Research on Patanjali Ayurvedic

This research paper discusses the current situation analysis of Patanjali Ayurved, key issues, decision criteria, assumptions, and data analysis. It also provides insights into customer perceptions and recommendations for improving the quality of products.

Running head: MARKETING MANAGEMENT
Research on Patanjali Ayurvedic

MARKETING MANAGEMENT 4
Executive Summary
The role of marketing and management is huge to maintain the sustainability of the business for
a long term. Patanjali Ayurved provides FMCG Products and with the Patanjali Brand’s growing
reach and popularity among customers, it is being discussed in the corporate boardrooms as well.
The report has described the current situation analysis of the company in-depth manner in which
the strength, weakness, opportunity, and threats are included. Key issues of the company and the
decisions criteria of the consumer insights have provided huge information regarding entire
concept of the research. Data analysis is the major part of this assignment as it covered the
questionnaire. The interpretation of the data has been elaborated in a significant manner in which
each graph has been described.

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Table of Contents
Executive Summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Key Issues/goals/problems..........................................................................................................................5
Decisions Criteria........................................................................................................................................5
Assumptions................................................................................................................................................6
Data Analysis..............................................................................................................................................6
Preferred Alternative with Rationale.........................................................................................................12
Conclusion.................................................................................................................................................12
Recommendations.....................................................................................................................................13
References.................................................................................................................................................15
Appendix...................................................................................................................................................17

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Introduction
Marketing and management are two major concepts that increase the efficiency of the business
significantly. Patanjali Ayurved Brand has been taken in this research paper as it is the Indian
Consumer company that provides a number of products such as beauty products, Ayurvedic
medicines, food products, natural personal care and herbal home care. The revenue of the
company is INR 10,561 crore at the end of March 2017. The latest Ayurved A high stress on
various quality circles and special project teams are working on Total Quality Management
projects for the purpose of making good quality a way of life in Patanjali Ayurved Limited
(Patanjali, 2018). This kind of activities helps Patanjali Ayurved Limited to develop
herbomineral arrangements with consistent levels of the batch to batch uniformity. It makes sure
that the customer of Patanjali will get high-quality products regardless of where it is bought.
The strength of the company is strong growth in a short span of time in which it has been found
that the company has registered revenues of INR 5000 crores in 2015-16 that facilitates to attain
a foothold in the established FMCG business (Patanjali, 2018). Along with that the strong brand
ambassador, broad range of products, strong distribution network and extensively present on e-
commerce platforms. The major weakness of this company is that the revenues are reliable on
few main products which are not sustainable in the long term. The company has huge
opportunity to expand its business in rural products. The major threat is a poor farming season as
the products of Patanjali are dependent on natural ingredients.

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Key Issues/goals/problems
The company has reached at the higher level of growth in a short span of time that increases the
good image of the company in the view of outsiders and increases the trust of potential
customers over the products of the company. According to Dubey, (2017), there are some major
issues of Patanjali Ayurved that can be the cause of degradation of the system. It has been
analyzed that some products of the company are failed in the quality tests. The district food
safety department has found issues in the products of the company that is a matter of concern. In
April, 2017, the product of Aata noodles was found to be sub-standard since they included three
times more ash than the acceptable limit. Along with this, the desi ghee of Patanjali was found to
include artificial color. It is vital for the company to maintain the image of it in the long term by
providing a number of quality products to the customers. As per The Indian Express, a case has
been filed in the year of 2012 that Patanjali had failed in quality tests in the sample of mustard
oil, pineapple jam, honey and salt (Shukla and Sanghvi, 2017).
Decisions Criteria
The decisions criteria are an important part to make the decisions and they will be taken in use to
evaluate the suitability of the organization in making the decisions. The decisions regarding key
issues of Patanjali have been taken by evaluating the key success factor of FMCG Industry
(Evanschitzky, Eisend, Calantone and Jiang, 2012). The key success factors of FMCG products
in India understand the strategic position of the brand, ensure incentive is appealing, Ensure
compliance of promotional activity at outlet level and high market potential (Mothilal,
Gunasekaran, Nachiappan and Jayaram, 2012). It has been evaluated that the Patanjali Ayurved
is failed to understand the entire concept of the key success factor of FMCG products in India.

