Croma is India's leading Retailers in Consumer durables segment. This Report consist From success, store format, USP, Marketing Mix, STP to Financial analysis.

1. RETAIL COMPANYANALYSIS REPORT-
CROMA
Your ability to learn and change faster than your competition is
your only sustainable competitive advantage.
Mr.Avijit Mitra- CEO

2.  Croma is India’s Leading Retail Store in Consumer Durables
segment.
 It is a TATA Enterprises Subsidiary in Retail segment.
Competing with Reliance Digital, Ezone and other Electronic
Retail players.
 Croma has been launched by Infiniti Retail Limited, a 100%
subsidiary of Tata Sons. It efficiently and successfully runs
Croma's retail operations in India. In addition, one of the world's
leading retailers.Launched in 2006,
 Croma was the first one-of-its kind large format specialist
retail store that catered to all multi-brand digital gadgets and
home electronic needs in India.
 Technical and strategic support : Woolworth Group (Aus)
 6000 products across 200 brands with 112 stores across 19
major cities of India.
Introduction

3.  Consumer proposition based on a strong consumer insight- The
team at Croma went about creating a unique experience in electronics
retailing; and this requirement necessitated a unique approach, both on the
customer-visible front and on the inside working of the organization.
 Uniqueness in Format and Products: The New Retail Experience- Croma
stands out from the other as a truly customer focused brand for the nearly 1.3
lac consumers who visit a Croma store every week. Croma’s commitment is
that costumers will get the latest products, widest range of products and
sound advice if they go to Croma for their electronics need.
 Uniqueness in Service: “We Help You Buy” Philosophy-Technology
products shopping is an involved process which adds to the complexity is the
fact that not all consumers are technically inclined. Therefore, Croma came in
with a strong intent to help consumers in this buying process.
 Managing & Rewarding Talent-The recruitment process that Croma follows
for new stores has saved the company lacs in spending on advertisement and
recruitment consultants. This process also allows ‘just-in-time’ recruitment and
ensures that the company does not overstaff.
 Engaging every employee to productivity
SUCCESS MANTRA

4.  WIDEST RANGE OF PRODUCTS
 BUYER FRIENDLY
 A NAME YOU CAN TRUST
 CUSTOMER COMMITMENT
 WIDE REACH, ALL OVER THE NATION
 NATIONAL RECOGNITION
USP OF CROMA

5. CROMA- SWOT
ANALYSIS
STRENGTHS
Trusted Brand TATA and first large
format specialist in retail chain for
consumer durables.
Trusted service offered.
Strong presence in Indian consumer
durable market.
Attractive promotional offers for bulk
buying.
Wide reach all over India with over 70
stores.
WEAKNESSES
Still hasn't been able to
reach across all major cities
which might be potential
market.
Despite being a strong player
in India, faces market share
competition from
international and
unorganized market.
OPPORTUNITIES
Opportunity to enter into other
services like hypermarket.
Domestic expansion as well as
going global 3. More
advertising to increase brand
visibility
THREATS
International and domestic
players entering the market.
Continuous improvement in
technology means difficult
inventory management.

6. SEGMENTATION
 Demographic: Students in the age group of 20 to 30 and
Working professionals having high income who focuses on
quality and price
TARGET GROUP
 High Class, Upper Middle class and Middle class: The high
class and upper middle class usually tend to invest more.
Middle class involves Semi-professionals and craftsmen with a
roughly average standard of living. Most have some college
education and are white-collar in the age group of 20 to 30.
POSITIONING
 Quality with style: Offering enhanced performance and more
features will help target the more affluent as will creating
a brand image of superior quality. Croma store provide wide
display of items allow the ´touch and feel’ experience for
customers and ensure that trained staff are always there to help
customers to make their right choice.
STP ANALYSIS

7. • Croma, a brand of Tata group, is a leading retail brand specializing in
consumer electronics & accessories. Croma offers around 6000 multi-
brand products across many categories.
PRODUCT
• Croma follows promotional pricing strategies and offers discounts like
10% to 15% even on premium products. This helps in increasing the
footfall as well as increased sales during festivals.
PRICE
•There are more than hundred Croma stores across various cities throughout India.
One can easily find a Croma store in most of the big malls They sell directly to the
customers through their stores but one can also order online through their website.
PLACE
PROMOTION
PEOPLE
PROCESS
PHYSICAL
EVIDENCE
CROMA MARKETING
MIX 7 P’S
The store provides special discount to the TATA group employees. The sales
people at Croma are very friendly and help the customers in zeroing in on a
product that best satisfies their needs
Croma sell their products through online website where they provide
promotional discounts and also through about 100 odd stores throughout
India. They have a customer focused approach and have a 24-hour call
centre support.
Croma has large stores in most malls clearly displaying the Croma brand on
the top. There are large glass displays showcasing variety of electronic
products and customers can come in and try the display units. They also have
smaller stores called zip stores at airports
Croma follow ATL strategies like newspaper and radio advertisements. Now
they have started social marketing with Facebook and google ads. They try to
portray the brand trust of TATAs and provide excellent customer support

8. BUILDING LOYALTY THE
CROMA WAY
BRAND TO BE PURCHASED IS
PRE-DECIDED
TAKING ON THE ONLINE
STORES
TRACKING THE CUSTOMER
THE CROMA DIFFERENTIATOR
THE OMNI-CHANNEL
PRESENCE
POST-PURCHASE
ENGAGEMENT

