People's Institute Of Management &

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 Presentation on

Croma
The electronic Megastore

Submitted To Submitted By

Gazal Sharma Kanhaiya , Ashutosh,

Sonal , Pawan ,vivek,
Unnati
 METHODOLOGY
Research Design: Descriptive
Data Source: Primary and secondary data

Research Instrument: Questionnaire

Sample design: simple random design
Sample location: DB mall
Sample element: Student, Business class
House hold, Service
data
STORE LOCATIONS

❯ Mumbai – Juhu, Malad, Santacruz Airport, Dahisar,

❯ BHOPAL - DB Mall
❯ CBD Belapur, Vashi, Bhayandar & Mulund
❯ Pune –Wanowari & Yerwada
❯ Ahmedabad –Memnagar & S G Highway Junction
❯ Bengalooru – Koramangala
❯ New Delhi – New Deepali Chowk ,Anand vihar
CONTENTS
❯ OUR BRAND PHILOSOPHY
❯ ABOUT CROMA
❯ ABOUT INFINITI RETAIL LIMITED
❯ WHY CROMA?
❯ STORE OBJECTIVES
❯ PRODUCT CATEGORY
❯ STORE PHOTO
❯ STP MARKETING MODEL
❯ 8 P'S OF MARKETING
❯ CONCLUSION
OUR PHILOSOPHY IS-

WE HELP YOU BUY

 BRAND
PHILOSOPHY
❯ If technology wasn't complex.
❯ If variety wasn't confusing.
❯ We would have no reason to be in business.
❯ We provide service is important.
❯ We help you buy.
 
 ABOUT CROMA
•India’s first national , large format, specialist
retail chain for consumer durable s &
electronics
•Croma is owned and run by Infiniti Retail
Limited Infiniti Retail – a 100% subsidiary of
Tata Sons.
•Woolworths Ltd, 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 has over 180 brands and 6000 products
❯ Plush stores, floor space between 15,0000 to 20,000
sq.
❯ feet
❯ 15 Stores currently located in 5 cities.
❯ Croma planning to open 100 stores across India
 WHY CROMA?
❯ 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
CONTD…..
❯ Great deals and offers
Croma periodically offers exciting deals on all your favourite
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.
 
 VISION

❯ The vision of CROMA is to be the number one in the

retail in electronics and durables products in India,
through quality products and delivery services (for
larger products e.g.. Washing machine, refrigerator
etc ) CROMA should imbibe a world class system to
bring in delight to all our associates and the society
at large.
 MISSIO
N
The mission of our enterprise is to create unique
customer satisfaction through innovation,
quality, productivity , human resources
development ,continuously striving for
excellence with pride in our values and
confidence in our approach.
“The overall mission of CROMA is to be the
first choice of the customers.”
 STORE FORMAT

❯ Croma Stand Alone Stores – 15,000 to 20,000 sq. ft.

❯ Croma Stores located in Malls – 5000 to 10,000sq. ft.
 PRODUCT OVERVIEW
Technology simplifies life. At Croma, we simplify
technology. We offer our shoppers one of widest ranges of
products and brands in consumer electronics and durables
and a shopping experience that's truly world-class. You can
choose from a number of products across eight categories.
Our trained and knowledgeable advisors will help you
arrive at an informed decision with their personalised
advice.
Whether you want to increase your productivity with the
latest notebook, tune into your favourite music on the go,
keep your cool in steamy weather with an AC, talk nineteen
to the dozen on your mobile phone or do your laundry in a
jiffy with a fully-automatic washing machine, Croma can
help you make the right choice.
PRODUCT CATEGORY
❯Computers - Home PCs, Laptops

❯Music & DVD - Audio & Video CDs/DVDs

CONTD…….

❯Communications- Mobile phones

❯Gaming - Gaming Hardware/Softwares

❯Home Entertainment – Home theatre, T. V., DVD players

❯Imaging - Digital Camera, Camcoder

S.W.O.T ANALYSIS

Strength

weakness

Opportunities

Threats
 STRENGTH

❯ We get wide range of products i.e more then 6000

products

❯ Give EMI facilities to the customer with down

payments of Rs 1****
 WEAKNESS

❯ They don’t do advertisement

❯ They don’t distribute free pamphlets
❯ No of show room are less
❯ Cost off some products are high
 OPPORTUNITY

❯They can increase their no of outlets

❯They can invest in advertisement
❯They can distribute the free pamphlets
❯They can put some hording on roads
 THREATS

❯Croma have tough competitors

❯Like next
❯Like ezone
S T P MARKETING
MODEL
8 P'S OF MARKETING
STORE PHOTOS
 FEEDBACK OF
CUSTOMERS

Customer Easy accessable Arrangement of

satisfaction product the product

Discountable Customer Customer freely

product easy staff move here and
porches customer Ratio 2-1 there
 Total number of staff at croma store
2 person were present in counter
10 staff with red t-shirt $black pant
One female staff
Two security guard
 Customer care service

Customer on side service

Customer off side service

Replace the product

 CONCLUSION
❯ Visit to the CROMA outlet was an overall impressive
experience . CROMA is one of the biggest retail chain for
consumer durables and electronics. It has wide range of
products and brands to select from. CROMA not only gives a
world class shopping experience but also backs it with great
after sale service.
❯ CROMA periodically offers exciting offers to its customers
especially on 15th august and 26th January every year.
•Around 250-300 people visit it everyday and around 500
people visit it during weekends.
•There was also some of the drawbacks which we found in
the CROMA store.
•Lighting system of the store was not adequate.
•Store was quite congested.

Overall it was a great experience for our group to

visit the CROMA store.