Submitted by: Submitted by saurabh
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Words: 732
Pages: 3
Category: Other Topics
Date Submitted: 07/26/2009 04:38 AM
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...