Bharati Vidyapeeth

(Deemed to be University),
Pune, India
Institute of Management and Entrepreneurship
Development, Pune

“A Study on Customer Experience Through Different Marketing

Channels of 1RM”
A Summer Training Project Report

Submitted in Partial Fulfillment of the Requirements for the

Award of degree of Bachelor of Business

Administration 2021-24

Submitted By Guided By

Name of the Student: Rishabh Rai Dr. Vrushali Yadav

Roll No: 157
Division: B
 1RM Official
2nd Floor, F-612, Apple Square Building, Block F, Sector 7 Dwarka,
Delhi 110075

TO WHOMSOEVER IT MAY CONCERN

This is to certify that RISHABH RAI, son of Satish Kumar Rai, pursuing BBA from Institute
of Management and Entrepreneurship Development, Pune has successfully completed the
project report in our organization on the topic titled, “A study on Customer Experience
Through Different Marketing Channels of 1RM” from 01/06/2023 to 31/07/2023. During
his tenure in the organization, we found him hard working, sincere and diligent person and his
behavior and conduct was good. We wish him all the best for his future endeavors.

Abhishek Dadwal,
Head of Operations & Marketing
1RM
 Certificate of Originality

This is to certify that the project report entitled “A Study on Customer Experience
Through Different Marketing Channels of 1RM” Submitted to Bharati Vidyapeeth
(Deemed to be University),Pune in partial fulfilment of the requirement for the award for the
degree of Bachelor of Business Administration is an original work carried out by Mr.
Rishabh Rai under the guidance of Dr. Vrushali Yadav. The matter embodied in this project
is a genuine work doneby Mr. Rishabh Rai to the best of my knowledge and belief and has
not been submitted before, neither to this University nor to any other University for the
fulfillment of the requirement of any course of study.

Signature of the Student Signature of the Guide

Designation
 Certificate

This is to certify that the Project titled “A Study on Customer Experience Through
Different Marketing Channels of 1RM” is an academic work done by Mr. Rishabh Rai
submitted in the partial of the requirement for the award of the Degree of Bachelor of
Business Administration from Bharati Vidyapeeth (Deemed to be University), Pune. It
has been completed under the guidance of Dr. Vrushali Yadav and Mr. Abhishek Dadwal.
We are thankful to 1RM.com for having allowed our student to undergoproject work training.
The authenticity of the project work will be examined by the viva examiner which includes
data verification, checking duplicity of information etc. and it may be rejected due to non-
fulfillment of quality standards set by the Institute.

Dr. Ajit More

Director Incharge
IMED
 Acknowledgement

Apart from my efforts, the success of my project depends largely on the encouragement and
guideline of many others. I take this opportunity to express my gratitude to the people who
have been instrumental in the successful completion of this project.

I am gratefully indebted to our esteemed guide Dr. Vrushali Yadav for his sincere guidance
and priceless support which would have been impossible for us to complete this project.

I express my gratitude to the staff members of Bharati Vidyapeeth (Deemed to be University)

who directly or indirectly helped me. I would also like to express my sincere gratitude to all
my office colleagues in Altron Consultants.

Finally, I thank Institute of Management and entrepreneurship Development (IMED) for

giving me this golden opportunity to do my summer internship in 1RM.com.

Name and Signature of the Student

Mr. Rishabh Rai
 Preface

In this era of fast changing world, mere class room teaching is not sufficient to attain maturity
and perfection for application of theory into practice. The dynamic economy, political and
technological environment in which we live continually place demand on us to change,
improve and learn more about jobs, superiors and subordinates. Two years of continuous
classroom teaching is sufficient for students to implement directly their knowledge in the
market. A practical approach is needed.

The knowledge through project report is an essential requirement for B.B.A students. The
purpose of this project report is to study the “A Study on Customer Experience Through
Different Marketing Channels of 1RM”

I have tried my level best to do justice to this project. And I hope the study which was
conducted will help not only the organization but also me and the society too.

Name and Signature of the student.

Mr. Rishabh Rai
 Table Of Contents

Sr. No. Chapters Page No.

1. Introduction
1.1 Overview of Industry
1.2 About the Company

1.3 Company’s Vision & Mission

1.4 SWOT Analysis
2. Research Methodology
2.1 Objectives & Scope of Study
2.2 Type of Research and Research Design
2.3 Data Collection Method
2.4 Limitations of Study

3. Conceptual Discussion
3.1 Review of Literature
3.2 Current Issues
3.3 New Development of Company & Industry

4. Data Analysis
4.1 Methods & Techniques of Data Analysis
4.2 Data Analysis and Interpretation

5. My Contribution to the Body of

Knowledge
6. Findings, Conclusion and Suggestions
6.1 Findings
6.2 Conclusions
6.3 Suggestions

7. Summary of the Project

7.1 Appendix
7.2 Bibliography
 Chapter I

INTRODUCTION
 Overview of Industry

 About the company

 Company’s vision & mission

 SWOT Analysis
1.1 OVERVIEW OF INDUSTRY

India Fitness Equipment Market has been experiencing enormous growth over the
years. The market has accomplished several latest developments in recent years. The
increasing awareness about health and fitness has led to a rise in demand for the fitness
equipment market in India. This trend has been fueled by a growing focus on preventive
health measures with the increasing popularity of fitness programs. The growth of the e -
commerce sector in India has been a major driving factor behind the growth of the fitness
equipment market. Additionally, online platforms have made it easier for consumers to
purchase fitness equipment.

