TV at your convenience...

What is Tivo?
TiVo is like VCR on steroids. TiVo is a Digital Video Recorder (DVR) TiVo is a set-up box Pause, record and replay. On demand video. Intelligent media recorder. Personal video recorder.

How it Works
TiVo is electronic box you connect to your cable TV. Inside is a hard drive, just like a computer, that stores programs.

Signal from cable goes to TiVo and from TiVo into the TV. From then on everything you see is coming from the TiVo Hard drive- even the live TV. Live TV is buffered onto the Hard drive and temporarily stored there, allowing you to rewind what you just saw, or pause live TV while you get a snack or attend a door bell. Un-pause and you are back where you left off.

What it does?
Pause, replay and fast-forward Live TV.
Season pass-Automatically detects and record the shows. View slow motion. Play back and record at the same time. Fast forward commercials, could fast forward 3, 18 or 60 times the normal speed. Record a program while simultaneously watching another program.

 TiVo remote had thumps up and thumps down button, through which viewers could reveal their preferences for the television programs.

SWOT ANALYSIS
Strengths
Time shifting- watch programs when you want,

instead of when the network wants. Hard-drive recording, no wastage of tapes. Distribution done by electronic superstar brands Sony and Philips. Dealership done by Best buy, Circuit city, and Sears. Automatically detects and records the show you love. Season pass- Choose a season pass, every episode of that show is recorded automatically.

 High level of customer satisfaction.

Two different models and three service package to

attract different customer markets. New pricing strategy lowering the price from $999 to $399. Fast forward feature. EPS( Electronic program guide).

Weakness
Inability to convince consumers to change their

Television consumption habits. Improper targeting and positioning. Customer didnt understand the product well. Not user friendly. No SOP(statement of purpose) to promote. Expensive product with additional service fee. Advertising. Lack of Brand awareness. Funding. Slow growth rate. Inadequate training for sales people.

Opportunities
Unique features. An ever expanding target market of 102 million TV

watching households. 300% increase in number of families opting for luxurious electronics. Partnership with Sony & Philips for product reliability and effective distribution. Partnership with network leaders like CBS & NBC. Working with PG & GM on defining advertising formula.

Threats
Replay TV
Ultimate TV DVD recorders VCR Other Competitors

What positioning statement could be used as a guide for action, to bring TiVo ahead of the competition???
Product Position Statement
For [target end user]Professionals, Sports Fan, kids & singles Who wants/needs [compelling reason to buy] Watch TV at your convenience. The [product name]- TiVo is a [product category]- VCR(on steroid) That provides [key benefit]- Pause, record, replay and fastforward. Unlike [main competitor] VCR & DVD Player The [product name]- TiVo [key differentiation] watch TV your way.

Target Audience
Professionals Sports lovers Kids

Pricing Target 20 million customer

Option I- (i) 30-hour recorder Charging $199 Set-up box + 6 months subscription free. Thereafter charging , $9.99 per month $99- per year $199 - lifetime (ii) 14-hour recorder Charging $99- Set-up box + 6 months subscription free. Thereafter charging , same as above. Option II - Giving set-up box for rent, charging $9.99 per month. Minimum 6 month subscription. Service charge same as above. Option III - Sign a three-year contract and pay only $24.95 monthly for service and hardware .After three year contract is up Pay $12.95 monthly rate. Or pay reduced price ($149) lifetime subscription

Place and Promotion

1) Store wise - Knowhow Incentives Merit Sending leaflets to working professionals. Door Hangers in Offices, Hotels and Hospitals. Advertising in between sports program, in the stadium, T-Shirts and caps with the logo. Advertising in magazines-Sports, kids, business, etc. Advertising at Kids R Us, Toys R Us, Barnes and Nobles- kid section, etc. Virtual showroom. Use it when people call to ask details about your company, your products or your services. Think of this website as a place where you sit down to talk with interested prospects. Make sure the virtual showroom is equipped with all the same tools and props as your physical showroom.

2) 3) 4) 5) 6) 7)

8) Online retailers - Amazon.com, Spiegel.com Walk-in store - Circuit City, Best Buy , Sears and Radio shack 9) Event marketing and CRM -- offering training, on-site installation, in-store workshops and other rather simple techniques aimed at overcoming consumer inertia, technophobia and confusion. 10) Giving discount on a second TiVo box purchased by a family, in a way of benefiting the loyal customers.

How will the Ad world react?

Consumers who use TiVo will have the tendency to skip ads, this would strain its relationship with the ad world. It can bring schemes where it will advertise at least 3 ads per half an hour. It could also advertise simultaneously when the viewer is watching his favorite program, by providing 1/3th of the screen for the advertisement. And the price of the advertisement can be kept uniform throughout the day, wont have to pay very high price for premium slots.

Thank you
Chitra Krishnakumar P09014 Jennifer I Priyadarshini V. P09026 Jennifer S.P09027 Reeta Biswas P09058 Sai Vishnu P09062