Live Project Report on Croma – FMCD Sector
(Pune)
Submitted by: [Your Team Members]
Institute: Saibalaji Education Society
1. Introduction & Objective
Croma, a Tata enterprise, is one of India’s leading electronics retail chains with multiple outlets in
Pune. The objective of this study is to analyze Croma’s marketing practices, consumer insights, and
sales strategies in the FMCD sector.
2. Secondary Research Findings
Company Background: - Established in 2006 by Infiniti Retail (Tata Group). - Offers 16,000+
products across 550+ brands. - Strong presence in metro and tier-1 cities including Pune. Pune
Market Trends: - High demand for home appliances, smartphones, and smart TVs. - Seasonal
boosts during Ganesh Chaturthi, Diwali, and New Year sales. - Heavy reliance on EMI schemes,
exchange offers, and festive discounts.
3. Primary Research (Field Visits at Croma)
Retail Observation: - Products well-segmented (TVs, Refrigerators, ACs, Kitchen appliances, Audio
gadgets). - In-store promotions: Digital screens, standees, live demos. - Cross-selling through
accessories and extended warranty. Consumer Behavior (Survey/Interview Findings): - Buying
triggers: Price offers, EMI schemes, warranty, and brand reputation. - Preferred brands: Samsung,
LG, Sony, Whirlpool, Philips. - Influences: In-store promoters and festival discounts.
4. Marketing Mix (4Ps for Croma)
Product Wide range of FMCD products, exclusive tie-ups (Croma-branded appliances).
Price Competitive pricing, bundled offers, EMI, cashbacks.
Place Multiple outlets in Pune + strong online presence.
Promotion Seasonal sales, digital campaigns, loyalty programs, student discounts.
5. STP (Segmentation, Targeting, Positioning)
Segmentation: Middle & upper-middle-class urban households, tech-savvy youth, working
professionals. Targeting: Customers looking for convenience, EMI affordability, and branded
electronics. Positioning: “One-stop destination for electronics with Tata trust & service assurance.”
6. BCG Matrix (Croma’s Product Portfolio)
Stars Smartphones, Smart TVs (high growth, high share)
Cash Cows Refrigerators, Washing Machines (steady demand)
Question Marks Smart Home & IoT devices (growing but not dominant yet)
Dogs CD/DVD players, outdated tech gadgets
7. Sales & Lead Generation at Croma
- Personal selling by brand promoters. - Loyalty programs (Croma Privileges). - Lead capture via
online inquiries, WhatsApp, and in-store registrations. - Tie-ups with banks for instant EMI
approvals.
8. Key Insights
- Consumers in Pune prefer EMI financing, extended warranty, and festival discounts. - Brand
preference is strong but influenced by price deals. - Omni-channel shopping behavior – customers
compare online prices before visiting offline.
9. Recommendations
- Strengthen omni-channel integration (click & collect, AR/VR product demos). - More focus on
eco-friendly appliances and sustainability campaigns. - Collaborations with fintechs for innovative
EMI/BNPL (Buy Now Pay Later) schemes. - Loyalty rewards tailored to repeat customers (e.g.,
students, families).
