Tivo

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 gentlemen had the idea in mind to equip homes with household communication devices. Instead they invented TiVo, a device that will allow consumers to command their televisions as they desire. The TiVo had many features which allow customers to stop, pause, and record their favorite TV shows. With this new product came some major issues that would arise to Brodie and his marketing team. One of issues was that the company needed to resolve were how TiVo should segment the market and which segment would it be most efficient to target most aggressively at this stage of the products life cycle. Also, TiVo's marketing team need to answer the question of: What positioning statement could they use as a guide for action, to bring TiVo ahead of the competition? TiVo is targeted toward middle income families averaging about seven hours a day watching television. TiVo was priced as a distinct service not included in the hardware. The black box is priced $499 for a model with up to 14 hours of recording capacity and $999 for a model with up to 30 hours, and service fees apply as well.
TiVo allows customers to pause live TV whenever an interruption occurs. Along with this feature TiVo can also record up to 30 hours of programming without the hassle of videotape. The TiVo system can automatically detect and record the shows customers are used to watching based on their individual viewing patterns. With TiVo, customers are fortunate to watch anything they want whenever they want to.