Case Study Of Patanjali Ayurvedi

Great Essays
Promotion:
Patanjali Ayurveda runs with the Slogan "Prakriti ka Ashirwad". All things considered, Patanjali Ayurveda has procured the essential acclaim and notoriety among individuals in light of the internationally perceived Yoga Guru, Baba Ramdev. This brand diplomat of Patanjali is without any assistance in charge of the accomplishment of the brand. His commitment to individuals' life through Yoga is fantastic henceforth individuals felt adjusted towards him when he propelled his own special Indian FMCG Company.
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 like print, TV, online ads, billboards etc.
The ads
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ORGANISATION STRUCTURE:

v. REASONS BEHIND PATANJALI’S SUCCESS:
• Loyal consumer base and competitive price - Baba Ramdev’s fanatic consumer base of about ~70 million has proved to be a great head start for him. This large fan base comes from an Ayurveda-freak nation and years of conducting yoga sessions. Further, Patanjali’s products are priced lower than their key competitors for price sensitive Indian consumers, who now see more “value” in Patanjali’s products.

• Appeal to rural-urban “aspiration and conservatism-driven” consumers - Apart from appealing to the above consumer base, Patanjali also managed to attract rural-urban “aspiration and conservatism-driven” consumers by launching modern consumer household products which promised purity with goodness, on the lines of major players.

• Anti-foreign campaigns – Time and again, Baba Ramdev raised voices to boycott “foreign” products, ranging from shampoos to colas, by showing their ill-effects. This further created a loyal consumer base that promoted word-of-mouth advertising for Patanjali and cleared ways for different product categories.

• Loyal employee structure– It is said that most of their employees are volunteers and, from manufacturing to selling, most of them do not take regular
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He has been very co-operative with press and media and has maintained good relationships with them. Also, he is known to have good connections with many politicians. So he used both the facts to publicise his company free of cost. Take for instance when Baba Ramdev approached Lalu Prasad Yadav and gave his face a massage with a Patanjali face cream and it was covered by media. Or the Maggi scandal when Baba Ramdev came forward and gave a statement that he would launch safer and better-quality noodles.

• Word-of-mouth promotion: Advertising and promotions typically account for 12-20% of revenue expenditure by consumer goods companies. When a new company gets into the business, this spending is significantly higher. During the introduction stage, Patanjali followed a unique word-of-mouth publicity model and the entire revenue was without any advertising. It was because of the brand loyalty of its customers that the word-of-mouth promotion proved so successful for the

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