1

A REPORT
ON
“INNOVATION ON PROMOTION AND DISTRIBUTION OF
SPORTING GOODS OF SPORTS 365”

BY
AJAY SHARMA
19BSP0179
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REPORT
ON
“INNOVATION ON PROMOTION AND DISTRIBUTION OF
SPORTING GOODS OF SPORTS 365”

BY
AJAY SHARMA
19BSP0179
SPORTS 365
A report submitted in the partial fulfilment of the
PGPM Program of
IBS GURGAON

FACULTY GUIDE: Prof. Anand Srinivasan

COMPANY GUIDE: Upasana Bhatt
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CONTENT

PAGE NO.

ABSTRACT 4

ABOUT THE COMPANY 5 to 6

BUSINESS VERTICAL 7 to 8

ABOUT PRODUCT 9 to 10

TARGET AUDIENCE 11

PROMOTION STRATEGY

STRATEGY 1 12 to 20

STRATEGY 2 21 to 22

SWOT ANALYSIS 23
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ABSTRACT

Sports 365, India’s premier sports and fitness company, which

provide one stop solution for the sporting requirement of institution
like premier sporting teams, clubs and academies, school and
colleges, corporates and many more. Some of the services offered to
institute include sports goods, sports merchandise design,
development and distribution, sports infrastructure, events and
consulting.
Now, sports 365 have decided to go on to the “ACTIVE WEAR/
SPORTING WEAR” product with there GOL BRAND
So on the ongoing project my work was totally focussed on what are
the innovative and distribution strategy we can adopt to promote
the product at the national level. So, I am working on these areas:
➢ Who will be our target audience
➢ What are the strategy we can adopt to promote the product
➢ With the present technology that we have in India how can I
promote
➢ Which distribution strategy will be the best

Behind doing all these work or we can say it behind my report there
are two objectives-:
➢ How we modify behaviour thought ( persuading to take GOL
product rather than others )
➢ How to reinforces existing behaviour ( persuading to continue
GOL product once customer began to take )
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ABOUT THE COMPANY

Headquarter: Bangalore
Regional Offices: Hyderabad, Chennai, Delhi, and Jalandhar
The founder of Sports 365 come with the combined professional
experience of more than 25 years across leading companies like P&G,
McKinney & CO.& KPMG, and strong education Pedigree (NIT & IIM).
The founding team is supported by sports and fitness icons like
Mahesh Bhuapati, Yuvraj Singh, and Dipika Pallikal & Lara Dutta.

Sports 365’ game began in early 2012 when the founding team laid
the initial blue prints of the company and since the game is still on.
Sports365 became the first hub of call for sports and fitness needs of
individuals as well as institution.

Sports365 owns and operates various online portals. The company

also provide one-stop solution for the sporting requirement of
institution like premier sporting teams, clubs and academics, schools
and colleges, corporates and many more. Some of the services
offered to institute include sports goods, sports merchandise design,
development and distribution, sports infrastructure, events and
consulting.

Sports365 also partners with leading Sports and fitness brands within
and outside India to help them harness the true potential of Indian
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markets. Some of the strategic brand partners for sports365 includes

like Hero cycles, Wimbledon, victor, Mizuno, V22 and many more.

Sports365 is also supported by the leading us based investors

companies like Power house Venture & Zolon ventures. In a very
short span of time sports 365 has taken a pole position in the sports
segment in India. The company has received several accolades and
has been identified as one of the top 50’s start-ups of India.

In addition to this, SPP comes with an amazing bouquet of benefits

which aim to strengthen the philosophy of Sports365 and Nike’s to
promote sports across school in India. Sports365 mainly works on
the SPP especially for the international schools to distribute the
various sports equipment, school shoes, sports dresses with good
quality.
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BUSINESS VERTICAL

BUSINESS TO BUSINESS
(B 2 B)

SCHOOL AND
COLLEGE

CORPORATES

CLUBS AND
ACADEMICS

APARTMENT
AND HOTELS
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BUSINESS TO CUSTOMER
(B 2 C)

