ARCHIES-THE WAY INDIANS GREET

PRESENTED BYShivani Srivastava Sagar R Sheth Sneha Shruti Goyal Sahil gupta Nikhil Sharma

THE SUCCESS STORY
• Archies sold its products through franchisees, made their own investment in the business and paid royalty to Archies for turnover. • Archies Quality Control team monitored the franchise stores for ambience, space allocation, lighting and display. • Divided the franchise operations into three segments.  The Top-level franchises ran the Archies Galleries.  The middle level franchisees ran the Archies Card shops and paper rose shoppers.  The bottom level, and smaller franchisees operated the feelings and other retail outlets.

SUCCESS STORY CONTINUED…
• Adopted “Localization” strategy and come out with the cards for Indian festivals such as Holi, Diwali and Rakshabandhan.
• Backed by aggressive promotional campaign to create awareness and persuade people to communicate through cards. • Successfully managed to built a strong brand Equity with its Tie-ups with companies like Pepsi and Pidilite.

PESTEL FRAMEWORK
POLITICAL AND ECONOMICAL• New IT policies introduced. • Increase in purchasing power. SOCIAL • The society was adopting the western culture and ideas. • The changing lifestyle of the people. TECHNOLOGICAL• Use of internet for marketing. • Use of internet as a means of networking. ENVIRONMENTAL• Government initiative to save on paper.

Sign up to vote on this title
UsefulNot useful