Selling Sketches – The Case of Artistically Yours (A) – Case Solution

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Selling Sketches - The Case of Artistically Yours (A) Case Answers

Introduction – Selling Sketches – The Case of Artistically Yours (A) Case Study

Ramesh, a first-year student at a prestigious management institution in Western India, founded Artistically Yours. He was particularly interested in employing various techniques, as well as marketing and consumer research, in solving challenges.

On a visit to Marina Beach in Chennai, India’s southernmost city, he was astounded to discover artists depicting authentic and vibrant expressions in their drawings.

The drawing’s outcome was so flawless that it was difficult to discover any flaws, and it was nicely shaped. However, Ramesh was taken aback when he learned of the price, which was only INR 400, a pittance in comparison to the artist’s work.

Ramesh’s method began with him contacting a few artists via social media in the hopes that they would be interested in participating in his project. However, there was a wide range of responses to the same. Some were skeptical, while others did not want their skill to be sold for profit.

Fortunately, he stumbled and found an artist who was eager to give it a shot. He sketched some sketches of Ramesh’s buddies as samples and received raving remarks. As a result, we decided to go on to the next step for Artistically Yours, that is, to conduct market research.

The first step was to determine the Research Problem, and he enlisted the support of his friend Vijay. Vijay suggested that the research be divided into two phases: exploratory research and confirmatory research, both of which were simple and analytical.

Exploratory research was conducted using spadework, which includes benchmarking similar businesses (printvenue.com & draforyou.com). This exercise showed them that their genuine target market was significantly different and had much more to offer.

Other market competitions were mostly focused on individualized objects rather than just sketches. This allowed them to assemble the criteria they needed to consider when segmenting a market for their businesses, such as gender, job title, and educational attainment.

Problem Statement

After enlisting the help of Vijay, Ramesh realized that before discussing the approach that would be most suitable, it was necessary to focus on the utility of the research effort.

He wanted to know if committing to the resources necessary to launch Artistically Yours on a large scale in the online format would prove to be successful.

If they decide to launch the business, they want to know who the target market is. They also seek answers to the following questions:

1. Will the business be able to get traction?
2. Will the market accept their product?
3. Will the market see the product as Ramesh sees it (as an art)?