Project Woek II

Marketing Strategies of Patanjali Ayurveda & Hindustan Unilever Ltd.
– A
Comparative study of Selected Product Categories with respect to Consumer Reviews in
the Ratnagiri City.
Chapter I
Introduction
I Page | 1 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

Marketing Strategies of Patanjali Ayurveda & Hindustan Unilever Ltd. – A
the Ratnagiri City.
1.1. Relevance of the Study and Topic Selection

The Topic “Marketing Strategies of Patanjali Ayurveda & Hindustan Unilever Ltd.-A
Comparative study of selected product categories with respect to Consumer reviews in
the Ratnagiri City” is selected for the research project because it has relevance in the
curriculum of academic year with respect to subject Marketing Management in
Ratnagiri City.
This project is covered under Marketing Management of Patanjali Ayurveda &

Hindustan Unilever Ltd. In the Ratnagiri City. Marketing is a highly competitive and
rewarding field. Businesses across every industry rely on marketing professionals to
generate awareness of their brand and increase sales of their products and services.
Many professionals studying marketing learn about topics like human psychology that
inform consumer behavior. By understanding customers, you can develop effective
strategies focused on attracting their attention to your products. Business strategy of
Patanjali Ayurveda & Hindustan Unilever Ltd is always fast-paced, multifaceted and
constantly growing.
The Patanjali Ayurveda & Hindustan Unilever Ltd. are chosen as they compete in very
similar market in India i.e FMCG. and yet have very different brand personalities.
Hindustan Unilever and Patanjali are among the most valuable brands in the FMCG
market, and this report will bring out the stark differences in the brand architectures of
these two brands. HUL is been in India since 1940s and Patanjali has started operations
since 2014 in India.
The purpose is to observe how consumers can have vastly different perceptions and
relationships with Patanjali Ayurveda & Hindustan Unilever Ltd. products owing to the
differences in brand architecture, also to know how different brand personalities affect
consumer buying behavior.

the Ratnagiri City.
1.2. History of Marketing :-

The history of marketing dates back to ancient civilizations, where traders engaged in
barter systems and word-of-mouth communication. During the Industrial Revolution,
mass production led to the need for advertising and branding. In the early 20th century,
the focus shifted to understanding consumer behavior, and the marketing mix concept
emerged. The mid-20th century saw the rise of television advertising, and the digital
age brought about a paradigm shift with internet marketing and data-driven strategies.
Today, marketing encompasses a wide range of channels, including social media,
content marketing, and influencer collaborations.
A) History of Patanjali Ayurveda :-
1. Founders
- Baba Ramdev: - A well-known yoga guru and proponent of Ayurveda, Baba Ramdev
played a crucial role in popularizing yoga and traditional Indian wellness practices.
-Acharya Balkrishna:- A close associate of Baba Ramdev, Acharya Balkrishna is
credited with being the chief architect behind the formulation of Ayurvedic medicines
and products.

the Ratnagiri City.
2. Foundation and Early Years

Patanjali Ayurveda was formally established in the year 2006 in Haridwar, India. The
company takes its name from the ancient sage Patanjali, symbolizing the connection to
traditional Ayurvedic and yogic principles.
3. Philosophy and Objectives

Patanjali Ayurveda aimed to provide natural and Ayurvedic alternatives to a wide
range of consumer goods.
The founders emphasized the use of traditional Indian herbs, natural ingredients, and
Ayurvedic principles in the formulation of their products.
4. Product Range
The company initially focused on herbal and Ayurvedic medicines, including
supplements and remedies for various health issues.
Over time, Patanjali diversified its product range to include food items, personal care
products, cosmetics, and more.
5. Rapid Growth and Market Impact

Patanjali Ayurveda experienced rapid growth, gaining popularity for its natural and
indigenous approach to wellness.
The brand's emphasis on promoting Indian culture, traditional practices, and Ayurveda
resonated with a significant consumer base.
6. Challenge to Established Brands

Patanjali posed a challenge to established multinational and Indian consumer goods
brands, capturing a notable market share in a relatively short span.
7. Global Expansion
The brand expanded its reach beyond India, exporting products to various countries and
introducing global audiences to Ayurvedic principles.

the Ratnagiri City.
8. Infrastructure Development
Patanjali invested in establishing manufacturing units, research facilities, and
promoting organic farming practices to source natural ingredients.
9. Controversies
Despite its success, Patanjali Ayurveda faced some controversies, including product
quality concerns and legal disputes with regulatory bodies.
10. Continued Influence

Patanjali Ayurveda continues to be a major player in the Indian consumer goods market,
contributing to the growing interest in traditional wellness practices.
B) History of Hindustan Unilever Ltd. :-
1. Origins (1933)
The company traces its roots back to 1933 when it was established as Hindustan
Vanaspati Manufacturing Company in India. It initially focused on the production of
vanaspati (vegetable ghee).
2. Merger with Lever Brothers (1956)

In 1956, Hindustan Vanaspati merged with Lever Brothers India Limited, a subsidiary
of Unilever. This merger led to the formation of Hindustan Lever Limited (HLL),
marking a significant chapter in the company's history.

the Ratnagiri City.
3. Diversification and Product Range

HUL expanded its product portfolio beyond vanaspati, entering various consumer
goods segments. It introduced iconic products like Lux soap in 1905, Lifebuoy soap in
1895, and later, brands like Surf, Rin, and Vim.
4. Rural Outreach (1970s-1980s)

HUL played a crucial role in rural development, introducing small packaging sizes and
affordable products to cater to a wider consumer base. This strategy helped the
company penetrate rural markets effectively.
5. Global Integration (1990s)

In the 1990s, HUL intensified its collaboration with Unilever, its global parent
company. This period saw increased globalization, with the adoption of global best
practices and the introduction of international brands in the Indian market.
6. Name Change to Hindustan Unilever Limited (2007)

In 2007, the company changed its name from Hindustan Lever Limited to Hindustan
Unilever Limited, reflecting its deep integration with Unilever and the global nature of
its operations.
7. Sustainable Practices:-
HUL has been a pioneer in adopting sustainable and socially responsible business
practices. Initiatives like Project Shakti empower rural women by turning them into
entrepreneurs and distributors of HUL products.
8. Innovation and Acquisitions

The company has been at the forefront of innovation, continuously introducing new
products to meet changing consumer demands. It has also acquired various brands to
strengthen its market presence.

the Ratnagiri City.
9. Digital Transformation
Embracing digital technologies, HUL has utilized online platforms for marketing, sales,
and customer engagement, adapting to the evolving landscape of consumer behavior.
10. Market Leadership

HUL has consistently held a leading position in the Indian FMCG sector, demonstrating
resilience and adaptability in a competitive market.
The history of Hindustan Unilever Limited reflects its evolution from a vanaspati
manufacturer to a diversified and socially responsible consumer goods giant with a
global perspective.
1.3. Introduction of Marketing

Marketing has evolved over a period of time. The traditional concept of marketing
revolved around profit maximization. This worked as demand exceeded supply and the
buyers were forced to purchase whatever was offered to them.
However after 1950's the situation started changing. More and more sellers entered the
market. The consumer and his needs were for the first time given importance.
Customization became the key word. Along with customization marketing companies
also realised the need for discharging social responsibilities.
Marketing in the 21st century revolves around the customer. With globalisation and
liberalisation, competition has intensified. This has made marketing a challenging
activity. In order to stay ahead in competition, marketers aim at providing satisfaction
to the consumers. Marketing decisions such as the product, pricing, promotional tools,
the place of sale etc. are all decided after taking into account the needs of consumers.
Marketing is therefore an art and a science of creating and maintaining customers and
markets.

the Ratnagiri City.
Marketing is the process of promoting and selling products and services. It involves
understanding consumer needs, creating value, and communicating that value to
potential customers through various channels like advertising, social media, and public
relations. Effective marketing strategies aim to attract, engage, and retain customer
while achieving the organization’s goals.
A) Introduction of Patanjali Ayurveda

Patanjali Ayurveda Limited is a consumer goods company in India, founded by yoga
guru Baba Ramdev and Acharya Balkrishna in 2006. The company is named after the
ancient sage Patanjali, who is credited with compiling the Yoga Sutras and is
considered a key figure in the development of yoga and Ayurveda.
Patanjali Ayurveda is known for its emphasis on traditional Indian principles of

Ayurveda and yoga, promoting natural and herbal products. The company produces a
wide range of goods, including food items, personal care products, herbal supplements,
and more. The products are formulated using Ayurvedic principles, which involve a
holistic approach to health and well-being.
The founders, Baba Ramdev and Acharya Balkrishna, have played significant roles in
popularizing Patanjali's products through their influence in the fields of yoga and
Ayurveda. The company has gained considerable market share in the Indian consumer
goods sector, challenging established brands with its focus on natural ingredients and
traditional remedies.
Patanjali Ayurveda has also expanded its reach globally, exporting its products to
various countries. The brand has become synonymous with natural and Ayurvedic
alternatives, resonating with consumers seeking wellness solutions rooted in traditional
Indian knowledge.

the Ratnagiri City.
Company Profile of Patanjali Ayurveda -
B) Introduction of Hindustan Unilever Ltd.

Hindustan Unilever Ltd, founded in 1933, is a leading Indian consumer goods company
and a subsidiary of Unilever, a multinational corporation. HUL has a diverse product
portfolio, including food, beverages, cleaning agents, and personal care products. The
company has been a pioneer in introducing and popularizing various brands in the
Indian market.
Some of HUL's well-known brands include Dove, Surf Excel, Lux, and Knorr. The
company has a robust distribution network, ensuring widespread availability of its
products across the country. HUL focuses on innovation, sustainability, and corporate
responsibility, aligning with the global values of its parent company, Unilever.
Both Patanjali Ayurveda and HUL cater to the Indian consumer market, but they differ
in their philosophies, product offerings, and market positioning. Patanjali emphasizes
traditional Ayurvedic principles, while HUL is a multinational giant with a broad range
of products and a long-established presence in the Indian market.

the Ratnagiri City.
Company profile of Hindustan Unilever Ltd. -

the Ratnagiri City.
1.4. Comparative study of Selected Product Categories with respect to

Patanjali Ayurveda and Hindustan Unilever Ltd.
1. Personal Care
Patanjali offers herbal and and Ayurvedic Personal care products, including skin care,
haircare and dental care items, Promoting natural ingredients and traditional remedies.
Hindustan Unilever Ltd. Provides a diverse range of personal care products under
brands like Dove, Lux, and Lifebuoy, offering skincare, haircare and hygiene solutions
with a focus on innovation and quality.
Patanjali Ayurveda Hindustan Unilever Ltd.
1.Patanjali Saundarya (Beauty) Products. 1. Dove
 Face Wash  Soaps
 Herbal Creams  Shampoos
 Herbal Soaps  Conditioners
2. Patanjali Dant Kanti (Dental Care) 2. Lux
Products.  Soaps and body wash
 Toothpastes products with various
 Toothpowder fragrances.
 Mouthwash 3. Lifebuoy
With natural ingredients.  Antibacterial Soaps and
3. Patanjali Kesh Kanti (Hair Care) hand wash for Personal
Products. Hygiene.
 Shampoos 4. Ponds
 Hair Oils  Skincare Products such as
 Herbal Hair cleansers. Creams &Cleansers.
4. Patanjali Aloe Vera Gel 5. TRESemm’e
 Multipurpose gel for skin and hair,  Haircare Products like

