A PPT on the marketing plan of an proposed mobile app that will provide a platform where customers can buy paintings to decorate their living room at affordable prices from amateur and part-time painters.

1. The Marketing Plan of
because every house in beautiful.

4. Introducing
An app that lets you
decorate your living room
with paintings that suit your
wallet well, where you can
meet amateur painters
(students, housewives,
specially abled people, etc.)
because every house in beautiful.

5. According to a survey conducted
by www.oregonlive.com,
• 67 percent have never
purchased art.
• 48 percent cite cost as the main
reason for not buying art.
• 20 percent found buying art from a
gallery to be more intimidating than
shopping for real estate or a car.
#1.

6. #1.
Many artists cannot make it to art galleries
or have no big contacts with art curators.
58% in a survey
could not make
enough for a living
and in another
‘Painter’ was among
the top 10 worst
jobs!

7. So we thought of creating Monalisa, an app that will
provide a platform where buyers can find paintings
starting from probably as low as Rs.5,000 (or
maybe even lower.)
Company Goal : To provide artwork products
to a largely ignored middle
income potential market.
Course of Action: To provide a platform
where price sensitive buyers
can meet amateur painters.
#1.

8. #2.
#2. Situation
Analysis
2.1
Company
Overview
2.2
Market
Overview
2.3
Target
Customers

9. #2.
2.1
• Monalisa is going to be the first of its
kind marketplace where customers can
buy paintings at affordable prices.
2.2
• Monalisa is going to enter an unexplored
market. Surveys show there is a void in
the region and Monalisa aims to fill the
void.
2.3
• The company targets middle income
group customers. Families that have their
own house will be the target customers.

10. #3.
The company’s goal is to
enter the market and
establish itself as a strong
player in the low cost
paintings trade industry. It
aims to be present all
across the country at the
end of 5 years and getting
to work with 70+% part time
and amateur artists by that
period.

11. #4.
Strategy
Target
Customers
Customers
Collaborators
Company
Competitors
Context
Value
Proposition
Customer Value
Collaborator
value
Company Value
4.1
4.2

12. #4.
4.1 Target
Customers
Customers
Collaborators
Company
Competitors
Context
Families who want to decorate their
houses with art but cannot afford
traditional paintings will be appealed
to.
App developers will keep the app
updated according to changing needs
and logistics partner will be
responsible for good delivery service.
The key stakeholders in the company
will be amateur artists, logistics partner,
app developers, and company
personnel.
Key competitors will be established art
galleries, art curators and small scale
art exhibitors.
A state-of-art app for a good buying
experience, a wide range of paintings
based on different painting styles and
price will have to be provided.

13. #4.
4.2 Value
Proposition
Customer
Value
Collaborator
Value
Company
Value
The positioning will rely on
affordable quality art being
delivered to you at your
doorstep. Quality and quick
service and a rich buying
experience will be maintained.
App developers will become
full time employees in the
company and will be given a
chance to become partners with
appropriate stock schemes.
Logistics partner will have an
opportunity to enter a new
market.
A running business will benefit
artists and part time painters
sell their work, the logistics
partner grow into new markets
while boosting revenue and
company employees with stable
and challenging jobs.

14. #5.
5.1 Product:
The paintings that Monalisa will deliver will be
affordable. Made by talented artists they will
successfully satiate the job of decorating the living
room.
5.2 Service:
The paintings that will be bought will be delivered to
the doorstep on a particular date and time that has
been confirmed with the customer. If the customer is
interested he will keep the painting or else he will
send it back.

15. #5.
5.3 Brand:
The brand will be named ‘Monalisa’ with the slogan
‘because every house is beautiful!’
The logo has been decided as shown below:
5.4 Price:
The price for the painting will be set by the artist and
not by us.The company will charge a nominal fee of
2.5% of the transaction on every transaction that will
be paid by the artist.
because every house in beautiful.

16. 5.5 Incentives:
• In the beginning discount coupons/app credits when
they refer the app to a friend with an upper limit of Rs.
1000 that can be accumulated will be offered.
• Consumer ratings and Seller ratings with appropriate
rewards (e.g. Gift cards, coupons, a higher margin to
the seller artist, etc.) to the highly rated customers and
sellers will be offered.
• Employees will be given opportunity to study and fees
for the same will be paid. Health Insurance for all
employees and bonus, trip with family, etc. along with
accolades will be given for excellent work both
individually and as a team.
#5.

17. 5.6 Communication:
Advertising for the app will be done through leaflets
near art galleries, art exhibitions, etc. with the help of
real estate agents and brokers and through the ‘Refer
& Earn’ scheme. Part-time and amateur artists will be
informed via emails and leaflets in college and
school campuses. As the company grows the face of
a famous artist will be linked with the company.
5.7 Distribution:
The logistics partner will take care of the delivery
and returns of the product.The payments will go only
through the company to the artists and will be kept as
fast as possible. Incentives to the customers will be
provided directly through the app and those to the
employees or artists directly in person.
#5.

18. #6.
Implementation
Infrastructure
ScheduleProcesses

19. #6.
6.1 Infrastructure:
The main infrastructure that will be needed is a killer
app. Once it starts working the delivery of the
product to the customer and the delivery of cash (in
case of COD) to the company will be taken care by
the logistics partner.
6.2 Processes:
The company will begin with strong marketing of the
app.Then the service will be monitored through
feedbacks given by the customers on the app and
after a proper time interval surveys will be
conducted to check the popularity and market share
of the app.

20. #6.
6.3 Schedule:
• Once the app has been developed there will be a 6
month pre-launch period when the company will
solely focus on adding as many artists to the
company as possible. A minimum on 1000 artists will
have to be enrolled before the launch.
• After the launch the company will be concentrating
its efforts in the number of downloads of the app.
Once the outreach is satisfactory 10k+ downloads
the company will shift its focus slowly to updating the
app and good customer service while balancing
growth and outreach of the app.

21. www.google.co.in
www.oregonlive.com
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www.fm-base.co.uk
www.jeffbullas.com
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