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Patanjali Analysis

In: Business and Management

Submitted By praty
Words 1733
Pages 7
From local stores to Amazon, Patanjali Products are everywhere. The product quality is best in breed, the prices competitive and the distribution chain is probably the first that is rivalling even the Cola majors. It is attracting consumers to your product, not by bombarding them with incessant ads (looking at you retargeting ad players) but by educating them on the general sphere where you operate. What many people forget is that the keyword here is ‘general sphere’! You cannot keep harping about your product and expect the target consumers to not be bored to death. Let me repeat that again – Do not keep shouting about how your product is better than everything else. And here, exactly, is where Baba Ramdev proved to be phenomenal. Instead, he told us about the evils of MNCs, the virtues of products made in India, the corruption of corporates, the exploitation of farmers, the cancerous effects of fertilisers and chemicals and just about everything that surrounded his products. He just showed us the reasons and left us on our own to explore his products.
Product: Use genuine & natural ingredients and in sufficient quantities which make them effective in delivering the promise, it claims to deliver.
Result – Customers who buy the brand experience the promise.
2. Recipe: It is derived from our heritage.
3. Promise: Goodness of nature with each product having its own unique benefits which are effectively highlighted.
4. Price: 15 – 30% lower than the competition.
5. Promotion: Use Alternate Media to build brand:
a.#‎Buzz‬ Creation (Word of Mouth Publicity). When a company makes a claim, its believability is merely between 20 – 49%. But when real people speak good about a brand – the believability jumps to 70%; when friends speak about a brand’s goodness the believability jumps to 90%. Result: Increase in the believability of brand promise accompanied by a...

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