Project on

Infiniti Retail –Croma Electronics (Tata sons)

submitted to Alliance School of Business, Alliance University

for During Semester Assessment (DSA)

of Contemporary Retail Management

for Master of Business Administration (MBA)

Marketing

Summited to: Summited by:

Dr. Sanjeev Padashetty Sienphika Cora Megan Blah
Professor Spandan Jena
International Business Shwetank Shahi
Kandikattu Yamini
 Table of Contents

1 Retail Category, Type / Format

2 Retail STP

3 Retail Marketing Mix matrix

4 Store strategy

5 Location Strategy

6 Layout & Design

7 Visual Merchandising

8 Merchandise Assortment Strategy

9 Retail Promotion Strategy

10 Retail Pricing Strategy

11 Retail Channel strategy

12 Retail Service Strategy

13 Technology, SCM, IS as a Retail Strategy

14 Global strategy

15 SWOT analysis

16 Findings

17 Recommendations

18 Conclusion

19 References
Retail Category:

• Consumer Durables and Electronics (CDE) retailer

• Consumer durables and infotech (CDIT)

Retail Format:

• India's first large format specialty retailer of its sort that catered to all needs for multi-
brand digital devices and home electronics.
• Croma Stand Alone Stores – 15,000 to 20,000sq.ft.
• Croma stores located in Malls – 5000 to 10,000sq. ft
• Uniqueness in Format.

Retail STP:

Segmentation:

• Demographic: Students in the age group of 20 to 30 and Working professionals having

high income who focuses on quality and price

Targeting:

• High Class, Upper Middle Class, and Middle Class: Generally speaking, the high class
and upper middle class make larger investments.
• Semi-professionals and artisans who live on an average-to-below-average income are
considered middle class.
• Most of them are white-collar workers in their 20s and 30s with some college degree.

Positioning:

• Quality with style: The more affluent market can be more effectively targeted by
providing improved performance, more features, and a premium brand image.
• Wide product displays at Croma stores enable customers to "touch and feel" products,
and qualified staff is constantly on hand to assist clients in making the best decision.
Retail Marketing Mix matrix:

Product:

• Six thousand goods are offered by Croma in almost eight different categories, offering a
large diversity.
• The product selections at retail stores are expanding daily, and they feature a top-notch
atmosphere, and these include
1. Computing
2. Communication
3. Home Appliance
4. Entertainment
5. Kitchen Appliance
6. Gaming
7. Photography
8. Accessories
• Because Croma stores are affiliated with some of the greatest brands in the market,
customers may enjoy an engaging shopping experience while getting what they desire.
• They include Samsung, HP, HTC, Microsoft, Logitech, Cannon, Casio, Sony, Godrej,
Hitachi, Dios, and L.G.
• Customers at Croma Outlet have a wide selection of products to choose from if they're
interested. Croma Life Accessories, the company's personalized brand, sells modern,
distinctive items.

Price:

• Croma stores are known for offering a large assortment of products that can meet every
customer's needs and budget.
• The company has kept a fair pricing policy in place so that it can enter consumer markets
and develop its own fan base.
• It occasionally offers discounts and incentives, as well as a number of alluring offers for
buying in bulk, all of which assist to increase sales.
• Croma has concentrated on boosting sales volume since it is aware that doing so will
increase revenues.
• The brand's penetration price strategy and discount pricing policy have led to one of
India's most sought-after retail locations.
Place:

• With the addition of Croma Kiosks, Croma Zip Stores, and an online store, Croma has
effectively grown its retail network.
• The owner firm of Croma outlets, Infiniti Retail, operates them effectively from its
headquarters in Mumbai, India.
• Through its network, which spans twenty-five cities and 111 retail locations, the brand
has entered the consumer market.
• Cities like Aurangabad, Kolhapur, Nasik, Pune, and Mumbai in Maharashtra are home to
Croma outlets, whereas Ahmedabad, Vadodara, Surat, and Rajkot are the locations for
Croma outlets in Gujarat.
• Chennai in Tamil Nadu, Hyderabad in Telangana, Chandigarh, Amritsar, Bangalore,
Delhi, and Mysore are a few other significant cities with Croma locations. 11% of Indian
e-commerce sectors are occupied by this brand's online store.
• Direct selling is one of Croma's methods of distribution, and the company has a staff that
is both experienced and well-trained to provide each of its clients with individualised
guidance.
• Customers love Croma's online stores because they can browse every desired item and
decide without having to go to a physical location.

Promotion:

• Croma can become a name that people can connect with genuineness and trust, according 

to the firm.

• It has implemented a series of customer-friendly initiatives to achieve this.
• It has started a call center that is open 24/7 and offers assistance and information to every
customer.
• Croma has been actively working to provide a simple and hassle-free shopping
experience, and as a result, they have hired trained staff members that can provide all
kinds of assistance.
• Croma has been actively working to provide a simple and hassle-free shopping
experience, and as a result, they have hired trained staff members that can provide all
kinds of assistance.
 • It has received the Indian Retail Forum's Most Admired Retailer award for six years
running. The December Online Shopping Festival was held in 2014, and Croma took part
as part of its advertising campaign.

Retail Service Strategy:

People:

• Employees of the TATA group are given a special discount at the store. The sales
representatives at Croma are highly amiable and assist consumers in selecting a product
that best meets their needs.

