CHAPTER-1

 INTRODUCTION

 OBJECTIVE OF STUDY

 SCOPE OF STUDY

 RESEARCH METHODOLOGY

 LIMITATION OF STUDY

1
 INTRODUCTION

The project tittle “A PROJECT REPORT ON CONSUMER PERCEPTION TOWARDS

PATANJALI PRODUCTS’’ provides a comprehensive analysis regarding the performance
of the company and its products in the market.

The objective of the proposed study is to identify the specific factors that affect
consumerPerception towards Patanjali Products. The methodological approach to this study
isdescriptive, because we attempt to identify and explain variables that exist in a
givensituation and to describe the relationship that exists between these variables in order
toprovide a picture of a particular phenomenon, but not to ferret out cause-effect relationship.

The primary data was collected through questionnaire filling. The secondary data was
collected through the internet. India has a large chunk of population which is at lower income
level and at middle income level.
NJJJNBG
The project covers the aspects like Consumer perception on the Patanjali products and
Patanjali got success in such a competitive market in very short span of time.

The project covers the objective of the study that what is the main motive behind the study on
Patanjali Products.

Through the project you will get know that how Patanjali become a gaint FMCG within 5
years.

Patanjali is following the biggest SWADESHI MOVEMENT.

Patanjali’s vision and missions are discussed in the following project.

And you will get to know about the SWOT Analysis followed by Patanjali.

Project is also conclude with the conclusion and suggestion.

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 OBJECTIVES OF THE STUDY

The study in hand is conducted keeping in view the following objectives:

 To Study the brand perception of ‘PATANJALI’ in mind of Consumers.

 To know the attributes that a customer keeps in mind while buying ‘PATANJALI’
Products.
 To Study the Satisfaction level of consumers after using ‘PATANJALI’ Products.

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 RESEARCH METHODOLOGY

Research design:

A research design is the set of methods and procedures used in collecting and
analysing measures of the variables specified in the research problem. The design of a study
defines the study type (descriptive, correlation, semi- experimental, experimental, review,
meta-analytic) and sub-type (e.g., descriptive-longitudinal case study, research problem,
Hypothesis independent and dependent variables, Design of experimental design, and, if
applicable, data collection methods and a statistical analysis plan. Research design is the
framework that has been created to find answers to research questions

SOURCES OF DATA:

The task of data collection begins after a research problem has been defined
andresearch plan chalked out. While deciding about the method of data collection to be
usedfor the study, first of all the sources of data must be very clear.

There are basically two sources of data.

 Primary Data Source:
The primary data are those, which are collected afresh for the first time for the
problemsolution, and thus happen to be original in character. It may be obtained from
individual,families and representative.
 Secondary Data Source:
The secondary data are those which have already been collected by someone else
andWhich have to decide which have already been passed through the statistical
process.Externally, these sources may include books or periodicals reports, data services
andcomputer data banks.

In the context of the project study, the source of data used by me for this project
isprimary type of sources. The primary data source is the respondents who have filled
thequestionnaire.

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SAMPLING PLAN:
 Sampling Unit:-

The sampling Unit is the entity to which we have to follow during the whole research
study.In the context of the project study, the sampling unit primarily consists of Individuals.

 Sampling Size:-

It plays an important role in the research. Samples are representative of the whole
population. This refers to the no. of items to be selected from the universe to constitute a
sample.

In the context of the project study, 100 respondents are chosen keeping in view the above
constrains. Attempts have being made to see that samples are chosen from different strata.

1. Sampling Methods:-

There are various methods of sampling in the context of my project study I have
selected Non-probability Sampling Method. And under that, I have taken Convenience
Sampling. Under this I prepared a simple questionnaire to collect the information.

2. Data Collection Method:

Data collection is done basically in three ways: Observation Method, Survey Method
and Questionnaire. And in the context of my project study, I have selected questionnaire
method for collecting the data.

3. Data Analysis & Interpretation:-

Data analysis is based on the data collected by the questionnaire. From the collected
data findings are extracted. The data is tabulated and frequency distribution chart is prepared.

 Data Analysis By Charts:

Charts make easy to understand. Therefore I have use pie chart to present the data.

5
 SCOPE OF THE STUDY

At the time of Project work we are using the Patanjali websites Brochure and different article.
The data collected mainly from the consumer of Keonjhar District. This Project is done
within limited time Period.

