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8/9/2019 Marketing Plan for Pixelart
http://slidepdf.com/reader/full/marketing-plan-for-pixelart 1/27
Marketing plan for Pixelart
IMT Ghaziabad
Raghav Agarwal 09IB-041
Rahul Chatterjee 09IB-043
Rohan Agrawal 09IB-047 Saahil Juneja 09IB-049
Anuj Kalra 09IB-061
8/9/2019 Marketing Plan for Pixelart
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Executive Summary
Target group for these paintings have been elite group or high networth individuals in India.
Digital paintings are an innovation simply being evolved to bring art intothe mainstream of Indian society. The idea is to take the paintings of eminent artists to the broader segment of the Indian society who are
either art enthusiasts or want to flaunt affordable luxury. The art works will be licensed from eminent painters and their digitalillustrations will be presented in the digital frames.
With the use of LCD or more advanced technology high qualityillustrations can be produced.
The top .5% segment of Delhi NCR and luxury, First class hotels are
being targeted with this product. Total households targeted are 60750and 36 hotels. For the first 3 years we plan to operate in Delhi NCR only.
We will use interior designers for getting clients on revenue sharingmodel.
A web portal will be established for easy order and display.
We will actively promote and display our product in art galleries.
8/9/2019 Marketing Plan for Pixelart
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Company Description
Pixelart has been established by five very innovative entrepreneurs of
IMT-IB batch 2011.
The company has the philosophy of combining new age technology with
traditional art works by budding artists to make art affordable to a larger
segment of society.
The company is striving to first exploit the lucrative market of Delhi NCR.
The company also believes in CSR and has a goal to promote art from
budding and lesser known artists.
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Mission and Goals
Pixelart¶s mission is to be the leading vendor and
marketer of digitized paintings in India. Pixelart wants to
provide complete digitized painting setups to consumers
including the plasma screens and the high quality digitallicenses of the latest artwork. The goal is to make works
of art affordable to more people and to give an
opportunity to emerging artists to exhibit their talent and
gain exposure. Pixelart intends to bring modern Indian
art to Indian homes using the latest digital technology.
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Financial Goals
1. Obtain financing for purchasing licenses of known faces
in Indian art apart from the new artists.
2. Reduce Plasma screen costs by at least 25% and pass
on half the benefit to customers.
3. Increase sales by at least 30% for the first three years
and at least 50% for the following two years.
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Non Financial Goals
1. Own licenses for at least 75 works belonging to
emerging and mid-career artists and at least 15
belonging to established Indian artists.
2. Spread operations from Delhi-NCR to other major cities
including Mumbai, Kolkata, Chennai, Bangalore andHyderabad.
3. Develop a successful and secure Internet site providing
product details and channel for sales.
4. Form a large network of partners including prominentart galleries, interior decorators and artists.
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Core Competencies
P ixelart wants to capitalize on the first mover¶s advantage in
the Indian market and build a strong foothold developing the
following core competencies in the process:
High-quality digitization of original licensed artwork using
latest camera and scanning technology; and advancedtechniques including digital stitching.
Panel of art connoisseurs and experts for making decisions
related to investment in upcoming and established artist.
Marketing of acquired licenses through a strong network of interior decorators and art galleries.
Developing a reputation among emerging artists as a
credible platform for exhibiting their work.
Making contemporary art affordable
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SWOT Analysis
Strengths
Ease of access and payment through interactive website. High-quality digitization capability.
High-quality Plasma screens obtained from single manufacturer, ensuringgood quality control.
Weaknesses
Limited cash flow. Will have to look for credit options for high funding requiredinitially.
Too much reliance on expert panel, owners themselves not experts on art.
Reliance on single manufacturer.
Opportunities
Boom in Indian art scene in the recent years with price doubling in 4-5 years.
Increasing income levels especially among urban youth
Understanding and owning art considered a status symbol amongst the rich.
