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Strategic Design Management
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niharika.nid@gmail.com |
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Entry Level Strategy of an Indian Home Decor Magazine
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Guide Kuntal De;Vinai Kumar |
Sponsonr Rosebys Interiors
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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. |
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