AProject Report

On

Market Segmentation of

“ARCHIES GREETING CARDS & GIFT LTD.”

Prepared by: RACHH KHYATI J.Year: T.Y.B.B.A.Roll N0.: 68Seat No.:

Academic Year 2008-2009

CollegeShree J.H.Bhalodia Women’s

College,Rajkot

Submitted toSaurashtra University

Guided ByProf. Smita C. Vyas

- 1 -

DECLARATION

I the Undersigned Miss Rachh Khyati J. as student of T.Y.B.B.A. from J.H.Bhalodia Women’s College Here declared that the project work presented in this report is my own work and has been accomplished under the kind supervision of Prof.Smita C. Vyas of our collage.

This work has not been submitted to any other University for examination.

Date:

Signature:

Place:

- 2 -

Preface

It can never be possible to make a mark in today’s competitive business world only on the basis of theoretical knowledge. Practical study is very important for practical knowledge purpose

Education can build the power of knowledge but to win in the competitive world, must be practical. As a student of T.Y.B.B.A. particularly of marketing, we are assigned to prepare a report on one of the topics of market segmentation.

In this subject we have 100 marks besides that we have to prepare a project report in service sector company.

I am extremely happy to submit this project report on market segmentation. It is the modern way to develop enterprenure skill, ability and attitude.

Date: : Place:

- 3 -

ACKNOWLEDGEMENT

I feel pleasure in submitting this report as a part of my B.B.A. studies. As a management student practical studies plays an important role and it is bridges between theories that we are studying and practical implementation since between this two found vast differences.

I have precious guidance and support from my worth B.B.A. Prof. Smita Vyas that very useful to the during the preparation of this report.

I am also thankful to those persons who are very useful to me during the preparation of this project report.

I also thankful to our professors & teachers who helps and guided me for project’s subject matters. i.e. Marketing

Date: Signature

Place:INDEX

- 4 -

Sr. No.

Particulars Page No

1 GENERAL INFORMATION 6

2 MARKETING DEPARTMENTS 13

3 MARKET SEGMENTATION 19

4 RESEARCH METHODOLOGY 42

5 CONSUMER SURVEY REPORT 47

6 FUTURE PLANS 59

7 SUGGESTIONS 61

8 CONCLUSION 63

9 BIBLIOGRAPHY 65

- 5 -

INDEX- 6 -

Sr. No.

Particulars Page No

1 INTRODUCTIONS 8

2 HISTORY & DEVELOPMENT OF COMPANY

9

3 ARCHIES AT GLANCE 10

4 ORGANISATION CHART 11

5 GIFT & GREETINGS BUSINESS 12

- 7 -

Introduction

The vision with creative insight is of great significance in the field of the management & the business. The marketing management needs to be must creative in its vision to the management of the customers. To achieve the business goals the roadways to the customers’ heart would be known. The business of gift & greetings is one of such business.

This is the business which serves “The most special way to say you care”. When you want to express your felling, you want to great someone on some special occasion, when you like some body, this is the best way to materialize the feeling & express it in words.

One would definitely seek for the product that simplifies the communication of feelings. The handiest products are gifts & greeting cards. “Archies says you care” i.e. every feelings or emotion that comes within us can be expressed through Archies cards & gifts easily. It is an general hard to express otherwise feelings and emotions without “Archies” is rightly said by many of youngsters in India.

History & Development of The company

- 8 -

A Dream – A Vision – A Belief

In the year 1970, a young man graduated from Ramjas College, Delhi University, and like any other fresh graduate, he was filled with the burning desire to achieve something big in life He was belonging to a business family, involved in the trade where one of this regular customer is presented him with two posters purchased from U.S.A. These, he displayed in the sari shop. This young man started putting posters for sales at the sari shop.

He felt that if the sales of the posters were such a success in the sari shop, may be he could take up a full time corner.

It was the momentous decision of this young man which eventually laid the foundation of an industry that sells happiness. This is how “Archies” was born.

This young man did not know how life would chart its course, but he has a dream, a vision, and a belief and this is what kept him going, and reach to achieve milestones in his journey of 20 eventful years. This man is Mr.Anil Moolchandani.

