We don’t keep on looking for movies. But many times when the story line relates to emotions & greetings, then the producer approach us and then we evaluate the film. The last movie we tied-up with was Waqt, where Amitabh Bachchan owned a toy factory. For the shooting all the toys in the movie were sourced from us. Big B was also shown as the owner of Archies Gallery and it worked out wonderfully
Your ‘Archies says you care’ campaign was a success. Any new campaigns planned?
Advertising has been an integral part of our business right from the beginning. We’ve stuck to a couple of lines, which communicates what Archies stands for. It’s the most special way to say you care & create an impression on people’s mind to help them relate to Archies.
Are there any movie tie-ups on the anvil?
We don’t keep on looking for movies. But many times when the story line relates to emotions & greetings, then the producer approach us and then we evaluate the film. The last movie we tied-up with was Waqt, where Amitabh Bachchan owned a toy factory. For the shooting all the toys in the movie were sourced from us. Big B was also shown as the owner of Archies Gallery and it worked out wonderfully well for us. We are open to these ideas as long as it doesn’t hurt our pocket, like in the case of Baghban they had shown the protagonist in Archies Music Café. All this helps to generate a lot of goodwill and a lot of exposure too.
What are your current revenues & market share and target youwant to achieve by 2010?
In the organised sector there is no other player right now, while in the unorganised sector there are players in the regional areas and most of them are seasonal players. Since there is no competition in the malls, so how do we calculate the market share. However, if you go to the multi-brand stores, our market share is 50-60%. In some areas we are 40-50%, and in case of franchisee, its 100% and in our own stores it’s again 100%. In India we have around 400 franchisees and about 87 company owned stores. In multi-brand retail, there are about 5000-6000 small stores and most of them have around 50-60% of share. The only thing that I can say is if we have closed our last year at Rs.105 crore. We expect to double our turnover by 2010.
Your ‘Archies says you care’ campaign was a success. Any new campaigns planned?
Advertising has been an integral part of our business right from the beginning. We’ve stuck to a couple of lines, which communicates what Archies stands for. It’s the most special way to say you care & create an impression on people’s mind to help them relate to Archies.
Are there any movie tie-ups on the anvil?
We don’t keep on looking for movies. But many times when the story line relates to emotions & greetings, then the producer approach us and then we evaluate the film. The last movie we tied-up with was Waqt, where Amitabh Bachchan owned a toy factory. For the shooting all the toys in the movie were sourced from us. Big B was also shown as the owner of Archies Gallery and it worked out wonderfully well for us. We are open to these ideas as long as it doesn’t hurt our pocket, like in the case of Baghban they had shown the protagonist in Archies Music Café. All this helps to generate a lot of goodwill and a lot of exposure too.
What are your current revenues & market share and target youwant to achieve by 2010?
In the organised sector there is no other player right now, while in the unorganised sector there are players in the regional areas and most of them are seasonal players. Since there is no competition in the malls, so how do we calculate the market share. However, if you go to the multi-brand stores, our market share is 50-60%. In some areas we are 40-50%, and in case of franchisee, its 100% and in our own stores it’s again 100%. In India we have around 400 franchisees and about 87 company owned stores. In multi-brand retail, there are about 5000-6000 small stores and most of them have around 50-60% of share. The only thing that I can say is if we have closed our last year at Rs.105 crore. We expect to double our turnover by 2010.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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