Retailing Management

Croma Analysis
Group Members:
Parshva Jain - 136
Priya Pakad - 138
Prateek Parkash - 178
Ankit Kanwar - 207
Ashi Arya - 212
Priyanjal Joy - 238
Introduction
Retail chain for consumer
electronics and durables
● 170 stores in 32 cities
Owned 100% by the Tata Group Product Range
under its Infiniti Retail arm
● 500+ products
● Significant private
Market leader in its segment
label brands
● 3,813.74 cr - FY18 (Rev)
● Net Income - 17 cr

The main tagline of the store is -

“We help you buy”
Pricing ● Value Pricing
● Promotional Pricing
Croma offers: ● Differentiated Pricing
● Best products with reasonable pricing ● Bundling
● Lowest downpayment on EMIs ● Time Pricing
● Attractive discounts and offers ● Psychological Pricing
● Value for money through bundling

Croma has kept its pricing policy reasonable so that it will be able to penetrate consumer markets
and to create a loyal base of its own. It has put emphasis on earning revenue through volume sales.
 Product
❏ Croma has a product
offering of nearly 500
products in 8 divisions
❏ Croma also has their own
personalized brand
offering unique and
innovative products
❏ Their products have a The different divisions in which they cater to customers
wide variety so as to give are
the customers a wide Computing Gaming Entertainment
portfolio to make their
purchase Communication Photography Accessories
Place - “Omni-channel experience”
● 100 stores spanning major Metro, T1/2 cities Since 2006
● Selective offline distribution - depending upon buying
potential of geography
● Retail Stores across - Malls, airports, owned stores
● Online commerce - Launched in 2011 - owing to large
uptick in e-Commerce
● Seamless & Immersive experience across online & offline
to improve user funnel conversion
Promotion Strategy
BTL
Coupons, Discounts, Gift with
purchase, Competition, Prizes,
Money back offer, Exchange
offer, EMI offers, Special
occasion offers.

ATL
Print ads in newspapers,
billboards, TV commercials,
Radio advertisements,
Croma website ads,
Partnerships with Bigflix,
Big FM 92.7, Snapdeal,
OnePlus
Promotion (in-store)
● Croma glow-signs defined in shades of aqua
● Show window merchandising with product variety
● Well organised store layout with wide, clear aisles
● Distinct category segmentation for product display
● Focus on products: easily accessible at comfortable heights
for touch-n-feel
● Powerful lighting to illuminate store & products
● Exhibiting brands highlighted across store through logos,
product posters & offers
● Hangings are used along with banners for Sale & offers
● Branding like ‘Chalo Croma’, ‘Join our extended
warranty’, ‘Ask for your exchange offer’, ‘Easy EMI’, are
exhibited to increase customer awareness
● Clearly revealed product prices, discounts & offers
● 35-40 Store assistants: friendly, have in-depth product
knowledge, customer service finesse, promote product testing
● Attractive visuals at POS