BRAND REJUVENATION OF

PRESENTED BY:

NISHIDH LAD (2013176)

NITESH BERIWAL (2013177)

NOOPUR MANDHYAN

(2013181)

PAYAL SINGH (2013196)

POORVA SABOO (2013200)

PRATEEK JAIN (2013208)

Presented to:Prof R Kamble

INTRODUCTION A part of Zee Network owned by Essel Group

Founded in year 2004

THE CURRENT SCENARIO

Focus on rural markets

Good mix of regional language channels

Highest number of channels

Good distribution network

In 2007 In 2013

KEY ISSUES

Weak Presentation of the Brand

Product Quality

Technologically not advanced

Weak Brand Communication

Poor After Sales Service

Failed to take the First Mover Advantage

Brand Association wasn’t Correct

Did not use the Brand Equity of Zee to market well

har ghar ki wish

poori karega naya dish

NEW LOGO AND TAGLINE

NEW FACE FOR NEW DISH

NEW SERVICES

LIVE STREAMING OF EVENTS

EVERYDAY

COOKING

WITH SANJEEV

KAPOOR

STRATEGIC BRAND

PLANNING

Promoting them on Social Networking Sites

Increasing Demos Using Mobile Vans

Tie-up with a Leading TV Brands

Tie up with Hospitality & Hotel Industry

Internship offers in B-Schools

Sponsoring Comedy Nights with Kapil

INVESTMENT PLAN

Investment Plan

Total Budget – 50 crores

• Cost of roping-in Kapil Sharma – 4.5 Crores

• Cost Of Sponsoring Comedy Nights With Kapil(32 episodes*5000000) – 16 Crores

• Cost of Demo Vans (Rs.15000*100 Vans*30Days)-4.5 Crores

• Cost of Interns (Rs. 20000*10) + (Rs.100000*5) + (Rs. 8000*10) – 7.80 lakhs

• Cost of Billboards – Approx Budget Rs. 2 Crores

TV Adverts Cost

Times of India

• Front Page Colour Ad of the new logo-Rs.3,89,18,880

Social Media Sites

• Facebook Ads ( Approx 80 Lakhs)

• Google Ads (15 lakhs)

• Search Engine Optimisation (10 Lakhs)

• Twitter Ads (7200000*2days) 1.44 Crores

• Miscellaneous Expenses – 2 Crores

• Total – 48,77,79,080

Expected Outcome

• Increase in sales and brand outreach.

• Market share increment.

• lead to an increase in competence.

• Growth of brand image in minds of

customers