Description
This is a presentation gives information about marketing mix of croma.
crom?
A TATA Enterprise
The Electronics Megastore
crom?
• India’s first national, large format, specialty, retail chain for consumer electronics and durables • Launched by Infiniti Retail Ltd.
• Fully owned subsidiary of TATA Sons • It owns and runs retail operations in India
• In collaboration with Australia based Woolworths
• Technical support & strategic sourcing facilities from its global network
• First store was launched on Oct 9th, 2006 in Juhu, Mumbai
LOCATION
• 58 stores located across 13 cities
• 53 crom? MegaStores – 12,000 to 20,000 Sq. Ft. • 5 crom? Zip Stores – 1,000 to 6,000 Sq. Ft.
• Metros and Tier-1 cities • Malls, Shopping centers located at heart of cities • Airports
LOCATION
• First branch at Juhu had footfall of around 1500-2000/day in first week • Detailed market research • Footfall conversions • Conversion ratio higher in standalone store than stores located in Malls
LOCATION
• Mumbai - 17
• 14 crom? mega stores • 3 crom? Zip
• NCR - 16
• 14 crom? mega stores • 2 crom? Zip
• • • • •
Chennai – 3 Bengaluru – 9 Pune – 4 Hyderabad, Ahmedabad, Surat – 2 each Rajkot, Aurangabad, Vadodara – 1 each
ASSORTMENT
• Consumer electronics and durables • Over 180 brands and 6000 products • 7 product categories with accessories
1. 2. 3. 4. 5. 6. 7. Computers Home Entertainment Communication Large Appliances Small Appliances Gaming Imaging
• Private label – crom?
COMPUTERS
NoteBooks
APC, Caselogic, HP, Iball, PAQ, Targus, Sony, Acer, Compaq, HCL, Lenovo, Toshiba, Apple, Benq, Croma
Desktops
Compaq, Esys, HCL, Creative, HP, Lenovo, Zenith, Apple and Benq
LCD Monitor
Samsung, Acer, LG, Benq
Printers & Office Solutions
Canon, Epson, HP, Bilt
Networking
Dlink, Linksys, Netgear, TATA Indicom
PC Audio
Samsung, Sony, APC, BAFO, Bandridge, HP, Kensington, MX, Altec, Creative, Altec, Intex, JBL, Logitech, Genius, Odyssey
Web Cam
Intex, Logitech, Microsoft
Storage Media
Caselogic, Iball, Iomega, Seagate, Transcend, Moser Baer, Sandisk, Sony, PNY
Input Devices
Gladiator, Logitech, AOC, Iball, Microsoft, Genius, HP, Kensington, Logitech, Belkin
Softwares
Allwonders, DK, Expert, Imation, Microsoft, Norton, Pebbles, Reader Rab, TLC, Adobe, Mcafee, CA
HOME ENTERTAINMENT
TV Plasma
LG, Samsung, Sansui, Sony.
TV LCD
Philips, Samsung, LG, Sony, VU
Home Theatre
Onkyo, Samsung, Sony, LG, Philips, Yamaha S, Deno
Audio Systems
LG, Onkyo, Philips, Sony, Denon, Yamaha
CTV
Samsung, LG, Onida, Moserbaer
DVD / VCD
Mitashi, Philips, LG, Samsung, Sony
Speakers
Yamaha S, DSE
Entertainment Accessories
Sony, Bandridge, Profigold, Panasonic, Philips, One For All, HCL
Mp3 Players / Ipod Docks /Accessories
Apple, Appleipod, Capdase, Creative, Philips, Sony, Ivo - Moserbaer, Samsung, Cowon Iaudio, Hcl, Gecko, Logitech, F&D Fenda
Audio Accessories
Philips, Panasonic, Sony, Sennheiser, Mitashi, Ultra Halloa, Croma, Apple
COMMUNICATION
PDA's
HP, I-Mate, Blackberry, Dopod
Phones Mobile
I-Mate, Motorola, Nokia, Samsung, Sony, Sony Ericsson
Phones Mobile Accessories
I-Mate, Mobo, Scratchgar, Capdase
Phones Fixed
MX, GE, Panasonic, Uniden
LARGE APPLIANCES
Split Air-conditioners
Hitachi, LG, Samsung, Voltas, Mitsubishi, crom?
