It’s clear that Baba Ramdev understood the fact that without a solid foundation,one will always have trouble creating anything of value.From building a strong community before launch,to bringing back Swadesh in our country, it looks like he took all the right decision or maybe went the Ratan Tata way,took the decisions and then made them right.
PATANJALI FACTS
· Patanjali has a turnover of Rs 5000 crore and expects to double this number by 2017.
· Pantajali Ayurveda’s Sales growth coverage: Increased by 150%
· Around 5000 retail outlets (seems like 5000 is a lucky number for baba) sell it’s 477 products and has collaboration with the Future Group, Star Bazaar, Easyday and other hypermarket chains.
· According to TOI, Patanjali has garnered 4.5% market share. Whereas there was a decrease of 60 points in case of Colgate—one of the leaders in this sector.
· Ramdev was ranked 27th in the Future Company’s 2016 list of “The Most Creative Businessman”
“We don’t know markets or marketing . . . but what we know is serving the people by providing them high-quality products at attractive prices” says Acharya Balkrishna, Co-founder, Patanjali
FACTOR FOR SUCCCESS
· A huge fan base
Before launching a full-fledged marketing campaign, Ramdev had already garnered people’s attention. His yoga asanas and daily yoga rituals were already followed by people. Even before launching the product, his followers trusted him.
· Always in the news
Be it for the 2011 anti-corruption andolan or in support of Lokpal Bill, I haven’t seen a week passed by without Baba Ramdev’s buzz. This helps him gain brand visibility.
· Content marketing
Content marketing is the new marketing principle to educate your customers and Baba Ramdev and his team have been on the forefront .Baba Ramdev has practiced it on TV.
· Smart Pricing policy
Since the production and promotion cost is less than what a new company in the business usually spends, it automatically lessens the product cost. Now who would not like to buy herbal natural products made in India which look expensive but don’t burn a hole in one’s pocket?
· Social Media
Baba Ramdev has over 6.6 million likes on Facebook and 564 k followers on Twitter as of May 2016.
He utilizes digital platform very well to educate, inform and engage people with his content spreading awareness regarding the content and his brand . He interacts with his followers on Twitter and Facebook by organizing live chats and also uses it as a medium to invite and inform them about his camps, events, product announcement, and more.
Marketing would have been a tricky area to handle for a new Swadeshi company like Patanjali. But in India, Trust and Faith are still given more importance than science and logic making it easier for Baba Ramdev. Though Patanjali believes in traditional way of lifestyle ,it follows the modern techniques for marketing which is the vice versa of other Indian Brands.Using great content ,strong promotions and engaging the audience Patanjali has made a name of it’s own in the FMCG sector.
STRATEGY OF PATANJALI
Ø The Story of Branding
Patanjali has made a unique approach marketing by building a community before product launch. Patanjali was always bound to meet new competition in the market.Though Patanjali made a good start ,without establishing themselves with a unique positioning, they would not have been able to ever competed against brands from P&G and Hindustan Unilever.
Ø Brand ambassador
“Patanjali is riding on Ramdev ‘s image, not products”
There are a very few ‘big’ companies in the world who are identified with the face of their founder–Apple’s Steve Jobs and Virgin Group’s Richard Branson are the perfect examples. For such companies, the founder is the brand ambassador.
Ø Brand positioning
Every brand has a unique positioning. This is where Patanjali is different.Most of the products by the FMCG companies are influenced by the Western medical ideas. Patanjali did not join the race. They created a new one. It offered herbal and natural products backed by the people’s beloved Indian medical science. It was the first Indian brand which was turning the idea of using natural products into a cult.
Ø Brand consistency
Great brands always keep their brand personality, messages, tones, images, and ideas consistent. patanjali never budged from its central theme. It has always held to its core values and image.the reason whenever a new Patanjali product enter market, consumers know it will be organic and healthy even if it’s an instant noodle!
