A STUDY ON MARKETING STRATEGIES OF SOCH APPARELS

INTRODUCTION

Indian Women’s Wear Market has grown rapidly in recent years as women’s clothing has become  increasingly accepted due to increased disposable income & increased employment of women.  India’s religious & cultural diversity, where various opportunities are celebrated, is one of the  major drivers of the women’s wear market in this country.

Every woman prefers to look beautiful without losing the essence of her unique charm. Prices are  not a big issue for women these days, especially for the working class. Most of them are financially  independent and expect clothes that enhance their self-esteem. These factors are driving the growth  of the market. The industry has grown rapidly, transforming traditional clothing into modern  designs. It’s about blending ethnic and western clothing to connect with young people. Factors  such as economic growth, ease of payment & other seamless experiences are driving the demand  in the market.

Denim clothing is more popular in metropolitan areas such as Delhi and Bangalore, where  consumers own twice as much denim clothing as consumers in other regions. Women like high quality clothing and are willing to pay high prices for clothing that meets their expectations. The  presence of natural fibers is an important identifier for high-quality garments.

The demand for traditional clothing is very high, but there is a working-class that is a small part  of the female population who choose formal clothing. They prefer Western costumes and  contribute largely to the consumption of formal clothing. Today’s women try to create their own  ensembles. They test clothing mixing and matching to create a new look. They prefer a favorable  environment for privacy and shopping.

India is becoming an increasingly central fashion industry, reflecting the rapidly expanding middle  class and fast-growing manufacturing industry. Strong economic fundamentals and tech-savvy,  have made India so important that international brands cannot miss this market.

To gain momentum in the traditional store environment, Indian players are focusing on innovation.  Retailers are using technology to enhance their shopping experience with digital marketing  displays.

Increasing disposable income for women and the standard lifestyle of female consumers raise  consumer interest in fashion trends. The proliferation of social media such as Facebook, Instagram,  Twitter, and other fashion blogs is driving awareness of the latest apparel trends and driving the  growth of the Indian women market. India’s religious and cultural diversity, where various festivals  are celebrated, is one of the major drivers of the women wear market.

A STUDY ON MARKETING STRATEGIES OF SOCH APPARELS, BALLARI

Ethnic wear for women is divided into three main categories: sarees, salwar kameez, and blouse  dresses. Sari is perhaps the quintessential Indian wear for women and has a market price of Rs  36,035 crore. This is the most widely accepted women’s wear in India. Although there is expected  to be a market shift from saree to salwar kameez or western clothing in urban and semi-urban  markets, saree will always be the predominant category of older and middle-aged women across  throughout urban and rural India. Surat, Varanasi, Ahmedabad, and Mumbai are some of the main  centers of saree making. Salwar kameez is another dominant genre in national dress. The level of  comfort offered by the salwar kameez has made it popular among working women. In rural India,  salwar kameez remains the preferred choice of young women.

Western clothing for women is classified into casual western clothing and formal western wear.  Denims are the most popular women’s casual wear. Formal wear is another promising segment of  Western clothing. The increasing number of working women has led to a demand for formal wear.  Companies are starting to realize the need of the hour and focus on exploiting this segment. Today’s  working woman is very concerned with her image. They are willing to experiment and do not want  to be left behind in this fashion era.

Contributing 38 per cent to the total apparel market of the country, the women’s wear segment is  fast moving with proliferation in the number of working women, which has led to increased  purchasing power of the Indian women. Although the women’s wear space is still largely  dominated by unorganized players, in the recent times, many modern players of national and  international repute have started entering the market. Technopak sizes up the market and outlines  the opportunities teeming in this segment.

The women’s wear market in India is emerging as a high growth potential market. International  players are showing interest and it is becoming more organized. It is also estimated that it will  grow at a higher rate than men’s wear in the country.

The increasing penetration of Internet, the increasing purchasing power of the women, high brand  consciousness and fashion sense has made e-commerce an important medium of shopping. The  online market is one of the major reasons in the growth of branded and premium inner wear in  semi-urban and rural market.

Women have become ready to experiment with fashion. They are exploring options based not only  on the value but also on the brand. E-tailing is also gaining popularity among women, which is  seeing great future prospects. Many online platforms are also coming with ideas of providing  customization to Indian women, when it comes to western formal wear.

Therefore, it will not be incorrect to say that Indian women’s wear market will see some major  changes in the near future.

This is the 21st century where what clothes we wear defines a major part of our personality. Our  youngsters are heavily influenced by western trends, but the love for ethnic wear is always going  to prevail. Most of the women prefer to go the ethnic way when it comes to casual wear and festive  wear and it is because of this reason we have numerous brands and designers coming up with loads  and loads of ethnic wear options to choose from.

Who doesn’t love to wear good clothes? With good clothing making a lasting impression on others  we tend to put our best foot forward on important occasions that our close to our heart. Be it a  wedding, a celebration, an office party, an anniversary, college fests, festive occasions, family  gatherings etc., we prefer traditional attire or ethnic

No matter how much we love that one pair of comfy jeans the amount of comfort and grace that a  saree, Kurtis or salwar suit can give is unmatchable. Women of every age, be it a home maker,  celebrity, a working women or a college going girl, ethnic wear is a favorite among all of them.

There is no denying that India is slowly turning into one of the most fashionable countries. With  several ethnic designers and brands coming up with stylish and unique ethnic wear, it’s the dawn  of a new traditional attire wear. These designers and ethnic clothing brands have given our ethnic  wear a global recognition.

It’s not just the adults who love some good ethnic wear but a lot of youngsters have showed their  interests and have taken to Indian ethnic wear which is one the reasons for more and more  designers experimenting with silhouettes to give an amazing fusion look. Indian ethnic wear is  slowly making their way back to the top. Not just us Indians but even women in the west have  showed their love for ethnic brands by sporting stylish ethnic wear from top designer brands in the  recent past. Ever since this happened we can see Indian ethnic wear making an appearance  anywhere.

The crucial part of maintaining good communication between a consumer and company is  Promotion, which aims at informing and persuading different audiences. Promotion is a  combination of actions that enables an organization to create awareness about a Brand, new  product or an existing one. What is more, it stimulates primary and selective demand decreasing  its price elasticity. Other objectives of promotion are encouraging a Product trial, identifying  prospects, retaining loyal consumers or reducing sales fluctuations. It also unites facilitating of  sales with marketing research that enables an organization to receive a Feedback from a market,  which is the main feature of communication process.

In order to achieve and maintain positive relations with consumers companies use Promotion mix  which includes advertising, personal selling, public relations sales promotion as Well the newest  addition- direct marketing. Organizations have a wide range of clearly defined and direct Medias that facilitate reaching to specified groups of clients with more personalized Messages. New media

consist of magazines, TV shows, product placements in music videos or Computer games, internet  catalogues and sending e-mails to loyal clients. That combination Creates a narrowcasting strategy,  in other words demising of remittances to narrow publics Diversity of promotion tools is a reason  for organizations to incorporate Integrated Marketing Communication (IMC) that deals with  creating coherent and logic system of Promotion. IMC can be described as idea of integrating and  coordinating communications.

Because of the fact that fashion is extremely wide industry with a high level of Competition, it  requires companies to differentiate themselves using specific techniques that are Characteristic for  the fashion marketing. These methods will be widely discussed in theoretical part of the thesis.  What is more, the assessment will be made which of them are the most likely to influence  customers’ purchase decision.

OBJECTIVE

• To identify the marketing strategies of the brand in Indian market.
• To evaluate the advertising effectiveness of the different advertisement campaigns.
• To identify different promotional activities performed by the brand in order to mark their presence in the market.
• To evaluate the customer satisfaction rate of the brand Soch.
• To Measure the Impact of Promotional Efforts by the brand.
• To know consumer response towards the products.
• Identifying market gaps to enhance their marketing strategies.
• Minimizing business risk by evaluating the customer needs and demands. ● Forecasting future trends to sustain in the market.

