Tata Sky's Marketing Strategies


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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.

Case Details:

Price:
Case Code : MKTG225 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Mix
Case Length : 19 Pages
Period : 2005-2009
Pub Date : 2009
Teaching Note : Not Available
Organization : Tata Sky Limited
Industry : Media and Entertainment
Countries : India

Abstract:

The case discusses the marketing strategies of Tata Sky Limited (Tata Sky), India-based 'Direct to Home' (DTH) service provider. Tata Sky was formed as a joint venture between the Tata Group and the STAR Network in 2004. The company emphasized on all aspects of marketing mix including product, price, place and promotion. It offered more than 170 channels along with different interactive services. Tata Sky offered different channel packages so that consumers could choose their favorite channels and pay only for those they wanted to watch. The company had also built a wide distribution network to reach every household in India. It also entered into agreements with ITC's e-Choupal, Godrej's Aadhar and Indian Oil Corporation to extend its reach to the rural consumers.

Tata Sky had also set up sales and service dealers (SSDs) across semi-urban and rural markets of India. The company adopted aggressive promotional strategies including television commercials (TVCs), outdoor, radio and Internet advertising.

Issues:

» Understand the structure of Indian DTH industry.
» Examine the growth strategies of Tata Sky over the years.
» Analyze the marketing mix of Tata Sky.
» Evaluate the promotional strategies of Tata Sky.
» Identify the challenges that Tata Sky can face in the near future.

Contents:

  Page No.
Introduction 1
The Indian DTH Industry 2
About Tata Sky 4
The Marketing Mix 6
The Road Ahead 11
Exhibits 13

Keywords:

Tata Sky Limited, Direct to Home, Marketing Mix, Marketing Strategy, Free-To-Air Channels, Indian DTH Industry, Telecom Regulatory Authority of India, Customer Service, Television Commercials, Pay-per-view, Average Revenue Per User (ARPU), Interactive Services, Space TV, Tata Sky+, Tata Sky Digicomp, 'A la carte' channels, 360° Advertising Campaign, The Friends and Family Program, Conditional Access System, DTH Operators in India, Bottom of the Pyramid Market, Pricing Strategy, Distribution Network, Aamir Khan

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