MINOR PROJECT

ON
“TO STUDY THE MARKETING
STRATEGIES OF PATANJALI”

UNDER THE GUIDANCE OF – SUBMITTED BY –

DR. GURPREET KAUR CHHABRA AKASH YADAV
ASSOCIATE PROFESSOR COURSE – MBA, II SEMESTER
DEPARTMENT OF MANAGEMENT
ROLL NO. - 36715103921
 INTRODUCTION ABOUT
PATANJALI:-
 Acharya Balkrishna established Patanjali Ayurved Limited in the Year 2006
taking inspiration from Yogrishi Baba Ramdev for the objective of
establishing science of Ayurveda in accordance and coordinating with the
latest technology and ancient wisdom.
 Patanjali Ayurved was first started by manufacturing medicinal products.
Gradually they have expanded their range from medicines to food items and
cosmetics.
 Baba Ramdev chose the path of swadeshi and by establishing Patanajali
Ayurved he presented an indigenous option to buyers, on the other side he
gave competition to different FMCG companies.
 In March 2012, when Ramdev announced his entry into the fast moving
consumer goods and herbal retail markets with his ‘swadeshi’ line of
products. The yoga guru today has emerged as one of India’s more successful
brands in the otherwise less penetrated rural markets too as his 150-200
dedicated outlets in 2012 have grown to almost 4,000 now, prompting
Ramdev to sell the FMCG range in the open market too.
 OBJECTIVES:-

The main objective to study this project is to know about the different
strategies of Patanjali Ayurveda.

The main objectives in the mind:-

1. To study, whether Patanjali Ayurveda products are genuine or not.

2. To study, why people prefer Patanjali Ayurveda products.
3. To study, whether customers are satisfied using Patanjali products.
4. To study, whether the huge rise of indigenous Patanjali products good
for our country.
 LITERATURE REVIEW:-
Patanjali started its operations with Patanjali Yogpeeth in Hardiwar,
Uttarakhand. Patanjali yogpeeth is one of the biggest yoga institutes in the
country. Swami Ramdevji and Acharya Balkrishanaji set up Patanjali
Ayurveda Ltd for treatment, research and development and for the
manufacturing of ayurvedic medicines in Yoga and Ayurveda.
Patanjali Yogpeeth offers treatment and scientific research and has brought a
coup when it comes healthcare in the country with the combined approach of
Yoga and Ayurveda.
Patanjali Ayurveda- Entry into FMCG
 Proactive moves in Innovation
Patanjali’s Supply Chain Management
Sales and Distribution – Patanjali
 RESEARCH METHODOLOGY:-
 Attaining accuracy in any research requires in depth study regarding the subject. As the prime motive
of the project if the project is to know the marketing strategies of Patanjali Ayurveda and how it is
affecting Indian economy.
Descriptive research includes Surveys and fact-finding enquiries of different kinds. The main
characteristic of this method is that the researcher has no control over the variables; he can only report
what has happened or what is happening.
 PRIMARY DATA:-The data that is collected first hand by someone specifically for the purpose of
facilitating the study is known as primary data. So in this research the data is collected from
respondents through questionnaire.
SECONDARY DATA:-For the company information I had used secondary data like brochures, web site
of the company etc. The Method used by me is Survey Method as the research done is Descriptive
Research. 
 RESEARCH INSTRUMENTS:- Selected instrument for Data Collection for survey is Questionnaire.
 SAMPLE UNIT:- 100 respondents of different age groups, different profession and
of different gender.
 SAMPLING DESIGN:- Convenience sampling
 SAMPLING TOOLS:- Pie charts, averages graphs, ratio analysis graphs.
 DATA ANALYSIS &
INTERPRETATION:-

 Q1. DO YOU USE PATANJALI AYURVEDA PRODUCTS?

 Q2. WHICH CATEGORY PRODUCT OF PATANJALI AYURVEDA
YOU USE?
Q3. HOW FREQUENTLY YOU USE THE PATANJALI AYURVEDA
PRODUCTS?
 Q4. WOULD YOU LIKE TO RECOMMEND PATANJALI
AYURVEDA PRODUCTS TO OTHER?
 Q5. WHY DO YOU CHOOSE PATANJALI AYURVEDA
PRODUCTS?
 Q6. FROM WHERE DO YOU BUY IT?
 FINDINGS:-
 Quality as the most influencing factors in the purchase decision while price is also an
important for purchase decision.
 Schemes always attract more and more consumers towards particular brand.
Simultaneously it gives idea about the factors which consumers look most in the
product before they make final decision
 Price off and extra quantity is the two main offers/schemes which consumers have
come across at the time of purchase

 People are ready to buy products of brand which suits their budget means more
quantity+ Less cost + quality.
 Extra quantity with less or same price, more satisfaction, quality and other factors clout
consumers to switch over to other brands.
 People are more quality and price oriented.
 Consumer remember that name of the product by the company name and also from the
past performance of that company 
 Demand is too much for Patanjali’s products in market, because of that shortage
problem occurs in market regularly.
 SUGGESTIONS:-
 Most of the patanjali consumers are facing problem like;
products are not available in the market regularly,
 So they are suggested to increase their stock and make sure
that the products are available in the market regularly.
 So patanjali Ayurveda should increase their productivity
and make sure that there will be no shortage of products in
the market.
 Renewable sources cannot push this much production. So,
only tradition energy sources will require.
 Which will pollute air and water.
 So make sure that increase in production may not harm the
environment.
 CONCLUSION:-

 Patanjali Ayurveda has given a trouble to many marketers with its

individualistic ways of marketing.
 Patanjali Ayurveda had rattled the whole FMCG’s sector and bought a
mutiny in the industry in a very spell era.
 A point to note is that many people are buying due to its hedonic value
attached to the products. Hence, patanjali is attracting brand trustworthy
customers and not price sensitive customers.
 Will patanjali continue to grow at the same pace?
 Or will it prove to be a water bubble, with this being a temporary
phase for patanjali and strong players eventually coming up with
strategies to recapture the loss market share?
 Only time will tell.
 BIBLIOGRAPHY:-
 Books: Kotler Philip, Marketing Management: Analysis

 Internet:
 http://stellarix.com/fusce/a-report-on-patanjali-ayurveda/

 http://www.thehindubusinessline.com/opinion/columns/a-reality- check-on-patanjali/article

 http://www.academia.edu/8147483/Marketing_through_spirituality

 _A_case_of_Patanjali_Yogpeeth http://www.marketing91.com/marketing-mix-patanjali/

http://paulwriter.com/patanjali-successful-indian-brand-extension/
 https://www.linkedin.com/pulse/patanjali-indian-fmcg-giant- making-strategies-
challenges-bussi

 http://www.business-standard.com/article/management/the- patanjali-effect-
116020800204_1.html

 https://en.wikipedia.org/wiki/Patanjali_Ayurved
THANK YOU !!