CDP ASSIGNMENT

Selling the Brand Inside

Tata Croma
26/3/2011
 GROUP ASSIGNMENT SUBMISSION

Section A: Group Details:

Assignment No.: A3

Batch: ISCS

Session Day & Time: SUN-I

Group Colour: BLUE

Section B: Assignment Details:

Assignment Topic: Selling the Brand Inside

Training Topic & Session: Problem Solving-III

Submission Date & Time: SATURDAY-01:00 P.M.

Section C: Group Members:

No. Name Div. & Roll No. PC PN AB Grade

Gaurav Jain B-26 ü A

1.
Sunil Kumar C-26 ü B
2.
Neha W adhwani C-33 ü A
3.
Nancy Swarnkar A-37 ü A
4.
Sw arnim Badholiya A-55 ü A
5.
Abhishek Rai A-04 ü B
6.
Sikha Agarw al A-53 ü B
7.
Abhishek Mittle A-03 ü B
8.
Devkishan Jhanwar B-21 ü A
9.
Sudip Burnw al B-54 ü B
10.
Vibhor Kumar A-57 ü A
11.
Ramjeew an Choudhary A-43 ü A
12.
Remarks:
 INTRODUCTION

TATA CROMA is India’s first national, large format, specialist retail chain for consumer
electronic and durables, it’s store was first opened on 9-oct-2006 at Juhu in Mumbai and is
headed by Mr. Ajit Joshi (chief executive officer and managing director)and it is slowly
burgeoning out with many stores across India.

It is promoted by Infinity retail limited which is 100% subsidiary and initiative of the TATA
group, brand that stands for trust and reliability. It not only provides us with world class
shopping experience, but also backs it with great after sale service. CROMA is focused on
understanding the needs and meeting them in a manner that delights their customers. Their
commitment is to provide us with unmatched shopping experience with the wide range of
product options, knowledgeable and helpful staff, and committed customer service coupled
with great prices and in an international shopping ambience.

TATA CROMA has stores located in Mumbai, Navi Mumbai, Pune, Aurangabad, Ahmadabad,
Rajkot, and Surat, Vadodra, Delhi etc over180 brands and 6000 products for you to choose
from. Plush stores, spread over nearly 20,000 sq feet, with strategically planned products and
category lay outs allow you to make hassle-free purchases.

There are different range of electronic goods and appliances which are available at CROMA it
ranges in eight different segments:

• Imaging
• Computers
• Communications
• Large appliances
• Small appliances
• Gaming
• Home entertainment
• Own brands of CROMA

Source: www.cromaretail.com
 PART A

WHAT STRATEGY TATA CROMA ADOPTS TO

SELL THEIR BRAND INTERNALLY?
____________________________________
J UDGING THE EMPLOYEES

Judging is an important tool for analyzing the employees on the scale of their short term and
long term prospective. In CROMA they first access the employees and try to find out that
employees is focusing on long term career or short term career with CROMA, then CROMA
formulate strategies to turn their employees more loyal in favor of organization and serve their
customers in elegantly.

For that purpose they regularly keep a check on employees on the basis of their performance
and their dedication towards work for one year and conclude that either the employee is short
term or long term, when they came to know that the employee is long term then they follow
different strategies for the betterment of the employees, those strategies are mentioned as
follows:

Long term prospective:

Ø They carry internal rating assessment test in their organization to promote their
employees to higher hierarchy, for which they are having scale of 5 points out of that
they have to score at least 3.5 to get themselves promote to higher level.
Ø TATA CROMA takes care of their employees interest and especially of their desired
working fields like (operations , marketing ,finance) for e.g. if an employee working in
operation department wants to switch to marketing department then they provide their
employees with the options to move to their desired department with the help of
assessment test.
Ø TATA CROMA not only emphasize on working of their employees but they also provide
education to their employees with the ease of their inbuilt program TATA GEMS (Inbuilt
managerial skills) for e.g. if any undergraduate / graduate employee working with TATA
 CROMA further want to enhance their managerial skills they make that happen by TATA
GEM program in order to provide higher education to their employees.
Ø TATA CROMA also sponsor some DISTANCE LEARNING PROGRAMES with collaboration to
some renowned universities to help their employees to get higher education e.g. MBA.

Short term prospective:

Ø For the employees who are there for short term TATA CROMA provide 5-6 kinds of
incentives to motivate their employees on short term basis (Note: they didn’t provide us
with the amount of incentive they provide due to internal policy of company).
Ø TATA CROMA also provides their short term employees with the opportunity to work in
their desired area with the help of CROSS FUNCTIONAL TRAINING.
Ø As TATA CROMA is multi brand store thus they provide them with the training to make
them aware of different features of each brand in different product, this strategy helps
the customer to make the right selection of the brand from various brand available in the
store.

Flow of information:
The concept of flow of information highlights how the organization and employees
communicate with each other and share their information, the flow of information in TATA
CROMA is done in following ways:

§ Upward flow of information

They help their employees to communicate to their senior person, company provide
them with the E-mail I’d of their head HR professionals so that if any malpractices or
anything wrong happens in the company they can immediately inform them about
that so that strict disciplinary action could be taken, and through this mail ID they
can provide any fruitful suggestions regarding malpractices they also provide their
employees with MAGIC BOX which is a suggestion box and OPEN HOUSE
CONVERSATION which is one on one communication with head HR who is having
direct mail ID named as TCOC.
 § Downward flow of information
The company can directly communicate to their employees by providing them with
their personal E-mail ID of OUTLOOK in which message flashes when something new
happens in organization so that they can stay updated with the recent happening of
the company. They also release the posters which put in the notice board making
employees aware of happening of company.

