WWW.DHONUK.COM – MARKETING ART IN AN EMERGING MARKET

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UMAKANGKAN

RASHINCHANDRU

The Dhonuk.com Story

Jan 11,2011, Shamit Bagchi was in a

contemplative mood.

He was working as an engineer for the past

8 years.

He decided to do his

post graduation from IIM Banglore

An idea struck him: combine

Consumer Behavior and Art

He resigns his job

He started an online art

firm www.dhonuk

.com

BACK BACK GROUNDGROUND

A HNI was defined as a person with net assets of at least US Dollar 1 million (roughly INR 50 million), excluding that persons primary residence and consumables. An

Ultra HNI was a person who had an investable income of US Dollar 30

million (roughly INR 1.5 billion).

HIGH NETWORTH INDIVIDUALS

Worldwide, art related products were estimated to comprise approximately 16% of all luxury goods.

SHARE OF LUXURY GOODS/PASSION INVESTMENT

THE INDIAN ART MARKET

GROWTH OF THE INDIAN ART MARKET

The art categorized as “Affordable” saw huge rise of sale in India.

It as in a range between INR20,000 to INR75,000.

This segment of buyers was probably expanding and benefiting the most.

India was not a big market for arts, but technological interventions like The Art

Project by Google broadened the interest of anyone who had dormant interest in the

visual fine arts.Online art auctions had also seen a rise in the

Indian art context.

MODES OF SELLING ART

WEBSITES SELLING ART

DHONUK – INDIAN ART LEAGUE

Dhonuk is an online platform for art lovers.

It provides an online space for creativity in the art.

It is a platform to connect artist and artsumer.

FEATURES ON THE WEBSITE• Enabled registered artists to showcase

their own profile and upload photos of their artwork.

• Leave comment• Discussion forum for consumer• Art lover and art connoisseurs could

interact with artists and other buyers.• Art can be Ordered through email or

telephone • Affiliated artist create art according to

customer feedback• Dhonuk provides

- Convenience buying- Includes added advantage.

FORMS OF ART AVAILABLE IN DHONUK

Ab

stra

ct

Art

Dig

ital A

rt

FINE ART

• It was created on aesthetic rather than decorative ground.

• Fine art buyers- Home decorator- Art collector- Wealthy HNIs

• Lifestyle - Very active socially - Indulged themselves in art in some

way- Travel in luxury car- Stay in luxury apartment

ABSTRACT ART

• It does not represent reality, it s based on actual reality.

• Abstract art buyers - One who understand the deeper

meaning behind the symbol of religion- Who had deep aesthetic sense- Who is not very open in discussing

their ideas, etc.• Lifestyle

- Contemplative person – enjoy walking in park, indulge in gardening.

- They were often reclusive and solitary beings

- They will read lot of books.- Read more religious books

FIGURATIVE ART• It is inspired by natural world.

Make use of tangible objects to convey message.

• Figurative art buyers- Understands exactly what the

artwork conveys.- They have strong analytical skills.

• Lifestyle- High level TV viewing.- Highly social.

DIGITAL ART Artworks created on a computer Digital art buyers

- Enjoys non-traditional and concept imaginary art.

- Consumers are interested in a contemporary society.

Lifestyle- Relies on social networking for

art.- Easily socializes with people.

NUMBER OF HIGH NET WORTH INDIVIDUALS

YEAR

200520062007200820092010

COMPETITORS OF DHONUK

POSITIONING OF DHONUK WITH RESPECT TO COMPETITORS

Deviant Art

Dhonuk

Artflute

Saffron Art

Traditional Art Galleries

HighLow

Deviant Art

Saffron Art

Artflute

Dhonuk

Traditional Art Galleries

experiential

accesibilityHighLow

LIFE STYLE ANALUSIS – QUESTIONNAIRESAMPLE QUESTIONS

• ACTIVITIES:

• I often go to theatres

• I read the newspaper everyday

• I follow news on the arts

• INTERESTS:

• I am interested in learning about society

• I like to collect art works

• I like to buy a variety of things

OPINIONS: We should be updated with different

aspects and issues in the society. I feel emotionally involved with art as

this makes me feel satisfied. I am a very spiritual person

CONSUMERS UNIQUENESS ANALYSIS – QUESTIONNAIRESAMPLE QUESTIONS

SELF-CONCEPT SCALES: I collect unusual products as a way of

telling people that I am different I actively seek to develop my personal

uniqueness by special products or brands Concern for being out of place doesn’t

prevent me from wearing what I want to wear

INVOLVEMENT ANALYSIS – QUESTIONNAIRESAMPLE QUESTIONS

INVOLVEMENT SCALES: I would be interested in reading

about how the artwork is made I would be interested in art journals

and magazines I speak to a lot of curators before

buying an art

ANALYSIS

• The analysis has been carried for from three dimensions of consumer behavior:– Lifestyle– Uniqueness– Involvement levels

• Buyers lifestyle, income and social status contribute much to a customer’s preference on art materials and their sense of uniqueness and involvement in the field.

• Data showing increase in the no. of HNI in India is a positive sign showing a great opportunity for Dhonuk

• Young buyers are more interested in digital arts. Indian population statistics shows the future census of Indian consumer sector would be of 70% youth. A bi-polar segmentation for both elite league (fine art) and youth (digital art) could help Dhonuk to wake up from the present stagnant situation

Dhonuk- white –orange, not that much impressive.

Most of the tab boxes are having a highlighted look (white, orange) lacking some standard inconvenience

• Lifestyle - Segment Classification:– Intellectual type– Nature lovers– Spiritual people– Entertainment lover– Art analysts etc.

• Involvement – Segment Classification– High, middle and low level

• Uniqueness – Segment Classification– Willingness to defend one’s beliefs and self

satisfaction– Desire not to always follow rules

Positioning

Artflute

Deviant

Dhonuk

Saffron Art

Traditional Galleries

Interactivity

Brand Personality

High

DhonukDeviant

Saffron Art

Artflute

Traditional Galleries

experiential

accesibility

High

STRENGTH OF COMPETITOR

PROPOSED MARKETING MIX

• Price: Artwork price range on Dhonuk is from INR 5000 to INR 100,000.

• Product: Products include digital and contemporary art. Contemporary 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 artist’s shows to establish their reputation will all be documented in greater detail.

• Place: 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.