In a bid to break the dominance of multinational brands, PATANJALI redefined the marketing rules
What is remarkable, PATANJALI surpassed the ambitious 10,000 cr. mark
The PATANJALI growth is phenomenal on all accounts and it forced many mega brands to change their selling propositions. Check out the latest Colgate commercial, it suggests brand is under the tremendous pressure. Call it Ramdev effect or better PATANJALI product line, the 80-year-old FMCG Giant Colgate-Palmolive is forced to launch focused toothpaste Cibaca VedShakti for Indians.
How PATANJALI did this magic? Is it a planned journey or Ayurveda is bigger than any science for Indians?
Being a truly challenger brand, PATANJALI opted for the disruptive route
to rise and rise above
Leading brands map the market in routine. It is always challenging to fight them as to acquire bigger market share they introduced many me-too products differentiated only by price to meet the different consumer segments. Above all launching such a big product range always need a Mega Umbrella Branding. PATANJALI on contrary moved step by step and strength by strength to establish a new marketing trend.
Disruption One: Unique Distribution Outlets
When most of marketing companies are moving away from two/three tier system, PATANJALI started with company owned distribution centers. Mega stores, Chikitsalyas and presence of a qualified Ayurvedic Doctor made all the difference. What else, they initiated free consultancy system while charging very nominal fee for the medicines. It made the Brand PATANJALI an absolute trust. Afterwards selling other products literally became rather easy
PATANJALI Pricing was key component
The PATANJALI invasion to Indian market raised serious doubts over profit margins being procured by the market leaders. Difficult to afford, one liter Alovera Juice bottle was selling for Rs. 2000+ and when PATANJALI introduced the same for less than Rs. 200, it broke all the norms and the brand emerged stronger than ever.
The Agency was asked to stop the commercial ‘Do Ghoont kee baat hai’ with in two months of launch as demand was bigger than production
How marketing professionals choose brand ambassadors?
Increasing brand awareness is a slow and a demanding process, brand ambassadors if chosen correctly help spreading the name in the fast mode. But choosing brand ambassador for PATANJALI was tricky as none of celebs were perfectly gelling with the brand imagery. On contrary when zeroed down to Baba Ramdev, marketing gurus criticized the decision openly. It is needless to mention that the only person who qualified on all scales was him, himself.
Against all the odds Brand decided to move on with Baba Ramdev for the stipulated first phase of the campaign
The Market Place and Consumers
According to a joint report by the Confederation of Indian Industry (CII) and The Boston Consulting Group, the FMCG sector in India is Rs 436,000 crore and expected to grow to Rs 16,00,000 crore by 2025, growing at 14 per cent annually. The ayurvedic products market is said to be growing nearly five per cent higher than the sectoral growth rate. It is all due to ‘back to roots’ syndrome across all demographics and income strata's in India
Swadeshi and 100% charity was another big reason of this WIN
Let us Survive!