Shampoos and Conditioners.
Table No. 1.1

the Ratnagiri City.
Competitors:
Competitors in the personal care product categoty of Patanjali Ayurveda and HUL
includes Procter, Colgate-palmolive, Dabur, Emami, Marico, Nivea, Himalaya herbals
and HUL, Mamaearth etc.
Competitors in the personal care product category of HUL includes Procter, Colgate-
palmolive, Dabur, Emami, Marico, Nivea, Himalaya herbals etc.
2. Home Care Products

Patanjali offers herbal detergents and eco-friendly household cleaners, aligning with its
focus on natural and Ayurvedic products.
HUL provides a diverse range including laundry detergents like Surf Excel, versatile
soaps such as Lifebuoy, and effective household cleaners like Vim and Domex.
1. Detergents : 1. Detergents :
Patanjali offers herbal and natural HUL is known for various laundry
detergent options for laundry. detergents.
 Patanjali Popular Detergent  Surf – Excel
Powder  Rin
 Patanjali Superior Detergent  Wheel
Powder 2. Soaps
 Patanjali Premium Detergent The product not only as personal care item
Powder but also households disinfectants.
 Patanjali Herbal Wash  Lux
Detergent Powder  Lifebuoy
2. Cleaners:  Dove
Patanjali has eco-friendly households  Pears
cleaners, including floor clearners. 3. Households cleaners :
 Patanjali Herbal Floor Cleaner  Vim
 Patanjali Herbal Dish Wash  Domex
Bar  Cif

the Ratnagiri City.
 Patanjali Super Dish Wash 4. Air Fresheners :

Bar HUL provides air fresheners and room
3. Mosquito Repellents : sprays for a pleasant have environment.
 Patanjali Herbal Mosquito  Ambi Pur Air Effects Spray
Repellent  Ambi pur Car Fresheners
 Patanjali Herbal Mosquito  Ambi Pur Plug-Ins
Repellent Cream
 Patanjali Herbal Mosquito
Repellent Liquid
Table No. 1.2

Competitors
Competitors in the Home care product category of Patanjali Ayurveda includes HUL,
Procter & Gamble, Colgate-Palmolive, Dabur, Jyothy Laboratories, Henkel, Ghadi
Detegent etc.
Competitors in the Home care product category of Patanjali Ayurveda includes Nirms,
Procter & Gamble, Colgate-Palmolive, Dabur, Jyothy Laboratories, Henkel, Ghadi
Detegent etc.
3. Food and Beverages

Patanjali Ayurveda offers Ayurvedic-inspired food and beverages products, including
spices, pulses, honey and juices emphasizing natural ingredients.
HUL presents a diverse range of mainstream food and beverages items, spanning tea,
coffee, soups, jams and ice cream, with a focus on establishment brands like knorr,
Lipton and Kissan

the Ratnagiri City.

 Patanjali Atta (flour)  Knorr soups
( Soups, noodles and seasonings)
 Patanjali Rice
 Kissan Jam, Ketchups
 Patanjali Pulses and Sauce
 Patanjali Honey  Lipton – Tea products
 Patanjali Juice  Brooke Bond

( Tea brands like Brooke Bond Red
 Patanjali Ghee products Label, Brooke Bond Taaza, and others)
(Ghee & Panner)
 Annapurna
 Patanjali Snacks ( Food products including salt, pulses
(Biscuits, Namkeen, Noodles) and spices)
 Patanjali Edible Oils  Kwality Wall’s

( Ice creams and frozen desserts)
Table No. 1.3
Competitors
Competitors in the Food and Beverage product cateogry of Patanjali Ayurveda includes
HUL, Nestle, ITC Limited, Britannia Industries, Dabur, Marico, Amul, Pepsico, Coca-
Cola, Mother Dairy etc.
Competitors in the Food and Beverage product category of Patanjali Ayurveda includes
Nestle, ITC Limited, Britannia Industries, Dabur, Marico, Amul, Pepsico, Coca-Cola,
Mother Dairy, Parle Agro etc.
4. Health and Wellness

Patanjali Ayurveda positions itself as a promoter of holistic health and wellness,
offering Ayurvedic products that align with natural and traditional principles. Their
emphasis on yoga, natural ingredients, and Ayurvedic practices reflects a commitment
to overall well-being.

the Ratnagiri City.
Hindustan Unilever (HUL) contributes to health and wellness by providing a diverse

range of consumer goods, including personal care and hygiene products. HUL's focus
on innovation and sustainability aligns with evolving consumer preferences for
healthier choices, promoting well-being through products that cater to hygiene,
nutrition, and overall self-care.

 Divya Triphala Churna  Horlicks
Herbal supplement for digestive (A health drink brand known for its
health. nutritional supplements.)
 Patanjali Amla Juice  Boost
Amla (Indian gooseberry) juice known (A malt-based health drink providing
for its health benefits. energy and nutrients.)
 Patanjali Ashwagandha  Ayush
Capsules ( HUL's Ayurvedic range that
Dietary supplement for stress relief includes personal care and wellness
and vitality. products.)
 Patanjali Giloy Ghan Vati  Knorr Soups
Herbal supplement for immunity. (Offering a variety of soups that can
contribute to a balanced diet.)
 Patanjali Honey  Lipton Green Tea
Pure honey with various health (A brand offering green tea, known
benefits. for its potential health benefits.)
 Patanjali Aloe Vera Juice  Brooke Bond Red Label
Aloe vera juice for digestive health Natural Care
 Patanjali Tulsi Ghan Vati (A tea variant with added herbs
Herbal supplement with the goodness promoting health.)
of tulsi (holy basil).
 Patanjali Wheatgrass Powder
Nutrient-
rich wheatgrass powder for overall
well-being.

the Ratnagiri City.
 Patanjali Spirulina Capsules

A natural supplement rich in nutrients.
 Patanjali Chyawanpras
Ayurvedic formulation for overall
health and immunity.
Table No. 1.4
Competitors
Competitors in the product category of Health & Wellness Patanjali Ayurveda includes
Dabur, Himalayas Herbals, Baidyanath, Zandu Ayurveda, Hamdard, Ayush by HUL,
Organic India, Jiv Ayurveda, VLCC etc.
Competitors in the product category of Health & Wellness of HUL includes Dabur,
Himalaya Herbals, Sri Sri Tattva, Patanjali Ayurveda, Nestle, Organic India,VLCC,
Abbott Nutrition etc.
1.5. What is Strategy?

Strategy, in a comprehensive sense, refers to a plan of action designed to achieve a
specific goal or set of goals. It involves making choices to allocate resources and efforts
effectively. A strategic plan typically includes an analysis of the current situation,
defining objectives, devising strategies to meet those objectives, and implementing and
monitoring the chosen course of action.
Key components of strategy include:-

1. Analysis:
Understanding the internal and external factors that affect the organization, such as
strengths, weaknesses, opportunities, and threats (SWOT analysis).

the Ratnagiri City.
2. Objective Setting:
Clearly defining the goals or outcomes the organization aims to achieve.
3. Planning:
Developing a detailed plan outlining how the organization will reach its objectives,
often considering various contingencies.
4. Implementation:
Executing the plan and putting it into action, allocating resource effectively, and
managing tasks and responsibilities.
5. Competitive Advantage:
Identifying and leveraging factors that give the organization an edge over competitors.
6. Monitoring and Adaptation:

Regularly assessing progress, gathering feedback, and adjusting the strategy as needed
to respond to changing circumstances.
A) Product Development Strategy

A comprehensive product development strategy involves careful planning and
execution throughout the product lifecycle. Here's an in-depth look at key aspects:
1. Market Research
Patanjali Ayurveda is an Indian Consumer goods company known for its Ayurvedic
products. To conduct market research, could analyze consumer trend consumer,
competitor product, and customer reviews.
Hindustan Unilever Ltd. Has a significant market research. It includes product
portfolio, competitive landscape, Market trends, Financial performance Brand
perception etc.

the Ratnagiri City.
2. Idea Generation
Patanjali Ayurveda introduce a line of Ayurvedic wellness kits tailored to specific
health goals, combining traditional wisdom with modern convenience.
HUL launches a sustainable living initiative, promoting eco-friendly practices through
a range of biodegradable packaging and consumer education campaigns
3. Idea Screening
Patanjali Ayurveda evaluate the market viability of the wellness kits through consumer
surveys and pilot programs, focusing on demand, affordability, and effectiveness.
HUL conduct a sustainability impact assessment for the eco-friendly packaging
initiative, considering consumer adoption, cost implications.
4. Business Analysis
Patanjali Ayurveda assess the impact of expanding digital marketing and distribution
channels, analyzing consumer reception and competitive positioning within the
Ayurvedic market.
HUL conduct a comprehensive financial and market analysis to evaluate the
performance of diverse product segments, emphasizing growth areas and potential
synergies across the FMGC portfolio.
5. Product Development
Patanjali Ayurveda innovate by creating a line of Ayurvedic health-tech devices,
integrating traditional wellness practices with modern technology for personalized
holistic health monitoring.
HUL expand product development into plant-based alternatives, leveraging sustainable
ingredients for a new range of eco-friendly and health-conscious consumer goods.

the Ratnagiri City.
B) Pricing Strategy
In Certainly, a detailed pricing strategy involves various considerations to ensure it
aligns with business goals and market conditions. Here's a comprehensive breakdown:
1. Market-Based Pricing
Patanjali Ayurveda and Hindustan Unilever Limited (HUL) are likely to determine
prices through market-based pricing, taking into account market conditions,
competition, and consumer demand to establish competitive and responsive pricing
strategies in their respective industries.
2. Value-Based Pricing
Patanjali Ayurveda and Hindustan Unilever Limited (HUL) likely employ value-based
pricing strategies, setting prices based on the perceived value their products offer,
considering factors such departments is recommended. as brand reputation, quality, and
customer preferences to determine pricing.
3. Dynamic Pricing
Patanjali Ayurveda and Hindustan Unilever Limited (HUL) may employ dynamic
pricing strategies, adjusting prices in real-time based on factors such as demand
fluctuations, competitor pricing, and market dynamics to optimize revenue and respond
to changing conditions.
4. Skimming Pricing
Patanjali Ayurveda and Hindustan Unilever Limited (HUL) may use skimming pricing
strategies, initially setting higher prices for new or premium products to capitalize on
early adopters or market segments willing to pay a premium, with the potential for price
adjustments over time.
.
5. Bundle Pricing
Patanjali Ayurveda and Hindustan Unilever Limited (HUL) may implement bundle
pricing strategies, offering packages or sets of products at a combined price, providing
customers with cost savings compared to purchasing items individually.

the Ratnagiri City.
6. Psychological Pricing
Patanjali Ayurveda and Hindustan Unilever Limited (HUL) likely employ
psychological pricing strategies, setting prices to influence consumer perceptions, such
as using pricing endings like .99 or creating tiered pricing to enhance perceived value.
7. Promotional Pricing
Patanjali Ayurveda and Hindustan Unilever Limited (HUL) may utilize promotional
pricing strategies, temporarily reducing prices or offering discounts as part of
promotional campaigns to stimulate sales and attract consumers.
C) Promotion Strategy
Refine Promotion strategies vary based on the goals, target audience, and product or
service. A comprehensive promotion strategy typically includes:
1. Define Objectives
Patanjali Ayurveda aims to promote Ayurveda and offer natural, herbal products,
emphasizing health and wellness.
HUL focuses on delivering a diverse range of consumer goods, prioritizing quality and
innovation to meet the evolving needs of consumers globally.
2. Identify Target Audience

