Abstract

The case examines the concept of television shopping, its emergence, success factors and the benefits it offers. The case discusses in detail the teleshopping business in India with reference to the product, price, promotion and distribution strategies of various teleshopping networks. The case also explores the reasons for the limited growth of teleshopping in the country and discusses the future prospects of the businesses.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Direct marketing and teleshopping as channels of direct marketing.

Keywords

Television shopping, emergence, success factors, benefits, teleshopping, business, India, product, price, promotion, distribution strategies, limited growth, country, future prospects, businesses