Marketing Strategy of Oreo analyzes the brand with the marketing mix framework which covers the

4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product
innovation, pricing approach, promotion planning etc. These business strategies, based on Oreo
marketing mix, help the brand succeed in the market.

Oreo marketing strategy helps the brand/company to position itself competitively in the market and
achieve its business goals & objectives.

Let us start the Oreo Marketing Strategy & Mix to understand its product, pricing, advertising &
distribution strategies:

Oreo Product Strategy:

The product strategy and mix in Oreo marketing strategy can be explained as follows:
Oreo is a leading biscuit brand which has its presence spread over hundreds of countries. The major product of Oreo is the two
chocolate wafers separated by cream filling famously known as the Chocolate Sandwich. However there has been greater
development in terms of launching different variants of the Oreo product to cater larger customer needs. They vary in shape, flavour
and some of them are different from the sandwich cookies. Since its inception, more than 500 billion Oreo biscuits have been sold
globally. Some of the notable Oreo product range in its marketing mix include:
• Double Stuffed Oreo
• Sugar free Oreo
• Golden Oreo
• Oreo Thins
• Flavors: Green Tea, Lemon, Orange Ice Cream, Fruit Punch
• Oreo Fudges, Jell-O Oreo, Oreo Chocolate Candy Bar
enhanced this feature.

The major factor was the design of the products of different varieties which has attracted
large customer base for the product. Also the packaging for Oreo products have played a
significant role in increasing the popularity of the product. Oreo products are generally
perceived to have better taste and the promotion of dunk and dip cookie have further
Oreo Price/Pricing Strategy:
Below is the pricing strategy in Oreo marketing strategy:

Prices of Oreo products are on the lower level to meet the competitor’s pricing strategy.

There has been lot of competition for the brand, however meeting the expectation in terms of value
offerings the products have succeeded in capturing the market share. Initially Oreo opted for lower
marketing price strategy to gain higher market share in newer & price sensitive countries. Later when the
popularity of the Oreo increased in such newly entered market it increased the pricing of the products.
The variation in packing sizes sold at different prices also helped the brand to gain better leverage in
terms of volume across the country. Oreo was mainly initially launched to capture the urban market
share hence there has been slight increase in the prices of the product.

Oreo Place AND Distribution Strategy:

Following is the distribution strategy in the Oreo marketing mix:

Oreo uses the widely distributed established network of Mondelez for making the products available to its
consumers. There are manufacturing facilities available at each of the continents for different Oreo products
meeting the needs and sensibilities of the customer. It has been estimated that Oreo has been made
available in almost 100 different countries across the world. The sales and marketing team ensures that the
product is sold through right distribution channel as a part of its marketing mix distribution strategy. World-
over, the traditional channel through which each of this products are sold includes shopping malls, centres,
mom and pops stores, retail outlets etc.

This has increased the accessibility and reach of the product across the country which includes
both rural and urban areas.
Oreo Promotion & Advertising Strategy:
The promotional and advertising strategy in the Oreo marketing strategy is as follows:

The consumers relate the brand mainly to dunk and dip cookies with reach cream and strong
flavour. Also the distinguished packing in terms of design also helps the consumer in identifying the brand
easily. Oreo has strongly used the visual media in terms of television and print media advertising where Oreo
has become more recognizable. It targets youth and children alike with its concept of advertisement. The
brand has consistently engaged with its customers via social media platforms. There has been good
promotion on terms of store display and outdoor campaigns during the initial launch of brand across
different countries. Social media is another platform being used by the brand to reach its target consumers.
Movie celebrities have been roped in who have endorsed the brand globally. It is one of the rare products
which have been launched a century ago but has gained prominence in recent decades with aggressive and
change in marketing strategy. Hence this concludes Oreo marketing mix.
Strengths of Oreo
Large Distribution: Cadbury has a widespread distribution. It has retailers and a chain of distribution
from rural to urban areas. The company with a large distribution chain makes the biggest brand in the
country.
Global Market: As oreo is owned by Cadbury and Mondelez International. It has a huge market that is
spread worldwide. One of the plus points of oreo is it connects to the target audience through digital
marketing.
Good Quality Packaging: As it was stated earlier Oreo has a good marketing team that helps the brand to
become big. According to the market, they adapt the edition and packaging that helps the brand to make it
international.
Brand Trust: Cadbury Oreo has been in the Indian market for more than 10 years. Over the years it has
gained its trust from loyal customers which makes the Cadbury Oreo gain high brand equity.
Weaknesses of Oreo
Limited Target Group: Oreo has a limited target audience that prefers creme biscuits.
Competition is High: With the changing market environment, many products are coming into the cookies
industry.
Expensive Advertisement: Cadbury’s Oreo spends a huge amount of money on advertising. As advertising is
an important part of sales they have to make sure that advertising is done properly.
Criticisms: As the biggest brand in the industry it has to go through criticisms. Bad publicity can damage the
image of the brand. Some people consider cookies bad for health.

