COMPUTER APPLICATION II

ASSIGNMENTS

Session 2017-18

Under the Guidance of Submitted by

Mrs. RASHI KANSAL HIMANSHU KUMAR
Faculty BBA-IV Semester
04414701715

MAHARAJA AGRASEN INTITUTE OF MANAGEMENT STUDIES

Affiliated to Guru Gobind Singh Indraprastha University, Delhi
PSP Area, Plot No. 1, Sector 22, Rohini, Delhi 110085
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 STUDENT DECLARATION

This is to certify that I have completed the Minor Project titled STUDY ON MARKETING
MIX STRATEGY OF PATANJALI under the Guidance of Mrs Shweta Rastogi in partial
fulfillment of the requirement for the award of Degree Of Bachelor of Business Administration
at Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work &
I have not submitted it earlier elsewhere.

Date: Signature:
Name: JATIN KUMAR
University Enrollment No. 05014701715

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 CERTIFICATE

This is to certify that the Minor project titled MARKETING MIX STRATEGY OF
PATANJALI prepared by JATIN KUMAR has been completed under my guidelines and I am
completely satisfied with the work carried out by him. The project was successfully carried out
him/her in partial fulfillment of the requirement for the award of the degree of Bachelor of
Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi.

To the best of my knowledge and belief the data and information presented by him in the project
has not been submitted earlier,

Project Guide
Mrs. Shweta Rastogi

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 ACKNOWLEDGEMENT

This project work, which is my first step in professionalism, has been successfully accomplished
only because of timely support of my well wishers. I would like to pay my sincere regards to
those, who directed me at every step in my project work. First of all, I would like to express my
thanks to Dr MK Bhatt (Director, Maharaja Agrasen Institute of Management Studies) for giving
me such a wonderful opportunity to widen the horizons of my knowledge. I extend my thanks to
my project guide Mrs Shweta Rastogi for her scholarly guidance, constant supervision and
encouragement. It is due to her personal interest and initiative that the project work is published
in the present form. Last but not the least, I would also like thank all the staff members of
Maharaja Agrasen Institute Of Management Studies, friends and parents who have directly or
indirectly contributed in making this project a success, it is a tribute for their valuation. Despite
all efforts I have no doubt that error and obscurities remain that seen to afflict a working project
for which I am capable.

JATIN KUMAR
Roll No. 05014701715
BBA GEN III sem

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 EXECUTIVE SUMMERY

The study was carried on to observe the marketing of products of patanjali yogpeeth and the
other pharmaceutical products in India.
Now days there is witnessed a heavy change in the pharmaceutical sectors and healthcare sector,
people are getting more inclined toward the ayurvedic and herbal products as well as they are
more cautions towards their health issues.
This study basically focuses on the changing trend of the healthcare sector and priority of the
people towards their health issues.
More of yoga and consumption of herbal product is creating revolution in the society.
Looking at the recent trend and changing pattern of the consumer what pharmaceutical
companies are doing.
Basically it is more about the marketing policies of both the sectors and the response out of it.
Creating the integrated part of their resources how the companies are building up their strategies
and how they are attracting the consumer attention towards their product.
During the preparation of the project I came across many situation where it was very difficult to
find out the actual figure, in that case an assumed value was taken into consideration which was
very close to the actual figure.

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Most of the data related to patanjali yogpeeth was collected from the centers of patanjali
yogpeeth itself.

And the data related to pharmaceutical companies were collected from the different websites
and most of the books and journals that means we can say that more of data of pharmaceutical
companies were secondary data.
It was found that in small cities people have heavy faith on patanjali products as a medicine as
well as the consumption of the patanjali products are also very high then when it comes to rural
area.
Most of the people go for ayurvedic as well as herbal product for their use and in big cities
people uses patanjali products in regular course of life but when it comes on the practice of
treatment or fast response people prefer the pharmaceutical products the most.
As well as when it comes to the whole of the part of the country as life saving drugs people go
for pharma products.
The different books and magazines are also published of patanjali yogpeeth which are
concentrating on the health of the people as well as different asana and pranayama are more
effective as well as popular within the people all over the places in country.

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 INDEX

S.NO Table of contents Page No.

