Mitesh's Project Study.docx

A study on the market strategies of sports
brand with respect to HRX India.
Dissertation submitted to the
D Y Patil deemed to be Universityin Partial
Fulfilment of the Award of Degree of
Bachelor of Business Administration
Submitted by: -
Mitesh Singh
Suryavanshi.
Roll No: -BBA019283.
Submitted to: -
Dr. Sapna Suri
Associate Professor.
DYPUSM
D.Y. Patil deemed to be University
School of Management.
CBD Belapur, Navi-Mumbai.
March 2022

DECLARATION
I hereby declare that the dissertation, A study on the market
strategies of sports brand with respect to HRX India submitted
for the Full time BBA Degree at D.Y. Patil Deemed to be
University School of Management is my original work and the
dissertation has not formed the basis for the award of any
degree, associate ship, fellowship or any other similartitles.
Mitesh Singh Suryavanshi.
Place: - Navi Mumbai
Date: -

CERTIFICATE
This is to certify that the dissertation entitled “A study on
the market strategies of sports brand with respect to HRX
INDIA” is the bona fide research work carried out by
Mitesh Singh, student of Full Time BBA, at D.Y. Patil
Deemed to be University School of Management during the
year 2019- 2022, in partial fulfilment of the requirements
for the award of the Degree of Bachelors in Business
Management and that the dissertation has not formed the
basis for the award previously of any degree, diploma,
associate ship, fellowship or any other similar title.
Dr. Sapna Suri, Dr. R. Gopal,
Associate Professor Director and HOD
DYPUSM DYPUSM
Date: -

ACKNOWLEGDEMENT
In the first place, I thank the D. Y. Patil Deemed to be
University, School of Management, Navi Mumbai for giving
me an opportunity to work on this project.
I would also like to thank Dr. Sapna Suri (Associate
professor) D.Y. Patil Deemed to be University School of
Management, Navi Mumbai for having given me his
valuable guidance for the project. Without her help it would
have been impossible for me to complete the project.
I would be failing in my duty if I do not acknowledge with a
deep sense of gratitude the sacrifices made by my parents
and thus have helped me in completing the project work
successfully.
Mitesh Singh Suryavanshi
Date: -

Tables of Content: -
SR NO- Topics. PG No.
1. EXCEUTIVE SUMMARY 1
2. INTRODUCTION 2
2.1. Indian Retail Sector. 3
2.2. Overview of Shoe Industry. 6
3. LITERATURE REVIEW 9
4. OBJECTIVES 13
5. RESEARCH METHODOLOGY 15
6. COMPANY PROFILE 18
6.1. About HRX. 19
6.2. Journey Of HRX. 22
6.3. Product profile. 25
6.4. SWOT analysis 30
6.5. Pestal analysis 35
7. DATA ANALYSIS AND INTREPRETATION 42
8. RECOMMEDATION 60
9. CONCLUSION 62
10. BIBLIOGRAPHY 65
11. QUESTIONNAIRE 68
12. PLAGIARISM 72

List of Figures: -
Figures
No.
Topics. PG No.
1. What is your gender? 43
2. What is your age? 44
3. What is your current employment status? 45
4. How do you prefer shopping? 46
5. How often you shop online? 47
6. Which is the best E commerce website you shop the most? 48
7. Have you ever shopped from Myntra? 49
8. Have you ever purchased a product from HRX brand? 50
9. If you never used one what could be the reason? 51
10. Is HRX brand reliable? 52
11. What is the comfort level of HRX merchandise? 53
12. Do HRX products are sold at a worth price? 54
13. Have you ever found any errors in the products of HRX? 55
14. Is HRX products are fashionable? 56
15. In which area HRX should further improve themselves? 57
16. Scope for improvement for HRX- 58

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Chapter 1:
Executive Summary: -
Marketing research refers to the direction of analyzing the viability of an afresh
product through a research run at once with the clients that authorizes a business-
organization to realize the target market and record thoughts and other inputs from the clients
concerning their interests.
The goal of it's far to evaluate the marketplace linked to a positive product to decide how
the consumers will be given it. This can contain data gathering for the objective of the
marketplace segmentation and product differentiation that may be implemented to regulate
publicizing efforts or determine that aspects are located asa previous to the purchasers
Market research primarily based on HRX related to its operations, products, marketing
techniques and other elements that influence the company.
Considering the fact that the late 1980’s business colleges advertising and marketing
educator Itamar Simonson has appeared for approaches after recognize how many customers
perform choices. Tons on his job debunks the widely used principles that, gifting customers
what it wants helps in building earnings, this is the basic fundamental ideas on
marketing.
Customers may also no longer recognize what that necessity and secondly guessing they
might be expensive, says the professor Simonson. He also mentioned that,” the benefits and
costs of fitting individual customer preference are more complex and less deterministic than
has been assumed.” That’s due to clients are frequently unwell choices which are prone to a
number of influences. And in many cases clients have bad perception in their preferences. He
also tells that customer’s loyalty can only be created by understanding what the customers
want and by fulfilling their preferences.

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2.1. INDIAN RETAIL SECTOR.
The Indian retail industry has emerged as one of the most dynamic and fast-paced industries
due to the entry of countless new players. Through 2020 the Total consumption expenditure
is anticipated to attain almost US$ 3,600 billion from US$ 1,824 billion in 2017.Which is
about 10% of the country’s Gross Domestic Product (GDP) and about 8% of the
employment. India holds the 5th position in retail industry across the world. India ranks 16th
according to the FDI confidence index.
Market Size
Retail industry is predicted to attain a value of US$ 1.1 trillion through 2020 which has
reached to about US$ 950 billion in 2018 at CAGR of 13%. The Online retail sales are
forecasted to develop at the charge of 31 per cent year-on-year to attain US$ 32.70 billion in
2018. By the end 2020 Revenue generated from online retail is projected to develop to US$
60 billion.
India is predicted to become the world’s fastest growing e-commerce
market, driven by strong investment in the zone and rapid expand in the variety of net users.
Various companies have high expectations about growth of Indian e-commerce markets.
Luxury market of India is predicted to develop to US$ 30 billion through the quilt of
2018 from US$ 23.8 billion 2017 supported by means of growing publicity of global
brands amongst Indian early life and greater buying power of the top classification in tier 2
and 3 cities, according to Assocham.

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Investment Scenario
The Indian retail trading has obtained Foreign Direct Investment (FDI) fairness inflows
totaling US$ 1.85 billion at some stage in April 2000–June 2019, in accordance to the
Department for Promotion of Industry and Internal Trade (DPIIT).
Many businesses have invested in the Indian retail area in the past few months due to rise of
want for consumer items in inclusive of customer electronics and home appliances in 2018,
India’s retail area investments doubled to attain Rs 1,300 core (US$ 180.18 million). Rs 2.75
billion (US$ 37.68 million) was invested by Wal-Mart Investments Cooperative U.A in Wal-
Mart India Pvt Ltd
Government Initiatives
The Indian government has taken a variety of initiatives to improve the retail industry in
India. Some of them are
The Government of India might also exchange the Foreign Direct Investment (FDI) rules in
meals processing, in a bid to allow e-commerce groups and foreign retailers to promote Made
in India patron products.
Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in online
retail of goods and offerings via the automated route, thereby offering clarity on the existing
organizations of e-commerce groups operating in India.

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Road Ahead
E-commerce is increasing step by step in the country. Customers have the ever-increasing
desire of merchandise at the lowest rates. E-commerce is possibly developing the largest
revolution in the retail industry, and this fashion would proceed in the years to come. India's
e-commerce industry is forecasted to attain US$ 53 billion by means of 2018. Retailers
should use the advanced retail channels (internet business), which would permit them to
spend less cash on real bequest while achieving out to more customers in level 2 and level 3
urban areas. The Union Budget 2019-20 is anticipated to give enhance to the rural
consumption in India.
It is projected that with the aid of 2021 normal retail will maintain a most important share of
75 per cent, organized retail share will attain 18 per cent and e-commerce retail share will
attain 7 per cent of the whole retail market. Nevertheless, the long-term outlook for the
enterprise is positive, supported with the aid of rising incomes, beneficial demographics,
entry of overseas players, and increasing urbanization.

