Zee Telefilms Ltd.

Breaking the Jinx

By: Bhargab Dhar Debajyoti Ghosh Kushal Gayakwad Md. Sahil Rajarshi Mitra Shivani Kapoor

Introduction

INDEX
Case Highlights Analysis Competitor Profiling Recommendations Bibliography

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

Case Highlights
To cater to the evolving markets Zee introduced new channels Overseas launch [USA 1998] Zees JV with Turner Ltd [ZTL 2001] Launched MUSIC ASIA ZEE MUSIC Introduced range of regional channels [ALPHA(1999)] Subsidiaries like SITICABLE, ETC Networks Ltd.

Zees 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 TVs Aaj Tak (March,2001) TRPs Began to fall Advertising revenues dropped drastically

SWOT Analysis
SWOT Analysis

External Environment

Internal Environment

Opportunities

Threats

Strengths

Weaknesses

Robust growth of Entertainment & Media sector

Increased competition

Huge bouquet of channels

Weak program content & lack of innovation

What went wrong?

Weak Program content Lack of innovations Poor brand visibility Failed to capture Customer mindset

Geographic Region City Rural & semi-urban

Demographic Age Family-size Gender Education Market Segmentation

Psychographic Socio-economic Lifestyle personality

Behavioral Response Benefits Readiness

Geographic Segmentation
The 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

Demographic Segmentation
In 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

Psychographic Segmentation
Psychographic segmentation divides a market into different groups based on lifestyle and personality characteristics. Dedicated Channels: Dedicated Programs: Zee Trendz Lifestyle programs Zee Sports Khana Khazanna Zee Jagaran Reality shows

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

Zees recent foreign strategies (Targeting)

Identified the market need-gap

Modifying Zee Caf channel Male oriented Community specific programs Regional shows subtitled in English for local viewers

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 rebranding of the entire Zee range of brands and all the channels of Zee sported a new logo.

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 Share of viewership

Hindi GEC of FY 2010 [3rd quarter]
Others, 13% Sony, 14% Imagine, 8%
Star Plus, 20% Colors, 25% Zee Tv, 20%

Sony
Star Plus Zee Tv Colors Imagine Others

GEC Ratings of June 2011

300 289 250 200 150 100 50 0 Star Plus Colors Zee Tv Sab Tv 283 230 245 183 181 147 128

May, 2011 June, 2011

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

Indirect Competitors
Internet Culture
Social Media Micro Blogs

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)

BIBLIOGRAPHY
Marketing Management by Kotler, Keller www.wikipedia.org

www.google.com
www.zeetv.com Various Blogs