Table of Contents

About The Topic ............................................................................................................................................ 1

Objective ....................................................................................................................................................... 1

Methodology................................................................................................................................................. 1

Primary Data Collection ................................................................................................................................ 2

Store 1: Archies Gallery, Nr. Himalaya Mall Lane, Drive In Rd, Gurukul ................................................... 2

Store 2: Archies Gallery, Iskcon Mega Mall, Navrangpura ....................................................................... 5

Store 3: Hallmark Cards and Gifts, Judges Bungalow Road, Vastrapur, Satellite ..................................... 7

Evaluation of the Retail Value Parameters ................................................................................................... 9

Insights and Strategies ................................................................................................................................ 11

For Archies .............................................................................................................................................. 11

For Hallmark ............................................................................................................................................ 11

References .................................................................................................................................................. 12

1 . graphics. empathy.  Store Layout & Design: the ambience. depth and breadth of offerings as well as the stock levels.About The Topic Retailing mix refers to the various features of retail strategy planning.  Advertising & Promotion: The promotional tools used like advertising. publicity.  Service: Tangibles. How the location matters for customer for apparel retail. reliability. and structure etc. responsiveness. variety. The main elements of retail mix are given below:  Merchandise: Type of goods and services. image. assortment. and anticipated vendor relationships. re-order policy. Retailing mix helps a business define its strategy and carry out operations according to its goals.  Location: It includes the strategy behind selecting store location. displays. Insights were drawn based on the evaluation and further improvements were suggested. The markup strategy and its impact on retail price. personal selling. music.  Price: It includes the pricing strategy. assurance  Features and benefits: Facilitating aspects of the store Objective  Identifying and comparing the Retail Mix Strategies of Archies Gallery and Hallmark Cards Methodology The study was carried out to know the retail mix strategies of Archies Gallery and Hallmark Cards and Gifts stores in Ahmedabad. expected inventory turnover. Observational study about the retail value parameters was made by visiting two Archies stores and one Hallmark Store. The data from observations was used to evaluate the retail stores on all the retail value parameters. and/or sales promotional devices.

Few of the large frames were also hanged on the wall. Layout: The layout of the store was a Boutique layout. for the festival of Rakshabandhan they kept few Rakhis in those shelves. The third wall had clocks and shelves containing small bags for women. Drive In Rd. Nr. The smaller showpieces were placed on the lower shelves and bigger ones on the upper shelves. The cards were arranged in the racks in ascending order of their size. They helped in impulse purchase. All the Showpieces were kept there. Behind the billing counter or checkout. Format: Archies Gallery is a specialty store which specializes in cards and gifts. 2 . One store wall had display of Accessories for women. The racks kept in the middle of the store were made of glass to provide the glass-elegance. Soft toys were arranged in ascending order of size along the rack. Key chains and Pens. The flow of customers was random based on which category they want to buy. 2. Himalaya Mall Lane. Deodorants and Fragrances were placed. The expensive Accessories and Pens were kept in glass cabinets with excessive lighting inside then to make those look attractive. All the clocks were displayed together on the same wall. The racks were labelled by the sub category of cards. It also displayed the promotion of collection of Rakhis kept for Rakshabandhan festival.Primary Data Collection Observational Study of Retail Value Parameters by visiting Archies and Hallmark Stores Store 1: Archies Gallery. Also. Then cards were placed in the wooden racks along the same wall. Soft toys were kept below and photo frames placed above it. 3. Gurukul 1. Few stationary items like diaries and posters were also placed behind the checkout counter. Merchandising: The frontage of the store had few big show piece items and large to medium size soft toys. Shelves containing Soft Toys and Photo Frames were placed on the second wall.

