This document provides an agenda for a presentation on the international marketing of miniature paintings. It is divided into several sections assigned to group members, covering the introduction and history, promotions, market entry modes, segmentation/targeting/positioning (STP) analysis, trade and marketing, pricing and distribution, and the future scope in international markets. The introduction discusses what miniature paintings are and their origins. The document also provides details on India's exports of these paintings.

1. “International Marketing of
Miniature Paintings”
GROUP - 4
Submitted by:-
• Alok Kumar Ranjan (06)
• Megha Khatri (26)
• Puneet Arora (34)
• Puneet Chawla (35)
• Swetangshu Acharya (54)
• Vishnu Nair (59)
Under the guidance of:-
Dr. R.M. Joshi

2. AGENDA
• Introduction & History – Puneet Chawla
• Promotions & Market Entry Modes – Puneet Arora
• STP Analysis – Megha Khatri
• Trade & Marketing – Alok Kumar Ranjan
• Pricing & Distribution – Vishnu Nair
• Future Scope & Enhancements in international markets –
Swetangshu Acharya

3. INTRODUCTION & HISTORY
• Miniature word is gotten from Latin
word "minium" which means red oxide
(lead oxide)
• “Scaled down”
• Size artworks equivalent to the span of
grain of rice or mustard seed
• Favored over wall paintings
• On various materials for composition
like palm leaves, paper, fabric
• Specialty of pictorial portrayal
• versatile, light, and simple to convey
what's more

4. INTRODUCTION & HISTORY

5. PROMOTIONS

6. MARKET ENTRY
Fine art as a product is sold in the international market through
exports. However, strategic alliance between fine art
companies or bodies also play a crucial role.

7. STP ANALYSIS
• Segmentation: answers the inquiry:
• Who are we going to pitch to?
• Is it worth to have practical experience in a fine articular market segment?
• Who are our potential clients?
• To what do they respond? How are we going to speak with them?
1. By Geographical method 2. By Typological (way of use) method
Targeting: speaks to the focal point of the chose segment.
Positioning: value offered to the users in a division by:
• Topographical – breakdown of regions
• Statistic – demographics (age, sex, wage , training, occupation)
• Psychographic – way of life, perceptions
• Conduct
• Interest
• Participation

8. STP ANALYSIS
• End goal accomplishments of STP need answers for 7 distinct questions:
1. Who are the main (potential) customers?
2. What are they looking for in the market?
3. Why, for what purpose?
4. Who, what all does fine anticipate in this process?
5. How are operations and transactions carried out in the fine art market?
6. On what occasion do they buy; what are the incentives to buy?
7. Where is the purchasing going on?
Criteria to choose and auctioning house:
1. Objective factors – size, location, branch/accessibility, resources
2. Subjective factors – Interests & preferences of the customer, personal
relationships

9. TRADE (HSN 970110) & MARKETING

10. TRADE (HSN 970110) & MARKETING
• India is ranked 20th in world
• Only 0.2% of total exports of this product.
• 2017: Total export value = $40,779 thousand
• Positive trade balance of $5,106 thousand
• Total units exported = 9,487
• Average price per unit = $4,298/unit
• Decline in exports by 5% (value) & 31% (units)

11. PRICING & DISTRIBUTION
• Price determination includes:
1. Cash Price – amount of cost (clothing, input)
2. Price of time - the price of transport, the time that is required for inspection of fine,
purchase publications, or the price for the provision of expert advice on choosing the fine
artworks
3. Energy price- a cost of incurred own fuel to transport, but also their own energy spent on
physical level in focusing on a tour of the whole collection, which can also be composed of
hundreds of items, or mental energy, it means, preparation of the exhibition and auction,
which consists of studying the sale or provenance of the fine art work.
4. Price of psyche - it is a broad-spectrum problem. The customer has to decide to purchase
or refuse; considering author of the fine art work, its formal presentation, choice of auction
company, but also patience and thoughtfulness, if at the same time, more fine artisans of
fine art work exhibition come.

12. PRICING & DISTRIBUTION
4Ps of Price level:-
1. Prestigious : Pablo Picasso, Van
Gough
2. First Class: based on a strong
brand and a continuing
demand
3. Acceptable: standard level - no
significant advantage like
historical themes by local
artisans
4. Below Average: –damaged
pieces, second hand work
Distribution channels: speaks of an
association between the proprietor of
artistic work and the market
• Distribution network involves
cooperating regional and local
galleries, dealers and museums with:-
1. Transport of demand – seller/buyer
come to an auction company
2. Transport of service – Provider arrives
at the buyer’s premise (VIP buyer)
3. On-line auctions – global auctions
held virtually

13. FUTURE SCOPE IN INT. MARKETS
• Market bifurcation
1. Essential market - the creator impacts the cost and furthermore development of the
work
2. Optional market – the creator can’t impact.
Each product that goes ahead in the essential market, needs adjustment in choices and
offer later MISSION: “Art as a tool of capital and
development”
ESTEEM
CREATOR MIDDLE MEN BIDDER
VENTURE EMBELIISHMENT

14. FUTURE SCOPE IN INT. MARKETS
• To direct the statistical surveying
• To direct for all time the exploration in
patterns
• To examine the rivalry of sale organizations
as well as the contemporary outside rivalry
working in the worldwide market
• To complete a SWOT investigation frequently
• To give careful consideration to the
exploration of individual fragments
• Utilization of the particular advertising blend
• To consider the determinations and contrasts
of the impacts on 4Ps
• To add in the 5th P : “Passion”
• To think about the determinations of the
client profile
• Execute extensive research

15. Thank you!