ARCHIES LTD

IMC ASSIGNMENT
INDIAS #01 GREETING CARDS AND GIFTS GALLERY

Group No 04, IMC B

Yash Wardhan Singh 16pgp224
Arnab Naskar 16PGP008
Dipali Gahiwad 16PGP079
Prathyusha 16PGP183
Varshini Bhanu 16PGP141
Archies gaining foothold in India
Nirmalkumar A 16PGP161
An Indian company, started Raja
in 1979 Ramesh 16PGP104
by Anil Moolchandani,
it initially sold books, posters and leather patches
Today, it comprises of more than 50% of the Indias gift
market, with Hallmark, an American Brand being its
closest competitor
It had youth as its initial target segment, particularly
urbane, middle class and educated mass, marketing all
national and international festivals with equal fervor to
establish itself as a good quality gift brand
 India, being a land of shared expressions, values and
deeply rooted needs of affiliation, Archies soon gained
strong foothold, especially during the 90s and early 2000s,
when exchanging gifts became a norm, not only during
festivals but for any reason, be it to say Sorry or
Congratulations..

What is the value proposition that it offers to its

customers?
Initially targeting the urbane, middle and upper middle
class, educated youth of India, Archies very soon
expanded to next targeting children, officially tying up
with the Disney and other childrens brands. Soon it
moved on to target the middle-aged and the elderly, now
having a product for anybody in their 2000+ stores
located across 120 cities in the world
Archies offers greeting cards and gifts ranging from
perfumes to watches, with different sections for Him and
for Her, all of high quality and some products are
personalized like photograph mugs, wooden frames, etc.
A value proposition is when a brand offers something
different from its competitors, Hallmark and local gift
stores in this case, and what Archies offered is an
emotional bond, a self-relatedness and a reason to
celebrate even the smallest of the occasions or a mere
expression of a mood

But with the sharply rising e-commerce

Archies, with the advent of the sharp uprising in the e-
commerce, started losing its significance when one can
send not just gifts or cards, but online bought goods to
express their love
The e-commerce online shopping presented them with
more variety, options and items of more usage value than
gifts or photo frames, which were only a mark of a shared
memory but presented no usage value
 But Archies took it as an opportunity to grab upon the
sharp rise in the online e-commerce and reinvented itself,
marking a strong presence of archiesonline.com and
starting the Archies Club, a loyalty program aimed towards
retaining customers
Today, Archies hold a special place in each of our hearts,
not just for signifying the bonds that we share with our
loved ones, but for playing a savior during times of missed
anniversary or birthday dates

Value Creation Archies Offers

Comfortable
Brand
browsing
experience
space

Array of
Ambience
products

Tie up with
Novel
international
products
brands

Consumer Feedback And Instore Research

Understanding consumer psyche and buying pattern
Archies constantly observes their buying pattern and gives
recommendations accordingly
Designing consumer specific promotions Archies is good
at designing consumer specific promotions, especially
during specific times like for the youth during Valentines
 Day; friends, relatives and neighbors during festivals like
Holi, Diwali

Value Delivery
Dedicated Fulfilment Team
To ensure that the gift is delivered the same-day, they
have a dedicated fulfilment team working around the
clock. The multi-tier structure of the team provides
complete clarity on the various stages involved in order
processing, which allows them to identify and rectify any
and all anomalies as and when they arise.
High Tech Systems
At Archies Online, they understand that in the age of
technology, no business can thrive without a robust IT
infrastructure. That is why they have invested in highly
sophisticated customer and order management solutions
that enable their team and delivery partners to comply
with all stipulated deadlines. Leveraging a matrix of highly
sophisticated systems, they can delivery gifts on the
same-day.
Trusted Shipping Partners
Placed among the pioneers of greeting cards and
customized gifts in India, Archies has more than 37 years
of experience in the industry. During the period, they have
created a global network of reputable fulfilment partners
that are known for offering world-class shipping services.
Exhaustive Selection of Products
Archies gift inventory includes various combos of flowers,
cake, teddy bear, chocolate, and glass vase, each carrying
a distinct charm. To add to shopping experience at Archies
Online, they also give us the liberty of personalizing our
gift so that we can send across the message that we are
otherwise shying away from conveying.
Tamper-proof Packaging
Archies Online, hold high value for the benchmark they
have created for their services. That has prompted them
to use finest quality packaging materials and
 methodologies to ensure all the gifts reach their
destination in perfect condition. Even when racing against
time to deliver the gifts on the same-day, they never
compromise on the quality of the packaging materials and
comprehend with their benchmarks.

Marketing Communication
Kotler defines Marketing Communication as The means
by which firms attempt to inform, persuade and remind
customers directly or indirectly about the products or
brands that they sell
Further, Integrated Marketing Communications (IMC) is a
concept of marketing communications processes that
evaluates the strategic roles of a variety of communication
platforms and combines them effectively to maximise
impact of the message on the recipient of that
message

Marketing Communication Platform

IMC Planning Process