Starbucks

Ideas/issues for Group Project.

Don't rely (only) on your own intuitions. Interview 10 people Consider Public Service ads: Anti-drug; antismoking

Economy Culture Product

Price

Consumer Needs

Promotion

Law

Place Competition Technology

Hi Tech and Low Tech products: Similarities and differences

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•

Difficult to define what "high-tech" entails. (Even "low tech" industries use the latest production technology). High tech products usually have more uncertainty

Overview

Overview

Background Market Situation Distribution Situation SWOT Analysis Market Research Market Positioning Perceptual Map Marketing Plans Q&A

Background

Background

Vision: “to create and continually enhance a new, easy - and much better way to watch television” TiVo, the creator of television services for digital video recorders (DVR) Considered best DVR by Business Week,The New York Times, and Popular Science Revenue increased by 437% in 2001 280,000 subscribers to TiVo Service in 2001 TiVo Series2 DVR $399.99, monthly subscription fee $12.95

Market Situation

Situation

DVR penetration highest in digital cable and DSL homes Market Share:

• • • • • • TiVo 47% ReplayTV 35% Philips 7% Sony 6% UltimateTV 4% Satellite 1%

60% of DVR Owners Are TiVo Subscribers

Satellite 1% Ultim ateTV 4%

Sony 6% Phillips 7% TiVo 47%

ReplayTV 35%

1 out of 10 consumers had hoped to buy a DVR by the summer of 2001

Distribution Situation

Situation

Two primary methods of distribution

Online retailers • Amazon.com, Spiegel.com Walk-in store • Circuit City, Best Buy and Sears

TiVo and big-name strategic partners

AOL Time Warner AT&T Sony

SWOT Analysis

Analysis

Strengths

1. 2. 3. 4.

Opportunities

1. 2.

Versatile Customer service Product quality Good brand image

Unique features Interactivity

Weaknesses

1. 2. 3.

Threats

1. 2. 3. 4.

Advertising Monthly pricing plan Funding

ReplayTV UltimateTV DVD recorders VCR

Problem...