project

Summer Internship Project

ON

MARKETING STRATEGIES

OF

HOMESHOP 18

Submitted in partial fulfillment of MBA program

2009-11

Company Guide Submitted by

MR. SHAHZADA SODHI PRAGATI RASTOGI(MARKETING MANAGER) MBA - MARKETINGHOME SHOP 18, GIBS, ROHININOIDA NEW DELHI

DECLARATION

I hereby declare that this project work entitled

“Marketing Strategy of HomeShop 18”

is my work, carried out under the guidance of my faculty guide

Ms. Sangeeta Mehrolia.

This report neither full nor in part has ever been

Submitted for award of any other degree of either this university

Or any other university.

PRAGATI RASTOGI

MBA IIIRD SEM (Marketing)

CERTIFICATE

This is to certify that the dissertation titled “Marketing Strategy of Home Shop 18” is a bona fide work of PRAGATI RASTOGI. This report neither full nor in part has ever before been submitted for awarding of any degree of either this institute or any other university.

Ms. Sangeeta Mehrolia

Lecturer, Department Of Management,

GITARATTAN INTERNATIONAL BUSINESS SCHOOL

ROHINI

NEW DELHI

ACKNOWLEDGEMENT

Doing a project work of this nature is an arduous task in itself. I was fortunate

enough to get support from a large number of persons to whom I shall always

remain grateful.

I express my thanks to the HOMESHOP 18 for providing me a great opportunity to

work as a summer trainee in their organization and to learn great deal about how

market actually works and its intricacies.

I am thankful to Mr. Shahazada Sodhi, Mr. Pranav Sharma (Assistant Buyer) and

Mr. Sanjeev Singh (Category Manager) for their continued guidance and help.

My humble thanks to all my professors notably Ms. Sangeeta Mehrolia for teaching me practical, pragmatic and possible approach which helped me a lot.

OBJECTIVE OF THE STUDY

Following are the major objective of study:-

1. To study the Marketing Strategy of HOME SHOP 18. 2. To study the Upcoming Trends of Mobiles. 3. To study the Parameters of Q.C.

IMPORTANCE OF THE STUDY

Being student of MBA it is very essential for me to have a practical knowledge in an organization. Only to study business administration course knowledge is not the solution of the problems, which arise in practical field. There is a certain formula for any particular problem, but the aim of this study is to develop the ability of decision making. A right decision at right time and right place itself helps an organization to run smoothly.

This study gives an idea of all marketing activities. So the way a problem is solved right decision making and knowledge of different types of making activities give much importance to the study. Only in two month training it was not possible to understand it so deeply, but an overall idea could be developed.

INDEX

S.NO TOPIC1 ABOUT NETWORK 18

2 CHANNELS OF NETWORK 18

3 ABOUT HOMESHOP 18

4 MISSION

5 PARTNERS HOME SHOP 18

6 CONVINIENCE

7 THE ONLINE SHOPING BUZZ IN INDIA

8 WHAT IS HOMESHOPING ALL ABOUT

9 PRODUCTS AVAILABLE AT HS 18

10 SHOPING DEMO

11 SWOT ANALYSIS

12 MARKETING MIX

13 DIFFERENCE BETWEEN TELESHOPING AND HOMESHOPING

14 INTRESTING FACTS

15 SOME BACKGROUND OF HS 18

16 ORGANIZATION STRUCTURE

17 MOBILES AT HOMESHOP 18

18 TYPES OF MOBILE PHONES

19 TOTAL MARKET SIZE

20 UPCOMING TRENDS OF MOBILES

21 ATTRIBUTES OF QUALITY CONTROL

22 MARKETING STARTEGIES OF HOMESHOP18

23 CAMPARISION BETWEEN COMPETITORS

24 RESEARCH METHODOLOGY

25 DATA TABULATION

26 ANALYSIS AND INTERPRETATIONS

27 CONCLUSIONS

28 RECOMMENDATIONS

29 BIBLOGRAPHY

About network18

Network18 is one of India's leading full play media conglomerates with interests in television, print, internet, filmed entertainment, mobile content and allied businesses. Through its holding in Television Eighteen India Ltd (TV18) [BSE: 532299, NSE: TV-18], Network18 operates India’s leading business news television channels, CNBC-TV18 and CNBC Awaaz. 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. TV18 has expanded into print with Infomedia18, an entity following the acquisition of Info media, India's leading player in the special interest publishing and printing operations space. Through its holding in ibn18 Broadcast Ltd (ibn18) [BSE: 532800,NSE: ibn18], 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. ibn18 also operates a joint venture with Viacom, called Viacom18 which houses the MTV, VH1 and Nickelodeon channels in India - as also Studio18, the Group’s filmed entertainment operation and ‘Colors’, the country’s leading Hindi general entertainment channel. Additionally, Network18 holds the Group’s online & on-air home shopping venture, Homeshop18, its full spectrum events management venture, E18 and its sports management & marketing division, Sports18. In a pioneering foray, the group recently launched Forbes India, the nation's first local edition of a foreign news magazine title and the world’s most influential business brand, in collaboration with Forbes Media.

Ventures of Network18

INDIA'S NO 1 BUSINESS MEDIUM

CNBC-TV18 is India's No.1 business medium and the undisputed leader in business news. CNBC-TV18 has been an integral part of the Indian economic story, spearheading and mirroring these enterprising times.

The channel's benchmark coverage extends from corporate news, financial markets coverage, expert perspective on investing and management to industry verticals and beyond. CNBC-TV18 has been constantly innovating with new genres of programming that helps make business more relevant to different constituencies across India. India’s most able business audience consumes CNBC-TV18 for their information & investing needs. This audience is highly diversified at one level comprising of key groups such as business leaders, professionals, retail investors, brokers and traders, intermediaries, self employed professionals, High Net Worth individuals, students and even homemakers but shares a distinct commonality in terms of their spirit of enterprise.CNBC-TV18 is currently available in over 30 million households in India.

CNBC-AWAAZAWAAZ is India's first channel focusing on consumer related information. AWAAZ has become the choice of the Hindi speaking affluent masses, small businessmen, entrepreneurs, and a cross section of people with varied information needs. AWAAZ is fast becoming the single authoritative source for making informed decisions on investing, saving, purchasing and career choices.

CNN-IBNA service of Network18 and Time Warner, CNN-IBN is India's first and very own world class English news channel, headed by one of the most credible faces of news journalism, Rajdeep Sardesai. CNN-IBN is a melting pot of some of the bravest minds and top reporting talent from India and across the globe. The channel has become the English News leader within six months of launch. The channel is committed to do whatever it takes to bring the viewer face to face with the truth.

