MINOR PROJECT

ON
A STUDY ON MARKETING STRATEGIES OF SOCH APPARELS,
BALLARI

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT TO ATTAIN THE DEGREE OF

BACHELOR OF BUSINESS

ADMINISTRATION SESSION 2022-2025

TO

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY,DELHI

Under the guidance of:- Submitted by:-

MRS. PRENA MAM SWETA GARG
(ASSISTANT PROFESSOR) ENROLLMENT NO.:-
01016701722

SIRIFORT INSTITUTE OF MANAGEMENT STUDIES

Plot Number 8, Institutional Area, Sector 25, Rohini, New Delhi, 110085

i
 CERTIFICATE

I, Ms. SWETA GARG, 01016701722, certify that the project report/dissertation (BBA-114) entitled
“A STUDY ON MARKETING STRATEGIES OF SOCH APPARELS, BARALLI” is completed
by me and it is an authentic work carried out by me at SIRIFORT INSTITUTE OF
MANAGEMENT STUDIES. The matter embodied in this project work has not been submitted earlier
for the award of my degree to the best of my knowledge and belief.

Signature of the student

Date:

Certified that the project report/dissertation(BBA-312) entitled “A STUDY ON MARKETING

STRATEGIES OF SOCH APPARELS, BARALLI” done by Ms. SWETA GARG, 0101670172, is
completed under my guidance.

Signature of the guide

Date:
Name of guide:- Mrs. prena mam
Designation:- Assistant Professor
Sirifort institute of management studies, Delhi-110085.

Countersigned

PROGRAMME COORDINATOR DIRECTOR

ii
 ACKNOWLEDGEMENT

I would like to show my special thanks of gratitude to our teacher “Mrs. Prena Mam” for their able
guidence and support in completion of the project .

I would also like to express my gratitude towards our “Principal” and Co-ordinator for providing the
facilities for completion of this project .

Name-Sweta garg
Date-
BBA Sem 4
Sec- A

iii
 TABLE OF CONTENTS

S.NO. TOPIC PAGE NO.

1. Certificate ii
2. Acknowledgement iii
3. List of table v
4. List of Abbreviations iv
5. List of Figures iv
6. Chapter-1: Introduction 1-5
7. Chapter-2: Research methodology 6-8
8. Chapter-3: Literature review 9-10
9. Chapter-4: Data anaylsis 11-22
10. Chapter-5: Findings and suggestions 23-25
11. Conclusion 26
12. Bibliography 27
13. Appendices/ Annexure

List of Abbreviations
S.no. Abbreviated name Full name
1 Pvt Private
2 Ltd. Limited
3 E- commerce Electronic commerce
4 Biz. Business

List of figures
Figure Title Page No.
4.1 Ever heard about soch 11
4.2 Where did you first hear aboput 12
soch
4.3 Ever visited the soch stotre 13
4.4 Ever visite3d the official website 14
of soch

iv
 List of tables
Table no. Title Page no.
4.1 Showing the respondent ever 11
Heard about soch
4.2 Showing the respondent that where 12
did you first hear about soch
4.3 Showing the respondent that where did 13
you first hear about soch
4.4 Ever visited the soch store 14

4.5 Ever visited the official webiste of soch 15

4.6 What do you think about the official 16

website of soch
4.7 Select the answer that you associate with 17
the brand
4.8 Did any promotional activity encourage 18
you to buy products from soch
4.9 Ever heard about the red dot sale 19

4.10 Are you aware that you can get up to 50% 20

off during the red dot sale
4.11 How much would you rate the 21
product quality
4.12 Ever seen a soch advertisement 22

v
 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.

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
1
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.
2
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
3
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.

4
 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.

5
 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

6
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.
7
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.

8
 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.
9
(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.

10
 DATA ANALYSIS

Table 4.1 Showing the respondent ever heard about soch

Options % No of respondents

Yes 92.59 25

No 7.41 2

No
7%

Yes
93%

INTERPRETATION:

The introducing question concerning the Indian brand was to examine, if respondents are aware

11
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.

Table 4.2 Showing the respondent Ever bought anything from Soch

Options % No of respondents

Yes 48.15 13

No 51.85 14

Yes
No

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.

12
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.

Table 4.3 showing respondent that Where did you first hear about Soch?

Options % No of respondents

Social media 33.3 9

Banners 18.52 5

Stores 33.33 9

E-commerce sites 11.11 3

Others 3.70 1

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.

13
 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.

Table 4.4 Ever visited a Soch store?

Options % No of respondents

Yes 70.37 19

No 29.63 8

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

14
 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 store.

Table 4.5 Ever visited the official website of Soch?

Options % No of respondents

Yes 62.96 17

No 37.04 10

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.
15
 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.

Table 4.6 What do you think about the official website of Soch?

Options % No of respondents

Well designed 66.67 18

Average 33.33 9

Poor 0 0

80

70

60

50

40

30

20

10

Well designed Average poor

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.

16
 Table 4.7 Select the answer that you associate with the brand?

Options % No of respondents

High-quality products 29.63 8

High-priced products 40.70 11

Trendy products 14.81 4

Sustainable products 14.81 4

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.

Table 4.8 Did any promotional activity encourage you to buy products from Soch?

17
 Options % No of respondents

Yes 51.85 14

No 48.15 13

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.
Table 4.9 Ever heard about the Red Dot Sale?

Options % No of respondents

Yes 59.26 16

18
 No 40.74 11

No

Yes

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.

Table 4.10 Are you aware that you can get up to 50% off during the Red Dot Sale?

Options % No of respondents

Yes 51.85 14

No 48.15 13

19
INTERPRETATION:

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.

Table 4.11 How much would you rate the product quality?

Options % No of respondents

Worst 0 0

Not good 0 0

Neutral 29.63 8

Good 44.44 12

Very good 25.93 7

20
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.

Table 4.12 Ever seen a Soch advertisement?

Options % No of respondents

Yes 55.56 15

No 44.44 12

No

Yes

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.
21
 Increased advertisement campaigns can help the brand create more impact and increase
its brand presence in the market.

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.

22
 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.

23
 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
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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
 Charwak , B. (2016). A marketing strategy of soch apparels
 Chattaraj, D., Mazumder, R., & Lahiri, S. (2018). Buying Behaviour of consumer
towards soch apparels Women Consumers : Indian Journal of Marketing, 48 (5).

 www.studocu.com

 www. Soch apparel.com

 www.wikipedia.com
 https://www.researchgate.net/profile/Subashini
 www.google.com
 www. Soch.com

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