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How can HARLEQUIN Increase Market Share In India? MARKET IN INDIA

How

HARLEQUIN

According to the guardian India is set to be the biggest market for English language books in the next decade, driving the demand is the country’s economic boom and the tastes of the new Indian middle class. The eBook market in India is at the cusp of a major revolution. By 2030, India will be amongst the youngest nations in the world, with nearly 140 million people in the college-going age group, as per a report by E&Y.

Can Become The Leading Seller Of Romance In India

India has become the second biggest smartphone market in terms of active unique smartphone users, crossing 220 million and surpassing the US market, according to a report by Counterpoint Research. Going by global analytics, these numbers will lead to interesting synergies for eBook publishers in India. 6 out the 10 best sellers of the last year are romance novels targeting women, There by making it clear that there is a huge market for romance fiction in india. Publisher Penguin Random House says that ebooks constitute about 1% of their total book sales currently. With easy access to free to download pdfs engaging the tech savy new age indian reader across platforms would be key.


How can HARLEQUIN Increase Market Share In India? Market in India According to the guardian India is set to be the biggest market for English language books in the next decade, driving the demand is the country’s economic boom and the tastes of the new Indian middle class. The eBook market in India is at the cusp of a major revolution. By 2030, India will be amongst the youngest nations in the world, with nearly 140 million people in the college-going age group, as per a report by E&Y. India has become the second biggest smartphone market in terms of active unique smartphone users, crossing 220 million and surpassing the US market, according to a report by Counterpoint Research. Going by global analytics, these numbers will lead to interesting synergies for eBook publishers in India. 6 out the 10 best sellers of the last year are romance novels targeting women, There by making it clear that there is a huge market for romance fiction in india. Publisher Penguin Random House says that ebooks constitute about 1% of their total book sales currently. With easy access to free to download pdfs engaging the tech savy new age indian reader across platforms would be key.

BEST SELLERS 2016 1. One Indian Girl by Chetan Bhagat 2. Everyone Has a Story by Savi Sharma 3. Our Impossible Love by Durjoy Dutta 4. She Swiped Right into My Heart by Sudeep Nagarkar 5. This Love that Feels Right by Ravinder Singh


What Makes Chetan Bhagat a Best Seller?

What Makes Ravinder singh a Best Seller?

His books are short and simple.

Plots revolve around love on social networks, relationship troubles

Characters and plots are relatable to the Indian audience Affordable pricing of books His books are all about entertainment

emotional melodrama Offers a reality check on new age romance, ana often a brutal one,

His simple language has struck a chord among the first-time English book readers. Protagonists are twenty years and above.

What Makes Durjoy Dutta a Best Seller? His books are repetitive & have sexual content books have teenagers as protagonists Plots revolve around modern lifestyle of teenagers, college life, love stories, breakups, and friendships. Real and relatable characters.

“I don’t see other writers as my competition at all. I want a share of people’s minds. I have to wean them off YouTube, movies and apps. I have to make them interested in books.” - Chetan Baghat


What Is Young Indias Perception Of Romance?

Social Values

Humans have a natural inclination to form bonds with one another through social interactions, be it through verbal communication or nonverbal gestures but romance in India is not just about two people. It also involves family and society. Romance here has two different values : Social and personal. Indians associate love or romance directly to marriage in which religion and horoscope play a major role. So does having a similar socio-economic background. They are very conscious of their parents’ approval for their partner and have a whole lot of restrictions involved with being with someone. Physical traits mater a lot as well. The height, skin tone, physique should be “up to the mark”. They prefer to have a age difference between the couple, the guy should ideally be a couple of years older than the girl. The societal pressure makes religion and horoscope higher criteria than compatibility. Before starting the relationship, people tend to think about their future and possibilities of getting married.

Personal Values

Personal Values aren’t a lot different in Indian romance from romance in general, which includes trust, loyalty, fulfilling emotional and physical needs. Like in other parts of the world, people confuse lust to love. In India, as sex before marriage is tabooed, the confusion is even more. People feel physical attraction toward someone or lust is love towards them The patriarchy in Indians lead to possessiveness, treating women as their “priced possessions”

“If my parents object to my choice of partner I would always choose my family over love, I cannot bear to see my parents heart broken. After all they have sacrificed everything for my happiness.” - Shruthi, 19 years


HARLEQUIN Harlequin is the leader of the romance publication industry in sales, and globally sells the most series romance. Harlequin can be credited for pioneering the idea of a romance series in which the reader can live vicariously through the heroine and fall in love with the hero, but without any of the consequence. She is not cheating on her husband(most readers are married) because it’s just a novel. Authors of these books seem to know this because they rarely describe the heroine in much detail. Presumably, they want to allow the reader to get into the shoes of the heroine ease. Harlequin allows women to live this fantasy, over and over and over again. Romance series are candy for women’s brains and women keep going back to it series after series, making it a sort of addiction

Harlequin is the leader


Hofstede Cultural Model


BRAND ARCHITECTURE


What Does HARLEQUIN Stand For?