Opportunities for Oreo

The Growing Market for Cookies: As per the growing trend there is a boost in the cookies industry. There is
huge potential in the market to grow. As the industry is booming, it brings a huge market for Oreo. In the
future, there is vast potential for the brand.
Helping Economy: As the biggest market that comes with the billion-dollar revenue, it helps the economy
grow. The biscuit industry is growing day by day and Oreo is one of the largest biscuit companies that is
growing rapidly and boosting the economy.
Limited Offers with Different Schemes: Oreo must come with the limited offer edition according to the season
and changing needs of the targeted customer which will help the brand to grow and make a way for new
opportunities.
Threats to Oreo
Competition: One of the biggest threats for Oreo is tough competition. As per the growing demand for this industry, there
are various substitutes available in the market. As the competition increases it will affect the growth of the company.
Not So Healthy Ingredients: Oreo contains unhealthy ingredients such as fats, sugar, fructose, and harmful ingredients that
are used for storing it for a long time. In today’s era, people are switching towards healthier products which can lead to a
decrease in demand for Oreo.
Lack of Recognition in Remote Areas: Many places in the country lack the recognition of the Oreo brand, they still don’t
know much about Oreo and the products that are offered by the brand.
This ends our detailed SWOT analysis of Oreo
Marketing Strategy of Parle analyzes the brand with the marketing mix framework which covers the 4Ps
(Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing
approach, promotion planning etc. These business strategies, based on Parle marketing mix, help the brand
succeed in the market.

Parle marketing strategy helps the brand/company to position itself competitively in the market and achieve
its business goals & objectives.

Let us start the Parle Marketing Strategy & Mix to understand its product, pricing, advertising & distribution
strategies:
Parle Product Strategy:
m
The product strategy and mix in Parle marketing strategy can be explained as follows:

Parle brand is one of the most recognized biscuit manufacturing company in India. Though famous for Parle
G, Parle products offer various options in other segments and even in the biscuit category. It offers many
other products like KrackJack, Monaco, Kreams, Golden Arcs, Parle Marie, Milk Shakti, Parle Hide & Seek,
Bourbon, Top, Happy Happy, 20-20, simply good, Namkeen parle magix, cheeselings. In the confectionery, it
offers products like Melody, Mango Bite, Eclairs whereas in the Snacks segment it provides Nachos, Cake,
Rusk and wafers. This gives an insight in the Parle marketing mix. Hence all the products of Parle are such
that they can be consumed at any point of time and by anyone. In fact, the biscuits offered cater to all kinds
of segment be it lower or upper middle class and are available in different product sizes. In the
confectionery segment, the appeal has been universal.
Parle Price/Pricing Strategy:
Below is the pricing strategy in Parle marketing strategy:

Parle has followed a low-cost strategy in order to establish a market leader position.

This is the backbone pricing strategy of the Parle brand as a part of its marketing mix. The low price of the Parle products
along with the promise of high quality helps in fighting the competitors. Though Parle believes in focusing on quality, it still
has been able to manage low cost due to the high volumes of production. It comes in base pack of Rs 2 for biscuits whereas
the toffees range from 1 to 2 rupees. The low pricing strategy of Parle G has enabled it to retain its position as a market
leader despite several new biscuit brands coming in the market as its competitors. Parle G focuses on a volume strategy and
hence keeping its prices slightly lower helps it to reach out to a huge audience.

