A

Project Report
On

Marketing strategies of Patanjali

S.S. JAIN SUBODH P.G. (AUTONOMOUS)

COLLEGE, JAIPUR
(2019-20)

SUBMITTED BY SUBMITTED TO
Seema yadav Faculty guide
B.B.A 5th semester Dr. Swati Tiwari
(1941152) Assistant Professor
 CERTIFICATE

This is to certify that the Project Report entitled

“Marketing Strategies of Patanjali” is a record of
project report done independently by SEEMA
YADAV under my guidance and supervision and that
it has not previously formed on the basis for the award
of any degree, fellowship or associate ship.

Dr. Swati Tiwari

Assistant Professor
SS Jain Subodh P.G. (Autonomous) College
Jaipur
 DECLARATION

I, SEEMA YADAV student of BBA Sem. 5 th hereby

declare that the project work presented in the report is
my own work and has been carried out under the
supervision of Dr Swati Tiwari of S.S. Jain Subodh
P.G. (Autonomous) college.
This work has not previously submitted to any other
university for any examination.

SEEMA YADAV
S.S. Jain Subodh P.G. (Autonomous) college
Jaipur
 ACKNOWLEDGEMENT

It is not often in life that you get a chance of appreciating and

expressing your feelings in black and white to thank the people
who have been a crucial part of your successes, your
accomplishments, and your being what you are today. I take
this opportunity to first of all thank the faculty of S.S. Jain
Subodh P.G. (Autonomous)College, especially Dr. K.B.
Sharma, Principal and Dr Chitra Rathore Head Department of
BBA for inculcating and instilling me the knowledge, learning,
will power, value and the competitiveness and professionalism
required by me as a management student.
I would like to give thanks to dr Swati Tiwari for educating me
silver lining in every dark cloud. Her enduring efforts,
guidance, patience and enthusiasm have given a sense of
direction and purposefulness to this project and ultimately
made it a success.
I express my sincere and heartiest thanks to everyone who has
contributed towards the successful completion of the Project.
Last but not the least; I would like to thank my family; my
parents for supporting me spiritually throughout my life.
The errors and inconsistencies remain my own.

SEEMA YADAV
 CHAPTER – 1

INTRODUCTION

MARKETING

What is marketing?

Marketing as the process of planning and executing the

conception, pricing, promotion and distribution of ideas, goods
and services to create exchanges that satisfy individual and
organisational goals

Cronje, define marketing as consisting of management tasks

and decisions directed at successfully meeting opportunities
and threats in a dynamic environment, by effectively
developing and transferring a need-satisfying market offering
to consumers, in such a way that the objectives of the business,
the consumer and society will be achieved.

Marketing is also about anticipating and satisfying consumer

needs by means of mutually beneficial exchange processes and
doing so profitably and more effectively than competitors by
means of efficient managerial processes.
 Marketing therefore can be said to be about exchanges,
conversations and interventions to improve the quality of goods
and services as well as to obtain some benefits. If one can argue
that this is true, therefore, marketing possibilities extend to both
a seller of a product and or service as well as the buyer of the
product or service. The question one can then ask in this
instance is whether a role is played by the buyer of a service or
product. The answer is a simple yes. The buyer’s role can
therefore be said to include.

 A declaration of the need for a service or product.

 Purchasing a product or service.

 Using and or consuming a product or service.

 Evaluating the benefits of a product or service for possible

future use.

 Ensuring that the product or service is affordable as well as

providing access to the product or service.

 Provision of enough information that enhances the beneficial

use of the product or service.
 Provision of accessible feedback mechanism for users of a
product or service.
  Acting on feedback from users of a product or service.

Some important features of marketing are:

1. Customer focus:

The marketing function of a business is customer-centred. It

makes an attempt to study the customer needs, and goods are
produced accordingly. The business existence depends on
human needs. In a competitive market, the goods that are best
suited to the customer are the ones that are well-accepted.
Hence, every activity of a business is customer-oriented.

2. Customer satisfaction:

A customer expects some services or benefits from the product

for which payment is made. If this benefit is more than the
amount paid, then the customer is satisfied. In the long run,
customer satisfaction helps to retain market demand. It helps
achieve organizational objectives. Customer satisfaction can be
enhanced by providing value-added services, which includes
providing additional facilities at little or no extra cost.
3. Objective-oriented:

all marketing activities are objective oriented. Different

objectives are fixed at different levels, but the main objective is
to earn profit from business along with the satisfaction of
human wants. Marketing activities undertaken by sellers make
an attempt to find out the weaknesses in the existing system,
and measures are taken to improve the shortfalls so that the
objectives are achieved.

4. Marketing is both art and science:

Art refers to a specific skill that is required in marketing

activities of any type of business. Science refers to a systematic
body of knowledge, based on facts and principles. The concept
of marketing includes a bunch of social sciences such as
economics, sociology, psychology and law. It indicates market
operations based on some principles. Hence, marketing is an art
as well as a science.

5. Continuous and regular activity:

Marketing is an activity designed to plan, price, promote and

distribute products. At the same time, it also addresses both the
current and future consumers. Thus, it is a continuous process.
 A marketer has to consistently monitor environment. This helps
in coming up with new products.

6. Exchange process:

Marketing involves exchange of goods, services and ideas with

the medium of money. Exchange takes place between sellers
and buyers. Most of marketing activities are concerned with the
exchange of goods. Functions such as distribution, after-sale
services and packaging help in the exchange process. Channels
of distribution and physical distribution play an important role
in the exchange process by creating place utility.

7. Marketing enviournment:

Economic policies, market conditions, and environmental

factors, such as political, technological, demographic and
international, influence marketing activities. Marketing
activities are inseparable from such environmental factors. A
successful marketer needs to adapt to these changing factors
and adjust marketing strategies to suit new market
developments.

8. Marketing mix:
 A combination of four inputs constitutes the core of a
company’s marketing system—product, price, place, and
promotion. Marketing mix is a flexible combination of vari-
ables. They are influenced by consumer behaviour, trade
factors, competition and government regulatory measures.

9. Integrated approach:

The marketing activities must be co-ordinated with other

functional areas of an organization. Functions such as
production, finance, research, purchasing, storekeeping and
public relations (PR) are to be integrated with marketing. This
will help in achieving organizational objectives. Otherwise, it
will result in organizational conflicts.

10. Commercial and non-commercial organizations:

With the societal marketing concept gaining importance, social

marketers are finding useful new ways of applying marketing
principles. Commercial organizations are also adopting cause-
related marketing to strike long-term relations with consumers.

11. Precedes and follow productions:

Identifying consumer needs and wants is the primary task of a

marketing manager. Production activities are adapted to these
consumer needs. Thus , marketing precedes production.
Marketing helps in distribution of the goods which follows
production. Hence, production and management activities are
closely related to each other.

MARKETING MIX

According to Philip Kotler, marketing mix is the mixture of

controllable marketing variable that the firm uses to pursue the
sought level of sales in the target market.

Therefore, the marketing mix indicates the appropriate

combination of four P’s—product, price, promotion, and place
—for achieving marketing objectives. The components are also
known as marketing mix variables or controllable variables as
they can be used according to business requirements.

