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TiVo Case

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TiVo Case

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    1. TiVo Case Misty De Lira Stephanie Amate Lee Hamilton Alnita Turner Janet Baselice

    2. ISSUES Precarious financial position Number of subscribers to TiVo is substantially lower than previously forecasted Subscriber profiles are narrow, indicating a small target market Promotion of the TiVo category, including PVR and DVR, relatively low

    3. RESEARCH FINDINGS March 2001 Survey Purchase Influence Over 70% knew someone who had purchased TiVo prior to making their own purchase More than half were more influenced by friends/family than by retail demonstrations Satisfaction 90.1% of customers were satisfied with their TiVo, and 96.4% would recommend TiVo. Usability Users found the features valuable and easy to use. 89% of customers found TiVo’s interface easy to use and 95.1% found the “Trickplay” and status bar easy to use. Demographics Most subscribers were married with children and more affluent. 78% of subscribers were between the ages of 25-54 years and 71% of them were homeowners.

    4. RESEARCH FINDINGS March 2001 “Attitude Survey” Viewing Habits TiVo owners watched more television with TiVo. 70% of what people watched was recorded, and Only 30% was watched “live”. Life with TiVo 77.4% of subscribers said TiVo has made their lives better and 70.4% said they no longer scheduled their social life or time around TV schedules. TiVo vs. Other Technological Gadgets TiVo was viewed as more important than most electronics. 94.3% said it was more important than the VCR and 46.9% said it was more important then the microwave. Fun Facts Many subscribers had difficulties living without TiVo and even had the impulse to perform TiVo functions in non-TiVo situations. 96% said it would be difficult to give up TiVo and 89% found it frustrating to watch TV without it.

    5. 2002 Survey Even though 90% of TiVo subscribers reported fast-forwarding through the advertisements, certain types of commercials were watched. Interesting or entertaining commercials were mostly viewed and not skipped over. Superbowl The event was paused and/or replayed an average of 44 times per TiVo household. The Trickplay features were used predominantly to replay commercials. Only about 3% of TiVo users switched to other programming during the broadcast, including during the halftime show.

    6. ACTION PLAN “Breaking Through the Inertia” TiVo customers are fiercely loyal to their TiVo, and can greatly influence future purchases among family members and friends Leverage this high customer satisfaction and influence by offering “referral discounts” in the form of discounts off of monthly subscription rates Quickest way to improve financials is to increase sales/subscriptions Use research findings to position TiVo as a key player in the TV broadcasting industry; add value by involving networks, content providers, advertisers and service operators. Re-focus commercials and ad campaigns to consumers who are not as “tech-savvy,” by highlighting ease of use Push the “trickplay” feature and its abilities Demonstrate the Super Bowl findings (more than just a recorder) Distribute TiVo in more retailer sites other than Best Buy to target a broader audience. Provide retailer support in the way of retail demonstrations and sales person training

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