Patanjali research

Presented by:

Amol Vashistha

Rishipal Singh

Sarita

Trishala Gautam

Introduction

Patanjali started its operations with Patanjali yogpeeth in

Hardiwar, Uttarakhand. Acharya Balkrishna and Yogrishi

Baba Ramdev established Patanjali Ayurveda Pvt Ltd in

2006 with the vision of bringing together ancient wisdom

of Ayurveda and latest Technology.

Patanjali was first started by manufacturing medicinal

products. Gradually they have expanded there range from

medicines to food items and cosmetics.

Need of the Study

To compare, analyze and interpret the marketing

strategy of Patanjali and its position with respect to its

competitors in the present day market and also to

realize the methodology used by Patanjali in winning

the confidence of the people either by exploiting their

sentiments or otherwise.

Objective of the study

• To find out the influencing factor of customer to buy

Patanjali products.

• To study the effect of factors on customer

satisfaction.

Patanjali Ayurveda- Entry into FMCG

Patanjali started off manufacturing bulk ayurvedic medicines later branching its operations into FMCG markets as well.

Since, the FMCG market has low entry barriers, Patanjali soon established itself as a major consumer goods’ manufacturer. The recent trends clearly imply that the company’s priorities are shifting from medicines to consumer goods, perhaps because the net revenues earned through FMCG are on par with ayurvedic medicines.

Patanjali Ayurveda – Current Market Insights

• With a reported turnover of ₹ 10,561 crore in financial year 2017 (FY17), Baba Ramdev and Acharya Balkrisha -led Patanjali Ayurved Limited (PAL) expects its revenue to hit ₹ 20,000 crore mark in financial year 2017-18 (FY18).

Consumer Based Brand Equity Model

Application of CBEM

Step 1.• Brand Identity – Who you are?

Step 2.• Brand meaning – what are you?

Step 3.• Brand response – what about you?

Step 4.

• Brand Resonance – How much of a connection would I like to have with you?

RESEARCH METHODOLOGY

• Sampling method: The in-depth interview procedure

for this study is limited to Agra City only as there are

some certain limitation.

• Data Collection method: The primary data will be

collected in form of questionnaire.

• Data Analysis method: The data analysis of this

research will mostly represent by qualitative manner.

• Secondary data: secondary data was collected from

different sources like internet, magazines and

Patanjali mega store.

• Sample Size: 25

• Age group: 18-50

• Population: Random population

• Sampling method: Random sampling

• Time period: 10 days

• Statistical tools: Graphical representation

• Geographical area: Agra

RESEARCH METHODOLOGY

Data analysis

Response of 100 People was collected in the form of a

Online Questionnaire and various questions were

asked, the interpretation of the questionnaire is as

follows:

Data interpretation

The majority of the respondents were from the age group of 18-25

followed by age group of 35 and above.

1.

2.

Over 94% of the people have used Patanjali Products

3.

49% of the people cam e to know about Patanjali through advertisements39% on recommendations whereas22% on Self Exploration

A little over 42% of the people think sometimes about the

brand and 25% i.e. ¼ of the population thinks about the

product very often.

4.

5.

When researcher asked about the factors influencing the use of Patanjali products

over 50% respondents feels that the quality of the product but there are equal % of

notion between Price and Patriotic sentiments although patriotic sentiments surpass the

price, curiosity and situation factors.

6.

Much of the population as per the Sample is Satisfied with the use of Patanjali

products whereas only 12.8% people are dissatisfied.

7.

Interesting to know that much of the population finds it attractive to use Patanjali

products.

8.

When it comes to rate it for the quality as compared to other brands over 21% of

the respondents rated it 8 on the scale of 10 and 70% of the population rated it

over 5 and above.

9.

Although the prices of the product are relatively the same as compared with other

products much to it 36% people believe that the prices are low.

10.

Patanjali is a trusted brand between people as after recording the responses of 94

people it is found that over 80% people have rated it over 6.

A particular sect of people on being asked for as unwillingness for the use of the

product reasoned that the recommendation about the product is bad; probably they got a

negative feedback about the products whereas 33.3% people never got an opportunity to

use the product whereas 16.7% people have shown loyalty towards their existing

products.

This gave us a clear picture that none of them blamed political reasons and the ideology

of the brand.

SWOT ANALYSIS

• Controversies like noodles not approved

by FSSAI at the time of launching

• Products like putrajeewak which creates

negative impact on the brand

• Strong competitors and low exports

WEAKNESS

• Spiritual connect with the consumer.

• Herbal products with natural ingredients

• Strong and Innovative R&D.

• Baba Ramdev – face of the brand.

STRENGTH

• Controversies around the Patanjali

group

• Weak supply chain as compared to the

competitors

THREAT

• There is a large domestic market for

FMCG Products

• Low entry barrier for new and innovative

herbal products

OPPORTUNITY

CONCLUSION

Since Patanjali has come up with many of the FMCG

with patriotism feeling so the researcher want to point

out strategy used by Patanjali to survive in market and

to occupy such a large market and as well as different

loop holes of the company.