29268768 Archies Final Draft

7/24/2019 29268768 Archies Final Draft

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Are we In The Business

Of Greetings??

Case study on:

Archies & Vintage cards.


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ARCHIES


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CASE BACKGROUND:

Archies Greetings & Gifts Pvt. Ltd. was took over as the partnership

firm on 22nd May in 1979 y Ani! and "agdish Moo!chandi.

#n 1979 he started se!!ing greeting cards and posters thro$gh mai!

order.

#n 19%7 set $p first card ga!!ery & same year started franchising their

name.


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y 2''( archies had far o$tgrown the identity of cards and was

percieved as the company with comp!ete gifting so!$tions.

After practicing different strategies y archies was seen movingfrom sing!e prod$ct foc$s company to a serio$s p!ayer in many

other re!ated categories encompassing h$man e)pressions.


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MISSION STATEMENT

*e are in the $siness of emotions+ and ,motions never

die.

*e have een ch$rning o$t a tho$sand reasons to smi!e.

And to -e!erate. ot /$st moments+ $t !ife as a who!e.0hro$gho$t this whi!e+ we have innovated etter ways

of e)pressing ones emotions

3endered voice+ to many a fee!ing. -rafted words+ for

many an emotion.

*ords that have $i!t many a new re!ationship. 4oices

that have 5trengthened many a onding.


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KEY STRATEGIES 1)Positioning the b!n"

Positioning6 #mage

rand associations 6 Greeting cards and soft toys

Gift items for yo$th

#)Co$$%ni&!ting the $ess!gePromotion6 3adio+ 04+

M channe!s+ ca!e and sate!!ite+

channe!s+ 8o!!ywood movies+8indi movie+ ccasion cards.

-ampaign6 :0he most specia! way we care;

oc$sed on sentiments+ fee!ings+ &

emotions


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5ocia! ca$se6 0ieo$+ etc.?

De'i(eing the e*o$!n&e

Prod$ct foc$s6 Advancing socia! e)pressions+ and

prod$cts at different price points

@istri$tion coverage 6

:Archies Ga!!ery; stores+ organied

franchising

+e(e!ging the b!n" e,%it-

rand e)tension6 Bey chains+ wide range of stationery+

gift items +crayons for kids+ /ewe!!ery etc.+


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5*0 Ana!ysis

STRENGTHS.


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Weaknesses

- Margins in gifts were ow as

they were outsourced.- !"#ensi$e #ro%otionaacti$ities


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OPPORTUNITIES

- Changing Mindset of Indians. ro$iding ano##ortunity for %ore occasion cards andgifts.

- Increasing dis#osa'e inco%e of India#ro$iding and o##ortunity to e"#and the%ar(ets ) and !"#and the roduct ines inorder to 'eco%e a co%#any that offersco%#ete gifting soutions

-


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THREATS

-*M* & MM* cuture.

- oitica en$iron%ent. +%anyshi$ sena and Ba,rang aacti$ists $andaied %anyArchies store on the occasionsi(e that of Vaentines ay /


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COMPETITOR

ANALYSIS


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01IC1 2!V!2 I A3C1I!

4AC! COM!TITIO5 A* !3T1! CA*! ?. Co$!nies o**eing on'- si$i'! o"%&ts/

0H!''$!)

. Co$etito &onsists o* !'' &o$!nies $!n%*!&t%ing o

s%'-ing o"%&ts 2hi&h "e'i(e the s!$e se(i&e/

0e.geeting3 SMS 3MMS)


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Co$etito !n!'-sis

1/The!t o* ne2 ent!nts

Mo"e!te


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#/ Po2e o* b%-es

High

. Large n$mer of s$pp!iers+ inc!$ding the g!oa! ones.

< A!ternative so$rces of s$pp!y+ eg< #ncrease the #ndian

s$pp!iers.


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4/The!t o* s%bstit%tes

High

.S%bstit%tes: s%&h !s SMS 3 MMS 3 *ee e.&!"s3

Cho&o'!tes et&


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5/E6tent o* &o$etiti(e i(!'-

Mo"e!te

< As the case states :In 1996 , whenhallmark entered the Indian market,

Anil was far from perturbed. He isnoted to have said it does not pose athreat to us ; in fact we need more companies

to strenthen the market and went aheadwith new launches!


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7/Po2e o* s%'ies

Mo"e!te

< As the s$pp!iers were many.

< -ost of switching s$pp!iers 6 ot m$ch of a factor.


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ro'e%s

The ad$ent of !-greetings )s%s) %%s.

outsourcing.


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soution

Tie-u#s with tee#hone ser$ice#ro$iders to co%e withso%ething i(e archie6s I%ages)

archies %%s.

2oo( for %ore econo%ica sourceas su##iers for gift ite%s.

+for e.g indian su##iers/


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Best aternati$e

i$ersify in %ore #roduct inesin order to (ee# the archiesfag foating high.


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Vintage CardsAnd

Creations


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A'out the co%#any

4ounded 'y Ani 7a#ur & 3a,es Vaisna$in the year 89;.

Manufactures and %ar(ets cards.

;


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Mission and o',ecti$es

+89;-899=/ MI**IO5 TO C3!AT! A5 3OMOT! G3!!TI5GCA3* T1AT A3! 5MATC1! I5 T1!

4I!2 Of @A2IT !*IG5 A5*!3VIC!.


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MI**IO5 *TAT!M!5T

+899= O50A3*/ To #ro$ide our custo%ers with#roducts) (ee#ing high'ench%ar( in the fieds of

uaity) ser$ice and design.


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KEY STRATEGIES 1)Positioning the b!n"

Positioning6 competitor positioning

rand associations 6 Greeting cards and soft toys

Gift items for yo$th

#)Co$$%ni&!ting the $ess!ge

Promotion6 ot very intensive.


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5ocia! ca$se6 0ie


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*0OT A5A2*I*

*T3!5GT1

esigns and uaity

*tringent #ara%eters for

franchises

Agree%ent with word6s eading'usiness houses In the fied of

gifts and consu%er #roduct. *trong distri'ution channe


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0ea(nesses

5o cost reduction #ractice.

4aiure to understand %ar(et

de%and.


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O##ourtinities

Growing !cono%y

Changing %indset of indians


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Threats

e-greetings

3eigious funda%entaists


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4orces anaysis

Threat of 5ew !ntrants:

MODERATE-ow ca#ita reuired

-%ediu% 'rand i%age to

o$erco%e

-distri'ution cost %oderate


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Threat of *u'stitutes

HIGH

.5$stit$tes6 s$ch as 5M5 + MM5 + free e


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ower of Buyer

Moderate

Many su##iersAternate sources


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ower of *u##ier

Moderate

Aternate su##iers a$aia'e

Cost of switching not %uch


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!"tent Of Co%#etitor ri$ary

Moderate

The %ar(et was arge enough to

a'sor' %any %ore co%#etitors.


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ro'e%s

Accu%uated in$entory of cardsand #osters eua to e"ceedingD yrs.

5o cost cutting %odes.

rice fa

!-greetings) s%s) %%s


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*outions

Mar(et research

Tie u# with tee#hone ser$ice#ro$iders.

Ma(e their #resence fet in theinternet.


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Best aternati$e

Mar(et 3esearch


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Than( ou

Documents

29268768 Archies Final Draft