HomeShop18 SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1194
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SWOT Analysis of HomeShop18 with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

HomeShop18

Parent Company

Reliance Industries Limited (RIL)

Category

Ecommerce - Online Retail-Apparel, Electronics, Beauty and more

Sector

Retail

Tagline/ Slogan

Shopping Makes Me Happy

USP

Wide variety of products across many segments

STP

Segment

Television & online viewing audience who prefer online medium of shopping as well

Target Group

Middle income online and television shoppers

Positioning

Best shopping experience in terms of value, quality and ease

SWOT Analysis

Strengths

1. Strong brand recognition because of television channel HomeShop 18.

2. 1,000 plus brands across wide range of product categories like clothing, jewellery, appliances, beauty etc.

3. Strong support of Reliance Industries Limited/Network 18.

4. Many smart phones from companies like Micromax, Spice and Celkon exclusively launched on Homeshop18.

5. Innovative and aggressive marketing campaign like the one involving two animated cats adds to its brand awareness and positioning.

6. Wide distribution network covering 3,000 plus locations.

7. Partnered with major brands like Reebok, Nokia, LG etc in India

8. Presence across TV, Web and Mobile.

Weaknesses

1. It witnessed some prominent resignations which affected operations

2. Too much emphasis on TV specific items can diminish the dual identity of Homeshop 18 as an ecommerce web portal.

Opportunities

1. Leveraging its brand recognition to have an innovative marketing campaign to position itself as a strong ecommerce portal.

2. Expanding its product portfolio to include private lables, bridal section etc.

Threats

1. Rise of ecommerce platforms gives it intense competition.

2. Increasing popularity of online shopping among the rising affluent middle class can be a big disadvantage if TV specific strategy continues

3. Too many substitutes available hence low brand loyalty

Competition

Competitors

1. Amazon
2. Snapdeal

3.Flipkart

4.Indiatimes Shopping

5. Naaptol



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