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It has been found that the company is failed in the quality test of a number of products. It has
been done due to low morale of employee as they are not attentive at the time of producing the
products. There are some typical decisions criteria such as ease of implementation, cost,
employee morale, risk levels, cost savings, return on investment and increase customer
satisfaction. The company needs to focus on the ease of implementation of employee morale so
those employees implement the effective product with quality. Customers want quality based
products and due to lack of it, they can switch from one place to another place for having quality
products. It has been found that Patanjali is not followed the key success factors of FMCG
Industry of India that being the major concern of quality products (Rao and Alexander, 2016.).
However, the company has taken various decisions such as increasing quality in the products that
maintain the image of the company as before in the market of India. The company does work as
per the slogan of it “Prakriti Ka Ashirwad” (Jaggi and Ghosh, 2017).
Assumptions
The assumptions regarding the questionnaire have been mentioned below:
 The participants will answer the interview questions in a significant manner.
 The criteria for inclusion of the sample are appropriate and so make sure that the
participants have all experienced the same phenomenon of the study.
 Participants have interest in contributing to the research and they do not have any other
motive.
 They will give the correct answer in an appropriate manner of all questions by which the
researcher would be able to interpret in an efficient way.
Data Analysis
Survey through questionnaire

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For this research, Survey through questionnaire is conducted on 50 consumers to get their insight
regarding Patanjali Ayurved brand. This survey is beneficial to arrive at the valid conclusion.
Demographic-based question
Please mention your gender
Male
Female
Please tick on your Age
Below 30
30-35
36-41
Above 41
What is your income?
Below 3 lacs
3-5 lacs
5-10 lacs
Above 10 lacs
Please mention your occupation?
Student
Businessman
Professional
Homemaker
Salaried
Others

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Question related to consumer insight regarding Patanjali Ayurved brand
How frequently do you purchase Patanjali Ayurved brand
Seldom
Often
Always
Please demonstrate how much do you agree or disagree with respect to reason for
purchasing the Patanjali Ayurved brand, where
1= Strongly agree
2= Agree
3= Neutral
4= Disagree
5= Strongly disagree
Reason for
purchasing
the
Patanjali
Ayurved
brand
Good
quality
Advertisements Brand
image
of Baba
Ramdev
Availability Health
benefits
1=
Strongly
agree
2= Agree
3= Neutral

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4=
Disagree
5=
Strongly
disagree
Have you ever complained about Patanjali Ayurved brand?
Yes
No
What are your insights about Patanjali Ayurved brand for the following characteristics?
Affordable price
Better quality
Natural products
Benefits
Customer service
At what extent are you satisfied with the Patanjali Ayurved brand?
1 = Least satisfied
2= moderate satisfied
3= dissatisfied
4 = satisfied
5= most satisfied
1 2 3 4 5

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Do you agree that Patanjali Ayurved brand provides health benefits to you as compared to
other products?
1= Strongly agree
2= Agree
3= Neutral
4= Disagree
5= Strongly disagree
1 2 3 4 5
From the assessment, it can be interpreted that both 50% of males and 50% of females are
selected to decline the possibilities of biases from research. It is also analyzed that there are 16
out of 50 participants were belongs to 36-41 years. In contrast to this, 8 out of 50 participants
were belongs to below 30 years. It is also assessed that there 17 out of 50 participants has Below
3 lacs income while only 9 out of 50 participants has above 10 lacs. It is also evaluated that 15
out of 50 consumers are homemaker whereas only 5 out of 50 participants are students. There are
21 out of 50 participants who have always purchase Patanjali Ayurved brand. In opposed to this,
11 out of 50 participants who have seldom purchase Patanjali Ayurved brand. Through the
assessment, it is observed that there are different reasons for purchasing the Patanjali Ayurved
brand. These reasons are Good quality, Advertisements, Brand image of Baba Ramdev,
Availability, and Health Benefits. In this way, it is evaluated that 29 out of 50 participants were

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believed that good quality is key reason for purchasing the Patanjali Ayurved brand.
Furthermore, 27 out of 50 participants were believed that Advertisements is key reason for
purchasing the Patanjali Ayurved brand. In addition, 33 out of 50 respondents believe that Brand
image of Baba Ramdev is key reason for purchasing the Patanjali Ayurved brand. It is also
evaluated that 38 out of 50 participants feel that availability of product is key reason for
purchasing the Patanjali Ayurved brand. As well as, 30 out of 50 participants believe that health
benefits are key reason for purchasing the Patanjali Ayurved brand. It is also demonstrated that
15 out of 50 consumers have ever complained about Patanjali Ayurved brand while most of the
consumers i.e. 35 out of 50 have never complained about Patanjali Ayurved brand. It is also
analyzed that consumer has their different insights regarding the Patanjali Ayurved brand for the
following characteristics. These characteristics are Affordable price Better quality, Natural
products, Benefits and Customer service.
From this questionnaire, it is found out that 11 out of 50 consumers buys the products of
Patanjali Ayurved brand due to natural products while 7 out of 50 participants were believed to
buy Patanjali Ayurved brand due to its benefits. It is also determined that 15 out of 50 consumers
were most satisfied with the Patanjali Ayurved brand while only 4 out of 50 consumers were
dissatisfied with the Patanjali Ayurved brand. It is also assessed that 30 out of 50 consumers
were agreed with the statement that Patanjali Ayurved brand provides health benefits as
compared to other products. In contrast to this, 12 out of 50 participants do not agreed with the
statement that Patanjali Ayurved brand provides health benefits.
Preferred Alternative with Rationale
There are a number of issues in the products of Patanjali as it has been found that the quality of
them is not high as per the district food safety department. It is essential for the company to

