Zee Telefilms' Competitive Strategies

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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:


Case Code : MKTG107 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


Marketing, Marketing Strategies, Television Media
Case Length : 17 Pages
Period : 1992-05
Pub Date : 2005
Teaching Note : Available
Organization : Zee Telefilms Limited
Industry : Entertainment
Countries : India


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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


• 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.


  Page No.
Introduction 1
Background Note 2
Zee's Initial Success 2
Competition from Star and Sony 3
Zee Fights Back 4
The Re-Branding Exercise 8
Exhibits 10


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.

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