IBN7IBN 7 has the most respected Hindi news team under the leadership of Rajdeep Sardesai and Ashutosh. IBN 7 has doubled its viewership within six weeks of launch and is set to become the leading Hindi news channel of the country. IBN 7 is redefining the news genre by providing hard news with an in-depth perspective.

www.in.comIN.COM, launched on 21st July 2008, caters to the entire internet consuming audience, bringing it the latest and the best of news, songs, videos, products, games, and the worlds shortest email id. Within a short period of its launch, the site has emerged as India's leading general interest web destination (No.2 Indian Site, Com score- Sep'08).

www.moneycontrol.comMoney control is Asia's largest and the world's second largest financial and business portal. Money control with more than 150 million page views per month boasts five million users and one million registered users seeking information and guidance for

all their financial needs and queries. This end-to end financial vertical offers real time coverage of all the market movements, key expert insights and the intrinsic dynamics between the various market participants.

www.ibnlive.comIBN live is India's leading and definitive news portal that provides dynamic online content including streaming video feeds from CNN-IBN and IBN7, breaking news alerts, and video downloads on mobile phones for users on the go. A popular feature is IBN Blogs. Where users can interact and share views and opinions with our journalists through regular online posts.

www.poweryourtrade.comPower Your Trade is a financial advisory portal, delivering a comprehensive mix of expert advice, stock news and analysis to investors and traders. This site has India's leading technical and fundamental analysts giving out daily trading calls, as well as long-term investment strategies.

www.commoditiescontrol.comIndia's first and most credible commodities information and research service with more than 30,000 paid subscribers and six million page views a month, Commodities Control brings its users a deeper understanding of the Indian commodities space, with coverage of real-time market information and the interplay between the various market participants, through first hand access to prices from over 100 spot markets.

www.cricketnext.comThe site was launched in 2000 by Walchand CricketNext.Com Limited and has been recently acquired by Network18 and also forms part of Web18. It offers volumes of information and opinion, not to speak of contests and loads of fun. CricketNext.Com recognizes the fact that the medium allows ready interactivity. The interactive features include a daily poll question, celebrity chats and discussion boards besides encouraging cricketizens to express themselves by writing in their own columns.

www.compareindia.comThe site was recently acquired by Network18 and forms a part of Web18. The uniqueness of the portal lies in the fact that it operates at two levels: at the back-end, it is a research organization and at the front-end, it is a free information service. It uses research as a tool to provide consumers free information on products they want to buy. Currently, the site features 37 product categories: Audio systems, tele s, washing machines, microwave ovens, refrigerators, fax machines, photocopiers, and printers, amongst others.

www.tech2.comTech2.com is Network18's integrated technology media brand. It includes the websitewww.tech2.com, the Tech Shows on CNBC-TV18 and CNN-IBN, and in the near future, Events as well as a Mobile Platform.

http://www.tech2.com/

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.

HS18 is committed to providing superlative quality, exceptional value and unmatched convenience. From the stage of product selection, to

placing the order & all the way to the final delivery at your doorstep – an experience that you can depend upon! HS18 makes shopping fun and easy. Great products & established brands, multiple payment options,

time bound delivery and a 15 day ‘no questions’ asked replacement guarantee. HS18 is committed to building a credible proposition for

both the consumer & its partners.

You are invited to experience first-hand, the passion, the spirit and the energy that is overt and contagious. Shop with us and experience the

wow!

Studio18Studio18 is the entertainment division of Network18. It is a full spectrum film production and services operation, which is a division of Viacom18 (the Group's 50:50 JV with Viacom). Its business model encompasses a 360 degrees approach to the film business, which includes Production, Acquisition, worldwide Distribution, Marketing, Syndication, Home Video and Music Label.

Capital18Capital18 is the group’s venture capital and private equity arm focused on making investments in media, entertainment and technology ventures.

E18E18 is one of Network18's latest ventures. It is active in the live entertainment space. It will leverage the various brands owned by the Group, including the new ones added via the Viacom 18 joint venture.

www.bookmyshow.comBig tree Entertainment, one of the latest additions to the Network18 family, is India's premier comprehensive ticketing, information and analysis solutions provider. It has interests in software sales and asupport, ticketing services, box office tracking and analysis.

www.josh18.comJosh18 .com is the world’s biggest Hindi website. It was launched to provide a platform for new-age bi-lingual Indians across the globe, and to give them information in their own language.

Mobile18Mobile18 is the mobile arm of Network 18 group with an objective of convergence of Network’s rich content on Mobile Platform & offering an additional channel for end users. It currently offers the content from TV & Internet for mobile users. Mobile 18 has developed the WAP sites for Moneycontrol.com, IBNLive, IN.com, Cricketnext.com, Tech2.com, and In.com & Buzz18.com. Mobile18 also introduced an innovative launcher on WAP that gives direct access to all their WAP properties on a single platform. Besides, Mobile 18 has its services on Voice & SMS Platform. Recently they also launched streaming of Network Channels on Mobile Platform besides introduction of new network short code 51818.

IBNLOKMATLokmat Group, Maharashtra’s leading Newspaper group, present IBN-Lokmat - a 24-hour Marathi News and Current Affairs Channel. The legacy of these two renowned media powerhouses will give IBN-Lokmat a sense of immense credibility as well as access to a vast audience base.

Infomedia18Infomedia 18 Limited is India's leading print media company with strong market presence in diverse business areas spanning Business Directories, Magazine Publishing, Printing Services, B2B online SME marketplace and Publishing Outsourcing. The Company is the undisputed market leader in Yellow Pages and Special Interest Publishing and one of the most respected contract printers in the country.

Viacom18Viacom 18 Media Pvt. Ltd. is a 50/50 joint venture operation in India between Viacom Inc. (NYSE: VIA, VIA.B, world's leading entertainment content company, comprising brands like BET, MTV Networks and Paramount Pictures) and the Network18 Group. The joint venture includes leading brands across television, film and digital media to build one of India's leading multimedia entertainment powerhouses. Viacom 18 Media Pvt. Ltd. includes the vibrant youth brand - MTV, the fastest growing kids channel - Nick, India's only International Music & Lifestyle channel - Vh1 , Studio18, a new-age motion picture brand that produces, acquires and distributes Hindi films and also launched the Hindi General Entertainment channel - COLORS. This apart, Viacom18 also runs Viacom's consumer products business in India. Viacom18 brings together the unique strengths of two formidable partners, thus forming an entertainment conglomerate that will have a competitive advantage in serving the needs of both viewers and advertisers.

Sport18Sport18 is a sports marketing company with expertise in Rights Management,

Sponsorship Sales and Servicing, Sports Broadcasting, International Representation, Consultancy and Research. Started on Jan 1, 2008, Sport18 has already spread its footprint across multiple sports. As a full fledged sports solutions provider, it manages the interests of the Professional Golf Tour of India (PGTI), the official body of professional golf in India. The three internationally recognized distance running events in India namely the Standard Charted Mumbai Marathon, Sunfeast World 10K and the Airtel Delhi Half Marathon are broadcast through Sport18. Sport18 is also marketing the Volvo Ocean Race Stopover at Cochin. Other areas of operation include working with domestic football federations and developing some of the globally popular sports which have significant potential in India.

ForbesIndiaForbes is the world’s leading business magazine and since its inception in 1917, it has stood, unwavering, for one overriding principle: the unshakable belief in the power of free enterprise.

About HomeShop18

HomeShop18 is a venture of theNetwork18 Group, India's fastest growing media and entertainment Group.

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.

Network18 is the only media company in the globe to have partnered with three of the world’s largest media conglomerates.

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 operates in a multimedia environment including television, web, catalogue and print to reach high quality products and services directly to

customers across the country.