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improve the quality in a significant manner in which they should make a commitment to
improving the quality of the products. The mistakes should be tracked so that the company could
make decisions in improving the quality of the products (Pandey and Sah, 2016). The company
is facing issues regarding quality of the products that is why it is required for the company to
provide the training program to them for increasing the quality of the products because the
customers are the key factor of success. In the context of customers, it has been found that the
believe of customers are decreased over the products of the company due to less quality in the
products that is why it is vital for the company to organize the quality circle that should have
skills to examine the quality of the products (Kumar, Jain, Rahman and Jain, 2014). Along with
that, it has been found that the Patanjali is facing issues regarding the absence of a key sub-
branded range under Patanjali “Umbrella”. The communications are done around the name of
“Patanjali” and not around any sub-brand which has become the major cause of decreasing sales
of their key categories. The products of the company are entirely dependent upon the co-founder
of Patanjali- Baba Ramdev and any questions arising on their integrity will definitely impact the
performance of the brand.
Conclusion
It can be concluded that Patanjali Ayurved has various factors of key to success such as less
price, strong distribution channels, and strong brand associations and promotional through
media. The key issues of Patanjali case study have been described in a significant manner in
which it has been found that some products of the company are not compatible with quality. The
decisions criteria have been elaborated in a sophisticated manner in which it has been found that
the company did not follow the key success factor of FMCG India. Data analysis have been done
to increase the better understanding of the Patanjali products in which the questionnaire has been

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prepared to get the answers from participants. Each graph has been interpreted to describe the
meaning of it to the readers.
Recommendations
 It can be recommended that marketing strategy of Patanjali Ayurved brand should attract
long-term consumers in order to conduct the successful product.
 There are large numbers of Patanjali consumers who are facing problem such as products
are not available in the market regularly. It can be suggested that Patanjali Ayurved brand
can increase their distribution channel (Solomon, et. al., 2014).
 The company should have focused on the production efficiency and improves the
advertisement. The company should also scan the trends and conditions in order to
operate in the area of the market, the lifestyle of consumers, growing influence and
income levels (Hudson, et. al., 2016).
 It can be suggested that Patanjali Ayurved brand should gain increase the number of
outlets and stores. As a result, it would be beneficial to increase their productivity and
also ensures that there will be the high availability of products in the market (Bilgihan, et.
al., 2016).
 It can be suggested that Patanjali Ayurved brand should add new attributes that a
consumer can use in assessing the brand as it would be beneficial to influence the
consumer behavior. It is also suggested that managers should improve their products by
emphasizing on additional benefits with regards to using the brand (Fransen, et. al.,
2015).
 It can be also recommended that Patanjali Ayurved brand should select the target market.
The scanning and evaluation of market opportunity aids to address the different consumer

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segment with diverse and exceptional needs and wants. The company should also address
these groups and learns how to make a buying decision. As a result, it would enable the
marketer to design the products and services as per the needs (Pappas, 2016).

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References
Bilgihan, A., Barreda, A., Okumus, F., and Nusair, K., 2016. Consumer perception of
knowledge-sharing in travel-related online social networks. Tourism Management, 52, pp.287-
296.
Dubey, J., 2017. Patanjali: Unique Brand Building and 4Ps. IUP Journal of Brand
Management, 14(3), pp.45-53.
Evanschitzky, H., Eisend, M., Calantone, R.J. and Jiang, Y., 2012. Success factors of product
innovation: An updated meta‐analysis. Journal of Product Innovation Management, 29(S1),
pp.21-37.
Fransen, M.L., Verlegh, P.W., Kirmani, A. and Smit, E.G., 2015. A typology of consumer
strategies for resisting advertising, and a review of mechanisms for countering them.
International Journal of Advertising, 34(1), pp.6-16.
Hudson, S., Huang, L., Roth, M.S. and Madden, T.J., 2016. The influence of social media
interactions on consumer–brand relationships: A three-country study of brand perceptions and
marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Jaggi, R. and Ghosh, M., 2017. Consumer Perception of Patanjali Products: An Analytical
Study. IUP Journal of Brand Management, 14(1), p.13.
Kumar, V., Jain, A., Rahman, Z. and Jain, A., 2014. Marketing through spirituality: A case of
Patanjali Yogpeeth. Procedia-Social and Behavioral Sciences, 133, pp.481-490.
Mothilal, S., Gunasekaran, A., Nachiappan, S.P. and Jayaram, J., 2012. Key success factors and
their performance implications in the Indian third-party logistics (3PL) industry. International
Journal of Production Research, 50(9), pp.2407-2422.

