Assignment

Introduction:
Brand Name: HRX, Celebrity: Hrithik Roshan

 HRX was founded in 2013 by Hrithik Roshan and Exced Entertainment.

Designed to inspire and guide millions of people, the main aim of HRX is
to help people achieve their fitness goals. Not just a brand, HRX is a
service that helps us get to know and support people.
 The name stands for the X-factor, meaning one to move itself in the path
of excellence to achieve the best possible outcome. An example of a
successful 'Made in India' story, HRX aims to revolutionize the status quo
in India, such as retail, high quality overseas products. The brand offers a
variety of products including sports shoes, men's joggers, t-shirts,
backpacks and select Womenswear (joggers, sports bras, t-shirts).
Product types across HRX Wear Wear, HRX Casual and HRX Yoga and are
available on e-commerce platforms including Myntra, Flipkart and
Jabong.

Influenced by the life of Hrithik Roshan that has taught him, no matter how
many difficulties, it can be overcome by perseverance.

 Celebrity / Paid Partnership:

Hrithik Roshan is an Indian actor from Bollywood films. He has produced

various characters and is known for his dancing skills. One of the highest paid
actors in India, he has won numerous awards, including six Filmfares, four for
Best Actor and one for Best Debut and Best Actor.

 Why I have Chosen: The product from the year of its inception has not
only varied in their products on offer (sports shoes, men's shoes, shirts,
pants and women’s wear ) but also used various promotional methods
to promote himself. Collections from the product combine style and
materials, drawn from Hrithik Roshan and his lifelong dedication to
achieving the best kind for him.

Target Audience :
 The Main Target of the Brand HRX is the Youngsters and the people who
are more keen into the Sports or fitness activities. In this audience mostly age
group from 18-29 undergoes, along with this the second most targeting group
29-40

Goal of the Brand is to GETTING MORE OUT OF YOURSELF, When someone

work for their health, it makes a big difference in every aspect of their lives.
HRX, goal is to motivate people and to work on their mind and body.

THE EVERYDAY WEARERS MARKET SEGMENT:

It is a very common market. It has a variety of people looking to buy sports

shoes that they wear on a day to day lifestyle.

Because they do not wear shoes for any particular sporting purpose, they care
little about actual quality and performance specifications. They especially like
comfortable shoes that represent the right amount of money.They tend to be
more attracted to well-known products because they think that is a safer and
less risky option.

T H E F A S H I O N S PO R T S M A R K E T S E G M E N T :

This is the emerging part that looks for sports shoes that look like sports.

They do not buy the product for its sporting activity, but for its style,
appearance and brand image (with their own identity / personality).

Since this market is often young, young adults and young professionals, they
want different models for themselves, not the types worn by their parents.

T H E B UD G E T C O N S C I O U S M A R K E T S E G M E N T :

Like any market there is a section of people who are very budget conscious, or
who will buy inexpensive shoes from time to time. These buyers are in the
background of low quality, low priced shoes with a sporty look about them.
Consumers in this market are often families, retirees, or consumers who are
looking for another coat of mail simply to wear in the house or in the garden.

Customer Journey Map :

HRX is only available on India's largest e-commerce platform Myntra and has
its own communication platforms - Jabong and Flipkart. It is the fourth largest
brand in the sports apparel category on Myntra.

As part of the expansion plan, one will quickly see HRX through offline
marketing channels - Top Product and Multi Brand Outlet Outlets across major
metros.

 As a Paid Celebrity Partner, Hrithik Roshan at HRX do Promotes the

Brand name and the products on different aspects including presence on
Brand’s social media handles and their own personal social media
Handles.
 According to the marketing strategy, Existing Customers / Users are
redirected from the Social Media Handles to the Ecommerce partner
websites where product is being Sold i.e. Myntra or Flipkart/ Jabong.
 Celebrities are a staple of the religious system within the Indian
community and there is a growing appetite in their daily lives because
today there is easy access to their fashion choices and lifestyle with the
rise of social media presence. This coupled with the increasing
purchasing power of central India, the penetration of e-commerce and
the myriad of options for consumers has created a well-known
opportunity for intrusion. This is not the reality of Bollywood now but
celebrities across the industry- fashion and sports are more than willing
to ride the trend and create their own places today. However, the key is
to ensure the right fit, brand recognition for the Product / Product and
bring the right partners to the board. A word of caution is that this is not
for everyone; Talent needs to have a long-term interest in creating an
impression or impacting another part of the fashion scene if that is in
the best interest of Talent.
5 W’s - Harvard Business Review Social Media Audit
As per my analysis and the figures, I have examined the 5 W’s WHO, WHERE,
WHAT, WHY and presented in the matrix formulation.

HRX is growing at 100% YoY and aim to achieve a 100% growth target for the
current financial year.

The strategy is simple- The best products at the cheapest prices. Focus is on
quality remains intact and unparalleled. As a brand, HRX evolved into product
design, style and quality and have come a long way from becoming No.1 in the
sportswear category on Myntra. This year's focus is on building a women's
category, footwear and offline stores.