Key chains could be categorized on the basis of material i. Each sub category was further divided into many parts which widened the assortment. These were of premium brands such as Parker. Gurukul. shapes and sizes. Friend. and Clocks etc. There are two types of franchise concepts. shapes and sizes were available. Valentine’s Day etc. Polo. Stationary and Clocks. Showpieces. Each of these had 3-4 different cards. Mother.4. However. ear rings etc. Clocks were majorly wall clocks of medium to large size. A wide variety of key chains of different cartoon characters. Paper Rose Shop: To run a paper-o-shop a franchisee needs an area of around 200 to 500 sq feet and an investment of Rs. It had sub categories such as Showpieces. 5. Deodorants of famous sports brands like Nike. Soft Toys. Retirement. Franchising: Archies follow product name franchising. Promotion. Friendship Day.S. Accessories included small bags for women (Clutch). The main categories are Cards. Assortment in gifts category was also wide and shallow. Soft Toys were of different cartoon characters in 2-3 sizes. Fragrances and Deodorants could be categorized on the basis on gender. U. The cards were classified under sub categories on the basis of occasions and festivals such as Birthday. Brother. bracelets. 6. Pierre Cardin etc. Photo frames were of different styles. Example Birthday Sub Category had cards based on relationship with Father. Assortment: The assortment kept at the store is wide and shallow. This store was an Archies Gallery with an area of approximately 550 sq feet. rings.e. Adidas etc. The area is a Secondary Business District (SBD). Fragrances. Bags. 7 to 8 lakh. only one or two variants of each brand were there. wrist bands. Drive in Road. Colleague etc. Drive in road acts as a cross road between SG 3 . Rakshabandhan. Location: The store is located Near Himalaya Mall. Deodorants. Sister. pendant. Archies Gallery an aspiring franchisee needs approximately 500 to 1000 sq feet area and Rs 12 to 15 lakh of investment. Key Chains. Accessories for Women. Photo Frames. Soft Toys. metallic or plastic. Anniversary. Stationary included Pens and Diaries. were available. Photo Frames.

100-150. Also the purchasing power of customers is moderate to high in an SBD. The other merchandise such as gifts. One was at the billing counter and other two for personal selling. Expressions Gifts Co. manufacturers to wholesalers to retailers. This also results in high competition as other gift shops are present in the area. Promotion was done using small banners and posters. However due to metro construction currently there is high traffic congestion which be causing some customers to avoid visiting the store. Price: The price of Archies cards were competitive when compared with Hallmark cards. It has manufacturing facilities in Delhi and Gurgaon. The retailer can choose which merchandising he wants to keep from the whole collection. Highway. Also Drive in cinema and Himalaya Mall attracts high footfall in the area which results in high footfall into the store as well. There are many residential societies and schools nearby. It has tie-ups with local players for gifts and other items. fragrances are charged a higher price. The price of an average size card ranges between Rs. The Gurukul area is densely populated which gives the store huge market potential. Archies has a number of tie-ups with international brands such as Carlton Cards. The cards are distributed to the store via traditional distribution channel i. Primary trade area is saturated as many shops in the area provide gifts but it is under saturated when cards category is considered. These are the major Central Business District (CBD) of the city. The prices are controlled by the company. Supply Chain: Archies is a pioneer in manufacturing greeting cards. They helped the customer in making decision in choosing the product. This also increased the footfall of youngsters into the store. 10.e. 9. They also provided service for packing the gifts and other items. The pedestrian traffic and vehicular traffic is high in the area which results in high footfall. 7. 8. Rakshabandhan was near-by so in-store promotions about the gifts and cards to buy for your brother/sister was done. 4 . However. Russberrie. Fizzy Moon and Carte Blanche Greetings. Ring Road and Ashram Road. stationary. Promotions: Promotions were seasonal based on the Festival or some other special Occasion. Human Resource: There were three people to manage the whole store. Five schools were present near the store. no discounts were offered on the products.