Archies at a Glance

- 9 -

a) Asia’s and India’s No. 1 Card Company.

b) 100% Indian Co. with foreign collaborations under its name “Archies”.

c) They are “Paper Rose”, “Paper Magic”, “Fine Expressions”, & “Kingsley”.

d) It is also providing free sale service & donates fund through the sale of “Helping India” cards.

e) It is the largest producer & seller of greeting cards in India & Asia.

f) Co. having a very high share price maintaining the level along with other share of ‘A’ group companies.

g) It has the largest & skillful staff, executive officers, printers and management in India for the card industry.

h) More than 400 franchise outlets of “Archies Gallery” & “Archies the card shop” in Asia which is in itself the No. 1 in any field throughout Asia.

Organization Chart

- 10 -

Mr. Anil Moolchandani(M.D. & Chairman)

Mr. Jagdish Moolchandani Mr. Pramod Arora(M.D.) (M.D.)

Mr. Vijayant Chhabra(Director – Marketing)

Heads

- 11 -

FranchiseDivision

PaperRose

HeadOffice

StationaryDivision

ArchiesMusicDivision

PerfumeDivision

FineExpressionDivision

PaperMagicDivision

Gift & Greeting Business

Since there historic era, people are very much interested in celebrating the incidents of joys and happiness. The celebration involves the dance, music, attractive dresses, tasty dishes and world today exchange of gifts. In the gifts emerge to an attractive business.

Man by nature is pleasure seeking and there arises the basic need for the things that can be exchanged merely in signature of feelings rather than any material rewards. The use increasing cards and gifts kept increasing with the increasing levels of education and thrust for celebrating the every possible occasion. From festival to birthday, from journeys to success one find a long list where exchange of feelings is through the medium of greeting and gifts.

This has open new operations for the earning of handsome profit by creating the substitute of feelings. At present it is a big business and “Archies” is the biggest name in Asia for cards and gifts business. More than 50% of market share is covered by Archies which is largest by any single company in India in field of card and gift related.

- 12 -

- 13 -

Introduction of marketing mix

Marketing mix is the set of controllable variable that a firm can use to influence the buyers response within a given marketing environment, which consist of political,social,cultural,economical & other factors .The blends of these ingredients constitute the marketing mix will be changing environment factors.The elements of variable that market up a marketing mix are only ups they are .

(a)Decision on product(b)Decision on price(c)Decision on place(d)Decision on promotion

Archies have to select specific marketing targets in the form of market segment for each segment types of marketing activities that are co-ordinate into a single marketing programmer to reach a particular target. The combination of this marketing device is known as marketing mix. Archies believes that their product services must enrich people’s lives & enhance their concept ,product & services are essential to their success.

- 14 -

Element of marketing mix

1.Product mix

“Product is a bundle of utilities accomplete by various services & product features that satisfy customer’s needs at given cost”.

Archies product are also constantly involving & reflect cultural changes ,fashion trends ,customers demand brand name is the sign ,symbol, design or a mix of there used in identifies the product of any firm to distinguish it from the competitive product. Greetingcards help people to communicate their feelings.They are symbol of expressing love ,thoughtfulness & the whole interest of human feelings. And every person feels that you can get it only through archies product & its famous slogan is ,”The most special way to say you care”.

Quality is the most important aspect so far as the success of any company .According to Archies quality is not just physical satisfaction or approval but the customer in mentally satisfied & happy to what he pay & what he get in qualitative,physical & menatal terms.

- 15 -

Archies believes that there is no competition in design for “Archies” product in “Archies” from two inches to thirty inches in legth cards are available in general,six to ten inches cards are found in the market & are focused more also.

In “Archies”, there are different types of covers are used to pack card & also found paper bags ,colorful boxes,funny packing are all available to the matched products.

2.Price mix

“Price” is the value of the product its attributes & its utility. It is always expressed in monetary terms. It includes not just the cost of production &distribution but also profit .Thus, Price = cost + profit

Some specific objectives of Archies’s pricing may by noted below.

1. Supervival2. Maximum current profit.3. Current Revenue4. Maximum sales growth5. Maximum market skimming.

Archies before setting price also considers the reaction of other parties such as dealers,distributors, competitors etc.

- 16 -

“Archies “ do not believes in such discount because it has covered sufficient market share through its best quality.

3. Place mix:-

“Place is the key component of marketing mix. It is very important for the company because without distribution a company can not sell its product.”

Archies has 400 gallaries nearly 200 wholesalers & thousands retailers. It transports management is closely related with the size of warehouses. It has covered whole area of India & other countries like Sri-lanka , Dubai & all over asia.

