Patanjali Ayurved was established in 2006 with the goal of combining ancient Ayurvedic wisdom with modern technology. It has expanded its product portfolio from just aloe vera gel to include other cosmetic, food, and personal care products. Key to its success has been creating a brand image of using only natural ingredients without chemicals, competitive pricing 15-20% lower than competitors, and leveraging existing distribution channels. Patanjali has seen tremendous growth in recent years through strategic partnerships and expansion into new product categories and markets, with the goal of reaching Rs. 10,000 crore in revenue by 2016-2017.

1. Seminar On
Patanjali Ayurveda
HEMANT KARWAL
M.B.A. GEN A
16101036
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2. The Brand Patanjali
• Patanjali Ayurved Ltd. established in 2006 with the vision of bringing together ancient
wisdom of Ayurveda and latest technology
• What included only aloe vera gel, Patanjali’s product portfolio now includes other cosmetic
products, packaged food, etc.
• Prakriti ka Ashirvaad – The brand stands for ayurvedic benefits, organic ingredients, and
nationalist sentiment
Key Success Factors
• Brand Image – Created a perception that products are better because of no harmful
chemicals
• Pricing – Priced 15-20% lower, which helps brand’s initial entry into a category
• Distribution – Leveraged existing channels, tie up with Future group for distribution and
visibility
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3. Patanjali Products: 100% Natural & Herbal
 Patanjali products is one of the
leading Ayurveda selling products in
India. It is 100% Natural & Herbal
products which is prepared by the
mixture of different natural
ingredients and there is no side
effects.
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5. Key Success Factors
 Creating willing customers - Ramdev’s 20 crore yoga practitioners are a logical
captive market
 Products are attractively priced, 20% to 30% lower than the market prices
 Strong distribution channels – retail outlets and ayurvedic clinics
 Modern machineries and production processes ensure superior quality
 Local sourcing and a lack-of-profit motive allows for reinvestment of gains
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6. MARKETING MIX
PRODUCT
 Started with an Aloe vera gel
 Operates in four major categories:
 Ayurvedic health products
 Food products & Juices
 Skin-care products
 Home-care products
 Largest selling products are cow ghee,
Dant Kanti toothpaste and Kesh Kanti
 Has premium personal-care products:
Soundarya label
 More than 400 SKUs
PRICING
 Products are competitively priced at 15-
20 percent lower than industry leaders
 Eliminates intermediaries and their
margins by sourcing raw materials
directly from farmers
 Ensures better profitability along with
lower cost for consumers
 Uses mass customization to achieve
economies of scale leading to lower
prices of products
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7. MARKETING MIX
PLACE
 Uses franchise model to sell its products
 Outlets classified as:
 Patanjali Chikitsalaya
 Patanjali Arogya Kendra
 Swadesi Kendra
 Products available at 5000 franchise stores,
17000 retail stores, Patanjali website and
online platforms like BigBasket and ZopNow
 Partnered with Future Group to sell products
at Big Bazaar and EasyDay
 Also has Patanjali Mega stores targeted at A-
class cities
PROMOTION
 Focusses on content marketing: educating
consumers about products
 Relies heavily on Ramdev’s endorsement and
promotions at his yoga camps
 WOM plays a major role
 Started investing in mass media marketing,
television commercials
 Partnered with Future Group to increase
visibility of its products
 Worked with reputed creative agencies such
as DDB, Mudra and McCann and roped in
Sushil Kumar and Hema Malini for
advertisements
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8. Growth and Expansion Strategies
 Strategic Alliances
 Strategic distribution tie-ups with Future Group and Reliance Retail = Instant reach
 Tie-ups with DRDO for transfer of technology in herbal supplements and food products used
at high altitude
 Loyal consumer base and competitive pricing (low pricing strategy)
 Appeal to rural-urban “aspiration and conservatism-driven” consumers
 Anti foreign campaigns
 Indian made
 Approached retailers and portrayed advertisements stating that Patanjali’s goods are in line
with Mahatma Gandhi’s dream of promoting Indian made goods
 No financial burden and minimal advertising budget
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9. Expansion Strategies
Flank Attack – Dabur Honey
Frontal Attack – Maggi Noodles
Encirclement Attack – Britannia
Biscuits
Bypass Attack – Colgate Toothpaste
Patanjali attacked the Market leader in each category
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10. Growth and Expansion Strategies
 To cater to ever growing market, Patanjali allocated Rs. 3 Billion to
advertising while working with reputed advertising agencies
 The company further is in talks to raise around Rs. 1000 crore in project
loans so as to set up four new manufacturing plants
 As mentioned previously, they have tied up with well-known retail chains
and plan to grow to 1,00,000 outlets in the next few years
 Company focus moving towards increasing its exports to Canada, USA,
Mauritius, UK among other countries and also improve online presence
 Patanjali will soon be launching its mobile app, which will allow:
- consumers to locate nearby outlets that are selling Patanjali products
- Facilitate online ordering
“To reach our growth
target, we will venture
into new categories
such as dairy, animal
feed and khadi
garments for yoga. We
will enter dairy segment
this year with the launch
of milk, cheese, butter
milk and paneer,”
- Baba Ramdev
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11. REVENUE 11
Year Revenues (In crore Rs)
 2009-10 163
 2010-11 317
 2011-12 446
 2012-13 850
 2013-14 1,200
 2014-15 2,006
 2015-16 5,000
 2016-17 10,000 (Target)

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14. Digital Marketing Strategy - Patanjali
Direction for Digital Strategy
 Overcoming existing roadblocks – FDA issues, Hypocrisy,
Shortsightedness
 Content Marketing (Yoga and Herbal Alternatives)
 Mobile Presence
 Baba Ramdev - Influencer Marketing
Current Digital Strategy handled by Vermillion
Communications and DDB Mudra
Current Digital footprint:
5,41,000 followers 5.7 million likes
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15. 
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16. Digital Media Activities
 Social Media Marketing – YouTube, Facebook, Twitter
 E-commerce (Website, ZopNow, BigBasket)
 M-Commerce (Pluss –Healthcare)
Digital Marketing Strategy - Patanjali 16

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18. WAY FORWARD
To sustain in the industry the company has to reinvent itself at every step
 Strengthen Inbound logistics like raw material handling & warehousing
 Increase its operational efficiency to keep costs in control
 Increase capacity of manufacturing facilities to cater to increasing consumer
demand for its products
 Strengthen its distribution channel to penetrate to rural markets
 Establish its brands so that consumers make repeat purchases and not one
time purchase
 Reinventing the brands based on consumer acceptance
 Increase its presence in digital space to suit to the current era
Inbound
logistics
Operations Outbound
logistics
Sales &
Marketing
Service
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20. THANK YOU 20