Mali Dock 2 (1).docx

BBA III, Sem VI

Solapur University, Solapur

CHAPTER 1 INTRODUCTION TO STUDY INTRODUCTION:Fast-moving consumer goods (FMCG) are products that are sold quickly and at relatively low cost. A marketing concept that encompasses a customer's impression, awareness and consciousness about a company offerings. Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels. Patanjali is one of the great competitors of FMCG products in the market. The Indian herbal market is flooded with numerous well-known and recognized herbal brands. Consumers of this millennium have become more concerned about their health and also inclined to maintain quality of life which is reflected through the preferential consumption of those products that protects the good state of their health as well as provide maximum satisfaction. A healthy lifestyle Indian has become more inclined to Ayurvedic or Herbal therapy as alternative health care for natural cure. The choice and usage of a particular brand by the consumer over the time is affected by the quality benefits offered by the brand especially when it comes to brand of eatable and cosmetics. Consumer satisfaction is derived when he compares the actual performance of the product with the performance he expected out of the usage. The primary objective of this study is to understand the consumer perception and satisfaction studying the awareness of the products within the consumers and the number of consumers who consumes the herbal cosmetics

1.2 OBJECTIVE OF THE STUDY:- To study the customers awareness level and preference towards patanjali products. To analyze the factors influencing the customers to purchase patanjali products. To identify the customers satisfaction level and problems faced by the customers in patanjali products.

1.3 SCOPE OF THE STUDY:To conduct this research the target population was children, middle age men’s and women’s. Targeted geographic area of Delhi/NCR, sample size of 100 people were taken. 100 people were given the questionnaire, and the questionnaire was the combination of both open ended and closed ended. Some dealer were also interviewed to know there prospective Finally the collected data was analyzed and complied to arrive the conclusion and suggestion. Sangameshwar College, Solapur

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BBA III, Sem VI

Solapur University, Solapur

1.4 LIMITATIONS OF THE STUDY:        

Every attempt will be taken to obtain error free and meaning full result but as nothing in this world is 100% perfect. I believe that there will be still the chance for error on account of following limitations:Limited numbers of respondents Time limitation for compelling the project. The data obtained in some cases may be biased. Difficulty in communicating within the city while conducting the survey. 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 entire customer. Product unavailability for the consumers in the market is one of the biggest limitation for Patanjali Ayurveda.

1.5 RESEARCH METHODOLOGY:Attaining accuracy in any research requires in depth study regarding the subject. As the prime motive of the project if the project is to know the marketing strategies of Patanjali Ayurveda and how it is affecting Indian economy.

RESEARCH DESIGN TYPE OF RESEARCH:Descriptive research includes Surveys and fact-finding enquiries of different kinds. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening.

Sangameshwar College, Solapur

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BBA III, Sem VI

Solapur University, Solapur

DATA SOURCES There are two types of data. Source of primary data for the present study is collected through questionnaire and answered by consumers of Patanjali Ayurveda. The secondary data is collected from journals, books and through Internet search. 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 in this research the data is collected from respondents through questionnaire. SECONDARY DATA For the company information I had used secondary data like brochures, web site of the company etc. The Method used by me is Survey Method as the research done is Descriptive Research. RESEARCH INSTRUMENTS Selected instrument for Data Collection for survey is Questionnaire. SAMPLE UNIT 100 respondents of different age groups, different profession and of different gender.

TOOLS FOR ANALYSIS :The following statistical tools are used in this study for the purpose of analysis. Simple percentage analysis Rank analysis Point analysis Chi-square test

Sangameshwar College, Solapur

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BBA III, Sem VI

Solapur University, Solapur

CHAPTER -2 INTRODUCTION TO THE ORGANISATION 2.1 Introduction to Industry:Patanjali Yogpeeth in Haridwar, Uttarakhand is one of the largest Yoga institutes in India. Named after the Ancient Yog Guru Patanjali. The institute is Ramdev's flagship project

