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Abstract

The case discusses the marketing strategies of Tata Sky Limited, the 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 emphasised all aspects of the 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 across semi-urban and rural markets of India. The company adopted aggressive promotional strategies including television commercials, outdoor, radio and Internet advertising.

Teaching and learning

This item is suitable for postgraduate courses.
Location:
Size:
Large
Other setting(s):
2005-2009

About

Abstract

The case discusses the marketing strategies of Tata Sky Limited, the 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 emphasised all aspects of the 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 across semi-urban and rural markets of India. The company adopted aggressive promotional strategies including television commercials, outdoor, radio and Internet advertising.

Teaching and learning

This item is suitable for postgraduate courses.

Settings

Location:
Size:
Large
Other setting(s):
2005-2009

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