Patanjali Ayurved Marketing Analysis

This document provides an analysis of the marketing strategies and growth of Patanjali Ayurved Ltd. It discusses their marketing goals, targeting, issues, and data analysis. Patanjali Ayurved is a leading FMCG company known for its wide range of natural and ayurvedic products.

PATANJALI AYURVED LTD.
PATANJALI MARKETING ANALYSIS

PATANJALI AYURVED LTD.
EXECUTIVE SUMMARY
Patanjali ayurved is a fastest growing FMCG company which is really giving hard
competition to many of the companies or the brands. It has been started by Acharya
balkrishnan and Yog Guru Baba Ramdev. They have come into inception in 2006 and now
they are a 5000 crore group. They are having more than 46000 retail counters and almost
3500 distributors which makes their distribution channel to the top. They have a wide range
of the products either they are cosmetics, hair care, skin care, medicines which are ayurvedic
and baby products. They are also dealing in regular items like honey, chyawanprash and even
toothpaste also. They are very popular not even in India only but in US, Canada, Russia,
Dubai and many of the European countries also. Their brand Ambassador is very strong Baba
Ramdev as they have the huge fan following because of yog and Ayurveda. People have
started joining Patanjali group only through the yog and exercises they have learnt earlier
from Baba Ramdev only. People who are fond of Ayurveda and love to exercise and live
healthy and naturally are attached to Patanjali from starting onwards and now they are
multiplying their own people. It is basically an organization nowadays otherwise it has been
started for healing and solving problems of the people naturally. They have promoted
ayurvedic medicines, food products and many more which can be utilized in several houses
or offices or in day to day routine itself. There are several data analysis and SWOT analysis
like other companies. Patanjali has several strengths, weaknesses, opportunities and threats as
well and they have to manage their boundaries to generate profits among the heavy loaded
competition market. They are the leaders in Ayurveda products but they are giving hard
competition to many of the brands and the companies itself.

PATANJALI AYURVED LTD.
Contents
EXECUTIVE SUMMARY...........................................................................................................................2
INTRODUCTION.....................................................................................................................................4
MARKETING GOALS/ TARGETING..........................................................................................................4
MARKETING ISSUES...............................................................................................................................5
DATA ANALYSIS.....................................................................................................................................6
RECOMMENDATIONS............................................................................................................................7
CONCLUSION.........................................................................................................................................7
REFERENCE............................................................................................................................................9
APPENDICES 1......................................................................................................................................10

PATANJALI AYURVED LTD.
INTRODUCTION
Patanjali ayurved has started its inception in 2006 with a great thought of rural and
urban development. Patanjali was started by Acharya balkrishnan and Yog Guru Ramdev.
This group is started for the wealth and health of the people to be improved by several things
like Yoga, Pranayama etc. People were taking interest to do Baba Ramdev’s exercise and
with a positive effect they feel they started having a strong faith and that faith is a bond
between a consumer and the company. The company is not only an organization but it was an
idea of making a healthy society through yog and ayurved itself. Patanjali ayurved has
achieved an incredible growth around the globe and all over India in a very little span of time.
They have more than 46000 retail counters and more than 3500 distributors for distribution.
They have multiple warehouses in almost 18 states and projected factories in 6 states. They
have a very good presence in the foreign markets like US, Canada, Russia, Dubai and some
of the European countries. They are the leaders in the ayurved market and offering the best
quality products with a good quality life. They have herbal and 100% organic products which
increases the quality of the products for a longer duration of the time. They have a current
turnover of Rs. 5000 crores and having a good collection from the persons who are becoming
members in Patanjali Yogpeeth Institute. (yadav, 2017)
MARKETING GOALS/ TARGETING
Patanjali is currently giving a very hard competition among all the FMCG companies.
They have entered almost in all the categories like oral care, hair care, groceries, skin care,
health and supplementary packaged food etc. They have no different products within the
same product selection which clearly shows the fact that they are not targeting any particular
segment but they want to assist the whole population with their assistances. It has been many
times that elder persons in the house are decision makers and can be convinced easily for the
usage of Ayurveda products as new generation is always keeping an eye on the
advertisements and their attractive schemes and logos. (Mishra, 2016)Patanjali can target the
south Indian market also by just producing packages and doing advertisements and
promotions in the south Indian language. Language change will help them to generate a good
volume of the business and overall the distribution level will also increase. Patanjali is
presently contending in all the FMCG categories like daily usage or household items. Their
target is to achieve maximum share from the FMCG industry and ayurved market of course.
Patanjali has a very clear positioning like they are offering the complete range of natural,
herbal and organic products at a very lower price as compared to the other competitors.
Patanjali is also offering yoga, pranayama and Ayurveda which is an accessory for them.
Consumers love to be with all these stuff from Patanjali which is really meaningful for
disease free life. Baba Ramdev also links the idea of home-grown(swadeshi) to the
company’s products and does the promotion for the company by saying that they are really
helping their farmers to earn more and more profits. He also shows that the company is not
taking profits on many of the products and still they are very much economical than the other
competitors. Patanjali has now a bigger portfolio under its brand. All the products of Patanjali
were not launched at the same time. They have started with few of the products and since
then they are continuously coming up with the new products. All of its products are in growth
stage or in introductory stage which will help them to boost up the market and getting the
maximum share out of it. (Bhasin, 2019) Patanjali is a well reputed brand name itself these
days and it was not a company when it was started in 2006. Now they have entered into many

