RETAIL STRATEGYRETAIL STRATEGY

Submitted By :

Sakshi Saini (72)Tulika Srivastava (86)Sunita Ahuja (83 )

Submitted To :

Dr. Kirti Dutta

ARCHIES AT GLANCE :ARCHIES AT GLANCE :

Archies Limited is an Indian company based in New Delhi, started in 1979 by Anil Moolchandani.

It is in the business of manufacturing and selling greeting cards and other social expression products such as gifts and posters.

Asia’s & India’s no.1 gift gallary & largest producer & seller of greeting cards .

This business unit serves “The most special way to say you care..!! “

100% Indain company with foreign collaborations under its name “Archies”.

It also provides free sale service & donates funds

through the sale of “HELPING INDIA” cards .

It has tie-ups and licensing arrangements for merchandising characters such as Dennis the Menace and Disney characters.

The company expanded its product range to include artificial jewellery, crystal ware, chocolates and perfumes, and accordingly changed its name to Archies Limited in 2002.

It facilitates its customers with Online shopping of all its products .

No. of Retail Outlets : 2000 outlets and franchisees, called Archies Galleries, spread across 120 cities and 6 countries. Type of Retailer : Gift & Fancy shopLocation : Residential areas , shopping mall , (owned/leased/rented) Communication Mix : TV, Newspaper, Magazines, Online ,Pricing : From low – high , special discounts during occassions.Store Design & Display : Good trendy and attractive interior & exterior , well ambience , special displays for each product range.Merchandise Assortment : Few categories , Large number of items in each category.

The new logo has both the colour red and the heart, which the company says will help them communicate better with consumers, who today fall into various categories."The new look Archies will reflect in the stores, which will have a brighter, fresher look. The stores will sport the new logo and exude warmth, with the liberal use of the new house colours, in decor and internal signages. The attempt is to communicate to the customers that the Archies store is the fresh, new, rejuvenated kid in town," the company said in a press release.

NEW LOGO OLD LOGO

From 1989 and till yet Archies began franchising & currently have around 350+ franchises in 100+ cities & 6 more countries & more than 215 company owned stores.

STP ANALYSIS :

Geographic:

Tier1 & Tier2 Cities.

Psychographic:

Culture Oriented Relationship oriented

Behavioral:

Special Occasions Attitude-Positive & Enthusiastic

Demographic:

Religion-Hindu, Catholic, Muslim, Other Generation-Youth, Parents, Senior

Citizens

TARGETING :

All age group people. All income levels. Students, youngsters, professionals, senior-citizens.

Touching the emotional chord and feelings of people around India has been a trademark

It promises ‘the most special way to say you care’.

Its customers can always luxuriate in the constant variety the brand churns out.

As part of its core belief in social responsibility, the company has also extended a helping hand to foster the causes of some of the best known and highly regarded social institutions across the country. These initiatives include ties with Help Age India , as well as Archie's collaboration with Child Relief and You (CRY).

POSITIONING :

PRODUCT: Three inch mini-greeting card to a five-and-a-

half foot teddy bear. Archies product portfolio contains all-

occasion greeting cards, gift items such as curios, photo albums, photo frames, soft toys, mugs, quotation plaques, key chains and a wide range of stationery.

Exports greeting cards & gifts to Western Europe,Russia , Dutch & Scandinavian markets.

For the last 30 years reaching out to million of hearts , constantly churning out reasons to smile & celebrating ocassions like Valentine’s Day, Mother’s Day , Father’s Day , Daughter’s Day , including seasonal greetings like Diwali , Christmas etc. Every day cards-Birthday Cards , Wedding cards, congratualations , Anniversarries cards etc.

Endless varieties of gift items-Soft toys,Photo frames,Quotations,Mugs,Perfumes,Air freshners etc.

PRICE :

Monopoly Competitive

PLACE :

Archies Store :

PROMOTION :

1. Who is the consumer - from high school going to professional age group , mostly youths

2. Income level of consumer – Low middle to High income groups

3. Age profile of consumer – from 12- 304. When do consumers like to shop for the product –

occasionally5. Who influences buying decision – social and peer

group6. What quality of merchandise do customer usually

prefer –Premium Quality .7. How You will try to covert a walk into sales – By

introducing more attractive discounts & gift vouchers8. Strategies to influence them to make a purchase – By

giving a customer special attention

RECOMMENDATIONS

Moving into new business avenues (Theme and Amusement park, Cakes and confectionaries, Play schools).Giving membership cards to customers.On purchase for Rs.1000 or more couples will get tickets of any movie show.