ARCHIES

Vs
VINTAGE
Are we in the
business of
greetings?
BACKGROUND
 BACKGROUND
• The case talks about two firms in Greeting
Cards business named Archies and Vintage
which started in the year 1980 and 1983
respectively.
• Decline growth in greetings segment for the
past 25 years and increased growth in the gifts
segment has become the concern for its
entrepreneurs.
ARCHIES
ARCHIES
• Archies Greetings and Gift Ltd.(AGGL),
is India’s largest manufacturer and
distributor of greeting cards, posters, soft
toys, gift items, cassettes or CDs and
stationery items.
• Anil Moolchandani(founder) was
interested in the business of hearts.
• The card business started in 1980.
ARCHIES
• The first Archies Gallery was set up in
the year 1987 in the heart of the Delhi
University campus.
• Core Business- Greetings Card
• Complementary Business- Gifts and
Perfume.
ARCHIES
VISION
‘An Archies card in every hand.’

MISSION
Archies’s mission is to be in the
business of emotions.
 STRATEGIES FOLLOWED
 Introducing the first gallery in the heart
of the Delhi University.
 Innovation of products with special
offer and promotional schemes.
 Entering into corporate social
responsibility by joining hands with Help
Age India and CRY(Child Relief and
You).
 STRATEGIES FOLLOWED
Introduction of occasion cards.
Launch of regional languages cards.
Relationship with American Greetings.
Complementary Businesses
 Alliance with Cadbury India & Taneja Mines
 Perfume Business, Gift articles, Kids
Stationery.
 Jewellery , Fashion products through the
tie up with Normak.
STRATEGIES FOLLOWED
Promotions
Tie-up with Walt Disney.
Use of props in feature films like Maine Pyar Kiya,
etc.
Expansions
Domestic; more than 450 franchisee stores.
Foreign; 425 franchisee stores across 6 countries.
Importance to C&F agents.
Introduction of archiesonline.com.
RECOMMENDATIONS
Increase of promotional activities.
 T-shirts.
 Online proportions
 Increase in effective advertising
Opening up of stores near colleges and
universities.
 Occasional of cakes and play stations.
VINTAGE
VINTAGE
• A partnership firm founded by Anil
Kapur and Rajesh Vaishnav in the
year 1983 for manufacturing and
marketing greeting cards.
• By 1992, Vintage had a collection of
3000 designs, 26 distributors and 3000
independent retail outlets.
STRATEGIES FOLLOWED
Agreement with Hallmark cards.
Focused more on local customers.
Agreement with Walt Disney, to use their
products like Mickey, Minnie, Donald
Duck for use in greetings, posters, etc.
Agreement with Barbie Brand.
Tie-up with Cancer Patients &
Associations.
SHORTCOMINGS
 Over dependency on Hallmark.
 Excess inventory.
 Operating Loss
 Unable to pay the statutory
obligations.
RECOMMENDATIONS
Launch of innovative products.
Less dependency on Hallmark.
Adoption of new technologies
required.
Lower the price to clear inventory.
Use of gift items provided by the
acquisitions to a great extent.
 THANK YOU

RAVENSHAW MANAGEMENT
CENTRE