The document provides an overview of Zee Entertainment Enterprises Limited (ZEEL), an Indian media and entertainment company. It discusses ZEEL's mission to be a leading global content company from emerging markets. It outlines ZEEL's history, starting in 1991 and its growth through acquisitions and launching new channels and businesses. The document then examines the 7P's of ZEEL's marketing mix - Product, Price, Place, Promotion, People, Process, and Physical Evidence.

1. 7P OF ZEE ENTERTAINMENT
ENTERPRISES LTD.
HARAPRIYA PATRA
17/06/DBM/13

2. INTRODUCTION
• ZEE ENTERTAINMENT ENTERPRISES LIMITED (ZEEL) IS A MASS MEDIA &
ENTERTAINMENT COMPANY THAT WAS FOUNDED BY SUBHASH CHANDRA IN
1992 AND IS NOW HEADQUARTERED IN MUMBAI, MAHARASHTRA, INDIA.
• IT HAS INTERESTS IN TELEVISION, PRINT, INTERNET, FILM, MOBILE CONTENT
AND ALLIED BUSINESS.
• IT IS AN ESSEL GROUP SUBSIDIARY HAVING 35 CHANNELS THAT ARE ALL
SPECIALIZED IN SERVING INDIAN CONTENT IN ABOUT 170 COUNTRIES.
• KEY PEOPLE- SUBHASH CHANDRA (CHAIRMAN)
PUNIT GOENKA (MD & CEO)
• IN THE LESS THAN THREE DECADES OF ITS EXISTENCE, THE COMPANY HAS
GROWN TO BECOME A POWERHOUSE IN THE ENTERTAINMENT INDUSTRY,
EARNING MANY AWARDS AND ACCOLADES.

3. MISSION
TO BECOME THE WORLD’S LEADING GLOBAL CONTENT COMPANY FROM THE
EMERGING MARKETS. AS A CORPORATION, WE WILL BE DRIVEN BY CONTENT
LEADERSHIP BASED ON INNOVATION AND CREATIVITY. OUR FOCUS WILL BE ON
GROWTH WHILE DELIVERING EXCEPTIONAL VALUE TO OUR CUSTOMERS,
VIEWERS AND STAKEHOLDERS.

4. JOURNEY OF ZEE
• 1991- 02 OCTOBER COMPANY LAUNCHED UNDER THE NAME OF ZEE TELEFILMS.
• 2006- NAME CHANGED TO ZEE ENTERTAINMENT ENTERPRISES LTD.(ZEEL) AND
DIVIDED INTO 4 SMALLER DIVISIONS. THOSE ARE HINDI GENERAL
ENTERTAINMENT CHANNELS, REGIONAL ENTERTAINMENT CHANNELS, HINDI
MOVIE CHANNELS AND NICHE CHANNELS.
• 2002 – ZEEL ACQUIRED A MAJORITY STAKE(51%) IN ETC NETWORKS.
• 2066- ZEEL ACQUIRED AN INTEREST (50%) IN TAJ TELEVISION TEN SPORTS.
• 2010 – IN FEBRUARY, IT ACQUIRED AN ADDITIONAL STAKE(95%) IN TEN SPORTS.
• MAY, 2011- STAR DEN ENTERED INTO A 50/50 JOINT VENTURE WITH ZEE TURNER
LIMITED AND ZEE ENTERTAINMENT ENTERPRISES LIMITED (ZEEL) TO
DISTRIBUTE AND MARKET ALL CHANNELS OWNED BY THE COMPANY AND ZEEL,
THEIR RESPECTIVE AFFILIATED CHANNELS AND OTHER THIRD PARTY
CHANNELS IN INDIA, NEPAL AND BHUTAN.

5. JOURNEY OF ZEE
• 2008- ZEE NETWORKS LAUNCHED ZEE MOTION PICTURES AND ZEE LIMELIGHT (NOW ZEE
STUDIOS), FOR DEVELOPMENT, PRODUCTION, DISTRIBUTION AND MARKETING OF
MAINSTREAM FILMS IN INDIAN LANGUAGES
INCLUDING HINDI, TAMIL, TELUGU, KANNADA, MALAYALAM, BENGALI AND MARATHI.
• SOME OF THE PRODUCTIONS OF ZEE STUDIOS INCLUDE GADAR: EK PREM
KATHA, NATSAMRAT, SAIRAT AND RUSTOM.
• 2015-ZEE ACQUIRED SARTHAK TV, AN ODIA LANGUAGE GEC.
• 28 JULY, 2006- ZEE ENTERTAINMENT ENTERPRISES LAUNCHED THE BOLLYWOOD MOVIE
CHANNEL ZEE ONE DEDICATED TO THE GERMAN MARKET
• 2016- ZEE LAUNCHED ZEE MUNDO, THE FIRST EVER SPANISH-LANGUAGE BOLLYWOOD MOVIE
CHANNEL.
• 2017- ZEE ACQUIRED THE MAJORITY OF RELIANCE BROADCAST NETWORK AND GOT THE BIG
MAGIC, BIG GANGA, BIG FM, ETC. FROM ANIL AMBANI'S BROADCASTING NETWORK. IT ALSO
ACQUIRED 100 PERCENT STAKE IN TWO MEDIA ENTITIES, 9X MEDIA AND INX MUSIC.
• RECENTLY, ZEE ENTERTAINMENT ACQUIRED US PATENT FOR A NEW DIGITAL TECHNOLOGY,
WHERE THE PLATFORM WILL OFFER IMMERSIVE CONTENT, SATISFYING ALL FIVE SENSES.

