yoga industry india
TRANSCRIPT
AbsoluteYoga
AbsoluteYogaA one step solution for all Yoga Needs
By: Vikalp Mehta
AbsoluteYoga
Flow of the presentation
1. The Idea
2. Vision
3. Scope of the Idea
4. Growth Strategy
5. Digital Marketing Plan for Growth
AbsoluteYoga
Idea
To create a single step destination point for all yoga
needs of an individual.
Single Step Means:
• Yoga studio.• Yoga Accessories• Sale through
Online and Offline channel.
All at a single place.
AbsoluteYoga
Vision
To be a most recognized chain of Yoga Tutelage across the World from India.
AbsoluteYoga
Scope Of The Idea
$80 billion Industry worldwide
100% FDI in Make in India Plan Under Wellness Sector.
Indian Market stands at INR 490 billion. Major share comes from Services(40%)
Unorganized and fragmented in India
Demand for instructor is growing at 30-35% per anum
Data source: Economics times and Ministry of AYUSH
AbsoluteYoga
Supporting EcosystemInception of popular Modern Yoga culture
Particularly by celebrities.
Karina Kapoor and Madonna
Special Attention by government by
forming a separate department called
AYUSH
Growing concerns for making YOGA an Brand in India*.
Declaration of International Yoga
Day
Being healthy is the new trend among
people engrossed in long office hours.
AYUSH: Ayurveda, Yoga, Unani, Siddha, Homeopathy*Yoga is a greatest gift to world from India but we ourselves has lacked the true enthusiasm to adopt it as a true Indian thing.
AbsoluteYoga
Growth Strategy
•Start with a Yoga Studio•Initial Awareness through Digital and non digital channels (Potential Customers)
•Higher Price and higher Quality.
Introduction
• Introduction of other Products like yoga accessories under the brand name of AbsoluteYoga.
• Expand network.• More loyalty communication
Growth(Phase 1) •Develop retail sales channel
offline and Online for Supporting accessories and products
•Community Branding for Brand loyalty
•Sustain the growth and keep looking for new developments.
Growth(Phase2)
AbsoluteYoga
The Final Set of Products
Yoga tutelage
Yoga accessories like Yoga Bags, Mats, pants, bottles etc.
Yoga kit including Neti Pot, Foams, Cushions etc.
Learning tools like DVD and videos.
Lifestyle products like Lockets, chains, posters, keychains.
AbsoluteYoga
Digital Marketing Strategy
• Who, When, Where
• Why, WhatSegmentation
• Blog about the interests of target population
• E-mails, • Digital PR activities on
different channels, supporting launching campaign
Targeting
Introductory Stage
AbsoluteYoga
Digital Marketing StrategyGrowth Stage(phase 1)
Create a lot of user engagement using social
media. For Example:
Facebook: I am attending Yoga classes at AboluteYogaTwitter: #AbsoluteYoga you are amazing.Instagram: This is how I am doing Yoga #AbsoluteYogaPinterest: This is the branded AbsoluteYoga bag or mat.
Influencer Marketing on social Platform
Pick up some loyal customers who are very active on social media and creating positive content for Brand.
Create a small ORM team responsible for positive brand interaction at social media
AbsoluteYoga
Digital Marketing StrategyGrowth Stage(phase 2)
Create a Yoga Community active Online and Offline
• Using network of loyal customers engage Yoga community into the Yoga Awareness programs in new markets.
• Innovate and generate positive hype about brand.
More Specific customer targeting by effective
segmentation
• Launch an App for retail sales as well.
• Deploying advance tools of Digital marketing and expanding its reach.
• Continue building brand by involving in other health causes.
• Example: Start a health conscious blogging platform, Online Yoga tips, Yoga quiz for user engagement this will sustain the brand visibility.
AbsoluteYoga
Summary
Introductory Phase Growth Phase 1 Growth Phase 2
Primary focus is to build brand awareness through
digital media. Methods which can be used include Blogs, Emails and Buzz marketing
tools.
This stage calls for steps in loyalty building direction. A
strong Social media presence along with influencers will
shape up the communication.
This is the stage where Brand loyalty needs to be strengthen by using community building
online and offline and increase in Brand Visibility.
Community needs to engage with various consumer touch
points.
This whole process needs to be supported by your traditional marketing tools as well.