Harlequin formula

Harlequin’s sucess has always been a very specific type of book: the category romance, a distinctive corner of the publishing business. Typically less than 200 pages, their print editions are like magazines, with a limited shelf life (though particularly successful titles are repackaged and released). Harlequin sells many clearly branded “lines” of category romance. Each book delivers on its promises about the level of sensuality, the preferred sort of settings, the overall emotional tenor, whether it’s angsty or lighthearted. They’re formulaic compared to single-title romances, but that doesn’t mean identical, and in fact they vary wildly—As nora roberts rightly said when you’re so constrained by space, you’ve got to get creative if you want to stand out. A modern-day Harlequin might be raunchy or sweet; its heroine might be a secretary or a vampire hunter; its setting might be the American West or Manhattan or the Australian Outback or a charming English village or a Greek isle owned by a handsome and enigmatic billionaire. The protagonists might be chasing a murderer, or coping with a SURPRISE BABY, or putting together a fundraiser for Alzheimer’s, or chasing a Nazi war criminal, or snowed into a remote cabin.

One thing’s for sure, though: No matter the obstacles, be it internal or external, the main characters will be mated for life by the final page. It is this predictability that makes reads feel they are on safe ground creating a comfort zone. When they are done with one book and get back to the reality of their everyday lives they tcrave the comfort and pleasure offered by these books as an escape from their mundane daily lives. This craving for escape through the books soon turn to an addiction that spans for a lifetime.

“It was the heroines character rather than her looks that attracted; she became beautiful only at rare moments, preferably when the hero was looking at her without her knowing it. Heroes were to display glamourous unapproachability” - Esther Wyndham, Author


HARLEQUIN VALUES


Harlequin In India The existing readers of harlequin in india age between 45 to 70 year olds When we spoke to existing readers they revealed that they started reading harlequin romance, predominantly mills and boon when they were 14 to 18 years of age. Teenagers of today read romance novels and even romance series like twilight but are not familiar with mills and boon or the harlequin series. We spoke to existing readers to get an idea on who reads harlequin and mills and boon series in india

Hema Soni, 46 yrs, Housewife

Hema lives in Delhi, She went to an all-girls school and later an all-girls college, She did bachelors in economics. Hema had an arranged marriage at the age of 25, her husband runs his family business, she has two sons of 12 and 15 years of age, Her children go to international school, She enjoys eating out and dines at 5 star hotels, Goes on family vacation every summer to exotic locations. She is a part of 3 kities and attends as well as hosts kitty parties, Has an individualistic sense of style and carefully picks out her clothes at boutiques. She got hooked onto mills and boon books at the age of 16 and has a collection of over a hundered mills and boon books across different series.

Archana malhotra, 52 years, Marketing

Archana lives in Kolkata, She did her bachelors in commerce and later pursued an MBA. Archana’s father is a retired airforce officer, she live a very protected life with little to no exposure to the outside world. Archana is a single mom who lives with her two daughters of 20 and 23 years of age. She started reading mills and boon at the age of 15 when she found her elder sisters book lying around in her house. She spends most of her time at work when free she catches up with her friends at the club or goes shopping with her daughters. Archana is a movie buff.

PROBLEM: Existing Indian readers of harlequin romance series are over the age of 45. If harlequin has to sustain market share in india 10 years from now they have to convince younger people to get hooked onto series romance.


What Indian Women Read? 8 to 10 years 10 to 12 years

12 to 14 years

14 to 16 years

18+

45+


Primary Target Audience: 14 to 16 year olds.

Sneha 15 year old Eldest daughter of Mr Malhotra who runs a small transportation business in Mumbai. Sneha has 2 younger siblings. Being the eldest, she always had more maturity and responsibility than her age. She already thinks she is an adult. She loves watching shows on channel V and MTV on high school and college romance and fantasizes herself in that scenario. She lives in her romantic dream world. She has 4 very close friends and talks to them for most part of the day. Even after she comes back from school she is constantly busy on social media. She loves playing games like “city of love, Paris� because that gives her the fairytale romantic land feel that she wishes for. She is an average student in school but takes part in a lot of extra curricular activities and is quite good in dancing.She is very conscious about her looks and updates herself with the latest trends by stalking her favorite celebs and fashion blogger.


