Young Designers 2010

 
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Niharika Sethi
Strategic Design Management | PGDPD
niharika.nid@gmail.com
 
Entry Level Strategy of an Indian Home Decor Magazine
 
Guide Kuntal De;Vinai Kumar
Sponsonr Rosebys Interiors
Keywords
> Sustainable business model
> 360 degree solution
> Publishing industry
> Leverage points
Enhance Interiors is a bimonthly home décor magazine published by Vansraj Publications at New Delhi and is owned by Nikhil Sen, director of Rosebys London, (home décor retail chain) India. Enhance Interiors was launched in 2009 with the vision of uplifting the home décor sector in India. The objectives were to develop a sustainable business model for the magazine, develop design and content based on the demographics and the psychographics of potential readers, develop marketing and communication strategies, and prepare guidelines for the execution of the strategy. My diploma project aimed to provide a 360 degree solution to create demand for the magazine and the way it can invigorate the home décor segment of India. This project included research on current market situations, followed by a detailed understanding of the publishing industry in India and across the world, and an in depth look into the processes and revenue generation models. Through research, a systems chart was prepared to identify leverage points and these leverage points were taken as the keys to develop innovative business models and for identifying opportunities for strategic design interventions. The next phase involved the creation of communication material that would detail the target group's tastes and preferences with respect to organisational functions and help bring the brand to life. In the process, I developed an overall understanding of strategic design interventions and management for a subject-specific magazine.
Interdisciplinary Design
DRE | 12
SDM | 13
Strategic Design Management
Abhishek Dwivedi
Ananya Chatterjee
Gauri Kathju
Gavin Remedios
Jyoti Rajput
Kanika Malhotra
Manish Kori
Niharika Sethi
Prasurjya Phukan
Priyadarshinee Mohapatra
Shikha Balakrishnan
Shuchi Gangwal
Xavier Dayanandh
Communication Design
AFD | 24
ED | 05
FVC | 16
GD | 18
I.T. Integrated Design
DDE | 09
IDD | 01
IID | 11
NMD | 10
SUID | 01
Industrial Design
CGD | 09
FID | 17
PD | 15
TGD | 08
TrAD | 08
Textile Design
ADM | 14
LAD | 09
TD | 13
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