Patanjali Ayurveda, commonly known as Patanjali, was founded in 2006 by Baba Ramdev and Balakrishna in the industrial area of Haridwar. The company manufactures ayurvedic medicines, cosmetics, personal care products, and food items. Bringing the Vedic knowledge of Ayurveda (an ancient science practiced by Indian saints and sages) to a global level, Patanjali is one of the fastest growing companies in the Indian FMCG sector, being valued at a whopping Rs. 3,000 crores in the year 2020.
After its success in various sectors, Patanjali decided to enter the segment of nutritious, supplementary, and whey protein health drinks. Being a new entrant, the company collaborated with Omnizon to push the sales of these specific products at the General Trade (GT) stores that are equivalent to or smaller than the supermarkets.
With other established brands such as Bournvita already leading the segment, there was a need for that extra push of the Patanjali products personalized to the consumer’s needs. The company needed a direct connection with the masses, explaining the benefits of the products not just to create awareness and increase sales, but also to establish a customer relationship by widening the customer base by including working men and women along with growing children.
We at Omnizon first narrowed in on the zone for the project with our client and zeroed in on South India. Karnataka, Telangana, Tamil Nadu, and Kerala were chosen. The focus was to increase brand awareness and sales through brand visibility and sampling. Our strategy was to place a sizable sales force at various general trade stores and indulge in aggressive sales through trials of the actual product along with creating awareness of the direct benefits to the consumer. Personalized consumer interaction ensured that individual consumer needs were understood and addressed.
Team Omnizon handpicked 150 promoters to sell the products directly to consumers at various stores. Each promoter was given a target to sell at least Rs 3,000 worth of products every day, thereby creating a healthy yet competitive environment that motivated our sales force to achieve their goals. This resulted in achieving 96 percent of the sales target.
With the help of Omnizon, P&G was able to connect with its customers at the root level like never before. The direct customer interaction enabled the company to get a 360-degree view of what the common man actually felt about the products.
With the help of Omnizon;
The project was undertaken and envisaged in November 2021 with 26 working days in a month. The aggressive selling and promotion continue to date. The products are being successfully promoted as of now using the same strategy with excellent results in consumer reach and brand awareness.
This project was taken up specifically for the health drinks category which includes:
-Patanjali Nutrela Whey protein
-Patanjali Nutrela Weight Gain
-Patanjali Nutrela Diabetic care
-Patanjali Nutrela IsoVeda/IsoPure
