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Branding yoga
1.
Branding Yoga Presented by: Smriti
Mishra G.E.C Rewa A Harvard business school case analysis
2.
What is yoga?
3.
Yogaisaphysical,mental, andspiritualdisciplinethat originatedinancientIndia. YOGA
4.
•TheSanskritword“yoga”literallymeanttoyoke andcamefromtherootyuj,meaning“union.” •TheearliestSanskritverses(circa1500–1000 B.C.E.),knownastheVedas,containedsomethemes thatmayhavebeenantecedentsofyogatheoriesand practices .
5.
• In2008,almost16millionpeopleintheU.S.were practitionersofyoga • Theirpracticesrangedfrommeditativetohighlyathletic styles
6.
What are the
objectives of the case?
7.
Itfocusesonhowyogaguruscommercializethe artofyoga fortheirprofits Itfocusesonbrandinganartandtheculture ItalsocreateawarenessoforiginofYogaandtheIndian cultureItalsofocusesonthedifferentmarketingstrategiesand expandingmarketforyoga
8.
Branding Yoga: Two different
approaches
9.
Approach 1: Bikram Choudhary:the
yoga guru
10.
• BikramwasayogaguruwhopromotedyogaintheWest duringthefirsthalfofthe20thcentury. • In1971,hearrivedintheU.Swhereheopenedhisfirst studioinLosAngeles •
In1979,Bikramobtainedhisfirstcopyright,forhisbook Bikram’sBeginningYogaClass.Healsogotatrademark forhiscompany’sname,Bikram’sYogaCollegeofIndia. Who is Bikram Choudhary?
11.
• In1994,Bikrambegantoofferanintensiveteacher- trainingcourse,whichledtoariseinthenumberof Bikramstudios. • By2000,heacceleratedhistrainingprogramturning about200teachersayear. •
Teacherswerecertifiedaftertwomonthsoftraining
12.
• In2002,whenBikramlearnedthatotheryogainstructors usedhismethodswithotherconcepts • In2002,hesentacease-and-desistlettertotheownersof ayogastudioinCostaMesa,California.Theowners violatedhiscopyrightandwasfined$150,000 •
Theyreachedasettlementin2003
13.
• ByApril2003,Bikramhadmorethan700studiosin220 countries. • In2003,OpenSourceYogaUnity(OSYU),basedinSan Francisco,California,filedsuitagainstBikram. •
Itclaimedthathiscopyrightsandpatentswereinvalid, andthatyogacouldnotbecopyrighted. • In2005,thelawsuitwassettledoutofcourt. • By2011,some5,000ofhisstudioshadopenedaroundthe worldwhichearnedhimabout$5millionayear,
14.
• Bikramcontinuedtohuntdownperceivedcopycatsand sendcease-and-desistletters.Inthem,hewarned practitionersandinstructors
15.
Approach 2: Tara
stiles-the yoga guru
16.
Who is Tara
Stiles? • Sheistheformermodelandballetdancerwhohas differentstylesofteachingyoga • Shemixupdifferentstylesofyogatocreateabeneficial exercise • Stilessaidherearlyexperiencesofyogawerepersonaland drewfromdifferenttraditions.
17.
• ThroughtheFordAgency,shemovedtoNewYorkin 2000. • In2006,shewentonseveralfashionshootsthatinvolved yogaapparel,andtheFordAgencyaskedhertocreateand postpromotionalyogavideosonYouTube. •
In2007,StilesleftFord.ShebegantouseFacebookto promotetheyogaclassesshetaughtoutofherapartment, andofferedprivatesessions.
18.
• In2008,Stilesopenedherownstudio,StralaYoga,inNew York’sNoHodistrict. • ShedidnotuseSanskritwordsforposesorchantinclass. •
Stilescreatedcontroversybecauseshewasmakingyoga cool • In2009,StilesworkedwithautomakerNissan.Nissan sponsoredpromotionalvideosthatdiscussedtheir approachestoexercise.
19.
• In2010,ChopraandStilesalsoreleasedayogaiPadapp, “AuthenticYoga,”andcollaboratedonavideo • Stiles’sbook,SlimCalmSexyYoga,waspublishedinthe summerof2010andwasthenumber-oneyogabookon Amazon.comforseveralmonths •
Attheendof2010,JaneFondareintroducedherfitness brandanddebuted“TeamFonda,”agroupoffitness instructorswithwhomshelaunchednewworkoutvideos, includingStiles
20.
• Stilesdidnotthinkshewouldpatentheryogaclasses,as Bikramhaddone.
21.
Whether the commercialisation of
yoga is appropriate?
22.
• Inawayyogaisnowbeingcommercializedwithoutits rootfromtheHindufaith. • Thereligionissomethingverypersonalandshouldnotbe commercialized
23.
• Ontheothersidecommercializationofyogahasmadethe yogamorepopularamongthemasses.
24.
What is HAF?
25.
• HinduAmericanfoundation(HAF)isanadvocacygroup forHinduismintheU.S. • In2008,severalmembersoftheHAF,examinededitions ofYogaJournal,whichhadbecomeapopularAmerican yogamagazine. •
TheysawnoreferencetoHinduisminthemagazineand concludedthatitassociatedBuddhism,Jainism,and ChristianitywithyogamorethanitdidHinduism.
26.
• HAFdecidedtolaunch“TakeBackYoga—Bringingto LightYoga’sHinduRoots.” • Thegoalofthecampaignwasnottoconvertyoga devoteestoHinduismbuttohavethemacknowledgethe connectionbetweenthem. •
HAFbegantopresentthepaperinsettingssuchasthe 2009CouncilforaParliamentoftheWorld’sReligionsin Australia
27.
• InMarch2011,SheetalShahofHAF,TaraStiles,Dr.Edwin BryantofRutgersUniversity,Dr.VirginiaCowenofthe CityUniversityofNewYork,andEdwinStern,founderof AshtangaYogaNY,participatedinadiscussionat PrincetonUniversitycalled“ThePoliticsofYoga.” • Theeventwasrecorded,andvideoswerepostedto YouTube.Topicsincludedthedefinitionofyoga,the commercialization
ofyoga,thevalidityofyogaasexercise alone,andwhetheryogabelongedtoHinduismortoany onetradition.
28.
What is the
overall analysis of the case?
29.
• Yogahasbeendevelopedasaprofitablebusiness • Yogaentrepreneurshavebrandedtheirownstylesof practice •
YogaisarguablyIndia’sgreatestculturalexport,yogahas morphedintomassculturephenomenon.
30.
• Theyogathatispracticedtodayhasverylittleincommon withtheyogaofYogasutra • Theyogaclassesthatareconductedtodayareunlikethe oneattheearlyages,todaytheYogaguruchargelarge sumofmoneyfromthestudents
31.
• YogahasitsoriginrootsfromIndiaandentiretyisrooted intheHinduphilosophybutisnotbeingacceptedbythe west.
32.
• Benefitofcommercializationofyogaititsincreased accessibilityofyogatothemasses
33.
34.
Created by Smriti
Mishra,G.E.C Rewa, during an internship by Prof. Sameer Mathur,IIM Lucknow www.IIMinternship.com
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