RETAILING MIX

Of
“SOCH STORE”
Submitted by
Roja T. 2SD16MBA39
Sreelekha.K 2SD16MBA49
ShivaPrasadShirol 2SD16MBA43

Kenneth 2SD16MBA15
Madhusudhan Reddy 2SD15MBA19

Under the Supervision

Of
Mahesh M Vanjeri
Assistant Professor

Department of Management Studies

SDM College of Engineering & Technology
Dharwad-580002
NOVEMBER-2017

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Sl.No. Contents Page no

1 Merchandising Planning & Visual 8

Merchandising

1.1 Varieties of brands 8

1.2 Battle of brands 8

1.3 Merchandise Lines 9

1.4 Buying System 9

1.5 Stock Keeping Unit 9

2 Pricing 9

2.1 High low pricing 9

2.2 Promotional pricing 9

2.3 Pricing strategy 10

3 Communication Mix 10

3.1 Category differences 10-13

4 Store design and display 13

4.1 Type of layout 13

4.2 Others 14
4.3 Display: Walls 15
4.4 Free standing display 15
4.5 Dressing rooms 16
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4.6 Windows 16
5 Visual merchandising 17
5.1 Idea oriented presentation 17
5.2 Item and size presentation 17
5.3 Color presentation 17
5 Customer service 18
5.1 Is customer service high/low 18
5.2 Services offered 18
6 Location 18
6.1 Total area of the store 18
6.2 Location of the store 18
6.3 Why it is placed in that particular location 18
6.4 Stores located within inner city 19
6.5 Location strategy 19
6.6 Major areas covered 19

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Table of figures:
SL.No Title Page no

1 Variety in the store 8

2 Promotional pricing 9
3 Advertising 10
4 Store atmosphere 11
5 Website 11
6 Discounts 12
7 Print media 12
8 Online advertising 13
9 Free form layout 14
10 Open and window 14
11 Walls 15
12 Freestanding display 15
13 Dressing rooms 16
14 Windows 16
15 Item and size 17
16 Color presentation 17
17 Location 18

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INTRODUCTION TO SOCH:

A powerhouse of exquisiteness, Soch represents heritage like no other. From designer apparel to
elegant fashionwear, Soch is a one-stop retail brand for all your ethnic needs.
Complementing the contemporary urban woman today on her achievements at work, home and
leisure are the garments created at SOCH. SOCH offers a collection of Indian wear perfect for every
occasion
The first exclusive Soch 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, Soch 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. Soch also retails through shop-in-shops across Shopper's Stop
and Central outlets, with a presence of over 50 large format stores.
Renowned for its quality of hand-picked fabrics, characteristic use of colors, elaborate embroideries1
and magnificently rich Indian aesthetic, Soch has pioneered the term fashion in the Indian ethnic
Context. With choicest exquisite Indian fabrics namely cottons, chiffons, crepes, silks, brocades,
voiles and blends sourced from Mumbai, Delhi, Jaipur, Calcutta, Varanasi, Mysore and
Kancheepuram, Soch offers an exclusive collection of ethnic wear crafted to perfection.

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Soch is a celebration of life and craft an unabashed medley of prints, colors, work and fabrics. While
layering years of traditions in an essence unmatched by another, Soch aims at replenishing its
collection with newer designs and ensembles.

Soch store main branch is at Bangalore:

Soch Store Pvt Ltd
Shop No. 70, Next To P.N. Rao, MG Road, Shanthala Nagar,
Bengaluru-560001.

Vision:
We operate with perfection in every aspect, cherish beauty and style within the fashion industry, and
we aim at maintaining our brand name and reputation especially in women fashion appeals.

Mission:
1.Be a market leader in the field of value retailing.
2.Provide fashionable products at affordable prices.
3.Be innovative, cost effective and globally competitive.
4. Exceed our customer’s expectations.
5.Provide opportunities of growth for our employees.

Our Core Values:

1.Constant focus and development on the product & value offered.
2.Continuous improvement of the customer’s shopping experience.
3.Commitment towards staff training & development.
4. Encouraging open work culture

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Retailing mix:
Retailing mix refers to the various features of retail strategy planning. Also often called "the 6 Ps,"
retailing mix details a retail business' approach to its products, promotion efforts, personnel,
presentation, place and price. Retailing mix helps a business define its strategy and carry out
operations according to its goals.

Significance of retailing mix:

Retailing mix play significant role in the distribution channel.
 Pricing products at the right place gives them higher visibility
 Good customer service is very important in order to retain a customer
 Store location is an essential factor as if the store is at an inconvenient location, it may reduce
the numbers of customers visiting it.
 Good promotion and pricing of products increase the volume of sales.

Objectives of retailing mix:

 To identify the performance of store operation.
 To understand the quality of services maintained in the store.
 To determine the performance of sales person in store.
 To understand the availability of products in the store.
 To identify the effectiveness of atmosphere in the store.

Statement of the problem:

 To study the overall effectiveness of retailing mix in a store.
 To study the atmosphere in the store.
 To know about the effectiveness of store operation.
 To know whether location of the store is suitable or not.
 To know whether the prices of the product properly coated.
 To identify the product mix in the store.

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1. Merchandise assortments:
1.1Optimal merchandise mix

 Variety in the store: The sale features a variety of elegant saree’s, Salwar kameez, kurti’s,
kurti suits, readymade cocktail blouse, tunics and bottoms for women at unbeatable prices.
Figure 1

 Battle of the brands: Soch store as they only deal with private labels.