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Pandey, P. and Sah, R., 2016. The growth of Swadeshi-A Case Study on Patanjali Ayurved
Limited. International Journal of Engineering Technology, Management, and Applied
Sciences, 4(7), pp.7-14.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behavior. Journal of Retailing and Consumer Services, 29, pp.92-103.
Patanjali, 2018. About us. Available [online] https://www.patanjaliayurved.net/about. Accessed
on 7th June 2018.
Rao, M.S., and Alexander, C.M., 2016. Traditional Wisdom in Indian Entrepreneurship-A Case
Study on Patanjali. International Journal of Engineering and Management Research
(IJEMR), 6(5), pp.332-338.
Shukla, T. and Sanghvi, R., 2017. India’s Fastest Growing FMCG Company: An Insight into
Patanjali’s Marketing Strategies. Evidence-Based Management, p.105.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). UK: Pearson.
Yadav, R., 2017. Patanjali Ayurveda Limited: Attraction of Ayurveda Products. South Asian
Journal of Business and Management Cases, 6(1), pp.100-108.

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Appendix
Data analysis
gender
male 25
female 25
50%50%
gender
male female
Age
Below 30 8
30-35 14
36-41 16
Above 41 10

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Below 30 30-35 36-41 Above 41
0
2
4
6
8
10
12
14
16
18
8
14
16
10
Age
Age
income
Below 3 lacs 17
3-5 lacs 14
5-10 lacs 10
Above 10 lacs 9
Below 3 lacs
3-5 lacs
5-10 lacs
Above 10 lacs
0 2 4 6 8 10 12 14 16 18
17
14
10
9
income
income

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occupation
Student 5
Businessman 6
Professional 12
Homemaker 15
Salaried 8
Others 4
Student
Businessman
Professional
Home maker
Salaried
Others
0
2
4
6
8
10
12
14
16
5 6
12
15
8
4
occupation
occupation
frequently do you purchase Patanjali Ayurved brand
Seldom 11
Often 18
Always 21

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Seldom
Often
Always
0 5 10 15 20 25
11
18
21
frequently do you purchase Patanjali
Ayurved brand
frequently do you
purchase Patanjali
Ayurved brand
Reason for purchasing the
Patanjali Ayurved brand
Good
quality
Advertisements The
brand
image
of Baba
Ramdev
Availability Health
benefits
1= Strongly agree 11 13 16 17 14
2= Agree 18 14 17 21 16
3= Neutral 6 8 7 7 8
4= Disagree 7 9 5 3 5
5= Strongly disagree 8 6 5 2 7

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1= Strongly agree
2= Agree
3= Neutral
4= Disagree
5= Strongly
disagree
0 10 20 30 40 50 60 70 80 90 100
11
18
6
7
8
13
14
8
9
6
16
17
7
5
5
17
21
7
3
2
14
16
8
5
7
Reason for purchasing the Patanjali
Ayurved brand
Good quality
Advertisements
Brand image of Baba Ramdev
Availability
Health benefits
Have you ever complained about Patanjali Ayurved brand
Yes 15
No 35
15
35
Have you ever complained about
Patanjali Ayurved brand
Yes
No
What are your insights about Patanjali Ayurved brand for the
following characteristics?
Affordable price 8

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Better quality 11
Natural products 14
Benefits 7
Customer service 10
0
4
8
12
16
8
11
14
7
10
What are your insights about Patanjali
Ayurved brand for the following
characteristics?
What are your insights about
Patanjali Ayurved brand for the
following characteristics?
At what extent are you satisfied with the Patanjali Ayurved
brand?
1 = Least satisfied 8
2= moderate satisfied 9
3= dissatisfied 4
4 = satisfied 14

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5= most satisfied 15
1 = Least
satisfied 2=
moderate
satisfied
3=
dissatisfied 4 = satisfied 5= most
satisfied
0
2
4
6
8
10
12
14
16
8 9
4
14 15
At what extent are you satisfied with the
Patanjali Ayurved brand?
At what extent are you satisfied
with the Patanjali Ayurved
brand?
Do you agree that Patanjali Ayurved brand provides health
benefits to you as compared to other products?
1= Strongly agree 14
2= Agree 16
3= Neutral 8
4= Disagree 7
5= Strongly disagree 5

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1= Strongly agree
2= Agree
3= Neutral
4= Disagree
5= Strongly disagree
0 2 4 6 8 10 12 14 16 18
14
16
8
7
5
Do you agree that Patanjali Ayurved
brand provides health benefits to you
as compared to other products?
Do you agree that Patanjali
Ayurved brand provides
health benefits to you as
compared to other
products?