HomeShop18 has partnered with the best brand owners, such as Apple, Motorola, Philips, Kaya, Godrej and many more…… to provide superlative quality and exceptional value from the stage of product selection, to placing the order & all the way to the final delivery at your doorstep – an experience that you can depend upon!

HomeShop18 is committed to providing a delightful customer experience, through entertaining and outstanding content on TV & the Web and its high quality captive customer sales centre. Its highly customer-centric practices, including free home delivery*, multiple payment options and 15 days money back guarantee, make shopping with HomeShop18 a smarter and more intelligent experience.

HomeShop18 aims to represent a one-stop shopping destination for all segments including youth, men, women and children. Customers can choose from a range of branded products across various categories along with value-added propositions.

A 24-hour call center also allows customers to call in and book orders as per their convenience. It will deliver products to over 3000 cities free of cost.

Customers also have the option of sending products to multiple shipping addresses while placing a single order.

It also offers a 15-day, no questions asked money back guarantee, states an official release.

Customers can review his order, apart from tracking the status of his orders online at any point in time. It has multiple payment options like credit cards, cash on delivery amongst others.

MISSION

HomeShop18 is on a mission to drive India’s most comprehensive virtual business that helps customers make informed choices and

extract the best value for their money.

Partner’s HomeShop18

In today’s fast-paced lifestyles, virtual retail adds a whole new dimension to shopping. Its efficiency and convenience right from the stage of product selection to the final delivery at the customer’s doorstep is deeply relevant in today’s context.

HomeShop18 is a venture of the Network18 Group. Network18 is one of India's leading full-play media conglomerates with interests in television, internet, filmed entertainment, print, magazines, mobile content and allied businesses. It operates India’s leading business and general news television channels - CNBC TV18, CNBC Awaaz, CNN IBN, IBN7, and IBN Lokmat.

HomeShop18 has launched India’s first 24-hour home shopping television channel on April 9, 08. HomeShop18 is focused on providing high-quality, branded products at the best prices to its customers through television, internet (full function e-commerce portal), direct corporate (B2B) and high value catalogues.

Under the credible umbrella of Network18, HomeShop18 is dedicated to providing convenience, value, quality and innovative products to customers across its TV and Web platforms, across India in an informative, entertaining and interactive format.

GS Home Shopping is Also the partner with Home Shop 18.

GS Home Shopping is the new name for LG Home Shopping.

On April 1, 2005, GS Home Shopping launched its services to open a new chapter in home shopping history. Since its first broadcast in 1995, GS Home Shopping has played a major role in propagating home shopping culture by offering an advanced form of shopping, in which media and retail businesses are integrated, despite the lack of foundation and customer perception for mail-order markets in Korea. Now, with the 24-hour TV shopping through the cable and satellite broadcasting,

GS SHOP (www.gsshop.com), the largest Internet shopping mall in Korea, and the GS SHOP catalogue, which is recording the largest circulation and sales, GS Home Shopping is the largest on-line retailer in Korea.

In 2001, GS Home Shopping was recognized for its contribution to the advancement of the Korean retail industry by the “Presidential Award” in the Korea Distribution Award, the highest honor in the industry. It has received the top rank in the Korea Service Quality Index by Korea Standards Association for three years in a row. GS Home Shopping is a strategic investor in Homeshop18 and will infuse global best practice including support for product sourcing, broadcasting and marketing. GS Home Shopping will also complement Homeshop18’s product sourcing capability by making use of its global sourcing network.

Convenience

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.

The Online Shopping Buzz in INDIA

The convenience that comes with shopping via Internet has attracted many a shoppers nowadays. It is actually the brilliant deals with great discounts offered along with a vast variety of choices that has led to the rise in the online shopping scenario. No matter where you are, you can simply place your order right from there and that adds to the comfort and convenience and comfort of shopping online. You can even make payment while shopping online using your credit or debit card or pay after your product is delivered to you, whatever be the mode of purchase. You’d get your product right at your doorstep within the mentioned timeline, further adding to your satisfaction.Many online shopping malls have become quite favored amongst buyers. Driving all the way to select from a handful of products doesn’t seem to impress the customers anymore. There’s much awareness amongst customers nowadays. Besides spending on fuel, you tend to input extra efforts to get to the place and to search for the right products with inadequate access to information available on them which is not just the case with shopping online. You get to see various products with their complete details and can purchase them just about anytime, there are no time constraints.

Almost all brands are available at the online shopping malls, thus offering numerous choices for today’s customers. For example, if you want to buy a mobile phone, you can first check the various brands available and then shortlist them based upon your requirements like features available and pricing of the phone. This helps make you purchase not just in an easy manner but faster too. Most of the products offered online come with their certificate of authenticity. So, you can be ensured about their quality and not felt cheated once you make your purchase. The endless selection of products at an online shopping mall makes it convenient for the buyer to choose the most suited/preferred product available at a great price cut. One reason why you enjoy discount shopping and home shopping online is because such a store comes with no hassles at all, be it standing for long to know your purchase or bargaining for the right price, it’s all very transparent once you are online and you get the satisfaction of not being cheated with your money as well. Be a part of the home shopping experience to enjoy the satisfaction of making purchases at unbeatable prices and that too with complete ease.

WHAT IS HOMESHOPPING ALL ABOUT?

Home shopping commonly refers to the electronic retailing/home shopping channels

industry that allows consumers to shop for goods while in the privacy of their own

home, as opposed to traditional shopping, which requires you to visit stores and

shopping malls.

Main advantage of Home Shopping is CONVENIENCE. Convenience includes the

overall ease of finding a product, time spent on shopping and minimization of

overall shopping effort. Home shopping allows consumers to shop at the

convenience of their own home, and to save traveling time to retail stores and spend

their time on other important tasks and hobbies. Researchers identify convenience

as a 'fundamental objective' related to home shopping.

Home Shop 18 is getting more and more popular day by day as it has become a great source of purchasing any sort of items at any time. Home Shop 18 provides any type of things which you need to purchase. Home shop 18 has made everything easy for the common man to survive in this world where it is very difficult to purchase costly items.

Home shop 18 tries their best to maintain the cost of products which they sell s to the people all over the world. The products available in Home shop 18 are:

Dinner set, Jewelry set, Mobile of different types and ranges available, Reebok kit, Different types of cameras having different Mega pixels etc are available here which are sold at a very Normal cost which a common man can easily buy. One of the most important features of Home Shop 18 is that we can get the items directly at our home without any extra charges.

Homeshop18 has divided in Categories and Sub-Categories with further sub-division some of them categories are as follows-

Electronics & Computing Cameras & Mobiles

Kids & Toys

Jewellery

Watches

Fashion & Accessories

Health & beauty

Home & Kitchen

House Hold Appliances

Books

Movies & Music

Flowers

Shopping Demo

2Category/Sub-Category

Products at homeshop18.com are divided in Categories and Sub-Categories with further sub-division, displayed in the category list at top. You can browse through each of these Category until you find your desired product.

http://www.homeshop18.com/

.

Step 2: Register

Registering on homeshop18.com. You must be a registered user of homeshop18.com to be able to BUY online.

HomeShop18 Registration process is fast, easy and totally FREE!.

Click on the Sign in here link on the top right corner in the header part of every Page.

