Social Media Strategy - Plan Your Channels Right from the Get-Go
Marketing Strategy on Entertainment Channels
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Transcript of Marketing Strategy on Entertainment Channels
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MARKETING STRATEGY
Presented by :-Parveen Garg
Ravinder singh
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Entertainment Channels
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34Channels
169Countries
730
Millions
Viewers
Established 2-
October 1992
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ABOUT ZEE• Zee Entertainment Enterprises Ltd. (ZEEL) is the second largest
Indian media and entertainment company based in Mumbai, Maharashtra, India.
• It is a subsidiary of the Essel Group.• The company's chairman, managing director and Founder is
Subhash Chandra and its chief executive officer is Puneet Goenka.
• Zee is the largest production of Hindi programming.• It was a first company to launch a satellite channel in India.• First listed media company in India.
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• The unshackling of the ‘Z’ from the box symbolises today’s woman’s zest for life and confidence to go out in the world beyond her home.
• The overall design has a progressive feel and reflects the idea of looking into the future with hope and depicts a more dynamic and spirited outlook.
• The rainbow of hope is a very important element of the new packaging. It is colorful, ethereal and symbolically emphasizes the promise of ‘Umeed Se SajeZindagi’… celebrating hope and life.
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Umeed Se Saje Zindagi
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ZEE’s Market Segmentation
Geographic
Regions, City, States, Rural &
Semi Urban
Demographic Age, Family
size, Gender, Education
Psychographic Socio -
Economic, Lifestyle,
Personality
Behavioral Response, Benefits, Readiness
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Geographic Segmentation The Market is differentiated into geographical units
like regions, states, rural & urban etc. as customer preferences vary across regions.
Dedicated channels : Zee Punjabi, Tamil, Bangala, Marathi, Oriya, Kannada
Dedicated Programs : Regional Movies Regional News Reality Shows
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Demographic Segmentation The Market is divided into groups on the basis of
variables like – Age, gender, education etc. Dedicated channels : CNBC Cartoon Network Pogo Zee cinema ( all age groups )
Dedicated Programs : Market Watch Chhota Bhem Sa Re Ga Ma pa Movies, Masti, Magic
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Psychographic Segmentation The Market is divided into different groups on the
basis of lifestyle, personality etc.
Dedicated channels : Zee Trendz Zee Sports Zee Jagran
Dedicated Programs : Lifestyle Program Khana Khazanna Reality shows
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Behavioral Segmentation
The Marketers divide the consumer into groups on the basis of their knowledge of, use of, or readiness towards a product.
Dedicated Programs : Dance India Dance Jodha Akbar Sapne suhana ladakpan ke
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Zee’s Targeting Strategies
Zee Network’s new slogan —
“Ummeed Se Saje Zindagi” A new positioning targeting the emerging Indian woman.
Change in the programming strategy and the channels look to unveil more family-centric shows, targeted especially at women.
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Zee’s Positioning Strategies
Adopted rebranding, repositioning strategies to maintain a common identity to varied brands, Zee initiated the re- branding of the entire Zee range of brands and all the channels of Zee sported a new logo.
Cont’d..
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• Relook on channel and program positioning• Marketing strategies & presentation• Prime time slots for new shows “Pavitra Rishta”• After-noon movies• Reality show: “Sare Ga Ma Pa”• Production house for movies• Zee-Cine awards
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Market Research
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23%
26%
24%
16%
10%
11%
Star Plus
Colors
Zee TV
sony
Life ok
Others
ZEE’s Market Share
Star Plus
Colors
Zee TV
Sony
Life ok
others
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25%
20%19%
16%
7% 13%
Relative Channels Share
Aaj TakNDTV IndiaABPNewsZee NewsDD NewsIndia TV
ZEE NEWS - HIGHLIGHTS
Aaj Tak
NDTV IndiaZee News
ABP News
DD NewsIndia TV
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Zee TV’s Viewership – Zee Cine Awards 2012
Zee TV Star Plus Sony
Percentage 0.53 0.2 0.27
5%
15%
25%
35%
45%
55%
Axis Title
Channels Average Television
Rating
ZEE TV 4.9
Star Plus 2.69
Sony 1.29
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ZEE’s Global Reach
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56%
13%
11%
6%
14%
Revenues: Rs 30,136 million
Advertising
Domestic Cable
Domestic DTH
Other Sales
InternationalAdvertising
Domestic cable
Domestic DTH
Other Sales
International
REVENUE PIE FY2011
Advertising Other sales Subscription
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SWOT Analysis
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STRENGTHS• Zee launched ZEE TV, the nations first Hindi channel by a pvt. Organization. - By 1994 Zee‟s prime time audience share was 37% compared to Doordarshan‟s 39% - Star‟s meager share was just 8%.
• 1992 -2000 Zee commanded the highest market share
• Content ranged from film-based to educational programs - Increased the multiplicity of choices.
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STRENGTHS• Completely integrated media corporate
- Major presence in TV programs, films, music, print, broadcasting , cable distribution, internet portals etc.
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STRENGTHS • Pioneering venture into the UK, US & African & Middle East market – increasing its global presence
• The bouquet of regional channels. - first to reach out to the regional masses.
• Prominence gained by other subsidiaries.
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STRENGTHS • 34 Channels , 730 million viewers worldwide, presence in 169 countries.
• Instant success of Reality show – Dance India Dance, Sa Re Ga Ma Pa
• Subhash Chandra taking the lead & his innovations
• Zee Cine Awards – Dubai & London - a truly global phenomenon
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WEEKNESS• Suffered from Marketing Myopia - failed to anticipate the competition.
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WEEKNESS• Zee News loosing market share to AajTak, ABP news.
- AajTak’s , ABP news have dynamic programming & breaking news.
• In October 2000, Zee launched “Sawaal Dus Crore Ka” which turned out abysmal for the channel.
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OPPORTUNITIES• Joint Venture with Turner International India (Late 2001) ( fully owned subsidiary of AOL Time Warner) - Joint Venture named Zee Turner Pvt. Ltd. - A blend of international & local channels - India’s largest entertainment distribution comp.
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OPPORTUNITIES - Takes advantage of the situation - Evolution of a revamping strategy - Improving program content - New shows added such as Qubool hai, Jamai raja, Kumkum bhagya, dance India dance.
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THREATS Quality content by SONY & STAR
• Sony launched the Sports - Movie Channel named SET-MAX.(1999) - Viewers ko deewana bana de
• Knockout blow by KBC(July 2000) - Kaun Banega Crorepati
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THREATS • Balaji Telefilms (2000) - The Serial Killer A national craze – Portraying the epitome of Indian tradition & culture
• Launch of AajTak(Dec 2000) – „Sabse Tez‟
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COMPITITERS
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Conclussion Zee Entertainment Enterprises Ltd. (ZEEL)
• The overall design has a progressive feel and reflects the idea of looking into the future with hope and depicts a more dynamic and spirited outlook.
(ZEEL) is the second largest Indian media and entertainment company and looking for a progressive future in coming time. Slogan — “Ummeed Se Saje Zindagi”
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Umeed Se Saje Zindagi
Thank You