The document outlines a marketing plan for Premio, a civic art gallery with limited resources. It discusses Premio's history and strengths/weaknesses. The goals are to promote Premio and attract more visitors through hosting exhibition events, displaying paintings in shops, and organizing an art contest. A budget of €8,000 is allocated with €5,500 for the exhibition event, €400 for shop displays, and €2,250 for the art contest. The plan expects to break even with 30 art contest registrants and aims to generate more interest in Premio through new initiatives.

1. Syed Aun Muhammad
Gianmarco Lorenzini
Marco Baratti
4 AM - ITE – A. Manzoni

2. Contents
S.W.O.T.
History
Goal,
segmentation
and target
Marketing
mix

3. Inauguration
1948
Re-proposed
1989
Established
2002
Histor
y
"Civic Gallery of
Modern and
Contemporary Art"
1975

4. • History
• Free
entrance
• Collaboration
with schools
• Lack of
rivalry
• Limited use of
resources
• Economic
dependency
• Website rarely
updated
• Location
• No events
• Educational
projects and
exhibition
events
• Loan of
paintings
• Art
competetion
• Lack of
interest
• Lack of
concern
toward
Premio

5. Analysi
s
DEMAND CONSUMERS

6. GOALS:
• Promote the Premio
• Attract a greater number of visitors
TARGET AND SEGMENTATION:

7. Disposable Budget: 8000 € (municipal funding)
Marketing strategies:
•Organization of exhibition and shows;
•Periodical display of paintings in shop windows
and other commercial activities;
•Organization of art contest;
EXHIBITION EVENT: 01/02 of June
Marketing mix
Obtain a
greater flow of
visitors

8. Cost
s
Tents and reception facilities 1000 €
Set up costs and multimedia devices 2500 €
Exhibition and organizational
materials
500 €
Advertising 500 €
Staff 1000 €
TOTAL 5500 €
EXHIBITION EVENT
EXHIBITIONS IN SHOPS AND
OTHER COMMERCIAL ACTIVITIES:
400 €
Transportation and
installation costs

9. Costs
Material costs 1000 €
Winning prize 250 €
Refreshment in collaboration
with food shops
500 €
Staff costs 500 €
TOTAL 2250 €
ART CONTEST ORGANIZATION
Registration fee 5€, maximum 50
people (max 250€) to be detracted
from total
A Contest organized for both children and
adults supported by competent staff, to attract
more visitors including a hands-on part.
150€ of expected loss according to the initial
budget of 8000€, “break-even point” fixed at
30 subscribers.
5500+400+2250= 8150 €

10. Final
Considerations
 We have found Premio’s data always available
 Figures are to be taken as indicative
 The project is also meant to be an advise
 We learnt by doing

11. THANKS FOR
YOUR
ATTENTION