zee telefilms ltd
DESCRIPTION
segmentation targeting and positioning and TRPSTRANSCRIPT
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