RESEARCH METHODOLOGY IMPACT OF BRAND IMAGE AND CONSUMER PERCEPTION ON BRAND LOYALTY: A STUDY IN CONTEXT OF PATANJALI AYURVEDA LTD. AMONG THE PEOPLE OF JAMMU
SUBMITTED BY: IVANI KATAL 27-MBA-15 MANHAR MALHOTRA 29-MBA-15 MITALI SHARMA 31-MBA-15
CONTENTS S.NO. 1 2 3
4
TOPIC ACKNOWLEDGEMENT ABSTRACT CHAPTER I: INTRODUCTION 1.1 OBJECTIVES OF STUDY 1.2 DEFINITIONS OF TERMS 1.2.1 BRAND IMAGE 1.2.2 BRAND LOYALTY 1.2.3 CONSUMER PERCEPTION CHAPTER II: LITERATURE REVIEW 2.1 HYPOTHESIS FORMATION 2.1.1 BRAND IMAGE AND BRAND LOYALTY 2.1.2 BRAND IMAGE AND CONSUMER PERCEPTION 2.1.3 CONSUMER PERCEPTION AND BRAND LOYALTY 2.1.4 GENDER AND LOYALTY INTENTIONS 2.1.5 GENDER AND CONSUMER PERCEPTION 2.1.6 GENDER AND BRAND IMAGE 2.1.7 BRAND IMAGE, CONSUMER PERCEPTION AND LOYALTY INTENTIONS 2.2 RESEARCH BACKGROUND 2.3 SCOPE OF THE STUDY 2.4 LIMITATION OF THE STUDY 2.5 METHODOLOGY
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CHAPTER III: COMPANY PROFILE 3.1 PATANJALI YOGPEETH 3.2 HERBAL PRODUCTS YOGPEETH
IN
PATANJALI
3.3 PRODUCT LINE AND PORTFOLIO OF PATANJALI YOGPEETH 3.4 PRODUCT MIX OF PATANJALI YOGPEETH 3.5 MARKETING AND NETWORK OF PATANJALI YOGPEETH 3.6 PRODUCT: INTRODUCING THE VALUE DISCIPLINE 3.7 COMPLETE PACKAGE FOR VARIOUS DISEASES 3.8 PRICING STRATEGY 3.9. PROMOTIONAL STRATEGY 6
CHAPTER IV: DATA ANALYSIS AND INTERPRETATION
7
CHAPTER V: FINDINGS, CONCLUSION AND SUGGESTIONS
9 10
APPENDIX A: ONLINE SURVEY QUESTIONNAIRE BIBLIOGRAPHY AND REFERENCES
ACKNOWLEDGEMENT
With immense pleasure, we would like to present this project report for Patanjali Ayurveda Ltd. We take the opportunity to express our gratitude to all of them who in some or the other way helped us to accomplish this project. The study cannot be completed without your guidance, assistance, inspiration and co-operation. We owe our gratitude to respondents of the survey, without their help we would have been unable to complete our project. These people have really been kind enough to help us by filling the questionnaire. We would also like to thank with a deep sense of gratitude to Dr. Vinay Chauhan to shape our understanding towards the project. It was because of his immense help and support that this project has been duly completed. However, we accept the sole responsibility for any possible error and would be extremely grateful to the readers of this project if they bring such mistakes to our notice.
ABSTRACT
The purpose of this study was to check the effect of brand image on brand loyalty and the role of customer perception in it. Quantitative study was conducted in Jammu. Sample of 59 local people from different regions were selected and surveyed through questionnaires. Pearson Correlation and t-tests were run to analyze the data. Finding reveals that positive and significant relation exists between Brand Image and Brand loyalty and Customer perception also has a positive moderating effect on this relation. The sample size was too short. This study can be replicated with a large sample size in similar sector or context. The impact of marketing communications and consumers’ knowledge on brand loyalty can also be studied to enhance the study. Organizations ought to pay special attention to the building of brand image, achieving customer satisfaction. And through this they would also be successful in achieving brand loyalty. The study was carried on to observe the brand image of products of Patanjali Yogpeeth in Jammu. Nowadays there is witnessed a heavy change in the FMCG sector, people are getting more inclined towards the ayurvedic and herbal products as well as they are more cautious towards their health issues. More of yoga and consumption of herbal product is creating revolution in the society. It was found that in small cities people have heavy faith on Patanjali products as a medicine.
The different books and magazines are also published of Patanjali Yogpeeth which are concentrating on the health of the people as well as different aasanas and pranayama are more effective as well as popular within the people all over the places in country.CHAPTER 1: INTRODUCTION Given a much broader array of product choices offered in the current market and ubiquitous marketing efforts, consumers often turn to a favorite brand to facilitate their purchase decisions. A brand includes a name, symbol, design, or experience that help consumers identify products, services, or differentiate offerings among competitors (Aaker, 1991; Keller, 2008; Neumeier, 2006). Brand identity, which is a group of associations developed by firms, communicates with consumers what a brand provides (Aaker, 2007; Keller, 2008). Academic literature clearly addressed the importance of building a strong emotional relationship between consumers and brands (Carroll & Ahuvia, 2006; Keller, 2001, 2008; Taylor, Cluch, & Godwin, 2004). According to Keller‘s (2001) more recent conceptual framework, consumers‘ positive brand feelings lead to favorable responses towards a brand, such as attitudinal attachment and behavioral loyalty. Similarly, recent literature on branding has argued that an emotional brand experience is important to foster brand loyalty and purchase intentions (Albert, Merunka, & Valette-Florence, 2008; Carroll & Ahuvia, 2006; Chaudhuri & Holbrook, 2001; Esch et al., 2006; Nowak, Thach, & Olsen, 2006; Pawle & Cooper, 2006; Taylor, Celuch, & Goodwin, 2004; Thomson, MacInnis, & Park, 2005). Moreover, brand consulting and advertising industry literature (Gobé, 2001; Lindstrom, 2005; Neumeier, 2006; Riesenbeck & Perrey, 2007; Roberts, 2004, 2006) has illustrated the importance of building deep emotional connections with consumers to augment brand loyalty. 1.1.
OBJECTIVES
OF
STUDY This Project work has certain objectives behind it. Without any proper objective one cannot plan its implementation. If the objective of the study is not proper then the whole research is of no use.
In India there are many sectors where the different companies or Frganization functions within, we have chosen the Patanjali, ayurvedic and herbal sector which directly deals with people issues. Basically our main objective was to see that the bend of the Indian people towards Patanjali is because of it being a swadeshi brand, herbal and ayurvedic brand or some of the other factors. Along with this there are some objectives of this study: To study Patanjali as a brand and its product mix.
To analyze consumer perception about Patanjali as a brand and its products.
To analyze impact of brand image on loyalty intentions.
To analyze and identify important factors influencing Patanjali as a brand.
1.2.
DEFINITIONS OF TERMS
The following definitions are the major terms investigated in the present study. 1.2.1. BRAND IMAGE:
Akaah, (1988) conclude that consumers are more likely to
purchase well-known brand products with positive brand image as a way to lower purchase risks. This argument is also supported by Rao and Monroe, (1988) that a brand with a more positive image does have the effect of lowering consumers’ product perception risks and increasing positive feedback from consumers. Therefore, consumers generally believe they can make a satisfying purchase by choosing wellknown brands and also lower any purchase risks by doing so. How much is a brand worth? How does a brand represent the product? Keller, (1993) defines a brand image as an association or perception consumers make based on their memory toward a product. Thus, brand image does not exist in the technology, features or the actual product itself, but is something brought out by promotions, advertisements, or users.
Thakor et al. (1997) said that through brand image, consumers are able to recognize a product, evaluate the quality, lower purchase risks, and obtain certain experience and satisfaction out of product differentiation. When it comes to experiential product evaluation, a positive brand image may make up for an inferior image of the origin country and raise the possibility of the product being selected. According to Grewal et al. (1998) the better a brand image is, the more recognition consumers give to its product quality. Consumers are usually limited in regards to the amount of time and product knowledge to make an informed purchase decision when facing similar products to choose from. As a result, brand image is often used as an extrinsic cue to make a purchase decision. Kotler, (2000) contends that brand is a name, term, symbol, design or all the above, and is used to distinguish one’s products and services from competitors. For example, Nike adopts a check mark as its brand image, which creates a positive effect indicating approval. According to Kotler, (2000) image is the way that public perceives the company or its product. Image is affected by many factors beyond the company’s control. The consumer develops a set of brand beliefs about where each brand stands on each attribute. The set of or its product. Image is affected by many factors beyond the company’s control. The consumer develops a set of brand beliefs about where each brand stands on each attribute. The set of beliefs about a brand make up brand image. The consumer’s brand image will vary with his or her experiences as filtered by the effects of selective perception, selective distortion and selective retention. Romaniuk, (2003) studied the relationship between association of a brand with different types of image attributes and subsequent purchase of the brand. The image attributes incorporated were based on the product categories, situations and benefits offered. While mention of the brand for an image attribute was positively related to future purchase, this relationship did not vary between attributes once brand and attribute size was taken into account. However, a positive relationship was found between the number of attributes associated with the brand and future purchase.
