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Guru War: In Light of the 4’Ps of Strategic Marketing

Author

Listed:
  • Shantanu Saha
  • Vishal Soodan
  • Prajna Paromita Dey
  • Deepak Srivastava

Abstract

Today’s ‘gurus’ have stolen the show in the spiritual and commercial arena by making yoga and Ayurveda popular. This case study discusses the strategic marketing mix strategy adopted by Patanjali Ayurved Limited and Sri Sri Tattva. The case study brings forward the statistical underpinnings of both companies and carefully presents the qualitative assessment of the moves and countermoves of these companies against their respective set of competitors in the market. Moreover, the case study raises some pertinent questions that these companies must consider remaining in the market and retain their competitive edge.

Suggested Citation

  • Shantanu Saha & Vishal Soodan & Prajna Paromita Dey & Deepak Srivastava, 2021. "Guru War: In Light of the 4’Ps of Strategic Marketing," FIIB Business Review, , vol. 10(4), pages 357-370, December.
    • Handle: RePEc:sae:fbbsrw:v:10:y:2021:i:4:p:357-370
    DOI: 10.1177/2319714520939669
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    References listed on IDEAS

    as
    1. Jashim Uddin Ahmed & Hafiza Sultana & Asma Ahmed, 2018. "Patanjali ayurved invades India," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 45(1), pages 75-91, March.
    2. Neeraj Pandey & Gaurav Paul, 2020. "Marketing at Patanjali Ayurved: Creating Value in a Herbal Way," South Asian Journal of Business and Management Cases, , vol. 9(1), pages 99-111, April.
    3. Jyotirmaya Tripathy, 2019. "Consuming Indigeneity: Baba Ramdev, Patanjali Ayurveda and the Swadeshi Project of Development," Journal of Developing Societies, , vol. 35(3), pages 412-430, September.
    Full references (including those not matched with items on IDEAS)

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