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By- Vatsal Sharma
Bikram Choudhary
•
•
•
•
•
•
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
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
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
Business Plan
Unique value proposition
• Difficult to copy by competitors
• Tailored according to the market needs
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
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
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
Business Plan
Did not patent any process
• Wanted the free flow of information &
expansion of yoga
Why ?
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
“Practicing yoga would make relationships
better, and it centres and grounds you”
-Tara Stiles
People like Bikram Choudhary tried
to sell yoga as a brand(Bikram Yoga)
Use of trademarks, copyrights and
patents to protect brand image
Huge money spend on marketing
due to the capitalist economy
Efforts to create unique brand and
refraining from traditional & Hindu
methodology(Strala Yoga)
Using mass communication means
like youtube videos, CD’s to reach
and attract more audience
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)

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Branding yoga

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  • 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
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  • 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
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  • 55. Why ?
  • 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
  • 58. People like Bikram Choudhary tried to sell yoga as a brand(Bikram Yoga)
  • 59. Use of trademarks, copyrights and patents to protect brand image
  • 60. Huge money spend on marketing due to the capitalist economy
  • 61. Efforts to create unique brand and refraining from traditional & Hindu methodology(Strala Yoga)
  • 62. Using mass communication means like youtube videos, CD’s to reach and attract more audience
  • 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)