Consequently ITV Digital's marketing strategy was not appropriate to meet the proposed targets as illustrated in the Gap Analysis (Appendix 6). Drucker (1954 cited Drummond and Ensor 2001:136) identifies essential areas within organisations for the development of objectives such as innovation, productivity and profitability. Sky Digital's strategy incorporates Drucker's theory into the development of their objectives reflecting their success.
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5. Statement of Marketing Strategies.
5.1 Sky Digital.
The continuous use of progressive marketers to reduce customer churn and to maintain the customer base. (Reed, 2001).
The promotion of superior interactive services available through the minidish compared to cable and aerials (Reed, 2001). Currently continuing to concentrate efforts on the promotion of the Sky Digital satellite service in the UK. (BSkyB Annual Report, 2001).
Segment existing customer base and target with specific tailored promotional offers to suit their needs. (Reed, 2001).
Continue to offer free digital satellite equipment to new customers. (BSkyB Annual Report, 2001).
5.2 ITV Digital.
Push monkey using as many mediums as possible and integrate into consumer's lives.
Heavy weight television advertising. (Darby, 2001).
Direct marketing including mailing to increase market share in the interactive television market. (Darby, 2001).
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5.3 Comparative Analysis of the Marketing Strategies.
Through the use of progressive marketers Sky Digital is segmenting their existing customer base with the intention to increase customer satisfaction and consequently retain valuable customers (Reed, 2001). Sky Digital has the opportunity to target almost the whole of the UK due to more advanced technology in comparison to ITV Digital. ITV Digital is restricted to 70% coverage of the UK (BSkyB Annual Report, 2001). .
The process of targeting commercial and domestic users in the industry shows little evidence of segmentation.
