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Improvement proposals for El Prado On Line Store

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El  Prado On Line Store Proposal El Prado On Line Store Proposal Document Transcript

  • Fundamentals
of
Marketing
Management
 1
 
 09
 
 MDMK
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Fundamentals
of
Marketing
Management
 
 
 
 EL
PRADO
ON‐LINE
STORE
 01/09/09
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Elena
Ibáñez
Viñes

  • MDMK’09
Elena
Ibáñez
 
 Introduction
 E‐commerce
 has
 been
 for
 the
 past
 30
 years
 one
 of
 the
 main
 revolutions
 that
 the
 business
 world
 has
 faced.
 From
 bookstores
to
travelling
agencies,
we
could
say
that
all
industries
have
joined
this
new
way
of
trading
and
the
art
 one
is
not
a
different
one.
 
 We’ll
 try
 to
 explain
 in
 this
 document
 how
 an
 art
 institution
 like
 a
 museum
 is
 managing
 its
 online
 store
 from
 a
 marketing
point
of
view
and
will
propose
a
relaunch
plan
to
dynamize
its
performing.
 
 
 What
is
the
El
Prado
Online
Store?
 El
 Prado
 is
 the
 most
 important
 museum
 in
 Spain
 and
 one
 of
 the
 most
 important
 art
 galleries
 in
 the
 world.
 However,
 this
 museum
 is
 not
 an
 “encyclopaedic”
 museum
 as
 the
 Louvre
 or
 the
 National
 Gallery
 of
 London;
 El
 Prado
 has
 not
 such
 an
 extensive
collection
of
art
from
all
the
periods,
its
collection
is
more
intensive
that
extensive
built
up
by
few
Spanish
kings
 who
loved
the
art.1
 
 El
Prado
Online
Store
is
an
e‐commerce
site
that
sells
articles
that
can
be
found
in
El
Prado
Museum.
The
articles
from
the
 Prado
shop
are
exclusive
and
original
products,
which
reproduce
with
maximum
faithfulness
the
originals
of
the
institution’s
 most
important
works,
and
are
the
Museum’s
only
official
products
and
Publications2
so
they
cannot
be
found
anywhere
else.
 
 This
online
store
works
as
any
other
digital
shop:
their
products
can
be
found
in
its
site,
are
presented
like
in
a
catalogue
and
 can
be
added
to
a
basket
which,
through
a
secure
paying
platform,
is
sent
home.
 
 
 Market
and
competitor
analysis
 The
 market
 and
 competitor
 analysis
 is
 not
 an
 easy
 one
 due
 to
 the
 nature
 of
 this
 business,
 over
 which
 the
 digital
 era
 has
 changed
traditional
variables
like
timing
and
motivation.
Let’s
see
why:

 ‐ The
market:
 Traditionally,
people
has
always
bought
products
in
a
Museum
because
of
two
things:
 1. Timing:
they
are
already
there,
they
don’t
have
to
move
anywhere
else
to
buy
those
products.
 2. Motivation:
 people
 who
 has
 just
 seen
 a
 good
 exhibition
 feels
 specially
 sensible
 to
 take
 home
 something
that
reminds
him/her
of
that
good
experience.
 Now,
 we
 can
 have
 access
 to
 a
 new
 market
 because
 these
 conditions
 are
 not
 needed
 anymore.
 Now,
 we
 can
 reach
 people
that
living
far
away
from
Madrid
want
to
take
part
of
the
Museum
activity,
we
can
reach
people
who
want
to
 make
elegant
presents
with
no
need
of
going
to
the
Museum
or
another
prestigious
store,
we
can
reach
people
who
 want
to
take
advantage
of
the
reduced
fares
and
the
special
offers
or
those
who
couldn’t
buy
a
particular
product
 when
they
visited
an
exhibition
and
now
have
the
opportunity
to
get
it,
and
of
course
we
can
reach
companies
that
 are
willing
to
have
very
selective
and
distinguished
presents
for
their
important
clients.

 Additionally,
although
the
market
is
in
its
majority
digital
immigrants,
they
already
have
a
consolidated
experience
 on
e‐commerce
and
are
used
to
spend
part
of
their
day
in
the
Internet
and
make
purchases
through
the
net.
 
 So
in
conclusion
we
can
say
that
now,
our
market
is
much
bigger
and
digitally
wiser.
 
