Patanjali Ayurveda:- overview, marketing mix and alternative marketing mix

1. PATANJALI AYURVEDA LTD.
TEAM 10:
MEMBERS:
SAMEEKSHA VASWANI R129215102
SANKALP MISHRA R129215105
SUBIND NEGI R129215117
SWAGITA PANDEY R129215118
VIDHA BAGORA R129215131

2. Name:- Patanjali Ayurveda Ltd.
Company type:- Unlisted Public Company
Category:- Company Ltd By Shares
Sub Category:- Indian Non-Govt. Co.
Industry Type:- Manufacturing (FMCG)
Authorised Capital:- INR 5000.00 Lakhs
Board Of Directors: 7 Members
Head Director:- Mukta Nand
Managing Director:- Acharya Balakrishna

3. INTRODUCTION
 Founded in 2006 by Acharya Balkrishna and Baba Ramdev,
Patanjali Ayurved is an Indian FMCG Company. Patanjali Ayurved
happens to be the fastest growing FMCG Company in India.
Patanjali Ayurved imports herbs from Himalayas of Nepal.
 Patanjali has a manufacturing unit in Nepal, working under
the brand name of Nepal Gramudhyog. India’s fastest growing
FMCG company is valued at 3000 Crore and generated a revenue
of 5000 Crore for the fiscal year of 2015-16.
 Hindustan Unilever and P&G are the FMCG companies, whose
market share has been potentially affected by Patanjali. P&G and
Hindustan Unilever are on back foot and trying to lure customers
back by providing huge discounts and impressive offers.

4. VISION AND MISSION
Vision ;
Keeping nationalism, Aryurved and yog as our pillars, we are committed to
Create a healthier country. To raise the pride and glory of the world, we
Are geared up to serve people by bringing the blessings of nature into their
Lives. With sheer dedication, scientific approach, astute planning and realism,
We are poised to write a new success
Story for the world.
Mission:
Making India an ideal place for the
Growth and development of ayurveda
And a prototype for the rest of the
World

5. Why to choose Patanjali Products?
1. Wide range of products
2. Make in India
3. Pocket friendly products
4. Easily available
5. Good quality products
6. Good for health
7. Good Taste
8. Good packaging
9. Eco friendly
10. Regular quality check

6. Marketing Mix
 In order to know exactly the reason for success of Baba Ramdev, it is imperative to throw
some light on the marketing mix rudiments.
 To be a successful marketer it is important that all the marketing mix elements have to be
fine tuned to support and strengthen brand personality
 Basically, a combination of factors that can be control by company to influence consumers
to purchase its products
 Marketing Mix products are as follows:
1. Product
2. Price
3. Promotion
4. Place

7. PRODUCT
 Baba Ramdev is constantly pushing Indian people to
start using Indian brands and save the economical
growth of the company. Patanjali is planning to take
over all reputed brands dealing in beverages and foods.
 Some of the sectors where Patanjali products are
already doing great:
 Foods – Including jams, biscuits, noodles, oats, pulses
and many other lines of food products.
 Healthcare & Medicines
 Personal care products
 Cleaning agents

8. 2/6/2017
HERBS
Patanjali Lohasav Bhasma
Patanjali Abhrak Bhasma
Patanjali Mandoor Bhasma
Patanjali Shankh Bhasma
Patanjali Kauri Bhasma
Patanjali Seep Bhasma
FOODS
Patanjali Chyawanprash
Patanjali Chyawanprash
Aarogya Atta
Aarogya Buiscuits
Patanjali Baseen
Pure Honey
COSMETICS
Patanjali Body Lotion
Patanjali Face Cream
Patanjali Tooth Paste
Body Massage Oil
Patanjali Tooth Brush
AYURVED
Drishti Eye Drops
Patanjali Amla Extract Capsule
Patanjali Asvagandha Extract
Capsule
Patanjali Shilajit Sat Capsule
Ashvashila Capsule
Shatvar Choorna

9. PRICE
 Two factors that have made Patanjali Ayurved the
fastest growing FMCG company in India are:
a) Use of Natural and ayurvedic Ingredients
b) Pricing
 Pricing plays an extremely important role in putting
Patanjali ahead of its fierce competitors.
 Hindustan Unilever and P&G are trying their level best to
cope up with the competition but the love for Indian
product growing in people is not helping them.
 Patanjali is educating people about the benefits of using
their products and are also using price comparison as an
effective marketing strategy. The pricing strategy is
clearly penetrative pricing because Patanjali knows that
it cannot conquer the market with higher prices.

