HOME SHOP 18

Guided by:
Submitted By:
MOHIT KUMAR
ADITI
PALAK GUPTA
AKSHIT SHARMA
SUGANDH AGARWAL

Dr. SUSHEEL CHHABRA

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-theart hubs in Mumbai and Delhi.
HomeShop18 is the Groups online & on-air retail marketing and
distribution venture which has launched Indias 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.

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 Indias 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 Indias largest
Internet players - Web18, as well as one
of Indias leading real time financial
information and news terminals Newswire18

Overview of homeshop 18 site :

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.

HS18 Mode of Transactions:

Product Line:

Electronics & Computing

Cameras & Mobiles
Kids & Toys
Jewellery
Watches
Fashion & Accessories
Health & beauty
Home & Kitchen
House Hold Appliances
Books
Movies & Music
Flowers

Business Model @ HS18:

IT in HS18:

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
frequency.

is

accessed

by

different

employees

at

varying

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.

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.

MIS at HS18:
Functional IT Team maintains the IS pertaining to their
functionality and the Central Team looks after stuffs like accesscontrol, 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.

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 deliverydifferent modes used were cash, advance
payment and CC payment.
MIS for Sales and Margin.
MIS for Dashboard for leadership and forecasting.

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 (TRPs) 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.

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 exRs 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
advertisement.

of

earning

is

through

transactions

not

through

Intranet Diagram

E-Commerce Models
Business-to-Consumer (B2C) Model
The B2C model involves transactions
between business organizations and
consumers. It applies to any business
organization that sells its products or
services to consumers over the Internet.
These sites display product information
in an online catalog and store it in a
database. The B2C model also includes
services online banking, travel services,
and health information.

Storefront Model:
Storefront model enables merchants to sell products on
the Web
An e-commerce storefront should include:
Convenience and Simplified Process
Online catalog of products
Order processing
Secure payment

Shopping Cart Technology

Shopping Cart
An order-processing technology allowing customers to accumulate lists
of items they wish to buy as they continue to shop
Shopping cart is supported by
Product catalog
Merchant server
Database technology
Combine a number of purchasing methods to give customers a wide array
of options

Revenue models :
Revenue model is a description of how the organization will earn revenue,
produce profits, and produce a superior return on invested capital.
The major revenue models are:
Sales revenue model: A company gets the revenue by selling goods, information
or services.
Subscription revenue model: A company charges a subscription fee for the users
that access to the content and services offered.

Advertising revenue model: A company provides a forum for advertisements

and receives fees from the companies that advertise their products.

ADVERTISEMENT REVENUE MODEL

Secured Payment Gateway Diagram

PAYMENT OPTIONS IN HOMESHOP18:

Porter's Five Competitive Forces Model

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.

Thank you