Presentation tate modernfinal
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The document proposes a plan to create and market smartphone cases featuring artwork from the Tate Modern museum. Key points: - The product aims to increase visitor numbers and raise the profile of the Tate Modern museum. - The cases will feature Roy Lichtenstein's famous pop art work "Whaam!" and be available for major smartphone platforms. - They will retail for £7.99 based on manufacturing costs of £5-6 per unit, ensuring a profit. - The plan is to sell the cases in phone retail stores, tourist shops, supermarkets, and Apple stores to target both local buyers and tourists.
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Presentation tate modernfinal
- 1. The Tate Modern Project Frankie Kenward Irfaan Saheb Leila
- 2. Objectives Increase visitor numbers to the Tate Modern Museum. Raise the profile of the museum
- 3. The Tate Modern Museum 4.7 million visitors per year t t Scot Gilber Future Tate Modern Sir Giles
- 4. Artist and Work Roy Lichtenstein 27th October 1923- 29th September 1997 Prominent American pop artist Influenced from comic books “Whaam!” (1963) Adapted from a comic book panel from DC Comics. We chose this because after the results of our questionnaire it proved most favourite. Also it’s a well known picture.
- 5. Product and Price “Over a quarter of adults in the UK and nearly half of teenagers now own a smartphone. “ “37% of adults and 60% of teenagers are ‘highly addicted’”
- 6. Our Product There is a selection for iPhones, BlackBerrys and Androids, and one for the iPad as well. This is the maximise sale and make the product widely available for all smartphones/products. We intend to retail this at a price of £7.99 based on the sales of other smartphone cases. We got in touch with Dongguan Hongcai Screen Printing Co (a company based in china) to manufacture a skin like this with the colour costs approximately £5-£6 to make, so whether sold in bulk or not, a profit will be made.
- 7. Promotion Tate Modern “shouts” on front of packaging Embossing of “Tate Modern” on case
- 8. Place We hope to sell our product in phone retail stores. This makes it available when purchasing smart phones. We also had the idea of tourist shops to sell the product. During the Olympics a huge number of tourists will be around to boost sales. Supermarkets can stock out items also. Apple store will be available to sell as well as it is for iPhones and iPad’s too
- 9. Thank you Please feel free to ask any questions
- 10. Sources Targets (watermarked) – Slide 2 Dongguan Hongcai Screen Printing Co. http://www.scabenga.co.uk/2011/03/smashing-targets-scabenga-style.htmlhttp://hongcai.en.alibaba.com/contactinfo.html?mseq=200206190 “ It is the most-visited modern art gallery in the world, with around http://www.hongcai.com.cn/ 4.7 million visitors per year.” - Slide 3 Carphone Warehouse Store Sign – Slide 8 "The startling success of Tate Modern". The Times. 24 April 2010 http://www.mobilephone-expert.co.uk/mobile-phone-news/mobile-ne Industrial Britain Image – Slide 3 Fonesplus Store Sign – Slide 8 http://apworldhistorywiki.wikispaces.com http://www.wilnecote-guides.co.uk/celebration.html Sir Giles Gilbert Scott – Slide 3 Phones 4 u Store Sign – Slide 8 http://www.nickelinthemachine.com/2009/05/the-cathedral-of-electrons-in-battersea/ http://www.mobiletoday.co.uk/News/11138/BC_Partners_to_buy_Ph Future Tate Modern – Slide 3 T-Mobile Store Sign – Slide 8 http://www.archicentral.com/the-tate-modern-london-uk-herzog-de-meuron-7293/ http://www.cellphonespedia.com/t-mobile/what-do-you-need-to-kno Roy Lichtenstein – Slide 4 O2 Store Sign – Slide 8 http://en.wikipedia.org/wiki/File:Roy_Lichtenstein.jpg http://upload.wikimedia.org/wikipedia/en/e/e5/O2_Store.jpeg Whaam! (1963) – Slide 4 Orange Store Sign – Slide 8 http://en.wikipedia.org/wiki/File:Roy_Lichtenstein_Whaam.jpg http://www.thisismoney.co.uk/money/markets/article- “Over a quarter of adults in the UK and nearly half of teenagers now 1680103/Orange-and-T-Mobile-set-for-UK-tie-up.html own a smartphone.” – Slide 5 “Souvenirs Of London” Store Sign – Slide 8 “37% of adults and 60% of teenagers are ‘highly addicted’” http://www.superstock.co.uk/stock-photos-images/1848-228449 http://media.ofcom.org.uk/2011/08/04/a-nation-addicted-to-smartphones/ Tourist Shop (Soho) – Slide 8 London Gartner Smartphone OS Sales to end users information and table http://www.fotolibra.com/gallery/512359/london-tourist-shop/ created using the information: - Slide 5 http://www.guardian.co.uk/technology/appsblog/2011/aug/01/smartphone-stats-2011
Editor's Notes
- Introduction: Hi my name is Iffi, Frankie, Leila, We are a team of marketing consultants hired by the Tate Museum to increase the visitor numbers in the museum and to raise the profile of the museum. We have selected a piece of classic artwork from the Tate and infused it into the modern day 21 st century and we are more than positive that this will hit those objectives. I will now pass you onto Leila who will talk to you about our initial research and findings.
