Amar chitra katha case study
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Transcript of Amar chitra katha case study
CASE STUDY ON- AMAR CHITRA KATHA:
CHANGING BRAND WITH CHANGING TIME
WRITE UP SUBMITTED BY:
TEAM 6 (INVINCIBLE)
ABHISHEK KYAL
NISHANT NAGDA
Founded in 1967, Amar Chitra Katha "Immortal
Captivating “ is one of India's largest selling
comic book series.
More than 90 million copies sold in 20 Indian
languages.
The logo of the brand symbolises the Sun and
learning since light was associated with learning.
The imprint has more than 400 titles that retell
stories from the great Indian epics, mythology,
history, folklore, and fables in a comic book
format.
It was created by Anant Pai, popularly known as
“Uncle Pie” (Passed away feb, 24, 2011)and
published by India Book House.
The success inspired Pie to launch a new venture
“TINKLE” targeting young audience, and later on
came with monthly subscription in schools and
narrated audio books.
His dream was to make Indian children well
versed in Indian mythology and our culture.
In 2007, the imprint and all its titles were
acquired by a new venture called ACK Media.
On 17 September 2008, a new website by ACK-
media was launched as the world was shifting
Whether to discontinue digital print and focus on
core product or have a different possible
combination of both.
Religious
controversy on
some edition.
TV Revolution:
channels like Disney,
Cartoon Network &
Nickelodeon eat
shares in Pie’s
comic.
Introduction of
computer and fast
growing use of
internet changed the
trend of reading
physical books.
Youngsters started
diverting their reading habit from mythology
to adventure and mystery.
THERE WAS A RAPIDLY CHANGE IN THE MEDIUM AND
THUS MEDIA FROM TRADITIONAL TECHNOLOGY MOVED
TO MORDEN TECHNOLOGIES LIKE MOBILE, TELEVISION,
AND DIGITAL MEDIA WHICH INCLUDES WEBSITES, MO-
BILE AND IPAD APPLICATION.
THIS MORDEN TECHNOLOGIES GAVE TOUGH TIME TO THE
OLD AND TRADITIONAL MEDIA THAT IS PRINT MEDIA.
MORDEN TECHNOLOGIES WERE MORE CONVINITENT TO
GAIN POPULARITY, GENERATE REVENUE AND CREATE
AWARENESS.
IN 2010 INTERNET USER REACH WERE 90 MILLION AND
WERE GROWING RAPIDLY BY 25% ANNUALY.
FROM THE FOLLOWING EXHIBIT:
IN 2010 THERE WAS 100% INCREASE IN TV HOUSEHOLD
SINCE 2000.
FOCUS MORE ON DIGITAL MEDIA AS THE WORLD IS GOING
DIGITAL.
DIGITAL MEDIA IS MORE EASY TO SEGMENT AND TARGET MASS
AUDIENCE.
DIGITAL MEDIA IS THE FASTEST AND CHEAPEST MEDIA FOR
CREATING AWARENESS.
USE OF LATEST TECHNOLOGY IN ANIMATION
LIKE DISNEY AND CARTOON NETWORK.
THEY SHOLD COME OUT WITH THEIR CHAR-
ACTER GUDDIES AND PROMOTIONAL
MERCHANDISE TO ATTRACT MORE CHILDREN
AND TO ENGAGE THEM WITH THESE
PRODUCTS.
SHOULD RUN CHAMPAIGN IN SCHOOL TO
ATTRACT CHILDREN AND EDUCATE THEM
ABOUT INDIAN MYTHOLOGY.