BRAND BARONS Raw Data to Right Decisions

Team Members

Anusha Saxena

Amit Bakshi

Haripriya Chugh

Punyashlok Choudhury

Saunak Mukherjee

ZEE TELEFILMS’ COMPETITIVE STRATEGIES

SWOT ANALYSIS

Presented by – Brand Barons

BIRTH OF ZEE TELEFILMS Essel Group launches Zee TV, in 1992. The man behind was Subhash Chandra- the Chairman of Essel Group.

Zee TV – Nation’s first Hindi Channel by a private org.

Caters to the needs of the vast Hindi-Speaking audience.

Content ranges from film based to educational programs AD

STRENGTHS

- Experience is an archway through which one can see the rest of the world still undiscovered.

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.

STRENGTHS

• Completely integrated media corporate

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

STRENGTHS

• New channels - Zee Cinema & Zee News

- A new strategy to counter the competition.

• Pioneering venture into the UK, US &

African & Middle East market

- increasing its global presence

STRENGTHS

• The bouquet of regional channels.

- first to reach out to the regional masses

• Prominence gained by other subsidiaries.

STRENGTHS• First film under Zee banner – Gadar

• 23Channels , 500 million viewers worldwide,

presence in 120 countries & 5 continents.

• Instant success of talk show – Jeena Isika Naam Hai

• Subhash Chandra taking the lead & his innovations

• Zee Cine Awards – Dubai & London

- a truly global phenomenon

WEAKNESSES

- No company can win if its products and offerings resemble every other product and offering

WEAKNESSES

• Suffered from Marketing Myopia

- failed to anticipate the competition.

• Failed to adapt to changes

- Programming content was reformed only after

KBC was loosing popularity.

WEAKNESSES

• Zee News loosing market share to AajTak. - AajTak’s dynamic programming & breaking news

• Lack of Innovation in program content

- a highlighting feature in Zee’s new Avtar

WEAKNESSES

• Lack of Market Research

- a defensive attitude towards Sony’s

“Jassi Jaisi Koi Nahi”

• A new and fresh look was missing.

- needed a Renaissance

WEAKNESSES

• Abysmal Performance of SDCK -

(Sawaal Dus Crore Ka)

- Failed to attract the viewers.

- Had to be taken off air within few months

NO MATCH TO

WEAKNESSES

• Over excessive telecast of Tehelka tapes. - misjudged audiences performances

- a boredom for audiences

- TRP of other channels rose

• Common identity across diverse

brands was missing.

- need for rebranding.

OPPORTUNITIES

- It is important for the firm to analyze the competition and respond proactively rather than reactively to sustain itself in the market

OPPORTUNITIES

• Identifies the gap in early 90’s

- observes a vast Hindi speakingIndian audience

- fills the need with a wider choice of programs compared to Doordarshan .

OPPORTUNITIES

• KBC going off air

- takes advantage of the situation

- Evolution of a revamping strategy

- Improving program content

– New shows added such as Sansaar , Ek thi Rajkumari , Yeh Dil Kya Kare etc

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 company.

OPPORTUNITIES

• Purchase of controlling stakes in ETC & Padmalaya Telefilms.

ZEE-ETC gives direct access to the Punjabi Diaspora

• Co-produce films in association with France TV and Silhoutte Films.

Mission to set overseas distribution network

THREATS

In business, the competition will bite you if you keep running; if you stand still, they will swallow you

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

THREATS

• Balaji Telefilms (2000)

- The Serial Killer A national craze – portraying the epitome of Indian tradition & culture

• Launch of AajTak(Dec 2000) – ‘Sabse Tez’

POOR FIRMS IGNORE THEIR COMPETITORS,

AVERAGE FIRMS COPY THEIR COMPETITIORS,

WINNING FIRMS LEAD THEIR COMPETITORS.

IDENTIFY THE NEED

FILL THE GAP

ANTICIPATE THE CHANGE

AD

THANK YOU

A pioneer in every business

Essel Groups Holding in listed media companies

ZEE’s Global Reach

Zee TV’s Viewership – Zee Cine Awards 2004

53%

20%

27%

Zee TVStar PlusSony

ChannelsAverage Television Rating

Zee TV 4.9

Star Plus 2.69

Sony 1.76

Zee News Viewership Share 1999

Channels Viewership Share in Percentage

Zee News 51

Star News 30

BBC 7

CNN 4

CNBC 4

TV1 4

ZEE’s MARKETING TACTICS

PROACTIVE DEFENSIVE

Initial Blitz in early 90’s Astitva - A defensive action against Jassi Jaisi Koi Nahin

Launching 24 hrs news and movie channel

Sawaal Dus Crore Ki - Zee’s reply to Kaun Banega Crorepati.

Exploring foreign grounds

ZICA – the first full scale television and film training body.

SONY ENTERTAINMENT TV

• Extensive Market Research – Understanding Women

• WOMEN – Entertainment Channels

MEN – Sports & News

• TARGET AUDIENCE – Working Middle Class Women

Survey Result “ Jassi Jaisi Koi Nahin

Market Strategy – Curiosity Out …Hype In

REBRANDING OF ZEE CHANNELS

Then Now

Trendz Zee Trendz

Zee English Zee Café

Zee Movie Zone Zee Studio

Smile TV Zee Smile

Alpha Marathi Zee Marathi

Alpha Punjabi Zee Punjabi

Alpha Bengali Zee Bengali

Alpha Gujarati Zee Gujarati

Alpha Telugu Zee Telugu

ZEE’s MARKETING STRATEGY

Regional Marketing • Launch of Alpha Channels

Niche Marketing• Entering the fashion segment

with Zee Trendz

Brand Extension

• Zee Cafe, Zee Trendz, Zee regional's, Zee News, Zee Music , Zee Sports.

Int. Marketing• Zee Cine Awards – London,

Dubai

ZEE’s MARKETING STRATEGY

• SitiCable, ZIMA, ZICABrand Diversification

• “Jeeyo Zee Bhar Ke”Brand Positioning

•Giving a common identity

Rebranding

ZEE’s FRESH LOOK

THEN NOW

THE JOURNEY OF ZEE

• Leader

Venturing into new territory

Multiplicity of choices

Reaching to regional masses

Sawaal Dus Crore Ki

Prime time band invasion

Astitva

Rebranding

Repositioning

New variety of programs