Zee telefilms
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Zee Telefilms Ltd.Breaking the Jinx
By:Bhargab DharDebajyoti GhoshKushal GayakwadMd. SahilRajarshi MitraShivani Kapoor
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INDEXIntroduction
Case Highlights
Analysis
Competitor Profiling
Recommendations
Bibliography
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About Zee
• Zee Telefilms Ltd was established in October, 1992
• First Hindi satellite channel• First listed media company in India• First to launch Hindi GEC (Zee TV), Hindi
cinema channel (Zee Cinema), 24x7 Hindi News Channel (Zee News) in India
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• To cater to the evolving markets Zee introduced new channels
• Overseas launch [USA 1998]• Zee’s JV with Turner Ltd [ZTL 2001]• Launched MUSIC ASIA ZEE MUSIC• Introduced range of regional channels
[ALPHA(1999)] • Subsidiaries like SITICABLE, ETC Networks Ltd.
Case Highlights
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Zee’s Down-fall
• The performance of Zee Turner Ltd (ZTL) remained a question mark
• Zee started loosing its position of market to new players like Sony TV, Star TV
• Rise of India TV’s “Aaj Tak” (March,2001)• TRP’s Began to fall• Advertising revenues dropped drastically
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SWOT Analysis
SWOT Analysis
External Environment
Opportunities
Robust growth of Entertainment & Media
sector
Threats
Increased competition
Internal Environment
Strengths
Huge bouquet of channels
Weaknesses
Weak program content & lack of
innovation
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What went wrong?
• Weak Program content• Lack of innovations• Poor brand visibility• Failed to capture Customer mindset
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Geographic• Region• City• Rural & semi-urban
Demographic• Age• Family-size• Gender• Education
Psychographic• Socio-economic • Lifestyle• personality
Behavioral• Response• Benefits• Readiness
Market Segmentation
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Geographic SegmentationThe market is differentiated into geographical units
like nations, regions, urban & rural etc. as customer preferences vary across regions.
Dedicated Channels:– Zee Bangla, Kannada,
Marathi, Punjabi, Tamil
Dedicated Programs:– Regional soaps– Regional movies– Regional news– Reality shows
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Demographic SegmentationIn Demographic Segmentation the market is
divided into groups on the basis of variables like -- Age, gender, education.
Dedicated Channels:– CNBC– Cartoon Network– Pogo– Zee Cinema [all age-group]
Dedicated Programs:• Astitva• BQC• Hip Hip Hurray• Sare Ga Ma Pa
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Psychographic SegmentationPsychographic segmentation divides a market into
different groups based on lifestyle and personality characteristics. Dedicated Channels:– Zee Trendz – Zee Sports– Zee Jagaran
Dedicated Programs:– Lifestyle programs– Khana Khazanna– Reality shows
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Behavioral Segmentation
Here the marketers divide the consumers into groups on the basis of their knowledge of, use of, or readiness towards a product.
Dedicated Programs: Aap Ki Antara Dance India Dance Agle Janam Mohe Bitiya Hi Kijo
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Zee’s recent foreign strategies (Targeting)
• Identified the market “need-gap”
• Modifying Zee Café channelMale orientedCommunity specific programsRegional shows subtitled in English for local viewers
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How Positioning helped Zee's turnaround in terms of (TRPs)
• 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.
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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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Sony; 14%
Star Plus; 20%
Zee Tv; 20%Colors;
25%
Imagine; 8%
Others; 13%
Hindi GEC of FY 2010 [3rd quarter]
SonyStar PlusZee TvColorsImagineOthers
Market Share of viewership
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GEC Ratings of June 2011
Star Plus Colors Zee Tv Sab Tv0
50
100
150
200
250
300
283
230
181
128
289
245
183
147May, 2011June, 2011
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Competitor profiling– Colorful story of
How STP played an important role in ‘Colors’ success?
•Differentiated content•Disruptive scheduling•Right positioning & distribution strategies•Latest movie rights
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Indirect Competitors
• Internet CultureSocial MediaMicro Blogs
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Recommendations for improving & maintaining steady TRPs
• More interactive web-sites (to counter indirect competition) Online TV shows Channel apps
• Launching of Education Channels/Programs (Competitors: Discovery Science, Animal Planet)
• Modified advertisement timings– 1-minute break for prime-time movies– Single break movies in week-ends– No break movies during odd hours
• Reality based shows Appealing to the youth (Competitors: Roadies, Stunt Mania) Comedy-Shows (Competitors: Comedy Circus, Laughter Challenge)
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BIBLIOGRAPHY
Marketing Management by Kotler, Keller
www.wikipedia.org
www.google.com
www.zeetv.com
Various Blogs
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