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EXISTING We help you buy ORGANISATION

 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 We help you buy ORGANISATION

About CROMA Out let Parent group Managing Director Founded Head quarter Industry website Tag line

Specialist Consumer Electronic and durable Retail Chain 50 out lets Located in India Infiniti Retail Ltd. Ajit Joshi October 9, 2006 Juhu , Mumbai Retail www.cromaretail.com We Help You Buy.

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OBJECTIVES
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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, Jalandh ar, Mysore, Mangalore. Commitment : Providing unmatched shopping experience.

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RETAIL SCENARIO IN INDIA

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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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COMPETITION
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5% 13% 37% Ezone

CROMA is covering 18% in ter s of market share in retail sector of consumer durable and electronic segment. The biggest competitor in this ZONE 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.

NEXT

18%

Cro a

Reliance digital

27%

others

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PRODUCT MIX
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Computers & Laptops Notebooks Desktops LCD Monitors Printers and Office solutions Storage Media Webcam Input Devices Softwares Networking devices Home Communication Large Appliances Small Appliances Entertainment 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

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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
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NEW ARRIVALS

IN THE NEAREST CROMA STORE AROUND YOU VERY SOON

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OTHER NEW ARRIVALS IN LINE

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CROMA 3D LED TELEVISION

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OTHER NEW ARRIVALS IN LINE

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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.?

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Where We Are In India.?
: 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 MUMBAI

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FUTURE SITES
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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

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ZIP CENTERS
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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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DISTRIBUTION CENTER
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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.

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PRICE STRATEGY

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EXISTING PRICING
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Value pricing Promotional pricing

 Low interest financing  Psychological discounting  Special event pricing

Differentiated Pricing
 Time pricing

Bundling

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VALUE PRICING
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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
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Time Pricing

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BUNDLING
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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
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Festive promotional pricing

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HIGH LOW PRICING

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REFERENCE PRICING
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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
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Below the Line Promotion Above the Line Promotion

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

Giving advertise in news paper, TV. Internet (own website which give online shopping service), partnership with Bigfilx, Big FM 92.7.

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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

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Social Media Activation

Contests 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

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SUN SET Services

In 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

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E-Commerce 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.

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MARKET COMMUNICATION STRATEGY

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MARKET COMMUNICATION STRATEGY

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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

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

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MARKET COMMUNICATION STRATEGY

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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

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Gift Cards and Coupons:

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

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MARKET COMMUNICATION STRATEGY

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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

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Online Contests and games

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.

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MARKET COMMUNICATION STRATEGY

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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
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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

We help you buy 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
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Timing

Lack of demand

location

Financing

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BRANDING
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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
We help you buy Take inventory of your social media arsenal
WordPress Blogger LinkedIn Facebook Twitter Flickr Friendfeed YouTube SlideShare

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BRANDING
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Tips & Contests for FB fans

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BRANDING
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BRANDING
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Youtube an place where fans can find their perfect product by filling in a few details

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LOGO & PUNCH LINE

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CrOmA
OLD PUNCH LINE NEW PUNCH LINE

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