Beruflich Dokumente
Kultur Dokumente
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. was incorporated in 1997 - Creator and pioneer
of the DVR also known as PVR
TiVos appeal - Innovation in features and product
Early on, TiVo had some success among young single men,
and
now
enjoys the same success with higher income
families
TiVo partnered with the satellite service provider, DirecTV,
and
exclusive retailer Best Buy, a nationwide electronic
store
Slow growth in subscriber addition (380,000 in March,
2002) as compared to initial forecasts
TiVo has been losing money for the past 3 years
Huge cost of sales and marketing have little to show for it
High Customer
satisfaction but
slow growth
Current financial
scenario
Saturation of TiVo within specific consumer segments family households and single men with higher annual
incomes, and well-educated
Singles (female), low and middle income households
(<50K), the young (<25 yrs) and the elderly consumer
(>54 yrs) remain a small percentage of TiVo subscribers
Expanding subscriber
base across different
consumer segments
Minimizing
marketing & sales
costs while increasing
revenue to generate
positive cash flows
Marketing campaign
!! HAPPY TiVo !!