ABSTRACT

This case goes about how Mr. Sharma, HOD Marketing of Patanjali Ayurveda Limited establishes the indigenous home grown brand as a major player in FMCG sector in India, he creates a model for making Patanjali famous as famous as other FMCG major like Dabur, Himalaya etc. Prior launching the products through local Kirana stores & getting franchise mode of operation, he carefully planned the marketing strategies to compete products online & offline competitors (MNCs). Mr. Sharma has a difficult and dilemmatic task of deciding on initiatives to cash in different digital platforms. Patanjali products were previously available at its centers all over India. But here he has to not only make a pan India coverage but also to explore unknown territories in abroad. Previously Baba Ramdev was the sole face of its products, but now Mr. Sharma has to rely on various ways to make the products popular by hitting the pulse of consumers through advertisements. And simultaneously he also used digital media to make the brand presence felt all over the world. The following case gives an insight into the benefits of digital presence of branding & articulate planning of advertising.

Objectives:

1. Understand Patanjali Ayurveda Limited and its FMCG products
2. Know the brand architecture of Patanjali Ayurveda
3. Identify the mode of operation for Patanjali products.
4. Know the advertising methods of Patanjali products
5. Analyse the association of Patanjali Products with the “Make in India” movement.

Key Words: Patanjali, FMCG, Digital Media