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Research Article
The Marketing Mix Strategies of Patanjali Ayurveda
Sambhavi Shukla
Department of Management, SVIIT, Gorakhpur, UP
Abstract
Patanjali began working with Patanjali Yogpeeth in Hardiwar, Uttarakhand. Patanjali yogpeeth is one of
the largest yoga labs in the United States. Swami Ramdevji and Acharya Balkrishanaji is Patientjali
Ayurveda Ltd. was established for treatment, research and development Ayurveda Yoga and Ayurveda
produces pharmaceutical products. Patanjali Yogpeeth brought a coup in providing care and scientific
research, and provides health services in the country with a combined approach to Yoga and Ayurveda.
Free medical consultation infrastructure of Patanjali Yogpeeth has OPD, thousands of beds IPD,
radiology, cardiovascular and pathology laboratories, a yoga research department, free yoga classes, a
high-quality ayurvedic manufactured by Divya Pharmacy are drugs, cyber cafes, a huge hall, elderly
apartments grand museums , a library and reading rooms with 11,000 square feet of sales channels for
yoga and Ayurveda-related literature.
Keywords: Small sector BPO, Large sector BPO, MNC, Corporate Culture, Mental Fatigue
Copyright©2017, Sambhavi Shukla. This is an open access article for the issue release and distributed under the NRJP Journals License,
which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
INTRODUCTION
Founded in 2006 by Acharya BAL Krishna Patanjali. P & G and Hindustan Uniliver
and Baba Ramdev Patanjali Ayurveda is an attract customers with huge discounts and
FMCG company in India. Patanjali remarkable offers(1).
Ayurveda is the fastest growing FMCG
company in India. Patanjali Ayurveda Patanjali Ayurveda's marketing mix
imports herbs from Himalayan Nepal. products
Patanjali is a brand name of Gramudhyog in Baba Ramdev constantly tries to use the
Nepal and produces products in Nepal. Indian brand by saving Indian people and
Patanjali Ayurveda is located in the fastest the economic growth of the company.
growing FMCG company in India, said Gini Patanjali is planning to buy all the well-
worth up to 3000 Crore in 5000 Crore sales known brands that deal with beverages and
in the fiscal year 2015-16. Hindustan food. The service (yoga) that Baba Ramdev
Uniliver and P & G are FMCG companies sells is the product. This product
affected by the potential market share of "Pranayama" is suitable for everyone,
regardless of class, religion, culture and Posted in the marketing mix of Patanjali
success. Ayurveda
The unique contribution of Swamiji is to Patanjali Ayurveda is the fastest growing
lead a healthy life through simple breathing FMCG company in India, but it is not
exercises. Understand and meet the needs surprising to neighboring countries like
and needs of customers. The atmosphere of Nepal. Patanjali has a factory in Nepal.
Patanjali yogpeeth is world class. Swami Patanjali also imports Nepalese Himalayan
Ramdev's Dimya medicines are known to be herbs. An established trade relationship
100% natural, with little or no side effects. helps Patanjali to significantly expand its
Medicines can be purchased at very low wings in Nepal. As the service activities in
costs(2). India and Nepal increase, Baba Ramdev will
certainly strive to overtake the markets in
Medicines can cure any disease, from simple many other countries. Impressive sales of
colds to cancer. Patanjali has the following 5000 Crores. In India, 1,000 stores sell
products in competition. – Patanjali products, which sell exclusively to
Dabur Honey: Patanjali Ayurveda offers Patanjali, causing a local salesman to cause
you the possibility to buy high-quality honey an earthquake. The penetration rate will be
with about 30% less than Dabur. higher because the margin of the product is
Colgate: Patanjali Ayurveda preaches in the good(3).
beginning how Colgate deceived people.
And Ayurveda is the best way to treat gums Promotions in the marketing mix of
and teeth. Patanjali Ayurveda
Patanjali noodles: Patanjali noodles have Patanjali Ayurveda is with the slogan
become famous while Maggi was away from "Prakriti ka Ashirwad". Now Patanjali
the market and certainly had damaged Ayurveda has earned a reputation and
Maggi, once the king of the noodle market. popularity among the people thanks to Baba
Ramdev, a globally recognized yoga expert.
The marketing mix price of Patanjali The ambassador of Patanjali is exclusively
Ayurveda responsible for the success of the brand.
