MM II - Presentation- Tivo

8/3/2019 MM II - Presentation- Tivo

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TV at your convenience...


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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.


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How it Works

TiVo is electronic box you connect to your cable TV.Inside is a hard drive, just like a computer, that storesprograms.

Signal from cable goes to TiVo and from TiVo into theTV. From then on everything you see is coming fromthe TiVo Hard drive- even the live TV. Live TV is

buffered onto the Hard drive and temporarily storedthere, allowing you to rewind what you just saw, orpause live TV while you get a snack or attend a doorbell. Un-pause and you are back where you left off.


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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 timesthe normal speed.

Record a program while simultaneously watching anotherprogram.

What it does?


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


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SWOT ANALYSIS

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.

Strengths


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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).


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Opportunities Unique features.

An ever expanding target market of 102 million TVwatching households.

300% increase in number of families opting forluxurious electronics.

Partnership with Sony & Philips for product reliabilityand effective distribution.

Partnership with network leaders like CBS & NBC.Working with PG & GM on defining advertising

formula.


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Threats Replay TV

Ultimate TV

DVD recordersVCR

Other Competitors


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Product Position Statement

For [target end user]

Professionals, Sports Fan, kids & singlesWho wants/needs [compelling reason to buy] Watch TV atyour convenience.The [product name]- TiVo is a [product category]- VCR(onsteroid)That provides [key benefit]- Pause, record, replay and fast-forward.Unlike [main competitor] VCR & DVD PlayerThe [product name]- TiVo [key differentiation] watch TV your

way.

What positioning statement could be used as a

guide for action, to bring TiVo ahead of thecompetition???


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Target Audience

Professionals

Sports lovers

Kids


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Pricing Target 20 million customer

Option I- (i) 30-hour recorderCharging $199 Set-up box + 6 months subscription free.Thereafter charging , $9.99 per month

$99- per year$199 - lifetime

(ii) 14-hour recorderCharging $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 forservice and hardware .After three year contract is up Pay $12.95monthly rate.Or pay reduced price ($149) lifetime subscription


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1) Store wise - KnowhowIncentivesMerit

2) Sending leaflets to working professionals.3) Door Hangers in Offices, Hotels and Hospitals.

4) Advertising in between sports program, in the stadium, T-Shirts andcaps with the logo.

5) Advertising in magazines-Sports, kids, business, etc.6) Advertising at Kids R Us, Toys R Us, Barnes and Nobles- kid

section, etc.

7) Virtual showroom. Use it when people call to ask details about yourcompany, your products or your services. Think of this website as aplace where you sit down to talk with interested prospects. Make surethe virtual showroom is equipped with all the same tools and props as

your physical showroom.

Place and Promotion


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8) Online retailers -Amazon.com, Spiegel.comWalk-in store - Circuit City, Best Buy , Sears and Radio shack

9)Event marketing and CRM -- offering training, on-site installation, in-storeworkshops and other rather simple techniques aimed at overcomingconsumer inertia, technophobia and confusion.

10)Giving discount on a second TiVo box purchased by a family, in a wayof benefiting the loyal customers.


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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.


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Thank you

Chitra Krishnakumar P09014Jennifer I Priyadarshini V. P09026Jennifer S.P09027Reeta Biswas P09058

Sai Vishnu P09062

MM II - Presentation- Tivo

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