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2.2. OVERVIEW OF SHOE INDUSTRY: -
INTRODUCTION
The sneakers industry in India has long been one of the most important elements in the
country’s prestigious fabric and garment market, contributing drastically to not simply the
employment inside the country but also the export profits and overall financial increase in
India as well. In 2018, India has advanced to emerge as the 2d largest shoes producer (behind
China), and one of the pinnacle footwear exporters in the world. Combining the records that
India’s economic overall performance continues to grow, the Indian government continues
to supply robust support, while the global footwear demand continues to rise, the Indian
footwear enterprise is forecasted to flourish going forward, and so do the
enterprise possibilities with pinnacle shoe organizations in India.
Footwear Industry in India
According to a present-day Indian shoes company report, footwear manufacturing is over 22
billion pairs annually, accounting for about 9. 6% of the full world footwear output in line
with year. The sneakers enterprise in India employs over 1.1 million workers, making it one
in every of the top employment sources inside the country. Due to the reality that India
is the second largest global producer of footwear after China, accounting for 13% of global
footwear production of 16 billion pairs is INDIAN. It has a production of about
2065 million pairs of various categories of shoes. India exports about 115 million pairs.
Thus, nearly 95% of its production goes to satisfy its own domestic demand.
India’s major production centers are: -
 Chennai,
 Ambur in Tamil Nadu
 Mumbai in Maharashtra
 Sonepat,
 Kanpur in UP
 Jalandhar in Punjab,
 Agra,

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 Delhi
 Karnal
 Faridabad
 Pune
 Kolkata
 Ludhiana
 Calicut
About 1.10 million are engaged within the footwear manufacturing industry
India exports the following footwear: -
 Dress shoes
 Boots
 Sandals
 Chappals made from rubber
 PVC
 others
Additionally, the world’s third-biggest footwear client after China and the USA, about 90%
ofthe shoes made in India is bump off through the home market.
India is one of the biggest footwears advertises on the planet. According to the business
information, the present size of shoes industry is around Rs.40, 000 cores, and the market is
ready to traverse next hardly any years.
According to Bata India FY17 Annual report, India is the second biggest footwear maker on
the planet, with footwear creation representing roughly 9% of the worldwide yearly creation
of ~22 bn sets, when contrasted with China, which delivers over 60% of the worldwide
creation. In addition, India sends out over US$ 2.7 billion worth of footwear items to the
worldwide market in 2016.
Footwear is the business which records to create greatest number of works particularly for
themore vulnerable segment; hence, it holds an extraordinary spot in the Indian economy.
According to the business figure, footwear industry utilizes over 1.1 million laborers’ making
it one of the top work sources in the nation. Besides, the development right now additionally
pushed by slow ascent of style and way of life advertise in India. From a fundamental need

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based industry to a key piece of by and large design advertise, footwear industry has made
considerable progress.
ATHLEISURE FOOTWEAR Gaining Momentum
Athleisure footwear is getting exceptionally quick as a result of optimistic customers.
Athleisure trend is just not confined to metropolitan cities. Indeed, little urban areas and
towns are producing equivalent footing. However, options are scanty when it comes to
affordable options in this segment especially in tier 2 cities.
Sharp focus on women’s footwear
There has been steady ascent in ladies' per capita use; in this manner, produces and retailers
are progressively concentrating on ladies' footwear. There has been steady ascent in ladies'
per capita use; in this manner, produces and retailers are progressively concentrating on
ladies' footwear. Moreover, there are a growing number of women at workplaces and high
disposable incomes
With a rising number of ladies in the workforce and developing expendable earnings making
ladies bear the cost of numerous pair of shoes and produce request

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CHAPTER 3: -
LITERATURE REVIEW

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Jaskirat Singh Rai, Anish Yousaf, Maher N. Itani & Amanpreet Singh (2021)
“Sports celebrity personality and purchase intention”, in this research paper they
mention that sports celebrity personality (SCP) including attractiveness, character
and value helps to make brand image of the company and even effects on
consumer’s purchase intention (CPI). Mainly brought light on how the consumers
purchase intention are interrelated to celebrity brand congruence (basically how
well the celebrity is associated with the brand) + endorsed brand celebrity
(celebrities’ values and image) + transfer of brand image (celebrity values makes
the brand image of the company too). They did a survey on around 838 people and
states that the direct and indirect effects of sports celebrity personality on
consumer purchase intention are based on celebrity brand congruence, endorsed
brand celebrity and transfer of brand image. Concluded with sports celebrity
endorsement is essential to transfer the positive celebrity image to the endorsed
brand image. Based on their study they mention that branded with celebrity does
change the perception of company over the behavioral intentions of the consumer.
Thus, any impact on celebrity image will also impact on brands ethical values or
goodwill.
Rattan Singh & Nayana Nimkar (2020)
“Digital Marketing and Social Media: The Growth of Sports Industry in India”,
revealed that social media is the platform where the fans and the players connects
to their favorite sportsperson. Sports Industry has seen a continuous growth and
success because of social platform or digital marketing. The result of the research
paper was to change the view that the sports industry’s growth may also depend
on the wise usage of social media platforms and digital marketing by the sports
companies of India at the right time. There are roughly 324 million people who
uses internet actively in India itself, thus their motive was to draw light on those
companies in sports industry without any proper SEO and SEM they are still
making big sum of profit by just doing effectively use of social platform and digital
marketing.
Farooq-E Azam Cheema, Saba Rehman, Sayma Zia & Mustaghis Ur Rehman (2016)
“Do Taglines have a Positive Impact on building the Brand Perception”, their
findings in the study were that taglines not only have strong impact on brand
perception but they also helped in creating strong brand associations. They also
stated that using taglines will basically stay longer in the minds of the customer
while non- tagline ones. They mention that various products gain popularity with
the innovative and unique way of advertising themselves will stay popular for
longer period of time than those of the traditional ways one. Thus, they concluded
that taglines are effective way of making people aware and even creates the face
value of the brand at the same time.
Holly Paquette (2013)
“Social Media as a Marketing Tool”, brought the light on who technology evolving
effects market. Emergence of social media assisted the growth of many business
campaigns on world-wide consumers. Most of the market flow only throw social
media. Connection between consumers and brands is refined and while provided
their personal assistant to each consumer. In his literature marketing strategies
has been expanded because of social media presence. Social media marketing
itself expanded the creative and innovative way of promoting the brand. SMM is
rising each day and thus, will initiatively bound to bring more and more consumer.

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SMM stood as a cheap, easy and better platform from each and every type and
size of business or market and, explained the impact of company’s integration of
social media on consumer behavior.
Ankur Budhiraja (2012)
“Consumer Perception in Context with Celebrities as brand endorses” which
concluded that endorsing plays a vital role in creating a brand image in the
consumer’s mind. Most of the century are crazy in love with celebrities’ life and
doings, thus they will end up following their choices too and this fills the gap.
Fascination for celebrities helps to attract the consumer and by endorsing famous
and favorite celebrities likely gets consumer attention. Stars and fans are
connected by two ways demographic and psychographic according to his paper,
demographic connection appeals stars to various segments, while psychographic
connection means stars are liked and adored by the fans. This cycle of endorsing
celebrity and drawing consumer will not end until consumer have that soft stop for
their superstars.
Sujata Sangwan (2018)
“HRX – A Lifestyle and Sports Centric Brand to Aspire People to become the Best
Version of Themselves”, she did a case study on discussing about the brand
focuses on active, fitness and lifestyle related products basically drawing the
complete image of what Hrithik Roshan (Bollywood Actor) stands for. In study she
acknowledges on what this brand strategies are brand image, social media &
Online Shopping, she stated company focus on strength and also work on it to
reach to heights. Companies net worth is more than 150cr and has been growing
even on the stages of Covid19. Mentioning that this is one of the Indian
Sportswear companies which has grown without any sports support. Concluded
the study with the partnership of the company from MI, Myntra, Flipkart and
Cult.Fit.
Ravi Kumar Narnolia and Amritashish Bagchi (2020)
“Impact of Strategic Marketing upon Consumers Depending”, their study
completely acknowledges about creative marketing strategies is the bridge that will
help to fulfil the requirements of both the consumer and the associated brand itself.
In such evolving market where competition is so high, only marketing strategies is
a way to be different and impactful at the same time. Thus, their survey on some
popular sports brand stating the brands strategy steps and risk in the market to
strengthen their bases and position in the market. According to reported study of
companies like Nivia, Nike and Adidas they mention the sports strategies of each
and showed what make them stand out. They discuss about the brands like Nivia
don’t have any unique marketing strategy to promote their products and services
so if companies like them don’t market their products, then the profit ratio of such
firms is also very less. When compared to other firms Nike has the best marketing
strategy that is why the profit earned by them is much larger than the other firms,
they are best in all sectors. They take regular customer feedback and understand
their wants regularly and manufacture their products accordingly.
Sam Dhanapala, Steven George Hayes & Prabu raj Venkatraman (2015)
“Materials and technology for sportswear and performance Appeal”, in this book
they stated the growth of sports market every day it’s been developing. The era in
which sportwear was only wear by sports person is ended, not sportswear has

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become fashion or lifestyle. Sports market in Asian market has also seen a boom
in last few years, just like Indian cricket market got sponsorship of Nike the craze
of sportswear is seen significant growth. Study claims that India Sports Industry will
get a boost in few years, so brands have the right opportunity and time to hit the
market.
Bradley (2003)
Defined “Marketing Strategy” consists of an internationally integrated but externally
focused set of choices about the organization addresses its customers in the
context of a competitive environment.
Paul Fifield (1998)
“Marketing Strategies” book on his 2nd edition he focused how the marketing
strategies is going to play a brief role in growth of business. Discussed to clarify
the confusion and to brought a step towards modern business. Stating the market-
oriented approach that establishes a profitable market position for an organization
against all forces that determines industry competition by continuously creating
and developing a sustainable competitive advantage form the potential sources
that exist in a firm’s value chain is called marketing strategies. Furthermore, aimed
at developing, devising and implementing a market strategy.
Itamar Simonson and Ran Kivetz (1980)
Simonson says that the end result by creating so much seems like personal fit,
marketers do appeal to customers according to general programs and many other
promotional offers.
The sushi learning is amongst a variety of studies Simonson has been conducting
since the late 1980’s about the consumers want. A lot concerning his work
debunks the accepted principle as giving buyers what they need and making an
income are the most basic principles in marketing.
In his words, “the advantages or charges regarding becoming singular consumer
preference are greater complex yet less deterministic than has been assumed."
That's because, Simonson says, "customer preferences are often ill-defined or
inclined to quite a number influences and into many cases, clients bear badly per
caption of their preferences”.
In every other recent paper, Simonson tackles the problem concerning one-to-one
marketing customization. Supporters regarding this advertising static have
recommended that study where clients need or grant them exactly such as that
need choice originate purchaser loyalty yet an insurmountable obstacle in
conformity with opposition.

