TATA CROMATATA CROMAPRESENTED BY-

PANKAJ SHARMAPGDM 051

Research Design: Descriptive Data Source: Primary data and Secondary DataResearch Instrument: QuestionnaireSample design: simple random designSample location: Pacific mallSample element: Students, business class, House hold, service class

Methodology

Store Locations• Mumbai – Juhu, Malad, Santacruz Airport,

Dahisar,• CBD Belapur, Vashi, Bhayandar & Mulund• Pune –Wanowari & Yerwada• Ahmedabad –Memnagar & S G Highway

Junction• Surat – Ghod Dod Road• Bengalooru – Koramangala• New Delhi – New Deepali Chowk ,Anand vihar

CONTENTS• OUR BRAND PHILOSOPHY• ABOUT CROMA• ABOUT INFINITI RETAIL LIMITED• WHY CROMA?• STORE OBJECTIVES• STORE FORMAT• PRODUCT CATEGORY• STORE LOCATIONS• STORE PHOTOS

• Parking area• Timing• Customer feedback

WE HELP YOU BUY

OUR PHILOSOPHY IS-

• 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.

Brand Philosophy

•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.

About cromā

• 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

Infiniti Retail Limited is a 100% subsidiary of Tata Sons. The company has launched Croma, a national chain of mega stores of consumer electronics and durables. Infiniti Retail Ltd., owns and runs Croma's retail operations in India, while Woolworths provides technical support and strategic sourcing facilities from its global network. The first Croma store was launched in Juhu, Mumbai on October 9, 2006. Infiniti Retail Ltd plans to launch stores across India in the coming months.

About Infiniti Retail Limited

• Widest range of productsChoose from 6000 products across eight categories

• We help you buySound and knowledgeable advice from well-trained advisors to help you make informed buying decisions.

• A name you can trustCroma is promoted by Infiniti Retail Ltd, an initiative of the Tata group, a brand that stands for trust and reliability globally.

• Customer commitmentCroma not only gives you a world-class shopping experience, but also backs it with great after-sales service.

WHY CROMA?

CONTD…..

• Great deals and offersCroma periodically offers exciting deals on all your favourite products.

• A first of its kindConsumer electronics and durable retail is a fragmented segment and has been largely catered to by regional players.

• Croma is the first of its kindLarge-format, specialist and pan-Indian.

• Consistent with retailers image and strategy.

• Positive influence on customer satisfaction and purchase behavior.

• Cost effective & Flexible

Store Design Objectives

• 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.

VISION

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.”

MISSION

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

• Croma Stores located in Malls – 5000 to 10,000sq. ft.

STORE FORMAT

•Easy access of the product inside the showroom.•Displayed the merchandize according to category and style whichmakes the customer feelreliable and convient .• Pleasant relaxing ambience does not come cheap and small store experience• sofa sets are there for customer to relax and check the product before purchasing it

VISUAL MERCHANDISING

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 OVERVIEW

• Computers - Home PCs, Laptops

• Music & DVD - Audio & Video CDs/DVDs

Product Category

CONTD…….

• Communications- Mobile phones

• Gaming - Gaming Hardware/Softwares

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

• Imaging - Digital Camera, Camcoder

Highclass

Middleclass

Customer profile

Higher Middle

class

STRENGTH1.We get wide range of products i.e more then

6000 products

2.Give EMI facilities to the customer with down payments of Rs 1****

ANALYSIS

• They don’t do advertisement• They don’t distribute free pamphlets• No of show room are less• Cost off some products are high

Weekness

• Croma have tough competitors• Like next• Like ezone

Threats

• 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

opportunities

STORE PHOTOS

One way layout

Two way layoutFour way

layout

store layout

ParkingArea20-30

Coverd square

area

Powerfullighting

Parking area net

and clean

Parking

OpeningTime12PM

WORKING TIME

8 HOUR

Lunch time

20 min

Closing time8 pm

Timeing

Customer satisfaction

Easy accessableproduct

Arrangement of the product

Customer freely move here and

there

Customer staff

Ratio 2-1

Discountable product easy

porches customer

FEEDBACK OF CUSTOMERS

Satisfied58.3%(7)

Unsatisfied25%(3)

Nutral16.7%(2)

SATISFACTION OF CUSTOMER

TOTAL NUMBER OF CUSTOMER =12

2 person were present in counter

10 staff with red t-shirt $black pantOne female staffTwo security guard

Total number of staff at croma store

Customer care service

Customer on side service

Customer off side service

Replace the product

1.Croma store should make some changes with lighting system to make the store look bright.

2.More counter should be introduced in which cash and card payment counter differently.

3.Showroom should have more aisle space to move inside.

4.some offer and advertisement should make, to increase sale5.As croma has there own products they should have some pamphlet advertisement.

6.Ratio of female worker and male worker should be 1:2

Recommendation

• 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.

CONCLUSION

•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.