Teleshopping in India


By
Smitha L.S.
Binhu M.S.
Danya Chandran
Institute of Management in Kerala
Thiruvananthapuram
E-mail:
smithajo123@yahoo.co.in
 


Teleshopping also known as Home shopping is one form of direct marketing. The marketer hawks his product on the air and the consumer watches it on his TV screen as ads of sixty or one twenty seconds long that describes the product, phones up the marketer usually a toll –free number for ordering and buys his requirement.  This high-tech marketing  now offer even buying Yantras, rudrasha and genuine gemstones using hotline on msn Astrology as Astroyogi Teleshopping.

This direct response advertising is being applicable for all kinds of products especially new products as it permits full demonstration. In short the customer will receive the product of his wish in his door steps. The products offered ranges from consumer durables to products which safeguard the beauty of its customers. Firms engaged in this method of direct selling include:

    * Lifestyle Electronics Pvt Ltd belonging to life style group through Teleshopping gives electronic Pianos, electronic Drums, electronic Keyboards, Space shooter Guns.

    * Amway India set up in 1998 emerged as a world wide leader in direct selling offer a wide range of products.

    * Femina Teleshopping offer vicarious Audio-visual way to experience the product and even delivered right at your doorstep products of beauty and fashion, health and fitness.

    * Retail Biz selling Sports goods.

Pioneers of Teleshopping Networks in India

    * Dee's home shopping(Dee's) who has a wide basket of product categories including office products, fashion wear, home appliances, car accessories, furniture, and beauty care products, telecasted through Doordarshans Metro channel.                                                                         

    * Teleshopping Network (TSN) marketed several new products including Roti chef and programmes were telecasted on DD, Sun, ATN and Local cable networks.

    * United Televisions (UTS) a home shopping venture targeted on middle class housewives and its programmes were on DD's National Network.

Beneficiaries

Teleshopping benefits the customer in the sense that it will save considerable amount of their precious time and they will get products in lower pr ices than the existing market rates, also gift offers accompanied with the products. The goods are being offered with a slogan; "The products you see on the screen are just a phone call away: you get some discounts as well". Manufactures are been saved from costs incurred on the conventional marketing through various marketing channels, boost up their sales and be able to give the margins saved as discounts to his customers. The Marketer, i.e. the Teleshopping network get good distribution margin. For the Television channels it is an attractive source of revenues it is totally commercial.

On a whole the success of the concept depend highly on the ability of marketer to deliver the goods on time to his valued customer along with other stipulated parameters. Even though Teleshopping as a concept is at a very nascent stage in India where people still prefers the touch and feel concept. Twenty –four hour dedicated, Full-fledged, Teleshopping channels like TVC shows that forthcoming avenues still persist.
 


Smitha L.S.
Binhu M.S.
Danya Chandran
Institute of Management in Kerala
Thiruvananthapuram
E-mail:
smithajo123@yahoo.co.in
 

Source : E-mail March 16, 2005

 
 
 

 

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