Product: Product refers to the goods and services offered

by the organization. A pair of shoes, a plate of dahi-vada, and a
lipstick, all are products. All these are purchased because they
satisfy one or more of our needs. We are paying not for the
tangible product but for the benefit it will provide. So, in
simple words, product can be described as a bundle of benefits
which a marketer offers to the consumer for a price.

While buying a pair of shoes, we are actually buying comfort

for our feet, while buying a lipstick we are actually paying for
beauty because lipstick is likely to make us look good. Product
can also take the form of a service like an air travel,
telecommunication, etc. Thus, the term product refers to goods
and services offered by the organization for sale.

Price:

Price is the amount charged for a product or service. It is the

second most important element in the marketing mix. Fixing
the price of the product is a tricky job. Many factors like
demand for a product, cost involved, consumer’s ability to pay,
prices charged by competitors for similar products, government
restrictions etc. have to be kept in mind while fixing the price.
In
fact, pricing is a very crucial decision area as it has its effect on
demand for the product and also on the profitability of the firm.

Place:

Goods are produced to be sold to the consumers. They must be

made available to the consumers at a place where they can
conveniently make purchase. Woolens are manufactured on a
large scale in Ludhiana and you purchase them at a store from
the nearby market in your town.

So, it is necessary that the product is available at shops in your

town. This involves a chain of individuals and institutions like
distributors, wholesalers and retailers who constitute firm’s
distribution network (also called a channel of distribution). The
organization has to decide whether to sell directly to the retailer
or through the distributors/wholesaler etc. It can even plan to
sell it directly to consumers. The choice is guided by a host of
factors about which you will learn later in this chapter.

Promotion:

If the product is manufactured keeping the consumer needs in

mind, is rightly priced and made available at outlets convenient
 to them but the consumer is not made aware about its price,
features, availability etc., its marketing effort may not be
successful.

Therefore promotion is an important ingredient of marketing

mix as it refers to a process of informing, persuading and
influencing a consumer to make choice of the product to be
bought. Promotion is done through means of personal selling,
advertising, publicity and sales promotion. It is done mainly
with a view to provide information to prospective consumers
about the availability, characteristics and uses of a product. It
arouses potential consumer’s interest in the product, compare it
with competitors’ product and make his choice.

Characteristics\nature of marketing mix:

1. Marketing mix is the crux of marketing process:

Marketing mix involves many crucial decisions relating to

each element of the mix. The impact of the mix will be the best
when proper weightage is assigned to each element and they
are integrated so that the combined effect leads to the best
results.
2. Marketing mix has to be reviewed constantly in order to
meet the changing requirements:

the marketing manager has to constantly review the mix and

conditions of the market and make necessary changes in the
marketing mix according to changes in the condition and
complexity of the market.

3. Changes in the external enviournment necessitates

alternate in the mix :

Changes keep on taking place in the external environment. For

many industries, the customer is the most fluctuating variable
of environment. Customers’ tastes and preferences change very
fast. Brand loyalty and purchasing power also change over a
period. The marketing manager has to carry out market analysis
constantly to make necessary changes in the marketing mix.

4. Changes taking place within the firm also necessitate

changes in marketing mix:

Changes within the firm may take place due to technological

changes, changes in the product line or changes in the size and
scale of operation. Such changes call for similar changes in the
marketing mix.
5. Applicable to business and non business organisation:

marketing mix is applicable to not only to business

organisation but also to non business organisations, such as
clubs and educational institutions. For instance an educational
institutions is expected to provide the right courses (product),
charge the right fee (price),promote the institutions and the
courses ,and provide the courses at the right place.

6. Helps to achieve organizational goals:

An application of an appropriate marketing mix helps to

achieve organizational goals such as profits and market share.

7.  Concentrates on customers:

A thorough understanding of the customer is common to all the

four elements. The focus point of marketing mix is the
customer, and the marketing mix is expected to provide
maximum customer satisfaction.
 Strategies

Meaning of Strategy:

The word ‘strategy’ has entered in the field of management

from the military services where it refers to apply the forces
against an enemy to win a war. The word “strategy” came from
the two Greek words i.e. Stratus (Army) and Agein (to lead).
The Greeks felt that the strategy making is one of the
responsibilities of the Army General. This concept today
adopted even in the business.
Even around the same time, the Chinese General Sun Dzu who
wrote about strategy also suggested that the strategy making is
one of the responsibilities so the leader. One of the earliest
definitions of Strategy is traced to the ancient Greek writer
Xenophon who said “Strategy knows the business you
proposed to carry out.” This definition implies that the
knowledge of the business as strategy.

The dictionary meaning of strategy is “the art of so moving or

disposing the instrument of warfare as to impose upon enemy,
the place time and conditions for fighting by one self”

In management, the concept of strategy is taken in broader

terms. In simple terms, strategy means looking at the long-term
future to determine what the company wants to become, and
putting in place a plan, how to get there.

Strategy is both art and science. Strategy is an art because it

requires imagination, sensitive thinking, and a capability to
visualize the future, and to encourage and connect those who
will apply the strategy. Strategy is science because it requires
analytical skills, the ability to organize and analyze information
and take well knowledgeable decisions.

Without a strategy, an organization is meaningless and weak

to changes in the business environment. Strategy acts as some
kind of a guidepost for a company’s ongoing development.
Strategy provides a direction for the company and indicates
what must be done to survive, grow and be profitable.

Definitions of Strategy:

Kennth Andrews defined strategy as “the pattern of major

objectives, purposes or goals and essential policies or plans for
achieving the goals, stated in such a way as to define what
business the company is in or is to be in and the kind of
company it is or is to be.” This definition of strategy
emphasizes on purpose and the means by which purpose will
be achieved. It also emphasizes on the values and the cultures
that the company stand for.

Kenichi Ohmae defines strategy as “the way in which a

corporation endeavours to different it positively from its
 competitors, using its relative strengths to better satisfy
customer needs.” Ohmae’s definition highlights the competitive
aspect of strategy and the strengths required to satisfy customer
needs. This definition thus aims at customer satisfaction as the
driver of the strategy.

Strategy, in short, bridges the gap between “where we are”

and “where we want to be”.

Components of strategy:

The major parts of a standard strategic plan include the

following:

1. Mission, vision, and aspirations

A mission statement is your overall, lasting formulation of why

your company exists and what it hopes to be. It includes the
goals you want to accomplish and an outline of how you intend
to fulfill them. A strategic plan needs a clear statement of your
company’s purpose, its reason for existing in the first place.
The reason to form the company, and future plans for
accomplishment by developing it and offering its products or
services to the public.
vision statement will be briefer and more concise, and will
paint a picture of what the business should look like in five
 years, or in a decade or two. These components of the strategic
plan may take time to work through, but they are the necessary
foundations for building the plan out further.
By making ideas about the company’s purpose and values
concrete, the company will be taking a big first step toward the
creation of a plan that can lead to success.
When creating these aspects of strategic plan, it can help to
consider the organization’s biggest and boldest major goal.
Some business writers have followed authors Jim Collins and
Jerry Porras, who memorably called these kinds of aspirations
“Big, Hairy, Audacious Goals” in their 1994 book Built to Last.
Identifying these BHAGs can help to avoid the tendency to
think too small, although in order to be effective, these goals
need to be measurable and achievable. Just remember that
BHAGs will typically take a decade or two to bring to fruition.
That’s exactly why they can help galvanize you into action
with an increased sense of urgency, motivating you to make
smart and strategic decisions over the long term in order to
fulfill them.

