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Case Study Solution On Zee

Zee Telefilms has effectively used segmentation, targeting, and positioning (STP) strategies to grow into a leading media company in India. It recognized entertainment was what viewers wanted most and segmented the market by language, launching a Hindi entertainment channel. Over time, Zee further segmented by interest, launching channels focused on movies, sports, music and more. Zee also recognized the importance of regional languages and accessibility, expanding into content in local languages and distributing across cable, satellite, and internet platforms. By catering to diverse audience needs through its wide portfolio of channels, Zee has established itself as a prominent choice for Indian viewers.

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Soumya Ranjan Pradhan
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240 views2 pages

Case Study Solution On Zee

Zee Telefilms has effectively used segmentation, targeting, and positioning (STP) strategies to grow into a leading media company in India. It recognized entertainment was what viewers wanted most and segmented the market by language, launching a Hindi entertainment channel. Over time, Zee further segmented by interest, launching channels focused on movies, sports, music and more. Zee also recognized the importance of regional languages and accessibility, expanding into content in local languages and distributing across cable, satellite, and internet platforms. By catering to diverse audience needs through its wide portfolio of channels, Zee has established itself as a prominent choice for Indian viewers.

Uploaded by

Soumya Ranjan Pradhan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Question 1- What was the STP of DD and DD Metro?

Question 2- Comment elaborately on the positioning strategy of Zee. Bring out the different types of
positioning.

Question 3- Zee has a diverse portfolio of programs, at least one for each. Is Zee doing right in its
strategy of segmenting, targeting and positioning?

Solution of Case on Zee Telefilms:

Case in Point

The case study on Zee Telefilms deals with segmenting, targeting and positioning (STP) strategies used
by Zee Telefilms in India in the initial days of introduction of cable channels in India. It talks about the
evolution of Zee Telefilms with relation to STP from a time when Indian people did not have much TV
viewing choice and how appropriate STP has helped in Zee’s growth.

Answer 1

 DD believed in mass marketing so it treated the entire country as one group, as one big Indian
family and targeted the entire country. It followed mass marketing. Its positioning was of ‘a
medium for spreading social causes’. DD produced programs focusing on national integration,
agricultural development, education, health, family welfare, etc. In other words DD ensured that
all types of people were generally benefited in their day-to-day life from TV viewing.

 DD Metro treated the urban Indians staying in big cities differently from the people staying in
the rest of the country. The urban metro group was targeted. The positioning of DD Metro was
‘a medium for exclusive entertainment for urban viewers particularly staying in metro cities’.

Answer 2

Zee’s positioning strategy addressed the drawbacks in positioning of DD and StarPlus. It recognized that
entertainment is what TV viewers wanted and that majority of the Indian people wanted programs in
Hindi language. So it launched ‘an entertainment channel in Hindi’.

The following are the different positioning strategies used by them over a period of time:

 Zee was positioned as a Hindi entertainment channel (for 3 hours daily) showing family serials
and horror show.
 Zee recognized the need for regional channels based on popularity of vernacular languages and
thus came up Zee Bangla, Zee Punjabi, Zee Gujrati, etc.
 Zee then recognized the need for positioning based on interest of viewers and thus launched
Zee Cinema for movie lovers, Zee Sports for sports lovers, Zee News for people looking for
updated information, Zee Music for music lovers.
 Zee further felt that there are viewers who are interested for exclusive business news but are
more comfortable in either English or Hindi and so CNBC (English) and CNBC Awaaz (Hindi) were
launched.
 Zee also recognized the presence of different modes for accessing TV channels, hence launched
cable, DTH or Satellite (Dish TV) and Internet (Ditto TV) and thus enabled people to access Zee
programs on TV as well as phones and computers.
 Zee also launched programs for niche audiences like Zee Khana Khazana for food lovers, Ten
Cricket for exclusive cricket lovers, Ten Action+ for football lovers and Ten Golf.

Answer 3

Zee has a diverse portfolio of programs, at least one for each. Yes, Zee is doing right in its strategy of
segmenting, targeting and positioning.

India is a vast country with people of different age groups, speaking different languages and having
different interests. Since Zee has catered to all their needs, it is still relevant, popular and occupies
prime position in people’s mind. If we consider different members of the same family, Zee has the ability
to cater to the needs of all of them.

When people consider subscribing TV channels, Zee definitely features as one of them as they have not
only launched required channels, they have maintained high quality. They have also remained modern
by being available on Over- the –top platform.

So we see, not only program wise, concept wise and variety wise but also technology wise they are
ahead.

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