanka & Middle East countries.
• Manufacturing units & headquarters – Haridwar and Reg. office- Delhi.
• Nepal Gramudhyug.
• 2010- Patanjali Food&Herbal Park, which is the 8th private institute guarded by CISF paramilitary
forces.
• 2016 – Patanjali Herbal and Mega Food Park in Assam.
• 900 products & 300 medicines.
• 50 manufacturing units across India.
• Revenue of the year 2016-17 – Rs. 10,561 crores.

5. Dant Kanti toothpaste is one of the revolutionary
product of Patanjali Ayurved Ltd. Contains 13 natural
ingredients.
Tagline- Tightens Gum Fights Germs.
• Category- Personal care
• 4 variants of toothpaste and 2 variants of
toothpowder.

6. 1.35 billion Indians but still
250 million Indians doesn’t
bother about dental care.
• Traditional Methods- Coal
ash, tobacco,etc.
• Increasing exports with
decreasing imports.
• Ayurveda or Herbal – 0% to
20%.
• Rs.13,000 crores annual
market.
60%
20%
17%
3%
Market Share
Tooth
Paste
Tooth
Powder
Tooth
Brush
Others

8. • Protection Shield
• Strong Teeth & Gum
• Fights Germs
• Long lasting Product
• Dental Problems – Pyorrhea,
gingivitis bleeding & swelling, etc.

9. Short Term
• Restart the Swadeshi
movement.
• Good quality products at
cheaper rates.
• Introduce Ayurveda.
• Crack maximum market
share
• Increase distribution
chain.
• Brand awareness
Long Term
• Reinvent traditional
knowledge of Ayurveda
& Yoga.
• Top Ayurveda company
of India.
• Focus shift towards
India.
• Beat the competitors.
• Employment.
• Increase export.

12. Dant Kanti Junior  Children (5-12 yrs)
Dant Kanti Regular  Youngsters (>12)& Adults.
Dant Kanti Advanced & Dant Kanti Medicated  Adults & Aged
people.
Divya Dant Manjan  Youngsters, Adults & Aged people.
Advanced Dant Kanti Manjan  powerful herbs. Adults & Aged
people.

13. Marketing
Mix
Product
900 products + 300
medicines.
Short span- more
products.
Natural & Simple
Products.
Yoga- pranayam.
Price
Low priced yoga training.
Low priced medicines- cure to
many incurable diseases.
No cost on imports.
Value based priced.
Place
15000 exclusive stores under
Patanjali chikitsalayas, Arogya &
seva Kendras.
Swadeshi Kendras.
Retail outlets.
Tied up with e commerce giants-
Amazon, Flipkart, etc.
Tied up with hyper marts-
Bigbazzar, Reliance, etc.
Promotion
Tagline – matched.
Sensational Brand
Ambassador.
Well acquainted with the fact
advertising.

14.  Removed the House of brands concept in parent
product.
 Concept of Branded House.
 Targeting the rural sectors.
 Low cost high availability.
 Strong distribution channels.
 Brought the ancient practices back.
 Simple packaging.
 Brand Ambassador – Yoga Guru Baba Ramdev.

15. 20%
35%
25%
15%
5%
Use %
Taste
Cost
Brand
Ambassador
Family
Influence
Usefulness
2%
10%
60%
18%
10%
Preference
Age (o-12) Age (13-20)
Age (21-40) Age (41-60)
Age (61 & above)

16. STRENGHT
Short span- rapid pace
Extensive Marketing
Brand Ambassador
New products new styles
Employment
Excellent word of mouth
WEAKNESS
Too many products- short span
Faced issues
OPPORTUNITY
Tap overseas market
Enter more segments
Diversify in apparels
THREATS
Competitors – ayurvedic
Big players have sturdy existing model.

17. • Capacity Production – 300 billion – 600 billion.
• Mega Food Park – Yamuna Expressway and later at Greater
Noida.
• Swadeshi Samridhi sim cards in alliance with BSNL – 2018.
• Expanding in the apparels Sector.
0
10
20
30
40
50
60
Colgate India Hindustan
unilever
Dabur India Patanjali
Ayurved
Others
Market share
Market
share