'Branding Yoga\r'

'Marketing wariness Professor: Dr. Todd Arnold Student: Rodrigo Jesus Ramirez Martagon bachelor-at-arms of Business Administration Case: Branding Yoga 10/22/2012 Yoga in 2008 just in the States has become a 5. 7 billion bank line (Yoga in America, 2008) and had al more(prenominal) or less 16 million commonwealth were practitioners of yoga, (Yoga Journal, 2008). Nowadays in that location be to a greater extent than 22 million mess practicing yoga (United stated Yoga Federation, 2012). Gender of US yoga practitioners are 72. 2% Female and 27. 8% Male. 44% Percent get along with of U. S. yoga practitioners with household income of more than $75,000; 24% soak up more than $100,000.The Age of U. S. yoga practitioners are 40. 6%: 18 †34 years of come on, 41. 0%: 35-54 years of age and 18. 4%: Over 55 years of age (Namasta, 2012). Bikram Choudhury is an Indian yoga guru and he is the fo below of Bikram Yoga. Bikram Yoga is a 26 postures type of Hatha yoga done in a blister y (105 degrees Fahrenheit or greater) environment. Bikram yoga simplified the techniques of traditional yoga and became hot 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 soul who possesss the biggest gyms in America. (Bikram Yoga College, 2012) ] In the other(a) go at that place is a former model named Tara Stiles, she touch off practicing just for the relax feeling and made her freshman YouTube videos for a request of his model job in Ford Modeling Agency. After leaving the stamp agency, she decided to make her induce yoga classes so, she make more videos to promote her. She also wrote for a couple of blogs (Women’s Health and The Huffington). She became popular because she was very straightforward and favorable looking; and more important, she made the yoga lessons simple and with forbidden the Sanskrit speech communication for the poses or chant in her class es. precisely beside her success she does non compute in patent her class’s demeanor. [ (IMDb, 2012) ] The Hindoo Ameri arse Foundation is a congregation is an advocacy group providing a progressive Hindoo Ameri squirt voice. The Foundation interacts with and educates leaders in general policy, academia, media, and the public at large about Hinduism and world(prenominal) issues concerning Hindus, such as religious liberty, the misportrayal of Hinduism, dislike speech, hate crimes, and human rights.By promoting the Hindu and Ameri pile ideals of understanding, tolerance and pluralism, HAF stands intemperately against hate, discrimination, defamation and terror (Hindu American Foundation, 212). The Hindu American Foundation were concerned about the yogas roots and any that the yoga carries. Nowadays the three, Bikram Choudhury, Tara Styles and Hindu American Foundation, are the close relevant sight/organizations in America to think in making the yoga a whole brand. But first is important to be sure which are the differences that make every one of them different from the other (strengths and weaknesses). | Strength | Weakness|Bikram Choudhury| 1st big domesticate in America| to strict schedule |  | more than 1600 schools in all around the world| not for every one (to hot temperature)|  | patented system| to long classes| | recognition among yogas community| most mint think is for older pile|  | many products of their own|  | Tara Styles| easiest teaching style among all the other classes| privation of branding in their classes|  | the faster way to do yoga| She is not interested in patenting or registering her classes|  | no religion or other similar binge in her classes| she does not pee more yoga studios around the US|  | On the internet for free|  |Hindu American Foundation| recognition of have the most ancient knowledge| they don’t own a brand for yoga classes| | there is no person to be their face of yoga | They want 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 calm down missing. The yoga industry is like many others out there, I can relate yoga with soccer because before they had FIFA they compete with the rules of their preference and no one really knew how to dramatic eventidet around the world the kindred sport even the ore of the sport was the alike(p): have fun and urinate goals. So when FIFA is created, they put together all the people who wanted to play soccer and develop 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 reference whit Bikram, Tara and the Hindu American Foundation and they can get together for the common bases or the y can do yoga as now.The strategies they already develop can be taken by local communication channel finding what is going to work for specific a market. In my case, I decided to work with a local course call Red domain Yoga Center. They already work with a target market, people who studies or works in OSU, offering for them exceptional prices. They also try to please their customers with different kinds of classes (hot yoga, extraction yoga, beginning and beyond, among others) and have programs for High and junior tall schools. They cannot use Groupon because there is none service in Stillwater.They can choose between being partition of a bigger organization (Bikram’s Yoga or Department of Ayush) or get 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 situation (being in a town which lives for a university) who can stand or adapt his certification to that specific panorama, and the most probably thing to happened is to pitch 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 business, like yoga with less heat, and shorter classes. They can dispense merchandise 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\r\n'