2. Core values

With the mission and vision statements in place, next focus is

on crafting statements of core values.
The core values state the central “musts” and “must not’s” of
the company — the vital principles that need to guide leaders
and employees in their day-to-day and long-range decision-
making.
 Experts generally don’t recommend imposing these values
from the top downward onto a company. Instead, seek to hone
the values that already exist as part of the company’s culture.
Adding the important component of articulating them on paper
helps to solidify them in the minds of all stakeholders.

3. Strengths, weaknesses, opportunities, and threats:-

A SWOT analysis of strengths, weaknesses, opportunities, and

threats is a rundown of the company’s current situation, from
these four key perspectives. It represents a snapshot of the open
pathways and the pitfalls may encounter, as well as the assets
can draw on to help along the way.
The plan should also include an examination of the competitive
advantage — unique selling point — that puts at the front of
the field in the market.

4. Objectives, strategies, and operational tactics:-

The long-range objectives represent what is needed to

concentrate on in order to make the vision a reality. These
objectives typically have time horizons of several years or
more.
Under “general strategies,” the organization will group the
overall means that will employ in order to achieve the
objectives, and thus, its vision. With these in place, the
organization can then organize the shorter-term priorities and
performance initiatives that detail the “who, what, and when”
resources the organization will leverage to accomplish them.
 And to get even more specific with operational matters, the
organization will need to drill down and answer the question of
how the organization intends to accomplish its objectives.

5. Measurement and funding streams :

You will need to incorporate a means of tracking your

company’s output and performance against regularly scheduled
targets. You will also need financial analysis that takes into
account past and projected performance. The numbers in your
strategic plan don’t need to be elaborate, but they do need to
help you — and potential investors — get an overview of your
financial resources.
You don’t necessarily need a complex, many-page plan, either.
Some entrepreneurs have done well with a short, but
thoughtfully crafted document whose conciseness actually
helps keep everyone in the company focused on the same goals.
This type of shorter plan will allow an entrepreneur and his or
her team to distill the basic identity and goals of their company
down to their most easily understood, actionable elements.
 Process of strategy :

There are mainly two processes which are generally used in the
strategy management.

 Prescriptive Strategic Process

“A prescriptive strategy is one whose objective is defined in

progress and whose main elements have been developed before
the strategy commences.” Such an approach usually starts with
an analysis of the outside environment and the resources of the
company. The objectives of the organization are then
developed from this.
There then follows the generation of strategic options to
achieve the objectives, from which one (or more) may be
chosen. The chosen option is then implemented.

Advantages of Prescriptive Strategic Process:

 Clear objectives provide focus on the Business.

 Objectives can be translated into Targets against which
performance can be measured and monitored.
 Resources can be allocated to specific objectives and efficiency
can be judged.
 The approach is logical and rational.
 It structures complex information, defines and focuses business
objectives, establishes controls, and sets targets that
performance can be measured.

Criticisms of Prescriptive Strategic Process:

 There are commonly major differences between designed and

realized strategy.
 Rigid Planning in a dynamic and turbulent business environment
can be uncreative.
 Rigid loyalty to plans may mean missed business opportunities.
 It is possible and better to go without the short-term benefit in
order to obtain the long-term good.
 The chief executive has the information and authority to choose
between options.
 It is overly prescriptive because the business environment can be
very disordered and complex.

 Emergent Strategic Process

An emergent or learning strategy does not have the similar set

objective. The whole process is more experimental with various
possible outcomes depending on how matters extend. “An
emergent strategy is one whose final objective is undecided and
whose elements are developed during the course of its life, as
the strategy proceeds.”
Thus the early stages of emergent strategy may be similar to
prescriptive strategy – analysis of the environment and
 resources. But then the process becomes more round,
knowledge and experimental.

Advantages of Emergent Strategic Process:-

 Emergent strategy increases flexibility in a chaotic environment,

allowing the business to respond to pressure and develop
opportunities.
 Changing Stakeholder connections can mean that strategy is
often, of necessity, emergent.
 Consistent with actual practice in organizations.
 Motivation issue of customer is considering.
 Experimentation is allowed to take place of strategy.
 Opportunity for inclusion of culture and politics of organization.

Criticisms of Emergent Strategic Process:-

 There is a danger of “strategic drift” as objectives are not clear.

 It is more difficult to assess performance as targets are less well
defined.
 Impracticable to expect board members to allow business to
function without objectives.
 Group resources need to be allocated between demands of
competing operating companies.
 Abdicates responsibilities for final decisions by involving
political groups and individuals.
 Removes aspects of rational thinking from decision making.
 Management control becomes unclear as actions to be
undertaken are not planned in advance.

Marketing Strategies :

What is marketing strategies?

A Marketing Strategy is the long term planning of business
objectives that the company wants to achieve. For these to be
achieved it is important to choose well the specific actions to
consolidate the reputation of products and services or increase
sales in the market. Utilizing opportunities is vital to find the
target market and to be able to make customers loyal to the
organization so that the positioning of the company gets
stronger.

It is important to define how you want to position the

product/service in the market in order to achieve positioning
among customers and fulfil customer and organization
relationship loyalty. Is the method to create sales opportunities,
also to communicate and position the product or service and to
translate the operational lines that allow reaching a target
market through the right channels.

Marketing strategy is the comprehensive plan formulated

particularly for achieving the marketing objectives of the
organization.
 It provides a blueprint for attaining these marketing objectives.
It is the building block of a marketing plan. It is designed after
detailed marketing research. A marketing strategy helps an
organization to concentrate it’s scarce resouces on the best
possible opportunities so as to increase the sales.

A marketing strategy is designed by:

1. Choosing the target market:

By target market we mean to whom the organization wants to
sell its products. Not all the market segments are fruitful to an
organization.
There are certain market segments which guarantee quick
profits, there are certain segments which may be having great
potential but there may be high barriers to entry. A careful
choice has to be made by the organization. An in depth
marketing research has to be done of the traits of the buyers
and the particular needs of the buyers in the target market.

2. Gathering the marketing mix:

By marketing mix we mean how the organization proposes to
sell its products. The organization has to gather the four P’s of
marketing in appropriate combination. Gathering the marketing
mix is a crucial part of marketing task. Various decisions have
to be made such as
 What is the most appropriate mix of the four P’s in a given in a
situation.
 What distribution channels are available and which one should
be used.
 What developmental strategy should be used in the target
market.
 How should the price structure be designed

Types of marketing strategies

1. Paid advertisement :

This includes multiple approaches for marketing. It includes

traditional approaches like TVCs and print media advertising.
Also, one of the most well-known marketing approach is
internet marketing. It includes various methods like PPC (Pay
per click) and paid advertising.

2. Cause marketing:

Cause marketing links the services and products of a company

to a social cause or issue. It is also well known as cause related
marketing.