SCOPE

• The study covers the marketing strategies performed by the brand. ● The report is directly collected and verified by the organization. ● The extent of product diversity and geographic coverage in the organization. ● The number of market segments served.
• The number of marketing channels used.
• The role of branding.
• The level of marketing effort.
• The role of quality and pricing.

LIMITATIONS

• The study is limited only to the Bellary market.
• Due to the time constraint the information was gathered from dealer only. ● The information disclosed by the respondent may not be complete.
• Marketing research is not a complete solution to any marketing issue as there are many dominant variables between research conclusions and market response.
• Marketing research is not free from bias. The research conclusions cannot be verified. The reproduction of the same project on the same class of respondents give different research results.
• Inappropriate training to researchers can lead to misapprehension of questions to be asked for data collection

 CHAPTER – 2

RESEARCH METHODOLOGY

Research methodology simply refers to the practical “how” of any given piece of research. More specifically, it’s about how a researcher systematically designs a study to ensure valid and  reliable results that address the research aims and objective.

• What data to collect (and what data to ignore)
• Who to collect it from (in research, this is called “sampling design”)
• How to collect it (this is called “data collection methods”)
• How to analyze it (this is called “data analysis methods”)

In a dissertation, thesis, academic journal article (or pretty much any formal piece of research), you’ll find a research methodology chapter (or section) which covers the aspects mentioned above.  Importantly, a good methodology chapter in a dissertation or thesis explains not just what  methodological choices were made, but also explains why they were made. IN other words, the  methodology chapter should justify the design choices, by showing that the chosen methods and  techniques are the best fit for the research aims and objectives and will provide valid and reliable  results. A good research methodology provides scientifically sound findings, whereas a poor  methodology doesn’t. We’ll look at the main types of data collected in rescinding.

• Primary Data: Data that has been generated by the researcher himself/herself, surveys, interviews, experiments, specially designed for understanding and solving the research problem at hand.
• Secondary Data: Using existing data generated by large government Institutions, healthcare facilities etc. as part of organizational record keeping. The data is then extracted from more varied data files. Due to the time constraint and pandemic situations, the study  is based more on secondary data. 

The primary data consists of store profile which was collected by personal interview with the store  manager. Wherein the secondary data includes literature review, industry profile, company profile,  model specifications, area profile, theoretical background and data for analysis and interpretation  which was collected from the internet sources.

Since the study has been aiming to examine different fashion marketing strategies used by Soch  as well as evaluate which of them have been the most appealing to the companies’ customer base,  the best solutions were to acquire the data from different perspectives. 

That is why the nature of data gathering was both qualitative and quantitative. Mixed methods are  usually used to develop a more complete understanding of a stated problem or to examine

processes/ experiences along with outcomes. To begin with, qualitative research focuses on words  instead of numbers. Hence, it may get a lot of criticism that the research method is too subjective  or hard to replicate.

Data Collection

Data collection was based on two types of data, secondary data and the primary one. The secondary  data is extremely useful in better understanding the problem behind the research questions. In this  case it was derived from the fashion marketing literature, scholar articles, fashion blogs and  companies’ websites. The primary data is generally defined as observations, experiments,  questionnaires and interviews. It included a semi-structured interview with the assistant marketing  manager of reserved brand. What is more, questionnaires with mostly close-ended questions were  provided to polish students through an online platform. Interview questions as well as  questionnaire questions were designed in the manner not to be influenced by an interviewer,  however it cannot be guaranteed that individuals were not affected by any disturbances in their  environment. 

Hence, the study is to a large extent grounded on secondary sources in order to grasp information  missing in the interview and questionnaires. The sources were examined thoroughly to meet the  requirements for validity and reliability. The approach called systematic combining was used when  analyzing the data, which is not focused on verification and accuracy. It is rather claimed that  multiple sources may contribute to discovering new dimensions of the research problem.

The questionnaires covered students, which represent fashion consumers. On the other  Hand, the interview presented professionals’ perspective. 

However, time span, geographic distance and language barrier did not leave much choice to  conduct wider research. Though, the questionnaires and interview helped to generate data about  the most effective fashion marketing strategies used by high street fashion brands, yet with a higher  number of participants especially marketing directors, visual merchandisers and sales assistants  the results would be more valid. When it comes to validity of secondary data it was derived from  the topic-oriented literature and fashion marketing websites. Because of the fact that this data is  based on scholars’ knowledge and fashion experts’ opinions as well as companies’ published  information, it is likely to be valid. 

Reliability of the research could be questioned. The primary data was collected through The online surveys and interview, so it cannot be certain that respondents were completely honest  band the accuracy of the responses cannot be guaranteed. Although data was gathered from  different sources, the results might vary depending on time, geographical area and people. As  previously mentioned, compared to other industries, the fashion market is extremely fast paced.

Subsequently, the results may vary in the case of different time span or with a higher number of  participants. Nevertheless, if the same sampling methods would be practiced in near future,  surpassingly results could be similar, hence reliability of the study is likely to be suitable.

Primary Data

The data following subchapters is derived from qualitative as well as quantitative studies  Which were conducted in the form of a semi- structured interview and online questionnaires. The  collected data is analyzed.

Secondary Data: Using existing data generated by large government Institutions, healthcare  facilities etc. as part of organizational record keeping. The data is then extracted from more varied  data files.

Due to the time constraint and pandemic situations, the study is based more on secondary data.  The primary data consists of store profile which was collected by personal interview with the store  manager. Wherein the secondary data includes literature review, industry profile, company profile,  model specifications, area profile, theoretical background and data for analysis and interpretation  which was collected from the internet sources and sales records of the store.

 CHAPTER – 3

LITERATURE REVIEW  

Marketing strategy is a construct that lies at the conceptual heart of the field of strategic  Marketing and is central to the practice of marketing. It is also the area within which many of the most pressing current challenges identified by marketers and CMOs arise. We develop a new  conceptualization of the domain and sub-domains of marketing strategy and use this lens to assess  the current state of marketing strategy research by examining the papers in the six most influential  marketing journals publishing such papers over the period 1999 through 2017. We uncover  important challenges to marketing strategy research—not least the increasingly limited number  and focus of studies, and declining use of both theory and primary research designs. 

However, we also uncover numerous opportunities for developing important and highly relevant new marketing strategy knowledge—the number and importance of unanswered marketing  strategy questions and opportunities to impact practice has arguably never been greater. To guide  such research, we develop a new research agenda that provides opportunities for researchers to  develop new theory, establish clear relevance, and contribute to improving practice.

Developing and executing marketing strategy is central to the practice of marketing. Recent reports  regarding the top challenges facing marketers reveal numerous questions within the domain of  marketing strategies. As a result of its centrality to practice, marketing strategy is also a key area  of business school pedagogy, pivotal in marketing theory explanations of firm performance, and a  focus of inquiry among academic researchers. 

The major review of research in marketing strategy was undertaken by Varadarajan  & Jayachandran (1999). Clearly, much has happened in the worlds of both practice and research  in the past twenty years, making the present study needed and timely. This study therefore  undertakes a comprehensive review of the strategic marketing literature since 1999, with three  specific objectives: 

(a) To develop a framework through which to assess the current state of research conducted within  marketing strategy.

(b) To illuminate and illustrate the “state of knowledge” in core sub-domains of marketing strategy  development and execution.

(c) To develop a research agenda identifying aspects of marketing strategy that require greater. In  addressing these objectives, this study makes a number of contributions to strategic.

