HomeShop18 is a new venture from Network18 that operates a nationally televised home shopping service selling brands through cable TV and internet. It has over 3,500 employees across 30 locations globally. HomeShop18 has become very successful, serving over 7.5 million customers with daily call volumes over 40,000 and annual gross sales reaching Rs. 9,000 million. The company implements departmental MIS to generate reports for decision making and has customized modules for products, airing slots, customers, contact center, deliveries, sales, and dashboards. HomeShop18 also partners with top brands and reaches customers through its 24 hour TV channel and partnerships with other Network18 channels.

1. Management Information Systems
MIS Implementation at HomeShop18
Guided by:
Submitted By: Dr. Reema Khurana
Amit Dhawan 11EX-006
Harendra Singh Rawat 11EX-020 Assisted by:
Karan Parashar 11EX-058 Joy Patra
Sandip Sarkar 11EX-047 GM -Contact Centre VMO
Utkal Garg 11EX-054 & CEO Project Office at TV18 HSN

2. About HomeShope18:
 HomeShop18 (HS18) is a new venture from the Network18. HS18 is
a nationally televised home shopping service, selling credible brands
through interactive electronic media, primarily through cable TV and
internet.
 It has a team of over 3500 people spread across 30 bureau locations
(3 of which are overseas). It has established 220,000 sq. ft. of fully
integrated broadcast & other infrastructure, including state-of-the-
art hubs in Mumbai and Delhi.
 HomeShop18 is the Group‘s online & on-air retail marketing and
distribution venture which has launched India‘s first 24 hour Home
Shopping TV channel on April 9 ‗08.
 HomeShop18 has partnered with the best brand owners, such as
Apple, Motorola, Philips, Kaya, Godrej, Reebok and many more……
 A 24-hour call centre also allows customers to call in and book
orders as per their convenience. It will deliver products to over 3000
cities free of cost.

3. About Network18
 Network18 is one of India's leading full play media
conglomerate with interests in television, print, internet,
filmed entertainment, mobile content and allied businesses.
 Network18 operates India‘s leading business news television
channels, CNBC-TV18 and CNBC Awaaz.
 Network18 operates in the general news and entertainment
space with leading general news channels CNN-IBN and
IBN7 and has launched IBN Lokmat, a Marathi news channel
in partnership with the Lokmat group.
 It also runs one of India‘s largest
Internet players - Web18, as well as one
of India‘s leading real time financial
information and news terminals -
Newswire18

4. Convenience provided by HomeShop18
 Anytime shopping: especially convenient to working couples and
the working women who are short on time, and the ever growing
number of BPO employees.
 Armchair shopping: delivered at doorstep across 3,000 cities with
an average timeframe of 7 days from order to doorstep delivery.
 Easy payment options.
 Free home delivery.
 15 Days Money Back Guarantee.

5. HS18 Mode of Transactions:

6. Product Line:
 Electronics & Computing
 Cameras & Mobiles
 Kids & Toys
 Jewellery
 Watches
 Fashion & Accessories
 Health & beauty
 Home & Kitchen
 House Hold Appliances
 Books
 Movies & Music
 Flowers

7. Business Model @ HS18:

8. IT in HS18:

9. So, has the concept worked?
Has the customer accepted this new domain of shopping?
7.5Mn
40,000 8
40,000
7
35,000
6
Calls (daily)
30,000
Customer base
5
25,000
25,000 4 3Mn
20,000
15,000 3
15,000
2 1.5Mn
10,000
5,000
1,70 1 0.12Mn
0
- 0
Mar '08 Mar '09 Mar '10 Mar '11 Mar '08 Mar '09 Mar '10 Mar '11
A new customer every 8 sec, 2 Mn CRM base, 18% repeat…
9

