Download - Bandra Croma
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Project Report
Submitted by
Amit Sharma
Rohit UchilAbid Hussain
Abdul Rahim Rehman
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Introduction
AT Croma, we help you buy. It is Cromas motto. Croma is promoted by Infiniti
Retail td, a !""# subsidiary of Tata Sons. $oolworths, one of the worlds leadin%
retailers, pro&ides technical and strate%ic sourcin% support, ensurin% that you buynothin% but the best.
Croma's first store opened on (ctober ), *""+ at uhu in -umbai and it's rollin%
out many more stores across India. So, no matter where you are, if you want hi%h
/uality products, bac0ed by ad&ice you can trust, head for the nearest Croma.
Infiniti Retail imited is a !""# subsidiary of Tata Sons. The company has
launched Croma, a national chain of me%a stores of consumer electronics and
durables. Infiniti Retail td, owns and runs Croma's retail operations in India,while $oolworths pro&ides technical support and strate%ic sourcin% facilities from
its %lobal networ0.
Croma has stores in 1 places in India, namely 2u3arat, 4elhi, 5une, -umbai,
Chennai, Hyderabad and 6en%aluru. The total numbers of stores it has is
appro7imately 8" across india. Croma has also opened Croma 9ip Stores in many
airports of the country e.%. -umbai. :ou can shop for +""" products across ei%ht
cate%ories in a worldclass ambience at Croma. ;riendly, welltrained and
0nowled%eable store ad&isors will %i&e you sound and personalised ad&ice so thatyou can ma0e informed buyin% decisions about any technolo%y or consumer
electronics product.
Brand Philosophy
If ser&ice wasn't important, If technolo%y wasn't comple7, If &ariety wasn'tconfusin%, $e would ha&e no reason to be in business, $e Help :ou 6uy.
The reason why people could choose Croma o&er other stores are many and
a few stated by company are stated below
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$idest Ran%e of 5roducts
Choose from +""" products across ei%ht cate%ories.
$e Help :ou 6uy
Sound and 0nowled%eable ad&ice from welltrained ad&isors to help you
ma0e informed buyin% decisions.
A name you can trust
Croma is promoted by Infiniti Retail td, an initiati&e of the Tata %roup, a
brand that stands for trust and reliability %lobally.
Customer Commitment
Croma not only %i&es you a worldclass shoppin% e7perience, but also bac0s
it with %reat aftersales ser&ice.
2reat deals and offers
Croma periodically offers e7citin% deals on all your fa&orite products.
A first of its 0ind
Consumer electronics and durable retail is a fra%mented se%ment and has
been lar%ely catered to by re%ional players. ar%eformat, specialist and pan
Indian
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TARGETTING
-ar0eters in $oolworths then decided to tar%et people with disposable incomes in
middle class and classes abo&e them who ha&e a sense of indul%ence while
shoppin% and are loo0in% for the ri%ht price with /uality and which can be testedphysically with li&e demos. The &aluebased retail business has recei&ed a
phenomenal acceptance from the customers.
POSITIONING
As it was a Tata enterprise concern people wanted to belie&e it and as per the deals
and the type of a%%ressi&e mar0etin% they did with introducin% low prices with
combo deals and seasonal sales. 6asically their concept and style wor0ed for them.
In the be%innin% only it %ot a hu%e customer base and if we loo0 at the facts mar%in
in durables retail is waferthin and hence scale is the sin%lemost important thin%.
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OMPETITORS
De7t, a &enture by EI4>(C(D %roup did a business of Rs !,!"" crore in ;: *"!"
and e7pects around Rs !"" crore business this year. Croma, howe&er, did much
more business per store with its turno&er touchin% Rs !,""" crore in ;: !". A3itoshi, mana%in% director and chief e7ecuti&e of Infiniti Retail, which runs Croma
Stores, wants to double the turno&er in this financial year. De7t, the consumer
durable and electronic chain promoted by the Eideocon 2roup, is the lar%est player
in the mar0et and has 8*+ stores already F o&er !" times than Cromas. De7t plans
to add @"" more stores by the end of this fiscal. The other leadin% players in this
se%ment are Gishore 6iyani's ;uture 2roup which runs @+ standalone stores of
e9one and !+ shopinshops, and Reliance 4i%ital with @) stores. Tatas ha&e so far
in&ested Rs *" crore in the business.
