Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Strategies in the greeting cards and retailing businesses.

Keywords

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