Students Declaration I
Certificate from Guide Ii
Acknowledgement Iii
Executive Summary Iv
Chapter 1: INTRODUCTION 8-10

Chapter 2: COMPANY PROFILE 11-24

Chapter 3: RESEARCH METHODOLOGY 25-28

Chapter 4: ANALYSIS OF PATANJALI 29-39

Chapter 5: FINDINGS AND CONCLUSIONS 40-42

Chapter 6: RECOMMENDATIONS 43-45

BIBLOGRAPHY V

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 CHAPTER-1
INTRODUCTION

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1.1. Overview of Project &Industry as a whole:

The Fast Moving Consumer Goods industry covers the household items that you buy when
shopping in the supermarket or a pharmacy. Fast moving implies that the items are quick to
leave the shelves and also tend to be high in volume but low in cost items. The products are ones
that are essential items we use day in and day out. This multi-million dollar sector holds some of
the most famous brand names that we come across every single day.
These FMCG companies are identified by their ability to give the consumer the products that are
highly demanded, while also developing a relationship with them that involves trust and loyalty.
Household products such as those used in cleaning and laundry, over the counter medicines, food
items and personal care goods make up the majority of the FMCG industry. However products
such as plastic goods, stationery, pharmaceuticals and consumer electronics are also placed in
fast moving consumer goods.
At the moment, the Fast Moving Consumer Goods Industry has a value of over $570.1 billion.
This year is said to have been one of the best for the industry. The government has invested over
11 million worth of funding into food technology. This has ensured that the UK becomes a
secure leader in the food technology market throughout the world. This new funding helps
guarantee that new technologies and processes are developed in order to heighten the efficiency
and also reduce waste.
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products that
are sold quickly and at relatively low cost. Examples include non-durable goods such as soft
drinks, toiletries, over-the-counter drugs, processed foods and many other consumables. In
contrast, durable goods or major appliances such as kitchen appliances are generally replaced
over a period of several years.
FMCG have a short shelf life, either as a result of high consumer demand or because the product
deteriorates rapidly. Some FMCGs, such as meat, fruits and vegetables, dairy products, and
baked goods, are highly perishable. Other goods, such as alcohol, toiletries, pre-packaged foods,
soft drinks, chocolate, candies, and cleaning products, have high turnover rates.

The sales are sometimes influenced by some holidays and season. Though the profit margin
made on FMCG products is relatively small (more so for retailers than the producers/suppliers),

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they are generally sold in large quantities; thus, the cumulative profit on such products can be
substantial. FMCG is a classic case of low margin and high volume business.

1.2 OBJECTIVES OF PROJECT

1. To know about FMCG industry as a whole

2. To know about the market share of patanjali
3. To know about the employment generation of patanjsli
4. To know about present and future goals of patanjali
5. To know about the competitors of patanjali
6. To know about the marketing mix strategy of patanjali
7. To know about SWOT [strength, weakness, opportunity, threats] of patanjali

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 CHAPTER-2
COMPANY PROFILE

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2.1. Profile of the organization:

The Kripalu Bagh Ashram on the blessed land next to the holy Ganges was built in 1932 by
the scholarly erudite and God realized Param Pujya Swami Kripalu Dev Ji
Maharaj.Concomitant with this noble struggle, Swami Kripalu Dev Ji along with another
great spiritualist Swami Shraddhanand, who was the founder of the pure and chaste Hindus
traditions of the GURUKUL KANGRI, organized a movement of rejuvenation of pristine
Indian ancient traditions and renaissance of its glorious and hoary past whereby the country,
its religion and all related aspects, covered by the gathering dust of centuries neglect, were
re-discovered and extolled.It was the place where the great patriots like Sh. Rash Bihari Bose
had taken shelter during their operations for freedom movements.Saint Shri Kripalu Dev Ji
Maharaj was succeeded by his illustrious disciple Pujya Swami Shri Shankar Dev Ji Maharaj,
well conversant with Vedic knowledge and an ardent advocate of noble human values.Swami
ji founded the trust in 1995 along with his group of disciples: yet another Philanthropist
Pujya Swami Ram Dev Ji Maharaj who has dedicated his presence to augment the haloed
traditions of the trust based on selfless service and dedicated quest for excellence in
education, Vedic learning and promotion of nationalismHe is joined by an energetic soul
with an intense spirit of service.Acharya Balkrishna Ji Maharaj, also a great spiritualist and
great scholar of Ayurveda and an established name in Vedic philosophy Swami Muktanand
ji Maharaj Science Graduate, Vyakaranacharya along with other disciples continue to exalt
the traditions and enrich the future with what the trust had enshrined and achieved in its
glorious preceding years.PYP (UK) Trust is inspired by Swami Ramdev Maharaj, the worlds
leading, most popular, successful results-oriented yoga master.