3. Relationship marketing:
 This type of marketing is basically focused on customer
building. Enhancing existing relationships with customers and
improving customer loyalty.

4. Undercover marketing:

This type of marketing strategy focuses on marketing the

product while customers remain unaware of the marketing
strategy. It is also known as stealth marketing.

5. Word of mouth:

It totally relies on what impression you leave on people. It is

traditionally the most important type of marketing strategy.
Being heard is important in business world. When you give
quality services to customers, it is likely that they’d promote
you.

6. Internet marketing:

It is also known as cloud marketing. It usually happens over the

internet. All the marketing items are shared on the internet and
promoted on various platforms via multiple approaches.

7. Transactional marketing:
 Sales is particularly the most challenging work. Even for the
largest retailers, selling is always tough especially when there
are high volume targets. However with the new marketing
strategies, selling isn’t as difficult as it was. In transactional
marketing the retailers encourage customers to buy with
shopping coupons, discounts and huge events. It enhances the
chances of sales and motivates the target audience to buy the
promoted products.

8. Diversity marketing:

It caters diverse audience by customizing and integrating

different marketing strategies. It covers different aspects like
cultural, beliefs, attitudes, views and other specific needs.

Importance of marketing strategy:

 Marketing strategy provides an organization an edge over it’s

competitors.

 Strategy helps in developing goods and services with best profit

making potential.

 Marketing strategy helps in discovering the areas affected by

organizational growth and thereby helps in creating an
organizational plan to cater to the customer needs.
  It helps in fixing the right price for organization’s goods and
services based on information collected by market research.

 Strategy ensures effective departmental co-ordination.

 It helps an organization to make optimum utilization of its

resources so as to provide a sales message to it’s target market.

 A marketing strategy helps to fix the advertising budget in

advance, and it also develops a method which determines the
scope of the plan, i.e., it determines the revenue generated by
the advertising plan.

Chapter 2:

Introduction to the industry

What is industry?
Industry

a group of productive enterprises or organizations that produce or

supply goods, services, or sources of income. In economics, industries
are customarily classified as primary, secondary, and tertiary; secondary
industries are further classified as heavy and light.

Primary industry

This sector of a nation’s economy includes agriculture, forestry, fishing,

mining, quarrying, and the extraction of minerals. It may be divided into two
categories: genetic industry, including the production of raw materials that
may be increased by human intervention in the production process; and
extractive industry, including the production of exhaustible raw materials that
cannot be augmented through cultivation.

The genetic industries include agriculture, forestry, and livestock management

and fishing—all of which are subject to scientific and technological
improvement of renewable resources. The extractive industries include the
mining of mineral ores, the quarrying of stone, and the extraction of mineral
fuels.

Primary industry tends to dominate the economies of undeveloped and

developing nations, but as secondary and tertiary industries are developed, its
share of the economic output tends to decrease.
Secondary industry

This sector, also called manufacturing industry,

(1) takes the raw materials supplied by primary industries and processes them
into consumer goods,

(2) further processes goods that other secondary industries have transformed
into products,

(3) builds capital goods used to manufacture consumer and nonconsumer

goods. Secondary industry also includes energy-producing industries
(e.g., hydroelectric industries) as well as the construction industry.

PREPARING TO PUT UP A FIGHT (competitors)

HUL

Company "resurrects" herbal brand, Ayush, launching it online.

Plans to increase "natural" offerings.

EMAMI

Firm open to acquisitions for strengthening the company's

position in the herbal space

GODREJ CONSUMER
Launches neem mosquito coil, a crème hair color that has
coconut oil, new variants in naturals Soaps

COLGATE

Firm aggressively advertising its active salt neem toothpaste, as

its volume was hit after Patanjali's Dent Kanti.

DABUR

Firm launching ayurvedic products. Pushing Dabur Honey and

Chyawanprash aggressively.

HIMALAYA

Recently launched its range of wellness products which aim to

provide therapeutic solutions to consumer.
 Chapter 3
COMPANY PROFILE

PATANJALI AYURVEDA LTD.

Introduction:

Patanjali Ayurveda Kendra Ltd was officially inaugurated by

Pram Yoga Rishi Swami Ramdevji & Ayurveda Shiromani
Rishikalpa Acharya Shree Balkrishnaji on 27 September 2007
(2064/6/10 B.S.) and started its operation as an Patanjali
Ayurveda Kendra Ltd at swoyambhu, Katmandu, Nepal with
the ultimate aim of providing holistic, natural and effective
Ayurveda treatment.

Product catalogue

Grocey Dals and Ghee,

and pulses, mustard
staples edible oil oil, atta ,
and ghee, besan and
 flour/Atta others ,
, staples spice, salt ,
and rice.
spices.
Ready Confectio Buicuit,co
food nary, snak okies,
and candies,
breakfast, honey ,
sauses papad,
and ketchup,
pickles pickles ,
and murraba ,
sweets . son papdi.
Bevera Juices & Apple,
ges fruit amla,
drinks , litchi,
sharbat & squash ,
squash sharbat
Person Face cair, Face
al care body cair, cream, lip
hair care, care, face
soaps & wash, body
hand wash, foot
wash , care,
oral care, lotions,
makeup, shampoo ,
shaving hair oil,
and hair color,
grooming hand wash,
. soaps,
 tooth
brush,
paste,
kajal,
shave gel,
shave
cream .
Health Health
care drinks,
chyawanp
rash,
nutrition
&
suppleme
nt ,
digestives
Househ Worship
olds related ,
cleaning
&
washing,
herbal
gulal

TOTAL INCOME COMPOSITION OF

PATANJALI PRODUCTS AND THEIR
CHALLENGES
This diagram shows the income composition of patanjali
Ayurveda, which shows that 21% of income is generated from
health care ayurvedic products of patanjali, 40% of total
income generated by patanjali is from food and beverages and
around 39% of share of income is generated from cosmetics
and home care products of Patanjali.

RAMDEV EXPANDS EMPIRE BEYOND YOGA TO

FMCG, BUSSINESS POISED TO TOUCH RS. 2,000cr
THIS FISCAL YEAR.
Currently, Patanjali is present in almost all categories of
personal care and food products -- soaps, shampoos, dental
care, balms, skin creams, biscuits, ghee, juices, honey, Atta,
mustard oil, masala, sugar and much more. Going by current
turnover projections of Rs 2,000
crore, This is despite the fact that most of Patanjali's products
are priced lower than its competitors.

What gives the company an edge is its very low expenses on

advertisements. In comparison, leading FMCG companies
spend about 20-30% of their sales on advertisements.

With the Patanjali brand's growing reach and popularity among

consumers, it's now being discussed in corporate boardrooms as
well. This is in sharp contrast to its quiet beginning in 2007. As
the demand for his products grew, Patanjali realized the huge
scope within the FMCG sector and started building the range,
taking on deep-pocketed multinationals.