Primary Consumer Study


What do 14 -16 Year Old Girls Read?

TEEN FICTION

First love is a favorite focus. The plot moves Teenage relationship is largely based on along by conflicts, such as finding one’s own convenience and shows few signs of strong identity, the joy/pain of falling in love, overemotional intimacy. Intimacy, which is typicoming shyness, and, making hard decisions. cally not attainable until late adolescence, is These are the misunderstandings and discovcharacterized by empathetic behavior, trust, eries young girls normally face in their first commitment, and effective communication. romantic encounter. Explicit sexual situaTeens want to date the most popular person tions, profanity and perversions of any kind and have fun. Reciprocity of feelings and are definitely excluded. Dialogue carries the support is generally not a major concern action while the romantic interactions reveal (12).Teen love is typically short-lived because characterization. Normally 40,000 to 50,000 of undeveloped interpersonal and social words in length the books end with an ineviskills. table happy conclusion. Most of the teen romantic fiction is written to a well-defined formula. Writers are given guidelines from the publishers. Part of the formula came from the lessons learned in the success of high interest, low vocabulary literature. Other traits shared are attractive and colorful photographic covers and controlled readability. The girl is the central character in all but two lines. She is between 13 and 16 years old and the story is told from her point of view. One or more boys, one to two years older than the girl are included. They are usually handsome popular and sensitive.

Reader satisfaction comes from the heroine’s growth, confidence and happiness which results from her romantic conflict. Giblin assumes that today’s teenagers are using teen romances to escape the more unpleasant realities of present day life.


TEEN APPEAL

A survey of 24 publishers suggested the following twelve characteristics have the most appeal for students (Dubrovin, 1979): 1. fast-paced opening 2. simple and direct story line 3. limited number of characters 4. viewpoint of main character 5. short time span 6. tight writing 7. brief, carefully woven descriptions 8. short chapters 9. lots of dialogue 10. plenty of action scenes 11. short sentences, simple constructions, everyday vocabulary 12. snappy conclusion


How Can HARLEQUIN Engage With Teens In India?

Solution

Teena is a regular teenager. Full of energy, full of dreams, spends most of her time on her phone, talking or gossiping to her friends. An average student, watches a lot of webseries from tvf and y films. y films lately launched a new series on teenage romance. Teena got update for this as she had subscribed to the youtube chanel. She had been waiting for it for one month now the trailers had been released long back, since then she is waiting for the show to launch. she sees the show, liked it very much as it was the first of this kind to be launched for teens and she could relate a lot to it. She talks about the show with her best friends. They all discuss about how beautiful the girl was and how nice her friends were. They wanted their gang to be that cool. A few of her friends who hadn’t seen the show on first day also go and watch it to join in the discussion. The 2 episodes of this show are launched. They are big hit. He show ends at a crucial point. And at the end, they promote about the launch of the book 2 weeks from now. To know the story of her favorite characters,

Teena goes to crossword to get her very first copy on the very first day. She is in love with the book and the characters. And at the end of the book she finds a QR code for a mobile game. She downloads the game and finds that the game revolves around a similar plot. She can change the story here according to her liking. She plays the game and discusses the story with her friends later. The next book in the same series is about to be launched now. Teena is very excited for that. She pre orders this online. Teena’s parents are also happy that she has started reading books and has developed a good habit. She gets lostin the book when she feels suffocated in her real life.


Service Integrating Various platforms To Constantly Engage Teens.


How can HARLEQUIN CONCLUSION MARKET IN INDIA

The brand would target Teenage girls from 14 to 17, as a research says that what habit you develop when you’re young is carried forward with you always. Hence Harlequin would have constant consumers throughout. Also, there is a gap in the market for romantic fiction in this age group. Teenage is the time when people need escapism from their real lives, when everything around them is burdening, when they are still a mixture of a child and an adult and still wish to live in the fairytale dreamland. The books would be about the fairytale they want in their lives, a relatable character with aspirational story.s With no other teenage romance in India, this would be the first one, which would be most relatable to the Indian teens. Middle class parents in India might have problem with the explicit content that romantic books mostly have, so making an inexplicit book cover is required. When the teens get a hang of these books, they would want to read more of these even when they grow up. As the book is by Harlequin, they’ll find Harlequin books the most relatable to these books and start reading them, thus increasing the sales

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