Step 3


Please follow the steps to Register with homeshop18.com

1. Enter your Email address which will also function as your User Name for homeshop18.com

2. Enter your Password and confirm the same by re-entering it. 3. Enter your Date of Birth 4. Enter your Mobile No.

Finally click on the Register button.



SWOT ANALYSIS OF HOMESHOP 18

STRENGTH

24 Hours shopping available.

In Every 6 Seconds a new customer.

2 million customer base

Big Brands Plays – Nokia, Samsung, Levis, Dell, Apple etc

Cash on Delivery

Distribution structure with wide range

WEAKNESS

India has 6500 cities/towns, but courier goes only to 3000.

There are 10+ companies in DTH, and we are supported

with only 3 companies (Big TV. Airtel, Dish TV)

Rural Market is not the focus area.

Not deals in Sport Products like Cricket kits.

The approach of channel is not too much on cable.

Long delivery time,in camparision from competitors.

OPPORTUNITY

We can also open mobile stores in market, which can also help us in reducing the delivery time.

We can give shows on more TV channels.

Use different medium of Selling Product like Radio Show and mobile, TV show, should not only the medium.

Market and Brand Growth with increased penetration in rural market.

Increasing income level of the middle class.

THREATS

Competitors have finally arrived.

Aggressive Price competition from local & multinational Players like – hotspot, mobile shop.

Increase consumer spends on Education, food, travelling not on consumer durables.

Marketing MIX for HOMESHOP 18

PRODUCT

Product Variety Quality Product Availability of designs Brand names After Sales Service Features Innovative Product Offering Packaging

PRICE

Least Price Discount Seasonable Offers Financing Schemes Credit Policy Allowances

Difference between TELE SHOPPING & HOME SHOPPING?

Tele-shopping is a one product phenomenon. The model is simple – buy the product, make an infomercial, buy airtime and let the business roll in. And you will be amazed at the business they do. Do you know for instance that the size of the sauna belt market in India is Rs. 100 – 150 Crore?!! And the bulk of this happens through Tele- shopping. The Tele-shopping model tends to focus on health and wellness (mostly sports and weight loss equipment) and spirituality (crystals, Rudraksh etc). And though the quality of the products and the veracity of their claims is dubious,

I guess the success of the model is borne out by its continuing presence in the exorbitantly priced world of TV airtime.

Home shopping is a completely different concept. It’s like setting up a whole retail store or a marketplace on TV that allows for 24x7shopping. We work with 2750 brands and manage over 20000 sku (Stock keeping units) across electrical, electronics, textiles, jewelry, books, holiday packages etc.

Some Facts about HOME SHOP 18

1. There’s difference between Tele shopping & Homeshop18

Tele shopping is very product specific; Homeshop18 is a virtual mall (instead of a

shelf, there’s TV)

Tele shopping works on getting ad slots on TV channels; Homeshop18 is a TV

channel (No need for any slots)

2. Home shop displays the products better than any other retail format

3. In 2 years, Home shop has crossed 2Mn. customers;

1 customer is added every 6 seconds

4. Home shop accounts for 5% of all digital cameras sold in India; It’s is the largest

retailer for Reebok.

5. Home shop has 800 people team managing 5oo brands across every conceivable

product category

6. A TV channel like Homeshop18 converts eyeballs into transactions; Viewer ship

into customers

7. The revenue of Homeshop18 is not from advertisement but from transactions

8. The major challenge is to build confidence. Therefore, the focus is on selling

branded products

9. Internet is not as interactive as TV; it works as a catalogue for what’s on TV.

10. Customers prefer to use the internet more to spread the message that they have

purchased a product via a TV channel and find similar people who can validate that

it is OK to do that.

11. There’s a lot of scope to sell various products via a TV channel; Homeshop18 is

already selling Jewellery and insurance products and plan to get into Real Estate.

12. Payment mechanisms have and will evolve with time. Homeshop18 is one of the

1st ones to introduce Cash-on-delivery model which is not without its challenges

(Customer may change his/her mind; courier boys may run away with the money,

etc). These challenges are being taken care of in their unique ways

13. TV is a very strong medium and would continue to grow as we move ahead and

internet would form a great support system and would evolve with time.

Key statistics of Homeshop18 business:

51% of the business comes from TV channel ; Internet constitutes only15%

35% of buyers are from the metros; 65% Tier II and Tier III cities

60% of buyers are males ; 40% females

2750 Brands; 20,000 SKUs (Stock keeping units)

2 Million Customers

18% are repeat customers.

New transaction every 06 seconds.

Run-rate of Rs. 1 Crore a day.

Some background of Homeshop18.

2 years ago, definition of virtual eBay was either ecommerce or Tele shopping.

Ecommerce in India still does not have more than a few million user base and most importantly, the user base hasn’t grown exponentially.

Tele shopping has been all about selling particular category of products (spirituality/health/wellness). Driven by short term mindset – sold ‘magic’ more than genuine products.

Both these industries left a lot to be desired.

Homeshop18, in its 2 years of existence has created a market of virtual retail (present in all channels, except retail):

Internet Catalogue Future plans include radio as well as mobile.

What are the top selling products at Homeshop18?

These are the broad categories that are top selling:

Consumer Electronics: Camera [Homeshop18 claims that 5% of camera sold in India are through HS18 channel.

Mobile Phone and Microwave Ovens.

Home Appliances

Jewellery

ORGANISATION STRUCTURE

The organization structure of HOMESHOP18 is very simple and easy to understand. The organization is composed of certain parts. These parts then have their various functions and are interdependent on each other for a smooth functioning of the organization.

An organizations’ structure is a framework that allots a particular space for a particular department or an individual and shows its relationship to the other.

This company is having a horizontal organizational structure it means what we call the traditional structure or at times, the bureaucratic structure where there are one or more levels between the most junior and the senior most employees. This helps in proper distribution of work but can be harmful in terms of efficiency and decision making.

The HS18 is having a formal structure which means a company is formally organized and the rope of the company is in single hand and each one is responsible for their work. Each department is having their supervisors and their subordinates. And every one is expert in their work. They know what to and what not to do.

Advantages of FORMAL STRUCTURE-

Goals are clearly defined Suitable for all type of businesses Task done in time Objective will be clear Promotion slow but steady Many different branches appeal to different interests Gives responsibility to the subordinate

CEO

DIRECTORS

PLANNING & BROADCASTING

FINANCE

OPERATIONS

MARKETING

CREATIVE HEAD GRAPHICS HEAD

PRODUCERS

PRODUCTION

EXECUTIVES

OPERATIONS

VICE PRESIDENT

OPERATIONS CALL CENTRE

H.R. LOGISTICS POST SALES

ASS. MANAGER ASS. MANAGER ASS. MANAGER

G.M(PLANNING &

SOURCING

CATEGORY HEAD

CATEGORY/BUYING

MANAGER

ASS. MANAGER

ASS.BUYER

FINANCE

VICE PRESIDENT

D.G.M

ASS. MANAGER

SR.EXECUTIVE

EXECUTIVE

TEAM LEADRERS

EXECUTIVES

DGM

ASS. MANAGER

SR.EXECUTIVE

EXECUTIVES

Mobile Phones

“Style statement of generation now”

