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FMCG

| Marketing Strategy of Patanjali
BusinessManagementMarketing

Patanjali Marketing Strategy | Marketing Strategy of Patanjali

by Shamsul June 24, 2021

 

Patanjali Marketing Strategy | Marketing Strategy of Patanjali

 

Patanjali is a well-known FMCG company for the last ten years with rapid growth in India due to marketing strategy. according to HSBC and CLSA data. It was founded by yoga guru (Ramdev Baba) and Acharya Balkrishna in 2006. Since then, it has started emerging as a prominent FMCG company in the market through a large ratio of deep assortments and products. Manufacturing units of this company are not limited to Haridwar but outside India too, like in Nepal, it is available under the Nepal Garmudyog trademark. Its premium products are herbal and mineral-based.

 

Essential Factors in the Patanjali Marketing Strategy:

Targeting, Segmentation, and Positioning:

Like all other FMCG players, the strategy of Patanjali is also a combination of psychographic and demographic segmentation strategies, which are helpful in making its products offered relevant to a different set of customers.  It does not use a differentiation-based system for targeting because its prime goal is to provide healthy products for everyone. Its positioning strategy is value-based and product-based, fulfilling the aim of health-based satisfaction and trust establishment in the customer’s mind. Its tagline is “Prakriti-ka-ashirwad.”

Competitive Advantage | Patanjali Marketing

Baba Ramdev is a prominent yoga guru. He is the herbal product promoter of Patanjali. Thus, it gives a significant benefit over other FMCG players. It has 400+ products with varied SKU, consisting of natural and herbal components, helping this company provide customers with different products. So, its business objective is the availability of cost-effective products with superior quality making them practical for its success. This company is spending a negligible amount on advertisements or promotions, which results in low and affordable prices in the market.

BCG Matrix | Patanjali Marketing

Different parts of business segments like Ayurveda products, health care, cosmetics, home care, and food packaging show stars in the BCG matrix. Their market demand is high and the acceptability of products is enhancing.

Distribution Strategy | Patanjali Marketing

It has 4600+ retail outlets for distribution across India with the help of e-commerce sites and different supermarket chains i.e. Big bazaar (future group), Reliance retailers, etc., making it a fast-growing company in the FMCG market.

Brand Equity | Patanjali Marketing

Baba Ramdev, as the brand’s promotional face, is giving great success in maintaining positive WOM and high TOMA. The wide popularity and customer satisfaction have made these kitchen and home care products a part of the daily household.

Competitive Analysis | Patanjali Marketing

With varied product segments, four sub-brands are helping the company maintain a high wallet share from customers. For FMCG companies, distribution is an important factor for success determination. However, Patanjali has its retail stores and partnered channels that distribute products in distanced locations of India. Its competitors in the FMCG market are Dabur, Godrej, HUL, P&G, and Reckitt Benckiser etc.

Market Analysis | Patanjali Marketing

Market present to FMCG players is where local and national/international brands struggle and fight to maintain their market shares. However, different factors determine the players’ success in markets, like inflation, consumer dynamics changing, government regulations, taste preferences, changes in lifestyle, etc.

Customer Analysis

Its customer varies to each age group as its healthy products have availability in various market-keeping units. So making it reachable and affordable for customers.

 

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June 24, 2021 9 comments
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FMCG
BusinessMarketing

10 Best FMCG Companies of the World Presently

by Shamsul October 19, 2019

 

10 Best FMCG Companies in 2019

The FMCG stands for Fast Moving Consumer Goods or called (CPG) Consumer Packaged Goods are the items that are to be utilized every day. Most famous FMCG organizations fabricate items that may incorporate individual care, foods, drinks, healthcare services, skincare, oral care and some more. CPG organizations incorporate Johnson and Johnson, Procter and Gamble, Unilever, JBS, Nestle, L’Oréal alongside refreshment organizations like Pepsi, Coca Cola, and so on. The given discussion has taken three primary parameters, for example, income, market capitalization, and various worldwide brands.

The greatest FMCG or CPG organizations center a ton of advertising as the items over these organizations are pretty much comparative. Item situating and dissemination assumes a significant job in the development of these biggest FMCG brands. All the FMCG organizations have a solid business development which is being driven by a solid workforce over the world. Here are the best 10 FMCG organizations in 2019.