6
 LIMITATION OF THE STUDY

Every attempt will be taken to obtain error free and meaning full result but as nothing in this
world is 100% perfect.

I believe that there will be still the chance for error on account of following limitation:-
 Limited number of respondents.
 Time limitation for compelling the project.
 The data obtain in some cases may be based.
 Difficulty in communicating within the city while conducting the survey.

 The information obtained from the consumer based on questionnaire was assumed to
be factual.

 Since the survey is based on sampling method, it does not disclose the charter of
entire customer.

 Product unavailability for the consumer in the market is one of the biggest limitation
for Patanjali Products.

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 CHAPTER-2

 INTRODUCTION OF PATANJALI

 MISSION & VISION

 SWOT ANALYSIS OF PATANJALI

 KEY TO SUCCES

8
 INTRODUCTION OF PATANJALI

The Company :

PatanjaliAyurved was formed in January, 2006 as a private limited company by yoga

guru Ramdev and his partner Sri AcharyaBalkrishnaji. In June, 2007, it was converted to a
Public Ltd. Company. It is registered under the Companies Act, 1956 and has its registered
office in Bijwasan, New Delhi and three other offices in Haridwar. The company was started
with the vision of uplifting the life of Indian farmers by locally sourcing the raw materials
from them and making their lives better while at the same time provide an opportunity to the
Indian masses to move towards healthy lifestyle by promoting Ayurveda and herbal products.
Baba Ramdev started off as a yoga trainer who featured in televised programs in Aastha and
Sanskaar channels and made Indians realize that they have forgotten Indian tradition and art
forms- one of them being yoga. He got wide acceptance and word of mouth publicity helped
him reach to a wider audience. He projected Yoga as a panacea to all the health problems. In
its first year of operations, 2008, Patanjali generated a revenue of over 60 crores.1 Almost 10
years later, the homegrown venture has grown to be a 5000 crore company and is posing a
threat to the well-established companies in the FMCG domain.

Patanjali range of Products:

Patanjali has a wide range of products with the theme of Ayurvedic /herbal being
common across all categories. It has four business divisions: food and beverages, cosmetics
and health, health drinks and home care. The highest revenue grossing products are Patanjali
cow ghee, DantKanti, Keshkanti, Patanjali Atta noodles and Patanjali Aloe Vera juice and
gel.

The customer base of Patanjali is very huge and with each passing day, it is growing bigger.
A major ramp-up came when Patanjali was relaunched by Baba Ramdev in 2014. After that it

9
has not looked back. The company is finding it difficult to cater to the demand of all the
customers. It has increased its distribution channels and expanded its reach multifold from
the point when it started. Production has also increased and it has now over 450 products in
its portfolio.

Organization structure:

The Board of Directors is formed of three founding people. Swami

AcharyaBalkrishnaji is serving as the Managing Director of the company. Two other
members Swami Muktanandji and Sri Ajay Kumar Arya are also holding positions as the
Directors of the company. Swami Ramdevdo not hold any position or stake in the company
but does act as the Ambassador for the entire Patanjali brand. The operations department is
headed by
Ramdev’s brother Ram Bharat. Everyone else from the finance, logistics and other teams
report to him He is the informal CEO but designations are not very formalized within
Patanjali. Patanjali has over 200,000 employees in total. They hire stre et-smart people and
do not look for MBA graduates only. This helps them to keep costs down while also
delivering unprecedented growth.

Revenues

Revenues
Year
(In ₹Crore)

2009-10 165

2010-11 317
2011-12 446
2012-13 850
2013-14 1200
2014-15 2006
2015-16 5008
2016- 17 10562

Production:

Patanjali Food and Herbal Park at Haridwar is the main production facility operated
by PatanjaliAyurved. The company has a production capacity of ₹350 billion (US$5.4
billion) and is in the process of expanding to a capacity of ₹600 billion (US$9.2 billion)

10
through its new production units at several places, including Noida, Nagpur, and Indore. The
company plans to establish further units in India and in Nepal.

In 2016, the Patanjali Food and Herbal Park was given a full-time security cover of 35
armed Central Industrial Security Force (CISF) commandos. The park will be the eighth
private institute in India to be guarded by CISF paramilitary forces. Baba Ramdev is himself
a "Z" category protection of central paramilitary forces.