Lifestyle is not static; the way you have lived a decade ago may not be the same today. Changing lifestyle is greatly influenced by advancements in science and technology. This development has simplified working processes to the benefit of humans. One sector that has greatly changed the very facet of living is telecommunication. No matter where you are, you can interact with your people and stay connected to them by simply using your mobile phone. It is not just communication but also entertainment that mobile phones are used for nowadays. They are very much a part of our basic, daily functioning, no wonder, mobile phones and mobile phone accessories are carried as status symbol of the users in current generation.When mobile phones were first introduced, the models were not as sleek, thin, small, and compact as they are today. Not everyone did own these gadgets. Moreover, it was an expensive affair to own one. With time new mobile phones were introduced and people from all strata of the society welcomed the launch. Owning a mobile phone is a petty affair in current times. There are even mobile phone freaks who tend to change the gadget quite often. Latest mobile phones including dual SIM mobile phones with newer and innovative features have been attracting quite a handful of people. Users also prefer buying mobile phone accessories to exhibit a stylish look on the whole. There are various types of handsets available in the market and you can choose a preferred connection; you can opt for contract handset, SIM free options, dual SIM mobile phones, pay-as-you-go variants or SIM only alternatives. Mobile phone connections differ in terms of plans and schemes. You may even avail limited free calls, free text messages, etc. in the recharge or new-connection options. There are a number of connection service providers that offer competitive schemes. You need to make a comparative study to get the best connection deal as per your personal preference.Searching for the best mobile phone at the cheapest price is feasible online. Mobile phone manufacturers, given the stiff competition and increasing demand, focus on launching the latest mobile phones and accessories with unique prices incorporating up-to-the-minute technology. You can get to view the models of almost all national and international brands with description of the features including price at an online shopping platform. All you need is a little time to conduct research of the available models and compare them in terms of features and prices. The greatest advantage is that you could land up grabbing the best deal in almost a jiffy as you’d have already compared the features and prices of the phones that appealed to you.

TYPES OF MOBILE PHONES.

Bar Mobile Phone

Qwerty Mobile Phone

Flip Mobile Phone

Slider Mobile Phone

Touch Mobile Phone

Smart Mobile Phone

Bar Mobile Phones

A bar (or slab, or most commonly in the U.S., candybar) phone is in the shape of a cuboids. It is named because of its resemblance to a candy bar in size and shape. This form factor is widely used by a variety of manufacturers, such as Nokia and Sony Ericsson. Bar-type mobile phones normally have the screen and keypad all on one face. The Samsung SPH-M620 is a unique take on the bar form factor, offering different devices on either side of the bar; a phone on one side, and a digital audio player on the other.

Flip Mobile Phones

A flip (or clamshell) phone consists of two or more sections that are connected by hinges, allowing the phone to fold or "flip" in order to become more compact. When flipped open, the phone's speaker and microphone are placed closer to the operator's ear and mouth, improving usability. When flipped shut, the phone can become much smaller and more portable than when it is opened for use.

Motorola was once owner of a trademark for the term "flip phone",but the term "flip phone" has become generalized, and used more frequently than "clamshell" in colloquial speech. Motorola was the manufacturer of the famed FLIP phone.

http://en.wikipedia.org/wiki/Candy_bar

http://en.wikipedia.org/wiki/File:Nokia_E51_Black.jpg%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5

http://en.wikipedia.org/wiki/File:Docomo_D506i_open.JPG%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5

Slider Mobile Phones

A slider phone is composed of usually two, but sometimes more, segments that slide past each other on rails. Most slider phones have a display segment which houses the speaker used for calls and the phone's screen, while another segment contains the keypad or keyboard and slides out for use. The goal of using a sliding form factor is to allow the operator to take advantage of full physical keyboards or keypads, without sacrificing portability, by "retracting" them into the phone when these are not in use.

The Siemens SL55 was one of the first sliding mobile phones. Some phones have an automatic slider built in which deploys the keypad. Many phones will "pop out" their keypad segments as soon as the user begins to slide the phone apart. Unique models are the 2-way slider (sliding up or down provides unique functions) such as the Nokia N85 or Nokia N95.

QWERTY KEYPAID MOBILE PHONES.

QWERTY phone, which is not merely a cell phone, but a social networking tool. “It’s easy to operate, fast and has changed the whole mobile experience. You can even label it a computer,” He is typical of the new generation potential customers that mobile phone manufacturers are interested in. Till recently, typical users of phones with QWERTY keyboards used to be corporate and those that relied on mobile e-mail. However, with the emergence of online social networking on cell phones and the availability of affordable phones with QWERTY keyboards, many youngsters and even students are buying these phones. The past few months have witnessed a number of mobile phone manufacturers come out with handsets with full QWERTY keypads to grab a major chunk of this growing segment. As a result, one can get a handset with a full QWERTY keypad, which would earlier leave a hole in the pocket, for a very reasonable price today.

http://en.wikipedia.org/wiki/File:Sony_Ericsson_W580i.jpg%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5

A range of affordable QWERTY mobile phones such as the Micromax Q3, Intex IN6611 Ace, etc, has emerged lately. The latest entrant to join the league is Zen Mobile, whose Z77 carries an ultra-low price tag of Rs 3,299. And, after receiving overwhelming response for its trendy mobile handsets Z77 and the Z90, the company has recently launched the all-new QWERTY Z66 in the Indian market at just Rs 2,999.

UK-based social networking handset maker INQ, in association with Aircel, entered the Indian market recently with its INQ phone, famous for its Facebook application. It has also customized its offerings for India with a Cricket info widget and Orkut integration. The INQ Chat comes with a QWERTY keyboard for helping users chat with ease and is priced at Rs 7,599.

As per the Indian Cellular Association, the total number of mobile phones sold in India jumped nearly 300%, from 35 million in 2005 to 130 million in 2009, of which five million were smart phones. Last month, seven lakh QWERTY phones were sold in India. The association expects the sales of QWERTY phones to go up to seven-eight million and smart phones would go up to eight-nine million by this year-end.

Touch Screen Mobile Phones

A touch screen is an electronic visual display that can detect the presence and location of a touch within the display area. The term generally refers to touching the display of the device with a finger or hand. Touch screens can also sense other passive objects, such as a stylus. However, if the object sensed is active, as with a light pen, the term touch screen is generally not applicable.

The touch screen has two main attributes. First, it enables one to interact directly with what is displayed, rather than indirectly with a cursor controlled by a mouse or touchpad. Secondly, it lets one do so without requiring any intermediate device that would need to be held in the hand. Such displays can be attached to computers, or to networks as terminals. They also play a prominent role in the design of digital appliances such as the personal digital assistant (PDA), satellite navigation devices, mobile phones.

Smart Mobile Phones

A smart phone is a mobile phone that offers more advanced computing ability and connectivity than a contemporary basic 'feature phone' Smart phones and feature phones may be thought of as handheld computers integrated within a mobile telephone, but while most feature phones are able to run applications based on platforms such as Java ME or BREW, a smart phone allows the user to install and run more advanced applications based on a specific platform. Smart phones run complete operating system software providing a platform for application developers.

Growth in demand for advanced mobile devices boasting powerful processors, abundant memory, larger screens and open operating systems has outpaced the rest of the mobile phone market for several years. According to a study by ComScore, in 2010 over 45.5 million people in the United States owned smart phones and it is the fastest growing segment of the mobile phone market, which comprised 234 million subscribers in the United States.

