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THE TELE-SHOPPING BUSINESS IN INDIA

PRESENTED BY: KIRANJOT KAUR

HISTORY:
‡ This concept of infomercials came into 1990ds. ‡ Offering miraculous prod ucts. ‡ In the midof 1990ds, it startedgaining popularity. ‡ In 1995 ZEE enteredinto market with TSN and ASK.

WHY TELE-SHOPPING WAS UNSUCESSFUL:
‡ It was not as successful in other parts of the worl as it was in the US. ‡ Low penetration of television, ‡ Lack of innovative offerings, ‡ Poor promotion an a vertisement techniques, ‡ Lack of awareness among the customers. ‡ The 'feel-an -touch' factor. ‡ In ian laws prohibite customers to import pro ucts.

STRATEGIES :
‡ Michael E. Porterds Five Forces Mod el.

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Rivalry among competitive firms Potential entry of new competitors Potential development of substitute products Bargaining power of suppliers Bargaining power of consumers

PRODUCTS AND SERVICES:
‡ Deeds Home Shopping (Deeds) Tie-ups with well-known manufacturers, such as Hind ustan Lever, Cad buryds, Bata andBritannia for telecasting. ‡ Tele-shopping Network (TSN) The TSN-Kotak Mahind Financial Shoppe was ra conceptualizedas a one-stop finance shop to be marketedon the TSN network. ‡ UnitedTele-shopping (UTS) Its target was the midle/upper midle class housewives d d across the country. ‡ Asian Sky Shop (ASS) Tele-brand andASK openedspecial retail outlets in all s major metros andsemi-metros.

TELE-SHOPPING IN COMING YEARS:
‡ As more an more segments of In ian consumers re efine their shopping convenience an as technology enables quicker a aptation to consumer s shopping behavior, as in the a vance countries, Tele-shopping is boun to expan in In ia. As the consumers in the country become more an more time-pressure , they woul eman access to shopping from home.

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