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Patanjali impact:online sales of Ayurvedic products on the rise:

Awareness about Ayurvedic products driven by increasing popularity of Patanjali Rising

popularity of Ayurvedic FMCG brand Patanjali is driving sales of Ayurvedic products online.
Several players, from Flip kart to Grofers, are expanding the “Ayurveda and herbal” products
category and ramping up product selection, besides expecting three-fold growth in sales from
this category.

Most of the players and market experts feel that the rising popularity of Patanjali is helping
create awareness among consumers about the benefits of Ayurvedic and herbal products.
Competitors AlbinderDhindsa, co-founder of hyper local firm Grofers, said, “As awareness
about herbal and Ayurvedic products is increasing, the need for brands like Patanjali is also
jumping. Patanjali has been listed on Grofers since August, and for us, one out of every eight
carts includes at least one Patanjali product.” This has also led to firms like Emami,
Himalaya, Biotique and Dabur planning to ramp up their online presence to compete with
Patanjali. For Snap deal, there has been a 90 per cent increase in sales of Ayurvedic products
from 2014 to 2015. “This trend has been noticed in all categories related to health and fitness,
such as nutrition, supplements, and fitness equipment.

These trends indicate an increasing consciousness of healthy lifestyle among customers,

especially those in metros. We have also partnered with Dabur for their Ayurvedic products
on the exclusive Live VEDA store,” said a Snap deal spokesperson. PatanjaliAyurved, which
has yoga guru Baba Ramdev as brand ambassador, has seen its turnover double to
Rs.3,266.97 Crore in the first 10 months of 2015-16, as against the full year turnover of
Rs.1,587 Crore in FY 15.

Patanjali’s growth has also led to the overall growth of the Ayurveda as a category, said
NitinKochhar, Vice-President (Categories) at marketplace Shop clues. “We expect a three-
fold growth in sales of Ayurvedic product over the next six months. Though the category is
slightly on the premium side, we are witnessing heavy demand for such products, in both
personal care and food. We introduced this category early this year after getting queries from
our consumers for Patanjali products,” Kochhar said, adding that this category is bound to
grow through online channel due to huge distribution gaps. Economic Feasibility According
to Kochhar, the reason why online is a better channel for distribution of this category is that
for a local retailer or kirana store, it is not economically feasible to stock the entire product

12
line or selection of products, as the category is still small. Ayurveda is about 5-10 per cent of
the entire food and personal care category, estimated at Rs.1, 50,000 Crore.

PatanjaliAyurved Business growth driven by increasing demand for herbal products, brand
image and new product pipeline Patanjali, which started as a small pharmacy specializing in
Ayurvedic medicines, expanded to sell the full range of consumer categories, from edible
oils, biscuits and noodles to toothpaste, hair, skin care products and groceries. According to
Ramdev, the company is expected to cross Colgate this year, in terms of revenue and will
overtake HUL within the next three to four years. Ramdev also claims that the company does
not require glamorous advertising and marketing of its products as the product has the ability
to sell itself unlike other FMCG companies.

Patanjali has around 30 products in its pipeline including a health drink, energy bar, cow milk
powder, digestive biscuits, and anti-ageing cream and moisturizing cream. In addition to this,
they will also look to aggressively market their products through their e-commerce website,
which has not been adopted by major FMCG giants. Colgate-Palmolive India has reported its
worst sales growth in the last 44 quarters. Hindustan Unilever has also seen its revenue
expand at a weak pace since the last six years. This trend is likely tocontinue in the future and
estimates indicate that by 2020, FMCG giants can lose 3%-8% of their market share to
Patanjali. In the toothpaste market, Colgate still remains the market leader but its market
share has declined over the last two years. Ramdev led Patanjali has tied up with Future
group to increase the penetration of its products and this venture result in intense competition
between the two companies.

While Patanjali forays its way into the FMCG segment, other FMCG companies have not
remained silent during the process. HUL has restructured its herbal brand "Ayush" by
launching it online. In addition to this, an array of products ranging from hair-care, skin-care
and pain balms have been launched on their e-commerce platform under Lever Ayush
Therapy. Emami has acquired hair oil brand Kesh King last year in order to boost its presence
in the herbal market. Godrej has launched a neem-based mosquito coil, hair color with
coconut oil and various natural soaps. Colgate has also responded back to Patanjali's entry
with its aggressive marketing of the company's active salt neem toothpaste. Himalaya has

13
launched its new range of wellness products which aim to provide the end consumers with
therapeutic solutions.

