A study on Patanjali products and its different analytics

3. Name: Patanjali Ayurveda Pvt.
Company type: Unlisted Public Company
Category: Company Ltd By Shares
Industry Type: Manufacturing (FMCG)
Authorised Capital: INR 5000.00 Lakhs
Board Of Directors: 7 Members
Head Director: Mukta Nand
Managing Director: Acharya Balakrishna
Number of employees: 200000(2011-2012)
website: www.patanjaliayurvedic.net

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9.  Patanjali Ayurved Limited is a leading manufacturer and
marketer of herbal, nature based products and medicines.
Its products are today available in around 10 countries
across the world through authorized channels , helping
people move towards a more healthy and natural lifestyle.
 Backed by one of the largest manufacturing facilities in the
world and state of art laboratories comprising modern
instruments & equipments to ascertain and maintain strict
quality control, Patanjali overseas business today spans
key countries in almost all continents.
 Organization is registered with US FDA and is an active
member of many government and semi-government trade
promotion organizations.

12.  Patanjali Ayurved Limited is an Indian FMCG
company.
 Patanjali’s Manufacturing units and
headquarters are located in the industrial area
of Haridwar while the registered office is
located at Delhi.
 The company manufactures mineral and herbal
products.
 It also has manufacturing units in Nepal under
the trademark Nepal Gramudhyog and imports
majority of herb
in India from Himalayas of Nepal.
 According to CLSA and HSBC, Patanjali is the
fastest growing FMCG company in India.

13.  Baba Ramdev’s Patanjali Yogpeeth is looking forward
to reach one lakh locations in India in the fast moving
consumer goods (FMCG) market. The expansion will
be done via franchise mode as well as company-owned
stores.
 Patanjali currently operates 17,000 Patanjali Swadeshi
Kendra and Patanjali Ayurvedic Chikitsalaya across
India.
 Of the total count, 5000 of them are franchisee-run
centres. Patanjali aim to reach more than one lakh
locations in the near future.

14. 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

15.  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.

16.  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

17. 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”

18.  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”

19.  Product :
 Ayurvedic Medicines
 Personal care
 Skin care
 Dental care
 Hair care
 Body care

20.  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.

21.  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 company’s product usability and benefits by
educating the customers about the products benefits and
attributes.

22.  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
 - ÆON 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

23.  Patanjali Ayurved, which is breaking conventional
marketing norms, sales are inching up month on
month. Sources in the know believe Patanjali
could have clocked monthly sales of around Rs
600-700 crore in January and February, which
means Baba Ramdev's baby could become a
billion-dollar entity, with its annualized turnover
expected to cross the Rs 7,000-crore mark before
the end of fiscal 2017.
 At that level, Patanjali could become the fifth
largest FMCG company in the country, after
Hindustan Unilever, ITC, Nestle India and
Britannia Industries. This would bring it well ahead
of traditional FMCG players like Dabur, Godrej
Consumer Products and Marico.
 Even at the current level of Rs 4,500-crore

24.  During the fiscal year, Patanjali ghee
had sales of Rs1,467 crore.
 Its oral care brand Dant Kanti was
Rs940 crore.
 Hair care brand Keshkanti Rs825 crore
 Herbal soap Rs574 crore.
 It sold honey worth Rs350 crore which
it hopes take to Rs500-600 crore next
year.
 Its kachhi ghanimustard oil will cross
Rs1,000 crore in sales next year from

25.  The company draws one-third of its
turnover from rural areas where its
products are sold through 7,000-
8,000 swadeshi kendras or small
kirana stores.
 Patanjali's products are priced below
regular brands because the
company consciously operates on
thin margins.
 The company is expanding their
reach through tempos which can go
deeper into rural markets. They had
begun with 500-600 tempos and will

26. 2012-13 850
2013-14 1200
2014-15 2006
2015-16 5000
2016- 17 10561
Year Revenues (In Rs
Crore)

27.  Slogan : दाम कम QUAILITY में दम |
 Punch line : "Patanjali apnaiye, desh ko arthic
aazadi dilaiye" (switch to Patanjali, give the
country financial freedom)

28.  Marketing campaign being run by the company is a
modest and lesser-known Delhi-based agency Vermillion
Communication.
 Vermillion is a 360-degree specialised brand building and
full-service communications solution agency founded by
Deepak Hiremath.
 Vermillion handles all Patanjali products barring three -
its ghee, Noodles and Dant Kanti -- the mandates for
which are with DDB Mudra North. Currently, the TVCs for
Kesh Kanti, Aloe Vera and Amla Juice, honey,
Chyawanprash and biscuits are on air. In addition to being
the creative AoR for Patanjali, the agency also handles
media duties for the brand.