TOTAL MARKET SIZE

Total market size of mobiles means the data which represents the data of how much mobiles of a company are sell during a year.

Company RANK Market Share (%)

NOKIA 1 47.7

SAMSUNG 2 16.7

LG 3 7.4

MICROMAX 4 4.8SPICE 5 4

MAXX 6 2.2

KARBONN 7 2.1

MOTOROLLA 8 1OTHERS

(Lava,Videocon, Airfone, Lemon, Zen, Onida, Olive, Intex, Fly) 9 12.8

MARKET SHARE OF MOBILES PHONES IN INDIA.

This market size is taken from a web site

MARKET OF SMART PHONE IN INDIA

Nokia has been king in India since mobile revolution came about in India and it still holds it positions when it comes to top 10 mobile handsets used in India. However, with advent of smart phones, Nokia has started to slowly loose it Mobile handset Market Share. While, Samsung seems to be doing quite well and has seen surge in its Market Share.

Nokia, being so popular in India, its native OS – Symbian is also faring very well – Infact, more than 90% of all the mobile requests to Admob Network are from Symbian OS. iPhone accounts for around 5% market share while remaining 4% account for all the rest of Mobile.

Growth Of Market Share

Mobile Sales in India –

Nokia Market Share Falls,

Local Manufacturer Strikes it hot

Growth of mobile sales in India (for 2009) and here are some of the relevant data points to track: The growth has more or less flat [owing to low sales figure in Q1] – in total, 101.54 million units of sales were registered. Local manufacturers* have grabbed 17.5% market share [from 0.9%, a year back] Only 5 local manufacturers in 2008 and the number stands at 28 now!

Nokia market share in India fell from 56.2% share in 2008 to 54.1% in 2009. Samsung Electronics Co. Ltd’s share rose marginally to 9.7% from 9.5%. LG’s share dropped from 7.2% to 6.4%, Of the local manufacturers, Micromax leads the race and holds a market share stands of 4.8%. Like any market research, take this with a pinch of salt [for instance, Nokia has expressed reservations about the research, since IDC didn’t take into account its production facility in Chennai, which ships 50% of the manufactured mobile to India]. Nevertheless, this is an interesting result and rise of local companies shows that there is a value in local IP [eat this: Micromax Q5 phone is just like Blackberry/E71/72 with a far lesser price which Blackberrys of the world cannot even match]. What’s your take on the rise of Indian local mobile manufacturers? *Top 5 Local manufacturers – Micromax, Karbonn Mobiles, Spice Mobiles Ltd, Videocon Industries Ltd and Lava International Ltd. Related posts: IE market share falls in India, Chrome picks up [2009 Recap] Mobile Phone Market – Nokia Dominates GSM Market, LG Leads CDMA Mobile Handset Market Share – Nokia leads, Samsung overtakes Motorola.

UPCOMING TRENDS OF MOBILES…

When you move up the technology value chain, what is it that you expect from your mobile phone which has become an inevitable asset of your life!!!! A mini storage of all the data you need right from your professional assistance to personal engagements to leisure enhancements.

A mobile handset has graduated from the fundamental role of voice communications and has emerged as a 'Convergence' and 'Lifestyle Support Device'.e

The Indian Handset Market has undergone a sea change when it comes to telecommunications. It has created a paradigm shift in the recent past and this can be seen from the fact that India's telecom subscriber base touching record highs of about 600 millions and touted to reach 770 million mobile subscribers by 2013.

Infact the handset market in India is Rs. 40,000 crore and would rise to Rs. 50,000 crore by 2011.

According to a recent survey by Indian Cellular Association, approximately about 130 million handsets are sold annually in India and this number is predicted to climb to 150 million by 2011.

With changing trends, the Indian handset industry is undergoing a complete transformation with classy multimedia featured enabled handsets being introduced to the technological aficionados.

A multimedia handset is basically an extension to a basic handset; comprising of the basic handset features along with radio, torch, graphics, pictures, video, mp3/mp4, games, JAVA, USB, Bluetooth, WAP, MMS, etc. Multimedia cell phones bring all your media to your fingertips. Combining internet access, email, PC syncing, document viewing, a camera, and (of course) a music and video player; multimedia phones can handle it all.

Moreover they are not so complicated and are ease to use too, light weighted slim and sleek and comes with QWERTY keys. These sophisticated phones are fetching good profit margins to the manufacturers and provide an amazing comfort to the customers.

The youth segment has been highly beneficial with the advent of these high end smart phones since they are more acceptable to latest technologies and applications. Now, the mobile phone has not been restricted for communication purpose only; in fact, it has got a multiple usage such as listening to music, watching videos, capturing images, accessing social networking sites and mails, sharing of data, recording, so on and so forth. Due to increase in demand, the handset

manufacturers are coming up with the latest trends and making available the stylish phones with different design patterns.

A Multimedia handset is a marriage of communication and entertainment. With the growing demand of, high-definition audio, photographs, video capabilities, gaming and connectivity fueled by latest advancements made in handset technologies, the mobile multimedia popularity is on the run.

For India's young tech savvy consumers, multimedia phones are an extension of self and expression of self. The youth demand the features and capabilities that allow complete personalization.

However due to its extensive and aggressive features, it is highly accessed by business professionals too as it is easy for data storage and its increasing visibility in terms of internet usage.

A handset has become a necessary gadget in one's life; doesn't matter a person is residing in rural area or in an urban area. With the level of increasing awareness across boundaries on the latest technologies and applications, the mobile handset players are seeing the revolution in the industry. Growing popularity of handsets with applications such as mp3/mp4, radio, camera, games, video, java, USB, screen colors, screen resolution, Bluetooth, wallpapers, WAP, MMS, etc. have been increasing rapidly. In fact these handsets are also getting popularity among the rural areas. Initially made for the urbanizes, these phones are also publicly accepted in the Tier-I and Tier-II cities.

These multi-faceted multimedia phones are in huge demand and handset manufacturers are leaving no scope to woo the customers and making the best possible effort to grab the market share.

Even as Indian handset manufacturers continue to focus on India's need for low-cost devices for rural markets, they are not ignoring the growing popularity of multimedia-rich phones in this burgeoning marketplace and are gearing up to boost their market share with latest technology innovations and trendy handsets.

Multimedia features cannot flourish without certain advancements including enhanced graphics and user interface technologies, OpenGL ES 2.0 API support, higher performing application processors, open standards, increased security, enhanced battery consumption management and other technologies that complement the multimedia experience.

What are the Attributes of

Quality Control?

Quality control

Quality control (QC) is a procedure or set of procedures intended to ensure that a manufactured product or performed service adheres to a defined set of quality criteria or meets the requirements of the client or customer. QC is similar to, but not identical with, Quality Assurance (QA).

QA is defined as a procedure or set of procedures intended to ensure that a product or service under development (before work is complete, as opposed to afterwards) meets specified requirements. QA is sometimes expressed together with QC as a single expression, quality assurance and control (QA/QC).