Definition of marketing strategy: 

“Marketing strategy is an organization’s integrated pattern of decisions that specify its  Crucial choices concerning products, markets, marketing activities and marketing  Resources in the creation, communication and/or delivery of products that offer value to  Customers in exchanges with the organization and thereby enables the organization to  Achieve specific objectives.” (Varadarajan) 

In line with this, the marketing literature broadly indicates that a firm’s marketing efforts  Impact its marketplace and economic performance through the formulation and implementation of  specific patterns of resource deployments designed to achieve marketing objectives in a target  market.

This formulation-implementation perspective suggests that goal setting and marketing strategy  development systems are used as future-oriented decision-making frameworks to define desired  goals and identify and select marketing strategy options that may enable these goals to be  accomplished, followed by a period of enactment in which firms seek to operationalize the  intended marketing strategy decisions to achieve the desired goals.

From this perspective, marketing strategy formulation involves managers making explicit “what”  decisions regarding goals and the broad means by which they are to be accomplished in terms of  target market selection, required value offerings and desired positioning, timing, etc. While the  literature has consistently distinguished between strategy formulation and implementation, both  the marketing and strategic management literature.

INDUSTRY PROFILE  

The Indian apparel industry is the second largest contributor in the retail industry after food and  grocery. The promising growth rate of 8.1 percentage makes the Indian fashion industry prominent  in the retail sector. Indian domestic apparel market is estimated to be US $54 billion in 2018 and  will grow at a CAGR of 8.1 percent in the next decade and is projected to grow to US $118 billion  by 2028. 

India has the world’s largest youth population, which is becoming fashion conscious owing to  mass media and social media penetration. This has opened unprecedented retail market  opportunities. With a GDP growth rate of 7.2 percent, India has an edge over developed markets  of the US and EU, which are growing at ~2 percent and ~2.5 percent respectively. The developing  nations will drive future apparel consumption globally and India is one of the major consuming  nations. Favorable trade policies, increased penetration of organized retail, among other factors,  contribute to making the Indian fashion industry attractive for investors.

INDIAN ETHNIC WEAR MARKET 

The total share of the Indian ethnic wear market is approximately US $17.18 billion (`112,893  crores) and stands for approximately 32 percent of the total Indian apparel market and is expected  to grow in the future. The ethnic wear segment includes men’s ethnic wear, women’s ethnic wear,  boys wear and girl’s wear.

The women swear segment is the single biggest category in Indian ethnic wear with a share of 81  percent in the total category. The increasing consumer demand of Indian wear segment can be  estimated with the increasing scale of brands like Manyawar, Biba, W, FabIndia, etc. These brands  focus on making the shopping experience easy and are coming up with ideas like fusion wear,  which is both Indian and easy to carry. Online presence of big ethnic wear brands and acceptance  of ethnic wear among youth have also given rise to this sector. Men’s and women’s ethnic wear  together contributes around 90 percent to the sector. The increasing acceptability of people towards  Indian wear has given rise to the segment. 

The kids’ ethnic wear market was approximately US $1.6 billion in 2018 and is expected to grow  at a CAGR of approximately 8 percent by 2028. Brands like BIBA and First Cry offers a huge  variety in kids’ ethnic wear. For Diwali season 2019, First Cry promoted its ethnic wear  merchandise through a video that was uploaded on their YouTube channel and was also promoted  through television. Brands are catering to this segment and see 

Huge growth potential in the sector.

Increasing acceptance of ethnic wear has opened new doors for brands like Flyrobe, Stage 3, Rent  a Closet, The Clothing Rental and many more. These brands offer ethnic wear by renowned  designers and make them affordable for the normal public. In recent years, there has been an  increase in companies offering the rental service especially in ethnic wear. As the Indian ethnic  wear market is expected to grow in the coming years the brands offering rental service are also  expected to increase their business.

In recent years, ethnic wear is not only occasional wear; it has become part of our everyday wear  as well, especially in women swear. Traditionally, ethnic wear was difficult to carry on a daily  basis and with Indians turning towards western wear, the acceptance of ethnic wear declined.  Brands came up with the concept of fusion wear and everyday ethnic wear like kurta, pants and  leggings, which is also easy to wear.

With an upcoming concept of comfortable clothing at the workplace, many companies have started  to accept ethnic wear like kurta and Indian dresses as part of Formal wear. Also, in recent years  there has been an increase in the number of working women which has impacted the acceptance  of ethnic wear at workplaces around the country.

• THE INCLINATION OF YOUTH TOWARDS ETHNIC WEAR:

India has the lowest median age across key developed and emerging countries of the world. These  younger consumers are indulgent and are well-travelled, brand conscious and well connected.  They have higher spending power and are open to experiment and explore. There has been a  decline in age dependency (the ratio of the dependent population size to the working-age  population size). This has led to an increase in the family overall income which in return has led  to a rise in disposable income thus increasing the overall buying capacity of Indians. Increased buying capacity of youth has led to an overall increase in their spending on apparel, thus increasing  their spending on ethnic wear. The inclination of Indian youth has increased towards ethnic wear,  as it has become comfortable and more fashionable.

COMPETITION ANALYSIS  

The world has been fascinated by the evolution of Indian women’s fashion over the years. The  Indian apparel industry has broadened, and India is clearly becoming one of the most fashionable  countries of the world. With India having the world’s largest youth population, all of which are  turning fashion conscious owing to mass media and social media penetration. This has also opened  gates for more innovation and competition within the fashion industry. India is blessed to have  some of the most amazing ethnic brands which include a number of renowned designer wear sold  by fashion designers as well as some equally good local brands catering to the needs of Indian  women.

There is no doubt that the Indian fashion economy and the rate at which it is growing owes its  transformation to some of our extremely talented Indian designers who put their heart and soul and  made a mark globally. Their unique style and creations have left celebrities and fashion-conscious women speechless.

With India compromising women of different nature, culture and class, the fashion apparel has  varied substantially across the country. The demand in apparel leans more towards ethnic wear.  Western wear might be getting all the love as the increase in number of working women has fueled  the women’s western wear market. But many working women prefer a simple Salwar-kameez or  a Saree for its traditional neat approach and the comfort level is has to offer. With western trends  gaining leverage in India, it has given way to a new ethnic form known as the fusion wear, having  elements of both Indian and western to it.

Women’s wear in India has been dominated by ethnic wear with a total whopping share of 66%,  clearly showing that ethnic wear is the domination apparel when it comes to clothing in India.

Online shopping has taken over India rapidly and Indians have opened up to e-commerce. It has  touched every person’s life. One of the things that has seen a phenomenal change is the apparel  sales for online shopping has bridged the gap between brands and consumers. Availability is no  more an issue. Many apparel brands who do not have their retail outlets in semi urban areas have  been able to reach the whole of India via E-commerce. Hence Indians now have wide range of  good quality apparel delivered to their doorstep. 

In India, with improvised quality and trends provided to consumers by various fashion labels, people have taken to apparel which is premium and have huge discounts on them. One of the most  sold out and discounted apparel is the ethnic wear which has led to many e-tailors to launch their  private fashion labels to meet the demands of the consumer. The best part about shopping ethnic

Indian wear online is that you can return if you do not like the color/print or fit of the fabric you  have bought plus you can buy the apparel in any size that fits you. I myself am a great shopper and  have bought tons of ethnic kurtis and anarkalis online and have not been disappointing by the vast  collection of ethnic wear online shopping websites have to offer. Now that festive season  (Dussehra and Diwali right around the corner) is almost here, men and women would want to  flaunt the best of the festive ethnic wear .So we’ve compiled today a list of our favorite brands that  you’ll definitely love to try and will enjoy these outfit pieces like we’ve enjoyed them. Here we  have tried to answer everything related to your most frequently asked question ‘What are the Indian  clothing brands one can invest in?’ 