1.2.2. BRAND LOYALTY: The most elaborate conceptual definition of brand loyalty was presented by Jacoby et al. (1978). We will use and discuss this definition, because it covers the most important aspects of brand loyalty, & since it enjoys widespread support in the marketing literature, either in its original form or in slightly modified versions (Wilkie, 1990). Jacoby et al. (1978) defined brand loyalty, according to this definition, brand loyalty is: “The (a) biased, (b) behavioral response, (c) expressed over time, (d) by some decision making unit, (e) with respect to one or more alternative brands out of set of such brand, and (f) is a function of psychological process. Rethinking Brands from the Customer “Point of View”: According to Jim, (2003) many of the less successful experience brands are not meeting the challenge of a largely time-starved audience. Our research confirms that in most societies today, time has become more desired than money. Increasingly, people value experiences more than things. Consumers are really looking for ways to make the most of everyday “lived” experiences. So marketers need to constantly ask themselves, is our brand part of the problem or part of the solution? A brand’s role in becoming a solution for its audience can make it stand out for customers. In that sense, the meaning of brand is its use. Profitable customers are born when a powerful brand promise is fulfilled by a brand experience that exceeds expectations. 1.2.3. BRAND PERCEPTION: Perception is a process by which individuals organize and interpret their sensory impressions to give meaning to their environment (Robbins & Judge, 2013). In marketing, perceptions are more important than reality because perceptions affect consumers‟ actual behaviour (Kotler, Keller, Koshy, & Jha, 2014). Information processing model have four major steps or stages. It starts with exposure followed by attention, interpretation and lastly retention. The first three of these establish perception (Hawkins, Best, Coney, & Mookerjee, 2007). All this takes place inside the mind or black box of the consumers simultaneously, and it changes from person to person. Perception is highly subjective and therefore easily distorted. Moreover, perception is the meaning that an individual attributes to the incoming stimuli that gathered through the five senses that are taste, smell, touch, hearing and
sight. According to Kurtz and Boone, (2006) different people have different perceptions of objects or events based on the interactions of two types of factors that are stimulus factors and individual factors.
CHAPTER II: LITERATURE REVIEW This chapter provides the relevant literature and theoretical framework for the present study. 2.1. HYPOTHESIS FORMATION 2.1.1. BRAND IMAGE AND BRAND LOYALTY Keller‘s (1993, 2001) conceptual research suggested a strong connection between a positive brand image and brand loyalty. Keller (1993) explained that consumers’ repeated buying behavior represents brand loyalty, which reflects a favorable attitude towards a brand. Esch et al.‘s (2006) empirical research supported Keller‘s proposition by showing a statistically significant effect of positive brand image on current/future purchases. Thus, the present research posits: H1. Brand image will not be positively associated with brand loyalty.
Co m mi tte d Buthe Likes ye Brand, r Considers it a Friend Satisfied Buyer with Switching Costs Satisfied/Habitual buyer No Reason to Change Switchers/Price sensitive No Brand Loyalty
Figure 1.1 The Brand Loyalty Pyramid (Aaker, 1991, p. 40)
2.1.2. BRAND IMAGE AND CONSUMER PERCEPTION Past literature revealed that a successful brand image enables consumers to identify their desired need which ultimately helps a company from its competitors Hsieh et al., (2004). On the other hand Tarofder and Haque (2007) had given importance on supplier selection based on their brand image. In fact the findings of Jiang et al. (2011) revealed that apart from brand image price discount and complementary products may have positive impact on customer loyalty. Furthermore, Linder and Seidenstricker (2010) agreed that brand image is one of the company’s core competencies. Mishra and Datta (2011) revealed that brand name has strong influence on customer based brand equity. Kotler (2001) defined brand image as a set of beliefs, ideas and impression that a person holds regarding an object. On the other hand, Keller (1993) considered brand image as a set of perceptions about a brand on consumer’s memory. Na et al. (1999) connected brand image with customer’s perception as they mentioned that image cannot be measured by attribute measurements alone but must include measurements of consumers' perceptions of the value and benefits attainable from using the brand. Thus, it posits: H2. Brand image will not be positively associated with consumer perception.
brand image
consumer perception towards patanjali
Figure Conceptual framework 2.1.3. CONSUMER PERCEPTION AND BRAND LOYALTY Humans unlike machines can have the ability to Perceive. It is a feeling which is based on the conclusion formed with the given information around and the mindset of
the consumer which is responsible of processing the information. Perception gives humans the right to make important decisions or can reflect their important decisions. It all leads to the most important decision of purchasing. Purchasing means to invest in a brand, for making it a greater brand. Underlying research will focus on concluding the fact that how much is the impact of brand perception on brand awareness and brand loyalty of these brands. Several conclusions can be drawn if consumer perception plays any role and there is a relation among the consumer perception, brand awareness and brand loyalty of these brands. The project is intended to fulfill the needs of marketing research which is quite important for present marketing trend. Total sales turnover of the brand depends on the consumer purchase decision. If the consumers perceive positive about the brand, it means he carriers more loyalty and will remain potential customer, until he keeps on getting the right value for his money. Thus, it posits: H3. Consumer perception will not be positively associated with Brand loyalty. 2.1.4. GENDER AND LOYALTY INTENTIONS Customer loyalty has been the object of intense interest in both the business and academic worlds (Oliver 1999; Reichheld 2001). At the same time, academic research has discovered important differences in cognitive processes and behavior of male and female consumers (Fisher and Dubé 2005; Meyers-Levy 1988, 1989; Meyers-Levy and Maheswaran 1991; Meyers-Levy and Sternthal 1991). These differences are reflected in the widespread use of gender as a segmentation variable in marketing practice. Despite the importance of customer loyalty on the one hand, and gender differences on the other hand, little is known about the existence and nature of gender differences in customer loyalty. This is surprising because if male and female loyalties differ, men and women might require a different selling approach, has different levels of customer value, and may respond differently to loyalty programs and other actions aimed at enhancing customer loyalty. Common stereotypes, perhaps based on widely publicized findings showing that males exhibit lower levels of
loyalty than females (e.g., Blumstein and Schwartz 1983; Hansen 1987), suggest that females are more loyal customers than males. Thus, it posits: H4. Gender will not be positively associated with loyalty intentions. 2.1.5. GENDER AND CONSUMER PERCEPTION Self-congruency theorists suggest that consumers tend to purchase products and brands consistent with their self-images (Rosenburg, 1979; Ross, 1971; Sirgy, 1982/1986). Perhaps the most important and central part of self-image is one’s gender identity (Kates, 2002; Palan, 2001), and this gender-self generates strong congruency effects with regard to one’s brand perceptions and choices (Sirgy, 1982/1986). The gender-self is solicited across a wide variety of marketing practices. Marketers not only use sex as an important segmentation variable but also develop implicit meanings by factoring gender-related cues into a brand. Furthermore, consumers’ gender identity and sexual orientation have been used to target consumers in emerging gender-market segmentations such as “Metrosexual:” males who are heterosexual, hip, concerned with their appearance, and in touch with their feminine side. However, the marketing literature is replete with studies that only report biological sex and treat this as the sole determinant of gender-related behavior. Gender is often used interchangeably with sex because such a dichotomous variable provides a comfort zone for researchers when measuring and interpreting the consumerist implications of gender. This approach overlooks the important differences between sex and gender and leads to biased research and distorted representations of complex gender-related marketing phenomena (Hirchman, 1993; Palan, 2001). Since the 1960s some researchers have begun to investigate how gender identity (which includes a combination of sex, psychological gender, and gender attitudes) would contribute to a consumer’s product- and brand-consumption (Gould and Stern, 1989; Fischer and Arnold, 1990/1994; Palan, 2001). However, research results have been mixed. For example, individuals with a higher masculine-gender identity exhibit stronger information processing (Kempf, Palan, and Laczniak, 1997; Palan, 2001), while individuals with a higher feminine-gender identity develop more