It had 3 shelves which contained only Showpieces. Further placed are pens. The expensive Accessories were kept in glass cabinets with excessive lighting inside then to make those look attractive. It contained only cards. Navrangpura 1. Photo Frames were also kept in glass racks. The first rack was made of glass to provide the glass elegance. designs. 4. The cards were arranged in the racks in ascending order of their size. Along the same wall shelves containing clocks and small soft toys. The second was a wooden rack. Discounted items contained Showpieces and Soft Toys. large to medium size soft toys. mugs related to these occasions occupied two shelves in that area. Behind the billing counter or checkout. These items are also placed inside glass cabinets. As Rakshabandhan and Independence Day was near. The area immediate left after the entrance was given to the accessories and artificial jewellery for women. All the Showpieces of various sizes. Shelves containing Soft Toys and Photo Frames were placed on the right wall. The smaller toys were placed in the lower shelves and the bigger ones in the upper shelves. artificial jewellery for women (particularly necklaces) and a few board games. The back end wall of the store contained Soft Toys only. Also the Stupid Cupid area had extensive lighting focusing on the products. The racks were labelled by the sub category of cards. The flow of customers was random based on which category they want to buy. Further. prices were kept in this section. table and small bags for women. Iskcon Mega Mall. Beside the cabinets were placed coffee mugs of various designs and shapes. 3. along the same wall Deodorants and Fragrances were placed. 5 . Further the area up to the corner of the wall was occupied by discounted items. Ownership: This store is a company owned store with an area of approximately 700 sq feet. few stationary items like diaries.Store 2: Archies Gallery. A private label of Archies named as Stupid Cupid had all the fashion accessories. Two parallel rack were kept inside the store in the central area along the walls. 2. Merchandising: The frontage of the store had few show piece items. Format: Archies Gallery is a specialty store which specializes in cards and gifts. Layout: The layout of the store was a Boutique layout. key chains and wall clocks were placed.

Fragrances and Deodorants could be categorized on the basis on gender. Sister. Valentine’s Day etc. Showpieces. Pierre Cardin etc. Mugs. The Iskcon mega mall gives the store high footfall. Mother. Soft Toys. Photo Frames. Each sub category was further divided into many parts which widened the assortment. bracelets. Mugs. Promotion. Lamps. The cards were classified under sub categories on the basis of occasions and festivals such as Birthday. Bags. A wide variety of key chains of different cartoon characters. Stationary included Pens and Diaries. Watches and Clocks etc. Adidas etc. U. 6. Wallets. were available. Private label of Archies i. This attracts the young crowd to the mall which results into high footfall in the store. However. Photo Frames. Stupid Cupid provided a wide range of fashion accessories for women. Assortment: The assortment kept at the store is wide and deep. shapes and sizes were available.5. Colleague etc. Lamps. wrist bands. These were of premium brands such as Parker. Anniversary. Fashion Accessories for Women. Soft Toys. Each of these had 3-4 different cards. Stationary and Clocks. Many corporate offices are located nearby along the highway. Watches. Assortment in gifts category was also wide and deep. Retirement. Friend. 6 . The main categories are Cards. Friendship Day. It had sub categories such as Showpieces. Key chains could be categorized on the basis of material i. Rakshabandhan. only one or two variants of each brand were there. pendant. Deodorants of famous sports brands like Nike. Highway. Clocks were majorly wall clocks of medium to large size. Photo frames of various sizes and sizes were available. belts etc. The area is a Central Business District (CBD). rings. Polo. Also the purchasing power of customers is high in a CBD. Also Rajpath Club is adjacent to the mall which is a prime club of the city which is visited by the upper middle and high class people. Fragrances. Location: The store is located in Iskcon Mega Mall at S. It included necklace. Soft Toys were of different cartoon characters in 2-3 sizes. Major residential areas near-by are Satellite and Bodakdev. ear rings. Key Chains.S. Wallets.G. Example Birthday Sub Category had cards based on relationship with Father.e. Brother. Deodorants.e. metallic or plastic.