Developing an effective pricing strategy is Because his contribution to people's lives
the most important and difficult part of the was unbelievable because of yoga, people
marketing process. If, for example, price felt biased when he founded his own Indian
formation rises nominally by 1%, net profit FMCG company.
rises 6.40% for Coca-Cola and 28.70% for It is a fact that ads influence consumers.
Philips. Baba Ramdev's Pranayama's costs Baba Ramdev broke both comments because
are cheaper than other medical treatments. It he advertised and at the same time did not
is the cheapest and only treatment to treat advertise. In 2002, the Aastha television
most of the so-called incurable diseases such channel began broadcasting Baba Ramdev's
as diabetes, cancer, AIDS and AIDS. yoga classes. At night, Baba Ramdev
impressed hundreds of followers who turned
attract more people and buy products more The movement of Ramdev is the movement
often. of competing companies for consumer
goods. 2,000 Rupees Patanjali, who plans to
4. It looks natural in a simple package. increase sales up to 2.5 times in FY16, is the
Patanjali sells products in a very simple core of the company.
package. Now many people will feel that
this is not a good strategy. But the truth is Due to strong competition, most fast moving
that we work for Patanjali. With the help of consumer goods (FMCG) companies have
products such as Patanjali, promoting been reduced. Consider what the largest
'Ayurveda' and 'Health', simple packaging FMCG company, Hindustan Unilever
can be a very effective way to advertise. (HUL), does: it has introduced its online
With its natural appearance (especially herbal brand Ayush 'revived'. Liver Ayush
leaves and herbs), consumers feel health and Therapy's e-commerce platform has
well-being and feel attracted to buy launched new products with hair care, skin
products. care and pain relief. We intend to move the
brand to the general trade in the future. It is
5. Media Promotion: also expected that the company will grow
Baba Ramdev is considered an expert in 'natural' products to new categories such as
yoga around the world. He has worked health food, oral care and lip management.
closely with media and media and
maintained good relations. He is also known Sanjiv Mehta, director of HUL, said: "As a
for good relationships with many politicians. consumer goods company, we need to
So he used both facts to inform the company respond to this growing awareness of
about the costs for free. consumers' growing interest in natural and
processed foods." Ayush "We have now
6. Word of mouth: taken Indulekha to increase our position in
Advertising and promotions generally the high-value-added hair oils sector."
account for 12-20% of consumer spending Directly influenced by Patanjali, such as
on consumer goods. When a new company Dabur, Emami and Himalayas, the company
enters the company, these expenditures will operates in a hub / natural space, strengthens
increase significantly. At the launch, its portfolio and makes its products relevant
Patanjali followed a unique word-of-mouth to consumers.
model, with no ads on total revenue. Emami's director, Harsh Agarwal, said the
Promoting word-of-mouth advertising was a company is open to acquisitions to
great success for our company because of strengthen its position in the herbal medicine
the loyalty of our customers industry. "Ayurveda has not seen a new
trend for a long time, but the emergence of
COMPETITION FROM PATANJALI new players is still underway, and we will
PROMPTS FMCG TO HIT BACK welcome them and continue to strengthen
our range with new variants, launches and The Himalayan (other companies in herbal
acquisitions." products) have recently launched a series of
wellness products designed to provide
Emami bought her brand Kesh King last treatment solutions to consumers. A range of
year and participated in Indulekha before products, ranging from anti-hair powder to
she left. Agarwal is looking for new goals, cream for weight loss, is part of this new
some of which are located in the south(6). initiative(7).
Branch sources say that herbal and non-
pesticide companies are now returning to the Prepare To Fight
drawing board by looking at how they can HUL: The company publishes the online
integrate natural ingredients in developing herbal brand Ayush "Resurrection". Plan to
new products. increase the "natural" offer
Emami: merge and acquire to strengthen the
For example, Godrej Consumer has released position of the company in the hub space
neem-based mosquito coils. Cream hair Godrej Consumer: take a new variation of
color with coconut oil. Natural Soap cream-colored hair, natural soap with
Platform Godrej No 1 has released a new mosquito rinse and coconut oil.
variant. "We will reinforce these products if Colgate: since the volume has risen since
we have other categories of new Patanjali's Dent Kanti, the company has
innovations," says Sunil Kataria, business actively advertised aggressive salt-taking
manager at Godrej Consumer. toothpaste.
Dabur: launch of Ayurveda products.
