Tivo Case Study
As it launched in 1999, perhaps America wasn't ready for the PVR (personal video recorder), or perhaps people were simply not aware of what had been created. Whatever the case may have been, the company named TiVo needed the success it had been lacking and the recognition it deserved. It was a slow start and a journey of anxiety even the company was backed by massive companies such as AOL-Time Warner, DirecTV and NBC to name a few supporters. TiVo needed to figure out how to get the message across to consumers as to what phenomenal features it had to offer to families even if it meant suffering with slow growth.
Strengths:
- Best Buy was exclusive retailer of TiVo.
- DirecTV commitment to TiVo.
- Surveys that logged consumer perspectives.
- Support team of NBC, AOL-Time Warner, and the Discovery Networks.
- Results of surveys were positive from people.
- Surveys were continuous (bi-annual since 99)
- TiVo was able to offer something new and convenient for all.
- TiVo wanted to have a breakthrough so consumers would understand what is being offered to them and how useful it is.
- TiVo can be a stand alone unit or a receiver for satellite.
Weaknesses:
- Very slow growth rate.
- May have been marketed better with more outreach to potential consumers.
- Marketing team with right approach was needed.
- Weak cash flow
- Only 6,400 people received email for survey
- Customer base was extremely low.
- Costs and expenses weren't low.
- Customers didn't understand it.
Opportunities:
- give more incentives so people take surveys
- more mass emailing
- give more incentives if people buy TiVo
- Advertise
- Get across the idea of convenience that America loves to have.
- Once TiVo has enough customer bases, it can raise prices and raise revenue.
- Generate...
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