Ethnic Wear Brand Names Majority of Indian women prefer to wear ethnic outfits in India, which  is why there are many Indian brands catering to this need. Undoubtedly ethnic wear looks  understated, elegant and you can always add hints of your own style into it as the way you dress  is a reflection the inner you. Few of the famous brands like Global Desi, Soch, Rain & Rainbow  and Biba have a good collection. If you are looking for designer ethnic wear many individual  fashion designers have launched their collections online and our favorite picks among them are  Anushree Reddy, Shymal & Bhumika and Anita Dongre. Buying a designer label would be an  investment as ethnic wear will never go out of fashion and you can flaunt these pieces for a number  of occasions. These designer ethnic outfits are priced at higher rate and not all of them would be  able to afford an outfit from these fashion labels which is why we will be talking about ethnic  brands from both categories, designer fashion labels and affordable yet stylish ethnic band options  for you to choose from.

Just remember that each and every woman’s ethnic wear brands have their own unique sense of  style, whether we talk about their designs, fabrics or their product categories. Knowing beforehand  that they have in their collections will make it easier for you to make a quick and wise decision  while shopping.

Today we will be discussing about few of the most popular Women’s ethnic wear brands that have  taken Indian fashion Industry by a storm. Also, lookout for a few quick tips which we will be  sharing with you about which brand to look for a specific ethnic dress. Also, all of these ethnic  wear brands are available online. Best place to buy Indian clothes online would be Flipkart,  Amazon India, and Paytm Mall, Myntra, Meesho and individual brand website.

1. BIBA

BIBA is an Indian brand that has played a dominant role in women’s ethnic wear segment in India.  They offer contemporary and trendy ethnic wear offline and online at a much-budgeted price. The  popular brand owns a diverse range of ethnic apparel consisting of kurtas, salwar-kameez sets,  dupattas, bottom-wear, Patiala-suits, mix and match apparel, floor-length anarakalis and many  more other combinations. With BIBA you will have the best of trendy ethnic wear as per the  requirement of the event and your mood. The word ‘BIBA’ is a Punjabi word meaning a young,  pretty girl, and you are sure to look both in it.the most impressive part about BIBA is that it has a  wide range of clothing that offers accumulation for young girls from age two onwards, so next  time your little fashionista demands something trendy for festive wear you know where to shop  from.

We love their spring-summer collection, mix – match collection and their incredible range of indo  -western outfits.

Biba Fashion is an Indian fashion brand for women and girls founded by Meena Bindra in 1988  from her home in New Delhi, India. It has more than 150 brand outlets and 225 multi-brand outlets.  Biba recorded sales of INR 600 crore in 2014-15.

2. Rain and Rainbow

If you are fond of a lot of color and traditional Rajasthani elements in your ethnic wear, then  Rain and Rainbow can easily become your one stop destination. This is one of our most favorite  brands to shop from among all the ones we have listed today. All their ethnic outfits have the  rich Indian ethnic sense. Filled with beautiful colors, combinations, eye-pleasing prints, intricate  embroidery and thread work, their traditional collection will definitely help you to get that  perfect ethnic outfit for this festive season.

Rain And Rainbows a lifestyle brand based in Jaipur, India. They bring you the latest  international trends of prints, color and style yet keeping the ethnic Indian look alive.

3. 3. Global Desi

The name ‘Global Desi’ says it all. This brand is an Indian-inspired youthful, colorful and boho chic label which has a global appeal to all its outfits. Due to its combination of Western and Indian  rich heritage, it is widely popular among the youth of India. Every woman who has a taste for  vibrant Indian prints and rich textures and colors will love their collection! Their latest 2018 festive 

collection with Kangana Ranaut as brand ambassador, absolutely gorgeous trendsetting ensembles  up for buying! The brand is a feather from the portfolio of the Anita Dongre Label. Curated specially for the women who use fashion as a tool to express their individuality, Global  Desi seamlessly fuses two distinct worlds. A coveted fashion name found in 2007, today the brand  is synonymous to a free-spirited, creative, open-minded, and avant-garde attitude. Each collection  is predominantly inspired by India’s rich heritage of colours, textures, and prints which are  combined together to appeal to an international audience as well as closer home. Global Desi is  currently available at 117 exclusive brand outlets and 272 multi-brand stores across the country.  The brand opened its first outlet in Mauritius in 2013.

4. Rangmanch/Akkriti by Pantaloons

Pantaloons, one of India’s leading fashion and lifestyle retail format launched their in-house lines  that celebrate Indian ethnic styles with their cutting-edge designs. Few of their Ethnic wear  exclusive brands include the mix-n-match range by Rangmanch, fusion wear by Akkriti and  occasion wear by Trishaa. Those who love creating new outfits by mixing and matching their  ethnic pieces will love the Rangmanch collection while those who like unconventional designs and  styles can opt for Akkriti label.

Pantaloons is a playground where we enjoy the privilege of serving our customers to enable  their fashion journey. We strive to make shopping a playful, joyful & engaging experience for  our customers by helping them take steps towards being their fashionable best.

With over 24 years of retailing experience, Pantaloons, a division of Aditya Birla Fashion and  Retail Ltd. is one of the most loved fashion brands in India with 344+ stores spread across  170+ towns and cities in the country. We offer a versatile collection & retail over 100 licensed  and international brands, including our exclusive in-house brands.

5. W for Woman

‘W for Woman’ was among the very few to introduce the concept of ‘Mix n Match’  in retail. Popular for its fusion wear, it is one of the most trusted brands when it  comes to ethnic wear brand in India. The brand takes inspiration from the latest  fashion trends & forecasts from the west and transform them into silhouettes and  styles acceptable to the modern Indian woman. Their ethnic wear is by far the most  conventional and provides outfits for every Indian woman. The first Indian brand for  women that caters the perfect ethnic wear to every Indian woman’s shape, fits and  size as it offers up to 7 sizes instead of regular 3 sizes. W for woman clothing line  can be enjoyed not just by Indians but also Indian women settled abroad as they have  their exclusive stores all around the globe.

COMPANY PROFILE

Soch is a renowned Indian retail brand for ethnic clothing. Launched at Bangalore in 2005, Soch  has grown to retail through 77 locations across the country which includes cities like Bangalore,  Chennai, Mangalore, Mysore, Mumbai, Pune, Coimbatore, Hubli, Belgaum, Salem, Hyderabad,  Vijayawada, Bhopal, Kanpur, Lucknow, Vizag, Indore and Cochin. Through its innovative use of  traditional crafts and exquisite Indian fabrics sourced from across the country, Soch offers an  exclusive collection of ethnic wear crafted to perfection.

Soch, Fusing Its Way into India’s Ethnic wear Industry As the women swear category is growing  and changing with the day, the ethnic wear segment has too undergone a transformation in order  to remain relevant and trendy and has included in itself a hint of western wear thereby introducing  fusion wear for the discerning women by Tanya Krishnan.

Like all categories of fast fashion, ethnic wear segment too has undergone a major transformation  wherein it has included in itself a new category altogether which is a mix of Indian and western  wear-fusion wear. While the trend is new, the majority of women’s ethnic wear brands are now  entering into the segment in one way or the other. The growth in ethnic wear has been subtle and  factors like changing lifestyles, rapid urbanization and increasing fashion awareness have  constantly given it a boost over the past few years. According to a study by Technopak, India’s  ethnic wear industry is currently pegged at over Rs. 82,200 crore and is expected to grow to Rs.  1,26,210 crores by 2019. This market is dominated by the women’s ethnic wear segment, which  constitutes 83 per cent of the business.