In order to implement an effective QC program, an enterprise must first decide which specific standards the product or service must meet. Then the extent of QC actions must be determined (for example, the percentage of units to be tested from each lot). Next, real-world data must be collected (for example, the percentage of units that fail) and the results reported to management personnel. After this, corrective action must be decided upon and taken (for example, defective units must be repaired or rejected and poor service repeated at no charge until the customer is satisfied). If too many unit failures or instances of poor service occur, a plan must be devised to improve the production or service process and then that plan must be put into action. Finally, the QC process must be ongoing to ensure that remedial efforts, if required, have produced satisfactory results and to immediately detect recurrences or new instances of trouble.

Parameters of quality control:

It is necessary for the product to pass all the parameters to go on air.

On Air is a complete process to broadcast the product.

For each product four (4) samples of each product are sended to QC/ operations team who verify the complete products according to the attributes filled in form by marketing person. It takes a time of a weak to go through the complete process of QC.

Through QC a consumer gets a quality product and the chances of fake are reduced.

Benefits of QC

1. It helps in uniformity of the products.

2. Quality control programs allow companies to detect any defective products and remove them before reaching the consumer.

3. Advantages of QC include better products and services ultimately establishing a good reputation for a company and higher revenue from having more satisfied customers.

Marketing Strategy of Home Shop 18

To create program to reach out to a wider audience through the new general entertainment channel (GEC) Colors.

Considering the Viacom 18-owned Colors 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. The purpose is to convert viewers into customers for the entire network”

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 sells it’s between the ranges from 1500 – 4500.

The metro peoples are more attracted towards the products.

The main form of earning is through transactions not through advertisement.

Comparison between

Homeshop18 and star CJ alive?

1. CJ has a call center which work only for 18 hours and HS18 call center works for 24 hours.

2. Online shopping is not available on CJ; HS18 is completely also Available Online.

3. CJ gives delivery in 5 days, and HS18 gives in 7 days.

4. The web site of the Star Cj is more attractive in comparison to Home shop 18.

5. HS18 uses the latest encryption technology and other methods to protect your credit card information but CJ don’t use such measures.

6. The payment option available with CJ are

Cash on delivery, for purchases up to Rs.25,000/-

Demand draft, for purchases up to Rs.15,000/-

Credit card payments

Cash Remittance

The payment option available with HS18 is 3 EMI of Citibank Credit Card Paid by Gift certificate

3 EMIs of HDFC Bank with no additional cost Internet Banking 3 EMIs of ICICI Bank with no additional cost Cheque/DD iTZ Cash Card American Express Credit CardCredit Card (Visa/Master)

7. CJ is concentrating mostly on selling Branded products like Samsung and LG but HS18 is selling multi branded products like Fujezone, wespro, Airfone etc.

8. HS18 have categorized their shows into different segments but the shows of CJ are not Categorized.

9. CJ has a brand list of just 57 brands but HS18 deals with more than 400+ brands.

10.The 3 Emi’s option is not available in CJ, but HS 18 gives this facility.

Research Methodology

Research methodology is a procedure designed to the extent to which it is planned

and evaluated before conducting the inquiry and the extent to which the method for

making decisions is evaluated before conducting the inquiry and the extent to which

the method for making decisions is evaluated. The research methodology if

scientifically developed enables the research to establish with high degree of

confidence, cause and effect relationship between the research between the research

activities and observed outcomes.

Data Collection method

Data Source:

Primary as well as secondary data sources are used to make project efficient & faithful.

Primary Sources of Data:

Observations

Questionnaire

Secondary Sources of data:

Company’s Catalogue

Business magazines & newspaper

Staff Members

Internet

SAMPLE QUESTIONAIRE

NAME- _______________________________________________

ADDRESS _____________________________________________

AGE- ________ GENDER CONTACT NO-_________

EMAIL ________________________________@_____________

Q1- Are you Aware about Home Shop 18?

YES NO

Q2- IF YES, How did you get to hear about HOME SHOP 18?

T.V INTERNETWORD OF MOUTH PRINT

Q3- Have You Purchased Any Product From Home Shop 18?

YES NO

If Yes (Please Specify) ____________________

Q4- Do you think the Prices of HS 18 are reasonable as compared to others?

YES NO

Q5- Do you own a Mobile?

YES NO

Q6- Which Type of mobile Design You Prefer?

BAR QWERTY KEYPADSLIDER/FLIP TOUCH SCREEN

Q7- In what Price Would You Like to Purchase your next Mobile?

1000 – 3000 3001 – 6000 6001 – 9000 9001 – 12000Above 12001

Q8- Which Brand you prefer most?

NOKIA MICROMAXSAMSUNG LG

OTHER________________________________

Q9- Why do you choose this Brand?

PRICE FUNCTIONAPPEREANCE ADVERTISEMENT

Q10- What do you mainly use your phone for?

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(Texts, Calls, Internet, Music, Camera)

Q11- What is the effect of CELEBRITY endorsed products on the Buying Behavior Of yours?

VERY MUCHNO EFFECTUPTO AN EXTENT

Q12- Do you have any special wishes/regards to the mobile phone manufacturers or service providers?

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Q13- At what time does you like to see HS 18?

MORNINGAFTERNOON

EVENING

Q14- For the promotion of Channel which is the best media?

TV PRINTFM WORDS OF MOUTH

THANK YOU FOR FILLING THE FORM.

HAVE A NICE DAY

Data Tabulation

As we are here study the objectives, we need to target the questionnaire to the viewers of the channels and the non viewers of the channel. Viewers are the only person who is the influencing factor of the product. None other than the viewers can judge their competition intensity and consequently their competitive marketing strategy in a better way. Thus following I have stated the sample size of the respondents and further their classification.

Sample Size: 100 Respondents


YES NO

Option DataYES 75NO 25



Option Data

T.V 50INTERNET 10WORDS OF MOUTH 10PRINT 5


YES NO



YES NO



YES NO


\



Option DataBAR 46

QWERTY 19SLIDE/FLIP 21

TOUCH SCREEN 14


1000 – 3000 3001 – 6000 6001 – 9000 9001 – 12000Above 12001

Option Data1000 – 3000 53001 – 6000 206001 – 9000 309001 – 12000 10Above 12001 35



OTHER________________________________

Option DataNOKIA 35

MICRO MAX 11SAMSUNG 13

LG 7OTHERS 34



Option DataPRICE 25

FUNCTION 30APPEREANCE 30

ADVERTISEMENT 15


TEXT CALLSINTERNET MUSIC

Option DataTEXT 25

CALLS 60INTERNET 10

MUSIC 5



Option DataVERY MUCH 65NO EFFECT 10

UPTO AN EXTENT 25


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Some peoples have requested some and some are required some thing but the major area of observers required “dual sim phone in NOKIA”, availability of E series in

lower rates, good quality mobile phones etc.


MORNINGAFTERNOONEVENING

Option DataMORNING 50

AFTERNOON 20EVENING 30


Option DataTV 45

PRINT MEDIA 30F.M 15

WORD OF MOUTH 10

Analysis and Interpretation


YES NO

Analysis and Interpretation:

The data shows that only 75 respondents out of 100 are aware of the brand Home shop 18. Thus it can be referred easily that it’s not the brand which has made ‘Network 18’ successful but it was its competitive marketing strategies.




