Patanjali Pricing Strategy: Advertisement

Patanjali
Pricing strategy
Patanjali Ayurveda has entered in an extremely competitive segment in the Indian

FMCG industry and The factor that has made Patanjali Ayurveda the fastest growing
company is its Pricing strategy, as it plays a major role in putting Patanjali Ayurveda
ahead of its competitors. It has stepped into various segments and hence its pricing
strategy is defined by the competition in that segment. Hindustan Unilever 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 therefore Patanjali products are
valued keeping in view of their competition so that it becomes easier for the
customers to switch their preferences from their existing brand to Patanjali products.
It shows that Patanjali has reflected the existing FMCG model and is focused on
giving a healthier and natural variant to its target audience. The prices of Patanjali
products are stated by geography, segment, and most importantly competitive
pricing
Another pricing strategy which is helping Patanjali reach each and every household
in India is educating people about the benefits of using their products and in order to
do so, they are using price comparison as an effective marketing strategy. Their
pricing strategy is clearly penetrative pricing because Patanjali knows that if the
ingredients are natural and domestic, the cost of the product will be lesser too and
therefore in order to conquer the market it has to keep its prices low.
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In a world, where customer’s buying decisions are influenced by the personality that
they follow, Baba Ramdev is one fine example of influencer marketing. Ramdev’s
strong follower base helped the brand get the necessary advertisement for its
products.Patanjali Ayurveda has done great research on their target audience and
they are well aware about the message they should put across through their
advertisements Some of its memorable advertisements are -:
 #Swadeshi ka swabhiman
 # Healthy India banaenge, Patanjali biscuit khaenge
Their taglines strikes a nerve of the Indian audience, especially with the customer
segment who daily enjoy a biscuit with their teas as a lifestyle habit. Patanjali has
successfully used offline as well as online channels for the promotion of its products
like-:
 TV Advertisements: Patanjali promoted its products through advertisements

on news channels and used simple ads to provide all the necessary
information to its customers.
 E-commerce channels and online selling: Capturing the pulse of the
millennials and to make products easily available to customers , Patanjali
started promoting its products on e-commerce websites like Amazon and
Flipkart or directly from their Patanjali website.
REVLON
Pricing strategy
Right price of the products can attract many customers. Thus Revlon prices their
items very strategically so people from different classes can buy them. In terms of
pricing strategy, Revlon has adopted competitive pricing since the price of the
products vary accordingly in the cosmetic industry. They have an understanding of
what their competitors in the market are offering for the same price. This information
has helped them to refresh their idea of pricing the products and helped to create a
better customer base.
Also, Revlon uses a combination other pricing strategies as well for its products,
which are detailed below:
 Premium pricing- By using premium pricing for some of its products, Revlon
encourages favourable brand and product perceptions along with favourable
quality perception amongst the consumers.
 Psychological pricing - Since Revlon has a variety of product ranges, the

use of psychological pricing has been beneficial. With the use of
psychological pricing, Revlon also successfully adds more value to its
products from the point of view of customers and gains higher sales.
 Geographical pricing- Revlon is able to penetrate different regional markets

optimally with the use of geographical pricing. For offshore locations, it also
allows Revlon to cover shipping and customs expenses
 Bundle pricing- With bundle pricing, Revlon is also able to control costs and
prices by lowering marketing and distribution expenses along with that. The
use of bundle pricing also adds value to the umbrella brand name of Revlon.
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The promotional and advertisement strategy of Revlon is as follows:

Revlon, becuase to its marketing activities, is one of the most well recognized
brands. For its advertisement , Revlon opts for billboards, printed advertisements,
banners, brochure, television,and booklets to create the better awareness of the
product and the features it is offering. Revlon also involves the use of celebrity for
endorsing its products. It has also used platforms like demonstration, fairs, trade
shows and festivals for advertising its products. Revlon utilizes the methodology of
direct selling to its consumers to get better sale of the products. Lately the brand is
also involved in online promotion to connect more with the millenials by using various
social media platforms and initiatives.
LUX
PRICING STRATEGY
Lux is a product which speaks to the middle class and targets a large audience as its
customer base. It is highly economical and has positioned itself as an affordable
Luxury soap for all. Lux focuses on being a cost leader and has adopted a
competitive pricing strategy to compete with other players and survive as it faces
tough competition in the market and therefore it has kept the product prices
reasonable and affordable.
In order to create bulk sales, it has adopted a promotional pricing strategy by

offering incentives like discounts, coupons, buy 1 get 1, and many more such type of
promotional offers to attract customers. This strategy leads to high sale volumes
which ultimately leads to higher revenues. The new products or variants also
launched by Lux are priced keeping in mind the consumer's purchasing power as the
brand always ensures its products are affordable and reachable to their customer
base.
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Lux is a household name and has become a synonym for soap. The Brand believes
in aggressive and intensive marketing and uses 360-degree advertisement
technique through print media, TVCS, online ads etc as a mode of its complete
marketing mix strategy. It has always placed itself as a soap that gives a good
fragrance and leaves one with a beautiful and glamorous feeling.it is involved in vast
advertising be it through televisions, radio or print media and also through cartoon
ads and online games. Lux has positioned itself as a soap made and used by
celebrities by endorsing its products by Kareena Kapoor, Katrina Kaif, Aishwarya
Rai, Shahrukh Khan, and many more. It had numerous promotional schemes which
included meeting celebrities, offering gold coins etc.
Another advertisement technique of Lux has been sponsorships of different

television shows like Dance India Dance, Lux Zee Cine Awards etc. Currently Lux
brand advertises through several mediums like television, newspapers, magazines,
billboards and social media platforms including Facebook, Twitter and Blogs.
The brand is so big and well established, that it focuses more on restating the brand
value proposition of being a popular beauty soap. One of the core potentials of Lux is
the marketing it does for its products.

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Patanjali

Patanjali Ayurveda has entered in an extremely competitive segment in the Indian

 TV Advertisements: Patanjali promoted its products through advertisements

 Psychological pricing - Since Revlon has a variety of product ranges, the

 Geographical pricing- Revlon is able to penetrate different regional markets

The promotional and advertisement strategy of Revlon is as follows:

In order to create bulk sales, it has adopted a promotional pricing strategy by

Another advertisement technique of Lux has been sponsorships of different

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