Marketing project report on Patanjali, It Includes the strategy adopted by Patanjali.

1. A Monk With Million Dreams
Pravin Kumar

2. WHY PATANJALI

3. SEGMENTS
Nutrition and Supplement
Chyawanprash
Ghee
Badampak
Honey
Fruit Juice
Health Drinks
Grocery
Mustard Oil
Natural Sugar
Herbal Tea
Biscuits
Rice
Noodles
Oats
Salt
Medicine
Biscuits
Biscuits
Vati
Kwath
Churna
Syrup
Homecare
Herbal
Gulal
Dish
Wash Bar
Agarbatti
Personal Care
Shampoo
Tooth Paste
Body Lotion
Face Cream
Face Wash
Face Packs
Health care
health &
wellness
Digestives
Hair Oil
Conditioner
Detergent
Powder

4. Situation Analysis
Where are Patanjali Now?
• Patanjali Ayurveda Limited (PAL) is the fastest growing FMCG brand in
India.
• Valued at INR 13000 crores (US$ 1.9 Billion) and the revenue was in
excess of INR 5000 crores (US$ 740 million) for the fiscal year 2015-16.
• Patanjali has expanded its reach from 200 outlets in 2014 to 4000
franchisee stores at present.
• More than 2 dozens mainstream FMCG products.
• The company manufactures 444 products including 45 types of cosmetic
products and 30 types of food products.

5. Goal Performance
• Plans to export honey and
cosmetics to 10-12 Countries.
• Planning to expand its product base
to Dairy Products and Yoga
clothing.
Brand Perception
• Ayurvedic & Authentic
Customer insight
“BABA Products”
• Swadeshi Products
“Let customer help themselves”

6. Patanjali Personal care Product Market
• Patanjali will have high market shares in categories such as honey
(35%), ayurvedic medicine (35%) and ghee (33%)
• Patanjali has captured 14% market share because of the sale of Dant
Kanti.
• Patanjali claims that its shampoo has a 15% market share,
• Face wash has 15% market share.
• Patanjali herbal soap has 9% market share.

7. Where do we want to be
Objective descriptions Targets
Business objectives Increase Market Share to 30% in
personal care products.
Engaging customer via different
digital media platform.
Marketing Objectives • Increase number of advertiser
• Build awareness of our website
• Increase subscription
• Increase the site awareness by
30-40%.
• Increase viewers subscription in
social media.
SMM Objectives • Build conversation rate
• Build number of followers
• Build Facebook engagement
score up to 30-40%.
• 50% increase in number of
follower.
• Social media links to website to
generate 25% click through rate.

8. Customer satisfaction target
• Design campaign for beauty products on
social media.
• Like some beauty contest and experience
sharing contest etc.
• Make SNS and website interactive and
more responsive.
• Build brand awareness by sharing
information of value.
Patanjali on social media
6.14 lacs users.
2.2k
66.5k
116k

9. Digital Statistics in India

10. How do we get there
Segmentation: Behavioral segmentation:
(Personal care)
Buyer Readiness Stage
• Groups individuals according to their readiness
to purchase the product.
• We have selected this as we want to move our
customers from the different stages.
Target market- Above 25 years
Positioning statement –
“Walk With Us For A Better Life”

11. OVP(ONLINE VALUE PROPOSITION)
• Who we are?
• What we offer?
• Which markets do we serve?
• What makes us different?
Sequence, (Credibility before Visibility)
Visibility
• Improve search result
• Stay active on Facebook. Update your profile,
your company's profile and actively participate in,
and contribute to groups.
• Have a mobile presence especially if you're trying
to reach millennia's.
Credibility
• Build extreme trust. “Do what you say you'll
do when you say you'll do it.“
• Be consistent. Consistency = trust.
Inconsistency = confusion and distrust.
• Put the customer first in everything you do.
• Help customers win, make their lives easier,
and you'll have customers for life.