 

Fast Glance:

The following are the greatest and top FMCG or CPG Companies in World:

First Place: Nestle

Second Place: Johnson and Johnson

Third Place: Procter and Gamble

Fourth Place: Pepsi

Fifth Place: Unilever

Sixth Place: AB InBev

Seventh Place: Coca Cola

Eighth Place: JBS

Ninth Place: Phillip Morris

Tenth Place: L’Oreal

 

More insights regarding rankings and parameters, read the complete article.

 

10- L’Oréal S.A:

FMCG

L’Oréal was recognized as the world’s most ethical organization by Ethisphere Institute and is a main cosmetic FMCG organization.

Code of business morals and gender orientation fairness are the fundamental features of L’Oréal, which is the reason it is among the popular FMCG organizations on the planet. The portfolio incorporates beautifying agents, cosmetics and personal care items with in excess of 34 worldwide brands.

L’Oréal was established by Louis Schueller, a French scientific expert, in 1919. The organization has itself utilizes 20,000 scientific experts till the date. The number demonstrates L’Oréal’s enthusiasm for Research and Development. Constant patent enrollment is the facts L’Oréal sticks out, it has enlisted 498 licenses in the year 2017. It additionally remains as the main beauty care producer group on the planet with the global nearness in 150 nations. Consistently, L’Oréal, in a relationship with UNESCO arranges a program called “For Women in Science.” Here it chooses and awards five prominent analysts from five continents. Around 100 scientists have been granted since 1998 (three of them have likewise gotten a Nobel Prize).

L’Oréal has broadened itself by placing a step in skincare, haircare, cosmetics, aromas, and hygiene items industry where it beats the other goliath players in the market. L’Oréal has watched 25% development in online deals overall having an extra 10 % share in the personal care and beauty industry.

PARAMETERS:

Income: $ 32004 million

Net Profit: $ 4612 million

Market Capitalization: $ 127548 million

Number of Brands: 34

 

9- Philip Morris:

 

FMCG

Philip Morris International Inc is among the biggest FMCG organizations on the planet with a solid overall existence.

It’s a worldwide organization with more than 26 well-presumed brands which are popular in different regions. The organization which has its functional home office in Lausanne, Switzerland and commercial home office in New York, began as a solitary shop on London’s Bond Street in 1847. This company denotes its essence in more than 180 nations other than the US with its notable brands. One of its notable brands is Marlboro which brings billion dollars of income to the organization. There are several other top brands making it one of the most popular and famous services having the biggest revenue generation ratio.

Recently, Philip Morris has expanded its capital use to $1.5 billion for unit creation. The organization is as yet driving in its own industry. This company is growing at a fast pace because of the special research and development activities. The company is responsible to launch one of the famous personality items. This company is providing employment to more than 80,000 people in the world. No doubt, there is a huge difference between public and company but it is still a successful public organization in the world.

PARAMETERS:

Income: $ 27580 million

Net Profit: $ 6341 million

Market Capitalization: $ 155213 million

Number of Brands: 26

 

8- JBS

FMCG

JBS is the second-biggest food manufacturer in the world with a broad item portfolio, delivering predominantly frozen meat and poultry.

This driving FMCG organization likewise has food prepared and kept up with universal measures, supported by surely understood brands sold in excess of 150 nations. JBS flaunts 10 notable billion-dollar marks and is one of the biggest meats preparing organization on the planet. The organization was shaped in Brazil in 1953. This company is providing the best quality frozen food items including poultry, meat, and others. It enjoys the best production facilities in the world. It has more than 300 production units in different countries. There are more than 20 company franchises worldwide. This company enjoys the best status in the industry of frozen meat, poultry and more.

This company has developed the best production facilities worldwide. It sets the most influencing employment opportunities in the world. Experts from food nourishment, food processing, and packaging take more interest in this company. What are the reasons? Actually, JBS offers the best employee benefits to its employees. It presents the strongest associations with different famous food manufacturers such as McDonald’s. It has received the best awards “Today is Chicken Day” in Brazil. There were more than 6 million interactions worldwide. Today, JBS is a platform offering employment to more than 21,500 experts and laborers. In the USA, it is in the second position in the frozen meat and poultry industry.