 
 
 2

  • ‐ The
competition:
 Again,
the
competition
is
not
that
easy
to
analyse
because
we
have
two
different
types:
 1. The
natural
competition:
these
are
the
online
shops
of
other
important
museums
in
Spain
and
the
 rest
 of
 the
 world
 (I
 will
 focus
 my
 exploration
 on
 the
 local
 ones
 no
 to
 complicate
 too
 much
 the
 analysis).
They
all
have
in
general
a
similar
approach
to
the
selling,
very
focused
on
their
own
artists
 and
exhibitions,
but
each
one
have
a
singular
strength.
 A.
www.museothyssen.org/thyssen/tienda
 ‐
Its
URL
is
depending
from
the
main
one
of
the
Museum,
it
does
not
have
an
independent
“existence”.
 ‐
Its
look
&
feel
and
usability
are
surprisingly
similar
to
the
Prado’s
one:
clean
and
easy.
 ‐
It
has
a
very
extensive
catalogue.
 ‐
Does
not
have
a
web
in
English.
 ‐
Its
main
strength
is
the
focus
on
the
present
concept:
the
web
has
a
special
section
offering
ideas
of
 presents,
divided
by
prices,
age,
sex
and
company
presents.
 B.
http://tienda.guggenheim‐bilbao.es/
 ‐
Its
URL
is
also
depending
from
the
main
one.
 ‐
Its
graphic
design
doesn’t
match
up
with
the
prestige
of
the
Museum.
 ‐
Its
main
strength
is
the
offer
of
customized
presents
for
companies.

 C.
www.lacentral.com/nosaltres?site=mncars
and
www.lacentral.com/nosaltres?site=macba
 ‐
These
great
museums
do
not
have
an
online
store
itself,
they
share
a
big
bookstore
platform
called
 La
Central
that
counts
with
a
huge
online
catalogue
but
just
focused
on
books.
 ‐
 Their
 main
 and
 original
 products
 are
 not
 sold
 online,
 so
 they
 cannot
 be
 considered
 as
 a
 strong
 competition.
 D.
It
is
interesting
to
mention
that
other
museums
as
the
MACBA,
Museo
Picasso
or
Miró
Foundation
 do
not
have
online
stores.
 2. The
 conceptual
 competition:
 these
 are
 the
 on
 (even
 the
 off)
 stores
 that
 sell
 really
 special
 articles.
 Obviously
 this
 conceptual
 one
 is
 competing
 only
 with
 the
 “present”
 motivation
 of
 the
 online
 store
 museum
 target
 because
 the
 “artistic”
 aspect
 does
 not
 exist.
 Here
 we
 can
 find
 lots
 of
 sites
 that
 have
 very
different
products.
 A.
www.vincon.com
and
similar.
 ‐
This
is
the
perfect
site
for
original
presents.
Vinçon
has
an
offline
store
in
Barcelona
and
another
one
 in
 Madrid
 and
 has
 positioned
 itself
 as
 the
 most
 different
 and
 special
 offer
 in
 home
 articles
 and
 complements.
 B.
www.becaratiendaonline.com/
and
similar.
 ‐
 This
 is
 a
 very
 selective
 decoration
 shop
 where
 there
 can
 be
 found
 really
 distinguished
 articles
 to
 make
a
present.
 C.
www.regalosoriginales.net/
and
similar.
 ‐
From
an
original
but
not
elegant
point
of
view,
we
can
find
lots
and
lots
of
sites
in
the
Internet
to
buy
 a
really
different
present.
 
 
 
 
 
 
 
