Marketing _ Abbas _ Personal Paper (1)

8/7/2019 Marketing _ Abbas _ Personal Paper (1)

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B6007: Marketing Management

Nine Core Marketing Elements for ART-I-PAX

Prepared By:

Abbas Johar Mantri


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CONTENTS

CONTENTS 2

REPORT INTRODUCTION 3

OVERVIEW 4

STRATEGY

y SEGMENTING 5y TARGETING 6y POSITIONING 7

TACTIC

y SELLING 8y MARKETING MIX 9y DIFFERENTIATION 10

VALUE

y BRAND 11y SERVICE 12y PROCESS 13

TECHNIQUES OF MARKETING A WEBSITE

y SEARCH ENGINE OPTIMISATION 14y SEARCH ENGINE REGISTRATION 14y E-ZINES AND NEWSGROUPS 15y E-ZINE ADVERTISEMENTS 15y OPT IN EMAILS 16y LINKS TO ART-I-PAX WEBSITE 16y BANNER ADS 17y B

LOG ON ART-I-PAX 17


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INTRODUCTION

Background

ART-I-PAX is an online community which provides a means for start-up artists to link with each

other, initiate and develop various art projects. Moreover it provides them with an opportunity to

publish a final, tangible product and share the profits. Over the past 25 years more than 100 have

been built, not only in America and Europe but also in the sheikhdoms of the Persian Gulf and

the fast-growing cities in Asia; sometimes in partnership with Western institutions, such as the

Guggenheim or the Louvre, sometimes on their own and hence this concept sounds promising.

ART-I-PAX has a unique value proposition in the sense that it offers an interactive online

platform for collaborative creation of artworks with a revenue sharing model

The whole concept is aptly conveyed in it catchy mission statement which says Connect to

Create. This clearly states that the target market of this business proposition is any artist who

has access to the web and quality content to contribute.

Problem Statement:

ART-I-PAX is a start up venture by a group of MBA students from Nanyang Business School.

The founders of this venture have approached us to develop a detailed Marketing Plan for their

Business Venture.

As a part of this project they would also like to study the various Market Opportunities that their

venture could tap onto. For this we first would need to study the market segment which ART-I-

PAX are looking to capture or create and then how they would convert to opportunities. We also

need to look at the means to tap onto these market opportunities.


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REPORTOVERVIEW

Report Structure and framework used - In context to the Marketing problem that we have at

hand, I believe that the STV triangle would be a nice and helpful framework. We shall walk

through the relevant elements out of the nine elements of the framework.

Moreover since its about marketing a website we shall also closely look into some of the aspects

of marketing a web-based business.


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STRATEGY

SegmentationAs per the definition of segmentation

here we separate the buyers into different groups. We

have a few different forms of segmentation involved

with ART-I-PAX that we need to consider since we

need to segment the market based on Membership

Targets and well as promote the business amongst

publishers and individual buyers thereafter.

Members:

We would do a Demographic Segmentation based on Occupation. We would need to look into

the number of artists into the various segments of art we are looking at namely Paintings, Music,

Literature, and Photography.

Publishers:

The site would also serve upcoming publishing houses who are seeking business. These would

include fledgling publishing houses as well as well as investors who might want to buy a

particular piece of art for investment purpose.

IndividualUsers:

This can include almost anyone who may appreciate art. It could be purchasing a customised

version as a birthday gift or a valentine gift. Or it could include universities who may use it as a

multimedia art yearbook.


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Targeting As per the definition of segmenting we

will try to define the close group of client market that

we would choose to focus our limited resources for the

maximum output.

Members:

As per the segmentation done we would choose for the

painters, photographers and other artists to come and

start contributing first. A part from a few big names to concentrate on which would give an

impetus to the number of users picking up the membership we would concentrate on upcoming

artists to join in as members to benefit from a relatively inexpensive way to reach out to the

market.

Publishers:

Since the business model ofART-I-PAX is based on collaboration of art on the web we would

look at upcoming e-publishing houses with DRM to offer the art to be sold and published online.

We would also look at offline publishing houses and the more famous ones later as the site gets

the required user base contributing significant amount of content to offer.

IndividualU

sers:

We could tap on universities which do not have a strong tech support to collaborate and provide

a yearbook to the pass outs. We could also sign contracts to annually publish alumni


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contributions in terms of compilation of audio video and literature. Academic content

collaboration could also be published for professors as per their customization.