The government of India has launched several initiatives to promote fitness and wellness
which are anticipated to drive growth in the Fitness Equipment Industry. These
initiatives aim to encourage people to adopt healthy lifestyles. The number of fitness
centres in India has been growing steadily in recent years, which has led to an increase in
the demand for fitness equipment. Fitness equipment manufacturers are launching
innovative products in response to the growing demand for fitness equipment in India.
The fitness equipment market in India is projected to witness strong growth in the coming
years primarily due to rising consumer demand, government initiatives, and new product
launches.
India Fitness Equipment Market shall reach a value of $15,143.3 Million

in 2027, growing with a CAGR of 3.5% during the forecast period of

2020 to 2027.
1.2 ABOUT THE COMPANY

1RM is committed to serve fitness enthusiasts with top quality fitness equipment and
accessories. We build the best home gym, office, and sports complex gym. We are also the
pioneers of performance accessories in India, such as wrist support, BFR bands, squat shoes,
knee sleeves and powerlifting belts. We believe in every aspect of life a person can perform-
One Rep More! And our made to last products will serve as a reminder for this power within
you.
Established in the year 2020 during the first lockdown, 1RM Official, Delhi is a well-known
fitness equipment brand in India. Over the course of its journey, this business has established
a firm foothold in its industry. The belief that customer satisfaction is as important as their
products and services, have helped this establishment garner a vast base of customers, which
continues to grow by the day. This business employs individuals that are dedicated towards
their respective roles and put in a lot of effort to achieve the common vision and larger goals
of the company. In the near future, this business aims to expand its line of products and
services and cater to a larger client base. In Delhi, this establishment occupies a prominent
location in Dwarka.

Company Size:
1RM official has employed 30-50 people with them.

Products and Services offered:

1RM Official has a wide range of products and / or services to cater to the varied
requirements of their customers. The staff at this establishment are courteous and prompt at
providing any assistance. They build the best home gym, office, and sports complex gym.
They are also the pioneers of performance accessories in India, such as wrist support, BFR
bands, squat shoes, knee sleeves and powerlifting belts.
1.3 COMPANY VISION & MISSION

Vision: Our vision is to empower individuals to achieve their fitness goals and lead healthier,
more active lives by providing innovative and high-quality fitness equipment directly to
consumers (D2C).

Mission: Our mission is to revolutionize the fitness equipment industry by delivering cutting-
edge, user-friendly, and accessible products that inspire people to prioritize their well-being.
We aim to eliminate barriers to fitness by offering direct-to-consumer solutions that are
affordable, convenient, and tailored to individual needs.

Key principles guiding the brand's vision and mission:

Innovation: We strive to be at the forefront of fitness equipment innovation, constantly
pushing the boundaries of what is possible to enhance workout experiences and improve
overall fitness outcomes.

Quality: We are committed to delivering exceptional quality in all our products. Every piece
of fitness equipment we produce undergoes rigorous testing and meets the highest standards
to ensure durability, safety, and performance.

Personalization: Recognizing that every individual has unique fitness goals and preferences,
we prioritize personalization in our product offerings. We provide versatile equipment and
customizable features to cater to diverse fitness needs and enable users to create their ideal
workout routines.

Education and Support: We are committed to empowering our customers with the
knowledge and support they need to succeed in their fitness journeys. Through informative
resources, expert guidance, and responsive customer service, we aim to foster a community
of informed and motivated individuals.

Sustainability: We acknowledge the importance of environmental sustainability and strive to

minimize our ecological footprint. We prioritize eco-friendly materials, energy-efficient
manufacturing processes, and recyclable packaging to ensure our products align with
sustainable practices.
1.4 SWOT ANALYSIS OF THE ORGANIZATION

STRENGTH WEAKNESS

Product Quality Limited Reach

D2C Model High Initial Cost
Data and Analytics Supply Chain Management
Flexibility and Agility Limited Physical Presence

Growing Health & Wellness Intense Competition

Industry Imitation and Counterfeiting
Increasing Online Shopping Changing Consumer Preference
Personalized Experiences Regulatory Compliance

OPPORTUNITIES THREATS

Strengths:
Product Quality: The brand can focus on producing high-quality fitness equipment that
meets or exceeds industry standards. This can help establish a positive reputation and build
customer trust.

Direct-to-Consumer Model: Selling directly to consumers eliminates the need for

intermediaries and allows the brand to have full control over the customer experience,
pricing, and branding.

Data and Analytics: By directly selling to consumers, the brand can collect valuable
customer data and gain insights into consumer preferences, purchase patterns, and behavior.
This information can be used to refine marketing strategies and develop targeted campaigns.
Flexibility and Agility: Being a D2C brand enables quick adaptation to market trends and
consumer demands. The brand can swiftly introduce new products or modify existing ones
based on customer feedback and changing market dynamics.

Weaknesses:
Limited Reach: Compared to traditional retail models, a D2C brand may have a narrower
reach. The brand may need to invest in marketing and customer acquisition strategies to
expand its customer base beyond a specific demographic or geographic region.

