Session 1 – Harlequin Romances

Internal to the Organisation External / Outsider Activities

Top Management Create brand image of Harlequin as “Experts of Love & Romance: among consumers; Fight
Level 4: To be known for love and romance the western trash image among intellectuals – initial readers
among stakeholders. - Create a community or club exclusively for Harlequin readers where there is interaction
with the readers and the propaganda of Harlequin can be spread.
System: A set of things working together as - Beauty Parlor Services – but that could add to the cost of the infrastructure ( also
parts of a mechanism or an interconnecting merchandise, Café , Beauty Parlor services require a different set of skills. They would also
network; a complex whole. add to the infrastructure cost to the company. But if the marketing department of Harlequin
is capable enough to handle all that and do not deviate from the viewpoint that Harlequin is
Macro level / Policy decisions or changes are “the king of Romance” then Nina can go for it).
to be taken at this level to ensure that the
organisation is able to meet its vision /
Mission.

Middle Management
Level 3: Identifying / creating / matching the
needs of the consumers. Providing escape and
entertainment to the women readers.
Structure: The arrangement of and relations
between the parts or elements of something
complex.
A slightly less complex and routine decisions
which need to be coordinated between
different departments for facilitating the
achievement of vision and mission.
Special events inviting regular readers, Talk shows to organise women, Advertising, Linking
books with other gifts for women to include men, working on the pricing to lure more
consumers, establishing suitable distribution.
- Harlequin could publish its books in hardbound covers, aesthetics of hardbound book is
completely different from paperback book.
- Some stories which received commendable response from readers could be made into
movies
- E-copies could be produced as they would result in less cost of publishing a book and would
attract young women (15-25) year old who are hooked to social media.
- Various competitions could be introduced where readers get to write the ending for their
favorite characters and could win exciting prices. This could result in excellent advertising
of the book and would attract many.
- Book reading sessions could be arranged for women (40-60) in events like a book fair.
- Radio shows could be made in which author of the book becomes RJ for the show or online
interaction with authors could be arranged. This would result in participants having a one-

Authors, Editors, Sales teams, Distributors
Level 2: Different genre of novels, different
modes of promoting the novels / concept of
romance
Structure: The arrangement of and relations
between the parts or elements of something
complex.
A slightly less complex and routine decisions
which need to be coordinated between
different departments for facilitating the
achievement of vision and mission.
to-one interaction with the author of the book and would result in more involvement of the
readers with harlequin. Also it would give ego boost to readers of having to directly interact
with the author of a book.
- Some sort of merchandise kits could also be produced along with books, Book Café could
be made where merchandise products are also kept for sale.
- Very short stories about love and romance could be published in form of a blog or could be
made into a short film. This would attract people who do not want to read long stories and
also people who believe more in visuals than reading.
- Online buzz could be created through especially composed romantic songs for harlequin or
‘dub-smash’ competitions.
- TV shows could be sponsored
- Audio files of stories could be produced
- Twitter handle
- Mobile app of Harlequin: Quiz could be added; E-books could be made available like
Kindle, some paid and some free; Subscriptions and Dating business + dating app
Selecting best books/authors, Ensuring no errors in the print, Convincing distributors – retailers
about company policies, Creating awareness among consumers, Ensuring people collect the
books and not borrow for reading
- Comic strips to be published in newspapers on daily basis or periodicals basis.
- The distributors could be given some targets, if they are completed then Harlequin would
provide them with bonus.
For example- Minimum 70% selling of books and after this some sort of monetary
compensation for returning the unsold books.(concept of ‘Rent for the Shelf Space’)
- Cash-up-front. But consider economic conditions before you go for it), if lot of publishers
would come then it would mean less shelf space for Harlequin Books.
- Invite Distributors to the campus and explain your ideology. When you interact with them
one-on-one then they feel more connected to you, they realize that they are important. This
sort of regular communication is necessary.
- Extend your support to the best performers. Help them in establishing the sales of Harlequin
books. Help them to make their sales better. Boost their confidence.
 - Develop a database where they are in regular touch, so that they learn new marketing things
and are always up-to-date.
- Organize book reading sessions with bigger distributors. If you make them acquainted with
your authors then you are adjudicating them in the process. Increase their engagement so
that even they feel part of Harlequin and participate with full vigor.
- Renovate shops in attractive colors or in which people are attracted to the colour and makes
them think of love and romance. For example it could be in pink, purple or red colour. They
could attract new customers to read Harlequin books.
- Direct selling to customers, flash sale
- Surprise visits to retail stores to actually check the number of sold and unsold books. To
understand how well the retailer actually understood your ideology or your concept.

Employees on shop floor Ensuring smooth printing operations and well-oiled supply of books
Level 1: Printing, Publication, Entry in new No errors in prints and colour formattings.
market through expansion

Pattern: A repetitive design: Events when continue appear regularly create a pattern. In business as well if events like customers expressing
dissatisfaction happens at regular intervals, it is to be seen as a pattern. Then the manager needs to figure out ways to address the pattern. Usually
these problems can be addressed without making huge changes in the structure of the organisation, but if short term solutions don’t work then
structural changes may be needed.

Event: A thing that happens or takes place, especially one of importance. This can be addressed by the concerned manager at that particular
instance. E.g. a disgruntled customer wanting to return products and creating ruckus in the premises. This can be handled softly without disturbing
other customers. The manager should also ensure that such instances don’t occur by figuring the root cause of the problem and addressing it.