TiVo Marketing Case Study

Paper Summary:

This paper explains that non-users are reluctant to buy TiVo because of issues of relative advantage, triability, complexity and price and because they do not know the benefits of owning a TiVo. The author points out that the most popular aspect about TiVo according to current owners is its ability to conform to anyone's schedule. The paper recommends that TiVo develop a marketing position in which TiVo guarantees "you never miss any part of your programs because it has the ability to record, pause and rewind live television". The author suggests that marketing partnerships with Amazon.com to order movies and with Rhapsody to access music, both to be played through the TiVo unit, will increase the convenience of owning this product.

From the Paper:

"It is not clear to them why TiVo is superior to regular television and a VCR. Most importantly, non-users don't know how TiVo improves the overall quality of life more so than its competitors. A reason for this lack of awareness is a lack of triability. Non-users don't have direct experience with TiVo and cannot see for themselves how it can improve their day-to-day lives in areas beyond their television viewing. This is why there is such a gap between the "inertia of prospects and the evangelical zeal of TiVo users".

Sample of Sources Used:

• http://www.reuters.com/article/gc08/idUSN0718709120070308

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