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GROUP MEMBERS
SWATI A
SWAYAM
VARUN J
VARUN S
VIPIN M
THEORY-A RECAP
PORTER’S 5-FORCES MODEL
FIRM
ANALYSIS OF COMPETITORS
Collection of Information about
Competitors
Competitor’s strategies regarding 4-P’s
Helpful in recognizing threats &
opportunities
Helps in developing strategies
Checklist for Competitor Resource Analysis
--Management, Innovation, Financing,
Production, Marketing
CLASSES OF COMPETITORS
ADDITIONAL ISSUES
ENERIC COMPETITIVE STRATEGIE
DESIGNING COMPETITIVE STRATEGIES
COMPETITIVE INTELLIGENCE SYSTEM
CASE STUDY-’ZEE
TELEFILMS’
Background
Zee, an Essel group company launched Zee TV in
1992.
It was nation’s first Hindi channel by a private
organization.
Brought a much wider choice of programs
compared to Doordarshan.
It captured a vast Hindi speaking Indian audience
market.
Zee Initial Success
Sony, meanwhile,
launched its sports-
cum-movies channel
“SET MAX” in
1999.
STAR NETWORK
In July 2000, Star launched “Kaun Banega
Crorepati”.
Star also came up with “Kyunki Saas Bhi Kabhi
Bahu Thi” and “Kahani Ghar Ghar Ki”.
Successfully attracted the viewers in the 7:30 to
11:00 pm time slot.
SONY Entertainment
Television
Sony agressively started “Jeeto
Chappar Phad Ke”; which was a
big hit.
In 2003, Sony carried out an
extensive research called
“Understanding Women” in 7
cities across India to know what
women wanted.
Result : Launched a serial called
“Jassi Jaisi Koi Nahi”.
Where was the
problem
News –
KBC went off air in Jan 2001, Zee launched Jeena Isi ka Naam
§
Contd…
Introduced movie slot.
Q- Examine the rationale behind the launch of
“Alpha” regional channels. Analyze the reasons for
launching the regional channel bouquet without the
“Zee” brand name and subsequently bringing them
under the Zee brand?
Rationale :-
brand name :-
Reason for subsequently bringing them under the
Zee brand :-
Rebranding :-
In early 2005, Zee initiated the re-branding of the entire
Zee range of brands – new logo.
This as expected increased the TRPs of all its channels.
It was aimed at adding the extra zing
which reinvents the spirit of the brand
and thus bringing it closer to the
younger audience.
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