Plan to market the famous Tanjore Paintings from India.

1. Group 6A
Aditya Singal
Archana Kadam
Pradeep Jain
Ramasubramanian Sailapathi
Saurabh Singh
Marketing ManagementGroup 6A | 6AJAIN CENTRE OF MANAGEMENT
Marketing Management | | Group SP | SP JAIN CENTER OF MANAGEMENT

2. Motivation Behind Our Choice
 Strong passion for art
 Drive to contribute to the preservation of niche art forms and skills – an art
inspired “greed” in wanting the next generations to have the chance of
witnessing such traditions
 Drive to contribute to the effort of popularizing the art and getting it much
higher visibility among and reception from different age categories
 Noble intention of reviving struggling art specialists
 To emphasize the need to highlight the maker’s name in his/her painting to
give him/her the due credit for all those “tough” hours that have gone in
 Most of the money that Thoorika makes will be redirected into funding its
initiatives further
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

3. Start-Up Plan
A National Level Art Competition
 Advertisements in national and regional newspapers
 Online advertisements
 Participation from professional Tanjore artists and arts college
students
 Auctioning of the best paintings identified from the competition
 A campaign in Tanjore through distribution of brochures
 A contractual marketing agreement for interested professional
and amateur artists
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

4. SWOT Analysis
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

5. Objectives
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

6. Objectives
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

7. Target Market
Demographics Psychographic
• Income • Interest
• Age • Lifestyle
Geographic Benefit
• India and its • Positive
tourist market externality on
• Global market society
• Intrinsic
satisfaction
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

8. Target Market
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

9. Marketing Mix
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

10. Marketing Mix - Promotion
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

11. Symbolic Positioning
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

12. Financials
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

13. Financials
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

14. The Way Forward
Once well established, we plan to expand our repertoire to
include the following too.
 Nirmal paintings which trace their origin to the town of Nirmal
in the district of Adilabad in Andhra Pradesh
 Mysore paintings which, as their name suggests, trace their
origin to the city of Mysore in Karnataka
 Kerala mural style paintings
 Miniature sculptures made by artisans in Mahabalipuram
 Classical Rajasthani style paintings
 Synergy in these cases as in the case of Tanjore paintings
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

15. Acknowledgements
 Thanks to -
 Department of Visual Communication of St. Thomas
College of Arts and Science, Chennai
 Image Courtesy -
 Google Images
 Music Courtesy –
 “Yehjoh des hai tera”, Swades – A.R. Rahman
 “Green Hands” Initiative, Isha Yoga Center,
Coimbatore
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT

16. THANK
YOU
Marketing Management | Group 6A | SP JAIN CENTER OF MANAGEMENT
Marketing Management | Group 6A | SP JAIN CENTRE OF MANAGEMENT