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Demystifying the Brand Patanjali - A
Case on growth strategies of Patanjali
Ayurved Ltd.
Presented by:
Group -4
Presented to:
Prof. Pradeep
• A holistic approach to improve the
quality of life of all beings, world
over
• Patanjali Ayurved Ltd was
conceived with the objective of
amalgamating the ancient wisdom
of the Science of Ayurved with the
modern scientific techniques of
Industrial Management
1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 2
Mission and Vision
• “We don't know markets or
marketing . . . but what we know is
serving the people by providing
them high-quality products at
attractive prices.”
• - Acharya Balkrishna, MD,
Patanjali Ayurved Ltd.
Words by Managing Director
1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 3
About Patanjali Ayurved Ltd
Located
at
Haridwar
Founded
in the
year 2006
Market
Valuation
2 Billion
Synergy
between
ancient
wisdom
and
modern
technolo
gy
1995
Divya
Yog
Mandir
Trust
Sanskar
v/s
Astha
70
Million
people
1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 4
Expected to grow up to 200 Million
Live Telecast instrumental
Restore Yoga and Ayurveda
Patanjali Yogpeeth Trust
Employs 200 doctors
US, UK, Canada, Nepal and so on
About Patanjali Ayurved Ltd
1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 5
Strategic Planning
Captive
Market
• Followers of
Baba Ram
Dev
• Health
Conscious
• Affordable
Products
• Swadeshi
Proucts
Buyers
• First –
Captive
Markets
Product
• Home Care
• Cosmetics
and Health
• Food and
Beverage
• Health Drink
Price
• 15% - 30%
less
• Market
Penetration
Strategy
• Cow Ghee –
Skimming
Strategy
Promotion
• Word of Mouth
through Captive
Market
• Loyalty
• Franchisees
promoted locally
• TV Ads
• Digital Marketing
• PR
• Books and VCDs
Place
• PAL
• 1200
Chikitsalays
• 2500
Arogya
Kendra
• 7000 Open
Store
• 5600
Marketing
Vehicle
1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 6
• Patanjali has always delivered high value to its customers
Value = Benefits - Cost
1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 7
Kotler vs Patanjali
Segmentation – Selective Specialization
Income and Age
Health Conscious
and Patriot
Value for money
Elderly
Children
All the
products are
affordable at
15%-20% less
than the
competition
Not only low
and Middle but
also health
conscious
upper segment
1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 8
Positioning
Prakriti ka
Swad
Natural
Products at
Affordable
Prices
Swadeshi
Make
Make In
India
Synergy of
Campaigns
have done
wonder to
the Patanjali
India is
Considered
as a birth
place of
Ayurved
1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 9
Cow Ghee
Dant Kanti Tooth Paste
Kesh Kanti
Short lead time between concept
and launch
1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 10
Products
Environmental Analysis
1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 11
Political: Conducive to the Government, Stable, Tax Policy, Support
Economical: Inflation, Tax and Interest rates, GST, No Currency Rate
influence
Social: Health conscious, Rise in Life Style Diseases
Technological: R&D, Automation, Better means of Communiction
Legal: Restricted
Environmental: Non Hazard, Rich in Herbs, Less harmful residues,
Environment Friendly
Task environment Analysis
Competition
High
Zandu,
Dabur,
Himalaya
Threat
of New
Entrants
Buyers
Price &
Quality
Substitute
s
Low to
Moderate
Supplier
Moderat
e to
High
1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 12
1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 13
Timeline
2015-16
1 Bn USD
(5K Crores)
2016-17
1.5 Bn USD
(10K Crores)
2020
3 Bn USD
(20K Crores)
Strategic Alliance
Future and Reliance
Reach in major Cities
DRDO
1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 14
Goal Formulation
The threats & the controversies
• Concentrated Revenue
• 40% of revenue from 4 products
• Cases being filed with Advertising Standards
Council of IndiaThreats
• Baba Ram Dev accused of using MNC strategies
• Tussle with FSSAI
• December 2015
• Cow Urine
• Bugs in Noodles
Controversies
1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 15
The Future
More
Production
Facilities
MH, AP and
MP
Low cost of
Production
1000 Crores
for
expansion
this year
Entry into
dairy
segment
Increase
reserves for
growth
1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 16
Thank You – Let’s go Eco Friendly
1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 17

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Demystifying the brand patanjali

