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Indian Telemarketing Scenario

Indian Telemarketing Scenario and what a company should do.if it is going for tele shopping in India

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0% found this document useful (0 votes)
721 views21 pages

Indian Telemarketing Scenario

Indian Telemarketing Scenario and what a company should do.if it is going for tele shopping in India

Uploaded by

abhishek_mahan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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INDIAN TELEMARKETING SCENARIO

Yadav
INDEX
• What is Tele Marketing
• Turnover of Teleshopping Industry
• Teleshopping Customer Profile
• Indian Scenario
• Modus Operandi
• Players in Indian Teleshopping Scenario
• SOWT Analysis of Teleshopping Industries
WHAT IS TELE MARKETING
• Teleshopping is another name for Direct Response
Television (DRTV) shopping, a concept that originated in
the US in the mid-1980s.
• Teleshopping originated in the US in mid 1980s. In 1990s
two type of infomercials were used. Some featured
celebrities using products and benefiting from it scheduled
between TV programs and at the end flashing a telephone
numbe
• In other method there were ‘in-studio’ production with live
audience showing that It was not a mere commercial luring
customer.
TURNOVER OF TELESHOPPING INDUSTRY IN
INDIA
600
500
500
400

300 250
200
120
100 50
0
1990 2000 2010 2020
TELESHOPPING CUSTOMER PROFILE
YEAR 2000 YEAR 2010

10

40
FEMALE FEMALE
MALE MALE
60

90
INDIAN SCENARIO
 In early 1990s Indian laws prohibited customers to import
products, without acquiring prior permission from the regulating
authorities.

 During the mid-1990s, Telebrands India, a 100% subsidiary of


Telebrands Corp., pioneered the concept of teleshopping in India

 In mid-1995, TSN (another major US-based teleshopping network)


and Asian Sky Shop (ASK), owned by the media giant - Zee[1] ,
also entered the market. The other major players in the Indian
teleshopping market were TVC, TSNM and Star Warnaco
Modus Operandi
• Buying time slots on popular channels that had high
penetration and enjoyed good viewership among the target
customers. These time slots ranged from two minutes to 1
hour and comprised infomercials/product presentations,
explaining the product's utility.
• Providing a special product code for every product and
displaying it along with its price
• Providing viewers with telephone numbers of these call
centers and asking them to call their nearest call centre for
further enquiries or to order the product
Product Offering
• Utility Products- Fitness Devices, Healthcare ,Auto
Products, Household Products, Electric Devices.

• High End Products- Jewellery, Apparels, Home Décor &


Innovative Products.

• Religion Products- Astro Products,Feng Sui, Tato


PLAYERS IN INDIAN TELESHOPPING
• Asian Sky Shop
• Telebrands
• Star-CJ
• Home Shopping 18
• AAA Teleshopping
ASIAN SKY SHOP
• Founded in 1984 Categories
Asian Sky Shop Ltd. • Beauty& Personal Care
Andheri Kurla Road2nd • Electronics
Floor Sakinaka Andheri East
Mumbai,  400 072 India • Health&Fitness
Phone: 91 22 6671 9400 • Jewellery
Fax: 91 22 6692 9446 • Kitchen& Household
www.asianskyshop.com • Sports
• Toys
TELE BRANDS
Established 1990 Categories
Telebands India • Apparel
Plot No. – A-168 Road • Accessories
25 Wagl Estate,Thane- • Do it Yourself Products
400604 • Health & fitness
Ph. No. 022-41417000 • Kitchen App.
Fax No.022-41470700 • Kids
• Personal care
• Security
STAR CJ
JV of Star Asia &CJO Categories
Shopping Co. Ltd. • Home Furnishing
Broadcasts on Star Utsav • Jewellery
• Electronic Products
Star CJ Network Pvt. Ltd. • Fashion Accessories
6th Floor, Star CJ Plaza . • Small Appliances
Dr. D.B. Marg Grand Road • Kitchenware
(E) Mumbai 400007. • Apparel
Ph. No. 022-4321700 • Footwear
www.starcj.com • Toys
HOME SHOP 18
Subsidiary of Network18 Categories
Homeshop18 • Camera&Mobile
TV 18 Homeshop • Kids&Toy
Network Ltd. 7th • Jewellery
Floor,FC-24 Sec-16A • Fashion& Accessories
Filmcity Noida. • Health& Beauty
Ph. No. 0120-4444918 • Home&Kitchen
www.homeshop18.com • Household App.
• Book&Music
AAA TELE SHOPING
Broadcasts on Setmax Categories
• Kavach
AAA Teleshoping Pvt. • Pendent
Ltd. 231-A, 2nd • Rudraksha
Floor,Krishna
• Gems
Market.Opp Agrasain
Bhawan,Pitampura, • Rudraksha Kavach
New Delhi • Kitchen Products
Mob. 9310415522 • Yantras
www.aaateleshoping.in • Health&Fitness
TELESHOPPING MARKETING
STRENGTHS
Conveniently- The product can be watched on television and
ordered on phone.
Focus on innovative products. Some products on tele shopping
are not easily available in the market such as disease curing
teas, household equipments, innovative fitness devices and
toys.
A strong distribution network- The distributors are across the
major cities and provide their telephone numbers for further
enquiry which facilitates the buying process.
Credit cards are also accepted to respond to their offers.
WEAKNESS
• High prices- Mostly products are higher then its
deliver value .
• Dubbed infomercials- Mostly Teleshopping
advertisements are dubbed in Hindi & other
regional languages.
• The distribution networks focus mainly on
metros and B class cities.
• Teleshopping in India focus mainly on
educated and premium end customers.
OPPORTUNITIES
• Changes in life style and a general improvement
standard of living can help teleshopping pick up
momentum.

• Opportunities exist for teleshopping in the customer


base of convenience-seeking people and the middle class
population as they are more towards trying out
innovative products and concepts.
THREATS
• Question on the reliability of the product and its
effectiveness.
• Copy of products- cheaper versions of these products by
local entrepreneurs.
• Lack of online purchase awareness among the
consumers.
• Low rate of credit card penetration in India can hamper
growth of teleshopping market in India.

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