PATANJALI TAKES ON

INDUSTRY GIANTS
 PROBLEM STATEMENT

Could Patanjali aggressively expand

into more categories while
maintaining sustainable growth?
 KEY ISSUES
• Product Licensing related problems
• Rise of other Ayurvedic product in Market
• Contradiction between product line and Baba Ramdev’s
promotion
• Short sightedness in promotion strategy
• Incorrect information regarding the product
DECISION PROBLEM
IDENTIFICATION
• Not Planning the Legal aspects of the business carefully
• Whether to diversify its portfolio or not
GENERATING
ALTERNATIVES
•Alternative 1- To increase market share with the existing product
portfolio
•Alternative 2- To make strong the legal aspects of the company
•Alternative 3- Capturing international markets
•Alternative 4- Establish another point of difference of marketing except
Made in India
•Alternative 5- To align brand image with its products
•Alternative 6- To continue competing with the competitors by expanding
in the FMCG market
DECISION CRITERIA
• Cost

• Risk Factor
• Company Image
• Customer Centricity
• Expected Revenue
EVALUATING THE
ALTERNATIVES
Cost Risk Factor Company Customer Expected
Image Centricity Revenue

Alternative 1 Low High Medium Medium Medium

Alternative 2 Low Low High High High

Alternative 3 High Medium High High High

Alternative 4 Medium Low Medium Low Medium

Alternative 5 Low High High High Low

Alternative 6 Medium Medium High High High

SELECTING ALTERNATIVE

Strengthening the legal aspects of company

Expanding the present portfolio

 IMPLEMENTATION PLAN
• Expanding the product portfolio by M&A
•Come up with clear promotional message that is not contradictory
• Improve legal strategies by including professional to
 tackle licensing related issues
 check on information printed on products
 check on the quality of the products
THANK YOU