The document outlines a study on the marketing strategies of sports and fitness brands focusing on HRX India, aiming to explore customer awareness, brand growth factors, and consumer behavior. It includes a literature review highlighting the influence of celebrity endorsements, social media, and innovative marketing strategies on consumer purchase intention and brand perception. The research methodology involved collecting primary data through questionnaires targeting online shoppers in Navi Mumbai, alongside secondary data from various sources.

1. Mitesh Singh Suryavanshi
Core-B
Roll No- BBA019283
International Business
Project Study
Topic: -
A study on the marketing strategies of Sports/Fitness brands concerning HRX India
Objectives: -
 To study the customer’s awareness of its product.
 To gain knowledge about the history of the shoes and clothes industry.
 To understand the various factors that determine the growth of a brand.
 To understand the factors faced by a new company to stand in an international market.
 To study consumer behaviour toward the HRX brand.

2. 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 authorize 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 as previous to the purchasers
Market research is primarily based on HRX related to its operations, products, marketing
techniques and other elements that influence the company.
Because the late 1980s business college’s advertising and marketing educator Itamar Simonson
appeared for approaches after recognising how many customers perform choices. Tons on his job
debunks the widely used principle that gifting customers what it wants helps in building earnings,
this is the basic fundamental idea of marketing.
Customers may also no longer recognize what that necessity is and secondly guess they might be
expensive, says 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’ frequently unwell choices which are prone to several influences. And in
many cases, clients have bad perceptions of their preferences. He also tells that customer loyalty
can only be created by understanding what the customers want and by fulfilling their preferences.

3. Literature Review: -
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 the brand image of the company and even affects consumer’s purchase intention
(CPI). Mainly brought light on how the consumer’s purchase intention is 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 make the brand image of the company too). They surveyed 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 the 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 being branded with celebrity does change the perception of
the company over the behavioural intentions of the consumer. Thus, any impact on
celebrity image will also impact on brand’s 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 connect to their favourite
sportsperson. Sports Industry has seen continuous growth and success because of social
platforms 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 use the internet actively in India itself, thus their motive
was to draw light on those companies in the sports industry without any proper SEO and
SEM they are still making a big sum of profit by just effectively using the 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 a strong impact on brand perception but they also
helped in creating strong brand associations. They also stated that using taglines will 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 a longer period than those the traditional ways. Thus, they concluded that
taglines are an effective way of making people aware and even creating the face value of
the brand at the same time.

4. Holly Paquette (2013)
“Social Media as a Marketing Tool”, brought light to how technology evolution affects the
market. The emergence of social media assisted the growth of many business campaigns
for worldwide consumers. Most of the market flow only throw social media. The connection
between consumers and brands is refined and provided by a personal assistant to each
consumer. In his literature marketing strategies have 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 consumers. SMM stood as a cheap, easy and better platform for every
type and size of business or market and, explained the impact of the company’s
integration of social media on consumer behaviour.
Ankur Budhiraja (2012)
“Consumer Perception in Context with Celebrities as brand endorses” concluded that
endorsing plays a vital role in creating a brand image in the consumer’s mind. Most of the
century is crazy in love with celebrities’ life and doings, thus they will end up following their
choices too and this fills the gap. The fascination for celebrities helps to attract the
consumer and endorsing famous and favourite celebrities likely gets consumer attention.
Stars and fans are connected in two ways demographic and psychographic according to
his paper, demographic connection appeals to stars to various segments, while
psychographic connection means stars are liked and adored by the fans. This cycle of
endorsing celebrities and drawing consumers will not end until consumers 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 discussing the brand focuses on active, fitness and
lifestyle-related products drawing the complete image of what Hrithik Roshan (Bollywood
Actor) stands for. In the study she acknowledges what these brand strategies are brand
image, social media & Online Shopping, she stated company focus on strength and also
works on it to reach heights. Companies net worth is more than 150cr and has been
growing even in 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 are 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 are a way to be different
and impactful at the same time. Thus, their survey on some popular sports brands stated
the brand’s strategy steps and risks in the market to strengthen their bases and position in
the market. According to a reported study of companies like Nivia, Nike and Adidas they
mention the sports strategies of each and showed what makes them stand out. They
discuss that 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 which is why the profit earned by them is much larger than the other
firms, they are the best in all sectors. They take regular customer feedback and
understand their wants regularly and manufacture their products accordingly.

5. Sam Dhanapala, Steven George Hayes & Praburaj Venkatraman (2015)
“Materials and technology for sportswear and performance Appeal”, this book stated the
growth of the sports market every day it’s been developing. The era in which sportswear
was only worn by sports person is ended, not sportswear has become fashion or lifestyle.
The sports market in the Asian market has also seen a boom in the last few years, just like
the Indian cricket market got sponsorshipby Nike the crazeof sportswearis seen significant
growth. The study claims that India’s Sports Industry will get a boost in a few years, so
brands have the right opportunity and time to hit the market.
Bradley (2003)
A defined “Marketing Strategy” consists of an internationally integrated but externally
focused set of choices about the organisation that addresses its customers in the context
of a competitive environment.
Paul Fifield (1998)
“Marketing Strategies” book in his 2nd
edition focused on how marketing strategies are
going to play a brief role in the growth of the business. Discussed to clarify the confusion
and to bring a step toward modern business. Stating the market-oriented approach that
establishes a profitable market position for an organisation against all forces that
determines industry competition by continuously creating and developing a sustainable
competitive advantage from 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.

6. Research Methodology: -
The 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 following paint characteristics about a populace then
occurrence being studied. It does now not answer questions as regards whom/when/why
the traits occurred. Rather than addressing 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 sorts on categorical schedule additionally
recognized namely graphic categories.
Data Sources: -
There are two types of data.

7. Primary Data-
The Source of primary data for the present study is collected through a questionnaire and
answered by consumers of HRX BRAND. The secondary data is collected through Internet
search, journals, and books
Secondary Data: -
For the company (HRX) information I used secondary data like the website 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 the Navi Mumbai region. The examining method is built up by utilizing the Non-
Probability Accommodation sampling strategy. The sample size is taken a total of 130
respondents representing the whole Population of the selective Koperkhairne Vashi area

8. Questionnaire: -
1. What is your gender?
2. What is your age?
3. What is your current employment status?
4. How do you prefer shopping?
5. How often do you shop online?
6. Which is the best E-commerce website you shop for the most?
7. Have you ever shopped from Myntra?
8. Have you ever purchased a product from the HRX brand?
9. If you never used one what could be the reason?
10. Is the HRX brand reliable?
11. What is the comfort level of HRX merchandise?
12. Do HRX products are sold at a worthy price?
13. Have you ever found any errors in the products of HRX?
14. Is HRX products fashionable?
15. In which area HRX should further improve themselves?
16. Scope for improvement for HRX-

9. 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, SödermanS. 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, “Customer 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
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.
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

10. 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
Referred Newspaper: -
1. Times of India
2. Economic Times
3. Business Standard