E COMMERCE
WWW.SPORTS365.IN

EXPERIENCE CENTERS
STATE OF THE ART
PLAGSHIP STORE IN
BANGLORE
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PRODUCT
In Twenty First Century, clothing is an important issue for a general
consumer, active athletes and for those who practise sports just for
fitness in their leisure time. Now people are paying more attention
to sports activity and seems to be prepared to spend considerable
amounts of money. As per the market demand, sportswear can be
classified into 3 groups->
• BASIC SPORTS WEAR: cheaper and more stylish.
• SPORTS LEISUR WEAR: wear at home and is sold in higher
volume at much smaller price.
• PERFORMANCE SPORTS WEAR: it is highly technical-oriented
clothing which enhance the performance with special
functionality.
Keeping all these things in mind we came out with a following
product.
T-SHIRT

TIGHTS
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TRACK PANT AND SHORTS

TRACK SUIT

ACCESSORIES
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TARGET AUDIENCE

My target audience will be the millennials who are mostly engaged in

sports activity which created demand for the ACTIVE WEAR
Sports 365 have choose millennials as target audience-:
➢ Over the last few year younger people has rapidly caught up
with the wider global fitness trend.
➢ They take more interest in the sporting activity.
➢ Secondary data show that millennials doesn’t think about
money in front of sports wear

It is also seen that number of fitness club, sports academy, yoga

centers and other things related to sports are continuously rising in
India mostly the younger generation become a part of it which is
indirectly a good sign in ACTIVE WAR demand.

MARKET SEGMENTATION
➢ Younger parents
➢ College students
➢ Active adults

MARKET SEGMENT
10%
35%
YOUNGER PARENTS
55% COLLEGE STUDENTS
ACTIVE ADULTS
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PROMOTION STRATEGY
I have taken two promotion strategy to promote our ACTIVE WEAR
product.

I will take 2 model one is Male and second one Female who work as
a brand ambassador for us and after that through advertising we will
show to our target audience that how they are training with GOL
product to get into peak form for the major competition.

models

ADVERTISING

MASS OTHER
MEDIA THINGS

DIGITAL
MARKETING
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MODELS
➢ HARDIK PANDYA
➢ SMRITI MANDHANA

HARDIK PANDAYA

HARDIK HIMANSHU PANDAYA is an Indian international cricketer

who plays for Baroda in domestic cricket and Mumbai Indians in the
Indian premier league. He is an all-rounder who bats right handed
and bowl right arm fast medium.
Why I choose only HARDIK PANDAYA-:
• Always he is in limelight
• As a start up company he is under our budget
• Followers
INSTAGRAM 10.5 followers
on an average 3,908,275 likes in
FACEBOOK each and every post
TWITTER 7,637 followers
• Always goes on a events
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SMRITI MANDHANA

SMRITI SHRINIWAS MANDHANA is an Indian cricketer who plays for

the Indian women national team. In June 2018, the BCCI named her
as the best women’s international cricketer. In Dec 2018, the ICC
awarded her with Rachael Heyhoe Flint Award for the best Female
cricketer of the year.
Why I choose in Female only SMRITI MANDHANA
• Followers ->
INSTAGRAM 1.9 followers
on an average 1,705,256 likes in
FACEBOOK each and every post
TWITTER 1,267 followers

• She is the role model for younger people. She is among the
sought after Female sports personality in the country, with a
huge fan base.
• The things that clicked was her vision to enable more and more
young Indian onto a path of fitness.
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MAIN SOURCE OF ADVERTISING

1. MASS MEDIA -> Mass media channels are key
communication media used by advertisers to get their message
across to customers. We have adopted two prominent mass
media channels – Television and print media.

TELEVISION
Television is an inescapable part of modern culture. So, we have
choose some of the channel where most of the younger generation
is spend time and display them about our brand.
CHANNELS TIME DURATION
Prime time,
STAR Post Prime
Sports time 1MIN
Neo
Sports Prime time,
plus Early day 1MIN
Early day,
TEN Sports Prime time 1MIN
Post Prime,
Sony Six Pre Prime 1MIN
Ten Early day,
Cricket Prime time 1MIN
ESPN
sports Prime time 1MIN
Neo
Sports Pre Prime
plus time 1MIN
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These are the following channel in which we plan to show are

advertisement which is of 1min. we chose the time when mostly
people are busy in seen this channel.