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He has become a household name in India owing to his ability to simplify yoga techniques
for the masses and validate the benefits of yoga and pranayams [a series of breathing
techniques] combined with asana [postures] that are part of the ancient Indian Vedic
sciences.Swami Ramdev advocates the power of breath, through the practice of Pranayam, as
a remedy for all ailments. He has sparked off a revolution by bringing about a divine
transformation of body, mind and soul.Under his guidance, a large number of people have
been alleviated from pain and suffering, thus, leading healthier, more purposeful lives.Swami
Ramdevs spiritual yoga techniques have been internationally celebrated through televised
classes and live sessions.His following has rapidly grown from thousands to millions
worldwide.Since 2006 when Swami Ramdev made his first visit to the UK and USA in
particular, his international appeal has grown many folds: PYP (UK) Trust trained yoga
teachers are giving their free time to raising health awareness in local communities by
holding yoga classes.Patanjali Yogpeeth is anonprofit organization, the US arm of the Divya
Yoga Mandir Trust.Divya yoga mandir trust was established by P.P Swami Baba Ramdev ji
in 1995 to promote yog and pranayam and spread its benefits as widely as possible.We hold
free yog classes all over the world, have T.V programs on the Aastha channel dedicated to
spreading the benefits of yog, and have a center for Ayurveda and yog in Haridwar, India,
which produces Ayurvedic foods and medicines.Patanjali Yogpeeth is a center of yoga and
Ayurveda therapies in Haridwar.It is built on the name of Maharishi Patanjali who invented
yoga 5000 years ago.The aashram is run under the name of Sami Ramdev ji maharaj, who
has immensely contributed to promote yoga all over the world.
He organizes various camps where he teaches pranayam to hundreds of people together.The
ashram offers various facilities such as yoga classes, natural health therapies, ayurvedic
treatments, accommodation, OPD and canteens.You can avail the benefits of these facilities
in a very hygienic, clean and well-maintained environment.Patanjali is a multi-dimensional
unit of the divya yoga mandir trust which focuses on treatment and research in yoga and
Ayurveda.The patanjali yogpeeth in Haridwar is one of the popular yoga censer.
People all over the world travel patanjali for learning yoga.The patanjali yogpeeth offers
accommodation for a person who wishes to stay a few days to experience or learn yoga and
pranayam.The institute has around a hundred small rooms that are neat and clean with
attached bathrooms and running hot water.The cost of room for a single is Rs. 300 and for

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 double it is Rs. 400.They also offer dorn beds are at Rs. 50 per person.Ambulance and ICU
facilities are also provided at yogpeeth.Some patients are admitted here for long term
treatment.Patients at institute can attends regular yoga classes in morning as it helps in curing
their disease as well. The institute has treatment for lethal diseases such as diabetes, asthma,
obesity, insomnia, migraine, thyroid, cancer, etc.Ayurveda, the science of life, prevention
and longevity is the oldest and most holistic medical system available on the planet today. It
was placed in written form over 5000 years ago in India. It was said to be a world medicine
dealing with both body and the spirit. Before the advent of writing, the ancient wisdom of
this healing system was a part of the spiritual tradition of the sanatana Dharma (universal
religion), or Vedic religion. Ayurveda, the science of life, prevention and longevity is the
oldest and most holistic medical system available on the planet today.
It was placed in written form over 5000 years ago in India. The Vedic sages took the
passages from the Vedic scriptures relating to ayurveda and compiled separate books dealing
only with ayurveda.
People from numerous countries came to Indian ayurvedic schools to learn about this world
medicine and the religious scriptures it sprang from.

2.2 Market share

Already 12 successful units running including units for Packaging material and
Containers e.g. flour mill, candy plant, herbal cosmetic and detergent plants, digestives
unit, juice plant etc.
Co-packing facility-Tetra Pak and Volpack
Multi-fruit juice processing line
Neutraceutical Processing Line
Sale Outlets: Patanjali brand with national and international reach, more than 85,000
retail outlets-accessible to Patanjali products

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2.3 Employment Generation:
Currently PAL employs more than 6000 laborers in its processing activities.
More than 400 Sales Staff.
PAL has more than 300 technically qualified employees.
PAL has provided more than 2.00 Lac indirect employment.
The Company started doing its business for the benefit of mankind for the last 4-5 years
and we are very much excited to see responses of the people worldwide. The following
figures for the last three years of its working itself will tell the story of the Companys
achievements as well as public faith in the Companys products:-

Particulars 2009-2010(Rs. in cr.) 2010-2011(Rs. In cr.) 2011-2012(Rs. In cr.)

Sales 162.67 317.66 451.22

Profit before tax 48.83 88.14 70.20

Profit after tax 33.24 68.38 58.89

% of PBT of sales 30.00 27.75 15.55

% of PAT of sales 20.43 21.53 12.38

The above data speaks the growth rate of the Company and popularity and faith of the Public in
PATANJALI AYURVED LIMITED. The Company has already launched its products in the
open market all over India on the demand and response of both the rural and urban people.
Today, the Company alone is making approx. 200 domestic products of food items, Cosmetic
Items and the Ayurvedic Medicines and many more things to come.

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2.4 Todays product of Patanajli:

Current Scenario
Patanjali Ayurved Limited (PAL) run by a popular Yoga Guru Baba Ramdev is the fastest
growing fast moving consumer products company in India. It is valued at INR 13000 crores
(US$ 1.9 Billion) and the revenue was in excess of INR 5000 crores (US$ 740 million) for the
fiscal year 2015-16. For a company that started as a small Pharmacy in 1997, Patanjali has
expanded its reach from 200 outlets in 2014 to 4000 franchisee stores at present and launched
more than 2 dozens mainstream FMCG products. In all, the company manufactures 444 products
including 45 types of cosmetic products and 30 types of food products. PAL has expanded to sell
full range of consumer categories from edible oils, biscuits and noodles to toothpaste, hair and
skin care products and groceries.