positive attitudes toward and get more personally engaged with products and brands (Gainer, 1993; Jaffe and Berger, 1988; Worth, Smith, and Mackie, 1992). As such, a critical question becomes whether or not gender identity can consistently predict any of the many facets of consumer-based brand equity. It has been suggested that consumer involvement may be an important link between gender and consumer perception (Fischer and Arnold, 1994; McCabe, 2001; Sirgy, 1982), so this study addresses the research gap between gender identity and brand loyalty through the lens of a consumer’s level of product involvement. Thus, it posits: H5. Gender will not be positively associated with consumer perception. 2.1.6. GENDER AND BRAND IMAGE The perception of consumers towards a certain brand can cover a variety of measures, including attitude towards a brand (Monga & John, 2007; Shen & Chen, 2007); attitude towards an advertisement or communication of the brand ( Shen & Chen, 2006; Lee & Labroo, 2004); perceived quality of the brand (Keller & Lehmann,2006; Essoussi & Merunka, 2007); memorability (Volckner & Sattler, 2007); brand value or equity (Buchanan et. al. 1999); brand image (Lee & Labroo, 2004; Essoussi & Merunka, 2007); brand personality (Aaker, 1997); purchase intentions (Lee & Labroo, 2004) and choice (Shiv et. al., 1997). Brand image is the first word or image that comes to mind when a certain brand is mentioned. It is fragile and can be altered by new information or damaged by media commentators (O’Shaughnessy, 2003). Brand image is the representation of the brand in the mind of the consumer. In western cultures, brand image can be like a human being with unique characteristics. In collectivistic culture like Malaysia, it can be quality and the representation of trust in a firm. Consumers will attribute to the brand characteristics that fit their own mental maps and from there develop a brand image (De Mooij, 2005). Thus, it posits: H6. Gender will not be positively associated with brand image. 2.1.7. BRAND IMAGE, CONSUMER PERCEPTION AND LOYALTY INTENTIONS
The ever changing marketing scenario and competition over the globe has amplified the role of brand at unparalleled level. Every person is a consumer of different brands at the same time. 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 eatables and cosmetics. Consumer satisfaction is derived when he compares the actual performance of the product with the performance he expected out of the usage. Philip Kotler (2008) observed that satisfaction is a person's feelings of pressure or disappointment resulting from product's perceived performance (outcome) in relation to his or her expectations. If the perceived benefits turned out to be almost same as expected, customer is highly satisfied and that is how the company achieves loyalty of the customer towards the products. Thus, it posits: H7. There will not be positive relationship between brand image, consumer perception and loyalty intentions. 2.2. RESEARCH BACKGROUND This survey research has utilized both primary and secondary data and information from different sources including Patanjali Ayurveda ltd., text books, magazines, journals and websites about different variables of the study. Various studies were consulted for collecting data. A study on Patanjali is also available of consumer perception toward the brand. These studies include: 1.
A study of consumer perception of herbal products in Bhopal: International Journal of Management Studies ISSN (Print) 2249-0302 ISSN (Online)2231-2528
AUTHORS: Md. Irshad Ali, Research Scholar, FPM, Indian Institute of Forest Management, India and Manmohan Yadav, Professor, Indian Institute of Forest Management, India The Indian herbal market is flooded with numerous well-known and recognised herbal brands. Vindhya Herbal is an initiative of Madhya Pradesh government to provide unadulterated ayurvedic products to the people and for generating gainful employment for the vulnerable and downtrodden section of the society. The study is to examine existing state
of Vindhya Herbal in Bhopal, its birthplace. Besides, this study talks about other parameters like benefits/attributes consumer acquaintances with herbal products, awareness, preferential, source of knowledge, usage and attitude related to herbal products. The research design consisted of an exploratory phase followed by a descriptive crosssectional, close-ended questionnaire-based survey in Bhopal. As the study has been conducted in a Hindi belt, the questionnaire was kept bilingual; Hindi and English. Sampling was done on the basis of two criteria; 1) such regions were selected where almost major herbal brands are available and 2) Respondents have used at-least one of the herbal brands. Only 23 percent consumers responded to have used Vindhya herbal. Those who have used Vindhya herbal have preference it, if available in a nearby store. Most of the respondents mentioned that herbal products are prepared from the natural ingredient, as a result faced no side effect. Purchase of herbal products primarily takes place on a monthly basis and use on a daily basis. Doctors, family members and mass media were reliable sources and the respondents trust on their recommendations for buying fresh herbal products. Desirability for further information was high among consumers related to herbal products. 2. Customer Perception towards Brand: A Study on ‘Patanjali’: Global Journal of Management and Business Research: E-Marketing, Volume 15 Issue 9 Version 1.0 Year 2015, Type: Double Blind Peer Reviewed International Research Journal, Publisher: Global Journals Inc. (USA), Online ISSN: 2249-4588 & Print ISSN: 09755853 AUTHOR: Miss Rupali Khanna, Chandigarh University, India This paper carries out a study on what factors PATANJALI. “Patanjali “- a brand set up by PATANJALI AYURVEDA LTD is backed by robust preaching and promotion of World renowned Guru Swami Ramdevji and an international authority on Ayurveda and Traditional Herbs. The company is set up with an objective to provide superior quality of products at fair price and to get their customers rid off the chronic diseases by providing products which are organic and natural. This concept of Herbal and Pure has gained momentum in India and across the world since people now a days are more centered towards keeping themselves near to Nature due to their commercialized routines. PATANJALI AYURVEDA LTD has more
than 100 different products in the catalogue for Skin, Hair, Heart, Eyes and Kidney diseases. Patanjali’s recent tie up with Future Group to enter into FMCG segment through Big Bazaar Retail stores is another big advantage towards the availability of Patanjali Products near to their consumers. The Patanjali Products have rightly been placed at advantage by the very concept of “Marketing through Spirituality”. 3. Effect of Brand Image on Brand Loyalty and Role of Customer Satisfaction in it: World Applied Sciences Journal 26 (10): 1364-1370, 2013, ISSN 1818-4952, © IDOSI Publications, 2013, DOI: 10.5829/idosi.wasj.2013.26.10.1343, Published on Nov 30, 2013 AUTHORS: Rashid Saeed, Rab Nawaz Lodhi, Amna Mehmood, Urooj Ishfaque, Fareha Dustgeer, Amna Sami, Zahid Mahmood and Moeed Ahmad The purpose of this study was to check the effect of brand image on brand loyalty and the moderating role of customer satisfaction in it. Brand attributes and Brand benefits were studied as dimensions of Brand Image. Quantitative study was conducted in wireless Telecommunication sector of Pakistan. Sample of 150 students and teachers, from different colleges and universities of Sahiwal, were selected and surveyed through questionnaires. Pearson Correlation and Regression were run to analyze the data. Finding reveals that positive and significant relation exists between Brand Image and Brand loyalty and Customer Satisfaction also has a positive moderating effect on this relation. The sample size was too short. This study can be replicated with a large sample size in similar sector or context. The impact of marketing communications and consumers’ knowledge on brand loyalty can also is studied to enhance the study. Organizations ought to pay special attention to the building of brand image, achieving customer satisfaction. And through this they would also be successful in achieving brand loyalty. 4. The Impact of Brand Image on Consumer Behavior: A Literature Review: Open Journal of Business and Management, 2015, 3, 58-62. Published Online, January 2015 in SciRes. AUTHOR: Yi Zhang, Department of Marketing, Management School, Jinan University, Guangzhou, China
The concept “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities. Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity. Based on the brand image theories, this study reviewed extant studies about the impact of brand image on consumer from perspective of customer equity. It also presented the shortcomings of current research and pointed out the trends for future study. 2.3. SCOPE OF THE STUDY: This research focused on respondents of Jammu. The research provided fruitful information about Patanjali’s product line users and brand perception they have about Patanjali. 2.4. LIMITATION OF THE STUDY:
In
this
research,
we
examined
factors
responsible for brand loyalty of the product to brand image of the Patanjali. The study focuses on only the consumers in Jammu. The Jammu region was chosen due to easy accessibility and profound understanding of the market. Another reason is that we had a thorough understanding of the background information necessary to do the survey and could easily use networking to obtain the sample. 2.5. METHODOLOGY: A single cross-sectional research design was used for the survey and quantitative analysis was used for the obtained dataset. The answering scale for the questions related to brand image and brand loyalty is a 7-item Likert scale. Data collection was done through the online website using an online-based questionnaire. MS Excel was used for analyzing the information in the obtained dataset. The types of analysis that were performed are t-test analysis, ANOVA and Pearson Correlation. By doing it, the main factors that influence brand loyalty were examined.
