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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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.

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Excerpts Contd...

The Marketing Mix Contd...

DISTRIBUTION

Tata Sky had a wide distribution network across the country to sell its digicomps and prepaid recharge vouchers...

PROMOTION

Tata Sky focused on advertising its DTH services, as the company's own research about the Indian DTH market indicated that there was a lack of awareness about the service among consumers. To educate consumers about the DTH service, the company launched a 360 advertising campaign...

The Road Ahead

In March 2009, Tata Sky received the ISO 27001:2005 accreditation, an internationally accepted standard for Information Security. It was the first Indian DTH service provider to receive the accreditation.

Exhibits

Exhibit I: Logo of Tata Sky
Exhibit II: Home Page of Tata Sky's Website
Exhibit III: Tata Sky's Interactive Services
Exhibit IV: Tata Sky's Channel Packages
Exhibit V: Features of Tata Sky+
Exhibit VI: Home Page of Tata Sky+ Website
Exhibit VII: Tata Sky's Offers and Promotion


 

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