1. A TATA ENTERPRISE
INTRODUCTION
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 First national, specialist retail chain : consumer electronics and durables.
 Technical and strategic support : Woolworth
 Promoted by : Infiniti Retail Ltd (100% subsidiary of Tata Sons)
 6,000 products, 180 brands, 8 categories, 50 stores

2. A TATA ENTERPRISE
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Brand Philosophy
•If service wasn't important.
•If technology wasn't complex.
•If variety wasn't confusing.
•We would have no reason to be in business.
•We help you buy.

3. A TATA ENTERPRISE
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OBJECTIVES.
•Focus : Understanding customer’s need and meeting them in a
delightful manner
•By March 2015 : Aiming 85 more megastores across India
•Market Penetration : Also targeting small cities such as
Chandigarh, Amritsar, Jalandhar, Mysore, Mangalore etc
•Commitment : Providing unmatched shopping experience

4. A TATA ENTERPRISE
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WHY CROMA ?
•Widest range of products
Choose from 6000 products across eight categories
•We help you buy
Sound and knowledgeable advice from well-trained advisors to help you
make informed buying decisions.
•A name you can trust
Croma is promoted by Infiniti Retail Ltd, an initiative of the Tata group, a
brand that stands for trust and reliability globally.
•Customer commitment
Croma not only gives you a world-class shopping experience, but also
backs it with great after-sales service.

5. A TATA ENTERPRISE
Contd...
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•Great deals and offers
Croma periodically offers exciting deals on all your favourite
products.
•A first of its kind
Consumer electronics and durable retail is a fragmented segment
and has been largely catered to by regional players.
•Croma is the first of its kind
Large-format, specialist and pan-Indian.

6. A TATA ENTERPRISE
STORE FORMAT
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• Croma Stand Alone Stores – 15,000 sq. ft to
20,000 sq. ft.
• Croma Stores located in Malls – 5000 sq. ft to
10,000 sq. ft.

7. A TATA ENTERPRISE
STORE DESIGN OBECTIVES
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•Consistent with retailers image and strategy.
•Positive influence on customer satisfaction and
purchase behavior.
•Cost effective & Flexible

8. A TATA ENTERPRISE
LAYOUT
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9. A TATA ENTERPRISE
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ATMOSTSPHERE
•FLOORING- Off white tiles
• LIGHTING- Yellow and White blubs
• ODOUR- Fresh air.
• TEMPERATURE – 24 degree.
• TRIAL PRODUCTS-

10. A TATA ENTERPRISE
MAJOR SELLING PRODUCTS
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Major Products contributing
to the sales of CROMA :
Colour Televisions
Refrigerators
Air Conditioners
Washing Machine
Others : Kitchen appliances,
Gaming
Devices, Computers, Laptops,
Mobiles & Accessories Etc

11. A TATA ENTERPRISE
PRODUCT MIX
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12. A TATA ENTERPRISE
BRANDS
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13. A TATA ENTERPRISE
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PRICE STRATEGY
EXISTING PRICING
• Value pricing
• Promotional pricing
 Low interest financing
 Psychological discounting
 Special event pricing
• Differentiated Pricing
 Time pricing

14. A TATA ENTERPRISE
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VALUE PRICING
Value for your
money
•Best products with most
reasonable pricing.
•Lowest down payments
and easy EMI’s.
•Best discounts and offers.
•Warranties and
guarantees to your most
likings.

15. A TATA ENTERPRISE
We help you buy
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DIFFERENTIAL PRICING

16. A TATA ENTERPRISE
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19. A TATA ENTERPRISE
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