Aveneu Park, Starling, Australia

Patanjali Indian consumers. Some of its manufacturing units

Patanjali Ayurveda
limited was founded by baba Ramdev and Acharya Bal Krishna with Acharya Bal
Krishna as its majority stake holder as well as the managing director with 92%
stake with rest of its stake being owned by a NRI family living in UK on 13th
of January, 2006. Patanjali Ayurveda Limited is an Indian FMCG company whose
manufacturing units and headquarter are established in Haridwar in the
industrial area and its registered office is located in Delhi. Patanjali is
established for manufacturing pure and high-quality herbal products and
minerals for the Indian consumers. Some of its manufacturing units are also
established in Nepal under the trademark of Nepal Gramudhyog and it imports
majority of the herbs for production purpose in India from Himalayas of Nepal.

 

Even thought
Acharya Bal Krishna is the major stake holder of the company still the face of
Patanjali is Baba Ramdev and he himself promotes the products of Patanjali
through print media and advertisements. The main aim of starting Patanjali was
that at that time India was getting really influenced towards the western products
ranging from household to personal care. Due to all this the health of people
was declining day by day as the competition was really high and most of the
company were spending the major amount of money on the advertisements rather
than improving the quality or quantity of their products. This is where Baba
Ramdev intervened and Patanjali came into existence providing quality and
herbal products at a very cost and the consumers of all the segments were able
to but the products of Patanjali.

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 Patanjali was not only selling products at low
cost but also they were of good quality and mainly herbal of natural and most
of the products sold by its competitors were not natural and most of them were
adulterated food meaning not meeting the legal standards and contained a lot of
harmful preservatives not only they were harmful they were expensive as well
and most of then products were out of the reach of lower middle class people
and most products burned a hole in the pockets of middle class people as well.
Today Patanjali is giving tough competition to all the big MNCs doing business
in India. Patanjali has now become the people’s product in India.

                       Executive Summary          

             

The study is
about the marketing strategies HR policies and the IT innovations of Patanjali
Ayurveda and how using the marketing strategies the Patanjali has become one of
the most successful companies to dominate the Indian markets as well as the
Indian consumers in the recent years. Thought the company is only 12 years
still now it has a strong hold in the Indian market place and is giving taught
competition to the MNCs that share the market space with Patanjali. Patanjali
has used several marketing techniques to attract the Indian consumers and as
the time is passing its products are becoming one of the most preferred choice
of everyone in India.  

 

Patanjali
being the one of the most preferred brand in India is still lagging behind in
one of the most important fields of business that is the Hr policies and human
resource development humans being the most important resource of a company
needs to be taken care of otherwise a company cannot succeed in long run.

 

The
information was collected through exploratory research was conducted by
collecting secondary data from several websites and other general magazines
journals and also newspaper. In the end of the study it was found out that
Patanjali has been successful in advertising its product and reaching the masses
using different types of marketing appeals such as fear appeal and emotional
appeal but has failed to keep its human resource happy in many areas and this
could in future lead to failure of the company if not taken care in the
present.

 

 

 

 

 

 

                        INTRODUCTION

 

Analysis of
marketing Techniques of Patanjali its HR policies and IT innovations

 Background
of Study

 

 FMCG is the fastest growing industry
for consumer goods in the Indian economy. IT is the 4th largest
economic sector in the world with a rapid growth of about US$ 20.6 billion by
the year 2020.FMCG is growing in both the urban as well as the rural market.

 

FMCG is the
industry which produces consumer durable or consumer packaged goods which
includes all the products that the consumer uses or purchases at regular
interval depending on there need and want. Some of the products that the FMCG
produces are as follows toothpaste, soaps, shampoos, food items etc.

 

This sector
is one of the most competitive sector as a lot of players are in this sector
selling their own goods at very competitive price. Some of the key players are
HUL, P, Colgate, Dabur and so on. Some of the key players in this market
are currently holding a good market share for either a single product or for a
full product line.

 

Beside these
big names and key players in the market another name came into existence or
another player came into the market with a slogan “Prakriti Ka Aashirwad” in
2006 that is Patanjali. The main aim of Patanjali was to encourage people into
buying the products which are manufactured in India and whose profit is
retained in the country rather than buying from foreign companies whose profits
are returned to their home land.

 

Patanjali
products are made using natural raw material and are thus safer and less
harmful for consumption and other daily use and they range from household
products to personal care and products for daily consumption

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