Higher Initial Costs: Establishing a D2C brand requires investments in website

development, e-commerce infrastructure, marketing campaigns, and customer service. These
upfront costs can be significant and may impact the brand's profitability initially.

Supply Chain Management: The brand needs to effectively manage the supply chain,
including sourcing raw materials, production, and fulfilment. Any disruptions or delays can
negatively impact customer satisfaction and brand reputation.

Limited Physical Presence: Without physical stores, the brand may face challenges in
providing hands-on product experiences and immediate customer support. This can be
mitigated by investing in exceptional customer service and offering flexible return/exchange
policies.

Opportunities:
Growing Health and Wellness Industry: The fitness industry is experiencing significant
growth as more individuals prioritize health and wellness. The brand can capitalize on this
trend by offering innovative fitness equipment that aligns with changing consumer
preferences.

Increasing Online Shopping: The shift towards online shopping continues to accelerate,
presenting an opportunity for D2C brands to reach a wider audience. The brand can leverage
digital marketing channels, social media, and influencers to expand its customer base.
Personalized Experiences: D2C brands have the advantage of collecting customer data,
allowing for personalized recommendations and experiences. By leveraging customer
insights, the brand can develop tailored offerings and enhance customer loyalty.

Threats:
Intense Competition: The fitness equipment market is highly competitive, with both
established brands and new entrants vying for market share. The brand needs to differentiate
itself through unique product offerings, exceptional customer service, or competitive pricing.

Imitation and Counterfeiting: D2C brands are susceptible to imitation and counterfeit
products, which can harm the brand's reputation and erode customer trust. Implementing
robust quality control measures and establishing intellectual property protection can mitigate
this threat.

Changing Consumer Preferences: Consumer preferences and trends can evolve rapidly, and
the brand must stay attuned to these changes. Failing to adapt to shifting preferences or
emerging technologies can result in the brand losing relevance in the market.

Regulatory Compliance: Compliance with safety standards and regulations is crucial for
fitness equipment brands. Failing to meet these requirements can lead to product recalls, legal
issues, and reputational damage. The brand should stay updated on relevant regulations and
ensure adherence to industry standards.
 Chapter II

RESEARCH

METHODOLOGY
 Objective & Scope of study

 Type of Research & Research Design

 Data Collection Method

 Limitation of Study
2.1 OBJECTIVES & SCOPE OF STUDY

 Identify the strengths and weaknesses of each marketing channel in delivering a positive
customer experience.
 Determine the impact of different marketing channels on customer satisfaction,
engagement, and loyalty.
 Analyze customer preferences and behaviors in relation to the different marketing channels.
 Identify opportunities for improvement and optimization in each marketing channel to
enhance the overall customer experience.
 The research should include both existing customers and potential customers to gain a
comprehensive understanding of the customer experience.
 The study may consider customer touchpoints such as website interactions, social media
engagement, email communication, online advertising, offline events (if applicable), and
customer support interactions.
2.2 TYPE OF RESEARCH AND RESEARCH DESIGN

A good research design has characteristics viz, problem definition, time required for research
project and estimated expenses to be incurred the function of research design is to ensure that
the required data are collected and they are collected accurately and economically. A research
design is purely and simply the framework for a study that guide the collection and analysis
data. In this project the following types of research design are used:

1. Descriptive Research

Descriptive research can be utilized in a D2C brand to gather and analyze data about various
aspects of their operations, clients, or market conditions. Here aresome examples of how
descriptive research methods can be applied:

Customer Satisfaction Surveys: The brand can conduct surveys to assess the level of
satisfactionamong its clients. These surveys may include questions about the quality of
services provided, responsiveness, professionalism, and overall client experience. The data
collected through such surveys can help identify areas for improvement and enhance client
relationships.

Market Analysis: Descriptive research can be employed to analyze the market trends,
potential client segments, and competition. The firm can collect data on industry growth
rates, market size, client preferences, and pricing strategies employed by competitors. This
information can guide the firm in making informed business decisions and developing
effective marketing strategies.

2. Exploratory Research

Exploratory research design can be beneficial for a D2C brand in several ways. It involves
conducting preliminary investigations to gain insights, understandthe problem or
opportunity, and formulate more specific research questions or hypotheses. Here are some
ways to use exploratory research design:
Identifying emerging trends: Exploratory research can help the firm stay updated on the
latest trends in the fitness and health industry. This research can involve analyzing industry
reports, attending conferences, conducting informal interviews with experts, or reviewing
academic literature to gain a broader understanding of the evolving landscape.

Understanding customer needs: Exploratory research can assist a firm in understanding the
evolving needs and expectations of their customers. This can be done through surveys, focus
groups, or one-on-one interviews with customers. By exploring their challenges and
preferences, the firm can adapt its services to better meet their expectations. Exploratory
research design can be beneficial for a D2C brand in several ways.

3. Explanatory Research

Explanatory research in a D2C brand involves investigating the relationships and causal
connections between variables to understand the reasons behind certain phenomena or
outcomes. Here are some examples of how explanatory research methods can be applied in:

Customer Acquisition and Loyalty: Explanatory research can be conducted to understand

the factors that influence customer acquisition and loyalty to the brand. This may involve
analyzing variables such as client demographics, service offerings, pricing, customer
satisfaction, and referrals.