Process:

• Croma sells its goods both through its online store, where it offers discounts, and through
its about 100 locations spread out across India. They take a customer-focused strategy
and offer call Centre help around-the-clock.

Physical Evidence:

• The Croma logo is prominently displayed on top of the majority of the large Croma
storefronts in malls. Customers can test out various technological items on large glass
displays that are displayed. Smaller retailers called zip stores are frequently found in
airports.

Store Strategy:

• In its goals for brick-and-mortar expansion, Croma plans to reach a century.

• Croma uses ATL techniques including radio and newspaper adverts.
• With the help of Facebook and Google ads, they have now begun social media marketing.
• They strive to project TATA’s brand credibility while offering top-notch customer
service.

First Croma Store:

• Juhu, Mumbai

Customer Profile:
 • High Class
• Higher Middle class

Layout & Design:

Smooth white and ash-colored tiles, as well as potent fluorescent lighting, adorn the
length of the huge Croma store, which brilliantly illuminates the entire space. Its large,
clear aisles, a spotless, well-kept interior, and a logically structured store give Croma its
upmarket, modern décor.

• One Way Layout

• Two Way Layout
• Four Way Layout

Designed in way:

• Touch, feel, experience the products, and view live demonstrations of products across all
categories.
• Use, feel and know the products better before you buy.
Parking:

• Covered Square Area

• Powerful Lighting
• Neat and clean parking area

SWOT Analysis:

Tata Croma Strengths:

• In terms of the company's strengths, the key components of Tata Croma's business that
provide it a competitive edge in the market are reviewed. A brand's strength can be
ascribed to several factors, including its financial stability, its human capital, the
uniqueness of its goods, and intangible assets like brand value. The strengths of the Tata
Croma are outlined as follows:
 1. The first large format specialist in the retail chain for consumer durables is the well-
known brand TATA.
2. Offering a reliable service.
strong presence in the Indian market for consumer durables.
3. Attractive promotional deals for purchasing in bulk.
4. India-wide reach with more than 70 outlets.

Tata Croma Weaknesses:

• Some areas of a brand's business that can be improved to strengthen it even more are
among its shortcomings. You can think of certain shortcomings as qualities that the
business lacks or where its rivals excel. The Tata Croma SWOT Analysis's flaws are
listed below:
1. The company still hasn't been able to reach all the main cities that could be a market.
2. Despite having a substantial presence in India, the company faces competition for market
share from foreign and unorganised markets.

Tata Croma Opportunities:

• Any brand has the potential to improve certain areas in order to grow its customer base.
Opportunities for a brand can include geographic expansion, product enhancements,
improved communications, etc. The opportunities identified in the SWOT analysis of
Tata Croma are as follows:
1. Possibility of branching out into other services, such hypermarkets.
2. expanding domestically and internationally.
3. Boost brand awareness with more advertising.

Tata Croma Threats:

• Threats to any firm can include elements that could have a detrimental effect on it.
Threatening elements include things like increased competitor activity, shifting
governmental regulations, alternative goods, or services, etc. The following are the risks
identified in the SWOT analysis of Tata Croma:
1. International and domestic players entering the market.
2. Continuous improvement in technology means difficult inventory management.

Tata Croma Competitors:

 • In the market, a few companies are vying for the same group of consumers. Following
are Tata Croma's top rivals:
1. Vijay Sales
2. Reliance Digital
3. Next Retail India
4. tatacliq.com
5. flipkart.com
6. amazon.in
7. 91mobiles.com, and more.

Unique Marketing Initiative

• According to Croma, all other brands that are on display inside the store have the same
visibility as their products.
• Brand marketing is not done by Croma. Brands promote themselves. Their preferred
display platform is the store. It conducts a pre-registration campaign on Croma.com prior
to the release of a new product.
• Additionally, Croma ensure that the product is accessible in the store on the day of
introduction. That's one method of marketing a company other than Croma.

Retail Pricing Strategy:  

• When it comes to price, Croma uses promotional methods and gives discounts of between
10% and 15% even on high-end goods. The foot traffic and revenues during festivals are
boosted because of this.

Retail Promotion Strategy:

• Traditional Media
• Various Social media platforms
• Personal Selling
• Trade Exhibitions

Retail Channel Strategy:

 • Omnichannel business model.

Recommendations:

• The Croma store should make some adjustments to the lighting system to give the space a
bright appearance.
• More counters with distinct payment options for cards and cash should be introduced.
• The aisle area inside the showroom must be larger.
• Promotion and offers should be made to boost sales.
• Given that Croma makes its own items, they ought to advertise in some pamphlets.
• There should be a 1:2 ratio between male and female employees.

References:

https://www.marketing91.com/marketing-mix-of-croma/https://www.mbaskool.com/
brandguide/lifestyle-and-retail/4309-tata-croma.html

https://www.essay48.com/term-paper/10042-Croma-Security-Solutions-Group-Plc-Marketing-
Mix

https://economictimes.indiatimes.com/industry/cons-products/electronics/croma-rejigs-strategy-
to-make-existing-stores-profitable/articleshow/52712544.cms?from=mdr

https://www.marketing91.com/swot-analysis-croma/https://www.mbarendezvous.com/general-
awareness/croma-a-growth-story/
https://www.indiaretailing.com/2016/12/23/retail/croma-pioneering-new-age-retailing-in-india/