its a research on patanjali to know out the influencing factors of customer to buy patanjali product as well to to study the effect of factors on customer satisfaction. it is both primary as well as secondary study. it is a very neede study on 100 responses as well as some of the personal interviews. italso include patanjali ayurveda entry nto fmcg market and restraurant market..

1. Patanjali research
Presented by:
Amol Vashistha
Rishipal Singh
Sarita
Trishala Gautam

2. Introduction
 Patanjali started its operations with Patanjali yogpeeth in
Hardiwar, Uttarakhand. Acharya Balkrishna and Yogrishi
Baba Ramdev established Patanjali Ayurveda Pvt Ltd in
2006 with the vision of bringing together ancient wisdom
of Ayurveda and latest Technology.
 Patanjali was first started by manufacturing medicinal
products. Gradually they have expanded there range from
medicines to food items and cosmetics.

3. Need of the Study
To compare, analyze and interpret the marketing
strategy of Patanjali and its position with respect to its
competitors in the present day market and also to
realize the methodology used by Patanjali in winning
the confidence of the people either by exploiting their
sentiments or otherwise.

4. Objective of the study
• To find out the influencing factor of customer to buy
Patanjali products.
• To study the effect of factors on customer
satisfaction.

5. Patanjali Ayurveda- Entry into FMCG
Patanjali started off manufacturing bulk ayurvedic
medicines later branching its operations into FMCG
markets as well.
Since, the FMCG market has low entry barriers,
Patanjali soon established itself as a major consumer
goods’ manufacturer. The recent trends clearly imply
that the company’s priorities are shifting from
medicines to consumer goods, perhaps because the net
revenues earned through FMCG are on par with
ayurvedic medicines.

6. Patanjali Ayurveda – Current Market Insights
• With a reported turnover of ₹ 10,561 crore in
financial year 2017 (FY17), Baba
Ramdev and Acharya Balkrisha -
led Patanjali Ayurved Limited (PAL) expects its
revenue to hit ₹ 20,000 crore mark in financial
year 2017-18 (FY18).

8. Consumer Based Brand Equity Model

9. Application of CBEM
Step 1.
• Brand Identity – Who you are?
Step 2.
• Brand meaning – what are you?
Step 3.
• Brand response – what about you?
Step 4.
• Brand Resonance – How much of a
connection would I like to have with you?

10. RESEARCH METHODOLOGY
• Sampling method: The in-depth interview procedure
for this study is limited to Agra City only as there are
some certain limitation.
• Data Collection method: The primary data will be
collected in form of questionnaire.
• Data Analysis method: The data analysis of this
research will mostly represent by qualitative manner.
• Secondary data: secondary data was collected from
different sources like internet, magazines and
Patanjali mega store.

11. • Sample Size: 25
• Age group: 18-50
• Population: Random population
• Sampling method: Random sampling
• Time period: 10 days
• Statistical tools: Graphical representation
• Geographical area: Agra
RESEARCH METHODOLOGY

12. Data analysis
Response of 100 People was collected in the form of a
Online Questionnaire and various questions were
asked, the interpretation of the questionnaire is as
follows:

13. Data interpretation
The majority of the respondents were from the age group of 18-25
followed by age group of 35 and above.
1.

14. 2.
Over 94% of the people have used Patanjali Products

15. 3.
49% of the people cam e to know about Patanjali through advertisements
39% on recommendations whereas
22% on Self Exploration

16. A little over 42% of the people think sometimes about the
brand and 25% i.e. ¼ of the population thinks about the
product very often.
4.

17. 5.
When researcher asked about the factors influencing the use of Patanjali products
over 50% respondents feels that the quality of the product but there are equal % of
notion between Price and Patriotic sentiments although patriotic sentiments surpass the
price, curiosity and situation factors.

18. 6.
Much of the population as per the Sample is Satisfied with the use of Patanjali
products whereas only 12.8% people are dissatisfied.

19. 7.
Interesting to know that much of the population finds it attractive to use Patanjali
products.

20. 8.
When it comes to rate it for the quality as compared to other brands over 21% of
the respondents rated it 8 on the scale of 10 and 70% of the population rated it
over 5 and above.

21. 9.
Although the prices of the product are relatively the same as compared with other
products much to it 36% people believe that the prices are low.

22. 10
.
Patanjali is a trusted brand between people as after recording the responses of 94
people it is found that over 80% people have rated it over 6.

23. A particular sect of people on being asked for as unwillingness for the use of the
product reasoned that the recommendation about the product is bad; probably they got a
negative feedback about the products whereas 33.3% people never got an opportunity to
use the product whereas 16.7% people have shown loyalty towards their existing
products.
This gave us a clear picture that none of them blamed political reasons and the ideology
of the brand.

24. SWOT ANALYSIS
• Controversies like noodles not approved
by FSSAI at the time of launching
• Products like putrajeewak which creates
negative impact on the brand
• Strong competitors and low exports
WEAKNESS
• Spiritual connect with the consumer.
• Herbal products with natural ingredients
• Strong and Innovative R&D.
• Baba Ramdev – face of the brand.
STRENGTH

25. • Controversies around the Patanjali
group
• Weak supply chain as compared to the
competitors
THREAT
• There is a large domestic market for
FMCG Products
• Low entry barrier for new and innovative
herbal products
OPPORTUNITY

26. CONCLUSION
Since Patanjali has come up with many of the FMCG
with patriotism feeling so the researcher want to point
out strategy used by Patanjali to survive in market and
to occupy such a large market and as well as different
loop holes of the company.