GIFT UNIVERSITY GUJRANWALA

ASAD AMIN
#11108124

WWW.DHONUK.COM MARKETING ART IN AN EMERGING MARKET

Issues
Dhonuk.com was facing many issues, there are some key issues listed down that effect sale of
the company.
Positioning that was required for www.dhonuk.com.
How To be able to capture consumers perceptions of art
Existed competitors in the industry
Niche market and Diverse customers

Analysis
The expenditure on entertainment was revealed to have increased. Indias art market grew six per cent in 2009,
over the previous year and was estimated to be worth between INR 8 billion and 10 billion. The analysis has been
carried for from three dimensions of consumer behavior, Lifestyle, Uniqueness and Involvement levels (See
Exhibit 1). In this exhibit the results of surveys showed, the surveys were conducted during January 2011, at the
biggest art fair in New Delhi, India, the four-day India Art Summit, attended by 85 galleries (including13 foreign
galleries). That shows most of the art lovers are interesting in artistic things including fine arts. They are nature
lovers and intellectuals. They like to decorate home and they prefer to entertainment in life. These results are pretty
closer to reality.
As the disposable incomes increased, more and more High Net worth Individuals were investing to satiate their
tastes for finer things. That indicates customer involvement in art dependent on Disposable income. The art forms
that consumers purchased and appreciated reflected their personalities significantly. Customers involvement in art
can also analyze through their lifestyles, daily activities, their interest, involvement and their opinions. In (Exhibit
2) detail information is given. In which consumer involvement is analyze through their life styles, daily activities
and opinions. Furthermore as case indicates some buyers were wealthy and passionate art collectors who referred
to art by using such words as Beauty, attractive, pride and aesthetics and enhancing status. These art collectors felt

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that associating with the finest creative minds increased their own self-worth and worth in society. Therefore, from
these various instances we can conclude that art forms are something that consumers use to reflect their personality.
The type of art work adopted by different segments of consumers varied depending on their personality. So their
involvement in art depends upon their personality, interest and life style.
For Indian art market customers are diverse as case indicates that he wealthiest five per cent of Indian households
accounted for 23.1 per cent of national income. 50 per cent of the countrys households from the lower end of the
economic spectrum accounted for 18.7 per cent of the total income. However, 58.2 per cent of the total income
was earned by45 per cent of households. Along with the aspiring middle class, another demographic segment had
been growing for the past decade the HNIs, or high-net-worth individuals. A HNI was defined as a
person with net assets of at least US$1million (roughly INR50 million), excluding that persons primary
residence and consumables. An ultra-HNI was a person who had an investible income of US$30 million (roughly
INR1.5 billion).
Art in India was a niche market. As case indicates that India made up just 0.4 per cent of global luxury good
sales, the luxury industry in India had shown very promising growth over the last couple of years and was set to
grow at a minimum of 25 percent per year over the next few years. Sales of luxury goods worldwide including
art, apparel, jewelry and leather goods was approximatelyUS$230 billion. Besides that company has facing a great
competition in the market. Competitors: SaffronArt (Saffron Art was one of the most comprehensive and
definitive sources of modern and contemporary Indian art. Saffron Art provided a platform that enabled consumers
to view and purchase Indian art and to become involved in the development of Indian art globally).
IndianArtCollectors (Indian Art Collectors was a forum for collectors and creators of Indian contemporary art to
buy and sell art online). And many more competitors are there in the market
Decision Criteria
The target market with the most potential they should focus on the youth buyer from the middle class and HNIs.
Dhonuk.com has a unique opportunity to enter the market at a time when there is such fast growth in economic
social class structure of India. Overall, in order to set itself apart from its competitors, Dhonuk.com should
position them as an interactive website.
PROPOSED MARKETING MIX

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Price: Initially dhonuk should target the middle class of India which account for 45% households of India and
target the HNIs of India which is the elite segment giving the most benefit. Art work price range on Dhonuk
should be from INR 10000 to INR 1000,000.
Product: Products include digital and Fine art. Fine art works will be displayed with prominent themes relating to
nature, spiritual symbols along with ample data provided about each of the artworks. Details of technique, history
of the artists shows to establish their reputation will all be documented in greater detail.
Place & Promotion: Online availability is definitely the key differentiator to provide greater accessibility. Online
transaction gateway to enable online buying is in the plans for the near future. Promotion: Promotion will be
through word of mouth and targeting the psychographics identified through advertising, PR campaigns, and social
media, art awareness events and seminars, free art pamphlets usage along with art exhibition event promos.

Decision
Dhonuk should target middle class and HNIs of Indian market and Focus on highlighting the combination of
abstract and figurative art as their main product typePosition themselves as an interactive website meant for
the occasional buyers who were from the emerging middle class and HNIs.

GIFT UNIVERSITY GUJRANWALA

Exhibit 1
Analysis of customers perception of Art

1
2

Interest
I like to collect Art work
I am interesting in artistic things including fine

Average Score
3.94
3.57

3
4

arts
I am a nature lover
I enjoy the intellectual exercise of analyzing,

3.73
4.13

5
6

conceptualizing
I like to decorate my home
I like entertainment in life

4.43
4.50

Exhibit 2

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Evaluation of customers involvement in Art According to life style

Life Style

Consumer Characteristics

Recommended type of

Level of involvement

Youthful
Contemplative

Interested in digital imagery

Intellectual who search for

Art
Digital Art
Abstract Art

High
High

Luxurious

deeper meaning
Home Decorators ,Art

Fine Art

High

Social

Collector & Wealthy HNIs

Homeowners who liked
Figurative Art
aesthetics , Family

High