History

 Industry: Retail

 Croma is an Indian retail chain of consumer electronics and durables run by Infiniti Retail,

a subsidiary of the Tata Group.

 Founded: 9 October 2006

 Headquarters: Mumbai, India

 Number of locations: 300 (35 cities)

 Area served: India

 Product range: More than 500 products.

 Retail Category

 Consumer Durables and Electronics (CDE) retailer

 Consumer durables and infotech (CDIT)

Retail Format

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

 Croma stores located in Malls – 5000 to 10,000sq. Ft

Store Strategy

 Goals for brick-and-mortar expansion

Location Strategy

 To make the store, products/services available for the customers.

 Layout & Design

 Smooth white and ash-colored tiles.

 Potent fluorescent lighting.

 Large, clear aisles.

 A spotless, well-kept interior.

 Logically structured store.

 Live demonstrations of products across all categories.

 Use, feel and know the products better before you buy.
 Things are kept in great presentation.
Visual
Merchandising Each category is arranged separately.

Lighting is too bright.

Merchandise Organized independently.

Assortment
Strategy Mobile devices and televisions, refrigerators are the
primary focus, after which the list is continued.
 PRODUCT PRICE

-Computing, Gaming
-Communication
-Home Appliance -Penetration price
strategy
-Entertainment
-Discount pricing
-Kitchen Appliance policy
Retail -Photography
-Accessories

Marketing -Newspaper and radio

-Facebook and google

Mix -Croma Kiosks

-Croma Zip
ads
-Croma Care Center
-Ads focus - value for
Stores money
-Online store -Store promotions like
“Croma Loves You”
campaign

PLACE PROMOTION
 PEOPLE
 Employees - special discount at the store.

 Sales representatives - Highly amiable and assist consumers

Retail
PROCESS
Service
 Customer-focused strategy.

 call Centre help around-the-clock. Strategy

PHYSICAL
EVIDENCE

 logo - Prominently displayed

 Customers can test items

 Retail STP

Segmentation:
Retail Channel
Demographic
Strategy

Targeting:
Retail.

High Class, Upper Middle Class, and Middle Class Direct-to-Consumer

Positioning: Omnichannel business

Quality with style model.

"touch and feel"

 Technology, SCM, IS as a Retail Strategy

 As an omni-channel retailer of consumer electronics, automation and TT are a crucial component

of Croma's business operations.

 Focus - Creating an ideal retail environment where technology blends seamlessly with all the
traditional concepts

Competitors
 Vijay Sales
 flipkart.com
 Reliance Digital
 amazon.in
 Next Retail India
 91mobiles.com, and more.
 tatacliq.com
 STRENGHTS WEAKNESS
S
 First large format specialist  Hasn't been able to reach all the main
W  Offering a reliable service. cities.
O Strong presence in the Indian  Competition for market share from foreign
T  Attractive promotional deals. and unorganised markets.
 India-wide reach with more than 70 outlets.

OPPORTUNITIES THREATS
A
 Possibility of branching out into other  International and domestic players entering
N services, such hypermarkets. the market.
A  Expanding domestically and  Continuous improvement in technology

L internationally. means difficult inventory management.

 Boost brand awareness with more
Y
advertising.
S
I
 Findings

 Number one in the retail in electronics Recommendations

and durables products in India.
• Adjustments - lighting.
 Created unique customer satisfaction-
innovation, quality, productivity, • More counters with distinct payment options

human resources development, for cards and cash should be introduced.

continuously striving for excellence . • Promotion and offers should be made to boost

 “The overall mission of CROMA is to sales.

be the first choice of the customers.”

 
 Conclusion

 One of the largest retail chains for electronics and durable goods.

 Variety of products and brands.

 After-sales support.

 Fantastic deals, particularly on the 15th of August and the 26th of January each year.

 The store's lighting setup was inadequate.

 The store was really crowded.

 Overall, our group had a great time visiting the CROMA store.
T
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