Croma is a specialist consumer electronics and durable retail chain promoted by Infiniti Retail Ltd, a subsidiary of Tata Sons. It currently has 50 stores across India and aims to expand to 75 more stores by 2012. The document discusses Croma's objectives to understand customer needs, target smaller cities, and provide unmatched shopping experiences. It also outlines Croma's competitors, major selling products, brands carried, and strategies around products, place, price, promotion, market communication, and branding.

1. A TATA ENTERPRISE
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EXISTING
ORGANISATION
 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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EXISTING
ORGANISATION
About CROMA
Specialist Consumer Electronic and
durable Retail Chain
Out let
50 out lets
Located in India
Parent group
Infiniti Retail Ltd.
Managing Director
Ajit Joshi
Founded
October 9, 2006
Head quarter
Juhu , Mumbai
Industry
Retail
website
www.cromaretail.com
Tag line
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 2012 : aiming 75
more megastores across India.
Market Penetration : Also
targeting small cities such as
Chandigarh, Amritsar,
Jalandhar, Mysore, Mangalore.
Commitment : Providing
unmatched shopping
experience.

4. A TATA ENTERPRISE
RETAIL SCENARIO IN INDIA
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Indian Consumer Durable
electronic market is estimated to
be around Rs. 80,000 crore.
Expected growth of 10-12 %
this year.
Consumer Durable and Electronic
contributing a decent part to
retail industry in India.

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OUR MAJOR COMPETITORS

6. A TATA ENTERPRISE
COMPETITION
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CROMA is covering 18% in terms of
market share in retail sector of consumer
durable and electronic segment.
Market share
5%
Ezone
13%
37%
18%
NEXT
Croma
Reliance digital
27%
others
The biggest competitor in this eZONE is
capturing 37% of the market.
NEXT goes with 27% in the market and is
been 2nd biggest challenge to be look
forward by CROMA.
RELIANCE DIGITAL capturing 13% in
retailing of electronics segment.
OTHERS contributing 5 % to the retail
sector.

7. A TATA ENTERPRISE
PRODUCT MIX
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Computers &
Laptops
• Notebooks
• Desktops
• LCD Monitors
• Printers and
Office solutions
• Storage Media
• Webcam
• Input Devices
• Softwares
• Networking
devices
Home
Communication Large Appliances Small Appliances
Entertainment
• TV Plasma
• TV LCD
• Home Theatre
• Audio System
• DVD/VCD
• MP3 Players
• IPOD Docks
• Audio
Accessories
•PDA’s
•Mobiles
Phones
• Mobile
Accessories
• Fixed Phones
• Cordless
• Bluetooth
• Split Air
Conditioner
• Window Air
Conditioner
• Refrigerators
• Washing
Machines
• Dish Washers
• Dryers
• Kitchen
Appliances
• Vaccum
Cleaners
• Irons
•Lightening
• Personal care

8. A TATA ENTERPRISE
OUR MAJOR SELLING PODUCTS
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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.

9. A TATA ENTERPRISE
Brands Associated With Us
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10. A TATA ENTERPRISE
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PRODUCT STRATEGY

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PRODUCT STRATEGY
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NEW ARRIVALS
IN THE NEAREST CROMA STORE AROUND
YOU VERY SOON

12. A TATA ENTERPRISE
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OTHER NEW ARRIVALS IN LINE
CROMA 3D LED
TELEVISION

13. A TATA ENTERPRISE
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OTHER NEW ARRIVALS IN LINE
MICROMAX ANDROID BASED
SMARTPHONES :
Micromax Android phones is launching in
India on 12th November.
We would be the first one to Retail the
android phones of Micromax in India.
Resulting in increasing our product width
to a good extent.

