Branding Yoga

merchandiseing Management Professor Dr. Todd Arnold Student Rodrigo savior Ramirez Martagon Bachelor of Business Administration Case Branding Yoga 10/22/2012 Yoga in 2008 and in America has become a 5. 7 billion business (Yoga in America, 2008) and had al well-nigh 16 cardinal people were practiti one(a)rs of yoga, (Yoga Journal, 2008). Nowadays there ar to a greater extent than 22 jillion people practicing yoga (United Stated Yoga Federation, 2012). Gender of US yoga practitioners are 72. 2% young-bearing(prenominal) and 27. 8% Male. 44% Percentage of U. S. yoga practitioners with ho intenthold income of more than $75,000 24% come in one across more than $100,000.The Age of U. S. yoga practitioners are 40. 6% 18 34 long time of age, 41. 0% 35-54 age of age and 18. 4% Over 55 years of age (Namasta, 2012). Bikram Choudhury is an Indian yoga guru and he is the fo low of Bikram Yoga. Bikram Yoga is a 26 postures guinea pig of Hatha yoga done in a hot (105 degrees Fahrenheit or greater) environment. Bikram yoga simplified the techniques of traditional yoga and became public in the early 1970s. Bikram patented the 26 postures under the U. S. copyright. In 2006 he had more than 1650 Yoga Studios around the world. He is the person who owns the biggest gyms in America. (Bikram Yoga College, 2012) In the other hand there is a former mold named Tara Stiles, she start practicing just for the relax feeling and made her first YouTube videos for a request of his model job in Ford Modeling Agency. afterwards leaving the modeling agency, she persistent to make her own yoga classes so, she make more videos to promote her. She also wrote for a couple of blogs (Womens Health and The Huffington). She became popular because she was very straightforward and good looking and more important, she made the yoga lessons simpleton and without the Sanskrit words for the poses or chant in her classes.But beside her success she does not moot in patent her classs style. (I MDb, 2012) The Hindu Ameri put forward tooshie is a group is an advocacy group providing a progressive Hindu Ameri gage voice. The Foundation interacts with and educates leaders in public policy, academia, media, and the public at large or so Hinduism and global issues concerning Hindus, such as religious liberty, the misportrayal of Hinduism, nauseate speech, hate crimes, and human rights.By promoting the Hindu and Ameri lowlife ideals of understanding, tolerance and pluralism, HAF stands firmly against hate, discrimination, slur and terror (Hindu American Foundation, 212). The Hindu American Foundation were concerned about the yogas roots and all that the yoga carries. Nowadays the three, Bikram Choudhury, Tara Styles and Hindu American Foundation, are the most relevant people/organizations in America to think in fashioning the yoga a whole brand. But first is important to be current which are the differences that make every one of them dissimilar from the other (strengths and weaknesses). authority WeaknessBikram Choudhury 1st big school in America to austere schedule more than 1600 schools in all around the world not for every one (to hot temperature) patented method to long classes cognition among yogas community most people think is for older people numerous products of their own Tara Styles easiest teaching style among all the other classes lack of stigmatization in their classes the faster way to do yoga She is not interested in patenting or registering her classes no religion or other similar farce in her classes she does not confine more yoga studios around the US On the internet for free Hindu American Foundation recognition of have the most ancient k instanterledge they dont own a brand for yoga classes there is no person to be their face of yoga They emergency that people be aware of the Hindu roots of yoga So to be a new competitor is important to be aware that you can take advantage of what they have already done or what they are still missing. The yoga industry is like many others out there, I can relate yoga with soccer because before they had FIFA they played with the rules of their preference and no one really knew how to play around the world the same sport level the ore of the sport was the same have fun and score goals. So when FIFA is created, they put in concert all the people who wanted to play soccer and bump rules. Although there were people who does not liked the soccer, so they created the rugby. With yoga is the same just that they have more streams. This entire people try to achieve a common result, health in the path of yoga. So this is similar to the topic whit Bikram, Tara and the Hindu American Foundation and they can get together for the common bases or they can do yoga as now.The strategies they already turn can be taken by local business purpose what is going to pass for specific a market. In my case, I decided to work with a local business call Red nation Yoga Cen ter. They already work with a target market, people who studies or industrial plant in OSU, offering for them special prices. They also try to please their customers with different kinds of classes (hot yoga, beginning yoga, beginning and beyond, among others) and have programs for High and junior high schools. They cannot use Groupon because there is none service in Stillwater.They can choose between being part of a bigger organization (Bikrams Yoga or Department of Ayush) or stay the way that they are right now. I highly recommend stay the way that they are right now because there are none companies who are in the same agency (being in a town which lives for a university) who can stand or adapt his franchise to that specific panorama, and the most probably thing to happened is to transmit his procedure to the franchisors procedure and lose the core of the business that they already own.They can take advantage of what is already work or does not work out for the successful busin ess, like yoga with less heat, and shorter classes. They can sell swop from different yoga brands, and use the Easy Americanized style of Tara Stiles among other strategies. Bibliography Bikram Yoga College. (2012). About Bikram Yoga. Retrieved 10 20, 2012, from http//www. bikramyoga. com/BikramYoga/about_bikram_yoga. php Hindu American Foundation. (212, 10 10). Who are we Hindu American Foundation. Retrieved 10 20, 2012, from http//www. afsite. org/about/who_we_are IMDb. (2012). Biography. Retrieved 10 20, 2012, from http//www. imdb. com/name/nm1423093/bio Namasta. (2012 10-10). Namasta. Retrieved 2012 20-10 from http//www. namasta. com/pressresources. php United Stated Yoga Federation. (2012 10). usayoga. Retrieved 2012 20-10 from http//www. usayoga. org/ (2008). Yoga in America. Market Study. Yoga Journal. (2008 26-02). www. yogajournal. com. Retrieved 2012 20-10 from yoga journal www. yogajournal. com/advertise/press_releases/10