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MARKETING STRATEGY Presented by :- Parveen Garg Ravinder singh

Marketing Strategy on Entertainment Channels

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Page 1: Marketing Strategy on Entertainment Channels

MARKETING STRATEGY

Presented by :-Parveen Garg

Ravinder singh

Page 2: Marketing Strategy on Entertainment Channels

Entertainment Channels

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34Channels

169Countries

730

Millions

Viewers

Established 2-

October 1992

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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.

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• 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.

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Umeed Se Saje Zindagi

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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

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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

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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

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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

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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

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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.

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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..

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• 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

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Market Research

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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

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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

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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

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ZEE’s Global Reach

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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    

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SWOT Analysis

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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.

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STRENGTHS•    Completely integrated media corporate

      - Major presence in TV programs, films, music, print, broadcasting , cable distribution, internet portals etc.

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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.

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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

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WEEKNESS•    Suffered from Marketing Myopia   - failed to anticipate the competition.

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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.

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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.

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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.

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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

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THREATS • Balaji Telefilms (2000)    - The Serial Killer A national craze     –  Portraying the epitome of Indian       tradition & culture

•  Launch of AajTak(Dec 2000)       – „Sabse Tez‟

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COMPITITERS

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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”

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Umeed Se Saje Zindagi

Thank You