CHAPTER III: COMPANY PROFILE 3.1.
PATANJALI YOGPEETH
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 & has been set up for treatment, research & development in Yoga and Ayurveda, as well as the manufacturing of ayurvedic medicines. It 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 treatment for all and has residential accommodation. At Mahatma Dharamveer's Gurukul in Kisangarh Ghasera where Baba Ramdev met philanthropist Archarya Balkrishan. With the help of Balkrishan, Baba Ramdev has established Divya Yog Mandir in 1995. Archarya Karamveer was also one of the pillars of Divya Yog Mandir. In almost 3 years, Divya Yog Mandir and Baba Ramdev have galvanized the world into turning ardent practitioners of Yoga. Baba Ramdev and trust run spearhead, all his activities which include Yoga camps, manufacturing ayurvedic medicine and treatment of patients with help of Yoga and Pranayama. Baba Ramdev TV programmes and Yoga camps have proved to be immensely popular. Swami Ramdev put lots of emphasis on teaching Pranayam as compared to Yoga. According to Shri Shri Ravi Shankar, a worldrenowed 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 attend Baba Ramdev's free Yoga camps (shivir). Ramdev Baba has also conducted Yoga camp at Rashtrapati Bhavan - the residence of the President of India. Yoga has ability to cure even fatal diseases and Baba Ramdev has proved it many times. Ramdev Baba has spread Yoga to such an extent that sooner or later, everyone has to embrace it. Patanjali YogPeeth Trust is the dream project of Baba Ramdev. It was inaugurated on August 6, 2006. Baba Ramdev's aim was to build the world's largest center of Ayurveda,
Yoga and Pranayama. Patanjali YogPeeth provides facility for treatment for diseases, research and a teaching University for Yoga and Ayurveda. This trust is located 13kms from Haridwar. The estimated cost of the project was 10 billion. During inauguration, Sudarshan Agarwal, Governor of Uttrakhand, said "Patanjali Yog Peeth will soon be the ambassador of Yoga for entire world”. According to associated news press, The Patanjali YogPeeth project was divided into 3 phases. Phase one was basic construction. The second stage comprises of serviceable guesthouses, herbal gardens, yajnashala, meditation caves and many other facilities. It will be the biggest Yoga and Ayurvedic center in the world. Third stage is opening a University of Yoga and Ayurveda. Baba Ramdev wants to flow river of Yoga in each and every region, whether in a village or city. The confidence which Baba Ramdev exuberates compels people to at least give his Yoga a try. Millions of people practice Baba Ramdev's Yoga and Pranayama. Ramdev Baba's TV programs broadcast in several countries including America, Europe, Australia, Asia and Africa. Viewership is quoted as being 20 millions regular viewers. Followers of Baba Ramdev have claimed relief from a variety of ailments such as Diabetes, Blood Pressure, Hepatitis, Spondylitis and Obesity. He is the real hero who devoted his whole life to help people by giving them unknown knowledge of Yoga and Pranayama. Swami Ramdev medicines are manufactured in branches well equipped with modern equipments, certified by the international standards GMP, GLP & ISO 9001. Swami Ramdev's pharmacy makes the medicines pure and rich in quality. Medicines manufactured go through quality control and quality assessment tests. Patanjali Yogpeeth is operating Patanjali Hospitals in every nook and corner of India, where one can get life saving Swami Ramdev’s medicines which are affordable to all rich and poor. Patanjali Yogpeeth medicines are also available for health care, oral care, hair care and skin care. Many of the critical ailments such as Cancer, Diabetes, arthritis etc. can be cured by Swami Ramdev's Medicines. These medicines are low cost, very effective and available at Ramdev Chikitsalaya. Some of very effective Ramdev medicines are Mukta Vati for high blood pressure, Madhunashini Vati for Diabetes, Medohar Vati for Obesity.
Swami Ramdevji Maharaj is a historic personality. He has written new history in the areas of yoga-prananyam and ayurvedic treatment methods. In this regard the work done by the organization established by him namely Patanjali Yogpeeth (Trust), Divya Mandir (trust), Patanjali Yog Samitis, Divya Yog Pharmacy Trust and branches, will be written in golden letters on the pages of history. The ambition of these establishments are to reach yoga and Ayurveda to the 700 crore global population along with Indian culture and words of the sages. To encourage the use of Ayurvedic medicine, Swamiji manufactures superior quality and proven medicines in Divya Yog Pharmacy. Swami Ramdev's medicines are manufactured in branches well equipped with modern equipments mostly in Haridwar and other places, certified by the international standards GMP, GLP & ISO 9001. Swami Ramdev also has a botanical garden near Patanjali Yog Peeth where the herbs and medicinal plants are grown. Here research is carried out on rare herbs and they are grown here by putting in great efforts. Under Swami Ramdev's guidance an industrial unit is also established called Patanjali Ayurved Limited which produces pure and high quality minerals and plants products through scientific methods. Swami Ramdevji and Acharya Balkrishna ji have tried to combine the ancient knowledge with ultramodern technology. Some people could not digest the increasing fame of Swami Ramdev and they started negative campaigning against Swami Ramdev with the help of media. The qualities of Swami Ramdev’s medicines were doubted. When these medicines were tested in the lab all the allegations proved baseless and Swami Ramdev came out spotless amidst the acid test. This resulted in unexpected increase in the demand of medicine of Swami Ramdev. Baba Ramdev's pharmacy puts in all the efforts to make the medicines pure and rich in quality. All the medicines manufactured go through strict quality control & quality assessment tests, Toxicological study - Animal trials, clinical tests. Swami Ramdev is working towards the goal of establishing the ayurvedic products at par with the international standards and to make it known across the world. To encourage the use of Ayurvedic medicine and amongst Swami Ramdev's revolutionary thoughts, one is that the
farmers of India should adopt the cultivation of medicinal herbs and plants along with fruits and vegetables. Patanjali Yogpeeth is a renowned name in the field of medical science, rendering free services to millions of people across the globe through Yoga and Ayurveda. 3.2.
HERBAL PRODUCTS IN PATANJALI YOGPEETH
Divya Yog Mandir (Trust), started “Brahamkalp Chikitsalaya” at Kripalu Bagh Ashram, Kankhal in 1995 where patients suffering from various diseases were cured using Ayurvedic medicines and practices of Yoga. Need was felt to provide quality Ayurvedic medicines to the patients to seek optimum results as results of Ayurvedic treatment are directly proportional to the quality of prepared medicines. Hence a small scale manufacturing unit of Ayurvedic medicines was established in the campus of Kripalu Bagh Ashram, Kankhal. This was the beginning of Divya Aushadhi Nirmanshala (Divya Pharmacy), which was totally based on traditional methods. Divya Pharmacy has had the exalted vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind this haloed and revered, Indian system of medicine by exploring and selecting indigenous herbs, ancient Ayurvedic literatures and subjecting the formulations to modern pharmacological, toxicological safety tests and clinical trials to create new drugs and therapies. Divya Pharmacy tries that medicines should possibly be available to common man at the minimum cost price. In the year 2002-03, modernization of the pharmacy has been done. A new expanded unit of the pharmacy has been established well equipped with machines based on modern techniques. PLC controlled herbal extraction plant commissioned in the pharmacy is used for extracting from the various parts of the medicinal plant like the leaves, The salient feature of this plant is the production of medicine using latest SCADA technology under controlled environmental conditions of temperature and pressure. The extract concentration is achieved under vacuum drying preserving the maximum valued contents of the herbs.
