Amity Business School

Customer Relationship
Management at TATA CROMA

Presented By:
Harshit saxena
A0101909405
MBA Class of 2011
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Background
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Background
• Infiniti Retail Limited is a 100%
subsidiary of Tata Sons, which
TATA SONS launched Croma, a national chain of
mega stores of consumer electronics
and durables.
• It owns and runs Croma's retail
Infiniti Retail Limited operations in India, while Woolworths
(100% subsidiary) provides technical support and strategic
sourcing facilities from its global
network.
• The first Croma store was launched in
Juhu, Mumbai on October 9, 2006.
CROMA
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• Buyers facing problems due to hundreds of brands,

thousands of products and a mind-blogging range of
features.
• At Croma, they help their customers a make a
choice that’s just right for them through their friendly,
well trained and knowledgeable store advisors
giving them a sound and personalized advise.
• Croma has over180 brands, 6000 products across
eight categories in a world-class ambience.
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• Plush stores, spread over nearly 20,000 sq feet,

with strategically planned products and category lay
outs allow you to make hassle-free purchases.
• They ensure buying nothing, but the BEST!!
• They aid their customers in buying products that suit
their requirements to the tee.
• They also offer special deals on Mother’s day,
Father’s day, Diwali, Christmas. They celebrate all
occasions with offers that make them special for
customers.
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CROMA – 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.
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CROMA – Product Range

(1) Communication
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CROMA – Product Range

(2) Home Entertainment
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CROMA – Product Range

(3) Large Appliances
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CROMA – Product Range

(4) Gaming
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CROMA – Product Range

(5) Imaging
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Why CROMA???
• Widest range of products

• We help you buy

• A name you can trust

• Customer commitment

• Great deals and offers

• Croma is the first of its kind

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CROMA – CRM Initiatives

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(1) Customer Service: Warranty

or service or returns:
The following is the policy for return /service:

• Request for Exchange will be entertained only for Music CD's

DVD's, Gaming Software and Small Appliances on account of
inherent manufacturing defects, subject to fulfilment of the following
conditions:
– Products must be presented for exchange within 4 days of purchase;
– The original invoice must be presented;
– The Products to be exchanged must be returned in undamaged & saleable
condition including all accessories and manuals. There should be no signs of
external damage on packaging including the original carton.
– For details, one can refer to the Exchange Policy on the invoice or contact the
Customer Service Desk.
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(2) Extended Warranty

• For a few Rupees more, the customers of croma can become a
member of smile Club and avail the benefits of extended warranty.
The Extended warranty extends the manufacturer’s warranty by up
to two extra years.

The Extended Warranty has:

• No Hidden Charges
• Replaced if not Repaired
• Genuine Parts
Extended warranty club membership is also offered.
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(3) Customer feedback

• Croma treats its customer as
kings/queens and is always interested in
feedback that compliments great service
or highlights areas in which they need to
improve as a store brand.
• Also, If one is an existing customer, just by
entering the bill number they send you a
speedy response.
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(4) ONLINE STORE

Catalogue Retailers:
The concept of this form
of retailing is that the
customers will place
orders after seeing
products from a published
catalogue. Tata Sons
retail venture Croma
utilizes this business
channel. Orders can
either be delivered by in
house logistics or a third-
party shipper.
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(5) Gifts
Croma Stores gives following free gifts to HSBC Gold
Credit Cardholders on purchase of product against
billing of prescribed values from any Croma stores
across India:
• A Blender Cup n Rack worth Rs. 1100, on purchase of
any product(s) against billing of Rs. 15001 to 25000 .
• A Croma Car Vacuum Cleaner worth Rs.1490, on
purchase of any product(s) against billing of Rs. 25001
to 40000.
• A 0.5 Ltr Vacuum Cleaner worth Rs.1800, on purchase
of any product(s) against billing of Rs. 40,001 or above.
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(6) Master card tata chroma

cash back offer:
The mastercard/maestro credit/debit card
holders at any Tata Croma store during
this Holiday season for shopping above
Rs.2500 and get 5% cashback.
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(7) ABCD OF NEWLY WED

OFFER BY TATA CHROMA:
Though the name suggests an
offering for people who have just
been married, it covers mostly
everyone who is setting up a new
home. These might be newly
formed nuclear families or a
couple of bachelors that would be
now be sharing an apartment or
anyone who is leasing/buying a
new house and does not have
the essential electronic items
every house requires.
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“A” of ABCD offer

• At Rs 25,000/- if one is able to get a television, a refrigerator,
a washing machine and a few more items, it can be
considered a bargain.
• One would save at least 10-15%% in the package deal.
• In the Basic and Essentials categories, there are mostly items
that are required in homes and not things that would be forced
on to a customer because it is a package deal.
“B” of ABCD offer
The products in the offering belong to brands that are well
recognized in the respective categories and are the latest
offerings from that particular brand. Some of the items belong
to Croma’s private labels. There are no options provided to
choose from different brands for various items. So, the
customer would have to compromise on that aspect.
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“C” of ABCD offer

• Moving in itself can be a big hassle. Finding a place to live,
especially in cities like Mumbai, is a big project in itself and
once a place is found, one does not want to be bothered too
much about furnishing the place. What better than having a
one-stop shop for all your electronics’ needs?
• This added convenience aspect is an important part of the
offer.
“D” of ABCD offer
• With electronic items, one is very much concerned about the
time period for which it is ensured to be in a good condition.
• All products come with warranty (of different time periods) and
Croma store can be contacted in case of any product failures.
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Suggestions to improve
CROMA CRM practices
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