Preview

Sky Brand Plan

Best Essays
Open Document
Open Document
1765 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Sky Brand Plan
BSkyB
(British Sky Broadcasting)
Brand Plan
By
Darrell Burgess
(09189461)

Contents
Executive Summary 3
Market Audit 3 Macro-Environment 3
Micro-Environment 3
Competitors 4
Market Structure and Segmentation 4
Brand Attributes 5
Brand Objectives and Strategy 5
Brand Action Plan 6
Measurement and Control 6
References 8
Appendix A 9

Sky Brand Plan
Executive Summary
BSkyB (British Sky Broadcasting) better known as Sky operate in television broadcasting and telecommunications markets. Formed in 1990 by the merger of Sky Television and British Satellite Broadcasting the company has become the UKs largest pay-tv broadcaster with around 10.6 million customers, and revenue of £6.8 million for the current year (Sky, 2012). Rupert Murdoch’s News Corporation currently owns a 39% share in the company, this is currently the largest single stake making News Corporation controlling stake holders (Arango, 2011). In 2010 News Corporation announced its plans to buy the remaining shares of BSkyB giving the company 100% ownership, however the move was stopped by Ofcom and the Office of Fair Trading before the process could begin (BBC, 2012).
Market Audit
Macro-Environment
The macro-environment has the possibility to have a large impact upon BSkyB but so far the company has managed to increase profits as well as its customer base during the global recession (Sky, 2012). The government could affect the exclusivity Sky has over many sporting events, the company currently holds the rights to show Football, Cricket, Rugby, Golf, Darts, Boxing, Wresting, Formula 1 American Football and UK/US Basketball, many of these sports Sky is the only broadcaster in the UK to show the events live. During the 2012 Summer Olympics and Paralympics Sky offered views the ability to watch every event live via additional Olympic and


References: Arango, T. (2011) Phone Scandal Poses Defining Test for a Murdoch Son [Online] [Accessed on 23rd November 2012] http://www.nytimes.com/2011/07/09/world/europe/09murdoch.html BBC Riezebos, R. (2003) Brand Management – A Theoretical and Practical Approach, Harlow: Financial Times Prentice Hall Sky Sky. (2012) Our Performance. [Online] [Accessed on 26th November 2012] http://annualreview2012.sky.com/business-review/our-performance.aspx Sky News. (2010) Sky Signs Exclusive Deal To Give HBO New Home. [Online] [Accessed on 27th November] http://news.sky.com/story/835048/sky-signs-exclusive-deal-to-give-hbo-new-home Youview. (2012) Youview. [Online] [Accessed 28th November 2012] http://www.youview.com/
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Unit 3 P1
    • 492 Words
    • 2 Pages

    Unit 3 P1

    The ‘BskyB’ which is commonly known to and referred to as ‘Sky’ is a British based satellite broadcasting, broadband and telephone services company.…

    • 492 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Comcast Corporation Case Analysis
    • 481 Words
    • 2 Pages

    Comcast Corporation Case Analysis

    Comcast would add nearly 30 million subscribers and achieve a much higher penetration rate in the market, which also gives them the opportunity to increase price, and thus profitability. Nonetheless, Pay TV is declining and the rate of penetration decline is accelerating as viewing television content online become increasingly popular. Powerful competitive forces such as Netflix, Amazon Instant Video, Hulu, and now CBS’s standalone product “CBS All-Access” and HBO’s partnership with Apple has formed strong threats to Comcast. With the changing consumer demands and the distinctive needs recognized regarding different customer segments, the question of whether its current business model will still be viable in the marketplace has…

    • 481 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    KRCB Television And Radio: The Canary In The Coal Mine
    • 1507 Words
    • 7 Pages

    KRCB Television And Radio: The Canary In The Coal Mine

    We believe that KRCB’s current business model resembles PBS’ which is shown in Figure 1. KRCB’s business model has many gaps in it from community anchors to universal access and connectivity. KRCB isn’t able to afford the new technologies in the TV and radio segments, and they cannot hold on to board members within the community long enough to have strong anchors from the community within the company.…

    • 1507 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Better Essays

    Swot Analysis Of Sv Plc
    • 1108 Words
    • 5 Pages

    Swot Analysis Of Sv Plc

    At present ITV and BBC hold the strong customer loyalty. Access to distribution channels the new entrants should have the secure distribution channel of its product or service the new media entrants programs and content may not like by the viewer which creates difficulties for the new company to existing in the market. The rapid growth of online streaming BT and Netflix might be the threat of new entrants in the market for the online pay television.…

    • 1108 Words
    • 5 Pages
    Better Essays
    Read More
  • Best Essays

    Brand Audit of John Lewis
    • 3400 Words
    • 14 Pages

    Brand Audit of John Lewis

    Keller, K., L. (1998) Strategic Brand Management: Building, Measuring and Managing Brand Equity. Prentice-Hall International: London…

    • 3400 Words
    • 14 Pages
    Best Essays
    Read More
  • Good Essays

    Allstate Case Study
    • 11157 Words
    • 45 Pages

    Allstate Case Study

    Leading the charge against the merger is the National Association of Broadcasters (NAB), which represents traditional radio and TV stations. It argues that if the only two players in satellite merge, local stations and listeners will lose out. "Monopolists have the ability to raise prices and discriminate," David Rehr, NAB president, told Congress. XM and Sirius argue that together they would control just 3% to 4% of the entire radio market.…

    • 11157 Words
    • 45 Pages
    Good Essays
    Read More
  • Good Essays

    Directv Case Analysis
    • 8047 Words
    • 33 Pages

    Directv Case Analysis

    This report will provide a case of News Corporation (News Corp.) and specifically DirecTV. This report examines three strategic issues facing News Corp and DirecTV: who will replace Rupert Murdoch as News Corp. CEO; how can DirecTV gain market share; and how can DirecTV improve profitability in a market that has not yet reached maturity, but is clearly saturated. A SWOT analysis and industry information will also be reviewed.…

