Zee Telefilms' Competitive Strategies
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(Case Code: MKTG107) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG107 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemes
Marketing, Marketing Strategies, Television Media |
| Case Length |
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17 Pages |
| Period |
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1992-05 |
| Pub Date |
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2005 |
| Teaching Note |
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Available |
| Organization |
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Zee Telefilms Limited |
| Industry |
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Entertainment |
| Countries |
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India |
Abstract:
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The case analyzes the competitive strategies adopted by Zee Telefilms in relation to rival channels and the extent to which the channel has succeeded in its approach.
Zee recorded unprecedented success during the initial years of its launch (1992-2000). However, in 2000, Star with its improved programming content succeeded in establishing itself as the No.1 entertainment channel.
Sony also emerged as a strong competitor. The case provides an insight into how Zee managed to regain its position through its effective competitive strategies.
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Issues:
• The factors that played a key role in the establishment of Zee as a successfully integrated media company.
• The competition in the television media segment.
• The marketing strategies adopted by Star and Sony, and the reasons for their success or failure.
• The strategies adopted by Zee to regain its position in the Indian television media segment.
Contents:
Keywords:
Zee Telefilms Limited, Star TV, Sony TV, Essel Group, Sony Entertainment Television, Rupert Murdoch, Amitabh Bachchan, "Kaun Banega Crorepati?", Zee MGM, "Sawaal Dus Crore ka", AirTel, AirTel Magic, Department of Telecommunications, Videsh Sanchar Nigam Limited, Bharti Enterprises.
Zee Telefilms' Competitive Strategies
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