Published by MBA Skool Team, Last Updated: December 01, 2016
Marketing Strategy of Sky analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Sky marketing mix, help the brand succeed.
Sky marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Sky Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Sky Product Strategy:
The product strategy and mix in Sky marketing strategy can be explained as follows:
Sky is one of the leading telecommunications company in the world. To expand their business segments Sky moved into new markets and target new customer segments. The company believes that their customers deserve exceptional services and they strive to improve it every day for their customers. Sky Go is enables customer to access videos on demand and Sky Q offers better HD TV experience to customers. Wi-Fi Hotspot, Bluetooth connectivity and touch control are the features offered by Sky’s product Sky Q. Sky offers a great variety of products in its marketing mix product strategy, which are as follows:
Below is the pricing strategy in Sky marketing strategy:
Sky employs the economic strategies of price-bundling and offering a combination of services to decide price for customers.
If customer opt for the £20 per month Original package, he'll get 270 channels and the Sky Q 1TB box, while the £32 per month Variety package gets him the same box and around 300+ channels. Adding Multiscreen and the Cinema or Sports packages will cost more, but the new structure of Sky helps in making its flagship service more affordable, and the company also offers a free LG TV or Lenovo laptop when customer’s sign up online. The pricing strategy in the marketing mix of Sky can be analysed as below. Online packs include:
Box Sets & Sky Q £38 a month 350+ and 4500+ Kids episode
Sky Sports £27.50 extra a month with 8 Sky Sports channels 126 live premier league Games, F1, Golf
Sky Cinema £18 extra a month with 11 Sky Cinema channels 1000+ Movies on demand
Sky Place & Distribution Strategy:
Following is the distribution strategy in the Sky marketing mix:
Sky is an established market player in European countries. The company has opportunities for expansion and growth in 5 countries. Sky provides its services to 98 million households. All the best movies, videos on demand and TV shows are made available to customer anywhere anytime. The company has a significant scope for growth within the households in markets which will be more profitable for the brand. Sky provide millions of customers with the best TV experience. The fibre based broadband will also add to the services offered by the service provider.
Sky is committed to offer the best entertainment from major live sporting events, the best TV shows and blockbuster movies in different popular formats.
Sky Promotion & Advertising Strategy:
The promotional and advertising strategy in the Sky marketing strategy is as follows:
Sky promotes its products with LG TVs and Lenovo laptops. Sky has ventured into a partnership with Facebook and Twitter. The purpose of this partnership is to promote the brand using the newest ad formats available. Instagram is responsible for digital marketing of many brands. As of now, for the digital marketing, Sky runs its digital campaign using Twitter Moments and Facebook ads. The customers are becoming tech savvy and the mobile phones and tablets with big displays are also used for brand promotion.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Sky.
To create value for its customers Sky in investing for long term and it is also investing on its employees. The idea is to deliver great content in innovative way to consumers. The installation process is completed within 6 days and the service engineer sets up the desired equipment. Sky also has a customer care wing which handles the complaints and is responsible for grievance handling.
Sky has its headquarters in London, Munich and Milan. It has 30+ locations including contact centres, technology hubs and broadcast channels. Sky's website highlights all the offerings provided by the company in terms of bundled offerings, services, pricings etc. The company has offices in Italy, Germany and Austria as well.
Sky has 22 million customers. The company is chaired by James R. Murdoch. Jeremy Darroch is the Group Chief Executive Officer. 21st century FOX has holdings in Sky. The company has over 30000 employees and 11000 customer service agents and engineers. People are the strength for Sky brand. This covers the Sky marketing mix.
Sky UK Limited is a telecommunication company. The firm operates in the United Kingdom. In the past, the company was known as British Sky Broadcasting(BSkyB). Due to the change in technology and advent of satellites, it became easier for the company to broadcast channels and provide entertainment to the viewers. The advanced technology empowered the company with high signal strength and enabled the company to spread its reach among the customers.
The brand has pioneered in different formats of broadcasting entertainment. Sky has also expanded in communication and broadband services.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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