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

Shantanu Saha, Vishal Soodan, Prajna Paromita Dey and Deepak Srivastava

FIIB Business Review, 2021, vol. 10, issue 4, 357-370

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.

Keywords: Ayurveda; Patanjali; Sri Sri Tattva; strategic marketing mix strategy (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:sae:fbbsrw:v:10:y:2021:i:4:p:357-370

DOI: 10.1177/2319714520939669

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