Marketing strategies at Soch Apparels

Internship report on smooch Apparels, Bangalore
CHAPTER 1
INTRODUCTION
1.1 BACKGROUND OF THE REPORT:
This is the report on internship program of BBA supervised by Mr. Narayana B,

lecturer at Ramaiah College of Arts Science and Commerce. I was placed in Soch
Apparels for 40 days internship to have a practical snatch over the organization
activities. Basically, BBA Program is designed to reduce the gap between the
theoretical knowledge and practical knowledge. I am very glad for getting this
opportunity to accomplish my practical orientation at Soch.
1.2 OBJECTIVES OF THE REPORT:
The specific objective of the study is given below.
1. To understand the marketing functions of the company
2. To find out the efficiency and effectiveness of existing Marketing system.
3. To identify the marketing problems faced by Soch Apparels and how to face the
challenges faced by them on a daily basis.
1.3 METHODOLOGY:
An information plan has been structured to collect the relevant data consistent with
the preparation of the report to conduct the study, primary and secondary data were
reviewed thoroughly in an organized manner. This study is based on secondary data
collected from Head office.
 Primary data:
The primary data for this study was collected through the means of
questioning fellow employees verbally.
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Ramaiah College of Arts, Science and Commerce.Fuck me.
 Secondary data:
The secondary data required for the study was collected from various
journals, books, magazines, and websites related to the subject of the
study.
1.4 LIMITATIONS OF THE STUDY:
Several limitations remain regarding the coverage and comparability of data.
1. Data collection procedure was not so easy within limited time.

2. All users were not cooperating with me.
3. In case of data collection from competitors, every place was not accessible.
4. In certain critical areas, reliable data are extremely scarce.
5. All managers were not cooperative in providing data.
6. Some data collected from one source contradicted with other data and actual
data findings arise confusion. As a result, actual situation was difficult to
assess.
1.5 ABOUT COMPANY’S STRATEGIC TASK AND STRUCTURE:
1. Historical background of Soch

2. Mission, Goals, and objective.
3. SWOT Analysis
4. PESTEL Analysis
5. Porters Five Forces
Historical Background of Soch Apparels: “Soch” is inspired from Shoba Chatlani.

It started out as an in-house ethnic wear brand at a multi-brand store on a high street
in Bangalore. Soch opened its first exclusive store at Forum Mall Koramangala in the
year 2005. Today the brand is spread across 50 locations in India. Soch has its
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presence in Bangalore, Mysore, Mangalore, Hubli, Chennai, Coimbatore, Cochin,

Hyderabad, Mumbai, Thane, Pune, Vijayawada, Lucknow, Indore, and Belgaum. To
make Soch accessible for the rest of the world and to go global Soch also has a
website www.sochstudio.com. The merchandise is also available on other E-
commerce portals like flipkart.com, amazon.in, fashionara.com, myntra.com and
jabong.com to cater to the time crunched Indian women who seek affordable ethnic
wear at a click.
Website: www.sochstudio.com
Instagram: @sochstories
Nature of the organization: Large Scale Business Volume
Total staff strength: 2000 – 6000 employees
Products: Clothing (Indian Ethnic Wear)
Competitors: Biba, Neeru’s, Ancestry Store, Label Kanupriya, Bunaai.
STRATEGIC TASK ANALYSIS:
Mission:
It will become the acknowledged leader in Job platform industry to provide quality
services at reachable price. To produce quality fabrics and clothing services for
women on a regular basis with new designs and competitive pricing. To establish a
sense of standard and leadership amongst workers and peers. Leadership will be
achieved by establishing the industry standards of excellence for quality of service
and by maintaining the broad loyalty relative to our service commitment.
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Achievement of Mission requires:
1. Absolute dedication to understanding and fulfilling our customers need with

the appropriate mix of service, reliability for each customer.
2. A countrywide and service network for customer providing with job offers
from reputed companies.
3. Allocation of resources consistent with the recognition of goals.
4. An environment that rewards achievement, enthusiasm, and team spirit and

which offers each person in with superior opportunities for personal
development and growth.
5. A professional organization able to maintain initiative and local decision

making while working together within a centrally managed network.
The evolution of business in providing new products, new services, markets, or

products will be completely driven by our single-minded commitment to anticipating
and meeting changing needs of our customer.
Goal:
To provide best platform for job seekers and people looking to expand their peer
circle. Soch in the future wants to collaborate with jewellery brands which are
complementing and non-competing. They are adapting to the current situation and
making shopping accessible to everyone as the current trend is to shop for whole
looks and not just outfits. They also plan on expanding their customer base through
interactive social media strategies. In today’s time fashion brands are increasing
rapidly. Soch keeps its mark in the industry by staying knitted together and closely
working with its customers and suppliers and will continue to do so in the future.
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They would like to continue forward by being a family owned business as well as
going global at the same time.
Objective:
1. To create and continuous upgrading the loyalty of the clients and their
recommendation of our people through quality products and good advice,
dependable service and delivery and efficient marketing effort.
2. To establish a strong and distinguished corporate portfolio and image by
creating a great product and service line up.
3. To reach the pinnacle of the market in target category combined with customer
segmentation and strengthen our position there.
4. Develop an integrated human resource policy and implement its consistent use
through the organizational training, authority commensurate with
responsibility and recognition for performance.
5. To produce the best quality of clothing for women at a fair and competitive
prices.
6. To ensure that every member of the management team will be a person of top
capability.
7. To ensure efficient working amongst the employees and top management.
8. To work in a more organised manner without any objections between
management.
9. Introduce methods to plan for the provision of required calibre and quantity of
staff.
10. Assist the organization in becoming more customers aware and responsive in
changing needs of external marketing environment.
11. Define and encourage implementation of an improved communications culture
throughout the organization.
12. A leadership style throughout the organization which encourages the respect
for individuals, teamwork and close identification with customers.
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Long-term objective:
To have more collaborations without other brands such as jewellery stores which
complement Soch’s clothing style
Short term objective:
Soch has already made its mark in the Ethnic Wear industry. Now the challenge is to
maintain the brand for what it is known for. Soch is continuously working towards
keeping up with the fashion industry as well as maintaining the brand image that it
has created in the minds of the customers over the past years. Soch regularly comes
up with new marketing strategies to engage customers both online and offline to keep
them loyal to the brand. Currently Soch is looking for influencers with a great reach
who can showcase the products that Soch has to offer. This is one of the major current
strategy at Soch. Soch is well established in Bangalore and is trying to expand to
various other cities in India and building an online presence so that its products are
available to different parts of the world and to have profit maximization through
customer satisfaction by providing quality products.
Strategic Intent:
To be the leading seller of women’s clothing in India and soon establish branches
internationally.
Corporate strategy:
To increase profit maximization by exceeding customer expectation.
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Business strategy:
Adding new and vast product features and ethnicity to the style of clothing and have
customer preferred clothing.
Operational strategy:
To promote corporate image, to establish good production facilities and to setup a

