GKVale: The Photography Experts

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GKVale participated in the Annual Photo Marketing Association International (PMAI) Conference (US) which focused exclusively upon frontiers in photography related technology and opportunities in the photography business. It was a global symposium with participants hailing from different parts of the globe. The main theme of the 2005 PMAI Conference was not about opportunity but about the impending threats which all first world countries faced. The problem was simple yet difficult to navigate. People in developed nations across the world were showing their disinclination to go in for printing...

Anand, himself being a tech freak, did not underestimate the magnitude of the problem. He checked for photography’s share of business from all GKVale stores. In 2008, he found out that there had been about a 1.5% decrease in photography’s contribution in 2005 and 2006 and it was about 3% in 2007. He understood that the situation in Bangalore, popularly called the ‘Silicon Valley of India’, was now not too different from what he had learnt it was in the more developed world. The Southern Indian city of Bangalore had benefitted from globalization as it had become the Information Technology (IT) capital of India...

This was the first time that a difference of opinion had surfaced between father and son. Undeterred, Anand soon arranged an ad-hoc meeting with Nagaraj, Advertising and Brand Consultant of GKVale. Nagaraj ran an ad agency called Designefx which designed all the communications for the brand GKVale. Both father and son apprised Nagaraj ised about the scenario...

Meanwhile, Bangalore Development Authority came up with the Metro Rail Project on MG Road, which meant that the stores on that road had to be evacuated. GKVale made the decision to shift its store to Church Street. The enforced move was a blow for the company, since the store had been operating under the same roof for 98 years. GKVale was considered a landmark on MG Road and now, that very landmark had to be displaced...

Anand and Sukumar had a third round of discussions with Nagaraj. The challenge before them was how to react to the potential change in consumer behavior. Then, there was the more immediate issue of the company having to do something about the change in location of its flagship store to prevent any possible revenue loss due to the shift in location...

Exhibit I: A GKVale Brand Ad
Exhibit II: Mysore Store Launch Ad
Exhibit III: An Example of Typical Camera Offer From GKVale

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