PRINT MEDIA
We chose Print Media because it is Cost effective and has a wide
reach among the population. So we have adopted two type of
print media to promote our product.
• Newspaper
• Magazine
COLOUR OR
NEWS BLACK AND DAILY
PAPER PAGE WHITE SIZE BASIS
STANDARD
TOI FRONT COLOURED SIZE DAILY
STANDARD
HINDU MID COLOURED SIZE DAILY
HINDUSTAN STANDARD
TIME BACK COLOURED SIZE DAILY
INDIAN STANDARD
EXPRESS BACK COLOURED SIZE DAILY
DANIK STANDARD
JAGARAN FRONT COLOURED SIZE DAILY
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COLOUR OR
BLACK AND
MAGAZINE PAGE WHITE SIZE
CRICKET
TODAY FRONT COLOURED FULL SIZE
SPORTS
STARS FRONT COLOURED FULL SIZE
KHEL FRONT COLOURED FULL SIZE
90
MINUTES FRONT COLOURED FULL SIZE

Through this newspaper and magazine we will promote our

product on a daily and weekend basis. Those people who don’t
see the television we came up with a newspaper and magazine.

2. DIGITAL MARKETING
Digital marketing which is an act of promoting and selling product
and services by leveraging online marketing tactics.
Here we choose YOUTUBE as our promotion tool. In YOUTUBE we
just do simply two things
• Firstly things is just put a video on YOUTUBE.
• Second things we sponsored short web series channel which
promote our product because a study shows that most of
the younger generation saw a web series channel in India

YOUTUBE
CHANNELS SUBSCRIBERS
CHEERS 989K
DICE MEDIA 3.22M
RVCJ MEDIA 1.68M
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In the starting we sponsored these 3 channel later on we promote

other one also.
Why we choose YOUTUBE for promotion->
• It will make it easier to create awareness and engagement
both before and after the sale.
• It will kickstart word of mouth and social sharing.
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3.OTHER THINGS
There are certain two others things through which we do our
promotion->
➢ Establish KIOSK machine.
➢ Organise a small event.

KIOSK MACHINE

GOL

GOL

Establish a KIOSK machine in malls, big sports shops , airports and

metro station where people can play a small game in it if they
won then they will get 500 off coupon in GOL product as a gift.
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SMALL EVENT
Organise a small events in the mall at some of the special occasion
because on these days mostly public came into the mall. In these
event we organise some off the game, dance and some other
things which will create fun in the audience. In these event for
some time our one of the model take part in it and to encourage
the audience.
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SPONSORED SPORTS EVENTS IN SCHOOL

Every school organised an sports events because sports play an
important role in their academic and social experience. Every school
has sports embedded in their curriculum as they understand the
importance of physical health and activity. Even the government is
supporting the development of sports at the grassroots level through
the initiative such as KHELO INDIA school game. This programme has
been introduced to revive the sports culture in India.
So we can sponsored two major school.
1. DPS ( Delhi Public School)
2. G. D. Goenka Public School
We can do a tie up with them that in each and every sports event in
there school branches all over India that they will prefer GOL brand
product. They will play sports by wearing our product.

SPORTS
365 CONTRACT SCHOOL

EACH AND EVERY

SPORTS ACTIVITY
ORGANISED BY
SCHOOL THEY WILL
PREFER GOL BRAND.
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In India, there are more than 200 branches of Delhi public school.
They have National and International school located in almost every
major city of the country. They provide education in the cities like
Delhi, Mumbai, Bangalore, Chandigarh, Allahabad, Bhopal, Indore,
Kolkata, Rajkot, Patna, Ahmedabad, Ghaziabad and much more.
• G. D. Goenka School has now 43 branches in India more than
350000 students study under it.

There are certain reason why choose only these two school ->
➢ They many number of branches all over India.
➢ Mostly indulge in sports activity.
➢ Having a good image.
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SWOT ANALYSIS

STRENGTH WEAKNESS
1. Promotion technique 1. Lack of experience
2. Advertising on social
media.

SWOT
OPPORTUNITIES THREATS
1. Qick access to reach customer 1. Competitor intention
2. Technology development and 2. Obstacle faced.
innovation.
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