Amar Chitra Katha: Changing the Brand with Changing Times Harvard Case Solution & Analysis

This case concerns the branding and promotion of a comic book series that began in the 1960s as an informative tool to make Indian children conscious of history, Indian mythology and values. By the year 2010, Amar Chitra Katha had approximately 500 titiles encompassing a wide range of subjects, but it was facing competition from international and native comic book firms but from electronic media for example shows and children's games on cable TV as well as the Internet.

In November 2007, all the Amar Chitra Katha names and Tinkle magazine were bought by Mumbai- predicated entrepreneur Samir Patil, who produced ACK Media as an umbrella brand. The corporation attempted to reach its target market through the launching of a web-based portal, the creation of DVDs/VCDs, sponsoring films based on Amar Chitra Katha and placing comic books etc., on mobile phone platforms. Though, such actions were transferring the focus of the brand from books to electronic media. The shift was inescapable to attain growth and to maintain a steady position in the marketplace, but the management wondered whether it should maintain its print presence in the market and how it could.

PUBLICATION DATE: December 19, 2012 PRODUCT #: W12401-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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