Tivo

TiVo
Case #3
Marketing
Billy Stogner
Word count: 850

TiVo, a really revolutionary product, which changed the way consumers watched television, faces a huge uphill trade battle. 72% of TiVo owners claimed TV is “a lot more gratifying” and 90% said they would recommend it to family and friends. However, TiVo has approximately 0.04% penetration in a market of 102 million consumers. Its main obstacle is communication the benefits and services TiVo provides. Consumers do not have a hap understanding of TiVo or how it works. They are not willing to point $1,000 to purchase such a product. Since, TiVo is extremely popular after(prenominal) consumers experience the services it provides, cofounders Jim Barton and Michael Ramsay, must change their positing/marketing outline by educating and bringing TiVo straight to the consumers.
Presently, the limited marketing strategy faces TiVo to empower consumers to program their own TV network. This is enticing but, collectable to omit of product knowledge, the consumer loses interest. Consumers will be more responsive to the intimately understood position, Commercials give you headaches? Then skip them altogether.



This allows for consumers to easily understand a benefit of the product, a natural counsellor to push TiVo, since existing consumers fast forward through 90% of all commercials.
An AIDA comparison of the two position statements shows the effectiveness the new-made position (EXHIBIT 1). Currently, TiVo does not get past the attention stage. at that place is some attention to the concept of “Program Your Own cyberspace” but interest is immediately lost due to lack of product knowledge. This peripheral route of persuasion does not give instruction or engage the consumer on the product, hence the non-interest. The new position of “skipping commercials” will grab attention and...If you want to get a full essay, order it on our website: Orderessay



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