Todays products :
Type Products Weight Price(Rs.)

Badam pack Badam 250gm 130

Digestives Gulkand 400gm 55

Ghee Desi Ghee 500gm 250

Biscuits Marie 75gm 10

Spices Hing 10gm 20

Tea Divya peya 100gm 50

Vati medicines Arogya vati 40gm 60

Rice Basmati 5kg 510

Churan Amla 100gm 30

Agarbatti Madhuram 25gm 20

Hawan samagiri Divya hawan samagiri 500gm 50

Body care Oil 100gm 60

Detergent Detergent cake 120gm 12

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2.5 Patanjali tomorrow:
PAL have very aggressive growth plans in future which is going to make competitors life very
hard. PAL aims at turnover of over INR 10000 crores in 2016-17 more than double from the INR
5000 crores in the fiscal year 2015-16. PAL is also planning to invest INR 1000 crores in 2016 in
setting up 5 to 6 new processing units in states like Assam, Maharashtra, MP, Rajasthan,
Haryana and UP.
The factories will come up at Drought hit areas like Vidarbha in Maharashtra and Bundelkhand
region in UP & MP. 4 factories will be operational by the end of Q1 2017 which will generate
more than 5 lakhs jobs.
They have plans to spend around INR 500 crores on cow protection, a research centre and
setting up world class universities for Vedik education. PAL is planning to set up Cosmetic and
Ayurvedic medicine factory in Birgunj, Nepal as well where they will manufacture various
cosmetic and herbal products.
PAL plans to export honey and cosmetics to 10-12 countries including USA, UK, Canada,
African and Arab countries. They are planning to expand its product base to Dairy Products and
Yoga clothing. Patanjali Curd, Cheese and other dairy products will be soon in the Market.

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2.6. Competitive Information:

Baba Ramdev's Patanjali have 350 products portfolio ranging from noodles and biscuits to
shampoos and toothpastes. Patanjali is giving a head-on competition to the consumer goods
majors and it is becoming a strong contender in the consumer goods markets in India.
Top officials from consumer goods giants are personally analyzing Patanjali products to
understand competition outlook.
Many new products are anticipated to launch in 2016 by Patanjali and will be for retail sales
in stores soon. People, across all the income levels are consuming these herbal and ayurvedic
products, and acceptance level of Patanjali products seems to be on a boom in the near future.
One of its key competitors, Dabur which offers honey and Chyawanprash to the consumers is
closly analyzing the Patanjali products. Patanjali got its entry into the market through
department stores after signing a deal with Future group in October this year.
There has been a word that Ramdev is accelerating his business by setting up Patanjali mega
stores across the cities to sell its products exclusively. The anticipated sales from these stores
would be around Rs. 5,000 Crore by the end of 2016

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A Marico:

Marico is an Indian consumer goods company providing consumer products and services in the
areas of Health and Beauty based in Mumbai.
During 2015, the company generated a turnover of Rs. 5,733 crore.
Marico has 8 factories in India located at Pondicherry, Perundurai, Kanjikode, Jalgaon, Paldhi,
Dehradun, Baddi and Paonta Sahib.
In Bangladesh, Marico operates through Marico Bangladesh Limited, a wholly owned
subsidiary. Its manufacturing facility is located at Shirirchala, in Dhaka Division
The organisation holds a number of brands including Kaya Limited, Parachute, Saffola,
Hair&Care, Nihar, Mediker, Revive, Manjal, Livon, Set Wet, Zatak, Fiancee, HairCode, Eclipse,
X-Men, Hercules, Caivil, Code 78 and Black Chic.

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B Parachute:

Main article: Parachute (brand)

Parachute is the flagship brand of Marico which consists of edible grade coconut oil. Marico
manufactures and markets its coconut based hair oils under its popular brand Parachute
Advanced and a series of extensions thereof.

C Britannia:

The company was established in 1892, with an investment of 265.[4] Initially, biscuits were
manufactured in a small house in central Kolkata. Later, the enterprise was acquired by the
Chugh brothers mainly Bhavya chugh, a renowned attorney, and operated under V.K Brothers."
In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a partner and The
Britannia Biscuit Company Limited (BBCo) was launched. The Mumbai factory was set up in
1924 and Peek Freans UK, acquired a controlling interest in BBCo. Biscuits were in high
demand during World War II, which gave a boost to the companys sales. The company name
finally was changed to the current "Britannia Industries Limited" in 1979. In 1982 the American
company Nabisco Brands, Inc. acquired the parent of Peek Freans and became a major foreign
shareholder. The contribution of this position was of Bhavya Chugh and his family.

