Zee Marketing Segmentation

Competitiv e Strategies

Presented By: Alankrita S Thakur Bodhisatwa Dutta Dilraj Rajak Keyur Desai Kumara Prasanna Meenakshi Pandey R . Karthik Sanjeev Agrawal

IN D IA N T E L E V IS IO N Color Television introduced H IS T O R inY the eighties “Doordarshan” the only available option A monopoly prevailing in the Television industry

Birth of Satellite TV in early nineties Star launched in 1991 Zee comes in the foray in 1992 Sony gets launched in 1995 By 1996 more than 50 channels available

.

BIRTH OF ZEE ØThe EsselGroup, Launches Zee TV, nation’s first Hindi channel by a private organization

ØZee

identifies

the gap in the market

Ø

ØCaters to the needs of the vast Hindi-Speaking audience Ø Ø

COMPETITORS • STAR PLUS  Currently in top position 

• • SONY ENTERTAINMENT TELEVISION  (SET).  Innovative program content 

T O U G H T IM E S ØS O N Y LA UF N CO H E DRS P OZ R T SE -C E U M -M O V IE C H A N N E L - S E T M A X IN S E P T 1 9 9 9

Ø ØS TA R LA U N C H E D K B C IN 2000

 ØS O A P S FROM BALAJI TELEFILMS ON S TA R P LU S Ø ØLA U N C H O F A A J TA K IN D E C E M B E R 2 0 0 0

COMPETITIVE STRATEGIES

COMPETITIVE STRATEGIES

M A R K ET LEA D ER

E X PA N D IN G M A R K E T S H A R E . D E FE N D IN G M A R K E T S H A R E . ØP O S IT IO N D E FE N C E ØP R E - E M P T IV E ØC O U N T E R A TTA C K ØM O B ILE D E FE N C E ØC O N T R A C T IO N D E FE N C E 1.

COMPETITIVE STRATEGIES MARKET CHALLENGER

 

ATTACKS THE MARKET LEADER

 

ATTACK STRATEGIES: ØFRONTAL ATTACK ØENCIRCLEMENT ATTACK ØBYPASS ATTACK ØGUERILLA WARFARE

COMPETITIVE STRATEGIES MARKET FOLLOWER IMITATOR

MARKET NICHER EXAMPLES: ZEE GUJARATI U.K. ZEE TRENDS ZEE CINE STARS KI KHOJ BUSINESS BAAZIGAR REGIONAL CHANNELS

CONCLUSION Ø STARTED ON A STRONG NOTE 

Ø HAD A VERY BROAD BASED NETWORK 

Ø MANY FIRSTS TO ITS CREDIT 

Ø STILL LOST ITS NUMERO UNO SLOT 

Ø COMBINATION OF DIFFERENT STRATEGIES 

Ø KEEPING IN MIND MARKET TARGETS AND COMPETITORS Ø

JIYO ZEE BHAR KE….! TH A N K YO U