TiVo in 2005 Analysis Introduction: TiVo is a personal TV provider for DVR technology (Software/service and Hardware). Incorporated in 1997‚ TiVo created an interactive television system with the idea of recording digital video on a hard disk. TiVo gives an opportunity to consumers to select what they wanted and when they wanted‚ by recording‚ playing back‚ and pausing live television. It has managed to gain over 3M subscribers as of 31st Jan 2005 along with a brand name for itself. TiVo converged
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TiVo Case Analysis | Team Report – Team C | Andres GalindoTracey Keiter Mike MacIntyre Kristan King Nevins Martin Penagos Raghu Ramaiah | 10/14/2012 10/14/2012 Table of Contents Executive Summary 3 The Three C’s 3 Customer 3 Competitor 3 Collaborator 4 Segmentation 4 Targeting 4 Positioning 4 Marketing Mix 4 Price 4 Product 5 Promotion 5 Place 5 Recommendation 5 Conclusion 5 References……………………………………………………………………………………………………. Format for case write-up
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TiVo is definitely an innovation to television. It is unique‚ and solves many consumer problems. It changes consumer behavior towards TV and allows individuals to be more efficient and flexible in when and how they view. After being on the market a few short years‚ it has attracted a certain demographic‚ and has a large reach into the markets. That being said it isn’t the growth that was expected‚ and there are a few hurtles TiVo will need to overcome to continue to drive success and growth. The
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1. Analyze the situation from the consumer’s standpoint? What is TiVo? What factors facilitate adoption? Who is TiVo best suited for (Target audience)? TiVo is an innovative personal digital video recording device introduced in 1999. TiVo makes it possible to save TV programs on hard drive and replay them if required. TiVo possesses several advanced features such as‚ pausing and replaying live TV‚ recording without DVD‚ VCD or video cassettes‚ Electronic Program Guide (interface)‚ “thumbs up”; “thumbs
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explain to customers. * Ineffective communication with its consumers. * The manufacturers ’reps couldn’t give TiVo the amount of support it required. * Expensive product with additional service fee for recording and no reference point * Restricted promotional activities Threats * Traditional markets will implement defensive strategies to protect their market share * Legislative agenda could restrict opportunities * Technology is easy to replicate * Many competitors
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TiVo is a digital video recorder that allows viewers to watch what they want‚ when they want to watch it‚ and it allows pause and instant replay functions of live TV by storing information on a hard drive. It gives they user or users to ability to create their own personal television schedule by using the regular television programs. TiVo’s features include the ability to fast-forward‚ ultimately skip‚ through commercials and also input their own viewing preferences. TiVo also has popular features
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TiVo Case Study 1. Draw a supply chain (or value net) that traces the various stakeholders involved in the TiVo value chain and their respective interactions. From this‚ what insights do you get about the relative value that each stakeholder adds in this process? TiVo struggles with finding ways to decrease the overall cost of customer acquisition. Costly components and services to assist customers with set-up combined with marketing costs to educate potential customers on the value and benefits
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DIAGNOSIS OF THE PROBLEM: TiVo was launched in March 1999 and aimed at transferring control from TV networks to consumers. Currently (May 2000) TiVo has a low market penetration (0.04%) but current customers highly satisfied.Experts predicted that the customer base would reach 35000- 80000 by 2000 yearend. PROBLEM IDENTIFICATION: To increase product awareness‚ customer acquisition and sales by modifying the current marketing strategy and also address the emerging competition. SITUATION ANALYSIS:
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What is a Marketing Plan? A Marketing Plan is a document that presents recommendations to fulfill a company’s marketing strategy. It should describe what you want to accomplish overall and what precisely needs to be done to get there: your objectives‚ strategies and tactics. Though your marketing plan is mainly written by your marketing department‚ the best marketing plans are developed using cross- functional teams – this way one might be sure that no critical factors will get overlooked
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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 applied by TiVo to resolve
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