RMM Presentation

8/2/2019 RMM Presentation

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Name of Institution

Amity Business School

Retail and Mall Management

Presentation

On

Presented By : Dimple Grover (B ± 06)

M R Kirtana (B ± 07)

Arijit Chowdhury (B ± 30)

Rohan Nagar (B ± 36)



Name of Institution

Amity Business SchoolOverview

India¶s 1st

National, Large format, Specialist Retail chain for Consumer Electronics and Durables founded on October 9,

2006

Technical and Strategic Support by Woolworth

Promoted by Infiniti Retail Ltd. (100% subsidiary of Tata

Sons)

Provides and array of products : More than 6,000 products,180

Brands, 8 Categories and more than 50 stores all over India.

Commitment of providing Unmatched Shopping Experience

Focus is on Understanding Customer's needs and meeting

them in delightful manner.

Tag line : ³ We Help You Buy ´



Name of Institution

Amity Business School

Market Share & Major Competitors

C roma is covering around 18% of market share in Retail sector of

Consumer Durable & Electronic

segment

The biggest competitor is E-Zone

with 37% market share followed by

Next with 27 % market share

Reliance Digital stands 4th with 13 % market share

followed by the rest 5% of the other small players in the market



Name of Institution

Amity Business SchoolProduct Mix

Computers Home Communication Large Small

& Entertainment Appliances Appliances

Laptops

Notebooks

Desktops

LCD Monitors

Printers &Office

Solutions

Storage Media

WebcamInput Devices

Software

TV PlasmaTV LCD

Home Theatre

Audio System

DVD/VCD

MP3 Players

I-podsAudio

Accessories

PDA

Mobile Phones

Mobile Accessories

Fixed Phones

Cordless Phones

Bluetooth

Split Air Conditioner

Window Air Conditioner

Refrigerator

Washing Machines

Dish washers

Dryers

KitchenAppliances

Vacuum Cleaners

Irons

Lightening

Personal care



Name of Institution

Amity Business SchoolBrands Associated



Name of Institution

Amity Business SchoolPricing Mix

V alue Pricing:

Best products with most reasonable pricing

Lowest down payments with easy EMI schemes

Best Discounts and Offers

Warranties and Guarantees to most liking

Promotional Pricing:

Low interest financing

Psychological Discounting

Special Event Pricing



Name of InstitutionAmity Business School

Differential Pricing:

Time pricing ± Special pricing during the peak times like

Independence day, Republic day etc.

For e.g. During Independence day on 14-15th August, Croma

Split Air conditioner @ Rs. 18,990 ( Save Rs. 3,010) Under

exchange.

Bundling :

Bundling of two products serves both to the purpose of

Customer as well as Retailers.

For Customers, they get and additional value product free of

cost along with the product they are buying, while for the

Retailers it is an opportunity to gain profit out of the product

least in demand




Psychological Pricing : Pricing done keeping in mind the Psychological Concepts

For e.g. Prices like Rs. 9,990 or Rs. 15,999 etc.

Festive Promotional Pricing :

During festivals such as Diwali, Holi, Eid etc. High ± Low Pricing :

For e.g. Buy any Lenovo laptop and get Digital camera free

Reference Pricing :

It uses Customer¶s frame of Reference that is establishedthrough previous experiences of purchasing the product or

high level of information search



Name of InstitutionAmity Business SchoolPlace Strategy

Presently Croma is functional in the following cities:Mumbai, Pune, Aurangabad, Delhi ± NCR, Chennai, Hyderabad,

Bengaluru, Ahmedabad, Surat, Rajkot, Vadodara, Chandigarh,

Amritsar, Jalandhar

Croma is planning to increase its presence in the following

cities :

Kolkata, Lucknow, Dehradun, Bhopal and many more all over

India.

Zip ± C enters : Opening small Croma zip centers basically in

the Airports with area of around 3000 sq. feet

The intent is to meet and interact with as many people as

possible in order o cover a good market place.



Name of InstitutionAmity Business SchoolDistribution Center

Hub and Spoke Model : In this model, the store chain would expand its stores around

its Distribution Center¶s, from where it could supply all the

merchandise to its stores.

For example, Bhiwadi near Mumbai take care of the merchandise

supply needs of 11 stores in Mumbai and 3 stores in Pune alone

More and more of such Hub & Spoke Model can help in

solving the problem of Distribution and hence in the expansion

of the market area.



Name of InstitutionAmity Business SchoolPromotion Strategy

Coupons, Discounts, More of the product at normal price, Gifts with purchase, Competition, Prizes,Money back offers, ExchangeOffers, Special Occasions

Below the LinePromotion

Giving advertisements in Newspapers, Television, Internet(Own website)

Partnership with Multiplexes andRadio stations etc.

Above the LinePromotion



Name of InstitutionAmity Business SchoolOther Promotion Strategies

Social Media Activation : Contests and Campaigns ± Designing and executing of

monthly contests/campaigns around the brand identity of

Croma to create more passion, gain exposure and building

more fans and followers.

Push small contests to ignite participation and increase good

Word of Mouth

Sun-Set Services:

Visiting to customer¶s place in case of any problem with the

product bought from Croma and rectification of the problem

the same day.




E ± C

ommerce : Creating a Customer support website where people can submit

their queries, complaints, ideas, advices, and also get the

knowledge of the various products sitting back in their homes.

Website : www.cromasupport.com

Toll free number to provide customers with 12*7 support on

queries and feedbacks




Market communication Strategies

Advertisements : Television ± Umbrella Advertising

Radio ± Offers and Discounts announcements

Board Holdings ± Hoarding boards on the roadside

Brochures and Booklets ± Regular supply of Brochures and

Booklets with updation in the products

Gift Cards & Coupons ± Several types of Gift schemes and

coupons for different occasions.




Speeches & Trade Shows ± Speeches and wishes on Festivals, National events, doing trade shows on roadside or in metro

stations.

Online Contests and Games ± Regular online contests and games

using social networking sites such as Facebook, Twitters etc. with

heavy discounts to the winners on any product they plan to buy

from Croma.

Sponsor events and Games ± Croma plans to sponsor events andgames. Some contract with sports channels as well.



Name of InstitutionAmity Business SchoolBranding Strategy

Branding is not about getting your target market to choose youover your competition, but it is about getting your prospectus

to see you as the only one that can provide a probable solution

to their problems.

Croma¶s Branding Objectives :

Deliver the message clearly

Confirm your credibility

Connect to your target prospectus

Maintain users loyalty.




Documents

RMM Presentation