Quality of the medicines so produced is of the highest level. This unit has the capacity of extracting from 10,000 kgs. of raw herbs. The desired fluid component is added to this extract in the process of making the medicines. For the manufacturing processes in Divya Pharmacy automatic high speed spray drier unit, for quick liquification a fluid wed processor, tablet compressing device with the capacity for preparing one lac tablet per hour, high speed auto-coater for coating the tablets, high speed mixer-grinder, fluid wed driers and cleaning, crossing & pulverizing units have been established. In the modern packing section of Divya Pharmacy PLC controlled packing equipment having the capacity of 300 volts per minute with automatic blister packing equipment has been installed. A utility center has been set up in this production unit which has two 500 KVA generators, softeners & cooling towers including boilers & air compressors having the capacity to produce 300 ton steam. As a result of this Divya Pharmacy has become the first medicine manufacturing unit of Uttarakhand to get ISO-9001 and WHO-GMP certifications. In the Pharmacy the international standards like Good Manufacturing Practices (GMP), Good Packaging Practices (GPP), Good Agricultural Practices (GAP) and Good Harvesting Practices(GHP) are being strictly followed. Under the learned guidance of H. H. Yogrishi Swami Ramdevji, Vaidyaraj Acharya Balkrishna and Swami Muktanand, Patanjali Herbal Garden & Agro Research Department has been established at following few sites- Patanjali Herbal Garden site Nursery, Patanjali Herbal Garden site Gurukul Gaushala Farm, situated nearby Patanjali Yogpeeth at Maharishi Dayanand Gram, Bahadrabad, Delhi-Haridwar highway. These Herbal Gardens have beautiful collections of more than 200 medicinal herbs, shrubs, trees, climbers and ornamental plants. Since, 1997 it was a great effort with high spirit to collect the valuable medicinal plant and to ensure to grow in Garden, a Divya Vanaushadhi Vatika has been earlier established in the Ashram at Kankhal. Thereafter, to explore more possibilities of a large number of wide collections, exposition and research of medicinal, aromatic and
ornamental plants in a organized way in the Patanjali Herbal Garden has been established. A team of Scientists from Botany and Agriculture and a number of swayam sevak are engaged for research and management. It is all about economically processing organic farm produce into daily use consumables ranging from Ayurvedic health supplements to Foods and cosmetics and then supplying them largely to the urban world. The produce will be picked up right from the farms, thereby increasing the effective income of the farmers. The health based products will then be made available to a large population in the urban areas that is reeling under the scourge of polluted food items and artificial drinks that make them vulnerable to a variety of cronic diseases. And all this at a cost that is unmatched in the market. The consequential benefits are no less crucial to the mankind. Backed by a robust preaching and promotion on the popular Astha channel by the world renouned Yog Guru Swami Ramdevji and an international authority on Ayurved and traditional herbs Acharya Balkrishanji, it is all about reinventing our traditional knowledge of Yog and Ayurved, rejuvenation of rural economy,arrest of the flight of rural job seekers to the more demeaning urban slums, strengthening the health grid of the nation and the world, mending the environmental imbalance…and finally fighting the tirade of western culture on Indian panorama. PATANJALI AYURVED Ltd. is a company that functions like all other companies under the regulations of the company law affairs, yet is constantly striving for nation building more than the profit accumulation. At micro level the challenge is no less herculean. Along with PRANAYAM, the wisdom of our ancient sages, the organic food products and herbal medicines churned out of this unit, undertake to fight out the dreaded and incurable diseases like CANCER and AIDS. Claim for having found a lasting cure for many other relatively more rampant but equally tormenting diseases like Diabetes, Arthritis and Thyroid is already established with thousands of patients cured with satisfaction.
Superior quality of our products at a fair price is not the only concern that we have. Getting our patients rid of their diseases is again too limited a goal for us to seek. A holistic approach to improvement in the quality of life of all beings, world over, is the purpose behind our being. Getting rid the food we consume of the pollutants in the form of poisonous pesticides and chemical fertilizers that our farmers use, is a goal that we strive to achieve by providing our people the eatables that are cultivated in organic and natural manures and pest repellents. Amalika- also known as amala or Aavla (Latin –Emblica officinalis) is Indian gooseberry. It is probably the most famous Ayurvedic herbs used in dozens of classical Ayurvedic formulae & in hundreds of patent Ayurvedic formula. The herb of Amalaki is used for many purposes such as delaying the aging cycle, rejuvenating the body, revitalizing body systems & top of all, building immune levels. The herbal fruit of Indian gooseberry (amalaki) contains active levels of tannins that help in rejuvenating the body cells & concerned organs. Amalaki contains abandon amounts of Vitamin C – ascorbic acid & is likely to possess richest amounts of it as compared to any edible on this planet. Avipattikar Churna is recommended for complete cure of your acidity, burning stomach and indigestion problems. This is natural digestive tonic which helps in regularizing digestion process & cures acidity problem. A regular course of this ayurvedic medicine gives good results & generally no further medication is required. Avipattikar acidity remedy control acid secretion from stomach walls and helps in easy and timely movement of food from stomach to intestines. Avipattikar Churna is traditionally used to remove excess Pitta (Fire) from the stomach and small intestine. This ayurvedic remedy alleviates acidity, Heartburn and Indigestion. High Pitta (Fire) produces the problem of Acidity or Hyper Acidity. To reduce High Pitta (Fire) in the abdomen, Avipattikar Churna is very good. For hyper acidity and abdominal aches being a mild laxative it makes the stool soft, helps to check mild constipation and improve the appetite. These days most of the people are suffering from constipation. The failure to excrete the feces from the intestine is termed as constipation. There are many reasons for this disease, like shortage of fiber in diet, insufficient intake of fluid, stress, wrong food habit, appetite, inadequate exercise, use of too much laxative, enema abuse etc. Constipation can affect
digestion, the clearing of toxins from the system is hampered, energy levels and the absorption of nutrients will get altered. 3.3.
PRODUCT LINE AND PORTFOLIO OF PATANJALI YOGPEETH
Products of patanjali ypgpeeth are as follows:
Divya Amla Churna for Eyes, Digestion and General Health
Divya Arogyavardhani Vati
Divya Arshakalp Vati for Piles
Divya Ashmarihar Ras for Kidney Stones
Divya Ashwagandha Churna for Stress, Fatigue and General Health
Divya Chandraprabha Vati for Urinary Disease
Divya Churna for Constipation
Divya Dant Manjan Tooth Powder
Divya Gashar Churna for Removal of Gas
Divya Giloy Sat for Swine flu, Bird flu, Pyrexia of unknown origin (fever)
Divya Hridayamrita Vati for Heart Disease
Divya Kanti Lep for Increasing Skin Splendour
Divya Kayakalp Tail Oil for Skin Problems, Cracks and Burns
Divya Kayakalp Vati for Skin Disease, Acne and Pimples
Divya Kesh Tail Hair Oil for Hair Loss, Dandruff and Headache
Divya Madhu Nashini Vati for Diabetes
Divya Madhukalp Vati for Diabetes
Divya Medha Kwath for Headache and Memory Enhancement
Divya Medha Vati for Memory Loss and Improving Intelligence
Divya Medohar Vati for Weight Loss
Divya Mukta Vati for High Blood Pressure
Divya Peya Herbal Tea
Divya Pidantak Ras for Joint Pain and Arthritis
Divya Pidantak Tail Massage Oil for Joint Pain and Arthritis
Divya Punarnavadi Mandur for Kidney Problems and Anemia
Divya Sanjivani Vati for Cold, Fever and Flu
Divya Shilajeet Rasayan Vati for Impotency
Divya Shilajeet Sat for Gout and Weak Immune System
Divya Singhnaad Guggulu for Rheumatism
Divya Stri Rasayan Vati for Menstruation
Divya Swasari Ras for Lung Problems, Bronchitis and Asthma
Divya Triphala Churna for Rejuvination and Detoxification
Divya Triphala Guggulu for Joint Pain, Piles and Weight Loss
Divya Udaramrita Vati for Digestion and Stomache Problems
Divya Udarkalp Churna for Indigestion and Constipation
Divya Vatari Churna for Arthritis
Divya Yauvanamrita Vati for Weak Bodies and Impotency
Divya Yograj Guggulu for Joint Pain
3.4.
PRODUCT MIX OF PATANJALI YOGPEETH
Swami Ramdev's Divya Medicines are 100% natural, made from potent herbs such as the ashtavarga healing plants of the Himalayas. They have proven extremely effective for combating all forms of sickness and disease. Along with these medicines, Swamiji recommends patients to also adopt the practice of Pranayama, which will strengthen the immune system and quicken the healing process.