Patanjali Ayurveda primarily targets consumers seeking natural and Ayurvedic
products, emphasizing health-conscious individuals interested in herbal alternatives.
HUL caters to a broad consumer base, spanning various demographics, with a focus on
providing quality and diverse consumer goods for everyday needs.
3. Select Communication Channels

Patanjali Ayurveda often utilizes a mix of traditional and digital channels, including
television, print media, and social platforms, to convey its message of Ayurvedic
wellness.

the Ratnagiri City.
HUL employs a comprehensive approach, leveraging television advertising, digital

platforms, and extensive retail presence for widespread communication and brand
visibility.
4. Search Engine Optimization (SEO)

Patanjali Ayurveda likely employs search engine optimization (SEO) strategies to
enhance online visibility for its Ayurvedic products, optimizing website content and
keywords.
HUL similarly invests in SEO practices to improve the online discoverability of its
diverse consumer goods, ensuring a strong digital presence.
5. Email Marketing
Patanjali Ayurveda may engage in email marketing campaigns to communicate
promotions, new product launches, and wellness content directly to subscribers
interested in Ayurvedic products.
HUL likely utilizes email marketing to reach a wide consumer base, sharing product
updates, offers, and brand-related content to maintain customer engagement and
loyalty.
6. Advertising
Patanjali Ayurveda employs advertising across diverse platforms, including television,
print, and digital media, emphasizing natural and Ayurvedic offerings.
HUL adopts a comprehensive advertising strategy, utilizing television, digital channels,
and print media to promote its extensive range of consumer goods and household brands
to a broad audience.
7. Public Relations (PR)

Patanjali Ayurveda engages in public relations efforts to enhance its image through
media relations, events, and endorsements, emphasizing its commitment to Ayurveda
and wellness.

the Ratnagiri City.
HUL maintains strong public relations, fostering positive relationships through media
engagements, sustainability initiatives, and corporate responsibility, showcasing its
diverse consumer goods portfolio.
8. Sales Promotions
Patanjali Ayurveda employs sales promotion strategies, including discounts and
bundled offers, to stimulate consumer purchases and promote its Ayurvedic products.
HUL utilizes sales promotions such as special offers, loyalty programs, and in-store
promotions to boost sales across its diverse range of consumer goods.
1.6. Introduction of Ratnagiri City

Ratnagiri is a port city on the Arabian Sea coast in Ratnagiri District in the
southwestern part of Maharashtra, India. The district is a part of Kokan division of
Maharashtra. The city is known for the Hapus or Alphonso mangoes. Known for its
scenic beauty and historical significance, Famous for Alphonso mangoes, Ratnagiri
attracts tourists with its pristine beaches, historical forts like Bhagawati and the Thiba
Palace. The region also holds cultural importance, featuring festivals like the
Ganeshotsav and the Konkan Fruit Fest. As a hub for agriculture and fisheries, Ratnagiri
contributes to the economic and cultural tapestry of Maharashtra
1.7. Historical background of Ratnagiri

Ratnagiri has a rich history dating back centuries. It was an important part of the
Maratha Empire and later came under British rule. The city's historical significance is
marked by the presence of forts and structures that stand as testimony to its past.
During the medieval period, Ratnagiri was ruled by various dynasties, including the
Maurya, Chanlukyas, and Yadava. In the 17th century, it became a part of the Maratha
Kingdom under Chhatrapati Shivaji. The area witnessed strategic importance due to its
coastal location.

the Ratnagiri City.
In the 18th century, Ratnagiri came under the influence of the British East India
Company. It served as a prominent British administrative and trading center. The Thiba
Palace, built in the late 19th century, stands as a reminder of this colonial era. Ratnagiri
was also the birthplace of Lokmanya Tilak, a prominent freedom fighter and social
reformer.
Post-independence, Ratnagiri has continued to evolve as a significant center for

agriculture, especially known for its Alphonso mangoes. The city's historical landmarks
and cultural heritage attract tourists, making it a blend of historical charm and modern
vitality.
 Profile of the Ratnagiri City

Languages Official Marathi
PIN 415612, 415639
Telephone Code 02352
Vehicle Registration MH - 08
Table No. 1.1
 Connectivity of the Ratnagiri City

Type Status
Public Bus Service Available within City
Private Bus Service Available within > 10 Km distance
Railway Service Available within > 10 Km distance
Table No. 1.2

the Ratnagiri City.
 Population (As per report released by census India, 2011.)

Total Population 76,229
Male Population 37670
Female Population 38559
Table No. 1.3
1.8. Definition of Marketing

According to American Marketing Association "Marketing is the process of planning
and executing the conception, pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy.
In short, Marketing is the process of creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at
large. It involves understanding customer needs and preferences, developing products
or services that meet those needs, and promoting them effectively to target audiences.
1.9. Concepts of Marketing

The concept of marketing has undergone a sea change over a period of time Let us see
how the modern concept of marketing has evolved.
1. The Exchange Concept

This is the oldest concept of marketing. According to this concept, exchange of a
product between the seller and the buyer is the central idea of marketing. This concept
interprets marketing in a narrow manner. Exchange does form an important part of
marketing but it certainly is not the essence of marketing. It ignores important aspects
of marketing such as concern for customers, generation of value satisfaction, creative
selling etc.

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2. The Production Concept

According to this concept, consumers prefer products that are inexpensive and widely
available. Those who believe in this concept focus their efforts on production. Mass
production undertaken reduces the cost of production per unit and the product can be
made available at a lower price.
This concept is successful in developing countries where the purchasing power of
consumers is low.
However, this concept ignores the needs and wants of customers. They may not buy a
product only because it is easily available.
3. The Product Concept

This concept states that the consumers prefer products that offer the best quality,
performance or innovative features. Those who believe in this concept, focus on making
superior products and improving them quite often. They emphasis on product
excellence.
Here again the focus is on the seller rather than on the buyer. This concept does not take
into account the consumer and his actual requirements. The customer for whom the
product is meant, is ignored. Hence it is less relevant in today's marketing environment.
4. The Selling Concept

According to this concept, a company cannot expect its products to be picked up
automatically by the customers. It has to push its products in market by undertaking
selling efforts such as advertising, publicity, salesmanship, sales promotion etc, in other
words consumers must be induced to buy the products. The organizations practicing
this concept aim at 'selling what you make rather than make what the market wants."
Here again the seller is the center of all marketing effort. The consumer and his needs
are ignored.
5. The Marketing Concept

This concept emerged in the mid-1950's. It is a customer oriented philosophy. It puts
the consumer both at the beginning and at the end of the marketing activities. Marketing

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starts with determining consumer wants and ends with satisfaction of those wants. It
sees all marketing activities from the point of view of the consumer. It takes into
account four important aspects, target market, customer needs, integrated marketing
and profitability. Identifying target market is necessary for preparing tailored marketing
programs. Customer needs are found out so that they can be satisfied in a better manner.
Integrated marketing is the outcome of all the departments of the company working
together. Good teamwork among all functional departments is necessary for the smooth
conduct of marketing activities. The purpose of marketing concept is to help
organizations achieve their objectives of earning profits by satisfying the consumers. It
believes in "making what can be sold rather than selling, what is made"
6. The Societal Concept

This concept has evolved after 1980's. Organisations have realised that it is just not
enough to offer want satisfying product to the customers, the society is equally
important. The interest of the society should be kept in mind while trying to satisfy the
consumers.
Organisations who support this concept, work at a balance between the three objectives
of company profits, consumer satisfaction and public interest. They are expected to
produce goods that not only satisfy the consumers but are also environmental friendly.
Societal marketing is also called as 'cause related marketing'. It helps the company to
build a caring image, enhance its reputation and build long-term relationship with the
people.

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1.10. Features of Marketing

1. Market Research
Marketing begins with thorough market research, where businesses analyze consumer
behavior, preferences, and trends. This process helps in understanding the target
audience, identifying opportunities, and making informed decisions.
Patanjali Ayurveda is an Indian Consumer goods company known for its Ayurvedic
products. To conduct market research, could analyze consumer trend consumer,
competitor product, and customer reviews.
Hindustan Unilever Ltd. Has a significant market research. It includes product
portfolio, competitive landscape, Market trends, Financial performance Brand
perception etc.
2. Product Development
Creating products or services that fulfill consumer needs and desires. This involves
innovation, design, and quality considerations to ensure the offering meets or exceeds
customer expectations.
Patanjali’s success lies in blending ancient Ayurvedic knowledge with modern
marketing strategies, appealing to health-conscious consumer seeking natural and
Ayurvedic alternatives.
HUL’s product development strategy is marked by ability, consumer-centricity, and a
keen focus on sustainability and innovation.
3. Pricing Strategy
Determining the right pricing strategy based on factors like production costs,
competition, and perceived value. Prices should be attractive to customers while
ensuring profitability for the business.
Patanjali’s pricing strategy revolves around the idea of making Ayurvedic products
affordable for the masses, thereby contributing to the brand’s popularity in the market.
HUL’s pricing strategy is dynamic, reflecting a balance between providing value to
consumers, staying competitive, and ensuring profitability in the highly competitive
FMCG market.

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4. Distribution Channels
Establishing efficient methods for delivering products or services to customers. This
includes selecting appropriate distribution channels, managing logistics, and ensuring
availability in the right locations
Patanjali’s distribution strategy is characterized by multi-channel approach, enabling
the brand to cater to diverse consumer segments and reach both urban and rural markets
effectively.
HUL’s distribution strategy is characterized by its adaptability to diverse markets,
encompassing both traditional and modern retail channels, and leveraging technology
to enhance its reach. The company’s wide distribution network contribution its strong
market presence in India and beyond
5. Promotion and Advertising

Creating awareness and interest in the market through promotional activities and
advertising campaigns. This involves selecting suitable channels, crafting compelling
messages, and building a strong brand image.
Patanjali’s promotion and advertising strategies leverage a mix of traditional and
modern approaches, aligning with its emphasis on Ayurveda, wellness, and
affordability.
HUL’s promotional and advertising strategic are characterized by a multi-channel
approach, leveraging both traditional and digital mediums to effectively communicate
brand messages and connect with a diverse consumer base.
6. Brand Management
Building and maintaining a positive brand image. This includes establishing a unique
brand identity, managing brand perception, and ensuring consistency in messaging
across various touchpoints.
Patanjali’s brand management strategy focuses on authenticity, affordability, and a
deep connection with Ayurvedic principles, creating a unique positioning in the market.

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HUL’s brand management strategy is characterized by a combination of innovation,

Quality assurance, marketing prowess, and a commitment to social and environmental
responsibility, contributing to the overall strength and appeal of its brands in the market.
7. Customer Relationship Management (CRM)

Developing and maintaining strong relationships with customers. This involves
understanding customer needs, addressing concerns, and creating loyalty programs to
retain and attract customers.
Patanjali Ayurveda prioritizes direct engagement with customers through yoga events
and online platforms.
HUL employs data-driven strategies for personalized marketing and customer loyalty
programs.
8. Digital Marketing
Utilizing online platforms and technologies to reach a wider audience. This includes
strategies such as social media marketing, search engine optimization (SEO), and email
marketing to engage customers in the digital space.
Patanjali’s digital marketing strategy aligns with its mission to promote Ayurveda and
wellness. By leveraging online channels, the brand reaches a diverse audience and
establishes a strong digital presence in the competitive consumer goods market.
HUL’s digital marketing strategy is dynamic and aligns with the evolving trends in the
digital landscape. By utilizing various online channels, the company aims to connect
with consumers, drive brand awareness and foster long-term customer relationships.

