CHANGE IN THE ARCHIES LOGO-why
and how did it affect the organisation?
HISTORY OF INCEPTION
Idea about a business, dealing with gift
merchandise, incepted from a saree shop in Delhi
owned by Anil Moolchandani.(in 1979)
Customers of the shop showed interest in the
posters displayed at the shop.
First order worth of Rs.12.00 came from a
customer in Lucknow.
With increasing sales they launched greetings
card which were initially miniaturized version
This series was named P-series.
The success of P-series created distribution
In 1981, Archies held their first distributor’s
meet in New Delhi.
ARCHIES LIFE CYCLE
1984 •Acquired license from WALT DISNEY & three other
companies for design
1987 •Inauguration of first Archies gallery at Kamal Nagar ,New Delhi.
•This was an instant success. It is running successfully till now.
1993 •Celebrated the opening of 100th shop in India.
1995 •Introduced franchisee service in the business
2000 •Idea about online business through virtual shop came into
•This attempt is not appeared to be that much successful
•Revenue earned through virtual shop is nearly 1%-1.5%
INFORMATION OBTAINED FROM LIVE
Name of the person- S.Venkataraman
Designation –Senior marketing executive
Office address -220, AJC BOSE ROAD
[Corporate & distribution office]
ACCORDING TO MR.S.VENKATARAMAN
THE NEED FOR CHANGINGTHE
LOGO ARRIVED BECAUSE
ARRIVING AT NEW LOGO
The former logo was there
in the market for 30 long
It became less appealing
to the younger
Younger generation must not
think that it was the same
brand their parents grew up
The logo is in Red colour & a
big heart is incorporated to
focus the vibrant nature of the
IN THE PRESS CONFERENCE OF THE
“The new look of Archies will reflect in the
stores which will have a brighter fresher look.
The stores will sport the new logo and exude
warmth, with the liberal use of new house
colours in décor & internal .The
attempt is to communicate to the customers
that the Archies store is the fresh ,new
rejuvinated kid in town.”
Proper marketing was not done.
People were not at all aware about the change
of the logo , only few people were aware about
No advertisement were released in print media
or electronic media.
Only formal press meeting was done.
Employees have not any clear idea about the
change in logo.
Retailers are also not much convenient about the
exact reasons for the change.
They are not even instructed to accumulate the
customer’s feedback about the change.
Senior marketing executive officer was the only
person having knowledge about the change that
too very little.
Difficult to get data
from live source.
Difficult to analyze
the reasons behind
the change are not
clear to many
the customer about
the change is very
AFFECT ON THE ORGANISATION
DUE TO THE CHANGE
According to s.venkataraman there has been no change in the designation
of employees nor there has been any change in its functioning.
it was just a change to attract the youth.and as the change is very
new it has not yet shown much affect even on the sales.
ACCORDING to our survey we find that the
structure of archies might have the following
No transparency in between the levels so must
SPAN OF CONTROL-broad
so we think the organisation could have a
•After talking with the senior marketing executive
S.VENTAKARAMAN we found that this change was
just an decision of the higher authorities and the lower
level managers and others had a very little knowledge
•It was a second order change as it was a change in the
total outlook of the organisation.
•According to our survey results this change in logo
was just to gain the attraction of the youth and to
make them feel that this ARCHIES is for the present
generation and not the same as of their parents.
•We think this because very few people of the
organisation has a very few information for its change