AATMA - The Ayurvedic Centre
Published: 2010
Author(s) Name: Prof. Ajith Paninchukunnath
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Abstract
Aatma was a traditional ayurvedic centre in Kerala (India). It was started by Dr. Mooss to offer holistic
and authentic ayurvedic treatment. Kerala Tourism Development Corporation’s focus on ayurveda to
drive tourism growth, and, the lack of proper legislation on quality control has led to the proliferation
of new ayurvedic centers. A majority of them do not have sufficient expertise to offer ayurvedic
services in a scientific way as prescribed in medical texts. Aatma never deviated from its values; it
followed ethical practices and treated only patients. Dr. Mooss was in a dilemma whether to attract
healthy tourists who are mostly pleasure and fun seekers; as compared to cure seeking patients whom
Aatma targeted. This case is centered on the importance of positioning, holistic service, and ethics in the marketing context.
Key Words: Positioning, Marketing Ethics, Stakeholders, Ethical Values, Services Marketing, Ayurvedic Medical Car
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