Use of modern technology. Expansion into related services in the future.
Threats
Product is not a substitute for real art work for art lovers.
Canvas prints of original paintings
Purchase of paintings as an investment rather than ownership-related-prestige
Pirated and fake prints
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Marketing Objectives
There are two types of marketing goals
prevalent before us:
Short Term Goals
Long Term Goals
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Short term Goals:
The fundamental objective of PIXELART is to first create
awareness about the product and its format which is first in its
class and also to gradually increase the sales volume.
Creating a good image of the company is of paramountimportance. Profitability is our primary concern.
Long Term Goals:
Expanding beyond the NCR region.
Collaboration with artists of national and international
importance.
Retention of our loyal customers.
Introduction of a sensor based GUI that changes the
paintings in its memory automatically according to the ambient
physical conditions and mood of the surroundings.
Marketing Objectives (Contd.)
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Market Segmentation
Geographical Region
World Region: AS I A
Country: INDI A
City: DELHI-NCR
Demographic Factors for Households Age: 25+
Gender: ANY
Household Income: MORE TH AN 1 L AK N/MONTH
Occupation: S ELF-INCOMED; COR P OR ATE EXECUTIVE S ; BU S INE SS HOU S E S ; ENTERT AINMENT INDU S TRY P ROFFE SS ION ALS
sychographic Factors
Social Class: U PP ER-MIDDLE AND U PP ER-U PP ER
ife Style: ACHIEVER S
ersonality: EX P RE SS IVE; S TYLI S H; OP EN MINDED; CRE ATIVE
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Target Segment
Particulars Value Total
Total Population 48600266
No. of households (avg.
4 members)
12150066
Target Percentage 0.5%Target Population 60750 60750
*percentage calculated on basis of consumer demographics
(Source: Wallet Monitor, IMRB International)
We have dual target of reaching civilian population and
branded hotels (Luxury and first class). In the first phase
which will last for 3 years we will target Delhi NCR.
S ocio-economic classification of households in Delhi NCR
8/9/2019 Marketing Plan for Pixelart
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Target Segment
Particulars Value Total
Total Hotels in Delhi
NCR
140
r 4.
irst Class
Target
So r e: HVS International
.h sinternational. om
Branded hotels in Delhi NCR represent a major target segment for o r
inno ati e prod t. Hotels ha e good finan ial strength and strong desire
to appeal their g ests. We ill target l r and first lass branded hotels
a ross the region
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Marketing Mix
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Product Strategy
Characteristics of the Paintings
The paintings will be available only
through the internet (company
website).
They will be original rendition of theart wherein a copyrighted scanned
image of the painting will be used.
The digitized format of the painting
will be compatible with only the
technology provided in the GUI.
The size of the painting is going to
be modified to have the best fit for
the GUI screen.
Certificate of originality for the
paintings is going to be provided for
every purchase
Specifications of GUI
Resolution: 1920 X 1820 pixels
Size: Fixed sized GUI of 42inches diagonally.
Memory space: Depending onthe model the memory spacewill be either 125MB; 256MB;512 MB or 1 GB.
Format: The GUI will only becompatible with paintings withthe unique extension provided
by the company. Incorporated technology will
allow a slideshow representationthe paintings if multiple paintingsare stored in the GUI¶s memory.
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Placement Strategy
Direct Marketing Channel
The company website http://www.pixelart.com will serve as
the direct point of contact for the customers.
This website will be a comprehensive database of all
available paintings and will contain details of the artists
along with the prices. The paintings will be on display.
The GUI will also be on display in the site along with all the
necessary details with the specifications and technicalities.Consumers can buy the paintings and the GUI from this
portal.
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Strategic tie ups with Interior Designers: Thetarget market is fashion conscious and aestheticallyinclined. Tying up with interior designers is a logicalstep to cater to our TG. According to prevailingmarket conditions an interior designer demands acut off of about 3% to 5% for any luxury goods sold
through their reference. We will offer a cut of 3% onthe selling price of the product.
