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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Introduction Contd...

Vikram Mehra (Mehra), Chief Marketing Officer, Tata Sky, said, "The launch of Nano is one of the biggest historic events in the auto industry. Now, the customers have a way to enjoy the benefits of Nano and Tata Sky through a single offer."4

Launched in August 2006, Tata Sky was one of the leading players in the Indian DTH industry. Through its DTH service, the company offered more than 170 channels on entertainment, sports, movies, music, news, etc. along with interactive services through its different channel packages. In October 2008, Tata Sky launched Tata Sky +, a premium set-top box. Tata Sky+ made it possible for consumers to record, pause, and also rewind live TV programs.

Tata Sky adopted an aggressive pricing strategy to attract consumers. By offering different channel packages, it ensured that consumers could choose their favorite channels and pay only for those they wanted to watch.

Tata Sky also launched several advertisement (ad) campaigns to support its product launch. Along with television commercials (TVCs), it also laid emphasis on outdoor, radio, and Internet advertising...

 Excerpts >>

4] "Tata Sky Offers Discount to Nano Buyers," http://business.rediff.com, March 24, 2009.

  

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