broadcaster’s the emerging retailers
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ANKIT BANGA PRESENTATION
Considerable growth in the teleshopping business
in the last decade:
From slots to 24 hours channels From sale of exclusive non branded products to
sale of branded products
The bad perception of teleshopping in India
Problem Formulation
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ANKIT BANGA PRESENTATION
A research to understand the trends that have led to the growth ofTeleshopping Channels in India
Broadcastersthe emergingRetailers
Prepared by:
MR. ANKIT BANGA
Under the guidance of:
MR. SUNIL KHANNA
(Faculty)
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ANKIT BANGA PRESENTATION
Definitions
Overview
Objectives
Research Methodology
Determining Growth
Challenges then
Trends
Challenges now
SWOT
Recommendations Annexure
Whats in!
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ANKIT BANGA PRESENTATION
Defining Teleshopping/Home
Shopping
Teleshopping or home shopping
is defined as media activity that
permits or requests consumers
to directly respond to the
advertiser.
Defining Trends
Trends refer to movements and
developments that lead to a
certain phenomena/situation.
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ANKIT BANGA PRESENTATION
Overview
DRTV Origin
Early 1990s Indian Scenario
Mid 1990s 1st US based Network
Mid 1995, Indias 1st Teleshopping Network
Product Range
Time Slots Infomercials Slots-Segments-
Channel Below Expectation growth.
Closed down of Networks
Plans for 24hours Channel
which never realized
Today 24 hours Channels
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ANKIT BANGA PRESENTATION
Objective
To examine the major trends that has led to the growth ofteleshopping business in India
SubObjective 1
To analyze, how the
challenges posed a decade
ago has been addressed
SubObjective 2
To underline major
challenges and threats
posing the industry today
Objectives
Null Hypothesis
Trends such as increase in disposable income, pricing of the
products, convenience and value ads offered on the
teleshopping channels have led to the growth of this industry
in India.
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Qualitative Research
PrimaryDATA
Personal Interaction with:
Mr. Siddhartha Dutt, Marketing Head, STAR CJ ALIVE Mr Ashwini Sharma,Director, Broadcasting & Programming- Homeshop18
Mr Vineet, Marketing Head, Homeshop18
Consumer Interaction
SECONDARYDATA
E&Y Report 2009, Press Releases of Teleshopping Network, Published Articles
in Business Standard, Company websites, Interviews publshed etc
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No of Channels/Networks
Running Networks vs Closed Down
No of hours of programming
Sales of the NetworksFrom the sale non branded (miraculousproducts) or international products tobranded quality products
Average time to convince people haslowered
No of calls ProcessedNo of customers
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ANKIT BANGA PRESENTATION
Purchasing habits of Indians
Bad product quality
Cultural resistance
Low trustLow TV penetration
Odd timings & Expensive TV Slots
Abundant supply of imitation product at cheaper price
Payment Mechanism
Limited reach of the teleshopping networks
Higher pricing for the products
Bad programming
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ANKIT BANGA PRESENTATION
Increasing TvPenetration
Increase inaverage annualIncome
Non access toproducts
Convenience
Shopping
Growth inDisposableIncome
CrediblePlayersentering theindustry
Emergence ofNuclearfamilies withbothHusband &Wife working
GrowingYoungshopperswith HighIncomesconvenienceShopping
Cost of Slots
Over allproposition
Retail sectorhas grown
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ANKIT BANGA PRESENTATION
InefficientDelivery
Mechanism Distribution ofchannels
Serving PANIndia To build
Credibility in theMarket
To increasePayment through
Credit card/debitcard
Getting crediblebrands on board
ReverseLogistics
Skilled Talent
BuildingLoyalty Quality
Programming andproducts
Government
Regulation
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ANKIT BANGA PRESENTATION
STRENGTHS
High Reach
High TV penetration
TV as Medium
Cash on delivery and delivery at peoplesdoorstep
Money back guarantee
Lesser Price with value adds
Credible Brands
Strong Backing/Foreign investors
WEAKNESS
Delivery Locations
Talent
Quality of Programs & products
Delivery time
OPPORTUNITY
Credible Players
Growth in Credit Card Holders
Other product Categories
Markets where unavailability of products
THREATS
Revenue Source
Malls and Retail Giants
Predatory perception
SWOT
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ANKIT BANGA PRESENTATION
Selecting the Right Products
Choose the Right price
Better programming
Retain Anchors for long period of time
Programming Content
Merchandise Selling
Rope in Celebrities
Build Online Communities
Loyalty Cards
Shorter Slots with high frequency Tam Analysis
Relationship Management
Customer
Under promise but over deliver
Setup Low risk payment mechanism
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Thank you
Open to discussion for more details @ toll free 1800-100-7656
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S/No Tele Shopping
Network/Channel
Year Slot/24Hrs Status
1 Asian Sky Shop 1995 Slot Running
2 TSN 1995 Slot Running
3 Amway India 1998 Slot Close down
4 Dee's home shopping 1998 Slot Close Down
5 TVC 2000 Slot Running
6 Interwood 2000 Slot Close Down
7 Duitdirect 2000 Slot Close Down
8 TSNM 2000 Slot Close Down
8 Telebrands 1995 Slot Running
10 Telebuy 2001 Slot Running
11 Shop 24seven 2002 Slot Running
12 Star Warnaco 2002 Slot Close Down
13 Global Sky shop 2002 Slot Running
14 Teleone 2003 Slot Running
15 World Wide Shopping 2003 SlotR
unning
16 AAA teleshoping 2005 Slot Running
17 TV teleshopping 2005 Slot Running
18 Shradha Sky Shop 2006 Slot Running
19 Tele Mart 2006 Slot Running
20 Home Shop18 2008 24 hours Running &
Transformed
21 STAR CJ Slot 2009 Slot Transformed
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ANKIT BANGA PRESENTATION
Source: E&Y Studies, 2009
*All figures in billion
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Consumers Profile:
Age: 19 years to 26 years
Area: Mumbai & Delhi (Metros) Occupation: Students or Service (Very few were
business or Housewives)
Sample Size: 120pax (Convenience sampling)
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Mr Santanu Dasgupta, Vice-President (Corporate Affairs & Strategy),
Whirlpool of India:
He says that as a mass brand, it wants to be available on all channels.
People are seemingly interested in demonstrations on TV and TV
channels too spend a lot more time detailing the product. It gets you a
lot of publicity, he says, adding that we do it without getting into a
conflict with the other trade channels.
Mr Nikhil Ahuja, Assistant Manager, Lotus Herbals, which is a brand
partner on the channel:
He says home shopping from the Internet and TV channels accounts for
about 25 per cent of sales. New customers from new places areanother advantage, he says.
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