Fusion wear has revolutionized the industry to such an extent that topnotch brands like Soch, Biba,  W, etc. have added an element of the same in their collection. “We are confident that the ethnic  wear market will witness good demand generation. This is going to be backed by rise in disposable  income among the growing middle-class, influence of social media and celebrities as well as easy  accessibility to e-commerce and Omni channel routes. A crucial part of demand generation will  come from Tier-2 and Tier-3 cities as consumers are aspirational. In our next phase of expansion,  we are definitely looking to increase our footprints in these towns. Currently we largely service  them through our e-commerce and Omni channel routes,” maintains Vinay Chatlani, CEO, Soch.  With the trend…

A peek into the women swear trend brings to the fore the fact that Indian ethnic wear is facing stiff  competition from the western wear segment which has made strong inroads into the Indian  woman’s wardrobe, across the country. And this has led the brands in the ethnic wear genre to  revive their collection and give them a fresh and modern twist thereby attracting women to try an  entirely new range of collections and this cult of Indo-western wear is proving to be a boon for the  ethnic fashion industry. 

Soch is one such brand which has fashioned itself to cater to the Indian woman’s desire for ethnic  clothes with a trendy twist as this makes total sense since this territory is growing by 15-20 per  cent a year. “Soch finds a prominent place in the wardrobes of Indian women because of its  exclusive designs that keep pace with the rapidly changing trends in ethnic fashion. Our strength  lies in the ability to respond nimbly to market needs. From being a pure ethnic player in the initial  days, Soch has today transformed into a stylish designer brand that retails fusion products such as  tunics, palazzos, fusion suits and stoles, apart from traditional staples such as salwar kameez, kurtis  and sarees,” asserts Chatlani.

Targeted at the modern woman largely in the age group of 22 to 35 years, Soch offers kurtis, a  range of bottoms including Patiala salwar, palazzos, leggings, jeggings, skirts, stitched and  unstitched CD sets, kurti sets, Ghaghara choli sets, sarees, etc. The ratio of sale for topwear to  bottom wear.

Furthermore, with the growing population of working women, there has been a new demand for  ethnic and fusion work wear as well. 

Chatlani prides, “Soch has always been at the forefront of combining style with comfort in women  swear. Women are an integral part of our workforce, and it was a natural progression for us, as a  brand, to venture into work wear and launch a line that combines the best of the ethnic flair that  Soch is known for, artfully integrating it with contemporary silhouettes and trends and creating a  work wear range. This range has been received very well by the consumers and the performance  has been as per expectations.

What goes in the backend?

Unlike women’s western wear brands which are heavily influenced by the seasonal calendars  followed in the West, Soch does not work on the basis of regular seasons. “We are a fast fashion  model and provide new styles to our stores every month. With more than 52 catalogues in a year, we are effectively launching new collections every week. Outside of our catalogues as well, we  launch multiple concepts and products, providing fresh styles to our consumers every time they  walk in,” boasts Chatlani.

Vinay Chatlani, CEO, Soch

The brand also customizes its products in few categories and offers a wide range of merchandise  in different colors, silhouettes, fabrics, etc. to cater to a diverse country like India. So, what really  goes into making this possible and keeps the brand ahead of trends in the category? Soch does not  own its manufacturing units and all the manufacturing is done by its trusted vendors — both  domestic as well as international. While the lead time varies from product to product based on the  quantity and complexity of the manufacturing process, typically Soch’s sourcing cycle is anywhere  between 30 to 90 days.

For Chatlani, sourcing from either the domestic vendors or exporters has its share of advantages  as well as disadvantages. “The advantages of going to an exporter lies in the scale, as exporters  generally have a bigger set-up. Hence, for bigger order volumes, it usually is better to work with  exporters. Domestic manufacturers, on the other hand, are cost-competitive and are more willing  to do smaller quantities,” he explains.

Brand Visibility

Soch has sensed the Indian market and understands that brand visibility is what will help it going  forward. An expansive retail presence is what Soch abides by. The brand retails through 120 EBOs  across 43 cities and 72 shop-in-shops across the country beside e-commerce websites including  Myntra, Flipkart, Amazon, Jabong, etc. The brand also caters to its consumers outside India  through its international site. With the inception of in-store technologies, there has been a complete  revolution in the offline retail experience, and every other brand today is now working towards it.  Soch too has equipped its stores with multiple tools to enable great customer experience. “We have  implemented a display technology solution composed of video walls and tablets, linked by a  central content management system which helps us play content linked to stock currently in stores. 

Not only has it helped bring the merchandise alive to the consumer by showcasing it on video, but  it also promotes offers live in stores in real-time, and helps in conversion at the point of sale by  helping consumers appreciate product details like flow, looks, ensemble, etc., in a better way. We  have also launched omnichannel retailing, with the capability to deliver sizes and styles not limited  by the store’s physical inventory. This has helped ensure better consumer satisfaction and  minimize sales loss,” prides Chatlani. Soch offers its consumers a premium retailing experience  wherein they can find easily what they are looking for.

In terms of store presence, while 65 percent of Soch’s stores are in Tier-1 cities or metros, the  remaining 35 percent cater to the growing market of Tier-2 and Tier-3 towns. “There has been a  crucial amount of demand generation from Tier-2 and Tier-3 regions as consumers are becoming  aspirational by the day. While we are fairly new entrants to MBO and LFS, we see larger growth  in terms of touch points here. In terms of revenue generation, all tiers are doing well for us while  Bangalore is doing exceptionally well. 

The East and North Indian markets are very big, lucrative, and exciting and we have just started to  explore them. We are a brand building stage in Delhi as a territory and are looking to continue to  delight consumers in newer markets. We even plan to aggressively expand our foothold in East  and North markets while continuing to grow in the South and West,” informs Chatlani.

Even as the ethnic wear category remains dominated by the unorganized sector with 85 percent of  the market controlled by them, the differentiating factor, that is, the growing demand for fusion  wear is giving the organized sector an edge. Also, factors like consumers increasingly looking for  convenience, comfort, and style in ethnic wear, among others, are driving the growth of the  organized sector as well as ready-to-wear ethnics rather than ready-to-stitch. Soch has also been  at the forefront in keeping its consumers engaged with the brand using brand campaigns, bi-annual  sales, and its loyalty program.

With a detailed brand strategy in place, Soch clocked Rs. 375 crores in the previous financial year  and is hoping to register a turnover of Rs. 490-500 crore by the end of FY ’20, registering a growth  of 20-25 percent every year. Going forward, the brand is planning to ‘essentially double its  footprint’ in the next 3 years besides expanding its product offerings. “Last year, we forayed into  our week wear collection which is everyday fashion for all occasions.

We have introduced Kurti suits with jackets, tunics with embroideries and pin tucks, as well as  work-appropriate Kurtis which can be paired with fashionable bottoms to carry the look from  office to party wear. We are continuing to innovate with new fabrics which are a blend of cotton  and polyester. They allow breathability and are easy to maintain. Our fits are relaxed with  functional elements like pockets keeping in mind the requirements of the customers,” informs  Chatlani.

Soch has worked towards offering the best to its consumers during its 12 years of journey and  imbibing the recent fusion trend is just its way of conforming the brand to today’s fashion industry  and the needs and demands of its consumers,” concludes Chatlani.

DEALER PROFILE

Soch apparels looks forward to building the most impactful brand with strong presence across the  globe hence Shubham and company also contributed towards the growth of the brand by setting  up a franchise of Soch apparels at an accurate location to attract large number of audiences.

Shubham and company established the store on 1 September 2019, it is owned by Mr. Ashok  Bhyri, Mrs. Ashwini Bhyri, Mr. Channabasappa and Mr. Sharanabasappa.

Soch as a brand is proven to be scalable as it carries over 1000 different styles across its product  categories and it disrupts the seasonal fashion convention. It also adds new inventory every  fortnight.

Soch apparels has dedicated teams to design its franchise such as interiors of its store to maintain  its authenticity. 

The outlet seamlessly displays its best products to ensure it makes an impact on the viewer’s mind. 

Franchise Model: 

– FOFO model (Franchise owned Franchise Operated)

In the FOFO model, the company licenses its brand to the franchisee for an agreed time  and consideration. Prices and merchandise are decided by the company. In this model  franchisee is the owner of the store and it bears all the operational cost. The Franchisee has  to provide an assured percentage share of revenue to the company.

