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First national, specialist retail chain : consumer electronics and durables. Technical and strategic support : Woolworth Promoted by : Infiniti Retail Ltd (100% subsidiary of Tata Sons) 6,000 products, 180 brands, 8 categories, 50 stores

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EXISTING ORGANISATION

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EXISTING ORGANISATION

About CROMA Specialist Consumer Electronic and durable Retail Chain

Out let 50 out letsLocated in India

Parent group Infiniti Retail Ltd.

Managing Director Ajit Joshi

Founded October 9, 2006

Head quarter Juhu , Mumbai

Industry Retail

website www.cromaretail.com

Tag line We Help You Buy.

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OBJECTIVES

Focus : understanding customer’s need and meeting them in a delightful manner.

By march 2012 : aiming 75 more megastores across India.

Market Penetration : Also targeting small cities such as Chandigarh, Amritsar, Jalandhar, Mysore, Mangalore.

Commitment : Providing unmatched shopping experience.

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RETAIL SCENARIO IN INDIA

Indian Consumer Durable electronic market is estimated to be around Rs. 80,000 crore.

Expected growth of 10-12 % this year.

Consumer Durable and Electronic contributing a decent part to retail industry in India.

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OUR MAJOR COMPETITORS

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37%

27%

18%

13%

5%

Market share

Ezone

NEXT

Croma

Reliance digital

others

CROMA is covering 18% in terms of market share in retail sector of consumer durable and electronic segment.

The biggest competitor in this eZONE is capturing 37% of the market.

NEXT goes with 27% in the market and is been 2nd biggest challenge to be look forward by CROMA.

RELIANCE DIGITAL capturing 13% in retailing of electronics segment.

OTHERS contributing 5 % to the retail sector.

COMPETITION

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PRODUCT MIX

Computers & Laptops

Home Entertainment Communication Large Appliances Small Appliances

•Notebooks•Desktops• LCD Monitors•Printers and

Office solutions• Storage Media•Webcam• Input Devices• Softwares •Networking

devices

• TV Plasma• TV LCD• Home Theatre• Audio System• DVD/VCD• MP3 Players• IPOD Docks• Audio Accessories

•PDA’s •Mobiles Phones• Mobile Accessories• Fixed Phones• Cordless• Bluetooth

• Split Air Conditioner• Window Air Conditioner• Refrigerators• Washing Machines

• Dish Washers• Dryers• Kitchen Appliances• Vaccum Cleaners• Irons•Lightening• Personal care

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OUR MAJOR SELLING PODUCTS

Major Products contributing to the sales of CROMA :

Colour Televisions

Refrigerators

Air Conditioners

Washing Machine

Others : Kitchen appliances, Gaming Devices, Computers & Laptops, Mobiles & Accessories Etc.

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Brands Associated With Us

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PRODUCT STRATEGY

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PRODUCT STRATEGY

NEW ARRIVALS

IN THE NEAREST CROMA STORE AROUND YOU VERY SOON

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OTHER NEW ARRIVALS IN LINE

CROMA 3D LED TELEVISION

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OTHER NEW ARRIVALS IN LINE

MICROMAX ANDROID BASED SMARTPHONES :

Micromax Android phones is launching in India on 12th November.

We would be the first one to Retail the android phones of Micromax in India.

Resulting in increasing our product width to a good extent.

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PLACE STRATEGY

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Where We Are In India.?

MUMBAI : Juhu, Dahisar, Malad, Santacruz Airport, Vashi CBD Belapur, Bhayandar and Mulund.NEW DELHI : New Deepali Chowk, Rohini, Sahibabad, Inrapuram.BENGALOORU : Koramangla.PUNE : Hadaspur, Aundh, Pimpri, and Kothrud.AHMEDABAD : Memnagar and S.G Highway Junction.SURAT : Ghod Dod Road.AURANGABAD

Where We Are In India.?

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NEW PLACE STRATEGY

More Tier 1 Cities and Tier 2 Cities :

Tier 1 : Kolkata Chandigarh Ahmadabad

Tier 2 : Lucknow Dheradhun Bhopal

FUTURE SITES

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ZIP CENTERS

Opening small Croma zip stores basically on the airports.

Area of 3000 sq.ft. suitable enough to give a feel of croma’s product.

With an intent to meet and interact with as many people as they can covering a good market place.

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HUB & SPOKE MODEL :

In this model, the store chain would expand its stores around its distribution centre's, from where it could supply merchandise to its stores.

Example :

Bhiwandi near Mumbai take care of supply needs of 11 stores in Mumbai and 3 in Pune.

More and more of such Hub & Spoke model can help in solving the problem of distribution and hence expanding the market area.

DISTRIBUTION CENTER

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PRICE STRATEGY

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• Value pricing • Promotional pricing

Low interest financing Psychological discounting Special event pricing

• Differentiated Pricing Time pricing

• Bundling

EXISTING PRICING

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VALUE PRICING

Value for your money

Best products with most reasonable pricing.

