croma ,Retail marketing mix,7 P's, distribution strategy , personal experience , electronics study,real based case study, megastore

2. Croma
• Cromā is an Indian retail chain for consumer electronics and durables
• Infiniti Retail, a subsidiary of the Tata Group, runs Cromā stores in India
• It is nation's first large format specialist retail chain in 'Omni-channel’ CDE
market which was launched in 2006
• Croma launched its own label products in 2008; the brand croma stands for –
Life, More Beautiful
• The Company operates 120+ CDE stores across 25 cities.

3. Contents
1. Why Croma?
2. Manufacturing and Packaging
3. Distribution Channel
4. Retail Outlets
5. Marketing and Sales Strategies

4. Differentiator

5. MANUFACTURING
&
PACKAGING

6. • The Tata group has a small presence in the durables sector .
• The products are being imported from different places
• Partnership with Australia-based manufacturers namely, Woolworths
• Croma manufactures its own products.
• Croma is the first and exclusive retailer in India to offer Hitachi televisions to
customers

7. • Croma has its own packaging firm, that is CROMA OFFSET PACKAGING
PRIVATE LIMITED. It is registered under RoC-Ahemdabad, and is
classified as non-government company, that is, a private firm
• It is located in Metoda, Gujarat. Its primary business includes manufacturing
Plastic packing products (except household).
• All the products of Croma are packed and distributed from this center to the
retail outlets and as well as for ecommerce sales.

8. DISTRIBUTION

9. • Hub and spoke model is used in the
case of distribution
• The product is first received at
Metoda, Gujarat
• Then from that center the product
is distributed to various outlets as
per the demands
• RPM logistics

10. RETAIL MIX

11. Pricing Place
Customer
Service
Store Layout Promotion
Product
Assortment
RETAIL MIX

12. MARKETING
&
SALES STRATEGY

28. BY:
NITYA JAIN
NMIMS,INDORE