Tata Sky's Marketing Strategies


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Case Details:

Case Code : MKTG225
Case Length : 19 Pages
Period : 2005-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Tata Sky Limited
Industry : Media and Entertainment
Countries : India

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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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Excerpts

The Indian DTH Industry

DTH services were introduced in India in the early 2000s. DD Direct Plus, launched in December 2004, was India's first and only DTH service for which consumers did not have to pay any subscription charges. DD Direct Plus offered all Doordarsahan (DD) channels and several private FTA (Free-To-Air) channels...

About Tata Sky

The history of Tata Sky can be traced back to 2004, when it was incorporated as Space TV, a joint venture between the Tata Group, which had an 80 percent stake, and the STAR network , which had a 20 percent stake in the company.

Space TV was created to provide the DTH service to Indian consumers...

The Marketing Mix

Tata Sky emphasized all the four 'P's of marketing i.e. product, price, place, and promotion. The company made efforts to offer a better product and services at an affordable price. In an effort to establish its presence across India, the company developed a vast distribution network...

PRODUCT AND SERVICES
Tata Sky offered the DTH service based on three 'C's i.e. Choice, Control, and Convenience. It offered consumers a choice of more than 170 channels with 'DVD picture quality and CD sound quality.'...

PRICE
In order to avail of the Tata Sky DTH service, consumers had to buy the Tata Sky digicomp. The DTH service could be activated only after the installation of a dish. To use the Tata Sky DTH service, consumers had to pay a subscription fee...

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