9.  Consistent with retailer’s image and strategy.
 Positive influence on customer satisfaction and purchase behaviour.
 Cost effective & Flexible
 STORE FORMAT
 Croma Stand Alone Stores – 15,000 to 20,000 sq. ft.
 Croma Stores located in Malls – 5000 to 10,000sq. ft.
 Well-planned and designed to make shopping a pleasure. The world class in-store
experience is backed by robust after-sales service.
 CROMA OPENS PREMIUM FORMAT STORE WITH TECH TOUCH POINTS
 Croma has recently launched first-of-its-kind premium format store, ‘Gadgets of Desire’,
with the opening of the first such standalone store at Delhi’s Green Park. ‘Gadgets of
Desire’ hosts a curated range of innovative and unique tech products that are a perfect
fit for today’s digital savvy and gadget-loving customers.
 STORE LOCATIONS
 Mumbai – Juhu, Malad, Santacruz Airport, Dahisar,Belapur, Vashi, Bhayandar & Mulund
 Pune –Wanowari & Yerwada
 Ahmedabad –Memnagar & S G Highway Junction
 Surat – GhodDod Road
 Bengaluru – Koramangala, JP Nagar, Indira Nagar
 New Delhi
STORE DESIGN
OBJECTIVES

10.  RETAIL TYPE-Specialty Electronics Retailer
 PRODUCT TYPE-Croma deals with following eight categories of products-
 Phones
 Entertainment
 Home Appliances
 Computers
 Kitchen Appliances
 Camera
 Gaming
 Accessories
MAJOR BRANDS AT CROMA- Croma basically offer products of the following brands-
 Apple
 Bose
 Canon
 Dell
 Lenovo
 Nokia
 Panasonic
 Samsung
 Sony
 Voltas
 Philips
 Microsoft
 LG
PRODUCT CATEGORY
ANALYSIS

11. PRODUCT LINES

12. Store Manager
Department
Managers
Assistant
Department
Managers
Team Leaders
Brand
Promoters
CROMA STORE
HIERARCHY

13.  Tata-owned Infiniti Retail Ltd, which owns the electronics and white goods retail chain Croma, posted its
maiden Net Profit in FY 2018 after 12 years of operation and the company is now confident of
progressive reduction in the accumulated losses due to profitability which it expects will get even better
with growth plans in place as it said in its latest regulatory filings.
 Croma is focusing on margins to turn the 97-store venture profitable and its growth rate reduced,
reflecting the slower expansion of the white goods and television industry. Infiniti Retail’s net loss
widened to Rs 98 crore in the previous financial year from Rs 82 crore in 2013-14.
 Infiniti Retail posted a net profit of Rs 16.64 crore during 2017-18 compared with a net loss of Rs 57.16
crore in the fiscal before as per filings made with the Registrar of Companies. The company’s
accumulated losses have thereby been reduced to Rs 756.08 crore.
 Defying intense competition from pure-play e-commerce players, the company has cut down its losses by
68% in the year ended March 2017 to Rs 61.4 crore down from Rs 195.6 crore in the previous year on the
back of a 12% jump in revenue.
 The company’s accumulated loss in 2017-18 has been higher than its paid-up capital and reserves. Last
month in November 2018, it has been reported that Infiniti Retail has received Rs 250 crore equity
infusion from parent Tata Sons to undertake rapid expansion and opening the highest ever new stores
from this fiscal year.
 According to its latest regulatory filings, Infiniti Retail, which owns and operates the Croma stores,
posted revenues of Rs 3,268.7 crore for 2016-17 against Rs 2,918.2 crore in the previous year thereby
defying the effects of the government’s demonetization drive and ecommerce discounts. Infiniti Retail
CEO Avijit Mitra said same-store sales grew 13% last fiscal. A year before, Croma was on top with sales
of Rs 3,198 crore compared with Reliance Digital’s Rs 3,044 crore.
 After an 11% decline in 2015-16, due to the last year’s growth, sales almost returned to 2014-15 level.
The company had then attributed the fall in sales to the growth of ecommerce.
 Infiniti Retail’s filings to the Registrar of Companies also revealed that the company this year increased
its borrowing limit to 700 crore. The company took an additional limit of 100 crore purely for short-term
flexibility in the festival period.
FINANCIAL ANALYSIS

14.  The Company has also received board approval to issue non-convertible debentures on private
placement basis in one or more tranches up to Rs 150 crore.
 The current year 2018-19 is looking strong with 20% same- store growth as of October and 30%
overall growth with last year launches firing as per plan, as said by Avijit Mitra, CEO, Croma India
 The retail chain’s total income in FY18 went up by 15% to Rs 3813.74 crore while its same store
sales were higher by 13.1% in 2017-18, compared with the previous period.
 There are sufficient sources of funds to pursue a growth plan that would improve profitability and
hence it does not expect material threat to its going concern status due to the negative net worth.
 Croma started aligning itself since FY16 as per the new customer who accesses digital and physical
options while shopping based on his/her comfort level.
 In the filings made with ROC, the brick and mortar retail chain’s said that it made considerable
progress in improving its performance with its Omni-channel strategy, a push for exclusive product
partnerships, and focus on prompt after-sales service delivery in the past two financial years. The
changes which it undertook was to take advantage of the paradigm shift in consumer behavior
whereby it would actively compete for the digitally influenced shopper and focus on Omni-channel.
 The improvement which is shown in Croma by shutting of unprofitable stores, focusing on less
capital-intensive expansion, and its Omni-channel initiative that helped it compete better with
ecommerce majors Amazon and Flipkart.
 Some of the changes the company undertook as part of transformation was to focus on online
marketplaces as the key competition, actively compete for purchases from the digitally engaged and
influenced, younger shoppers, build a store-first, Omni-channel proposition and elevate the
customers’ experience in the stores.
CONT......

15. GLIMPSE OF CROMA STORES

16. THANK
YOU
Prepared By:
Saloni|Bandita|Belal
Mohsin|Mudit|Sahil