Presented by:-

Ashis Kyal (PGDM3/1608)

Change Management

INTRODUCTION OF BABA RAMDEV

IDEA OF PATANJALI YOGPEETHYoga & Ayurveda: The perfect blend

VISION AND MISSION Vision:Keeping nationalism, Aryurved and yog as our pillars, we are committed to Create a healthier country. To raise the pride and glory of the world, we Are geared up to serve people by bringing the blessings of nature into their Lives. With sheer dedication, scientific approach, astute planning and realism,We are poised to write a new successStory for the world.

Mission:Making India an ideal place for the Growth and development of ayurvedaAnd a prototype for the rest of the World

WHY TO CHOOSE PATANJALI

PRODUCTS?

1. Wide range of products2. Make in India3. Pocket friendly products4. Easily available5. Good quality products6. Good for health7. Good Taste 8. Good packaging9. Eco friendly10. Regular quality check

MARKETING MIX• In order to know exactly the reason for success of Baba Ramdev, it is imperative to throw

some light on the marketing mix rudiments.

• To be a successful marketer it is important that all the marketing mix elements have to be fine tuned to support and strengthen brand personality

• Basically, a combination of factors that can be control by company to influence consumers to purchase its products

• Marketing Mix products are as follows:

1. Product

2. Price

3. Promotion

4. Place

PRODUCT

• Baba Ramdev is constantly pushing Indian people to start using Indian brands and save the economical growth of the company. Patanjali is planning to take over all reputed brands dealing in beverages and foods.

• Some of the sectors where Patanjali products are already doing great: 

• Foods – Including jams, biscuits, noodles, oats, pulses and many other lines of food products.

• Healthcare & Medicines• Personal care products• Cleaning agents

HERBS:• Patanjali Lohasav

Bhasma • Patanjali Abhrak

Bhasma • Patanjali Mandoor

Bhasma • Patanjali Shankh

Bhasma• Patanjali Kauri

Bhasma • Patanjali Seep

Bhasma

FOOD: • Patanjali Chyawanprash

• Patanjali Noodles• Aarogya Atta • Aarogya Biscuits • Patanjali Baseen • Pure Honey

COSMETICS:

• Patanjali Body Lotion • Patanjali Face Cream • Patanjali Tooth Paste • Body Massage Oil • Patanjali Tooth Brush

AYURVED: • Drishti Eye Drops • Patanjali Amla Extract

Capsule • Patanjali Asvagandha Extract

Capsule • Patanjali Shilajit Sat Capsule

Ashvashila Capsule • Shatvar Choorna

PRICE

• Two factors that have made Patanjali Ayurved the fastest growing FMCG company in India are:

a) Use of Natural and ayurvedic Ingredients b) Pricing• Pricing plays an extremely important role in putting

Patanjali ahead of its fierce competitors. • Hindustan Unilever and P&G are trying their level best to

cope up with the competition but the love for Indian product growing in people is not helping them.

• Patanjali is educating people about the benefits of using their products and are also using price comparison as an effective marketing strategy. The pricing strategy is clearly penetrative pricing because Patanjali knows that it cannot conquer the market with higher prices.

PLACE

• Patanjali Ayurved is India’s fastest growing FMCG Company but it is not stopping it from spreading its wing to neighboring countries like Nepal. Patanjali has a manufacturing unit in Nepal. Patanjali also imports herbs from Himalayas in Nepal; the well-established trade relation is helping Patanjali expand its wings in Nepal with great ease.

• In India, 1000’s of stores are now selling Patanjali products, and these stores are exclusively selling Patanjali, making the local retailer quake. The penetration levels will only rise further as the margins in the product are good too.

PROMOTION

• Patanjali Ayurved goes with the Slogan “Prakriti ka Ashirwad”. Well, Patanjali Ayurved has acquired the requisite fame and popularity among people because of the globally recognized Yoga Guru, Baba Ramdev.

• This brand ambassador of Patanjali is single handedly responsible for the success of the brand. His contribution to people’s life through Yoga is incredible hence people felt aligned towards him when he launched his very own Indian FMCG Company. 

• Patanjali Ad campaigns have always focused on surpassing information to people that “revenue of Patanjali is for Charity and not for Brand Owners”. 

• Baba Ramdev took the opportunity in his hands and has started influencing Indians by sharing information about price gap and how useful herbal Patanjali products actually are.

USP: UNIQUE SELLING PRORPOSITION

WOMFocusing on metros and cities

Wide Portfolio of Products

KEY TAKE HOME POINTS

• Revenue• Discount and Profits• Ownership• Food Park• WOM• FMCG Competition

FUTURE PLANS AND GOALS

• To expand the business at the global market in next 5 years• Planning Produce Beverage Drinks• Planning to produce Oats, Chips etc as to crack the

market share of other MNC’s • Planning to open its outlets at Railway Stations and

Airports

LESSON’S FROM PATANJALI

• Success is a long and difficult road

• Don't be afraid to do something different

• Variety is a key to life

• Always give credit where it is due