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SOMAIYA INSTITUTE OF
MANAGEMENT STUDIES AND RESEARCH
AMAN SHRIVASTAVA
PGB
ROLL 55
INDIVIDUAL PROJECT
TITLE
Page No.
OBJECTIVE
SWOT ANALYSIS
11
12
REFERENCES
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COMPANY PROFILE:
Patanjali Ayurved Limited is an Indian FMCG company. Manufacturing units and headquarters are
located in the industrial area of Haridwar while the registered office is located at Delhi. The company
manufactures mineral and herbal products. It has also manufacturing units in Nepal under the
trademark Nepal Gramudhyog and imports majority of herbs in Indian from Himalayas of
Nepal. According to CLSA and HSBC , Patanjali is the fastest growing FMCG company in India.
Year by year patanjali has show remarkable growth in its revenue since its inception in 2006 and in 20152016 the revenue of the company touched the rupee 5000 crore mark.
Weaknesses:
Opportunities:
Threats:
HUL and its own ayurveda brand AYUSH that they are rebranding.
Strong political connect of the excisiting competitors.
Thers has been many attacks from political parties on company for adulteration .This can hamper its
main USO that is trust.
Policies Since the company uses cultivated herbs any policies in future related to them can be a
hindrance in growth of patanjali.
Company
Products
ITC
HUL
RASNA (PIOMA
INDUSTRIES)
PEPSI
CARGILL
Vegetable oils
NESTLE
To conserve and preserve more agricultural lands and increase their productivity.
To study the botanical behaviour at various geographies and to find the best possible techniques of
cultivation and suitable crops
Search and unearth the age old homely and Ayurvedic recipes using natural ingredients to replace
the chemical contents of shampoos and soaps
To prepare more herbarium specimen sheets and establishment of Herbarium of dried specimens
of all the economic useful plant species e.g. roots, leaves, flowers, seeds, bark, fruits etc.
To develop agro technology based on indigenous methods of seed selection and organic farming
etc.
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Ever wondered why Amish Tripathi's The Shiva Trilogy became the fastest selling book series in
the history of Indian publishing, with 2.5 million copies in print and over Rs 70 crore in sales?
Or why Devdutt Patnaik is such a hit on the speaking circuit? As consumers get confident, they
like contemporary things that spring from their cultural identity, says Mr Mall.
The success of Amul, on the other hand, is about the timeless appeal of "in your face" value or
authenticity. And finally, the concept of Ayush, or the appeal of all things natural, and the concept
of wellness.
Mr. Devendra Chawla, the president of the Future Group, says about patanjali:
Two major factors responsible for phenomenal growth of Patanjali is Trust and Direct Marketing
Due to the recent scams and adulteration in consumer products public has lost trust on consumer products
of leadind FMCGs and that is what Patanjali is counting upon .The combination of ayurveda and yoga
and then direct promotions by baba ramdev during his yoga shivirs and lesson is a good and a trustworthy
promotion of Patanjali.People have no reason to doubt the authenticity of the products as it is promoted
by baba Ramdev who has dedicated his life for teaching yoga and a healthy life style to the public.
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PAL have very aggressive growth plans in future which is going to make competitors life very hard. PAL
aims at turnover of over INR 10000 crores in 2016-17 more than double from the INR 5000 crores in the
fiscal year 2015-16. PAL is also planning to invest INR 1000 crores in 2016 in setting up 5 to 6 new
processing units in states like Assam, Maharashtra, MP, Rajasthan, Haryana and UP. The factories will
come up at Drought hit areas like Vidarbha in Maharashtra and Bundelkhand region in UP & MP. 4
factories will be operational by the end of Q1 2017 which will generate more than 5 lacs jobs. They have
plans to spend around INR 500 crores on cow protection, a research centre and setting up world class
universities for Vedik education. PAL is planning to set up Cosmetic and Ayurvedic medicine factory in
Birgunj, Nepal as well where they will manufacture various cosmetic and herbal products.
Recommendations:
After going through the above mentioned information we can recommend the following two options by
which Patanjali can expand its business:
Trust is what has made Patanjali grow , maintain the quality and make the manufacturing process of
the company more transparent so that public do not lose trust due to rumors
To tap the rural market they should start selling their product through normal retail stores because
exclusive Patanjali stores will not be financially feasible in rural areas.
Go Global: Patanjali is already a well-known brand in India & Nepal. But there is huge untapped
region which they should try to capture.
i) Africa: Following the footsteps of Dabur they can start
Africa.
ii) Now a days yoga is very popular in USA and European
Europeans emphasize on the material value only i.e. physical activities. Patanjali can try to
enter the market by making a rebranding of yoga system and also they can come up with
some products as per American standards and European standards.
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References:
http://patanjaliayurveda.com/en/company-profile
Marketing Management (14th Edition) 14th Edition, by Philip T Kotler (Author), Kevin
(Author)
Lane Keller
http://www.sciencedirect.com/science/article/pii/S1877042814031255
http://www.scribd.com/doc/61780413/Study-on-Patanjali-Yogpeeth-With-OtherCompanies#scribd
Pharmaceutical-
http://www.iosrjournals.org/iosr-jbm/papers/ies-mcrc-volume-1/11.pdf
http://docslide.us/documents/patanjhali-v3.html
http://patanjaliayurved.org/pal
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