Question

Pick a local (city, region, or country) brand that has been very successful competing against the bigger global brands in its product category. What are the elements of its strategy that have enabled it to achieve this success?

Answer 1

Answer:

The Patanjali products in FMCG industry by Patanjali Ayurved Limited in the market of the Indian subcontinent, is an emerging and successful brand that is competing very well against the likes of Procter & Gambles, Hindustan Unilever Ltd and Colgate Palmolive. These global brands are operating in this market for the last many years and are highly successful. But, Patanjali products in FMCG segment has emerged very fast, created a big dent to the market share owned by the global brands. The company has used following messages as a part of the strategy by the company.
1. Sensitizing the customers that it is a local brand, according to their local needs. Hence, the products are responsive to the local needs and conditions.
2. The products are manufactured by natural ingredients, rather chemicals. Hence, its uses put people close to natural purity.
3. The cost of such products are lower than the competitive global brands.
4. Targeting mass consumers as per their needs and preferences
5. Projecting the products as the only mean to attain a healthy lifestyle backed by yoga and meditation

The strategy of the company involves building a strong and positive brand positioning of the product portfolio by linking it to the healthy life that can prevent all the diseases. It has made people believe upon it as most of the population already suffer from lifestyle related issues. The company sensitizes people regarding these issues and motivate them to consume these products for a healthy life.
Such strategic initiatives are not yet adopted by any global brand as mentioned above in the market, so they are failing.