HomeShop18 SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 2825

SWOT Analysis of HomeShop18 with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Reliance Industries Limited (RIL)


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


Lifestyle and Retail

Tagline/ Slogan

Shopping Makes Me Happy


Wide variety of products across many segments

HomeShop18 STP


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

Target Group

Middle income online and television shoppers


Best shopping experience in terms of value, quality and ease

HomeShop18 SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of HomeShop18 :

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.


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.


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.


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

HomeShop18 Competition


Below are the 5 main HomeShop18 competitors :

1. Amazon
2. Snapdeal


4.Indiatimes Shopping

5. Naaptol

The brandguide table above concludes the HomeShop18 SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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