Introducing the medicine and personal care segment of patanjali into new emerging market

1. Presented by:
Himanshu Zanwar
Rounak Singh
Kiloskar Institute of Advanced Managment

2. INTRODUCTION
Patanjali Ayurved Limited is an Indian FMCG company. Located in the industrial area
of Haridwar,
• Over FY12‐15, Patanjali registered revenue CAGR of 64.7%. It is valued at
₹13,000 crore
• VISION- To make a disease free world through a scientific approach to Yoga and
Ayurved and to fulfill the resolution of making a new world- free from disease.
• Acharya Balkrishna established Patanjali Ayurved Limited in 2006 along with Baba
Ramdev with the objective of establishing science of Ayurveda in accordance and
coordinating with the latest technology and ancient wisdom

3. PRODUCT PORTFOLIO OF PATANJALI
Pantanjali manufactures 444 products currently.
• Nutrition and Supplement- chawanprash, badampak, Ghee, Honey, health drinks, and
fruit juice
• Grocery- Biscuits, spices, candy, herbal tea, jam murabba, sonpapadi, natural sugar,
broken cereals, pickles, salt, mustard oil, rice, noodles, oats, papad.
• Medicine- kwath, vati, bhasma, syrup, churna, arishta, asava, guggulu
• Homecare- agarbatti, dish wash bar, herbal gulal, hawan samagri
• Personal care- face packs, face wash, face cream, body lotion, aloe vera gel, Shaving gel,
scrub, tooth paste, tooth brush, tooth powder, shampoo, hair oil, conditioner, hair color, lip
balm, detergent powder
• Books & Media- Mp3, vcd, dvds, books, audio cassettes
• Health care- digestives, health & wellness

4. PATANJALI IN MALAYSIA
• Traditional medical practices brought by Indian and Chinese traders and migrants
complemented, and gradually replaced, the indigenous medical system in
Malaysia.
• Siddha, Ayurveda, and unani (all traditional Indian medical systems) are most
practiced in Malaysia.
• In Malaysia, sales of traditional and ayurvedic medicines are estimated to be 1000
million Malaysian ringgit annually, compared with a market of 800 million
Malaysian ringgit for allopathic pharmaceuticals.
• Malaysia is Mixed and multicultural country.
• Malaysia has a population of 28,334,000 in which 21,66,000 people are Indians
(i.e 7.3% of the total population)

5. • Moreover during the 27th ASEAN Summit when Prime minister Narendra Modi
was at Malaysia he had a joint conference with Datuk Seri Najib Abdul Razak.
Both the countries were keen to promote greater cooperation in traditional
medicine ayurveda and expand the development and usage of ayurveda, one
of the world's oldest holistic healthcare systems.

6. CULTURAL COMPATIBILITY
• In addition to allopathic medicine, the major systems of medicine practiced in
Malaysia include Ayurveda, siddha, unani, traditional Chinese medicine.
• The Malaysian people believe that ayurvedic medicines and traditional
methods of curing ailments are better than the allopathic medicines. The
reasons being:
• The traditional culture and believes of Malaysians.
• A survey conducted showed that 31.2 % of the population prefer ayurvedic
medicines. 16.2% prefer traditional methods of treatment.
• 23.9% of Malaysians do Yoga.

7. THE BUSINESS DIMENSION OF PATANJALI IN
INDIA
• On 23rd April 2012, Monday, Patanjali Ayurved Limited had announced
its entry into the retail sector by launching 100 products to be expanded
up to 800, including body care, healthcare, home care, digestive,
cosmetics, toiletries and others products.
• Patanjali products are available in Patanjali branded stores arogya
kendras and also Big bazaar. Now, the company will be planning to
distribute products at kirana stores across the country.

8. MARKETING STRATEGIES IN INDIA
• Content marketing
• Customer familiarity
• Pricing strategy
• Product leadership
• Promotional strategy

9. CONTENT MARKETING
• It is attracting consumers to your product, not by bombarding them with incessant
ads but by educating them on the general sphere where you operate.
• Patanjali did not focus on proclaiming that its brand was the best. Instead the
brand told its potential customers about the evils of chemical fertilizers and the
exploitation of MNCs and the virtues of products made in India. Patanjali
successfully created an environment where the customer wanted to see if the
alternative to above evils was usable.
• Finally the company was able to deliver excellent quality product at relatively low
prices due to its efficiency in operation and low marketing cost contributed by its
self-sustaining business model.