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 To study about the customers awareness about its product.
 To gain knowledge about the history of shoes and clothes industry.
 To understand the various factors that determines the growth of a brand.
 To understand the factors faced by a new company to stand in an international market.
 To study consumers behavior towards HRX brand.

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CHAPTER 5: -
RESEARCH METHODOLOGY

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Introduction: -
Research incorporates characterizing since rethinking issues defining speculation or
prompted arrangements; gathering, sorting out or assessing information: erection
reasonings or doing conclusions; then at last for real trying out the conclusions in
including determine whether or not and now not that in shape the formulating
Hypothesis.
In short, the enquire because knowledge through objective but systematic method
over device choices between accordance concerning a hassle is Research
RESEARCH DESIGN: -
Types of research: -
DESCRIPTIVE RESEARCH: -
Descriptive research is aged in accordance with paint characteristics about a populace
then occurrence being studied. It does now not answer questions as regards whom
/when/why the traits occurred. Rather that addresses the "what" query (what are the
traits regarding the populace yet scenario studied?) The characteristics old in
conformity with construct the situation and population are commonly half sort on
categorical schedule additionally recognized namely graphic categories.

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DATA SOURCES: -
There are two types of data.
1. Primary data-
The Source of primary data for the present study is collected through questionnaire and
answered by consumers of HRX BRAND. The secondary data is collected from through
Internet search, journals, and books
2. SECONDARY DATA: - For the company (HRX) information I had used
secondary data like web site of the company etc.
The Method used by me is Survey Method as the research done is Descriptive Research.
SAMPLE DESIGN:-
The population of this are all the customers who often use online shopping especially forms
brands from Navi Mumbai region.
The examining method is built up by utilizing Non-Probability
Accommodation sampling strategy.
Sample size is taken a total of 130 respondents representing the whole
Population of selective Koperkhairne Vashi area

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CHAPTER 6: -
COMPANY PROFILE

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Inspired by means of Hrithik Roshan’s lifestyles that taught him, no matter how large an
adversity, it is able to be conquer with perseverance, HRX changed into constructed in
2013 by using Hrithik Roshan and Exceed Entertainment. Created to encourage and
manual billions of people, HRX objectives is to assist people acquire fitness goals.
Not only a brand, HRX is a mission that allows us and also support human beings to be the
fittest, happiest and most confident model of them
6.1.1. HRX vision: -
 To find the real you.
 To confront concern then find out the disgrace of overcoming it.
 And it does solely take place beside a disciplined healthy response mind
within match echo body.

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6.1.2. HRX Mission: -
When we work on our fitness, certain brings into association after rampant trade within each
and every issue regarding our life. At HRX, it’s their difficulty within imitation regarding
motivate or allow within accordance including job concerning your idea then body, deed
certain you work remain the worthy version respecting you.

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6.2. Journey of HRX: -
The trip over HRX on the years has been nothing but only a rollercoaster.
With every year bringing its very own adventures, here’s a seem at half of its largest
highlights regarding that motivational journey.
2013: -
HRX launches its 100 products in collaboration with Myntra
2014: -
 HRX launches women wear and active wear
 HRX became the co-sponsor of pune city FC in ISL

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2015: -
 HRX supports 4 athletes at the Paralympics through the originate over a film. In
addition, a part concerning each or every trafficking concerning HRX rig as regards
Myntra is into consequence together with stay shared including the permanency
 Paralympians in accordance with support theirs journey.
 Tiger Shroff turns into the brand ambassador for HRX focused
on the youth concerning the country


2016: -
HRX launches its instant Active wear series together with the Challenge Your Limits
campaign.

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2017: -
Venturing between the wearable’s trend, HRX or Xiaomi the restrained edition HRX Mi
Band for those whosoever desire to #Keep Going

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6.3. PRODUCT PROFILE: -
Be that T-shirts, sweatshirts, music pants or sports activities shoes, postulate which
hold got an energetic lifestyle need HRX features calm choices of informal and sporty
clothing, accessories or footwear. Whether people want in accordance with adviser with
respect to college, work out at the gym and lounge round between the weekends, HRX will
provide the most appreciated outfit according to people’s needs.
 HRX range of shoes is designed in imitation of furnish longevity in accordance with
your feet and ankles. From the META GRIP jogging footwear including “SPEED
FOAM” after their stylish informal footwear designed before every occasion.
 Engineered along RAPID-DRY technology and an antimicrobial finish,
HRX series ensures to be comfortable, no count where we are.

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 From caps in accordance with duffel bags, HRX measure concerns modern
day accessories keep you organized and equipped.

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 Effortlessly stylish, HRX eyewear collection comes into assorted shapes or colours.
With up gradation HRX now has come up with polarized lenses that not only
improves your style game but also preserves your eyes from UV rays

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 With power-efficient OLED display, 23 season battery existence and toughness by no
means leave out a rough idea regarding your health including that constrained version
HRX Mi band.

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1. Strength: -
1. HRX is a global brand.
2. With the motive to bring the best in you, HRX has an instantly recognizable
trademark “keep going”.
3. HRX has now come up with xiaomi company to form smart watches.
4. HRX is updated to the current technology of rapid dry and antimicrobial finish
5. HRX has long term goal and has zero debts.
6. The brand quality, reliability and comfort help the company in gain trust of its
customers.
7. HRX also conducts many sports activity to promote fitness, which attracts the
young mass.
8. The market is saturating which means customers want to try out new products.

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2. Weakness: -
1. HRX lacks in the production of different variable of shoes.
2. HRX has a higher price range than its rival companies which affects the middle-class
customers.
3. HRX advertisement and marketing is very poor.
4. The brand awareness of HRX is very low.
5. HRX lack of offline stores.
6. HRX not selling their products in other E-commerce website.
7. HRX do not present much discounts and special combo offers to its customer.

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3. OPPORTUNITY: -
1. HRX continue promoting fitness through various sports activities.
2. Target the high-class audience.
3. HRX should keep itself up to date, to stand in the market.
4. HRX communities
5. Trademark of “keep going’ helps attract young masses.
6. HRX has an opportunity to bring new products with the help of technology in front of
the audience.
7. HRX has an Opportunity to promote “make in Indian” movement, as it is an Indian
origin brand.
8. Helping Paralympian’s athletes.
9. Promotion through social media platforms.
10. Bring up of offline stores.
11. HRX can indulge more customers through various offers and schemes.

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4. THREATS: -
1. HRX has a thread to price of raw materials if increased.
2. Change in trends wills also affects the HRX as the unsold goods could be of no use.
3. The high price of HRX range will affects the company in the long term.
4. Low awareness of the company due to minimum promotions.

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P FOR POLITICAL: -
Political components are particularly imperative to the backend of an organization — the part
we don't ordinarily observe. The greater part of the present political changes just influences
how an organization can create their products or how much benefit they make, for instance.
To us, this may appear to be unimportant; however Political components choose the
survivability of an association.
For the HRX brand, which is an Indian origin brand, the Indian government initiates many
exciting sports activities and also has a great flat form for the promotion of make in India.
Different political clashes can generally make customs related procedures troublesome, or
forestall imports and fares.
As an organization that produces and sells physical merchandise, HRX is, in any case,
constantly subject to changes in duty and assembling laws.

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E is for Economic: -
HRX sells a very much regarded medium range item, so they are less powerless against
financial components than others, yet by the by here are a portion of the Economic factors:
 A market breakdown could mean terrible news for HRX, alongside numerous other
large brands. Buyers may decide to change to bring down end, less expensive items if
this somehow happened to happen, or even similarly as a better than average degree
of value gets simpler to create.
 HRX’s sales are to a point dependent on the low fee of labor in Far Eastern countries.
This is changing, although, which would possibly suggest better HRX fees across the
globe include the development in Less Economically Developed Countries.
 With its ‘deep pocket’ of price range, HRX has the sources to get after small rising
markets in which they could promote products.

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S is for Social: -
Public Relations has in no way been extra relevant than today. A top social popularity
means lots for current corporations, so it’s virtually really worth thinking about these
factors:
 with the Worldwide increases in ‘fitness consciousness’ way that increasingly
people are transferring toward higher lifestyles. These humans will surely buy
masses of sports activities apparel, something which might make HRX very
happy.
 On the opposite hand, HRX receives a great deal grievance for its dubious
manufacturing processes. In truth, the issue of HRX sweatshops is so
prominent that it has warranted an entire Wikipedia article on the topic

39
T is for Technological: -
Technology offers companies the capability to innovate in such a lot of different
approaches. From interacting with customers to designing merchandise, era presents
price to groups much like HRX. Here are a number of the Technological elements
affecting it:
 Social media lets in things to explode or whittle away quicker than ever. HRX
is doing nicely with using social media to build their brand, however it could
be a double-edged sword if used incorrectly.
 HRX also receives the opportunity to use valuable information-based metrics
way to technological advances, taking into consideration them to optimize
concentrated on and manufacturing, and maximize sales.

