The document discusses the change in logo for Archies and the impact it had on the organization. It provides background on Archies' inception in 1979 and growth over the decades. In 2017, Archies changed its logo to appeal more to younger customers as the old logo had been used for 30 years. However, the change was not properly communicated within the organization and there was little awareness about the reasons for it. As a new change, it has not significantly impacted sales yet. The senior marketing executive interviewed believes the core operations and employee roles remained unchanged.

1. CHANGE IN THE ARCHIES LOGO-why
and how did it affect the organisation?
TOPIC

2. INTRODUCTION
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.

3.  With increasing sales they launched greetings
card which were initially miniaturized version
of posters.
 This series was named P-series.
 The success of P-series created distribution
channel.
 In 1981, Archies held their first distributor’s
meet in New Delhi.

4. 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
reality.
•This attempt is not appeared to be that much successful
•Revenue earned through virtual shop is nearly 1%-1.5%

5. INFORMATION OBTAINED FROM LIVE
SOURCE
 Name of the person- S.Venkataraman
 Designation –Senior marketing executive
 Office address -220, AJC BOSE ROAD
[Corporate & distribution office]

6. ACCORDING TO MR.S.VENKATARAMAN
THE NEED FOR CHANGINGTHE
LOGO ARRIVED BECAUSE
THINKING BEHIND
ARRIVING AT NEW LOGO
 The former logo was there
in the market for 30 long
years.
 It became less appealing
to the younger
generation.
 Younger generation must not
think that it was the same
brand their parents grew up
with.
 The logo is in Red colour & a
big heart is incorporated to
focus the vibrant nature of the
brand.

7. IN THE PRESS CONFERENCE OF THE
COMPANY…..they said
“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.”

8. RECOMMENDATION
AGGRESSIVE MARTEKING
 Proper marketing was not done.
 People were not at all aware about the change
of the logo , only few people were aware about
the fact.
 No advertisement were released in print media
or electronic media.
 Only formal press meeting was done.

9. RECOMMENDATION(cont..)
AWARENESS INSIDETHE
ORGANIZATION
 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.

10. LIMITATION
LIMITATIONS TOTHE
STUDENTS
LIMITATIONS TOTHE
ORGANIZATION
 Difficult to get data
from live source.
 Difficult to analyze
the organizational
structure.
 Awareness about
the reasons behind
the change are not
clear to many
employees.
 Awareness amongst
the customer about
the change is very
low.

11. 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.

12. ANALYSIS
ACCORDING to our survey we find that the
structure of archies might have the following
characterestics...
DEPARTMENTALISATION-by functions
WORK SPECIALIZATION-high
FORMALISATION-high
No transparency in between the levels so must
be CENTRALISED
 SPAN OF CONTROL-broad
so we think the organisation could have a
BOUNDARYLESS STRUCTURE.

13. •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
regarding it.
•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

14. http://www.unitedworld.edu.in/
Campus
Ahmedabad Campus: Karnavati KnowledgeVillage,
A/907,Uvarsad, S.G.Highway, Gandhinagar
Kolkata Campus: Infinity BenchmarkTower 10th Floor, Plot -
G1, Block - EP& GP, Sec -V, Salt Lake, Kolkata.
Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara,
S.G. Road, Bodakdev, Ahmedabad.