Introduction

Digital media is revolutionizing the marketing landscape. Online, mobile, social,

location-based new channels are emerging every day. Consumers enjoy a great
digital experience these days unlike past years when traditional marketing
campaigns were typically limited to creating a strategy using outbound marketing
and specific themed messaging to stay ahead of the competition.
Today, technology is the key and it is empowering marketers as never before. The
pace of digital change creates exciting opportunities for marketers, but it also brings
new challenges:

Keeping pace with customers fast-changing expectations

Extracting meaningful insights from huge volumes of fragmented data

Tracking competition

Measuring and predicting ROI and optimizing marketing operations while

juggling an increasingly varied media mix

Managing leads, agencies and complexities of cross-channel campaigns

Now that the digital era has begun, it has brought radical changes in the traditional
way of marketing and managing customer relationship. The multichannel marketing
campaign is in vogue, which is personalized in real-time in order to gain greater
conversions and, ultimately, a drastically enhanced customer experience.
Presentation and experience are critical factors in shaping perception and seamless
user-friendly experiences across all touch points have become essential to attract
and retain customers in a challenging marketplace. Today enterprises look forward
to extend their integrated marketing messages to emails, websites, e-shopping,
mobile and the like. With more and more organizations turning to digital channels to
improve engagement and customer service, we cannot overlook the role that digital
plays in a challenging and competitive marketplace.

About the Company

Patanjali Products are a range of herbal, ayurvedic and homeopathic remedies
created based on the recipes of Baba Ramdev. Patanjali Ayurved Limited produces
quality Herbomineral preparations. To monitor quality, the Divya Yog Mandir Trust
and Patanjali Yog Peeth grow many endangered herbs on its farmland. The
principles of Good Manufacturing Practices (GMP) are rigorously followed in the
plant and Company prides itself on being environment friendly.
There is a high stress on quality. Several special quality circles and project teams
that are working on Total Quality Management (TQM) projects, make quality a way

of life in Patanjali Ayurved Limited. This enables Patanjali Ayurved Limited to

produce herbomineral preparations with uniform levels of batch-to-batch
consistency. This ensures that the customer gets the same high quality product
regardless of where it is purchased.
Though there is a digital presence of the company through few social networking
website as well an online shopping portal, the company yet needs to have a defined
strategy for Digital Marketing.

Enhancing Customer Experience through Digital

Marketing Plan
The recent study conducted on Digital Marketing strategies of the companies by
2015 has revealed that companies are expected to enhance their digital marketing
budget in 2015. An effective digital strategy will help the companies take the right
decisions to make it successful online. A strategy process model provides a
framework that gives a logical sequence to follow to ensure inclusion of all key
activities of strategy development and implementation.
A Digital Marketing Strategy should involve a review to check that all of the
capabilities are in place to help the organization manage all of the digital
touchpoints. In order to manage customers, Patanjali needs to develop its Customer
Experience Management Capabilities. A few of the steps are listed below for the
same.

Since all the website visitors are different, they should be scored differently in
order to assess visitor engagement
A visitor profile is to be created based on their scores and then categorized
accordingly
For implicit personalization, target content can be either based on the
geography, organization, etc. or on the customer persona
For explicit personalization, target content should be based on the data
stored in the companys CRM
Marketing should be automated post the initial contact as part of Customer
Engagement Plan
Lead scoring to be done based on the behavior of the lead
Enable sales as well as after sales service through digital integration

We suggest SOSTAC Planning approach to create a Digital Marketing plan that could
help the company to enhance its customer experience. It is an acronym for
Situation Analysis - Where are we now?
Objectives - Where do we want to go?
Strategy - How we are going to get there?

Tactics - The details of strategy

Action Implementation of the plan
Control - Measurement, monitoring, reviewing, updating and modifying
It focuses on the six most important elements of business. Each element relates to
a key process, which is taken stage by stage. While SOS can be loosely termed as a
wishlist of achievements, TAC is the actual implementation part of it, without which
the goals cannot be executed. For Patanjali Ayurved Ltd, we have created a stage by
stage SOSTAC plan in order to enhance the digital customer experience.

