Most special way to say you care..!!Archies Gallery : Redefining Indian social expression industry Traditional Way • Controlled entirely by the unorganized sector • The gifts comprised standard offerings such as flowers. garments • High end gift items – silver and semiprecious stone trinkets Archies Way • Changed the predictable Indian mindset • Whole new range of unique items • Quality of merchandise underwent a complete transformation . sweets. books. Archies Gallery : Changing the game India’s apex market leader in the social expressions industry 50% market share in the organized sector 120 company stores in 14 states and 36 cities across India 350 franchise outlets in 100 Indian cities and 5 countries . com .archie s online.Archies Gallery : Go-To-Market strategy Company Owned Stores Franchise Outlets ecommerce portal: www. Organization structure Director M.D. Zonal Head North Zonal Head South Zonal Head Central State Head (Madhya Pradesh) Zonal Head West Zonal Head East District Head (Bhopal) District Head (Gwalior) District Head (Indore) District Head (Jabalpur) District Head (Ujjain) Store Managers Store Managers Store Managers Store Managers Store Managers . 0 and added Roadies merchandise • Archies gift of the month @99 • Promoted their props through Bollywood(I hate luv stories) . ‘Miss you’ and ‘Get well soon’. • Acquired Hallmark No competition Market Creatin g Deman d Promot ion • Conceptualized friendship day/ daughters day • Introduction of new lines of everyday cards such as ‘Thinking of you’.5 in India compared to 40 in US) • Market is growing at 15%-20% per annum. among others • Tie up with Help Age and CRY • Direct mailers and contact systems for corporate houses Building Brand Image • Sponsored MTV Roadies 6. ‘Hello’.• Huge untapped market (per capita consumption 0. Archies Gallery in Indore: Channel Levels Mother Warehouse (New Delhi) Company Owned Stores (5) City Stockist (Chhawni) Franchise Outlets (4) Consumers Consumers . Archies Gallery in Indore: An Overview City Stockist (1) Company Owned Stores (5) Franchise Outlets (4) • Chhawni • • • • • C-21 Central Mall Mangal City Old Palasia Treasure Island • Apollo Square • Malhar • Sapna Sangita . based on the inventory count and expected sales • ‘Quantity’ not cost is the criteria Stores receive the packages • Inventory counting happens • Payment is made • Items are arranged in assigned pallets Manufacturer at New-Delhi accumulates order from one city worth a truck-full of order • Dispatches the order to the city stockist • Lead Time = 7days City Stockist receives the order • Inventory counting happens • Package for separate stores are prepared .Distribution Flow : Regular Orders Store Manager orders online. Distribution Flow : Emergency Orders Store Manager orders online. based on the inventory count and flash sales Manufacturer at NewDelhi accumulates order • Dispatches the order to the store through courier or person • Takes lesser time(2-3 days) but more cost . Aditya Birla.Online Delivery by Speed – Post from Delhi Costs mainly in designing Direct selling to Corporate Retail Cha of Reliance. inventory based on sq foot of space . Mahindra et Training to employee s Company owned outlets Margins 200% and above Opening store – 60 lacs excluding inventory Employees . Margin of 35% 30% of nonArchies product permissible Training Franchise Outlets Frequent Surprise Audits Detailed territorial rights in the contract . 5km radius Franchise Outlets . feet Authorized to sell to small gift shops also No credit offering from Archies Advertising support in the form of Brand and event advertising Investment • 20 Lacs – Archies Gallery • 10 Lacs – Paper Rose Store No franchisee outlet within 1.Minimum size: 500 sq. Issues of Concern Shop keeping Archies products in Palasia Shrinkage avoidance Service quality at franchise stores . !! Old Palasia C-21 Mall Central Mall Treasure Island Mall DB Mall.Stores we visited.. Bhopal . indiacardsgallery.com/magazine/cm142 1/capcor.capitalmarket.org/casestudies/catalogue/ Business%20Strategy1/Archies%20The%20Wa y%20Indians%20Greet%20Business%20Strate gy.com/gateway/archies_ superbrand_article.asp http://www.com/ArchiesIndia.htm .References http://www.icmrindia.archiesonline.php http://www.htm http://www.