GREETINGS & GIFTS

Presented By:-
Gyan Prakash
Bikash Acharya
Vishal Rana
Ankush Tiwari
Pratap Reddy
Journey of Archies
Established in 1979 by Anil and Jagdish Moolchandani
Started with selling song books , posters, leather patches
India's largest manufacturer and distributor of greeting cards,
posters, soft toys, gift items, cassettes/CDs and stationery.
In 1977,there was only one company making posters in India,
chellsons in shiva kashi, Tamilnadu. With one distributer in
Mumbai and there were no other shops for selling the posters.
Anil start in his own business of selling greeting cards and
posters through mail orders in 1979.
Card business started in 1980, that time cards were priced on
the basis of size rather than design
Producing 2.5 lakh greeting cards per day
Continued
In 1984 ,company launched its first outlet in Delhi named Gift
Gallery .
In 1987 ,the first exclusive Archies gallery was set up in Kamla
Nagar, situated in the heart of the Delhi University Campus.
Break even in the first year itself with sales touching Rs 2.2
million.
Introducing all-occasion greeting cards
In 1995 and in 1998 got listed on NSE and BSE.
Innovative products were constantly introduced and special
offers and promotional schemes were launched to drive
volumes.
Core business : greeting cards
Complementary business : gifts and perfumes
Continued
In 1990, the brothers established Archies Greetings & Gifts
Pvt. Ltd. with three product lines- Greeting card, gift items &
stationary products.
In 1994, Anil decided to install a printing unit for the company
and tied with the US based Gibson card manufacturing
company.
In 1995, Archies offering the IPO of Rs.74 million.
In 1996, when hallmark entered the Indian market
Due to increasing the popularity of e-cards, Archies started its
online portal http://www.archiesonline.com/ in 2000.
Expanded its product range & became Archies limited in 2002.
Turnover of 73 crore in 2005.


Mission

Archies's mission is to be in the business of emotions.

Vision

An Archies card in every hand.
Success Factor of Archies
1. Gift designing
2. MTV Roadies 6 & Splits villa
3. Chocolate and song cards
4. Foreign tie ups
5. Consistently focused on emotions and feelings
6. Product portfolio contains all-occasion greeting cards



Products
Greeting Cards Decorative Mugs
Soft Toys
Trendy Accessories
Decorative Items
Exclusive Gifts
Price

Place
Stores Operating in all the major areas in India
International Presence in 16 countries
Total number of outlets :
2000 outlets and franchisees, called Archies Galleries, spread
across 120 cities[ and 6 countries

Promotion
Props Used In Movies
MTV Roadies 6.0 Splitsvilla
When you love someone your
heart celebrates
The tie-up with Pepsi , Pidilite ,
HelpAge and CRY helped to built
strong brand equity and client
Organizing Events And Honouring
Winners
Providing Online Service









Tie Ups
HelpAge (non-profit organization)
American greetings (as paper rose cards)
Child relief and you (CRY)
Entered into alliances with cadbury India and Taneja mines
Normaks fashion
Russ (UK) & florence (Italy)
Kathreen Francour (International photographer)
Hallmark
Walt Disney

SWOT Analysis
STRENGTH
Few Competitors
People Of India Associate Well
With Brand Image Of ARCHIES
Developed A Strong Corporate
Image
Company owns the inventory
Consumer is ensured of seeing
entire products range that is
available.
Cost cutting Distributors
margin was 25-30% while C&F
margin was 12%


WEAKNESS
Better Supplements
Available.(E-cards)
Excess Inventory
Continuous Need For Variety

OPPORTUNITY
New Product Category
Variety In Merchandise Industry
Focus more on gift segment
Introduce new lines
Importing high end gift articles
Outsourcing
Competitive Pricing and co-
branding
Focus on corporate sector
New range of economy cards
Changed its name- Archies
Limited


THREAT
Rapid Changing Demand
Piracy Over The Internet
Low Margins In Merchandise
Industry

Strategy Used By Archies
Tap all the Indian festivals and occasions
Popularize western occasions in India
Innovation was a continuous process
Diversified its product category
Stupid cupid- fashion accessories, gift
Launch of regional languages cards
Special offer and promotional schemes
Introduction of archiesonline.com
Entering into corporate social responsibility by joining hands
with Help Age India and CRY(Child Relief and You)





Market Share

Competitors
1. Unorganised market
2. Navneet Publication India Ltd
3. Sundaram Multi Pap Ltd
4. Orient Press

Recommendations
Increase of promotional activities
Increase in effective advertising
Occasional of cakes and play stations
Focus on gift segment
One stop gift shop


Conclusion

Vintage card & creation
Founded in 1983 by Anil kapur and Rajesh vaishnav
Appointed local artists to create new design
Had a collection of 3000 designs
The company entered into an agreement with Hallmark card
Vintage entered into an agreement with walt Disney
consumer products to use material like- Mickey, Minnie,
Donald Duck, Jungle book, Aladdin and Alice
In 1999 the company had a franchise network of 221 outlets
spread over 94 cities
Tie up with cancer patients aid association