Zee Telefilms Ltd. was established in 1992 and was the first Hindi satellite channel in India. However, over time Zee began losing market share to new competitors like Sony and Star as their programming content weakened and lacked innovation. A SWOT analysis revealed strengths in their large channel portfolio but weaknesses in content and failure to understand changing customer preferences. To improve ratings, Zee adopted rebranding, repositioned channels and shows, focused on new programming formats, and targeted content to specific demographics and regions. These strategic changes helped Zee regain market share.

1. Zee Telefilms Ltd.
Breaking the Jinx
By:
Bhargab Dhar
Debajyoti Ghosh
Kushal Gayakwad
Md. Sahil
Rajarshi Mitra
Shivani Kapoor

2. Introduction
INDEX
Case Highlights
Analysis
Competitor Profiling
Recommendations
Bibliography

3. About Zee
• Zee Telefilms Ltd was established in October,
1992
• First Hindi satellite channel
• First listed media company in India
• First to launch Hindi GEC (Zee TV), Hindi
cinema channel (Zee Cinema), 24x7 Hindi
News Channel (Zee News) in India

4. Case Highlights
• To cater to the evolving markets Zee introduced
new channels
• Overseas launch [USA 1998]
• Zee’s JV with Turner Ltd [ZTL 2001]
• Launched MUSIC ASIA ZEE MUSIC
• Introduced range of regional channels
[ALPHA(1999)]
• Subsidiaries like SITICABLE, ETC Networks Ltd.

5. Zee’s Down-fall
• The performance of Zee Turner Ltd (ZTL)
remained a question mark
• Zee started loosing its position of market to
new players like Sony TV, Star TV
• Rise of India TV’s “Aaj Tak” (March,2001)
• TRP’s Began to fall
• Advertising revenues dropped drastically

6. SWOT Analysis
SWOT Analysis
External Internal
Environment Environment
Opportunities Threats Strengths Weaknesses
Robust growth of Increased Huge bouquet Weak program
Entertainment & Media competition of channels content & lack of
sector innovation

7. What went wrong?
• Weak Program content
• Lack of innovations
• Poor brand visibility
• Failed to capture Customer mindset

8. Geographic Demographic
• Region • Age
• City • Family-size
• Rural & semi-urban • Gender
• Education
Market
Segmentation
Psychographic Behavioral
• Socio-economic • Response
• Lifestyle • Benefits
• personality • Readiness

9. Geographic Segmentation
The market is differentiated into geographical units
like nations, regions, urban & rural etc. as customer
preferences vary across regions.
 Dedicated Channels:  Dedicated Programs:
– Zee Bangla, Kannada, – Regional soaps
Marathi, Punjabi, Tamil – Regional movies
– Regional news
– Reality shows

10. Demographic Segmentation
In Demographic Segmentation the market is
divided into groups on the basis of variables like --
Age, gender, education.
 Dedicated Channels:  Dedicated Programs:
– CNBC • Astitva
– Cartoon Network • BQC
– Pogo • Hip Hip Hurray
– Zee Cinema [all age-group] • Sare Ga Ma Pa

11. Psychographic Segmentation
Psychographic segmentation divides a market into
different groups based on lifestyle and personality
characteristics.
 Dedicated Channels:  Dedicated Programs:
– Zee Trendz – Lifestyle programs
– Zee Sports – Khana Khazanna
– Zee Jagaran – Reality shows

12. Behavioral Segmentation
Here the marketers divide the consumers into groups on
the basis of their knowledge of, use of, or readiness towards a
product.
 Dedicated Programs:
 Aap Ki Antara
 Dance India Dance
 Agle Janam Mohe Bitiya Hi Kijo

13. Zee’s recent foreign strategies
(Targeting)
• Identified the market “need-gap”
• Modifying Zee Café channel
 Male oriented
 Community specific programs
 Regional shows subtitled in English for local viewers

14. How Positioning helped Zee's
turnaround in terms of (TRPs)
• 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.

15. • 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

16. Market Share of viewership
Hindi GEC of FY 2010 [3rd quarter]
Others, 13% Sony, 14%
Imagine, 8%
Star Sony
Plus, 20% Star Plus
Colors, 25%
Zee Tv
Zee Tv, 20% Colors
Imagine
Others

17. GEC Ratings of June 2011
300
289
250 283
245
230
200
183
181 May, 2011
150
147
June, 2011
100 128
50
0
Star Plus Colors Zee Tv Sab Tv

18. Competitor profiling– Colorful
story of
How STP played an important role in
‘Colors’ success?
• Differentiated content
• Disruptive scheduling
• Right positioning & distribution strategies
• Latest movie rights

19. Indirect Competitors
• Internet Culture
Social Media
Micro Blogs

20. Recommendations for improving &
maintaining steady TRPs
• More interactive web-sites (to counter indirect competition)
 Online TV shows
 Channel apps
• Launching of Education Channels/Programs (Competitors: Discovery
Science, Animal Planet)
• Modified advertisement timings
– 1-minute break for prime-time movies
– Single break movies in week-ends
– No break movies during odd hours
• Reality based shows
 Appealing to the youth (Competitors: Roadies, Stunt Mania)
 Comedy-Shows (Competitors: Comedy Circus, Laughter Challenge)

21. BIBLIOGRAPHY
 Marketing Management by Kotler, Keller
 www.wikipedia.org
 www.google.com
 www.zeetv.com
 Various Blogs