For Patanjali management the image their customers carry in their mind is the most important factor. That is why for them the product quality promotions are very critical factor. The people which are their customer and the physical evidence, the environment customers get in the Patnajli Ashram are the focus that built Patnajali image in the customer mind that is why they are always trying to bring positive changes in the environment so that customer can feel the difference. They think that trough continuous efforts they have developed such a brand image in their customer’s minds that their customers have become brand loyal. In order words they have got brand equity.
1.9.1. Product: Patanjali Cow Ghee is one of the flagship product in Patanjali product portfolio. Patanjali claims that its products including Cow Ghee are pure, unadulterated and healthy because products are made using natural ingredients and herbs in technically advanced factories under the direct supervision of Patanjali Team. Patanjali substantiate its claim of purity for its Cow Ghee by publishing the test results (Exhibit # 1) conducted at 3 rd Party research lab. Patanjali’s ghee is primarily available in three variants of 1000ml, 500ml and 200ml tetra packs. Product packaging is contemporary yet indianised. Exhibit # 1
1.9.2. Pricing: Patanjali’s products are generally sold in the market at a price of 15% - 20% lower than the products of established competitors. Most of the Patanjali products has market penetration strategy and have helped Patanjali The pricing strategy has helped Patanjali establish itself in the marketplace. However, Patanjali Cow Ghee is an exception, Patanjali ghee is sold at a premium in the market. Exhibit # 2 Category Size Patanjali Ghee (INR) Amul Ghee (INR) Mother Dairy (INR) Organized Ghee 1000 ml 450 410 390 500 ml 235 210 200 200 ml 95 90 85
1.9.3. Place: Patanjali is using all key channels to reach out to its target customers. Patanjali is not only using Traditional Kirana shops and company outlets but also using modern channels such as Large format retails and ecommerce site such as Amazon and big basket to make its Ghee available to its target customers. Details of exiting reach of Patanjli is as per Exhibit # 3. Patanjali is the new player in the industry hence have weaker distribution in comparison to established players such as Amul, ITC etc. Exhibit # 3
1.9.4. Promotion: Baba Ramdev is a prominent and recognized figure among target audience. Patanjali is using image of Baba Ramdev effectively and efficiently in its integrated marketing communication campaigns. Patanjali is using all mode of communications to reach out to customers. Communication vehicles used by the Patanjali for its product category Ghee are Advertising, Sales Promotion, Events and Exhibitions, PR and Digital and social media. Patanjali has also roped-in Sushil Kumar, Famous wrestler, as its brand ambassador for its category Ghee.
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- Fall '16
- Marketing, Patanjali Ghee