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in Yoga and Ayurveda, as well as the manufacturing of ayurvedic medicines. Patanajali Yog Peeth in Haridwar is a center of Yoga and Ayurveda activities in India built on the name of Maharishi Patanjali who invented Yoga 5000 years ago. The ashram is run under the guidance of Swami Ramdev Ji Maharaj who has revived Yoga and spreading it all over the world.Patanjali Yog peeth is open to everybody.Located on the Haridwar-Delhi highway at Kankhal, very near to Roorkee, Patanjali Yogpeeth offers treatments for all and has residential accommodation. At Mahatma Dharamveer's Gurukul at kisangarh Ghasera where Baba Ramdev met philanthropist Archarya Balkrishan. With help of Balkrishan, Swami Ramdev has established Divya Yog Mandir in 1995. Archarya Karamveer was also on of the pillar of Divya Yog Mandir. In almost 3 years Divya Yog Mandir and Baba Ramdev have galvanized the world into turning ardent practioners of Yoga. Baba Ramdev and trust run spearheads all his activities which includes Yoga camps, manufacturing ayurvedic medicine and treatment of patients with help of Yoga and Pranayam. Baba Ramdev TV programs and Yoga camps have proved to be immensely popular. Swami Ramdev put lots of emphasis on teaching Pranayam compare to Yoga. According to Shri Shri Ravi Shankar, a world-renowed spritial leader "If an individual can be credited with reviving Yoga in India, it is solely Baba Ramdev".Millions of people all over the world attends Baba Ramdev's free Yoga camps (shibir). Ramdev Baba has also conduct Yoga camp at Rashtrapati Bhavan - the residence of the President of India.

Sangameshwar College, Solapur

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BBA III, Sem VI

Solapur University, Solapur

2.2 HISTORY OF THE ORGANIZATION The Kripalu Bagh Ashram on the blessed land next to the holy Ganges, was built in 1932 by the scholarly erudite and God realized Param Pujya Swami Kripalu Dev Ji Maharaj. Concomitant with this noble struggle, Swami Kripalu Dev Ji along with another great spiritualist Swami Shraddhanand, who was the founder of the pure and chaste Hindus traditions of the “GURUKUL KANGRI”, organized a movement of rejuvenation of pristine Indian ancient traditions and renaissance of its glorious and hoary past whereby the country, its religion and all related aspects, covered by the gathering dust of centuries neglect, were rediscovered and extolled. It was the place where the great patriots like Sh. Rash Bihari Bose had taken shelter during their operations for freedom movements. Saint Shri Kripalu Dev Ji Maharaj was succeeded by his illustrious disciple Pujya Swami Shri Shankar Dev Ji Maharaj, well conversant with Vedic knowledge and an ardent advocate of noble human values. Swami ji founded the Trust in 1995 along with his group of disciples; yet another Philanthropist Pujya Swami Ram Dev Ji Maharaj who has dedicated his presence to augment the haloed traditions of the trust based on selfless service and dedicated quest for excellence in education, vedic learning and promotion of nationalism; he is joined by an energetic soul with an intense spirit of service, Acharya Balkrishna Ji Maharaj, also a great spiritualist & great scholar of Ayurveda and an established name in Vedic philosophy Swami Muktanand ji Maharaj Science Graduate, Vyakaranacharya along with other disciples continue to exalt the traditions and enrich the future with what the trust had enshrined and achieved in its glorious preceding years. PYP (UK) Trust is inspired by Swami Ramdev Maharaj, the world's leading, most popular, successful results-oriented yog master. He has become a household name in India owing to his ability to simplify yog techniques for the masses and validate the benefits of yog and pranayam [a series of breathing techniques] combined with asans [postures] that are part of the ancient Indian Vedic sciences.

Sangameshwar College, Solapur

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BBA III, Sem VI

Solapur University, Solapur

Mission:1. 2. 3. 4.

To reach the great heights To restart the swadeshi movement To produce good quality products at cheaper rates To introduce Indian Ayurveda to this modern world To crack the maximum market share..

Vision:1. 2. 3. 4. 5.

To be a top Ayurveda company among all MNC’s To Re-introduce the Indian Ayurveda To crack the world’s attraction to our India To work for the welfare of Humanity To reinvent our traditional knowledge of Yoga and Ayurveda

Awards & Achievements:

Felicitation in the Nepal’s Cabinet Honored in the presence of Nepal’s Prime Minister, President and the Cabinet Ministers for his contributions in the field of Yoga, Culture and hidden knowledge of Himalayan herbs in the treatment of millions of patients across the worldin October, 2007.

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Honored by the Academy of Ayurvedic Doctors in India Honored and shield by the Academy of Ayurvedic Doctors in India, Kolkatta for his contribution towards Ayurvedic Medical Science, in July 2006

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Felicitation by the Former President of India Honored by the former President of India Dr. Abdul Kalam at Rashtrapati Bhavan during a Yoga camp on 23rd October, 2004.