Parle Place & Distribution Strategy:

Following is the distribution strategy in the Parle marketing mix:

Parle products are widely available across all geographies across India. With a presence of very strong distribution network,
Parle has been able to reach over 6 million retailers all over India. Parle has over 23 manufacturing units which caters to
over 1500 wholesalers. Apart from that, there are depot agents which further help in expanding the distribution network.
This is the reason why Parle products are present in every place be it small shops or grocery stores to large retail
stores/chains. Restaurants, hotels and even small dhabas prefer keeping Parle G as the biscuit to be served along with tea or
coffee.

Parle Promotion & Advertising Strategy:

The promotional and advertising strategy in the Parle marketing strategy is as follows:

Parle brand uses all media like TVC, print, online ads etc as a part of its marketing mix promotion & marketing strategy. Parle
brand has always been associated with positive emotions and has incorporated qualities like sharing and caring. Parle was
able to connect with the children by sponsoring shows like Shaktimaan where Parle started giving out merchandise for the
same. Moreover, it started promotions on a national level scale by fulfilling the dreams of selective children. Parle has been
active when it comes to promotions or tv advertisements. Specifically, to Parle G, the company promoted using the logo of a
young girl and later also had an ambassador for the brand. Moreover, all the products have attractive and distinct packaging
1. Strengths of Parle
Strengths are internal factors of a company that empowers it and contributes to its growth.

Supply Chain – Parle has a large supply chain. Parle products can be seen in every regional area of India. Without any doubt,
Parle is the most widely distributed Indian biscuit brand. this is the strongest advantage for Parle-G because it is the largest
sold biscuit brand in the largest market for Biscuits.
Strong Presence in Rural Markets – In 2014, Parle was ranked 48th in all Indian Brands. It is the most trustable brand in the
eyes of people.
Affordable Prices – Parle has 5 rupees packets also. Poor people find it affordable to add it to their breakfast. It even has the
small 2 rupes packaging.

2. Weaknesses of Parle
Weaknesses are factors pulling back the success of a company. Let’s look at some of the weaknesses of Parle.

Dependent on the Parle-G Brand for its Revenue– Parle-G is the single revenue generator premium biscuit range on parle
limited. Its other snacks and Candies don’t have such likeability among its Consumers.
Same Taste and Products – Similar Products produced by the companies like Glucose Biscuits, Mango Bite, Candies. Nothing
new products are being launched by the company for a very long time. Even the taste of exiting products is getting
deteriorated day by day.
Many Competitors in the Segment – There are many Domestic brands to compete with the parle brands. The supply chain
of parle is affected by regional products. And new Bakery products the major competition of the parle.
3. Opportunities of Parle
Opportunities are external factors that can contribute to the growth of the company if identified and grabbed at the right
time.

Launching New Products in Health Sectors– Parle is spreading its wings and launching innovative products in health sectors.
Parle has a share in pharmaceutical companies. And collaborating with hospitals and famous doctors.
Export Potential – Parle G is exported to SAARC countries & to US, UK, and Europe as well as to parts of Africa. Thus, the
export segment of the brand is very strong too.
Rise in Purchasing Power of Consumers– Parle is a company that tends to maintain quality while keeping the price low. And
increasing purchasing power of customers leads to a high supply of products.
4. Threats of Parle
Threats are potential harms that can affect the company and can cause losses. Some of the threats for Parle are.
Bakery Products – Bakeries are regionally located and are a major commission to every snack and biscuit company. Due to
the low prices and reduction of taxes, it’s aiming towards the be the part of every kitchen.
Substitutionary Products – Parle-G biscuits are majorly used as the morning snack in every typical Indian family. But with
the increase in the demand for other snacks like Toast, Sandwiches, Rusk, the demand for parle biscuits eventually
decreased.
Increasing Raw Material Prices – Raw Materials are a basic subsidiary of any product. Like Wheat, Sugar, some other
ingredients are increasing in demand and prices keep on fluctuating and because of that prices of the products also
increase.

Marketing Strategy of Britannia analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price,
Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc.
These business strategies, based on Britannia marketing mix, help the brand succeed in the market.

Britannia marketing strategy helps the brand/company to position itself competitively in the market and achieve its
business goals & objectives.

