What is the reason behind Patanjali’s rapid growth in a mature industry like FMCG?
Do they have a superior product?
No, the same manufacturers manufacture their products.
Do they have a healthier product?
Not at all, some of their products are so unhealthy that they are not even FDA approved.
Do they have superior distribution channels to sell more products?
No, they are using the same distribution channels used by other FMCG companies.
So what makes Patanjali so successful?
The reason behind Patanjali’s success is their effective communication strategy. People are not buying their product; they are buying the idea of using organic products.
So, in this article, we are going to take 5 lessons from Patanjali’s digital marketing strategy and find out the reason behind their effective communication.
#1. Become a reliable source of information
Baba Ramdev, the co-founder of Patanjali, started holding Yoga camps in 1995. In 2003, a spiritual TV channel started featuring him in the morning slot, which became very popular and gained a huge following.
Soon Baba Ramdev became the health guru of India and a common household name. He was so influential that people started doing yoga only because of him.
Then he started his own company along with Acharya Balkrishna and started doing TV ads to promote his organic FMCG products. These ads proved to be effective because people trusted him and followed his advice.
Here is one of their TV commercial.
On the other hand, other FMCG companies are still using Bollywood celebrities to endorse their products, which are not as influential.
Therefore, if you want to succeed in any business, you have to become a reliable source of information for your potential customers.
#2. Use the right digital platform
Baba Ramdev became popular on TV, which is a video-based platform.
So, when Patanjali wanted to reach out to people digitally, they chose YouTube which is also a video-based platform.
Youtube was also a good option for them because they already had a lot of video content available.
Today Baba Ramdev has 4 million subscribers, Balkrishna has 1.3 million subscribers and Patanjali has 450K subscribers.
The average reach of Baba Ramdev’s video is 10K people/video.
Moreover, these videos are not just yoga related videos. They give health tips, show people how to create organic products at home. They also show how they manufacture Patanjali products to increase transparency and build trust.
Check out their YouTube channel here: Patanjali YouTube channel.
#3. Use content marketing strategies to create more content
The most popular content marketing strategy involves creating a long-form content (like a blog post or a long video) and then converting it into short-form content (like quotes and FAQs) to distribute on different digital channels.
Patanjali has adopted the same strategy. They take Baba Ramdev’s TV broadcast and create short videos on health tips. Then, Patanjali team distributes these videos on YouTube, Facebook and Instagram.
Because of these efforts, they have a huge fan following on all social media channels.
Moreover, they are also ranking high in Google search results because of their blog posts as shown in the image below.
#4. Create and promote a single brand with a single mission
While other FMCG companies use a multi-brand strategy to promote their product and do not use the name of the parent company. For instance, the name of ITC’s Soap is Vivel, the name of their cookies is Sunfeast and name of their snacks is Bingo.
However, Patanjali uses their brand name along with the name of the product. For instance, Patanjali’s soap is Patanjali Chandan Kanti and name of their toothpaste is Patanjali Dant Kanti.
This helps in creating much more brand awareness compared to the traditional approach.
Also, their mission to promote organic products is reflected in every ad. This further makes them influential.
As a result of these efforts, Patanjali one of the top ten most recognised brands in India.
#5. Limit the use of Google ads and Facebook ads
Google ads and Facebook ads are extremely useful for selling products online.
However, they are useless when it comes to selling FMCG products because they are so cheap that the cost of advertising and delivery will be more than the cost of the product.
So, there is no point in selling them online.
That is why, retail stores sell FMCG products and groceries in their offline stores and e-commerce stores sell unique, niche or premium products online.
I hope that you like these lessons from Patanjali’s digital marketing strategy.
Let me know what you think in the comments.
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