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Felicitation by ‘Nepal Sanskrit Vishvavidhyalaya’ Honoredwith"Nepal Sanskrit Vishvavidhyalaya” in June, 2008

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Shri Dr. Vijay Shastri Uttarakhand Award Ratna Sammana Honored with "Shri Dr. Vijay Shastri Uttarakhand Award Ratna Sammana"by Gurukul Mahavidyalaya, Jwalapur, Haridwar on 9th of January 2010.

Sangameshwar College, Solapur

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BBA III, Sem VI



Solapur University, Solapur

Spirit and Enterpreneurship Award Honored with “Spirit and Enterpreneurship Award” towards humanity by ISOL (Integrating Spirituality and Organizational Leadership) Foundation, 2011

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BHARAT GAURAV AWARD BHARAT GAURAV AWARD” award by India International Friendship Society, New Delhi for outstanding contribution in the field of Ayurveda on 8th January 2016.

2.4 Departments / Manufacturing process Production:-

2.5 Manufacturing Process:1) Competitive pricing 2) Purity of raw materials used 3) Innovation. Yet another reason for Patanjali's success is the thrift in practices. "Our profit margins are miniscule because the main aim is NOT to make profit," says Ramdev."Profiting from patients is against the philosophy of Ayurveda, so we aim at minimum profit from our health products. Our input costs are low because we source directly from farmers, avoiding middlemen. "Most companies have administrative costs of around 10% of their revenue, but in our case it is just 2%."

2.6 Organization Structure:Sangameshwar College, Solapur

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BBA III, Sem VI

Solapur University, Solapur

The organisational structure of a firm describes the degree to which the activities such as task allocation, supervision and coordination are directed towards fulfillment of the organisational goals. The working and performance of the company depends on the organisational structure chosen. There are many types of structures for the companies to choose from. An analysis of the organisational structure of Patanjali Ayurved Limited is given below. Work specialization:The major work of Patanjali Ayurved takes place in the enormous food park they developed in Haridwar. The work force in these food park have been divided into three major groups based on their specialization. The three parties are supply, processing and packaging and transport. The supply group takes care of getting clean and quality raw material to the food park and manages the storage facility at the food park. The processing group handles all of the production line where the raw materials are turned into high grade FMCG products. They handle the automated production line and make sure the quality of the product is upheld. So every department consists of employees who are highly skilled in their particular field and thus there is high work specialization. Departmentalization:(Functional and product) Functional departmentalization is evident in Patanjali Ayurved Limited. Jobs in the company are specified based on different functions such as exports, research and development, marketing etc. Each of these departments has a Vice President who is responsible for the decision making and implementation of goals. This has contributed a lot to the success of the company in the recent years. People with similar specialties work together. This improves coordination and also the performance of each department. PAL also follows Product Departmentalization. The products of the company are divided broadly under three categories: food, toiletries, and ayurveda. Grouping of jobs is done based on these categories of products and each category has a vertical head or representative responsible for the proper achievement of targets for the product category. Acharya Balkrishna, the Chairman of Patanjali Ayurved Limited claims that the products of their company are one of their biggest strengths. The high quality products manufactured by the company are good enough to sell without much support from advertising techniques. This 4 high quality has been achieved because of the proper grouping of jobs for various product categories.

Sangameshwar College, Solapur

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BBA III, Sem VI

Solapur University, Solapur

Chain of Command:The company is headed by Acharya Balkrishna who is the chairman cum Managing Director followed by the Directors, Swami Muktanandji and Sri Ajay Kumar Arya. There is a vertical head for each of the three product categories mentioned above and under them are the Vice Presidents for various functional departments. The middle and lower level managers are responsible for managing day to day activities at the company and they work under the top management.

Sangameshwar College, Solapur

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BBA III, Sem VI

Solapur University, Solapur

CHAPTER 3 THEORETICAL BACKGROUND 3.1 MARKET:-

3.2 MARKETING:Marketing is the subject and management of exchange relationships. The American Marketing Association has defined marketing as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." The techniques used in marketing include choosing target markets through market analysis and market segmentation, as well as understanding methods of clout on the consumer behavior. From a societal point of view, marketing provides the link between a society's material requirements and its economic patterns of response. This way marketing satisfies these needs and wants through the advancement of exchange processes and the building of long-term relationships. In the case of non profit organization marketing, the aim is to deliver a message about the organization's services to the applicable audience. Governments often employ marketing to communicate messages with a social aspiration, such as a public health or safety message, to citizens.

Sangameshwar College, Solapur

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BBA III, Sem VI

Sangameshwar College, Solapur

Solapur University, Solapur

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