4. Promotion mix

Promotion includes all the activities that undertakes to communicates.Its product advantages & to influence target customer to buy them. It includes personal selling,sales promotion,advertising & publicity.It also includes packaging,perception & persistence.

- 17 -

Personal selling refers to oral & face to face communication by sales representatives with one or more prospective customer for the purpose of making sales.

Any paid form of non-personal presentation & promotion of ideas,goodsor services by an identified sponsor.The main objectives of Archies to increase the sales ,to make a brand image, to educate, inform & guide the people, to promote the new product & to bring immediate buying action.

“Sales promotion consists of a aiverse collection of incentive tools,mostly shortterm,designed to stimulate quicker or greater purchase of particular product or services by consumer or treders.”

Archies alsom acdepted this tool of sales promotion very effectively. There are various complementary gifts are available to customers & various by them during every visit or every season that is new.

- 18 -

- 19 -

INDEX

Sr. No.

Particulars Page No

1 INTRODUCTIONS 21

2 MARKET SEGMENTATION 22

3 SELECTION OF TARGET MARKET

24

4 VARIABLE FOR CONSUMERS MARKET

25

5 BENEFITS OF MARKET SEGMENTATION

29

6 CREATING COMPETITIVE ADVANTAGES

30

7 CREATING APPEAL 31

8 GENERATING RESPONSE 32

9 QUALITY OF GOOD MARKET SEGMENTATION

33

10 RANGE OF CARDS 34

- 20 -

Introduction

A market segment consists of a group of customers who share a similar set of wants. Segment and sector is difference things. a card company might say that it will target young-middle cards buyers. The problem is that young. Middle-income cards buyers will differ about what they need and want in cards. Young, middle-income cards buyers is a sector, not a segment.

Here I am try to derived archies gallery in different market segment, which is as follow.

Market segmentation are divided in mainly four bases, which is as follows,

Geographic segmentation Psychographic segmentation Behavioral segmentation Demographic segmentation

- 21 -

Market Segmentation

Geographic Segmentation

Geographic segmentation calls for dividing the market into different geographical units such as nations, states, regions, countries, cities, or neighborhoods’. The company can operate in one or a few geographic areas, or operate in all but pay attention to local variations. For example, Hilton Hotels customizes rooms and lobbies according to the location of its hotels. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. Take, for example, Campbell soup, an experienced region marketer. Since 1994, the company has marketed its Pace Picante sauce regionally. People in the southwest do not need to be told that “ Picante “ is a cooking ingredient, whereas northerners confuse it with salsa. The packaging, communication, and marketing effort are more educational in the North. More and more regional marketing means marketing right down to a specific zip code.

- 22 -

Psychographic Segmentation

In psychographic segmentation, buyers are divided into different groups on the basis of lifestyle or personality or values. People within the same demographic group can exhibit very different psychographic profiles.

Behavioral Segmentation

In behavioral segmentation, buyers are divided into groups on the basis of their knowledge of, attitude toward, use of, or response to a product. Many marketers believe that behavioral variables-occasions, benefits, user status, usage rate, loyalty status, buyer-readiness stage, and attitude-are the best starting points for constructing market segments.

Demographic segmentation

In demographic segmentation, the market is divided into groups on the basis of variables such as age, family size, family life cycle, gender, income, occupation, education, religion, generation, nationality, and social class. Demographic variables are the most popular base for distinguishing customer groups. One reason is that consumer wants, preferences, and usage rates are often associated with demographic variables. Another is that demographic variables are easier to measure. Even when the target market is described in nondemographic terms, the

- 23 -

link back to demographic characteristics is needed in order to estimate the size of the market and the media that should be used the reach it efficiently.

SELECTION OF TARGET MARKET

To select a target market a company has to pass through 3 major steps.

1. MARKET SEGMENTATION :• Identifying segmentation variable & segment the

market.• Develop profiles of resulting segment.

2. MARKET TARGETING : Evaluate the attractiveness of each segment. Select the target segment.

3. PRODUCT POSITIONING : Identifying possible positioning concept for each

target segment. Select, develop & communicate the chosen

positioning concept.

- 24 -

Variables For Consumer Markets

Geographic

Region Pacific, mountain, west north central, west south central, east north central, east south central, south Atlantic, middle Atlantic, India, Africa, usa, uk, new England.

City or metro under5000,5000-20000,20000-50000, 50000-75000,75000-100000.

