Managing in Troubled Times Case Study

Archies - Time to Reinvent

OR

Abstract:
Greeting cards have become a part of the cultural and social life of people worldwide. In India, people send cards on the eve of festivals and occasions such as Diwali, Holi, Pongal, Durgatsov, Christmas, and New Year etc. The social expression industry has grown to 12 billion in number and US$ 14 billion in revenue worldwide by 2004. But currently, the greeting cards industry is facing new challenges. People no longer search for hours for greeting cards that suit the occasion and the personality of the recipient, or write warmly worded personalised messages on each card and post them. People simply send an SMS (short message service) from their cell phones. Or they log onto the Internet, visit greeting cards websites and send e-greetings to their beloved. The number of people who prefer to shop for greeting cards is declining. To stay relevant, Archies has to attract customers and retain them. What can Archies do to reverse this trend of declining sales?

Pedagogical Objectives:

• To discuss the segmentation-targeting-positioning strategy followed in strategic marketing management
• To discuss the diversification strategy and strategy of entering into new segments
• To discuss how innovation plays a key factor in strategic marketing management
• To discuss the trends and patterns of social expression industry in India
• To discuss how technology played a key differentiator in the marketing game
• To discuss the concept of niche marketing.

Keywords : Archies; Anil Moolchandani; Greeting card industry; Jagdish Moolchandani; Managing in Troubled Times Case Study; Archies Greetings and Gifts Ltd; Disney character; Retail Disney; e-Greetings; Indian social expression industry; Heart warmers; Distribution network; Brand equity

Contents:

• Background Note
• E-Greetings; paper greetings faced the heat
• Archies: time to reinvent and diversify
• The Road Ahead