This document provides an overview of Patanjali Ayurved Ltd., an Indian FMCG company founded in 2006 by Acharya Balkrishna and Baba Ramdev. It discusses the company's vision, marketing mix, strategies, product lines, and success formula. Key points include that Patanjali aims to promote Ayurveda and Indian products, offers affordable herbal products, and has experienced rapid growth through strategies like yoga promotions and distribution expansion. It analyzes Patanjali's strengths in natural products and distribution against weaknesses like over-reliance on Ramdev and potential controversies.
2. CONTENTS
• COMPANY PROFILE
• INTRODUCTION
• VISION AND MISSION
• WHY TO CHOOSE PATANJALI
• MARKETING MIX
• MARKETING STRATEGIES
• ACHIEVEMENTS
• CASE STUDY
• PRODUCT LINE OF PATANJALI
• SUCCESS FORMULA OF PATANJALI
• SWOT ANALYSIS
• CONCLUSION
• BIBLIOGRAPHY
3. COMPANY PROFILE
• Name:- Patanjali Ayurveda Ltd.
• Company type:- Unlisted Public Company
• Category:- Company Ltd By Shares
• Sub Category:- Indian Non-Govt. Co.
• Industry Type:- Manufacturing (FMCG)
• Authorised Capital:- INR 5000.00 Lakhs
• Board Of Directors: 7 Members
• Head Director:- Mukta Nand
• Managing Director:-Acharya Balakrishna
4. INTRODUCTION
• 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. India’s fastest growing FMCG company is
valued at 3000 Crore and generated a revenue of 5000 Crore for the
fiscal year of 2015-16.
• Hindustan Unilever and P&G are the FMCG companies, whose market
share has been potentially affected by Patanjali. P&G and Hindustan
Unilever are on back foot and trying to lure customers back by providing
huge discounts and impressive offers.
5. VISION AND MISSION
Vision
Keeping nationalism, Aryurved and yog as our pillars, we are committed
Create a healthier country. To raise the pride and glory of the world, we
geared up to serve people by bringing the blessings of nature into their
Lives. With sheer dedication, scientific approach, astute planning and
realism, We are poised to write a new success Story for the world.
Mission
Making India an ideal place for the Growth and development of ayurveda
And a prototype for the rest of the World.
6. WHY TO CHOOSE PATANJALI PRODUCTS
1. Wide range of products
2. Make in India
3. Pocket friendly products
4. Easily available
5. Good quality products
6. Good for health
7. Good Taste
8. Good packaging
9. Eco friendly
10. Regular quality check
7. MARKETING MIX
• In order to know exactly the reason for success of Baba Ramdev, it is
imperative to throw some light on the marketing mix rudiments.
• To be a successful marketer it is important that all the marketing mix
elements have to be fine tuned to support and strengthen brand
personality
• Basically, a combination of factors that can be control by company to
influence consumers to purchase its products .
• Marketing Mix products are as follows:
1. Product
2. Price
3. Promotion
4. Place
8. PRODUCT
• Baba Ramdev is constantly pushing Indian people to start using Indian brands
and save the economical 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.
• Healthcare & Medicines
• Personal care products
• Cleaning agents
9. PRICE
• Two factors that have made Patanjali Ayurved the fastest growing FMCG
company in India are: a) Use of Natural and ayurvedic Ingredients b)
Pricing
• Pricing plays an extremely important role in putting Patanjali ahead of its
fierce competitors.
• 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.
• 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.
10. PLACE
• PatanjaliAyurved is India’s 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.
• In India, 1000’s 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
11. 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 people’s life through Yoga is
incredible hence people felt aligned towards him when he launched his
very own Indian FMCG Company.
• Patanjali Ad campaigns have always focused on surpassing information
to people that “revenue of Patanjali is for Charity and not for Brand
Owners”.
• Baba Ramdev took the opportunity in his hands and has started
influencing Indians by sharing information about price gap and how
useful herbal Patanjali products actually are.
12. MARKETING STRATEGIES
• Targeted large market by focusing on economically and resources
constraint masses.
• Prepared database of the people visiting the yoga camp.
• Built powerful partnership with various prominent T.V channels to
broadcast his yoga camp world wide
• Create self esteem among his followers
• Baba has a vision to develop World’s largest food and Herbal Park.
• About7,000 people will get direct and about 200000 people will get
indirect employment opportunity through this project.
13. ACHIEVEMENTS
• Giant FMCG in Only 5 Years
• Accomplished “Make In India Concept”
• Highest Turnover / Profit (2007- 250 crores and 2015 2,215 crores)
• Maximum Outlets In Minimum Time(2007 150 outlets and Now 2015
15000 exclusive+1,00,000 stores)
• Biggest Swadeshi Movement
• Tough Competitor In The Market for Other MNCs and Indian Companies
14.
15. CASE STUDY:
PATANJALI VS BAIDYANATH
In Terms Of Experience
Baidyanath >> Have 100 Years Experience
Pitanjali >>>> Have 13 Years Experience
In Terms of Patent Products
Baidyanath >>> Have 750 Patent Products
Pitanjali >>>>> Have 350 Patent Products
In Terms Turn Over
Baidyanath >>> 700 Crore
Pitanjali >>>> 10, 000 Crore
Types Of Products
Baidyanath >>> Ayurvedic Products
Pitanjali >>>>> Ayurvedic Products
16. Why There is Big Difference Between Turn of Baidyanath and Pitanjali?
• Actually, Baba Ramdev Ji take USP (unique selling proportion) and
it into FMCG (Fast Moving Consumer Goods) market goods. Pitanjali
products are not bounded by age group and health conditions, it
be taken by all age groups. Patanjali sells it products through FMGC
which fulfils the day to day needs of consumer.
• On the Other side, Baidyanath did not change their USP, they sale
products as Ayurvedic Medicines which is bounded by age group
health conditions.
18. SUCCESS FORMULA OF PATANJALI
Tip #1: Invest in yourself for the First 90 Days
Whether you are a student, job seeker, working professional or an entrepreneur, first 90 days (3
months) are very crucial for starting anything new.
According to the 90 days formula, “Your first 90 days will decide where you are going in the next
9 months.”
Tip #2: Small 90 Days will Create Tall 9 Months
The first 90 days are going to give you unprecedented results in the next 9 months.
The first 90 days will help you to build a mindset for starting something new while the next 9
months help you to create the skill-set that will help you to get success in life.
Tip #3: Don’t get Demotivated from Small Initial Results
As per the 90 days formula, the initial result of anything is so small that it always goes unnoticed.
19. SWOT ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
Founding father Reliance on Baba
Ramdev
Natural and herbal
products
Controversies
Pricing strategy Current Pricing
Strategy
Global markets Negative publicity
Launch of new
product
Excessive product
offerings
Food business Increase in
competition
Ayurveda and herbal Lower margins for
distribution
Rural expansion Poor harvest
Strong distribution
channels
Limited presence in
international market
Word of mouth
marketing
E- commerce
20. CONCLUSION
There are businessmen, there are entrepreneurs and then there are people who
leave you thinking, “What just happened!”.
It is an FMCG empire that was not in the competition analysis powerpoints of the big
players even a couple of years back. Today, Baba Ramdev’s Patanjali is sweeping
away everything in its path. From local stores to Amazon, Patanjali Products are
everywhere.
The product quality is best in breed, the prices competitive and the distribution
chain is probably the first that is rivalling even the Cola majors.And behind all of this,
are the meticulous efforts of one man in creating his own brand.
