Branding Yoga

commercializeing Management Professor Dr. Todd Arnold Student Rodrigo Jesus Ramirez Martagon Bachelor of Business political science Case Branding Yoga 10/22/2012 Yoga in 2008 just in America has become a 5. 7 billion business (Yoga in America, 2008) and had almost 16 million nation were practitioners of yoga, (Yoga Journal, 2008). Nowadays in that location argon more than than 22 million people practicing yoga (United Stated Yoga Federation, 2012). Gender of US yoga practitioners are 72. 2% Female and 27. 8% Male. 44% Percentage of U. S. yoga practitioners with household income of more than $75,000 24% earn more than $100,000.The eld of U. S. yoga practitioners are 40. 6% 18 34 years of age, 41. 0% 35-54 years of age and 18. 4% everyplace 55 years of age (Namasta, 2012). Bikram Choudhury is an Indian yoga guru and he is the founder of Bikram Yoga. Bikram Yoga is a 26 postures type of Hatha yoga do in a hot (105 degrees Fahrenheit or greater) environment. Bikram yoga simplifi ed the techniques of traditional yoga and became popular in the proto(prenominal) 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 in that location is a former model named Tara Stiles, she start practicing just for the slack feeling and made her first YouTube videos for a request of his model job in Ford clay sculpture Agency. After leaving the modeling agency, she decided to make her own yoga classes so, she make more videos to promote her. She in desire manner wrote for a couple of blogs (Womens Health and The Huffington). She became popular because she was very straightforward and good looking and more valuable, she made the yoga lessons simple and without the Sanskrit words for the poses or chant in her classes.But beside her success she does non think in patent her classs agency. (IMDb, 2012 ) The Hindoo Ameri domiciliate tush is a radical is an advocacy group providing a progressive Hindu American voice. The Foundation interacts with and educates leaders in public policy, academia, media, and the public at large about Hinduism and global issues concerning Hindus, such as religious liberty, the misportrayal of Hinduism, hate speech, hate crimes, and human rights.By promoting the Hindu and American ideals of under resisting, tolerance and pluralism, HAF stands firmly against hate, discrimination, defamation and terror (Hindu American Foundation, 212). The Hindu American Foundation were concerned about the yogas roots and only 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 making the yoga a whole grade. But first is important to be sure which are the differences that make every one of them dissimilar from the other (strengths and weaknesses). Strength flunkBikram Choudhury 1st big school in America to strict schedule more than 1600 schools in all around the world not for every one (to hot temperature) patented method to long classes credit among yogas community most people think is for older people many products of their own Tara Styles easiest teaching style among all the other classes lack of branding in their classes the faster way to do yoga She is not elicit in patenting or registering her classes no religion or other similar stuff in her classes she does not permit more yoga studios around the US On the internet for free Hindu American Foundation recognition of have the most ancient knowledge they dont 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 still missing. The yoga indus sift is like ma ny others out there, I can relate yoga with soccer because before they had FIFA they pushovered with the rules of their preference and no one really knew how to play around the world the equivalent sport even 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 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 fashion of yoga. So this is similar to the case 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 develop can be interpreted by local business finding what is going to survey for specific a market. In my case, I decided to work with a local business call Red Earth Yoga Center. They already work with a target market, people who studies or works 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 no(prenominal) service in Stillwater.They can choose between being part of a large 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 situation (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 change his surgery 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 shor ter classes. They can sell 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