Introduction to Case
Mr. Anil Moolchandani, a graduate from Delhi University, walked into his family business of saris. While working for it he was obsessed of maintaining high standards and realized that his heart is in the business of greeting cards, which appeals to emotions. As a youngster he was found of decorating rooms and pop music. In the era of 1977, Chellsons was the whole sole poster making company situated in Sivakasi, Tamil Nadu, not having vast distributing network. This made Anil think on his hobby and translate it into existence. (Mital, 2009) Archies Greetings and Gifts Ltd. was brought to life by Mr. Anil and Mr. Jagdish Moolchandani in the year 1979. Initially he started with selling song books through mail order, later he realized the significance of display and took a step ahead towards brand building through Archies Gallery and Archies Card Shops. Today, Archies’ diverse and large bouquet of products includes: greeting cards, posters, soft toys, gift items, cassettes/cds and stationery items. Later Archies planned to launch a new chain of retail stores as ‘Stupid Cupid’ which will cater a wide range of woman accessories and premium gifts. (Mital, 2009) Question 1: What business is Archies in? Has there been a change in their strategy over years? Please discuss Answer: As rightly mentioned in the mission statement that Archies deals in the “Business of Emotions”, it always believes in disseminating one’s emotion to other whether in the form of greeting cards and gift items. But looking at the present prospects and offering of the company such as diary, stationery, Accessories etc. another 2 pillars of support can be added to it that is the “Business of Relations” and “Encompassing Human Expressions”. Therefore it can be said that Archies does not only deals with Emotions of people but also tries to intact them into a strong bonding of relationships. Thus Archies is clubbed into three key verticals – Emotions, Relations and Expressions....
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