Mission and vision of patanjali ayurved

 Mission :

1. To reach the great heights

2. To restart the swadeshi movement

3. To produce good quality products at cheaper rates

4. To introduce Indian Ayurveda to this modern world

5. To crack the maximum market share.

Vision:

1. To be a top Ayurveda company among all MNC’s

2. To Re-introduce the Indian Ayurveda

3. To crack the world’s attraction to our India

4. To work for the welfare of Humanity

5. To reinvent our traditional knowledge of Yoga and Ayurveda

Marketing mix of patanjali ayurved :

Founded in 2006 by Acharya BAL Krishna and Patanjali,
Patanjali Ayurveda is an Indian FMCG Company. Patanjali
Ayurveda happens to be the fastest growing FMCG Company
in India. Patanjali Ayurveda imports herbs from Himalayas
Nepal. Patanjali is manufacturing its products in Nepal,
working under the brand name of Nepal Gramudhyog. Patanjali
Ayurveda is the 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 Uniliver and P&G are the FMCG companies, whose

market share has been potentially affected by Patanjali. P&G
and Hindustan Uniliver are on back foot and trying to pull
customers back by providing huge discounts and remarkable
offers.

PRODUCT
All Existing Products
+ Herbal Products
To treat Cough &
Cold

PRICE

Value Based Pricing

Alignment of Cost,
Customer &
Competitors
PLACE

Franchisee Stores,
Super/Hyper markets
& Online Marketplace
(like souq.com,
desertcart.ae)

PROMOTION

Yoga Shivir to create awareness,

YouTube Channel,
Social Media to
target GULF (MENA)

PRODUCTS IN THE MARKETING MIX OF

PATANJALI AYURVEDA

Patanjali is steadily pushing Indian people to start using Indian

brands and save the economic growth of the company. Patanjali
is planning to take over all reputed brands dealing in beverages
and foods.

The service (yoga) that Patanjali is selling is the product.

The product "Pranayama" is well suited for all irrespective of

class, creed, culture and hence this success.
Swamiji's unique contribution has been to lead a healthy life
through the practice of simple breathing exercises. Understand
and meet consumers' needs and wants.

The ambiance of patanjali yogpeeth is world class. Swami

Ramdev's Divya Medicines are claimed to be one hundred
percent natural, no or very little side effects.

Medicines are available at a very low cost.

Medicines can cure all the diseases from a simple cold to

cancer.

Products where Patanjali is present and beating competition

are:- Dabur Honey: Patanjali Ayurveda is providing people
with option to buy quality honey at around 30% lesser price
than Dabur.
Colgate: Patanjali Ayurveda is preaching how Colgate cheated
people in early days.

And how Ayurveda is the best way to treat your gums and your
teeth.
Patanjali Noodles: Patanjali Noodles rose to fame while Maggi
was away from the market and has done quite damage to
Maggi, which once was the king of Noodle’s market.

PRICING IN THE MARKETING MIX OF PATANJALI

AYURVEDA

Developing an effective pricing strategy remains the most

important and difficult part of the marketing process.

For instance, a nominal 1 per cent increase in price realization

will boost net income by 6.40 per cent for Coca-Cola and 28.70
per cent for Philips.
Patanjali's fees of Pranayama is cheap in compare to other
medical treatment.

This is the cheapest and the only complete cure to most of the
so called incurable diseases like diabetes, cancer, HIV & AIDS
too.

Produ Q P C C
ct u a o o
name a t m m
n a p p
t n e e
i j t t
t a i i
y l t t
i o o
p r r
r s s
i
c p
e r
i
c
e

Cow 1 4 7 P
ghee 5 1 a
l 0 0 r
t s
r i
 d
i
a
r
y

Saunda 6 6 8 P
rya 0 0 0 e
face a
wash g r
m s

f
a
c
e

w
a
s
h

Honey 5 1 1 D
0 3 9 a
0 5 9 u
g b
m e
r

h
 o
n
e
y

Kesh 2 1 1 H
kanti 0 1 5 e
shamp 0 0 9 a
oo g d
m
&

s
h
o
u
l
d
e
r

Kanti 7 1 2 H
neem 5 5 4 i
soap g m
m a
l
a
y
a
 n
e
e
m

s
o
a
p

Super 1 1 1 V
dish 7 0 5 I
wash 5 M
bar g
m d
i
s
h

w
a
s
h

b
a
r

Corn 5 1 1 K
flakes 0 4 8 e
mix 0 5 2 l
g l
m o
g
g
s

c
o
r
n

f
l
a
k
e
s

Deterg 2 1 1 R
ent 5 3 9 I
powder 0 N
g
m d
e
t
e
r
g
e
 n
t

p
o
w
d
e
r

Pineap 1 8 9 D
ple 5 9 a
juice l b
t u
r r

r
e
a
l

j
u
i
c
e

Special 5 1 1 D
chayaw 0 1 6 a
an 0 5 0 b
 prash g u
m r

c
h
y
a
w
a
n
p
r
a
s
h

PLACE IN THE MARKETING MIX OF

PATANJALI AYURVEDA

Patanjali Ayurveda is India’s fastest growing FMCG Company

but it is not stopping it from spreading its wing to neighbouring
countries like Nepal.

Patanjali has a manufacturing unit in Nepal. Patanjali also

imports herbs from Himalayas in Nepal; the well-entrenched
trade relation is helping Patanjali expand its wings in Nepal
with great ease.

With the growing outreach in India and Nepal, Patanjali surely

will be aiming to overtake market in lot of other countries.
With impressive revenue of 5000 Crores.

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.

PROMOTION IN THE MARKETING MIX OF

PATANJALI AYURVEDA

Patanjali Ayurveda goes with the Slogan “Prakriti ka

Ashirwad”. Well, Patanjali Ayurveda has acquired the requisite
fame and popularity among people because of the globally
recognized Yoga Guru, Patanjali.

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.
It is a well-entrenched fact that advertising affects consumers.

Patanjali has hit both the opinions as he is advertising and at

the same time not advertising.

In the year 2002 when Aastha television channel started airing

Patanjali's yogic classes; overnight, Patanjali became a
sensation he had hundreds of followers who morphed into
thousands.

Millions around the country follow his programmed religiously

and use Ayurvedic medicines prescribed by him.
His yoga sessions were beamed live into 170 countries.
Patanjali's pack one DVD, two Video CDs written three books
on Yoga, Pranayama Herbal

Remedies and Magazines are available. He has mastered the art

of mass customization and practices so that each individual
feels that he is talking to him individually.
 UNIQUE SELLING PROPOSITION (USP)

Constructing a "Disease Free Society - Medicines Free World"

It is declared that after comprehensive research of the antique

outcome of Pranayama Yoga during last numerous years, it has
been demonstrated now that proper Breathing Technique's
practice can antidote 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 regions of the
country.

Patanjali Yoga Ashram has set up 535 branches and 15 more

centers are in the process of being entrenched.

This is engaged towards creating a new USP wherein any

requirement of the customers can be fulfilled to without
setback.

This is the unique selling proposition of Patanjali Ayurveda.

