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Sky Brand Plan

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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/
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