good distribution channel around India and introduce more branches around.
SWOT ANALYSIS:
SWOT analysis (or SWOT matrix) is a strategic planning and strategic

management technique used to help a person or organization identify Strengths,
Weaknesses, Opportunities, and Threats related to business competition or project
planning. It is sometimes called situational assessment or situational
analysis. Additional acronyms using the same components include TOWS and WOTS-
UP.
This technique is designed for use in the preliminary stages of decision-making

processes and can be used as a tool for evaluation of the strategic position of
organizations of many kinds (for-profit enterprises, local and national governments,
NGOs, etc.). It is intended to identify the internal and external factors that are
favorable and unfavorable to achieving the objectives of the venture or project. Users
of a SWOT analysis often ask and answer questions to generate meaningful
information for each category to make the tool useful and identify their competitive
advantage. SWOT has been described as a tried-and-true tool of strategic analysis, but
has also been criticized for its limitations, and alternatives have been deviced.
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PESTEL ANALYSIS:
PESTEL analysis is a widely used strategic planning and management tool. It is an

acronym for political, economic, social, technological, environmental and legal
factors that shape the macro business environment. Soch operates in a complex and
dynamic environment characterized by regulatory changes, growing environmental
activism, collective social trends, and technological changes and evolving legal
system.
Political factors include government policies, leadership, and change; foreign trade

policies; internal political issues and trends; tax policy; regulation and de-regulation
trends.
Economic factors include current and projected economic growth; inflation and

interest rates; job growth and unemployment; labour costs; impact of globalization;
disposable income of consumers and businesses; likely changes in the economic
environment.
Social factors include demographics (age, gender, race, family size); consumer

attitudes, opinions, and buying patterns; population growth rate and employment
patterns; socio-cultural changes; ethnic and religious trends; living standards.
Technological factors affect marketing in new ways of producing goods and services

new ways of distributing goods and services; new ways of communicating with target
markets.
Environmental factors are important due to the increasing scarcity of raw materials;

pollution targets; doing business as an ethical and sustainable company; carbon
footprint targets.
Legal factors include health and safety; equal opportunities; advertising standards;

consumer rights and laws; product labelling and product safety.
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PORTERS FIVE FORCES:
Porter's five forces model was designed by Michael Porter, and the model explains a
company's position in the industry that it is operating in by the five forces that can
affect it in any way
Porter's five forces are:

1. Competition in the industry
2. Potential of new entrants into the industry
3. Power of suppliers
4. Power of customers
5. Threat of substitute products
Competition in the Industry-

The first of the five forces refer to the number of competitors and their ability to
undercut a company. The larger the number of competitors, along with the number of
equivalent products and services they offer, the lesser the power of a company.
Suppliers and buyers seek out a company's competition if they are able to offer a
better deal or lower prices. Conversely, when competitive rivalry is low, a company
has greater power to charge higher prices and set the terms of deals to achieve higher
sales and profits.
Potential of New Entrants into an Industry

A company's power is also affected by the force of new entrants into its market. The
less time and money it cost for a competitor to enter a company's market and be an
effective competitor, the more an established company's position could be
significantly weakened. An industry with strong barriers to entry is ideal for existing
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companies within that industry since the company would be able to charge higher
prices and negotiate better terms.
Power of Suppliers
The next factor in the five forces model addresses how easily suppliers can drive up
the cost of inputs. It is affected by the number of suppliers of key inputs of a good or
service, how unique these inputs are, and how much it would cost a company to
switch to another supplier. The fewer suppliers to an industry, the more a company
would depend on a supplier. As a result, the supplier has more power and can drive
up input costs and push for other advantages in trade. On the other hand, when there
are many suppliers or low switching costs between rival suppliers, a company can
keep its input costs lower and enhance its profits.
Power of Customers
The ability that customers have to drive prices lower, or their level of power is one of
the five forces. It is affected by how many buyers or customers a company has, how
significant each customer is, and how much it would cost a company to find new
customers or markets for its output. A smaller and more powerful client base means
that each customer has more power to negotiate for lower prices and better deals. A
company that has many, smaller, independent customers will have an easier time
charging higher prices to increase profitability.
The Five Forces model can help businesses boost profits, but they must continuously
monitor any changes in the five forces and adjust their business strategy.
Threat of Substitutes
The last of the five forces focuses on substitutes. Substitute goods or services that
can be used in place of a company's products or services pose a threat. Companies
that produce goods or services for which there are no close substitutes will have
more power to increase prices and lock in favourable terms. When close substitutes
are available, customers will have the option to forgo buying a company's product,
and a company's power can be weakened.
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Understanding Porter's Five Forces and how they apply to an industry, can enable a
company to adjust its business strategy to better use its resources to generate higher
earnings for its investors.
CHAPTER 2
Overview of the organisation
2.1 Overview of Soch Apparels
“Soch” is inspired from Shobha Chatlani. It started out as an in-house ethnic wear
brand at a multi-brand store on a high street in Bangalore. Soch opened its first
exclusive store at Forum Mall Koramangala in the year 2005. Today the brand is
spread across 50 locations in India. Soch has its presence in Bangalore, Mysore,
Mangalore, Hubli, Chennai, Coimbatore, Cochin, Hyderabad, Mumbai, Thane, Pune,
Vijayawada, Lucknow, Indore, and Belgaum. To make Soch accessible for the rest of
the world and to go global Soch also has a website www.sochstudio.com. The
merchandise is also available on other E-commerce portals like flipkart.com,
amazon.in, fashionara.com, myntra.com and jabong.com to cater to the time crunched
Indian women who seek affordable ethnic wear at a click.
2.2 Company Summary:
 Product Origin: India

 Legal name: Soch Apparels
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 Industry: Clothing( Indian Ethnic wear)

 Company size: 2000-6000 employees
 Headquarters: Bangalore, India.
 Year of Founding: 2005.
Purpose of the organisation:
At Soch, we work to bring humanity and opportunity to the job market, to

enhance lives, businesses, and communities around the world.
Vision
Who we want to be:
Soch apparels will be the leading seller of women’s clothing in India
Mission
How we deliver that vision:
We create and deliver the best recruiting media, technologies and platforms for people
to choose and shop for clothes as per their wish and select the best clothes.
Why SOCH?
 in an industry with attractive dynamics, the Soch business model is both proven and
scalable
 At an average Soch store, you'll carry over 1000 different styles across product
categories
 Soch disrupts the seasonal fashion convention and adds new inventory every fortnight
 Soch collaborates with over 100 of the top vendors and manufacturers
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 Soch offers comprehensive support and training to the franchisee and personnel

