Patanjali marketing mix utilises several marketing strategies to create an efficient marketing tool that will help the brand succeed in the FMCG industry and become the market leader. Yoga Guru Ramdev Baba and Patanjali Ayurved have become synonymous with each other as both are actively promoting natural and ayurvedic ways and a healthy lifestyle through the ayurvedic product segments of the company.
Most retailers and grocery outlets are promoting Patanjali products because of the high consumer demand for herbal Patanjali products in the consumer market.
The Patanjali marketing mix framework focuses on the Patanjali product strategy, diverse product offering, distribution strategy, the price strategy of Patanjali Ayurveda as well as promotional and advertising strategy to align the business strategies and the marketing strategy of Patanjali Ayurved.
Table of Contents
Introduction: Patanjali Ayurved
- Origin Country: India
- Founders: Acharya Balkrishna, Baba Ramdev
- CEO & Owner: Acharya Balkrishna (94%)
- Founded: 2006
- Headquarters: Haridwar, Uttarakhand, India
- Employees in 2023: 2,00,000
- Annual Revenue in 2023: 4.02 billion USD
- Net Income in 2023: 80 million USD
The conglomerate Patanjali Ayurved is an Indian FMCG company that manufactures food products, personal care, ayurvedic medicine and cosmetics. Patanjali promotes natural and ayurvedic ways with help of nearly 300 ayurvedic medications for treating numerous body issues.
The journey of Patanjali Ayurveda started with Divya Yoga Pharmacy established in the year 1995 by Baba Ramdev and Acharya Balkrishna. Two followers of Baba Ramdev Sarwan and Sunita Poddar provided the loan for the existing brand Patanjali Ayurved. Baba Ramdev is Patanjali’s brand ambassador and face and does not have any stake in the company.
The Haridwar-based holding company of Baba Ramdev with a successful existing FMCG model and product strategy dominates ayurvedic product segments of the market and with time has established itself as a market leader in the industry.
Target Customers in Patanjali Marketing Strategy
Patanjali brand has an entire product range targeting almost every Indian household in the FMCG industry. With help of cheap Patanjali products, the company targets the middle-income group of people that are looking for ayurvedic products in the market.
The Patanjali marketing mix utilises its product range of beverages, healthcare and herbal Patanjali products to target people who want to adopt a healthy lifestyle. The target customers of the brand are people from 25 years to older adults who want naturally curated products.
Geographically the company’s target market is the semi-urban and urban locations along with metro cities where people are more aware of the product range and are ready to buy the products.
Patanjali Marketing Strategy & Marketing Mix of Patanjali Ayurved (4Ps)
The Patanjali marketing mix framework analyses the brand of yoga guru Ramdev baba with help of its business strategies and marketing mix components like promotion planning, Patanjali product strategy, product innovation, pricing approach and distribution strategies to position itself strongly as the top FMCG company in the global market and achieve desired business goals.
The Patanjali marketing strategy with a successful existing FMCG model has proved an efficient marketing tool in the industry as it has an entire product range targeting customers left and right. The several marketing strategies are actively promoting Patanjali products to position the brand strongly in the market and gain a competitive advantage over rival companies.
Patanjali Product Strategy: Marketing Mix of Patanjali Ayurved
Within a short time, high popularity for the vast product range has helped the brand succeed and become one of the fastest-growing top Indian brands with natural products in the FMCG industry.
The existing brand is the leading Indian FMCG company whose product strategy promotes the use of Indian products over foreign brands in the market. The marketing mix of Patanjali Ayurved has a diverse product offering that includes 400 FMCG goods like beverages, healthcare, baby items, food items, ayurvedic products, beauty products, haircare, skincare and dental care etc. for both men and women.
The company manufactures naturally curated products free of any chemicals that can harm consumers in any way. The product strategy in the marketing mix of Patanjali Ayurved focuses on product innovation and a diverse product portfolio so that it can cater to the needs of all consumers and their different product needs.
Products in the Marketing Mix of Patanjali Ayurved
The products in the marketing strategy of Patanjali Ayurved include an innovative product line that caters to most of the customer needs. Baba Ramdev has been pushing the brand and its products forward since the formation of the company.
The Patanjali marketing mix focuses on the following product categories
The marketing mix of Patanjali Ayurved in the healthcare segment includes digestives, health drinks, ghee, fruit beverages, badam pak, honey and health and wellness
- PATANJALI PACHAK ANARDANA
- PATANJALI BEL SHARBAT
Natural Food Products
The Patanjali marketing mix in the natural food segment includes biscuits, candy, murabba, herbal tea, flours, spices, pickles and sauces etc.
- PATANJALI AMLA CANDY
- PATANJALI SABZI MASALA
The marketing mix of Patanjali Ayurveda in the medicine segment includes kwath, bhasma, pishti, asava and syrup etc.
- DIVYA ARSHKALP VATI
- DIVYA KUMARYASAVA
Herbal Home Care
The Patanjali marketing strategy in the herbal home care segment includes dhoops, pooja essentials, dishwasher bar, gel and hawan samagri
- AASTHA DHOOP BHAKTI
- DIVYA HAWAN SAMAGRI
The Patanjali marketing mix of Patanjali in the personal care segment includes beauty products, eye care, body care, hair care, dental care and skin care etc.
- ALOE VERA KANTI BODY CLEANSER
- DANT KANTI ADVANCED
The Patanjali marketing strategy in the paridhan segment includes sportswear, ethnic, spiritual and accessories etc.
- AROGYA KAVACH
- SPORTSWEAR MEN
Place in the Patanjali Marketing Strategy
Patanjali has spread its product presence to the Indian subcontinent and Middle-East Asia with headquarters and manufacturing units in Haridwar, India. The products are available in Sri Lanka, Bangladesh, UAE and Nepal etc. It operates with help of its subsidiaries Ruchi Soya, Paridhan, Advance Navigation and Solar Technologies, Patanjali Renewable Energy Pvt Ltd and Herboved.
Patanjali has tied up with several companies like Future Group and Reliance Retail to sell its products. Nearly 5,000 retailers and grocery outlets are actively promoting Patanjali products in the consumer market.
Patanjali has nearly 5,000 franchise outlets and 3,00,000 stores across strategic locations across India to sell its products. The company operates as a franchise business model offering multiple types of franchises to choose from like Gramodhyog Nyas, Patanjali Chikitsalaya & Arogya Kendra and Patanjali Mega Store.
The main production facility Patanjali Food and Herbal Park is located at Haridwar with a $5.0 billion production capacity. The company has opened new production facilities in Indore, Nagpur and Noida.
Place and Distribution Strategy: Marketing Mix of Patanjali
The marketing mix of Patanjali Ayurved ensures that the place and distribution strategies of the brand are top-notch so that the products can reach the end customers quickly.
The brand has an excellent distribution network that includes distributor channels like supermarket chains, Patanjali Stores and e-commerce sites and dealership partnerships. The brand has planned to open several outlets at airports and railway stations
Patanjali is the fastest-growing Indian FMCG company and this is because of its admirable distribution strategy and channels that enable customers to buy Patanjali’s products easily from authorized retailers.
The excellent distribution network in the Patanjali marketing strategy includes
Supermarket chain stores like Reliance Retail and Future Group have tie-up with the company to sell Patanjali product offerings. Several mini and superstores are selling the products on consumer demand as well.
There are nearly 5,000 franchise Patanjali stores that sell only a specific category of the company products. These are located at strategic locations which enable customers to get hold of desired products easily.
Patanjali has opened its stores to sell its products in the market where customers can buy products via online payment methods or cash.
Customers can buy company products from the company website as well as other shopping portals and expect product deliveries at their doorstep. The mode of payment is both online payment and COD for such deliveries
Pricing: Patanjali Marketing Strategy
The pricing policy in the marketing mix of Patanjali Ayurved focuses on a diverse product portfolio and cheap Patanjali products so that the common masses can easily afford them. During price comparison with other Indian or foreign brands consumers will find that the Indian products are much better in terms of both quality and price hence the pricing strategy.
Most of the products are in direct competition with another product of a rival brand. The company has to take into account its target market and the rival brands that are also offering great quality at reasonable prices.
Price Strategy of Patanjali: Marketing Mix of Patanjali Ayurved
Baba Ramdev has been single-handedly credited with promoting the Patanjali brand far and wide but it is the 4Ps of the marketing mix strategies especially the price strategy of Patanjali that has encouraged consumers to try the quality products and shift their loyalties to the brand’s favour.
The pricing strategy adopted by the brand includes
Competitive Pricing Strategy
The company faces stiff competition in the market in almost all the product categories hence the pricing strategy and most importantly competition pricing. There are bound to be price comparisons when you have two or more brands selling quality products in the same category. It becomes necessary for brands to maintain similar prices most importantly competition pricing strategy in such scenarios to maintain their existing customer base.
Patanjali Promotion Strategy (Promotional Mix): Patanjali Marketing Strategy
Patanjali follows a strong and aggressive promotional and advertising strategy to boost its brand image in the market. The company spends a lot of amount on promotion planning and creating both offline and online ads that can attract customers towards the brand products.
The company’s promotional and advertising strategy includes the use of the following Patanjali promotion tools-
Patanjali promotion includes the use of digital and print media like newspapers, television, radio, magazines, pamphlets and hoardings to display its ad campaigns in the market.
Social Media Platforms
Patanjali is quite active on various social media platforms like YouTube, Facebook and Instagram where it connects directly with the viewers and displays online ads. The company’s online presence on Instagram is majorly in Hindi and this has helped the brand to garner a vast number of followers.
Patanjali’s Brand Ambassador
Baba Ramdev is the brand’s ambassador of the brand who promotes the brand and its products in his camps and travels.
Digital Marketing Strategy – Notable Digital Marketing Campaigns
The Road to Becoming A Champion Begins with Purity
The ad campaign “The Road to Becoming A Champion Begins with Purity” for Patanjali Cows Ghee was published as a print advertisement in 2019 and helped the brand to garner positive brand reviews
Bring Home Patanjali’s Pure Swadeshi Food
“Bring Home Patanjali’s Pure Swadeshi Food” was a print media ad campaign that encouraged consumers to buy pure Indian food from the company
key Takeaways from the Patanjali Marketing Mix and Patanjali Marketing Strategy
The key takeaways from the Patanjali marketing mix and Patanjali marketing strategy are
- Focus on product categories
- Create a framework that will drive sales
- Connect with consumers directly
- Adopt an aggressive advertising strategy
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