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Patanjali Ayurved SWOT & PESTLE Analysis

ID : 52191453| May 2019| 15 pages

COMPANY PROFILE -Patanjali Ayurved

Business Sector :FMCG

Operating Geography :Asia, India, Global

About Patanjali Ayurved :

Patanjali Ayurved is an Indian FMCG company specializing in mineral and herbal products. Established in 2006 by Acharya Balkrishna& Baba Ramdev, Patanjali is headquartered in Haridwar, Uttarakhand in India. It is the fastest growing FMCG Company in India and has about 100,000 employees as of 2017.

Patanjali Ayurved Revenue :

INR 10,561 crore FY ending March 31st, 2017

Competitive Analysis of Patanjali Ayurved

SWOT
PESTLE
The SWOT analysis for Patanjali Ayurved is presented below:
Strengths
Weaknesses
1. Strong growth in a short span of time
2. Strong brand ambassador in the form of Baba Ramdev has helped boost the brand’s image
3. Portrayal as a healthy ayurvedic option as compared to competitors in FMCG segment
4. Broad range of products
5. Patanjali relies on excellent word of mouth buzz marketing and nationwide promotional campaigns
6. Patanjali has a strong distribution network helping it to gain economy of scales
7. Extensively present on e-commerce platforms
1. Over-reliance on Baba Ramdev
2. Difficulty in product consolidation
3. Revenues are dependent on few main products which is not sustainable in the long term
4. Penetration pricing is not a long term sustainable strategy in order to earn profits
Opportunities
Threats
1. Patanjali has a huge potential to expand in the rural market
2. Various tie-ups like that with Future group will help Patanjali to more successful
3. Diversifying to other retail segments can help Patanjali in having an all-round Indian presence in the industry
4. Patanjali has the potential to increase its Global market as Ayurveda is increasingly gaining prominence worldwide
1. FCMG Competitors coming up with Ayurvedic product variants
2. Poor farming season can heavily affect Patanjali business as it is dependent on natural ingredients for its products
3. Negative word of mouth on social media can prove detrimental to the brand sales
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Detailed SWOT Analysis of Patanjali Ayurved

 

Strength

1. Strong growth in a short span of time: Patanjali has grown at an increasingly rapid pace. While, in the FY ended 2012-2013, it had revenues of 840 crores, it registered revenues of INR 5000 crores in 2015-16 growing at 150% over the previous year. Such strong revenue in a short span of time helps the brand to gain a foothold in the established FMCG business.

2. Strong brand ambassador in the form of Baba Ramdev has helped boost the brand’s image: Baba Ramdev, a Yoga Guru has garnered immense goodwill and massive fan following over the years. Thus, a brand promoted by him, which is perceived as organically made also, enjoys a massive appeal to the masses.

3. Portrayal as a healthy ayurvedic option as compared to competitors in FMCG segment: Patanjali portrays itself as a healthy ayurvedic option as compared to competitors in FMCG products category. Patanjali procures its ingredients naturally and through Farming, thus providing very organic products to customers. Thus, with the growing rise of Ayurveda, the Ayurveda products have also benefitted strongly.

4. Broad range of products: Patanjali has a wide array of products giving it a wide visibility in the consumers’ mind. It has more than 800 products in various segments including Natural Health Care, Natural Food Products, Ayurvedic Medicine, Herbal Home Care and Natural Personal Care. So many product segments provide it exposure to a wide range of potential customers who might purchase Patanjali’s other products after having experienced one product.

5. Patanjali relies on excellent word of mouth buzz marketing and nationwide promotional campaigns: Patanjali relies on word of mouth marketing and Brand Loyalty of its products to spread a positive word about the brand. It also has a nationwide marketing campaign, which is led by Baba Ramdev himself. Patanjali doubles its ad insertion in TV channels, thereby creating an MNC style of advertising. This two way marketing has helped Patanjali go a long way in making the brand it is today.

6. Patanjali has a strong distribution network helping it to gain economy of scales: Patanjali has 15,000 stores across India. It further has invested 1000 crores in increasing this number to have a retail presence through 4,000 distributors, more than 10,000 company-owned outlets, 100 Patanjali-branded stores and supermarkets, the company said in a statement recently.

7. Extensively present on e-commerce platforms: Patanjali products are extensively sold on e-commerce platforms, giving it an all-round accessibility- Patanjali products are not only sold in brick and mortar stores, but also extensively sold on online space. Thus, even if a person doesn’t have access to a Patanjali store nearby, he/she can purchase it online, also giving the option of convenience of purchasing online. This option helps the brand in not losing on untapped market.

Weakness

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Opportunity

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Threat

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References used in Patanjali Ayurved Analysis Report

References

1. Patanjali Ayurved:https://www.patanjaliayurved.net/

2. Baba Ramdev's Patanjali Registers Rs 10,561 Crore Revenue In 2016-17, Eyes At Doubling The Figures By Next Year: https://www.indiatimes.com/news/india/baba-ramdev-s-patanjali-registers-rs-10-561-crore-revenue-in-2016-17-financial-year-eyes-at-doubling-the-figures-by-next-year-277184.html

3. ‘Shuddhdesiswadeshi’ Jeans from Patanjali coming soon:https://economictimes.indiatimes.com/articleshow/54277805.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst

4. Hindustan Unilever launching a raft of Ayurvedic products to counter Patanjali:https://economictimes.indiatimes.com/articleshow/56227190.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppsthttps://economictimes.indiatimes.com/industry/services/retail/coming-soon-a-sequel-of-wheel-vs-nirma-behemoth-vs-baba/articleshow/56227190.cms

5. Patanjali to Invest Rs. 1,000 Crore on Expansion: Baba Ramdev: https://profit.ndtv.com/news/industries/article-patanjali-to-invest-rs-1-000-crore-on-expansion-baba-ramdev-1248860

6. Top 5 Patanjali products behind company’s massive revenue growth: https://www.indiatimes.com/news/india/baba-ramdev-s-patanjali-registers-rs-10-561-crore-revenue-in-2016-17-financial-year-eyes-at-doubling-the-figures-by-next-year-277184.html

7. Make in India! How Patanjali is brewing a storm in FMCG sector: https://www.indiainfoline.com/article/news-top-story/make-in-india-how-patanjali-is-brewing-a-storm-in-fmcg-sector-116011300291_1.html

8. Baba Ramdev's Patanjali to get into e-commerce trade in a big way by 2017: https://brandequity.economictimes.indiatimes.com/news/business-of-brands/baba-ramdevs-patanjali-to-get-into-e-commerce-trade-in-a-big-way-by-2017/55263687

9. Indian FMCG market 2020: https://www.techsciresearch.com/admin/gall_content/2016/11/2016_11$thumbimg102_Nov_2016_004628313.pdf

10. Edelweiss Research - Patanjali Ayurved: https://www.edelresearch.com/showreportpdf-30172/PATANJALI_AYURVED_-_VISIT_NOTE-OCT-15-EDEL

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SWOT & PESTLE.com (2020). Patanjali Ayurved SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/patanjali-ayurved/ [Accessed 25 Feb, 2020].

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