Integrated Marketing Communication

Team members• Dhanashri – 14• Darshana – 28• David – 36• Prachi – 37

• Neha Gujar - 38• Aniket – 43

Introduction

• Revolutionary Approach• Comprehensive Plan• Globalization• Synergy Effect• Goal fulfillment

4 P’s of Marketing mix

• Product: Indian belief in Ayurveda/natural remedies

• Price: Discounted at 20 – 30% compared to competition.

• Place: Distribution: Ayurvedic pharmacies, franchisee , tie-up with Future Group, tie-ups with online retailers and virtual store.

• Promotion: Reinforced by its ‘brand ambassador”.

• 4 C’s of Marketing • Customer• Cost

• Convenience• Communication

7 C’s Compass modelCommodity

CostChannel

CommunicationMarketing mixCo-marketing

Integrated Marketing Communications

•The symbol of ‘Om’- Hindu religion and Indian traditions forms the core of Patanjali’s logo.

•A picture of a yogi next to the Om, represents Baba Ramdev- the face of the brand (It makes easier for Patanjali to win the trust of people- through Ramdev’s fan following)

•A sapling , indicates herbal and natural products of Patanjali

•The strokes of green, white and saffron colours depicts Indian flag- stand for - Swadeshi i.e Being Indian.

LOGO

SOCIAL MEDIA

• YOUTUBE• TWITTER• BLOGGER• FACEBOOK• INSTAGRAM

• PLAYSTORE – APPLICATION• GODREJ - NATURES BASKET

• MALLS• Online shopping portals

• WEBSITE – Patanjali ayurveda.net

A Personality- Led Brand

• Baba Ramdev is the brand - "The difference between him and regular brand ambassadors is he lives the brand.

• Bharat Swabhiman - a social organization run by Baba Ramdev

• Latent message (which exists but is not famous) Message of YOGA was seeded deeply in the subconscious mind of the consumers over the years by making people aware of healthy life with swadeshi products. 

• Hence, a Psychological latent need was created well years before in consumers mind for such products to accept Patanjali hence movement of consumers to purchase the same.

Pre launch Latent preparation

• Importance of yoga then launched patanjali

• Instilled Feeling of nationalism in the minds of consumers

• people experienced emotional satisfaction and a feeling of pride on purchasing Patanjali’s products (i.e. we are using our own product / we are using natural product / we are contributing for our country /culture by non purchasing MNC’s Products).

“Swadeshi wave revolution in India” this revolution promoted people to shun the products made by international companies and use the

products made Indian industries - to help the country’s economy grow.

Foundation of its IMC Strategy

• Meaning: “Attracting consumers to our product, not by bombarding them with incessant ads but by educating them on the general sphere where we operate”

Content Marketing

• Someone forces us to try some thing we term it as – overselling.

• But here no-one was pushing anything, only an environment was created where consumers wanted to see if the alternative was usable.

• So that’s how the Patanjali brand had a willing consumer

• But was this enough? Obviously not, they still had to deliver. And how did they do that? – By delivering through Brilliant product quality at cheaper prices (exactly what a typical Indian customer looks for- Value For Money)

Non-Pushy communication strategy

• Other FMCG brands used: TV ads, newspaper.

• Baba Ramdev opted for direct interaction with consumers during his yoga shivirs in different parts of the country.

• promotes Patanjali products during his yoga sessions – Aastha channel

Advertising and at the same time, not advertising

• “Other companies spend heavily to persuade people to buy their products. We simply want to inform them about our products,”

• Believes in the policy of informative campaigns, not commercial campaigns.

• Patanjali restricts ad spend to a maximum of 2 % of its turnover

Going Traditional Finally

• Advertisements: The advertisements are short, strictly informative and the storyline has a traditional, family-oriented backdrop to promote Patanjali as a Swadeshi brand, deeply rooted in Indian culture.

• Special campaign during the 2012 elections - aired on various news channels. Launched 4 new product lines: chyawanprash, dental care, hair-care and body cleansers, Used this media to popularise them.

Business campaign

• Online portal: Promotion of products on online shopping portals

• franchise based model to traditional retail based model

• Target: Old people but now also target youth.

• Organizing yoga shivirs and releasing DVDs in collaboration with Bollywood actresses

Modernising Strategies with Time

• Content has been consistent and the company has always been persistent despite a number of ups and downs.

• “The best part about the company’s strategy has been that it has gained customers by affecting their core beliefs- and this is the ideal way of

gaining long-term customers”

So how successful has the strategy been so far

Distribution model

Distribution Strategy

• They provide sale of products through: website with online payment facility these products can be procured through post also by sending the required amount through demand draft etc.

• Patanjali has opened “Patanjali Chikitsalayas” and “Patanjali Arogya Kendra” a doctor is available.

• Patanjali herbal products are also available at Post offices across the country.

• A shop is established for sale of products wherever a yoga camp is organized.

• Patanjali has prepared disease specific CDs which they sell through their various outlets.

Direct communication is far more effective than to put a convincing impressions in consumers mind because an emotional feeling can be transferred and felt by

communicator and consumer both resulting higher degree / chances of

consumer tending to act for communicated message.

Conclusion

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