Abhrak Bhasm - Divya
Ajamodadi Choorna - Divya
Aloevera Gel
Aloe Vera Juice - Patanjali 1 Lt. or Aloe Vera 30 Capsules
Amla Churna - Divya (for Eyes, Digestion and General Health)
Amlki Rasayan - Divya
Amrit Rasayan - Divya(for Brain, Eyes, Strength and over all nourishment)
Anti Wrinkle Cream - Patanjali Tejus
Arjuna Kvath - Divya(for Coronary Artery Disease)
Arshakalp Vati - Divya(for Piles)40 grams
Arshkalp Vati - Divya(for Piles) 20 Grams
Ashmarihar Kvath - Divya / Vrikkdosh Har Kwath - Divya
Ashmarihar Ras - Divya
Ashvagandha Capsule - Patanjali
Ashvagandha Churna - Divya (for Stress, Fatigue and General Health)
Ashvashila Capsule - Patanjali
Avipattikar Choorna - Divya
Awala Choorna - Divya
Amla / Awala Juice 1 Liter - Patanjali (Juice of Emblica Officinalis) / Divya Amalki
Rasayana 100 gm
Awala - Divya (Amla) Murabba - Divya(Dry Spicy)
Awala - Divya (Amla) Murabba - Divya (Dry Sweetened)
Awala / Amla Murabba Wet - Divya
Badam Pak - Divya
Badam Rogan - Divya
Bael Candy - Divya
Bael Murabba - Divya
Balm - Patanjali
Bang Bhasma 5gm - Divya
Bavaci Choorna - Divya(for Leucoderma)
Beauty Cream 50 gm - Patanjali Tejus
Bilwadi Churna - Divya
Body Lotion - Patanjali Tejus
Body Massage Oil 100ml - Patanjali
Chatpata Choorna
Chandraprabha Vati - Divya (for Urinary Disease & diabetes)
Churna - Divya (for Constipation)
Chyawanprash - Divya with Ashtavarga Healing Plants (1 Kilogram)
Crack Heal Cream - Patanjali
Daliya : Patanjali Arogya Daliya
Dant Manjan - Divya (Tooth Powder)
Dant Kanti - Patanjali (Tooth Paste)
Divya Dhara
Drishti Eye Drop - Patanjali
Gangadhar Choorna - Divya (for Diarrhoea , Sprue Syndrome, Ama)
Gashar Churna - Divya (for Removal of Gas)
Giloy Ghan Vati - Patanjali 40gm
Godanti Bhasm - Divya (for Migraine, Chronic Headache, Depression & Hernia)
Gokshuradi Guggulu - Divya (for Chronic Renal Failure)
Gulab Jal - Divya
Honey - Divya (Pure Himalayan Honey)
Hridayamrita Vati - Divya (for Heart Disease) 20 Grams
Hridayamrita Vati - Divya (for Heart Disease) 40 Grams
Kachanar Guggulu - Divya
Kaisara Guggulu - Divya (Psoriasis & Eczema)
Kanti Lep - Divya (for Increasing Skin Splendour)
Kayakalp Kwath - Divya (for Skin Problems)
Kayakalp Tail - Divya (for Skin Problems, Cracks and Burns)
Kayakalp Vati - Divya (for Skin Disease, Acne and Pimples) 20 Grams
Kayakalp Vati - Divya (for Skin Disease, Acne and Pimples) 40 Grams
Kesh Tail - Divya (Hair Oil for Hair Loss, Dandruff and Headache)
Lavan Bhaskar Churna - Divya
Lauki Juice - Patanjali
Lauki - Amla Juice - Patanjali
Madhu Nashini Vati - Divya (for Diabeties)
Madhukalp Vati - Divya (for Diabetes)
MahaYograja Guggulu - Divya (for Osteoporosis)
Medha Kwath - Divya(for Headache and Memory Enhancement)
Medha Vati - Divya (for Memory Loss and Improving Intelligence) 40 grams
Medohar Vati - Divya (for Weight Loss)
Mukta Pishti - Divya
Mukta Vati - Divya (for High Blood Pressure)
Mukta-shukti Bhasm - Divya
Ojas Multani Mitti - Patanjali
Nimb Ghan Vati - Patanjali 60 Gr.
Panchakol Choorna - Divya
Peedantak Cream 50 gm - Patanjali
Peya (Herbal Tea) - Divya 100 Grams
Peya (Herbal Tea) - Divya 300 Grams
Pidantak Kwath - Divya (for Joint Pain and Arthritis)
Pidantak Ras - Divya (for for Joint Pain and Arthritis)
Pidantak Tail - Divya (Massage Oil for Joint Pain and Arthritis)
Praval (branch) Pisthi- Divya
Praval Panchamrit- Divya
Punarnavadi Mandur - Divya (for Kidney Problems and Anemia)
Sanjivani Vati - Divya (for Cold, Fever and Flu)
Saptavimshati Guggulu - Divya
Sarvakalp Kwath - Divya (for Liver Problems and Jaundice)
Shadbindu Tail - Divya
Shatavar Choorna - Patanjali
Shampoo - Patanjali
Shankh Bhasm - Divya
Shilajit Capsule - Patanjali
Shilajeet Rasayan Vati - Divya (for Impotency)
Shilajeet Sat - Divya (for Gout and Weak Immune System)
Shilajeet Sat - Divya (for Gout and Weak Immune System) 50 gm
Singhnad Guggulu - Divya
Sitopaladi Choorna - Divya
Soap Kanti Aloevera Body Cleanser - Patanjali
Soap Gomutra Kanti - Body Cleanser - Patanjali
Soap Somya - Body Cleanser - Patanjali
Soap Ojas Aquafresh - Body Cleanser - Patanjali
Soap Ojas Aquafresh - Mogra Body Cleanser - Patanjali
Soap Patanjali Somya Haldi Chandan Body Cleanser - Patanjali
Stri Rasayan Vati - Divya
Swasari Ras - Divya (for Lung Problems, Bronchitis and Asthma)
Tejus Tailum For Women
(Tooth Powder) Divya Dant Manjan
(Tooth Paste) Dant Kanti Patanjali
Trayodashang Guggulu Divya
Trikuta Choorna Divya
Triphala Churna Divya (for Rejuvination and Detoxification)
Triphala Guggulu Divya (for Joint Pain, Piles and Weight Loss)
Tulsi Ghan Vati Patanjali 40 Gr.
