INSTITUTE OF MANAGEMENT, NIRMA UNIVERSITY

BBA-MBA INTEGRATED PROGRAMME ( 2019-24 )

TERM VII
Marketing Management - II
Group Assignment - 01
Company : “Patanjali”

Submitted to: Prof. Meeta Munshi

On: August 02, 2021
Submitted By: Group no. 07

Sr No Name Roll no.

1 Kushagra Karira 197328

2 Mohit Khatwani 197330

3 Muskan Asthana 197331

4 Muskan Suneja 197332

5 Neelansh Dubey 197335

Table of Contents

Table of Contents 0
Acknowledgement 2
Product Mix 3
Product Mix Width ( Number of Product Lines ) 4
Product Line Length ( Total Products ) 5
Product Depth ( Product Variation ) 5
Product Analyses: 7
PATANJALI ALOE VERA GEL: 7
I. PRODUCT LEVELS: 7
II. ATTRIBUTES: 8
III. COMPETITION 9
IV. BRAND DIFFERENTIATION AND POSITIONING: 9
V. BRAND ELEMENTS & NAMING STRATEGY: 10
PATANJALI GILOY GHANVATI: 11
I. PRODUCT LEVELS: 11
II. ATTRIBUTES: 12
V. BRAND ELEMENTS & NAMING STRATEGY: 13
# Healthy India banaenge, Patanjali biscuit khaaenge 20
Learnings 21
Undertaking 23
References 24

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Acknowledgement

At the very beginning we would like to express our deepest gratitude to the almighty for giving
us the ability to stay dedicated towards the completion of the report. Successful completion of
any kind of project involves the efforts of many important people. Without their assistance,
suggestion, direction, and co-operation, preparation of this report would have been impossible.
So, we want to pay our gratitude to them. First of all we would like to express our gratitude to
the Director of the Programme Professor Mallikarjun for providing us an opportunity to do this
assignment. We would also like to convey our sincere gratitude to our faculty for their guidance
during and in the preparation of the final report. We also thank the Institute of Management,
Nirma University for designing the assignment as a part of the programme.We would also like to
convey our deepest gratitude to anyone who has helped us in the completion of the report in any
shape or form.

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Product Mix

Patanjali Ayurved ( commonly referred to as just ‘Patanjali’ ) is a Private, India based FMCG
company which was started in 2006 by Baba Ramdev and Acharya Balkrishna, with Balakrishna
being the CEO and owner of 94% shareholding and Ramdev being the strategic head. Patanjali
has a diverse product offering in its marketing mix. The product range has more than 400 types
of FMCG goods including cosmetics, food items, haircare, skincare, tooth care etc. Patanjali also
produces medicines and as per its sources, all its products are ayurvedic and free of any harmful
chemicals. Patanjali food product range includes biscuits, noodles, cornflakes etc. Patanjali has
300+ medicines for treating many ailments and body conditions, from common cold to paralysis.
Textile, jeans, kurta, pyjama etc is also something which the company is focused on. Hence, the
diverse product mix of Patanjali.

The Product Mix also called as Product Assortment, refers to the complete range of products that
is offered for sale by the company. In other words, the number of product lines that a company
has for its customers is called a product mix.

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Patanjali’s Product Mix or the products offered by Patanjali or its product width is 6 product line
long, including -
● Health Care
● Food Products
● Medicine
● Home Care
● Personal Care
● Publication

Product Mix Width ( Number of Product Lines )

Width or breath of the product mix means the total number of product lines that a company
offers to sell. For instance, if a company offers milk and yogurts, it indicates that it has two lines.
Similarly, a cosmetic company manufactures four different types of products – jewelry,
cosmetics, fashion, and household items. Its product mix width is 4.

