Abstract

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

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the structure of Indian DTH industry
• Examine the growth strategies of Tata Sky over the years
• Analyze the marketing mix of Tata Sky
• Evaluate the promotional strategies of Tata Sky
• and Identify the challenges that Tata Sky can face in the near future.

Keywords

Tata Sky Limited, Direct to Home, Marketing Mix, Marketing Strategy, Free-To-Air Channels, Indian DTH Industry, Telecom Regulatory Authority of India, Customer Service, Television Commercials, Pay-per-view, Average Revenue Per User (ARPU), Interactive Services, Space TV, Tata Sky+, Tata Sky Digicomp, 'A la carte' channels, 360° Advertising Campaign, The Friends and Family Program, Conditional Access System, DTH Operators in India, Bottom of the Pyramid Market, Pricing Strategy, Distribution Network, Aamir Khan