archies gallery pptx
DESCRIPTION
ARCHIES SUPERBRAND ARTICLETRANSCRIPT
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Most special way to say you care..!!
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Archies Gallery : Redefining
Indian social expression industry
Controlled entirely by the unorganized sector
The gifts comprised standard offerings such as flowers, books, sweets, garments
High end gift items silver and semi-precious stone trinkets
Traditional Way
Changed the predictable Indian mindset Whole new range of unique items Quality of merchandise underwent a
complete transformation Archies
Way
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Archies Gallery : Changing the
game
Indias 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
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Archies Gallery : Go-To-Market
strategy
Company Owned Stores
Franchise Outlets
e-commerce
portal: www.archie
s online.com
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Organization structure
Director
M.D.
Zonal Head North
Zonal Head South
Zonal Head
Central
State Head
(Madhya Pradesh)
District Head
(Bhopal)
Store Managers
District Head
(Gwalior)
Store Managers
District Head
(Indore)
Store Managers
District Head
(Jabalpur)
Store Managers
District Head
(Ujjain)
Store Managers
Zonal Head West
Zonal Head East
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Sponsored MTV Roadies 6.0 and added Roadies merchandise
Archies gift of the month @99
Promoted their props through Bollywood(I hate luv stories)
Tie up with Help Age and CRY
Direct mailers and contact systems for corporate houses
Conceptualized friendship day/ daughters day
Introduction of new lines of everyday cards such as Thinking of you, Hello, Miss you and Get well soon, among others
Huge untapped market (per capita consumption 0.5 in India compared to 40 in US)
Market is growing at 15%-20% per annum.
Acquired Hallmark - No competition
Market
Creating
Demand
Promotion
Building Brand Image
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Archies Gallery in Indore:
Channel Levels
Mother Warehouse (New Delhi)
City Stockist (Chhawni)
Company Owned Stores
(5) Consumers
Franchise Outlets
(4) Consumers
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Archies Gallery in Indore:
An Overview
Chhawni
City Stockist
(1)
C-21 Central Mall Mangal City Old Palasia Treasure Island
Company Owned Stores
(5)
Apollo Square Malhar Sapna Sangita
Franchise Outlets
(4)
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Distribution Flow : Regular
Orders Store Manager orders online, based on the inventory count and expected sales
Quantity not cost is the criteria
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
Stores receive the packages
Inventory counting happens
Payment is made Items are
arranged in assigned pallets
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Distribution Flow : Emergency
Orders
Store Manager orders online, based on the inventory count and flash sales
Manufacturer at New-Delhi accumulates order
Dispatches the order to the store through courier or person
Takes lesser time(2-3 days) but more cost
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Company owned outlets
Costs mainly in designing
Margins 200% and
above
Employees. inventory based on sq foot of
space
Opening store 60
lacs excluding inventory
Training to
employees
Direct selling to Corporate Retail Chains
of Reliance, Aditya Birla, Mahindra etc.
Online Delivery by Speed Post from Delhi
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Franchise Outlets
Margin of 35%
30% of non-
Archies product
permissible
Detailed territorial rights in
the contract
Frequent Surprise Audits
Training
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Franchise Outlets
No franchisee outlet within 1.5km radius
No credit offering from
Archies
Authorized to sell to small gift
shops also Advertising support in the form of Brand
and event advertising
Investment
20 Lacs Archies Gallery
10 Lacs Paper Rose Store
Minimum size: 500 sq. feet
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Issues of Concern
Shop keeping
Archies products in
Palasia
Shrinkage
avoidance
Service quality at
franchise stores
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Stores we visited..!!
Old Palasia
C-21 Mall
Central Mall
Treasure Island
Mall
DB Mall, Bhopal
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References
http://www.archiesonline.com/gateway/archies_
superbrand_article.php
http://www.indiacardsgallery.com/Archies-
India.asp
http://www.capitalmarket.com/magazine/cm142
1/capcor.htm
http://www.icmrindia.org/casestudies/catalogue/
Business%20Strategy1/Archies%20The%20Wa
y%20Indians%20Greet%20Business%20Strate
gy.htm