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Categories
Merchandise Lines
 Fashion: In soch we find different types of merchandise lines according to the needs of
customer. i.e Fashion.

SAREE SALWAR-KAMEEZ BOTTOMS

Tasha Esha Skirts
Nadia Zarah Patiala
Zarah Tasha Leggings
Amaya Nadia Palazzo
Anika Amaya Chudidar

Buying systems
 Fashion: Soch have fashion buying system. Demand is unpredictable.

Stock keeping unit(SKU):The Soch has stock keeping units approximate of 5000
merchandise.
2. Pricing
High Low Pricing:Soch provide normally high low pricing strategies. Each store consists of
both catalogue and non-catalogue merchandise.
Promotional Pricing:For catalogue merchandise there will be same price throughout India
For non-catalogue merchandise depending upon market price will be set by the store people where
each merchandise starts from the range of 1000.
During RED DOT SALE in the month of June, December, Feb they offer an discount of 15% to 50%
i,e of 40 days.

Figure 2

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 Pricing strategies: Soch changes its pricing decision according to the demand. When
demand is low the merchandise price range starts from Rs 700. When demand is high the
price range starts from Rs1000 eg: Marriage season

3. Communication Mix:
Category differences:
 Advertising: At soch store advertising is done according to category wise .Most of the brands
which communicate are sarees and kurtas. Most of the promotions will only happen for the
new brands which are launched according to its collection wise. Paid for of promotion.
Eg: Hoarding
Figure :3

 Sales Promotions: Sales promotion are handled by main branch and not from the store. These
stores are acting as the franchise. People involved in making these decisions are Retail
executive, area business manager, regional manager, who plan centrally and not for a single
store.
Soch provide gift voucher of 1000 on purchase of 10000 and 500 on purchase of 6000.

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  Store atmosphere: This is an outdoor store which is located at tikare road. The stores
atmosphere is pleasure dimensioned which is positively influencing the sales by crowding,
colors, the visual presentation with suited lightening, the information rate of the store
atmosphere is truly influenced by the number of displays and signs in the stores.

Figure : 4

 Website:The website of the store is centrally designed www.soch.in .Here consumers can go
for multi search and can find more related information about the brand and collection of
ethnic clothes at same time can search and find them at one click.

Figure: 5

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  Personal Selling: At the same time in the store personal selling is done through the salesman
by clearly explaining the features and differentiating the product in terms of price, color, size
and many more features of it.

 Discounts: Discounts will be offered only during june and December months that is of 40
days. It provides upto 15% to 50%.
Figure : 6

 Print media: Newspaper ads are communicated only during the new launch or festive season.
Figure: 7

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  Mobile marketing: Text messaging done through the data available based on purchased they
made send frequent messages on new arrivals for only to potential and regular customers .

 Online advertising: Inform of social media websites where the ads pop up.

Figure :8

4. Store Design and Display

Type of layout: Soch have two form of layout
 Free form layout.
Free form layout is also called as boutique layout, arranges fixtures and aisles in an
asymmetric pattern, this form of layout provides relaxing environment that facilitates shopping
and browsing easily.
Soch has free form layout where customers can easily walk on the store and make their
purchase easily.

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 Figure:9

Others:
Open and window layout: Soch has open and window form of layout where the merchandise
displayed in open and window form for the sale or designed to attract the customers where the
merchandise are displayed properly and can be easily viewed by customers.

Fig 10

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Display:
Walls: Soch merchandise are displayed on
walls. Fig 11

Free standing displays: Not attached to or supported by another structure.Standing alone on

its own foundation free of support as in the below
Fig 12

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 Dressing rooms: A room in which consumers change clothes before theypurchase a
merchandise. Fig 13

Windows: Both goods and services can be displayed to highlight their features and benefits.
The purpose of this is to attract, engage, and motivate the customer towards making a
purchase.
Fig 14

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Visual merchandising -Presentation Techniques:
Idea oriented presentation: Idea oriented presentation technique is used in Soch store
not every time but only during marriage season.
Item and size presentation: Its an common technique of organizing merchandise by size
and item to make availability of merchandise.
Fig 15

Color Presentation:Its an process of organizing merchandise by

color. Fig :16

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5. Customer services:
Is Customer Services High /Low: Soch, Dharwad provides Low customer
services. Services offered:
 Alterations of merchandise: Soch provide Alterations of merchandise as the needs of the
customers.
 Acceptance of credit cards: they accept the credit and debit cards,
 Home delivery: They provide home delivery, in such a case when catalogue merchandise is
not available in store then later they will deliver the respected merchandise through courier.
 Display of merchandise: Open type of display
 Dressing rooms: Trail rooms are available.
 Facilities for shoppers with special needs
 Gift wrapping: Gift wrapping is also provided on the request of the customer.
 Personal assistance in selecting merchandise: Soch provide personal assistance to the
customers by providing details, features etc.
 Others: 30-days Returns, Exchange and Money Back policy.

6. Location:
Total area of the store: Total area of the store is 2100sq feet.
Location of the store: Store is located at Prisha Fashions, Tikare Building, Tikare Road,
Opposite Axis Bank ATM, Hosayellapur, Dharwad.
Why it is placed in that particular location: It is placed at respected area because its an market
area and known as central business district. Its location strategy is its located at inner city,
market area.
Fig16

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 Stores located within inner city: Yes
Location Strategy: Market area.
Major areas covered: The major areas covered by soch store are Line bazar, Gandhi chowk,
Subhash road, Shivaji circle, jubilee circle etc

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