Eastern Mindfulness: Designing the Social Media Marketing Strategy

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Case

Reference no. W37470

Simplified Chinese language

Subject category: Entrepreneurship

Authors: Raunak Gupta (Entrepreneurship Development Institute of India (EDI))

Published by: Ivey Publishing

Originally published in: 2024

Version: 2024-01-30

Length: 7 pages

Data source: Field research

Topics: Entrepreneurship; Digital marketing; Decision making; Marketing communication; Marketing

Share a link: https://casecent.re/p/198528

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Abstract

This is a Simplified Chinese version. This case follows the situation arising from the unprecedented circumstances of COVID-19, which forced the Eastern Mindfulness company to transition the business from physical to virtual interactions. Mr Alok Taunk had successfully started Eastern Mindfulness, which offered interactive and engaging seminars, online courses, and mobile applications (MindFeed) that addressed holistic wellness, performance, and self-development. However, because of the unprecedented circumstances of COVID-19, Mr Taunk had to cancel all his bookings and return to the clients any advances.