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

India, an emerging market offers tremendous opportunities for marketers. Marketing scenario optimistic one for worldly goods, and luxury offers. Marketing art was unknown territory. www.dhonuk.com was an entrepreneurial company, which is attempting the art market. This study is an attempt to study the behavior of consumers who are interested in art. The case study delves into the intricacies of segmentation and psychographic information about the involvement of the consumer level. The task was to use www.dhonuk.com Consumer Insights to develop a marketing strategy that would allow the company to target various segments and decide how these segments can be differentiated. Some interesting questions that are case reflects (1) will capture consumers' perception of the art form? (2) What about the level of their participation in the forms of art? (3) There were art forms that consumers are used to reflect their personality? (4) consumers are related to art is different from other users in terms of their way of life? The housing has a combination of several aspects of consumer behavior that will be useful to develop a strategy for this unique category in the Indian context of marketing. The case can be used to illustrate how various aspects of consumer behavior may contribute to marketing strategy, especially for categories that do not spread widely among consumers. The case also shows how the concept of consumer behavior can be combined to obtain an understanding of the consumer in this scenario. Outcome is reflected in how the elements of the marketing mix can be formulated using behavioral concepts. This angle is different from the development of the marketing of competitive data without information on behavioral aspects. "Hide
by S. Ramesh Kumar, Shamit Bagchi Source: Richard Ivey School of Business Foundation 18 pages. Publication Date: June 7, 2011. Prod. #: W11222-PDF-ENG

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