40
L is for Legal: -
Legal factors are from time to time grouped collectively with Political elements in
‘PEST’ analyses, however in a PESTLE analysis — that's what we’re doing — the
two are separated. There aren’t many felony variables which affect HRX, but we
haven’t forgotten about the elephant inside the room: -
 It shouldn’t wonder you to pay attention that, like most massive corporations,
HRX also dodges giant quantities of tax. In latest years, there hasn’t been an
excessive amount of a crackdown on this; however, it’s nevertheless treasured
to don't forget.
 Also, HRX every so often meets criminal repercussions for its shady
advertising practices, which consist of false reductions

41
E is for Environmental: -
Environmental issues are of ever-growing importance. Of route, there are only a few
elements which affect HRX in regards to this, but they may be really worth
mentioning:
 HRXs mass manufacturing factories are, virtually, harming the surroundings.
Not simplest do they release lots of aerial pollution like most factories, but
HRX’s manufacturing facilities every now and then move as a way as
immediately polluting rivers
 However, HRX additionally suggests promise of a trade in their contemporary
practices; with a robust solve to come to be more ‘eco’.

42
CHAPTER 7: -
DATA ANALYSIS
AND
INTERPRETATION

43
Q1. What is your gender?
INTERPRETATION: -
The above pie chart goes the gender of the respondent. In which it found that about 79.5% of
the respondent where male, (which is in Majority) and 19.7% where female responded.

44
Q2) what is your age?
INTERPRETATION:-
The above figure shows the age group of the respondent. In which the maximum number of
responded were of young age group (42.7%) of 15-20, 23.9% of 20-25, 20.5% between 25
to 30 and 12% is above 30%.

45
Q3.) What is your current employment status?
INTERPRETATION:-
The above figure shows the employment status of the respondent in which it is found that the
maximum of the respondent are students (53%), and over 33% is employed. 7.8% is
unemployed. And 5.2% is part time employed.

46
Q4. How to do prefer shopping?
INTERPRETATION:-
In the above figure, we get to know that the maximum respondent prefers online
shopping which is 53.6% and 46.4% people prefer offline shopping.

47
Q5. How often do you shop online?
INTERPRETATION:-
The above figure shows that how often people show online, in which 50% of the respondent
often shops online often. 25.9% shops rare. 11.6% shops very rare. And 12.5% shows online
very often.

48
Q6. Which of the following e commerce website youshop the most?
INTERPRETATION:-
The above figure shows, that which is most used E- commerce website people use, in which
it found that, the maximum respondent prefers Amazon (68.8%) for shopping, 17% prefer
Myntra and 8.9% prefers Flipkart, and 5.4% prefer other e commerce website.

49
Q7. Have you ever shop from Myntra?
INTERPRETATION:-
The above figure shows, that 59.8% of the respondent have used mantra for online shopping.
And rest 40.2% has never used Myntra.

50
Q8. Have you ever purchased a product from HRX brand?
INTERPRETATION:-
The above figure shows that, the maximum number of respondents have never purchased
anyproducts from HRX and only 34.8% respondent have purchased.

51
Q9. If you never use one what could be the reason?
INTERPRETATION:-
The above figure shows the reasons of not buying HRX products. 30.2% of the respondent
gave reason that they did not knew about this company. 21.9% respondent because of higher
price range and 7.3% because of poor quality. And the rest 40.6% gave other answers

52
Q10. Is HRX brand Reliable?
INTERPRETATION:-
The above figure shows the reliability of HRX merchandise, in which 42% has voted in
positive and 8% in negative and the rest is not sure because they never used one.

53
Q11. What is the comfortable of HRX products?
INTERPRETATION:-
The above figure tells the comfort of HRX products, noting that maximum number (49%) of
respondent has voted for average quality, 35.7% has voted for very good quality, 13.3% for
excellent and rest 2% for poor quality.

54
Q12. DO HRX products are soldat a worthprice?
INTERPRETATION:-
The above figure shows the price worthiness of the products, in which 35.2% has voted in
positive and 17.6% has voted in negative.

55
Q13. Have you everfound any errors?
INTERPRETATION:-
The above figure shows that 47.1% of the respondent has never found any errors in HRX
products. Whereas, 13.7% has found some errors in the products.

56
Q14. Is HRX products are fashionable?
INTERPRETATION:-
The above figure shows that the maximum respondent, which is 58.9%, consider HRX
products quite fashionable, and a minority of people (5.6%) do not consider HRX products
fashionable

57
Q15. In which areas HRX should further improve them?
INTERPRETATION:-
The above figure shows that the maximum respondent (39.2%) thinks that HRX should
provide discounts and various other offers to improve themselves, 29.4% respondent tells that
the company should increase their brand quality and 11.8% respondent recommend combo
offers.

58
Q16. Any scope of improvement to the company?

59
INTERPRETATION:-
The respondent has provided the following tips or suggestions to the HRX brand to
further improve themselves: -
 HRX brand should invest more in brand building and marketing, there products
are great but are not known in tier 2 and tier 3 cities
 Better marketing
 HRX brand should concentrate more in brand awareness among customers in
both traditional and online ways.
 Quality of the product should be improved and should be reliable.
 The brand should invest a little more in their fabrics.
 HRX brand should do more promotion and advertisement as many people are
unaware of the brand.
 Pricing strategies.
 More offline stores.
 Should sell their products on other E- commerce website also.
 It should work on different variations of the product.
 HRX can also tap the high-class people by introducing much more reliable
and attractive smart watches.

60
CHAPTER 8: -
RECOMMENDATION

61
From the study conducted and after analyzing the responses, many suggestions or
scope of improvements can be concluded: -
 The HRX brand should focus for on marketing and advertising its products, as
quite a large share of the audience whom the company is targeting did not
knew about them.
 HRX brand should also focus on the middle-class people through right
marketing and pricing strategies as a major customer comes from that
background.
 HRX should participate more in sports as well as fitness activities to draw the
attention of young masses towards itself.
 HRX can also target the high-class audience through updated smart watches,
which is current trend in the market.
 HRX should also have feedback in their website for two-way communication
between the audience and the company.
 HRX should had launched their offline stores as well as should join hands with
more popular E- commerce website such as Amazon and Flipkart.
 HRX should also use its social media platform as o tool for marketing and
creating brand awareness among the target audience.

63
In accordance with data collected (through a survey in which 117 people
participated), we can conclude that the HRX products is slowly but gradually is
successful in gaining a popularity among the young age group of our country who
loves to shop from various different wide variety of brands.
The HRX brand has open lately and is completing with the big names on the global
market like - Nike, Adidas, Reebok, puma etc. and considering it an Indian brand.
Although it is evident enough to say that, HRX is not among the most popular brand
among the target audience it has not compromised with its comfort and reliability,
which helps in creating loyalty among its customers. This will help HRX in the future
to stand in the global market.
Further as per the responses received from the survey conducted it is evident that
HRX brand must further emphasis on more on brand awareness from among its
customers by promoting its products more on social media site such as Facebook,
Instagram, Pinterest and other such.
HRX brand should consider more on promoting its products more on TV shows such
as The Kapil Sharma Show like our Indian Cricketer Yuvraj Singh and also Virendra
Sewag did to promote its own brand.
From the Survey conducted it can be concluded that HRX brand must gain its focus
on targeting more on middle income class group since in Indian Economy the majority
of population belongs to middle income group
HRX brand must expand its product online selling scope to even Amazon and Flipkart
Since more population purchases online from the above mentioned brand and not
generally from Myntra.
Further it can be concluded that a brand to gain popularity it must get involved more
into social activities and other than supporting in Paralympics it must also participate
in other social activities like Amazon has started with Amazon Sahili mainly
employment for women and also other programme in respect to Climate changes.
To add on it can be further added that HRX brand to compete among its competition it
must also offer combo offers on purchase of products to promote more sale of its
products.

64
In today’s time with the major outbreak and wide spread of Corona virus HRX brand
may take steps to promote for social cause so that the public can gain trust in the name
of the brand.
To end with our conclusion, it can be seen that majority of Indian middle-class
audience has never ever even tried any product of HRX brand thus to promote its
products, HRX brand should get associated with various shopping malls to promote
and pitch its products to its target audiences at a mass scale.

