Case study solution for zee. Talks about how they should go about regaining their no. 1 position back

1. Restoring ZEE TV to former glory
About Zee
1. Launched as Zee Telefilms in 1992, now Zee Entertainment Enterprise Limited
2. First Hindi satellite channel
3. First listed media company in India
4. Zee’s Chairmen, Managing Director and Founder is Subhash Chandra and CEO is Puneet Goenka
Company Analysis
 Mission& Values
“To become the world’sleadingglobal mediacompanyfromthe emergingmarkets.Asacorporation,we will be driven
by innovationandcreativityandwouldfocusongrowthwhile deliveringexceptional value toourcustomers,ourviewers
and all our stakeholders”
 Zee’sHistory
1. IPOof Zee telefilms
2. LaunchesZee inUS, UK, Africaetc- 1996-98
3. EntersintocontentdrivenjointventureswithMGMand Viacom- 2000
4. Launchesinternetovercable services- 2000
5. De- mergerof Zee Telefilmsltd- 2006
6. Formationof Zeel- 2007
7. LaunchesDittoTV- 2012
8. Launches& PicturesandZee Anmol- 2013

2. SWOT Analysis
Question
1. What shouldZee dofroma contentandmarketingstrategyperspective toregainaudiences?
2. How can Zee throughinnovationand creativityreinstateitsNo.1 position?
Opportunities
a. Content
1. No one watchesTV anymore,especiallyyouth.Socomingupwithshowsfocusingonyouth,social changes,
currentenvironment,interactionorientedetcwillbe helpful forZee togainits marketbase.
2. Use of digitizationasatool insteadof runningawayfromit. Engagementof audience insocial mediathrough
theirserialsmayturnout to be effectiveforZee.
Strength
1. Growth inadvertisingrevenue
by 21.2%
2. Overall subscriptionrevenue is
increasedby29.7%
3. Profitaftertax for the year
2014 isRs. 8900 million,with
growthof 23.9%
Opportunity
1. Improvement in content and
marketing area
2. Availabletools- Innovation+
Creativity
3. Digitization
4. Milk the video on demand service
5. Entry into more regional market
for market shares
6. Move on from traditional
methods of SEC
Threat
1. StrongcompetitionfromStar
and SonyTV
2. Price forbearance
3. Policies
4. Digitization(illegalactivities)
Weakness
1. Poorand repetitivecontent
2. No innovationandcreativity
3. Long tenure of serials
4. Notfocusingoncurrent
environmental andmarket
changes
5. New GEC’s are not effective

3. 3. Saas- bahu,Beti,Dowryetc are the themesof pastnow.Currenttopicssuch as Rape,Eve- teasing,Sexual
harassment,Office culture,Politicsetcshouldbe focusedfortheirnew shows.
4. Contentdrivenshowsneedstostopaftersettinganagenda.Noneedto stretchthe show for 1000 episodesand
makingitmonotonousforthe audience.
5. Realityshowsare nolongerreal,goback intopast and mix itwithpresentforthe bettermentof Zee’sown
future.
b. Marketing Strategy
1. More regional showsare requiredtoconquerlocal markets.SouthernandEasternmarketsare well coveredbut
WesternandNorthernmarketsneedtobe takenintoconsideration.
2. Subscriptionrevenue hasgrowninpastyears.More effortisneededtogrow thisareafurtheras it coversthe
entire market.2014’s subscriptionrevenue covered46% intotal.
3. Companyisreachingto its audience viaIndia.com, DittoTV whichisOverthe topplatforms.Soincrease intheir
use ismandatoryto overcome marketingchallenges.
4. Categorycreationcan turn outto be a game changerfor Zee
5. Overall digitizationisanecessityforZee atthispoint to prove itsprowessinthe market.
6. CollaborationwithforeigncountriessuchasPakistanfornew channelslike ZeeZindagi willgive zee audience
numbera boostbecause of the differentcontentandan emotional connectwiththe neighbors.