Group 6A presents a marketing plan for Thoorika, an art initiative focused on preserving and popularizing Tanjore paintings. Their motivations include a passion for art and a desire to contribute to the preservation of niche art forms. Their start-up plan involves a national art competition to source paintings and promote the art form. Their target market is individuals in India and globally interested in art and culture who seek intrinsic satisfaction and a positive social impact. Their marketing mix will utilize promotions through newspapers, online advertisements, and art exhibitions to build awareness and position Thoorika as symbolic of art preservation.

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
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4. SWOT Analysis
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5. Objectives
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6. Objectives
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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
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9. Marketing Mix
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10. Marketing Mix - Promotion
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11. Symbolic Positioning
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12. Financials
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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