 Stock will be sent to the Franchisee on "Sale or Return" basis
2.3 PRODUCTS
Home, Remote & Freelance workers from anywhere in the world, this has
given rise to a Global Skills Marketplace. The boundaries of fulltime and freelance
work, in country and international work have blurred considerably
The Soch platform has been created to help people access the Indian market
for their skills. In Soch you can simultaneously and seamlessly access opportunities
for fulltime, part time, work from home, remote, consulting & business opportunities
anywhere across the country.
At Soch we have designed a completely new and more efficient way of finding work.
You can list your skills, strengths, qualifications, work experience & expected
compensation. However, like in any other market you need to build trust and
credibility with your customers, Soch has designed a unique way of doing this by
enabling community feedback. The Soch platform allows you to receive feedback
from your peers on your personal strengths & other attributes through primary and
secondary data collection.
Teamwork, Friendliness, Helpfulness, Honesty, Reliability, Truthfulness & Kindness

are the key factors which play a major role in the working of the Soch environment
Feedback received from other people helps the company assess their strengths and
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areas which they need to improve upon. There is no hierarchy of strengths so no one
strength is better than the other.
At the heart of Soch’s success and our future is innovation: They are changing the
way people think about work, and helping them actively improve their lives and their
workforce performance with new technology, tools and practices.
2.4 Organizational Structure of Soch:
The company is head by Vinay Chatlani. The various departments present in the
company are Finance, Marketing, IT, Buying, human resources, training and
development, operations, ecommerce and desi
Authority controls all over the company along with the supervision of three directors
(finance, Marketing and Technical). The segmented departments are doing activities
under the supervision of both head of the department and the authority. The
summaries of departmental activities are discussed below:
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CEO
Advisiory board
CMO CTO CFO
Marketing Computer Accounts

Department Department Department
UX/UI Android Audit

Search Engine designers &
Optimisation Developers Department
developers
Content Writer
website Administrative
IOS Developer Department
developer
Social media
Digital Marketer
marketer Search Engine
Optimisation
Administration Department:
The major activities of administration department are as follows:
 Staff recruitment, staffing, staff management (transfer) and staff Control.

 Administrative activities regulating, setting up workings of various
subordinate dept. and monitoring employees.
 Some additional activities benefiting the company.
Accounts Department:
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This dept. basically does the following activities:
 Preparing monthly account’s report

 Preparing and financing report
 Central accounting process
.
Marketing Department:
This department does the following activities mainly:
 Market survey
 Sales promotional activities
 Advertisement
 Market research
 Competitor analysis
 Additional activities like arrangement of foreign trip or incentive bonus for
employees etc.
Audit Department:
The main task of the department is auditing. It does it as follows:
 Visiting different departments and auditing level of physical cash
Computer Department:
The department is doing the following activities:
 UX/UI designers and developer
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 Website development
 Android application Development
 IOS application development
 Search Engine Optimisation( SEO’s)
2.5 Financial goals:
1. Realize a 5% increase in gross profit margins through efficiency gains every year.
2. Reduce the costs associated with product delivery by 10% by the end of the first
year.
3. We will address break-even analysis, sales forecasts, expenses forecasts, and how
Those link to the marketing strategy.
2.6 Non-financial goals:
1. Maintain positive, steady growth each month.

2. Experience an increase in new customers who are turned into long-term
Customers.
3. Generate brand equity at the Market.
4. Awareness regarding services offered, develop the customer base, and work
Towards building customer loyalty.
5. Introduce new products and designs as per needs of the customer
2.7 Overall Marketing Analysis:
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Soch is a well-established organisation which has been successfully running for the
past 17 years. The platform has been well received and marketing is now critical to its
continued success and future profitability. Soch offers a range of products that are in
demand at the moment. Products such as ethnic wear and network that allows
customers to reach across and shop through online platforms too.
.
Market Summary: Fashion is a key part in increasing the country’s economy and
can be marketed around the world, every person has a choice of fashion or clothing
and will be interested in the market choices which Soch has to offer.
Market Demographics
The profile for our customer consists of the following geographic, demographic,
behaviour & psychographics factors.
Individual’s demographics:
 Keen interest in fashion
 Experienced professionals
 Persons interested in expanding their social networks.
 Ages:18-50
 Marketable skills.
Behavioural Factors
 Are willing to administer their knowledge of fashion in the real world.
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 Are willing to improve on their marketing skills.
 Willing to expand their social network and make new friends.
Psychographics
 Involved In the marketing aspect, involving digital marketing and Face to Face
communication as well.
 Well educated, hardworking and active users with a desire to provide a

comfortable lifestyle for themselves and their families.
 Eager to seek out the best opportunities for the advancement of their careers.
 Involved in design making and proposing value contributions through their

ideas.
2.8 Market Needs
Soch fulfils their users’ needs of having a unified platform for both online and offline
shopping as well.
We seek to full fill the following benefits that are important to their customers:
 Selection: A wide choice of jobs.
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 Competitive Needs: jobs that are linked to the users potential and positions.
 Customer service: The patron will be impressed with the level of attention
that they receive.
2.9 Consumer Behaviour
Consumer Insight:
The consumer insights are listed from most important to least important for the target
audience.
The need for jobs
 Needs a variety of job choices
 Needs a way to gain long lasting career.
 Has a fast paced life and seeks to gain employment.
 Passionate about their and their family’s health and well being
 Can make a living out of their income
 Seeking to form friendships.
 Provides a solution to the worry of what to feed to themselves and their

children.
 Means of meeting different people around the country.
 Highly likely to put their families needs in front of their own
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2.10 Market Trends

The market for job portals has exploded within the last few years. Explanations
for this trend are
 Market supply: The increase of supply has reinforced the demand. Within
the last few years the demand for more products have increased on digital
platforms due to the recent pandemic, therefore more demand increases the supply.
 Career Consciousness: These days people want to advance their careers as

quickly as possible to gain financial freedom and retirement.
 Presentation: the presentation of the interface for users has become more
creative than ever as different demographics prefer different types of user
interfaces.
2.11 Market Growth
People are now willing to switch jobs frequently in search of better work-life
balance and better pay. In Soch, workers are brand loyal as they are well satisfied
with their level of work and income and is not hectic.
This increased demand has resulted in multiple start-ups of clothing brands

which helps Soch as it thrives on competition and increases the supply of quality
clothing.
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2.12 STP Analysis
The following STP analysis consists of market segmentation, target market and
Positioning.
Market Segmentation:
We have stores all around India in malls and other settings and all of our users are
 individual users
Target Market:
 College, and Universities students
 Active adult females
 Young adults.
2.13 Competitors Analysis