– The dealers own the operational expenses

– Soch apparels are responsible for the advertisement and promotional activities – Changes the stock every fortnight 

– Stocks are sent to the store by the organization sale or return basis

PRODUCT SPECIFICATIONS

KURTIS 

Kurtas have always been iconic, and their popularity is still going strong in the present  times as well due to the level of comfort and  convenience it provides for everyday wear.  Soch has taken the traditional attire and  transformed it radically, incorporating a mix  of modern and traditional elements and  motifs. The latest kurtas online from Soch are  show stopping pieces made by some of the  best craftsmen in the country. The kurta  designs are either made with embroidery, 

prints, and dye techniques. A beige kurta with  coffee brown prints in detailed ethnic  designs, topped with the famed mirror work  is a sight to behold. Dressing in one of these  lets you ooze in traditional style and  sophistication. Or how about the simple but  elegant chikankari kurta designs on fabrics of  pastel pinks, greens and creams. If you desire  to bring some Rajasthani vibe to your look,  why don’t you try the famous leheriya tie &  dye printed kurtas in tints of teal and blue. To  get you into the centre of attention are kurtas  in bold colours, made alluring with a medley 

In modern usage, a short kurta is  referred to as the Kurti, which is the attire of  females. However, traditionally, the term  Kurti refers to waist coats, jackets, and  blouses which sit above the waist without  side slits. A blend of traditional artistry and  modern design, Soch’s array of ethnic wear  online keeps you rooted and fashion-forward  as well. Crafted from the goodness of looms  and tailored by hands that care for every  detail, these are a delight to wear and  extremely comfortable for day-to-day life. 

of geometric prints.  

SAREES

Or want to stand out in traditional formal 

wear, Saree is the quintessential Indian wear 

that can be altered in multiple ways. At Soch, 

you can now buy exclusive sarees online and 

choose from fabrics such as organza, silk, 

chanderi silk, georgette, ethnic wear for 

women, and many more. With captivating 

colors and bold patterns and print, Soch 

offers an array of options for formal, casual 

as well as occasion wear.

Saree, the traditional Indian outfit that was 

adorned since ancient times has developed a 

special place in the hearts of not only Indian 

women but also women around the globe. Its 

sensuality and elegance have given it an 

international appeal and today we often see 

designers coming up with fun, edgy and 

modern designs that cater to the modern 

woman. Whether you opt for a 3.5- or 9-yard

saree, it can be worn and styled in different 

When it comes to Indian fashion, the saree is  considered to be the classic outfit that  outranks every other garment. There’s no  doubt that a saree accentuates a woman’s  beauty and adds a dash of elegance.  Traditional, trendy and stylish sarees are the  most fashionable attire that has also gained  global recognition. It can be worn in several  different ways and almost on every occasion.  Whether you decide to opt for a heavy bridal  saree for a wedding 

ways. In India, every culture has its own way  of draping a saree and made using rich fabrics  with tremendous craftsmanship and artistic  finesse. Bearing in mind the need of the  modern generation, Soch has designed a  beautiful collection of designer sarees  dedicated to offer comfort, style and panache.  Embellished, embroidered or sheer, Soch  designer sarees online are available for every  occasion and mood.

SUIT SETS 

Something that you cannot forget. So 

beautifully woven in threads of gold, silver, 

and any color you can think of, the designs in 

floral, sequins, boho, and geometric appeal 

greatly to the eyes. 

An attire that always remains in fashion is the 

much-loved and evergreen salwar kameez – a 

favorite comfort and style wear across India. 

Suit Sets have been popular for centuries and 

now Soch is taking this outfit to a whole new 

level rendering them in a fusion of 

contemporary, traditional and ultra-modern 

designs. Available to you are designer salwar 

suits in rich fabrics of the famed chanderi 

silk, the soft and delicate muslin, the 

beautifully patterned net, and the textured 

crepe. Other textiles to explore are the 

shimmery dim cotton silk, flowy georgette 

that gives a nice drape, the ever-comfy cotton 

Indian traditional clothing with its one-of-a kind styles, designs, and colors adds charm  and grace to a woman. With its popularity  soaring high, Soch takes Indian ethnic outfits  to another level by merging modern and  traditional elements, producing a never before-seen collection of trendy ethnic attire.  Look mesmerizingly beautiful in the latest  women’s salwar suits dyed in rich dark hues  of royal red, navy blue, magenta, and black.  You can choose from fabrics that not just  look but feel good as well. The designer  salwar suits let you feel oh so comfy in  chanderi, crepe, georgette, and flex. The  salwar suits designs are 

and the versatile polyester. A great supporter  of natural beauty, Soch believes that women  are created beautiful in every size and so in  every size you will find breathtaking designer  salwar suit sets online from Soch. From  comfy 2XL to the normal L to the petite S,  Soch always has something special for all  women.

TUNICS / DRESSES 

Wind. Soch believes that every woman is 

beautiful in her own right and so has created 

breathtaking tunic tops in every size, starting 

from XS to 3XL. For a flattering look, choose 

tunic tops for women in elegant a-lines, 

playful-looking flared, or the sophisticated 

regular fit – whichever suits your body type. 

Soch has created beautiful tunic tops for 

women for all occasions and seasons. So, 

grab one of your favorite tunics online and 

flaunt them in style.

Soch specializes in offering ethnic clothes 

rendered in contemporary designs and styles, 

making you a style icon of the times. For a 

classier look, opt for a flared tunic top in a 

solid hue of rich rose pink with a black 

geometric border or if you want to go 

traditional, a flared black tunic with cream 

ethnic prints is enough to do the trick. Also 

get experimental with flamboyantly dyed 

tunic tops in a chaotic mix of white, orange 

and black, or something that looks like 

Tunic tops for women from Soch created in a  mix of hues and eye-catching designs are  stylish garments for casual occasions that get  you in the spotlight. To get the playful look,  you can pair them up with breezy skirts and a  cute little hat. You can get stylish tunic tops  tailored in high-quality fabrics like silk or  linen. The best ones for sultry summer days  are cotton tunics in pastels of pink, blue and  green. For a smooth feel, why not opt for the  chanderi silk – a favorite fabric of many or go  for a flared georgette tunic that looks pretty  when it flutters in the 

abstract pieces of art. If you are the type that  loves simplicity and elegance, there’s also  something for you – tunic tops for women in  bold colours of yellow, red, navy blue and  lots more. Soch has something special for  every woman and so get ready to shop for  your favorite designer tunics online with  matching bottoms and level up your style.

 AREA PROFILE

Bellary is a major district in Karnataka state, India. It is located in the north-eastern part of  Karnataka. This district is one of the biggest districts in Karnataka. It is nicknamed as the city of  iron ore’. This district is one of the biggest districts in Karnataka. Bellary district is spread from  southwest to northeast and is situated on the eastern side of Karnataka state. The district is 15° 30′  and 15°50′ north latitude and 75°40′ and 77°11′ cast longitude. The geographical area is 8447Km². 

This district is bounded by Raichur district on the north, Koppal district on the west,  Chitradurga District and Davanagere District on the south, and Anantapur District and Kurnool  District of Andhra Pradesh on the east. Ballari comes under administrative control. Gulbarga  division and development jurisdiction of H. K. D. B Gulbarga. The important food crops cultivated  are jowar, paddy, and cereals. The important cash crops are cotton, groundnut, and sunflower. The  major horticulture crops are chilies, coriander, pomegranate, mango, and coconut. Its population  in 2021 is 2,639,236 (estimates as per Aadhaar uidai.gov.in Dec 2020 data).  People living in Bellary District depend on multiple skills, total workers are 1,116,880 out of which  men are 703,258 and women are 413,622. Total of 245,581 Cultivators are dependent on  agriculture farming out of 175,754 are cultivated by men and 69,827 are women. 323,923 people  work in agricultural land as labor, men are 149,833, and 174,090 women. Bellary District’s sex  ratio is 983 females per 1000 males. Next 

Bellary District Census will be in 2021.

