ZEE Zindagi: Offering Value through Distinct Approach

What is it about?

The case ‘‘ZEE Zindagi: Offering Value through Distinct Approach’ illustrates the strategic move by Zee Entertainment Enterprises Limited (ZEEL) to launch the channel Zindagi in India. The case describes how Zindagi responded to research findings and audience feedback so as to offer what the existing Indian soap operas were either not offering at all or not offering it the way audience wanted them to. The case also explores how the channel focused on some strategically important factors and mixed those in such a way that it created a paradigm shift in the way serials were shown and viewed in India, thereby, applying blue ocean strategy by breaking and reconstructing industry boundaries. The case scrutinizes the strategic move by Zindagi using ‘eliminate–reduce–raise–create grid’ and ‘strategic canvas’ of blue ocean strategy and discusses the important lessons to be learned from Zindagi experience

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