Introduction to zee

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It will help you to get a brief idea about 7P's in service industry, STP etc

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Introduction to zee

  1. 1. Members-Chinar Agarwal 1Rohit Bhavsar 5Nainesh Devdhekar 11Shruti Patkar 38Anuja Agrawal 50Kiran Wankhede 57
  2. 2. “Marketing is the set of humanactivities directed atfacilitating and consummatingexchanges”-Philip Kotler
  3. 3.  Part-Essel group [1992], Leading television, media and enterprises companies, Largest producers & aggregates of Hindi programming, Worlds largest Hindi film library, 500 million viewers across 167 countries. Captured- vast Hindi speaking Indian audience. Wider choice as compared to Doordarshan.
  4. 4. 7P`s of service marketing mix
  5. 5.  Product- ZEE Sports, ZEE TV, ZEE cinema, Zee Marathi. [intangible] Price- Different according to channels, cable operators and area.[considering all costs] Place- PAN INDIA enables ZEE to reach villages[where the product will b located] Promotion- PR Merchandising, Ad`s, direct mailing, media buying.[to place themselves above all rest] People- Actors, distributors, producers, directors, [def the product] Process-ZEE—Satellite—cable operators—household TV Sets.[way by which product is delivered to end customers] Physical Evidence-hoardings, posters[acts as a differentiator]
  6. 6. Negative Declining Non ExistentFull Demand Latent States Overfull irregula r Unwholesome
  7. 7. ZEE - Falls under full demand.The focus is more on products / servicevalue in ad campaigns while re-adjustingthe price.It is when the firm is satisfied with thevolume of business.
  8. 8. Zee`s overall demand is as given below :
  9. 9. •Production Concept•Product concept•Selling concept• Marketing concept• Customer concept• Social marketing concept
  10. 10. Undertake aggressive selling promotional efforts. E.g. – TV commercials, newspaper ad`s, direct mail.Zee- Newspaper, Promoted on channel, hoarding, posters etc.. Zee TV`s demand increased because- Pavitra Rishta , Zee café`s and Friends.etc- Demand increased. Product concept- Ten Cricket, Zee Cinema.
  11. 11. Define the problemDevelop research plan Collect information MakeAnalyze information decision Present findings
  12. 12. ZEE Market research
  13. 13. Sampling Plan• Sampling unit: Who is to be surveyed?• Sample size: How many people should be surveyed?• Sampling procedure: How should the respondents be chosen?
  14. 14. Different-segmenting targeting positioning iation
  15. 15. segmentingbehavioral
  16. 16. Independent Coupling Parenting stage stage stage Middle agedMiddle age with married couple dependent Divorced person without person children Middle aged Older singlemarried couple Empty nest people with children
  17. 17.  INDEPENDENT STAGE : TENS SPORT TENS CRICKET ZEE CAFÉ ETC MUSIC. COUPLING STAGE : ETC MUSIC, ZEE TRENDS, ZEE TV. MIDDLE AGED MARRIED COUPLE : REGIONAL CHANNELS ZEE NEWS, TENS SPORT, TENS CRICKET. MIDDLE AGED MARRIED COUPLE WITH CHILDREN : REGIONAL CHANNELS , ZEE NEWS ZEE ACTION ZEE PREMIER. EMPTY NEST OLD COUPLE WITHOUT CHILDREN : ZEE JAGRAN REGIONAL CHANNELS ZEE TV ZEE CINEMA. OLDER SINGLE PEOPLE STILL WORKING OR RETIRED: ZEE JAGRAN, REGIONAL CHANNELS, ZEE TV, ZEE CINEMA. PARENTING: BABIES THROUGH ADOLESENTS : ZEE JAGRAN, ZEE TV, ZEE CINEMAZEE TRENDS. MIDDEL AGED WITH DEPENDENT PERSON ZEE CAFÉ ZEE STUDIO ZEE KHANA KHAZANA ZEE PREMIER ZEE TV ZEE CINEMA. DIVORCED PERSON : ZEE NEWS, ZEE TV, ZEE CINEMA , ZEE STUDIO, ZEE ACTION.
  18. 18. VAL`s segmentation
  19. 19. HEALTHY LIFE STYLE MEDIA & WELLNESS TECHNOLOGYPRECIOUS PACKAGINGMETALS EDUCATION ENTERATINMENT INFRASTRUCTURE
  20. 20.  MEDIA  PACKAGING ZEE ENTERTAINMENT  ESSEL PROPACK ZEE NEWS  ENTERATINMENT DNA  PAN INDIA NETWORK INFRAVEST TECHNOLOGY PVT. LTD DISH TV  PAN INDIA PARYATON LTD WIRE & WIRELESS INDIA LIMITED  E CITY BIOSCOPE CYQUATOR TECHNOLOGIES ENTERTAINMENT PVT LTD LIMITED  FUN MULTIPLEX PVT LTD HEALTHY LIFESTYLE &  INFRASTRUCTURE WELLNESS  ESSEL INFRAPROJECTS LIMITED VERIA  E-CITY REAL ESTATE PVT LTD PRECIOUS METALS SHIRPUR GOLD REFINERY  EDUCATION  ZEA LEARN
  21. 21. Branding Zee TVs SECOND LOGO Zee TV‘s USED IN INDIA USAZee TVs very FIRST from 17 June 2000 until LOGOlogo used from 1 26 March 2005. usedOctober 1992 until 16 fromJune 2000. 2000 until 26 March 2005. Zee TVs THIRD Zee TVs FOURTH logo used from 27 logo unveiled on 19 March 2005 until June 2011 18 June 2011.

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