Window Air-conditioners
Hitachi, LG, Samsung, Voltas, Mitsubishi
Washing Machines
Samsung, LG, Haier, IFB, Seimens, Whirlpool
Dryers
IFB, Seimens, crom? Cloth Dryer, crom?
SMALL APPLIANCES
Microwaves
Bajaj, Godrej, IFB, LG, Onida, Samsung, crom?
Kitchen Appliances
Coffee Makers, Food Preparation, Irons, Kettles, Personal Care, Toasters, Water Purifiers, Juicer / Mixer / Grinder / Blender, crom?
OTG
Bajaj, Panasonic, Philips, Optima, Inasla, Morphyrich, crom?
Vacuums
Black & Deck, Eurekaforb, Panasonic, Philips, Optima, crom?
Personal Care
Philips, Panasonic
Irons
Bajaj, Black & Deck, Morphyrich, Panasonic, Philips, Usha, Optima.
Tools
JK, Black & Deck, Dewalt
Power
Adaptors AC / DC, Door Chimes, Filters / Surge Protectors, Power Board / Double Adaptors, Travel Adaptors
Lighting
Philips, Anchor, Luminac, GM, Bajaj, Black & Deck, Panasonic, Optima
GAMING
Gaming Hardware
PS3, PS2, PSP, XBOX 360 Pro, XBOX 360 Core, Razer
Gaming Software
Activision, Atari, Code Master, EA Sports, Edios, Empire, GT Intr, Microsoft, Novalogic, Take 2, THQ, UBI Soft, Valve, Vivendir
IMAGING
Camcorders
Sony, Panasonic, Canon, JVC
Digital Cameras
Canon, Kodak, Nikon, Olympus, Samsung, Sony, Epson
PRIVATE LABEL - crom?
TATA crom? Brands Refrigerators Small appliances
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Croma 60 L Croma Direct Cool 210 L 5-Star Croma Semi Automatic 6 Kg Full Automatic Steam Iron Blenders Kettles Mixers Rice Cooker Toaster Microwave Griller Binoculars, Tripods Photo Frames Micro SD cards Vaccum Cleaners Split ACs Fans LCD’s (21” – 42 “) DVD Players Speakers, Amplifiers Massagers Ped Drives Mouse Card Readers
Microwaves & Ovens Imaging Vacuum Cleaners Air Conditioners and Fans LCd’s & Led’s Healthcare & Computer Accessories
PRODUCT MIX – crom? Zip
• • • • • • • Laptops Cell phones PDAs CDs DVD players Cameras Travel related gadgets
• Wireless headsets • Batteries • Airline Adaptor Cords
Store Atmosphere
• • • • • Store ambience Lighting Air Conditioning Texture Layout
• Ample space is provided to display products and promotion material.
Store Atmosphere
• They have specialized fixtures for various types of electronic goods like camera, cell phones, i-pods etc
Store Atmosphere
• Croma’s uniqueness lies in the live display of every product. • The USP of this digital lifestyle store is its huge size and capacity to store more than 180 national as well as international brands • More than 6000 products are also on display, allowing customers to get a touch and feel of a product before actually buying it
PRICING
• Focusing more on its private labels to garner better bargains in electronics and consumer durables retailing. • The company will add 50 more products to its private portfolio. • Croma expects 20 per cent of its revenue to come from private label products. • On an average Consumer can expect a 10 to 12 percent cheaper price for a private label product compared with the same quality branded product. • Electronic products carry a margin of 20-30 per cent
SUPPLY CHAIN
• Woolworths provide
• • • • Buying Wholesale Supply chain General consulting service
SUPPLY CHAIN
• Woolworth manages the supply chain by owning the DC across India. • Woolworth manages data management. • Buying & Merchandising is handled by Croma. • Identifies vendors by Vendor Evaluation Form which enlists the various parameters for evaluating vendors. • Good Vendors are recognized and awarded at Vendors meet. • IT intimates its vendors about various festivals/promotions/offers. • Croma follows process of category Management. • Function of distribution and merchandising are carried out by Woolworths Wholse Pvt Ltd
SUPPLY CHAIN
CUSTOMER SERVICE
Most Admired Retailer Of The Year.
