Patanjali India Case Study

INTRODUCTION

Patanjali is one of the biggest brands to hit the country in the recent past. As simple as the name and the brand sounds, it is important to note that they are giving their competitors a run for their money. It does bring about questions of how they got to this point. Hence researching about it would definitely help us get some answers relating to this. The main objective is to find out why this brand has picked up so fast. Hence we need to find solutions to broadly two questions

1) What is the reason for Patanjali to grow at a rapid pace in the FMCG market?

2) Is Baba Ramdev the reason for the brand doing so well?

Taking this as the research question would surely give us two integrated answers. It would suffice the answers for the main question which is “What is Patanjali doing right?” Hence marketing must be a defining factor in the brand doing this well. We have divided the dimensions of the marketing of Patanjali into the 4 P’s and each article that we have researched is based on them which is Product, Price, Placement and Promotion. Given below is the revenue growth for Patanjali

[pic 1]

Source : Financial Express (Jan 5th,2016)

URL : http://www.financialexpress.com/industry/patanjali-to-clock-rs-20000-cr-sales-in-fy20-iifl-report/187960/

Let us look at each of them :

PRODUCT

Patanjali has a wide variety of products. Apart from the fact that the price is low, the products are known for its good quality also. There are many products that Patanjali endorses which are highly appreciated by its users and it is a recommended brand. Customer perception is a marketing concept that encompasses a customer’s impression, awareness and consciousness about a company or its offerings. Patanjali has ventured into a number of products in the FMCG market. They are literally getting into everything as they feel their price plays a major role in beating their competition

Ayurvedic, Juices, foods and cosmetics are the various product categories

The latest to hit the patanjali product line are noodles. It would definitely be hard to compete with brands like maggi in the picture.

Patanjali started off with energy drinks then went on to toothpaste. The success of that resulted in the birth of many other products

 Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels(Thanks to Patanjali, India’s herbal market gets a new life, business insider,2016). The ever changing marketing scenario and heightened competition over the globe has amplified the role of brand at unparalleled level. Every person is a consumer of different brands at the same time. The choice and usage of a particular brand by the consumer over the time is affected by the quality benefits offered by the brand especially when it comes to brand. Consumer satisfaction is derived when he compares the actual performance of the product with the performance he expected out of the usage. Philip Kotler observed that satisfaction is a person's feelings of pressure or disappointment resulting from a product's perceived performance (outcome) in relation to his or her expectations. If the perceived benefits turned out to be almost same as expected, customer is highly satisfied and that is how the company achieves loyalty of the customer towards the products.