Soch is a company which is 17 years old and is one of the most highly
recognised companies in India, throughout the years Soch has been very spot on with
their products and they have improved as time comes and gained experience. They
have reached the top 5 clothing brands amongst the country. Most of the small
companies that are involved in the industry do not yet have a nationwide reach, so
their advertising techniques and strategies are more specific and selective.
Points of Difference
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 Soch has different positions within the company and therefore has many
positions open in the company.
 Soch earns money through online and store credit app and gives many
discounts during festive seasons due to ethnic clothing and web advertising
and E-marketing.
2.14 Competitive Advantage
 Cost-effective purchasing.
 Establish credibility fast
 Professional environment
2.15 Strategic Marketing Analysis

Strategic marketing analysis includes marketing objectives, marketing strategies,
marketing mix, and market research of Soch Apparels.
Marketing Objectives:
The objectives of all integrated marketing communications will be to:
 Inspire consumers to view in a new more vibrant light
 To sell more products which creates more supply and demand.
 Showcase the benefits of digital platforms and E-marketing.
 Establish connection between Soch and their customers
Strategies:
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The single objective is to position Soch as the number one Clothing brand for
women across and in India The marketing strategy will seek to first create customer
awareness regarding services offered, introduce new products and designs, develop
the customer base, and work toward building customer loyalty and maybe work on
future collaborations with other companies. We seek to communicate the message that
we are the finest portal for networking. This message will be communicated through a
variety of methods. The first method will be advertisements. The ads will be placed in
both the local newspaper, TV, Radio, Concert (POS materials) as well as the local
art/entertainment paper.
The message will also be communicated to the different social media through
networking with influencers. We will also communicate our message through
informal gatherings and networking with consumers.
Marketing mix:
Soch’s marketing mix is comprised of the following approaches to product,
price, advertising, and promotion.
Product strategies:
The Soch website currently is live for viewing different clothing options and
available for purchase across the country. The focus of the organisation is to improve
the speed of the website and to incorporate more designs as time goes on.
Pricing Strategies:
Pricing strategies are most important stage in marketing mix. As we are going
to launch a new product in the market, we do not have any idea whether the price
would be accepted or not by the customers. If we select extensively high price,
customers will not buy, and volume of sales will be very low. On the other hand,
setting lower price will not cover our costs. So, we must consider the following things
in selecting price.
As our product faces competition against other companies, price of our product
should be accepted by customers. Our product fulfils both professional and social
needs. For this extra utility we will charge higher price than our competitors.
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Maintaining market share:

If our product is accepted by customers in near future, more competitors will
enter in the market. So, our price should be such that can protect our market share in
the competition period. Moreover, we will need to lower the price to hold the market
share at the time of competition.
Earning profit:
As a business our main objectives is to earn profit. So, we should not set any
price that will not cover the cost of the product. After covering the cost, we set a
profit margin for our pricing after analysing all of this we select Market-oriented
pricing that is setting a price based upon analysis and research compiled from the
targeted market and with the cost.
Advertising and promotion:
A mixture of advertisements and networking will be used to increase visibility

for Soch. At first we will be focused on introducing the product. The advertisement
will be done on different media e.g., television, newspaper and billboard to make
people aware of the product. Advertising themes will be changed with time and
promotional activity will be carried out to generate the consumer.
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Chapter 3
Learning Outcomes
3.1 Duration of the internship: My internship at GoodSpace lasted for a period of 5

weeks, starting from the 3rd of May 2022, and concluding on the 13st of June 2022.
3.2 Assigned Department:
Marketing and Communications Department:
I was a given supporting jobs to accomplish. Soch provides the opportunities

to an intern to learn many things. Working at a company like Soch was a true
corporate orientation for me. Employees perform their regular duties and they
involved me as a support to achieve those. I accomplished several duties. The
principles were set by them, and I was just a follower. Sometimes I tried to put my
academic knowledge to make it better. They always appreciate that. To work with
these professional people, theoretical and practical knowledge were necessary.
The primary focus of my work was to help me understand how the brand works and
how to maintain its brand image while adapting to new techniques. At Soch I spent 5
weeks understanding how the marketing department of a brand is divided into various
part and how they coordinate together and work as a team.’
I was given personal attention by my guide who helped me understand the workings
of the department and made me actively participate in every activity. Working at the
public relations unit of the marketing department thought me how important
communication and making the public know about the activities taking place within
the brand helps the brand move forward.
As I was in touch with the marketing teams of different malls to help us promote the
various offers introduced by the brand I learnt the way to talk to them so that it
benefits both parties. I also learnt a lot about briefs and how to style one.
They also thought me how to analyse influencers using tools and whether they will
be useful or not for the brand. They thought me about market segmentation and how
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that is the most important thing on has to keep in mind to promote or work for the
brand. The main project given to me was to make a dossier on Competition
Landscaping where I had to analyse various competing brand based on price, product
range, offers, imagery, collaboration with designers and celebrity association. This
helped me analyse how competitive the industry was and regular change is the only
way to move forward.
Maintaining the relationship with existing customers as well as potential new clients.
After sales service is a very important department at Soch. I had to contact existing
customers for their feedback and pass it on the respective team.
Contributing to marketing plans and strategies was my main focus.There used

to be calls where discussions related to marketing and sales strategies were held and
submitted to the higher authorities to check the viability of the strategies discussed.
3.3 Overview of Department:
You can have the greatest business in the world, but without promoting your
company and the product it offers. Nobody will know you exist. That’s where a good
marketing department comes in.
Whether your business is just starting up, an established mid-sized company or

a large corporation, having a marketing department is vital to getting the word out
about your business and wat you do.
The marketing department may assume the public relations or public affairs
department. The department works closely with other departments to ensure it
understands the dynamics of your business and the information it needs to
communicate. The marketing department plays a crucial role in an organization's
success. The role of marketing communication is to establish your brand, promote
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your products or services and gain new customers. When done well, marketing
communication will not only help you get new customers but will encourage your
existing customers to stay loyal to your brand. Marketing communications include
social media, media relations, client events and advertising.
Marketing communications goals should also include internal company

communication. This helps management keep other staff in the know about what’s
going on and helps to strengthen the various departments at your company. Internal
communications include company newsletters, regular emails and staff team-building
events.
In most instances, a marketing director or manager leads the marketing

department. This is the person who helps you to strategize what methods of external
and internal communication will work best for your company. They will also
implement the strategies chosen, either on their own or with a communications team.
If you have a very small company, the role of the marketing director may be one that's
absorbed into another position. For instance, your sales team may be the ones running
your social media accounts or your staff may put on client events. Whatever the
communications department looks like at the company, it should exist in some form
so that they can meet their marketing communications goals.
3.4 Assignment and contribution to the organization:
There are many functions of a marketing department. Many companies need

some more than others. My contributions to the functions of the marketing department
include:
 Managing the website and social media, including working with the website
developers, posting regular social media updates, and engaging with people on
the social media channel.
 Running promotions on social media.