One was at the billing counter and other two for personal selling. Promotion was done using small banners and posters. 8. The pedestrian traffic is high due to people visiting the temple. 7. Mugs were also placed below the Showpieces. The vehicular traffic is high in the area which results in high footfall. Franchising: Hallmark follows product name franchising. Cards were placed in the wooden racks along the back end wall. The cards were arranged in the racks in ascending order of their size. Primary trade area is under saturated as there are no gift and cards shop in the area. Promotions: Promotions were seasonal based on the Festival or some other special Occasion. Satellite 1. This store had an area of approximately 300 sq feet. Deodorants and Fragrances were placed along the same wall. Also few discounted items such as Soft Toys and Showpieces. The smaller showpieces were placed on the lower shelves and bigger ones on the upper shelves. The left store wall had displayed gifts such as Photo Frames and Clocks. The other store wall had glass shelves containing Showpieces. They helped the customer in making decision in choosing the product. Store 3: Hallmark Cards and Gifts. They also provided service for packing the gifts and other items. Vastrapur. 2. Rakshabandhan was near-by so in-store promotions about the gifts and cards to buy for your brother/sister was done. Format: Hallmark Cards and Gifts is a specialty store which specializes in cards and gifts. 4. The flow of customers was random based on which category they want to buy. Layout: The layout of the store was free form layout. Judges Bungalow Road. Human Resource: There were three people to manage the whole store. 3. 7 . Merchandising: The frontage of the store had very few items which were majorly showpieces.

Mugs. Showpieces. Promotions: Promotions were seasonal based on the Festival or some other special Occasion. Deodorants of famous sports brands like Nike. The Satellite and Vastrapur area are densely populated which gives the store huge market potential. Friendship Day. Also the purchasing power of customers is moderate to high in an SBD. Brother etc. Mugs. Ring Road and NH 228. Photo frames were of different styles. Adidas etc. However. Anniversary. Mother. Three schools and two colleges are present near the store.S. Assortment in gifts category was also wide and shallow. Rakshabandhan was near-by so in-store promotions about the gifts and cards to buy for your brother/sister was done. The area is a Secondary Business District (SBD). Photo Frames. were available. Deodorants. Promotion was done using small banners and posters. only one or two variants of each brand were there. Also Vastrapur Lake attracts high footfall in the area which results in high footfall into the store as well. The cards were classified under sub categories on the basis of occasions and festivals such as Birthday. This also results in high competition as other gift shops are present in the area. 6. shapes and sizes. Retirement. Each sub category was further divided into fewer parts which widened the assortment a bit. Photo Frames. Valentine’s Day etc. Discounts were offered on few selected Showpieces and Photo Frames 8. U. There are many residential societies and schools and colleges nearby. Fragrances and Deodorants could be categorized on the basis on gender. Judges Bunglow Road acts as a cross road between SG Highway. Polo. Rakshabandhan. Fragrances and Clocks. Location: The store is located on the Judges Bunglow Road. Coffee Mugs related to various relationships like Father. Assortment: The assortment kept at the store is wide and shallow.5. Also the prices are controlled by the company. The pedestrian traffic and vehicular traffic is high in the area which results in high footfall. It had sub categories such as Showpieces. Promotion. The price of an average size card ranges 8 . Primary trade area is saturated as very large number gift shops are present in Vastrapur and Satellite in the area. were available. 7. The main categories are Cards. Price: The price of Hallmark cards were competitive when compared with Archies cards. This also increases the footfall of youngsters into the store. and Clocks.

Human Resource: The whole store was managed by only a single person. Hallmark store didn’t have an attractive visual merchandising. stationary. Specialized in selling of Cards and Gifts. The cards are distributed to the store via traditional distribution channel i. Layout: Archies followed Boutique layout whereas Hallmark followed free form layout. Hallmark had a tie-up with Archies as well for cards. 100-150. The retailer can choose which merchandising he wants to keep from the whole collection. All the products are being displayed in proper lighting and have been given proper shelf space. Extra glass racks have been kept in the middle of the store to display the Showpieces. The Showpieces and Photo Frames require large space for display which was not available. The cash wraps and items of impulse purchase such as deodorants. 10. Merchandising: Archies Gallery stores being larger in size than Hallmark Stores have a very attractive visual merchandising. Format: These are specialty stores.e. This makes the product look elegant and attracts the customers. 3. key chains were kept close to the checkout/billing counter. The size of the store acted as a constraint in properly displaying the number of SKUs available. Service for packing the gifts and other items was also provided. The other merchandise such as gifts. Supply Chain: Hallmark has tie-ups with local players for gifts and other items. 9. Evaluation of the Retail Value Parameters 1. Cards and Soft Toys which acts as Staples category for Archies Store were kept at the back end of the store to make the customer go through the other product categories available at the store. 2. Only the staples category was present in the store. He was positioned at the billing counter. The display of Soft Toys at the frontage attracts kids to the store. manufacturers to wholesalers to retailers. 9 . between Rs. Only few deodorants were present to increase the bill size via impulse purchase. fragrances are charged a moderate price.