6. PRODUCT IN THE MARKETING MIX OF ZEE
ENTERTAINMENT
• ZEE ENTERTAINMENT MAINLY DEALS IN INDIAN MEDIA AND
ENTERTAINMENT CONTENT IN THE FOLLOWING FIELDS: BROADCASTING,
MOVIE PRODUCTION, CABLE, AND PUBLISHING.
• THE DIFFERENT CHANNELS THAT ARE RUN BY THE ENTERTAINMENT
COMPANY ARE FOR DIFFERENT CATEGORIES. FOR INSTANCE, TENS
SPORTS IS A SPORTS CHANNEL WHEREAS ZEE CINEMA, & PICTURES, ZEE
CLASSIC TOGETHER WITH ZEE ACTION CHANNELS ARE FOR THE AIRING OF
HINDI CINEMA.
• OTHER CATEGORIES INCLUDE REGIONAL ENTERTAINMENT, ENGLISH
ENTERTAINMENT, MUSIC & LIFESTYLE, INTERNATIONAL CHANNELS AND
MUCH MORE.

7. HINDI GENERAL ENTERTAINMENT CHANNELS
REGIONAL ENTERTAINMENT CHANNELS
HINDI MOVIE CLUSTER
NICHE CHANNELS

8. EUROP
E
AMERIC
A
AFRICA APAC MENAP
SYNDICATIO
N
DIGITAL
PLATFORM
INDIAN WEB PORTAL PVT.
LTD.
ZEE LIVEZEE THEATRE

9. ZEE STUDIOS & ZEE
MUSIC CO.
.

10. PRICE IN THE MARKETING MIX OF ZEE
ENTERTAINMENT
• ZEE ENTERTAINMENT IS FACED WITH A LOT OF COMPETITION FROM MOSTLY
LOCAL COMPANIES, WITH SOME INTERNATIONAL COMPANIES SUCH
AS SONY ALSO STRIVING TO LAY A CLAIM ON THE INDIAN MARKET.
• AS A RESULT, ONE OF THE STRATEGIES ZEE IS EMPLOYING TO REMAIN
DOMINANT IN INDIA IS ITS PRICING STRATEGY.
• THE COMPANY THUS USES A COMPETITIVE PRICING STRATEGY THAT HELPS IT
MAINTAIN AN 18% MARKET SHARE OF THE INDIAN MASS MEDIA INDUSTRY.
• FOR INSTANCE, ZEE NEWS CHANNEL IS AMONG THE CHEAPEST IN THE
COUNTRY, CHARGING INR 3936 FOR 10 SECONDS, WHICH IS MUCH LOWER
THAN MOST OF THE OTHER COMPANIES OPERATING IN THE COUNTRY.

12. PLACE IN THE MARKETING MIX OF ZEE
ENTERTAINMENT
• THERE IS A HIGH CHANNEL DIFFERENTIATION IN ZEE THUS BETTER CATERING TO THE
WIDE MYRIAD OF VIEWER PREFERENCES. IN FACT, ZEE HAS CHANNELS THAT OFFER
VIRTUALLY EVERYTHING THAT YOU CAN LOOK FOR ON A TV.
• BE IT NEWS, SPORTS, MUSIC, LIFESTYLE OR MOVIES AMONG OTHER
ENTERTAINMENT NEEDS, YOU WILL GET THEM AT ZEE ENTERTAINMENT.
• GEOGRAPHICALLY, ZEE ENTERTAINMENT CHANNELS ARE PRESENT IN AT LEAST 170
COUNTRIES.
• THEIR RECENT INVESTMENTS IN THE DIGITAL PLATFORM MAKE IT POSSIBLE FOR ANY
ONLINE USER TO ACCESS THE ZEE CONTENT.
• ZEE5, ZEE’S DIGITAL PLATFORM WAS JUST RECENTLY ESTABLISHED AND IT HAS MADE
INDIA BE AVAILABLE TO ANYONE FROM ANYWHERE.
• ZEE’S SPANISH CHANNEL FOR INDIAN MOVIES HAS ALSO BEEN ABLE TO SUBSTANTIATE
THE EXTENT OF THE COMPANY’S REACH.
• IN A NUTSHELL, ZEE ENTERTAINMENT IS ALMOST EVERYWHERE.

