51660410-croma

Amity Business School

Customer Relationship Management at TATA CROMA

Presented By:Harshit saxenaA0101909405

MBA Class of 2011


Background


Background• Infiniti Retail Limited is a 100%

subsidiary of Tata Sons, which launched Croma, a national chain of mega stores of consumer electronics and durables.

• It owns and runs Croma's retail operations in India, while Woolworths provides technical support and strategic sourcing facilities from its global network.

• The first Croma store was launched in Juhu, Mumbai on October 9, 2006.

TATA SONS

Infiniti Retail Limited(100% subsidiary)

CROMA



• Buyers facing problems due to hundreds of brands, thousands of products and a mind-blogging range of features.

• At Croma, they help their customers a make a choice that’s just right for them through their friendly, well trained and knowledgeable store advisors giving them a sound and personalized advise.

• Croma has over180 brands, 6000 products across eight categories in a world-class ambience.


• Plush stores, spread over nearly 20,000 sq feet, with strategically planned products and category lay outs allow you to make hassle-free purchases.

• They ensure buying nothing, but the BEST!!

• They aid their customers in buying products that suit their requirements to the tee.

• They also offer special deals on Mother’s day, Father’s day, Diwali, Christmas. They celebrate all occasions with offers that make them special for customers.


CROMA – 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.


CROMA – Product Range(1) Communication


CROMA – Product Range(2) Home Entertainment


(3) Large AppliancesCROMA – Product Range


CROMA – Product Range(4) Gaming


CROMA – Product Range(5) Imaging


Why CROMA???• Widest range of products

• We help you buy

• A name you can trust

• Customer commitment

• Great deals and offers

• Croma is the first of its kind


CROMA – CRM Initiatives


(1) Customer Service: Warranty or service or returns:

The following is the policy for return /service:

• Request for Exchange will be entertained only for Music CD's DVD's, Gaming Software and Small Appliances on account of inherent manufacturing defects, subject to fulfilment of the following conditions:

– Products must be presented for exchange within 4 days of purchase;– The original invoice must be presented;– The Products to be exchanged must be returned in undamaged & saleable

condition including all accessories and manuals. There should be no signs of external damage on packaging including the original carton.

– For details, one can refer to the Exchange Policy on the invoice or contact the Customer Service Desk.


(2) Extended Warranty• For a few Rupees more, the customers of croma can become a

member of smile Club and avail the benefits of extended warranty. The Extended warranty extends the manufacturer’s warranty by up to two extra years.

The Extended Warranty has:• No Hidden Charges• Replaced if not Repaired• Genuine Parts

Extended warranty club membership is also offered.


(3) Customer feedback• Croma treats its customer as

kings/queens and is always interested in feedback that compliments great service or highlights areas in which they need to improve as a store brand.

• Also, If one is an existing customer, just by entering the bill number they send you a speedy response.


(4) ONLINE STORECatalogue Retailers: The concept of this form of retailing is that the customers will place orders after seeing products from a published catalogue. Tata Sons retail venture Croma utilizes this business channel. Orders can either be delivered by in house logistics or a third-party shipper.


(5) GiftsCroma Stores gives following free gifts to HSBC Gold

Credit Cardholders on purchase of product against billing of prescribed values from any Croma stores across India:

• A Blender Cup n Rack worth Rs. 1100, on purchase of any product(s) against billing of Rs. 15001 to 25000 .

• A Croma Car Vacuum Cleaner worth Rs.1490, on purchase of any product(s) against billing of Rs. 25001 to 40000.

• A 0.5 Ltr Vacuum Cleaner worth Rs.1800, on purchase of any product(s) against billing of Rs. 40,001 or above.


(6) Master card tata chroma cash back offer:

The mastercard/maestro credit/debit card holders at any Tata Croma store during this Holiday season for shopping above Rs.2500 and get 5% cashback.


(7) ABCD OF NEWLY WED OFFER BY TATA CHROMA:

Though the name suggests an offering for people who have just been married, it covers mostly everyone who is setting up a new home. These might be newly formed nuclear families or a couple of bachelors that would be now be sharing an apartment or anyone who is leasing/buying a new house and does not have the essential electronic items every house requires.


“A” of ABCD offer

• At Rs 25,000/- if one is able to get a television, a refrigerator, a washing machine and a few more items, it can be considered a bargain.

• One would save at least 10-15%% in the package deal.

• In the Basic and Essentials categories, there are mostly items that are required in homes and not things that would be forced on to a customer because it is a package deal.

“B” of ABCD offer

The products in the offering belong to brands that are well recognized in the respective categories and are the latest offerings from that particular brand. Some of the items belong to Croma’s private labels. There are no options provided to choose from different brands for various items. So, the customer would have to compromise on that aspect.


“C” of ABCD offer

• Moving in itself can be a big hassle. Finding a place to live, especially in cities like Mumbai, is a big project in itself and once a place is found, one does not want to be bothered too much about furnishing the place. What better than having a one-stop shop for all your electronics’ needs?

• This added convenience aspect is an important part of the offer.

“D” of ABCD offer

• With electronic items, one is very much concerned about the time period for which it is ensured to be in a good condition.

• All products come with warranty (of different time periods) and Croma store can be contacted in case of any product failures.


Suggestions to improve CROMA CRM practices



Documents

51660410-croma