Patanjali Branding 42q31

BRAND AUDIT OF PATANJALI AYURVED LIMITED

By Kavya

Patanjali Ayurved limited:-

Patanjali Ayurved Limited is an Indian Brand started by Yoga Guru Baba Ramdev and Acharya Bal Krishnan. It has huge product offerings mostly in FMCG category ranging from Biscuits to grocery items. It has even forayed into Ayurvedic medicines, Baby care products. Recently Baba Ramdev even announced that Patanjali will produce Swadeshi Jeans.

Branding

In the recent past Patanjali Ayurved has done a phenomenal job of penetrating into FMCG market which was controlled by few major players. Patanjali has disrupted the FMCG space by projecting their product as a natural, herbal and ayurvedic product. Baba Ramdev is one of the few popular yogi in India. To just give the flavor of his popularity, Baba Ramdev has 7,337,305 followers in Facebook and as on date. Baba Ramdev leveraged his yogic identity to spread the message of purity and naturalness of the Patanjali products. Patanjali has exploited a niche market which brought a divine connect with the masses. They have played the perception game effectively. Message of Patanjali “The concept for forming this Company was to link the rising destiny of millions of rural masses on the one hand and many more suffering and leading unhealthy urban lifestyle on the other. The Vision of the Respected Swami Ramdevji Maharaj, the renowned YOGA GURU and Sri Acharya Balkrishnaji, made the concept into writing through formation of the Company (PATANJALI AYURVED LIMITED).” The above is the message delivered by the company in their website. It is rather clear that the company is targeting rural masses and urban population who are leading an unhealthy lifestyle. The growing trend of staying fit and going herbal boost Patanjali’s penetration into the market.

Patanjali single brand strategy

Single brand strategy is the one in which the company markets all its products under a single brand. For example, Virgin has a diverse offering to the people right from books to aviation under a single brand virgin. Even Apple, Google also does the same branding strategy. Patanjali is no different from them. Unlike other competitors such as Dabur, HUL, P&G, who sell their products under different brands, Patanjali offers all its products right from noodles to shampoo under a single brand. The advantage of this strategy is that every product becomes a promotion or branding for every other product. i.e. if a person uses Patanjali soap and if it is good they will be mentally pushed to a situation where they

will be open to try out other products of the same brand as well. strategy will actually reduce the marketing spending.

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REFERENCES:1. http://patanjaliayurved.net/ 2. https://www.google.co.in/search? q=patanjali+noodles+vs+maggi+noodles&source=lnms&tbm=isch&s a=X&ved=0ahUKEwiMYSx2dvPAhVMpY8KHe4YBnAQ_AUICSgC&biw=1 366&bih=613#tbm=isch&q=maggie+500g+ketchup&imgrc=cgJkh6Q kfATPpM%3A 3. http://www.vccircle.com/news/fmcg/2016/02/20/decoding-patanjali %E2%80%99s-popularity 4. https://officechai.com/stories/how-patanjali-uses-modern-brandstrategy-to-grow-past-competitors/ 5. http://www.ycginvestments.com/thoughts/111-the-characteristics-ofthe-best-businesses-in-world-and-colgate-as-a-case-study 6. https://mpk732t12016clusterb.wordpress.com/2016/04/23/how-pgdevelop-its-brand-equity/ 7. http://marketingdawn.com/brand-equity-of-uniliver/ 8. http://marketingdawn.com/brand-equity-of-nestle/