Comparative Study of Product Mix Across Specialty Store- Croma and Branded Store- Sony Centre

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Institute of Management, Nirma University, Ahmedabad

Retail Marketing
(September 1, 2012)

Project Report on
“Comparative Study of Product Mix across specialty store- Croma and Branded store- Sony Centre”

Submitted To:
Prof. Sapna Parashar

Submitted by:
Arihant Ostwal
(111107)
RMKT-A

DECLARATION
This is to certify that the project on is an original work carried out by me under the guidance of Prof. Sapna Parashar and submitted to Institute of Management, Nirma University, Ahmedabad, in Partial Fulfilment of requirement for the award of Degree of Master of Business Administration (2011 – 2013) from Nirma University, Ahmedabad. This report is my own work and contains no plagiarism. Text, diagrams, or any other material taken from other sources (including but not limited to books, journals, and web) have been acknowledged, referred and cited.

Place: AhmedabadARIHANT OSTWAL
Date: September 1, 2012.

ACKNOWLEDGEMENT
First of all, I would like to thank Prof. Sapna Parashar (Institute of Management, Nirma University) for providing me the permission and opportunity to pursue this project. I am also grateful to her for her support during the course of the project. I would also like to thank to the store manager of CROMA & SONY CENTRE. Last, but not the least, I would like to thank my friends for their support encouragements that helped me in successfully completing the project.

Table of Contents
INDUSTRY ANALYSIS4
CONSUMER ELECTRONICS MARKET SCENARIO IN INDIA4
Opportunities5
Key growth drivers for consumer durables:6
OBJECTIVES AND METHODOLOGY8
Objective8
Scope of Study8
Research Methodology:8
Tools to be used:8
RETAIL FORMATS AND PRODUCT MIX OF OUTLETS9
RETAIL FORMATS9
PRODUCT MIX9
Benefits10
Category Management10
The Benefits of CM12
CROMA13
Product mix13
Computers14
Entertainment15
Home appliances16
Kitchen Appliances18
Cameras20
Gaming21
Phones22
Accessories23
Category Management in CROMA,Himalaya Mall,Ahmedabad:24
SONY CENTRE25
Product Mix25
Entertainment26
Cameras27
Gaming Consoles27
Computers28
Portable Audio28
Mobile Phones29
Storage Media & batteries29
In Car Entertainment30
Category Management in SONY CENTRE,S.G Highway,Ahmedabad31
Comparative Study of Product Mix across both stores:33
Bibliography34
References35

INDUSTRY ANALYSIS
CONSUMER ELECTRONICS MARKET SCENARIO IN INDIA
India’s consumer market is riding the crest of the country’s economic boom. Driven by a young population with access to disposable incomes and easy finance options, the consumer market has been throwing up staggering figures. Consumer electronics, durables is growing at a compounded annual growth rate (CAGR) of about 15%.This sector in India is likely to reach Rs 52,000 crore by 2015, study conducted by apex industry body Assocham. The consumer electronics and durables industry is currently poised at about Rs 34,000 crore according to a study titled 'Emerging trends in Consumer Electronics and Durables Industry,' released by The Associated Chamber of Commerce and Industry of India (Assocham). While, global consumer electronics and durables industry is growing at about 10% CAGR and is currently estimated at about Rs 16 lakh crore, it is likely to cross Rs 21 lakh crore mark by 2015, according to the Assocham study. The consumer durables and electronics market in rural and semi-urban areas account for about 40% of the overall market and is growing at about 30% CAGR. India officially classifies its population in five groups, based on annual household income (based on year 1995-96 indices). These groups are: Lower Income; three subgroups of Middle Income; and Higher Income. Household income in the top 20 boom cities in India is projected to grow at 10 per cent annually over the next eight years, which is likely to increase consumer spending on durables. With the emergence of concepts such as quick and easy loan,...
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