demystifying the brand patanjali

Demystifying the Brand Patanjali - A Case on growth strategies of

Patanjali Ayurved Ltd.Presented by:Group -4

Presented to:Prof. Pradeep

05/01/2023Property of Indus Business Academy. For Academic Purpose Only. 2

• A holistic approach to improve the quality of life of all beings, world over

• Patanjali Ayurved Ltd was conceived with the objective of amalgamating the ancient wisdom of the Science of Ayurved with the modern scientific techniques of Industrial Management

Mission and Vision


• “We don't know markets or marketing . . . but what we know is serving the people by providing them high-quality products at attractive prices.”

• - Acharya Balkrishna, MD, Patanjali Ayurved Ltd.

Words by Managing Director

05/01/2023PROPERTY OF INDUS BUSINESS ACADEMY. FOR ACADEMIC PURPOSE ONLY. 4

About Patanjali Ayurved Ltd

Located at

Haridwar

Founded in the

year 2006

Market Valuatio

n2 Billion

Synergy betwee

n ancient wisdom

and modern technol

ogy

1995 Divya Yog

Mandir Trust

Sanskar v/sAstha

70 Million people


Expected to grow up to 200 Million

Live Telecast instrumental

Restore Yoga and Ayurveda

Patanjali Yogpeeth Trust

Employs 200 doctors

US, UK, Canada, Nepal and so on

About Patanjali Ayurved Ltd


Strategic Planning

Captive Market• Followers of

Baba Ram Dev

• Health Conscious

• Affordable Products

• Swadeshi Proucts

Buyers• First –

Captive Markets

Product• Home Care• Cosmetics

and Health• Food and

Beverage• Health Drink

Price• 15% - 30%

less• Market

Penetration Strategy

• Cow Ghee – Skimming Strategy

Promotion• Word of Mouth

through Captive Market

• Loyalty• Franchisees

promoted locally• TV Ads• Digital Marketing• PR• Books and VCDs

Place• PAL

• 1200 Chikitsalays

• 2500 Arogya Kendra

• 7000 Open Store

• 5600 Marketing Vehicle


• Patanjali has always delivered high value to its customersValue = Benefits - Cost

Kotler vs Patanjali


Segmentation – Selective Specialization

Income and AgeHealth

Conscious and Patriot

Value for moneyElderly

Children

All the products are affordable

at 15%-20% less than

the competition

Not only low and Middle

but also health

conscious upper

segment


Positioning

Prakriti ka Swad

Natural Products at Affordable

Prices

Swadeshi MakeMake In

India

Synergy of Campaigns have done wonder to

the Patanjali

India is Considere

d as a birth place of Ayurved


Cow Ghee

Dant Kanti Tooth Paste

Kesh Kanti

Short lead time between concept and launch

Products


Environmental AnalysisPolitical: Conducive to the Government, Stable, Tax Policy, Support

Economical: Inflation, Tax and Interest rates, GST, No Currency Rate influence

Social: Health conscious, Rise in Life Style Diseases

Technological: R&D, Automation, Better means of Communiction

Legal: Restricted

Environmental: Non Hazard, Rich in Herbs, Less harmful residues, Environment Friendly


Task environment Analysis

Competition

HighZandu, Dabur,

Himalaya

Threat of

New Entrants

BuyersPrice

& Qualit

y

Substitutes

Low to Moderat

e

Supplier

Moderate to High


Timeline2015-161 Bn USD

(5K Crores)

2016-171.5 Bn USD(10K

Crores)

20203 Bn USD

(20K Crores)

Strategic Alliance

Future and RelianceReach in major Cities

DRDO

Goal Formulation


The threats & the controversies

• Concentrated Revenue• 40% of revenue from 4 products• Cases being filed with Advertising

Standards Council of India Threats

• Baba Ram Dev accused of using MNC strategies

• Tussle with FSSAI• December 2015• Cow Urine• Bugs in Noodles

Controversies


The Future

More Production Facilities

MH, AP and MP

Low cost of

Production

1000 Crores for expansion this year

Entry into dairy

segment

Increase reserves

for growth

Thank You – Let’s go Eco Friendly
