Croma is an Indian retail chain owned by Tata Group that sells consumer electronics and appliances. It operates 101 stores across 25 cities and has an 11% market share of India's e-commerce industry. The company aims to expand its online presence. Croma acquired the Indian retail business of Woolworths in 2012. Avijit Mitra was recently appointed as CEO of Infiniti Retail, which owns Croma.

2. About Cromā
• Cromā is an Indian retail chain for consumer
electronics and durables. It is the nation's first
large format specialist retail chain for consumer
electronics.
• Tata Group company Infiniti Retail runs Cromā
stores in India. Infiniti Retail Ltd is a 100%
subsidiary of TATA Sons.
• Presently, there are a total of 101 Cromā stores
in 25 cities in India.
• Cromā online retail store's market share is 11%
of all e-commerce industries in India. It aims for
100% of the same.
• In 2012, Infiniti retail acquired the Indian retail
business of Woolworths for A$35 million, or Rs.
200 crore.
• Mr. Avijit Mitra Appointed as CEO of Infiniti
Retail Ltd, Croma.

4. RETAIL
MIX
PRICING
PLACE
CUSTOMER
SERVICE
STORE
DESIGN
PRODUCT
ASSORTMENT
PROMOTION

5. PRICE
VALUE PRICING
PROMOTIONAL PRICING
DIFFERENTIATED PRICING
BUNDLING

6. PLACE -Zip Centers
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.

7. 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.

8. STORE LAYOUT

9. Communication Photography
Computing Kitchen
Appliances
Entertainment
Grooming and
wellness
Home
Appliances Croma Exclusive
PRODUCT ASSORTMENT
CromāOutlet Products:

10. Cromā E-Commerce product:

11. Brand Associated with Croma

12. PROMOTION
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.

13. • Croma believes in getting their Target market to
choose them over their competitors. It’s major
objectives are to:
1. Deliver the message “we help you buy” clearly
2. Connect with target prospects
3. Maintain users loyalty
• Croma thrives to penetrate deep into the electronic
retail market and is emerging as a competitor to Big
brands like Compaq, Sony, HP etc
• Croma initially placed itself as a pure organised
retailing body, but with years, gained confidence of
customers and started producing own line of products
in all categories also started tie up’s with e-retail stores
such as Flipkart, Ebay etc
CURRENT STRATEGY

14. •Croma is doing very well in terms of sales, and after sales
services. Due to it’s new endeavor it is working hard to gain
confidence of customers
•Croma must pitch it’s products better than the other
brands it’s associated with, by use of offers, sales
promotions, weekly/ seasonal sales.
•Croma may also invest in aggressive advertising
campaigns
• The ‘Store Pickup’ concept in case of Iphone's
•Croma may also introduce an app for smooth and
convenient shopping for it’s users
• Create dedicated customer care website
• Tie up’s with major TV channels, electronic giants, sponsors
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