PRESENTED BY: SUBMITTED TO:

KULDEEP SINGH DR. RAJU RATHOD

ROLL NO: 23023 DR.MITESH JAYSWAL
INTRODUCTION

 Patanjali Ayurved is a major Indian company known for its Ayurvedic and herbal
products. Here's a quick rundown:
 Founded in 2006, it focuses on promoting health and wellness through Yoga and
Ayurveda
 They manufacture a wide range of products including cosmetics, personal care
items, food products and Ayurvedic medicines
 The company emphasizes quality and utilizes contract farming to source organic
and herbal ingredients
 Patanjali has grown rapidly and is considered a leading name in the Indian FMCG
(Fast Moving Consumer Goods) market.
 SEGMENTATION

 Geographic Segmentation
 Behavioral Segmentation (based on lifestyle
and types of products consumed or used )
 Demographic Segmentation
 Psychographic Segmentation
 PRODUCT MIX
Product Mix refer to the complete set of products and services offered by a firm. It is
also known as product portfolio
A product mix consists of Product Lines, Product Mix Width, Product Mix length, Product
Mix depth, and Consistency
PRODUCT MIX WIDTH

 The Width of a company’s product mix pertains to the number of product lines
the company sells
 Patanjali product Mix Width has 6 Product line
Product Mix length
PRODUCT MIX DEPTH
PRICING POLICIES OF
PATANJALI AYURVED LIMITED

 Uniform delivered price policy

 Price differential policy
 Psychological Pricing Policy
Comparison of Prices of Patanjali Ayurved Limited product with Dabur products
S.N. CATEGORIES OF PRODUCT QUANTITY PATANJALI AYURVED DABUR INDIA LIMITED Percentage Difference in price
LIMITED PRODUCT PRICE PRODUCT PRICE
1 Mixed Fruit Juice 1 litre 95 110 15.78%
2 Gulabjal 120 ml 35 45 28.57%

3 Amla juice 1 litre 140 235 67.85%

4 Shampoo 200 ml 85 120 35%

5 Hair oil 200 ml 85 95 11.76%

6 Cow ghee 1litre 590 610 3.38%

7 Tulsi Drop 30 ml 150 195 30%

8 Honey 500 gm 180 199 10.55%

9 Chyawanprash 500 gm 145 210 44.82%

10 Coconut oil 500 ml 190 220 15.78%
 Comparison of Prices of Patanjali Ayurved
Limited product with Dabur products
S. CATEGORIES OF QUANTITY PATANJALI DABUR INDIA Percentage
N. PRODUCT AYURVED LIMITED Difference in price
LIMITED PRODUCT
PRODUCT PRICE
PRICE
1 Mixed Fruit Juice 1 litre 95 110 15.78%

2 Gulabjal 120 ml 35 45 28.57%

3 Amla juice 1 litre 140 235 67.85%

4 Shampoo 200 ml 85 120 35%

5 Hair oil 200 ml 85 95 11.76%

6 Cow ghee 1litre 590 610 3.38%

7 Tulsi Drop 30 ml 150 195 30%

8 Honey 500 gm 180 199 10.55%

9 Chyawanprash 500 gm 145 210 44.82%

10 Coconut oil 500 ml 190 220 15.78%

Channels of Distribution

 Patanjali Retail Store

 Third Party Retailers
 E-Commerce Platforms
Patanjali uses a combination of pull and push
strategy

 Pull Strategy: Patanjali's strong brand image and consumer loyalty create high

demand, pulling the product through the distribution channel.

 Push Straegy: Patanjali invests in promoting its products to retailers and

wholesalers, encouraging them to stock and promote Patanjali products

(pushing the product through the channel).

Logistics and Supply Chain Management:

 Vertical Integration Patanjali controls a significant portion of its supply chain,

from raw material sourcing to manufacturing and distribution. This allows for
better cost control and ensures product quality.
 Efficient Warehousing: Patanjali has strategically located warehouses to
facilitate efficient product distribution across the country.

 Distribution Network Management: A robust distribution network ensures

timely delivery to retailers and minimizes transportation costs.
 By combining these elements, Patanjali has achieved extensive product reach and
accessibility, making its Ayurvedic and FMCG products a household name in
India.
PROMOTION

 Direct marketing
 Word of Mouth
 Media
 Celebrity endorsement
 Branding
Brand Messaging

 Focus on Ayurveda: Patanjali positions itself as a provider of natural,

Ayurvedic products, appealing to health-conscious consumers

 Value for Money: They offer competitive prices compared to

multinational brands, attracting price-sensitive customers.

 Swadeshi (Made in India): Patanjali taps into the national pride

sentiment by promoting locally made products.
 Integrated Marketing Communication Channels

 Celebrity Endorsement: Baba Ramdev, a Yoga guru and co-founder, acts as the
brand ambassador, leveraging his massive following.
 Television & Print Ads: Patanjali uses TV
commercials and print ads in vernacular languages
for wider reach.
 Digital Marketing: They maintain an active
social media presence and operate an e-commerce
platform.
 Public Relations: Patanjali focuses on positive
media coverage and brand awareness initiatives.
Promotion Mix:

 Limited Advertising Budget: Unlike many FMCG companies, Patanjali spends

relatively less on advertising, relying more on organic reach through brand loyalty and
Baba Ramdev's influence.

 Publicity & PR: They actively generate positive press coverage and participate in events
to enhance brand image.

 Personal Selling: While not a direct selling model, Patanjali's strong distribution network
ensures product availability in stores, influencing purchase decisions at the point of sale.

 Sales Promotions: Occasional price discounts, bundled offers, and free samples are used
to incentivize purchase.
Patanjali's Positioning and Strategies

 Natural & Ayurvedic Products: Their core positioning is "Natural Products

available at affordable prices". They focus on Ayurvedic and herbal ingredients,
capitalizing on the growing trend towards natural and organic products

 Swadeshi Movement: Patanjali promotes "Swadeshi" (Made in India) products,

resonating with national pride and supporting local businesses.

 Value for Money: They prioritize offering superior quality and fair prices,
making their products accessible to a wide range of consumers, especially in
rural and semi-urban areas.
Competition Strategy:

 Focus on niche segments: They prioritize natural and

Ayurvedic segments, where competition is less intense
compared to the broader FMCG market
 Cost advantage: Their low-cost model and minimal
advertising help keep prices competitive.
 Brand loyalty: They've built a strong brand image
through their USP, attracting a loyal customer base.