Positioning is a very critical component of the

Marketing plan for this new innovative business since

the business needs to compete with the existing market

players with different offerings such as Scribd and

DeviantArt to establish a unique and loyal client base

while eating into the existing ones of the competitors.

The factor that we see critical for product and offering

positioning would be the use or application of it. As

against the existing market offerings such as Scribd and Deviant Art, ART-I-PAX provides the

opportunity for collaboration of various forms of art and increases the overall value of the

individual work or the various components. Also it has a unique revenue sharing model as well

as a platform for fledgling artist to leverage their skills by working with more famous artist as

the website picks pace later. This kind of positioning would make ART-I-PAX an absolute

online collaboration tool and then attract other segments of customers who wish to merge and

publish their releases from various sources including professors and yearbooks for universities.


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TACTIC

SellingAgain as we have multiple products to sell

in this business of ART-I-PAX and multiple

revenue streams we shall describe each of them

separately.

Membership Fee:

This fee shall be sold online by card transaction. We

could make different kind of packages which would

differ depending on the amount of revenue shared from the work of art and the duration of the

membership based on the membership that a particular member has subscribed to.

Publishers:

This would depend on the model under which a work or collaboration of art is purchased by a

publisher. The publisher may choose to buy it once for a full fee and then own the piece of art or

he could mass publish it and sell it online and offline based on his preferred distribution channel

and then share the revenue with the artists as per the deal.

IndividualUsers:

Individual users who would be buying a collaboration of art work would mostly buy it online via

stores like Amazon or the ART-I-PAX website directly should they choose to customize.

However they could even order CDs and DVDs to gift offline should they wish to and could

purchase it from stores too.


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Marketing Mix is the creation tactic of the

company as to how it creates a niche market

segment of loyal customers for itself as against a

sea of offerings by competitors based on the

decision of the 4Ps of Marketing.

Product: ART-I-PAX is offering a brand new

service to the market. For the first the different

forms of art can be collaborated.

Place: Since it an online space the sales and distribution channel would be online.

Price: Since its an online service it would be difficult to do a

discrimination based on price. However since the idea is to

attract fledgling artist and a website gets more famous as the

user base builds up there will have to be some early users

scheme to build up the website with good work from the initial

users. Hence we would move from the penetration based strategy to premium over time.

Promotion: We would need to use a mix of promotion strategies which would change as the

business would evolve over time. To begin with we would use membership promotion

techniques to build the website. We could also use advertisements and social media presence to

promote the business. We could use personal selling promotion to get some big artists on board.

As the business evolves we could look at trade fairs and exhibitions and sponsorships.


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Differentiation For any fledgling business to grow

a unique business proposition has to be prevalent

and more than that it has to be conveyed to the

target market.

The unique proposition that ART-I-PAX offers is

the fact that it would be the only website that would

offer collaboration of the different forms of art. It

would also add value to the individual forms of art. It is a website that serves to promote the

work of upcoming artists.

Hence the unique position for ART-I-PAX would be providing a platform for collaboration of

different forms of art based on a revenue sharing model for upcoming artists to showcase and

add value to their work.


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VALUE

Brand As per the definition of Branding here we

establish an identity forART-I-PAX which would be

unique to itself and set it apart from the other

websites such as Amazon / Youtube.

The Brand image that we seek to create is

based on the user experience of a niche website

which provides a platform for collaboration of art in

different forms.

The name of the brand is more of the descriptive type of branding by the name ART-I-

PAX. This makes it sound for like Artifacts which is what the different users would come

together and contribute. Moreover the two hyphens in between ART I PAX means a place

when I and other people (PAX) collaborate and contribute our piece of art (ART)

For the creation of the brand awareness we would use some celebrity artists to endorse

our website and also sign up with some few pieces of art they would like to contribute. We

would also try to see if we could get some brand awareness by our website being advertised on

personal websites of famous artists in all the various forms of art. This would greatly enhance the

brand awareness since there would be many upcoming artists following the lives of these famous

artists on a daily basis and this would help us generate brand awareness in out prime target

market.


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Service Since we are in the business of providing

a service for users who wish to collaborate and sell

their products, good service is an essential

component to the success of our business.

We will ensure that most website

maintenance is done offline or in off peak hours.

Moreover we would build up a very easy interface

so that non tech savvy artists are not discourages from joining or using the website since some of

these artists may be relatively aged. A complex website would make us lose out on this segment

of the market share.

We would try to introduce all the latest technology to ensure copyrights to the maximum

and restrict the art viewing permissions as per the wish of the artist. Also we would have a swift

and secure payment gateway and registration process to ensure more registers.