WHO WHERE WHAT WHEN WHY

HRX Twitt Our message to you is very simple. Fitness 3-4 To

er continues #KeepGoing #WorkoutFromHome tweets Drive
per traffic
Link : day /
https://twitter.com/hrxbrand/status/1245151712341413 uniqu
889 e
69 likes, 8 Retweets, 1 Comment visito
rs
Insta Tell us, what’re you grateful for? . 2 -3 619
gram A healthy mind above all. Take a moment to self reflect Posts a Likes
this #WorldHealthDay
day Some
Link : https://www.instagram.com/p/B-qtIn_BvuD/ com
ment
s
Faceb Nothing comes in the way of our motivation. Workout Few Few
from home, share a selfie and stand a chance to win
ook gear. #TurnItUpWithHRX Posts a Likes
week / Less
Link : https://www.facebook.com/hrxbrand/ Engag
emen
t
User Engagement Analysis
As per the Current time, I have analysed the performance related to Various
Metrics depending upon the Engagement analysis of Social media channel
clicks / likes / shares / comments / brand mentions / active followers

This Graph Shows the current users of HRX Brand on the Social Media
Channels including Pinterest, Twitter, Instagram and Facebook currently.

Through HRX communications strategy, It continue to get the entire group of

audiences engaged. They build strong relationships with the running
community in partnership with marching bodies in the country. HRX provides a
live experience through pop ups in these features of the march, helping to
increase the HRX experience live for captive viewers willing to participate.
There is no doubt that HRX Influencer system is 100% organic today. Thinking
customization, great hands-on experience and good access get answers,
unique and free of charge.
HRX core focus continues to be Digital Marketing and all of the advertising and
communications content will serve the purpose of keeping the customers
motivated to be the best version of it

Analysis of the App or Website :

According to my research and analysis, I have created the user flow / wire
frame of the user / customer journey Map describing how a user comes,
Checkout and Order their favourite Shoes / Footwear through the App or
website.
SWOT Analysis
I’ll be conducting a SWOT analysis of HRX, where we look at the Strengths,
Weaknesses, Opportunities, and Threats influencing their business. That will give us a
balanced insight into Nike’s future possibilities, and help us better understand their
current and future business decisions.

 This SWOT Analysis was based upon the Ecommerce business of the HRX
Brand and how do they overcome their online business through the help
of different online website or applications such as Flipkart, Myntra or
Jabong for their Operations.
Social Media Post
Here is Social Media Post Design, Based on ideal customer persona design a
social media post for the HRX sneaker brand or retailer using the Hrithik
Roshan as a paid celebrity partner. I have designed this post based upon the
interests of the customers and Overall marketing which can make the brand
evolution according to their Online marketing Strategy and reaching to their
customers.

This Post is based upon the Sports / Running Shoes segment in which Celebrity
partner is exercising and promoting the product.
Wireframe app Landing Page :
Here is the Wireframe of the app landing page from the social media link that
will persuade people to open the app and trial it and Purchase the product.

Here is the kicked things off with Myntra by prototyping early and often,
beginning with basic wireframes for our project. This helped enable
conversations with stakeholders from the start so that we could experiment
together, allow our concepts to evolve and enable the survival of only the
fittest solutions.
Conclusion :
1. Did you find this assignment enjoyable?
Yes, I found the assignment very much helpful and enjoyable to help me
and analyse completely about the Brand and their Social Media,
Strategies and the complete working.
I really enjoyed the assignment. I thought it was well planned and layed
out, easy for me to follow. The Task load was just enough, so i could
finish up everything with enough time, learn about the topics, Brand,
Strategies and not feel over loaded and rushed.

2. What new skills did you learn?

 Time Management : Probably the most obvious skill I learnt as a student. After
you've been busy, family, billing days and researching for a few years, a few work
projects and goals are a piece of cake.
 Organisation : Closely linked to time management, organisation skills are essential
for all part-time students. If you can prove that you can handle the pressure of
working on several tasks at the same time, you’ll get ahead in any career.

 Research : A highly-valued skill in a great many professions; if you know how

to find sources of accurate and reliable information to use in projects and
reports, you’ll quickly become an irreplaceable team member.

 Social Networking An often overlooked skill, social networking skills developed

through study group discussions and more can help to make a workplace meeting
run more smoothly, build client relationships or just improve colleague and office
relations.
 Presenting Ideas : In almost every job, there comes a time when a presentation or
report is required. If you’re already a pro at dissimilating ideas into an easily-
digestible format (like an assignment!) then you’re already half-way there.
 Problem Solving : This skill features on many CVs, but it’s a difficult one to prove.
Part-time students can often cite a number of problems they had to overcome while
they studied

3. What were your major challenges?

Major Challenge in this assignment was to Answer so many questions
and defining every possible answer in a defined way. As Content on the
Internet and various other social media platforms was limited and to
 find such brand was a bit tough. Still It helped me to face such challenge
and helped to solve such kind of challenges in future.

4. Would you recommend this assignment to peer

students? Explain why you feel this way?
Yes, I would recommend this assignment to peer Students. As this
assignment helped in various aspects to learn about the different strategies
and the marketing ideas which brands likes to perform to grow their
business and awareness among the Old Customers and the new target
audiences.