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1.11. Scope of the Marketing

The scope of marketing is extensive and encompasses various activities aimed at
creating, communicating, delivering, and exchanging value with customers. Here are
key aspects of the scope of marketing:
1. Product and Service Marketing

Involves promoting and selling tangible goods or intangible services by understanding
customer needs and preferences.
Patanjali Ayurveda employs a multi-faceted marketing strategy that combines
traditional and modern approaches to promote its products and services. Some key
aspects Include Traditional Ayurvedic Emphasis, Product Diversification,
Affordability, Retail presence etc.
2. Digital Marketing
Utilizes online channels such as social media, search engines, email, and websites to
reach and engage a wider audience.
Patanjali’s digital marketing strategy aligns with its mission to promote Ayurveda and
wellness. By leveraging online channels, the brand reaches a diverse audience and
establishes a strong digital presence in the competitive consumer goods market.
HUL’s digital marketing strategy is dynamic and aligns with the evolving trends in the
digital landscape. By utilizing various online channels, the company aims to connect
with consumers, drive brand awareness and foster long-term customer relationships.
3. International Marketing
Expanding marketing strategies and campaigns beyond domestic borders to cater to
global markets.
Patanjali Ayurveda had been gradually expanding its international presence. It includes
Export of Products, Global Patnerships, Promotion of Ayurveda, Online Presence,
Participation in International Events etc.
HUL has a significant international presence, and its international marketing strategies
include Global Brand Presence, Product Diversification Market-specific Adaption.

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4. Brand Management
Building, maintaining, and enhancing brand identity to create a positive perception and
loyalty among customers.
Patanjali Ayurveda’s brand management involves maintaining a strong focus on
traditional Ayurvedic values, promoting natural and herbal products.
HUL employs a comprehensive brand management strategy. It involves continuous
market research, product innovation, and a strong focus on sustainability.
5. Retail Marketing
Focuses on marketing strategies specific to retail environments, including store layout,
merchandising, and customer experience.
Patanjali Ayurveda employs a traditional retail approach, emphasizing Ayurvedic
principles in-store and engaging with consumers through yoga events. Their focus on
natural products and word-of-mouth marketing contributes to their brand presence.
Hindustan Unilever (HUL) adopts a diversified retail strategy, utilizing an extensive
distribution network and modern retail channels. Data-driven marketing, loyalty
programs, and promotional campaigns are integral to HUL's approach, ensuring broad
visibility and fostering consumer loyalty for their diverse range of products.
6. B2B Marketing
Targets business-to-business relationships, involving marketing products or services to
other businesses rather than individual consumers.
Patanjali Ayurveda emphasizes natural and traditional remedies, connecting with
business through holistic wellness solutions.
HUL focuses on innovation and consumer-centricity, offerings a diverse range of
trusted household and personal care products tailored for B2B partnerships.
8. Social Media Marketing

Utilizes social media platforms to connect with audiences, build brand awareness, and
facilitate customer engagement.

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Patanjali Ayurveda leverages social media platforms to promote its natural products,
engaging content and testimonials to build trust and loyalty.
HUL utilizes social media marketing to showcase its wide range of consumer products,
employment influences and interactive campaigns to connect with diverse audience and
drive brand awareness.
9. Data Analytics in Marketing

Involves the use of data and analytics tools to gather insights into customer behavior,
preferences, and the effectiveness of marketing campaigns.
Data analysis in Patanjali Ayurveda’s marketing focuses on understanding consumer
preference for natural products and tailoring campaigns to resonate with health
conscious audience.
HUL utilizes data analysis to track consumer behavior, optimize product placement,
and personalize marketing strategies, ensuring effective engagement across diverse
demographics.
1.12. Advantages of Marketing

Marketing plays a crucial role in business success by creating awareness, driving sales,
and fostering customer loyalty. It helps businesses:
1. Boost Visibility
Marketing increases a company's visibility, making it known to potential customers and
increasing brand recognition.
A comprehensive marketing strategy of Patanjali Ayurveda and Hindustan Unilever
Ltd. that combines online and offline efforts will contribute to a more effective boost
in visibility.
2. Drive Sales
Effective marketing strategies can lead to increased sales, reaching a wider audience
and converting potential customers into actual buyers.

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To drive sales for Patanjali Ayurveda and Hindustan Unilever Ltd includes strategic
pricing, promotion and Discounts, Exclusive Offers, Loyalty Programs, Distribution
Channels, Online Marketing, Customer Engagement etc.
3. Build Brand Image

Marketing helps shape and communicate a positive brand image, establishing trust and
credibility with consumers.
Patanjali Ayurveda’s brand management involves maintaining a strong focus on
traditional Ayurvedic values, promoting natural and herbal products.
HUL employs a comprehensive brand management strategy. It involves continuous
market research, product innovation, and a strong focus on sustainability.
4. Customer Engagement
Marketing allows businesses to engage with their audience, gather feedback, and tailor
products or services to meet customer needs.
To enhance customer engagement for Patanjali Ayurveda and HUL includes
Educational Content, Interactive Website, Social Media Presence, Customer Feedback
etc. They can build a strong and engaged customer base, fostering loyalty and positive
relationship with the audience.
5. Competitive Advantage
Strategic marketing can differentiate a business from competitors, highlighting unique
selling points and giving it a competitive edge.
Patanjali Ayurveda boasts a unique selling position rooted in its emphasis on natural
and traditional ingredients, reasonating with health-conscious consumer.
Hindustan Unilever Limited (HUL) leverages extensive distribution networks and a
diverse portfolio of trusted brands to maintain a competitive edge in the fast-moving
consumer goods market (FMCG).

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6. Product Awareness
Marketing informs consumers about new products, features, or improvements, creating
interest and driving demand.
Patanjali Ayurveda has rapidly gained product awareness through aggressive marketing
campaigns and endorsements by prominent figures, tapping into india’s growing
interest in traditional wellness practices.
HUL’s extensive advertising efforts and widespread availability across urban and rural
areas have solidified its brand recognition, making its products household staples for
millions of consumer.
7. Targeted Communication
Through market segmentation, marketing enables businesses to tailor messages to
specific demographic groups, increasing relevance and effectiveness.
Patanjali Ayurveda targets consumers through direct communication emphasizing the
natural, holistic benefits of its products, often leveraging yoga and Ayurvedic
principles.
HUL employs a multi-channel approach, tailoring its communication to diverse
demographics, from aspirational urbanites to value-conscious rural consumers,
highlighting the practical benefits and emotional appeal of its offerings.
8. Relationship Building
Marketing fosters relationships with customers, encouraging repeat business and
turning satisfied customers into brand advocates.
Patanjali Ayurveda and HUL have distinct market positions, with Patanjali
emphasizing traditional Ayurvedic products and HUL focusing on a diverse range of
consumer goods, resulting in a competitive co-existence in the Indian consumer market.
9. Revenue Generation
Ultimately, marketing contributes to revenue generation by attracting and retaining
customers, driving sales, and maximizing the lifetime value of each customer.

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Patanjali Ayurveda's revenue generation stems largely from its diverse range of
Ayurvedic products, supported by a loyal customer base drawn to its affordable pricing
and perceived health benefits.
HUL's revenue streams are bolstered by its vast portfolio spanning personal care, home
care, and food products, complemented by innovative marketing strategies and
extensive distribution networks, contributing to its sustained growth in the FMCG
sector.
1.13. Dis-advantages of Marketing

While marketing offers numerous advantages, it also has its share of potential
drawbacks:
1. Misleading Tactics
Some marketing strategies may employ deceptive practices, leading to false
expectations or misrepresentation of products, which can damage trust and reputation.
Patanjali Ayurveda has faced criticism for exaggerated health claims and insufficient
scientific evidence to support its products' effectiveness, potentially misleading
consumers.
HUL has been accused of greenwashing, where its sustainability initiatives are
questioned for lacking substantive impact, potentially misleading environmentally
conscious consumers.
2. Environmental Impact
Certain marketing activities, such as excessive packaging or high-energy advertising
campaigns, can contribute to environmental concerns and sustainability issues.
Patanjali Ayurveda and Hindustan Unilever Ltd. has both positive and negative aspects
regarding its environmental impact. On the positive side, the brand emphasizes natural
and Ayurvedic products, which may, in some cases, use fewer synthetic chemicals and
be more environmentally friendly. Additionally, the company has taken steps towards
sustainable practices.

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3. Consumer Manipulation
Manipulative marketing tactics can exploit psychological triggers, potentially leading
consumers to make decisions against their best interests.
Patanjali Ayurveda has been scrutinized for exploiting nationalistic sentiments and
cultural identity to influence consumer perception, fostering a sense of patriotism
around its products.
HUL has faced backlash for employing psychological pricing tactics and manipulative
advertising strategies to sway consumer purchasing decisions, potentially exploiting
vulnerabilities and biases.
4. Market Saturation
Intense competition can lead to oversaturation, making it challenging for businesses to
stand out and for consumers to make informed choices.
Patanjali Ayurveda has experienced rapid growth, especially in the Ayurvedic and
natural products segment. However, the FMCG market in India is competitive, with
various players vying for market share.
HUL, being a giant in the FMCG sector, operates in diverse product categories and has
a significant market presence. The level of market saturation can vary for different HUL
products, depending on the competition in each category.
5. Cultural Insensitivity
Global marketing campaigns may inadvertently offend or misunderstand cultural
nuances, resulting in backlash and damage to brand reputation.
Patanjali Ayurveda has been scrutinized for its marketing claims and communication
strategies that some argue might oversimplify or misrepresent traditional Ayurvedic
practices. Critics argue that this could lead to a commercialized and potentially
inaccurate portrayal of India's cultural heritage.
HUL, being a global company, has faced criticisms for certain advertisements that were
perceived as culturally insensitive. For instance, there have been instances where HUL
ads faced backlash for perpetuating stereotypes or for cultural appropriation.

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6. Short-term Focus
Pressure for immediate results might lead to a focus on short-term gains rather than
long-term brand building and sustainability.
Patanjali Ayurveda, known for its emphasis on Ayurvedic products, may focus on
short-term goals such as expanding product lines, entering new markets, and
strengthening distribution channels to increase market share.
HUL, being a multinational giant, may have short-term goals related to product
innovation, marketing campaigns, and responding to market dynamics to maintain or
enhance its competitive position.
7. Negative Impact on Society

Aggressive marketing of certain products, such as unhealthy foods or addictive
substances, can contribute to societal issues like obesity or substance abuse.
Patanjali has faced scrutiny over product claims, with some being questioned for
lacking scientific evidence.
Some HUL advertisements have faced backflash for perpetuating stereotypes or being
culturally insensitive, leading to negative public perception.
1.14. Marketing Mix

The marketing mix refers to the combination of elements that a company uses to
promote its products or services. These elements typically include product, price, place,
and promotion, and they are adjusted to meet the needs of the target market and achieve
the company's objectives.
1. Product
A product is the core of marketing. It includes defined as anything that is offered for
sale in the open market and ideas. It includes not only tangible goods but also intangible
goods like services and ideas. A product is supposed as satisfy human wants.
If the product is faulty or not as per as the expectations of the consumers amount of
promotion, price reduction or influence of intermediaries would help to increase its sale.