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of the segments and giving a hard competition to many of the bigger brands and the
organizations itself. They have created this successful platform in a very lesser time and
instead of many competitors or bigger players, they have launched their products with
complete enthusiasm. They have the highest product range among any of the competitor
either it is in any of the segment. They are advertising through some bigger houses like
Future group, Reliance digital and even on social media they are fully active. If any person
wants to order any Patanjali product online, he can do this as amazon is also promoting their
brands. Above all, Patanjali is offering high quality products at a much lower prices as
compared to the other players or the organizations. They are the leaders in Ayurveda products
and trying to get maximum share through all the segments they are covering or want to cover.
(Sahu, 2017)
MARKETING ISSUES
Issues are the part of every organization or the company. These are the problems
which helps us to know about the area of improving our strengths and also to encash the
opportunities and strengths as well. Issues or problems are the barriers to any of the
organization but every company is executing and trying to overcome these issues or the
problems through a marketing mix. Marketing mix is an analysis of Basic four pillars like
Product, Price, Place and the Promotion to overcome all the issues a company is facing to
achieve their desired targets. Marketing mix is very important for any of the company or the
organization. Patanjali is covering it for the marketing strategy. It includes the pricing,
advertising and the distribution strategies of the company. There are basically 4p’s of the
marketing mix like Product, Price, Place and Promotion. Product mix helps Patanjali really
well as they have a wide range of the products more than 400 types of cosmetic, food items,
haircare, skincare, tooth care and baby products also. They are also the leading manufacturer
of ayurvedic medicines and infact they have some food product range like noodles, biscuits
and cornflakes etc. (Exchange4media Staff, 2016)They have a wide range of product mix
through which they are growing very fast and positively. Price is the next P of the marketing
mix and it is also utilized very well by Patanjali group for their growth of course. Patanjali
ayurved is giving hard competition in FMCG industry as prices are very compatible and
competitive in the market. Patanjali is giving competition like Patanjali noodles competes
with Maggi, toothpaste competes with Colgate like brands, Patanjali chyawanprash is
competing with Dabur and many more. Pricing strategy is making people easier to switch
from the brands to Patanjali products. It is only focussed to get the maximum share from the
FMCG industry and offering them a healthy and natural variant to the customers in the
market. They are getting all the products and their segments to compete in rest of the variants.
Place is the other P of the marketing mix and Patanjali has managed really well to reach
almost at every place in a very short span of time. Patanjali has made their distribution level
so wide and fast that they have tied up with Reliance retail, Hyper city and online base like
Amazon etc. These all chains either they are offline or online permits Patanjali brand to
certify that its products are available across various cities and towns in India especially.
Patanjali products are also getting promotion through small grocery stores as they have a
wide range of daily routine items like tooth paste, cereals, noodles and much more. It is a
well-being promotion done by lakhs of people every day. Patanjali products are also available
widely in Nepal, Saudi Arabia, Sri Lanka and many more places. Promotion is the last P of
the marketing mix but it is also very much important for any of the marketing. Patanjali is

