Bikram Yoga

BIKRAM YOGA

Marketing Research Project

Dasha Baranova and Doris Xu

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Marketing Strategy

Business Mission

In Bikram Yoga, owners make their own mission statement for their studio(s). Their mission statements reflect on their goals for teaching Bikram yoga. Even though all the studios have their own mission statement, they all focus on one element: health. The owner of the Bikram Yoga studio in New Westminster, Herminder Gossal, wants to help her students achieve “total health” by providing a fitness program that will balance their system ***. In Vancouver, the owners’ mission is to assist their students to fulfill their fitness goals through Bikram Yoga ***. Furthermore, Brad Colwell, owner of Bikram’s Yoga Metrotown, wants to provide a “healing center” for everyone. He also follows Bikram Choudhury’s motto: “Never too late, never too old and never too sick to start again from scratch.” ***

Corporate Value

Bikram Choudhury has strict rules for the instructors of Bikram Yoga. They all have to be taught by Bikram himself and pass all his examinations before they become an instructor of Bikram Yoga. Then, they must attend his seminars every three years to get recertify ***. This shows that Bikram highly values the quality of the service delivered to their customers.

Objective

Bikram Yoga has been around since the early 1970s’ ***; however, it has only started to become a trend for the last decade. We believe the short-term objective would be getting more people to know the wealth of Bikram Yoga and start their path to a healthy, new self. The long-term objective would be having one or two studios in each city, like there is one or two Starbucks at or nearby a busy intersection. Convenience has become very important in life these days....