SDP - 4

GROUP

Saurabh Muley
Mohit Kr. Singh
Priyanka Lalwani
Harshita Grover
Chaitrali Kulkarni
TOPIC – RETAIL INDUSTRY Akash khadtale
Namit Sharma
Vishwajeet Gaikwad
Priyanka Singh
Disha Deshpande
MENTOR- VINOD SIR Swapnil
 Croma offers around 6000 mullti-brand

PRODUCT products across many categories. Croma also

has many more products in its marketing mix
and some of them are as follows:-

• Communication
• Computing
• Entertainment
• Hygiene
• Photography
• Cooking
• Comfort
• Grooming & Wellness
PRICE • Croma follows promotional pricing strategies
and offers discount like 10% to 15% even on
premium products.

• Croma provides attractive discounts for bulk

buyers which leads to great revenue.

• One of its biggest competitors is Reliance

digital but the customers service and in store
experience of croma helps to differentiate
itself even though pricing wise they are preety
close to each other.
 • There are more than hundred croma stores across
PLACE various cities through out India.

• One can easily find a croma store in most of the big

malls. They sell directly to the customers through
their stores but on can also order online thorough
their website.

• The first store was opened in Juhu in Mumbai.

• There are stores located in Mumbai, NCR, Chennai,

Bengaluru, Hyderabad, Ahmedabad, Surat, Rajkot,
Aurangabad, Vadodara.
 • Croma follow ATL strategies like newspaper and radio
PROMOTION advertisement.

• They have started Social media marketing with Facebook and

google ads. Through this they try to portray the brand trust of
TATAs and provide excellent customer support.

• The ads of croma generally focus on the value for money

aspect of the products.

• They provide a quality products at a discounted price which

appeals to the middle class population.

• They sometimes do in store promotion like “croma Loves you”

campaign where the store employees start dancing to the
tunes of the song and explain the benefits of shopping with
croma retail.
 • The Croma store provides special discount to the TATA group
PEOPLE employees.

• The sales people at Croma are very friendly and help the
customers in zeroing in on a product that best satisfies their
needs.

• The brand is associated with TATAs and as result customers

trust them.

• They pride themselves on providing excellent customer

services.
 • Croma sell their products through online website where they
PROCESS provide promotional discounts and also through about 100
odd stores throught India.

• They have a customer focused approach and have 24-hour call

centre support.
PHYSICAL • Croma has large stores in most malls clearly displaying the

EVIDENCE croma brand on the top.

• They also have smaller stores called zip stores at airports etc.
with a different layout so that they could target specific
travelling customers.

• They also have their own label called Croma Life accessories
which provides some unique and essential products.