 Overseeing relations, like responding to social media queries.
 Collaborate on marketing planning

 Collect quantitative and qualitative data from marketing campaigns
28
 Perform market analysis and research on competition

 Support the marketing team in daily administrative tasks
 Assist team members with the creation of content for social media platforms
 Help distribute marketing materials
3.5 Conclusion:
Soch is a perfect brand where heritage meets contemporary designs. They

have an exquisite collection for all festive occasions as well as regular wear.
They have a well-knit networking system and everyone works together as a
team and support each other. They take a holistic approach and work towards
achieving their goals in a way that focuses on people and process. The goal is
to thrive in a heavily competitive industry and I think that Soch is doing just
fine by maintaining its mark on the top as one of the well-known brands. All
the employees think on their feet and come up with solutions to problems as
soon as possible. Everyone working there treat each other with great respect
and get along with others easily. The work environment is light and
competitive. Overall during my 6 weeks of this internship I really enjoyed
working at Soch. I got to learn a lot that would defiantly be helpful for my
future In my 5 weeks at Soch I have learnt that what happens is taught in a
classroom can be implemented in the real world but only at a limited range.
Working in a start-up proves to be a great environment to learn new
techniques as everyone in the company are either trailing or learning new
things themselves or are experts in their own fields. This provided me an
opportunity to correct mistakes before I had made them and be redirected
towards a better and proven solution if needed.
As a person interested in entering the digital marketing field, I had the

opportunity to experience all the concepts being taught in the classroom and
also learn about things that are not taught but can only be learnt through
experience alone. The Staff at Soch were very friendly and encouraging, they
allowed me to make mistakes and find solutions for the same.
29
I was especially interested in Instagram marketing as people most

people spend their time on Instagram, proving the platform to be very valuable
to companies and their marketing departments. Being able to implement the
KPI and other metrics and analytics that was taught in class gave me a new
perspective and outlook at the entire industry of digital marketing.
30
Chapter 4
Analyses
4.1 SWOT ANALYSIS:
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework

used to evaluate a company's competitive position and to develop strategic planning.
SWOT analysis assesses internal and external factors, as well as current and future
potential.
A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look

at the strengths and weaknesses of an organization, initiatives, or within its industry.
The organization needs to keep the analysis accurate by avoiding pre-conceived
beliefs or gray areas and instead focusing on real-life contexts. Companies should
use it as a guide and not necessarily as a prescription.
STRENGTHS
1) Attention is given to every detail.

2) The employees work closely and as a team.
3) Strong team consisting of strong minded individuals bringing together
different experiences, ideas, skills and working styles.
4) Every process is carried in an organized way so that no mistakes are
made. Professional career.
31
WEAKNESS
1. Invasion of privacy, with ad tracking technologies
2. Potential to be hacked for personal detail.
3. Lot of functions are outsourced which causes delays in projects.
OPPORTUNITIES
1. As the company is expanding it should heir people who can work in house
than outsourcing their work.
2. They can me more open to the new marketing strategies that are known and
change it according to their convenience.
3. Partnership with other companies such as jewelry and other clothing brands to
increase collaboration sales.
4. Persuade more people to sign up for online shopping or E-shopping
THREATS
1. Have a large number of established competitors and heavy competition from

new businesses as well
2. Need for new skill often.
3. Outsourced work not getting competing on time.
32
4.2 PORTERS FIVE FORCES MODEL:
Porter's five forces model was designed by Michael Porter, and the model
explains a company's position in the industry that it is operating in by the five forces
that can affect it in any way. The porter's five forces model for Soch can be explained
below:
4.2.1 Threat of new entrants:
With increasing use of social media and e-networking for various purposes,
the threat of new entrants for Soch has increased. Especially when existing social
networks like Facebook are coming up with new services such as thrift stores, there is
a huge chance that it might enter the market that Soch is operating in and might start
offering job ads in the future. Although Soch has its own fair share of the market,
there is a probability that similar stores can enter the market and be a threat to Soch.
So in order to maintain its position in the market, Soch should keep on improving and
adding new features and designs to the service that they are offering so that they don’t
lose their spot in the clothing business.
4.2.2 Threat of Substitute products:
Threat of Substitute Products and Services Substitutes that already exist in the
market include all the job search engines, though Soch enjoys its position and is the
most convenient and known for producing high quality clothing, these stores and e-
marketing still pose a slight threat to Soch. Additionally, other social networks like
Facebook and Twitter are extensively used by various companies to market. Their job
opportunities and the users also find it very suitable to follow up with the companies
on those networks. Many companies have started using online marketing through
33
Facebook ads to promote their job opportunities. Even with the competition, Soch
remains professional and they have found an alternative way to attract customers
towards their company.
4.2.3 Bargaining Power of Customers/ Buyers:
The customers for Soch are Women interested in ethnic clothing. The
bargaining power of customers in case of Soch is low, since many women prefer to
wear ethnic clothing at home around India. With the increasing number of customers,
Soch has seen an exceeding amount of substantial growth. Moreover, Soch has been
updating its services, changing with the needs and demands of the people which give
no reason for customers to switch so they have low bargaining power in case of Soch.
4.2.4 Bargaining power of Suppliers:
Bargaining Power of Suppliers the suppliers for Soch can be certain software
providers or suppliers that help them deliver their services to the consumer or help
them connect to the employers. With the increasing trend of online service providers,
suppliers have very low bargaining power in case of Soch. Soch has the edge of being
the best service provider in terms of connecting with its customers, so it has certain
power over its suppliers as the suppliers would not want to lose such a client.
4.2.5 Rivalry among Existing Firms:
Even though Soch is leading in terms of its competition with other job
platforms in the industry, there is a moderate level of rivalry present between Soch
and other companies. Since the dynamics of the online service providers market is
changing with each seconds and competition present in the industry is constantly
trying to cope with the new changes, it is important for Soch to maintain its position
in the market by offering new services according to the needs of the consumers. When
it comes to operating around the country, Soch is one of the leading clothing
companies, but there is intense competition when it comes to local market from the
local service providers.
34
4.3 PESTEL ANALYSIS:
PESTEL analysis is a widely used strategic planning and management tool. It

is an acronym for political, economic, social, technological, environmental and legal
factors that shape the macro business environment. Soch operates in a complex and
dynamic environment characterized by regulatory changes, growing environmental
activism, collective social trends, and technological changes and evolving legal
system.
Application of PESTEL to SOCH.
The application of PESTEL analysis can help Soch identify the major external
environmental forces that shape the strategy and competitive landscape and support
its strategic decision making process. As Soch looks to expand and leverage its
competencies and core capabilities, conducting the PESTEL analysis is imperative for
developing effective strategies and achieving long-term growth objectives.
4.3.1 Political factors
Importance of political factors in the PESTEL framework
Within PESTEL analysis, political factors exert a strong influence on the long-
term sustainability and profitability of Soch. The presence at national stage increases
the company’s sensitivity to changes in political environments of different regions of
the country. In a political context, the key to success in a dynamic business
environment is to diversify the systematic risks. The political environment of a
country comprises multifaceted factors. Soch needs to consider the following political
factors during the strategic planning process:
Political factors that influence Soch
35
4.3.1.1 Political stability
High political stability provides a stable and friendly business environment