66
9.1. Bibliography: -
1. Jaskirat Singh Rai, Anish Yousaf, Maher N. Itani & Amanpreet Singh “Sports celebrity
personality and purchase intention”, 2021,
2. Rattan Singh & Nayana Nimkar “Digital Marketing and Social Media: The Growth of Sports
Industry in India”. 2020,
3. Farooq-E Azam Cheema, Saba Rehman, Sayma Zia & Mustaghis Ur Rehman “Do Taglines
have a Positive Impact on building the Brand Perception”. 2016,
4. Holly Paquette “Social Media as a Marketing Tool”. 2013, & Ankur Budhiraja “Consumer
Perception in Context with Celebrities as brand endorses”. 2012,
5. Ravi Kumar Narnolia & Amritashish Bagchi “Impact of Strategic Marketing upon Consumers
Depending”. 2020,
6. Alves H, Fernandes C, Raposo M. Social Media Marketing: A Literature Review and
Implications. Psychology & Marketing. 2016,
7. Dolles H, Söderman S. Sport as a business. Houndmills, Basingstoke, Hampshire, UK:
Palgrave Macmillan; 2011.
8. Chadwick S. Sports marketing coming of age. International Journal of Sports Marketing and
Sponsorship.
9. Sujata Sangwan “HRX – A Lifestyle and Sports Centric Brand to Aspire People to become the
Best Version of Themselves”,2018.
10. Patra Supriya and Datta Kumar Saroj, “Indian Sports Celebrities as Brand Endorsers: An
Analysis Based on `Q’ Score Technique” (2010), The IUP Journal of Marketing Management,
vol. 9, no.3
11. Upadhyay Nidhi, “3 Idiots: Exploring Innovative Marketing”, Indian Journal of Marketing, May
(2010)
12. Jain Varsha; Sudha;MariDaswani, Aarzoo, “Custo mer perception about celebrity
endorsement in television advertising for Retail Brands,” TheIcfai University journal of Brand
Management, vol. 6 nos. 3 & 4, pp 7-16 , September & December 2009
9.2. Books: -
1. Kotler Philip, ‘Marketing Management’, 11th Edition, Pearson Education, New Delhi, 2005.
2. Panda, K Tapan , ‘Building Sports Brands In The Indian Market’, Excel Books,2004.
3. Samathi , S . and Saravanavel, P., ’Marketing Research and Consumer Behaviour’, Vikas
Publishing House Pvt Ltd.,2006
4. Paul Fifield, “Marketing Strategies”, 2nd edition, 1998.
5. Sam Dhanapala, Steven George Hayes & Praburaj Venkatraman, “Materials and technology
for sportswear and performance Appeal”, 2015.

67
9.3. Webliography: -
1. https://www.hrxbrand.com/
2. https://www.socialsamosa.com/2020/12/case-study-hrx-digital-community-outreach-campaign/
3. https://www.socialsamosa.com/2020/07/interview-hrithik-roshan-afsar-zaidi-hrx-marketing-
strategy/
4. https://www.linkedin.com/in/ajay-350bb42b/?originalSubdomain=in
5. https://www.crunchbase.com/organization/hrx
6. https://www.eventfaqs.com/news/ef-14457/decoding-growth-marketing-strategy-of-active-
wear-brand-hrx-with-afsar-zaidi-co-founder-and-ceo
7. https://www.slideshare.net/TapanDesai18/hrx-final-ppt-216745812
8. https://blogs.constantcontact.com/sports-marketing-strategies/
9. https://www.GlobalMarkets.com
10. https://www.Flipkart.com
11. https://www.Facebook.com
12. https://www.Investopedia.com
9.4. Referred Newspaper: -
Further a few articles have been referredfrom the following newspaper to include in
thegiven project report.
1. Times of India
2. Economic Times
3. Business Standard

68
CHAPTER 11: -
QUESTIONNAIRE

69
Questionnaire by MiteshSingh student of D.Y. Patil deemedto be
University, School of Management.
Dear respondent,
This studyis to understand the brand awareness and the various factor
that influence HRX brand to stand in the global market.
I request you to reply all of the questions genuinely. All your answers
and critiques could be stored personal and simplest be used within the
Studies challenge.
The questionnaire consists a sum of 16 questions amongst which
chiefly incorporate multiple desire questions, questions applicable on
liker scale and few primarily based to your opinions and remarks.
Q1) What is your gender?
A) Male
B) Female
C) Prefernot to say
Q2) What is your age?
A) Below 15
B) 15-20
C) 20-25
D) Above 30
Q3) What is your current employment status?
A) Full time employment

70
B) Part time employment.
C) Student
D) Retired
E) unemployed
Q4) How do you prefer shopping?
A) Online
B) Offline
Q5) How oftenyou shop online?
A) Very often
B) Often
C) Rare
D) Very rare
Q6) Which is the best E commerce website youshop the most?
A) Amazon
B) Flipkart
C) Myntra
D) Jabong
E) others
Q7)Have you ever shopfrom Myntra?
A) Yes
B) no
Q8) Have you ever purchaseda product from HRX brand?
A) Yes
B) No

71
Q9)If you never used one whatcould be the reason?
A) Did not knew about the company
B) Higher price range than others.
C) Poorquality.
D) Other reasons
Q10)Is HRX brand reliable?
A) Yes
B) No
Q11)What is the comfort level of HRX merchandise?
A) Excellent
B) Very good
C) Average
D) Poor
E) Very poor
Q12)Do HRX products are soldat a worth price?
A) Yes
B) No
C) Maybe
Q13) Have you ever found any errors in the products?
A) Yes
B) No
C) Maybe

72
Q14)Is HRX products are fashionable?
A) Yes
B) No
C) Maybe
Q15) In which area HRX should further improve themselves?
A) Brand quality
B) Discounts
C) Combo offers
D) Others
Q16)Scope forimprovement for HRX-

73
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CHAPTER1 INTRODUCTION. 2 INDIAN RETAIL SECTOR. The Indian retail industry
hasemerged as one of the most dynamic and fast-paced industries due to the
entry of countless new players. Through 2020 the Total consumption
expenditure is anticipated to attain almost US$ 3,600 billion from US$ 1,824
billion in 2017.Which isabout of coy’s DomestiP(GDP)andabout of employment.
India holds the 5th positionin retail industry across the world. India ranks 16th
according to the FDI confidence index. Market Size Retail industry is predicted
to attain a value of US$ 1.1 trillion through 2020 which has reached to about
US$ 950 billion in 2018 at CAGR of 13%.
The Online retail sales are forecasted to develop at the charge of 31 per cent
year- on-year to attain US$ 32.70 billion in 2018. By the end 2020 Revenue
generated fromonline retail is projected to develop to US$ 60 billion. India is
predicted to become the world’s fastest growing e-commerce market, driven by
strong investment in the zone and rapid expand in the variety of net users.
Various companies have high expectations about growth of Indian e-commerce
markets. Luxury market of India is predicted to develop to US$ 30 billion
through the quit of 2018 from US$ 23.8
billion 2017 supported by means of growing publicity of global brands
amongst Indian early life and greater buying power of the top classification in
tier 2 and 3 cities, according to Assocham. 3 Investment Scenario The Indian
retail trading has obtained Foreign Direct Investment (FDI) fairness inflows
totalling US$ 1.85 billion atsome stage in April 2000 – June 2019, in accordance
to the Department for Promotion of Industry and Internal Trade (DPIIT).

74
Many businesses have invested in the Indian retail area in the past few months due
to rise of want for consumer items in inclusive of customer electronics and home
appliances In 2018, etail ara investmubled to atts 1,300 core (USll Rs 2.75 billion (US$
37.68 million) was invested by Wal-Mart Investments Cooperative U.A in Wal-Mart
India Pvt Ltd Government Initiatives The Indian government has taken a variety of
initiatives to improve the retail industry in India. Some of them are The Government
of India might also exchange the Foreign Direct Investment (FDI) rules in meals
processing, in a bid to allow e-commerce groups and foreign retailers to promote
Made in India patron products.
Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in
online retail of goods and offerings via the automated route, thereby offering clarity
on the existing organizations of e-commerce groups operating in India. Road Ahead
E-commerce is increasing step by step in the country. Customers have the ever-
increasing desire of merchandise at the lowest rates. E-commerce is possibly
developing the largest revolution in the retail industry, and this fashion would
proceed in the years to come. India's e-commerce industry is forecasted to attain
US$ 53 billion by means of 2018.
Retailers should use the advanced retail channels (internet business), which would
permit them to 4 spend less cash on real bequest while achieving out to more
customers in level 2 and level 3 urban areas. The Union Budget 2019-20 is
anticipated to give enhance to the rural consumption in India. It is projected that
with the aid of 2021 normal retail will maintain a most important share of 75 per
cent, organised retail share will attain 18 per cent and e-commerce retail share will
attain 7 per cent of the whole retail market.
Nevertheless, the long-term outlook for the enterprise is positive, supported with the
aid of rising incomes, beneficial demographics, entry of overseas players, and
increasing urbanisation. 5 OVERVIEW OF SHOE INDUSTRY:- INTRODUCTION The
sneakers industry in India has long been one of the most important elements in the
countrs gious bric and garment market, contributing drastically to not simply the
employment inside the country but also the export profits and overall financial
increase in India as well. In 2018, India has advanced to emerge as the 2d largest
shoes producer (behind China), and one of the pinnacle footwear exporters in the
world.
Combining the records that India economic overall performance continues to grow,
the Indian government continues to supply robust support, while the global footwear
demand continues to rise, the Indian footwear enterprise is forecasted to flourish
going forward, and so do the enterprise possibilities with pinnacle shoe
organizations in India. Footwear Industry in India According to a present day Indian
shoes company report, footwear manufacturing is over 22 billion pairs annually,

