Market Research

Submitted to:
Dr. Jaspreet Kaur
Mr. Varun Duggal

SCHOOL OF CREATIVE BUSINESS

Post Graduate Professional Diploma In Fashion Business

(Marketing & Merchandising)

Submitted by: Shubhangi Garg ( 5000017589)

Mampi Natung (5000017895 )
Manvika Singh Aneja (5000017974 )

Submitted on:5th , April, 2022

 Acknowledgement

This project would not be possible without the invaluable help and support of a
number of my professors, classmates and colleagues. I would like to take this
opportunity to express my sincere gratitude to all those who have accompanied
me on this academic journey.

I would like to thank any Associate Dean Mr. Neeraj Paul as well as our
Department Leader Mr. Gaggan Bhatia who gave me the opportunity to do the
project.

I would also thank my tutors Jaspreet Kaur and Varun Duggal, for her/his
guidance in helping me to conduct the project.

A very special vote of thanks to Pearl Academy, Delhi providing me with the
platform to conduct the project.

Thank you!

Shubhangi Garg

Manvika Singh Aneja

And

Mampi Natung

Date: 5th April 2022

Table of Contents
About.................................................................................................................................4
Rational.............................................................................................................................5
Problem statement......................................................................................................................5
Citations......................................................................................................................................6
Research Objective............................................................................................................6
Sampling...........................................................................................................................7
Research methodology................................................................................................................7
Research Design..........................................................................................................................7
TYPES OF RESEARCH............................................................................................................8
SAMPLING METHOD..............................................................................................................9
REFRENCING..................................................................................................................9
Bibliography......................................................................................................................9
 ABOUT

Scotch & Soda honours Amsterdam's independent attitude. They are inspired by
our hometown's liberal mindset, which champions uniqueness, authenticity, and
the power of self-expression to create the one-of-a-kind – a mentality that shows
up in our creations. The collections redefine everyday attire by seamlessly
fusing the expected with the unexpected. To achieve our uniquely Scotch &
Soda look, we boldly mix traditional and contemporary, colour and print, and
texture atop texture. Their joyful designs are distinctly theirs , for all to make
their own, grounded in practicality and always finished with surprising
embellishments.

It's one thing to create gorgeous, comfortable garments. But they also fantasise
about a world in which they do good. One of their top aims is to conduct their
company with a higher level of awareness of the environment.

Founded in the 1980s, Scotch & Soda was rebranded and relaunched in 2001.
After clocking almost €1 billion (around Rs6,800 crore today) in retail value of
products sold annually, the Dutch brand has entered India through a franchise
agreement with Reliance Brands. It opened two stores in India last month—at
the Mall of India, Noida, and Palladium Mall, Mumbai. A third store is coming
up soon in New Delhi’s Ambience Mall. (Saha,2017 )

Rational

Problem statement

To the consumer base of India not being able to conceive the uniqueness &
aesthetics of the product range of Scotch & Soda, as the collection stands to
be the same at stores all over the world. This is also related to limited brand
awareness.

Scotch & Soda is a brand that believes in originality, individuality & exclusivity
as their ideal selling points. The tag line for the brand says ‘free spirit of
Amsterdam ‘, catering to which the product ideology is rather more
contemporary than the brands at the same level, in terms of colours, patters,
designs, fabrics, graphics. The brand represents collections that take influence
from people like Amelia Earhart , Elvis , jungles of Congo etc. Such topics of
influence tend to not gather the same attention in India , as they do in the West.
Scotch & Soda particularly aims at spreading the eclectic state of mind of
fashion of Amsterdam as it is, without fitting into the mould of any particular
region or trend. This can become a little overwhelming for people in some parts
of the world, like India. The fashion that this brand represents is classic
Amsterdam, which means spotting a woman riding a bike in a green skirt or
wearing her grandmothers muffler with Moroccan pants, mixing it up in the
most outrageous ways is what the idea defines. This kind of a way of dressing is
common in Amsterdam, conceivable in the west, but something very outrageous
for the common Indian, at the moment. The problem here is that Scotch & Soda
amicably targets only people to understand what they do & are willing to pay
whatsoever the price for their fashion. This is an ideology which can only be
successful, if there is complete brand awareness and brand ideology is conveyed
to the consumer-base & an informed decision is made, which is currently
lacking in the Indian market.

