An army of managers—
Marketing Manager,
Product Manager, Brand Manager, Sales Manager
and Distribution Manager—work on a brand to make it appealing to
the entire market. They add new features and benefits to the
offered product or services merely to target a new segment of the
market. Finally, they extend the single brand name to a number of
products and services and would be happy thinking that "We have
everything for everyone". These managers are trying to use a single brand
name for various products and services. But, instead of strengthening
the brand, they are making it weaker and weaker with each addition
of product or service to a single name. Then what is the logic
behind extending the same name to the different target segments?
The answer to this question will be explained by marketers as follow
"if we don't appeal to new target segment, how we will grow? So, it
is necessary to appeal to the non-customers of the brand. And
since our X brand name is doing well, so we are capitalizing on the
name." While the justification may sound good, in reality this always does
not happen. When companies use the same brand name for a number
of products or services, they often lose focus and the attention of
the customers.
When we think of Baba Ramdevji Maharaj, we would
immediately think of Pranayam Yoga. His
target audience includes people suffering from problems, such as
overweight, diabetes, blood pressure, joint pains, cancer, asthma, etc. To help
these people, Baba Ramdevji Maharaj has been organizing camps in
different cities, giving demonstrations on the Aastha channel; people are
allowed to stay at his ashram Patanjali Yog Peeth in Haridwar. He is the
spiritual guru who has revived yoga and has been spreading it all over the
world through books and DVDs, like yoga for diabetes, yoga for asthma,
yoga for the spinal cord, yoga for eye problems, yoga for high BP, yoga
for skin disease, etc. His sheer focus is on using
the power of yoga to help people. When you are perceived
to be a leader, you make a long-lasting impression in the mind of
the prospects. Thus, if you are a leader; you should be simply the best in
given field. So Baba Ramdevji Maharaj is now the leader in the field of yoga. |
