Teleshopping business started in India in the 1990s and saw success selling imported products not otherwise easily available. However, growth has been slow due to factors like low education, living standards, and TV/phone penetration. To expand, teleshopping companies should target nuclear families with innovative products, develop branded infomercials, and strengthen their franchise and online presences to improve accessibility.

1. “Teleshopping Business In India”
Vishal sudera
Benjamin Zhimomi
Abhishek Gupta
Tanya Jaiswal
Mansi Mittal
FOSTIIMA Business School Saket Bihari

2. •Case Highlights
•Customer Perceived Value
•STP
•4 Ps
•SWOT Analysis
•Recommendations

3. Started in 1990s by Telebrands India.
Due to Restriction on imports and repatriation of
money.
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 the
prospective customer’s evaluation of all
the benefits and all the costs of an
offering and the perceived
alternatives.”

7. CPV In Teleshopping
• Imported Goods.
• Innovative and Rare goods.
• Customized Goods.

8. STP
Segmentation
Target
Positioning

9. Segmentation
Premium End-TV
Joint-families Nuclear Families
Viewers

10. Target
Premium End-TV
Nuclear-families
Viewers

11. Positioning
Teleshopping Brands India offering miraculous
products.
Imported Products not easily available in market.
Convenient shopping.

12. 4 P’s

13. Product
Offering:
Innovative products:
• Utility Product
• Value Expressive Product
Expanded its range to Imported as well
Imported as Domestic

14. 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 distributors
at the end of their infomercials

15. Promotion
Offers:
• Early Bird prices
• Price Reduction
• Money return
• Free accessories
• Double product packs (at same price)

16. Pricing
Priced targeted
Initial Year Premium Upper Class
Price range: Rs 200 to 12000.
Most of them are in range: Rs 1000 to 5000.

17. Place
Strengthening Franchisee base (semi-urban &
metros)
Present in over 90 cities across the country
No Intermediates:- One to one Interaction with
customers
Introduction of online services (by mid 2002)

18. SWOT Analysis
Strength
Imported product (laws)
Technology
Large network of connectivity for telephone orders.
The market registered an annual growth rate of 20%.
Innovative and Miraculous Products.

19. SWOT Analysis
Weaknesses
High price
Targeting only premium customers
 ‘Feel and Touch’ Factor

20. SWOT Analysis
Opportunities
•Tapping the native culture point of view in advertising.
•More accessibility in towns and semi-rural places.
•Strategic alliance with big retail outlets for sales and
distribution.

21. SWOT Analysis
Threats
Competitors offering same benefits at lower prices.
Low television penetration.
Duplicity of product.

22. On time delivery to valued customers.
Effective payment system that enable immediate
money transfer at low risk.
Gift offers and discounts should be allowed.
Perceived value of the product should exceed its
price.

23. There can be use of special outlets for sales of these
products which will make it more visible to prospective
customers.
Usage of unique bar code to avoid duplicity of
product.
Use of modern methods of marketing like: Marketing
through Internet