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Tivo Case Analysis

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Tivo Case Analysis
Marketing Management Assignment –Case Analysis #1- TiVo 1. What is TiVo?
Tivo is a digital recorder that helps viewers to take control of what they watch. The features of Tivo are recording programs as per viewers’ request, suggesting the programs according to viewers’ habits, ability to skip commercials, and so on.
What factors facilitate its adoption? a. Recording the programs – easy to record, stop, rewind, and schedule recording the shows. b. Skip the commercials – empowering the viewers to take control of what they are watching. c. Electronic program guide (EPG) TiVo applies i) Previews for shows to schedule recording easily with one push of button. ii) Season pass- by pressing a “thumbs up” and “thumbs down” button, users can specify their favorite show and then TiVo will record them automatically. iii) Suggestion- TiVo can track users’ preference and make suggestions.
What factors made adoption difficult? a. Retail execution- Salesmen in distributors turned over fast which made it hard to train them explaining to customers properly. In addition, there were various ways for salesmen to sell TiVo. b. Pricing- the price seemed too high to be accepted by customers. c. Awareness- the degree of awareness for TiVo remained weak and consumer remained inert because it is not their priority to improve TV viewing.
Who is TiVo best suited for?
According to the research, TiVo users mostly consisted of members who were married, between the ages of 25 and 45, and had an annual income of $70,000 to $10,000. In this regard, members with this kind of features are best suited for TiVo. We can also imply that people who have a college education, household greater income, and are heavy Internet users can be the target segment suitable for TiVo as well, because these are the features DVR users revealed according to the study in 2006.
Would you buy a TiVo? Why or Why not?

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