Udaramrita Vati Divya (for Digestion and Stomache Problems)
Udarkalp Churna Divya (for Indigestion and Constipation)
Vatari Churna Divya (for Arthritis)
Yauvanamrita Vati Divya (for Weak Bodies and Impotency)
Yograj Guggulu Divya (for Joint Pain) 20 Grams
Yograj Guggulu Divya (for Joint Pain) 40 grams
Wheat Grass Powder Organic 1 Month Doses
Chatpata Choorna
For Gastric troubles and taste
Divya Jeera Goli
Divya Anardaana Goli
Divya Chatpata Chuara
Divya Nimbu Vati
From nowhere to everywhere, Brand Baba seems to be pervasive. Yoga has been there in India since time immemorial, it has been synonymous with sadhus( saints) who usually after relinquishing their mundane world in search of God or Nirvana used to keep them healthy, fit, let them channelize their energy and control their inner self toward a single goal. In marketing parlance we can think of it as a product which was restricted to a very small segment of society, had some exclusivity attached to it, expertise of saint in performing it and a luxury which could only be afforded by the disciples of saints. Nobody could have thought of commercializing it, leave aside the thought of popularizing it among the masses. Entrepreneurs are not only risk bearers, organizers and managers of the enterprises but they are also great visionaries who not only anticipate the future needs but also keep a check on the present requirements. We are sure Baba must have worked tirelessly on his mission away from the glare of media, completing all his defined tasks, keeping a check on the preparations and one day he must have decided to appear on the big stage and take the world by storm that seems to be a meticulously planned launch of the “Brand Baba”. The epithet “He came , He saw, He conquered”. is supposed to be rightly described as the arrival of Baba and his infectious popularism among the masses. Suddenly everyone was seen rubbing his/her nails walking by the road side, waiting for a train at the platform, while travelling, while working in an office or for that matter whenever people found themselves free, he was there everywhere in the life of people. Yoga, which used to be considered Generic till now was well known by “Baba Ramdev Brand of Yoga”. People were looking for a solution to their stressful life, an alternative form of medicine. He as a true entrepreneur anticipated this need before anyone could and sold his idea of a complete health to the masses. As a good marketer would do he made himself available for the masses through his “Yoga Shivers”, listened to their problems & tried to solve them, connected with them personally, had a product which was well researched, had variants of products in terms of different Yoga Aasans for different ailments, meant for different age groups of people
based on their ability to perform a particular aasan, had all the medium of advertisement to support his Brand. His journey didn’t stop with his Brand of Yoga, when big business houses were struggling to launch and operate Branded Medical Stores, he was once again there bang on launching his own Brand of Ayurvedic Medicine Stores ( Patanjali) all over India…Franchising model also included. His name has become synonymous with Yoga and Ayurveda. There might be other before he appeared on scene, there are many in his era also but no one could make an impact like him. His presence was so infectious that people from different walks of life were cashing on his popularity….Filmstars like Shilpa Shetty and Bipasha Basu came with their own version of Yoga CD’s but could not pose a challenge to his leadership, infact they ended up following his footsteps…even the corporate world found a big market for herbal products..the consumers were looking for products which were close to nature. His USP is that he made himself approachable, common man identified with him and he positioned his product as a “ Total Health Solution” unlike the craze generated by the Filmstars to develop bulging biceps, curved body, zero figure which could be defined as a fad bound to fade away without notice. His product promise for a lifelong solution ( durability), can be used anywhere anytime( operational convenience), available through different channels based on your convenience( like T.V., Books, Shivers ), his product emphasizes on precaution rather than cure….a feature which make his product standout from the rest of crowd and even if any ailment need to be cured he has the natural therapies and his own brand of ayurvedic medicine to compliment his main product. He has made his brand ambassadors out of his own followers who very religiously vouch for his claims and motivate people who come in contact with them to practice Yoga. He is in his unique way different from other gurus who only give spiritual discourses. He is different in terms of the practicality and objectivity of his product unlike the subjective nature of the discourses delivered by spiritual gurus. He run his trust as a big corporate house generating employment, profit and his initiative has not only pumped a new lease of life to ayurveda but has also indirectly helped people to find out an employment as yoga instructors in schools, colleges and corporate houses. He is ubiquitous, wherever you go you find his hoardings announcing the date of his Shivers, he has not only reached to the interiors of the places but he is also there in the mind of the people enjoying the share of his own, which is a sign of a big brand. People, organizations, institutions
involve in any kind of traditional thing in India can take a lesson or two from Baba, that how marketing can help in reviving the traditional form of things that too with a handsome profit and one need not to be an American or someone from a developed world to market a product and lay a claim on it. There has been lot of yoga gurus and they are there today also who can challenge him in the art of yoga but there is only one Baba Ramdev the Yoga Guru turned out to be a Great Marketing Guru. And finally look what he is doing, he has taken the responsibility to bring back the black money to the nation and eradicate the corruption from the country. It seem that after achieving the leadership position in his form of business he want to diversify to the business of politics. There is always a risk of diluting your brand if you think of entering into a totally different field and Baba has taken that risk. His Brand seems to be in crisis these days and there is a need of second thought to be given to the diversification. I feel he should have thought of Co-Branding with Anna, this could have made it easy for him to diversify into the business of politics. It’s still not too late , he must think strategically on his move and rethink of launching his brand of movement again with new energy and a new look. 3.5.
MARKETING AND NETWORK OF PATANJALI YOGPEETH
Human beings are governed by ideas and beliefs. Consumers of this day no longer buy merchandise and services but experiences. Mass Customization is the new paradigm that replaces old ideology of market segmentation; an idea which is no longer found suitable for today's turbulent markets, changing customer needs and growing product variety. Mass customization proactively manages product variety in the environment of rapidly evolving markets, products and services. This study attempts to study the reasons which have lead to the phenomenal success of Baba Ramdev's marketing strategy of Mass customization and that also in an era of high individual customization. The dictum of Mass Customization is "Aham Brahamasmi"; meaning that I am omnipresent and omnipotent. Catering to the needs of all, irrespective of gender, age, caste, creed, culture, religion, nationality the potion of mass customization is believed to work wonders. Companies choose from mainly three value disciplines to frame their value propositions: product leadership, operational excellence, and customer intimacy. The product leadership
discipline leads to the `best product' value proposition-an assertion that the company's products have the greatest performance impact or experiential impact for its customers. The operational excellence discipline leads to the `best total cost' bid- an assertion that the combination of the company's prices, product reliability, and hassle-free service is matchless. The customer familiarity discipline leads to the `best total solution' scheme – an assertion that the company helps its customers identify their exact problem and the best solution, and then takes charge of implementing it. Baba Ramdev addresses all the three value disciplines and he has developed a unique blend of Ayurveda and Vedic philosophy to cater to create value for his customers. 3.6.
PRODUCT: INTRODUCING THE VALUE DISCIPLINE
The society in which we live today is a brand- obsessed society. Name a product or service and the brands relating to them are inestimable so many that cannot be counted on fingers. Thus, creating, developing, implementing and maintaining successful brands are frequently at the heart of marketing strategy. (McEnally,M . and Chernatony,L. de 1999) Successful branding requires a strategic perspective (de Chernatony 1998) whereby strong brand concepts are presented and communicated to target segments resulting in favorable brand images which reflect the brand's identity (Gardner and Levy 1955, Reynolds and Gutman 1984, Kapferer 1997). This brand of Baba Ramdev has a universal appeal, is sharing and collaborative, and the customers range hail from all age groups and regions. This Brand is a result of consistent hard work and carefully and meticulously followed strategy. The service that Baba Ramdev is selling is the product. To deliver quality service, it is essential to understand customers' expectations. To assess the quality of service, customers compare their expectations with perceptions of the service providers' performance. Hence it becomes vital for the service providers' to understand and meet consumers' needs and wants. Customer expectations of service can be of two types; desired service and adequate service. Desired service is the service that a customer desires and expects to get. Whereas an adequate service is one which is the minimal level of service which a customer is willing to accept based on his perception of service acceptability.
The service that is being provided by Baba Ramdev is well orchestrating with the desired service expectations. Patanjali Yogpeeth, a multi-million rupee venture, Ramdev's dream project, set as a rival to World Health Organization only on the basis of sound service that it boasts of providing. Divya Yoga Mandir Trust in Haridwar, Uttaranchal is armed with all the latest and most sophisticated gadgets sees a regular stream of devotees who wait to be called by a doctor in the Out Patient Department (OPD). There are forty doctors in the OPD who deal with 2,000 people every day. Some days the dispensary sells medicines worth Rs. 3,000 a minute. And again this can only be possible if the waiting tie is reduced by quality service. The ambiance of Patanjali Yogpeeth is world class. Constructed in almost 100 acres; it has been designed to have buildings, car parks, and a landscape to rival the best of Delhi's housing projects. The entire value proposition can be said to be a hard work and the result of determination of this one man army. To add to this we know that looking good is everyman's dream. In the era when cosmetic surgery is the order of the day; getting good looks by just adjusting the way one inhales and exhales is something everyone would prefer doing. With his deep-seated credence that we all are a part of beauty conscious world, Swamiji's unique contribution has been in helping ordinary people solve their problems and lead a healthy life through the practice of simple breathing exercises. The product "pranayama" is well suited for all irrespective of class, creed, culture and hence this success. 3.7.
COMPLETE PACKAGE FOR VARIOUS DISEASES
Swami Ramdev's Divya Medicines are claimed to be one hundred percent natural, made from potent herbs available in the Himalayas and no or very little side effects. They have proven extremely effective for combating all forms of sickness and disease. Along with these medicines, Swamiji recommends patients to also adopt the practice of Pranayama, which will strengthen the immune system and quicken the healing process. Ramdev Baba opines that Pranayama Yoga is the complete Ancient Indian Therapy, which is a Medical Science in itself that cures any Physical or Mental medical condition completely, without any side effects. Swami Ramdev has proved and declared on Indian & International TV Channels, "Pranayama Yoga is the complete natural cure for all Physical and Mental Ailments". But if
medicines are required they are also available and these packages of medicines are available at a very low cost. The medicines can cure all the diseases from a simple cold to cancer. In a bid to promote Ayurveda, Ramdev's Trust has tied up with 600 qualified Ayurvedic practitioners who are offering treatment to masses for a variety of diseases, some of them termed incurable by the modern system. 3.8.
