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Zee International's Marketing strategy
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Zee International and Haldiram’s
Zee Edge
• Big subscriber Base.• Largest Network of channel for South Asian in USA and UK.
– Zee TV,Zee Cinema,Zee Punjabi and Zee Gujarati• Reaching to all possible communities with variety of
channels in both markets.• Many fold options and medium of advertising under one
umbrella – TV, Print and Web.• Dedicated beam, programmed as per local time band.• Zee Cinema has biggest library of 4500 movies both
regional and Hindi.• Programming with News Slot from India.
Zee International
Options of Advertising
• Television
• Website
• Ground Events
Platforms
• To be present on all the Platform of Advertising in a bigger way on Zee Network.
– TV – All Channels in Americas, Europe, Middle East and A-Pac.
– Print – Zee Magazine – Middle East and Europe– Web – Zee Website – All countries
For Bigger Picture and interaction of and on the Brand..– Ground Event in Europe, Americas, A-Pac and
Middle East.– Words of Association from Celebrity/s.
Advertising Options
TV•Zee TV•Zee Cinema•Zee Punjabi•Zee Guajarati•Zee Music
Print•Adv in Magazine•Pamphlets
Web•Zee Website•E-Mailers to Subscribers
•Spot Buy•Sponsorship•Fillers•Vignette
•Cover Page•Inside•Back/inside•Mid Page•Pamphlets Inserted in Mag
•Banners Adv•Links•Pop-ups•Contest
•Frequency/Day/Channel•Sponsorship for 52 weeks•Songs/Movies/Wishes
•Number of Insertion/s •Home page Banner•Inside Banners on Individual channels•Link of Galaxy•Pop-up with Zee Website•Contest based on Product integrants
• Top 10 Prime Program on Zee International– Sa Re Ga Ma Pa – Little Champs– Dulhan– Saat Phere– Betiyaan– Hindi Movies – Saturday and Sundays– Khana Khazana– Kasamh Se– Aladdin– News – Hindi, Guajarati and Punjabi– Maayka
Television
Zee Cinema Prime Property– Prime Properties on Zee Cinema in USA, UK.– Superhit of the week-New Movies/Blockbuster– Twin Treat-Back to Back Movies of same actor– Retro Reel-Old classic movies.
Alpha Etc Punjabi Prime Property– Prime Properties are – Gurbaani Live from Golden Temple.– Pardesiya Wich Punjabi- based on people settled and doing great in US
& UK.– Pulkhari – cookery and cultural based show.– Kuch Pal Tere Naam – Interviews of Punjabi celebrities in India.– Alpha Gaddi – Musical Program.
Alpha Gujarati Prime Property– Prime Properties are – Aapni Rasoi on the lines of Khana Khazana – Gujarati recipe’s.– Apni kitty – Women based program.– Amane Samne – Interviews and discussion of personality.– Zee Samachar – News , current affair program etc.
Television..
• Europe – (Zee Bollywood) One and only one magazine which reaches to 100 Thousand people, who have dedicated readers.– Please note that Zee magazine is the only subscribed
South Asian magazine in UK.– 3 Ads in one subscription – Will get high attention and
client can give more information to the readers and cover all distribution center info also.
– Magazines comes only once in three months.
• Middle East - (Zee Bollywood) magazine which reaches to about 10,000 subscribers and is available at Hotels, Event Venues etc.
• Dedicated visitors who visit website to look for schedule, program synopsis etc.
• Website will lead the visitor’s to Haldiram’s homepage for more product knowledge other details and ultimately the serious one will end up buying the product.
Web
The Plan
TV•Zee TV•Zee Cinema•Zee Punjabi•Zee Gujrati
Print•Adv in Magazine
Web•Zee Website•E-Mailers to 2,50,000 Subscribers
•Spot Buy•Sponsorship•Fillers•Vignette
•Cover Page•Inside•Back
•Banners Adv•Contest
• 4-5 Spots/Day/Channel• Associate Sponsorship of Top 1 Prog – 52 weeks•Songs/Movies/Wishes
•Number of Insertion/s - 3 •Home page Banner•Contest
Deliverables EUROPE• Sponsorships- TV
– Associate of one prime time property on Zee TV - Dulhan for 52 weeks.
– Associate of one prime time property on Zee Cinema – Cine max for 13 weeks.
– Associate of two prime time property on Zee Alpha Punjabi – Perdesia wich punjabi for 4 weeks
• Fillers-Cooking Tips– Fillers provide frequency and will create recall- 20 fillers
in a month on ROS basis.– Festival Wishes “ Wish your Loved ones in India”.
Communication Plan – The 360o
Communication Plan – The 360o
DELIVERABLES – Print, Web and GroundPRINT
– Pamphlets – Insertion charges of Rs. 5 per pamphlet, Total Zee Subscription 250 thousand people.
– Full page Advertisement in Zee magazine at cost of Rs 5,20,000/-. Magazine circulation 100 Thousand people.
– Please note that Zee magazine is the only subscribed South Asian magazine in UK.