Ø Brand trust and faith
This department has been given the highest priority and even people at Patanjali agree to it. They always try to deliver on their promises, be it with their yoga benefits or products. This trust and faith are another major reasons why people feel connected to Patanjali.
PATANJALI FACTS
· Patanjali has a turnover of Rs 5000 crore and expects to double this number by 2017.
· Pantajali Ayurveda’s Sales growth coverage: Increased by 150%
· Around 5000 retail outlets (seems like 5000 is a lucky number for baba) sell it’s 477 products and has collaboration with the Future Group, Star Bazaar, Easyday and other hypermarket chains.
· According to TOI, Patanjali has garnered 4.5% market share. Whereas there was a decrease of 60 points in case of Colgate—one of the leaders in this sector.
· Ramdev was ranked 27th in the Future Company’s 2016 list of “The Most Creative Businessman”
“We don’t know markets or marketing . . . but what we know is serving the people by providing them high-quality products at attractive prices” says Acharya Balkrishna, Co-founder, Patanjali
FACTOR FOR SUCCCESS
· A huge fan base
Before launching a full-fledged marketing campaign, Ramdev had already garnered people’s attention. His yoga asanas and daily yoga rituals were already followed by people. Even before launching the product, his followers trusted him.
· Always in the news
Be it for the 2011 anti-corruption andolan or in support of Lokpal Bill, I haven’t seen a week passed by without Baba Ramdev’s buzz. This helps him gain brand visibility.
· Content marketing
Content marketing is the new marketing principle to educate your customers and Baba Ramdev and his team have been on the forefront .Baba Ramdev has practiced it on TV.
· Smart Pricing policy
Since the production and promotion cost is less than what a new company in the business usually spends, it automatically lessens the product cost. Now who would not like to buy herbal natural products made in India which look expensive but don’t burn a hole in one’s pocket?
· Social Media
Baba Ramdev has over 6.6 million likes on Facebook and 564 k followers on Twitter as of May 2016.
He utilizes digital platform very well to educate, inform and engage people with his content spreading awareness regarding the content and his brand . He interacts with his followers on Twitter and Facebook by organizing live chats and also uses it as a medium to invite and inform them about his camps, events, product announcement, and more.
Marketing would have been a tricky area to handle for a new Swadeshi company like Patanjali. But in India, Trust and Faith are still given more importance than science and logic making it easier for Baba Ramdev. Though Patanjali believes in traditional way of lifestyle ,it follows the modern techniques for marketing which is the vice versa of other Indian Brands.Using great content ,strong promotions and engaging the audience Patanjali has made a name of it’s own in the FMCG sector.
STRATEGY OF PATANJALI
Ø The Story of Branding
Patanjali has made a unique approach marketing by building a community before product launch. Patanjali was always bound to meet new competition in the market.Though Patanjali made a good start ,without establishing themselves with a unique positioning, they would not have been able to ever competed against brands from P&G and Hindustan Unilever.
Ø Brand ambassador
“Patanjali is riding on Ramdev ‘s image, not products”
There are a very few ‘big’ companies in the world who are identified with the face of their founder–Apple’s Steve Jobs and Virgin Group’s Richard Branson are the perfect examples. For such companies, the founder is the brand ambassador.
Ø Brand positioning
Every brand has a unique positioning. This is where Patanjali is different.Most of the products by the FMCG companies are influenced by the Western medical ideas. Patanjali did not join the race. They created a new one. It offered herbal and natural products backed by the people’s beloved Indian medical science. It was the first Indian brand which was turning the idea of using natural products into a cult.
Ø Brand consistency
Great brands always keep their brand personality, messages, tones, images, and ideas consistent. patanjali never budged from its central theme. It has always held to its core values and image.the reason whenever a new Patanjali product enter market, consumers know it will be organic and healthy even if it’s an instant noodle!
Ø Brand trust and faith
This department has been given the highest priority and even people at Patanjali agree to it. They always try to deliver on their promises, be it with their yoga benefits or products. This trust and faith are another major reasons why people feel connected to Patanjali.
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