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D Dabur:

Dabur (Dabur India Ltd.) (Devanagari: , derived from Daktar Burman)is India's
largest Ayurvedic medicine & related products manufacturer.
Dabur was founded in 1884 by SK Burman, a physician in West Bengal, to produce and dispense
Ayurvedic medicines. German company Fresenius SE bought a 73.27% equity stake in Dabur
Pharma in June 2008 at Rs76.50 a share. The German company had also purchased another
17.62% shares from the market through an open offer at the same price. Burman designed
Ayurvedic medication for diseases such as cholera and malaria.
Dabur's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments
and body conditions, from common cold to chronic paralysis. Dabur International, a fully owned
subsidiary of Dabur India formerly held shares in the UAE based Weikfield International, which
it disposed of on 25 June 2012.

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E HUL:

Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai,
Maharashtra. It is owned by Anglo-Dutch company Unilever which owns a 67% controlling
share in HUL as of March 2015 and is the holding company of HUL.
HUL's products include foods, beverages, cleaning agents, personal care products and water
purifiers.
HUL was established in 1933 as Lever Brothers and, in 1956, became known as Hindustan Lever
Limited, as a result of a merger between Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and
United Traders Ltd. It is headquartered in Mumbai, India and employs over 16,000
workers, whilst also indirectly helping to facilitate the employment of over 65,000 people.The
company was renamed in June 2007 as "Hindustan Unilever Limited".
Its brands include:

Food brands:
Annapurna salt and atta Knorr soups & meal makers and soupy
Bru coffee noodles
Brooke Bond (3 Roses, Taj Mahal, Taaza, Kwality Wall's frozen dessert
Red Label) tea Modern Bread, ready to eat chapattis and
Kissan squashes, ketchups, juices and jams other bakery items(now sold to Everstone
Lipton tea Capital)
Magnum (ice cream)

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Homecare Brands
Active Wheel detergent Rin detergents and bleach
Cif Cream Cleaner Sunlight detergent and colour care
Comfort fabric softeners Surf Excel detergent and gentle wash
Vim dishwash
Domex disinfectant/toilet cleaner Magic Water Saver

Personal Care Brands:

Clear anti-dandruff hair products Lifebuoy soaps and hand wash range
Clinic Plus shampoo and oil Liril 2000 soap
Close Up toothpaste Lux soap, body wash and deodorant
Dove skin cleansing & hair care range: bar, Pears soap
lotions, creams and anti-perspirant Pepsodent toothpaste
deodorants Pond's talcs and creams
Denim shaving products Rexona soap
Fair & Lovely skin-lightening products Sunsilk shampoo
Hamam Sure anti-perspirant
Lakm beauty products and salons

Water Purifier Brand:

Pureit Water Purifier

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F Others:

Marico's brands and their extensions occupy leadership positionswith significant market
shares in a number of health and beauty areas.
Saffola is essentially blended refined edible oil which is claimed to be beneficial for Heart
health. It is marketed under the names of New Saffola, Tasty and Active. All of them contain
blended vegetable oils in various proportions. The main type of oils which are blended include
Rice Bran oil, Kardi oil or Safflower oil, Corn oil and Soya oil.
Harsh Mariwala is the chairman and Saugata Gupta is MD and CEO of this organisation.
Marico has a significant presence in Bangladesh, South East Asia, Middle East, Egypt and South
Africa. Marico reported a net profit of Rs 573 Crore in 2014-15.

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 CHAPTER-3
REASEARCH METHODOLOGY

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Reasearch
This chapter describes the methodology of the study. This project is based on information
collected from secondary sources.
After the detailed study, an attempt has been made to present comprehensive analysis of
consumption of patanjali products consumed by the people.
The data had been used to cover various aspects like consumption, consumers preference and
consumers satisfaction.
It outlines the various dimensions of the study and the procedures followed for the collection of
data and selection of the sample companies for the study. The tools and techniques followed for
analyzing the data for the study are also dealt in this section.

3.1. OVERVIEW OF THE RESEARCH:

My research on the brand Patanjali is based on the buying behavior and performance of the
product.
After this research I came to know which particular product is most preferred by people of
different age groups. I also search that how frequently and how much products of Patanjali
consumed in a day, week, and month.
Trend of ongoing changes in their liking has been shown in the product. People perceives the
product on the basis of price, quality, advertisement, taste, satisfaction, packaging, brand loyalty,
etc.

3.2. OBJECTIVE OF STUDY:

1. to measure consumers perception of the association between product/ brand with the celebrity
endorser.
2. To examine the comparative influence of celebrity endorsements with non- celebrity
endorsements on source credibility, attitude towards the brand and purchase intentions.
3. To ascertain the source credibility of the same celebrity in a multi- brand endorsement
situation.
4. To identify the demographic correlates of consumers attitudes towards brands and evaluation
of endorsements featuring celebrities.