Year 2008, 2009 at Images Retail Awards Ceremony organized by IRF
“We help you buy.”
Brand Philosophy
? ? ? ? ? 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.
CUSTOMER SERVICE
• Well-trained advisors to give sound and knowledgeable advice • After sales services
PROMOTION & ADVERTISING
• Communication media
• TV commercials • Print Ads • Yellow Pages
• Catalogue marketing – one of its kind
• Distribution of the catalogues - took the help of postal service instead of the private couriers
• Sales promotion in festival time
• occasions like Diwali, Ganesh Chathurti etc
PROMOTION & ADVERTISING
Customer Service
PROMOTION & ADVERTISING
Shopping Experience
PROMOTION & ADVERTISING
“Youth Proof” - Targeting Youth
FINANCIALS
• Sales
2009-10
• Rs. 1021 Crore
2008-09
• Rs. 658 Crore • Rs. 286 Crore
2007-08
FINANCIALS
• Profits/ Loss
2009-10
• Rs. -72 Crore
2008-09
• Rs. -86 Crore • Rs. -63 Crore
2007-08
REFERENCES
• • • • • • • • • • • Retail Merchandising by Pradhan http://bizdom.blogspot.com/2010/08/tata-croma-electronicmegastore-stores.html http://www.business-standard.com/india/news/croma-stepsthegas/399918/ http://business.rediff.com/slide-show/2010/jul/01/slide-show-1tatas-croma-plans-to-make-it-big.htm http://www.cromaretail.com/ http://www.customercareinfo.in/infiniti-retail-croma-tataenterprise-mumbai-address-phone-number-website-detailsindia.html http://www.financialexpress.com/news/infiniti-retail-plans-toopen-100-croma-stores-in-two-years/615570/ http://www.india-reports.com/retail-weekly/oct-1-7.aspx http://www.tata.com/company/profile.aspx?sectid=oH90Rc8X7Dg= http://www.tata.com/pdf/croma.pdf http://en.wikipedia.org/wiki/Croma
Th?nk you.
doc_757635433.pptx
This is a presentation gives information about marketing mix of croma.
crom?
A TATA Enterprise
The Electronics Megastore
crom?
• India’s first national, large format, specialty, retail chain for consumer electronics and durables • Launched by Infiniti Retail Ltd.
• Fully owned subsidiary of TATA Sons • It owns and runs retail operations in India
• In collaboration with Australia based Woolworths
• Technical support & strategic sourcing facilities from its global network
• First store was launched on Oct 9th, 2006 in Juhu, Mumbai
LOCATION
• 58 stores located across 13 cities
• 53 crom? MegaStores – 12,000 to 20,000 Sq. Ft. • 5 crom? Zip Stores – 1,000 to 6,000 Sq. Ft.
• Metros and Tier-1 cities • Malls, Shopping centers located at heart of cities • Airports
LOCATION
• First branch at Juhu had footfall of around 1500-2000/day in first week • Detailed market research • Footfall conversions • Conversion ratio higher in standalone store than stores located in Malls
LOCATION
• Mumbai - 17
• 14 crom? mega stores • 3 crom? Zip
• NCR - 16
• 14 crom? mega stores • 2 crom? Zip
• • • • •
Chennai – 3 Bengaluru – 9 Pune – 4 Hyderabad, Ahmedabad, Surat – 2 each Rajkot, Aurangabad, Vadodara – 1 each
ASSORTMENT
• Consumer electronics and durables • Over 180 brands and 6000 products • 7 product categories with accessories
1. 2. 3. 4. 5. 6. 7. Computers Home Entertainment Communication Large Appliances Small Appliances Gaming Imaging
• Private label – crom?
