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    Product & Brand Management IIM Ranchi Group No 13

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    Jagriti Kashyap
    Patanjali was established in 2006 as an Ayurvedic medicines and products company with headquarters in Delhi. It is owned 94% by Acharya Balakrishna and sources herbs from Nepal. Baba Ramdev is the brand ambassador for Patanjali. As a veteran yoga teacher known for his work in Ayurveda, health, and fitness, he promotes Patanjali's proposition of natural and Ayurvedic ingredients. Through yoga camps, TV shows, and social media, Baba Ramdev directly interacts with consumers and promotes Patanjali to his large following, helping make the brand successful.

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    Product & Brand Management IIM Ranchi Group No 13

    Uploaded by

    Jagriti Kashyap
    91 views12 pages
    Patanjali was established in 2006 as an Ayurvedic medicines and products company with headquarters in Delhi. It is owned 94% by Acharya Balakrishna and sources herbs from Nepal. Baba Ramdev is the brand ambassador for Patanjali. As a veteran yoga teacher known for his work in Ayurveda, health, and fitness, he promotes Patanjali's proposition of natural and Ayurvedic ingredients. Through yoga camps, TV shows, and social media, Baba Ramdev directly interacts with consumers and promotes Patanjali to his large following, helping make the brand successful.

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    Patanjali and Ramdev

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    Patanjali was established in 2006 as an Ayurvedic medicines and products company with headquarters in Delhi. It is owned 94% by Acharya Balakrishna and sources herbs from Nepal. Baba Ramdev is the brand ambassador for Patanjali. As a veteran yoga teacher known for his work in Ayurveda, health, and fitness, he promotes Patanjali's proposition of natural and Ayurvedic ingredients. Through yoga camps, TV shows, and social media, Baba Ramdev directly interacts with consumers and promotes Patanjali to his large following, helping make the brand successful.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    91 views12 pages

    Product & Brand Management IIM Ranchi Group No 13

    Uploaded by

    Jagriti Kashyap
    Patanjali was established in 2006 as an Ayurvedic medicines and products company with headquarters in Delhi. It is owned 94% by Acharya Balakrishna and sources herbs from Nepal. Baba Ramdev is the brand ambassador for Patanjali. As a veteran yoga teacher known for his work in Ayurveda, health, and fitness, he promotes Patanjali's proposition of natural and Ayurvedic ingredients. Through yoga camps, TV shows, and social media, Baba Ramdev directly interacts with consumers and promotes Patanjali to his large following, helping make the brand successful.

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    1

    Topic: Brand Ambassador


    Group 13
    Jagriti Kashyap
    Shilpa Tandon
    Shubhangi Dhokane
    Sumeet Yadav

    M025-15
    M049-15
    M052-15
    M056-15

    Product & Brand


    Management

    About Patanjali

    Established in 2006 as Patanjali Ayurved

    Headquarters: Delhi

    Plants: Haridwar and Nepal

    Sourcing of herbs from Himalayas of Nepal

    Acharya Balakrishna owns 94% of company

    500 products including 45 cosmetics and 30 food

    Available at 15000 exclusive shops and 1.5 lakhs retail


    outlets

    Divya Pharmacy for selling Ayurvedic medicines

    FY 16 Revenues: Rs. 5000 Crores, Profit: Rs. 786 Crores

    Target FY17: Revenues: Rs. 10,000 Crores larger than


    Nestle, Colgate, Dabur, Emami, Marico

    Baba Ramdev-Brand Ambassador

    Baba Ramdev is a yoga teacher known for his work


    inAyurveda, business,politicsandagriculture. A veteran
    of Yoga: has been associated with health and fitness for
    long

    The epithet He came, He saw, He conquered is


    supposed to be rightly described as the arrival of Baba
    and his infectious popularization among the masses.

    His journey didnt stop with his Brand of Yoga, when big
    business houses were struggling to launch and operate
    Branded Medical Stores, he was once again there bang
    on launching his own Brand of Ayurvedic Medicine Stores
    (Patanjali) all over India

    Proposition Promoted by the Brand Ambassador

    They are based on Vedic wisdom and consumers know the efficacy of ingredients used

    There is an increasing awareness of benefits of using natural ingredients

    Has an image of being a non-profit, unlike MNCs

    Demonstrated knowledge of Ayurvedic and Vedic preparations, so has credibility

    Consumers tired of re-launches want to try new products withdesifragrances likeMogra

    Personality of Brand Ambassador

    Baba Ramdev demeanor and physical appearance


    with orange clothes and wooden sandals add to
    the value and proposition the brand he supports

    A veteran of Yoga: has been associated with


    health and fitness for long

    Baba Ramdev has a very high influence on digital


    and broadcast media . He has 541k followers on
    twitter, 5.7 million fans on Facebook

    Promotion Platforms

    Direct interaction with consumers through yoga


    camps

    He has a live audience ready to follow what he


    preaches

    Patanjali is promoted during yoga sessions


    Sanskar and Aastha channel

    Ensures that he is integrating brand & not doing


    mere product placement.

    Promotion Platforms

    He has promoted Patanjali in reality shows like


    Indias best Dramebaaz and Nach Baliye

    Aggressive ad campaign on four major radio


    networks for 15 days

    Movie Yog Yatra was telecasted on national


    television

    Political Influence

    He has good connections with politicians and


    political parties

    He is close to Indias ruling party

    He has appeared several times with Mr.


    Narendra Modi on public platforms

    He approached Lalu Yadav and gave him a face


    massage using Patanjali cream. It was
    extensively covered by media

    Public Behavior

    Ramdev has been very cooperative with


    media and has maintained good relationship
    with them.

    He takes advantage of opportunities:


    e.g. Ban of Maggi noodles

    He has issued statements like: Hamne ye


    kaam vyapaar ke liye nahin, upkaar ke liye kiya hai.,
    Consumerism is not our culture.

    Baba Ramdev knows when to be in limelight and when to remain


    dormant.

    10

    What he does differently

    Talks about issues affecting a common man like corruption by


    corporates, exploitation of farmers

    Virtues of using Indian made products and evils of MNCs

    Brings value to the brand through his large number of Yoga followers
    amassed over the last decade

    Millions have benefitted from Yoga worldwide, which gives him high
    credibility

    Doesnt own even a single share in Patanjali, says company is doing


    social work

    No external Brand Ambassador

    Reverse approach: Bring trust first, then build the brand around it

    11

    The Patanjali Success story

    THANK YOU
    - BY GROUP 13

    12

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