PRICING STRATEGY
Developing an effective pricing strategy remains the most important and difficult part of the marketing process. For instance, a nominal 1 per cent increase in price realization will boost net income by 6.40 per cent for Coca-Cola and 28.70 per cent for Philips. The pricepositioning and the value-delivery mechanisms should be done with one rule in mind: the performance of the product, or the value associated with it should always be higher than the price. For instance, a company that has either a product or a service whose performance or value is medium would do well to follow a low-cost pricing strategy. Well in tune with this, Baba Ramdev's potion of Pranayama is cheap. He urges people not to lose hope or suffer and depend on expensive treatments. Indian Pranayama Yoga is there to help treat all the ailments completely without costly medicines, operations or surgery. It is amazing, but it is claimed to be true that this is the cheapest and the only complete cure to most of the so called incurable diseases like Diabetes, Cancer, HIV & AIDS too. 3.9. PROMOTIONAL STRATEGY Edwin L. Artzt quoting the chairman and CEO of P& G has likened advertising to exercising saying that "Think of advertising and promotion as exercise and recreation. Advertising is exercise. It's something you need and it provides long-term benefits, but it's awfully easy to either cut or postpone because there's no immediate penalty for not exercising. When you want your brand to be fit, it's got to exercise regularly." And here's a situation when exercising in itself becomes the object of promotion. It is a well established fact that advertising affects consumers. The literature on advertising has traditionally emphasized the persuasive nature of advertising: its purpose is to alter
consumers' tastes for established brand names or company reputations (Bagwell, 2007, Dixit and Norman, 1978). But there is a difference in opinion and Stigler and Becker (1977) and Becker and Murphy (1993) argue that advertising is part of consumers' preferences in the same way as goods and that there are complementarities between advertising and goods. Hence, a more-advertised good is ceteris paribus preferred over a less-advertised good. Whatever be the case, Baba Ramdev has hit both the opinions as he is advertising and at the same time not advertising. Baba Ramdev's live yoga classes became a passion. And it all began in the year 2002 when Sanskar television channel started airing Baba Ramdev's yogic classes; overnight, Baba Ramdev became a sensation he had hundreds of followers who morphed into thousands. Then Sanskar channel's rival Astha channel signed him. In two years time he was a hit and with him also the channel benefited. His TV shows have the largest TRP. Today, he is one of the biggest draws on Indian television. He can be seen not only on religious channels like Aastha, but also news and features channels like India TV and Sahara One. Millions around the country follow his programmes religiously and use ayurvedic medicines prescribed by him. There was an eight-month waiting period before one could see Ramdev, he was being booked that far ahead by television channels for his live yoga classes each morning. His yoga sessions were beamed live into 170 countries (Bijay Simha, 2007) Also, Baba Ramdev's pack one DVD, two Video CDs written three books on Yoga, Pranayama Herbal Remedies and Magazines are available. This set of four promotional material with a Research Oriented Monthly Magazine of Yog, Spiritualism, Ayurveda, Culture And Tradition-Yog Sandesh available in 5 languages can do much to lure customers. Even healthy people are following his Yoga Pranayama regimen, as available in his DVDs, VCDs, Books & magazines etc., to keep fit. It is a well established fact that; "brands set the product and the producer of that product apart from the competition". There are special though very obvious facts that this Brand has also mass customized itself to satiate all and thus have made a distinct place for itself. In an era when the marketers are faced with the challenge of getting their message heard by consumers
who are hard to find and even harder to influence, this Brand has worked wonders and all because of its all inclusive image.
CHAPTER IV: DATA ANALYSIS AND INTERPRETATION LOYALTY INTENTIONS #
Question
1
I intend to buy products of this brand in the near future I intend to buy other products of this brand I consider this brand my first choice in its different product categories I say positive things about this brand to other people I have or would recommend this brand to someone who seeks my advice I don’t bother looking at alternative brands; this brand is good enough for me If this brand were to raise their prices, I would continue to buy their products If this brand was NOT available, it would make huge difference to me
59
#
Mean
2 3 4 5 6 7 8
1 2 3
Question
Total Respons es
Total Responses
High quality Traditional and herbal Cheaper products
CONSUMER PERCEPTION
Mea n
Frequen cy
Varianc e
Standar d deviati on
59 59 59 59 59 59 59
59 59 59
Frequency
Variance
Standard deviation
#
Question
1 2 3 4
For older people For younger people A modern innovative brand Buy its products being an indian herbal brand 5 Buy its products NOT because of spiritualism associated with the brand BRAND IMAGE
Total Respons es
Mea n
Frequen cy
Varianc e
Standard deviation
59 59 59 59 59
1. GENDER #
Answer
Respon se
%
1 2
Male Female Total
31 28 59
53% 47% 100%
Varian ce
Standa rd deviati on
2. AGE #
Answer
1 2 3 4 5
below 18 19 to 25 26 to 35 36 to 55 55 and above Total 3. MARITAL STATUS
Respon se
%
2 37 11 8 1 59
3% 63% 19% 14% 2% 100%
Varian ce
Standa rd deviati on
#
Answer
1 2 3 4 5
Married Widowed Divorced Separated Never married Total
Respon se
%
16 0 0 0 43
27% 0% 0% 0% 73%
59
100%
Varian ce
Standa rd deviati on
4. EDUCATION LEVEL #
Answer
1 2 4 5
Primary Secondary Graduate Post graduate Doctorate Total
6
Respon se
%
0 2 33 22
0% 4% 55% 37%
2 59
4% 100%
Respon se
%
0 12
0% 20%
9
15%
2
3%
36 59
61% 100%
Varian ce
Standa rd deviati on
Varian ce
Standa rd deviati on
5. PROFESSION #
Answer
1 2
Retired Civil servant Private sector Self employed Student Total
3 4 5
H1: Brand image will not be positively associated with brand loyalty.
BRAND IMAGE LOYALTY INTENTIONS
BRAN D IMAG E 1 0.699 95
LOYALTY INTENTI ONS 1
INTERPRETATION: There is significant correlation between Brand Image and Brand Loyalty. H2: Brand image will not be positively associated with consumer perception.
H3: Consumer perception will not be positively associated with Brand loyalty.
H4: Gender will not be positively associated with loyalty intentions.
H5: Gender will not be positively associated with consumer perception.
H6: Gender will not be positively associated with brand image.
H7: There will not be positive relationship between brand image, consumer perception and loyalty intentions.
CHAPTER V: RESULTS AND FINDINGS
APPENDIX A ONLINE SURVEY QUESTIONAIRE PATANJALI Brand Image and Loyalty Intentions Extremely
Extremel
likely
y unlikely
(1)
I intend to buy products of this brand in the near future I intend to buy other products of this
o
o
Brand I consider this brand my first choice in its different product
o
categories I say positive things about this brand to other people I have or would recommend this brand to someone who seeks my advice I don’t
bother
looking
o
o at
alternative brands; this brand is
o
good enough for me If this brand were to raise their prices, I would continue to buy
o
their products If this brand was NOT available, itwould make huge difference to
o
2
3
4
5
6
(7)
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
me Q1. How loyal are you to brand Patanjali? RATE IT on a scale of 7 from extremely likely to extremely unlikely.
o
o
o
o
o
o
o
o
Q2. How much you agree or disagree about the brand Patanjali? Extremely
Extremel
likely
y unlikely
(1)
High quality Traditional and herbal Cheaper products For older people For younger people
A modern innovative brand Buy its products being an Indian herbal brand Buy its products NOT because of Spiritualism associated with the brand
Please tell about yourself Q3. Gender Male Female Q4. How old are you? Below 18
o o o o o o o
o
2
3
4
5
6
(7)
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o o o o o o o
o
19-25 26-35 36-55 55 and above Q5. Marital status Married Widowed Divorced Separated Unmarried Q6. Education level Primary Secondary Graduate Post-graduate Doctorate Q7. Profession Retired Civil servant
Private sector Self employed Student
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13. Herzog, H. (1963) Behavioral Science Concepts for Analyzing the Consumer. In: Bliss, P., Ed., Marketing and the Behavioral Sciences, Allyn and Bacon, Inc., Boston, 76-86. 14. Dichter, E. (1985) What’s in an Image. Journal of Consumer Marketing, 2, 75-81. http://dx.doi.org/10.1108/eb038824 15. Gardner, B.B. and Levy, S.J. (1955) The Product and the Brand. Harvard Business Review, March-April, 33-39. 16. Gobe, M. (2001) Emotional Branding: The New Paradigm for Connecting Brands to People. Allworth Press, New York.
