Presented by:

Himanshu Zanwar
Rounak Singh
Kiloskar Institute of Advanced Managment
 INTRODUCTION

Patanjali Ayurved Limited is an Indian FMCG company. Located in the industrial

area of Haridwar,
Over FY1215, Patanjali registered revenue CAGR of 64.7%. It is valued at
13,000 crore

VISION- To make a disease free world through a scientific approach to Yoga and
Ayurved and to fulfill the resolution of making a new world- free from disease.

Acharya Balkrishna established Patanjali Ayurved Limited in 2006 along with

Baba Ramdev with the objective of establishing science of Ayurveda in
accordance and coordinating with the latest technology and ancient wisdom
 PRODUCT PORTFOLIO OF PATANJALI
Pantanjali manufactures 444 products currently.
Nutrition and Supplement- chawanprash, badampak, Ghee, Honey, health drinks, and
fruit juice
Grocery- Biscuits, spices, candy, herbal tea, jam murabba, sonpapadi, natural sugar,
broken cereals, pickles, salt, mustard oil, rice, noodles, oats, papad.
Medicine- kwath, vati, bhasma, syrup, churna, arishta, asava, guggulu
Homecare- agarbatti, dish wash bar, herbal gulal, hawan samagri
Personal care- face packs, face wash, face cream, body lotion, aloe vera gel, Shaving
gel, scrub, tooth paste, tooth brush, tooth powder, shampoo, hair oil, conditioner, hair
color, lip balm, detergent powder
Books & Media- Mp3, vcd, dvds, books, audio cassettes
Health care- digestives, health & wellness
 PATANJALI IN MALAYSIA

Traditional medical practices brought by Indian and Chinese traders and

migrants complemented, and gradually replaced, the indigenous medical
system in Malaysia.
Siddha, Ayurveda, and unani (all traditional Indian medical systems) are most
practiced in Malaysia.
In Malaysia, sales of traditional and ayurvedic medicines are estimated to be
1000 million Malaysian ringgit annually, compared with a market of 800 million
Malaysian ringgit for allopathic pharmaceuticals.
Malaysia is Mixed and multicultural country.
Malaysia has a population of 28,334,000 in which 21,66,000 people are
Indians (i.e 7.3% of the total population)
 Moreover during the 27th ASEAN Summit when Prime minister Narendra
Modi was at Malaysia he had a joint conference with Datuk Seri Najib Abdul
Razak. Both the countries were keen to promote greater cooperation in
traditional medicine ayurveda and expand the development and usage of
ayurveda, one of the world's oldest holistic healthcare systems.
 CULTURAL COMPATIBILITY

In addition to allopathic medicine, the major systems of medicine practiced

in Malaysia include Ayurveda, siddha, unani, traditional Chinese medicine.

The Malaysian people believe that ayurvedic medicines and traditional

methods of curing ailments are better than the allopathic medicines. The
reasons being:
The traditional culture and believes of Malaysians.
A survey conducted showed that 31.2 % of the population prefer ayurvedic
medicines. 16.2% prefer traditional methods of treatment.
23.9% of Malaysians do Yoga.
THE BUSINESS DIMENSION OF PATANJALI IN
INDIA

On 23rd April 2012, Monday, Patanjali Ayurved Limited had announced

its entry into the retail sector by launching 100 products to be
expanded up to 800, including body care, healthcare, home care,
digestive, cosmetics, toiletries and others products.

Patanjali products are available in Patanjali branded stores arogya

kendras and also Big bazaar. Now, the company will be planning to
distribute products at kirana stores across the country.
 MARKETING STRATEGIES IN INDIA

Content marketing
Customer familiarity
Pricing strategy
Product leadership
Promotional strategy
 CONTENT MARKETING
It is attracting consumers to your product, not by bombarding them with
incessant ads but by educating them on the general sphere where you operate.

Patanjali did not focus on proclaiming that its brand was the best. Instead the
brand told its potential customers about the evils of chemical fertilizers and the
exploitation of MNCs and the virtues of products made in India. Patanjali
successfully created an environment where the customer wanted to see if the
alternative to above evils was usable.