10. CUSTOMER MANAGEMENT: USP
• Creating a "Disease Free Society - Medicines Free World", Swamiji's cherished
dream.
• It is claimed that after extensive research of the valuable effects of Pranayama
Yoga during last numerous years, it has been proved now that proper Breathing
Technique's practice can cure all diseases completely without medicines or
surgery.
• Patanjali Yog Ashram has set up 535 branches and 15 more centers are in the
process of being established.
• This is working towards creating a new USP wherein any requirement of the
customers can be catered to without delay.
• Targeted large market by focusing on economically and resources constraint
masses

11. PRICING STRATEGY
• Developing an effective pricing strategy remains the most important and difficult
part of the marketing process.
• The company’s products are priced at ~15‐30% discount to competition, which
makes it an attractive proposition for consumers
• The medicine available at Patanjali is the cheapest and the complete cure to
most of the so called incurable diseases like diabetes, cancer, HIV & AIDS too.
• Eg-Patanjali Aloe Vera juice- 1000ml for 200 rupees
• Dabur Aloe Vera juice- 1000ml for 570 rupees

12. PRODUCT LEADERSHIP
• Understand and meet consumers' needs and wants.
• Swami Ramdev's Divya Medicines are claimed to be one hundred
percent natural, no or very little side effects.
• Medicines are available at a very low cost.
• Medicines can cure all the diseases from a simple cold to cancer.
• The ambiance of patanjali yogpeeth is world class.

13. PROMOTIONAL STRATEGY
• It is a well established fact that advertising affects consumers.
• Baba Ramdev has hit both the opinions as he is advertising and at the same time
not advertising.
• In the year 2002 when Aastha television channel started airing Baba Ramdev's
yogic classes; overnight, Baba Ramdev became a sensation he had hundreds of
followers who morphed into thousands.
• Millions around the country follow his programme religiously and use Ayurvedic
medicines prescribed by him.
• His yoga sessions were beamed live into 170 countries.
• Built powerful partnership with various prominent T.V channels to broadcast his
yoga camp world wide

14. SEGMENTATION TARGETING AND POSITIONING
Behavioral segmentation: (Ayurvedic medicines)
Benefits Sought
• This group likes to try new things and live a healthy lifestyle, but knows they
should make healthier choices than they do. These shoppers represent all
levels of education.
• Target market- Age group above 40 years
• Positioning statement - “Let food be the medicine and medicine be the
food”

15. • Behavioral segmentation: (Personal care)
Buyer Readiness Stage
• Groups individuals according to their readiness to purchase the product. This
segmentation model is particularly useful in formulating and monitoring the
marketing communication strategies employed to move consumers towards
purchase of a product or brand.
• We have selected this as we want to move our customers from the different
stages which constitute under this segment and move customers from
Awareness, Knowledge, liking, preference, conviction, and finally purchase.
• Target market- Above 25 years
• Positioning statement - “Walk With Us For A Better Life”

16. MARKETING MIX
• Product-
• Ayurvedic Medicines
• Personal care-
• Skin care
• Dental care
• Hair care
• Body care

17. • Price- Penetration pricing
• Penetration pricing is the practice of offering a low price for a new product
during its initial offering in order to attract customers away from competitors.

18. • Promotion- Free yoga camps and medical check up to be set up in various
location both in urban and rural areas with corporation with Malaysian
government to promote the awareness about Ayurveda and aim to popularize
Ayurveda, the ancient medical science in India, and promote the company’s
product usability and benefits by educating the customers about the products
benefits and attributes.

19. • Place- The product is to be supplied to various convenient stores and
supermarkets, The Company can do so by establishing a strategic alliance with a
domestic company to bring its product to the customer as close as possible.
• Patanjali can introduce its products to supermarkets such as
• - ÆON Group, City Grocer, GCH retail etc
• Patanjali marks the entry into the E commerce space of Malaysia by making its
product available in popular e-commerce sites in the country such as
-Lazada.com.my
-Lelong.com.my
-Groupon.my

20. THANK YOU