Social marketing in the new millennium
A Sky case study

Below is a list of Business Case Studies case studies organised alphabetically by company. To view more companies, please choose a letter from the list below.

Page 3: Meeting marketing objectives

Sky 5 Image 4A decade has passed since Sky Television started the revolution in British television. UK television previously consisted of just four channels.  In 1989 Sky Television transformed television by offering a range of new and diverse channels. The following ten years were dedicated to increasing the Sky customer base. The company further developed the choice of programming on offer, established creative ways for the customer to access programmes and, in 1998, launched a revolutionary broadcasting platform: Sky digital.

Sky digital provides the best in choice, control and connection. Its technology enables consumers to watch what they want, when they want. The programming explosion currently includes a selection of 150 channels with pay per view movies, Sky Box Office Events and a multitude of niche channels for every interest.

Through the innovative technology of Open - the interactive service, viewers are also able to shop, bank and communicate through television. Sky Television’s business is about great entertainment, information, communication and the future.

Sky Television’s marketing objectives are typical of a young brand operating in a fast changing market place:

  • To attract new customers
  • To encourage loyalty, especially amongst existing customers
  • To develop the brand.

After ten years, Sky Television has firmly established itself as a leading brand in the UK broadcast marketplace. With a high brand prompted recognition of 81% and a customer base of 6.88 million which equates to 18.9 million potential viewers, there is no doubt consumers know who Sky is and what it does. (Continental Research, August 1999)

However, Sky is not complacent. Over such a long period of sustained growth, it is important that Sky reflects on the brand and explores new ways of progressing. By further developing the brand to bring it closer to the needs and aspirations of British people, Sky Television believes it will be more successful in attracting new customers and encouraging loyalty.

Sky | Social marketing in the new millennium