Let us start the Britannia Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Britannia Product Strategy:
The product strategy and mix in Britannia marketing strategy can be explained as follows:
Britannia manufactures wide variety of biscuits and dairy products. Britannia’s product strategy in its marketing
mix width primarily consists of biscuits, bread, dairy, cakes and rusk. The product line depth is highest for biscuits
consisting of several products, followed by cakes and breads. Britannia manufactures biscuits for various
segments of consumers, types include sugar free biscuits, cream biscuits and jam biscuits. Some of its popular
brands are Britannia Nutrichoice, Britannia Marie Gold, Britannia Pure Magic, Britannia Little Hearts etc. Britannia
Tiger biscuits is the most famous of all products. Tiger biscuits also cater to the international markets like Australia,
Malaysia and Indonesia. With their joint ventures with dairy companies, Britannia are now able to manufacture and
sell cheese, dahi, ghee and butter. Its products are primarily intended for middle class people India, which forms
the bulk of the population.
Britannia Price/Pricing Strategy:
Below is the pricing strategy in Britannia marketing strategy:

Britannia is one of the leading food brands in India.

The food manufacturing industry is very competitive. The base of Britannia’s marketing mix pricing strategy is competition.
Also the primary segment for being middle class people, who are highly price sensitive, forces Britannia to play price war
with its competitors. Britannia tries to bundle its products, which in turn reduces the price of their products, specially this
can be seen in their products which are designed for the family packs. Their strategy of discrimination of prices help them
earn larger profits from consumers who are willing to pay for healthier products and greater benefits. The price of Britannia
products is very much comparable with its competitors, especially with that of Parle products, and they are almost the
same.
Britannia Place & Distribution Strategy:
Following is the distribution strategy in the Britannia marketing mix:

Britannia distributes its products primarily via retail chain. The online segment, which contributes to less purchases, has
been possible by having tie ups with large ecommerce organizations. Britannia products can be purchased from online
portals. With extensive and strong distribution network Britannia products, can be found in all large and small urban areas
across India. But the rural distribution network is not as good as that of the urban market. As a large FMCG player in India,
Britannia primarily depends on distributors who then decide on dealers and retailers for distribution.

Britannia has made deals with large retailers like spencers, big bazaar which hosts large quantity of Britannia products and
provides better display location.
Britannia Promotion & Advertising Strategy:
The promotional and advertising strategy in the Britannia marketing strategy is as follows:
Since the brand, Britannia is present for more than 100 years, perception about Britannia is always good and enjoys high
brand recall among consumers, this tends to be a great advantage for Britannia. Advertisements for Television, print media
and billboards are few of the many techniques used by Britannia in their promotional marketing mix. Britannia has signed
agreements with famous personalities to promote their brand, but this has been different for different products. A bigger
1. Strengths of Britannia
An organization’s capabilities of acquiring more market share, getting more and more customers, and maximizing profits are
noted as its strengths. Following are Britannia’s strengths:

Brand portfolio: Britannia is the only company in India that offers bakery products for all income groups which helps them
to acquire larger sectors of consumers. Britannia covers up to 30% of the market share in the biscuit production of India.
Excessive brand recall: As the brand deals with a variety of products like biscuits, dairy products, cakes rusk etc they have
high shelf visibility. Also due to aggressive marketing and advertising, resulted in the brand establishment.
2. Weaknesses of Britannia
A company can never be overall perfect in all areas, it does have some weak areas where there is a need to put some extra
effort. Britannia’s major flaws are:

Overdependence on biscuit business: 75% of the revenue of Britannia comes from the biscuit business. Although they hold
a larger share in the market in terms of biscuits, they are over-dependent on that sector which may affect the company in
the longer run.
Indistinguishable products: As many companies produce similar products like Britannia for example bourbon biscuit is
manufactured by both Parle and Brittania and many local brands, it creates confusion in the minds of the customer which
results in in in the loss of the company.
No overseas presence: Brittania has its existence only in Oman and Dubai apart from India that too from subsidiaries so the
overall export of the commodity is very low.
Dairy business struggles: Dairy products add only 5% to the total revenue of the company.

3. Opportunities for Britannia

Opportunities are the area where the company needs to focus and improve their result, sales and also profit.

