This document discusses the branding and commercialization of yoga in the United States. It explores how yoga originated in ancient India as a spiritual practice within Hinduism but was introduced and popularized in the US without reference to its Hindu roots. Individual yoga styles like Bikram yoga and Strala yoga became branded and trademarked, despite debates around copyrighting yoga. Groups like the Hindu American Foundation campaigned to reconnect yoga to its religious origins in the face of its portrayal as a secular physical practice alone.
eHarmony Strategic Marketing Case StudyZoe Robinson
For my capstone marketing class at Western Washington we were given a case on eHarmony (from Harvard Business School) and had to decide which strategy they should use for the future.
It's a B2B and a B2C case where revenue comes from advertising and also from people. Case analysis of fashion channel with the interpretation of Demographic and attitudinal cluster analysis, problems pertaining to TFC, studying the solutions to the problems and answered to why "Dual targeting" ?
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Case Study of Zensar Technologies,Pune (RPG Group) for Managerial economicsRenzil D'cruz
Case Study of Zensar Technologies,Pune (RPG Group) for
Managerial economics/ MBA Part I
By
Renzil D’cruz
About.me/renzilde
Drop me message @ renzilde@gmail.com
eHarmony Strategic Marketing Case StudyZoe Robinson
For my capstone marketing class at Western Washington we were given a case on eHarmony (from Harvard Business School) and had to decide which strategy they should use for the future.
It's a B2B and a B2C case where revenue comes from advertising and also from people. Case analysis of fashion channel with the interpretation of Demographic and attitudinal cluster analysis, problems pertaining to TFC, studying the solutions to the problems and answered to why "Dual targeting" ?
Metabical is claimed to be a safe and effective weight loss drug. The case study describe the analysis of marketing strategy used to introduce the drug in the market and also establish a viable positioning for the product.
Case Study of Zensar Technologies,Pune (RPG Group) for Managerial economicsRenzil D'cruz
Case Study of Zensar Technologies,Pune (RPG Group) for
Managerial economics/ MBA Part I
By
Renzil D’cruz
About.me/renzilde
Drop me message @ renzilde@gmail.com
National Yoga Quiz Competition Launched: On the occasion of International Yoga Day 2020, NCERT launched the National Yoga Quiz Competition online via Diksha App or Portal. The National Council of Educational Research and Training, or NCERT has launched the National Yoga Quiz as an online competition for students as an initiative to promote integration of Yoga in the school curriculum. Students and Learners can participate in the national-level quiz competition by logging onto Diksha App until 20th July 2020. Alternatively, students and learners can also click on the link given below to get more information about the quiz and register for the competition directly.
This is the real secret of the yoga practice. When we learn not only to breathe with the postures, but actually breathe them, we can enter into a place where our focus and attention is so unified that there’s nowhere else to be but inside our bodies. This is the root meaning of yoga in Sanskrit: “union.” This can be such a sweet experience that a friend of mine once described it as “the feeling of someone brushing your fur in the right direction.” That might sound nuts—until you try it. Here’s how:
First you must understand that breath already is movement. Take a deep breath and notice what happens. On the inhale, you get a little bigger, and more expansive: your belly and chest rise. As you exhale, you get a little smaller, a little denser: your belly and chest contract. The inhale has an upward flowing energy, called prana. The exhale is a downward flowing energy called apana.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
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Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
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Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
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- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
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How to Use AI to Write a High-Quality Article that Ranksminatamang0021
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AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
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Monthly Social Media News Update May 2024Andy Lambert
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3. Yoga in Sanskrit Means ‘to add’
An Indian, physical, mental, and spiritual practice or discipline
Best Known are Hatha Yoga & Raja Yoga
Harvard Business School Case
13. Found in Indus Valley archaeological relics
dated to 3rd millennium B.C.E
The Sanskrit word “yoga” literally meant to yoke
and came from the root yuj, meaning “union”
One historian noted that yoga was “technically a part of three
‘world religions’: Hinduism, Buddhism and Jainism”