SOSTAC Plan
1. Situational Analysis It s looks at the company from an internal (SWOT) and
external (PEST) point of view to give an overall picture of the companys
strengths, weaknesses, opportunities and threats, and from this enables to write
a successful marketing plan. There are several factors that need to be analyzed
in this stage. With reference to the company chosen, these various factors are
analyzed below.
Marketing Mix
Product

Strength
Low Cost
Wide portfolio
Good quality
Highly
differentiated

Price

Less Expensive
Mix of Skimming
& Penetration
Strategy

Place

Availability in
almost all
districts or cities
in India
Exported
abroad as well
Products sold
through
company owned
outlets, online

Weakness
Unattractive
packaging
FDA restriction
for some
products
Patent Claims
Some products
more expensive
than
competitors
Limited size
variations
available
Limited number
of company
outlets
Sometimes
popular
products are out
of stock
High lead time
since
distribution

Action Reqd?
- Needs better and
stronger packaging
-Also convenient
packaging for
travelling
-Travel sixe and
smaller packages
should be
introduced

-Reduction in lead
time through local
warehouses or
regional
distribution centers
-franchisee model
or partnerships
with local retailers

Promotion

and through
post also
Also sold
through select
yoga camps and
post offices
Strong brand
presence and
awareness in
India
Popular brand
ambassador
Baba Ramdev
Popularized
through TVs and
Yoga camps
Appeal through
spirituality

center is
Haridwar
Low exports

-Better PR
Negatively
-Stronger online
affected by non
presence for better
supporters of
audience connect
Baba Ramdev
-More promotional

Negative
activities through
publicity due to
television channels
FDA bans and
and Yoga Camps

patent claims
Very low
promotional

activities
Low
international
visibility
Hence we can infer that the market potential is high but the company needs to
work on some aspects in order to utilize it to the full extent.
2. Objectives The objectives of the organization and its goals are the second
most important element for the marketing communication plan. This is not only
because of the fact that the marketing communication can be focused in a
proper channel but also that the company can achieve tangible results through
the effective plan. As analyzed from the situation analysis, despite having high
market potential, Patanjali products are unable to garner the required level of
popularity among the Indian population.
All the objectives and activities of Patanjali revolve around the core value of
humanity. It draws its inspiration from Swami Ramdev. The short term objectives
are
Creating a healthy nation with emphasis on the character building and
leadership quality
Providing cost effective natural solutions
Collection and preservation of ancient heritage and Indian Ayurveda which
is necessary for the security of culture
To develop technology for preparing pesticides from cow urine, leaves of
Neem Tulsi and herbs so that to protect environmental from pollution and
land infertility which is occurring due to chemical fertilizers and pesticides
To research on such methods of bio farming, agriculture, vermicompost so
that bio fertilizers can be used extensively
The long term objectives include the Vision and Mission of the company.

Vision To make a disease free world through a scientific approach to Yoga and
Ayurveda.
Mission:

To establish a new World Health Organisation, to fulfill the resolution of

making a new world order free from disease and medicine, through research
work on the knowledge-base of our great saints and sages viz. Maharishi
Patanjali, Charak and Sushurut.
To propagate Pranayam as a "free" medicine for the treatment of diseases
round the globe, through in-depth research in accordance with the
parameters of modern medical science, so that the rich and poor may avail its
benefits in order to attain sound health.
To study and research subjects associated with Yajna, Organic Agriculture,
Cow-Urine, Nature and Environment in addition to the study and research in
Yoga and Ayurveda at the research centre of Institution
To form a new integrated system of treatment, consisting mainly of the
techniques of Yoga and Ayurveda, for Surgery and Emergency cases,
Allopathy, Homeopathy, Unani and Acupressure to soothe patients suffering
from unbearable pains and rid them of disease.