75
accounting for about 9. 6% of the full world footwear output in line with year.
The sneakers enterprise in India employs over 1.1 million workers, making it one in
every of the top employment sources inside the country. Due to the reality that India
is the second largest global producer of footwear after China, accounting for 13% of
global footwear production of 16 billion pairs is INDIAN. It has a production of about
2065 million pairs of various categories of shoes. India exports about 115 million
pairs. Thus, nearly 95% of its production goes to satisfy its own domestic demand.
Indiactiare: - ? Chennai, ? Ambur in Tamil Nadu ? Mumbai in Maharashtra ? sonepat,
? Kanpur in UP ? Jalandhar in Punjab, ? Agra, 6 ? Delhi ? Karnal ? Faridabad ? Pune ?
Kolkata ? ludhiana ? Calicut About 1.10 million are engaged within the footwear
manufacturing industry India exports the following footwear:- ? Dress shoes ? Boots ?
Sandals ? Chappals made from rubber ? PVC ? others Additionally the thi -biggest
footwear client after China and the USA, about 90% of the shoes made in India is
bump off through the home market. India is one of the biggest footwear advertises
on the planet. According to the business information, the present size of shoes
industry is around Rs.40, 000 cores, and the market is ready to traverse next hardly
any years.
According to Bata India FY17 Annual report, India is the second biggest footwear
maker on the planet, with footwear creation representing roughly 9% of the
worldwide yearly creation of ~22 bn sets, when contrasted with China, which delivers
over 60% of the worldwide creation. In addition, India sends out over US$ 2.7 billion
worth of footwear items to the worldwide market in 2016. Footwear is the business
which records to create greatest number of work particularly for the more vulnerable
segment; hence, it holds an extraordinary spot in the Indian economy. According to
the business figure, footwear industry utilizes over 1.1
million labourers making it one of the top work sources in the nation. Besides, the
development right now additionally pushed by slow ascent of style and way of life
advertise in India. From a fundamental need 7 based industry to a key piece of by
and large design advertise, footwear industry has made considerable progress.
ATHLEISURE FOOTWEAR Gaining Momentum Athleisure footwear is getting
exceptionally quick as a result of optimistic customers. Athleisure trend is just not
confined to metropolitan cities. Indeed, little urban areas and towns are producing
equivalent footing.However, options are scanty when it comes to affordable options
in this segment especially in tier 2 cities.
Sharp focus on wmnsfowa There has been steady ascent in ladies' per capita use; in
this manner, produces and retailers are progressively concentrating on ladies'
footwear. There has been steady ascent in ladies' per capita use; in this manner,
produces and retailers are progressively concentrating on ladies' footwear. Moreover,

76
there are a growing number of women at workplaces and high disposable incomes
With a rising number of ladies in the workforce and developing expendable earnings
making ladies bear the cost of numerous pair of shoes and produce request 8
CHAPTER 2:- LITERATURE REVIEW:- 9 The skills concerning similar research
employment in the past conducted out touching on after the issues under education
is beneficial namely it affords a training or is useful of perception and formulating
the complete methological framework.
In this chapter, a review of past research relating to the understanding of various
aspects that affects a brand to stand and compete with others brands in the
international market and also understanding the consumer perception and behaviour
and other relevant aspects are presented. Acquirement occupancy and consumption
are the things to do taking region of a technique on impressions creation then
identification management as is, according to belk an interactive manner concerning
both the picture of effect fed on and up to expectation of the men and women
consuming them.
Solomon in the year 1983, the symbolic interactions point of view offers along the
relationship among the buyers and the products that consume and suggests so a
huge share on bad behaviours consist over conventional behaviours and vice versa.
The leads to Gallant and Kleinman in the same year (1983), consider the value of
socialization process which helps individuals in understanding the meanings of
symbols. That is consumption is a social process of goods definition and not an
individual activity.
Itamar Simonson who is a marketing professor at Stanford GSB, and an assistant
professor at Columbia university named Ran Kivetz, performed a activity in which
they asked 195 Columbia students to eat a lot of sushi then had been provided a
popular dinner program so would award them because of theirs maintenance at a
range of university dinning places then given a card that could tune their purchases.
They were randomly assigned after one according to two groups these into the low
need groups were told they would hold to purchase 12 sandwiches to get two fair
movie tickets, while those within the high requirements group were instructed that
those would have to purchase 12 sandwiches and 12 orders on sushi according to
get two fair film tickets. And the 2d team had to operate a whole lot greater to
receive the identical reward.
Simonson and kivertz, also requested the individuals how much they liked sushi
relative after the typical student. The results? It happened that students who
appreciated sushi were much more likely to be part of the frequent dinner program
that requires them after purchase both 12 sandwiches and 12 requests of sushi," It
recommends a regular mix-ups that shoppers make and if those exhort 10 offer that
seems to fit them better than other customers for example a application that requires

77
sushi fans to eat sushi so much suit totally shades theirs assessment over or eye-
catching the presents is” Simonson says that the end result by creating so much
seems like personal fit, marketers do appeal to customers according to general
programs and many other promotional offers.
The sushi learning is amongst a variety of studies simonson has been conducting
since the late about consumwant. lot concerning his work debunks the accepted
principle as giving buyers what they need and making an income are the most basic
principles in marketing. In his words, advantages or charges regarding becoming
singular consumer preference are greater complex yet less deterministic than has
been assumed."
That's because, Simonson says, "customer preferences are oft ill-defined or inclined
to quite a number influences and inty cbear badler con oferen In every other recent
paper, Simonson tackles the problem concerning one-to-one marketing
customization. Supporters regarding these advertising stactics have recommended
that study where clients need or grant them exactly such as that need choice
originate purchaser loyalty yet an insurmountable obstacle in conformity with
opposition. Simonson who has obtained many prestigious awards because
oarcustom behaviour advertising teaches MBA and Ph D advertising and marketing
and consumers selection building courses.
The loyalty application article is slated for publication within the Journal regarding
marketing research that year. On line customization offers customers the opportunity
after choose characteristics they want in a product when it shop because it for on-
line permanency many agencies are looking at on line customization as the after on
online business Janis crow kanas state university marketing instructor researched
how many preferences of the internet. She lately studied customers in an on line
surroundings and their potential to customise numerous products- pizza, shoes and
electronic devices.
Crow suggested so her instruction posed joining questions because of respondents:
first, what challenging is that according to personalize a product, yet secondly, how
likely is the individual in accordance with buy the manufacture she then she has
customized? 11 All participants into the discipline selected after personalize
products. In phrases about about custom probability in accordance with purchase, a
higher range of customers taken purchase selections when at that place are extra
preferences according to choose, that said.
However, that was barely more challenging when more services have been offered.
She created an internet site the place people ought to customize merchandise in
imitation of their singular preferences yet needs. Crow selected three frequent
products which is personal digital assistant (PDA), shoes and pizza. Thirty one

78
university college students took part in the study. Students could personalize the
three products, and she brought a drop down container on the website with
attributes to pick out from.
She explained consumers should click on a drop box to customise a product they
would desire to purchase; she discovered that many people relied on the default
picks as an alternative than selecting other selections that had been offered. Some
research papers suggest that many people do no longer favour to put a lot of efforts
into buy decisions. “A time, people might also no longer have preferences, the
question is whether or not they rely on preceding prrency stgthen new e said. Her
modern- dainiatiinvolexning custombehaviour funiversitco llege students in the on-
line environment, in future projects she plans to analyse different
demogroratiustomatiwillbe ketwo epossiitin future for commercial enterprise online
or in more traditional buying environments," 12 CHAPTER 3:- OBJECTIVES:- 13 ? To
study about the customers awareness about its product. ? To gain knowledge about
the history of shoes and clothes industry. ? To understand the various factors that
determines the growth of a brand.
? To understand the factors faced by a new company to stand in an international
market. ? To study consumers behaviour towards HRX brand. 14 CHAPTER 4:-
Research methodology:- 15 Introduction:- Research incorporate characterizing since
rethinking issues defining speculation or prompted arrangements; gathering, sorting
out or assessing information: erection reasonings or doing conclusions; then at last
for real trying out the conclusions in including determine whether or not and now
not that in shape the formulating Hypothesis.
In short, the enquire because knowledge through objective but systematic method
over device choices between accordance concerning a hassle is Research RESEARCH
DESIGN:- Types of research:- DESCRIPTIVE RESEARCH:- Descriptive research is aged
in accordance with paint characteristics about a populace then occurrence being
studied. It does now not answer questions as regards whom /when/why the traits
occurred. Rather that addresses the "what" query (what are the traits regarding the
populace yet scenario studied?) The characteristics old in conformity with construct
the situation and population are commonly half sort on categorical schedule
additionally recognized namely graphic categories. 16 DATA SOURCES:- There are
two types of data. 1. Primary data- The Source of primary data for the present study
is collected through questionnaire and answered by consumers of HRX BRAND.
The secondary data is collected from through Internet search, journals, and books 2.
SECONDARY DATA: - For the company (HRX) information I had used secondary data
like web site of the company etc. The Method used by me is Survey Method as the
research done is Descriptive Research. SAMPLE DESIGN:- The population of this are
all the customers who often use online shopping especially forms brands from Navi

