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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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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TiVo Case Analysis Since day one TiVo has been the leader in the DVR (digital video recorder) industry with their first mover advantage‚ allowing their customers to record and play back their favorite television programs using their recorder along with a subscription service. Like any successful firm‚ TiVo has had its share of highs and lows. In 2007‚ with their CEO Tom Rogers‚ TiVo had found itself recovering from an all time low in 2005‚ where the company suffered from mass losses‚ low stock
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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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Strength * Pioneer in digital video recorder (DVR) industry * High customer growth rates * User friendly equipment with numerous innovative features * High level of customer satisfaction * Loyal customer base with high brand recognition * Partnership with Sony and Philips brought an image of reliability * Nationally available through electronic chains like Best Buy * Multiple potential revenue streams: opportunities for advertisers and networks Weaknesses * Lackluster
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Memo#1 TiVo Case Marketing Management Cheng Zhang QUESTION ONE: Briefing the CEO TiVo is adding subscribers at healthy pace‚ but faces some serious issues that need to be resolved if the company is to move forward or remain viable. I believe there are three crucial areas that we should address: revenue enhancement‚ marketing‚ and research. The first issue is revenue enhancement - to generate positive cash flow. Due to competitive pressures and the general inertia potential customers
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Tivo case TiVo in 2002: Consumer Behavior Before reading the case‚ go to www.tivo.com‚ and watch the TiVo demo. it more important then all other appliances besides their microwave and cell phone. I really enjoyed the consumer response of their reaction to attempt to fast forwad through non-TiVo shows. Or the guy listening to the radio‚ wishing he had TiVo to catch all they were saying. Interesting. 2. Describe the propotypical TiVo consumer. How do they differ from you? The early
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FUNDAMENTALS OF MARKETING Case Study – TiVo in 2002: Consumer Behavior Group 13 – M1 1. Background of the case The case deals with the problems faced by TiVo (a creator of the personal video recorder) in 2002. This is with respect to the amount of sales it is able to acquire along with the fact that they have been operating with losses for the last few quarters. It also highlights the different measures TiVo has undertaken in the form of surveys and consumer research projects to understand
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Case: TiVo 1. What is Keast’s Decision Problem? Keast’s decision problem is what marketing mix should he follow? This includes the advertisements to be used‚ media to be followed and other marketing techniques that could be followed. Also a decision on how to reduce losses being made needs to be arrived at. One option was to decrease the price per set from $999 to $399 and thereby increasing volumes. 2. Based on the marketing plan towards the end of the case‚ what strategy do you see in
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DVR Eligibility documentation from 2013 to 2015 for Kenny indicates a primary diagnosis of ADHD Combined type as well as Psychological Impairment (Interpersonal‚ Behavioral) with a primary cause of Mental Illness. The secondary diagnosis is listed as Cognitive Impairments (learning‚ thinking‚ processing information). Supporting documentation used to determine eligibility for DVR services from the consulting psychologist who still works actively on Kenny’s support team states Kenny’s mental health
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