TiVo's Brand Strategy
As DVR culture is thriving, this radically new product market is fast growing and fast changing. It is important to note that the social trends are changing to favour personalized products and services. TiVo¡¯s ¡°home network¡± with personalized program schedules is a perfect match for this trend and therefore it has a great potential to expand on diverse customer base. However, TV industry in general is confronting social issues from negative image of TV viewing as creating an addictive dependence and less communication between family members. This trend makes it difficult for TiVo to penetrate the market with the product and services that will attract more people to sit in front of TV set.
Company Analysis (Exhibit 1)
TiVo¡¯s brand image is fairly strong even compared to other major competitors. On the other hand, there are a number of weaknesses the company possesses. As the first one to enter (create) the DVR market, this new company has limited experience in development of the products and services to provide various levels of support that customers require. The company relies on third parties such as DirecTV for big portion of their customer support functions with bundling services. The