Indian Telemarketing Scenario
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INDIAN TELEMARKETING SCENARIO
Yadav
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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
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WHAT IS TELE MARKETING
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• 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.
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1990 2000 2010 20200
100
200
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500
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50120
250
500
TURNOVER OF TELESHOPPING INDUSTRY IN INDIA
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TELESHOPPING CUSTOMER PROFILE
YEAR 2000 YEAR 2010
90
10
FEMALEMALE 60
40 FEMALEMALE
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INDIAN SCENARIO
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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
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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
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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
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PLAYERS IN INDIAN TELESHOPPING
• Asian Sky Shop• Telebrands• Star-CJ• Home Shopping 18• AAA Teleshopping
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ASIAN SKY SHOP
• Founded in 1984 Asian Sky Shop Ltd. Andheri Kurla Road2nd
Floor Sakinaka Andheri East Mumbai, 400 072 India
Phone: 91 22 6671 9400 Fax: 91 22 6692 9446www.asianskyshop.com
Categories• Beauty& Personal Care• Electronics• Health&Fitness• Jewellery• Kitchen& Household • Sports • Toys
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TELE BRANDS
Established 1990 Telebands India Plot No. – A-168 Road
25 Wagl Estate,Thane-400604
Ph. No. 022-41417000 Fax No.022-41470700
Categories• Apparel• Accessories• Do it Yourself Products• Health & fitness• Kitchen App.• Kids• Personal care• Security
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STAR CJ
JV of Star Asia &CJO Shopping Co. Ltd. Broadcasts on Star Utsav
Star CJ Network Pvt. Ltd.
6th Floor, Star CJ Plaza . Dr. D.B. Marg Grand Road (E) Mumbai 400007.
Ph. No. 022-4321700 www.starcj.com
Categories• Home Furnishing• Jewellery• Electronic Products• Fashion Accessories• Small Appliances• Kitchenware• Apparel• Footwear• Toys
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HOME SHOP 18
Subsidiary of Network18 Homeshop18 TV 18 Homeshop Network Ltd. 7th
Floor,FC-24 Sec-16A Filmcity Noida.
Ph. No. 0120-4444918www.homeshop18.com
Categories• Camera&Mobile• Kids&Toy• Jewellery• Fashion& Accessories• Health& Beauty• Home&Kitchen• Household App.• Book&Music
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AAA TELE SHOPING
Broadcasts on Setmax
AAA Teleshoping Pvt. Ltd. 231-A, 2nd Floor,Krishna Market.Opp Agrasain Bhawan,Pitampura, New Delhi
Mob. 9310415522www.aaateleshoping.in
Categories• Kavach• Pendent• Rudraksha• Gems• Rudraksha Kavach• Kitchen Products• Yantras• Health&Fitness
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TELESHOPPING MARKETING
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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.
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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.
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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.
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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.