with predictable market growth trends. However, when there is political chaos, it
deters the investors and harms the stakeholders' trust in economic and consequent
organizational performance. Currently, Soch is present in different states, each having
own political tensions. Growing tensions and instabilities in the political environment
can affect the job industry growth and limit the growth opportunities available to
Soch.
4.3.1.2 Changing policies
Frequent changes in government policies harm business performance by

increasing environmental uncertainty. It is important for Soch to study the current
trends in the country's political scenario as changes in government may alter the
government's priorities towards the development of different industries.
4.3.1.3 Protests/pressure groups and governance system
Soch should carefully analyse the protests by pressure groups,

social/environment activists and worker unions as such protests play an important role
in the policy making process. Close collaboration with such groups may enhance the
Soch’s ability to collaborate with community and achieve long-term corporate goals.
Moreover, a well-developed governance system with a democratic political
environment makes the business environment more comfortable for business
organizations like Soch.
4.3.1.4 Bureaucracy and corruption
Bureaucracy and corruption negatively influence the business environment.

Operating in countries with high corruption level and weak law enforcement makes
the business environment increasingly unpredictable for Soch due to jeopardized
public trust on business organizations and overall political and economic structure.
The corruption can influence various business operations, ranging from licensing,
contracting, fraudulent deals to frequent lawsuits. If Soch decides to enter in markets
with the corrupt economic, political system, it will threaten the organization's
36
sustainable development by destabilizing the society, harming justice system and

endangering the rule of law.
4.3.1.5 Taxation, trade restrictions and intellectual property protection
Entering in countries with high taxation level will directly influence the
profitability of Soch. High taxation affects international trade and prevents exports.
Soch can enter in low taxation markets and benefit from high profits that can be
invested in research and development activities. The organization may also study the
industry specific taxation policies to understand the host government's priorities and
interest in developing industries. Similarly, high trade restrictions can make the
business environment more complex by affecting the exports and harming
relationships with foreign trade partners, if the government of the country under
consideration is serious about protecting the intellectual property rights of business
organizations, it will deter the entrepreneurs from investing in organizations due to
high risk of ideas being stolen. Hence, Soch should study how intellectual property
rights are protected in the host country and make the business strategies accordingly.
4.3.2 Economic factors
Importance of economic factors in the PESTEL framework
It is important for Soch to understand economic factors such as foreign

exchange/interest rate, labour market conditions, inflation and saving rates etc. as they
determine the overall economic environment of the country. A detailed understanding
of the economic environment can help Soch. estimate the growth trajectory of
industry and organization. Following economic factors need to be considered by Soch
to make informed decisions:
Economic factors that influence Soch.
4.3.2.1 Economic/business cycle stage
37
The economic development of a country directly influences organizational

performance. Growing economies offer wide-ranging growth opportunities to the
Soch. Similarly, it is important to understand the industry lifecycle stage. Entering in
mature industries can be more challenging due to market saturation than industries at
the growth stage, the business performance of Soch is also influenced by the extent to
which the host country government has spent on core infrastructure development. A
well-developed infrastructure facilitates the business environment and increases the
growth potential of the gold industry in the respective country.
4.3.2.2 Inflation/employment/interest/exchange rates
The GDP growth rate will determine the Soch’s ability to pursue its long-term
growth strategies. High GDP also signals the consumers’ ability to spend more on
offered products. High unemployment signals the availability of surplus labour at
comparatively lower wages. Operating in such a market can lower the production cost
of Soch. The organization should also carefully consider the interest rate and its
influence on borrowing ability and attitude towards investment. The high interest rate
will encourage the attitude towards investment and increase growth opportunities for
Soch. Finally, the exchange rate fluctuation can also influence the profitability and
international trade. The high fluctuation on local currency can be a cause of serious
concern for Soch.
4.3.2.3 Labour market conditions
The demand and supply of labour determine the wage rates and supply of
skilled workforce. Soch must study and predict the labour market conditions to
understand how it can attract talented workers and leverage their skills to improve
business performance. When labour markets are flexible, Soch can take advantage of
higher labour productivity. Whereas, operating in rigid labour markets may cause
labour wage and other issues raised by powerful labour unions. Soch should also
carefully analyse the availability of skilled human capital as a shortage of skilled
labour can affect business efficiency and make talent attraction and retention more
challenging.
4.3.2.4 Financial markets efficiency
38
The expansion strategies of the Soch are influenced by the financial market
efficiency as operating in highly efficient financial markets leads towards improved
liquidity position and strengthened ability to enter new markets. The health and
efficiency of financial markets will determine Soch’s ability to raise the capital at fair
prices.
4.3.2.5 Economic structure
The business practices of the Soch are influenced by the prevailing economic
structure. The economic and regulatory environment in a monopolistic or oligopolistic
structure will be different from the monopolistic competition and perfect competition.
4.3 Social factors
Importance of social factors in the PESTEL framework
Organizational culture derives strong influence from the societal norms, values
and trends. Understanding the demographic trends, power structures, consumers’
spending patterns and shared beliefs can help Soch design effective marketing
messages and fulfil corporate objectives through informed PESTEL analysis. The
marketing department of Soch can use the information retrieved from social,
environmental analysis to target the consumer groups and increase the appeal of
offered products to potential buyers. Soch must consider the following social factors
to conduct macro-environmental analysis:
Social factors that influence SOCH.
4.3.3.1 Demographic trends
Changes in demographic patterns like aging population, migration trends and

socio-economic variables have paramount importance for business organizations like
Soch. Studying the demographic characteristics can help Soch in choosing the right
market segment/segments with high growth potential. The business and marketing
39
strategies are also influenced by migration. It is important for Soch to understand the
people’s general attitude towards migration as it can influence firms’ ability to bring
international managers to host country.
4.3.3.3 Equality and power distance
The power distance within any society shows the acceptance of hierarchy and
income inequality. Soch must adjust its business management practices while entering
in markets with high or low power distance. The growing inequality in many
countries is altering the power structure, which has serious implications for business
4.3.3.4 Gender Roles
Soch need to study the traditionally assigned gender roles to align its
marketing and communication practices accordingly. Marketing and human resource
strategies in a traditional, patriarchal society with clearly distinguished gender roles
will be different from societies with low gender stereotypes.
4.3.3.5 Societal norms and class distribution
Culture is considered an important variable by marketing managers. Each