Patanjali’s Product Width Strategy is using 6 different product lines, namely

● Health Care
● Food Products
● Medicine
● Home Care
● Personal Care
● Publication

Which have been depicted in the figure below

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 ( Figure 1 : Products Offering of Patanjali Ayurveda )

Product Line Length ( Total Products )

The length of the product mix means the total number of products within the company product
lines. It refers to the total number of products in the mix. For example, Patanjali Ayurveda has 6
product lines and the length for each of them is as follows :

1. Health Care - 9
2. Food Products - 14
3. Medicine - 14
4. Home Care - 4
5. Personal Care - 6
6. Publication - 2
Thus the average product line length of Patanjali Ayurveda is ( 9 + 14 + 14 + 4 + 6 + 2 ) / 6,
So, we can say that the Product Line Length for Patanjali Ayurveda is 8.16

Product Depth ( Product Variation )

Depth of a product mix means the total number of variations for each product a company offers
within. In case of Patanjali Ayurveda, we have 2 depths for example, Looking at Hair Care (
under the product line of Natural Personal Care ), we have a good depth of 7 Including

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 ● Patanjali Kesh Kanti Natural Hair Cleanser
● Patanjali Kesh Kanti Aloevera Hair Cleanser
● Patanjali Kesh Kanti Shikakai Hair Cleanser
● Patanjali Kesh Kanti Milk Protein Hair Cleanser
● Patanjali Kesh Kanti Anti Dandruff Cleanser
● Patanjali Kesh Kanti Reetha Hair Cleanser
● Patanjali Kesh Kanti Hair Cleanser Silk and Shine

( Figure 2 : Patanjali Product Depth )

Here, the first depth is Shampoo ( Patanjali Ayurveda uses Kesh Kanti as is brand name for
Shampoo ) under the Hair Care subcategory and the second depth are the 6ml and 200ml offering
for each of the first depth sold as sachets and bottles respectively.

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Product Analyses:

1. PATANJALI ALOE VERA GEL:

Patanjali provides a range of hair care products and one of them is the Patanjali Aloe Vera
Gel. This gel is one of the most selling products of the brand.

I. PRODUCT LEVELS:
a. Generic Product: Patanjali Aloe vera gel is a gel which acts as a face cleanser
made from the extract of aloe vera plant which is known for its medicinal and
cleansing properties. It is not harsh on skin and is famous for suiting all types of
skin. This product cleanses the face using a known medicinal plant.
b. Differentiated product: The Patanjali Aloe vera gel is known for the fact that it
cleanses the skin thoroughly. Unlike other face cleansers it does not contain any
harsh chemicals which helps the skin retain its natural moisture and its medicinal
properties also help in getting rid of pimples on the skin.
c. Customized Product: Patanjali aloe vera gel is not only limited to use on the face
but its antioxidant feature also promotes hair growth and shine, hence it can also

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 be applied to the hair. According to the need of the customer the product can also
be used as an overnight lotion on pimples and blemishes.
d. Branded Product: The brand associated with this product here is “Patanjali”.
Patanjali is a well known Ayurvedic brand in India which adds to the credibility
of this product.
e. Augmented Product: The company after the massive success of this product
launched a sister product where along with aloe vera gel it mixed saffron and
sandalwood both of which are known for their cleansing and beautifying
properties.
f. Potential Product: The product in the future can add to its credentials if the
company decides to add one more major but medicinal herb in the mix. It would
retain its earlier properties but mixing another ingredient like honey, neem extract
will definitely add to the product.

II. ATTRIBUTES:
a. The aloe vera gel is indigenously made and is the cheapest option for customers in
India in terms of aloe vera gel.

b. The gel is made entirely from natural ingredients, the major ingredient being raw
aloe vera gel.

c. The consistency of the gel resembles that of the raw aloe vera gel and since the
product does not create foam while applying further assures the customers that it
is indeed the real aloe vera gel.
d. Another attribute of the gel is its packaging. It comes in a transparent tube which
adds to the credibility of the gel as it is clearly visible to the customer while they
are buying what they are buying.
e. Another attribute of the product is that it is not limited for use on just face but also
hair. Hence, the product can be used multi-purposely.

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III. COMPETITION

Patanjali Aloe vera gel is one of the finest products of its kind in the market. Its
main competitors are Khadi naturals Aloe vera gel, Forest essentials Aloe vera gel
and more. However, one of the best features of this product is that it provides pure
aloe vera gel at a very affordable price considering the Indian market. Where
other products of the same category are sold at more than 200 Rupees, the price of
this product is always below 100. The quantity of the same is another plus point
as at such a price rate the quantity provided is also not nominal.