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taking full advantage of promotion as they are doing advertising on a higher priority.
(Malviya, 2018)Yog Guru Ramdev Baba is the brand ambassador of the Patanjali itself, and
they have a huge fan following which is the main reason of incredible sales in this short span
of time. They are always showing in their advertisements that we are offering products which
are natural and ayurvedic but also on the other hand they pretend that their competitors are
using harmful products even at a higher price. They are always targeting the people who
wants a healthy life style by using natural and ayurvedic products. Patanjali is the fastest
growing FMCG company in India and doing business all over. SWOT analysis is basically
stands for strengths, weaknesses, opportunities and the threats for a company. There are many
strengths for Patanjali ayurved as they have an incredible growth in a very short span of time,
their brand ambassador is very strong as Baba Ramdev is having a huge fan following which
helps the company to boost up their sales very fast and quickly, Broad range of segments and
having good reputation in FMCG market especially, Patanjali has a strong distribution
network through various chains either they are offline or online, regularly doing promotional
campaigning for yog and ayurved Products at many places. They have so many strengths
which make them a fastest moving FMCG company. On the other hand, they have some of
the weaknesses like they find it difficult in the product merging, they have excessive
dependence on Baba Ramdev, infiltration of the pricing is not a long term benefit process and
no profits can be earned through supportable sources. Patanjali have many of the
opportunities they can add up like Patanjali has a huge potential to grow in the rural market,
various tie-ups or collaborations like future group or online support like amazon will helps
them to be more fruitful, expanding to other retail sections can help them to make more
existence in the Indian market. They have the potential to rise its international market as
Ayurveda is growing worldwide. On the other hand, unlike other companies they have some
threats like many of the competitor FMCG companies are coming with Ayurveda products
after seeing Patanjali success stories, if farming season is not good then it will be a loss for
Patanjali as they are always reliant on natural constituents for their products. Baba Ramdev is
their brand ambassador and if the reputation of their brand ambassador will be moved
through politics then, definitely their brand image will also flow. (singh, 2017)
DATA ANALYSIS
The FMCG market of India is having a worth of $59 billion and is expecting with an
incredible growth of $110 billion by 2020. It is the fourth largest industry among all the
industries in India. The FMCG is always having three main segments and that are food and
beverages, health care and house hold and personal care items. There is always an expending
penetration into the rural areas especially which helps to increase the distribution network. It
depends upon the bargaining power of the buyers which includes wholesalers, retailers and
the customers which is really high as FMCG market is extremely competitive and every
company or the organization wants the largest shelf space at most of the important locations.
For customer it is very easy to get a good margin as they have a wide array of choices.
Customers are sensitive to the price as well so, the companies are always taking care of the
pricing strategy. There is always a threat of substitute or the competitor which is really high
as there are many brands which are offering the same quality at some lower prices. The only
concern to win is to create an availability of the products regularly. There is also a threat of
new entrants as it requires important money speculation in setting up delivery systems and
brand promotions. The competitive challenge is very high as the reserved label brands offers