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Product mix includes several sub-variables like product line, product shape, size,
colour, ingredients, brand name, trade mark, packaging. labeling, after sale services,
guarantees etc. It is observed that a product may be purchased on the basis of even one
of the attributes mentioned above, for example cars for its shape, perfumes for its
packaging, consumer durables like T.V. for their warranty, pens for brand name and so
on.
Patanjali Ayurveda’s marketing mix emphasizes natural ingredients, traditional
remedies, and competitive pricing. They focus on promoting Ayurveda and Yoga
values, leveraging Baba Ramdev’s influence.
Hindustan Unilever Ltd. Employs a diverse product mix with a strong emphasis on
brand, innovation and global marketing strategies. HUL prioritizes market research,
brand image and premium quality in their product offerings, catering to a wide
consumer base.
2. Price
Price is the exchange value of a product i.e. the amount for which a thing is bought or
sold. The price has to be reasonable in order to attract customers. A reasonable price
does not necessarily mean a lower price. It means the price which people are willing to
pay in return for the value of the product. Thus a Mont Blanc pen for Rs.7,000/- may
be considered reasonable to some. while a tube light costing Rs.150/- may be
considered to be expensive by others.
The price mix has various sub-variables, such as credit sale, installment payment,
discounts, gifts, terms of credit etc.
Patanjali Ayurveda adopts an affordable pricing strategy, aiming to provide value for
money with a focus on cost-effectiveness. They leverage economies of scale and
competitive pricing to appeal to a mass market.
Hindustan Unilever Ltd. Employs a varied pricing strategy across its product portfolio,
combining premium pricing for established brands with competitive pricing for mass-
market products. HUL often adjusts pricing based on market conditions and consumer
perceptions.

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3. Place
This is the third of the four P's of marketing mix. Another important aspect of marketing
is to make the product available at the right place, for which various other activities
have to be undertaken. It includes sub-variables such as channels of distribution, place
of distribution, transportation, warehousing and the intermediaries involved in the
process of distribution.
These intermediaries not only ensure the transfer of goods from the centre of production
to the various centres of distribution but also perform other ancillary functions like
storing, standardization, grading, packaging etc. They inform consumers about the
arrivals of new brands in the market and provide feedback to the organisation about the
needs, expectations and preferences of the consumers. This enables the organisation to
make necessary modifications in the product.
Patanjali Ayurveda distributes its products through a vast network of Patanjali
Chikitsalayas, Arogya Kendras, and retail outlets, focusing on both urban and rural
markets.
HUL has extensive distribution network, reaching diverse retail channels,
supermarkets, and online platforms, ensuring widespread availability of its products
across urban and rural areas. HUL emphasizes efficient supply chain management for
timely and widespread product distribution.
4. Promotion
In today's competitive market, there exist a number of brands with identical features. It
then becomes necessary for an organization to actively promote its products, Promotion
mix includes all the activities undertaken by an organization to promote its products in
the target market. It includes sub variable such as advertising, sales promotion, personal
selling, public relation, publicity, direct marketing etc.
Promotional activities are undertaken to encourage the consumers to b products and the
dealers to stock them These days companies opt for integrated marketing
communication, which involves a right blend of promotion mix. In case of soaps,
advertising through mass media is the best promotional tool; while in case of a car along
with advertising, public relation exercises are effectively undertaken in the form of
press conferences or giving the first car to a popular personality.

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Patanjali Ayurveda heavily relies on promotional strategies driven by Baba Ramde’s

endorsements, TV commercials, and digital platforms to communicate the benefits of
Ayurvedic products. They often emphasizes the natural and traditional aspects of their
offerings.
HUL employs a mix of traditional advertising, digital marketing, and celebrity
endorsements to promote its diverse product portfolio. HUL focuses on building strong
brand awareness, loyalty, and engaging promotional campaigns to connect with a broad
consumer base.
So in short it should be remembered that all 4 P's are vital for the success of the brand.
However emphasis on a particular 'P' may differ from place to place and time to time.
For example in case of a new product, promotion is given more priority as more and
more people need to be made aware.
Product Price Place Promotion Mix
Mix Mix Mix
Product Line Pricing policies Wholesaler Advertising
Product Shape Discounts Retailers Sales Promotion
Product Size Rebate Transportation Personal Selling
Brand Name Installments Warehouse Publicity relation
Product Colour Level of margins Inventory Level Direct marketing
Trademark Credit terms
Product ingredients
After Sale Service
Table No. 1.8

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1.15. What is Management?

Management is the process of planning, organizing, directing, and controlling resources
(such as people, finances, and materials) to achieve organizational goals efficiently and
effectively. It involves coordinating and overseeing activities within an organization to
ensure objectives are met and the organization functions smoothly.
1.16. What is Marketing Management?

Marketing management involves planning, implementing, and controlling an
organization's marketing activities. It includes identifying target markets, creating and
promoting products or services, setting prices, and developing strategies to reach and
satisfy customers. Marketing managers aim to achieve the organization's goals by
understanding customer needs, competition, and market trends, and then making
strategic decisions to effectively promote and sell products or services.

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Chapter II
Research Methodology

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2.1. Objectives of the study

1. To study the Marketing strategies of Patanjali Ayurveda & Hindustan Unilever Ltd.
in the Ratnagiri City.
2. To Analyze the sales of Patanjali Ayurveda & Hindustan Unilever Ltd. in the
Ratnagiri City.
3. To study the consumer reviews with respect to Patanjali Ayurveda & Hindustan
Unilever Ltd. in the Ratnagiri.
4. To Evaluate how both companies Brand Image in the market of the Ratnagiri City.
5. To understand consumers perceive towards Patanjali Ayurveda & Hindustan
Unilever Ltd. in the Ratnagiri City.
6. To know the satisfaction level of customer towards products and service of Patanjali
Ayurveda & Hindustan Unilever Ltd. in the Ratnagiri City.
2.2. Hypothesis
H0:
There is no significant difference in consumer perceptions of product quality between

Patanjali Ayurveda & Hindustan Unilever Ltd. in the Ratnagiri City.
H1:
There is consumer perceive a significant difference in product quality between

Ayurveda & Hindustan Unilever Ltd. in the City Ratnagiri.
H0:
There is no impact of promotional campaigns on consumer behavior is similar for

Patanjali Ayurveda and Hindustan Unilever Ltd. in the Ratnagiri City.

the Ratnagiri City.
H2:
There is a significant different in the impact of promotional campaigns on consumer

behavior between Patanjali Ayurveda and Hindustan Unilever Ltd. in the Ratnagiri
City.
H0:
There is no significant difference in brand loyalty between consumer of Patanjali

Ayurveda and HUL.in the Ratnagiri City.
H3:
There is consumer exhibit a significant difference in Brand Loyalty between Patanjali

Ayurveda and HUL in the Ratnagiri City.
H0:
There is no significant difference in consumer preceptions of customer service between

Patanjali Ayurveda and HUL in the Ratnagiri City.
H4:
Consumer perceive a significant difference in customer service between Patanjali

Ayurveda and HUL in the Ratnagiri City.
2.3. Limitations of the study
● The sample selected for this study was specifically Ratnagiri City. The information
obtained from the consumers based on Questionnaire was assumed to be factual.
● Since the survey is based on sampling method, it does not disclose the character of
the entire customer.
● The data obtained in some cases may be biased.
● Difficulty in communicating within the city while conducting the survey.
● Limited number of Respondents.

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2.4. Data Collection Method

Data collection is a process of gathering and measuring information on variable of
interest, in an establishment systematic fashion that enables one to answer research
questions, test hypothesis and evaluate outcomes. For this research project, data
collected through primary and secondary sources.
Primary Data – The data that is collected first hand by someone specifically for the
purpose of facilitating the study is known as primary data. So this research the data is
collected from respondents through questionnaire.
Secondary Data – The secondary data is collected through Research Journals,

Magazines, Official Websites.
2.5. Significance of the study
1. Creates awareness among people about the Marketing Strategies of Patanjali

Ayurveda and Hindustan Unilever Ltd. With respect to selected Product Categories
in the Ratnagiri City.
2. It covers the information about retailer in the Ratnagiri City as a whole.
3. It gives knowledge about Marketing Strategies of Patanjali Ayurveda and
Hindustan Unilever Ltd in the Ratnagiri City.
2.6. Sample Size
The sample size of study was approximately 100 – 105. The responses were captured
from respondent are of mixed group.

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2.7. Scope of the study
1. The study aims to analyze and compare product categories like personal care, food,
home care and health and wellness offerings of Patanjali Ayurveda and HUL in the
Ratnagiri City, focusing on product variety, pricing and consumer preference to
understand the competitive landscape and market dynamic.
2. This study will examine consumer behavior and preferences in Ratnagiri city,
focusing on differences between urban and rural segments to provide a localized
perspective. The aim is to understand how these variations impact market dynamics and
inform targeted marketing strategies.
3. This study will examine how Patanjali Ayurveda and HUL employ product, price,
place, and promotion tactics to entice customers and stay competitive. Our goal is to
understand how these marketing strategies impact what consumers decide to buy.
4. This study explores how conveniently people in Ratnagiri City can access and
purchase Patanjali Ayurveda and HUL products, investigating the efficacy of these
brands' distribution networks in ensuring product availability to customers. We aim to
assess the effectiveness of these networks in delivering products to consumers.
5. This study intends to utilize popular platforms like online marketplaces, social media,
and dedicated review websites to collect diverse consumer opinions in Ratnagiri City.
The aim is to gather insights from various sources to understand public perceptions and
preferences regarding products and brands.
2.8. Tools and Techniques
Tools used :
1) Chart are used for presentation

2) Percentage Analysis

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Chapter III
Review of Literature

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1. The Marketing Mix Strategies of Patanjali Ayurveda Sambhavi

Shukla Department of Management, SVIIT, Gorakhpur, UP
Patanjali began working with Patanjali Yogpeeth in Hardiwar, Uttarakhand, Patanjali

yogpeeth is one of the largest yoga labs in the United States, Swami Ramdevji and
Acharya Balkrishanaji is Patanjali Ayurveda Ltd. was established for treatment,
research and development Ayurveda Yoga and Ayurveda produces pharmaceutical
products. Patanjali Yogpeeth brought a coup in providing care and scientific research,
and provides health services in the country with a combined approach to Yoga and
Ayurveda. Free medical consultation, infrastructure of Patanjali Yogpeeth has OPD,
thousands of beds IPD, radiology, cardiovascular and pathology laboratories, a yoga
research department, free yoga classes, a high-quality ayurvedic manufactured by
Divya Pharmacy are drings, cyber cafes, a huge hall, elderly apartments grand
museums, a library and reading rooms with 11,000 square feet of sales channels for
yoga and Ayurveda-related literature.
2. A Case Study of FMCG Company: Patanjali Ayurveda Limited -

Madhuri Yadav, Research Scholar, Department of Commerce, C.M.P
Degree College, University of Allahabad, Prayagraj (India )
Patanjali Ayurveda Limited has seen remarkable expansion to date, poses a serious
threat to FMCG companies like Colgate-Palmolive, India Tobacco Company Limited
(ITC), Hindustan Unilever Limited (HUL), and Godrej Consumer Products. This paper
aims to identify the factors that contributed to Patanjali's rapid ascent to popularity and
growth as well as the marketing mix tactics used to penetrate the fiercely competitive
Indian FMCG industry. The study looks into advertising techniques, product
positioning. price strategies, distribution, and various promotional techniques adopted
by Patanjali Ayurveda Limited for its growth and expansion. The study conducted using
secondary data from articles, case studies, news articles, IIFL, IBEF, and other sources.
The results show that, unlike other FMCG companies, PA differentiates its products by
capitalizing on Indian consumers' trust in herbal and ayurvedic remedies. As part of its

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marketing approach, PAL makes use of spiritualism, yoga retreats, television networks,
social media, etc. Indian consumers gravitate toward the "Swadeshi Movement"
because it places a strong emphasis on fostering India's economic growth. PAL has
shown 2083.85% growth in revenue since its establishment year i.e., 2012 till 2021.
3. Research in marketing strategy .Neil A. Morgan Kimberly A.

