Archies: The Way Indians Greet

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR036 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Case Length : 14 Pages
Period : 1979 - 2002
Organization : Archies Greetings & Gifts Ltd
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Gifts and Greetings


The case examines the growth of Archies, leader in the Indian social expression industry. It explores the company's franchising and marketing initiatives.

The case also discusses the measures the company took to meet the threat of new technologies i.e., e-greetings and SMS greetings. Finally, the case discusses the problems faced by the company due to a revamp of its distribution and retail operations.

It also explores the future plans of the company in the light of the above developments.


Identify the strategies that helped Archies emerge and remain the leader in the industry


  Page No.
A Company in Trouble! 1
Background Note 2
The Story Behind the Success 4
Tackling the E-Greetings Threat 6
Rationalization Gone Wrong? 7
The Retail Revamp 8
The Future - Shifting Focus 9
Exhibits 11


Archies, leader, Indian, social expression, industry, franchising, marketing, technologies, e-greetings, SMS, greetings, problems, revamp, retail operations, future plans

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