Tivo Case Analysis
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 from partnerships, product bundling, and a catchy communications campaign. Facing big competitors in a new, rapidly evolving technology market, TiVo needs to position itself as a strong brand through strategic segmentation and brand differentiation.