A smooth disbursement of payment to the artist would be ensured so that they build their

trust in sharing and selling their work through our platform. They would also be able to view the

number of hits on their art and this would give them an idea of the sell ability of their work of

art. They would be able to view the quantity of copies sold in case of mass productions if they

are to be paid on a per copy basis.


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Process is the way the user would experience the

service as it would be delivered to him. In the case

of ART-I-PAX this would be a totally online

experience and hence there would be a need for a

smooth process online.

This process begins at the time the user

registers and signs up for the membership. Later

this service would include a very smooth process to

get in touch with other artists by offering email and messaging within the portal itself. Also

artists would be able to connect with publishing houses and individual users who would sign up

on the website. This would ensure a fully transparent process which would enhance user loyalty.

The delivery and mass production would be granted to publishing houses who quality of service

to the end clients in terms of the product published and payment made to the artist would be

monitored. This would help us gain the trust and the heart share of the entire value chain of users

of the website.


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SPECIFICTECHNIQUESOF MARKETING A WEBSITE

Search

Engine

Optimization - Surveys have determined with certainty that people arrive at

websites primarily after finding them in the search engines. This means that one can get an

astounding increase in

traffic just from being easily

found in the search engines

and directories. Hence we would like to optimize with some search engines so as to ensure that

ART-I-PAX would show up at the minimum on the first page of the search results when people

search for words such as art, art museum, art online etc.

Search Engine Registration There are a lot of software currently available in the market

which help in registering the website with the various

search engines on the internet currently such as

Optilink, Bagheera among others which can be

purchased cheaply. We would use one of these to

registerART-I-PAX website with the search engines

online so that our website can be found easily by the

market segment of people we target. The results of

this form of marketing can be verified by doing a

look up on the commonly used search engines for our website and hence be sure that our target

segment can also find our website when they perform a similar search.


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Ezines and Newsgroups Another

medium of reaching out to our clients

would be active participation in Ezines

and certain newsgroups we feel our target market would subscribe to. E-zines allow you to post

relevant, helpful comments and articles, and to include your URL. This is a way to establish

credibility for our website and company. By subscribing to Ezines on Art and replying to

comments of other members we could gain traffic for our website in an inexpensive manner.

Blatantly commercially advertising via this medium is forbidden, however leaving in the website

address in the signature line when answering a query of someone belonging to the target market

could make him visit the web site and hence this medium can be really effective if played rightly.

Ezine Advertisements This is one of

the most economical forms of

advertisements that we can use to

advertise our website online.

Advertisements in Ezine range from as

low as $10 to up to a maximum of

$100 and this makes is a very cost effective mode of advertisement. Our task would be to

correctly choose the Ezines related to work of art which our target segment would visit and

advertise on them accordingly.


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Opt-in Emails There are companies that

rent out their list of emails and charge

about 25 to 50 cents per email. We need to

choose the target group for whom we need

to send out the email and if the email is

structured to convey the right message

rather than a BUY IT NOW format, which users dont read, such kind of marketing can lead to

a surge in traffic on the website and is not too expensive.

Links to ART-I-PAX website The key factor in getting the links to your website is to

carefully identify the relevant websites which

you would want to request to grant a link to

your website. Hence we would identify the

websites which deal with art, websites of

museums and music galleries as well as blogs

about art from famous artists to grant a link to

ART-I-PAX. This is also a very inexpensive

way of marketing as in return we would only

be requested to host a link back to those

websites who offer to host a link to ART-I-PAX.


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Banner Ads Another way of

marketing a website is by means of

banner ads. The cost of these ads can

vary depending on the number of times

one wants the ad to be displayed and

since we would typically choose

websites of art exhibitors and museums

our typical cost would vary from 8 cents to 20 cents per display of the ad. Since this is a more

expensive way of advertisement we would use this only in later phases as out business at ART-I-

PAX picks pace and we start generating revenue.

Blog on ART-I-PAX A blog about the website can also be an effective marketing tool. We

could start a blog on ART-I-PAX which

could be used not just to update the

various followers of the blog on the new

developments at ART-I-PAX but also

allow them to provide a feedback in the

form of comments regarding the website

or some specific work of art. Blogs can be

created for free and can generate a good

list of followers if the content is relevant and hence although this seems to be an inexpensive

form of marketing the content is critical to the success of the blog and its desired results.

Marketing _ Abbas _ Personal Paper (1)

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