This indicates that both herbal and no-herbal companies are moving back to the start to figure
out ways in which natural ingredients can be incorporated into their already existing products
and new products.

"According to Research Analyst at Ken Research- "In addition to this, Patanjali must invest
resources in order to improve its distribution network and effectively penetrate the rural and
urban market by coming out with new product lines and using International Journal of
Multidisciplinary Research and Development 206 innovative packaging and design. Other
FMCG giants must take notice of the growing trend towards the demand for herbal products
and must establish its presence in the herbal segment.

The FMCG market is a low-margin business with companies paying high costs for the
procurement of raw materials. Hence, FMCG companies should cultivate their own raw
materials or source them directly from farmers, thereby abolishing the intermediaries in the
procurement process. In addition to this, FMCG giants can also adopt back to back product
launch in the herbal segment to capture the growing potential of this market.

14
New Product Pipeline and Brand Image to Fuel Market Growth: provides a
comprehensive analysis regarding the performance of the company and its FMCG's in India
and will help readers to identify the ongoing trends in the industry and anticipated growth in
future depending upon changing industry dynamics in coming years.

This report will help industry consultants, FMCG manufacturers, dealers, retail chains,
potential entrants into the FMCG segment and other stakeholders to align their market centric
strategies according to the ongoing and expected trends in the future.

Statement of the problem Consumers are the masters of their money and they have an
enormous influence on the economic market change because they possess the ability to
implement and coordinate their choice of spending or saving in the purchase decision.
Consumers are influenced by their attitude towards the product and therefore marketers need
to implement their strategies and tactics frequently in order to achieve more consumers.

Satisfaction and accurate target in finding out what customers are aware and their buying
preferences and there by offering products according to this needs will help the industry stake
holders to enrich their customer experience and accelerate growth of the market. The process
that turns marketing plans into marketing actions In order to fulfill strategic marketing
objectives it is called marketing plan but most of the markets are still challenged by their
marketing. Hence this research aims to explore the consumer’s perception and buying
preferences towards selected PatanjaliAyurvedic& herbal products.

15
MISSION AND VISION OF PATANJALI

VISION:
Keeping Nationalism, Ayurved and Yog as our pillars, we are committed to create a
healthier society and 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 success story
for the world.

MISSION:
Making India an ideal place for the growth and development of Ayurveda and a
prototype for the rest of the world.

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 SWOT ANALYSIS

S-STRENGTH:

1. Patanjali has grown at a rapid pace within a short span of time .

2. Extensive marketing has pulled people into accepting its products as a healthier and safer
option.

3. Strong brand ambassador with Baba Ramdev as its face helped boost the business for
Patanjali.

4. Patanjali offers new products, new style of marketing etc has changed the market
dynamics.

5. More than 200,000+ employees with Patanjali.

6. Excellent word of mouth marketing has helped the brand grow.

W-WEAKNESS:

1. Launched too many products in a short time.

2. Patanjali faced issue with advertising council of India.
3. Lower concentration on other top countries.

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O-OPPORTUNITIES:

1. Patanjali can tap overseas market as Ayurveda is increasingly getting awareness.

2. Can enter more segments in personal hygiene, FMCG etc.
3. Can also diversify in apparels.

T-THREATS:

1. Prominent FMCG players coming up with their own variants of ayurvedic products.
2. Big players have their existing model which is sturdy, which can overcome new
competition from Patanjali.

18
 PATANJALI KEY TO SUCCESS

Media attention:

Ramdev rose to national fame as a yoga guru through his programmes on TV channels -
Sanskar in 2001 and Aastha from 2003. He readily acknowledges the role of the media in his
rise. "Patanjalikobananeymeinek se 10 per cent humara role hai, baaki role media kahai (My
own role in the rise of Patanjali is just one to 10 per cent, the rest of the credit goes to the
media)," he told Business Today website.

Less Price:

Patanjali products are available at an attractive discount as compared to their competition.

The company sources products directle from farmers and cuts on middleman to boost profits.
Hence, they are able to reduce their raw material procurement cost and are able to produce
goods at a much cheaper rate.

Retail outlets:

Initially, Patanjali shunned the conventional distribution network, preferring to rely on its
own channels of super distributors, distributors, Chikitsalayas (franchise dispensaries) and
ArogyaKendras (health centres which sell Ayurvedic remedies). Once it turned to retail
outlets from 2011, revenue began to multiply manifold.