Citations

1.
https://www.livemint.com/Companies/6o4DfHI2hl2od4Ifwa2N2L/Scotch-
-Sodas-fashion-is-individualistic-eclectic-says-C.html

2. https://www.forbes.com/sites/marioabad/2019/05/24/scotch-and-soda-
stores-north-america-ari-hoffman/?sh=67ec561e3a0c
3. https://www.racked.com/2016/11/29/13640720/scotch-soda

Research Objective

1. To find awareness level of the brand.

To find the understanding of Amsterdam fashion in the Indian market.

Sampling

The term "research" refers to a search for knowledge. It's usually described as a
rational and thorough search for useful facts on a specific topic.
Clifford Wood defines research as "the process of characterising and
reclassifying issues, forming speculations or recommended arrangements,
gathering, sorting, and evaluating information, making allowances and arriving
at resolutions, and finally cautiously testing the ends to see if they fit the
planning theory."

Research methodology

It's a method for efficiently dealing with the examination issue. It might very
well be interpreted as a study of how logical investigation is carried out. It
focuses on the many approaches used by the analyst in concentrating on his
exploration issue, as well as the rationale behind them. The overall system is a
secretive structure within which the facts are arranged so that the significance
can be understood more clearly. Research draws near (essential and auxiliary
information), research instruments (perception study analyse), examining plan
and contact methods are the wellsprings of information showed that preparing
an exploration plan requires a choice of information sources (personal
interviews).

Research Design

The assurance and explanation of the general examination technique or

procedure adopted for the specific work is known as an exploration
configuration. It's the foundation of arranging. Assuming that the plan adheres
to the exploratory objectives, the client's requirements will be met.
A research configuration is a set of organised methods and strategies for
conducting research. It is a strategy for determining the state of affairs and
analysing data in order to link pertinence to the research goal while being cost-
effective.
To attain the goal, it was important to speak with employees and customers in
order to develop conclusions about the goal.
The questionnaire was created with the goal of achieving the research's goal in
mind. A total of 50 people were polled for this study.

TYPES OF RESEARCH

Exploratory research

Exploratory examination is a type of investigation that is done to learn more

about a problem that isn't clearly defined. It is led to believe that it has a better
understanding of the current issue, but it will not produce persuasive results. An
analyst begins such an investigation with a broad concept and then uses this
study to identify topics that can be the focus of further investigation. One
important point to consider is that the analyst's heading should be subject to the
presentation of fresh information or insight. This type of investigation is usually
carried out when the problem is at its most basic level. Because it is used to
answer questions like what, why, and how, it is frequently referred to as a
grounded hypothesis method or interpretative investigation.

Descriptive Research

This is a type of examination framework that is concerned with expressing the

characteristics of the problem. As a result, the primary goal of such an
investigation setup is to present a vivid picture of the promoting issue based on
documented facts. Obtaining complete and accurate data about the participants
is critical for this.

Causal Research

Causal investigation, also known as illustrative examination, is a type of

research that determines whether two dissimilar conditions have a relationship
between their circumstances and logical outcomes. Because a variety of
optional variables might influence conditions and logical outcomes, experts
design tests to obtain measurable proof of the relationship between the
variables. Following that, they usually investigate the data to see why the link
was formed, learn how it works, and determine how it could be applied in a
larger context. They can also change the conditions of the first situation to see
whether there are any new ramifications for the second.

SAMPLING METHOD

The sampling method for the survey was simple random sampling and
convenience sampling method. we are going to choose simple random sampling
method as there is a single store in Delhi and as it also suggest a way of sample
selection where any item of the population is likely to be selected in a sample as
any other item it means all the items of the whole population have equal
probability of being selected in the sample .

REFRENCING

Saha ,2017 . Scotch & Soda’s fashion is indivualistic , eclectic , says Ceo Dirk –
jan Stoppenlenburg .
https://www.livemint.com/Companies/6o4DfHI2hl2od4Ifwa2N2L/Scotch--
Sodas-fashion-is-individualistic-eclectic-says-C.html ( viewed online )
Bibliography

https://www.scotch-soda.com/global/en/home?
utm_campaign=ao_row_search_googleads&gclid=CjwKCAjw0a-
SBhBkEiwApljU0rxK7NbzBczjjQ6gL5GQFjehq9KDdlzJYEmPxw33Arq0Y6
Wl4H1M_hoCUs8QAvD_BwE&gclsrc=aw.ds

https://www.business-standard.com/article/companies/reliance-brands-inks-
pact-with-scotch-soda-116081700984_1.html