AbsoluteYoga aims to be a one-stop destination for all yoga needs. It will start with a yoga studio and expand to offer yoga accessories and products both online and offline. Its growth strategy involves building initial awareness digitally, focusing on community building and loyalty through social media in phase 1, and strengthening the brand community across online and offline channels in phase 2.

1. AbsoluteYoga
A one step solution for all Yoga Needs
AbsoluteYoga
By: Vikalp Mehta

2. Flow of the presentation
1. The Idea
2. Vision
3. Scope of the Idea
4. Growth Strategy
5. Digital Marketing Plan
for Growth
AbsoluteYoga

3. Idea
AbsoluteYoga
To create a single
step destination
point for all yoga
needs of an
individual.
Single Step Means:
• Yoga studio.
• Yoga Accessories
• Sale through
Online and Offline
channel.
All at a single place.

4. Vision
AbsoluteYoga
To be a most recognized chain of Yoga
Tutelage across the World from India.

5. Scope Of The Idea
AbsoluteYoga
$80 billion Industry
worldwide
100% FDI in Make in
India Plan Under
Wellness Sector.
Indian Market stands
at INR 490 billion.
Major share comes
from Services(40%)
Unorganized and
fragmented in India
Demand for
instructor is growing
at 30-35% per anum Data source: Economics times and Ministry of AYUSH

6. Supporting Ecosystem
AbsoluteYoga
Inception of popular
Modern Yoga culture
Particularly by
celebrities.
Karina Kapoor and
Madonna
Special Attention by
government by
forming a separate
department called
AYUSH
Growing concerns for
making YOGA an
Brand in India*.
Declaration of
International Yoga
Day
Being healthy is the
new trend among
people engrossed in
long office hours.
AYUSH: Ayurveda, Yoga, Unani, Siddha, Homeopathy
*Yoga is a greatest gift to world from India but we
ourselves has lacked the true enthusiasm to adopt it as a
true Indian thing.

7. Growth Strategy
AbsoluteYoga
•Start with a Yoga Studio
•Initial Awareness through Digital
and non digital channels (Potential
Customers)
•Higher Price and higher Quality.
Introduction
• Introduction of other Products
like yoga accessories under the
brand name of AbsoluteYoga.
• Expand network.
• More loyalty communication
Growth(Phase 1) •Develop retail sales channel offline
and Online for Supporting
accessories and products
•Community Branding for Brand
loyalty
•Sustain the growth and keep
looking for new developments.
Growth(Phase2)

8. The Final Set of Products
AbsoluteYoga
Yoga tutelage
Yoga accessories like Yoga Bags, Mats, pants, bottles etc.
Yoga kit including Neti Pot, Foams, Cushions etc.
Learning tools like DVD and videos.
Lifestyle products like Lockets, chains, posters, keychains.

9. Digital Marketing Strategy
AbsoluteYoga
• Who, When,
Where
• Why, What
Segmentation
• Blog about the
interests of target
population
• E-mails,
• Digital PR activities
on different
channels, supporting
launching campaign
Targeting
Introductory Stage

10. Digital Marketing Strategy
AbsoluteYoga
Growth Stage(phase 1)
Create a lot of user engagement
using social media. For Example:
Facebook: I am attending
Yoga classes at AboluteYoga
Twitter: #AbsoluteYoga you
are amazing.
Instagram: This is how I am
doing Yoga #AbsoluteYoga
Pinterest: This is the
branded AbsoluteYoga bag or
mat.
Influencer Marketing on social
Platform
Pick up some loyal customers
who are very active on social
media and creating positive
content for Brand.
Create a small ORM team
responsible for positive
brand interaction at social
media

11. Digital Marketing Strategy
AbsoluteYoga
Growth Stage(phase 2)
Create a Yoga Community active
Online and Offline
• Using network of loyal
customers engage Yoga
community into the Yoga
Awareness programs in
new markets.
• Innovate and generate
positive hype about brand.
More Specific customer
targeting by effective
segmentation
• Launch an App for retail sales
as well.
• Deploying advance tools of
Digital marketing and
expanding its reach.
• Continue building brand by
involving in other health
causes.
• Example: Start a health
conscious blogging platform,
Online Yoga tips, Yoga quiz
for user engagement this will
sustain the brand visibility.

12. Summary
AbsoluteYoga
Introductory
Phase
Growth Phase 1 Growth Phase 2
Primary focus is to build brand
awareness through digital
media. Methods which can be
used include Blogs, Emails and
Buzz marketing tools.
This stage calls for steps in
loyalty building direction. A
strong Social media presence
along with influencers will
shape up the communication.
This is the stage where Brand
loyalty needs to be strengthen by
using community building online and
offline and increase in Brand
Visibility.
Community needs to engage with
various consumer touch points.
This whole process needs to be supported by your traditional marketing tools as well.