Tata Sky
Conduct a critical analysis of the case "Tata Sky" and prepare a written analysis of the case which addresses the following issues to examine the growth strategies of Tata Sky over the years.
Tata Sky is the second DTH operator to enter the Indian DTH market after DD Direct Plus and was launched in August 2006. It is a joint venture between Tata Group that owns 80% and STAR Group that owns a 20% stake. Through its DTH service, the company offered more than 170 channels on entertainment sports, movies, music etc. along with interactive services through its different channel packages. In October 2008, Tata Sky launched Tata Sky +, a premium set- top box which had special features like recording, pausing and rewinding 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 campaigns to support its product launch. Along with its television commercials, it also laid emphasis on outdoor, radio and internet advertising. Besides, it also announced several promotional offers to attract consumers. With aggressive marketing strategies, Tata sky was able to cross a subscriber base of one million within 11 months of its launch. It took another nine months to reach two million customers and another seven months to cross three million customers and this trend continued as a result of their efficient marketing strategies.
Analysis of Growth Strategies of Tata Sky:
The immense success of Tata Sky was possible only because of various well planned growth strategies followed by it. Those strategies are as follows
Growth Strategies - Almost half a dozen DTH operators in the market shows that the Indian DTH market is a booming market and has created a fierce competition among them. Tata sky with the help of its aggressive strategies has been able to expand its
Tata Sky is the second DTH operator to enter the Indian DTH market after DD Direct Plus and was launched in August 2006. It is a joint venture between Tata Group that owns 80% and STAR Group that owns a 20% stake. Through its DTH service, the company offered more than 170 channels on entertainment sports, movies, music etc. along with interactive services through its different channel packages. In October 2008, Tata Sky launched Tata Sky +, a premium set- top box which had special features like recording, pausing and rewinding 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 campaigns to support its product launch. Along with its television commercials, it also laid emphasis on outdoor, radio and internet advertising. Besides, it also announced several promotional offers to attract consumers. With aggressive marketing strategies, Tata sky was able to cross a subscriber base of one million within 11 months of its launch. It took another nine months to reach two million customers and another seven months to cross three million customers and this trend continued as a result of their efficient marketing strategies.
Analysis of Growth Strategies of Tata Sky:
The immense success of Tata Sky was possible only because of various well planned growth strategies followed by it. Those strategies are as follows
Growth Strategies - Almost half a dozen DTH operators in the market shows that the Indian DTH market is a booming market and has created a fierce competition among them. Tata sky with the help of its aggressive strategies has been able to expand its