RMM of the Future: 6 Modern RMM Requirements to Add to Your Shopping List!
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Transcript of 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)
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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 ´
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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
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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
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Name of Institution
Amity Business SchoolBrands Associated
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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
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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
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Name of InstitutionAmity Business School
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
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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.
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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.
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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
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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.
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Name of InstitutionAmity Business School
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
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Name of InstitutionAmity Business School
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.
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Name of InstitutionAmity Business School
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.
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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.
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Name of InstitutionAmity Business School