Yoga Products

YogaMats - handcrafted mats and bolsters made from all-natural, high-quality materials
specially designed to benefit all levels of yoga, bodywork, and meditation. Yoga Mats are
all six feet long and two layers thick (approximately 2" which will compress to a dense
1"pad). That is, the nature of cotton is desirable for the purposes of yoga, providing stable
supportive padding. There are 3 widths (24", 30" and 36"). The 24" and the 30"
conveniently convert to many types of bolsters. Rolled any amount, or folded in half,
thirds, or fourths it is creatively versatile.

The 36" mat is wider and allows your arms to extend in "corpse pose"(relaxation pose)
comfortably. (You would be less likely to take that to a class due to space.) Works well as
your sacred space at home. Establish your mat as an energy center, a place where you can
go for renewal and nurturing. You can use it wherever you are.
- Describe the marketing product
- Conduct an Environmental Analysis for the Yoga products
- Describe the buying behaviour for yoga products
- Suggest a Positioning for the products

A possible approach

Defining the Marketing product:

Need satisfied
Yoga mats would be related to the acceptance of yoga (which is still in the nascent
stage), the marketing of yoga mats would therefore be linked to performing yoga.

The needs satisfied by yoga can be extremely varied. Some are particularly inspired by
the Spiritual Element that yoga provides; others by the increased Fitness and
Flexibility that it results in. Some people find solutions to suffering from varied Health
Disorders and there are others who achieve an All-Round Development of a calm,
stress-free mind and a fit body.

So as a marketer we could consider satisfying different needs.

The Yoga (and therefore yoga products) would be largely associated at the Security needs
satisfying the need of “spirituality” and to some extent “health”.

At the higher level Yoga can satisfy the individual need of relaxation.

At a social level it can satisfy the need of social acceptance.

However in India since it is more associated with spirituality and traditional there could
be a slight negativity associated with accepting it “publically”. So it could also be
addressed to the Rebel needs of the youth and subsequently convert it to a Social status
product.
Marketing Product:
Based on the needs satisfied the product could be defined as the following marketing
products:

Emotional Need satisfied Functional product Market Universe

Spiritual Protective back rest Elderly people (above 55 years)
Health Middle aged (45-55 years)
Relaxation Executives (30-45 years)
Rebel (Weight loss/ attractive) Teen aged and youth (15-25 years)

Competition at functional level

All other mats, bed sheets, mattresses

Competition at emotional
Depending on the marketing product; the competition could be faced from the
following:
Spiritual:
Religious tourism, temples, discourses, reading

Health
Exercise, walking, dieting

Relaxation
Golf, massage, exercise, walking, spending time with family

Rebel
Dieting, dance, beauty parlours,

Priority at emotional product

In most cases the priority is low.

Marketing effort required

Promote yoga for different groups and promote the use of good yoga mats

Since the need satisfaction for different segments would not conflict, yoga mats could be
marketed for all segments simultaneously.

Marketing Environment (variables for all groups):

Parameter Variable O/T How to address S/

W
Product Hand crafted T Tie up with craftsmen W
related
Natural material T Direct procurement W
Poor Storage T Have own storage W
facilities
Functioning Space (house/ T Market 24” and less S
related yoga centers)
Internet providing O Use Internet for educating, for ex. S
information http://www.dreamhawk.com/yoga.htm

Trained Instructor T Tie up with reputed trainers W

Time for doing T Can’t address time factor W
yoga
Availability of T Can’t address availability W
Ashrams/ yoga
training clubs
No accessories O Can use as advantage over S
required competition
Utility Slow results T Show research studies S
Price of competing O Create Price advantage S
prod
Demand Stressful jobs O Use for positioning S
Yoga tourism O Locational disadvantage W
Health O Use for positioning S
consciousness
Scientific backing O Use for advertising S
Religious O Camps outside discourses S
discourses
No side effects O Use for advertising S
Acceptance Positive Corporate O Corporate sales S
(macro) mindset
Associated with a T Use health information S
specific religion
No Legal issues O Can create your own quality S
specifications
Acceptance by O Testimonial advertisements S
Role models (film/
sports)
Acceptance Parent acceptance O Use for advertisements S
micro Not considered T Associate Western lifestyle S
high on Social
acceptance
Acceptance by O Use for advertisements S
West
Marketing Non availability of T Train channel W
mix related Trained channel
Availability of O Adequate choice for advertisements S
Advertisement
channels
Use of role models O May be costly W
Buying behaviour currently at the Product decision stage.
Buyers would currently be be using the existing products available (bed sheets, mats etc).

Marketing has to change behaviour by educating them about the benefits of shifting to
yoga mats.

Brand decision: After product is accepted, then brand evaluation would require evaluation
across attributes (note: if attributes known they can be specified). For ex:

Always get the best quality mat that you can afford. A good mat will last for years
and provide better usage, while a cheap mat will degrade your practice
(http://www.yogamatsplus.com/site/491583/page/142192)
The pinch test: Pinch the mat between thumb and forefinger to compare
compression resistance.

The wet friction test: Simulate sweating by moistening your hand. Compare
wet traction by bearing down laterally on the surface of the mat.

The quarter test: Compare samples by rubbing them with the edge of a
quarter until the surface breaks down. The more strokes it takes before the
surface breaks, the longer life the mat will have.

Place and timing of purchase: Impulse purchase at Exhibitions, religious discourses.

Segmentation:
Age and occupation can be the segmenting variables

Government Sales jobs Stressful jobs No job

jobs
Elderly people _/
(above 55 years)
Middle aged (45-55 _/ _/ _/
years)
Executives (30-45 _/ _/
years)
Teen aged and youth _/
(15-25 years)

Target segments – ticked in the above matrix.

Positioning: Since it is generic level we can go for positioning based on the needs. Also
the specific point identified in the environmental analysis could be used.