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    Zee TV Marketing Strategy

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    Nandan Mano3
    Zee Entertainment is an Indian media and entertainment company with 33 domestic and 38 international channels. It has a large content library and viewership of over 1 billion. Zee follows a competitive pricing strategy and promotes its brands and programs through television advertisements and cast promotions. It distributes its channels through various platforms to reach 171 countries and aims to balance traditional and modern elements in its brand and programming.

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    Zee TV Marketing Strategy

    Uploaded by

    Nandan Mano3
    180 views3 pages
    Zee Entertainment is an Indian media and entertainment company with 33 domestic and 38 international channels. It has a large content library and viewership of over 1 billion. Zee follows a competitive pricing strategy and promotes its brands and programs through television advertisements and cast promotions. It distributes its channels through various platforms to reach 171 countries and aims to balance traditional and modern elements in its brand and programming.

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    Zee Tv Marketing Strategy

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    Zee Entertainment is an Indian media and entertainment company with 33 domestic and 38 international channels. It has a large content library and viewership of over 1 billion. Zee follows a competitive pricing strategy and promotes its brands and programs through television advertisements and cast promotions. It distributes its channels through various platforms to reach 171 countries and aims to balance traditional and modern elements in its brand and programming.

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    © All Rights Reserved
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    Download as pdf or txt
    180 views3 pages

    Zee TV Marketing Strategy

    Uploaded by

    Nandan Mano3
    Zee Entertainment is an Indian media and entertainment company with 33 domestic and 38 international channels. It has a large content library and viewership of over 1 billion. Zee follows a competitive pricing strategy and promotes its brands and programs through television advertisements and cast promotions. It distributes its channels through various platforms to reach 171 countries and aims to balance traditional and modern elements in its brand and programming.

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    Marketing Mix of Zee Entertainment analyses the brand/company which covers 4Ps

    (Product, Price, Place, Promotion) and explains the Zee Entertainment marketing strategy.
    As of 2020, there are several marketing strategies like product/service innovation, marketing
    investment, customer experience etc. which have helped the brand grow.

    Marketing strategy helps companies achieve business goals & objectives, and marketing mix
    (4Ps) is the widely used framework to define the strategies. This article elaborates the
    product, pricing, advertising & distribution strategies used by Zee Entertainment.

    Let us start the Zee Entertainment Marketing Mix & Strategy:

    Zee Entertainment Product Strategy:


    The product strategy and mix in Zee Entertainment marketing strategy can be explained as
    follows:

    Zee Entertainment is one of the top media and entertainment companies based out of India.
    Zee Entertainment has thirty-three domestic channels and thirty-eight international channels
    in its marketing mix. It has 200,000+ hours of content and a viewership of over one billion.
    The following are the category wise division of channels:

    • Hindi GEC- ZEE TV, Zee Anmol, &TV, Zindagi

    • Regional entertainment- Telegu, Marathi, Kannada, Bangla, Tamil, Sarthak TV

    • Hindi cinema- Zee Cinema, &Pictures, Zee Action, Zee Classic

    • English entertainment- Zee Café, Zee Studio

    • Sports- Tens Sports

    • HD channels

    • Music, lifestyle, etc- Zee ETC, Zing, Zee Q

    • International channels (regions present in)

    • Digital- Ditto, Ozee, India.com

    • Other verticals (ZEE music company, ZEE studios, ZEE theatre)

    Zee Entertainment Price/Pricing Strategy:


    Below is the pricing strategy in Zee Entertainment marketing strategy:

    Zee Entertainment faces strong competition from Star channel as in 2000. Sony has also
    become a strong competitor. Zee had to extend its programme times in prime time and
    increase variety in programs. Zee Entertainment faces strong rivalry in face of which it
    follows a competitive pricing strategy to maintain a market share of 17.9% in mass media
    industry. Zee entertainment’s channel Zee News charged INR 3936 for 10 seconds of
    advertisement on a regular basis. According to an order by TRAI a basic mandatory fee of
    INR 130 will ensure broadcasting of hundred channels, the order is yet to be passed. This
    order can constrict competitive practices of the likes of Zee Entertainment hence reducing
    efficiency.

    Zee Entertainment Place & Distribution Strategy:


    Following is the distribution strategy of Zee Entertainment:

    The channels are highly differentiated so that it can better cater to myriad viewer
    preferences. Zee Entertainment is present in 171 countries. Zee Entertainment has recently
    invested in a digital platform where Zee content is accessible to all viewers online. This
    digital platform is called Ozee, it was established last year only. Zee has also set up the one
    of the first Spanish channel for Bollywood movies, which substantiates the extent of reach of
    Zee Entertainment. Direct-to-home satellite services and digital media are strengthening the
    media value chain. Zee channels are also accessible on platforms like Hotstar which is
    allows viewers to access programs according to their convenience.

    Such platforms are the catching up and could be a new market for Zee Entertainment.

    Zee Entertainment Promotion & Advertising Strategy:


    The promotional and advertising strategy in the Zee Entertainment marketing strategy is as
    follows:

    Zee aims to promote itself as a brand with true Indian culture but with modernisation. 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 popularised 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 could also pair up with Youtubers and active social media persons for influencer
    marketing to break the brand perception of a traditional and old entertainment channel.

    Since this is a service marketing brand, here are the other three Ps to make it the 7Ps
    marketing mix of Zee Entertainment.

    Process:
    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.
    People:
    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.

    Physical Evidence:
    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. Hence, this marketing mix of Zee
    Entertainment is covered here.

    About Zee Entertainment Enterprises Limited:

    Zee Entertainment is an Indian mass media and entertainment company. It is also known
    ZEEL. Zee Entertainment was set up by Subhash Chandra in the year 1992, is owned by the
    Essel Group. In the last twenty-four years Zee Entertainment has grown to the top of its
    industry. Zee Entertainment has been awarded with multiple accolades across categories
    over the years. Zee Entertainment is ranked as number one by ET 500, Fortune 500, BT
    500, etc. Zee Entertainment also has a Zee Cine Awards function which grew to a global
    scale in 2012, this event rewards the stalwarts of Zee Entertainment network. This function
    is line with the Star Parivaar Awards of Star India Entertainment Ltd

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