Upcoming Dairy products: With the emerging organoleptic features in the dairy sector, improving the dairy products can
help the company to gain its market share and also position itself into the dairy market.
Demanding healthier products and changing lifestyle: Increasing income, internet accessibility, education and changing
lifestyle are carving more demand for healthy food products.
Enter into foreign markets: Penetrating the foreign markets and expanding over there can help the company to recognize
itself globally.
4. Threats for Britannia
Threats are external that can cause hindrance to the company s growth. Here are some of Britannia’s threats :
Increasing competition: Due to increasing numbers of brands ( local brands such as Anmol, Priya gold etc) the company is
not able to differentiate its products from other brands. This can spoil the brand image of the company in the market.
Increasing Price of the raw materials: Increase in the price of the raw material will eventually increase the price of the
product. Further, it will lead to a decline in the profit margin and reduced consumption as well.
Buyer’s power increasing: Due to the variety of brands in the market that claim different Benefits to the consumer, it is
becoming difficult for the consumers to stick to a particular brand. Thus, there is a brand switching by the consumer and
they are getting the power to select the brand based on its preference, price etc.

Marketing Strategy of Sunfeast analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price,
Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc.
These business strategies, based on Sunfeast marketing mix, help the brand succeed in the market.
Sunfeast marketing strategy helps the brand/company to position itself competitively in the market and achieve its business
goals & objectives.
Let us start the Sunfeast Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Sunfeast Product Strategy:

The product strategy and mix in Sunfeast marketing strategy can be explained as follows:

Sunfeast is a leading brand under the umbrella of ITC, which manufactures biscuits and also other packaged food. Sunfeast’s
biscuits segment product offerings in its marketing mix can be divided broadly into four categories:

• Health Bites

• Light ‘n’ Fun

• Cream Delight

• Cookies
Sunfeast Price/Pricing Strategy:
Below is the pricing strategy in Sunfeast marketing strategy:
Sunfeast offers biscuits in all price ranges and caters to all segments of the market, be it the lower income group
with its glucose biscuit offering, or the premium segment with Dark Fantasy and HiFi Cookies.
Sunfeast also caters to the newly emerging highly health conscious segment who does not want to consume maida
and sugar which is placed in medium to high premium category. Sunfeast positions its brands to the respective
target segments via proper promotional techniques. Its Pasta Treat range and Yippie Tricolor Pasta are priced at INR
25. The Yippie noodles are start from INR 10-15 per packet. In the biscuits segment, the premium products are
priced at INR 30 per packet while digestive biscuits packs come at INR 25. Other lower range biscuits like Snacky
etc vary from INR 5-25 depending on the size of packet. Sunfeast follows different pricing segment for different
categories. It follows competitive pricing in its marketing mix in the lower segment to compete with low cost brands
while charges higher margins for the premium products.
Sunfeast Place & Distribution Strategy:
Following is the distribution strategy in the Sunfeast marketing mix:
Sunfeast has a good presence in Urban India already and is working towards establishing a formidable rural
presence as well. Competitors like Parle and Britannia have huge presence in rural areas which is an immensely
growing sector for biscuits consumption. Although the urban market is not saturated yet, but the company can’t
afford to ignore rural market which accounted for 11% of the total ITC foods sales in the year 2012. The sector is
increasingly moving towards premium biscuit brands and thus is a lucrative opportunity for Sunfeast. The
distribution system of Sunfeast consists of Carry and Forward agents who transport the products from factory to
wholesale distributors, from where they further go to the wholesale retailer and end retailers. Sunfeast also
leverages the e-choupal distribution network of parent company ITC.

Sunfeast Promotion & Advertising Strategy:

The promotional and advertising strategy in the Sunfeast marketing strategy is as follows:
Sunfeast is a brand that caters to the whole country, it has products for every consumer segment and preference. And
therefore, its marketing strategy reflects the same. To cover every major region in the country, the company has a total of
108 running TV commercial ads in 10 languages. Sunfeast spends a lot on its marketing budget as it serves in a low product
involvement, nominal decision-making category. Being kind of a late entrant in biscuits sector, where brands like Parle and
Britannia were already established names in the households, Sunfeast had to resort to credibility building when it launched
initially to capture the market. Therefore, it employed various Indian celebrities for promotional campaigns like famous
 Here is the SWOT analysis of Sunfeast
Strengths in the SWOT analysis of Sunfeast
Good combination of Mid tier and Mass biscuits – Sunfeast has Glucose biscuits for the mass segments and
also has a variant known as Sunfeast marie light. Similarly, it has a range of biscuits targeted towards mid
tier and mass segment. The portfolio is deep but not wide.