COMPUTERS
NoteBooks
APC, Caselogic, HP, Iball, PAQ, Targus, Sony, Acer, Compaq, HCL, Lenovo, Toshiba, Apple, Benq, Croma
Desktops
Compaq, Esys, HCL, Creative, HP, Lenovo, Zenith, Apple and Benq
LCD Monitor
Samsung, Acer, LG, Benq
Printers & Office Solutions
Canon, Epson, HP, Bilt
Networking
Dlink, Linksys, Netgear, TATA Indicom
PC Audio
Samsung, Sony, APC, BAFO, Bandridge, HP, Kensington, MX, Altec, Creative, Altec, Intex, JBL, Logitech, Genius, Odyssey
Web Cam
Intex, Logitech, Microsoft
Storage Media
Caselogic, Iball, Iomega, Seagate, Transcend, Moser Baer, Sandisk, Sony, PNY
Input Devices
Gladiator, Logitech, AOC, Iball, Microsoft, Genius, HP, Kensington, Logitech, Belkin
Softwares
Allwonders, DK, Expert, Imation, Microsoft, Norton, Pebbles, Reader Rab, TLC, Adobe, Mcafee, CA
HOME ENTERTAINMENT
TV Plasma
LG, Samsung, Sansui, Sony.
TV LCD
Philips, Samsung, LG, Sony, VU
Home Theatre
Onkyo, Samsung, Sony, LG, Philips, Yamaha S, Deno
Audio Systems
LG, Onkyo, Philips, Sony, Denon, Yamaha
CTV
Samsung, LG, Onida, Moserbaer
DVD / VCD
Mitashi, Philips, LG, Samsung, Sony
Speakers
Yamaha S, DSE
Entertainment Accessories
Sony, Bandridge, Profigold, Panasonic, Philips, One For All, HCL
Mp3 Players / Ipod Docks /Accessories
Apple, Appleipod, Capdase, Creative, Philips, Sony, Ivo - Moserbaer, Samsung, Cowon Iaudio, Hcl, Gecko, Logitech, F&D Fenda
Audio Accessories
Philips, Panasonic, Sony, Sennheiser, Mitashi, Ultra Halloa, Croma, Apple
COMMUNICATION
PDA's
HP, I-Mate, Blackberry, Dopod
Phones Mobile
I-Mate, Motorola, Nokia, Samsung, Sony, Sony Ericsson
Phones Mobile Accessories
I-Mate, Mobo, Scratchgar, Capdase
Phones Fixed
MX, GE, Panasonic, Uniden
LARGE APPLIANCES
Split Air-conditioners
Hitachi, LG, Samsung, Voltas, Mitsubishi, crom?
Window Air-conditioners
Hitachi, LG, Samsung, Voltas, Mitsubishi
Washing Machines
Samsung, LG, Haier, IFB, Seimens, Whirlpool
Dryers
IFB, Seimens, crom? Cloth Dryer, crom?
SMALL APPLIANCES
Microwaves
Bajaj, Godrej, IFB, LG, Onida, Samsung, crom?
Kitchen Appliances
Coffee Makers, Food Preparation, Irons, Kettles, Personal Care, Toasters, Water Purifiers, Juicer / Mixer / Grinder / Blender, crom?
OTG
Bajaj, Panasonic, Philips, Optima, Inasla, Morphyrich, crom?
Vacuums
Black & Deck, Eurekaforb, Panasonic, Philips, Optima, crom?
Personal Care
Philips, Panasonic
Irons
Bajaj, Black & Deck, Morphyrich, Panasonic, Philips, Usha, Optima.
Tools
JK, Black & Deck, Dewalt
Power
Adaptors AC / DC, Door Chimes, Filters / Surge Protectors, Power Board / Double Adaptors, Travel Adaptors
Lighting
Philips, Anchor, Luminac, GM, Bajaj, Black & Deck, Panasonic, Optima
GAMING
Gaming Hardware
PS3, PS2, PSP, XBOX 360 Pro, XBOX 360 Core, Razer
Gaming Software
Activision, Atari, Code Master, EA Sports, Edios, Empire, GT Intr, Microsoft, Novalogic, Take 2, THQ, UBI Soft, Valve, Vivendir
IMAGING
Camcorders
Sony, Panasonic, Canon, JVC
Digital Cameras
Canon, Kodak, Nikon, Olympus, Samsung, Sony, Epson
PRIVATE LABEL - crom?
