Patanjali Marketing Strategy Unpacked: Insights & Takeaways

Patanjali, the name that has become synonymous with the natural and herbal products. The company is among the top leading names of the ayurvedic sector industry. One of the core reasons of its success is – Patanjali Marketing Strategy! 

Patanjali makes use of different channels to advertise its products so that it can reach a wider base of customers. That includes television advertisements, radio, outdoor advertisements, social media advertising, etc. 

Patanjali Company Profile 

Patanjali, which has become the power hub of providing authentic natural and ayurvedic products, is counted as flag bearer of natural and organic products in India.

This ayurvedic based company not only has its big reach in India, but also exports its products in international space too. 

From healthcare, food products to personal care products, Patanjali has been serving well in all categories and has left an indelible mark on the ayurvedic industry with its authentic and natural ayurvedic products. 

Idea Behind Patanjali 

Before heading on to start Patanjali Ayurved Ltd. both Baba Ramdev and Acharya Balkrishna in 1995 started Divya Pharmacy in Haridwar, Uttarakhand. India. Divya Pharmacy was initially registered as a trust.

The duo had a vision to turn this pharmacy into a full grown company which aims to deliver the best quality natural and healthcare related products out in the market. 

With their affordable and budget friendly prices and natural ingredients, Patanjali with its products entered the Indian market in 2006. It quickly became a favorite picked ayurvedic and authentic product in the Indian market. 

They focus on using only natural ingredients for making their products. 

Patanjali Marketing Strategies 

1. Marketing Mix 

Patanjali also follows a 4Ps concept of marketing mix. 4Ps are Product, Price, Place, and Promotion. 

(A) Product 

Patanjali boasts a diverse range of its products that are based on Ayurveda principle, and are natural organic products.

The company provides natural authentic products across various categories, which includes Ayurveda, hair care, toothcare, beauty, health, wellness, food, etc. Patanjali also provides medicines which are ayurvedic and are free of harmful chemicals. 

(B) Price 

The ayurveda market is complex and dynamic. Patanjali Ayurveda has a pricing mix strategy that is set for all product categories. Patanjali product prices are based on an affordable and cost-effective range which is suitable for all customer segments.

The company follows a low-cost model, which requires minimal advertising and marketing expenses. This has provided Patanjali to tap into various market segments with its diverse range of products. 

(C) Place 

Since operating in the FMCG sector over the years, Patanjaliu has developed a strong network across the country and in international markets too.

Makes its products available through multiple channels, including its own retail stores, e-commerce platforms, and third-party retailers shop, sponsorships, etc. It has also helped them to enter the untapped market segments . 

Let’s see the numbers – 

The above table clearly reflects the vast network of Patanjali. 

(D) Promotion 

Patanjali follows a minimal expenses of promotion strategy. The company makes most use of the advertising of products by its own founders and this in turn helps in more popularity of the product and the company. 

Patanjali makes use of channels like T.V. advertising, radio, collaborations, online presence, ads, billboards, sponsorships, print mediums, etc. This helped the company to make a strong presence in the market and has become a household name. 

2.Targeted Marketing 

With this marketing strategy, Patanjali targets various customer segments with its products. Patanjali over the years has been working on this amazing strategy that helped them to deliver their high quality product easily.

For example, Patanjali for its Atta and Pulses directly targets women in their ad campaigns, for hair care products targets both men and women in its ad campaigns.

This also helps them to generate more demand for their products in the market and reach every doorstep. 

3. Face Value 

This factor has definitely contributed well in the Patanjali marketing strategies. Baba Ramdev and Acharya Balkrishna, one being the yoga guru and other the expert of ayurveda, has helped them to win people’s trust and expand its reach in the market. 

People welcome patanjali products with open arms and considered the values of having a natural and authentic product instead of other companies products in the market. 

The face value acts as a trusted stamp on the brand in the complex market space. The faces of the founders in the ads campaigns have been a hit in the market.

4. Digital Marketing Strategy 

Apart from being active on TV advertisements, various campaigns, print mediums, Patanjali has maintained a strong online presence on various social media platforms.

Patanjali actively engages and provides its products and its information from its website, social media platforms like Twitter, Instagram, Facebook. 

Apart from this Patanjali health tips and engages with followers through these channels. Along with that it also operates an e-commerce platform to facilitate online sales and reach tech-savvy consumers.

Patanjali on its social handles boasts an array of its products along with the required information, health tips, and also posts pictures of products along Baba Ramdev. 

5. Word-of-Mouth Marketing 

Patanjali has strongly benefitted from word-of-mouth advertising. Loyal and satisfied customers have shared their views and opinions about various products of Patanjali.

This marketing has been one of the major Patanjali marketing strategy that has helped them to gain trust and to grow their customer base more. This also led them to increase brand awareness and its sales. 

6. Sponsorships 

Patanjali actively engages in sponsoring various events and shows, which helps it to gain more popularity among the people. It also associates and participates in various yoga events, competitions, health & wellness expos, discussions, etc. 

All these sponsorships, event participation, allows Patanjali to engage more with the audience, and deliver information about their products and services. 

Note: Do visit the articles – McDonald’s Marketing Strategy & Adidas Marketing Strategy.

Patanjali Marketing Campaigns 

1. Haridwar se Har Dwar Tak 

Considered as one of the best Patanjali marketing campaigns. Through this campaign Patanjali showcased how it expanded its roots and business from Haridwar to Har Dwar Tak (which means every doorstep).

Through this campaign Patanjali aimed and focused on sharing the vision of Ayurveda to the world and creating a world brand.

2. Swadeshi Ka Swabhiman 

This campaign highlighted the  commitment of Patanjali towards promoting Indian textiles and traditional craftsmanship. One of the subsidiaries of Patanjali, Patanjali Paridhan, the clothing line by Patanjali, stepped into creating a homegrown fashion  industry. 

3. Healthy India banaenge, Patanjali biscuit khaenge

As the name of the campaign suggests Healthy India banaenge, Patanjali biscuit khaenge, Patanjali launched its biscuits line of products with this tagline. Through this campaign they offered  healthy biscuits which are made up of authentic natural ingredients. 

Patanjali started this biscuit promotional campaign with this engaging and catchy tagline and visuals. It offers biscuits products with many flavors,  with good taste and healthy edibles.

Key Takeaways 

Patanjali marketing strategy incorporates various elements like – 

• Focus on traditional and natural approaches towards ingredients of products.
• Patanjali’s unique selling proposition can be its natural and organic products that are affordable and accessible to all. 
• Use of the modern technology and innovation along with emphasis on traditional practices for its product. 
• Customer centric approach, according to which Ptatanjali offers its products at affordable prices that are suited by every customer segment. 
• Innovating and expanding its product lines. 
• Making a strong presence on every digital platform and increasing their engagement with customers. 

Patanjali Marketing Strategy: Summing Up

Patanjali marketing strategy is a mix of its online presence, targeting every customer segment, making good use of the face value of its founders, the 4Ps, etc. 

Patanjali since its establishment has been on a way of providing the best natural authentic products in the market, and along with that highlighting the relevant information and importance of having natural products in our lives.

Patanjali through its marketing strategies has very well been able to cater to the different needs and preferences of every customer segment!