Patanjali Ayurved is the fastest growing FMCG company in India. It was founded in 1997 as a small pharmacy in Haridwar by Yog-Guru Ramdev. Patanjali manufactures over 300 medicines and 400 consumer products across categories like personal care, food, and home care. It has a nationwide supply chain including 5000 franchised stores. Patanjali differentiates its products based on Ayurveda and natural ingredients and prices them 15-30% lower than competitors through low advertising spending. Baba Ramdev promotes Patanjali through his large yoga following.
Patanjali Ayurved Limited is an Indian FMCG company
Located in the industrial area of Haridwar
Manufactures mineral and herbal products.
Patanjali is the fastest growing fast-moving consumer company in India.
Self-independence of India from Swadeshi.
To promote Indian product.
Make a largest retail chain in all over India both rural and urban market
To Provide reasonable price for farmers
To fulfill the demand of customers across the India on reasonable price.
To Support Indian industries by creating demands of Swadeshi products.
To generate employment for youth, skilled/unskilled and professionals.
To establish Ayurveda and create biggest market chain for herbal products.
To Strengthen Indian economy by replacing foreign products with Swadeshi products.
This presentation will give you an insight into the great organization "PATANJALI" which is competing with great giants in the FMCG sector and taking a credible amount of their share in the product category in which they are also present.
Patanjali Ayurved Limited is an Indian FMCG company
Located in the industrial area of Haridwar
Manufactures mineral and herbal products.
Patanjali is the fastest growing fast-moving consumer company in India.
Self-independence of India from Swadeshi.
To promote Indian product.
Make a largest retail chain in all over India both rural and urban market
To Provide reasonable price for farmers
To fulfill the demand of customers across the India on reasonable price.
To Support Indian industries by creating demands of Swadeshi products.
To generate employment for youth, skilled/unskilled and professionals.
To establish Ayurveda and create biggest market chain for herbal products.
To Strengthen Indian economy by replacing foreign products with Swadeshi products.
This presentation will give you an insight into the great organization "PATANJALI" which is competing with great giants in the FMCG sector and taking a credible amount of their share in the product category in which they are also present.
Integrated marketing communications & distribution strategy of patanjaliNeha Gujar
Presented by the F.Y MBA - Core A, students of Dy.Patil University School of Management, Belapur.
Presentation completed under the guidance of Proffessor Mr.Neel ratna chowbal.
Here is a deep explanation of Patanjali's product mix. Also, giving a brief regarding what the product mix is.
*For creating any presentation like this, mail me on jindalmuskn341@gmail.com .*
The presentation contains Marketing Strategies of Hindustan Lever Limited(HUL) which helped it in becoming India's number 1 in FMCG. It is made as an assignment report in first semester of MBA.
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1) Detailed company analysis of Patanjali including marketing mix, brand management, product development, distribution, supply chain, procurement,company policies.
2) Value chain analysis to determine the nature and degree of impact on the FMCG sector
Integrated marketing communications & distribution strategy of patanjaliNeha Gujar
Presented by the F.Y MBA - Core A, students of Dy.Patil University School of Management, Belapur.
Presentation completed under the guidance of Proffessor Mr.Neel ratna chowbal.
Here is a deep explanation of Patanjali's product mix. Also, giving a brief regarding what the product mix is.
*For creating any presentation like this, mail me on jindalmuskn341@gmail.com .*
The presentation contains Marketing Strategies of Hindustan Lever Limited(HUL) which helped it in becoming India's number 1 in FMCG. It is made as an assignment report in first semester of MBA.
Patanjali: Business Model and effects on the FMCG sector in IndiaMihir Sangodkar
1) Detailed company analysis of Patanjali including marketing mix, brand management, product development, distribution, supply chain, procurement,company policies.
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Its all about the star performing company patanjali which is creating an storm in the market by its product and low price.
Main person behind it is baba ramdev!
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2. Overview:
• Patanjali Ayurved is the fastest growing Indian FMCG company
• Manufacturing Units and headquarters located at Haridwar and registered office at Delhi
• It also has manufacturing unit in Nepal under the trademark Nepal Gramudhyog
• Baba Ramdev established Patanjali Ayurved Limited along with Acharya Balkrishna with
the objective of establishing science of Ayurveda
• It imports majority of herbs in India from Himalayas of Nepal
3. Company Profile:
Patanjali Ayurveda Ltd:
• Head Office: Haridwar
• Operates in India since 1997
• It was founded as a small pharmacy in Haridwar by Yog-Guru Ramdev
• Total Turnover was 5000 crores in the year 2015-2016
• Total employees around 3,00,000 (2014-2015 data)
4. Revenue Model:
“Future Group has tied up with Patanjali to sell
30 crores worth of Patanjali products every
month”
5. Vision Mission
• To be top Ayurveda Company among
all MNC’s
• To re-introduce the Indian Ayurveda
• To work for the welfare of Humanity
• To reinvent traditional Knowledge of
Yoga and Ayurveda
• To restart the Swadeshi Movement
• To produce good quality products at
cheaper rates
• To introduce Indian Ayurveda to this
modern world
• To attain the highest market share
10. Value Creation- Patanjali Ayurved Limited
Patanjali has segmented its market based on:
• Demographic- Income, age etc
• Psychographic- Health Consciousness, Patriotism, Swadeshi etc
Positioning Statement: “Prakriti ka Aashirwad”
11. Products Offered:
• Patanjali Ayurved produces products in categories of Personal Care and Foods
• The company manufactures 444 products including 45 types of cosmetic products and
30 types of food products
• Patanjali Ayurved has over 300 medicines for treating a range of ailments and body
conditions
• Patanjali has also launched Beauty and Baby Products
• In 2016,Patanjali has announced to enter the Textile manufacturing and produce
traditional Kurta, payjama to western clothes such as jeans.
