The Case Study on “Teleshopping Business In India” Vishal sudera Benjamin Zhimomi Abhishek Gupta Tanya Jaiswal Mansi Mittal Saket Bihari FOSTIIMA Business School
Transcript
1. Teleshopping Business In India Vishal sudera Benjamin
Zhimomi Abhishek Gupta Tanya Jaiswal Mansi MittalFOSTIIMA Business
School Saket Bihari
2. Case HighlightsCustomer Perceived ValueSTP4 PsSWOT
AnalysisRecommendations
3. Started in 1990s by Telebrands India.Due to Restriction on
imports and repatriation ofmoney.USP of Teleshopping- Miraculous
Products. Home Delivery Cash On Delivery.Mechanism:- Buying Time
Slots on Popular Channels. Displaying Special Product Code and
Telephone Numbers. Setting Call Centers in various cities.
4. Reasons For Slow Growth Lack of Education and Awareness
among People Low Standard of Living. Low rate of Women Employment.
Low Penetration of TV and Telephones.Success Factors in Late 1990s.
Nuclear Families with high disposable income emerged as potential
customer.
5. Customers Perceived Value Difference between theprospective
customers evaluation of allthe benefits and all the costs of
anoffering and the perceivedalternatives.
6. CPV In Teleshopping Imported Goods. Innovative and Rare
goods. Customized Goods.
10. PositioningTeleshopping Brands India offering
miraculousproducts.Imported Products not easily available in
market.Convenient shopping.
11. 4 Ps
12. ProductOffering:Innovative products: Utility Product Value
Expressive Product Expanded its range to Imported as well Imported
as Domestic
13. Promotion Modes Functional congruity Self congruity
Infomercials Dubbed Version Developed in studios (in the Early
2000s) & featured in India**They provide the telephone number
of all the distributorsat the end of their infomercials
14. PromotionOffers: Early Bird prices Price Reduction Money
return Free accessories Double product packs (at same price)
15. Pricing Priced targetedInitial Year Premium Upper Class
Price range: Rs 200 to 12000. Most of them are in range: Rs 1000 to
5000.
16. PlaceStrengthening Franchisee base (semi-urban
&metros)Present in over 90 cities across the countryNo
Intermediates:- One to one Interaction withcustomersIntroduction of
online services (by mid 2002)
17. SWOT Analysis StrengthImported product
(laws)TechnologyLarge network of connectivity for telephone
orders.The market registered an annual growth rate of
20%.Innovative and Miraculous Products.
18. SWOT Analysis WeaknessesHigh priceTargeting only premium
customers Feel and Touch Factor
19. SWOT Analysis OpportunitiesTapping the native culture point
of view in advertising.More accessibility in towns and semi-rural
places.Strategic alliance with big retail outlets for sales
anddistribution.
20. SWOT Analysis ThreatsCompetitors offering same benefits at
lower prices.Low television penetration.Duplicity of product.
21. On time delivery to valued customers.Effective payment
system that enable immediatemoney transfer at low risk.Gift offers
and discounts should be allowed.Perceived value of the product
should exceed itsprice.
22. There can be use of special outlets for sales of
theseproducts which will make it more visible to
prospectivecustomers.Usage of unique bar code to avoid duplicity
ofproduct.Use of modern methods of marketing like: Marketingthrough
Internet