Marketing Strategy on Entertainment Channels
- 6. 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.
- 9. The unshackling of the Z from the box symbolises todays womans 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.
- 10. Umeed Se Saje Zindagi
- 11. ZEEs Market Segmentation Geographic Regions, City, States, Rural & Semi Urban Demographic Age, Family size, Gender, Education Psychographic Socio - Economic, Lifestyle, Personality Behavioral Response, Benefits, Readiness
- 12. Dedicated channels : Zee Punjabi, Tamil, Bangala, Marathi, Oriya, Kannada Dedicated Programs : Regional Movies Regional News Reality Shows
- 13. 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
- 14. Dedicated channels : Zee Trendz Zee Sports Zee Jagran Dedicated Programs : Lifestyle Program Khana Khazanna Reality shows
- 15. Dedicated Programs : Dance India Dance Jodha Akbar Sapne suhana ladakpan ke
- 16. Zee Networks 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.
- 17. 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. Contd..
- 18. 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
- 22. 23% 26% 24% 16% 10% 11% Star Plus Colors Zee TV sony Life ok Others Star Plus Colors Zee TV Sony Life ok others
- 23. 25% 20% 19% 16% 7% 13% Relative Channels Share Aaj Tak NDTV India ABPNews Zee News DD News India TV ZEE NEWS - HIGHLIGHTS Aaj Tak NDTV India Zee News ABP News DD News India TV
- 24. Zee TVs Viewership Zee Cine Awards 2012 0% 10% 20% 30% 40% 50% 60% Zee TV Star Plus Sony Percentage 53% 20% 27% AxisTitle Channels Average Television Rating ZEE TV 4.9 Star Plus 2.69 Sony 1.29
- 26. 56% 13% 11% 6% 14% Revenues: Rs 30,136 million Advertising Domestic Cable Domestic DTH Other Sales InternationalAdvertising Other Sales International REVENUE PIE FY2011 Advertising Other sales Subscription
- 29. Zee launched ZEE TV, the nations first Hindi channel by a pvt. Organization. - By 1994 Zees prime time audience share was 37% compared to Doordarshans 39% - Stars 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.
- 30. Completely integrated media corporate - Major presence in TV programs, films, music, print, broadcasting , cable distribution, internet portals etc.
- 31. 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.
- 32. 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
- 33. Suffered from Marketing Myopia - failed to anticipate the competition.
- 34. Zee News loosing market share to AajTak, ABP news. - AajTaks , ABP news have dynamic programming & breaking news. In October 2000, Zee launched Sawaal Dus Crore Ka which turned out abysmal for the channel.
- 35. 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 - Indias largest entertainment distribution comp.
- 36. - 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.
- 37. 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
- 38. Balaji Telefilms (2000) - The Serial Killer A national craze Portraying the epitome of Indian tradition & culture Launch of AajTak(Dec 2000) Sabse Tez
- 40. 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
- 41. Umeed Se Saje Zindagi