Adoption Diffusion Adoption is when an individual makes the full use of an

Adoption diffusion adoption is when an individual

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Adoption & Diffusion Adoption is when an individual makes the full use of an innovation as the best option available. In the case of Patanjali, this adoption is done by the innovators and early adopters who are the earnest followers of Ramdev, follows his yoga sessions regularly, either in- person or over media, middle to old age and believes in the purity & health benefits of Ayurveda products .
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On the other hand, diffusion is when the innovation is communicated through channels to mass members of the social system over time and is accepted. In the case of Patanjali, this is done by a strong and positive word of mouth communication from the early users to the early majority. Other media channels also play a significant role in this process. Innovation Strategy A product or service can be innovative, but whether it will be successfully adopted by the consumers depends on the degree of product change and the degree of behavioral change that the innovation brings. From market visits and interviews, it has been found out that Patanjali products are low in the degree of product change and also low in the degree of behavioral change should the consumers start using it. This makes the products of Patanjali an Easy Sell. For example, let us take Dant Kanti, which is an Ayurveda tooth paste. By keeping it in paste form like the existing Colgate and not powder form, it is ensuring that there is minimal behavioral change. Also by adding a few key Ayurveda ingredients, they are making a minimal change in the product. This innovation strategy contributes to the easy adoption and hence easy sell of these products. Impact on Global FMCG companies in the Indian Market The Indian FMCG advertise is a furiously focused one with results of a similar classification across brands has no separation essentially and evaluated nearly the equivalent, making every one of them a 'me as well' item. Every one of the players in the FMCG advertise subsequently keeps tab on its rivals. Any adjustment in value focuses or another item dispatch is immediately duplicated and handled by the remainder of the players giving next to no space to play in this market. In such a market, Patanjali accompanied a totally different contribution of unadulterated, characteristic, natural and indigenous Ayurvedic items with therapeutic qualities and medical advantages that additionally at a value point lower than these FMCG brands. Not just they had a separating factor, they got a critical cost advantage. This upset the entire market as Patanjali overflowed the market with their items. The effect was immense on the other FMCG brands, especially in those classifications where Patanjali was incredibly solid. Colgate was hit in the tooth glue class as Dant Kanti gobbled up its piece of the overall industry which is up to 4-5%. In the wake of Patanjali Dant Kanti's prosperity, both volume development and portion of the organization tumbled down in FY16.
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  • Winter '16
  • hari
  • Fast moving consumer goods

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