19/11/2018 (3) What marketing strategies used by patanjali?

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5 Answers How does the marketing strategy of 'Patanjali

Ayurved Ltd.' work?

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Answered Apr 4
Is Baba Ramdev's Patanjali a non-profit
Originally Answered: What is the marketing strategy of Patanjali?
company?
The 10 years old FMCG Company Patanjali is the fastest growing company in
What is the business strategy behind Patanjali?
India
Does any of the Patanjali product really work?
as per CLSA & HSBC data. Founded by Acharya Balkrishna and yoga guru Baba
Ramdev
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in the year 2006 it has emerged as a prominent FMCG player in the market with
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It is primarily in the business of minerals and herbal products.

Like any other FMCG company, it uses the mix of demographic and
psychographic segmentation to make its offerings appropriate/ relevant to the
particular set of customer groups.

it uses undifferentiated targeting strategy, as the main objective Patanjali is to

offer healthy products to all people.

It uses a product based and value-based positioning strategies to establish a

sense of trust and satisfaction of being healthy in the mind of the customers.

Yoga Guru Baba Ramdev being the promoter of the herbal products produced by
Patanjali is the vital advantage that Patanjali has over any other FMCG company
in India.

Having more than 400 products with differing SKU’s made up of herbal and
natural components are helping the company to offer bundled products to the
customers.

Patanjali’s objective of the business is to provide cost-effective products,

superior quality products which are the crucial factor in the success of any
FMCG company.

Low or no advertising and promotion expenses are helping the company by

keeping its prices low and make it affordable without compromising on quality.

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Distribution strategy:

With more than 4600 retail outlets across India and distributing its products
through e-commerce sites, supermarkets chains like future group’s big
bazaar,reliance retail outlets and many others, Patanjali is emerging as a fastest
growing FMCG company in India.

Brand equity:

Baba Ramdev himself being the face of the promotions of the Patanjali products
is helping the brand in maintaining high TOMA (top of mind awareness). Also,
the products appeal and benefits are such that it is helping the brand to be a
household name in India offering products for a kitchen to home care.

Competitive anaysis:

Being present in different products segments and having 4 different sub-brands

has helped the company in having a high share of wallet of the customers.
Distribution is one of the critical instruments in the success of the FMCG players
in a country like India and Patanjali through its own retail outlets and partnered
channel of distribution has made the products available to its customers in most
of the locations in India.

Customer analysis:

A customer of Patanjali are people from all age groups, as the products offered
by Patanjali are perceived to be healthy and availability in different SKU’s (stock
keeping unit) make it more affordable for the customers.
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Nikhil Rathod, Academic Content Producer at VMEdu

Answered Aug 29, 2017

Patanjali follows a ‘Branded House’ strategy whereas other companies in the

consumer goods sector like P&G and HUL follow a ‘House of Brands’ strategy.

Now what is branded house?

It is a strategy in which the company itself is a brand and the all the products
produced will be promoted under one brand. For example, Apple! Apple has
various products like Mac, iPod, iPhone etc. Though all of them are different and
perform different functions but they are all branded as ‘Apple products’. Users
go crazy for their products because they want to own a product of that brand.
Similarly, Patanjali is following the branded house strategy and is launching
various products under one brand, i.e., ‘Patanjali Ayurveda’. Even if you look at
their advertisements, they don’t promote individual products (say a toothpaste).
Instead, they promote the entire brand which helps them save marketing and
advertising costs as well.

And what is The House of Brands?

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It is a strategy where the company focuses on the development of sub-brands

rather than one parent brand. This is primarily done to remove the dependency
of the company on one single brand. So, in case if one brand doesn’t do well, the
company can still earn revenues from other brands and the failure won’t hurt
the company badly. For example, P&G. Under P&G, there are dozens of brands,
including Pampers, Duracell, Gillette, and Tide to name a few. However, the
name P&G gets very little prominence, and adds no real credibility to any of its
products. You will never see P&G promoting its company in an advertisement. It
rather focuses on the individual products.

Now what made Patanjali succeed?

Comparatively less price

Utilizing the increasing health-consciousness of people

Promotions on any and every media

Associating brand with health

Cashing on Baba Ramdev’s success by making him brand ambassador

Similar stylish packaging as other brands

Word-of-mouth promotion

Patanjali has given a headache to many marketers with its unconventional ways
of marketing. It has disrupted the whole FMCG sector and bought a revolution
in the industry in a very short span of time. A point to note is that many people
are buying Patanjali products due to the hedonic value attached to the products.
Hence, Patanjali (unlike its competitors) is attracting brand-loyal customers and
not price-sensitive customers.
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Brand Martini, Digital Transformation

Answered Apr 6

Patanjali is disrupting the FMCG Category having a 20-25 per cent cost
advantage due to savings in distribution. That gives the company the leverage to
price its products at least 15-30 per cent cheaper than its counterparts. Further
the consumers beside price genuinely believe in the goodness of ayurveda and
the natural, chemical-free products. Patanjali has expanded its portfolio to over
400 stock-keeping units (SKUs), entering categories like noodles and skin care,
in the process stretching their equity in the FMCG category.

The most influential ideas on branding are shaped by the worldview of MBA’s
and Ad Guru’s – build a better mousetrap and the world will take notice. Most
brand strategies today pursue mindshare marketing, but the problem with the
mindshare marketing approach is its inability to deliver truly disruptive brand
innovation. Contrary to popular belief, Ramdev has moved Patanjali brand from
Red Ocean to a Blue Ocean, what 15 years ago C K Prahalad offered a pioneering
call to arms: to “create the markets for tomorrow”. He encouraged managers to
stake out new market space – what they called “The White Space” or later coined
by W. Chan Kim and Renée Mauborgne as a “Blue Ocean”.

Patanjali therefore understands deep historical and cultural undercurrents in

Indian society and champions a better Ideology than its MNC incumbent

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counterparts, using Innovative Ideologies to Build a Breakthrough Patanjali

Brand.
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Manan Shah, Software Engineer at Gloify (2017-present)

Answered Mar 9

Baba Ramdev never did Marketing for Patanjali.. He just Created his brand for 10
years explaining people the importance of ayurveda and YOGA and their impact
on their lives. So when Patanjali came out as a brand, People already had the
belief that their products will be good and on consuming that, it will change
their lives..That’s it…The classic business Model anyone ever thought of, made
Patanjali One of the biggest company of INDIA !!
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Angelina feat
Answered Apr 30, 2017

ads in tv,campaigns, whole sale stores available everywhere in every place

throughout india & for selected stores among them contains anjali
chikitsalay(hospital).
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