GROUND / EVENTS– Zee Carnival’2009 – Feature Sponsorship of Cookery Theater OR stall
participation of 12 sqmts. – On – Air Sponsorship of Ground Events – Both On-air and Ground Sponsorships.– Zee Cine Awards
WEB– Banner on website for 3 months during festive season– Email Shoots during festival season / launch of new product
Deliverables Americas• Sponsorships- TV
– Associate of one prime time property on Zee TV - Dulhan for 52 weeks.
– Associate of one prime time property on Zee Cinema – Click the Flick for 13 weeks.
– Associate of one prime time property on Zee Alpha Punjabi – Perdesia wich punjabi for 4 weeks
• Fillers-Cooking Tips– Fillers provide frequency and will create recall- 20 fillers
in a month on ROS basis for three months.– Festival Wishes “ Wish your Loved ones in India”.
Communication Plan – The 360o
Communication Plan – The 360o
DELIVERABLES – Web and GroundGROUND / EVENTS
– Zee Carnival’2009 – Feature Sponsorship of Cookery Theater OR stall participation of 12 sqmts.
– On – Air Sponsorship of Ground Events – Both On-air and Ground Sponsorships.– Zee Cine Awards
WEB– Banner on website for 3 months during festive season– Movie contest during festival season
Deliverables Middle EastFillers-Cooking Tips
– Fillers provide frequency and will create recall- 20 fillers in a month on ROS basis.
– Festival Wishes “ Wish your Loved ones in India”.PRINT
– Full page Advertisement in Zee magazine at cost of Rs.5,20,000/-. Magazine circulation 100 Thousand people.
GROUND / EVENTS– On – Air Sponsorship of Ground Events – Both On-air and Ground Sponsorships.– Zee Cine Awards
Communication Plan – The 360o
Deliverables A-Pac
TV and Web– Contest around the product launch.
PRINT– Full page Advertisement in Zee Fix Point Chart which reaches
to all it subscriber.GROUND / EVENTS
– Zee Carnival’2008• Stall Participation• Cookery Theater Sponsorship.
– On – Air Sponsorship of Ground Events – Both On-air and Ground Sponsorships.– Zee Cine Awards
Communication Plan – The 360o
• As there are about 10-12 Competitive brands already advertising currently on Zee Network in USA & UK there is a need to promote heavily.
• Edge over me-too products.• Covering larger number of target audience thru TV, Print, Web and
Ground.• High visibility and recall of the brand thought the campaign period
by being available on all platform of Zee, at a time by any brand on Network.
• All time-bands need to be covered by spreading the spots in both evening and morning.
• Gujarati & Punjabi channels will provide unique viewers.• Cinema will provide weekend audiences
WHY..
Activity Chart-EUROPE
Country EUROPE
Channel Zee TVZee Cinema Zee Music
Zee Punjabi
Option Associate Sponsorship - Package
Year 2008-2008 2008-2008 2008-2008 2008-2008
Period of Activity Apr to Mar Apr to Mar Apr to Mar Apr to Mar
Asst. Spon Weeks 52 13 4 4
Effective Rate billing 1600 1200 800 800
Total Seconds 24000 6000 4000 4000
Total Billing 3840000 720000 320000 320000
FCT Bifurcation 60% in prime time and 40% in off-prime time
Flow of Events EUROPECookery Fillers
Option 5 seconds
Frequency 20 times in a month for three months
Rate / 5 seconds Rs. 800/-
Cost for Three months 720000
Web
Banners for one three months Rs. 5,00,000/-
on home page
E mail shoot to 2,500,000 subs Rs. 3,00,000/-
Print Add
One Full page insertion Rs. 3,50,000/-
Pamphlets Rs. 2,50,000/-
Activity Chart-AMERICAS
Country AMERICAS
Channel Zee TV Zee Punjabi Zee Cinema
Option Associate Sponsorship - Package
Year 2008-2009 2008-2009 2008-2009
Period of Activity Apr to Mar Apr to Mar Apr to Mar
Asst. Spon. Weeks 52 8 13
Effective Rate billing 1600 1000 1200
Total Seconds 28000 4000 6000
Total Billing 4480000 400000 720000
FCT Bifurcation 60% in prime time and 40% in off-prime time
Flow of Events - AMERICAS
Cookery Fillers
Option 5 seconds
Frequency 20 times in a month for three months
Rate / 5 seconds Rs 800/-
Cost for Three months 720000
Web
Banners for one three months Rs5,00,000/
on home page
Activity Chart-MIDDLE EASTCountry MIDDLE EAST
Channel Zee TV
Option Associate Sponsorship - Package
Year 2008-2008
Period of Activity Apr to Mar
Asst. Spon Weeks 8
Effective Rate billing 1600
Total Seconds 3500
Total Billing 560000
FCT Bifurcation 60% in prime time and 40% in off-prime time
Cookery Fillers
Option 5 seconds
Frequency 20 times in a month for three months
Rate / 5 seconds Rs 800/-
Cost for Three months 720000
Print Add
One Full page insertion Rs 5,20,000/-
Pamphlets Rs 2,50,000/-
Activity Chart-A-PAC
Advertising Cost Rs 5,00,000/-
Contest
One month contest on Cookery articles / Haldiram’s ready to eat product
Contest is promoted on Zee TV A-Pac.
Web
Banner on Website for three months on home page
Web mail shoot to subs - 1,00,000
Print Add
One Full page insertion in Zee Guide
THANK YOU