The document discusses Patanjali Ayurveda Limited, an Indian FMCG company founded in 2006 that produces ayurvedic medicines and consumer products. It provides an overview of Patanjali's products, growth, marketing strategies, organizational structure, SWOT analysis, financial ratios, and target demographics for its dental product Dant Kanti. The document analyzes Patanjali's position in the oral care market and strategies for differentiating its ayurvedic toothpaste from competitors.

1. Semester project
Patanjali
Dant kanti
Ashwini Tiwari
Mba2

2. 50%
19%
31%
percentage share
household & personal food and beverages
health care
• 4th largest sector in India .
• FMCG Sector includes household,
personal care, food and
beverages, health care .
• Rural FMCG –growth of US$220B
BY 2015 From US$ 23.6B 2018
• Expected a CAGR OF 27.86% to
Reach US$ 103.B By 2020

3. • PATANAJALI AYURVEDIC LIMITED
• Founded by BABA RAMDEV in the year 2006
• Along with BALKRISHNA .(promotor)
• Headquarter is in Haridwar.
MISSION – Make India and idea place for
growth and development of Ayurveda for
world .
VISSION- Ayurveda and yoga is pillar , they
are committed to create health society

4. PATANJALI
NATURAL
HEALTH
CARE
NATURAL
PERSONA
CARE
PATANJALI
PUBLICATION
AYURVEDIC
MEDICINES
SAMRIDHI
CARD
NATURAL
FOOD CARE
HERBAL
HOME CARE

5.  Loyal consumers base and competitive pricing that is they have low pricing
strategy .
 Believe in Indian product so Make in India .
 Modern trade expected to grow at 20-25% per annum
 Tie up with future group and reliance retail.
 Focusing to increase export in Canada usa uk
 Follow branded house strategy where company it self is a brand ,all
products are promoted under one brand .
 Urban has a steady growth of 8% followed by 10-12% in rural

7. PRODUCTS

8. Experience 2 – 5 years
location Delhi
Job description Inbound outbound operation
management
Inventory management
Invoicing
Manpower planning
Coordinate with transport
Salary Not disclosed by recruiter
Industry FMCG , FOODS, BEVERAGE
FUNCTIONAL area Supply chain management logistic ,
purchases , material
Role Warehouse manager
Key skill Outbound, dispatch, inventory
management.
Ware house incharge

9. Threat of new entry
Major threat for the company is from
existing player.
Threat of substitute
Allopathic industry is highly organized
People listen to doctor
Homeopathic treatment
Bargaining
power of
supplier
Business is highly
dependent on
natural product,
supplier has
good bargaining
power .
Bargaining
power of buyer
Buyers are
looking for
reliable
Ayurveda
product with
low price and
good quality.
Industry
rivals
Big organized
players like
dabur , itc,
HUL
Himalayas.
POTERS FIVE FORCES

10. Growth of the company
1184
2006
5000
10,561
8135
0
2000
4000
6000
8000
10000
12000
2013-14 2014-15 2015-16 2016-17 2017-18

11. STRENGTH • Effective pricing strategy.
• Good company reputation
• Quality product
• Ayurveda
WEAKNESS • Very less advertisement.
• Unattractive packaging.
• No offer .
OPPORTUNITY • International market reach .
• Awareness and growth
THREATS • Frequent brand switching.
• Upcoming player in organic
SWOT OF THE PRODUCT

13. 53%
17%
11%
11%
5%
3%
0% 10% 20% 30% 40% 50% 60%
colgate
hul
patanjali
dabur
gillette
gsk
share

15. PRODUCT
• 6 different type of product
• Dant kanti junior , regular , advance , medicated , aloe vera , active fresh .
PRICE
• Dant kanti regular Rs 40, Dant kanti advance Rs 90, Dant kanti junior Rs35
Dant kanti aloe vera Rs59, Dant kanti active fresh Rs 99 .
PLACE
• Available in supermarket, hyper city, kirana stores, rural and urban.
PROMOTION
• Baba himself is the promotor of the product. awareness is done by baba, t.v,
billboards etc.
MARKETING MIX OF PRODUCT

16. 53% 11% 17%

17. MANAGING
DIRECTOR
DIRECTOR
HEAD OF
FOOD
VP
SALES
VP HR
VP R&D
VP
SALES
VP HR
VP
R&D
VP
SALES
VP HR
VP R&D
VP
MARKETING
VP
EXPORT
VP
MARKETING
VP
SALES
VP
MARKETING
VP
SALES
HEAD OF
PERSONAL
CARE
HEAD OF
AYURVEDA

19. Dant kanti junior Demographic -Urban, semi-urban,
Demographic -Age group of 5 to 12 years
Behavioral benefit – fight against toothache, gum problem.
Dant kanti regular Geographic – urban, semi-urban, rural
Demographic above 12 and adults
Behavioral – bead breath, fights gingivitis
Dant kanti advance
and dant kanti
medicated
Geographic – urban
Demographic –adults
Behavioral –benefit – sensitivity, teeth whitening, pyorrhea prevention
Targeting they are targeting the middle class, lower middle and senior citizen.
Positioning Differentiating from competitors –with strong brand competition from
global existing brands, dant kanti was positioned as swadeshi brand.
Customer benefits- useful in gingivitis, prevent bad breath, sensitivity.
Point of difference- dant kanti is having the best price is free from
harmful chemicals.
Value for money – high quality to low pricing works well with dant kanti
as consumer prefers a quality product

20. working capital = current assets – current liability
working capital = 427557-340362= 87195
 liquidity ratio:
1. current ratio: current assets /current liability = 427557/340362= 1.446
2. quick ration: quick assets/current liability = 271032/340362= 0.796
 solvency ratio:
net income+non-cash expenses /short term liability +long term liability
solvency ratio: 34255+14661/673528=0.0073
turnover ratio:
cost of goods sold /average inventory = 1.22
profitability ratio:
profit after tax/net worth = 34255/2522855 = 0.135
ROCE: Net operating profit/total assets –current liability = 17.57