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TiVo

TiVo. Presenter – Mr. G. L. Agrawal (2215047). Marketing Strategy. Team of Gurgaon, Sector 14 Centre :- Nawlendu Ranjan (2214723) 2 . Nitin Sagar (2214715) 3. Deepak Talwar (2215098) 4. Dhruv Maingi (2214821) 5 . Sankalp Shakunt (2214943) 6. Ashish K. Chourasia (2214717)

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TiVo

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  1. TiVo Presenter – Mr. G. L. Agrawal (2215047) Marketing Strategy • Team of Gurgaon, Sector 14 Centre :- • Nawlendu Ranjan (2214723) 2. Nitin Sagar (2214715) • 3. Deepak Talwar (2215098) 4. Dhruv Maingi (2214821) • 5. Sankalp Shakunt (2214943) 6. Ashish K. Chourasia (2214717) • Ritesh Chauhan (2214727) 8. Rajesh Bhola (2215050) • 9. Kamlesh K. Agrawal (2214726)

  2. TiVo – An Overview • TiVo was incorporated in 1997 by Jim Barton and Michael Ramsay to create an interactive television system that developed the idea of recording digital video on a hard disk. • TiVo allowed consumers to watch their T.V shows when they want to watch them by recording, playing back, and pausing live television. • Launched its services on March 31, 1999 and had signed up 42,000 subscribers with a current rate of 14,000 new subscribers per quarter.

  3. Porter’s Five-Force Analysis • Competition Among Existing Firms • TiVo holds several competitive advantages:- Innovation- Patents- Licenses- Brand Equity • Threat of Potential Entrants • ReplayTV emerged as strong competitor. • Microsoft announced launched of UltimateTV by Fall 2000.

  4. Porter’s Five-Force Analysis Cont…. • Bargaining Power of Customers • Customers are households. • Being an individual bargaining power is less. • Being a new product hesitation to pick-up the product. • Threat of Substitute Products • Conventional VHS video recorders • DVD players

  5. Porter’s Five-Force Analysis Cont…. • Bargaining Power of Suppliers • Partnership with Sony and Philips, manufacturers of electronics. • Saving in manufacturing facility set-up cost • No fear of high price demand by supplier.

  6. SWOT ANALYSIS OF TiVo • STRENGTHS • Stand-alone DVR sales. • Established a whole new category. • Created a great brand. • Simple, easy navigation to provider a superior user experience. • WEAKNESSES • Failed to develop a sustainable distribution model • Very slow growth rate. • Failed to create significant barriers to entry. • Costs and expenses weren't low.

  7. SWOT ANALYSIS OF TiVo Cont.. • OPPORTUNITIES • The market for television related devices is enormous. • The demand for DVR's is rapidly growing. • THREATS • Threat of potential Entrants

  8. Challenges before TiVo • Very slow growth rate. • Lack of awareness - Customers did not understand the product. • Customer base was extremely low. • Right market strategy.

  9. Strategy for TiVo • Make strategic tie-up with TV channels and advertising agencies to gain competitive edge. • Give more incentives to people buy TiVo. • Advertise the product in effective manner to creat Brand Equity. • Get across the idea of convenience. • Generate sales based on demographic research and results.

  10. Strategy for TiVo Cont.. • Stick through the tough time and make it so America can see the beauty in what TiVo has to offer; suffer now, reap benefits later. • Mass production of basic upgradeable model of DVR for less cost & eliminating the monthly fee. • Enter into new partnerships with cable & satellite providers. • Target R&D and research to improve the product. • Conduct its operations globally.

  11. Thank You !!!

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