Density Urban, suburban, rural

Climate Northern, southern

- 25 -

Demographic

Age under 6,6-11, 12-19, 20-34, 35-49, 50-64, 64+

Family size 1-2, 3-4, 5+

Life cycle young, single; young, married, no children; young, married youngest child under 6; young, married, youngest child 6 or over; older, married, with children; older, married, no children under 18; older, single; other

Gender Male, Female

Income under 10000, 10000-20000; 20000-30000; 30000-50000; 50000-70000; 70000-100000.

Occupation Professional and technical, managers, officials, and proprietors, clerical sales, homemakers, unemployed.

Education educated and non-educatedReligion Hindu, Catholic, Muslim, Other

Race White, Black, Asian, Hispanic

Generation Baby boomers, Generation Xers- 26 -

Nationality Indian, Japanese, French, American, Other

Social class Lower level, Upper level, Working class, middle class, upper middles, lower uppers, upper uppers.

Psychological

Life style Culture-oriented, sports-oriented, outdoor-oriented

Personality Compulsive, gregarious, authoritarian, ambitious

- 27 -

Behavioral

Occasions Regular occasion, special occasion

Benefits Quality, service, economy, speed

User status Nonuser, ex-user, potential user, first-time user, regular user

Usage rate Light user, medium user, heavy user

Loyalty status None, medium, strong, absolute

Readiness step Unaware, aware, informed, interested

Attitude Positive, enthusiastic, indifferent, negative, hostile

- 28 -

Benefits of Market Segmentation

Value based segmentation is the first segmentation scheme that uncovers the "hot button" for each customer.

It is comprehensive, resulting in a score for every customer in the database. This means we can sell to the sweet spot of all customers, not just those customer whom we surveyed.

Value based segmentation works in concert with data mining. Data mining alone matches a person to a product. With value based segmentation we can match a person to a product to a pitch.

It enhances data mining targeting because the value-based segment score can act as a strong predictor of the behavior that the data mining model is attempting to predict.

- 29 -

CREATING COMPETITIVE ADVANTAGES :

Knowing one’s competitors critical to effective marketing planning. A company must constantly compare its products, prices, channels, demand, policies, and programmes with those of its identify areas of competitive advantage and disadvantage.

Though there is tough competition in this line of cards. Still “Archies” is NO. 1 in market share, its product, its competition, its demand, its policies, designs and ideas than that of Hallmark and other card companies traders with “Archies” products never for any other companies products complementary to “Archies”.

- 30 -

Creating Appeal

Other’s strategy

Simple Background

Precise Description

Simple paper is used

- 31 -

Generating Response

Archies reply for competitive advantage

Description is Short & Sweet

Using extraordinary designs

Paper & Front are attractive

More value at lower price

- 32 -

QUALITY OF A GOOD MARKET SEGMENTATION :

There are many ways to segment a market. However, all segmentations are not effective.

The quality of good market segmentation are :

1. MEASURABILITY : Certain segmentation variables are difficult to measure the effective segmentation is that which divides the total market into the segments that can be measured on the basis of size & purchasing power.

2. SUBSTANTIABILITY : The effective market segmentation should be such that it provides the market segments which are large & profitable enough. A segment should be the largest possible group of homogenous person.

3. ACCESSABILITY : The effective segmentation should give the market segment which can be effectively reached & served.

4. ACTIONABILITY : The effective market segmentation divides the total market into the segment for which effective programmes can be formulated for attracting & serving the target customer.

