SYNOPSIS

INFLUENCE OF BRAND POSITIONING STRATEGIES OF

PATANJALI PRODUCTS ON CONSUMER PREFERENCE

Guide:

Submitted by:

Ms. Jyotsana Vaid

Sakshi kataria
Roll No. 13019103914

Title
Influence of brand positioning strategies of Patanjali products on Consumer preference

Research Area
Positioning is a marketing strategy that aims to make a brand occupy a distinct position,
relative to competing brands, in the mind of the customer. Companies apply this strategy
either by emphasizing the distinguishing features of their brand (what it is, what it does and
how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or
luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned, it is
very difficult to reposition it without destroying its credibility. It is also called product
positioning.
Positioning strategies can be conceived and developed in a variety of ways. It can be derived
from the object attributes, competition, application, the types of consumers involved, or the
characteristics of the product class. All these attributes represent a different approach in
developing positioning strategies, even though all of them have the common objective of
projecting a favorable image in the minds of the consumers or audience. Patanjali uses brand
positioning strategies of their products to influence the consumer. Patanjali uses brand
positioning because brand positioning determines the framework of visual and
communication-related execution. It also determines future brand development as brand
positioning is the basis for gaining competitive advantage, especially in the context of global
changes.
Patanjali Ayurved Limited, located in the industrial area of Haridwar, is an Indian industrial
company. This unit was established for manufacturing pure quality and scientifically
developed mineral and herbal products. Patanjali is a private limited company. Its industry is
FMCG, health care. It was founded in 2006. The founder of Patanjali is Swami Ramdev.
Patanjali operates via 3 business segments, viz., foods (foods, supplements, digestives, juices,
etc), FMCG (cosmetics (shampoo, soaps, face wash), home care (detergent cakes, powder,
liquid), etc) and ayurvedic products (healthcare products for blood pressure, skin diseases,

joint pain etc). Products which have a swift turnover and relatively low cost are known as
Fast Moving Consumer Goods (FMCG). FMCG items are those which generally get replaced
within a year.
Examples of FMCG commonly include a wide range of repeatedly purchased consumer
products such as toiletries, soap, cosmetics, oral care products, shaving products and
detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products,
and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged
food products etc.
Objective
The objectives of the study are as follows:
i.

To study the impact of brand positioning strategies of Patanjali products on consumer

preference.

ii. To study the concept of brand positioning strategies.

Scope
Although there are many factors that affects brand positioning in Patanjali ayurved, but the
study will focus on brand positioning and the factors influencing the brand positioning in
Patanjali ayurved only. The impact of Patanjali brand positioning strategies on consumer
preference used by customers has been confined to North Delhi region. The study includes
the customers of North Delhi . The time period of this study will be 2 months. 20 research
papers were reviewed for the study.
Methodology
The data will be collected from both Primary sources and secondary sources. For valid and
reliable results, a random selection method will be undertaken including customers of various
segments in a sample size of 100, sample population will be customers of ayurvedic products
and the questionnaire contains 10-12 questions.

A self designed/Standardized questionnaire will be used as the major tool for collecting
Primary data while Journals, Magazines, Internet and other relevant manuals/publications
will be used as secondary sources of data collection. Bar graphs and Pie charts will be used
for data representation for demographic features of the respondents.
Tools
SPSS will be used to analyze and present the data collected from the respondents.
Technique
Data collected will be analyzed using correlation regression.