‘Hd Ontine Marketing use susizaney ‘Marketing Professor Tipat Gill University of Orario stu of Tetnology ‘Shop of Businoss eT McGraw-Hill/Irwin A Dini of Thongs ‘MeGraw-Hil Pris ‘san: oar grax Ter Harvard Busnes Seno Cases — Fichard bey School of Business — The Marking University of Westar OntarioMarketing © Contents Harvard Business Schoal Cases — Marketing Wo 1 Case 1 ‘Analyzing Cansumer Perceptions a Case 7 Richard Toey School of Business — The University of Western Ontario ‘NEW CENTURY BREWING: MOONSHOT CAFFEINATED BEER 20 Case 30 Harvard Business School Gases — Marbtin ‘Analyzing Consumer Preference: a Case a Compaq Computer: Intel Inside? 5 Case 38 Richard Ivey School of Business — The University of Western Ontario LOGITECH: LAUNCHING A DIGITAL PEN. ss Case 3 PERT PLUS - Case NASH JEWELLERS a Case a ‘ORGAN AND TISSUE DONATION Int ONTARIO 10 Case 1a—orneeeT ) F manera Basines Steel [ae (er — Marking Compe, 205, B HARVARD|BUSINESS|SCHOOL 9-501-038 “Look at these guys... They decide what we waich ard then we watch it “Network programmers—soho needs them? Progran: your own network. TiVo. TV your way.” Between these two lines, the TiVo commercial showed a pair of burly men throwing a TV network's chief programmer out of the window of a tall office building. Brodie Keast, Tivo's vice president of marketing and sales, had replayed the ad a dozen times on that morning of May 2000, and he still found it to be as hilarious as the first time he saw it. The TiVo digital video recorder, beyond its many advanced features, made a big idea resl—if you owned the TiVo black box and subscribed to the TiVo service, you could really control what you watched and when you watched i. TiVo's marketing team intended to get that big idea across through a catchy communications campaign, with a boldly humorous tone that would help consumers envision how TiVe restored the fun of television Fourteen months into the launch, TiVo had signed up 42,000 subscribers, with a current rate of 14,000 new subscribers per quarter. With 102 million TV-watching households in the U.S, that was only about .04% penetration, despite availability in most major consumer electronics stores across the nation. Yet everyone who owned TiVo seemed satisfied with it, with 72% of owners even claiming that TiVo had made TV viewing “a lot more enjoyable.” Ninety percent said they would recommend it to family and friends. Early adopters were raving delitiously in the online forms of TiVo's website. TiVo's marketing team argued that lack of awareness was a key cause of the discrepancy between the love for TiVo and its lackluster sales. The provocative TV and print campaign, including the “Network Executive” commercial, was conceived with this problem in mind. But would people get it, ‘or would they just be confused? And was it too controversial? Keast had his share of last-aninute doubts. Profesor Lae Wthicu an Reserch Assets Nchadl Zagho pepe thie cate. HES cases are developed ase me te ba for dss dacension, Cases aerated sve as enero sane ol nary dt, or ilaseatensodccle os sees ee a [Soop © 2009 Present ant Fallows of Farvand College. To onde cops requ pee eprduce moti al IDS 7 ‘te Flava hastss School Publishing, Baton, Ma C63, ov goto tp) rw Replareanl sd” Wo fa eh Re havc ee ce Feo toyed y etevel ys ed tn x sprcathact ey tate in My foo oe bY aay easton meee, hotospying ending oratherwise—tes te peraesiane Havand Barnet