79
Mumbai region. The examining method is built up by utilizing Non-Probability
Accommodation sampling strategy.
Sample size is taken a total of 130 respondents representing the whole Population of
selective koperkhairne vashi area 17 CHAPTER 5:- COMPANY PROFILE:- 18 ABOUT
HRX – 19 Inspired by means of Hk oshan’s lifestyles that taught him, no matter how
large an adversity, it is able to be conquer with perseverance, HRX changed into
constructed in 2013 by using Hrithik Roshan and Exceed Entertainment. Created to
encourage and manual billions of people, HRX objectives is to assist people acquire
fitness goals. Not only a brand, HRX is a mission that allows us and also support
human beings to be the fittest, happiest and most confident model of them HRX
vision:- ? To find the real you. ? To confront concern then find out the disgrace of
overcoming it.
? And it does solely take place beside a disciplined healthy response mind within
match echo body. 20 HRX Mission:- When we work on our fitness, certain brings into
association after rampant trade within each and every issue regarding ourliAt itthere
cult within imitation regarding motivate or allow within accordance including job
concerning your idea then body, deed cert ain you work remain the worthy version
respecting you. 21 Journey of HRX:- The trip over HRX on the years has been nothing
but only a rollercoaster.
With every year bringing its very own es, ’s seat of s gest highlights regarding that
motivational journey. 2013:- HRX launches its 100 products in collaboration with
Myntra 2014:- ? HRX launches women wear and active wear ? HRX became the co
sponsor of pune city FC in ISL 22 2015:- ? HRX supports 4 athletes at the Paralympics
through the originate over a film. In addition, a part concerning each or every
trafficking concerning HRX rig as regards myntra is into consequence together with
stay shared including the permanency ? Paralympians in accordance with support
theirs journey.
? Tiger Shroff turns into the brand ambassador for HRX focused on the youth
concerning the country ? 2016:- HRX launches its instant Active wear series together
with the Challenge Your Limits campaign. 23 2017:- Venturing between the able’s
end, or Xiaomi the restrained edition HRX Mi Band for those whosoever desire to
#Keep Going 24 PRODUCT PROFILE:- Be that T-shirts, sweatshirts, music pants or
sports activites shoes, postulate which hold got an energetic lifestyle need HRX
features calm choices of informal and sporty clothing, accessories or footwear.
Whether people want in accordance with adviser with respect to college, work out at
the gym and lounge round between the weekends, HRX will provide the mostciated
outfitrdineds. ? HRX range of shoes is designed in imitation of furnish longevity in
accordance with you feet and a nklFom META IPjog earincluding P FOAM” r their stsr

80
desieforercasi ? Engineered along RAPID-DRY technology and an antimicrobial finish,
HRX series ensures to be comfortable, no count where we are. 25 ? From caps in
accordance with duffel bags, HRX measure concerns modern day accessories keep
you organised and equipped. 26 27 ? Effortlessly stylish, HRX eyewear collection
comes into assorted shapes or colours.
With up gradation HRX now has come up with polarised lenses that not only
improves your style game but also preserves your eyes from uv rays 28 ? With
power-efficient OLED display, 23 season battery existence and toughness by no
means leave out a rough idea regarding your health including thart constrained
version HRX Mi band. 29 SWOT ANALYIS. 30 1. Strength:- 1. HRX is a global brand. 2.
With the motive to bring the best in you, HRX has an instantly recognisable tradeeep
goi”. 3. HRX has now come up with xiaomi company to form smart watches. 4. HRX is
updated to the current technology of rapid dry and antimicrobial finish 5. HRX has
has long term goal and has zero debts. 6.
The brand quality, reliability and comfort help the company in gain trust of its
customers. 7. HRX also conducts many sports activity to promote fitness, which
attracts the young mass. 8. The market is saturating which means customers want to
try out new products. 31 2. Weakness:- 1. HRX lacks in the production of different
variable of shoes. 2. HRX has a higher price range than its rival companies which
affects the middle-class customers. 3. HRX advertisement and marketing is very poor.
4. The brand awareness of HRX is very low. 5. HRX lack of offline stores. 6. HRX not
selling their products in other E-commerce website. 7.
HRX do not present much discounts and special combo offers to its customer. 32 3.
OPPORTUNITY:- 1. HRX continue promoting fitness through various sports activities.
2. Target the high class audience. 3. HRX should keep itself up to date, to stand in the
market. 4. HRX communities 5. Trademaeep g’ hract g ma 6. HRX has an opportunity
to bring new products with the help of technology in front of the audience. 7. HRX
has an Opportunitto promotake in dian” movement, as itIndian origin brand. 8.
Helpiaympihletes. 9. Promotion through social media platforms. 10. Bring up of
offline stores. 11. HRX can indulge more customers through various offers and
schemes.
33 4. THREATS:- 1. HRX has a thread to price of raw materials if increased. 2. Change
in trends wills also affects the HRX as the unsold goods could be of no use. 3. The
high price of HRX range will affects the company in the long term. 4. Low awareness
of the company due to minimum promotions. 34 PESTAL ANALYSIS 35 P FOR
POLITICAL:- Political components are particularly imperative to the backend of an
organization — the part we don't ordinarily observe. The greater part of the present
political changes just influence how an organization can create their products or how
much benefit they make, for instance.

81
To us, this may appear to be unimportant; however Political components choose the
survivability of an association. For the HRX brand, which is an Indian origin brand, the
Indian government initiates many exciting sports activities and also has a great flat
form for the promotion of make in India. Different political clashes can generally
make customs related procedures troublesome, or forestall imports and fares.
As an organization that produces and sells physical merchandise, HRX is, in any case,
constantly subject to changes in duty and assembling laws. 36 E is for Economic HRX
sells a very much regarded medium range item, so they are less powerless against
financial components than others, yet by the by here are a portion of the Economic
factors: ? A market breakdown could mean terrible news for HRX, alongside
numerous other large brands. Buyers may decide to change to bring down end, less
expensive items if this somehow happened to happen, or even similarly as a better
than average degree of value gets simpler to create.
? HRX’s arto pointdependent the fee labour Far astern countries. This is changing,
although, which would possibly suggest better HRX fees across the globe include the
development in Less Economically Developed Countries. ? Wh s pocket’ price ge, has
sources get er mall markets in which they could promote products. 37 S is for Social:-
Public Relations has in no way been extra relevant than today. A top social popularity
mealofcurrencorporationsoit’sviy llwtnking out ese factors: ? with Worldwinin itness
ciousness’watin gly people are transferring toward higher lifestyles.
These humans will surely buy masses of sports activities apparel, something which
might make HRX very happy. ? On the opposite hand, HRX receives a great deal
grievance for its dubious manufacturing processes. In truth, the issue of HRX
sweatshops is so prominent that it has warranted an entire Wikipedia article on the
topic 38 T is for Technological:- Technology offers companies the capability to
innovate in such a lot of different approaches. From interacting with customers to
designing merchandise, era presents price to groups much like HRX. Here are a
number of the Technological elements affecting it: ? Social media lets in things to
explode or whittle away quicker than ever.
HRX is doing nicely with using social media to build their brand, however it could be
a double-edged sword if used incorrectly. ? HRX also receives the opportunity to use
valuable information based metrics way to technological advances, taking into
consideration them to optimize concentrated on and manufacturing, and maximize
sales. 39 L is for Legal:- Legal factors are from time to time grouped collectively with
Political elements in ‘PEST’ yseshoever a STLEanays — thatwhat e’re g — the two
separated.
ere manfvariawhich fect but e haven’t foutt inside roo - ? It ’t der u paattentiothat,like

82
t ve porations HRX also dodges giant quantities of tax. In latest s, hasn’been
excessive amount of of a crackdown on this; however nevertheless treasured to
don'tforget. ? Also, HRX every so often meets criminal repercussions for its shady
advertising practices, which consist of false reductions 40 E is for Environmental
Environmental issues are of ever-growing importance.
Of route, there are only a few elements which affect HRX in regards to this, but they
may be really worth mentioning: ? HRXs mass manufacturing factories are, virtually,
harming the surroundings. Not simplest do they release lots of aerial pollution like
most factories, but HRX’s acturingfeverno tmoveas wa immediately polluting rivers ?
However, HRX additionally suggests promise of a trade in their contemporary
practices; wiustme to bmore ‘eco’. 41 CHAPTER 6:- DATA ANALYSIS AND
INTERPRETATION:- 42 Q1. What is your gender? INTERPRETATION:- The above pie
chart goes the gender of the respondent. In which it found that about 79.5% of the
respondent where male, (which is in Majority) and 19.7% where female responded.
43 Q2) what is your age? INTERPRETATION:- The above figure shows the age group
of the respondent. In which the maximum number of responded were of young age
group (42.7% )of 15-20, 23.9% of 20-25 , 20.5% between 25 to 30 and 12% is above
30%. 44 Q3.)
What is your current employment status? INTERPRETATION:- The above figure shows
the employment status of the respondent in which it is found that the maximum of
the respondent are students (53%), and over 33% is employed. 7.8% is unemployed.
And 5.2% is part time employed. 45 Q4. How to do prefer shopping?
INTERPRETATION:- In the above figure, we get to know that the maximum
respondent prefer online shopping which is 53.6% and 46.4% people prefers offline
shopping. 46 Q5. How often do you shop online? INTERPRETATION:- The above
figure shows that how often people show online, in which 50% of the respondent
often shops online often. 25.9% shops rare. 11.6% shops very rare. And 12.5% shows
online very often. 47 Q6.
Which of the following e commerce website you shop the most? INTERPRETATION:-
The above figure shows, that which is most used E- commerce website people use, in
which it found that, the maximum respondent prefers Amazon (68.8%) for shopping,
17% prefer myntra and 8.9% prefers flipkart.and 5.4% prefer other e commerce
website. 48 Q7.Have you ever shop from myntra? INTERPRETATION:- The above
figure shows, that 59.8% of the respondent have used mantra for online shopping.
And rest 40.2% has never used myntra. 49 Q8. Have you ever purchased a product
from HRX brand? INTERPRETATION:- The above figure shows that, the maximum
number of respondent have never purchased any products from HRX and only 34.8%
respondent have purchased.
50 Q9. If you never use one what could be the reason? INTERPRETATION:- The above