Finally the company was able to deliver excellent quality product at relatively
low prices due to its efficiency in operation and low marketing cost contributed
by its self-sustaining business model.
 CUSTOMER MANAGEMENT: USP

Creating a "Disease Free Society - Medicines Free World", Swamiji's

cherished dream.
It is claimed that after extensive research of the valuable effects of Pranayama
Yoga during last numerous years, it has been proved now that proper
Breathing Technique's practice can cure all diseases completely without
medicines or surgery.
Patanjali Yog Ashram has set up 535 branches and 15 more centers are in the
process of being established.
This is working towards creating a new USP wherein any requirement of the
customers can be catered to without delay.
Targeted large market by focusing on economically and resources constraint
masses
 PRICING STRATEGY
Developing an effective pricing strategy remains the most important and
difficult part of the marketing process.
The companys products are priced at ~1530% discount to competition,
which makes it an attractive proposition for consumers

The medicine available at Patanjali is the cheapest and the complete cure to
most of the so called incurable diseases like diabetes, cancer, HIV & AIDS too.

Eg-Patanjali Aloe Vera juice- 1000ml for 200 rupees

Dabur Aloe Vera juice- 1000ml for 570 rupees
 PRODUCT LEADERSHIP

Understand and meet consumers' needs and wants.

Swami Ramdev's Divya Medicines are claimed to be one hundred
percent natural, no or very little side effects.
Medicines are available at a very low cost.
Medicines can cure all the diseases from a simple cold to cancer.
The ambiance of patanjali yogpeeth is world class.
 PROMOTIONAL STRATEGY
It is a well established fact that advertising affects consumers.
Baba Ramdev has hit both the opinions as he is advertising and at the same time
not advertising.

In the year 2002 when Aastha television channel started airing Baba Ramdev's
yogic classes; overnight, Baba Ramdev became a sensation he had hundreds of
followers who morphed into thousands.

Millions around the country follow his programme religiously and use
Ayurvedic medicines prescribed by him.
His yoga sessions were beamed live into 170 countries.
Built powerful partnership with various prominent T.V channels to broadcast his
yoga camp world wide
SEGMENTATION TARGETING AND POSITIONING

Behavioral segmentation: (Ayurvedic medicines)

Benefits Sought
This group likes to try new things and live a healthy lifestyle, but knows they
should make healthier choices than they do. These shoppers represent all
levels of education.
Target market- Age group above 40 years
Positioning statement - Let food be the medicine and medicine be the
food
 Behavioral segmentation: (Personal care)
Buyer Readiness Stage
Groups individuals according to their readiness to purchase the product. This
segmentation model is particularly useful in formulating and monitoring the
marketing communication strategies employed to move consumers towards
purchase of a product or brand.

We have selected this as we want to move our customers from the different
stages which constitute under this segment and move customers from
Awareness, Knowledge, liking, preference, conviction, and finally purchase.
Target market- Above 25 years
Positioning statement - Walk With Us For A Better Life
 MARKETING MIX

Product-
Ayurvedic Medicines
Personal care-
Skin care
Dental care
Hair care
Body care
 Price- Penetration pricing
Penetration pricing is the practice of offering a low price for a new
product during its initial offering in order to attract customers away from
competitors.
 Promotion- Free yoga camps and medical check up to be set up in various
location both in urban and rural areas with corporation with Malaysian
government to promote the awareness about Ayurveda and aim to popularize
Ayurveda, the ancient medical science in India, and promote the companys
product usability and benefits by educating the customers about the products
benefits and attributes.
 Place- The product is to be supplied to various convenient stores and
supermarkets, The Company can do so by establishing a strategic alliance with
a domestic company to bring its product to the customer as close as possible.
Patanjali can introduce its products to supermarkets such as
- ON Group, City Grocer, GCH retail etc

Patanjali marks the entry into the E commerce space of Malaysia by making its
product available in popular e-commerce sites in the country such as
-Lazada.com.my
-Lelong.com.my
-Groupon.my
THANK YOU