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patanjali case study.pptx
1. A case study on
Presented by:
Jyoti Singh
Ph.D. scholar
Department of RS and BK
2. Contents
• Introduction
• Baba Ramdev-Yoga
• Origin of Patanjali Ayurveda
• Why Patanjali is growing so fast?
• What is FMCG
• Turnover of Patanjali Ayurveda
• Acharya Balakrishna-key element for Patanjali
• Patanjali marketing style
• Quality control of Patanjali
• Patanjali distribution network
• Why patanjali saw the downfall?
• Conclusion
• References
3.
4. Baba Ramdev- Yoga
It all started in 2002 when Baba Ramdev’s mass yoga camps telecasted
through the leading spiritual channel across the country.
5. Origin of Patanjali Brand
Patanjali Ayurved is an Indian
FMCG Company.
Founded in 2006 by Acharya
Balkrishna and Baba Ramdev.
Amongst top 5 brands of india “
HIGHEST RECALL VALUE”
6. The competing brands like
Baidyanath, Humdard has
annual turnover of 700 cr
each, Dabur 8500 cr
whereas Patanjali’s
turnover is at 10,500 cr.
7. Why Patanjali is growing so fast ? Unified undivided
business
Baidyanath and Humdard brands are still
working on classical formulas in their
ayurvedic business since past 100 years.
Patanjali is doing the same ayurvedic
business but incorporated the science of
Ayurveda in FMCG from past 15 years.
8. What is FMCG ?
Fast moving consumer goods
(FMCG) are products that are sold
quickly and at relatively low cost.
Examples includes non-durable
goods such as packaged foods,
beverages, toiletries etc.
FMCGs are consumed by all age
group people like kids youth & old
age.
9. FMCG products of Patanjali normally consumed by
all age group consumers
10. This is called UNDERSTANDING “THE NEED OF YOUR
CONSUMERS”
11. Top FMCG companies in India
All vendors and contractors
of these brands are hired by
Patanjali
14. Acharya Balakrishna- key element for Patanjali’s success
CEO, MD of Patanjali Ayurved
limited-70,000 cr Net worth.
Leadership qualities
• Data driven intellect
• Fast decision making
• Periodic review system
• High tolerance for risk and failure
• Developed a core team for
evaluating new opportunities
• Core team with character &
competence
18. Patanjali marketing style
They promote their
parent brands whereas
others FMCGs promote
their product brands.
Now Patanjali is one of
the most influential
brand.
23. • Big Bazaar
• Relience retail
• Star Bazaar
• Hyper city
• More (Birla group)
• D mart
• Appolo pharmacy
• Spencers
• E-commerce
Distribution network
24. • 2.01 M follower on Twitter
• 412,000 subscriber on YouTube
channel of Patanjali
• While 3.39M subscriber on
YouTube channel of baba
Ramdev.
• 96,00000 total likes on Facebook
Social media networking
25. Major Reasons Why Patanjali Saw The
Downfall In 2018
• Demonetization
• GST
• Rapid expansion
• Lack of Advertising
• Third party suppliers
• Strong competition with global
FMCG companies like HUL Ltd
26.
27. • Patanjali is a trendsetter in the Indian FMCG sector.
• It is an FMCG empire that was not in the competition 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.
• Patanjali has brought the revolution in the FMCG industry, and it wants to
do the same by entering into other industries as well. It has achieved so
much in these small span of time but it still has a long way to go.
Conclusion
28. • Will Patanjali reach a turnover of close
Rs.20,000 crore by 2020?
• Whatever the answer to these questions
is, nobody can take the success away
from both Baba Ramdev and Acharya
Balkrishna at the present moment. The
disruptive force that they have created in
the Indian FMCG industry is set to benefit
the consumers for a long time to come.