10. And has it worked for our Brand partners and Vendor
associates?
10,000
Daily Ann. Gross Sales (INR 9,000
10000 Transactions Mn)
9000 9,000
8000 8,000
7000 7,000
6000 5,000 6,000
5000 5,000
4000 4,000 3,000
3000 2,200 3,000 2,000
2000 2,000
42 350
1000 1,000
5
0 -
Mar '08 Mar '09 Mar '10 Mar '11 Mar'08 Mar'09 Mar'10 Mar'11
● 4.5% of digicam market ● Largest retailer of steel dinner sets ● 5+ cr Jewellery every
month
● Largest retailer for Reebok ● 2nd Largest retailer of Microwave Ovens for Whirlpool
A Launch Pad, Liquidation platform and an Alternate Distribution channel that
Demonstrates, Distributes and Builds Brand Equity
10

11. MIS at HS18:
 There is one Centralized database warehouse. However the MIS is
implemented on a departmental basis. There are some departments
which might need MIS based on their functionality and their role.
 Sourcing Team has to help themselves to analyse the historical data
and gather the micro information. Here departmental MIS come in
handy as each department has different information decision
making tool.
 Using the MIS Reports, rare information is generated.
 Information is accessed by different employees at varying
frequency.
 Access Control enabled to protect the privacy of the data.
 Several important information like orders to be placed, time-
range, and place etc can be generated through the MIS.

12. MIS at HS18:
 There is access level control given to the employees depending on
need basis (hourly, monthly) and nature of work so as to not overload
the system.
 Reports -on- demand can be also generated and passed on as
requested.
 Special one-off Reports need to be created. The requirements and
criticality are understood and the reports are pulled-off and send to
the required team.
 Managers are by-default given admin access.
 There is a provision for Custom –Build and Automated Reports and
Dashboards.
 There are two teams who look after the maintenance of the MIS –
Functional IT Team and Central IT Team.

13. MIS at HS18:
 Functional IT Team maintains the IS pertaining to their
functionality and the Central Team looks after stuffs like access-
control, connectivity, server etc.
 The SLA for providing the reports is 1.7 Days.
 There is a stand-alone custom build MIS tool that runs on
Intranet. The information is securely transmitted through https
protocol.
 MIS provides lot of useful information like Vendor
Management, procurement of the inventory, grading system and
the functioning of the different departments.

14. Implemented Modules:
 MIS for product – which are ready to air.
 MIS for airing slots.
 MIS for Customers to have the customer base.
 MIS for Contact Center – how many people contacted and
information related to calls.
 MIS related to delivery—different modes used were cash, advance
payment and CC payment.
 MIS for Sales and Margin.
 MIS for Dashboard – for leadership and forecasting.

15. Marketing Strategy:
 To create program to reach out to a wider audience through the new
general entertainment channel (GEC) Colours.
 Considering the Viacom 18-owned Colours has been gaining
television rating points (TRP‘s) and riding high in the GEC
genre, reaching out to an extended audience through exclusive
shows is now being explored by Home Shop 18.
 ―The products and value propositions would be based on the profile
of viewers of that particular channel. The purpose is to convert
viewers into customers for the entire network,‖
 Currently, it has created shows for news channels such as CNBC
Awaaz and IBN 7 on the network. ―The products and value
propositions would be based on the profile of viewers of that
particular channel.

16. Marketing Strategy:
 Currently, the largest category on the home shopping channel is that of
consumer electronics with brands such as Nokia, Samsung and Philips
followed by kitchen appliances, Jewellery and lifestyle brands.
 The odd prices are always set, because in India it sounds cheaper. for ex-
Rs 499 looks low in comparison with 500.
 The target customer is the middle class of any age group.
 Mostly the products are sold in the range of 1500-4500
 Metro people are more attracted towards the products.
 The main form of earning is through transactions not through
advertisement.

17. Recommendations:
 Consumers choice must be evaluated timely and properly so as they
will not become product centric.
 If they are being product centric, then the expertise must be there so
that the targeted segment can never ignore their particular product.
 Wide variety should be offered so that each and every colors of the
sparkle can be made available to the viewers.
 Competitors and customers should be focused simultaneously.
 Instead of having a Centralized Warehouse at Noida, they should have
warehouses at prominent metro cities from where shipment of goods
would take place. This would reduce their transportation cost.

18. Thank you