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.