Whitter Hui Feng Simos Chari , Received 14 January 2018 Accepted:
20 July 2018 Academy of Marketing Science 2038
Marketing strategy is a construct that lies at the conceptual heart of the field of strategic
marketing and is central to the practice of marketing. It is also the area within which
many of the most pressing current challenges identified by marketers and CMOs arise.
We develop a new conceptualization of the domain and sub-doman of marketing
strategy and use this lens to assess the current state of marketing strategy research by
examining the papers in the six most influential marketing journals over the period 1999
through 2017. We uncover important challenges to marketing strategy research not least
the increasingly limited number and focus of studies, and the declining use of both
theory and primary research designs. However, we also uncover numerous
opportunities for developing important and highly relevant new marketing strategy
knowledge the number and importance of unanswered marketing strategy questions and
opportunities to impact practice has arguably never been greater. To guide such
research, we develop a new research agenda that provides opportunities for researchers
to develop new theory, establish clear relevance, and contribute to improving practice.
4. Market Potential of Glucose Biscuits and Marie Segments - An

Empirical Analysis - R. Ramachandran
The term market potential is one, which has an intuitive appeal to anyone with concern
for marketing. Like many such marketing terms, however, it is subject to a variety of
Interpretations. Often, for instance, the term is confused with sales potential. Indeed,

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Cowan has described nine different interpretations of the term market potential, at least
one of which is that usually thought of as sales potential. Before presuming to define
market potential, we must be assured that we have a common understanding of the more
basic term-market. A market is a group of potential customers who have something in
common. The term is often applied in referring to geographical markets, for example,
the Pitsburgh market-in which the common element is the location of the consumers'
residences, and to age group:-for example, the "under twenty-five" market. The most
useful way of thinking of market potential is as the total amount of a product or product
class, which would be sold to a market in a specified time period and under a given set
of conditions. The "conditions" referred to in this definition include such uncontrollable
environmental and competitive factors as the political situation, government actions,
technological levels, and general economic conditions as well as the controllable
aspects of total marketing effort, such as advertising and promotional levels, product
characteristics, and the intensity of distribution. The present paper finds out the market
potential of glucose Biscuits and Marie segments in Cuddalore District rural areas. A
sample of 100 respondents in Cuddalore District rural areas selected randomly during
May 2015 and was studied using standardized scale technique. The results revealed that
most of the consumers prefer quality with factor driven products and company should
try to consider and improve these phenomenons so that they can improve their sales
and sustain the market forever.
5. MARKETING STRATEGY FOR START-UP:- A STUDY OF

HOME CARE BUSINESS, Kasuma Christina Yuandari S. Indrawati
Ratna, Iswanto A. Heri Master's Program of Management. Faculty of
Economics and Business.
Every company that wants to start its business must create a strategy to market its
products or services, one of them on home care business. The current fierce competition
forces companies to adopt appropriate marketing strategies, to achieve the goals set by
the company or to retain the company. The purpose of marketing activities here is to
influence consumers to be willing to buy goods or services company when they need

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goods or services on offer. Home Care in Indonesia has been around since the year 1880
but until now there is only 50 Home Care business registered with the ratio of the
number of hospitals there 2488 in Indonesian so the opportunity for Home Care is still
very large. To achieve the target market for Home Care requester in need strategy,
strategy used in marketing is Marketing Mix. Marketing Mix is a strategy to analyze
four segments in terms of price, place, promotion, and product. And this concept is very
supportive in marketing because by applying this strategy we can analyze about the
price on the market, the location in accordance with the target segment, proper
promotion, and product desired by the customer. Therefore the company must be able
to understand the consumer behavior as well as knowing marketing strategies that must
be done so that we can achieve desired goals. So to achieve the company's goals it takes
marketing strategies that are useful for monitoring what's happening and what's going
on inside the company and anticipating problems and opportunities in the coming
period in a rapidly changing corporate environment
6. Marketing Strategy and Sustainable Plan of Unilever - Manjurul

Hossain Reza, PhD Research Fellow Limkokwing University of
Creative Technology 1/1. Innovasi. Jalan Teknokrat. Cyberjaya.
Malaysia
As one of the strong and healthy companies in the world with many successful brands,
Unilever recognized that its product is commonly used for all people worldwide
Supported by the strengths of its eight global brands-Dove, Sun silk, Clear, Pond's,
Vaseline, Magnum, Rexona, and Lux Unilever firstly entered into the foreign market
to compete internationally by entering just a few foreign markets. Once successfully
introduced its product in several markets, Unilever expands its success brand to many
other markets and starting to compete globally. In entering and competing in foreign
markets a global strategy used by Unilever is preferable to localized strategies because
Unilever can more unify its operations and focus on establishing a brand image that is
uniform from country to country. It implies to Unilever's success in building strong

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character brands. This paper explores the marketing strategy of Unilever which made
it's a most trusted name with high-quality product.
7. Customer Satisfaction : Perspective study on Patanjali Ayurveda

Limited Products in Chidambaram , Dr. R. Ramachandran.
Consumers are the masters of their money and they have an enormous influence on the
economic market change because they possess the ability to implement and coordinate
their choice of spending or saving in in the purchase decision. Consumers are
influenced by their attitude towards the product and therefore marketers need to
implement their strategies and tactics frequently in order to achieve more consumers.
Satisfaction and accurate target in finding out what customers are aware off and their
attitude and there by offering products according to their needs will help the industry
stakeholders to enrich their customer experience and accelerate growth of the market.
Hence this research sims to explore the customer's perception towards cosmetics items
in Patanjali products. Customer satisfaction is one of the most important phenomena in
the purchase of any product. This is a relatively often-studied concept in marketing
management. Whatever study has been conducted in marketing, the ultimate end is the
customer. The success of various brands and products depend on the customers' choice.
Naturally all the products are going to reach the customer and it is necessary that the
customer have to respond by way of purchasing. For this study the samples were drawn
using random. sample method. Total estimated sample size is 200 using random sample.
The findings and observations are the result and outcome of the interpretations made
during the study of analysis

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Chapter IV
Data Analysis, Interpretation &

Presentation

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4.1. Analysis based on Primary data
4.1 Age
Graph No. 4.1
Interpretation –
According to the study, Blue colour indicates the maximum age of the respondents is
between 15-20 years i.e 61.2% of uses the Patanjali Ayurveda and HUL products. The
Red colour shows, 37.9% of respondents having an age of 21-25 years, and some of the
people having age of 26-30 years.

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4.2 Gender
Graph No. 4.2
Interpretation –
In the above Pie chart, the Red colour shows, maximum use of the Patanjali Ayurveda
and HUL products by Females i.e 60.2%, and Blue colour indicates,39.8% of Men are
using the Patanjali Ayurveda and HUL products.

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4.3 Education
Graph No. 4.3
Interpretation –
The most of the respondents comes from the Under Graduation i.e the 41.7% it is
indicates by the Orange colour. The second most of the respondents are from graduation
i.e 39.8% it is shown by the Green colour and Red denotes, 17.5% of respondents are
from HSC and some of the other students are also there.

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4.4 Locality
Graph No. 4.4
Interpretation –
According the Survey, the locality or the location of the maximum number of
respondents are from Rural areas i.e 48.5% & Blue Colour denotes 33.7% of
respondents comes from the Urban areas. Orange colour shows, 17.8% of Respondents
are from the Sub-urban areas.

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4.5 Do you use any personal care products of Patanjali Ayurveda &
Hindustan Unilever Ltd?
Graph No. 4.5
Interpretation –
In the above Pie chart, Maximum number of peoples rarely use the personal care
products of Patanjali Ayurveda and HUL i.e 36.9%, it shown by the Green colour. The
Orange colour is indicates, 19.4% of people occasionally use the personal care products
while the 15.5% (Blue) peoples use always. The Violet colour indicates , the
respondents never use the personal care products of Patanjali Ayurveda and HUL i.e
15.5% while the Red colour denotes, 12.6% of people use that product very often. As
it is depends upon the preference, experience of the products and which types of product
it is.
Both Patanjali and Hindustan Unilever Ltd. offer a lot of products for both Rural and
Urban peoples, but what they like and buy can depend on how they live, what they like,
and what’s easy to find.

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4.6 Patanjali Ayurveda & Hindustan Unilever Ltd offers a large

variety of products.
Graph No. 4.6
Interpretation –
In the above Pie chart, most of the people purchase the Patanjali Products and HUL as
it is cheaper and in the budget for the peoples. Blue colour shows, 56% of peoples
agrees that Patanjali and HUL products offer large variety of products. And Red Colour
indicates, 35% of people partially agree that they are offering the products in large
variety or quantity. & Violet colour denotes, 7.8% of people neither agree nor disagree
that Patanjali and HUL offers large variety of products. Health concious people
purchase Patanjali products as it is natural in nature and have no negative effects.

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4.7 Patanjali Ayurveda & Hindustan Unilever Ltd are providing high
quality products.
Graph No. 4.7
Interpretation –
The products of Patanjali Ayurveda and HUL providing maximum quantity, high
quality and the cheaper rates. Blue colour shows, 25. 2% of respondents considering
agree that Patanjali Ayurveda and HUL providing high quality products. Red Colour
indicates, 51.5% of respondents that partially agrees that they are providing high quality
products. Health Conscious respondents purchase Patanjali products as well as HUL
products as it is natured in natural & have no negative effects. Some respondents neither
agree nor disagree that they are providing high quality products i.e 11.7% it is denotes
by violet colour.

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4.8 Prices of the Patanjali Ayurveda & Hindustan Unilever Ltd

product are fair.
Graph No. 4.8
Interpretation –
From the above pie chart, Red Colour shows, maximum number of respondents find
them partially agree i.e 55.3% thinks the prices of Patanjali Ayurveda & HUL products
are fair. Blue Colour indicates, 23.5% of respondents agrees the prices of that products
are fair and affordable where 8.7% are disagree that they don’t thinks they are fair and
at maximum quantity with good quality and the cheaper rates. Some of the respondents
are partially disagree while Violet colour denotes, 10.7% neither agree nor disagree
prices of the products are fair.

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4.9 Patanjali Ayurveda and Hindustan Unilever Ltd. Products have

appealing packaging.
Graph No. 4.9
Interpretation –
In the above Pie chart, Blue colour shows, maximum number of respondents are
satisfied using Patanjali Ayurveda and HUL i.e 48.5% of respondents are agrees that
the Patanjali Ayurveda and HUL products makes the attractive packaging. Red Colour
denotes, 34% of respondents are partially agree and Violet colour indicates, 10.7% of
respondents are neither agree nor disagree that the Patanjali Ayurveda & HUL products
have no appealing packaging. Patanjali follows the path of “MAKE IN INDIA”.

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4.10 Patanjali Ayurveda & HUL products have natural ingredients.
Graph No. 4.10
Interpretation –
According the Pie chart, Blue colour shows, 32% of respondents agrees that the use of
natural ingredients. Red Colour denotes, 45.6% of respondents partially agrees that the
Patanjali Ayurveda and HUL products have natural ingredients. Health conscious
respondents purchase Patanjali Ayurveda and HUL products as it is natural in nature
and have no negative effects. & Violet colour indicates, 14.6% neither agree nor
disagree that the Patanjali Ayurveda and HUL products have natural ingredients.