According to the respondents we came to know that 25 % of the people are unaware about the HOMESHOP 18 but rest of people came to know through

Mostly of the people know Homeshop 18 as a show of channel “COLORS” which just came in the morning time and in late night but TV creates more awareness in camparisionto other medium.


YES NO

If Yes (Please Specify) ____________________


The respondents stated that the variety of products offered by Home shop 18 has made our life convenient that they get products at their door step but the dat which we got accordingly out of 100 we have selled a product only to 13 persons.


YES NO


According to the data we came out with is that 51 % out of 100 thinks that the prices of HS 18 are lower in comparison from others.


YES NO


According to the survey we came to know that 100 % of the public uses mobile that’s a great opportunity for us that we have a big market for selling Mobiles because every body is addicted to mobiles.




According to the survey it shows that 46 % of the people use Bar Mobile phones ,people feel more comfortable whwn they use Bar phone so we should more concentrate on selling Bar mobile phones.


1000 – 3000 3001 – 6000 6001 – 9000 9001 – 12000Above 12001


According to the response of question 7, we came on the conclusion that people want good mobile they are not concerned for the prices people more that 35 % want to go for the mobile whose rates are 12000 above, so it’s a great opportunity for us that we can bring costlier segments into our mobile category.



OTHER________________________________


As we all know that Nokia has captured a mobile market over a long time he is being the king of mobile industry for a several year but know Market share of Nokia is getting down day by day but still is on the no- 1 position, so we should consider to sell Nokia and Samsung as much as possible.




According to the questionnaire filled by public we came to know that a people want a mobile which is good in function and appearance while purchasing a mobile phone only 25 % consider price and 30 % people are concerned for functions and looks.


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(Texts, Calls, Internet, Music, Camera)


After going through the report we came to the data that most of the people use mobile for calling purpose so we have to mainly concern on the part that a public wants a mobile which is convenient in calling and 25 % required a mobile for text or for chatting purpose.




With the help of questionnaire we came to know that if a celebrity endorse a product it can change the buying behaviour of a customer it helps in increasing the sales of the product because 65 % of the people says that they are very much affected by celebrity endorsement so we came conduct our

shows or put some models in our shows who arre celeberies, through this we can win the heart of public and it also helps in increasing our sales.


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After getting the responses from the public it seems that peoples want costly mobiles that there prices should be turned down and some of the public also demanded for customised mobile service.


MORNINGAFTERNOONEVENING

Analysis and Interpretation: According to the survey most of the peoples like to watch our shows in

Morning time, which indicates that we can put our most selling products in the morning time.


TV PRINTFM WORDS OF MOUTH


As most of the respondents have opted for the option of ‘Television’, it can be easily said that the strategy of putting ads on television through the country among the strategies of fm, print, words of mouth, for promoting the channel has worked out the most. We can place different shows on other channels of network 18.

CONCLUSION

After analyzing the above questionnaire, it can be easily referred that HOME SHOP18 has wiped out to a certain, the market share of home shop. And it has marked a good brand image in just 2 years, Home shop 18- the channel of Network 18 is also a brand. But as is evident from the above data’s it is evident that its not the brand name which has fetched Homeshop18 success, but it’s their good marketing strategies adopted by them for conducting their shows. The competitive marketing strategies of Homeshop18 which were being used by them for the Success of their channel are as follows:

1. Homeshop 18 is the Pioneer in this industry.

2. It has created a NASCENT industry.

3. In their latest initiative to become the market leader, HOMESHOP18 has undertaken innovative promotions targeting Hindi speaking.

4. These marketing strategies seem to be quite aggressive and innovative.

Whereas Star CJ is still going on with its traditional mode of marketing, they are as follows:

Promotion in the shows of its own channel.

Promotion via its Co-Channels

Radio as a media of promotion is sometimes being used by them.

It also promotes itself through the Newspapers.

It has putted hoarding over the Delhi and several other places to be in the eyes of the public.

Proceeding further we need to also to consider the factors that are influencing the competition between ‘Homeshop18’ and ‘Star CJ alive’, they can be listed down as given below:

Viewers were in search of new, fresh, juicy and spicy Products. They wanted a broad variety of Products which can cater to the large segment of population at the same time.

In the era of marketing company concept Star CJ Alive was still sticking to the product era’s concept.

In the age of 21st century everyone aspires for the continuous innovation, which was never going to be done by Star Cj.

In this age, it’s not only the females who are the viewers of the shows. Thus family as a whole should be the target segment.

Monotonous daily shows created boredom among the viewers.

5. The awareness of Homeshop18 is not 100 %, which can be a big threat to the organisation.

6. A company is not concentrating on their advertisement.

7. The maximum portion of our country approx 62 % of people’s lives in rural area but home shop 18 is completely missing out that segment. An organization should be more focused on this portion if they want to be the Market leader.

8. To create programs to reach out to a wider audience through the new general entertainment channel (GEC) Colors.

9. Considering the Viacom 18-owned Colors 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.

10. “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,”

After reading the above listed points one can easily identify that Star Cj is on the lower hold. The reasons elucidated above needs to be converted into the success of this channel. This will be done by doing its reorientation. It just needs to reform its product and market them aggressively. HOME SHOP 18 has just lost it’s somewhat share to Star CJ but still is not on the lower ends. It is still giving stiff competition to the company which are into the Home shopping.

Recommendations

The last topic of the report talks about the convertibility of un favourable factors into the success of the channels. As it is evident from the whole study it can be easily referred that Star cj alive is at the lower ends whereas HOME SHOP 18 is currently holding the top position in Home shopping. In order to sustain its position, Home shop 18 needs to be innovative in approach with its continuous efforts. It has to walk in accordance with the customer’s choice and preferences... Hence the following are the general suggestions by which Home Shop 18 can have the convertibility of unfavorable factors into the success of their channel.

1. Consumers choice must be evaluated timely and properly so as they will not become product centric.

2. If they are being product centric, then the expertise must be there so that the targeted segment can never ignore their particular product.

3. Wide variety should be offered so that each and every colors of the sparkle can be made available to the viewers.

4. They should constantly design the competitive intelligence system:

There are four main steps in designing a competitive intelligence system:

Setting up the system Collecting the data Evaluating and analyzing the data Disseminating information and responding to queries

5. Constant market watch should be there so as to be in trend.

6. Proper marketing should be done as today it is the era of marketing company.

7. Target segment should be focused in such a manner which could address maximum population.

8. Competitors and customers should be focused simultaneously, which was not done by Star Cj alive.

9. Proper telecast timings should be set so as to grab more market share.

10. Lastly, Change should always be felt as a necessary component of the Competitive marketing strategies.

BIBLIOGRAPHY

BOOKS:

Kothari C.R.; Research Methodology, New Age, New Delhi, 2007.

Ramaswamy V.S., Namakumari S.; Marketing Management,

Macmillan India Ltd, 2003.

“Principles of Marketing”, Philip Kotler and Gary Armstrong, Part 4: Extending Market, Chapter 17: Creating Competitive Edge, 11th Edition, Prentice Hall of India Pvt. Ltd., New Delhi, 2006.

“Marketing Management”, Philip Kotler, Part 2: Analysing Marketing Opportunities, Chapter 9: Dealing with the

Competition, 11th Edition, Prentice Hall of India Pvt. Ltd., New Delhi, 2003.

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