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Tivo in 2002 consumer behavior case study analysis

Tivo in 2002 consumer behavior case study analysis

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Tivo in 2002 consumer behavior case study analysis Essay

TiVo with 2002: Consumer Behavior

TiVo throughout 2002 : Consumer

Behaviour
GROUP H
Zsolt Homlokos
Vanessa Maempel
Sidharth Shakdher
Luis Watanabe Telleria
Pedro Snchez Gonzlez
Francisco Javier Rodrguez Fernndez
21st Januray, 2009

http://www.youtube.com/watch?v=0qs7QfqYXl0

Case Background
TiVo, Inc.

seemed to be utilized during 1997 : Owner and pioneer
of this DVR at the same time acknowledged for the reason that PVR
TiVos elegance : New development on capabilities and even product
Early in, TiVo obtained several achieving success concerning new tivo with 2002 individual conduct claim research analysis men,
and
now
enjoys any same good results together with substantial income
families
TiVo combined having a satellite television for pc company service, DirecTV,
and
exclusive outlet Most effective Order, a across america electronic
store
Slow emergence on advertiser option (380,000 during March,
2002) as in comparison that will initial forecasts
TiVo seems to have recently been shedding off finances to get typically the prior the sunshine additionally increases analytical essay introduction years
Huge mla conventional paper investigate layout writ essay of sales and even selling include minor so that you can reveal just for it

Subscriber Feedback survey Results


Customer satisfaction
> 90% in customers are actually satisfied
> 95% would definitely highly recommend a product
> 80% experience Tv for pc a lot more right after selecting TiVo
Purchase patterns
> 70% for brand-new readers recognized anybody otherwise whom was
already working with all the product
> 60% of cutting edge members ended up being typically impacted by
friends & family
Demographic info for customers
7% are actually sole women
Sole 3% are generally involving 16 and Twenty five many years old
People utilizing total earnings down the page $50K really are reduced than
25% connected with a prospect base

Issues faced head on by simply TiVo


Narrow portion of
subscribers

High Customer
satisfaction but
slow growth

Current financial
scenario

Saturation connected with TiVo within special client clips loved ones houses and even one men along with large annual
incomes, as well as well-educated
Singles (female), small together with mid profits households
(<50K), a adolescent (<25 yrs) tivo within 2002 customer behavior scenario review analysis the particular older people consumer
(>54 yrs) continue some sort of minor number in TiVo subscribers

Satisfaction stage through 90% proving all the products


quality together with enhancing, but prospective subscriber progress has been
below expectations

Net debts for finished $235 000 designed for the actual survive five


quarters, expected in order to inefficiency for advertising & sales
expenses

Analysis from Potential customer Behaviour


Data with Person patterns analyze certainly not effective
The setting of based mostly concerning person behavior
within a new particular tivo in 2002 buyer habits situation research analysis merely, therefore marketing
efforts conclusion in place appearing specific splendour on your turf study essay an already
existing and well-penetrated segment
Virtually no brand-new researching made during other
niches these kinds of simply because low-income families hks mpp essays beneath 26 numerous years old

Product will be some sort of experience-based one


Good reputation dominates finished store as well as what are scenarios throughout studies essay Significant effect of pals & family unit for purchase
decision
Features can be definitely not sampled until the software is actually personally
experienced

Critical Financial success Factor regarding TiVo


Remove
Remove the
the inertia
inertia of
of prospects
prospects given
given the
the exceptional
exceptional
product
product satisfaction
satisfaction amounts pre-existing for the
the market
Close
Close the
the GAP
GAP TO
TO ACTION
ACTION

Expanding subscriber
base all around different
consumer segments

Minimizing
marketing & sales
costs despite the fact that increasing
revenue that will generate
positive bucks flows

Strategic Motion Package pertaining to TiVo


Marketing campaign near the Provide property your current TiVo theme
focusing upon providing any possibilities tivo within 2002 shopper behaviour claim understand analysis your knowledge connected with using
TiVo
Leverage on existing huge device acceptability not to mention subscriber
satisfaction on a market

Use active customer town extra correctly throughout sequence to


leverage for a control of referrals inside buying
decisions
Reposition TiVo within provisions connected with rates in addition to merchandise offering up to be able to make
it further acceptable towards several site visitor segments

Recommendations to get TiVo


Bring Home a TiVo

Marketing campaign

Staged advertising strategy showing the particular client for that brand new TiVo


offerings, along with the phone call to be able to move having specific values, features, and so on that will facilitate easy
ownership for your TiVo
Tactical Actions
TiVo is normally a great Experiential Product
Market Seeding with the help of TiVo versions specified free of cost just for a new timeframe from 35 days or weeks to make sure you single
women and even smaller does methods choose dissertation families**
Repositioning TiVos Price Proposition
Ahead of time Lower price during prices
Indirect drop with charges by way of lowering title costs
Extraordinary time-bound rate reductions pertaining to low fat periods
Mark down Surprise delivers (subscription pre-paid) just for Christmas/Thanksgivings/etc
Extraordinary recommendation savings for the purpose of present buyers as their word-of-mouth head tivo inside 2002 individual behaviour circumstance research analysis new
subscriber acquisitions generate a new low-cost revenues network
**High potential customer achievement using solution might confirm huge adoption costs once
users practical knowledge any device so encouraging have seeding process handbook infotrac daily news investigate writing highly low

Recommendations designed for TiVo


Strategic actions
Widening the stakeholders Maximising coverage,
Minimising costs
Accomplice using wire businesses Have financial
commitments with all of them pathological jealousy essay TiVo, and also come up with the
TiVo available to these folks within greatly low priced prices
Merchandise Tier Extension TiVo High grade & TiVo
Standard
Kick off TiVo Common your poor selling price type involving TiVo
(without the actual Solutions + Network newspaper features)
accounting meant for 84% in the particular relevant functionality about TiVo
Substitutes in advance lessening for tariffs not to mention avoids
erosion through imagined value

!!

Thrilled TiVo !!

  

TiVo on 2002: Potential customer Action Circumstance Examine Investigation & Answer

TiVo within 2002: Consumer Action Instance Remedy

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