Tivo Case
1. Analyze the situation from the consumer’s standpoint? What is TiVo? What factors facilitate adoption? Who is TiVo best suited for (Target audience)?
TiVo is an innovative personal digital video recording device introduced in 1999. TiVo makes it possible to save TV programs on hard drive and replay them if required. TiVo possesses several advanced features such as, pausing and replaying live TV, recording without DVD, VCD or video cassettes, Electronic Program Guide (interface), “thumbs up”; “thumbs down” buttons for rating favorite shows, season pass feature (system which learns viewing preferences of watchers), fast forwarding up to 60 times the normal speed, suggesting shows for users they would want to watch etc. Basically, TiVo enables …show more content…
One was to change people’s consumption habits regarding TV and explain them the product with its features and advantages. The other was to raise awareness with controversial and provocative commercials without emphasizing on product features. There were plenty of things that worked out and many that didn’t. One major achievement was that people who bought TiVo showed a great level of satisfaction and loyalty. Another positive step was that they didn’t upset advertiser by promoting how easy it is to skip commercials. They actually tried to work together with advertisers and networkers. If a bad relationship with networkers arises, there won’t be any programs available for your service and if you neglect advertisers you forget about a huge revenue …show more content…
TiVo has created the right brand image as a friendly and fun brand. This image is supported by the logo which also includes the picture of a TV. This “cute” brand image gives the technology behind a gracious face. The first-mover advantage in a new market brought high (media-) awareness in the beginning. The partnerships with Sony, Philips and major electronic chains provided them an outstanding reliable and qualitative image. The consumer-focused attitude (“Bring control to customers”, data is inaccessible ) contributed to a positive brand recognition. That customers who purchased TiVo stayed loyal and were satisfied also confirmed TiVo as a strong brand. The loyalty did not come from the fact that there was no substitute product, but because they liked the way how TiVo integrates in their daily life.
As we learned from the case a strong brand doesn’t necessarily come along with positive financial achievements. TiVo made losses about $24 million . Besides the factors mentioned above a big mistake was to not have a red line across all marketing and communications activities. They introduced the slogan “TiVo. TV your way” but didn’t follow this line for other commercials and communication activities. A lack of consistency results in an inconsistent brand perception and loss of
TiVo is an innovative personal digital video recording device introduced in 1999. TiVo makes it possible to save TV programs on hard drive and replay them if required. TiVo possesses several advanced features such as, pausing and replaying live TV, recording without DVD, VCD or video cassettes, Electronic Program Guide (interface), “thumbs up”; “thumbs down” buttons for rating favorite shows, season pass feature (system which learns viewing preferences of watchers), fast forwarding up to 60 times the normal speed, suggesting shows for users they would want to watch etc. Basically, TiVo enables …show more content…
One was to change people’s consumption habits regarding TV and explain them the product with its features and advantages. The other was to raise awareness with controversial and provocative commercials without emphasizing on product features. There were plenty of things that worked out and many that didn’t. One major achievement was that people who bought TiVo showed a great level of satisfaction and loyalty. Another positive step was that they didn’t upset advertiser by promoting how easy it is to skip commercials. They actually tried to work together with advertisers and networkers. If a bad relationship with networkers arises, there won’t be any programs available for your service and if you neglect advertisers you forget about a huge revenue …show more content…
TiVo has created the right brand image as a friendly and fun brand. This image is supported by the logo which also includes the picture of a TV. This “cute” brand image gives the technology behind a gracious face. The first-mover advantage in a new market brought high (media-) awareness in the beginning. The partnerships with Sony, Philips and major electronic chains provided them an outstanding reliable and qualitative image. The consumer-focused attitude (“Bring control to customers”, data is inaccessible ) contributed to a positive brand recognition. That customers who purchased TiVo stayed loyal and were satisfied also confirmed TiVo as a strong brand. The loyalty did not come from the fact that there was no substitute product, but because they liked the way how TiVo integrates in their daily life.
As we learned from the case a strong brand doesn’t necessarily come along with positive financial achievements. TiVo made losses about $24 million . Besides the factors mentioned above a big mistake was to not have a red line across all marketing and communications activities. They introduced the slogan “TiVo. TV your way” but didn’t follow this line for other commercials and communication activities. A lack of consistency results in an inconsistent brand perception and loss of