13. Tactics
• Launch a Mobile applications for android as
well as iOS.
• Web site and application also available in
regional language.
• Value based pricing.
• Social networking
e-marketing-mix
2P + 2C + 3S
Personalization, Privacy,
+
Customer Service, Community
+
Site, Security, Sales Promotion

14. Social Media
• Promote via social media networks
 Let-me-be-your-friend approach
 Integrate conversations & raise awareness
• Photo sharing contest
• Patanjali’s products – Take a peek’ video clip
 Showing a Patanjali’s product’s lifecycle
Educate the new target market about Patanjali’s
mission
 promoted via social media, blogs and main website
Blogging
• Word of mouth approach
• YouTube beauty blogs
• Show the benefits of Patanjali’s
products.
• Built the brand’s online presence

15. Action
• Dynamic Product Ad
Download the app here
Get free beauty tips
Patanjali
Take care of your skin with
natural products.
Because your skin
breathes too
With us find the best beauty
care range

16. Internet Marketing
• Monopolizing keyword searches
 Provide blanket for SEO coverage
 Allowing Patanjali products easily to be found
• Invest in paid advertising options
 Google AdWords campaign
 Keywords

17. 17
GOOGLE ANALYTICS
EXAMPLE
Control

18. 18

19. References
• Global Journal of Management and Business Research: Emarketing Volume 15 Issue 9 Version 1.0 Year 2015.
• https://www.google.co.in/search?dcr=0&source=hp&q=Customer+insight+reagarding+patanjali&oq=Customer+insight+reagard
ing+patanjali&gs_l=psy-ab.3..33i21k1j33i160k1l2.1912684.1936942.0.1937334.75.54.5.0.0.0.867.4678.2-
4j3j4j0j1.12.0.foo%2Ccfro%3D1%2Cnso-ehuqi%3D1%2Cnso-ehuui%3D1%2Cewh%3D0%2Cnso-mplt%3D2%2Cnso-
enksa%3D0%2Cnso-enfk%3D1%2Cnso-usnt%3D1%2Cnso-qnt-npqp%3D0-1701%2Cnso-qnt-npdq%3D0-54%2Cnso-qnt-npt%3D0-
1%2Cnso-qnt-ndc%3D300%2Ccspa-dspm-nm-mnp%3D0-05%2Ccspa-dspm-nm-mxp%3D0-125%2Cnso-unt-npqp%3D0-
17%2Cnso-unt-npdq%3D0-54%2Cnso-unt-npt%3D0-0602%2Cnso-unt-ndc%3D300%2Ccspa-uipm-nm-mnp%3D0-
007525%2Ccspa-uipm-nm-mxp%3D0-052675...0...1.1.64.psy-ab..61.13.2811...0j0j0i131k1j0i13i30k1j0i22i30k1.0.LuB09yijRsA
• http://www.smartinsights.com/digital-marketing-strategy/online-value-proposition/
• http://economictimes.indiatimes.com/industry/cons-products/fmcg/patanjalis-success-is-rubbing-off-on-entire-ayurvedic-
consumer-products-segment/articleshow/59116659.cms
• http://books.mec.biz/tmp/books/G4MZ3WZZVX25E5IG6GLB.pdf
• https://www.slideshare.net/SteveRaybould/e-marketing-mix-1757843
• http://economictimes.indiatimes.com/industry/cons-products/fmcg/fmcg-sales-see-12-per-cent-growth-in-rural-markets-7-
per-cent-rise-in-food-and-beverages-category-in-july/articleshow/60520017.cms
• http://www.insightsfromanalytics.com/blog/bid/387172/3-Keys-To-Success-Visibility-Credibility-and-Relationships
• https://www.google.co.in/search?client=safari&channel=mac_bm&dcr=0&q=online+Customer+Satisfaction+Surveys+for+patan
jaliu&oq=online+Customer+Satisfaction+Surveys+for+patanjaliu&gs_l=psy-
ab.3...55985.61095.0.61308.17.17.0.0.0.0.283.2262.0j3j7.10.0....0...1.1.64.psy-
ab..7.9.2064...0i22i30k1j33i22i29i30k1j33i160k1j33i21k1.0.vadM_oUbc2I
•

20. Thank You