Advertising and showcasing in galleries: Theproduct (GUI and digitally formatted painting) can bedisplayed at various galleries which showcase theproducts of budding artists. Advertisements of theweb portal alongside the product can be done to
raise awareness. Through contracted artists: Art shows of thecontracted artists can serve as a channel of marketing our product. The personal web sites of the artists under consideration will also be used as a
iral Marketing strategy of the company¶s webportal.
Indirect Marketing Channels
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8/9/2019 Marketing Plan for Pixelart
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Region Decorator
Delhi Sudesh & Associates
Shriji Mercantile Co.
Noida Sonali Decor Design
Singh Decors
New Tech Interiors & Art
Gallery
Gurgaon MLS & Co.
Parichya Interiors
S.G. Lakhanpal &
Associates
Faridabad Modern Design
Consortuim
Concept Designers
This is the list of
potential decorators we
have zeroed in on for
strategic tie-ups.
This distribution
strategy is only for the
first 3 years.
After that more
aggressive distribution
strategies will be
formulated based ondemand.
Electronic retail stores
can be targeted in the
future for stocking the
GUI.
Distribution Strategy
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Promotion Strategy
Our promotion planner takes into account:
The type of market
Sales promotion objectives
Competitive conditions
Cost Effectiveness of the promotion tool
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P romotional Tools
Tie-in Promotions: We will use the leverage of alreadyestablished Interior Designer brand names to sell our products. It will be a win-win situation in which they will get acut off of 3% on the selling price.
Point of Purchase Displays and Demonstrations:Demonstration of the GUI at galleries portraying art work of budding artists.
Product Warranty: The GUI will come with an explicitwarranty of 5 years.
Advertisement in life style magazines: we have targeted 3life style magazines with a healthy distribution rate in the NCRregion for advertisement of the product and the web portal.They are namely Architectural Digest; Inside-Outside;Best Interiors.
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Pricing Techniques
Cost based pricing:
It involves adding a markup to the cost of the product.
Competition based pricing:
Setting prices based on the prices the competitorscharge for similar products is called competition basedpricing. Consumers will base their judgments of aproducts value on the prices that the competitorscharge for a similar product.
alue based pricing:
In value based pricing price is based on the buyersperception of value rather than on sellers cost. Anincreasing number of companies are basing their priceon the products perceived value.
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Pricing for LCD screens or GUI
alue to the customer for a 42¶¶ LCD screen
is Rs. 50000
Doing a cost analysis of the same we arrived
that it can be obtained from the manufacturer
at a cost of Rs. 35000.
Hence we will be providing the LCD screen at
a price of Rs. 40000 sharing the benefit of Rs15000 between the customers and ourselves
in the ratio of 2:1.
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Pricing for the digitized painting
The pricing for the painting will be on a differentialbasis. Every painting is distinct in its own and alsothe copyright deals vary from artist to artist. Itdepends on the negotiations and other deal
factors.So the cost details are:
Digitization cost: Rs 2000/ Painting
Licensing cost: 10% of the market value of the
painting plus 7% to 15% as royalty The price of the painting will lie in the range of 30% to 60% depending on the popularity andexclusivity of the painting.
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Future Projections
Particulars 2010%
change2011
%change
2012
Households 608 30 790 30 1027
Hotels 70 15 81 15 93
Total sales 678 871 1120
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Future Projections
Particular value
Target households* 60750
1st year target 1%
sales 608
Yearly increase 30%
2011 sales 790
2012 sales 1027
Total marketcaptured 2012 end
4.4%
Particular alue
Total hotels In
Delhi NCR# 140Luxury 24.8%
First class 27%
Total 73
2010 sales 702011 84
2012 97
Hotel CustomersHousehold Customers
*Source: IMRB #Source: H S International
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TH AN K YOU