 SWOT ANALYSIS

S-STRENGTH

1. Brand Name

2. Strong TQM

3. Excellent Marketing Strategy

4. Innovative Personality

5. Cheap price cum Charming Products

W- WEAKNESS

1. No standard advertising

2. Lower Concentration on Other top countries

3. Lower Marketing strategies

O-OPPORTUNITIES

1. Possibility of Becoming World’s Top MNC

2. Expansion
3. Maximum Marketing Share

T-THREATS

1. Govt. Regulation

2. Maximum Taxes

3. Lack of Support from Foreign Government

PATANJALI KEY TO SUCCESS

1. LESS PRICE:

Patanjali products are available at an attractive discount as

compared to their competition. The company sources products
directly from farmers and cuts on middlemen to boost profits.

Hence, they are able to reduce their raw material procurement

cost and are able to produce goods at a.

2. Strong distribution channel :

Patanjali products are sold through three types of medical

centers. These include Patanjali Chikitsalayas which are
basically clinics.
 Then there are Patanjali Arogya Kendra’s which are health and
wellness centers. They also have non-medicine channels called
Swadeshi Kendra’s.

3. Strong Brand Association with Health Because Of

Patanjali:

Patanjali is able to create a brand perception of health and

wellness among the Indian masses, primarily because of
Patanjali’s association.
Hence, more people are getting attracted to Patanjali’s products
and are re-buying products more frequently.

4. Simple packaging gives it a simple look :

Patanjali sells its products with a very simple packaging. Now,

many would feel that it is not a good strategy but the truth is it
is working for Patanjali.

With a product like Patanjali, where the message is to promote

‘Ayurveda’ and ‘Health’, simple packaging can be a very
effective way of promotion.
With a natural look (especially with leaves and herbs),
consumers get a feeling of health and wellness and they are
attracted to buy the product.
5. Promotion through media:

Patanjali is considered to be a guru of yoga across the globe.

He has been very cooperative with press and media and has
maintained good relationships with them. Also, he is known to
have good connections with many politicians. So he used both
the facts to publicize his company free of cost.

6. Word-Of-Mouth Promotion:

Advertising and promotions typically account for 12-20% of

revenue expenditure by consumer goods companies.
When a new company gets into the business, this spending is
significantly higher.
During the introduction stage, Patanjali followed a unique
word of mouth publicity model and the entire revenue was
without any advertising.

It was because of the brand loyalty of its customers that the

word-of-mouth promotion proved so successful for the
company.

COMPETITION FROM PATANJALI PROMPTS FMCG

TO HIT BACK
Watching Ramdev's moves are rival consumer goods
companies. The Rs 2,000-crore Patanjali, looking to grow its
turnover two-and-a-half times in FY16, is striking at the heart
of their business, making its presence felt across categories.

The stiff competition has prompted most of the fast-moving

consumer goods (FMCG) companies to hit back. Consider what
the country's biggest FMCG Company Hindustan Unilever
(HUL) is doing: It has 'resurrected' its herbal brand Ayush,
launching it online. A bunch of new products across hair care,
skin care and pain balms have been launched on e-commerce
platforms under Lever Ayush Therapy. The plan is to take the
brand to general trade in the future. The firm is also expected to
increase its 'natural' offerings, moving into newer categories
such as health foods, oral care, lip care etc.

HUL's managing director and chief executive Sanjiv Mehta

says, "What we find is that consumers' interest in
natural/ayuvedic products is growing. It is one of the emerging
trends now.

As a consumer goods company, we have to respond to this,

which is why Ayush, which existed in our portfolio, has now
staged a comeback. We also acquired Indulekha to grow our
presence in the value-added hair oil segment. We will continue
to make investments in this area."
Companies that have been directly affected by Patanjali such as
Dabur, Emami and Himalaya - all three operate in the
herbal/naturals space - say they will buttress their portfolios,
making their products relevant to consumers.

Harsh Agarwal, director of Emami, says he is open to

acquisitions to strengthen his firm's position in the herbal
space. "Ayurveda has been around for a long time. I don't see
this as a new trend. But, the emergence of new players is
happening right now. We welcome them and will continue to
fortify our range with new variants, launches and acquisitions."

Emami had acquired hair oil brand Kesh King last year and was
also in the race to acquire Indulekha before opting out. Agarwal
says he is looking at new targets, some of them located in the
south.

Industry source say herbal and non-herbal companies are now

going back to the drawing board, looking at how they can
incorporate natural ingredients when developing new products.
Godrej Consumer, for instance, has launched a neem-based
mosquito coil; a crème hair color that has coconut oil; and
launched new variants under Godrej No 1, its natural’s
platform in soaps. Sunil Kataria, business head (India and Saarc
region) at Godrej Consumer, says, "Our endeavor will be to
fortify these products as we come up with new innovations in
other categories."
Colgate, whose volume growth has taken a hit on account of
Patanjali's Dent Kanti toothpaste, according to brokerage firm
Credit Suisse, is aggressively advertising its active salt neem
toothpaste, launched a few months ago.

This toothpaste, a variant of Colgate's Active Salt toothpaste,

was made in India to address the herbal coup, according to
industry sources. Colgate is expected to come up with more
such offerings as Patanjali's threatens to eat into its business.

Dabur, on the other hand, is introducing new Ayurvedic

products targeting men, women, and children. Existing
products such as Dabur Honey and Chawanprash are being
pushed aggressively in the marketplace as Patanjali positions
itself as a price warrior in these categories.

Himalaya - another herbal products company - recently

launched its range of wellness products which aim to provide
therapeutic solutions to consumers. Products ranging from anti-
hair fall creams to pills for staying slim are part of this new
initiative.

PREPARING TO PUT UP A FIGHT (competitors)

HUL
Company "resurrects" herbal brand, Ayush, launching it online.
Plans to increase "natural" offerings.

EMAMI

Firm open to acquisitions for strengthening the company's

position in the herbal space

GODREJ CONSUMER

Launches neem mosquito coil, a crème hair color that has

coconut oil, new variants in naturals Soaps

COLGATE

Firm aggressively advertising its active salt neem toothpaste, as

its volume was hit after Patanjali's Dent Kanti.

DABUR

Firm launching ayurvedic products. Pushing Dabur Honey and

Chyawanprash aggressively.

HIMALAYA

Recently launched its range of wellness products which aim to

provide therapeutic solutions to consumer.
Patanjali sales(2012-15)
Proactive moves in Innovation:

Patanjali Ayurveda is aggressively planning to enter into every

consumer category. Currently Patanjali Ghee is expected to be
at INR 12 billion in the financial year 2016 and if it gains solid
distribution expertise, it could pose a serious threat to its
competitors.
An innovative R&D facility equipped with latest technology,
Patanjali has also launched a mobile app which helps the
consumer to locate retail channels and for online ordering of
Patanjali products

Patanjali’s Supply Chain Management:

The three phases of Patanjali’s supply chain are product flow,

information flow and cash flow.
Patanjali has recently completed a tie up with Future group to
sell the products. They also sell their products through their
own channels opened in almost every district/city of India.
Each channel has to send their demand to central office at
Haridwar.
Then as per the demand, various products are gathered from
various units of Patanjali. The items are delivered to channels
majorly through patanjali transport .

Sales and distribution of Patanjali:

Patanjali provides sale of products online and can also be get

hold of through post by sending the money through demand
draft.

Patanjali herbal products are available at Post Offices across

the country

Patanjali also has “Patanjali Chikitsalayas” and “Patanjali

Arogya Kendra” in almost all the cities of the country.