Employee Performance and Motivation: Explanatory research can be used to explore the
factors that impact employee performance and motivation within the CA firm. This could
involve investigating variables such as training and development opportunities, compensation
and benefits, work environment, leadership style, and job satisfaction.

RESEACRCH DESIGN

The research design took for the study is Descriptive Research Design. It can be used in a
D2C Direct-to-Consumer (D2C) fitness equipment company to understand customer needs,
market trends, and potential improvements for the company's products and services.
Descriptive research can be employed in the following ways:
Customer Demographics: Understanding the demographic profile of your customer base is
crucial for targeted marketing and product development. Descriptive research can help
identify age groups, gender distribution, geographical locations, and other relevant
demographic information.

Customer Preferences: Investigate what types of equipment are most preferred by the
customers. Analyze factors such as the most popular equipment, preferred colors, sizes,
features, and price ranges.

Purchasing Behavior: Analyze the buying behavior of customers, including the most
common purchase channels, preferred payment methods, and average order value. This data
can help optimize marketing and sales strategies.

Customer Satisfaction and Feedback: Collect feedback from customers to gauge their
overall satisfaction with the equipment and the buying process. Identify areas for
improvement and areas of strength to enhance the customer experience.

Competitor Analysis: Conduct a comparative analysis of competitor products and pricing.

This can provide a better understanding of how your company's equipment stands in the
market and what unique selling points differentiate your products.

Market Trends: Monitor and document broader market trends in the fitness equipment
industry. Identify emerging technologies, popular fitness trends, and potential opportunities
for product diversification.

Social Media and Online Presence: Analyze social media platforms, online reviews, and
customer interactions to understand brand perception and sentiment.

Return on Investment (ROI) Analysis: Evaluate the effectiveness of marketing campaigns

and promotions. Determine which marketing efforts yield the best ROI and customer
engagement.
 2.3 DATA COLLECTION METHOD

In this study, both primary data collection method and secondary collection method were
used to collect data.
Data collection is the methodological process of gathering information about a specific
subject. It’s crucial to ensure your data is complete during the collection phase and that
it’scollected legally and ethically.

Types of Data Collection methods:

Data collection methods can be divided into two categories: primary data collection
methods and secondary data collection methods.

Primary Data Collection

Primary data collection involves the collection of original data directly from the source or
through direct interaction with the respondents. This method allows researchers to obtain
firsthand information specifically tailored to their research objectives. There are various
techniques for primary data collection, including:

 Surveys and Questionnaires: Researchers design structured questionnaires or surveys to

collect data from individuals or groups. These can be conducted through face-to-face
interviews, telephone calls, mail, or online platforms.

 Observations: Researchers observe and record behaviors, actions, or events intheir natural
setting. This method is useful for gathering data on human behavior,interactions, or
phenomena without direct intervention.

 Interviews: Interviews involve direct interaction between the researcher and therespondent.
They can be conducted in person, over the phone, or through video conferencing. Interviews
can be structured, semi-structured, or unstructured.
 Secondary Data Collection
Secondary data collection involves using existing data collected by someone else for a
purpose different from the original intent. Researchers analyze and interpret this data to
extract relevant information. Secondary data can be obtained from various sources, including:

 Published Sources: Researchers refer to books, academic journals, magazines, newspapers,

government reports, and other published materials that contain relevant data.

 Online Databases: Numerous online databases provide access to a wide range ofsecondary
data, such as research articles, statistical information, economic data, and social surveys.

 Government and Institutional Records: Government agencies, research institutions, and

organizations often maintain databases or records that can be used forresearch purposes.

I believe that questionnaires are a really helpful survey instrument that makes it very simpleto
evaluate huge groups.

Research approach Survey Method

Method of Instrument
Research Contract Personal
Questionnaire

Sample Size 40 Respondents

The study's use of the survey approach was justified by:
 High Flexibility
 Reliability
 Ability to Understand Easily

The main goal of the poll is to understand the brand awareness and loyalty of customers
towards 1RM.com
2.4 LIMITATION OF STUDY

When conducting a study for any report, there are several potential limitations to consider.
Identifying these limitations is crucial for ensuring the study's findings are interpreted
accurately and that the conclusions drawn from the research are appropriate. Here are some
common limitations that may apply to this report:

Sample Size and Representativeness: As the study involved collecting data from customers,
the sample size was limited, which could impact the generalizability of the findings.
Additionally, the sample might not fully represent the entire target market, leading to
potential biases in the results.

Time Constraints: The study was conducted over a limited time frame, which could impact
the ability to capture long-term trends or fluctuations in customer behavior and preferences.

Data Collection Methods: The data collected was subject to certain limitations, such as
reliance on self-reported information from customers, which could be influenced by recall
bias or misinterpretation of questions.

External Factors: The study might not account for external factors that could influence the
market or customer behavior, such as changes in the economy, competitor actions, or
unforeseen events (e.g., pandemics).

Limited Scope: This report focusses on specific aspects of the company's operations, such as
marketing strategies, customer satisfaction, or product performance, while excluding other
relevant areas that could provide a more comprehensive analysis.