14. Patanjali Product Mix Key Features:
• The products are differentiated as per the Indian belief in Ayurveda and Natural remedies
• The products are innovative and reasonably priced and possess a wide range of product mix
• Strong R&D department has created new products in quick time and lower costs
• Patanjali Ayurved is extending the product line of toothpaste brand, Danta Kanti, with
variants like medicated, advance and junior
• Power Vita, a health drink made of brahmi is competing with multinational giants like
Mondelez, GSK etc.
• Down Market Stretch diversifying itself from Ayurvedic medicine to FMCG products
15.
16. Patanjali Ayurved Limited-”The Ultimate Price Warrior”
• Patanjali Products are sold at a price 15-30 %
lower than that of competition
• Pricing Strategy has helped Patanjali establish
itself in marketplace
• HUL( Hindustan Unilever Ltd) has reported the
slowest growth in revenue in the last 6 years
• Colgate, one of the MNC’s worst hit by
Patanjali , has reported worst revenue growth
in 4 years
17.
18. Patanjali Pricing Key Features – “Penetrative Pricing”:
• The company’s product are priced at 15-30 % discount to competition
• It is able to offer such discounts primarily because of having negligible A&P( Advertising
and Promotion) spend versus other companies
• Other companies have A&P spends ranging from 12-18% as a % of sales
• Another reason for discounts is consumer centric ideology of the organisation and
selling best quality product at attractive price points
• There are even some products which are making losses or have low margins, but it sells
those products to meet consumer needs
19. Lower and Effective Advertising aids Lower Pricing
• Patanjali Ayurved has limited advertising expenses which helps them in lower pricing
• The company advertises in a limited way – news tickers, regional newspapers, digital
advertising etc.
• Patanjali has adopted the unique “Information based Advertising” like the company
highlights the positives of cow’s ghee, which automatically helps sale of Patanjali Ghee
• In recent past, company’s print advertising has seen a marked increase
21. Factor-”Baba Ramdev”
• Baba Ramdev remains the face of Patanjali and its products
• Baba Ramdev, during his yoga sessions , showcases the Patanjali Products
• “Till date close to 70 mn people have come in contact with Baba Ramdev through his
yoga camps and it is believed that this can increase to 200 mn going ahead”
• Being associated with Baba Ramdev, helps in creating a better perception among
consumers that Patanjali products are healthy
22.
23. Place
• Patanjali Ayurved sells through 5000 franchised stores
• It has 1500 Patanjali Chikitsalayas, 3000 Arogya Kendras, 8000 open stores in villages and
6000 Marketing Vehicles
• It has planned to launch 250 mega stores in tier I & II cities
• Apart from that Patanjali product is also available online through its website
www.patanjaliayurved.net
• The company is also implementing ERP for better mapping of inventory
• It has tie-ups with Reliance and Future group, Star Bazar(Tata Group), More(Aditya Birla
group), Spencer retail, D-mart, Apollo Pharmacy etc.
26. Promotion
• Patanjali has picked up nine products from its product portfolio to advertise aggressively
• These are ghee, shampoo, biscuits, noodles, honey, mustard oil, soap, dental cream etc
• The company has set aside 300 crore for advertising spend( 6% of sales)
• It is opting for news channel as the advertising rates are low
• The advertising frequency is high so as to create brand recall
• Its advertisement highlights family values and Indian cultures
• Wrestler Sushil Kumar and Actress Hema Malini are hired to endorse Patanjali products
27. • Baba Ramdev through his Yoga sessions highlights about the benefits of Patanjali products
• Word of Mouth communication certainly has a higher believability factor compared to
other mediums of advertising
• Patanjali’s informative based advertisement in print and digital media are readily seen
• Patanjali has also embraced digital marketing and has a well design Facebook page and a
twitter account
• Patanjali has its channel on YouTube with more than 200 videos on product information
• Baba Ramdev’s books and VCD’s are also great promotion tools
31. Competitors
• Hindustan Unilever Ltd Launched Herbal Brand “Ayush”
• Emami Acquired oil brand Kesh King
• Godrej Consumer Launched neem mosquito coil, hair colour having coconut oil
• Colgate-Palmolive Launched Active Salt Neem toothpaste
• Dabur Dabur Honey & Chawanprash pushed aggressively
• The Himalaya Launched wellness products to provide therapeutic solutions
How Competitors are hitting back the stiff competition
32. Swot Analysis- Patanjali Ayurved Ltd
Strength
• Natural Herb and organic product
• Brand “ Baba Ramdev”
• Marketing “ Swadeshi”
• Competitive Pricing
Weakness
• Prejudice for Religion association
• Less Rural Penetration
• Low Exports
• Competition with Large MNC’s
Opportunities
• Large Domestic market
• Untapped Rural Market
• Potential for Exports
Threats
• Political Interference
• Rise in Imports
• Adaptive competitors like Dabur,
HUL etc
Mondelez- Cadbury India holding company brands like Bournvita,Patanjali competitor in health drink segment
GSK – GlaxoSmithKline owning Brand Horlicks
To keep pace with changing times and consumer
penchant for apps it is launching its mobile app, that will allow
consumers to find nearby outlets selling Patanjali products and
also aid in online ordering of products.