Variety of products:

Already, a few Patanjali products have made major inroads - apart from desi ghee, its
toothpaste DantKranti, for instance, launched in March 2010, brought in revenues of Rs 200
crore in 2014/15. Patanjali has also ventured out to produce many other new items that were
mostly produced by foreign companies in recent months. Patanjali also sells toothpastes,
unpolished pulses and detergents.

19
Swadeshi factor:

Patanjali is happy to co-exist with indigenous companies, multinational ones are a different
matter. "Humaraek simple fundahai: MNCs ko replace karna (We have a simple principle: we
want to replace MNCs)," said Ramdev.

"We don't want to put anyone down, but we would like to instil swadeshi pride so that Indian
money does not go out of the country", He is aware that the competition is gunning for him.

Advertising:

Patanjali's own advertising was limited in the past, but has increased considerably of late,
with ads appearing on general entertainment TV channels (GECs) such as Star and Zee. The
company has also reached out to regional Southern channels.

20
CHAPTER-3
DATA ANALYSIS

21
INTRODUCTION

Data Analysis is the process of systematically applying statistical and/or logical techniques
to describe and illustrate, condense and recap, and evaluate data. Various analytic procedures
“provide a way of drawing inductive inferences from data and distinguishing the signal (the
phenomenon of interest) from the noise (statistical fluctuations) present in the data”. The
form of the analysis is determined by the specific qualitative approach taken (field study,
ethnography content analysis, oral history, biography, unobtrusive research) and the form of
the data (field notes, documents, audiotape, videotape). An essential component of ensuring
data integrity is the accurate and appropriate analysis of research findings. Integrity issues are
just as relevant to analysis of non-statistical data as well.

DATA ANALYSIS TYPES

Research methods are split broadly into quantitative and qualitative methods. Which you
choose will depend on your research questions, your underlying philosophy of research, and
your preferences and skills.

QUANTITATIVE DATA ANALYSIS

The data produced are always numerical, and they are analysed using mathematical and
statistical methods. If there are no numbers involved, then it’s not quantitative research. Some
phenomena obviously lend themselves to quantitative analysis because they are already
available as numbers. However, even phenomena that are not obviously numerical in nature
can be examined using quantitative methods.

PATANJALI AYURVEDA LTD 2017

The development of Likert scales and similar techniques mean that most phenomena can be
studied using quantitative techniques. This is particularly useful if you are in an environment
where numbers are highly valued and numerical data is considered the ‘gold standard’.
However, it is important to note that quantitative methods are not necessarily the most
suitable methods for investigation. They are unlikely to be very helpful when you want to
understand the detailed reasons for particular behavior in depth. There are a wide range of
statistical techniques available to analyse quantitative data, from simple graphs to show the
data through tests of correlations between two or more items, to statistical significance. Other
techniques include cluster analysis, useful for identifying relationships between groups of
subjects where there is no obvious hypothesis, and hypothesis testing, to identify whether
there are genuine differences between groups.

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QUALITATIVE DATA ANALYSIS

Qualitative research is any which does not involve numbers or numerical data. It often
involves words or language, but may also use pictures or photographs and observations.
Almost any phenomenon can be examined in a qualitative way, and it is often the preferred
method of investigation in the UK and the rest of Europe; US studies tend to use quantitative
methods, although this distinction is by no means absolute. Qualitative analysis results in rich
data that gives an in-depth picture and it is particularly useful for exploring how and why
things have happened. There are, therefore, a wide variety of methods for analysing them,
many of which involve structuring and coding the data into groups and themes. There are also
a variety of computer packages to support qualitative data analysis. The best way to work out
which ones are right for your research is to discuss it with academic colleagues and your
supervisor.

EXCEL FOR DATA ANALYSIS PATANJALI AYURVEDA LTD 2017

Once you have explored your data thoroughly, aided by visualisation and description
techniques, you will need to identify what formal statistical analysis techniques (if any) you
require to investigate the data further and to draw general conclusions from them. A very
large number of statistical techniques have been developed to handle many different types of
data and relationships between them, and it can be difficult and confusing to choose the
correct techniques for a given set of data and the requirements of your investigation. Users
sometimes drift into statistical inference, which includes standard errors, confidence limits, t-
tests and chi-square tests, etc, without releasing they are making a big step. In general, we
would recommend that you seek advice from a competent statistician as to the most
appropriate approach to formal analysis of your data. Modern statistical packages (such as
Minitab, SPSS, SAS etc) support many of the standard statistical methods, and are generally
easy to use and reliable. They all accept data that are held in Excel worksheets, provided they
are in list format. Many have a similar interface and type of dialogue that will be
straightforward for Excel users. Since Excel is designed as a spreadsheet package rather than
a statistics package, its standard facilities for statistical analysis are very limited. The
Analysis Toolpak (Tools => Data Analysis) contains the following basic analysis facilities:

• T-tests for comparing sample means

• Z-test for comparing sample means where the population variance(s) are known.