Dark fantasy range of premium biscuits – In premium biscuits, Sunfeast has the dark fantasy range of
biscuits for which they had a fantastic marketing campaign to portray the product as premium. Since its
inception, the Dark fantasy range has worked really well in the market considering there are not many
premium range of biscuits in Parle.
Weaknesses in the SWOT analysis of Sunfeast
Little differentiation – Sunfeast majorly is a market follower and its line of products are generally copies of products
which are already present with other brands such as glucose biscuits or marie biscuits. The major differentiation is in
Premium category biscuits but it needs differentiation in mid tier and mass segment.
BTL push – Sunfeast being a market follower needs to have an excellent BTL presence which is not the case. Very
less BTL marketing and Point of purchase branding is observed by Sunfeast.
No cash cows – Major products are stars in the BCG matrix and all are market challengers or market followers
including yippee noodles. ITC is strictly missing a cash cow for the sunfeast brand.

Opportunities in the SWOT analysis of Sunfeast

Product portfolio expansion – The number 1 opportunity for Sunfeast is to increase the product portfolio and launch more
biscuit variants especially in the mid tier segment where there is major chance for market penetration. Similarly, in Yippee
noodles, it needs to experiment with more recipes which is already being done by Maggi and Chings.
Using the distribution assets – ITC has a lot of distribution advantage and Sunfeast can use this distribution to its own
advantage by penetrating the small shop segment and replacing Parle G with Sunfeast brands.
Using ATL and BTL marketing – ATL marketing for brand retention and BTL marketing for brand push is required especially if
it wants to uproot the likes of Britannia Marie or Parle G or Good day from the market.
Threats in the SWOT analysis of Sunfeast
Strong competition in Biscuits – Sunfeast faces strong competition in the biscuits segment from Parle, Britannia,
Oreo and regional biscuit manufacturers. Moreover there is indirect competition in this segment as well when people
opt for some different form of snacks.
Strong competition in noodles – If the competition in biscuits is tough, the competition in noodles sounds
insurmountable. Maggi comes from the house of Nestle and has a massive distribution. Chings has fantastic taste
and Top ramen is accepted and liked in most urban areas. With such a strong competition present, Sunfeast Yippee
is finding it hard to establish itself in the noodles segment.
New entrants and regional players – India is the number 1 biscuit consuming nation and hence biscuit
manufacturers from across the globe have its eyes on India. Thus there are regularly new entrants and regional
players who make a dent in the market share of Sunfeast. They are a constact threat for Sunfeast.

Marketing Strategy of Patanjali analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price,
Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc.
These business strategies, based on Patanjali marketing mix, help the brand succeed in the market.
Patanjali marketing strategy helps the brand/company to position itself competitively in the market and achieve its business
goals & objectives.
Let us start the Patanjali Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:

Patanjali Product Strategy:

The product strategy and mix in Patanjali marketing strategy can be explained as follows:
Patanjali Ayurved is an Indian FMCG company which started in 2006. Patanjali has a diverse product offering in its marketing
mix. The product range of Patanjali had more than 400 types of FMCG goods like cosmetic products, food items, haircare,
skincare, toothcare etc. The company also has products which focus on baby segment, healthcare and beauty products for
men and women. Patanjali also produces medicines and as per its sources, all its products are ayurvedic and free of 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, this gives an insight in the product mix of Patanjali. The company has been
constantly innovating its product line in the FMCG industry.
Patanjali Price/Pricing Strategy:
Below is the pricing strategy in Patanjali marketing strategy:
Patanjali Ayurved has entered in an extremely competitive segment in the Indian FMCG industry.
The main players in India in this category are the likes of HUL, P&G, Marico, ITC etc. Patanjali has ventured into
various segments and hence the pricing strategy in its marketing mix is defined by the competition in that segment.
Patanjali products are priced as per competition so that it becomes easier for the customers to switch from their
existing brand and adopt their products. Patanjali noodles competes with Maggi, toothpaste competes with Colgate,
chywanprash competes with Dabur, cornflakes compete with Kelloggs and hence forth. This clearly shows that
Patanjali has replicated the already successful existing FMCG model and is focused on giving a healthier and
natural variant to its target audience. Thus the prices of Patanjali products are driven by segment, geography and
most importantly competition pricing.
Patanjali Place & Distribution Strategy:
Following is the distribution strategy in the Patanjali marketing mix:
Patanjali has managed to reach a wide population in a short span of time. Patanjali has an excellent distribution network as
it has tied up with the likes of Future group, Reliance retail, Hypercity etc. This has enabled the Patanjali brand to ensure
that its products are widely available across various cities and towns in India. Close to 5000 retailers are actively promoting
Patanjali products along with smaller grocery stores. With the increase in ecommerce in the Indian segment, Patanjali is also
effectively increasing its presence online. This would enable customers to simply add the products to their carts and they
can buy Patanjali products via COD, online payment etc which would be delivered to their doorstep. The brand has also
been able to expand geographically outside India.

