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4 P's of Patanjali

Principle

Marketing Points

Theory

About:

Patanjali Ayurveda is one the fastest growing FMCG companies in India, which focuses on food, healthcare and medicinal products.

It was founded by Indian yoga guru Baba Ramdev and Acharya Balkrishna in 2006.

It has become one of the largest consumer goods company in India.

It has also initiated its expansion by dealership partnerships and distributor channels across India and abroad.

Vision: Keeping Nationalism spirit alive in India by committing to the core values of Ayurveda and Yoga and creating a healthier society to live in. To serve people by bringing the blessings of nature into their lives. To write a new success story for the world with sheer dedication and scientific research.

Mission: Making India an ideal place for the growth and development of Ayurveda and a prototype for the rest of the world.

Aim: To promote ayurvedic products amongst consumers.

Financials: Its annual revenues exceeds INR 5000 crore.

4 P’s of Patanjali

Product:

Patanjali has a diverse product offering in its marketing mix.

Its product range has more than 400 types of FMCG goods which includes cosmetic products, food items, haircare, skincare, toothcare etc.

Focus: Its focus is on Baby segment, healthcare and beauty products for men and women.

Unique Selling Point ( USP ) :All its products are ayurvedic and free of harmful chemicals.

Diversified Portfolio:

It has diversified portfolio of products ranging from medicines to food products including biscuits, noodles, cornflakes etc.

It has 300+ medicines for treating many ailments and body conditions, from common cold to paralysis.

It is also looking forward to expand its operations and enter the textile segment.

Place:

Patanjali has managed to reach a wide population in a short span of time.

Patanjali has positioned its brand as a people’s brand.

It has achieved the success because of the following two reasons:

(1) Excellent distribution network - it has tied up with the likes of Future group, Reliance retail, Hyper-city etc, which ensure that its products are widely available across various cities and towns in India.

Around 5000 retailers are actively promoting Patanjali products along with smaller grocery stores.

(2) Using Advanced Technology - It is also playing a significant role in e-commerce segment by 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.

Global Appeal – The brand has also been able to expand geographically outside India and its products are available in countries like Nepal, Saudi Arabia, UAE, Middle East, Bangladesh, Srilanka etc.

Price:

Patanjali Ayurveda has entered in an extremely competitive segment in the Indian FMCG industry.

Major Competitors: HUL, P&G, Marico, ITC etc.

Pricing strategy in 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.

Its product prices are both competitive and affordable so that it can appeal to lower middle class.

Patanjali noodles competes with Maggi, toothpaste competes with Colgate, chawanprash 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.

Promotion:

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;

(1) Print

(2) TV

(3) Online ads

(4) Billboards etc.

Brand ambassador is yoga guru Ramdev Baba, who has a staggering fan followin

Conclusion

BCG Matrix in the Marketing strategy of Patanjali – The business segments in which company deals in our Healthcare & Ayurvedic products, packaged foods, and cosmetics & home care. The different business segments of Patanjali are Stars in the BCG market due to the high acceptability of its products in the market. Distribution strategy in the Marketing strategy of Patanjali – With more than 4600 retail outlets across India and distributing its products through e-commerce sites, supermarkets chains like future group’s Big Bazaar, Reliance retail outlets and many others, Patanjali is emerging as a fastest growing FMCG company in India. Brand equity in the Marketing strategy of Patanjali – Baba Ramdev himself being the face of the promotions of the Patanjali products is helping the brand in maintaining high TOMA (top of mind awareness). Also, the products appeal and benefits are such that it is helping the brand to be a household name in India offering products for a kitchen to home care.

Published Date

08 Jan, 2019