Taking on Patanjali with Ayush 2.0 Contest

I came across a contest in the website Bloncampus.com on Taking on Patanjali with Ayush. This Contest is only for B School Students. In this contest they defined three Queries

I. How would you create a market for Ayush?

II. What strategy would you adopt to take on the Patanjali brand, given its strong association with yoga guru Baba Ramdev and marketed on the Swadeshi plank?

III. How would you promote Ayush? What would your advertising message be? 

Pls. find below the link to participate in the contest

http://www.bloncampus.com/case-studies/taking-on-patanjali-with-ayush-20/article10017152.ece

My Approach to these Marketing queries are given below…. Like to know your views 

I. How would you create a market for Ayush?

Best way to create market is to understand what consumer needs from Ayurved Product

  1. Product Endorsed by opinion Leaders in Ayurved Segment
  2. Product Quality – 100% Ayurved
  3. Product Certified by Reputed Ayurved Institute
  4. Cutting Edge Pricing
  5. 24/7 Customer Support
  6. Product Rechability in Tier II & III cities

Brand Ayush should focus on Point 1, 4 & 6 to create a Market

II. What strategy would you adopt to take on the Patanjali brand, given its strong association with yoga guru Baba Ramdev and marketed on the Swadeshi plank?

  1. Ayush Needs Brand Connect – Baba Ramdev is the Face of Patanjali. "Baba Ramdev" himself is a brand icon of Yoga. Patanjali nicely used Baba Ramdev Reputation to reach the massess. Ayush First need to Position his Brand with "Relevant Opinion Leaders" for doing any marketing activity. Otherwise Marketing spending will go for toss. Brand Connect with the Key for Ayush
  2. Scientific Backed Ayurved – Ayush Product is Scientifically Proven. This needs to be carried in all MarComm of Ayush
  3. Product at different Quantity – All the Ayush Product should be available in different Quantity (Very small, Small, medium, Large)

III. How would you promote Ayush? What would your advertising message be? 

  1. Free Product sample – Giving Free Ayush Sample with Unilever Product
  2. Product Endorsed by Opinion Leaders carried in all ATL, BTL Channels
  3. Advertising Message100% Ayurved Product Produced by the Brand you Trust
0 comments