It is the presentation on how the Patanjali as a brand was able to penetrate on the most competitive Indian FMCG market

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
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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
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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
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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
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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
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7. • Patanjali has always delivered high value to its customers
Value = Benefits - Cost
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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
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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
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10. Cow Ghee
Dant Kanti Tooth Paste
Kesh Kanti
Short lead time between concept
and launch
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Products

11. Environmental Analysis
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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
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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
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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
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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
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17. Thank You – Let’s go Eco Friendly
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