Content Marketing explained with an example of Patanjali

1. Presented By:
PRN No. 49 - 54

2. CONTENTS
• Content Marketing
• Content Marketing Model
• Types of Content Marketing
• Content Presentation
• About Patanjali
• Vision behind Patanjali
• Patanjali Growth Story
• Future Growth
• SWOT Analysis of Patanjali
• Learning Outcomes

3. What is content marketing ?
• Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience and ultimately, to drive
profitable customer action.

5. “Content marketing represents the
gap between what brands produce &
what consumers actually wants”
-Michael Brenner

6. Types of Content Marketing
Based on Class of Content

7. Based on Tools of Content Presentation

8. Origin
• Established by Acharya Bal Krishna in 2006.
• Founder- Yogrishi Ramdev Baba.
Operation
• Swoyambhu, Katmandu, Nepal
• to provide holistic, natural and effective Ayurveda treatment.
• Headquarter- Haridwar, Uttarakhand, India.
Recognition
• In September 2012 Harvard university of USA came forward to introduce yoga and
Ayurveda subjects in their university in collaboration with Swami Ramdevji and his
aid Acharya Bal Krishna.
• In wake of the dreadful diseases getting cured by Swami ji's Pranayama (Yoga
technique for breath control) and his Ayurveda medicines.
About Patanjali

9. VISION
• To promote Indian product.
• Make a largest retail chain in all over India both rural and urban market.
MISSION
• To fulfill the demand of customers across the India on reasonable price.
• To establish Ayurveda and create biggest market chain for herbal products.
FOCUS
• To Support Indian industries by creating demands of Swadeshi products.
• To Strengthen Indian economy by replacing foreign products with Swadeshi products.
• To generate employment for youth, skilled/unskilled and professionals.
Vision Behind Patanjali

11. Revenue
Discount & Profits
Ownership
Food Park
Distribution
Store
Profits
Word of
Mouth Policy
Advertising Agency
Appointed
FMCG
Competition
9 Takeaways about the company
PATANJALI’S GROWTH STORY:
FROM NOW TO BEYOND

12. Food Park

13. FUTURE GOALS
1) Expansion of food parks in 4 or 5 locations.
2) Patanjali Ayurveda will be 10,000 crore company this fiscal (2016-17).
• Increase manufacturing facilities by setting 4-5 units in states of:
• Rajasthan
• Madhya Pradesh
• Assam
• Haryana
3) Focus upon 4 verticals:
• Beverages and health drinks
• Home care
• Natural cosmetics and health care
• Natural food products
4) Look at an e-commerce strategy and strengthening exports to at least 10-12 countries this year.

14. Strengths
• Natural products
• Innovative use of
spirituality
• Social
Responsibility
Weakness
• Strong competitors
• Absence of
established
distribution
networks in rural
areas.
Opportunities
• Large domestic
market
• Untapped rural
market
Threats
• Political
Interference
• Controversy
created by other
groups.
SWOT Analysis Of Patanjali

15. Learning
Outcomes