Lowest down payments and easy EMI’s.

Best discounts and offers.

Warranties and guarantees to your most likings.

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DIFFERENTIAL PRICING

Time Pricing

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BUNDLING

Bundling serves to the purpose, both of consumer as well as the retailer.

Consumer gets value for their money as they find a value product absolutely free, with a product they were buying .

Retailer can easily bundle those products which are of least demand and hence, compensate the profit by extra selling of those products which are in demand.

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PSYCHOLOGICAL PRICING

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PRICING STRATEGY

Festive promotional pricing

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HIGH –LOW PRICING

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REFERENCE PRICING

It uses customer’s frame of reference that is established through previous experience of purchasing the product or high level of information search.

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PROMOTION STRATEGY

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EXISTING PROMOTION

•Coupon, discount, more of the product at normal price, gift with purchase, competition, and prizes, money back offer, exchange offer, special occasion.

Below the Line

Promotion

•Giving advertise in news paper, TV. Internet (own website which give online shopping service),

•partnership with Bigfilx, Big FM 92.7.

Above the Line

Promotion

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BELOW LINE PROMOTION

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BELOW LINE PROMOTION

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ABOVE LINE PROMOTION

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ABOVE LINE PROMOTION

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NEW PROMOTION STRATEGY

Social Media ActivationContests and Campaigns :

Design and execute monthly contests/campaigns around the brand identity of CROMA to create more passion and gain exposure, building more fans and followers.

Push small contests to ignite participation and increase spreading of the word.

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NEW PROMOTION STRATEGY

SUN SET ServicesIn this, we visit our customers place and rectify the problem or any trouble that they are facing because of our product.

We assure them that if they call us before 12 in the afternoon, we will be there rectifying the problem before actually the sun set i.e., before 6 in evening.

Our customer’s trouble is our pain and hence, we aim at solving issues before the source of energy sets.

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NEW PROMOTION STRATEGY

Create a customer support website

We will create a customer support website where people can submit their queries, ideas, advices, and get the knowledge of the products sitting back from their home.

SAMPLE : www.cromasupport.com

There will be a toll free number providing support to customers queries and feedbacks. Our executives will be supporting and available on weekends also. Providing 12*7 support to our customers.

E-Commerce

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MARKET COMMUNICATION STRATEGY

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MARKET COMMUNICATION STRATEGY

Advertising

TV Advertisement:-

Use umbrella advertising. All products of Croma and other sponsors in one TV advertisement.

Radio Advertisement:-

The offers and discounts on products will be announce by radio jockey on primetime.

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MARKET COMMUNICATION STRATEGY

Board Holdings

Put hording boards on the roadside.Motion advertisement will be there on roadside.

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MARKET COMMUNICATION STRATEGY

Brochures and Booklets:

To make people more aware of what’s going with croma, regular supply of brochures and booklets will be taken care of.

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MARKET COMMUNICATION STRATEGY

Gift Cards and Coupons:

Several types of couponand gift schemes will start for different occasion keeping customers puzzle and interested.

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MARKET COMMUNICATION STRATEGY

Speeches and Trade shows:

Speeches and the wishes on festivals, national events will be telecast on the TV and radios. Doing trade shows on roadsides

or metro stations.

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MARKET COMMUNICATION STRATEGY

Online games and contests will be held on regular basis and the winner will be boost with heavy discount on any product they plan to buy from croma.

Supported by some trip as a face of the month, promoting the gaming zone at croma.

These contest will take part online with the help of social networking websites like Facebook, Orkut, Twitter etc.

Online Contests and games

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MARKET COMMUNICATION STRATEGY

Sponsor events and Games :

Croma will sponsor events and games in the future. Croma is eying some contract with a sports channel as a new investment.

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BRANDING STRATEGY

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BRANDING

Branding is not about getting your target market to choose

you over the competition, but it is about getting your

prospectus to see you as the only one that provide a

solution to their problem.

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CROMA’S BRANDING OBJECTIVE

•Delivers the message clearly

•Confirms your credibility

•Connects your target prospectus

•Maintain users loyalty

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BRANDING STRATEGY

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BRANDING BARRIERS

Timing

location

Financing

Lack of demand

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BRANDING

SOCIAL MEDIA PRESENCE has proved to be SUCCESSFUL

STRATEGY in engaging their fans and followers and converting them into buyers and sellers

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BRANDING STRATEGY

Take inventory of your social media arsenal

WordPressBloggerLinkedInFacebookTwitterFlickrFriendfeedYouTubeSlideShare

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BRANDING

Tips & Contests for FB fans

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BRANDING

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BRANDING

Youtube an place where fans can find their

perfect product by filling in a few details

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LOGO & PUNCH LINE

CURRENT LOGO UPCOMING LOGO

CrOmA

OLD PUNCH LINE NEW PUNCH LINE

‘’Look for all, search for best’’

“ We Help You Buy”