PATANJALI AYURVED LTD.
heavy concessions as compared to the well-known brands. Thus, the weak competitors are
overthrown from the market itself due to higher competition. (Anuja agarwal, 2017) There
are huge number of competitors as the market is highly split in the particular section. Weak
competitors can’t even come for the competition as the bigger brands are doing several things
to promote their brands. It is not an easy task to get a particular share from the market even
when the bigger players are there or the existing players who have a base of the consumers
already associated with them. (Bussi, 2015)
RECOMMENDATIONS
 In my opinion Patanjali should concentrate on less product categories that are related
and reliable. They should also concentrate on generating sub-brands for newer
manufactured goods with a solid product planning to balance any future hazards with
the brand Patanjali. To overwhelmed the subcontracting matters, the company should
move out from some of the small categories like biscuits, cornflakes and even noodles
also. These products are not associated with the principles the companies have been
functioning for. The company should have to maintain the reputation and the
standards of their essential contributions which are not subcontracted. (Shukla, 2017)
 One of the weakness of the company as deliberated in the analysis was that the
corporation has a large uncontrollable collection which is not making profits. They
have one more hurdle as they are fully dependent upon Baba Ramdev so they have to
make their own well reputed image in the market. Everybody knows and respect Baba
Ramdev and he is having a huge fan following but if he will be in politics in future
then what the company will encash on their own. So, it’s better for the organization to
capture and collect some of the great face value of themselves in the market and all
over the world.
 The company has been complained by several other companies and the organizations
for providing low standards products. Therefore, the company should execute strict
and harsh superiority checks time to time. This should be accepted by consistent
regular quality challenging and showing the results. The company should take care of
the qualities as many of the clients or the people are with Patanjali just because of
high quality and Ayurveda products. They are well known for natural products they
are offering either they are usable or eatable. They are giving a hard competition to
many of the super brands like Colgate, Maggi, Dabur brand and even Rice brands.
 The company is very well growing day by day and there are many of the consumers
who are in the acceptance phase because of the pricing policy of the company.
Therefore, the company should have to think about the long term business and should
not run after the money or the profits they want to maintain on the very first stage.
They have to make a big brand name instead of increasing prices immediately after
the advertising activities expenses or to incur those expenses. (TrishalaGautam, 2017)
CONCLUSION
Patanjali is a fastest growing FMCG group and giving a hard competition to many of
the bigger brands and the organizations. Patanjali ayurved was started in 2006 by Yog Guru

PATANJALI AYURVED LTD.
Baba Ramdev and Acharya Balkrishnan. Patanjali was started only through and for yog and
Ayurveda but now this is the company having a wide range of more than 400 products in
various segments. Patanjali is popular all over and having an incredible business in many of
the countries. They are the leaders in Ayurveda especially but they are also offering natural
and herbal products with too that a wide range. They have a wide range of products including
food products, skin care products, hair care products and many medicines which are purely
natural and ayurved. They have given a boom in the Indian marketing industry for ayurved
especially and now they are the leaders in India and many countries worldwide. Patanjali is a
reputed house and Baba Ramdev is their brand ambassador. Their brand Ambassador is so
popular and having a huge fan following which is the basic reason for incredible sales in a
very short span of time. They have a regular promotion through various channels like
advertisements, hoardings, online etc. They have some tie-ups with big brands like Reliance
retail, Future group and even on Amazon. They have so much of variety products in various
sections that they can compete in any of the segment. Their punch line is to provide pure and
natural products at a lower cost as compared to other products or the companies. (Roy, 2013)

PATANJALI AYURVED LTD.
REFERENCE
Anuja agarwal, 2017. Data analysis. Impact of patanjali products on the FMCG business.
Bhasin, H., 2019. Marketing goals /targeting. Marketing startegy of patanjali-patanjali marketing
strategy.
Bussi, L., 2015. Marketing issues. Patanjali - Strategies and challenges ahead.
Exchange4media Staff, 2016. Marketing issues. Patanjali sets an ambitious production goal.
Malviya, S., 2018. Marketing issues. Patanjali sales growth slows as rivals launch herbal produtcs.
Mishra, V., 2016. Marketing goals /targeting. A report on patanjali ayurveda.
Roy, T., 2013. Conclusion. Patanjali product mix.
Sahu, D. m., 2017. Marketing goals/targeting. Marketing strategies of patanjali ayurved,, 7(6).
Shukla, S., 2017. Recommendation. The marketing mix strategies of patanjali ayurveda,, 1(3), pp. 25-
36.
singh, K., 2017. Marketing issues. The marketing mix strategies of patanjali ayurveda.
TrishalaGautam, 2017. Recommendation,. Patanjali research,.
yadav, R., 2017. Introduction,. Patanjali Ayurveda limited: Attraction of ayurveda produts,.

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APPENDICES 1