Yoga Case

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MARKETING MANAGEMENT


MKTG5200U FALL 2012

Branding Yoga Case Study



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SUBMITTED BY:
VIVEK SARRAF-211976164


puzzle Statement:
Western yogis, Yoga instructors, Self healers in USA ar commercializing yoga and disconnecting it from its Hindu grow. By improper means such as unauthorized training to pupils, charging hefty tuition fees and claiming bad patents they ar hurting sentiments and philosophies of Hindu followers based in USA, India and general and to a fault eroding the faith of US Masses.

Situational Analysis:
Yoga and its Hinduism root: There is immense underlying proof that yoga was originated from the Hindu roots in ancient India. The word Yoga is a Sanskrit word nitty-grittyunion.The Bhagavad gita a part of epic known as Mahabharata is a very sacred text for Hindus and is one of philosophical cornerstone for Yoga.



The yoga sutras authored by Indian Philosopher Patanjali which was the carving stone of yoga is also of immense importance to Hindus. So yoga is totally a scientific discipline and will give best results when asana (physical postures), breathing exercises and Sanskrit sutras combine together. In Vedic times the yogic teaching was conveyed form guru to student free of cost.

Yoga comes to America: Yoga was first brought to USA In 1893 by one of the first Hindus Swami Vivekananda who represented India and spoke about Hinduism and yoga. In 1968 Beatles made a trip to India and studied transcendental meditation.TM became extremely popular in US.

Commercialization and disconnect of yoga from Hindu grow: Vikram choudhury a yoga champion in India arrived USA in 1970 and apothegm the immense potential of marketing and commercializing yoga. He began to charge a hefty fee for yoga classes which was totally...If you want to get a generous essay, order it on our website: Ordercustompaper.com



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