Zee Telefilms Ltd.Breaking the Jinx

By:Bhargab DharDebajyoti GhoshKushal GayakwadMd. SahilRajarshi MitraShivani Kapoor

INDEXIntroduction

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

• 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

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

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

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

Psychographic• Socio-economic • Lifestyle• personality

Behavioral• Response• Benefits• Readiness

Market Segmentation

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

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

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

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

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

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.

• 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

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

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

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 CultureSocial MediaMicro 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