Lack of Control: For some aspects of the study, the company might not have control over
certain variables, such as customers' social media interactions, reviews on third-party
platforms, or the actions of competitors, which could affect the findings.
 Chapter III
CONCEPTUAL DISCUSSIONS
 Review of Literature
 Current Issues
 New Development of Company and Industry
3.1 REVIEW OF LITERATURE

A literature review is a critical and systematic summary and evaluation of the existing
research and literature on a particular topic. It serves to identify gaps, trends, and
controversies in the field and provides a foundation for your own research. A literature
review provides more information and aids in bridging gaps for future study. The goal of this
literature review is to gather current, relevant research on 1RM and synthesise it into a
cohesive summary of existing knowledge inthe topic.

Introduction

Customer experience is one of the most important factors in the maintenance of a company’s
competitive advantage among its peers. Customers have greater power and influence with
companies and have the means to validate them via websites or social networks, among
others. Customers know more about companies’ products, services, competitors, and prices,
and are looking for unique and memorable experiences that accompany the delivery of
systems, products, and services. The relationship between companies and customers exists in
various stages ranging from the initial awareness of a potential customer, through the
shopping experience, until after the use of the product and/or service.
In this work, we performed a systematic literature review of research published to identify
customer experience definitions, influencing factors, and methods used to evaluate the
context as it is applied to retail. Furthermore, we aimed to determine if heuristics exist to
evaluate this concept.

The results obtained show a large number of definitions that explain the Customer Experience
in different contexts with their respective dimensions. In addition, various methods are shown
for the evaluation of the Customer Experience.
Following are few of the main services that 1RM provides to enhance its customer
experience:

Fitness Equipment Sales: The core offering of the startup is the sale of various fitness
equipment directly to consumers through their online platform. This can include cardio
machines (treadmills, ellipticals, exercise bikes), strength training equipment (dumbbells,
barbells, resistance bands), yoga and pilates accessories, and more.

Customizable Workout Plans: Offer personalized workout plans tailored to individual

fitness goals, whether it's weight loss, muscle building, endurance, or overall fitness. These
plans can be designed by fitness experts and delivered through the startup's app or website.

Subscription-Based Services: Introduce subscription plans that give customers access to

exclusive content, live classes, or additional features. For example, you could offer a monthly
fee for access to a library of workout videos, nutritional guides, or live virtual classes.

Fitness Challenges and Community: Host fitness challenges and create an online
community where customers can interact, share progress, and motivate each other. The
startup offers rewards or discounts for completing challenges to incentivize participation.

Nutritional Supplements and Products: Partners with reputable nutrition companies to

offer a selection of supplements and health products that complement the fitness journey of
customers. This can include protein powders, vitamins, and other health supplements.

Smart Fitness Equipment: Develop or source smart fitness equipment that connects to the
internet and provides real-time workout data and feedback to users. This can include smart
scales, heart rate monitors, and connected fitness machines.

Fitness Wearables and Apparel: Offering a line of fitness wearables like fitness trackers,
smartwatches, and other wearable tech that can help customers monitor their progress and
stay motivated.
3.2 CURRENT ISSUES

Following are the greatest challenges that a direct-to-customer brand are likely to face in
coming years in providing best offerings to their customers and employees: -

Intense Competition: The fitness equipment market can be highly competitive, with
numerous established brands and startups vying for customer attention. It can be challenging
to stand out and differentiate your products from competitors.

Customer Education: Convincing customers to buy fitness equipment online requires

educating them about the benefits of your products and why they are worth purchasing
without physically trying them out. This might involve creating informative content, videos,
or even offering virtual demonstrations.

Quality Concerns: If the startup manufactures its products, ensuring consistent quality and
reliability is crucial. Any negative reviews or incidents of faulty equipment can quickly
tarnish the brand's reputation.

Logistics and Shipping: Dealing with large and often heavy fitness equipment presents
logistical challenges. Shipping costs can be high, and ensuring timely delivery without
damage is crucial for customer satisfaction.

Returns and Refunds: Fitness equipment might not meet the expectations or needs of every
customer. A smooth and efficient return/refund process is essential, but it can be costly and
impact profit margins.

Customer Support: Providing excellent customer support is vital, especially when

customers have questions about product usage, assembly, or troubleshooting. Responding
promptly and effectively can be demanding.

Marketing and Brand Awareness: Building brand awareness in a crowded market can be a
significant challenge. Effective marketing strategies, social media presence, influencer
collaborations, and SEO optimization will be necessary to attract customers.
Capital Intensive: Developing, manufacturing, and marketing fitness equipment requires
substantial upfront capital investment. It might take time to recoup these costs and achieve
profitability.

Regulatory Compliance: Fitness equipment might be subject to safety and quality

regulations in different countries or regions. Ensuring compliance with these standards can be
time- consuming and complex.

Seasonal Sales Fluctuations: The fitness industry often experiences seasonal fluctuations in
sales, with increased demand during specific times like the new year or summer. Managing
inventory and production to match demand can be tricky.

Changing Trends and Technology: Fitness trends and technology can evolve rapidly.
Staying up-to-date with the latest innovations and consumer preferences is essential to remain
competitive.