    • 8047 Words
    • 33 Pages
    Good Essays
    Read More
  • Better Essays

    Dish Network External Analysis
    • 1354 Words
    • 6 Pages

    Dish Network External Analysis

    The first factor to consider is the political environment. Satellite taxation could pose a threat to Dish Network and the rest of the satellite industry. In early March of last year, there was a proposal to add a seven percent tax on satellite services (Newkirk). This new tax could pose a threat for satellite companies because current users may not want to pay those higher rates. The next political factor is the law. There are several laws that the TV service providers industry must follow to ensure all good standing legality. A few of the laws include customer service guidelines, network program non-duplication, and sponsorship identification (FCC). Labor laws, such as Fair Labor Standard Act and Equal Employee Opportunity, are also laws that are imposed for the industry. Not abiding by the laws poses a threat to those in the industry. It could pose negative publicity for the company as well as lead to large sums of fines.…

    • 1354 Words
    • 6 Pages
    Better Essays
    Read More
  • Powerful Essays

    British Airways Marketing Research
    • 1183 Words
    • 5 Pages

    British Airways Marketing Research

    The second part of the research will attempt to investigate the reasons behind the customer’s behaviour i.e. why he/she chose British Airways and also how they rank the airline compared to other competitors. This section aims at investigating the customer’s perception about British Airways and will allow for a comparison with other competitors (Leick,…

    • 1183 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing Analysis on Sky
    • 2719 Words
    • 11 Pages

    Marketing Analysis on Sky

    The organisation I have chosen to carry out an analysis of the macro-environment is Sky. British Sky Broadcasting Group plc is a satellite broadcasting broadband and telephony services company headquartered in London, United Kingdom with operations in the United Kingdom and the Republic of Ireland. According to Manchester Evening news (2010) BSkyB was formed in 1990 when Sky Television and British Satellite Broadcasting merged together. BSkyB has over 10 million subscribers in the United Kingdom which makes it the largest pay TV broadcaster. The merger saved Sky financially as Sky had very little major advertisers compared to British Satellite Broadcasting who had the far superior advertising contracts and equipment, as a result when Sky inherited these it solved the financial problems. The advertising contracts generated vast amounts of revenue for the newly branded BSkyB this allowed BSkyB to take advantage of the growth of newer and improved satellite technology. This newer technology would allow Sky to reach larger audiences and provide a vastly improved channel selection. Eventually with the increase of the channels the quality and the popularity increased to new heights with this sky was able to expand and acquire lucrative licensing deals which would cement Sky’s place at the top of the broadcasting sector indefinitely. Sky has exclusive rights to programming but it has…

    • 2719 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Better Essays

    Report: Bsb vs Sky Television
    • 1255 Words
    • 6 Pages

    Report: Bsb vs Sky Television

    1. BSB should have been able to identify potential competitors, particularly News Corporation. News Corporation was successful in US (in the US TV satellite industry), had experience transmitting television programs to Western Europe with a low-powered satellite and they already had presence in the UK with newspapers, which could allowed Sky to realize economies of scope. These economies of scope are even more significant if we take into account that News Corporation owns 20th Century Fox Studios. After purchasing 69% interests in SATV and renaming it to Sky Channel, this was a clear signal of a potential competitor to BSB. Adding to this, other signal was Murdoch’s personality, characterized by being aggressive and used to risk and make big bets. After all, he had bid against BSB to the British DBS franchise and lost, and given his personality, it’s normal that he would not go away after the first round. News Corporation is a global company and UK is one of the wealthier nations in the world, with high potential advertising revenue, which would make Murdoch want to be the leading player.…

    • 1255 Words
    • 6 Pages
    Better Essays
    Read More
  • Powerful Essays

    Contemporary Brand Management
    • 7424 Words
    • 30 Pages

    Contemporary Brand Management

    Kapferer, J, N. (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, London, Kogan Page…

    • 7424 Words
    • 30 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Business Purposes Meetiing Aims and Objectives
    • 522 Words
    • 3 Pages

    Business Purposes Meetiing Aims and Objectives

    That is why one of the key metrics is the proportion of money they spend on the network televisions outside of London. Keeping costs down where ever possible.…

    • 522 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Case study analysis: ZEEBOX
    • 3177 Words
    • 13 Pages

    Case study analysis: ZEEBOX

    A British company Zeebox Limited launched the application in October 2011. In 2012 BSkyB acquired 10 per cent equity stake in Zeebox reportedly worth over £10m (Farey-Jones, 2012). The deal secured exclusive rights in the UK to integrate Zeebox’s technology in Sky mobile apps, providing start-up company with capital to expand internationally (Bradshaw, 2012). In September 2012 Zeebox was launched in US with strategic investment from Comcast, NBC Universal and HBO (Lawler, 2012). Finally, in November 2012 Zeebox was launched through a joint venture with Network Ten and Foxtel in Australia (Zeebox, 2012).…

    • 3177 Words
    • 13 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Consolidating the Directv Acquisition
    • 1502 Words
    • 7 Pages

    Consolidating the Directv Acquisition

    The case focuses on the acquisition and consolidation of DirecTV by media mogul Rupert Murdoch’s News Corp. After the acquisition, Murdoch’s content-and-distribution empire spanned four continents, with more than 26 million subscribers. Murdoch, News Corp.’s chairman, had ambitions to build one of the most powerful media companies in the world. He aspired to have a balance between subscription and advertising revenue, the best mix of content and distribution and the widest geographic spread in the world.…

    • 1502 Words
    • 7 Pages
    Powerful Essays
    Read More

Related Topics