society has distinctive norms and values that play an important role in shaping
consumer behaviour. Soch should develop local teams and develop local partnerships
for understanding the societal attitudes and norms to tailor marketing strategies
according to unique cultural context. The observation of social class stratification is
also important for Soch. Offering luxury products at premium prices to a market
where the high-end market is considerably small in number will require Soch to adopt
the niche marketing strategies. Similarly, market segmentation based on social class
may be ineffective where social class stratification is low.
40
4.3.3.6 Online shopping
The advent of social media and e-commerce has encouraged online shopping
behaviour among customers. Soch needs to understand the online shopping behaviour
by considering the generational differences as younger consumers are more inclined
to shop online than older customers. The growing use of mobile phones and social
networking sites must be considered when developing marketing and communication
strategies.
4.3.3.7 Spending patterns and behaviour
The consumers’ spending patterns are influenced by their purchasing power of

money. Studying and forecasting the consumers’ purchasing power based on relevant
economic indicators is important to analyse the customers’ interests and spending
patterns. In some societies, consuming the offered product is considered a status
symbol, while, some people use the same products for functional aspects. Soch should
invest time on understanding the consumption motivations and social trends that
define the consumption behaviour. Soch should also attempt to understand the degree
of consumer ethnocentrism and consider the country of origin effect to determine
local consumers’ evaluation of foreign products. Lastly, Soch should study the
consumers’ leisure interests and should focus more on enhancing the customer
experience if customers prefer experiential products over traditional product offerings.
4.4 Technological factors
Importance of technological factors in the PESTEL framework
‘Technology' is the fourth factor of PESTEL analysis. The rapid technological

advancement and technological diffusion across the globe have increased the
importance of understanding technological factors during the strategic decision-
making process. A detailed analysis of the technological environment can help Soch
capture the technological trends to achieve certain business advantages, such as-
increasing profitability, boosting innovation process and enhancing the operational
efficiency. Following technological factors can influence the business performance of
Soch.
41
Technological factors that influence Soch.
4.3.4.1 Social media marketing
The development of information and communication technologies has led

towards the adoption of innovative marketing techniques to enhance collaboration
with customers. Use of social media has become common in a modern business
environment. Soch can leverage the opportunities offered by social media marketing
to improve business performance. Technological trends can be used to start the
creative social media campaigns for developing online brand communities.
4.3.4.2 Technological innovations and development level
Soch should carefully consider the on-going technological innovations to stay

ahead of the competition. A close eye should be kept on analysing 5G and
determining its potential to deliver positive business outcomes through enhanced user
experience, increased speed and expanded access. Technological innovations like this
can bring major transformations in the industry and reset the success rules for market
players. Moreover, considering the development and maturity level of technology in
the respective market is also important. Entering in markets where technological
advancement has not reached the maturity means Soch can increase the market share
by focusing on emerging technological innovations.
4.3.4.3 Research and development on technology and impact on cost

structure/value chain
Soch needs to consider the investments made by competitors on a micro and

macro level to understand how new technologies influence the firm’s value chain and
prevailing cost structure. Research and development activities are highly important in
an environment characterized by creative disruption. In such an environment, Soch
should invest in disruptive technologies to maximize the profits and re-invest the
profits for future disruptive technologies.
42
4.3.4.4 Shortened product life cycles
The adoption of new technologies has shortened the lifecycle of new product
development. Today, new products are developed quickly, and supply chain partners
have also gained more power. It pressurizes Soch to develop new products quickly,
increase product range diversity, integrate flexibility into the value chain and develop
healthy business relationships with value chain partners.
4.5 Environmental factors
Importance of environmental factors in the PESTEL framework
The growing environmental consciousness and changing climatic conditions

have made ‘environmental analysis’ an important part of the PESTEL analysis. The
environmental standards, laws and regulations vary across different markets. The
international presence of Soch require the organization to consider these differences
to avoid undesired circumstances carefully. Detailed environmental analysis is
imperative before deciding to enter a new market or start a new product line. Some
examples of environmental factors that Soch need to consider are given below.
Environmental factors that influence Soch.
4.3.5.1 Recycling and waste management
The growing environmental pollution coupled with technological

advancement has compelled business organizations to adopt innovative recycling and
waste management practices. In some countries, recycling has almost become a
business norm. Moreover, adopting efficient waste management practices in
organizational units that are located in or near urban areas is highly crucial for Soch.
Many countries have placed strict norms to protect their urban areas through effective
waste management.
43
4.3.5.2 Renewable technologies
Some countries offer subsidies for encouraging investment in renewable

technologies. Soch can benefit from it and invest in renewable technologies to ensure
long-term sustainability. This investment will also increase stakeholder satisfaction
and expand the customer base due to enhanced brand image.
4.3.5.3 Weather and climatic conditions
Changes in weather and climatic conditions can influence business efficiency.

For instance, extreme weather conditions can increase the cost of operations and
compel the Soch to make the value chain more flexible. Such changes can also
influence the consumers' spending patterns, causing the organization to revise its
product and marketing strategies.
4.3.5.4 Attitude towards eco-friendly products
There is a growing trend towards the use of green/eco-friendly products. Soch

can take it as an opportunity and adopt green business practices to win the trust of
stakeholders. Regulatory bodies’ emphasis on ensuring compliance with
environmental norms is altering the product innovation priorities. It requires Soch to
prioritize and focus on marketing the eco-friendly nature of their products over
customary value propositions.
4.3.5.5 Environmental regulations to avoid resource depletion
Excessive resource depletion by Soch can draw the negative response from
media, environment protection groups, customers, and the general public. Soch must
study the specific environmental regulations of the country under consideration to
understand which resources (like water, electricity etc.) are considered rare or which
species are endangered whose excessive consumption can cause trouble for the
organization.
44
4.6 Legal factors
Importance of legal factors in the PESTEL framework
“Legal” is the sixth factor of PESTEL analysis. Soch cannot enter a new
market without studying in detail the legal environment and regulatory structure of the
new consumer market. A careful evaluation of legal aspects is required to avoid
getting into some serious trouble. Ignorance in this regard can cause undesired
circumstances for Soch such as- hurting competitive advantage because of intellectual
property rights violation and harmed organizational image due to violation of
consumer/employee/environment protection standards. Soch should consider the
following legal factors when exploring a new market.
Legal factors that influence GoodSpace.
4.3.6.1 Employee protection laws (discrimination and health and safety)
Soch must follow the employee/labour health and safety laws as some
countries have strict regulations to ensure labour safety. Providing a secure work
environment for the workforce is the ethical and moral obligation of Soch Similarly,
anti-discrimination laws (like equal employment opportunity) also need to be
carefully studied when developing human resource practices as discriminatory suits
against employer harm the organizational image and affect organizations’ ability to
attract and retain the talent.
4.3.6.2 Consumer protection laws
The data protection has become an important issue due to consumers’ privacy
and security concerns. Soch need to study data protection regulations to protect the
customer data. Moreover, there are laws to set the maximum price, ensure a certain
quality standard and protect consumers from fraudulent marketing claims Soch must
consider these factors to ensure compliance with consumer protection laws.
45
4.3.6.3 Intellectual property laws
Intellectual property regulations are designed to protect the companies' patents

