1. MARKETING MANAGEMENT PROJECT
SUBMITTED TO
DR. VINITA SRIVASTAVA
SUBMITTED BY
KUMAR AKASH
MANSI BHATIA
MIHIR GUPTA
MRINAL KUMAR
TANYA CHATURVEDI

2. CHANGING TRENDS IN CONSUMPTION IN INDIAN RETAIL SECTOR

3. RETAIL STATISTICS One of the fastest growing sectors in the world.
India - Fifth largest preferred retail destination
Compound annual growth rate : 16.7% over
51% FDI in multi brand retail, 100% FDI in single brand retail
Plans to introduce 100% FDI in e-commerce.
Organised v/s Unorganised.

4. 3 PHASES OF CUSTOMER’S LIFE CYCLE...
PRE-PURCHASE
90% of the customers trust recommendations from people.
75% of the consumers conduct in-depth research before purchasing electronics.
PURCHASE
Price and quality no longer main drivers of purchasing decisions.
Emotional components more sticky, once emotionally invested.

5. POST-PURCHASE
Loyalty programs fruitful method of conducting repeat purchases.
Enterprise feedback management program comes in handy.

6. PURPOSE OF CONSUMPTION
TYPES OF PRODUCTS
Fast moving consumer goods
Consumer goods ETFs
Privately traded consumer goods.
PURPOSE OF CONSUMPTION
Self consumption
Hire- purchase
Resale

7. PATANJALI PER CAPITA CONSUMPTION
Patanjali Ayurveda, is now targeting for more than Rs crore Revenue in this financial year.
Its per capita consumption rate is growing at a tremendous rate during the past years.
It is now the fastest growing FMCG company in the country.

8. PATANJALI’S REGIONAL CONSUMPTION TREND
Patanjali is now witnessing a steady growth, all over the different regions in India.
The company is now aiming for entering and making strongholds in other unutilised regional locations as well.
Its goal is now to cultivate a pan-India presence of its products, all over the country.

10. PRODUCTS Products and Substitutes available:-
Health Care- Chyawanprash, Digestives, Health Drinks, Fruit Juice
Grocery- Biscuits & Cookies, Spices, Herbal Tea, Sugar, Pulses Etc.
Medicine- Syrup, Asva, Oil, Churna Etc.
Home Care- Agarbatti, Dish Wash Bar
Personal Care- Body Care, Soaps, Skin Care, Shampoo, Dental Care Etc.

11. PROMOTION Fastest growing FMCG company in India.
 Fighting the foreign FMCGs by adopting a very cost effective media strategy.
Competitive advantage :
a) Use of Natural Ingredients and Ayurveda
b) Pricing
Patanjali Ayurveda goes with the Slogan “Prakriti ka Ashirwad”.
Objective of ad campaigns :“revenue of Patanjali is for Charity and not for Brand Owners”.

13. PRICING
Pricing plays an extremely important role in putting Patanjali Ayurveda ahead of its fierce competitors.
Patanjali’s product are cheaper by 15-20% compared to rival brands.

14. DISTRIBUTION
Patanjali began by borrowing a leaf from successful Ayurvedic chains like Arya Viadya sala & Kottakal Arya Vaidya Sala.
These chain of Ayurvedic stores sell their produce from a vast distribution network.
Patanjali started franchising its products through exclusive Patanjali stores.

15. CONSUMER SPECIFIC FACTORS

16. CULTURAL FACTORS DELHILITES QUADIAN
Have greater access to variety in the market.
Greater knowledge about the changing trends.
Eg. Sale of sanitizer in urban areas is greater because of limited time.
Have lower access to variety in the market.
Less knowledge about the changing trends.
Eg. People prefer using mud or at the highest soap.

17. SOCIAL FACTORS
Lets explain this through life cycle stages : how different age groups spend on food...
Bachelorhood : alcohol and junk foods
Newly married : brown rice and green tea
Family with children : fruits, milk, nutella and junk food
Retirement : pulses, milk and dalhia.

18. PERSONAL FACTORS
Age : 11 yr old would prefer confectioneries where as 50 yr would prefer pulses.
Income : a person earning per month would spent vacation in Bangkok, whereas a person earning would go to Dalhousie.
Occupation : a doctor would prefer eating organic food whereas a lawyer is not bothered.
Lifestyle : as stated above a doctor has a healthy lifestyle whereas, a lawyer invests in junk food.

19. PSYCOLOGICAL FACTORS MOTIVATION ... Sad person : alcohol
Happy person : sweets, chocolates
PERCEPTION ...
Apple : premium brand
Gionee : reasonable brand
LEARNING ...
Car : in-depth search
Salt : negligible search
ATTITUDES & BELIEFS ...
Low income : avoids expensive brands like, apple
High income : will look forward for premium brands like, rado