TATA CROMA TATA CROMA PRESENTED BY- PANKAJ SHARMA PGDM 051
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.