Subscription Models: If the startup offers subscription-based services, customer retention

becomes crucial. Ensuring ongoing value and engagement to reduce churn will be a priority.

Cybersecurity and Data Protection: Running an online business involves handling

customer data, including payment information. Protecting sensitive data from cyber threats is
of utmost importance.
3.3 NEW DEVELOPMENTS OF COMPANY AND INDUSTRY

The latest developments in the Fitness equipment industry are as follows. The company had
adopted few of the latest developments and working on implementing the others as per their
organizational needs.

Product Innovation: To stay competitive, 1RM is continuously investing in research and

development to create innovative and cutting-edge fitness products. This includes
incorporating new materials, technologies, and features to enhance the user experience and
meet the evolving demands of fitness enthusiasts.

Smart and Connected Devices: With the growing popularity of the Internet of Things (IoT)
and smart home technology, 1RM might integrate connectivity features into their products.
This could allow users to track their workouts, set personalized goals, and monitor progress
through mobile apps or other connected devices.

Personalized Training Programs: 1RM offers personalized training programs based on user
data and preferences. Artificial intelligence and machine learning algorithms are used to
analyze user performance data and provide customized workout plans to help individuals
achieve their fitness goals more effectively.

Sustainability and Eco-Friendly Initiatives: There's a growing trend towards eco-

consciousness and sustainability in consumer products. D2C fitness equipment brands could
focus on using eco-friendly materials, reducing packaging waste, and implementing
sustainable manufacturing practices to appeal to environmentally conscious consumers.

Collaborations and Influencer Marketing: Collaborating with fitness influencers or well-

known athletes could help d2c brands increase their brand visibility and reach a broader
audience. Influencers could promote the brand's products through their social media
platforms, blogs, and other channels.
 Chapter IV

DATA ANALYSIS
 Methods and Techniques of Data Analysis
 Data Analysis and Interpretation
4.1 METHODS AND TECHNIQUES OF DATA ANALYSIS

Data analysis is the process of gathering, modelling, and analyzing data in order to obtain
insights that may be used to make decisions. Depending on the business and the goal of the
analysis, there are several methodologies and strategies for performing analysis. Then, for the
purpose of data analysis, a thorough data table was created. Each piece of data has been
examined in light of the study's aims with reference to 1RM.

Methods and Techniques: -

Descriptive Statistics: Descriptive statistics involve summarizing and describing the main
characteristics of a dataset, such as mean, median, mode, standard deviation, range, and
percentiles. These statistics provide an overview and help understand the basic properties
ofthe data.

Data Visualization: Data visualization involves representing data graphically to gain insights
and identify patterns, trends, and relationships. Techniques like charts, graphs, plots, and
maps are used to visually present the data, making it easier to understand and interpret.

Exploratory Data Analysis (EDA): EDA involves examining the data using statistical and
visualization techniques to uncover patterns, relationships, and anomalies. Techniques like
scatter plots, histograms, box plots, and correlation analysis are used to explore the data and
generate hypotheses for further analysis.

Inferential Statistics: Inferential statistics involve making inferences and drawing

conclusions about a population based on a sample of data. Techniques like hypothesis
testing,confidence intervals, and regression analysis are used to estimate population
parameters and assess the significance of relationships and differences in the data.

Predictive Modelling: Predictive modelling aims to make predictions or forecasts based on

historical data and statistical techniques. Methods such as regression analysis, time series
analysis, and machine learning algorithms (e.g., decision trees, random forests, neural
networks) are used to build predictive models that can forecast future outcomes or trends.
 4.2 DATA ANALYSIS AND INTERPRETATION

1. AGE

Particular No. of % of
Respondents Respondents
18 – 25 18 45 %
26 – 35 14 35 %
36 - 45 8 20 %
45 & above 0 0

INTERPRETATIONS:

 45% of customers are of age 18-25

 35% of customers are of age 26-35
 20% of customers are of age 36-45
 Zero customers were above 45 years of age
 2. GENDER

Particular No. of % of
Respondents Respondents
Male 26 65 %
Female 14 35 %
Prefer not to 0 0
say

INTERPRETATIONS:

 65% of customers were Male

 35% of customers were Female
 3. HOW DID YOU HEAR ABOUT OUR BRAND?

Particular No. of % of
Respondents Respondents
Social Media 10 25 %
Search Engines 3 7.5 %
Word of Mouth 7 17.5 %
Influencer 20 50 %
Marketing

INTERPRETATIONS:

 25% of customers heard about the brand through social media.

 7.5% of customers heard about the brand through search engines.
 17.5% of customers heard about the brand through word of mouth.
 50%, i.e., half of customers heard about the brand through influencer marketing.
 4. DID YOU ENGAGED WITH OUR BRAND THROUGH
MULTIPLE MARKETING CHANNELS BEFORE MAKING A
PURCHASE

Particular No. of % of
Respondents Respondents
Yes 29 72.5 %
No 11 27.5 %
Maybe 0 0

INTERPRETATIONS:

 72.5% customers enquired about the brand through different channels.

 27.5% just made the purchase directly.
 5. HOW DO YOU TYPICALLY ENGAGE WITH OUR BRAND?