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4.11 What do you look for in personal care products of Patanjali

Ayurveda and HUL?
Factors considering in Personal Care product selection

100% 90%
90%
80%
70%
60%
50% 47%
43%
40%
30% 22% 21%
20%
10%
0%
Price Packaging Quality Quantity Features
Graph No. 4.11
Interpretation –
In the above Bar graph, The Orange colour shows, maximum number of respondents
looking about the quality of the products i.e 90% of Patanjali Ayurveda and HUL. The
Green colour denotes, 47% of respondents looking for price of products and Blue colour
indicates 43% of respondents looking for features of a personal care products of
Patanjali Ayurveda and HUL. The Red colour suggests, 22% of respondents looking
for packaging & The Violet colour implies, 21% of respondents looking for a quantity
of products.
In rural areas, people like affordable easily available products with natural ingredients,
like Patanjali Ayurveda.
In Urban areas, folks prefer effective, varied options with trusted brands, such as HUL.
Different lifestyles and priorities shape what people choose for personal care.

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4.12 Have you faced any problem while using the products?
Graph No. 4.12
Interpretation –
From the Pie chart, The Violet colour shows, maximum number of respondents does
not faced any problem using products i.e 44.7%. The Green colour indicates, 32% of
respondents rarely faced the any problem while using that products. The Orange colour
implies 12.6% of respondents occasionally and the some of the respondents very often
faced problem while the products of Patanjali Ayurveda and HUL.

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4.13 Please Indicate the reasons why your prefer Patanjali Ayurveda
and HUL Products?
Reasons for preference of Patanjali and HUL

50.00%
43.70%
45.00%
40.00%
34%
35.00% 30.10%
30.00% 28.20%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Convinent Affordable Clean Other
Graph No. 4.13
Interpretation –
According to the Column chart, Violet colour shows, 43.7% of respondents thinking
that the Patanjali Ayurveda and HUL products are convient to use. Red colour implies,
34% of respondents are use that products because they are affordable. The Green colour
suggests 28.2% of respondents thinking that the products are clean. The Blue colour
denotes, other respondents i.e 30.1% prefer Patanjali Ayurveda and HUL products.
People in rural areas like HUL because it is cheap, while Urban folks prefer Patanjali
for its effective options and well-known brands. It’s all about what fits their lifestyle
and what they trust.

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4.14 How do you come to know about the Product?
Sources of Prouduct Awareness

90.00% 83.50%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00% 25.20%
20.00% 16.50%
10.00%
0.00%
Advertisement Recommendations Self-exploration
Graph No. 4.14
Interpretation –
From the above Clustered Column, The Maximum number of respondents are come to
know about the products due to the advertisement. The Green colour shows, 83.5% of
respondents come to know about product by advertisement. The Orange colour
indicates, 25.2% respondents come to know about products by recommendations from
other. The Violet colour implies, 16.5% of respondents are gets self – explored about
the products of Patanjali Ayurveda and HUL.

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4.15 Would you like to recommend Patanjali Ayurveda products to

others?
Graph No. 4.15
Interpretation –
According to the above pie chart, the Orange colour shows, 23.3% of respondents
occasionally recommend Patanjali products to others. The green colour indicates, 1.4%
of respondents rarely suggested that products to others. The red colour suggests, 20.4%
of respondents are very often to recommend Patanjali Ayurveda products to others. And
the Violet colour implies, 16.5% of respondents which are never recommend the
Patanjali Ayurveda products to others.

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4.16 What Category of product do you mostly buy from Patanjali?
Product Categories of Patanjali

60%
49% 48%
50%
40%
30%
19% 19%
20%
10%
10%
0%
Beauty Products Home care - Essentials - Health and Others
- Shampoo, Toothpaste etc. Wheat Flour, wellness
soap, facewash. Honey.
Etc
Graph No. 4.16
Interpretation –
From the Column Chart, the Purple colour shows, maximum number of respondents
prefers the beauty product from Patanjali i.e 49%. & the Red colour indicates, 48%
respondents favor home care products of Patanjali Ayurveda. It includes toothpaste.The
Blue colour implies.19% respondents buys the Health and wellness products from
Patanjali Ayurveda. The Green colour shows, 10% of respondents buys the essentials
i.e wheat flour, honey etc. The yellow colour denotes19% of respondents prefers the
others products from Patanjali.

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4.17 What Category of product do you mostly buy from HUL?
Product Categories of HUL

50.00% 45.90%
45.00%
40.00%
35.00% 29.60% 29.60%
30.00% 25.50%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Beauty Products - Home care - Health and Others
Shampoo, soap, Toothpaste etc. wellness
facewash. Etc
Graph No. 4.17
Interpretation –
In the above Clustered Column chart, most of the respondents prefers the beauty
products i.e the shampoos, soap, facewash, etc. The Red colour shows, 45.9% of
respondents looking for buy of beauty products from HUL. The Yellow colour
indicates, 29.6% of respondents are buys the homecare products i.e the toothpaste,
mouthwash etc. The Green colour suggests, 29.6% of respondents are buying the health
and wellness products. The Blue colour denotes, 25.5% of respondents prefers other
products from HUL.

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4.2. Analysis based on Secondary data

4.2.1. Comparative difference between
Patanjali Ayurveda and Hindustan Unilever Ltd.
No. Points Patanjali Ayurveda Hindustan Unilever
Ltd.
1. Ownership Founded by Baba Ramdev A multinational company,
and and Acharya Balkrishna1, HUL follows a more diverse
Philosophy Patanjali emphasizes approach, incorporating both
traditional Ayurvedic traditional and modern
principles and natural methods in its products.
ingredients.
2. Product Primarily focuses on Offers a wide range of product
Range Ayurvedic and natural across categories, including
products, including health personal care, home care, food
supplements, personal and beverage, with both
care, and food items. traditional and modern
formulation.
3. Market Gained popularity in a Established and well-known
Presence short span, especially by globally, with a strong
positioning itself as a presence in both urban and
proponent of natural and rural markets.
Ayurvedic products.
4. Distribution Initially gained popularity Has an extensive distribution
and Reach through yoga camps and network, reaching a vast
word-of-mouth, later number of retail outlets,
expanding its retail making its product widely
presence through available.
dedicated stores and tie-
ups with other retailers.

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5. Marketing Relies heavily on the Utilize diverse marketing

Strategies charismatic image of Baba strategies, including celebrity
Ramdev, Ayurvedic endorsements, modern
principles, and positioning advertising, and product
itself as a Swadeshi innovation.
(indigenous) brand.
6. Quality Initially face scrutiny for Generally perceived as a
Preception quality issues, but the trusted and reliable brand,
brand has taken steps to with a long history of
address these concerns and delivering quality products
improve product quality.
Table No. 4.1

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4.2.2. SWOC Analysis
I) SWOC Analysis of Patanjali Ayurveda
 Strengths
1. Brand Recognition and Trust
Established brand with strong recognition and trust in the Ayurvedic and natural
products segment.
2. Diverse Product Portfolio
Wide range of Ayurvedic and natural products spanning various categories, providing
a holistic wellness approach.
3. Value for Money Perception
Positioned as an affordable and value-for-money brand, attracting price-conscious

consumers.
4. Focus on Natural Ingredients
Emphasis on using natural and Ayurvedic ingredients appeals to consumers seeking

healthier alternatives.

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 Weaknesses
1. Limited International Presence
Limited global footprint compared to multinational competitors, potentially limiting

market reach.
2. Distribution Challenges
Distribution and availability issues in certain regions may hinder the brand's
accessibility to a broader consumer base.
3. Dependency on Ayurvedic Segment
Overreliance on the Ayurvedic segment may pose challenges if consumer preferences

shift or if there's increased competition in this space.
4. Supply Chain Vulnerabilities
The reliance on natural ingredients could make the supply chain vulnerable to
fluctuations in agricultural and environmental conditions.
 Opportunities
1. Expansion into New Product Categories
Explore diversification into new product categories to tap into emerging trends and
meet evolving consumer needs.
2. Global Market Penetration
Seize opportunities for international expansion to capitalize on the growing global

demand for natural and Ayurvedic products.

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3. E-commerce Growth
Leverage the increasing trend of online shopping by enhancing the e-commerce

presence and reaching a broader consumer base.
4. Strategic Alliances
Form strategic alliances with retailers, health organizations, or influencers to enhance

brand visibility and credibility.
 Challenges
1. Competition from Multinationals
Intense competition from multinational corporations with established brands in the

natural and wellness segment.
2. Regulatory Challenges
Navigating complex regulatory frameworks, especially in international markets, may

pose challenges for expansion.
3. Consumer Perception Changes
Shifting consumer preferences towards alternative wellness trends or skepticism about

Ayurvedic products may impact market share.
4. Supply Chain Disruptions
Risks of supply chain disruptions due to factors like climate change, natural disasters,
or geopolitical issues affecting ingredient sourcing.

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II) SWOC Analysis of Hindustan Unilever Ltd.
 Strengths
1. Strong Brand Portfolio
HUL boasts a diverse and extensive brand portfolio, including well-known household
names across various consumer goods categories.
2. Market Leadership
Market leader in several product categories, enjoying a dominant market share in the
fast-moving consumer goods (FMCG) sector in India.
3. Global Presence
Extensive international presence, contributing to a robust and diversified revenue

stream.
4. Innovation and Research
A strong emphasis on innovation and research, reflected in a constant stream of new

products and adaptations to changing consumer preferences.
 Weaknesses
1. Dependency on a Few Markets
A significant reliance on the Indian market, which exposes the company to economic
fluctuations and regulatory changes within the country.
2. Premium Pricing
Some products are positioned as premium, which may limit market penetration among
price-sensitive consumers.

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3. Supply Chain Complexity
The complexity of managing a vast and intricate supply chain may lead to challenges
in maintaining efficiency.
4. Sustainability Challenges
Potential vulnerabilities in sustainability practices could impact the brand's image,

especially given increasing consumer awareness of environmental issues.
 Opportunities
1. Expansion in Emerging Markets
Opportunities for further expansion in emerging markets, capitalizing on the growing

middle class and changing consumer preferences
2. Health and Wellness Trends
Leverage consumer interest in health and wellness by introducing or promoting

products aligned with these trends.
3. E-commerce Growth
Enhance e-commerce presence to tap into the rising trend of online shopping and reach
a broader consumer base.
4. Strategic Acquisitions
Explore strategic acquisitions or partnerships to diversify the product portfolio and

strengthen market presence.

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 Challenges
1. Intense Competition
Fierce competition from both domestic and international FMCG companies, requiring
constant innovation and marketing efforts to maintain market share.
2. Regulatory Challenges
Potential challenges stemming from changes in regulations or compliance requirements

in the markets where HUL operates.
3. Economic Uncertainties
Economic uncertainties, such as inflation or economic downturns, can impact consumer

spending patterns and demand for certain products.
4. Changing Consumer Preferences
Rapid changes in consumer preferences and trends may require agile adaptation to stay
relevant.

