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Transcript of Croma presentation
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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
A TATA ENTERPRISE
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”
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