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PLACE STRATEGY

15. A TATA ENTERPRISE
Where We Are In India.?
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Where We Are In India.?
MUMBAI
: Juhu, Dahisar, Malad,
Santacruz Airport, Vashi
CBD Belapur, Bhayandar
and Mulund.
NEW DELHI : New Deepali Chowk,
Rohini, Sahibabad,
Inrapuram.
BENGALOORU : Koramangla.
PUNE
: Hadaspur, Aundh,
Pimpri, and Kothrud.
AHMEDABAD : Memnagar and
S.G Highway Junction.
SURAT
: Ghod Dod Road.
AURANGABAD

16. A TATA ENTERPRISE
FUTURE SITES
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NEW PLACE STRATEGY
More Tier 1 Cities and Tier 2 Cities :
Tier 1 : Kolkata
Chandigarh
Ahmadabad
Tier 2 :
Lucknow
Dheradhun
Bhopal

17. A TATA ENTERPRISE
ZIP CENTERS
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Opening small Croma zip stores
basically on the airports.
Area of 3000 sq.ft. suitable enough
to give a feel of croma’s product.
With an intent to meet and interact
with as many people as they can
covering a good market place.

18. A TATA ENTERPRISE
DISTRIBUTION CENTER
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HUB & SPOKE MODEL :
In this model, the store chain would expand its
stores around its distribution centre's, from where
it could supply merchandise to its stores.
Example :
Bhiwandi near Mumbai take care of supply needs
of 11 stores in Mumbai and 3 in Pune.
More and more of such Hub & Spoke model can
help in solving the problem of distribution and
hence expanding the market area.

19. A TATA ENTERPRISE
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PRICE STRATEGY

20. A TATA ENTERPRISE
EXISTING PRICING
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• Value pricing
• Promotional pricing
 Low interest financing
 Psychological discounting
 Special event pricing
• Differentiated Pricing
 Time pricing
• Bundling

21. A TATA ENTERPRISE
VALUE PRICING
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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.

22. A TATA ENTERPRISE
DIFFERENTIAL PRICING
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Time Pricing

23. A TATA ENTERPRISE
BUNDLING
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Bundling serves to the purpose, both
of consumer as well as the retailer.
Consumer gets value for their money
as they find a value product
absolutely free, with a product they
were buying .
Retailer can easily bundle those
products which are of least demand
and hence, compensate the profit by
extra selling of those products which
are in demand.

24. A TATA ENTERPRISE
PSYCHOLOGICAL PRICING
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25. A TATA ENTERPRISE
PRICING STRATEGY
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Festive promotional pricing

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HIGH –LOW PRICING
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REFERENCE PRICING
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It uses customer’s frame
of reference that is
established through
previous experience of
purchasing the product or
high level of information
search.

28. A TATA ENTERPRISE
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PROMOTION STRATEGY

29. A TATA ENTERPRISE
EXISTING PROMOTION
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Below the
Line
Promotion
• Coupon, discount, more of the
product at normal price, gift with
purchase, competition, and
prizes, money back offer, exchange
offer, special occasion.
Above the
Line
Promotion
• Giving advertise in news paper, TV.
Internet (own website which give
online shopping service),
• partnership with Bigfilx, Big FM 92.7.

30. A TATA ENTERPRISE
BELOW LINE PROMOTION
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31. A TATA ENTERPRISE
BELOW LINE PROMOTION
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32. A TATA ENTERPRISE
ABOVE LINE PROMOTION
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33. A TATA ENTERPRISE
ABOVE LINE PROMOTION
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34. A TATA ENTERPRISE
NEW PROMOTION STRATEGY
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Social Media Activation
Contests and Campaigns :
Design and execute monthly contests/campaigns around
the brand identity of CROMA to create more passion and
gain exposure, building more fans and followers.
Push small contests to ignite participation and increase
spreading of the word.

35. A TATA ENTERPRISE
NEW PROMOTION STRATEGY
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SUN SET Services
In this, we visit our customers place and
rectify the problem or any trouble that they
are facing because of our product.
We assure them that if they call us before
12 in the afternoon, we will be there
rectifying the problem before actually the
sun set i.e., before 6 in evening.
Our customer’s trouble is our pain and
hence, we aim at solving issues before the
source of energy sets.