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3.4. DATA SOURCES:
There are two sources of data collection techniques: Primary data and Secondary data collection
techniques.
Primary data collection uses surveys, experiments or direct observations.
Secondary data collection may be conducted by collecting information from a diverse source of
documents or internets and market studies are example of common sources of secondary data.
This is also referred to as data mining.

1) Primary data:
It means original data that has been collected specially for the purpose in mind.
It means someone collected the data from the original source first hand. Data collected this way
is called Primary data.
It has not been published yet and is more reliable, authentic and objective.
It is not changed or altered by human beings; therefore, its validity is greater than secondary
data.

2) Secondary data:
It is the data that has been already collected by and readily available from other sources.
When we use statistical method with Primary data from another purpose for our purpose, we
refer to it as Secondary data.

My research on Patanjali is based on secondary data, which is collected from

internet, books, etc.

Secondary data may be obtained from many sources like- books, internets,
journals, etc.

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Advantages and disadvantages of secondary data

Advantages:

I. Inexpensive.
II. Easily accessible.
III. Immediately available.
IV. Will also alert the researcher to any potential difficulties.

Disadvantages:

I. Incomplete Information.
II. Not as readily accessible.
III. Inappropriate data
IV. Lack of control over data quality
V. Time lag issues
VI. Proprietary issues
VII. May not be specific

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 CHAPTER-4
ANALYSIS OF PATANJALI

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4.1 4 PS of Marketing Mix

1) Price
It refers to the value that is put for a product. It depends on costs of production, segment
targeted, ability of the market to pay, supply - demand and a host of other direct and indirect
factors.
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.
There can be several types of pricing strategies, each tied in with an overall business plan.
Pricing can also be used a demarcation, to differentiate and enhance the image of a product.

2) Product:
It refers to the item actually being sold. The product must deliver a minimum level of
performance; otherwise even the best work on the other elements of the marketing mix won't do
any 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.
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.

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3) Place:
It refers to the point of sale. In every industry, catching the eye of the consumer
and making it easy for her to buy it is the main aim of a good distribution or
'place' strategy. Retailers pay a premium for the right location. In fact, the mantra
of a successful retail business is 'location, location, location'.
This involves a chain of individuals and institutions like distributors, wholesalers and retailers
who constitute firms distribution network (also called a channel of distribution).

4) Promotion:
This refers to all the activities undertaken to make the product or service known to the user and
trade. This can include advertising, word of mouth, press reports, incentives, commissions and
awards to the trade.
It can also include consumer schemes, direct marketing, contests and prizes.
It arouses potential consumers interest in the product, compare it with competitors product and
make his choice. The proliferation of print and electronic media has immensely helped the
process of promotion.
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.

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4.2 Advantages of marketing mix

1. It provides a valuable guide for resource allocation:

Every marketing effort warrants the judicious allocation of resources both human and financial.
As one is aware, these resources are limited and precious and should be used in an effective
manner.These needed resources depend on the nature of marketing mix that maximizes not only
consumer satisfaction or delight on one hand and profit to the firm

2. It helps to allocate the responsibilities:

The creative and challenging job of marketing is a team work and part of marketing process
entails the allocation of responsibilities to members of this marketing team. By virtue of
specialization some are accountable for product management, others for selling and still others
for physical distribution.
As the marketing manager has the perfect mix on his hand and in mind, it is realty easy and
logical to allocate the individual and group responsibilities; it is because, before arriving at
perfect mix good deal of house-work or punch practice is done based on logic and empirical
findings.

3. It provides an opportunity to analyze cost benefit elasticitys:

Resources which are limited having alternative uses are to be judiciously allocated to the
requirements of the mix input make that are designed to pay out. On illustrative basis, it can be
said that one can increase the number of sales-personal in order to increase sales; or by
increasing the ad budget.
One is able to change the perception value of product or service thus creating new and increased
demand from both existing and potential customers; or whether to faster and widen the network
of distribution system that might bring better results.
One must be aware of behavior of costs and revenues with the change in situation. Coming to
real life situation, one has to consider the cumulative effect of these multiple tools on one
another.

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4.3 Importance of marketing mix

Marketing is a process as it begins with the consumers and ends with the consumers. As a
process, first marketing has to scan the business environment of which customers are part and
parcel, including SWOT analysis; then it has to formulate marketing strategy and prepare tactical
plans; then to implement them; and finally controlling, i.e. monitoring actual performance and to
see how effective the market planning was.
It is social, because exchange is possible only between two social units. And it is pervasive
because it goes much beyond selling soaps, toothpaste or shampoos.
Whether the organization is commercial or non-commercial, government or non-government,
everyone has to market. A nation has to go in for international marketing to get across the points
to citizens of that country.
Today it is not only goods or services that are marketed, but people (during elections by Political
Parties), places (like city of Jaipur by Rajasthan Tourism), events (like IPL by BCCI),
experiences (Walt Disney World's Magic Kingdom), organizations (Help age India), properties
(Ajmer Greens at Bangalore), information (like vaccination for polio by Delhi Government),
ideas (preventing corruption by Anna Hazare, and "Lane Driving is Sane Driving' by Delhi
Police), and hopes (like Revlon saying '"In the factory we make cosmetics; in the store we sell
hope").
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. Indias fastest growing FMCG Company is valued at 3000 Crore and generated a
revenue of 5000 Crore for the fiscal year of 2015-16.