 

PARAMETERS:

Income: $ 48745 million

Net Profit: $ 534 million

Market Capitalization: $ 24832 million

Number of Brands: 1

 

7- Coca Cola:

FMCG

The leading product of the Coca-Cola organization is Coke which was initially expected as a patent medication that lessens the pressure.

The company has numerous products on its shelf. It is among the most famous multinational companies having scope worldwide. The biggest reason why this company is famous is the biggest beverage production, Coca Cola Marketing and distribution network. It delivers the products in urban as well as rural areas of countries where it has setup. According to the latest reports, Coca Cola has more than 500 beverage brands for the customers. Most of these brands are nonalcoholic so it is easy for the company to target customers of all age groups. With all these best services and networks, Coca Cola is now working in more than 200 countries.  Soft drinks such as Coca Cola, Fanta, Diet Coke and sprite are some of the top brands offered by this company.

All FMCG companies such as Coca Cola have a permanent network of production and distribution. Largest setups installed in different countries enable these companies to distribute the famous brands easily. On the other hand, these companies also target consumers according to their cultural practices. The availability of nonalcoholic brands such as Coca Cola, Fanta, Sprite and more makes it acceptable in countries such as Pakistan, Saudi Arabia and GCC region where alcohol is prohibited.

 

PARAMETERS:

Income: $ 35410 million

Net Profit: $ 1248 million

Market Capitalization: $ 184994 million

Number of Brands: Over 500

Number of Brands: 52

 

6- AB InBev:

 

FMCG

AB InBev is a famous Belgian-Brazilian company providing a wide range of transitional beverages in the world.

The main headquarters of this company is in Leuven, Belgium. It is among the largest beverage producers in the world. In 2016, AB InBev acquired SABMiller. This company started its business as a joint venture between Belgium and Brazilian beverage producers to compete with the world’s most famous producers such as Pepsi and Coca Cola. In 2017, AB InBev achieved the highest standards after spreading the business worldwide. On the other hand, they achieved more than 190 awards in beverage production. Nowadays, it is working with more than 500 brands having an existence in almost all countries. The AB InBev is enjoying steady growth in the list of FMCG companies. The overall revenue growth of this company is around 16.8 %. In 2017, it fetched the highest revenue of its history. AB InBev is now among the richest FMCG companies having its brands in more than 100 countries.

The EBITDA Growth rate of this company is 13.4 %. Similarly, it has been listed among the most successful business companies by Fortune Magazine. This magazine gave the AB InBev 100 % score after observing the potential revenue growth and other activities including marketing and advertisement. The company is now starting clean energy products in order to minimize climatic changes. The Bud Analytics Lab is one of the most popular efforts by the AB InBev to solve various issues such as social media marketing, market trends and assortment optimization, etc.

 

PARAMETERS:

Income: $ 56444 million

Net Profit: $ 7996 million

Market Capitalization: $ 172291 million

Number of Brands: Over 500

 

5- Unilever:

FMCG

It is a popular Angla-Dutch FMCG company having its business offices in London, UK, and Rotterdam, Netherlands.

Today, Unilever offers more than 300 brands in the world with the quickest access. It has the best segmentation strategy making it a top FMCG group. Started in 1930, it gained popularity after the merger of Margarine Uni with Lever Brothers. These two companies merged and started to produce the best quality household products such as soaps. The most common products produced by Unilever include cleaning agents, foods & beverages, home care, personal care, and refreshments, etc.

Fortunately, this company won the trust of consumers because of the top quality and standard. Today, it is present in more than 190 countries with its brand value of 15 billion dollars. The iconic brands of this company provide 58 % of the total revenue. Lipton, Axe, Knorr, Dove, Surf, and Sunsilk are some of the top items present on the shelf of this company. These brands are providing 50 % revenue to the company. The company is also taking participation in different social and cultural activities such as CSR activities. The Lifebuoy Roti initiative was one of the successful campaigns for Unilever.

The biggest reason why people love to use Unilever products is trust. It has maintained international standards. Several national and international brands compete with Unilever but it still wins the race. This is only because of hygiene and personal care quality checks. Unilever is strict in the matter of quality control. It has several quality control units working in different countries. The purpose of these quality control units is to ensure the production of sustainable and risk-free products.

 

PARAMETERS:

Income: $ 66068 million

Net Profit: $ 7978 million

Market Capitalization: $ 127900 million

Number of Brands: Over 300

 

4- Pepsi Co:

FMCG

Pepsi Co is one of the most popular and famous FMCG groups providing numerous reputed items such as Tropicana, Pepsi, Lays, and Quaker, etc.