13. PROMOTION IN THE MARKETING MIX OF ZEE
ENTERTAINMENT
• ZEE AIMS TO PROMOTE ITSELF AS A BRAND WITH TRUE INDIAN CULTURE BUT WITH
MODERNIZATION.
• A BALANCE OF TRADITIONAL AND CONTEMPORARY ELEMENTS.
• ZEE LOGO HAS EVOLVED AND CHANGED THRICE TO DEPICT THE SAME.
• ZEE FOCUSES ON PROMOTIONS OF ITS VARIOUS PROGRAMMES AND CHANNELS.
• PROGRAMMES ARE POPULARIZED BY CAST MEMBERS THEMSELVES AND CHANNELS ARE
PUSHED BY TELEVISION ADVERTISEMENTS.
• A NOVEL APPROACH WAS UNDERTAKEN BY &TV RECENTLY WHEN THREE MEMBERS OF THE
CAST OF AN UPCOMING SHOW GATE-CRASHED A MARRIAGE IN LUCKNOW, UTTAR PRADESH
AS IT RESONATED WITH THE THEME OF THE UPCOMING SHOW.
• THIS SORT OF INTERACTION WITH VIEWERS IS BOUND TO LEAVE IMPACT.
• THIS WAS ONE OF ITS KIND OF PROMOTION EVER DONE BY MEDIA COMPANY AS IT WENT
BEYOND THE SCOPE OF TELEVISION BUT INVOLVED REAL LIFE INTERACTION AS WELL.
• ZEE ALSO PAIRED UP WITH YOUTUBE'S AND ACTIVE SOCIAL MEDIA PERSONS FOR
INFLUENCER MARKETING TO BREAK THE BRAND PERCEPTION OF A TRADITIONAL AND OLD

15. PEOPLE IN THE MARKETING MIX OF ZEE
ENTERTAINMENT
• ZEE ENTERTAINMENT LTD. FOCUSES ON INCLUSION OF ALL EMPLOYEES.
• THE EMPLOYEES ARE PUT THROUGH FORMAL TRAINING AND FOSTERED TO
GROW THEIR INDIVIDUAL TALENTS.
• ZEE ENTERTAINMENT ALSO HAS A MODULE CALLED SAMWAD WHICH ALLOWS
ALL EMPLOYEES, TOP LEVEL OR OF MIDDLE LEVEL TO EXCHANGE IDEAS,
INFORMATION, ETC. SAMWAD HELPS BOOST CONVERSATION AND
COMMUNICATION IN THE COMPANY.
• THIS ALSO IS AN EMPLOYEE ENGAGEMENT TOOL.

17. PROCESS IN THE MARKETING MIX OF ZEE
ENTERTAINMENT
• ZEE ENTERTAINMENT LTD. IS WELL VERSED WITH THE NEEDS OF THE
CONSUMER SO IT VERY CLEARLY DIFFERENTIATES THE CONTENT IN MULTIPLE
CHANNELS AND WELL DEFINED TIME SLOTS TO TARGET THE IDEAL CUSTOMER.
• FOR EXAMPLE, DAILY SOAPS MEANT FOR INDIAN AUDIENCE ARE CHANNELIZED
IN MAINSTREAM CHANNELS AND THE TIME SLOTS ARE SUCH THAT HOUSEHOLD
CHORES DO NOT GET IN THE WAY OF ENTERTAINMENT.
• FOR AUDIENCE THAT PREFERS ENGLISH ENTERTAINMENT, THEY CAN ACCESS
TV SERIES AND MOVIES IN DIFFERENT CHANNELS MEANT FOR SPECIFICALLY
TV SERIES OR MOVIES.
• SUCH DEEP DIFFERENTIATION OF CONTENT AND WELL TIMES SLOTS ENSURE
MAXIMUM CUSTOMER SATISFACTION AND RETENTION.

18. PHYSICAL EVIDENCE IN THE MARKETING MIX
OF ZEE ENTERTAINMENT
• ZEE ENTERTAINMENT HAS MARKED ITS PRESENCE IN MANY FIELDS BY
BAGGING AWARDS FOR IMPACTFUL LEADERSHIP, BEST IN-HOUSE LEGAL TEAM,
GREEN INITIATIVES, ETC.
• THIS PROVES THAT IT IS A WHOLESOME ROBUST COMPANY THAT IS
FULFILLING ALL ITS DUTIES TO ALL THE STAKEHOLDERS.
• AS MENTIONED EARLIER, THE PRESENCE OF ZEE ENTERTAINMENT ACROSS
MULTIPLE COUNTRIES AND ACROSS PLATFORMS NOW, IS A PROOF TO THE
STRENGTH OF THE COMPANY.