You are on page 1of 7

Project report

Submitted by Sumit KUHAR under the


guidance of Dr.SHIKHA OJHA..
ENROLLMENT NO.:10BSP0208
AT croma, we help you buy..It is cromas’s motto.. Croma is promoted by Infiniti Retail Ltd, a
100% subsidiary of Tata Sons. Woolworths, one of the world’s leading retailers, provides
technical and strategic sourcing support, ensuring that you buy nothing but the best.

Croma's first store opened on October 9, 2006 at Juhu in Mumbai, and it's rolling out many more
stores across India. So, no matter where you are, if you want high-quality products, backed by
advice you can trust, head for the nearest Croma.

Infiniti Retail Limited is a 100% subsidiary of Tata Sons. The company has launched Croma, a
national chain of mega stores of consumer electronics and durables. Infiniti Retail Ltd., owns and
runs Croma's retail operations in India, while Woolworths provides technical support and
strategic sourcing facilities from its global network.

Croma has stores in 7 places in india,namely gujarat,delhi ncr,pune,mumbai,chennai,hyderabad


and bengaluru..the total numbers of stores it has is approximately 50 across india.croma has also
opened croma zip stores in many airports of the country ex.mumbai. You can shop for 6000
products across eight categories in a world-class ambience.at croma Friendly, well-trained and
knowledgeable store advisors will give you sound and personalised advice so that you can make
informed buying decisions about any technology or consumer electronics product.

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.

The reason why people could choose croma over other stores are many and a few stated
by company are stated below:::

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.
Great deals and offers
Croma periodically offers exciting deals on all your favorite 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

After information technology & outsourcing, retail is going to be the next big thing . Experts are
predicting a gigantic shift from unorganized to organized retail.
So, Indian retail is sitting at the threshold of a complete metamorphosis. Currently organised
retail is only 3 to 6 per cent whereas the total retail turnover in India was 250 million dollars last
year. But organised retail is growing at a speed of 40 per cent. The pie is large enough." At
croma the buyer is spoiled for choice, with nearly 6,000 products and 180 brands to choose from.

RETAILING.

Retailing includes all the activities selling goods or services directly to final consumers for
personal ,non business use.CROMA IS A SPECIALITY STORE SELLING ELECTRONICS.

SEGMENTATION.

THE croma stores directly SEGMENTED the areas they wanted to work upon i.e cities with high
per capita income or simply metro cities..the stores are designed in a contemporary fashion with
state of the art architecture to give you the best experience while you shop.The plan was only
made after realizing that every class needs a product which can deliver that required economy of
scale in terms of price and quality.

TARGETTING.

Marketers in Woolworths,then decided to target people with disposable incomes in middle class
and classes above them who have a sense of indulgence while shopping and are looking for the
right price with quality and which can be tested physically with live demos. The value-based
retail business has received a
phenomenal acceptance from the customers.

POSITIONING:

As it was a tata enterprise concern people wanted to believe it and as per the deals and the type
of aggressive marketing they did with introducing low prices with combo deals and seasonal
sales .basically,their concept and style worked for them.In the beginning only it got a huge
customer base and if we look at the facts margin in durables retail is wafer-thin and hence scale
is the single-most important thing.

COMPETITORS NOW

Next,a venture by VIDEOCON group did a business of Rs 1,100 crore in FY 2010 and expects
around Rs 1800 crore business this year. Croma, however, did much more business per store
with its turnover touching Rs 1,000 crore in FY 10. Ajit Joshi, managing director and chief
executive of Infiniti Retail, which runs Croma Stores, wants to double the turnover in this
financial year. Next, the consumer durable and electronic chain promoted by the Videocon
Group, is the largest player in the market and has 526 stores already – over 10 times than
Croma’s. Next plans to add 300 more stores by the end of this fiscal. The other leading players in
this segment are Kishore Biyani's Future Group which runs 36 standalone stores of eZone and 16
shop-in-shops, and Reliance Digital with 39 stores. Tatas have so far invested Rs 280 crore in the
business.

SWOT ANALYSIS:
STRENGTHS: BEING A TATA CONCERN IT ALREADY HAD CONSUMER TRUST AND
A HUGE CAPITAL.BEST MARKETERS WERE TAKING UP THE TASK OF MARKETING
IT.EX.AJIT JOSHI.ALSO On an average, a Croma store costs between Rs 3.5 crore and Rs 5
crore, including infrastructure and the inventory. “that means foreseeing the market share tata
could easily venture and succeed,

WEAKNESS:IT WAS HEADING INTO A MARKET WHICH WAS ALREADY BEING


DOMINATED BY NEXT{VIDEOCON GROUP},WHICH PLANS TO OPEN ANOTHER 300
STORES SOON ,RELIANCE DIGITAL. THE STRATEGY HAD TO BE FULL PROOF .

OPPORTUNITIES:

CROMA had a large opportunity ahead because of the increasing retail business.the sector is
growing tremendously at a fast rate.

THREATS:

THREATS were the players in the market which had already invested huge in retailing and were
having a good market share already..threats were also the local dealers and distributors which
were blooming because of personal factors like loyalty etc.

Croma has also got another Tata firm TCS to implement the SAP system in its back end
operations. Earlier it was using the software of its back-end partner Woolworths.

The Indian consumer durable and electronics market is estimated to be around Rs 80,000 crore
and is expected to grow at 10-12 per cent this year.

Croma is growing in terms of size, reach and turnover. Croma’s growth rate so far is more than
50 per cent in terms of turnover and it has aggressive plan for the coming years. The company’s
strategy is to penetrate deeper in the cities it is operating in. This will aid operational efficiency
and allow Croma to garner higher market share.

electronics retail has not been impacted and has been growing at an impressive rate right through
the festive period. Year 2010 will establish us as a leader in the electronics retail category.

BEHAVIOUR OF CONSUMERS:CONSUMER BEHAVIOUR

As even I visited croma and analysed there for an hour .I found out dat customers when they
enter get to see a lot of products and variations,they feel delighted because of the neat and good
ambience and most of them do find a product which suits there need.And a salesman told me that
most of customers look for products ranging between 15000-20000.they have over 6ooo types of
products.consumers are accepting it and buying from it.it has increased its market share rapidly
and croma intents to reach 100 store mark by 2012..

PRODUCTS:

Apart from there in house products like lcd tv, led tv,washing machines,sofas,refrigerators, table
fans etc. You can choose from a number of products across eight categories. Croma has over180
brands and 6000 products for you to choose from. Plush stores, spread over nearly 20,000 sq
feet, with strategically planned products and category lay outs allow you to make hassle-free
purchases.There are deals all the time that people go for.. Mother’s day, Father’s day, Diwali,
Christmas, they celebrate all occasions with offers that make them special for you. now it has
over 100 consumer electronic products under its portfolio ranging from accessories like head
phones, pen-drives to high-end products like LCD and plasma screen TVs..

THANK YOU IT IS A PRIVELEGE WORKING UNDER YOUR


GUIDANCE:

You might also like