Primary trade area is 10 . The Iskcon mega mall gives the store high footfall. Primary trade area is under saturated as there are no gift and cards shop in the area. Hallmark store had a limited number of SKUs under each category because of the space constraint. The Satellite and Vastrapur area are densely populated which gives the store huge market potential. Also the purchasing power of customers is moderate to high in an SBD. The Gurukul area is densely populated which gives the store huge market potential. However Stationary and other miscellaneous items had a narrow and shallow assortment. Also the purchasing power of customers is high in a CBD. Assortment: Archies had a wide and deep assortment in Cards in both of its stores. 6. The Hallmark store is located on the Judges Bunglow Road. Gifts category had wide and shallow assortment in Store 1 of archies and wide and deep assortment in Store 2. The pedestrian traffic and vehicular traffic is high in the area which results in high footfall. Major residential areas near-by are Satellite and Bodakdev. Location: The Archies Store 1 is located in a Secondary Business District (SBD). The vehicular traffic is high in the area which results in high footfall. This also results in high competition as other gift shops are present in the area. The Archies Store 2 is located in a Central Business District (CBD). The Store 2 is larger in size so has more space to keep a wider assortment. There three schools and two colleges are present near the store. Large size Archies Gallery stores are usually owned by the company. The area is a Secondary Business District (SBD). This also increases the footfall of youngsters into the store. Primary trade area is saturated.4. Also Hallmark store focused more on the staples category rather than other categories. Also Rajpath Club is adjacent to the mall which is a prime club of the city which is visited by the upper middle and high class people. Franchising: Product name franchising is followed by both the firms. Archies has company owned stores as well. 5. Also Drive in cinema and Himalaya Mall attracts high footfall in the area which results in high footfall into the store as well. The pedestrian traffic is high due to people visiting the temple.

8. Discount was given only on few items.  The retailer should do an analysis of the categories and sub categories which are generating the maximum revenue. Reward points program will make the customers stick to Archies. However. The store at Iskcon Mega Mall should make the latest products available to the consumer as it is a company owned store. Each Showpiece should be separate for the other and not overlapping. The pedestrian traffic and vehicular traffic is high in the area which results in high footfall. The display of Showpieces inside the store should be done such that it attracts the customers. Insights and Strategies For Archies  Being the market leader in the card and gifts industry. Archies charged a higher price for Gifts category as compared to Hallmark. Since space is a constraint in the store.  More promotional offers should be given to the customers to increase the bill size and bill amount. 11 . Despite of the festive season discount was given only on a few Soft Toys and Showpieces. based on the Festival or some other special Occasion. For Hallmark  The visual merchandising should be improved in the store. saturated as very large number gift shops are present in Vastrapur and Satellite in the area.e. 7. The retailer should review the assortment of the store.  A loyalty points program should be launched by Archies to increase the frequency of repeat purchases. The prices of cards are almost similar in both the stores. Promotions: Promotional offers were seasonal in both the stores i. He should keep only those SKUs which are moving fast so that inventory turnover happens. Cards is a product that is purchased repeatedly whenever the occasion is comes. Archies should try to widen their assortment to maintain the current position. Price: Both the stores have competitive pricing.

 To increase impulse purchase few more items under each category should be kept at the billing counter. Example: Keychains.wikipedia. https://en. https://www. The frontage should display attractive Showpieces with proper lighting to increase the presence of the store in the area. References 1.  To increase the footfall external promotions should be done near the schools and colleges present in the Primary Trade Area via hoardings. signage etc.org/wiki/Archies_(company) 3.  The frontage of the store should be made more attractive. Pens. https://en.wikipedia. Diaries etc.archiesonline.org/wiki/Hallmark_Cards 12 .com/ 2.