Another factor is that unlike other products of the same category this is not
chemically treated or extracted and is almost raw and its consistency and colour
also resembles that of raw aloe vera extract which is not found in products of
other brands.

IV. BRAND DIFFERENTIATION AND POSITIONING:

Patanjali differs from other products majorly as it avoids the use of any harsh
chemicals in its process and uses only natural processes and ingredients to get the
best product possible. It differs from its competition in the market as it provides
the product at a nominal rate than any other brand.

The company has also positioned the product to attract the target audience which
includes mostly the lower and middle class people who cannot afford expensive
versions of the aloe vera gel and hence has positioned itself as an affordable
commodity by most in the market by being available in regular grocery stores
and small retail shops across the country as well.

Another feature that differs from almost all other similar products is that most of
the products are mixed with some ingredient that makes it suitable only for the

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 face or hair, however, raw aloe vera gel has benefits when applied to both hair and
face hence, patanjali Aloe vera gel can be applied on both face and hair which
makes it the only such product in the market to have multiple such uses.

V. BRAND ELEMENTS & NAMING STRATEGY:

NAME: The company Patanjali named the aloe vera gel under the term “Saundarya” which is
hindi for beauty. Since the target audience were people who couldn’t afford expensive cosmetics
this name added to the image the company wanted to create for the product.

LOGO: The logo of the product on the packaging also adds to the affordable and direct
marketing of the product as the logo is a picture of the aloe vera plant itself. It is so as to not
confuse customers and maintain its image as a non-expensive and natural product.

SLOGAN: The slogan used in the advertisements of the product is “ Pao Prakritik Sundarta”
which is Hindi for “ Gaining natural beauty”. This is used because the image of the brand is that
it relies heavily and only on natural and raw resources and clear and moisturized skin is
synonymous to beautiful skin. Hence, such a slogan is used by the company.

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PATANJALI GILOY GHANVATI:

I. PRODUCT LEVELS:
a. Generic Product: The generic product in this case is the Giloy Ghanvati which is a
ayurvedic medicine made by using the Giloy Herb which is known as an
immunity booster and its other benefits includes the fact that it cures indigestions,
alleviates anxiety and stress and boosts vision. The company has, in this product,
converted all its benefits into small tablets.
b. Branded Product: The brand associated with this is “Patanjali”. Patanjali started as
an ayurvedic brand as it was started by Baba Ramdev who is one of the most
famous yoga guru.
c. Customized Product: Giloy Ghanvati can be bought in the form of a tablet to
boost immunity but according to the requirement of the customer it can be taken
to fight serious diseases like Malaria, Dengue and more.
d. Differentiated Product: Unlike other similar products and brands which have
ventured out of ayurvedic medicine, Patanjali has always maintained its image as
a first and foremost ayurvedic brand. Giloy Vati is available with different brands
but customers prefer the best of every field and Patanjali has been able to keep its
image as the best ayurvedic medicine manufacturer in the country.

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 e. Augmented Product: To make the product more accessible the company has made
it available in normal pharmaceutical stores which is rare for other ayurvedic
medicinal companies. Patanjali has also in response to the huge sales of the
ghanvati launched giloy in a liquid form for all.
f. Potential Product: In future the product can prove its effectiveness and add to its
credibility which can in future make the product reach out to more people than it
currently is.

II. ATTRIBUTES:
a. Patanjali Giloy Ghanvati is an ayurvedic medicine which is mostly made out of
the Giloy herb which is known as an immunity booster if taken regularly.
b. Patanjali has converted the herb into tablets for easy consumption.
c. As Patanjali has grown exponentially over the years, one distinct feature has been
the reach of the brand as an ayurvedic brand across the country which made Giloy
Ghanvati available to the most marginal sections and remote locations of the
society.
d. Ayurvedic Medicine is believed to be the best especially in India as it is entirely
based on rare but naturally occurring herbs which naturally cure various diseases
and the Giloy vati is again an ayurvedic medicine which makes it that much easy
for the target audience to trust the medicine.
e. It is available in both powder and tablet form in a bottle.
f. Giloy Ghanvati is known to fight off various diseases as well as build immunity.