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 4.4 MARKETING MIX OF PATANJALI

1. PRODUCTS:

Baba Ramdev is constantly 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.
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.
Beverages
Healthcare & Medicines
Personal care products
Cleaning agents
Products that are already making news and have forced competitors to bring their prices
down in order to save their presence in the market:
Products where Patanjali is present and beating competition are
Dabur Honey: Patanjali Ayurved is providing people with option to buy quality honey at around
30% lesser price than Dabur.
Colgate: Patanjali Ayurved 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 Noodles market

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2. Price:

Two factors that have made Patanjali Ayurved the fastest growing FMCG Company in India are:
a) Use of Natural Ingredients and Ayurved and b) Pricing. Pricing plays an extremely important
role in putting Patanjali Ayurved ahead of its fierce competitors. Hindustan Uniliver 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. Plus, if the
ingredients are natural and domestic, the cost of the product is lesser too. There is a drop of 25-
30 percent of price in almost every product when compared to International Brands which is
helping Patanjali reach each and every household in India.

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 3. Place:

Patanjali Ayurved is Indias 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.

With the growing outreach in India and Nepal, Baba Ramdev surely will be aiming to overtake
market in lot of other countries. With impressive revenue of 5000 Crores, Patanjali is surely
going to have a lot of fund for expansion and growth.

In India, 1000s 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.

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 4. 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 peoples life through Yoga is incredible hence
people felt aligned towards him when he launched his very own Indian FMCG Company.

While a lot of people shifted to Patanjali Products because of Baba Ramdev, a pool of Indians
started following him when they realized how good and cheap Patanjali products actually are.
Patanjali Ad campaigns have always focused on surpassing information to people that revenue
of Patanjali is for Charity and not for Brand Owners. Secondly, it is better that the revenue
generated from day to day products remains within India rather than the profits going out to
foreign companies. Till date, Indians did not have many alternatives to foreign products but now
they do have localized products.

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 4.5 S.W.O.T analysis of the organization:

Patanjali Ayurveda Limited (PAL) is the fastest growing FMCG brand in India.

Strengths

The rise of PAL has been nothing short of meteoric posing a serious challenge to the companies
that have dominated the consumer scene for years. The rapid growth is driven by ever increasing
consumer demand for its products, launch of new categories and a broader retail and distribution
network. This dramatic growth has been achieved in less than a decade.
A strong factor behind PAL success story is the strong consumer loyalty. Not just its consumer
are sticking to its Products, many of them are acting as Brand Ambassador. The consumers
like PAL products due to various factors like superior perceived quality at low Price, Faith in
Brand and trusted Brand Ambassador Baba Ramdev. Baba Ramdev has an ever growing mass
base of Yoga followers who are the influencer/ Key decision makers in their family. With
thousands of dedicated retail shops across India and in small towns, PAL bridges the gap
between the intention to buy and the actual buying process. PAL opted for much safer pricing
strategy by offering better quality products at lower cost for the benefit of good health of the
people and projecting themselves as No profit company.

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Weakness
The major challenges for PAL is to attract/ reach out to non yoga nationalists section of the
society as well as Brand Savvy younger generation of the country. If PAL maintains the speed of
success by launching need based products by Disruptive Innovation, younger generation would
surely attracts to their products. PAL should launch new products targeting younger generation
and giving alternates to their existing favorite brands at low price and superior quality.

Opportunity
Baba Ramdev capitalized on the opportunity of reliable Swadeshi brands (Make in India
initiave) which Indian consumers were looking for a long time to reduce the dependence on
Foreign Brands and will strengthen economy by using the Local/Home grown Brand. In the past,
the herbal category has suffered for the lack of credible players and poor labelling of the
products as well as low consumer awareness. Due to prevalence of herbal home remedies, herbal
products were not so popular earlier. Besides, Herbal products were seen as expensive and
premium offerings. Sourcing of the quality ingredients for consumer products and the
availability of genuine suppliers was the biggest challenge. The entry of PAL in FMCG has
changed all that and has intensified the competition. PAL consistently advertising its products
harping on quality and purity thereby removing the consumer doubts. It started communicating
the special features of its products as well as low price. PAL products are cheaper than
alternatives available in the market due to lesser production and marketing costs and low
overheads cost.

