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COMPETITIVE STRATEGIES

“CASE STUDY-ZEE TELEFILMS”

GROUP MEMBERS
SWATI A
SWAYAM
VARUN J
VARUN S
VIPIN M
THEORY-A RECAP
PORTER’S 5-FORCES MODEL

FIRM
ANALYSIS OF COMPETITORS
 Collection of Information about
Competitors
 Competitor’s strategies regarding 4-P’s
 Helpful in recognizing threats &
opportunities
 Helps in developing strategies
 Checklist for Competitor Resource Analysis
--Management, Innovation, Financing,

Production, Marketing
CLASSES OF COMPETITORS
ADDITIONAL ISSUES
ENERIC COMPETITIVE STRATEGIE
DESIGNING COMPETITIVE STRATEGIES
COMPETITIVE INTELLIGENCE SYSTEM
CASE STUDY-’ZEE
TELEFILMS’
Background
 Zee, an Essel group company launched Zee TV in
1992.
 It was nation’s first Hindi channel by a private
organization.
 Brought a much wider choice of programs
compared to Doordarshan.
 It captured a vast Hindi speaking Indian audience
market.

Zee Initial Success

. In 1995, Zee entered into a partnership with


Rupert Murdoch, the man behind STAR.
 Launched nations 1st round the clock channel “
Zee news”.

 Launched a 24 hrs Hindi movie channel called
“Zee Cinema”

 In the year 1995 Zee made a foray in to the
international market by pioneering a venture
Zee TV in UK.
 Zee launched the nations first full scale television
and film training body named institute of
creative arts(ZICA)at Hyderabad.
 In the year 1997, Zee launched its music channel
named “Music Asia”.

SMALL TOWN TARGET
 ZEE launched a bouquet of
regional channels under
the Alpha Channels in
1999.

 It was the only one offering


regional channels.

 It was like reaching out to
that segment of the market
which its competitors are
overlooked.
Competition from STAR and
SONY
 In September 1999, the
Star and Zee
partnership came to
an end.

 Sony, meanwhile,
launched its sports-
cum-movies channel
“SET MAX” in
1999.
STAR NETWORK
 In July 2000, Star launched “Kaun Banega
Crorepati”.
 Star also came up with “Kyunki Saas Bhi Kabhi
Bahu Thi” and “Kahani Ghar Ghar Ki”.
 Successfully attracted the viewers in the 7:30 to
11:00 pm time slot.



SONY Entertainment

 Television
Sony agressively started “Jeeto
Chappar Phad Ke”; which was a
 big hit.

 In 2003, Sony carried out an
extensive research called
“Understanding Women” in 7
cities across India to know what
women wanted.
 Result : Launched a serial called
“Jassi Jaisi Koi Nahi”.

Where was the
problem
 News –

 To make matter worse for Zee, the India Today Group


launched a 24-Hour Hindi news channel called “Aaj Tak”
in December 2000.

 A report said that within a month of the launch of Aaj Tak, its
viewership shot up nearly five times.
What went wrong
 In October 2000, Zee launched “Sawaal Dus Crore
Ka” which turned out abysmal for the channel.

 In response to competition from “Aaj Tak” in March


2001, Zee bought the tapes of Tehelka, a sting
operation against corrupt government officials,
which failed miserably and this resulted in huge
losses to the channel.
Zee Fights Back
Sept 2000 onwards, Zee focused on 2 strategies –
- Programming Content
- Redefine the prime time band

 Launched 2 new channels Zee English and Zee MGM

 Zee gave a new look to its news channel in response to Aaj


Tak’s competition.

 As KBC was showing downfall, and there sole aim was


wholesome family entertainment, they launched many
serials.
Contd….
 Zee ventured into film production “GADAR”

 Entered into joint venture with Turner International India a

100% subsidiary of AOL Time Warner, to provide the

viewers a blend of international and local channels

 KBC went off air in Jan 2001, Zee launched Jeena Isi ka Naam

Hai , Khelo Number Khelo etc.

 Subhash Chandra direct involvement.

§
Contd…
 Introduced movie slot.

 Catered to niche markets with launch of channels like Zee


Trendz, a fashion channel.
 Co-produced a film called “One Dollar Curry” with France TV
and Silhoutte Films- to set up distribution network overseas.
 Aggressively countered other channels
 Launched Zee Stars Ki Khoj
 Women oriented- Astitva
 Zee conducted Zee Cine Awards in Dubai to
 announce Zee’s presence abroad.
Contd…
 Achievements-

 No. 2 Channel of the nation.



