A Monk with million dreams- Patanjali
- 1. A Monk With Million Dreams Pravin Kumar
- 3. SEGMENTS Nutrition and Supplement Chyawanprash Ghee Badampak Honey Fruit Juice Health Drinks Grocery Mustard Oil Natural Sugar Herbal Tea Biscuits Rice Noodles Oats Salt Medicine Biscuits Biscuits Vati Kwath Churna Syrup Homecare Herbal Gulal Dish Wash Bar Agarbatti Personal Care Shampoo Tooth Paste Body Lotion Face Cream Face Wash Face Packs Health care health & wellness Digestives Hair Oil Conditioner Detergent Powder
- 4. Situation Analysis Where are Patanjali Now? • Patanjali Ayurveda Limited (PAL) is the fastest growing FMCG brand in India. • Valued at INR 13000 crores (US$ 1.9 Billion) and the revenue was in excess of INR 5000 crores (US$ 740 million) for the fiscal year 2015-16. • Patanjali has expanded its reach from 200 outlets in 2014 to 4000 franchisee stores at present. • More than 2 dozens mainstream FMCG products. • The company manufactures 444 products including 45 types of cosmetic products and 30 types of food products.
- 5. Goal Performance • Plans to export honey and cosmetics to 10-12 Countries. • Planning to expand its product base to Dairy Products and Yoga clothing. Brand Perception • Ayurvedic & Authentic Customer insight “BABA Products” • Swadeshi Products “Let customer help themselves”
- 6. Patanjali Personal care Product Market • Patanjali will have high market shares in categories such as honey (35%), ayurvedic medicine (35%) and ghee (33%) • Patanjali has captured 14% market share because of the sale of Dant Kanti. • Patanjali claims that its shampoo has a 15% market share, • Face wash has 15% market share. • Patanjali herbal soap has 9% market share.
- 7. Where do we want to be Objective descriptions Targets Business objectives Increase Market Share to 30% in personal care products. Engaging customer via different digital media platform. Marketing Objectives • Increase number of advertiser • Build awareness of our website • Increase subscription • Increase the site awareness by 30-40%. • Increase viewers subscription in social media. SMM Objectives • Build conversation rate • Build number of followers • Build Facebook engagement score up to 30-40%. • 50% increase in number of follower. • Social media links to website to generate 25% click through rate.
- 8. Customer satisfaction target • Design campaign for beauty products on social media. • Like some beauty contest and experience sharing contest etc. • Make SNS and website interactive and more responsive. • Build brand awareness by sharing information of value. Patanjali on social media 6.14 lacs users. 2.2k 66.5k 116k
- 9. Digital Statistics in India
- 10. How do we get there Segmentation: Behavioral segmentation: (Personal care) Buyer Readiness Stage • Groups individuals according to their readiness to purchase the product. • We have selected this as we want to move our customers from the different stages. Target market- Above 25 years Positioning statement – “Walk With Us For A Better Life”
- 11. OVP(ONLINE VALUE PROPOSITION) • Who we are? • What we offer? • Which markets do we serve? • What makes us different? Sequence, (Credibility before Visibility) Visibility • Improve search result • Stay active on Facebook. Update your profile, your company's profile and actively participate in, and contribute to groups. • Have a mobile presence especially if you're trying to reach millennia's. Credibility • Build extreme trust. “Do what you say you'll do when you say you'll do it.“ • Be consistent. Consistency = trust. Inconsistency = confusion and distrust. • Put the customer first in everything you do. • Help customers win, make their lives easier, and you'll have customers for life.
- 13. Tactics • Launch a Mobile applications for android as well as iOS. • Web site and application also available in regional language. • Value based pricing. • Social networking e-marketing-mix 2P + 2C + 3S Personalization, Privacy, + Customer Service, Community + Site, Security, Sales Promotion
- 14. Social Media • Promote via social media networks Let-me-be-your-friend approach Integrate conversations & raise awareness • Photo sharing contest • Patanjali’s products – Take a peek’ video clip Showing a Patanjali’s product’s lifecycle Educate the new target market about Patanjali’s mission promoted via social media, blogs and main website Blogging • Word of mouth approach • YouTube beauty blogs • Show the benefits of Patanjali’s products. • Built the brand’s online presence
- 15. Action • Dynamic Product Ad Download the app here Get free beauty tips Patanjali Take care of your skin with natural products. Because your skin breathes too With us find the best beauty care range
- 16. Internet Marketing • Monopolizing keyword searches Provide blanket for SEO coverage Allowing Patanjali products easily to be found • Invest in paid advertising options Google AdWords campaign Keywords
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- 19. References • Global Journal of Management and Business Research: Emarketing Volume 15 Issue 9 Version 1.0 Year 2015. • https://www.google.co.in/search?dcr=0&source=hp&q=Customer+insight+reagarding+patanjali&oq=Customer+insight+reagard ing+patanjali&gs_l=psy-ab.3..33i21k1j33i160k1l2.1912684.1936942.0.1937334.75.54.5.0.0.0.867.4678.2- 4j3j4j0j1.12.0.foo%2Ccfro%3D1%2Cnso-ehuqi%3D1%2Cnso-ehuui%3D1%2Cewh%3D0%2Cnso-mplt%3D2%2Cnso- enksa%3D0%2Cnso-enfk%3D1%2Cnso-usnt%3D1%2Cnso-qnt-npqp%3D0-1701%2Cnso-qnt-npdq%3D0-54%2Cnso-qnt-npt%3D0- 1%2Cnso-qnt-ndc%3D300%2Ccspa-dspm-nm-mnp%3D0-05%2Ccspa-dspm-nm-mxp%3D0-125%2Cnso-unt-npqp%3D0- 17%2Cnso-unt-npdq%3D0-54%2Cnso-unt-npt%3D0-0602%2Cnso-unt-ndc%3D300%2Ccspa-uipm-nm-mnp%3D0- 007525%2Ccspa-uipm-nm-mxp%3D0-052guatda.com/cmx.p675...0...1.1.64.psy-ab..61.13.2811...0j0j0i131k1j0i13i30k1j0i22i30k1.0.LuB09yijRsA • http://www.smartinsights.com/digital-marketing-strategy/online-value-proposition/ • http://economictimes.indiatimes.com/industry/cons-products/fmcg/patanjalis-success-is-rubbing-off-on-entire-ayurvedic- consumer-products-segment/articleshow/59116659.cms • http://books.mec.biz/tmp/books/G4MZ3WZZVX25E5IG6GLB.pdf • https://www.slideshare.net/SteveRaybould/e-marketing-mix-1757843 • http://economictimes.indiatimes.com/industry/cons-products/fmcg/fmcg-sales-see-12-per-cent-growth-in-rural-markets-7- per-cent-rise-in-food-and-beverages-category-in-july/articleshow/60520017.cms • http://www.insightsfromanalytics.com/blog/bid/387172/3-Keys-To-Success-Visibility-Credibility-and-Relationships • https://www.google.co.in/search?client=safari&channel=mac_bm&dcr=0&q=online+Customer+Satisfaction+Surveys+for+patan jaliu&oq=online+Customer+Satisfaction+Surveys+for+patanjaliu&gs_l=psy- ab.3...55985.61095.0.61308.17.17.0.0.0.0.283.2262.0j3j7.10.0....guatda.com/cmx.p0...1.1.64.psy- ab..7.9.2064...0i22i30k1j33i22i29i30k1j33i160k1j33i21k1.0.vadM_oUbc2I •
- 20. Thank You