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MARKETING STRATEGY
Presented by :-Parveen Garg
Ravinder singh
Entertainment Channels
34Channels
169Countries
730
Millions
Viewers
Established 2-
October 1992
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.
• 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.
Umeed Se Saje Zindagi
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
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
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
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
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
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.
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..
• 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
Market Research
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
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
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
ZEE’s Global Reach
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
SWOT Analysis
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.
STRENGTHS• Completely integrated media corporate
- Major presence in TV programs, films, music, print, broadcasting , cable distribution, internet portals etc.
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.
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
WEEKNESS• Suffered from Marketing Myopia - failed to anticipate the competition.
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.
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.
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.
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
THREATS • Balaji Telefilms (2000) - The Serial Killer A national craze – Portraying the epitome of Indian tradition & culture
• Launch of AajTak(Dec 2000) – „Sabse Tez‟
COMPITITERS
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”
Umeed Se Saje Zindagi
Thank You