Pepsi Co is a potential competitor of Coca Cola. People enjoy the rivalry between these two famous FMCG groups but Pepsi always takes the leads. It is an American Multinational Food & Beverage company having its main commercial headquarters in New York. The current CEO of Pepsi Co is Indra Nooyi. The brand equity of Pepsi Co-products such as lays, Pepsi, Quaker, and Diet Pepsi always remains high.

Started in 1965, the company associated with the Pepsi-Cola Company and Frito-Lay Inc. The merger of these two companies formed Pepsi Co. Gatorade, Mountain Dew, Doritos, Cheetos, Aquafina, Mirinda, 7 Up, and Lipton teas are some of the most famous examples. The company is among the 500 Fortune companies. In the list of “Most Admired Companies of World,” it achieved the 28th position. Food and a Good program started by Pepsi Co is a considerable example of ethical cooperation. This company has several other titles and awards just because of its amazing social contributions worldwide.

 

 PARAMETERS:

Income: $ 63525 million

Net Profit: $ 10509 million

Market Capitalization: $ 153570 million

Number of Brands: Over 22

 

3- Procter & Gamble:

FMCG

Procter & Gamble started its business in 1837. British American William Proctor and Irish American James Gamble were the founders of this FMCG group.

The most famous product of Procter & Gamble was Pringles. The company was producing snacks, beverages, foods, and others. In 2014, Procter & Gamble took a bold step by adding more than 100 products on its shelf. They also launched 65 new brands in markets. The main headquarter is present in Ohio, USA.

The main brands such as Whisper, Vicks, and Old Spice are some of the top brands. This company has involved the production of baby care, family care, Feminine, home care, healthcare, grooming, and other products. These brands are adding 65 % of the revenue to total income. The company is now present in Latin America, Africa, Middle East, Europe, Asia, and other regions. Procter & Gamble is facing intense competition by the local as well as international players. However, it is using a perfect segmentation strategy that keeps its brands prominent. The networking and distribution of Procter & Gamble are based on a strong setup. It also takes part in social development such as the LikeGirl campaign.

 

PARAMETERS:

Income: $ 65058 million

Net Profit: $ 10194 million

Market Capitalization: $ 197798 million

Number of Brands: Over 105

 

2- Johnson & Johnson:

FMCG

Johnson & Johnson brands are categorized into three primary types: Consumer Healthcare, Medical Tools and Pharmaceuticals.

Johnson & Johnson has its headquarters in New Brunswick, NJ, USA.  The company has 250 subsidiaries in more than 60 countries.  Johnson & Johnson takes a position as a leading FMCG group because of its strongest network, segmentation, and distribution in the world. Started in 1885, it acquired Janssen Pharmaceuticals in 1961. This was a key corporate success by Johnson & Johnson.

The main brands of Johnson & Johnson include the famous names of Tylenol medications, Clean & Clear Face Wash, Band-Aid and more. This company is providing the best-serving facilities to employees. It is among the top FMCG groups offering the best social development projects such as Health & Humanity 2020 Goals. The company is also serving in the healthcare industry by providing professional training. It has 26 campuses where 1,25,000 medical experts received training.

 

PARAMETERS:

Income: $ 76450 million

Net Profit: $ 1300 million

Market Capitalization: $ 344317 million

Number of Brands: Over 90

 

1- Nestle AG:

FMCG

Nestle AG is an FMCG Food & Beverage manufacturer having its corporate office in Vevey, Vaud, Switzerland.

The year 2017 was a successful period for Nestle AG as it gained the highest revenue making it a participant of Fortune 500. This company has more than 2000 brands including baby foods, cereals, confectionary, tea, coffee, bottled water, and medical food products. Famous brands of this company are Nespresso, Maggi, Kit Kat, Nescafe and more.

Nestle AG is now working in more than 50 countries. It is looking forward to expanding the business in different organic foods. For example, the company has planned to produce eggs from cage-free hens.

 

PARAMETERS:

Income: $ 93586 million

Net Profit: $ 7487 million

Market Capitalization: $ 267054 million

Number of Brands: Over 2000

 

 

October 19, 2019 5 comments
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