www.dhonuk.com – Marketing Art in an Emerging Market Harvard Case Solution & Analysis

India as an emerging marketplace offers tremendous opportunities to marketers. The promotion scenario is a cheerful one both for high-end offerings along with everyday products. Promotion artwork was an unexplored place. www.dhonuk.com was an entrepreneurial company that was making an effort to market art. This case study is all about the attempt by the business to analyze the behaviour of the consumers interested in art. The case study delves in the nuances of psychographics and segmentation with info on the engagement levels of consumers. The challenge for www.dhonuk.com was to use consumer insights to formulate marketing strategies that will enable the company to target various sections and choose how these segments could be differentiated.

www.dhonuk.com - Marketing Art in an Emerging Market Case Solution

Some of the motivating questions that the case reflect are (1) Would detaining the insight of customers about art forms work? (2) What about their level of participation in art forms? (3) Were art forms something that consumers used to reveal their personality? (4) Were consumers related to art distinct from other consumers in terms of their lifestyle? The case has a blend of several aspects of consumer behaviour that will be useful to invent a strategy for this unusual category in the Indian advertising circumstance. The case can be used to illustrate how the various aspects of consumer behavior can bring to marketing strategy of a firm, particularly with respect to a group which has not diffused widely among the consumers. The case also exemplifies how consumer behaviour concepts may be mixed to obtain consumer insights in a given scenario. The results of the case is revealed in marketing mix elements could be invented using behavioural notions. This angle is different from formulating marketing mix using data that is competitive with no information on behavioural dimensions.

PUBLICATION DATE: June 07, 2011 PRODUCT #: W11222-HCB-ENG

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

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