35. Business Plan
Copyrights &
patents to
strengthen
brand
Strong brand
image using
unique method
Chaging a fee
since inception
Cease-and-desist
notice to hundreds
Fines starting from
$150,000
Unique combination
of exercises and
ambience patented
Helped in rapid
growth &
recognition of yoga
as a thing having
value
36. Business Plan
“When in Rome, I must do as the Romans do. When
in America, make Bikram copyright & trademark”
-Bikram Choudhary
Strengthened
brand image
Increased
market share
Prevented
competitors from
taking advantage of
strong brand image
37. Business Plan
Charged huge fee, $7000 for teacher training
• Helped the brand to grow faster
• Huge margin of profit
• Helped spread the brand image to more parts,
hence increased the market
38. Business Plan
Unique value proposition
• Difficult to copy by competitors
• Tailored according to the market needs
50. Business Plan
“The aim is to get people excited to yoga”
-Tara Stiles
Made yoga
fun,
accessible.
Added music
to yoga
Removed
Sanskrit
words &
Hinduism
Yoga meant
only exercise
Aimed to attract
youth & people
desiring
simplicity in yoga
51. Business Plan
Marketing through social media like
Facebook and Youtube
Helped reach a
wider audience
effectively
Reduced
Marketing cost
& attracted
youth too
Strong social
media image
created
52. Business Plan
Did not patent any process
• Wanted the free flow of information &
expansion of yoga
56. Attracted youth
hence target
customer segment
increased
More
attractive &
relevant
More
flexible
Added new
features like
heated room,
music to adjust
to the US
More value creation
57. “Practicing yoga would make relationships
better, and it centres and grounds you”
-Tara Stiles
63. These slides were created by
Vatsal Sharma, IIT Kanpur, as part
of an internship done under the
guidance of Prof. Sameer Mathur
(www.IIMInternship.com)