10. PLACE
 Patanjali Ayurved is India’s fastest growing FMCG
Company but it is not stopping it from spreading its wing
to neighboring countries like Nepal. Patanjali has a
manufacturing unit in Nepal. Patanjali also imports herbs
from Himalayas in Nepal; the well-established trade
relation is helping Patanjali expand its wings in Nepal
with great ease.
 In India, 1000’s of stores are now selling Patanjali
products, and these stores are exclusively selling
Patanjali, making the local retailer quake. The
penetration levels will only rise further as the margins in
the product are good too.

11. PROMOTION
 Patanjali Ayurved goes with the Slogan “Prakriti ka Ashirwad”. Well,
Patanjali Ayurved has acquired the requisite fame and popularity among
people because of the globally recognized Yoga Guru, Baba Ramdev.
 This brand ambassador of Patanjali is single handedly responsible for the
success of the brand. His contribution to people’s life through Yoga is
incredible hence people felt aligned towards him when he launched his
very own Indian FMCG Company.
 Patanjali Ad campaigns have always focused on surpassing information to
people that “revenue of Patanjali is for Charity and not for Brand
Owners”.
 Baba Ramdev took the opportunity in his hands and has started
influencing Indians by sharing information about price gap and how
useful herbal Patanjali products actually are.

12. ALTERNATIVE MARKETING MIX
The traditional Marketing mix is a 4 P’s model and is
business oriented. The 4 C’s model of marketing on the
other hand is more consumer oriented. Because of its
focus on consumers, the 4 C’s model is mainly used for
Marketing. However, just like the traditional marketing
mix, it can also be used for mass markets. The four
variables in the 4 C’s model are:
 Consumer
 Cost
 Convenience
 Communication

13. CONSUMER
 The principle of four C’s of marketing states that your customer should be
your prime focus.
 Thus the companies which follow this model believe in making products
which satisfy their customers.
 They are generally ready to offer customizable products and because they
have a general set of target customers, this principle is only applicable for
smaller market segments and not for mass markets. For mass markets, the
traditional marketing mix can be used.

14. COST
 Cost is equivalent to Pricing in the traditional marketing
mix.
 Cost is a very important consideration during consumer
decision making and hence in the 4 C’s principle, the
cost variable is given special attention.
 The 4 C’s model generally plans on the basis of
Customers and not products. And hence they have to
plan the cost of the product on the basis of their
customer.

15. COMMUNICATION
 The concept of communication remains same for both, the
traditional marketing mix as well as for the 4 C’s of marketing.
 The marketing communications for a company following the 4
C’s of marketing is completely different as it needs a
completely different Segmentation, targeting and positioning.
 As said before, the 4 C’s of marketing are generally used for
Niche products. The media vehicles used for marketing
communications for a mass product and that for a niche
product are different.

16. CONVENIENCE
 Convenience is equivalent of distribution or placement of
the traditional marketing mix.
 When you have a niche customer base, the convenience
of the customer in acquiring your product plays a critical
role.

17. USP: UNIQUE SELLING PRORPOSITION
 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.
 He claims to have trained 35,000 persons that are well equipped to
hold yoga classes in different parts of the country.
 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.
 This is the unique selling proposition of Baba Ramdev.

18. MARKETING STRATEGIES
 Targeted large market by focusing on economically and
resources constraint masses.
 Prepared database of the people visiting the yoga camp.
 Built powerful partnership with various prominent T.V
channels to broadcast his yoga camp world wide
 Create self esteem among his followers
 Baba has a vision to develop World’s largest food and
Herbal Park.
 About7,000 people will get direct and about 200000
people will get indirect employment opportunity
through this project

19. ACHIEVEMENTS
• Giant FMCG in Only 5 Years
• Accomplished “Make In India Concept”
• Highest Turnover / Profit (2007- 250 crores and 2015 2,215 crores)
• Maximum Outlets In Minimum Time(2007 150 outlets and Now 2015
15000 exclusive+1,00,000 stores)
• Biggest Swadeshi Movement
• Tough Competitor In The Market for Other MNCs and Indian Companies

20. FUTURE PLANS AND GOALS
• To expand the business at the global market in
next 5 years
• Planning Produce Beverage Drinks
• Planning to produce Oats, Chips etc as to crack
the market share of other MNC’s
• To Reach the great heights as to lower the
demand for MNC’s
• Planning to open its outlets at Railway Stations
and Airports

21. CONCLUSION
There are businessmen, there are entrepreneurs and
then there are people who leave you thinking, “What
just happened!”.
It is an FMCG empire that was not in the competition
analysis powerpoints of the big players even a couple of
years back. Today, Baba Ramdev’s Patanjali is sweeping
away everything in its path. From local stores to
Amazon, Patanjali Products are everywhere.
The product quality is best in breed, the prices
competitive and the distribution chain is probably the
first that is rivalling even the Cola majors.And behind all
of this, are the meticulous efforts of one man in creating
his own brand.

22. Thank You For Your Attention!