S!OT ANAL"SIS
STR>D2THS
6>ID2 A TATA C(DC>RD IT AR>A4: HA4 C(DSU->R TRUST AD4 A HU2>
CA5ITA.6>ST -ARG>T>RS $>R> TAGID2 U5 TH> TASG (; -ARG>TID2IT.>.AIT (SHI.AS( (n an a&era%e, a Croma store costs between Rs @.8 crore and
Rs 8 crore, includin% infrastructure and the in&entory. that means foreseein% the mar0et
share tata could easily &enture and succeed.
$>AGD>SS
IT $AS H>A4ID2 IDT( A -ARG>T $HICH $AS AR>A4: 6>ID2
4(-IDAT>4 6: D>T JEI4>(C(D 2R(U5, $HICH 5ADS T( (5>D
AD(TH>R @"" ST(R>S S((D, R>IADC> 4I2ITA. TH> STRAT>2: HA4 T(
6> ;U 5R((;.
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(55(RTUDITI>S
CR(-A had a lar%e opportunity ahead because of the increasin% retail
business. The sector is %rowin% tremendously at a fast rate.
THR>ATS
THR>ATS were the players in the mar0et which had already in&ested hu%e
in retailin% and were ha&in% a %ood mar0et share already. Threats were also
the local dealers and distributors which were bloomin% because of personal
factors li0e loyalty etc.
Croma has also %ot another Tata firm TCS to implement the SA5 system in its bac0
end operations. >arlier it was usin% the software of its bac0end partner
$oolworths.
The Indian consumer durable and electronics mar0et is estimated to be around Rs
",""" crore and is e7pected to %row at !"!* per cent this year.
Croma is %rowin% in terms of si?e, reach and turno&er. Cromas %rowth rate so far
is more than 8" per cent in terms of turno&er and it has a%%ressi&e plan for thecomin% years. The companys strate%y is to penetrate deeper in the cities it is
operatin% in. This will aid operational efficiency and allow Croma to %arner hi%her
mar0et share.
>lectronics retail has not been impacted and has been %rowin% at an impressi&e
rate ri%ht throu%h the festi&e period. :ear *"!" will establish us as a leader in the
electronics retail cate%ory.
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Bandra roma
It is located at in0 S/uare -all, 6andra K$L in the basement.
The si?e of the outlet is !*,8""s/.ft. appro7.
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roma has # $inds o% employees
!L Croma >mployees
The outlet has around *" employees of croma.
Their uniform is Red TShirt and 6lac0 Trousers.
The ob 4esi%nation aremployees from Specific 6rands
These employees wor0 for a particular brand in the Croma outlet.
These employees are from Samsun%, Sony, 2, Do0ia etc.
Their uniform is $hite Shirt with Tie and 6lac0 Trousers.
They are on the payroll of the 6rand and not of Croma.
Store Layout
Croma has se%re%ated all its products in different sections for consumer
con&enience.
:ou can enter the store only by escalator as it is in the basement and does
not ha&e ele&ator and staircase.
The ambience is bri%ht as it is properly illuminated with yellow bulbs and
white tube li%hts.
All the li%hts are on the ceilin% and none are on the wall.
It has white tiles and offwhite colour walls.It has Central AirCondition.
It has CCTE at a distance of appro7. !"mtrs.
It has speciality counters such as 4ell, Apple and Eodafone.
The ad&ertisement was displayed only at the top of each section and
han%outs displayin% the latest offers.
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It has a separate finance des0.
It has a ba%%a%e counter at the entry.
It has a sin%le billin% des0 with counters and small accessories li0e pen
dri&e, headphones, batteries etc. displayed there itself.
PRO&'TS
Apart from there in house products li0e C4 TE, >4 TE, $ashin% -achines,
Refri%erators, table fans, -5@ 5layers, 4i%icam etc. :ou can choose from a
number of products across ei%ht cate%ories. Croma has o&er!" brands and +"""
products for you to choose from. 5lush stores, spread o&er nearly *",""" s/ feet,
with strate%ically planned products and cate%ory lay outs allow you to ma0e
hasslefree purchases. There are deals all the time that people %o for.. -others day,
;athers day, 4iwali, Christmas, they celebrate all occasions with offers that ma0e
them special for you. Dow it has o&er !"" consumer electronic products under itsportfolio ran%in% from accessories li0e head phones, pendri&es to hi%hend
products li0e C4 and plasma screen TEs.
