“A picture is worth a thousand words”
Case studies are one of the best methods used to deliver management education across business schools. Case studies explain the problems and the solution to it. It also helps us learn from a situation without being in the situation.
One of the most memorable classes I had in IIM Trichy was when we were given a case study on Patanjali Ayurved Limited ( Patanjali ). The FMCG giant made a huge fortune in a matter of few years and has been giving tough competition to the industry leaders. It has been rewriting Indian industry rules. It had a revenue of Rs. 45-50 billion for the fiscal year 2015-16. It is a manufacturer and marketer of a wide range of products which includes flour, biscuits, noodles, spices, honey, toothpaste etc,.
The case starts with giving us a proper detail about the company’s background. It gave us information about its establishment and its stakeholders. The case then provided us information about its marketing mix. It stated that the company launched multiple products with no external market research. Further, it gave us information about its product portfolio, pricing strategy, place and promotional strategy.
The case further discussed about the competitors of Patanjali briefly. It discussed HUL, Colgate, Dabur, Emami, Himalaya. It also discussed the Indian FMCG consumers. Further, it stated the roadblocks and the future prospects of Patanjali. Based on this information, were asked to make a PESTLE analysis of the firm and explain it to the whole class. We were made to work in a group of five students.
Few important insights from the analysis are as follows:
Factors |
Facts |
Inference |
Political |
Make In IndiaPM Modi Inaugurated PRI in Haridwar.Formed Food and Herbal Park in Haridwar under Mega Food Park Scheme in 2010 |
Ruling Government Support |
Economic |
Increasing UrbanizationIncreasing Disposable IncomeEconomic GrowthLowest per capita consumption of FMCG goods. |
Growth Improvement |
Social |
Indian consumerssought to improve their lifestyle, health and overall wellness.The sophistication ofrural population.Loyal to brands that lower price during hard times. |
Increasing Sophistication in the Rural and Urban India |
Technological |
Presence in multiple online platforms like ZopNow and BigBasket. |
Didn't utilise the e-marketplace yet. |
Legal |
Noida Food Park clearances not given yet due to technical come political rift.FSSAI issued a notice on Atta noodles, without required approvals. |
The consumer advocacy and safety organizations are proactive.They are lenient with legal aspects. |
Environmental |
Direct sourcing of raw material from the farmer.Content Marketing telling the benefits of each herb. |
I have experienced this type of learning quite a few times. Case base studies give us a holistic learning experience help us develop proper management skills which would help us in future when we will be working as a manager.
“Which ABG company would you want to work for and why?”
I want to work for Aditya Birla Fashion & Retail Ltd. The company sells in-house brands such as Allen Solly, People, Louis Philippe and Peter England. It also operates the very well known multi-brand fashion retail chain Pantaloons. The reasons I want to work for this company are as follows-
- “Dress like you own the bank. Not like you need a loan from it”- Clothes are important to every one of us. When we dress well, we create impression. It is also a very important part of my life. I like this industry as it is one from my pool of interest. I know my creativity will be at top if I work in this industry especially in the marketing domain.
- The company owns brands like Louis Philippe, Allen Solly, Peter England etc. These are the brands which have been providing quality clothing to its customers. They are the market leaders in their own segments. The future prospects of these brand are very good.
These are the reasons why I want to work for Aditya Birla Fashion & Retail Ltd.
- This article is written by Bhargobjyoti Nath- Class of 2020