Scribd Logo
Upload

Welcome to Scribd!

  • Patanjali: MM-Group 3 Project Presentation

    Uploaded by

    Rini Rafi
    45 views14 pages
    Patanjali Ayurveda Ltd is an Indian FMCG company founded by Acharya Balakrishna and Baba Ramdev that has grown 1011% between 2012-13 and 2015-16. It is the fastest growing FMCG company in India known for its ayurvedic products. A customer survey in Chennai found that 36% purchase Patanjali products for their ayurvedic qualities and better quality, while 21% trust Baba Ramdev and feel it promotes patriotism. Patanjali uses a low-cost penetration strategy but this may not be sustainable long-term. It aims to target all income groups and expand its global market through various food parks and strengthening distribution.

    Original Description:

    Original Title

    MM-G3-Patanjali_FINAL

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Patanjali Ayurveda Ltd is an Indian FMCG company founded by Acharya Balakrishna and Baba Ramdev that has grown 1011% between 2012-13 and 2015-16. It is the fastest growing FMCG company in India known for its ayurvedic products. A customer survey in Chennai found that 36% purchase Patanjali products for their ayurvedic qualities and better quality, while 21% trust Baba Ramdev and feel it promotes patriotism. Patanjali uses a low-cost penetration strategy but this may not be sustainable long-term. It aims to target all income groups and expand its global market through various food parks and strengthening distribution.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    45 views14 pages

    Patanjali: MM-Group 3 Project Presentation

    Uploaded by

    Rini Rafi
    Patanjali Ayurveda Ltd is an Indian FMCG company founded by Acharya Balakrishna and Baba Ramdev that has grown 1011% between 2012-13 and 2015-16. It is the fastest growing FMCG company in India known for its ayurvedic products. A customer survey in Chennai found that 36% purchase Patanjali products for their ayurvedic qualities and better quality, while 21% trust Baba Ramdev and feel it promotes patriotism. Patanjali uses a low-cost penetration strategy but this may not be sustainable long-term. It aims to target all income groups and expand its global market through various food parks and strengthening distribution.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 14

    Patanjali

    MM- Group 3 Project Presentation

    Rajesh Rangarajan | Sathish | Saravanan | Tamizh


    FMCG Market
    FMCG Trends
    FMCG Revenue over years
    Patanjali – Swadeshi Company

     Patanjali Ayurveda Ltd – Indian FMCG company

     Founded by Acharya Balakrishna & Baba Ramdev

     Patanjali is the fastest growing FMCG company in India

     Patanjali has grown 1011 percent between 2012-13 and 2015-16

    https://www.youtube.com/watch?v=I1oeTLwpTJU&app=desktop
    Situation Analysis

    Customer
    Company
    Collaborators
    Competitors
    Context
    Chennai-Customer survey

    Customer
    14%

    Ayurvedic product
    36% Better quality

    survey…
    Trust on Baba Ramdev
    Patriotism
    21% Attractive Price

    7%
    21%
    Patanjali SWOT Analysis

    Strengths Weakness

    • Ayurveda product • Poor packaging


    • Strong brand ambassador • Penetration pricing not a long
    term strategy

    Opportunity Threats

    • Potential global market • Competitors coming up with


    • Various food parks Ayurveda
    • Strengthen distribution model • Farming season can impact supply
    chain
    STDP Analysis

    Segmentation Targeting Differentiation Positioning


     Health Conscious  Undifferentiated (mass)  Perceptual positioning maps  Competitive Advantage
    marketing
     Unadulterated Ayurveda  Tradition Indian ingredients  Differences to promote:
    projects with no side-effects  Lower income, Middle income, Distinctive, Affordable
    Top income strata  Preparation as per the Ayurveda
     Swadeshi prescriptions  Smart Baba: “Healthy human
     Socially responsible Target being and wealthy nation..”
     Benefit segmentation marketing  Procurement directly from
    farmers  Communicating through Yoga
    Four P’s analysis
    • Natural Healthcare • 10 – 45% lesser
    • Purity and innovation than competition

    Product Price

    Place Promotion

    • 10 Thousand stores • Branding strategy


    • Online platforms • Embracing digital
    marketing
    Porter’s Five Forces Analysis

    Industry Rivalry  Compete with Organized


    and Unorganized
    Industries
    Bargaining power of buyer
     Switching costs and
    product differentiation is
    Threat of new entrants low

     Capital intensive industry


    Threat of substitute products
     Multiple competitive
    products
    Threat of supplier growing bargaining power
     Own herbal plantations
    Branding/Value Proposition/Perceptual Map

    Branding Value Proposition Perceptual Map


    Line Extension-Existing More for Same- Current Low Price and Organic
    Brand Extension-Proposed More for Less- Proposed for essentials
    Co-Branding-LVMH More for More-Proposed for luxury
    Recommendations

    • Retain the core value


    • Differentiated Marketing strategy to penetrate into regions across
    India
    • Franchisee interiors need improvement and consistent look
    • Improve on international market and distribution via co-branding
    Thank you

    You might also like