Threat
After the success of Baba Ramdev Promoted Patanjali brand in the FMCG sector, many players
have decided to enter the market. Sri Sri Ravishankar (Art of living fame) is contemplating to
launch Ayurvedic products soon in the market followed by another person Isha Yoga Guruji. The
latest one being MSG brand launched by Saint Gurmeet Ram Raheem with a portfolio of 160+
products. We will have to see how these brands built their reputation and maintain their presence
in the long term against PAL otherwise these brands will vanish very soon or end up as Regio

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 CHAPTER-5
FINDINGS AND CONCLUSIONS

40
OBSERVED HIGHLIGHTS OF PATANJALI

1. It was observed during the study that Indian pharmaceutical sector is witnessing tremendous
growth as with the help of government policies as well as the technological advancement.
2. It was also observed that the research and development expenditure is incurred heavily on
pharmaceutical sector as a result greater growth and profit is witnessed.
3. When we talk about patanjali yogpeeth it was found that the biggest strength of patanjali
yogpeeth is BABA RAMDEV who is himself presenting the yogpeeth alone.
4. Another fact about patanjali yogpeeth was observed that it has played the biggest role in
restoring the image of ayurvedic sector in the country.
5. The most important finding was that yoga and pranayama played the biggest role in healing
people as well as it has also recalled the traditional methods of treating people.
6. It is seen that most percentage of dealers are satisfied with patanjali yogpeeth far as the
follow-up of the order is concerned.
7. It is observed that according to most of the dealers, the demand for patanjali products is
more among customers. On the other hand, dealers also prefer patanjali products for their
family use.
8. Advertisement and sales promotions methods attract more customers and personal selling is
the least method that attracts customers.
9. One third of customers said price off, and nearly one fourth of respondents said discount
and premium are the methods used for promotion.
10. Price off or discount method is the most effective method, premium and extra quantity
methods are second and third respectively to motivate customers to buy products
11. For motivation of salesmen management takes step, more than one third said sometimes,
nearly one fourth said often and always respectively.
12. Nearly two third majority for salesmen agreed that the methods used for promotions of
salesmen are incentives, travelling allowance, commission on sales, recognition and
rewards.

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CONCLUSIONS

1. It was finally concluded that people feel safe while using ayurvedic product than the
pharmaceutical product because of no side effects as well as to avoid any other issues
also.
2. When it comes to life saving drugs people go for allopathic or pharmaceutical medicines
as well as for instant healing also people prefer allopathic.
3. The product of patanjali had wide dimension and have strong supply chain systems
including yoga campus are also very beneficial.
4. The products prepared in patanjali are basically made from pure and herbal products.
5. It was also concluded that treatment from yoga is the best treatment for any patients as
well as regular yoga beneficial for health and prevents from several diseases.
6. Patanjali laid emphasis on MADE IN INDIA plan introduced by Narendra Modi
7. The impact of Patanjali produvts influenced brand loyal population to use its products
8. Patanjali set an great competition for other industries
9. Employment generation increased
10. Patanjali set a mark to promote MAKE IN INDIA scheme even in international markets
11. Marketing strategies adopted by Patanjali focuses to cover a large area of population even
if they are brand loyal or non yoga fans
12. Its strong guaranteed products assures the consumer its loyalty, purity, goodwill, safety
etc

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 CHAPTER-6
RECOMMENDATIONS

43
RECOMMENDATION:

1. It is always suggested to practice yoga and pranayams to keep the body fit and when
irt comes to short term treatment Ayurveda is best and when the question comes over
the life or when the illness is from long period people should take the allopathic
medicines and should always consult doctor first.
2. Its recommended to use products that are made naturally with ayurvedic herbs
extracted from farms.
3. Ayurveda, yoga, pranayams are recommended instead of consuming alopethic strong
medicines that effects human body very adversely which later causes drastic diseases
4. Its recommended to promote NADE IN INDIA scheme that is the core objective of
Patanjali
5. Its recommended for all class of people, age groups. Children etc as Patanjali is a
health conscious company which focuses only on producing healthy and natural
products covering large population world wide

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 BIBLIOGRAPHY

Books:

C.B Gupta, Marketing Management: Analysis 3rd Impression 2016, Dorlong

Kindersley (India) pvt.ltd
Philip Kotler and keller Lane kevin, Marketing Management 15th edition,
prentice hall of India pvt.ltd
H.J and G Albaum (1975), Modern Marketing Thought, 3rd, Colloer Macmillan
Publishers

Internet:

https://www.google.co.in/search?q=patanjali+new+products+list&oq=pat
anjali&aqs=chrome.0.69i59l2j69i57j0.6858j0j4&client=ms-android-
motorola&sourceid=chrome-mobile&ie=UTF-8
https://en.m.wikipedia.org/wiki/Patanjali
https://www.google.co.in/?gfe_rd=cr&ei=JLYkWMHRO-
DougT9z5K4Dg

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