Presented by:Himanshu ZanwarRounak SinghKiloskar Institute of Advanced Managment

INTRODUCTION

Patanjali Ayurved Limited is an Indian FMCG company. Located in the industrial area of Haridwar,• Over FY12‐15, Patanjali registered revenue CAGR of 64.7%. It is valued at

₹13,000 crore

• VISION- To make a disease free world through a scientific approach to Yoga and Ayurved and to fulfill the resolution of making a new world- free from disease.

• Acharya Balkrishna established Patanjali Ayurved Limited in 2006 along with Baba Ramdev with the objective of establishing science of Ayurveda in accordance and coordinating with the latest technology and ancient wisdom

PRODUCT PORTFOLIO OF PATANJALIPantanjali manufactures 444 products currently.• Nutrition and Supplement- chawanprash, badampak, Ghee, Honey, health

drinks, and fruit juice• Grocery- Biscuits, spices, candy, herbal tea, jam murabba, sonpapadi, natural

sugar, broken cereals, pickles, salt, mustard oil, rice, noodles, oats, papad.• Medicine- kwath, vati, bhasma, syrup, churna, arishta, asava, guggulu• Homecare- agarbatti, dish wash bar, herbal gulal, hawan samagri• Personal care- face packs, face wash, face cream, body lotion, aloe vera gel,

Shaving gel, scrub, tooth paste, tooth brush, tooth powder, shampoo, hair oil, conditioner, hair color, lip balm, detergent powder

• Books & Media- Mp3, vcd, dvds, books, audio cassettes• Health care- digestives, health & wellness

PATANJALI IN MALAYSIA

• Traditional medical practices brought by Indian and Chinese traders and migrants complemented, and gradually replaced, the indigenous medical system in Malaysia.• Siddha, Ayurveda, and unani (all traditional Indian medical systems) are

most practiced in Malaysia. • In Malaysia, sales of traditional and ayurvedic medicines are estimated

to be 1000 million Malaysian ringgit annually, compared with a market of 800 million Malaysian ringgit for allopathic pharmaceuticals.• Malaysia is Mixed and multicultural country.• Malaysia has a population of 28,334,000 in which 21,66,000 people

are Indians (i.e 7.3% of the total population)

• Moreover during the 27th ASEAN Summit when Prime minister Narendra Modi was at Malaysia he had a joint conference with Datuk Seri Najib Abdul Razak. Both the countries were keen to promote greater cooperation in traditional medicine ayurveda and expand the development and usage of ayurveda, one of the world's oldest holistic healthcare systems.

CULTURAL COMPATIBILITY

• In addition to allopathic medicine, the major systems of medicine practiced in Malaysia include Ayurveda, siddha, unani, traditional Chinese medicine.

• The Malaysian people believe that ayurvedic medicines and traditional methods of curing ailments are better than the allopathic medicines. The reasons being:

• The traditional culture and believes of Malaysians.• A survey conducted showed that 31.2 % of the population prefer

ayurvedic medicines. 16.2% prefer traditional methods of treatment.• 23.9% of Malaysians do Yoga.

THE BUSINESS DIMENSION OF PATANJALI IN INDIA

• On 23rd April 2012, Monday, Patanjali Ayurved Limited had announced its entry into the retail sector by launching 100 products to be expanded up to 800, including body care, healthcare, home care, digestive, cosmetics, toiletries and others products.

• Patanjali products are available in Patanjali branded stores arogya kendras and also Big bazaar. Now, the company will be planning to distribute products at kirana stores across the country.

MARKETING STRATEGIES IN INDIA

• Content marketing• Customer familiarity• Pricing strategy• Product leadership• Promotional strategy

CONTENT MARKETING

• It is attracting consumers to your product, not by bombarding them with incessant ads but by educating them on the general sphere where you operate.

• Patanjali did not focus on proclaiming that its brand was the best. Instead the brand told its potential customers about the evils of chemical fertilizers and the exploitation of MNCs and the virtues of products made in India. Patanjali successfully created an environment where the customer wanted to see if the alternative to above evils was usable.