- About the Tate: Our first objective was to find a piece of artwork which we would be able to work with to produce a piece of merchandise which would help raise the profile of the museum. To be able to do that we needed to get a better understanding of the museum, the artwork on display and understand the customers who visited the Tate. The Tate modern itself according to The Times, is the most visited art gallery in the world with around 4.7 million visitors per year. The Tate is a classic example of England's finest industrial sector, from being the Bankside Power Station built by architect Sir Giles Gilbert Scott who also designed the Battersea Power Station, to the Tate modern gallery and being able to show off its industrial form. This merges wonderfully with the future, the Tate is to undergo further extension next year to incorporate a sloping façade in brick as well as with a glass stepped pyramid. This is where our idea of our product came to merge the past and the future. Moving on, in front of you are a few copies of questionnaires which we handed out at the museum for our research. We gave out 30 questionnaires in total, because we already had an idea of our product to merchandise, we wanted to reinforce this idea with out findings and incorporated some questions into our questionnaire for our customer profile we found… It was difficult to pinpoint a favourite piece of artwork because people liked different things, so we picked our favourite 5 and presented that within the questionnaire.
- Artist and Work: About the artist: Roy Lichtenstein was born on October 27, 1923 and died on 29 th September 1997, was a prominent American pop artist. His work was influenced from advertising and comic book styles, he himself describes pop art as “not American” painting but actually industrial painting, which links in well with the Tate's history. About the work: Roy Lichtensteins most popular works was Whaam painted in 1963 which currently rests at the Tate Modern is adapted from a comic book panel from DC Comics All American Men of War. The painting illustrates a fighter aircraft firing a rocket into an enemy plane with the use of onomatopoeic lettering “Whaam!” and the comic book style caption box saying "I pressed the fire control... and ahead of me rockets blazed through the sky...” Why we chose it? We chose this piece of art not only because our research showed that this was the most favoured artwork from our customers in the Tate, but also because Whaam! Has been exposed to the target range of our product, and anyone exposed to this picture knows it, whether they know it well or not somewhere someone has seen this picture.
- Product and Price: Now onto the bit you’ve all been waiting for….the product…but first By a show of hands, how many of you own a smartphone or tablet, be that an iPhone, iPad, blackberry or HTC? Before I unveil our product let me tell you a bit more about our reasoning to the product and why? -A report from Ofcom called ‘A nation addicted to smartphones’ in August of this year stated that over a quarter of adults in the UK and nearly half of teenagers now own a smartphone. -37% of adults and 60% of teenagers are “highly addicted” to them. According to the Gartner's Smartphone OS sales to end users figures: -Android OS phones such as the HTC in the 2 nd quarter of this year sold 180 million units, this is predicted to have a market share rise of 49.2% in 2012 and an estimated 310.1 million units to be sold. -Blackberry are to go up from a 62.6 million sale to a 79.3 million sale in 2012 -Apple from 90.6 million to 118.9 million -and Windows from 26.3 to 68.2 million. These are set to further increase and hit overwhelming totals in 2015, especially with over 7 billion people on the planet. So why am I giving you all this information on phone sales? By a show of hands again how many of you have a case/skin for your smart product?
- Carry on from Slide 5: We have decided to create phone cases for smartphones as our product to promote the tate modern museum and its artwork. We have decided to create a range of products (cases) as to maximise sales and market the art fully. There is a case for iPhone series, BlackBerry and Android smartphones. Also one for a iPad. Personalisation- everyone wants to express themselves through their properties, their clothes, their styles and their smart product cases, and what better way of doing this for all you Tate and art loving fans than a Tate Modern/Whaam case for your smart product. We intend to retail this at £7.99 based on the competition of other cases on the market, but what other cases don’t do which is express the Tate and its classic art this will make up for. Furthermore we got in touch with Dongguan Hongcai Screen Printing Co. (who are a real company based in China) who also sad to manufacture a skin like this with the colour would take approximately £5-£6 which weather sold in bulk or not makes a profit.
- Promotion and Place: As for promotion and place, Promoting the museum on the case will be done by having an engraving and embossed text on the case saying “Tate Modern” The packaging is intended to shout Tate modern by having the museum plastered all over the face of the packaging.
- Continue from Slide 7: Our first and main selling point would be places such as phone shops such as the Carphone Warehouse, phones 4 u and other reputable phone network stores such as T-Mobile, 02, Orange etc. We also had the idea of tourist stalls/stands because of the research we found in our questionnaire, more than half of the people we asked were foreign, and due to the Olympics an overwhelming arrival of tourists for the Olympics will help boost sales at tourist stalls around London, The London Evening Standard released an article in 2009 that more than 26 million people visited London from abroad in 2008 and that spending by tourists hit a record of £10.5 billion. More than enough cases to go around.
- Conclusion: