Authors

1. Dr. Poonam Madan
2. Ms. Neha Sukheeja

Affiliation

• Associate Professor Dept. of Management Studies The IIS University Jaipur
• Research Scholar Dept. of Commerce The IIS University, Jaipur

Abstract

Marketing Strategies plays a vital role in building up a company’s products to be marketed. A marketer of the FMCG Company pursues a wide combination of strategies for the products to be marketed. For example, the company will use wise distribution strategies, design suitable advertising and sales promotion schemes time to time in a competitive market.
Baba Ramdev’s Patanjali Ayurveda is right now India’s fastest growing FMCG Company and is throwing a stiff competition to global and domestic FMCG majors. Baba Ramdev pitches for swadeshi movement to produce world class product at smart pricing strategy. Patanjali’s current business model offers all natural products at a reasonable price. Company’s unique branding strategy has helped it gain loyal consumers among Ramdev’s followers and those with a yen for Swadeshi products. Brand Patanjali is ruling over social media. No FMCG brands are able to stay in front of Patanjali Products with reference to its prices, the distribution chain or the Promotional strategies. The prime element of Patanjali’s products is its efficacy and the fact that Baba Ramdev is promoting the herbal and organic Patanjali products, has proved that celebrity endorsements work if there is a high connect between the endorser and the features of the brand. This paper is an attempt to explore marketing strategies adopted by FMCG companies in India. It also presents a case study of Patanjali Ayurveda wherein a study of their savvy marketing strategies and key success factors have been done.

Keywords

Marketing Strategy, , Patanjali Ayurveda, Social Media, Product Efficacy, , Smart Pricing, F, FMCG, Distribution Chain.

References

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6. http://www.patanjaliayurved.org.