Hatha yoga, Bhakti yoga, Karma yoga, Jnana yoga,
Raja yoga
Modern-day yoga reflected a plethora of ideas that
teachers of yoga had passed down to their students over
thousands of years
Harvard Business School Case
15. Harvard Business School Case
Began in the mid-19th century, when Indic and Hindu literature
fascinated American Transcendentalista writers Ralph Waldo
Emerson and Henry David Thoreau
In 1893, Swami Vivekananda, one of the first Hindus to bring yoga
to the U.S., represented India and spoke about Hinduism at the
World Parliament of Religions in Chicago
In 1940, Margaret Woodrow Wilson, daughter of former President
Woodrow Wilson, left the U.S. for an ashram in Pondicherry, India
In 1947, Indra Devi, a 48-year-old former Latvian film actress,
arrived in the U.S. and opened a Hatha yoga studio in Los Angeles
16. In the 1940s and 1950s, Richard Hittleman, an American from New
York City, began to teach Hatha yoga
wrote many popular books about yoga, with titles such as Yoga for
Health; his television show, also called Yoga for Health, ran from
1961 to 1981
In 1966, B. K. S. Iyengar published Light on Yoga, which Yoga
Journal claimed was “still considered to be the Bible of serious
asana practice
In the 1980s and 1990s, the Maharishi and Chopra partnered to
focus on mind-body medicine
Harvard Business School Case
20. Harvard Business School Case
Born in 1946 in Calcutta, India
Studying yoga from age four under his guru, Bishnu Ghosh
At age 17, a weightlifting accident led doctors to conclude he would never walk
again, but Bikram went to Ghosh and used yoga to repair his injured knee
21. In 1971, he arrived in the U.S.
Taught at resorts and spas before opening his
first studio in Los Angeles
Bikram yoga classes instructed students in 26 asanas and two
breathing exercises
Harvard Business School Case
22. In 1979, Bikram obtained his first copyright, for his
book Bikram’s Beginning Yoga Class
By 1984, admission to classes at his Beverly Hills studio
cost $20 per person, a 10-class package cost $100, and the
studio was taking in roughly $1,000 a day
In 1994, Bikram began to offer an intensive teacher-training course,
which led to a rise in the number of Bikram studios
Harvard Business School Case
23. Harvard Business School Case
By 2000, Bikram’s accelerated training program was
turning out about 200 teachers a year
By April 2003, Bikram had more than 700 studios in 220 countries
By 2011, some 5,000 Bikram Yoga studios had opened around the world
25. Harvard Business School Case
In 2003, a collective of yoga teachers, Open Source Yoga
Unity (OSYU), based in San Francisco, California, filed suit
against Bikram, claiming that his copyrights and patents
were invalid, and that yoga could not be copyrighted
“Our belief is that you can’t treat
the poses as private property”
- OSYU’s copyright attorney
26. Harvard Business School Case
In 2006, the Indian government responded to Bikram’s
yoga patents by putting together a task force—a panel
of 100 historians and scientists that would catalog 1,500
yoga poses found in ancient Sanskrit, Urdu, and Persian
27. Tara Stiles
Founder of the ‘Strala Yoga’
Ballet Dancer,
Professional Yoga Practitioner
Harvard Business School Case
28. Born in 1981 and grew up in rural Illinois
As a preteen, she discovered meditation
In 2006, she went on several fashion shoots that involved yoga apparel, and the
Ford Agency asked her to create and post promotional yoga videos on YouTube
Harvard Business School Case
29. Harvard Business School Case
In 2007, Stiles left Ford
Began to use Facebook to promote the yoga classes she
taught out of her apartment, and offered private sessions
Women’s Health and the Huffington Post hired her as a blogger
30. Harvard Business School Case
In 2008, Stiles opened her own studio, Strala Yoga
In 2010, Chopra and Stiles also released a yoga iPad app, “Authentic Yoga,” and
collaborated on a video
31. Harvard Business School Case
At the end of 2010, workout maven Jane Fonda reintroduced her fitness brand and
debuted “Team Fonda,” a group of fitness instructors with whom she launched new
workout videos, including Stiles
Stiles’s 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
32. Harvard Business School Case
“I mean, Bikram doesn’t want people
using his name without his certification,
which I get. I think you can have a name
of a studio, but it’s what goes on inside
that really matters. People always ask
what style I teach, and I’m like, it’s yoga”
33. The Hindu American Foundation
(HAF)
The Hindu Advocacy Group in America
Harvard Business School Case
34. In 2008, several members examined editions of Yoga Journal,
which had become a popular American yoga magazine
They saw no reference to Hinduism in the magazine and concluded that it associated
Buddhism, Jainism, and Christianity with yoga more than it did Hinduism
Harvard Business School Case
35. “It was as if the Yoga Journal, as well as much of the
$6 billion U.S. yoga industry, had agreed to some sort
of unwritten covenant to use code words rather than
what they deemed the unmarketable ‘H-word,’”
- Suhag Shukla
(the group’s managing director)
Harvard Business School Case
36. Shukla wrote a letter to the editor of Yoga Journal and followed it with a
phone call and there was no response
HAF decided to launch “Take Back Yoga—Bringing to Light Yoga’s Hindu Roots”
As a result,
Harvard Business School Case
37. “It’s not about branding, but about
acknowledgment. . . . It’s about
understanding that yoga is but one of
Hinduism’s great contributions to humanity”
- Shukla
Harvard Business School Case
38. On April 18, 2010, Aseem Shukla, a member of HAF’s
board, wrote a piece for the Washington Post’s On
Faith column, entitled, “The Theft of Yoga”
A few days later, Chopra responded and said yoga
did not originate in Hinduism
Harvard Business School Case
39. In November 2010, the New York Times ran an
article on the front page of its Sunday edition
about HAF’s “Take Back Yoga” campaign and
the ongoing debate over the origins of yoga
Harvard Business School Case
40. In March 2011, Sheetal Shah of HAF, Tara Stiles, Dr. Edwin Bryant of
Rutgers University, Dr. Virginia Cowen of the City University of New
York, and Edwin Stern, founder of Ashtanga Yoga NY, participated in a
discussion at Princeton University called “The Politics of Yoga”
Harvard Business School Case
41. “What we noticed . . . was that . . . while
[Western yogis] are very accepting of the fact
that yoga is rooted in ancient India, there was a
tension with calling it Hindu, or even accepting
the fact that it was rooted in Hindu philosophy
- Shah
Harvard Business School Case
42. Harvard Business School Case
R E F E R E N C E S
Photos
www.google.com
Branding Yoga, Harvard Case Study,
Rohit Deshpande, Kerry Herman and Anelena Lobb
http://hbswk.hbs.edu/item/6923.html
43. Harvard Business School Case
Disclaimer
These slides were created by
Rahul Ranjan Kumar, as part of an
internship done under the guidance
of Prof. Sameer Mathur
(www.IIMInternship.com)"