個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Patanjali Takes On Industry Giants
內容大綱
In April 2016, the yoga guru who started Patanjali Ayurved Limited declared that his company’s revenue would exceed that of Colgate-Palmolive India by the end of the year and would overtake Hindustan Unilever in India in three years. Patanjali’s revenue grew 125–150 per cent from the previous year. The company aimed to continue growing at a rate of 100–125 per cent annually over the next three years, as a manufacturer and marketer of a wide range of products including flour, biscuits, noodles, spices, honey, and toothpaste. It also considered exploring international expansion to support its high growth targets. Could Patanjali aggressively expand into more categories while maintaining sustainable growth?
學習目標
This case is designed for use in MBA-level management courses in strategic decision-making, marketing strategy, marketing program design, and strategic brand management. After completion of this case, students will be able to<br><ul><li>Understand Patanjali’s growth trajectory in the Indian market;</li><li>Understand the importance of marketing mix in building a brand;</li><li>Illustrate the importance of brand identity;</li><li>Understand brand equity concepts, such as Keller’s brand equity model;</li><li>Analyze Ansoff’s matrix for growth strategies; and</li><li>Understand the importance of digital marketing in building a brand.</li></ul>