THEORETICAL BACKGROUND

MARKETING STRATEGIES

• ADVERTISING

Soch represents heritage like no other. From designer apparel to elegant fashion wear, it is a one stop retail brand for all your ethnic needs. The first exclusive store was opened in 2005 at  Bangalore’s Forum Mall. Every Soch store, since then, has reflected the ancient traditions of Indian  craftsmanship in a contemporary vocabulary. A new classicism has been created, where, through  its innovative use of traditional crafts, Soch celebrates the global Indian woman with a  contemporary lifestyle – who flaunts her ethnicity as she sets trends and breaks barriers, every day.

Today, The Brand has grown to retail through over 100 exclusive brand outlets across 39 cities  that include Bangalore, New Delhi, Mumbai, Chennai, Hyderabad, Pune, Mysore, Coimbatore,  Vijayawada, Cochin, and many more. It also retails through shop-in-shops across Shopper’s Stop  and Central outlets, with a presence of over 50 large format stores.

• RED DOT SALE

The season of shopping hauls is back and Soch, the one-stop destination for all your ethnic  needs, has announced its much-awaited Red Dot Sale.

The sale, which kicks off today at Soch stores across the country, will feature discounts up  to 50 percent off on a wide selection of sarees, salwar suits, Kurtis, tunics, and dress  materials.

At the Soch Red Dot Sale, you can elevate your wardrobe for every event of your life and  pick looks for intimate gatherings to weddings, Soch has it all. They have a wide range of  cotton and chanderi Kurtis in a multitude of colors, featuring refreshing prints and eclectic  silhouettes. Then there are salwar suit sets in elegant designs, rich hues, and flowing fabrics  that make a statement as occasion-wear.

The sarees on discount are versatile and you can pick from a whole range of materials  including cotton, silk, georgette, tissue, and net. Intricate embroidery and sophisticated  style form the hallmark of the sarees on offer. You can now get Soch’s elite ethnic wear at  affordable prices and experience your true self with every outfit you own from Soch.

• SOCH CIRCLE

Soch Circle loyalty program is a truly personalized point and rewards-based program conducted  by “M/s. Soch Apparels Private Limited”, where one can enroll for free using their valid Indian  mobile number and enjoy the benefits.

• Enrollment into the Soch Circle
• The Soch Circle membership is voluntary, valid for a lifetime and is non-transferable.
• Any individual who has attained the age of 18 years, has a valid and active Indian mobile number and is shopping at any of the exclusive SOCH stores or on www.soch.com is eligible to become a member of SOCH CIRCLE Program. Presently, no enrolment fee is  applicable for becoming a member of the Soch Circle Program and there is no minimum  shopping limit.
• As a pre-condition to becoming a member, a customer will be required to provide mandatory information including Full name, valid & active Indian mobile number and adhere to such terms and conditions as may be prescribed for membership from time to  time. The Soch Loyalty Program membership will be issued solely at the discretion of the  management and the final discretion on all matters relating to the membership shall rest  with the Soch Apparels Pvt. Ltd.

• Earning Soch Circle point
• The mobile number of the members is the primary identification for earning loyalty point upon purchase. Members need to quote their registered mobile number at the SOCH stores or www.soch.com during billing to earn loyalty points.
• For every spend of Rs.100/-, 2 Soch Circle points will be awarded for non-Discounted merchandise.
• For every spend of Rs.100/-, 1 Soch Circle points will be awarded for Discounted / Flat pricing or Buy 2 Get 1 free Products.
• The credit of Soch Circle points against purchases made at Soch Stores will be credited to customer Loyalty account within 24 hours and for those purchases made on www.soch.com points will be credited after 30days from date of purchase.
• The Soch Circle points earned would be valid for 12 months from the date of credit/Issuance of points. If not spent within 12 months from the date of credit of points, such Soch Circle points will automatically lapse and will not be re-credited in any  event.
• Loyalty points will be earned on the purchase value and the value of 1 Soch Circle point is 1 INR.
• The Soch Circle program benefits cannot be clubbed with any other offer or discount whatsoever. The loyalty points will not, inter alia, be awarded or earned in the following cases:

1. Special offers, promotions or items excluded by the management from time to time at its sole discretion
2. Purchase of Gift Vouchers/cards or issue of a credit note

• The Soch Apparels Pvt. Ltd. Reserves the right to refuse to award loyalty points for any breach or non-compliance of these terms and conditions or failure to pay for the purchases.
• Spending Soch Circle point
• The Soch Circle points earned by a member can be spent towards purchase of products in any of the exclusive stores of the Soch Apparels Pvt. Ltd. or www.soch.com subject to the terms and conditions mentioned herein. Soch Circle points cannot be spent for  cash.
• There is no minimum accumulation of Soch Circle points for spending. Once the transaction is completed, the Soch Circle points in a member’s account will be reduced to the extent of the Points spent. If there is any shortfall in payment under an invoice  after spending the loyalty points, the member shall pay such amounts separately.

• M- Coupons
• M-coupon is a discount coupon that a customer receives via SMS and/or email from SOCH Apparels PVT LTD. The M-coupon is valid and can be redeemed only for the brand(s) or at the store(s) as specified in the SMS and/ or email  therein.
• Each M-coupon shall be valid for a certain period as specified in the SMS and/ or email therein. The validity of the M-coupon cannot be extended if not redeemed within the specified period.
• Once redeemed, the M-coupon can neither be re-issued nor reversed. No cash shall be refunded, nor shall any credit note be issued in part or full against an M-coupon already redeemed at SOCH stores or soch.com
• Exclusive offers on birthdays and anniversaries
• Members whose Birth date & Wedding Anniversary Date is available with us will get exclusive offers on their Special Days.
• Members will be notified when offer is activated in their Soch Circle account.
• Offer would be valid for 7 Days (-/+ 3 Days of Birthday/Anniversary Day). • Offer can be redeemed at Store as well as Online.
• Valid on Discounted/Non-Discounted merchandise.

OF SOCH APPARELS, BALLARI CHAPTER – 4

DATA ANALYSIS

1. Ever heard about Soch?

INTERPRETATION:

The introducing question concerning the Indian brand was to examine, if respondents are aware of  the brand. The results were more than positive, as up to 92% of respondents admitted that they are  aware about the brand Soch. The main reasons for that were keeping up with the latest trends from  the social media site and offline banners In addition, respondents said that Soch offers a wide range  of products as well in bigger sizes. This result confirms that the brand skillfully spreads their  philosophy of the best clothes for the best price. Yet still 7.4 % expressed a negative opinion of  Soch’s products supporting their views by arguments that products do not fit their Personal style.

2. Ever bought anything from Soch?

INTERPRETATION:

In the second question respondents were asked if they have ever bought anything from Soch, the results were more than negative, as up to 48.1% of respondents admitted that they have products  from Soch. The main reasons for that were keeping up with the latest trends from the social media  site and offline banners In addition, respondents said that Soch offers a wide range of products as  well in bigger sizes and sustainable fashion which attracts the audience. Yet still 51.9% expressed  a negative opinion of Soch’s products supporting their views by arguments that products do not fit  their personal style and affordability.

As proved in the first question people are aware of the brand yet Soch fails to convert the audience  into their consumers due do their high pricing strategy.

3. Where did you first hear about Soch?

INTERPRETATION:

In this question the respondents were asked about the source which introduced them to the brand  in order to evaluate the effectiveness of the promotional activities.

The above questions give us a clear picture that in the era of internet, Social media plays a huge  role in creating a brand identity.

As the respondents were give 5 options the analysis said that social media and offline store  presence both marked presence in the minds of the customer as both are 33.3%. Advertisement banners effectiveness is 18.52 %.

