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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"Tata Sky is leaping ahead to garner eight million connections by 2012. We are the first DTH company across the globe to achieve the significant milestone of crossing one million connections in the first year of our operations and are confident of achieving the eight million mark as well."1

- Chakrapani Perangur, CIO, Tata Sky Limited, in January 2009.

"Efficient customer service, superior technology and more interactive features are the keys."2

- Vikram Mehra, Chief Marketing Officer, Tata Sky Limited, commenting on the company's success factors, in June 2009.

Introduction

In March 2009, Tata Sky Limited (Tata Sky), the India-based 'Direct to Home' (DTH)3 service provider, announced a special promotional offer for those booking the Tata Nano, the world's cheapest car manufactured by Tata Motors Limited.

Under the offer, consumers who had already booked a Tata Nano could get a 20 percent discount on a new Tata Sky connection. To avail of the benefit, consumers had to submit proof of booking the car. The offer was valid between April 9 and May 14, 2009.

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1] "Tata Sky: Launching a Major Satellite TV Business with Unprecedented Speed," http://www.01-ibm.com, January 05, 2009.
2] R. Ravikumar, "Direct and Daring," http://www.thehindubusinessline.com, June 11, 2009.
3] Direct to Home (DTH) refers to satellite television broadcasts intended for home reception. Satellite television is television broadcast delivered by the means of communications satellite and received by a satellite dish and set-top box (Source: http//en.wikipedia.org).


 

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