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CONSUMER BEHAVIOUR

Case Study – BRANDING YOGA

Group 2
Anamika Sinha- 17A3HP288
Ankita Jodhani- 17A1HP461
Ashish Sharma- 17A1HP396
Jayesh Sancheti- 17A3HP580
Mimansha Bahadur- 17A3HP525
Shreya Karamcheti- 17A1HP393
Question 1: What value has the branding of yoga created?

Answer 1: The value branding of yoga created is commercialization of yoga. It signifies


substantial demand for yoga, which creates the demand for maturing industry. The industry
was valued at $5.7 billion in 2009. It was increasingly able to attract more resources
particularly financial that can help support the live hoods of a growing number of teachers
and studios.
Question 2: How the value has been created? By whom? For whom?
Answer 2: The value has been created for a large audience by using marketing and branding
strategy, so that you can bring large and more effective audience to your market. It was
created by Bikram Chowdary and Tara stiles, they both targeted a different class of
customers. Bikram Chowdary favoured a more traditional approach to yoga, whereas Tara
Stiles has a modern approach. They were both successful as Bikram Chowdary had 1500
centres worldwide and Tara stiles was one of the most popular Yoga teachers in USA.
Question 3: What is the tour evaluation of business model by Bikram Choudhury? Tara
Stiles?
Answer 3: In Branding Yoga, cowritten with HBS Global Research Group relate executive
Kerry Herman and research relate Annelena Lobb, Deshpandé analyzes the diverse ways of
two fruitful yoga educators. There's Bikram Choudhury, the author of Bikram yoga in
America, who has forcefully battled to patent his way to deal with conventional yoga style.
At that point there is the previous model and ballet performer Tara Stiles, who isn't especially
inspired by yoga's underlying foundations or guidelines, yet rather in stirring up various
styles of yoga to make a gainful exercise. "There are two components of brand validity, and
they bid to two unique sorts of individuals," Deshpandé says. The ambitious Bikram,
conceived in 1946 in Calcutta and known worldwide by his first name, started considering
yoga as a four-year-old under his master Bishnu Ghosh. He landed in America in 1971,
opening his first studio in Los Angeles and instructing customary Hatha yoga to understudies
including Shirley MacLaine. Bikram fabricated his business gradually. In 1979, he composed
Bikram's Beginning Yoga Class. He likewise trademarked his organization's name, Bikram's
Yoga College of India. In 1994, he started offering escalated courses, preparing 200
educators for each year, as indicated by the case. Stressed that contenders were duplicating
his lessons and methods, Bikram chose in 2002 to patent a normal hour and a half class,
which comprises of 26 stances and two breathing activities in a room warmed to 105°F.
Several stop this instant letter were slapped on contending studio proprietors. The Indian
government, in the meantime, resented with Bikram's legitimate cases, contending that yoga
was a piece of the nation's conventional learning. The administration set up together a board
of 100 students of history and researchers that started indexing 1,500 yoga presents found in
old writings written in Sanskrit, Urdu, and Persian. The objective was not to challenge
Bikram in court, the case clarifies, yet rather to shield others from following his exclusive
illustration. By 2011, there were somewhere in the range of 5,000 Bikram Yoga studios
around the world. Deshpandé noticed that in our current reality where the dominant part of
yoga educators was simply scratching by Bikram prevailing through vital utilization of
marking and lawful insurances. Bikram additionally picked up an edge by beginning from the
get-go in the United States and understanding yoga's business potential. "He's great at
advertising the business, however particularly on the marking side, he comprehended the
significance of the Bikram mark," he says. "It wasn't about yoga, it was about Bikram yoga,
and he needed to build up what the distinction was. His story was tied in with understanding
that you required legitimate assurance for your marking."
The Stiles Approach:
Tara Stiles, in the meantime, discovered accomplishment in yoga her own specific manner.
She had considered artful dance before propelling a concise demonstrating profession with
the Ford Agency. Her initial encounters of yoga were close to home and drew from a few
unique customs. "It felt right and normal, not inflexible with a specific style," she said. Yoga
"masters" she had experienced in New York put her off. Stiles utilized Facebook to advance
yoga classes educated out of her condo and offered private sessions. She likewise blogged
about yoga for Women's Health and the Huffington Post. In 2008, after opening her own
studio, Strala Yoga, the well-known specialist and self-improvement creator Deepak Chopra
enlisted Stiles as his own yoga teacher, a colossal underwriting. Stiles made discussion since
she was "influencing yoga to cool," Chopra said for the situation. "We are essentially defying
the norms, ad libbing, including music; in our brains, interfacing the more youthful age. In
the public eye, marks that succeed remain applicable." Stiles hasn't protected her classes, yet
in 2010 she published a book called Slim Calm Sexy Yoga and propelled a yoga DVD under
Jane Fonda's "Group Fonda" wellness mark. What's more, she and Chopra worked together
on the iPad application Authentic Yoga. Those activities impelled a few teachers to mark her
a sell-out, yet Deshpandé is more estimated. "Tara Stiles offers to a substantially more
youthful statistic than Bikram," he says. "She's not as controlled in her type of yoga. There's
no Sanskrit in her yoga. Bikram is about Sanskrit. Bikram is about India. She's
quintessentially American."

Question 4: Which model is more suitable? Competitively Proofed?


Answer. 4: As a team we think Tara’s model is more suitable than Bikram’s Model of Yoga.
Tara Stiles' Yoga had:
A Style of Yoga-
• Tara said, "People need yoga, not another religious leader.”, “My passion is helping
others improve their lives through a fun, accessible approach of yoga, that will simply
make you look good and feel great."
• She Made yoga 'cool' by adding music and improvising and not following traditional
rules.
• It had wide variety of styles to choose from.
• Secular: No religion was attached to yoga, it was just bringing people together, she
didn't use Sanskrit words for poses or use to chant in class.
• Her practices lead to massive increase in number of yoga practitioners.
Unique Value Proposition:
• Attracted youth and hence increased target segment customers.
• Yoga was More attractive and relevant, more flexible.
• She added new features like- Adding Music.
Which lead to more value creation.
Business Plan:
• She did not patent any process- She wanted free flow of information and expansion of
yoga.
• Marketing through social-media like Facebook and YouTube- Which helped reach a
wider audience, Reduced marketing cost and attracted youth too, leading to strong
creation of social-media image.
• She aimed at getting people excited about yoga- Made yoga fun, accessible, added music
to yoga, removed Sanskrit words and Hinduism from yoga, and yoga meant only exercise.
Aimed at attracting people desiring simplicity in yoga.

Growth of Popularity:
 Released I-pad app "Authentic Yoga".
 Book " Slim calm sexy yoga released.
 Her book, Slim Calm Sexy Yoga was published in the summer of 2010, and was the
number- One yoga book on Amazon.com for several months.
 Worked with Nissan as one of its 'Nissan Masters', Nissan sponsored Promotional
videos that discussed their approaches to exercise.
 Several photoshoots with Yoga Apparel.
 Ford Agency asked her to create and promote yoga videos on YouTube.
 Used Facebook to promote yoga she taught in her apartment
 She was a Blogger of Women's Health and Huffing Post.

The two commercializing yoga approaches were very different:


 Bikram used to follow a very vigorous and profit-seeking approach to target audience,
Stiles followed relaxed, and easy-going approach
 When Bikram made his yoga exclusive by patenting it, Stiles made it far reaching
through mediums such as YouTube and Facebook.
 Bikram introduced his own yoga 'Bikram Yoga' as a brand which had its own appeal
and rigid structure whereas Stiles had a highly secular and flexible approach.

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