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CASE BACKGROUND: Archies Greetings & Gifts Pvt. Ltd. was took over as the partnership firm on 22nd May in 1979 by Anil and Jagdish Moolchandi. In 1979 he started selling greeting cards and posters through mail order. In 1987 set up first card gallery & same year started franchising their name.
By 2005 archies had far outgrown the identity of cards and was percieved as the company with complete gifting solutions. After practicing different strategies by archies was seen moving from single product focus company to a serious player in many other related categories encompassing human expressions.
MISSION STATEMENT
We are in the business of emotions, and Emotions never die. We have been churning out a thousand reasons to smile. And to Celebrate. Not just moments, but life as a whole. Throughout this while, we have innovated better ways of expressing ones emotions; Rendered voice, to many a feeling. Crafted words, for many an emotion. Words that have built many a new relationship. Voices that have Strengthened many a bonding.
KEY STRATEGIES
1)Positioning the brand
Positioning: Image
Brand associations : Greeting cards and soft toys Gift items for youth
Campaign:
Social cause:
Tie-up with NGOs (Help Age India, Child Relief and You, etc.)
SWOT Analysis
STRENGTHS-First mover advantage. -Tie ups with corporates. -cards in various regional languages.
-Occasion cards launched (Raksha Bhandan, Holi , Eid , Karvachauth ).
Weaknesses
- Margins in gifts were low as they were outsourced. - Expensive promotional activities
OPPORTUNITIES
- Changing Mindset of Indians. Providing an opportunity for more occasion cards and gifts. - Increasing disposable income of India providing and opportunity to expand the markets , and Expand the Product lines in order to become a company that offers complete gifting solutions
THREATS
-SMS & MMS culture. - Political environment. (many shiv sena and Bajrang Dal activists vandalized many Archies store on the occasions like that of Valentines Day )
COMPETITOR ANALYSIS
Competitor analysis
1.Threat of new entrants Moderate -Strong brand image to overcome. - Barriers to entry, not too high.
2. Power of buyers High - Large number of suppliers, including the global ones. - Alternative sources of supply, eg- Increase the Indian suppliers.
3. Threat of substitutes High -Substitutes: such as SMS , MMS , free e-cards, Chocolates etc
5.Power of suppliers Moderate - As the suppliers were many. - Cost of switching suppliers : Not much of a factor.
Problems
The advent of E-greetings , sms, mms. outsourcing.
solution
Tie-ups with telephone service providers to come with something like archie s Images, archies mms. Look for more economical source as suppliers for gift items. (for e.g indian suppliers)
Best alternative
Diversify in more product lines in order to keep the archies flag floating high.
KEY STRATEGIES
1)Positioning the brand
Positioning: competitor positioning Brand associations : Greeting cards and soft toys Gift items for youth
Social cause:
SWOT ANALYSIS
STRENGTH
Designs and quality Stringent parameters for franchises Agreement with world s leading business houses In the field of gifts and consumer product. Strong distribution channel
Weaknesses
No cost reduction practice. Failure to understand market demand.
Oppourtinities
Growing Economy Changing mindset of indians
Threats
e-greetings Religious fundamentalists
5 Forces analysis
Threat of New Entrants:
MODERATE -low capital required -medium brand image to overcome -distribution cost moderate
Threat of Substitutes
Power of Buyer
Power of Supplier
Moderate The market was large enough to absorb many more competitors.
Problems
Accumulated inventory of cards and posters equal to exceeding 4 yrs. No cost cutting models. Price fall E-greetings, sms, mms
Solutions
Market research Tie up with telephone service providers. Make their presence felt in the internet.
Best alternative
Market Research
Thank You