83
figure shows the reasons of not buying HRX products. 30.2% of the respondent gave
reason that they did not knew about this company. 21.9% respondent because of
higher price range and 7.3% because of poor quality. And the rest 40.6% gave other
answers 51 Q10. Is HRX brand Reliable? INTERPRETATION:- The above figure shows
the reliability of HRX merchandise, in which 42% has voted in positive and 8% in
negative and the rest is not sure because they never used one. 52 Q11.
What is the comfortable of HRX products? INTERPRETATION:- The above figure tells
the comfort of HRX products, noting that maximum number (49%) of respondent has
voted for average quality, 35.7% has voted for very good quality, 13.3% for excellent
and rest 2% for poor quality. 53 Q12. DO HRX products are sold at a worth price?
INTERPRETATION:- The above figure shows the price worthiness of the products, in
which 35.2% has voted in positive and 17.6% has voted in negative. 54 Q13. Have
you ever found any errors? INTERPRETATION:- The above figure shows that 47.1% of
the respondent has never found any errors in HRX products. Whereas, 13.7% has
found some errors in the products. 55 Q14.
Is HRX products are fashionable? INTERPRETATION:- The above figure shows that the
maximum respondent, which is 58.9%, consider HRX products quite fashionable, and
a minority of people (5.6%) do not consider HRX products fashionable 56 Q15. In
which areas HRX should further improve them? INTERPRETATION:- The above figure
shows that the maximum respondent (39.2%) thinks that HRX should provide
discounts and various other offers to improve themselves, 29.4% respondent tells
that the company should increase their brand quality and 11.8% respondent
recommend combo offers. 57 Q16.
Any scope of improvement to the company? 58 INTERPRETATION:- The respondent
has provided the following tips or suggestions to the HRX brand to further improve
themselves:- ? HRX brand should invest more in brand building and marketing, there
products are great but are not known in tier 2 and tier 3 cities ? Better marketing ?
HRX brand should concentrate more in brand awareness among customers in both
traditional and online ways. ? Quality of the product should be improved and should
be reliable. ? The brand should invest a little more in there fabrics. ? HRX brand
should do more promotion and advertisement as many people are unaware of the
brand. ? Pricing strategies. ? More offline stores.
? Should sell their products on other E- commerce website also. ? It should work on
different variations of the product. ? HRX can also tap the the high class people by
introducing much more reliable and attractive smart watches. 59 CHAPTER 7:-
CONCLUSIONS:- 60 In accordance with data collected ( through a survey in which
117 people participated), we can conclude that the HRX products is slowly but
gradually is successful in gaining a popularity among the young age group of our
country who loves to shop from various different wide variety of brands. The HRX

84
brand has open lately and is completing with the big names on the global market
like - Nike, Adidas, Reebok, puma etc and considering it an Indian brand.
Although it is evident enough to say that, HRX is not among the most popular brand
among the target audience it has not compromised with its comfort and reliability,
which helps in creating loyalty among its customers. This will help HRX in the future
to stand in the global market. Further as per the responses received from the survey
conducted it is evident that HRX brand must further emphasis on more on brand
awareness from among its customers by promoting its products more on social
media site such as Face book, Integram, Pinterest and other such. HRX brand should
consider more on promoting its products more on TV shows such as The Kapil
Sharma Show like our Indian Cricketer Yuvraj Singh and also Virendra Sewag did to
promote its own brand.
From the Survey conducted it can be concluded that HRX brand must gain its focus
on targeting more on middle income class group since in Indian Economy the
majority of population belongs to middle income group HRX brand must expand its
product online selling scope to even Amazon and Flipkart Since more population
purchases online from the above mentioned brand and not generally from Myntra.
Further it can be concluded that a brand to gain popularity it must get involved more
into Social activities and other than supporting in Paralympics it must also participate
in other social activities like Amazon has started with Amazon Sahili mainly
employment for women and also other programme in respect to Climate changes. 61
To add on it can be further added that HRX brand to compete among its competition
it must also offer combo offers on purchase of products to promote more sale of its
products.
In y’s me thmajor utbreak wid e spread of Corno virus HRX brand may take steps to
promote for social cause so that the public can gain trust in the name of the brand.
To end with our conclusion it can be seen that majority of Indian middle class
audience has never ever even tried any product of HRX brand thus to promote its
products, HRX brand should get associated with various shopping malls to promote
and pitch its products to its target audiences at a mass scale.
62 CHAPTER 8:- RECOMMEMDATION:- 63 From the study conducted and after
analysing the responses, many suggestions or scope of improvements can be
concluded:- ? The HRX brand should focus for on marketing and advertising its
products, as quite a large share of the audience whom the company is targeting did
not knew about them. ? HRX brand should also focus on the middle class people
through right marketing and pricing strategies as a major customers comes from that
background. ? HRX should participate more in sports as well as fitness activities to
draw the attention of young masses towards itself. ? HRX can also target the high
class audience through updated smart watches, which is current trend in the market.

85
? HRX should also have a feedback in their website for two way communication
between the audience and the company. ? HRX should had launched their offline
stores as well as should join hands with more popular E- commerce website such as
Amazon and flipkart. ? HRX should also use its social media platform as o tool for
marketing and creating brand awareness among the target audience. 64 CHAPTER
9:- BIBLIOGRAPHY:- 65 The contents of the project report has been referred from the
following sources 1. WWW.HRXbrand.com 2. WWW.Amazon.com 3.
WWW.GlobalMarkets.com 4. WWW.Flipkart.com 5. WWW.Facebook.com 6.
WWW.Investopedia.com Further a few articles has been referred from the following
newspaper to include in the given project report 1. Times of India 2.
Economic Times 3. Business Standard 66 CHAPTER 10:- QUESTIONNAIRE:- 67
Questionnaire by Mitesh Singh student of D.Y. Patil deemed to be University, School
of Management. Dear respondent, This study is to understand the brand awareness
and the various factor that influence HRX brand to stand in the global market. I
request you to reply all of the questions genuinely. All your answers And critiques
could be stored personal and simplest be used within the Studies challenge.
The questionnaire consists a sum of 16 questions amongst which chiefly incorporate
multiple desire questions, questions applicable on liker scale and few primarily based
to your opinions and remarks. Q1) what is your gender? A) Male B) Female C) Prefer
not to say Q2) what is your age? A) Below 15 B) 15-20 C) 20-25 D) Above 30 Q3)
what is your current employment status? A) Full time employment B) Part time
employment. C) Student D) Retired 68 E) unemployed Q4) how do you prefer
shopping? A) Online B) Offline Q5) how often you shop online? A) Very often B)
Often C) Rare D) Very rare Q6) which is the best E commerce website you shop the
most? A) Amazon B) flipkart C) myntra D) jabong E) others Q7) Have you ever shop
from myntra? A) Yes B0 no Q8) have you ever purchased a product from HRX brand?
A) Yes B) No Q9) if you never used one what could be the reason? 69 A) Did not
knew about the company B) Higher price range than others. C) Poor quality.
D) Other reasons Q10) Is HRX brand reliable? A) Yes B) No Q11) what is the comfort
level of HRX merchandise? A) Excellent B) Very good C) Average D) Poor E) Very poor
Q12) do HRX products are sold at a worth price? A) Yes B) No C) Maybe Q13) have
you ever found any errors in the products? A) Yes B) No C) Maybe Q14) IS HRX
products are fashionable? A) Yes B) No 70 C) Maybe Q15) In which area HRX should
further improve themselfeves? A) Brand quality B) Discounts C) Combo offers D)
Others Q16) Scope for improvement for HRX-
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86
management-new-1
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retailers-impacting-employability-status/
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project
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issue1_november_2019/Analytical%20Study%20on%20the%20Impact%20of%20GST
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investment/257916/additional-foreign-direct-investment-reforms-in-retail
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franchising-delivering-the-basics/
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china-easy-lose/id=109859/
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in-India.a6351/
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complete-project-report-nike-shoes.html
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autism/altformat-ouxml
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