- 33 -

- 34 -

BIRTHDAY CARDS

GENERAL B’DAY CARDS

FRIEND B’DAY CARDS

BROTHER B’DAY CARDS

SISTER B’DAY CARDS

FATHER B’DAY CARDS

MOTHER B’DAY CARDS

UNCLE B’DAY CARDS

AUNT B’DAY CARDS

SON B’DAY CARDS

DAUGHTER B’DAY CARDS

NEPHEW B’DAY CARDS

BROTHER-IN-LAW B’DAY CARDS

SISTER-IN-LAW B’DAY CARDS

MOTHER-IN-LAW B’DAY CARDS

FATHER-IN-LAW B’DAY CARDS

SON-IN-LAW B’DAY CARDS

GRAND FATHER B’DAY CARDS

GRAND MOTHER B’DAY CARDS

WIFE B’DAY CARDS

HUSBAND B’DAY CARDS

FIANCEE B’DAY CARDS

TEACHER B’DAY CARDS

- 35 -

ANNIVERSARY & WEDDING DAY CARDS

GENERAL ANNI. CARD

OUR ANNI. CARD

HUSBAND ANNI. CARD

WIFE ANNI. CARD

PARENTS ANNI. CARD

UNCLE & AUNT ANNI. CARD

25 & 50 YEARS ANNI. CARD

SON ANNI. CARD

DAUGHTER ANNI. CARD

SISTER ANNI. CARD

BELATED ANNI. CARD

FIRST ANNI. CARD

BROTHER ANNI. CARD

SAMDHI’S ANNI. CARD

WEDDING DAY CARD

SON WEDDING DAY

DAUGHTER DAY

OUR WEDDING DAY

- 36 -

DAY CARDS

MOTHER’S DAY CARDS

FATHER’S DAY CARDS

FRIENDSHIP DAY CARDS –AUG. 1ST SUN

VALENTINE’S DAY CARDS –14TH FEB

NAVROZ DAY CARDS

DOCTOR’S DAY CARDS –1ST JULY

EASTER DAY CARDS

APRILFOOL DAY CARDS – 1ST APRIL

NAVRATRI GARBA CARDS

SANKRANTI DAY CARDS –14TH JAN

HOLI CARDS

RAKHI CARDS

CHRISTMAS CARDS –25TH DEC.

NEW YEAR CARD –1ST JAN.

DIWALI CARDS

BHAI BIJ DAY CARDS (BROTHER’S DAY)

PATETI CARDS

EID CARDS

BOSS DAY CARDS –16TH OCT.

ROSE DAY CARDS

HUSBAND’S DAY CARDS (KARVA CHAUTH)

WIFE’S DAY CARDS –8TH MARCH.

- 37 -

GENERAL CARDS

LOVE CARDS

HUSBAND GENERAL CARDS

WIFE GENERAL CARDS

SISTER GENERAL CARDS

BROTHER GENERAL CARDS

FATHER GENERAL CARDS

MOTHER GENERAL CARDS

PARENTS GENERAL CARDS

TEACHER GENERAL CARDS

FRIEND GENERAL CARDS

SON GENERAL CARDS

FIANCE GENERAL CARDS

FIANCEE GENERAL

- 38 -

EVERY DAY OCCASION CARDS

HONEYMOON CARDS

ENGAGEMENT CARDS

OUR ENGAGEMENT CARDS

THANK YOU CARDS

CONGRATULATION CARD

SORRY CARD

GET WELL CARDS

THINKING OF YOU CARD

MISS YOU CARDS

WEL COME BACK CARDS

SYMPATHY CARDS

NEW HOME CARDS

NEW VENTURE CARDS

BON VOYAGE CARDS

RETIREMENT CARDS

FARE WELL CARDS

GOOD LUCK CARDS

NEW BORN BABY CARDS

KEEP IN TOUCH CARDS

EXAM GOOD LUCK CARDS

HI! CARDS

GOOD BYE CARDS

- 39 -

IDEAL GIFTS ARTICLES

POLYSTONE GIFTS, CRYSTAL GIFT,

CHOCOLATE, FUNNY GIFTS,

TELEPHONE INSRTUMENT, FLOWER POTS,

PEN, WATCHES, SOFT TOYS, MUGS,

WATER FOUNTAIN, WIND CHIMES,]

IMMI.JEWELLERY, TEDDY BEARS,

LEATHER ITEMS, GAMES, KEY CHAIN,

TABLE LAMPS SHADE, COSMETICS,

FRIENDSHIP BANDS, FANCY RAKHIES,

& MUCH MORE IDEAL GIFTS…….

- 40 -

EXCLUSIVE CHUNKY STATIONERIES

STAM BOOK

AUTOGRAPH BOOK

FRIENDSHIP BOOK

LOVE BOOK

QUOTATION BOOK

FANCY LETTER PADS

S.M.S. BOOK

NOTE BOOK

BABY BOOK

REMEMBRANCE BOOK

WEDDING RECORD BOOK

ADDRESS BOOK

CUTE BOOK

BOOK MARK

ALL TYPE DIARIES

STICKERS

POSTERS

BADGES

GIFT TAGS

FLOWER TAGS

GIFT BAGS

GIFT PAPERS

- 41 -

- 42 -

Method OF Data Collection

Methods of data Collection

The data has collected in two ways. I. Primary data

II. Secondary data

Primary data: -

Primary data was collected to know the usage of the media by the consumers, emphasis given by them on particular media, brand awareness from the particular media for all the 3 categories. Primary data are those, which are collected for the first time, and they are original in character. A suitable combination of Questionnaire techniques, Personal interviews & discussions with the respondents was used to collect the required Primary data. Primary data gives higher accuracy and facts, which is very helpful for any research and its findings.

