ACK MEDIA – Case Study
Team 18
• Sumit Prasad
• Sarthak Goswami
• Dakshata Nair
• Priya Jain
• Niteesh Gajjala
• Sudharma K.
• Nikunj Gattani
Case Synopsis
❑ Launched in 1960’s by Anant Pai.
❑ Sold more than 90 million copies.
❑ Acquired by Samir Patel in 2007 and consolidated under the
umbrella brand of ACK Media.
❑ The firm faces challenges with the onset of technological advances
in the area’s of television and internet and changing consumer
preferences.
Business Challenges
In the era of changing consumer tastes and preferability
towards digital entertainment the management is faced with
the dilemma to either lay more focus on digitization or stay true
to their original mode of business with available resources and
revenues.
❑ Discontinuation of Digitization of content.
❑ More emphasis on Digital format and less on traditional print.
❑ Equal emphasis on both the formats.
Amar Chitra Katha : Inception
❑ Founded in Delhi, 1967 with a motive to promote Indian culture
to young audience in collaboration with Indian Book House.
❑ Paradigm shift in family structures in India meant that young
audience gravitated towards Amar Chitra Katha as a source
of knowledge.
❑ Target consumer’s preferences were kept in mind while
preparing the series in English medium which brought in
success. While vernacular versions were launched to cater to
audiences from that background.
Marketing Strategy
Market Analysis and Brand Positioning
❑ Family Structural changes meant lack of knowledge sources
for young children, and launching the series in appropriate
language medium.
❑ The series was positioned to cater to parents intending to
provide their children a glimpse of Indian cultural heritage.
❑ Puzzles , games and facts were introduced to Induce
additional interest and add value to the product.
Marketing Strategy
Pricing Strategy
❑ The product was priced nominally in order to become
reachable to the masses.
❑ Later the firm tried to promote sales by starting combination
offers on various occasions.
❑ Post takeover by ACK Media, the series were priced at 2$ for
reaching out to international consumers using electronic
media.
Marketing Strategy
Supply Chain Management
❑ The product distribution channels included 500+ retail outlets
with a strong network of retailers and advertisers.
❑ The firm introduced free sampling and tied up with
advertising companies to ensure steady revenues.
Critics Views
❑ The products were challenged on the historical facts and
account of real people.
❑ The series were interpreted to favor Hinduism and promoting
Brahmin culture.
❑ The series were also criticized for not bringing fresh ideas and
recycling old patterns over time.
ACK Media
Declining revenues and increased competition led to the
takeover of Amar Chitra Katha by ACK Media.
The takeover was positioned to take on the following objectives:
✓ Strengthen existing distribution networks.
✓ Penetration of market by introduction of digital content.
✓ Development of proprietary content in electronic format.
ACK Media
Current Market Challenges
❑ Liberalization of economy ensured entry of fresh competitors in
the market such as DC and Marvel.
❑ Generational change also ensured changed tastes towards
adventure and thrill, thus deviating from traditional comics.
❑ Rapidly advancing internet and digital media further pushing
the firm to introspect its market strategy.
Strengths :
Established
brand name
with
consumers
Threat : Stiff
competition
Opportunity :
from
multimedia
corporations
SWOT Digital Media
penetration.
and comics.
Weakness :
Absence of
fresh content.
ACK Media :
Recommendations
Market share and revenue being key drivers of business continuity
ensures that the business needs to act fast while staying true to its
roots.
The business should go ahead with digitization process and keep
on adding new feathers to its series to ensure that ideas remain
fresh and relevant to the masses of generation 2.0
The digital medium has showed promise with Amar Chitra Katha
receiving best seller children’s publications in early 2011, while the
firm selling 1.5 million downloads of mobile games.
ACK Media :
Recommendations
Creative and Can implement
Target other
diversified google ads and
age groups.
offering. social media.
Market
Automation
Analytics
ACK Media :
Recommendations
E-Commerce
❑ Retailing business is all about knowing what your customer wants and catering
to such needs.
❑ ACK Media can also engage in online marketplaces like Amazon , Flipkart etc.
❑ It would help the firm get access to constantly changing data on consumer
preferences, analysis of ACK product performance etc.
Big Data Analytics@ ACK
❑ ACK Media can foray into Big Data Analytics frameworks for
execution of customer-centric campaigns.
❑ Focus on integrated online and offline channels.
❑ Development of automated customer communication systems.
❑ Database management and customer contact via email and
social networks.
Thank You