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Chapter V
Findings, Conclusions,
Suggestions

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5.1 Findings:
1. The majority respondents i.e 36.9% reported rarely using Personal Care products of
Patanjali Ayurveda
2. A smaller portion respondents (15.3%) are never using Personal Care products of
Hindustan Unilever Ltd.
3. The significant portion of respondents (56.3%) agree that both Patanjali Ayurveda
and Hindustan Unilever Ltd. offer a large variety of goods.
4. A quarter of respondents (25.2%) are agree on that both Patanjali Ayurveda and
Hindustan Unilever Ltd. provide high-quality products.
5. A smaller portion of respondents (8.7%) disagree with the prices of products from
Patanjali Ayurveda and HUL companies to be unfair.
6. Nearly half of the respondents (48.5%) agree that products from both Patanjali
Ayurveda and Hindustan Unilever Ltd. have appealing packaging.
7. A large portion (45.6%) of respondents are partially agree with both Patanjali
Ayurveda and Hindustan Unilever Ltd. some products may contain natural ingredients
while other may not.
8. Quality is also a significant factor, with 90.3% of respondents, considering personal

care products from both Patanjali Ayurveda and HUL, indicating a strong emphasis on
product effectiveness and performance.
9. A majority of respondents (44.7%) reported never facing any problems while using
the products.
10. The 43.7% of respondents suggests that both Patanjali Ayurveda and HUL products
are perceived as convenient options, possibly in terms of availability, accessibility, or
ease of use.

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11. The 83.5% of respondents come to know about the product of Patanjali Ayurveda
and HUL through advertisements. This suggests that advertisement plays a vital role in
raising awareness and informing consumers about products.
12. 49% of respondents indicating that they mostly buy beauty products from Patanjali.
It suggests that Patanjali has a strong presence and appeal in the beauty and personal
care segment.
13. Beauty products (Shampoos, Soap, Facewash) category is the most popular among
respondents, with 45.9% indicating that they mostly buy beauty products from HUL.
14. People in rural areas like different things. Some prefer natural and Ayurvedic stuff
from Patanjali, While other like the familiar products from HUL.
15. Urban consumers often have diverse preference but they generally show a
preference for convenience innovation and brand recognition.

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5.2 Conclusions:
1. There is significant portion of consumers who do not frequently use Personal Care
products from either Patanjali Ayurveda and Hindustan Unilever Ltd.
2. There is general pereception among consumers that both Patanjali Ayurveda and
Hindustan Unilever Ltd. offers a diverse range of product.
3. There is mixed perception among consumers regarding the quality of products

offered by both Patanjali Ayurveda and Hindustan Unilever Ltd.
4. Patanjali Ayurveda and HUL may need to consider factors such as product value,
affordability, and competition when setting prices to ensure they align with consumer
expectations and perceptions of fairness.
5. There is generally a positive perception among consumers regarding the packaging

of products both Patanjali Ayurveda and Hindustan Unilever Ltd.
6. A mixed perception among consumers regarding the use of natural ingredients in

products from both Patanjali Ayurveda and Hindustan Unilever Ltd.
7. Understanding and addressing consumer preference for quality, price, features,

packaging, and quantity can help both Patanjali Ayurveda and HUL stay competitive
in the personal care market and meet the diverse needs of consumer effectively.
8. The majority of consumers experience minimal to no problems while using the

products, reflecting overall satisfaction with the quality and performance of the
products.
9. Overall, consumer seems to prefer both Patanjali Ayurveda and HUL products
primarily because they are convenient and affordable.

the Ratnagiri City.
10. Advertisement is the primary channel through which consumers come to know
about products.
11. Beauty and Home care products are the top categories purchases from Patanjali,
reflecting consumer trust and preference in these segments.
12. Beauty products are the top category purchased from HUL, closely followed by
both homecare and health & Wellness products.

the Ratnagiri City.
5.3 Suggestions –
1. Respondents should focus on their health and skin care. So before choosing any kind
of product they should check the ingredients and suitability to their skin.
2. Whenever possible, test the product before making a purchase of Patanjali Ayurveda
and HUL. This could involve sampling the product in-store, requesting a free trial or
sample, or purchasing a smaller size to try out before committing to a larger purchase.
3. Compare the product with similar options available in the market. Consider factors
such as price, quality, brand reputation, and additional features to determine the best fit
for your needs and budget.
4. It is necessary to use skincare products to keep skin healthy. There are also some
respondents who do not use any kind of skin care product. So everyone should use any
kind of product as per their requirements and suitability.
5. All respondents should involve in social media conversations and mentions related
to the product of Patanjali and HUL, they should check the ratings feedbacks and
reviews of other consumers to get better information about the product before buying
any product.
6. Everything should be tried before making any assumption. Same is applicable to the
products of Patanjali Ayurveda and HUL. It is recommended to use the products of
Patanjali Ayurveda and HUL as it is easily available at lowest price with better quality.

the Ratnagiri City.
Bibliography

the Ratnagiri City.
Websites
1. https://en.m.wikipedia.org/wiki/Patanjali_Ayurved
2. https://wafflebytes.com/blog/marketing-strategy-of-patanjali/
3. https://iide.co/case-studies/hindustan-unilever-marketing-strategy/
4. https://buildd.co/marketing/patanjali-marketing-strategy
5.https://smallbusiness.chron.com/advantages-disadvantages-marketing-strategy-
53961.html
6.https://en.m.wikipedia.org/wiki/Patanjali_Ayurved#:~:text=Ramdev%20and%20Bal
krishna%20established%20Patanjali,companies%20in%20India%20in%202016
References
 Book (Management Applications – TY BAF semester – 5)

 App – (Google)

the Ratnagiri City.
Appendix

the Ratnagiri City.
Questionnaire
Age
 15 -20
 21 – 25
 26 – 30
 Above 30
Gender
 Male
 Female
 Other
Education
 SSC
 HSC
 Under Graduation
 Graduation
 Post – Graduation
 Other
Locality
 Urban
 Rural

the Ratnagiri City.
Do you use any personal care products of Patanjali Ayurveda &

 Often
 Very Often
 Occasionally
 Rarely
 Never
Patanjali Ayurveda & Hindustan Unilever Ltd offers a large variety

of products?
 Agree
 Partially agree
 Disagree
 Partially disagree
 Either agree or disagree
Patanjali Ayurveda & Hindustan Unilever Ltd are providing high

quality products.
 Agree
 Partially agree
 Disagree

the Ratnagiri City.
Prices of the Patanjali Ayurveda & Hindustan Unilever Ltd product

are fair.
 Agree
 Partially agree
 Disagree
Patanjali Ayurveda and Hindustan Unilever Ltd. Products have

 Agree
 Partially agree
 Disagree
Patanjali Ayurveda & HUL products have natural ingredients.
 Agree
 Partially agree
 Disagree
What do you look for in personal care products of Patanjali Ayurveda

& HUL?
 Price
 Packaging
 Quality
 Quantity
 Features

the Ratnagiri City.
Have you faced any problem while using the products?
 Always
 Very often
 Occasionally
 Rarely
 Never
Please Indicate the reasons why you prefer Patanjali Ayurveda &
HUL product?
 Convinent
 Affordable|
 Clean
 Other
How do you come to know about the Product?
 Advertisement
 Recommendations
 Self – exploration
Would you like to recommend Patanjali Ayurveda Products to

others?
 Always
 Very often
 Occasionally
 Rarely
 Never

the Ratnagiri City.
What Category of product do you mostly buy from Patanjali?

 Beauty Products – Shampoo, Soap, face wash etc.
 Homecare – Wheat flour, honey etc.
 Health & wellness products
 Others
What Category of product do you mostly buy from HUL?

 Beauty Products – Shampoo, Soap, face wash etc.
 Homecare – Toothpaste etc.
 Health & wellness products
 others

the Ratnagiri City.
Index of Graph
Graph Title of Graph Page

No. No.
4.1 Age 58
4.2 Gender 59
4.3 Education 60
4.4 Locality 61
4.5 Do you use any personal care products of Patanjali Ayurveda & 62
4.6 Patanjali Ayurveda & Hindustan Unilever Ltd offers a large 63

variety of products?
4.7 Patanjali Ayurveda & Hindustan Unilever Ltd are providing high 64
quality products.
4.8 Prices of the Patanjali Ayurveda & Hindustan Unilever Ltd 65

product are fair.
4.9 Patanjali Ayurveda and Hindustan Unilever Ltd. Products have 66

4.10 Patanjali Ayurveda & HUL products have natural ingredients. 67
4.11 What do you look for in personal care products of Patanjali 68

Ayurveda & HUL?

the Ratnagiri City.
4.12 Have you faced any problem while using the products? 69
4.13 Please Indicate the reasons why you prefer Patanjali Ayurveda & 70
HUL product?
4.14 How do you come to know about the Product? 71
4.15 Would you like to recommend Patanjali Ayurveda Products to 72

others?
4.16 What Category of product do you mostly buy from Patanjali? 73
4.17 What Category of product do you mostly buy from HUL? 74

the Ratnagiri City.
Index of Tables
Table No. Title of Table Page

No.
1.1 Personal Care product category 11 – 12
1.2 Home Care product category 12 – 13
1.3 Food & Beverage product category 14 – 15
1.4 Health & Wellness product category 16 – 17
1.5 General Information of the Ratnagiri City 25
1.6 Connectivity of the Ratnagiri City 25
1.7 Population 25
(As per report released by census India, 2011)
1.8 Marketing Mix 42
4.1 Difference between Patanjali Ayurveda and HUL 76

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Marketing Strategies of Patanjali Ayurveda & Hindustan Unilever Ltd.

I Page | 1 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

1.1. Relevance of the Study and Topic Selection

This project is covered under Marketing Management of Patanjali Ayurveda &

I Page | 2 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

1.2. History of Marketing :-

A) History of Patanjali Ayurveda :-

I Page | 3 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

2. Foundation and Early Years

3. Philosophy and Objectives

5. Rapid Growth and Market Impact

6. Challenge to Established Brands

I Page | 4 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

10. Continued Influence

B) History of Hindustan Unilever Ltd. :-

2. Merger with Lever Brothers (1956)

I Page | 5 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

3. Diversification and Product Range

4. Rural Outreach (1970s-1980s)

5. Global Integration (1990s)

6. Name Change to Hindustan Unilever Limited (2007)

8. Innovation and Acquisitions

I Page | 6 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

10. Market Leadership

1.3. Introduction of Marketing

I Page | 7 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

A) Introduction of Patanjali Ayurveda

Patanjali Ayurveda is known for its emphasis on traditional Indian principles of

I Page | 8 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

Company Profile of Patanjali Ayurveda -

B) Introduction of Hindustan Unilever Ltd.

I Page | 9 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

Company profile of Hindustan Unilever Ltd. -

I Page | 10 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

1.4. Comparative study of Selected Product Categories with respect to

 Multipurpose gel for skin and hair,  Haircare Products like

Table No. 1.1

I Page | 11 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

2. Home Care Products

I Page | 12 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

 Patanjali Super Dish Wash 4. Air Fresheners :

Table No. 1.2

3. Food and Beverages

I Page | 13 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

Patanjali Ayurveda Hindustan Unilever Ltd.

 Patanjali Honey  Lipton – Tea products

 Patanjali Juice  Brooke Bond

 Patanjali Edible Oils  Kwality Wall’s

Table No. 1.3

4. Health and Wellness

I Page | 14 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

Hindustan Unilever (HUL) contributes to health and wellness by providing a diverse

Patanjali Ayurveda Hindustan Unilever Ltd.

I Page | 15 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

 Patanjali Spirulina Capsules

Table No. 1.4

1.5. What is Strategy?

Key components of strategy include:-

I Page | 16 GOGATE JOGALEKAR COLLEGE, (AUTONOMOUS) RATNAGIRI.

6. Monitoring and Adaptation: