Presentation on Case Study- Branding Yoga of Consumer Behavior

1. Branding Yoga
Presented by:
Jayesh Sancheti
Ankita Jodhani
Shreya Karamcheti
Mimansha Bahadur
Ashish Sharma
Anamika Sinha
GROUP-2

2. Case Details
 It is a spiritual, physical and mental discipline
originating in ancient India
 In 2008, there were 16 million yoga practitioners in
USA
 Key Players:
1. HAF
2. Bikram Chowdary
3. Tara Stiles

3. Key Issues
Commercialisation
of Yoga.
01
Forgetting its
roots.
02
Patent of Yoga
Postures.
03

4. 1. What value has the branding
of Yoga created?
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.

5. 2. How the value has been created?
By whom? For whom?
 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.

6. 3. What is the tour evaluation of
business model by Bikram
Choudhury? Tara Stiles?
 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.
 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 letters were slapped on contending studio proprietors.
 The Indian government, in the mean time, resented with Bikram's legitimate cases,
contending that yoga was a piece of the nation's conventional learning.
 By 2011, there were somewhere in the range of 5,000 Bikram Yoga studios around the
world.

7. 3. Continued..
 Tara Stiles, in the mean time, discovered accomplishment in yoga her
own specific manner. She had considered artful dance before
propelling a concise demonstrating profession with the Ford Agency.
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.
 Stiles made discussion since she was "influencing yoga to cool,"
Chopra said for the situation.
 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

8. 4. Which model is more suitable?
Competitively Proofed?
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.

9. 4. Tara Stiles
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.

10. 4. Tara Stiles
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.

11. 4. Tara Stiles
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.

12. 4. Tara Stiles
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.

13. THANK-YOU!!!