III COMPETITION
Patanjali Giloy Ghanvati faces competition from other ayurvedic medicine
manufacturers, the biggest being dabur. Dabur has been in the market of ayurvedic
medicine for a long time, however in recent years its focus has shifted from ayurvedic
medicine to other products, also the fact that the brand Patanjali was backed by famous
Yoga guru Baba Ramdev gave it a competitive edge.

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 Further, Patanjali boasts a better quality and higher quantity than any of its competitors
which includes other than Dabur company’s like Himalaya ayurveda, Zandu ayurveda,
Vicco laboratories and more.

IV BRAND DIFFERENTIATION AND POSITIONING

The brand differs from other brands with similar products on various levels. This is as
Patanjali is by far the most known and trusted ayurvedic brand in the country. Due to the
same reason Patanjali is one of the only ayurvedic companies whose ayurvedic medicines
are available in normal Indian grocery stores. This has enabled the company to get an
untapped exposure to the market.
Patanjali also boasts the fact that its medicines have little to no side effects which gives
customers the much needed assurance that even if the medicine doesn’t work it doesn’t
pose any side effects unlike most modern medicine.
The brand has also maintained its name as exclusively an ayurvedic brand and has
continued to work on the same unlike its competitors like Dabur which ventured into
different fields which made them lose their credibility as an ayurvedic brand. The fact
that Patanjali has stuck to its original USP has also given the brand an advantage over the
others.

The company has positioned the product as an affordable product available in local
markets. This is as people with loads of money still prefer expensive modern medicine
while ayurveda is prevalent in the common people of the country. It is affordable and has
no side effects which makes it the best option for the common population of the country.

V. BRAND ELEMENTS & NAMING STRATEGY:

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NAME: The company Patanjali named the product as “Giloy Ghanvati” so as to give all the
information about the product in the name. This is as it is a non-confusing name and anyone can
ask for it. Along with that the name Ghanvati tells people that it is to be chewed not swallowed
like a table. Since in the medical business it is best to be direct and not confuse the target
audience this name does all that is required.

LOGO: The logo of the product on the packaging also follows the same principle which was
followed in the naming of the product i.e. to be direct. The logo aside from the name features the
picture of the giloy fruits which lets the customer know exactly what they are buying.

SLOGAN: The slogan used in the advertisement of these products is “ Prakriti ka Aashirwad”
which translates to blessing of nature. This further establishes the product’s image as a generic
ayurvedic brand.

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BRANDING OF PRODUCTS

Every aspect of Patanjali products demonstrates that they are natural and thus superior to their
competitors. The brand has worked very hard on each and every aspect of their brand in order to
stand out from the competition.

Consider the brand name and logo: the name ‘Patanjali' is derived from the name of a
2nd-century scholar known as the Father of Yoga. Not only that, but their logo includes a green
and saffron line below their name, evoking patriotism in the public.

Discuss examples of brand extensions, brand rejuvenation, brand relaunch, packaging

innovation, brand acquisition etc. employed by the organization to keep the brand live
and contemporary.

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BRAND EXTENSION: Brand Extension is a marketing strategy in which a company that
markets a product with a well-developed image uses the same brand name in a different product
category is known as brand extension or brand stretching. A spin-off is the name for the new
product. This strategy is used by businesses to build and leverage their brand equity.

Patanjali Ayurveda's foray into the FMCG market

Patanjali began by manufacturing bulk ayurvedic medicines before expanding into the FMCG
market. Patanjali quickly established itself as a major consumer goods manufacturer due to the
low entry barriers in the FMCG market. Recent trends clearly indicate that the company's
priorities are shifting away from medicines and toward consumer goods, possibly because
FMCG net revenues are comparable to ayurvedic medicines. This is a classic example of Brand
Extension

Quick Service Restaurants -

Baba Ramdev's Patanjali has announced that it will enter the quick service restaurant (QSR)
space with 400 vegetarian recipes, capitalising on the global trend of vegetarian food. The
company stated that it will not have a separate menu for the North Indian and South Indian
populations, emphasising the importance of vegetarian food.

