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CDP ASSIGNMENT

Selling the Brand Inside

Tata Croma

26/3/2011


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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

1.Gaurav Jain

B-26

A

2.Sunil Kumar

C-26

B

3.Neha Wadhwani

C-33

A

4.Nancy Swarnkar

A-37

A

5.Swarnim Badholiya

A-55

A

6.Abhishek Rai

A-04

B

7.

Sikha Agarwal

A-53

B

8.

Abhishek Mittle

A-03

B

9.Devkishan Jhanwar

B-21

A

10.Sudip Burnwal

B-54

B

11.Vibhor Kumar

A-57

A

12.Ramjeewan Choudhary

A-43

A


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Remarks:


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PART A

WHAT STRATEGY TATA CROMA ADOPTS TO

SELL THEIR BRAND INTERNALLY?

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JUDGING THE EMPLOYEESJudging 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:

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.

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 inoperation 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.

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


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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.

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:

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 didnt provide us

with the amount of incentive they provide due to internal policy of company).

TATA CROMA also provides their short term employees with the opportunity to work in

their desired area with the help of CROSS FUNCTIONAL TRAINING.

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 helpsthe 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 Id 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.


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Downward flow of information

The company can directly communicate to their employees by providing them with

their personal E-mail ID ofOUTLOOKin 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.

Employees 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 printand 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 companys 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 companys 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.


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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 dont 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 companys

motto is WE HELP YOU BUY

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PART B

BY CONSIDERING THE ARTICLE

The additional strategies TATA CROMA should

follow for betterment of selling their brand

inside.

_______________________________________

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.

Are :


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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:

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.

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.


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They should keep a check on market scenario and keep on changing their tag line as per

the need of market and customers.

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:

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.

They should emphasize more TV commercials and in them they should show how their

employees are demonstrating their products in front of customers.

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:

They should make their own companys pages in face book, twitter, LinkedIn where

they can daily update the information regarding company, and taking review from all

the employees.

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.


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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:

They should send motivational messages to their employees.

Some deserving candidate should send for assignments in foreign retail companies in

overseas.

They should use people power kind of softwares for performance appraisal.

They should be provided with some meditations and health classes.

Libraries facilities should be provided to employees.

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

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

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Documents

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