Particular No. of % of
Respondents Respondents
Social Media 11 27.5 %
Interactions
Website Visits 14 35 %
E-mail 3 7.5 %
Phone Call 6 15 %
WhatsApp 6 15 %

INTERPRETATIONS:

 27.5 % of customers engages through social media.

 35 %, i.e., largest number of customers engages through website visits.
 7.5 % of customers engages via E-mails.
 15 % of customers directly calls the customer support.
 15 % of customers engages through WhatsApp
 6. HOW EFFECTIVE DO YOU FIND OUR E-MAIL NEWSLETTER
IN PROVIDING VALUABLE INFORMATION & OFFERS?

Particular No. of % of
Respondent Respondents
Extremely Ineffective 0
Somewhat Ineffective 0 0
Neutral 9 22.5 %
Somewhat Effective 23 57.5 %
Extremely Effective 8 20 %

INTERPRETATIONS:

 22.5% of customers find E-mail newsletters neutral

 57.5% of customers find it somewhat effective.
 20% of customers loved the E-mail newsletters and found it extremely effective.
 7. DO YOU THINK OUR INFLUENCER MARKETING EFFORTS ALIGN
WELL WITH OUR BRAND?

Particular No. of % of
Respondent Respondents
Extremely Ineffective 0
Somewhat Ineffective 0 0
Neutral 9 22.5 %
Somewhat Effective 22 55 %
Extremely Effective 9 22.5 %

INTERPRETATIONS:

 22.5 % of customers find the Influencer marketing efforts neutral

 More than half, i.e., 55% of customers think the Influencer marketing efforts were
somewhat effective.
 22.5% of customers loved the Influencer Marketing Campaign.
 8. HOW LIKELY ARE YOU TO RECOMMEND OUR BRAND TO A
FRIEND AND FAMILY MEMBER?

Particular No. of % of
Respondent Respondents
Extremely Unlikely 0
Unlikely 0 0
Neutral 5 12.5 %
Likely 23 57.5 %
Extremely Likely 12 30 %

INTERPRETATIONS:

 12.5% of customers were not sure of recommending the brand to their peers
 57.5% liked the products and are likely to recommend.
 30% loved the brand and will definitely recommend it to their friends and family.
 Chapter V

MY CONTRIBUTION TO
THE BODY OF
KNOWLEDGE
Without practice, knowledge is only half of an artist. When knowledge is both learned and
practiced, it is most effective. When we immediately apply concepts to a practical work
situation, we have a greater understanding of them.

As a Digital Marketing Intern at 1RM for 50 days, I learned a lot of things that helped me
obtain valuable experience in E-commerce space. I received basic understanding about how to
express ourselves as a brand to our customers. I also honed my persuasion talents here. The
most essential aspect of the internship and the finest experience was the ability to grasp the
demand for different digital marketing fields and services. Also, how digital marketing will
shape the future of future as well as existing brands in the country and in the world. It aided
me in understanding the operations of a direct-to-customer brand. My contribution to the
body of knowledge was being an honest and hardworking intern in that business. My
contributions to the body of knowledge are listed below: -

Understanding the D2C Business Model: During the internship, I gained a deep
understanding of how D2C brands operate, bypassing traditional retail channels and selling
directly to consumers. This understanding have helped me to grasp the unique challenges and
opportunities associated with D2C marketing.
Social Media Management: As part of internship, I was involved in managing social media
accounts, crafting engaging posts, and analyzing the performance of social media campaigns.
Understanding the target audience and tailoring content to their preferences have been crucial
in building a strong social media presence for the brand.

Content Marketing: Worked on creating content for the brand's website, blog, and other
digital platforms. Learning how to create valuable and relevant content that resonates with the
audience can significantly impact a D2C brand's success.

Search Engine Optimization (SEO): Improving the brand's visibility in search engine
results is essential for attracting organic traffic. I have learned about on-page and off-page
SEO techniques, keyword research, and optimizing content for search engines.
Email Marketing: Email marketing plays a vital role in building relationships with
customers and driving repeat business. I have learned about crafting effective email
campaigns, personalization, and measuring email marketing performance.

Influencer Marketing: Collaborating with influencers can be an effective way to reach a

broader audience. I was involved in identifying relevant influencers, negotiating partnerships,
and tracking the success of influencer campaigns.

Performance Analytics: Understanding how to analyze marketing data is crucial for

optimizing campaigns. We used tools like Google Analytics, Facebook Ads Manager or other
marketing analytics platforms to measure the performance of various marketing efforts.

E-commerce Platforms: Working for a D2C brand, it’s likely to interacted with e-commerce
platforms, understanding their functionalities, and potentially helping with website updates
and optimizations.
Paid Advertising: Got exposed to running paid advertising campaigns on platforms like
Google Ads, Facebook Ads, and other social media channels. Understanding targeting,
budgeting, and ad optimization like CRO (Conversion Rate Optimization) have been essential
skills to learn.

Customer Relationship Management (CRM): Was introduced to CRM tools to manage

customer data, segment audiences, and improve customer retention and loyalty.
 Chapter VI

FINDINGS, SUGGESTIONS,
AND CONCLUSIONS
6.1 FINDINGS

1RM is a profitable and well-known brand in the fitness industry. Since its inception, the
organization has been committed to providing its customers with best-in-class gym gears and
equipment along with other services. 1RM is committed to serve fitness enthusiasts with top
quality fitness equipment and accessories. They also build the best home gym, office, and
sports complex gym. They started the trend of performance accessories in India, such as wrist
support, BFR bands, squat shoes, knee sleeves and powerlifting belts. 1RM believes in every
aspect of life a person can perform- One Rep More!