Sections
!L Tele&ision
There were only C4s, >4s and 5AS-A tele&ision sets
on display.
There were no CRTs on display
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There was a separate section for >4s, as it is the latest
technolo%y.
The tele&ision sets were arran%ed as per their si?es.
All brands of similar si?es were 0ept to%ether so that a
customer can differentiate amon% the a&ailable brands. The brands a&ailable are (nida, 2, EU, 6en/, 5anasonic,
Eideocon, Sony and Samsun%.
Croma also has its own In House brand a&ailable.
The prices are clearly mentioned in a price ta% ne7t to the
tele&ision set.
The >-I scheme is also mentioned in a ta% which is attached
to the tele&ision. This ma0es it easy for the consumer to ma0e
buyin% decisions. There is a couch in front of e&ery tele&ision display shelf.
There is chart which differentiates between 5lasma and
C4s.
$ashin% -achine
$ashin% -achines were placed in a two layered shelf. The bottom layer had top load washin% machines.
The bottom layer had a trolley which can be used * pull out themachine from the shelf and see its features.
The upper layer had front load washin% machines.
So it is easier for the customers to open the door and see the features.
-ultiple brands were a&ailable for washin% machines. >.%. Samsun%,
$hirlpool, 2, I;6 etc.
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The prices and the capacity of the washin% machine were clearly
displayed in the ta% 0ept near the machine.
The >-I amount was also mentioned in a ta% attached to the machine.
Refri%erator
As Refri%erators cannot be 0ept one abo&e the other, it co&ered a ma3orsection of lar%e appliances section.
It co&ered almost bays.
! bay could accommodate !* refri%erators.
They were arran%ed as per their capacity.
-ultiple brands were a&ailable for refri%erators.
>.%. $hirlpool, 2odre3, Gel&inator, 2, I;6 and Samsun%. Croma also had its own In house brand in refri%erators
The capacity, pricin% and the >-I options were mentioned the ta%
attached to the Refri%erator.
Cell 5hones
A rectan%ular counter was prepared for this section. The salesperson stand inside the rectan%ular counter.
The counter had three shel&es.
The low end cell phones were displayed on one side and the hi%h end
cell phones were displayed on the other side.
>&ery cell phone had a ta% displayin% its features and price.
4ifferent 6rands a&ailable, such as Do0ia, 2, Samsun%, -a77, Asus,
Acer, HTC, 6lac0berry and Iphone.
aptops
aptops occupied almost bays.
aptops were 0ept accordin% to the brands.
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! side of the bay displayed only ! brand in &arious si?es.
-ultiple brands were a&ailable
e.%. Toshiba, Sony, H5, HC, Acer, eno&o, -SI and Compa/.
Apple and 4ell had separate round sections for display.
The features, price and >-I options were displayed in a ta% attached tothe laptop.
The aptop accessories such as 5rinters, -ouse, Headphones, Coolin%
5ad etc. were a&ailable in the section ad3acent to laptops.
Small Appliances
It consisted of + bays.
!stbay displayed microwa&es.
*ndbay displayed %rinders.
@rdbay displayed 3uicer, mi7er and blenders.
thbay displayed 0ettles.
8th
bay displayed &acuum cleaners. -ultiple brands were a&ailable
e.%. -orphy Richards, 2odre3, 5hilips, 5anasonic etc.
The features, price and >-I options were displayed in a ta% attached to
the product.
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Sto&es and Chimneys
This section needed a wall to display its
chimneys. So this section was displayed
to the ad3acent wall of small appliances.
The features, price and >-I options
were displayed in a ta% attached to the
product.
2amin%
This Section has 2amin% 2ad%ets such
as 6( @+", 5S*, 5S@ and 5S5.
The C4 of the %ames are also a&ailable
here.
The outlet has %i&en the demo of 6(
@+" to chec0 the performance.