Patanjali Mega Store

Insights- Soaps

Premium Segment

I visited Patanjali Mega Store and found Patanjali premium products packaging was not attractive. Patanjali with Lemon and Rose body cleanser soaps are competing with premium products like Dove and Pears but packaging is the factor where Patanjali is not doing good. As the market becomes more competitive and shelf space is at a premium, products need to be able to stand out from the crowd and packaging needs to provide more than just functional benefits and information. Packaging plays a vital role in communicating the image and identity of an organization.

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Rural sector

Research studies have found that people in rural areas are attracted towards Catchy colours like Red and therefore products like Dabur Red, Lifebuoy and Tiger biscuits are successful in rural areas because of red colour packaging. Consumers distinguish between color, form, size, imageries, graphics, materials and smell.

Packaging plays an important role in the marketing context. The right packaging can help a brand carve a unique position in the marketplace and in the minds on consumers. Packaging has a better reach than advertising does, and can set a brand apart from its competitors. It promotes and reinforces the purchase decision not only at the point of purchase, but every time the product is used. Packaging can even drive the brand choice (especially in the context of children‘s products).

Another Factor, which is vital to penetrate rural sector, is low priced soaps. Patanjali should keep such prices, which are easier to pay for low income consumers. For example – In rural areas people usually buy 10 rupees soap due to low income. Keeping prices from Rs.13 to Rs.10 and reducing size can be a good move to target rural sector

The current price of soap is Rs.13 and if Patanjali make set of four soaps at Rs.50 with Rs.2 off can affect consumer’s mind. Patanjali should focus on discount strategy to get more customers.