University 12 Case Report: HBR TiVo in 2002 (Consumer Behavior) Marketing Management‚ Fall 2012 Eagles Team 1. Introduction: This brief report attempts to tackle the HBR TiVo in 2002 case study. The report highlights the main issues facing the company in 2002 and then proceeds to analyze the internal and the external environments around TiVo at the time with a special focus on relating the analysis to consumer behavior. The report finally ends with proposing a number of solutions that can be
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In the TiVo case‚ Brodie Keast‚ TiVo’s vice president of marketing and sales is trying to ensure a positive consumption of his relatively new product‚ the TiVo. TiVo’s marketing team intended to get the idea of TiVo across through catchy communications campaign‚ with a boldly humorous tone that would help consumers envision how TiVo restored the fun of television. TiVo was founded by two men who left Silicon Graphics‚ a leading provider of 3D graphics hardware and software‚ in August 1997. These
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1. Analyze the situation from the consumer’s standpoint. What is TiVo? What factors facilitate its adoption? What factors make adoption difficult? Who is TiVo best suited for? TiVo is a form of television recording technology used to record shows based on the users preferences. It can store a vast amount of recorded shows and play them back with out the interruption of commercials. It has added features such as pause and fast-forward‚ which can enhance and improve the television viewing pleasure
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standpoint. What is TiVo? What factors facilitate its adoption? What factors make adoption difficult? Who is TiVo best suited for? (1) TiVo是DVR(digital video recorder)軟硬體整合技術的企業，消費者可將各項來源如傳統天線、有線電視、直播衛星及透過區域網路(LAN)，以指定或邊看邊錄的創新體驗．透過EPG(Electronic Program Guide)介面，依方便的時間享受以電視為核心的數位家庭娛樂． (2) 下列以學者Roger提出的「創新擴散」理論中ACCORD模型來說明吸引消費者及阻礙因素： Factors Influencing the Adoption Process What factors facilitate its adoption? What factors make adoption difficult (Relative)Advantage TiVo化被動為互動，顛覆消費者的模式與習慣，以專屬硬體和軟體讓消費者掌握電視節目控制權，利用時間差效應(time
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Case 17: TiVo 2008 Rosatase‚ Alaina P. March 14‚ 2013 EXECUTIVE SUMMARY TiVo was developed by Jim Barton and Mike Ramsay through a corporation they named "Teleworld" which was later renamed to TiVo‚ Inc. Though they originally intended to create a home network device‚ it was redesigned as a device that records digitized video onto a hard disk. They began the first public trials of the TiVo device and service in late 1998 in the San Francisco Bay Area. After exhibiting at the
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The case study was all about the launch of TiVo and the consumer behavior around the product. TiVo was launched in 1999 and didn’t quite receive the response the company had hoped for. As a result the marketing team led an effort to further understand the nature of TiVo’s appeal for existing and potential customers and to encourage other participators such as advertisers and television network to take accountability for TiVo’s relevance in the lives of consumers. The bulk of TiVo’s customer base
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fees strong strategic ties with Sony and Philips‚ co branding competition Replay TV Ultimate ReplayTV: comparable quality‚ pause live TV‚ record programs‚ price $200 above TiVo Key: quickskip UltimateTV: watch and record‚ simultaneously‚ 30s skip‚ subscript Customers The average American spends 4.3 hours/day watching tc After TiVo: 31% 31% strength innovators high customer satisfaction widespread availability unlimited funding weakness lack of brand awareness lack of product education lack of
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The case analysis of the TIVO Question 1: Analyze the situation from the consumer’s standpoint. What is TIVO? What factors facilitate adoption? Who is TIVO best suited for? From the customer’s standpoint: (1)TIVO was a solution to help you to decide what and when you want to watch on the TV‚ it make the customer watch TV more convenient and effective because it have several new functions like pausing‚ fast forwarding and replaying‚ flexible recording services that customers have never experienced
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1) TiVo holds several competitive advantages: - Innovation: TiVo has innovated its product to provide premium service applications like HMO and unique opportunities for advertisers and networks to air "showcases" four-six minute long commercials. - Patents: TiVo was early to the market‚ and therefore holds several significant patents that keep competitors from copying key functions of the product like optimization of disk space and scheduling. - Licenses: TiVo has a number of prominent licensees
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TiVo‚ a digital video recorder (DVR) enables subscribers to record programs without video tapes or DVDs‚ allowing them to watch what they want‚ when they want to watch it. Despite of possessing benefits of being the first one to come up with this impressing innovation and having a fairly high customer satisfaction rate‚ sales are still very disappointing at the time of fourteen months into the launch. In order to expand customer demand‚ the company attempts to combine aggressive pricing‚ sales support
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