and valuable ideas. Inability to protect intellectual property rights can result in losing
competitive advantage, which may weaken the positioning of Soch against other
market players.
Concluding statement
To conclude, the PESTEL model is an important business tool that involves a

detailed analysis of macro-environmental factors that shape the business environment.
Ranging from political factors to environmental factors, each factor comprises various
variables that influence the strategic decision-making process of business
46
CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 Findings:
My internship at Soch was a great opportunity for me. It was the exposure I always
wanted. I was able to put into practice whatever I have learnt and was able to learn
more. The primary focus of my work was to help me understand how the brand works
and how to maintain its brand image while adapting to new techniques. At Soch I
spent 6 weeks understanding how the marketing department of a brand is divided into
various part and how they coordinate together and work as a team. I was given
personal attention by my guide who helped me understand the workings of the
department and made me actively participate in every activity. Working at the public
relations unit of the marketing department thought me how important communication
and making the public know about the activities taking place within the brand helps
the brand move forward. As I was in touch with the marketing teams of different
malls to help us promote the various offers introduced by the brand I learnt the way to
talk to them so that it benefits both parties. I also learnt a lot about briefs and how to
style one. They also thought me how to analyse influencers using tools and whether
they will be useful or not for the brand. They thought me about market segmentation
and how that is the most important thing on has to keep in mind to promote or work
for the brand. The main project given to me was to make a dossier on Competition
Landscaping where I had to analyse various competing brand based on price, product
range, offers, imagery, collaboration with designers and celebrity association. This
helped me analyse how competitive the industry was and regular change is the only
way to move forward.
 The number of job seekers has seen and exponential increase since the Covid-
19 pandemic.
 Digital marketing is vital for the growth of any brand
47
 Social media marketing seems to be having the biggest impact on target

customers.
 Key social media platforms include Facebook, Facebook messenger,

Instagram, Reddit, LinkedIn.
 Target customers have a short attention span
 Target customers are of Age 21-45 years old.
48
5.2 Suggestions:
 More efforts are needed towards the digital marketing of the platform.
 Company should focus on high volume social medias such as Instagram and
Facebook
 More frequent posts, reels and stories need to be uploaded to keep relevance in
social media platforms
 Platform should provide an easy application method as the details of the

customer are already uploaded to server during the time of account creation
 Better opportunities need to be provided on the platform.
 Better colour Scheme for the website will make it easier to read texts
49
5.3 Conclusion:
We should study marketing because in our personal life, we all use selling
techniques. In my internship program, I found marketing is really an interesting job. If
we want to work in business, we need to know about marketing because marketing
people play a vital role in the welfare of an organization. Marketing job is interesting
because of the variety of people encountered and activities undertaken. In addition,
marketing offers opportunities for financial rewards and promotions. Marketing
people engage in a wide range of activities including providing information of
products and services to customers and employees as well.
Most of us are not aware of many of these activities because the salespeople
we meet most frequently work in retail stores. However, the most exciting, rewarding
and challenging sales position involve building partnerships: long term, win-win
relationship with customers.
50
BIBILOGRAPHY
 Soch.com
 https://pestleanalysis.com/
 Academia.eu
 Slideshare.net
51

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Internship report on smooch Apparels, Bangalore

1.1 BACKGROUND OF THE REPORT:

This is the report on internship program of BBA supervised by Mr. Narayana B,

1.2 OBJECTIVES OF THE REPORT:

The specific objective of the study is given below.

1. To understand the marketing functions of the company

1.4 LIMITATIONS OF THE STUDY:

Several limitations remain regarding the coverage and comparability of data.

1. Data collection procedure was not so easy within limited time.

1.5 ABOUT COMPANY’S STRATEGIC TASK AND STRUCTURE:

1. Historical background of Soch

Historical Background of Soch Apparels: “Soch” is inspired from Shoba Chatlani.

presence in Bangalore, Mysore, Mangalore, Hubli, Chennai, Coimbatore, Cochin,

Nature of the organization: Large Scale Business Volume

Total staff strength: 2000 – 6000 employees

Products: Clothing (Indian Ethnic Wear)

Competitors: Biba, Neeru’s, Ancestry Store, Label Kanupriya, Bunaai.

STRATEGIC TASK ANALYSIS:

Achievement of Mission requires:

1. Absolute dedication to understanding and fulfilling our customers need with

3. Allocation of resources consistent with the recognition of goals.

4. An environment that rewards achievement, enthusiasm, and team spirit and

5. A professional organization able to maintain initiative and local decision

The evolution of business in providing new products, new services, markets, or

Short term objective:

To increase profit maximization by exceeding customer expectation.

To promote corporate image, to establish good production facilities and to setup a

SWOT analysis (or SWOT matrix) is a strategic planning and strategic

This technique is designed for use in the preliminary stages of decision-making

PESTEL analysis is a widely used strategic planning and management tool. It is an

Political factors include government policies, leadership, and change; foreign trade

Economic factors include current and projected economic growth; inflation and

Social factors include demographics (age, gender, race, family size); consumer

Technological factors affect marketing in new ways of producing goods and services

Environmental factors are important due to the increasing scarcity of raw materials;

Legal factors include health and safety; equal opportunities; advertising standards;

PORTERS FIVE FORCES:

Porter's five forces are:

2. Potential of new entrants into the industry

5. Threat of substitute products

Competition in the Industry-

Potential of New Entrants into an Industry

Overview of the organisation

2.1 Overview of Soch Apparels

2.2 Company Summary:

 Product Origin: India

 Industry: Clothing( Indian Ethnic wear)

Purpose of the organisation:

At Soch, we work to bring humanity and opportunity to the job market, to

Who we want to be:

Soch apparels will be the leading seller of women’s clothing in India

How we deliver that vision:

 Soch offers comprehensive support and training to the franchisee and personnel

Teamwork, Friendliness, Helpfulness, Honesty, Reliability, Truthfulness & Kindness

2.4 Organizational Structure of Soch:

CMO CTO CFO

Marketing Computer Accounts

UX/UI Android Audit

The major activities of administration department are as follows:

 Staff recruitment, staffing, staff management (transfer) and staff Control.

This dept. basically does the following activities:

 Preparing monthly account’s report

This department does the following activities mainly: