The 10 years old FMCG Company Patanjali is the fastest growing company in India as per CLSA & HSBC data. Founded by Acharya Balkrishna and yoga guru Baba Ramdev in the year 2006 it has emerged as a prominent FMCG player in the market with a large number of products and deep assortments. Its manufacturing units are located in Haridwar and outside India i.e. Nepal under the trademark of Nepal Gramudyog. It is primarily in the business of minerals and herbal products.
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Segmentation, targeting, positioning in the Marketing strategy of Patanjali –
Like any other FMCG company, it uses the mix of demographic and psychographic segmentation strategies to make its offerings appropriate/ relevant to the particular set of customer groups.
It uses undifferentiated targeting strategy, as the main objective Patanjali is to offer healthy products to all people.
It uses a product based and value-based positioning strategies to establish a sense of trust and satisfaction of being healthy in the mind of the customers.
Marketing mix – Here is the Marketing mix of Patanjali.
SWOT analysis – Here is the SWOT analysis of Patanjali.
Mission- “Not Available”
Vision- “Not Available”
Tagline-“Prakriti ka ashirwad”.
Competitive advantage in the Marketing strategy of Patanjali –
Yoga Guru Baba Ramdev being the promoter of the herbal products produced by Patanjali is the vital advantage that Patanjali has over any other FMCG company in India.
Having more than 400 products with differing SKU’s made up of herbal and natural components are helping the company to offer bundled products to the customers.
Patanjali’s objective of the business is to provide cost-effective products, superior quality products which are the crucial factor in the success of any FMCG company.
Low or no advertising and promotion expenses are helping the company by keeping its prices low and make it affordable without compromising on quality.
BCG Matrix in the Marketing strategy of Patanjali –
The business segments in which company deals in our Healthcare & Ayurvedic products, packaged foods, and cosmetics & home care.
The different business segments of Patanjali are Stars in the BCG market due to the high acceptability of its products in the market.
Distribution strategy in the Marketing strategy of Patanjali –
With more than 4600 retail outlets across India and distributing its products through e-commerce sites, supermarkets chains like future group’s Big Bazaar, Reliance retail outlets and many others, Patanjali is emerging as a fastest growing FMCG company in India.
Brand equity in the Marketing strategy of Patanjali –
Baba Ramdev himself being the face of the promotions of the Patanjali products is helping the brand in maintaining high TOMA (top of mind awareness). Also, the products appeal and benefits are such that it is helping the brand to be a household name in India offering products for a kitchen to home care.
Competitive analysis in the Marketing strategy of Patanjali –
Being present in different products segments and having 4 different sub-brands has helped the company in having a high share of wallet of the customers. Distribution is one of the critical instruments in the success of the FMCG players in a country like India and Patanjali through its own retail outlets and partnered channel of distribution has made the products available to its customers in most of the locations in India.
In the FMCG market, it competes with players such as HUL, Dabur, Godrej, Reckitt Benckiser, P & G and many others.
Market analysis in the Marketing strategy of Patanjali –
The market in which company operates is overcrowded with a large number of local, national and international players eating up each other’s market share. Various factors such as inflation, government regulations, changing consumer dynamics, changing lifestyle, and taste & preferences are affecting the players in the industry.
Customer analysis in the Marketing strategy of Patanjali –
A customer of Patanjali are people from all age groups, as the products offered by Patanjali are perceived to be healthy and availability in different SKU’s (stock keeping unit) make it more affordable for the customers.
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