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Patanjali Paridhan -

Patanjali Paridhan is a Patanjali brand that specialises in apparel. Patanjali Paridhan is an

exclusive apparel brand with over 3000 products under three sub brands: Aastha for women,
Livfit for unisex sportswear, and Sanskar for men. Although these products are currently only
available at Patanjali Paridhan stores in New Delhi, Meerut, Aurangabad, Haridwar, and
Berhampur, Patanjali plans to open stores in all major cities across the country in the near future.
These products are also expected to be available on e-commerce sites such as Amazon, Flipkart,
and PayTm Mall in the near future.

Drinking Water
Patanjali will also introduce its own brand of packaged drinking water, dubbed "Divya
Jal." Drinking water will be available in a variety of sizes. Later on, Patanjali intends
to introduce mineral water and flavoured water.

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Solar Panel
Patanjali has also made a foray into the solar panel market. Patanjali Renewable
Energy, a subsidiary of the company, has begun production of 60 MW of solar panels.
Solar panels, solar street lights, solar hybrid inverters, and solar water pumps are
among the brand's upcoming solar products.

PACKAGING INNOVATION:

Patanjali Aloe vera Gel

(Fig.1 - Older Packaging)

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 (Fig 2. New Packaging)

When you will see and compare Fig. 1 and Fig.2, you will notice a big difference in packaging of
Patanjali Aloevera Gel. It is one of the most demanded and best products of Patanjali. Better
Packaging helps in identifying the better quality product. Over the years, Patanjali has worked on
its product’s packaging and tried to give it a more sober and better look.

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BRAND REJUVENATION

Patanjali Biscuits

# Healthy India banaenge, Patanjali biscuit khaaenge

(Fig. 3 - Patanjali Biscuits)

When the pandemic started in India, Patanjali took advantage of the situation and started
advertising that their products help in improving immunity. Same they did with ‘Patanjali
Biscuits’ by changing the tagline from “Prakriti ka Vardan'' to "Healthy India banenge, Patanjali
biscuit khaenge," which translates to "India will be healthy, and Patanjali biscuits will be what
we eat." Patanjali claims that their biscuits are healthier than other biscuits because they contain
no maida, sugar, or trans fats. Patanjali marketed itself as a healthy option for biscuits, a
marketing spin on the growing obesity in the twenty-first century and sugary food overload. This
struck a chord with the Indian audience, particularly with the 35-year-old+ customer segment,
who have a daily habit of drinking tea with a biscuit.

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(Examples of Brand Relaunch have not been added because there was no official as well as a
consistent source for the same.)

Learnings
● Had a better understanding about the product mix of Patanjali
● Learnt about the length, width and depth of product lines
● Got an idea about brand acquisition and extensions
● Learning got greatly improved by an example of real life brand like patanjali
● Got to know about brand rejuvenation
● It is really important for a company to take care of it’s product mix.
● Packaging plays an important role in sales of a product
● Learned about reasons for brand expansion
● It is very important for a business to keep themselves up with the time and
innovate new products
● Planning, effectiveness and efficiency are really important for a company to
function properly

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22
Undertaking

We certify that this report is our own work, based on our personal research and that we have
acknowledged all material and sources used in its preparation, whether they be articles, reports,
and any other kind of document, electronic or personal communication. We also certify that this
report has not previously been submitted for assessment and we have not copied in part or whole
or otherwise plagiarised the work of other students.

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References

● Patanjali. (n.d.). Retrieved from https://www.patanjaliayurved.net/products/all

● ForbesIndia. (2018, October 25). Dabur vs Patanjali: VEDA WARS. Forbes India.

https://www.forbesindia.com/article/my-learnings/dabur-vs-patanjali-veda-wars/51627/1.

● YouTube. (2021, July 28). Patanjali aloe vera gel review in hindi || all type of skin||
honest review. YouTube. https://www.youtube.com/watch?v=Li7Rp99OokU.
● Ayurvedic Products Online Shopping: Shop Online for Food, Herbal cosmetics, Juices,
Ayurvedic medicines, Books, CD, DVD - Patanjaliayurved.net. (2021). Retrieved 2 August

2021, from https://www.patanjaliayurved.net/

● product mix - Topic product mix line length width of patanjali Introduction Patanjali

ayurved.net domain is owned by Patanjali Ayurved Limited | Course Hero. (2021). Retrieved

2 August 2021, from https://www.coursehero.com/file/27577245/product-mixdocx/

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