36. A TATA ENTERPRISE
NEW PROMOTION STRATEGY
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E-Commerce
Create a customer support website
We will create a customer support website where people
can submit their queries, ideas, advices, and get the
knowledge of the products sitting back from their home.
SAMPLE :
www.cromasupport.com
There will be a toll free number providing support to
customers queries and feedbacks. Our executives will be
supporting and available on weekends also. Providing
12*7 support to our customers.

37. A TATA ENTERPRISE
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MARKET COMMUNICATION STRATEGY

38. A TATA ENTERPRISE
MARKET COMMUNICATION STRATEGY
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Advertising
TV Advertisement:Use umbrella advertising. All products of
Croma and other sponsors in one TV
advertisement.
Radio Advertisement:The offers and discounts on products will
be announce by radio jockey on primetime.

39. A TATA ENTERPRISE
MARKET COMMUNICATION STRATEGY
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Board Holdings
Put hording boards on the
roadside.
Motion advertisement will
be there on roadside.

40. A TATA ENTERPRISE
MARKET COMMUNICATION STRATEGY
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Brochures and
Booklets:
To make people more
aware of what’s going with
croma, regular supply of
brochures and booklets will
be taken care of.

41. A TATA ENTERPRISE
MARKET COMMUNICATION STRATEGY
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Gift Cards and
Coupons:
Several types of coupon
and gift schemes will start
for different occasion
keeping customers puzzle
and interested.

42. A TATA ENTERPRISE
MARKET COMMUNICATION STRATEGY
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Speeches and Trade
shows:
Speeches and the wishes on
festivals, national events will be
telecast on the TV and radios.
Doing trade shows on roadsides
or metro stations.

43. A TATA ENTERPRISE
MARKET COMMUNICATION STRATEGY
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Online Contests and games
Online games and contests will be held on
regular basis and the winner will be boost
with heavy discount on any product they plan
to buy from croma.
Supported by some trip as a face of the
month, promoting the gaming zone at croma.
These contest will take part online with the
help of social networking websites like
Facebook, Orkut, Twitter etc.

44. A TATA ENTERPRISE
MARKET COMMUNICATION STRATEGY
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Sponsor events and
Games :
Croma will sponsor events and
games in the future. Croma is
eying some contract with a
sports channel as a new
investment.

45. A TATA ENTERPRISE
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BRANDING STRATEGY

46. A TATA ENTERPRISE
BRANDING
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Branding is not about getting
your target market to choose
you over the
competition, but it is about
getting your prospectus to
see you as the only one that
provide a solution to their
problem.

47. A TATA ENTERPRISE
CROMA’S BRANDING OBJECTIVE
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•Delivers the message clearly
•Confirms your credibility
•Connects your target prospectus
•Maintain users loyalty

48. A TATA ENTERPRISE
BRANDING STRATEGY
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49. A TATA ENTERPRISE
BRANDING BARRIERS
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Timing
Lack of
demand
location
Financing

50. A TATA ENTERPRISE
BRANDING
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SOCIAL MEDIA PRESENCE has
proved to be SUCCESSFUL
STRATEGY in engaging their fans and
followers and converting them into
buyers and sellers

51. A TATA ENTERPRISE
BRANDING STRATEGY
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Take inventory of your
social media arsenal
WordPress
Blogger
LinkedIn
Facebook
Twitter
Flickr
Friendfeed
YouTube
SlideShare

52. A TATA ENTERPRISE
BRANDING
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Tips & Contests
for FB fans

53. A TATA ENTERPRISE
BRANDING
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54. A TATA ENTERPRISE
BRANDING
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Youtube an place where
fans can find their
perfect product by filling
in a few details

55. A TATA ENTERPRISE
LOGO & PUNCH LINE
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CURRENT LOGO
UPCOMING LOGO
CrOmA
OLD PUNCH LINE
“ We Help
You Buy”
NEW PUNCH LINE
‘’Look for
all, search for best’’