Following are few of the findings from the study:

 Social Media Platforms: For a D2C brand, social media platforms like Instagram,
Facebook, Twitter, or LinkedIn play a very important role as most of the customers
find these emerging brands through these platforms only. Companies often share
updates, behind-the-scenes content, promotions, and interact with their audience
through social media.

 Website and Online Store: After social media, Visiting the D2C brand's official
website and online store is the next step of the customer. Here, they can browse their
products, learn about their mission, values, and story, and make purchases directly
from them.

 Storytelling: Storytelling plays a crucial role in building and promoting a direct-to-

consumer (D2C) brand. It goes beyond just selling products or services; it helps create
a deeper connection with the target audience and fosters brand loyalty. Effective
storytelling allows a D2C brand to connect with customers on an emotional level.
When people resonate with a brand's story, they are more likely to develop a sense of
loyalty and affinity towards the brand, making them repeat customers and brand
advocates.

 Influencer Collaborations: As we also say in Data Interpretation that most of the

customers got introduced to the brand through Influencer Marketing. But, keeping a
check on influencer collaborations is important as relatable, purpose-driven and
trusted influencers only can connect the audience to the brand.
6.2 SUGGESTIONS

Here are some common suggestions that can be implemented in an internet first brand:

 Identify a Niche: Find a specific niche or gap in the market where you can offer a
unique and valuable product or service. This will help you stand out from the
competition and appeal to a specific target audience.

 High-Quality Products: Ensure that your products are of high quality and align with
your brand's values. Providing excellent products will lead to customer satisfaction
and positive word-of-mouth.

 Sustainable and Ethical Practices: Incorporate sustainability and ethical practices

into your brand's DNA. Consumers today are increasingly conscious of their
environmental and social impact, and showcasing responsible practices can attract a
loyal customer base.

 Personalization: Offer personalized experiences and products tailored to individual

customer preferences. This could be achieved through data-driven insights or
interactive elements on your website.

 Engaging Content: Develop a content strategy that educates, entertains, and engages
your audience. Create blogs, videos, and social media content that resonates with your
target market.

 User-Generated Content (UGC): Encourage your customers to create and share

content related to your brand and products. UGC can be a powerful tool for building
trust and authenticity.

 Seamless Online Experience: Invest in a user-friendly and visually appealing

website that makes the online shopping experience enjoyable and easy. Ensure it is
mobile- friendly since many customers shop on their phones.
6.3 CONCLUSIONS

1RM is a profitable and well-known brand in the fitness industry. Since its inception, the
organization has been committed to providing its customers with best-in-class gym gears and
equipment along with other services. 1RM is committed to serve fitness enthusiasts with top
quality fitness equipment and accessories. They also build the best home gym, office, and
sports complex gym. They started the trend of performance accessories in India, such as wrist
support, BFR bands, squat shoes, knee sleeves and powerlifting belts. 1RM believes in every
aspect of life a person can perform- One Rep More!
 Chapter VII
SUMMARY OF THE PROJECT
 Appendix
 Bibliography
 7.1 APPENDIX

Questionnaire:

1. Name: -

2. Gender:
a) Male
b) Female
c) Prefer not to say.

3. Age:
a) 18-25
b) 26-35
c) 36-45
d) 45 and above

4. Occupation: -

5. How did you first hear about our brand?

a) Social Media (Facebook, Instagram, etc.)
b) Search Engines
c) Word of Mouth
d) Influencer Marketing

6. Did you engaged with our brand through multiple marketing channels before making a
purchase?
a) Yes
b) No
c) Maybe
7. How do you typically engage with our brand?
a) Social Media Interactions
b) Website Visits
c) E-mail Communications
d) Phone call with customer support
e) WhatsApp Communications

8. How effective did you find our E-mail newsletters in providing valuable information and
offers?
a) Extremely Ineffective
b) Somewhat Ineffective
c) Nuetral
d) Somewhat Effective
e) Extremely Effective

9. Do you think our Influencer Marketing efforts align well with our brand?
a) Extremely Ineffective
b) Somewhat Ineffective
c) Nuetral
d) Somewhat Effective
e) Extremely Effective

10. How likely are you to recommend our brand to a friend or family member?
a) Extremely Unlikely
b) Unlikely
c) Nuetral
d) Likely
e) Extremely Likely
7.2 BIBLIOGRAPHY

Books-
1. All Marketers Are Liars by Seth Godin
2. This is Marketing by Seth Godin

Links:

 https://www.adroll.com/blog/d2c-storytelling
 https://1rm.com/
 https://www.statista.com/topics/9783/d2c-market-in-india/
 https://www.statista.com/statistics/1280120/direct-to-consumer-market-size-india-by-
segment/
 https://www.6wresearch.com/industry-report/india-fitness-equipment-market-2020-
2026#:~:text=India%20Fitness%20Equipment%20Market%20registered,in%202017%
20it%20was%205114.