 3

  • MDMK’09
Elena
Ibáñez
 
 
 Target,
positioning
and
the
main
differential
attributes

 1. The
El
Prado
store
should
target:

 ‐ Cultured
women
and
men
of
all
ages,
from
all
parts
of
the
world,
used
to
e‐commerce
but
not
necessarily
experts,
 who
value
the
brand
“Museo
del
Prado”
and
want
to
get
either
a
product
related
or
not
to
a
past
exhibition
visited
 by
her/him,
either
a
distinguished
present,
in
a
very
convenient
way.
 ‐ Companies
looking
for
distinguishing
their
selves
to
their
clients
through
valuable
and
different
presents.
 2. The
El
Prado
store’s
positioning
should
be:
 The
 most
 selected
 articles
 from
 the
 most
 selected
 museum
 of
 Spain,
 the
 Museo
 del
 Prado,
 at
 one
 click
 =
 EXCLUSIVINESS
+
BRAND
+
CONVENIENCE.
 3. Main
differential
attributes:
 ‐ In
 my
 opinion,
 Prado’s
 Store
 should
 mainly
 focus
 its
 differential
 attribute
 on
 its
 brand:
 MUSEO
 DEL
 PRADO
 because
it
is
unique
and
have
a
lot
of
distinguished
associations,
it
should
take
advantage
of
it.
 ‐ Secondly,
El
Prado
Store
is
the
only
shop
that
has
the
rights
to
illustrate
and
market
products
with
the
art
pieces
 that
the
Museum
keeps
inside
its
walls.
This
is
also
unique.
 ‐ I
would
give
much
more
importance
to
the
fact
that
just
by
buying
articles
from
this
shop
people
are
helping
to
 support
the
art
pieces
and
the
Museum.
This
is
a
transcendental
motivation
that
always
works
if
we
talk
about
 something
sensible
as
art.
 ‐ And
 last
 but
 not
 least,
 I
 would
 focus
 my
 competitive
 difference
 in
 the
 originality
 and
 exclusiveness
 of
 the
 products.
 
 
 Price
strategy
 I
would
base
the
price
strategy
in:
 ‐ A
 politic
 of
 price
 medium­high,
 because
 Museo
 del
 Prado
 is
 a
 prestigious
 brand
 and
 need
 to
 communicate
 the
 exclusiveness
of
their
articles
by
the
price.
 ‐ Decreasing
 by
 default
 5%
 the
 prices
 of
 all
 products
 vs
 the
 offline
 store,
 so
 people
 get
 an
 advantage
 of
 buying
 online.
This
could
activate
the
selling
in
this
channel
especially
on
those
customers
who
are
able
to
go,
went
or
are
 about
to
go
to
the
Museum.
 
 
 Distribution
strategy
 I
would
maintain
a
unique
site
for
selling
the
Museo
del
Prado’s
articles,
because
of
image
matters;
selling
these
exclusive
 products
in
another
site
could
harm
the
brand
image.
 
 Although
I
wouldn’t
have
these
articles
being
sold
in
another
sites,
I
would
have
presence
in
other
webs
but
I
will
explain
this
 in
more
detail
in
further
points.
 
 
 
 
 
 
 
 4

  • Unique
Selling
Proposition
 El
Prado
online
store
is
the
only
shop
where
you
can
get
­in
the
most
convenient
way­
the
most
selected
and
exclusive
articles
 which
reflect
the
art
of
the
most
prestigious
museum
of
Spain
and
one
of
the
most
important
of
the
world:
Museo
del
Prado.
 
 I
 want
 to
 highlight
 the
 most
 prestigious
 museum
 of
 Spain
 and
 one
 of
 the
 most
 important
 of
 the
 world
 because
 this
 is
 OUR
 BRAND,
the
main
thing
that
is
differentiating
us
from
the
competence
and
our
main
added
value.
 
 
 Communication
strategy

and
plan,
with
a
separate
section
on
digital
marketing
 Taking
into
account
that
we
have
different
targets,
I
would
implement
three
different
communication
strategies.
There
won’t
 be
a
digital
separate
section
on
digital
marketing
since
they
will
be
an
important
part
of
each
separate
strategy.
 A. Target
“Art
consumers”:
 a. The
objective
here
is
to
let
this
target
know
that
now,
they
can
buy
incredible
and
artistic
products
without
 going
to
the
Museum.
 b. So
the
strategy
will
be
focused
on
being
present
just
in
the
moment
where
these
people
are
consuming
art
 or
some
other
cultural
moment,
since
the
engagement
with
them
will
be
much
higher.
 c. Then
plan
will
be:
 i. Launch
in
the
Museum
with
a
big
Public
Relation
event,
so
all
media
can
communicate
the
new.
 ii. Launch
in
the
Museum
site:
it
has
a
daily
average
of
10,000
unique
entries.
 iii. Agreement
with
the
main
art
galleries
in
the
country,
to
be
present
off
and
online
in
their
spaces.
 iv. Online
contextual
campaign
to
be
present
on
the
sites
that
this
target
usually
visits.
 v. Constant
communication
on
the
offline
store.
 vi. Special
actions
on
the
art
communities
around
the
web,
including
Facebook
Group.
 B. Target
“Special
present
searchers”:
 a. The
objective
here
is
to
let
this
target
know
that
now,
they
can
find
exclusive
and
originals
presents
from
 the
Museo
del
Prado
and
on
top
of
that,
without
going
to
the
Museum.
 b. So
 the
 strategy
 will
 be
 focused
 on
 being
 present
 just
 in
 the
 moment
 where
 these
 people
 are
 looking
 for
 these
original
presents.
 c. Then
plan
will
be:
 i. Launch
in
the
Museum
with
a
big
Public
Relation
event,
so
all
media
can
communicate
the
new.
 ii. SEM
 campaigns
 to
 be
 present
 each
 time
 people
 look
 for
 a
 special
 and
 exclusive
 gift,
 because
 people
 do
 not
 associate
 the
 Museo
 del
 Prado
 with
 a
 store
 that
 sell
 things
 so
 it
 is
 needed
 a
 separate
offer.
It
is
important
also
to
work
on
a
seasonal
reinforce
(Christmas,
Mother’s
Day…).
 C. Target
“Companies”:
 a. The
objective
here
is
to
let
this
target
know
that
now,
they
can
get
unique
presents
for
their
clients
with
a
 high
brand
image.


