Amar Chitra Katha Essay

2097 Words Jul 6th, 2016 9 Pages
1. Objective

To suggest a strategy for Amar Chitra Katha to capture the new age generation in the comic industry and to explore various avenues of investment.
2. About Amar Chitra Katha

Since its inception in 1970s, Amar Chitra Katha witnessed success by entering the niche segment of comic industry, the Indian traditional method of storytelling and transfer of mythological knowledge. It became popular in early 80s with all-time favourite titles like “The Mahabharata” and later by “Tinkle”.

A. Challenges of ACK
Since 90s, with the entry of colour televisions, Amar Chitra Katha has been facing challenges due to the change in the interests of children towards substitute productes. Although a pioneer in mythology oriented comics,
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Inviting themes and stories from children and adults highlight their forward thinking mind-set. This was also a great mechanism to increase engagement with target customer.
 Affordability with good reach – Unlike other competitors, ACK focus towards catering to the needs of the rural customer highlights their dedication to serving Uncle Pai’s passion. In spite of increasing cost, they tried to price their product within reach of rural customers.
 Reputation/Brand Name – ACK enjoys greater amount of brand recognition and recall among its target audience. Its characters are immortal and easily identified by people of all generations.

1. Leveraging Existing Capabilities
For short term initiative, ACK should focus on maximum utilization of existing capabilities and popularity. This includes focusing on existing product portfolio and also extending product range relevant to target customer.
a) Merchandising of popular ACK characters (School bags/ notebooks/ toys)
With a growing market of branded merchandise of animated characters in India, it is an ideal time for Amar Chitra Katha to enter this market by licensing their main characters. Many confectioneries have also used animated characters to promote their sales by giving freebies associated with popular characters. Similarly we can merchandize some of the popular characters

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