E-commerce sites also plays a huge role in acquiring the audience.

4. Ever visited a Soch store?

INTERPRETATION:

70% of the respondents have visited the store in person, having a strong wide chain of  stores across the country has acted in the favor of the brand. Soch has successfully attracted  their customers to their stores marking a great offline presence. Rest 29.63% respondents  haven’t visited their stores

Supporting the view of the respondents, around 30% of respondents were not interested in  visiting an office store. There might be various reasons for this response such as the product  might not fit their personal style or pricing.

The results are proof that Soch as a brand has marked its presence and as the results are  positive, majority of the customers are interested in visiting their offline stores.

5. Ever visited the official website of Soch?

INTERPRETATION:

This question again is to evaluate if the website is yielding its results and with majority of  the number that is 62% respondents have visited the official website of the brand Soch and  37% aren’t interested in the website or are not aware of the website.

As the results are positive by close margin the website can attract audience by running out  advertisement campaigns and bringing out new offers and rewards if customers shop using  the official website in order to drive more traffic towards the website.

6. What do you think about the official website of Soch?

INTERPRETATION:

Majority of the respondents who have visited the official website of the brand has a positive  opinion that the website is well designed and easy to operate and the official site of Soch  apparels is well designed and easy to access compared to its competitor’s sites.

Complete product information with its specifications is provides under each product to  make it easy for the customers to make their purchase decision.

7. Select the answer that you associate with the brand?

INTERPRETATION:

According to the respondents, of the survey majority of the people think that the products  at Soch apparels are overpriced which is right to an extent. According to the Indian  market the pricing strategy of Soch apparel mainly targets the high-class audience. Pricing plays a very important role in making a brand or product successful in the market, yet Soch apparels have a niche market targeting specific group of audience providing the  best quality and premium products.

8. Did any promotional activity encourage you to buy products from Soch?

INTERPRETATION:

The respondents in the above question were asked whether any of the promotional  activities by the brand encouraged them to buy their products. Though the response is  positive by close margin it is still a matter of concern.

The above question evaluates the advertising effectiveness of the brand and gives out of  clear picture that the advertisement campaigns are not effective and are not creating an  impact on the customers mind. 

Hence, and the brand needs to improve its advertising strategies in order to capture the  customer’s mind.

9. Ever heard about the Red Dot Sale?

INTERPRETATION:

In the above question the respondents were asked about the sale organized by the brand  and majority of the respondents were aware of the ongoing sale.

Though around 60% of the respondents were aware of the sale but number of the  respondents were not aware of the sale, there could be various reasons for this such as  different styling choices on different brand preferences.

As the results are positive the brand successfully created awareness about its sale and other  offers.

10. Are you aware that you can get up to 50% off during the Red Dot Sale?

:

In the above question the respondents were asked if they knew that they could get up to  50% off on the products of the brand during the sale.

As the results were positive by a very close margin it means that the respondents were  aware about the sale but not about the specifications of the sale.

Hence the brand needs to create proper advertisements which give a clear picture to the  audience about the ongoing sale and offers.

11. How much would you rate the product quality?

INTERPRETATION:

As the respondents were asked to evaluate the product quality of the brand, the result of  the question is positive. Majority that is 44% of the respondents feel that the quality of the  product is good and around 26% of the respondents feel that the product quality is very  good.

12. Ever seen a Soch advertisement?

INTERPRETATION:

In this question the respondents were asked if they have ever seen a Soch advertisement  and the results were positive by a very close margin.

The above response by the respondent says that Soch as a brand needs to increase its  advertising campaigns as large part of the respondents have not seen a Soch advertisement.

Increased advertisement campaigns can help the brand create more impact and increase its  brand presence in the market.

13. How much would you rate the advertisement campaigns of Soch?

INTERPRETATION:

In the above question the respondents were asked to evaluate the advertisement campaigns  run by Soch apparels.

Majority of the respondents feel that the advertisements run by the brand are good and  around 41% of the respondents feel that the advertisements can be better.

Evaluating the results of the above question it can be stated that advertisements are  effective in nature.

CHAPTER – 5

 FINDINGS

• It is identified that of the buyers of the brand Soch belong to upper class society having a good disposable income.
• It is also identified that women from the age of 20 and above are the majority of the customers. • The above study identified that the pricing strategy of the brand is high or premium. • It is identified that the brand provides premium products of premium quality. • It is identified that the brand has a strong presence in the women’s wear market. • It is identified that the brand signifies a strong independent woman in today’s world.
• It is identified that the social media played a major role in increasing the brand awareness amongst the audience.
• It is identified that the advertisements are effective and also create an impact in the minds of the customers.

SUGGESTIONS

The respondents of the survey suggested the following:

• To review the pricing strategy in order to target a larger audience.
• To opt for aggressive advertising to create a strong brand presence
• To increase the advertisement channels.

During the study it was found that Soch as a brand has great market presence but certain factors  such as price inhibits the purchasing decision of the customers.

It can be suggested that the brand to increase its promotional activities in order to attract more  customers.

CONCLUSIONS

The purpose of the study was to examine the different marketing strategies and communication  tools used by Soch apparels Pvt Ltd.

Soch as a brand is proven to be scalable as it carries over 1000 different styles across its product  categories and it disrupts the seasonal fashion convention. It also adds new inventory every  fortnight. Soch provides their customers with the feeling of exclusivity and makes them feel  fashionable yet comfortable in their products.

Soch as a clothing brand aggressively runs campaigns on digital platform and also it is yet to  acquire the television commercial space although it reaches its target group in the digital world  through social media channels and other E- commerce sites.

Soch as a brand has effective marketing strategies, it is making the right use of the market trend  by being active on the internet.

The study can be concluded by stating that women above the age of 20 are the majority of the  customers. The buying behavior is governed predominantly by the need for Power and personality  for the iconic Brand. The users are mostly employed people, aged between 20-35 years, also  includes some students. India being a country filled with rich culture and Heritage the demand for  ethnic clothing is higher during the festive season including the wedding season.

The study also signifies that the products offered by Soch are of good quality and also fashionable making it a successful brand which is sustaining in the market. Soch as a brand is also a very strong  competitor to its fellow brands by providing best of the products.

According to the study the brand is successful in promoting its products and the target audience is  likely generating the revenue.

Lastly, I would like to conclude that according to the primary, secondary data, advertising, sales  promotion and interacting through social media and website have the greatest impact on the target  group. Moreover, the results show that Social media has played a vital role in creating the brand  image.

BIBLIOGRAPHY

1. https://www.soch.com/in/
2. https://www.indiaretailig.com
3. https://www.thecompanycheck.com/company/soch-apparels-private limited/U52599KA2015PTC081440
4. https://www.google.co.in/
5. www.blingsparkle.com

ANNEXURE

Questionnaire 

1. What is your name?
2. Ever heard about Soch?

• Yes
• No

3. Ever bought anything from Soch?

• Yes
• No

4. Where did you first hear about Soch

• Banners
• Sites
• E-Commerce websites
• Others
• Social Media

5. Ever visited a Soch store?

• Yes
• No

6. Ever visited the official website?

• Yes
• No

7. What do you think about the official website of Soch?

• Well designed
• Average
• Poor

8. Select answers that you associate with the brand Soch

• High quality products
• High priced products
• trendy products
• sustainable fashion

9. Did any promotional activity encourage you to buy products from Soch?

• Yes
• No

10. Ever heard about the red dot sale?

• Yes
• No

11. Are you aware that you can get upto 50% off during the red dot sale?

• Yes
• No

12. How much would you rate the product quality?

• 1
• 2
• 3
• 4
• 5

13. Ever seen Soch’s advertisement?

• Yes
• No

14. How much would you rate the advertisement campaigns run by Soch? ● Good

• Can be better
• Poor

15. Drop down your suggestions