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
H IS
Color Television T O R inY the eighties
introduced .
“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