Employee’s adaptability towards changes:

CROMA is always cautious towards the mind share of employees and the adaptability of their
employees towards the changes going on in CROMA for e.g. once there was a change in print
and logo of the t-shirts which are circulated in CROMA and their employees was keen to know
the reason for such changes in t-shirt then company’s HR explained them with the all reasons
and other queries which are asked by their employees and they easily get convinced to follow
that changes which were crucial in favor of company’s future prospective.

Linking internal and external branding:

They emphasizes on linking their internal and external branding via t-shirts which plays a crucial
role in this kind of communication as there is very minimum advertisements of CROMA thus t-
shirts help customers to get aware of CROMA.

Place for every culture:

At CROMA they feel privileged for the fact that they are consist of people from across the
nation and works together as one team for attaining a common goal they celebrate the day by
organizing the feast as traditional day representing culture of each state enjoying their food and
attire apart from making their office environment interesting this also enforce their
commitment to value all cultures and people.
Recreational measures:

At CROMA they believe in performance, but at the same time they also care for employees by
creating fun-filled culture like birthday celebrations, picnics, parties, movies and get together
and if one day if they don’t find any such occasion then they simply create one their reason for
celebrating can be as weird as someone purchase a new laptop or someone joining new or even
such as someone coming back from vacations to genuine one such as their team is booming on
sales target or colleague getting a promotion so at CROMA there is a lot of enthusiasm, team
work and positive vibes in an exciting and stimulating environment.

Facilities to employees:

CROMA being the enterprise of TATA is always famous for the care and employee safety at
CROMA they provide their employees with various outstanding facilities such as medical
facilities backed by ambulance facility in case of emergency and insurances supported with
various discounts on products and offers especially for their employees they especially provide
their facilities for their senior employees.

Induction programs and creations of visions:

Employees are provided with 10-12 days classroom training mainly designed to make them
aware of their job profile and handling techniques as well as they are tend to focus on their
visions and then they are introduced to field where their team leaders put them on practical
training by introducing them directly to on floor work allowing them to interact with customers.

By following such strategies they link their Internal and external branding as company’s
motto is “WE HELP YOU BUY “

___________________________________________________
 PART B

BY CONSIDERING THE ARTICLE

The additional strategies TATA CROMA should
follow for betterment of selling their brand
inside.
_______________________________________
Are :

Effective flow of people:

As employee are the biggest asset of organisation, Effective flow of people means movement of
employees in and outside of organisation ensures that availability of proper talent in the
organisation remain sustained and helps in creating internal brand among them.
Effective flow of information:
Effective flow of information ensures that employees are well aware of the organisation and
activities going in the organisation. Employees can apply their knowledge into value creation for
the company.

Effective flow of work:

Effective flow of work defines a strategically designed sequence of who did work, how works is
done and where work is done which combines individual efforts with respect to organisational
output, proper attention to work flow provide the organisation and physical setting which
ensure high quality result which will enhance the internal branding of company.

Effective flow of performance management:

Effective flow of performance management helps in judging the efficiency of employees in
providing them with financial and non financial rewards which include the feedback that reflect
stakeholder interests and dislike, proper attention to this flow promotes accountability for
performance by proper documentation.

Choose your moment:

Ø As India is major playground for burgeoning foreign retail chains so CROMA has to go for
major joint ventures and rebrand itself from electronic megastore to chain of electronic
solutions for e.g. British petroleum after going severe acquisitions repositioned itself as
an energy company by the help of which can expand their number of stores across India
which would also help employee to switch to different environment and experience.

Ø They should keep on rotating their team leaders on monthly basis with respect to their
performances so that new team leaders can implement their vibrant ideas as well as
their subordinate can also enjoy working with different people in different scenario on
the other hand other group members will give their best effort to get selected for
eligibility to being the team leader.
 Ø They should keep a check on market scenario and keep on changing their tag line as per
the need of market and customers.

Ø They should make their internal branding more innovative like in the process of feedback
they should provide their customers with open ended questionnaire instead of close
ended questionnaire so that customer and employee both should not get bore of same
old fashion of gaining feedback for CROMA.

Linking of external and internal market:

Ø As our India is a sport nation thus CROMA should emphasize more in this field and they
should send their employees in such events wearing t-shirts containing the logo and
tagline of CROMA and they should also distribute such t-shirts among the spectators for
free which will target both internal and external branding for CROMA.

Ø They should emphasize more TV commercials and in them they should show how their
employees are demonstrating their products in front of customers.

Ø Their employees should turn more technically sound for which they should be provided
with advance training so when they handle any customers who is less techno savvy
under that circumstances also they should entertain them well without losing their
patience.

Flow of information:

Ø They should make their own company’s pages in face book, twitter, LinkedIn where
they can daily update the information regarding company, and taking review from all
the employees.

Ø As TATA DOCOMO is sister concern of TATA thus CROMA should provide their
employees with 3G enabled connections and handsets so that their employees can
keep in touch while on the move and can check latest promotional videos of company
while being anywhere.
Rewards:

They should provide their each and every employee with personal online salary account where
they can check their per day basis incentives because margin on every product is different.

Bring the brand alive:

As electronic stores emphasize more on customers, CROMA should make a difference by

creating employee database should acquire as much as information available for performing
employees they should always remain concern about their likes and dislikes they should also
select the best performing employee of the year and should be awarded by higher officials.

Additional suggestions:

Ø They should send motivational messages to their employees.

Ø Some deserving candidate should send for assignments in foreign retail companies in
overseas.

Ø They should use people power kind of software’s for performance appraisal.

Ø They should be provided with some meditations and health classes.

Ø Libraries facilities’ should be provided to employees.

Ø If employee achieve more than their target they should offer some gift coupons.

Ø They should increase their stores in different cities so that their employees can get more
options of working at different locations.

_________________________________________________________________________