Secondary data: -

The secondary data are those, which are already collected by someone for some purpose and are available for the present study. Secondary data was collected from the magazines, websites and other such sources.

- 43 -

Research Design1) Purpose of the study : Descriptive

To get the answers of what, when, who, how, how much the study is to be carried out which is descriptive in nature. Here, we have to find out the optimal mix of communication tools and what is the effectiveness of the tools.

2) Time Dimension: Cross-sectional

Cross sectional studies are those which are conduct only once for specific snap shot. Here, as per the defined objective the study will be conducted only once for the 1.5 months. Due to time constraint the longitudinal study is not possible.

3) Topical Scope: Statistical study

Here, we can use the statistical study for research. Because statistical data will give some concrete results for the objective defined and statistical techniques can also be ascribe for the effective result. In survey we will have to take samples from the population and study of those samples can be evaluated as a representative of the population.

4) Tools for Research: Questionnaire

Here, the tool for the research is questionnaire in which some questions regarding the communication tools, which

- 44 -

currently organization is using and are they really effective, or not for them.

5) Research Environment: Field

The research will be conducted with the help of the questionnaires on the field. The customers who are away from the ISCON mall are the people who will fill up the questionnaires, so that I can came to know how many of them are aware of the ISCON mall and that is why the field environment is preferable.

- 45 -

Benefits Of The Study

It helps the organization in doing the promotional activities effectively due to the right choice of the communication tools for the target audience.

It directly influences the cost aspects of the organization on the promotional activities. The cost can be minimized with the help of the result of this study.

An organization can get the benefit of positioning their products in a better way. By understanding the needs of the customers and utilizing the better communication mix there will be chances of changes the customer’s mind and positioned the products in the better way.

- 46 -

- 47 -

Questionnaire

I am student of T.Y.B.B.A. as a partial fulfillment of acourse, I have undertaken a consumer survey report of “ARCHIES LTD”. You are requested to spare few minutes for this questionnaire. Your value d opinion will be most useful in completing the project work. Kind co-operation will be highly obliged.

Please give the answer to the questions given below.

1) NAME : ____________________________________

2) GENDER : ( ) Male ( ) Female

3) Age : ( ) 1-18 ( ) 18-30( ) 30-50 ( ) 50-above

4)Address :____________________________________

____________________________________

5) Occupation: ( ) Profession ( ) Student ( ) Job ( ) Others___________

6) Do you think that cards & gifts are the best medium to Share emotions?

- 48 -

: ( ) yes ( ) no7) List out main cards & gifts company?

: 1) ______________ 2) _____________

3) ______________ 4) _____________

8) Have you purchased any card & gift in past?: ( ) Yes ( ) No

9) If you want to buy any card & gift , which company you will buy?

: ( ) Archies ( ) Hall mark( ) Others_____ ( ) Feelings

10) Rank the following gift as per your likings?: ( ) Cards ( ) Gifts

11) What do you like most in archies cards & gifts( give rank).

: ( ) Design ( ) Writings( ) Out look ( ) Other__________

12) Rank the following cards as per your likings.: ( ) Musical card ( ) Fragrance card

( ) Simple card ( ) Others__________

13) Are you satisfied with variety of cards & gifts offered by Archies?

- 49 -

: ( ) Yes ( ) No

14) For which occasion would you like to purchase cards.: ___________________________________

___________________________________

15) For which occasion would you like to give gift.: ___________________________________

___________________________________

16) Suggest your preference for school going student?: ( ) Teachers day card ( ) Bags

( ) Cards with game ( ) Lunch box

17) Suggest your preference for young generation.: ( ) Valentine card ( ) Friendship card

( ) Watch ( ) Perfumes

18) Suggest your preference for old age people.: ( ) Get well soon cards

( ) cards for completing no. of years( ) Others_____________

19) Suggest your preference for corporate field.: ( ) Paper mate ( ) Pen

( ) Stationary items ( ) Other________

20) Where as per your opinion is there to add any type of card in Archies gallery?