• F-test for comparing variances of two samples.

• Correlation

• Covariance

• Analysis of Variance (ANOVA) with one or two factors.

23
• Elementary Regression

MARKETING ANALYSIS OF PATANJALI AYURVED PATANJALI AYURVEDA

LTD 2017

Marketing is used as a tool to generate traction for any given product, commodity or service.
Though Patanjali has traditionally shied away from mainstream advertisements, it has utilized
alternative forms of marketing quiet effectively to bolster its presence in the market.

Word of mouth publicity: According to a study by Forbes, when a company makes a

claim, its believability is merely between 20 – 49%. But when real people speak favorably
about a brand – the believability jumps to 70%; when friends speak about a brand’s goodness
the believability jumps to 90%. Patanjal’s products have been marketed by its customers for
their benefits and advantages over other competition.

Publicity in Yoga Camps: Baba Ramdev consistently organizes yoga camps across the
country. These have been estimated to attract around 70 million people till date. Further many
times this number also witnesses these shows on television. Many Patanjali products are
marketed by Baba Ramdev in these yoga camps along with details of their benefits and usage.
This has proved to be an excellent marketing tool.

 Mainstream Advertisement: The Company has lately shifted to conventional

advertisements on national broadcasting networks. This further pushes the company’s
products in the market.

DISTRIBUTOR ANALYSIS

A good and wide distribution network plays a vital role in the sale of any company’s’
products, especially in a country as large as India. Patanjali is relatively new in the Indian
FMCG space and thus has a comparatively smaller distributor and retailer base as compared
to its peers. Currently Patanjali‟s products are available through several channels:

1. Exclusive Retail stores: Around 15000 across the country.

2. PatanjaliChikitsalayaandArogyaKendra: 3000 across the country.

3. Retail Chains:Patanjali products are available at Big Bazar, reliance Fresh, Big Basket
etc.

4. Future Group outlets:Patanjali has a tie-up with Future group to retail products in 245
cities and towns of the country.

5. Online retail:Patanjali products are available at patanjaliayurved.net as well as other

ecommerce sites such as Flipkart, Amazon etc.

24
6. Mobile Distribution: the company maintains a fleet of tempos for selling its products in
rural areas. As the demand of Patanjal’s products is increasing across the country, the
company is making efforts to make Patanjali products available at general stores across the
country.

7 .EXPORT ANALYSIS Patanjali has now made a name for itself on foreign soil as well for
the quality of its products. This has culminated in its expanding export reach across the
world. Patanjali currently exports its products to most major countries by partnership with
other companies. It aims to make India a sourcing hub for its product exports oversees.
Around 1000 crore rupees have been earmarked for development of a manufacturing base in
South India to bolster its export capabilities. It will start tapping export markets USA,
Canada, UK, Mauritius in 2016-17 Fiscal with its new manufacturing facilities expected to be
functional by that time.

Currently the exports of Patanjaliayurved are limited with products being sold oversees in
partnership with several other companies.

USA: Available online through https://www.patanjaliayurved.net/.

Canada: Available online through .https://www.patanjaliayurved.net/

Thailand: Available in partnership with Singh Group of Companies.

FUTURE STRATEGY

PatanjaliAyurved has grown strongly in the past decade. But to sustain its momentum, the
company would have to tick a few boxes:

 Rural Push: Rural market accounts for over 70% of India’s 1.21 billion population but
contributes only 9% in the FMCG Industry. Thus increasing distribution and support
infrastructure in rural areas is a key area where the it needs to focus.

 Increase in Research and Development: FMCG brands would need to focus on R&D and
innovation as a means of growth. In this age of extreme competition, companies that continue
to do well would be the ones that have a culture that promotes using customer insights to
create either the next generation of products or in some cases, new product categories. Thus
Patanjali would have to invest a lot of capital and effort into significant research and
development of newer product categories.