• Finally the company was able to deliver excellent quality product at relatively low prices due to its efficiency in operation and low marketing cost contributed by its self-sustaining business model.

CUSTOMER MANAGEMENT: USP

• Creating a "Disease Free Society - Medicines Free World", Swamiji's cherished dream.• It is claimed that after extensive research of the valuable effects of

Pranayama Yoga during last numerous years, it has been proved now that proper Breathing Technique's practice can cure all diseases completely without medicines or surgery.• Patanjali Yog Ashram has set up 535 branches and 15 more centers are in

the process of being established. • This is working towards creating a new USP wherein any requirement of the

customers can be catered to without delay.• Targeted large market by focusing on economically and resources

constraint masses

PRICING STRATEGY

• Developing an effective pricing strategy remains the most important and difficult part of the marketing process.• The company’s products are priced at ~15‐30% discount to

competition, which makes it an attractive proposition for consumers

• The medicine available at Patanjali is the cheapest and the complete cure to most of the so called incurable diseases like diabetes, cancer, HIV & AIDS too.

• Eg-Patanjali Aloe Vera juice- 1000ml for 200 rupees• Dabur Aloe Vera juice- 1000ml for 570 rupees

PRODUCT LEADERSHIP

• Understand and meet consumers' needs and wants.• Swami Ramdev's Divya Medicines are claimed to be one

hundred percent natural, no or very little side effects. • Medicines are available at a very low cost.• Medicines can cure all the diseases from a simple cold to cancer. • The ambiance of patanjali yogpeeth is world class.

PROMOTIONAL STRATEGY• It is a well established fact that advertising affects consumers. • Baba Ramdev has hit both the opinions as he is advertising and at the same

time not advertising.

• In the year 2002 when Aastha television channel started airing Baba Ramdev's yogic classes; overnight, Baba Ramdev became a sensation he had hundreds of followers who morphed into thousands.

• Millions around the country follow his programme religiously and use Ayurvedic medicines prescribed by him.• His yoga sessions were beamed live into 170 countries.• Built powerful partnership with various prominent T.V channels to broadcast

his yoga camp world wide

SEGMENTATION TARGETING AND POSITIONING

Behavioral segmentation: (Ayurvedic medicines)Benefits Sought • This group likes to try new things and live a healthy lifestyle, but

knows they should make healthier choices than they do. These shoppers represent all levels of education.• Target market- Age group above 40 years• Positioning statement - “Let food be the medicine and medicine

be the food”

• Behavioral segmentation: (Personal care)Buyer Readiness Stage• Groups individuals according to their readiness to purchase the product.

This segmentation model is particularly useful in formulating and monitoring the marketing communication strategies employed to move consumers towards purchase of a product or brand.

• We have selected this as we want to move our customers from the different stages which constitute under this segment and move customers from Awareness, Knowledge, liking, preference, conviction, and finally purchase.• Target market- Above 25 years• Positioning statement - “Walk With Us For A Better Life”

MARKETING MIX

• Product- • Ayurvedic Medicines • Personal care-• Skin care• Dental care• Hair care• Body care

• Price- Penetration pricing• Penetration pricing is the practice of offering a low price for a

new product during its initial offering in order to attract customers away from competitors.

• Promotion- Free yoga camps and medical check up to be set up in various location both in urban and rural areas with corporation with Malaysian government to promote the awareness about Ayurveda and aim to popularize Ayurveda, the ancient medical science in India, and promote the company’s product usability and benefits by educating the customers about the products benefits and attributes.

• Place- The product is to be supplied to various convenient stores and supermarkets, The Company can do so by establishing a strategic alliance with a domestic company to bring its product to the customer as close as possible. • Patanjali can introduce its products to supermarkets such as • - ÆON Group, City Grocer, GCH retail etc

• Patanjali marks the entry into the E commerce space of Malaysia by making its product available in popular e-commerce sites in the country such as

-Lazada.com.my -Lelong.com.my-Groupon.my

THANK YOU