TATA crom? Brands Refrigerators Small appliances
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Croma 60 L Croma Direct Cool 210 L 5-Star Croma Semi Automatic 6 Kg Full Automatic Steam Iron Blenders Kettles Mixers Rice Cooker Toaster Microwave Griller Binoculars, Tripods Photo Frames Micro SD cards Vaccum Cleaners Split ACs Fans LCD’s (21” – 42 “) DVD Players Speakers, Amplifiers Massagers Ped Drives Mouse Card Readers
Microwaves & Ovens Imaging Vacuum Cleaners Air Conditioners and Fans LCd’s & Led’s Healthcare & Computer Accessories
PRODUCT MIX – crom? Zip
• • • • • • • Laptops Cell phones PDAs CDs DVD players Cameras Travel related gadgets
• Wireless headsets • Batteries • Airline Adaptor Cords
Store Atmosphere
• • • • • Store ambience Lighting Air Conditioning Texture Layout
• Ample space is provided to display products and promotion material.
Store Atmosphere
• They have specialized fixtures for various types of electronic goods like camera, cell phones, i-pods etc
Store Atmosphere
• Croma’s uniqueness lies in the live display of every product. • The USP of this digital lifestyle store is its huge size and capacity to store more than 180 national as well as international brands • More than 6000 products are also on display, allowing customers to get a touch and feel of a product before actually buying it
PRICING
• Focusing more on its private labels to garner better bargains in electronics and consumer durables retailing. • The company will add 50 more products to its private portfolio. • Croma expects 20 per cent of its revenue to come from private label products. • On an average Consumer can expect a 10 to 12 percent cheaper price for a private label product compared with the same quality branded product. • Electronic products carry a margin of 20-30 per cent
SUPPLY CHAIN
• Woolworths provide
• • • • Buying Wholesale Supply chain General consulting service
SUPPLY CHAIN
• Woolworth manages the supply chain by owning the DC across India. • Woolworth manages data management. • Buying & Merchandising is handled by Croma. • Identifies vendors by Vendor Evaluation Form which enlists the various parameters for evaluating vendors. • Good Vendors are recognized and awarded at Vendors meet. • IT intimates its vendors about various festivals/promotions/offers. • Croma follows process of category Management. • Function of distribution and merchandising are carried out by Woolworths Wholse Pvt Ltd
SUPPLY CHAIN
CUSTOMER SERVICE
Most Admired Retailer Of The Year.
Year 2008, 2009 at Images Retail Awards Ceremony organized by IRF
“We help you buy.”
Brand Philosophy
? ? ? ? ? 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.
CUSTOMER SERVICE
• Well-trained advisors to give sound and knowledgeable advice • After sales services
PROMOTION & ADVERTISING
• Communication media
• TV commercials • Print Ads • Yellow Pages
• Catalogue marketing – one of its kind
• Distribution of the catalogues - took the help of postal service instead of the private couriers
• Sales promotion in festival time
• occasions like Diwali, Ganesh Chathurti etc
PROMOTION & ADVERTISING
Customer Service
PROMOTION & ADVERTISING
Shopping Experience
PROMOTION & ADVERTISING
“Youth Proof” - Targeting Youth
FINANCIALS
• Sales
2009-10
• Rs. 1021 Crore
2008-09
• Rs. 658 Crore • Rs. 286 Crore
2007-08
FINANCIALS
• Profits/ Loss
2009-10
• Rs. -72 Crore
2008-09
• Rs. -86 Crore • Rs. -63 Crore
2007-08
REFERENCES
• • • • • • • • • • • Retail Merchandising by Pradhan http://bizdom.blogspot.com/2010/08/tata-croma-electronicmegastore-stores.html http://www.business-standard.com/india/news/croma-stepsthegas/399918/ http://business.rediff.com/slide-show/2010/jul/01/slide-show-1tatas-croma-plans-to-make-it-big.htm http://www.cromaretail.com/ http://www.customercareinfo.in/infiniti-retail-croma-tataenterprise-mumbai-address-phone-number-website-detailsindia.html http://www.financialexpress.com/news/infiniti-retail-plans-toopen-100-croma-stores-in-two-years/615570/ http://www.india-reports.com/retail-weekly/oct-1-7.aspx http://www.tata.com/company/profile.aspx?sectid=oH90Rc8X7Dg= http://www.tata.com/pdf/croma.pdf http://en.wikipedia.org/wiki/Croma
Th?nk you.
doc_757635433.pptx