Dent Kanti in Patanjali Colgate, who has Actively promote Dabur Honey and
increased his mass production with Chyawanprash
toothpaste, has been putting salt-based Himalaya: we recently launched a wellness
toothpaste on the market for several months product that aims to provide therapeutic
now. This toothpaste, a variant of Colgate's solutions for consumers.
active salt toothpaste, has been developed to
solve a spicy coup in India. Van Colgate is Patanjali Ayurveda - Mention of FMCG
expected to offer more products, such as Patanjali later started producing huge
Patanjali threatening to start a business. Ayurvedic medicines that brought their
company to the FMCG market. Because the
In the meantime, Dabur is launching a new FMCG market has low entry barriers,
Ayurvedic product for men, women and Patanjali quickly became an important
children. Existing products such as Dabur manufacturer of consumer goods. Recent
Honey and Chawanprash are actively trends clearly indicate that the preference of
promoted in the market, because Patanjali the company is shifting from pharmaceutical
has become the price warmer for these products to consumer goods, because the net
categories. profit of FMCG is comparable to that of
Ayurvedic products.
Patanjali Ayurveda - Current Market Cross figure. In January 2016, IIFL said:
Insight "Patanjali Ayurveda Ltd achieved higher
Patanjali now has more than 350 products sales than many companies in different
ranging from soap to toothpaste, oats to scams have achieved in a short period of less
health drinks. The revenues of Patanjali than 10 years.
Ayurveda in 2014-2015 run by Rs. 2000
The three stages of Patanjali's supply chain city in India. Each channel must send its
are product flow, information flow and cash requests to the central office of Hardiwar.
flow. Patanjali recently entered into a We then collect various products from
partnership with the Future Group to sell its different Patanjali departments based on the
products. We also sell our products through demand. The items are mainly transported
our own channels in almost every district / via channels to the Patanjali transport.
Frequently Use
opinion about the use of the product. Due to 45% of people prefer to purchase the
the limitations of our studies, we did not patanjali products from the patanjali stores
find accurate results with respect to the itself. 5% purchase from wholesaler. 20%
study. from retailer. 30% of people order online
patanjali products.
Why Do You Choose Patanjali Ayurveda
Products Have You Seen Any Tangible Health
Benefits Of Using Patanjali Ayurveda
Products
She probably finds the maximum number of The next best competitor of patanjali
people the most suitable. Of the 100 people, Ayurveda is dabur India ltd., about 30
45 people are less expensive, while 25 out of people want to switch to dabur after
100 people can find them at the lowest patanjali, where 10 people will go with shri
prices and at the lowest price. Two of the baidyanath. And 25-25 people will go for
100 people who were randomly asked did zandu pharmaceutical works and Himalaya
not, but 35 did not. Drug Company after Patanjali And 10
people out of 100 will go for the emani
Would You Like To Switch The Brand group.
In Near Future
Patanjali Ayurveda Products Genuine
Maximum no. of people are satisfied using 25 people out of 100 people said no that the
patanjali product and they are not going to patanjali products are not genuine, Whereas
switch the brand in near future. 85 people 75 people said that the patanjali products are
out of 100 will not going to switch the brand genuine and natural. As patanjali products
in near future, while 15 people out of 100 are naturally made without any preservatives
people are going to switch the brand in near and without any chemical substances. at’s
future due certain limitation of patanjali why maximum no. of population consider
Ayurveda on which patanjali had to work a patanjali products genuine.
lot.
Huge Rise of Indigenous Patanjali
Which Brand Would You Like To Switch Products Good For Our Country
In Near Future
Suggestions
1. Quality as the most influential factor in
purchasing decisions. The price is also
important for the purchase decision.
2. The plan always attracts more consumers
for a certain brand. At the same time, before
the final decision is taken, the consumer will
Most people do. We have said that it is give an idea of what he sees most in the
better to buy patanjali products for the product.
Indian economy because our exports are 3. Price reductions and additional quantities
shrinking and our economy is stable in our are two important proposals / plans that
consumers encounter when buying
economy. 90 out of 100 answers yes. 4. People buy more products from the brand
Excessive use of the natural environment that fit the budget, more quantity + less costs
can be dangerous by saying no because ten + quality.
out of 100 people think they are harmful to 5. Because of the extra quantity with less or
the natural environment. Employment will the same price, more satisfaction, quality
increase. (Also poverty line). The and other factors, the consumer must switch
to a different brand.