- 50 -

: ( ) Yes ( ) No

21) If, yes than specify your view__________________

________________________________________

22) Do you want addition of new type of gifts in archies.: ( ) Yes ( ) No

23) If, yes than specify your view___________________

_________________________________________

24) Do you consider price as a important feature in buying card & gift?

: ( ) Yes ( ) No

25) Are you satisfied with price & quality of Archies gallery?

: ( ) Yes ( ) No

26) Are you satisfied with no. of gallery available in Rajkot?: ( ) Yes ( ) No

27) If no, in which area there should be a gallery?- 51 -

: ( ) Kalavad road( ) University road( ) Swaminarayan chowk( ) Near race course

28) SUGGETIONS:____________________________________

____________________________________

____________________________________

____________________________________

- 52 -

Findings & Observation

1) Cards & Gifts are the best medium to sharing emotions?

Interpretation:The above chart shows that 88% people are accept that

cards and gifts are the best medium for sharing the emotions and 12% people are avoid the cards and gifts for sharing the emotions

- 53 -

Yes No88% 12%

00.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1 2 3

Series1Series2

2) Have you purchased any archies cards and gifts?

Yes 74%No 26%

0

10

20

30

40

50

60

70

80

Yes No

Series1

Interpretation:

The above chart shows that 74% people are purchased a cards and gifts and 26 % people are not purchased any cards and gifts on any occasion.

- 54 -

3) Are you satisfied with variety of cards and gifts offered by archies?

Yes 73%No 27%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes No

Series1

Interpretation:

The above chart shows that people are satisfied with cards and gifts..

4) For which occasion would you like to purchase a cards?- 55 -

Diwali 59%Holi 17%

Christmas 14%Janmasthmi 10%

Diwali

Holi

Christmas

Janmasthmi

Interpretation:

The above chart shows that people are interested inPurchasing cards for different occasion.

- 56 -

5) Are you satisfied with number of archies gallery available in Rajkot?

yes 65%no 35%

0

10

20

30

40

50

60

70

yes no

Series1

Interpretation:

From the above chart we can say that requirement of new gallery is not much more in Rajkot..

6) If no , than at which area there should be a gallery?- 57 -

Kalavad road 11%University road 23%

Swaminarayan chowk 26%Near race course 30%

Gokuldham 10%

0

5

10

15

20

25

30

35

1 2 3 4 5 6

Series2

Series1

Interpretation:

From the above chart we can find out the total requirement for new gallery at a particular place.

- 58 -

- 59 -

Future Plans

Company wants to increase the sales in Indian market as well as foreign market. As Cards & Gifts market is boosting and on the other hand competition is also increasing day by day, the company has to put continuous efforts on sales promotion activities. Moreover, they have to satisfy the demand of the customer at any cost. So that continuous changes in design and improvement in quality is essential for the better sales promotion to compete in the market.

- 60 -

- 61 -

SUGGESTIONS :

After the pratical training in ARCHIES LTD., a study of its market segmentation, I personally feel to give some suggestins to the management of the company. So that it might help them in achieving their organizational goals.

1. No doubt the company enjoys a good market share for its card products, but it should also try to increase the sales of its other products also.

2. The company should adopt the adverisement medias of telvisin & radio, as it modern era these medias bring instant awareness about the products & induce the customers to purchase them. This will help the firm to expand & flourish its business.

3. In order to increase the sales & expand the market, the company should appoint more sales people in different areas.

4. ARCHIES LTD., should make a prpper market research, a consumer survey & study the need & wants of the consumers & accordingly introduce any new products.

- 62 -

- 63 -

Conclusion

Conclusion is the last thing to do after diagnosis the company. The marketing at Archies has the spark to fire on the marketing front. It has the vision to reach the success from the air and intelligence to produce the success through innovations.

Its strategies, programs, innovations, style & designs of the cards and type of gift articles are most suitable to the dynamic era and it has a smooth path to travel on the marketing front. Its approach is resulted to the consumer value chain and customer delight which provides the instance to the many marketers to succeed.

Instead of enlarging the discussion, we may conclude that Archies is take a flexi pack of what you want for your feelings and heartily words to say someone about anything & everything. That’s why all say that Archies cards are…………..

“The most special way to say you care.”

- 64 -

- 65 -

Bibliography

Reference Books:

Marketing Management -by Phillip KotlerConsumer Behavior –by Luck & Rubin

Websites:

www.archisegallary.comwww.consumer.com

- 66 -