  • 1. Demystifying the Brand Patanjali - A Case on growth strategies of Patanjali Ayurved Ltd. Presented by: Group -4 Presented to: Prof. Pradeep
  • 2. • A holistic approach to improve the quality of life of all beings, world over • Patanjali Ayurved Ltd was conceived with the objective of amalgamating the ancient wisdom of the Science of Ayurved with the modern scientific techniques of Industrial Management 1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 2 Mission and Vision
  • 3. • “We don't know markets or marketing . . . but what we know is serving the people by providing them high-quality products at attractive prices.” • - Acharya Balkrishna, MD, Patanjali Ayurved Ltd. Words by Managing Director 1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 3
  • 4. About Patanjali Ayurved Ltd Located at Haridwar Founded in the year 2006 Market Valuation 2 Billion Synergy between ancient wisdom and modern technolo gy 1995 Divya Yog Mandir Trust Sanskar v/s Astha 70 Million people 1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 4
  • 5. Expected to grow up to 200 Million Live Telecast instrumental Restore Yoga and Ayurveda Patanjali Yogpeeth Trust Employs 200 doctors US, UK, Canada, Nepal and so on About Patanjali Ayurved Ltd 1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 5
  • 6. Strategic Planning Captive Market • Followers of Baba Ram Dev • Health Conscious • Affordable Products • Swadeshi Proucts Buyers • First – Captive Markets Product • Home Care • Cosmetics and Health • Food and Beverage • Health Drink Price • 15% - 30% less • Market Penetration Strategy • Cow Ghee – Skimming Strategy Promotion • Word of Mouth through Captive Market • Loyalty • Franchisees promoted locally • TV Ads • Digital Marketing • PR • Books and VCDs Place • PAL • 1200 Chikitsalays • 2500 Arogya Kendra • 7000 Open Store • 5600 Marketing Vehicle 1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 6
  • 7. • Patanjali has always delivered high value to its customers Value = Benefits - Cost 1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 7 Kotler vs Patanjali
  • 8. Segmentation – Selective Specialization Income and Age Health Conscious and Patriot Value for money Elderly Children All the products are affordable at 15%-20% less than the competition Not only low and Middle but also health conscious upper segment 1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 8
  • 9. Positioning Prakriti ka Swad Natural Products at Affordable Prices Swadeshi Make Make In India Synergy of Campaigns have done wonder to the Patanjali India is Considered as a birth place of Ayurved 1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 9
  • 10. Cow Ghee Dant Kanti Tooth Paste Kesh Kanti Short lead time between concept and launch 1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 10 Products
  • 11. Environmental Analysis 1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 11 Political: Conducive to the Government, Stable, Tax Policy, Support Economical: Inflation, Tax and Interest rates, GST, No Currency Rate influence Social: Health conscious, Rise in Life Style Diseases Technological: R&D, Automation, Better means of Communiction Legal: Restricted Environmental: Non Hazard, Rich in Herbs, Less harmful residues, Environment Friendly
  • 12. Task environment Analysis Competition High Zandu, Dabur, Himalaya Threat of New Entrants Buyers Price & Quality Substitute s Low to Moderate Supplier Moderat e to High 1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 12
  • 13. 1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 13
  • 14. Timeline 2015-16 1 Bn USD (5K Crores) 2016-17 1.5 Bn USD (10K Crores) 2020 3 Bn USD (20K Crores) Strategic Alliance Future and Reliance Reach in major Cities DRDO 1/10/2017Property of Indus Business Academy. For Academic Purpose Only. 14 Goal Formulation
  • 15. The threats & the controversies • Concentrated Revenue • 40% of revenue from 4 products • Cases being filed with Advertising Standards Council of IndiaThreats • Baba Ram Dev accused of using MNC strategies • Tussle with FSSAI • December 2015 • Cow Urine • Bugs in Noodles Controversies 1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 15
  • 16. The Future More Production Facilities MH, AP and MP Low cost of Production 1000 Crores for expansion this year Entry into dairy segment Increase reserves for growth 1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 16
  • 17. Thank You – Let’s go Eco Friendly 1/10/2017PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 17