 Zee had higher TRPs than Star(8 Pm to 9pm).

 Zee won 3 RAPA.

 Increase in net profit by 59% 2000-01 than 1999-00.

 With Zee going global, it had an unparalleled reach in its overseas
operations.

 Zee remained the leader in regional viewership.

REBRANDING
 Defined as the process by which a product or
service developed with one brand, company or
product line affiliation is marketed or
distributed with a different identity.

 It may involve radical changes to the brand’s logo,


brand name, image, marketing strategy and
advertising themes.
THE REBRANDING EXERCISE

 Early 2005 , Zee initiated the re-branding of the entire


Zee range of brands.
 All channels of Zee sported a new logo , and new on
air packaging and promotions were introduced to
increase the TRP of all its channels.
 This re-branding exercise is the first step in weaving a
thread of common identity between many diverse
brands.
 In 2005, Zee took another step by conducting its
award ceremony in London.
 They have also adopted new sales strategy as to rope
in telecast presenting sponsors region wise.
Contd….
 The plan is to have different sponsors for UK/Europe, US,
Middle East, South Africa and of course India.
 On the other hand , last year awards were sponsored by
Pan Parag, this year the title sponsor will be ITC
Sunfeast.
 Zee also launched Zee TV Gujarati in the UK in 2005.
 Zee Gujarati Showcases judicious news and festival
centric programs like Navaratri and
 A mix of classic and contemporary programming such as
current affairs , news , talkshows , serials , movies and
much more.
Re-branding of the 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 Bangla
Alpha Gujarati Zee Gujarati
Alpha Telugu Zee Telugu
Q- What were the marketing and positioning strategies

adopted by Zee during the initial years of its launch?


What were the factors that contributed to the success of
Zee during 1992-2000? Did the brand extension and
diversification strategies of Zee play any role in the
success of the network?

MARKETING AND
POSITIONING STRATEGIES
 While Star and Sony were concentrating more on
improving their programming content, Zee planned
the launch of two channels dedicated to news and
cinema.
 Zee Cinema was positioned for people of all ages.
 In 1995 Zee launched Zee TV in UK. Thus when its
competitors were trying to get a hold on the
domestic market, Zee made a foray into the
international market. In 1998 Zee emerged as a
true global brand by expanding its telecast to the
US and Africa.
 Zee launched a bouquet of regional channels – Alpha
channels in 1999 to target the small town viewers.
Others factors that contributed to
the success of Zee
 Zee TV was India’s first Hindi channel by a
private organization.

 Zee TV evoked a massive positive response from


the Indian viewers since it brought them a
much wider choice of programs compared to
Doordarshan.


Q- Examine the rationale behind the launch of
“Alpha” regional channels. Analyze the reasons for
launching the regional channel bouquet without the
“Zee” brand name and subsequently bringing them
under the Zee brand?
 Rationale :-

 To target the small town viewers.


 A segment which Zee’s competitors had
overlooked.
 Huge potential in a country like India.

Reason for launching regional channels without Zee

brand name :-

 The idea was to offer a range of regional channels


under one separate bouquet – Alpha channels.


Reason for subsequently bringing them under the

Zee brand :-

 To thread a common identity between the diverse


brands of Zee.

 To make them an unmistakable member of the
Zee family.

 To make them gain from the Goodwill the Zee
company had in the market.

 Q- What were the consequences of the Zee
misinterpretation of its target audience? How did
the repositioning and re-branding help Zee in
gaining market share as against Star and Sony?
 Consequences :-
 The major consequence was that Zee lost
out to its competitors – Star and Sony.

 Therefore the TRP of Zee fell while that of


other channels rose.

 Repositioning :-
 It positioned itself as a channel that offers
multiplicity of choice and viewing
delight, by revamping its programming
content.

 It strived to provide wholesome


entertainment for TV audiences in India.
 Zee made two innovative moves to boost its popularity.
› Launched Trendz – a premium Fashion & Style
channel
› Decided to co-produce films in association with
France TV.

 Zee launched a completely women oriented serial called


Astitva.

 Rebranding :-
 In early 2005, Zee initiated the re-branding of the entire
Zee range of brands – new logo.

 This as expected increased the TRPs of all its channels.
 It was aimed at adding the extra zing
which reinvents the spirit of the brand
and thus bringing it closer to the
younger audience.

 All channels were brought under the


Zee brand – this was done to make
them an unmistakable member of the
Zee family.

 THANK YOU