To strengthen the distribution Patanjali is also implementing

ERP which will help them in managing the inventory.
 4 . Research Methodology

Attaining accuracy in any research requires in depth study

regarding the subject. As the prime motive of the project if the
project is to know the marketing strategies of Patanjali
Ayurveda and how it is affecting Indian economy
.

Research design:

Types of research

1. Descriptive research :
Descriptive research includes Surveys and fact-finding
enquiries of different kinds. The main characteristic of this
method is that the researcher has no control over the variables;
he can only report what has happened or what is happening.

2. Data sources :
There are two types of data. Source of primary data for the
present study is collected through questionnaire and answered
by consumers of Patanjali Ayurveda. The secondary data is
collected from journals, books and through Internet search.

3. Primary data :
 The data that is collected first hand by someone specifically for
the purpose of facilitating the study is known as primary data.
So in this research the data is collected from respondents
through questionnaire.

4. Secondary data:
For the company information I had used secondary data like
brochures, web site of the company etc. The Method used by
me is Survey Method as the research done is Descriptive
Research.

5. Research instruments:
Selected instrument for Data Collection for survey is
Questionnaire.

6. Sample unit:
100 respondents of different age groups, different profession
and of different gender.

7. Sampling Design
Convenience sampling.

8. Sampling tools :

Pie charts, averages graphs, ratio analysis graphs.

 DATA ANALYSIS AND INTERPRETATION :

AGE:

50 to 75
10%
– 20 %
10 to 20
40%
– 10%
30%
19 to 25
%- 30%
26 to 50
20% – 40%

GENDER:
 Sales

MALE
FEMALE

Q1. Do you use patanjali products ?

Sales

no
yes

 Maximum people in a particular surveyed area use patanjali

 product as they are cheaper to buy when compared to some
other product manufactured by the MNC companies

 So, about 80% of people use patanjali product in a middle class

family.

 And patanjali has that trust factor of naturally made product

without any preservatives or harmful chemicals.

Q2. WHICH CATEGORY PRODUCT OF PATANJALI

AYURVEDA YOU USE?

PATANJALI AYURVED

25
45

MEDICINE
FOOD PRODUCT SUPER FOOD AYURVEDIC BODYCARE
AYURVEDIC PUBLICATION
45

55

30

 Survey was conducted for random 100 people of that particular

area.
  25 people out of 100 people use medicine products of patanjali
and 45 people use food products manufactured by patanjali
Ayurveda.

 30 people out of 100 opted that they use super food products
manufactured by patanjali Ayurveda.

 55 people use ayurvedic products naturally manufactured by

patanjali Ayurveda.

 45 people use ayurvedic publication products.

Q3 HOW FREQUENTY YOU USE THE PATANJALI

PRODUCTS ?

PATANJALI AYURVED
70

60

50

40

30

20

10

0
WEEKLY MONTHLY YEARLY
PATANJALI AYURVED
 60% of people use patanjali product weekly

 And 40% of people use patanjali product monthly.

 As it depends upon the use of the product and which type of

product it is.

Q4 WOULD YOU LIKE TO RECOMMEND

PATANJALI AYURVED PRODUCTS TO OTHER ?

80

70

60

50

40
Column1
30

20

10

0
definately definately not probably probably not

 What I concluded is maximum no. of people are satisfied using

patanjali product so, 75 people would definitely recommend the
patanjali product to other while 10 people where little
dissatisfied of using patanjali product.

 35 people ticked that they will probably recommend the

product to others.
  And 25 will probably not recommend the product to other as it
is their own personal views regarding the usage of the product.

 And due to some of the limitation of the study we could not

find the correct results regarding the study.

Q5 WHY DO YOU USE PATANJALI AYURVED

PRODUCTS?

Series 1

cheaper price 35

no negative effects 45

good quality cum maximum quantity 50

natural in nature 65

0 10 20 30 40 50 60 70

Series 1

 As patanjali target middle class people and as well as lower

class people and of middle age group and children.

 So most of the people purchase the patanjali products as it is

 cheaper and in the budget for middle class people.

 Health conscious people purchase patanjali product as it is

natural in nature and have no negative effects.

 So, about 35 people out of 100 random people purchase

patanjali because of its affordability at cheaper price. 45 people
purchase patanjali product because it has no negative effects.

 50 people prefer patanjali product because of its good quality at

maximum quantity.

 About 65 people purchase patanjali because it is natural in

nature, according to this study.

Q6 FROM WHERE DO U BUY IT ?

WHOLESALER; 5; 5%

RETAILER; 20; 20%

ONLINE SHOPPING; 30; 30%

PATANJALI STORES; 45; 45%

 45% of people prefer to purchase the patanjali products from

 the patanjali stores itself

 5% purchase from wholesaler.

 20% from retailer.

 30% of people order online patanjali products.

Q7. HAVE YOU SEEN ANY TANGIBLE HEALTH

BENEFITS OF USING PATANJALI AYURVEDA
PRODUCTS?

Customers using patanjali products really felt a health benefit

of using patanjali Ayurveda as patanjali products are naturally
made. 35% of people dint felt any hard and fast benefits of
using a patanjali product. But 65% felt betterment after using
patanjali product.

Q8. DO YOU FIND THEM AFFORDABLE?

PATANJALI AYURVED
DEFINITELY DEFINITELY NOT
PROB

PROBABLY
 Maximum no. of people find them probably affordable.

 45 people out of 100 people find them affordable, while 25

people out of 100 people definitely find them affordable and at
maximum quantity with good quality and at cheaper rates.

 2 people don’t find them affordable, whereas 35 people out of

100 people random surveyed ticked probably not.

Q9. WOULD YOU LIKE TO SWITCH THE BRAND IN

NEAR FUTURE?

PATANJALI AYURVED

Yes
no

YESNO

 Maximum no. of people are satisfied using patanjali product

and they are not going to switch the brand in near future.

 85 people out of 100 will not going to switch the brand in near
future, while 15 people out of 100 people are going to switch
the brand in near future due certain limitation of patanjali
Ayurveda on which patanjali had to work a lot.
 Q10. WHICH BRAND WOULD YOU LIKE TO SWITCH
IN NEAR FUTURE

PATANJALI AYURVED
3530
30
25
20
15
25 10 25
5
0 10
10

PATANJALI AYURVED

 The next best competitor of patanjali Ayurveda is Dabur India

ltd., about 30 people want to switch to Dabur after patanjali,
where 10 people will go with shri baidyanath.

 And 25-25 people will go for zandu pharmaceutical works and

Himalaya Drug Company after patanjali.

 And 10 people out of 100 will go for the Emami group.

 Q11. ARE PATANJALI AYURVEDA
PRODUCTS GENUINE?

Sales

yes
no

 25 people out of 100 people said no that the patanjali products

are not genuine,

 Whereas 75 people said that the patanjali products are genuine

and natural.

 As patanjali products are naturally made without any

preservatives and without any chemical substances.

 That’s why maximum no. of population consider patanjali

products genuine.
 Q12. IS THE HUGE RISE OF INDIGEIOUS PATANJALI
PRODUCTS GOOD FOR OUR COUNTRY?