 b. So
the
strategy
will
be
focused
on
a
B2B
action.
 c. Then
plan
will
be:
 i. Add
to
the
online
shop
a
special
flap
for
the
companies,
offering
a
special
offer
to
them.
 ii. Contact
with
all
the
advertising
agencies
so
they
can
offer
these
products
and
prescribe
them.
 
 
 
 
 
 5

  • MDMK’09
Elena
Ibáñez
 
 Main
media
plan

 ‐ Public
relations:
 o A
 special
 event
 at
 the
 beginning
 of
 the
 campaign
 and
 an
 ongoing
 action
 with
 the
 on
 and
 off
 media
 to
 be
 present
all
the
time.
 o Agreements
with
art
galleries
 ‐ Internet:
 o SEM
campaign
(based
on
search
data)
seasonally
planned.
 o Contextual
campaign
(based
on
behavioural
data)
hour‐time
planned.
 ‐ PLV:
 o In
the
offline
store
 o In
the
art
galleries
 ‐ B2B:
 o Contact
with
advertising
agencies
 o New
flap
on
the
site.
 
 
 Main
recommendations
for
success
with
its
specific
actions

 I
would
like
to
highlight
the
main
things
I
would
recommend
to
change,
each
one
with
its
particular
proposal:
 1. The
Museo
del
Prado
is
ART,
pure
and
quality
ART
and
I
miss
the
importance
of
this
as
a
benefit
itself
on
the
website
 and
on
the
approach
to
the
people:
I
propose
to
position
this
product
much
more
on
the
PASSION
side,
letting
 feel
the
people
that
buying
one
of
these
articles
is
like
taking
home
a
little
piece
of
the
Museum.
 2. There
always
will
be
an
issue
with
the
security
aspect
of
the
online
purchases,
more
on
this
target
that
are
mainly
 digital
immigrants.
I
propose
to
highlight
on
the
website
the
100%
security
regarding
the
payment
platform.
 And
I
propose
also
to
create
a
Customer
Service
really
present,
not
only
in
the
main
page
but
in
all
the
sales
 pages.
 3. Classic
art
consumers
are
really
timeless,
so
I
would
make
much
wider
the
offered
catalogue,
including
articles
 from
past
exhibitions,
retroactively.
 4. For
the
company
offer,
it
is
very
important
to
include
a
customization
possibility
of
the
presents.
 5. From
a
business
point
of
view
I
think
it
would
be
extremely
interesting
to
include
a
book
offer,
since
the
costs
 wouldn’t
be
much
higher
(El
Prado
already
has
to
stock
them
for
the
offline
shop)
and
it
would
enrich
the
store
offer
 a
lot,
since
it
is
a
basic
art
product
and
a
high
demanded
elegant
present,
and
coming
from
the
Museo
del
Prado
even
 more.
 
 
 Conclusions
 
 In
my
opinion,
the
e‐commerce
site
of
Museo
del
Prado
has
a
great
potential
because
it
has
something
unique
that
 no
other
commerce,
on
or
off
has,
that
our
target
values:
the
Museo
del
Prado
brand
and
the
Museo
del
Prado
products.
In
 this
sense
I
firmly
ask
for
a
relaunch
of
the
site
since
I
am
more
than
convinced
that
a
new
approach
of
this
site
to
its
target
 would
highly
increase
the
sales.
 
 
 1
Wikipedia
 2
Museo
del
Prado
 
 6