Patanjali Promotion & Advertising Strategy:

The promotional and advertising strategy in the Patanjali marketing strategy is as follows:
Patanjali has considered advertising for its products as a high priority for driving sales. The promotion and branding in
Patanjali marketing mix utilises all media channels like print, TV, online ads, billboards etc. Patanjali's brand ambassador is
yoga guru Ramdev Baba, who has a staggering fan following, which enabled the brand to catapult in the big league within a
short span. The advertisements of Patanjali has been aggressive where they have showcased the importance of using
natural and ayurvedic ways of making products. Their advertisements have also been under scrutiny as they have alleged
that its competitors have been using harmful products. Patanjali advertisements showcase their entire product range
targeting the audience who want a healthy lifestyle by using naturally curated products. The massive advertising exercise by
Patanjali has made it one of the fastest growing FMCG companies in India, with annual revenues in excess of INR 10,000
SWOT Analysis of Patanjali
To understand Patanjali as a Brand, we require to do a SWOT Analysis. SWOT or Strength, Weakness,
Opportunities and Threats Analysis is a management tool that looks at the company’s prospects, both
positive and negative.
Patanjali is a unique company with many strengths as it showcases, yet it does suffer from threats and
problems of its own.

Strength:
• Brand Ambassador:Baba Ramdev as the brand ambassador makes the appeal of the company
extremely high due to his charisma and image as a health and yoga expert across the world.

• Right Time, Right Product:Capitalising on the trend of healthy eating and natural products, Patanjali’s
product was well suited for the demands of the mass consumers

• Pricing Strategy:Patanjali Products are found to be 5-to-10% below the average price of its competitor
products. This gives them a massive edge, especially in a price-conscious market such as India.

Weakness:
• Logistics:Since Patanjali don’t have any long-term deals with transporters the company’s planning got
complicated and their cost got increased too.

• Declining Revenue:The company’s standalone consumer goods revenue declined more than 10 per
cent in the year ended March 2018 for the first time since 2013. Their strategy of high volume and low
pricing has started to hurt them.

• Lack of International ClientelePatanjali products dominate the local markets but it does not have
clients in ASEAN and European markets like its competitor Dabur does. Patanjali only enjoys an
audience in India due to its low pricing and Baba Ramdev’s influence. They need to expand to other
countries to diversify their business.
Opportunities:
• International Markets:Patanjali can capitalise on India’s massive ex-pat audience. According to
one case studies, Patanjali enjoys its second-biggest market in the USA, where the NRI audience
are attracted to it’s nationalist and heritage driven brand image. They can extend this into a proper
international marketing and sales strategy.

• Targeting the luxury market:Patanjali till now has only focused on low priced and mass-
consumed products. It can capitalise on it’s natural and heritage driven brand to market more
expensive and higher quality products to appeal to and compete against better products.

Threats:

• Political Instability:Due to the high politicisation of the brand, the company is bound to suffer political
winds of change. Investors tend to not support such organisations due to high politicisation, a change in
government and a fall of graces that can affect its performance.

• Whistle-Blowers:There have been reports of degrading quality of the Patanjali products. Though not
sustainable in evidence, such rumours can over time erode even the best of brand images.

•Increasing competitionWith all the existing brands such as HUL and Dabur adjusting to the new Ayurveda
market of consumers, they have all adopted new strategies to compete with Patanjali, with its element of surprise
gone, it will face old and tested companies.
Patanjali is a strong and large volume-driven company with many prospects but ever-rising threats as all other
FMCG companies are now eyeing to take back their share of the market. The company needs to come with ever-
brilliant marketing and leverage the power of digital marketing to face such obstacles.