PATANJALI AYURVED
120

100

80

60

40

20

0
YES N

PATANJALI AYURVED

 As patanjali products are manufactured in India.

 With each increase in sale of patanjali product our imports will

decrease which will definitely effect our economic wealth.

 And one of the most important thing this that they serve their
customer a healthy product which will definitely affect the
 health conditions of our country and our country will grow.

 Patanjali follows the path of “MAKE IN INDIA”

 About 99 people out of 100 people believe that rise of Patanjali

Ayurveda is good for our country.

 A reduction in imports will help improve the value of rupee

against foreign currencies, and make it a stronger currency.
This can also help in paying less for other major imports which
may well increase: oil and coal.

Q13. IS IT GOOD TO BUY A PATANJALI AYURVEDA

PRODUCTS FOR OUR INDIAN ECONOMY?

PATANJALI AYURVED

NO

YSE

0 10 20 30 40 50 60 70 80 90 100
PATANJALI AYURVED
  Most of the people said yes it is good to buy a patanjali product
for our Indian economy as our exports will decrease and our
economic stability will be there in our economy.
 90 people out of 100 said yes.

 While 10 people out of 100 said no because they think that it is

causing damage to our natural environment, excessive use of
natural environment can cause danger.

 Employment will increase. (Also poverty elevation)

 Less dependent on products from outside. (Less imports due to

increased production)

Q14. OVERALL, HOW MUCH SATISFIED YOU ARE

WITH USING PATANJALI AYURVEDA PRODUCTS?

PATANJALI AYURVED
70

60

50

40

30

20

10
SATISFIED UNSATISFIED SOMEWHAT SATISFIED
0 PATANJALI AYURVED
 Maximum no. Of people are satisfied using patanjali products.

 65 people are completely satisfies of using products

 10 people out of 100 are unsatisfied of using patanjali products.

 And 30 people out of 100 people are somewhat satisfies

 Renewable sources cannot push this much production. So only

tradition energy sources will require.

 Which will pollute air and water.

Chapter 4
Findings and recommendation

FINDINGS

 Quality as the most influencing factors in the purchase decision

while price is also an important for purchase decision.
 Schemes always attract more and more consumers towards
particular brand.

 Simultaneously it gives idea about the factors which consumers

look most in the product before they make final decision.

 Price off and extra quantity is the two main offers/schemes

which consumers have come across at the time of purchase

 People are ready to buy products of brand which suits their

budget means more quantity + less cost + quality.

 Extra quantity with less or same price, more satisfaction,

quality and other factors clout consumers to switch over to
other brands.

 People are more quality and price oriented.

 Consumer remember that name of the product by the company

name and also from the past performance of that company

 Demand is too much for Patanjali’s products in market,

because of that shortage problem occurs in market regularly.

CONCLUSION
 Patanjali Ayurveda has given a trouble to many marketers with
its individualistic ways of marketing.

 Patanjali Ayurveda had rattled the whole FMCG’s sector and

bought a mutiny in the industry in a very spell era.

 A point to note is that many people are buying due to its

hedonic value attached to the products.

 Hence, patanjali is attracting brand trustworthy customers and

not price sensitive customers.

 Will patanjali continue to grow at the same pace?

 Or will it prove to be a water bubble, with this being a

temporary phase for patanjali and strong players eventually
coming up with strategies to recapture the loss market share?

SUGGESTIONS

 The company should increase their stock and make sure that the
products are available in the market regularly.
Most of the patanjali consumers are facing problem like; products are
not available in the market regularly,

 The company should increase their productivity and make sure that
there will be no shortage of products in the market.
So make sure that increase in production may not harm the
environment.

Limitations of the study

Every attempt will be taken to obtain error free and meaning

full result but as nothing in this world is 100% perfect.

I believe that there will be still the chance for error on account
of following limitations:-

Limited numbers of respondents

Time limitation for compelling the project.

The data obtained in some cases may be biased.

Difficulty in communicating within the city while conducting

the survey.

The information obtained from the consumers based on

questionnaire was assumed to be factual.

Since the survey is based on sampling method, it does not

disclose the character of entire customer.

Product unavailability for the consumers in the market is one of

the biggest limitation for Patanjali Ayurveda.
 QUESTIONNAIRE

“MARKETING STRATEGIES OF PATANJALI

AYURVEDA”
(Please spend some time to fill this questionnaire)

NAME;
GENDER:
AGE:
OCCUPATION:

Q1. Which category product of patanjali you use?

MEDICINE –
FOOD PRODUTS –
SUPER FOODS –
AYURVEDA BODY CARE-
AYURVEDA PUBLICATION-

Q2. How frequently you use the patanjali Ayurveda

products ?
WEEKLY-
MONTHLY-
YEARLY-

Q3. Would you like to recommend patanjali ayurveda

products to others ?

DEFINATELY-
DEFINATELY NOT -
PROBABILY-
PROBABILY NOT -

Q4. Why do you use patanjali Ayurveda products?

NATURAL IN NATURE-
GOOD QUALITY CUM MAXIMUM QUALITY-
NO NEGETIVE EFFECT –
CHEAPER PRICES-

Q5. From where do you buy it?

ONLINE ORDER-
RETAILER-
PATANJALI STORE-
WHOLESALER-

Q6 Do you find them affordable?

DEFINATELY-
DEFINATELY NOT-
PROBABLY-
PROBABLY NOT-

Q7. Would you like to switch brand in future?

YES- NO-

Q8which brand would you like to switch?

DABUR INDIA LTD –

SHRI BAIDYANATH-
THE EMAMI GROUP-
ZANDU PHARMACEUTICAL WORKS-
THE HIMALYA DRUG COMPANY-

Q9. Are patanjali Ayurveda products genuine?

YES- NO-

Q10. Is the huge rise of indigoes patanjali products

good for our country?

YES- NO-

Q 11 Is it good to buy a patanjali Ayurveda

products from our Indian economy?
 YES - NO-

Q12. Overall how much satisfies you are with

patanjali Ayurveda products ?

SATISFIED-
UNSATISFIED-
SOMEWHAT SATISFIED-

(thanks for giving your precious time to fill the questionnaire)

BIBLIOGRAPHY

 http://www.patanjaliayurved.org/about.html
 http://en.m.wikipedia.org/wiki/marketing
 http://www.easy-marketing-strategies.com/definition-
marketing-strategy.html
 http://www.stellarix.com/fusce/a-report-on-patanjali-ayurveda/
 http://patanjaliayurveda.com/en/company-profile/
 http://timesofindia.indiatimes.com/business/india-
business/Ramdev-expands-empire- beyond-yoga-to-FMCG-
business-poised-to-touch-Rs-2000cr-this-
fiscal/articleshow/45861809.cms
 http://www.marketing91.com/marketing-mix-patanjali/
 http://www.youthkiawaaz.com/2016/07/patanjali-ayurveda-
why-business-is-booming/
 http://www.business-standard.com/article/companies/competition-
from-patanjali- prompts-fmcgs-to-hit-back-
116011800008_1.html
 http://download.nos.org/srsec319new/319EL20.pdf