 Focus on Exports: Patanjali has largely focused to cater to the domestic market. Exports
thus remain to be a very low fraction of the total sales. It is thus imperative to focus on
exporting products using Indian operations as sourcing hub for the same.

25
CHAPTER- 4

FINDING

 CONCLUSION

 RECOMMENDATION

 SUGGESTION

 BIBLIOGRAPHY

26
 FINDINGS

The data collected through 100 questionnaires is analysed. Out of 100 users, dominant
portion i.e. nearly 2/3rd of the users age between 15-25 years. Looking at the gender
distribution, 70% of the users taken under study are females who can perceive to be more
interested in buying herbal cosmetics. In Occupation frequency, nearly half of the users are
students who are pursuing studies followed by35% of service class users.

Over 94% of the people have used Patanjali Products

o 77% people strongly agree that patanjali offers large variety of product while

17% people think that patanjali has not offers large variety of product.

o 86% people believe that patanjali offers good quality of product but 14%
customers are not satisfied with the quality of product.
o 75% customer thinks that the prices of patanjali products are fair but 25%
customer thinks that the prices of the product are not fair.

o 71% customer believes that patanjali product is good packaging while 29%
customers is not satisfied with the packaging.
o 71% customers agree that patanjali products have natural ingredients and 29%
customer fully agreed that patanjali have natural ingredients.
o 67% customers are satisfied with patanjali product while 33% customer are
not satisfy with patanjali product.

o 50% of the people came to know about Patanjali through advertisements 30%
on recommendations whereas 20% on Self Exploration.

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 CONCLUSION

Patanjali has given a headache to many marketers with its unconventional ways of marketing.
The Findings in the paper show that there are many significant factors that together make up
the buying decision of the product. Customers’ perception towards a brand is built largely on
the satisfactory value the user receives after paying for the product and the benefits the user
looks for. In the above study, a large portion of the user is satisfied from Patanjali products. It
may be because of reasonable price of the product. It may be due to ability of the product to
cure the problem. The satisfaction brings in the retention of customer. Patanjali is enjoying
the advantageous position in market through spirituality element involved in its products.
However, it should not ignore the competitors like Naturals, pure roots, Vindhya herbals.
Patanjali in order to retain more customers and satisfy them, must fulfil the claims made by
the company before any other brand may mushroom up and take away the benefits of
marketing through spirituality. A point to note is that many people are buying Patanjali
products due to the hedonic value attached to the products. Hence, Patanjali (unlike its
competitors) is attracting brand-loyal customers and not price-sensitive customers.

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 RECOMMENDATION
To make a successful product, Patanjali marketing strategy should attract long term
consumers.
Most of the Patanjali consumer are facing problem like; products are not available in
the market regularly.
They can increase their distribution channels.

They have to focus back on product efficacy. Rising above the noise of advertising.
They can increase their outlet and stores.

So Patanjali Ayurveda should increase their productivity and make sure that there
will be shortage of products in the market.

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SUGGESTIONS

Patanjali has built up a significant brand image irrespective of demographic profile of

consumers involving Gender, Age and Marital status. But it should try to build up loyalty
intentions among the consumers. So with reference to preference and loyalty, it is essential
for Patanjali to deal with consumers’ perception that whether they are willing to advise their
product to others in addition to having the intent to purchase their products again in future.
Lastly, in order to make a flourishing brand Patanjali must pay special attention to building a
good brand image, customer perceptions and brand loyalty as part of their branding
strategies. Therefore all three of these factors, i.e. brand image, brand loyalty and consumer
perceptions would play a vital role in shaping their brand popularity.

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 BIBLIOGRAPHY

https://www.patanjaliayurved.net/

https://en.wikipedia.org/wiki/Patanjali_Ayurved

https://www.slideshare.net/trishalagautam/patanjali -research

http://www.news.kenresearch.com/post/147442303438/company-profile-of- patanjali-
ayurved-limited-new

http://www.patanjaliresearchfoundation.com/cgi -sys/suspendedpage.cgi

https://www.researchgate.net/publication/305995560_The_Phenomenal_Success_of_Pata
njali_in_FMCG_Sector-An_Analytical_Study

BOOKS :

MajumdarRamanuj, (2009) Consumer Behaviour: Insights from Indian

Market, IV Edition, New Delhi, PHI Learning Pvt. ltd.
NargundkarRajendra, (2017) Marketing Research: Text and Cases 3rd Edition, New
Delhi, McGraw Hill Education.

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