Marketing Strategy

Team of Gurgaon, Sector 14 Centre :-

1.Nawlendu Ranjan (2214723) 2. Nitin Sagar (2214715)3. Deepak Talwar (2215098) 4. Dhruv Maingi (2214821)5. Sankalp Shakunt (2214943) 6. Ashish K. Chourasia (2214717)1.Ritesh Chauhan (2214727) 8. Rajesh Bhola (2215050)

9. Kamlesh K. Agrawal (2214726)

Presenter – Mr. G. L. Agrawal (2215047)

TiVo – An Overview TiVo was incorporated in 1997 by Jim Barton and Michael

Ramsay to create an interactive television system that developed the idea of recording digital video on a hard disk.

TiVo allowed consumers to watch their T.V shows when they want to watch them by recording, playing back, and pausing live television.

Launched its services on March 31, 1999 and had signed up 42,000 subscribers with a current rate of 14,000 new subscribers per quarter.

Porter’s Five-Force AnalysisCompetition Among Existing Firms

TiVo holds several competitive advantages:- Innovation- Patents- Licenses- Brand Equity

Threat of Potential EntrantsReplayTV emerged as strong competitor.Microsoft announced launched of UltimateTV by Fall 2000.

Porter’s Five-Force Analysis Cont….

Bargaining Power of CustomersCustomers are households.Being an individual bargaining power is less.Being a new product hesitation to pick-up the product.

Threat of Substitute ProductsConventional VHS video recordersDVD players

Porter’s Five-Force Analysis Cont….

Bargaining Power of Suppliers Partnership with Sony and Philips, manufacturers of

electronics.Saving in manufacturing facility set-up costNo fear of high price demand by supplier.

SWOT ANALYSIS OF TiVoSTRENGTHS

Stand-alone DVR sales.Established a whole new category.Created a great brand.Simple, easy navigation to provider a superior user

experience. WEAKNESSES

Failed to develop a sustainable distribution modelVery slow growth rate.Failed to create significant barriers to entry.Costs and expenses weren't low.

SWOT ANALYSIS OF TiVo Cont..

OPPORTUNITIESThe market for television related devices is enormous. The demand for DVR's is rapidly growing.

THREATSThreat of potential Entrants

Challenges before TiVoVery slow growth rate.

Lack of awareness - Customers did not understand the product.

Customer base was extremely low.

Right market strategy.

Strategy for TiVoMake strategic tie-up with TV channels

and advertising agencies to gain competitive edge.

Give more incentives to people buy TiVo.Advertise the product in effective manner

to creat Brand Equity.Get across the idea of convenience. Generate sales based on demographic

research and results.

Strategy for TiVo Cont..

Stick through the tough time and make it so America can see the beauty in what TiVo has to offer; suffer now, reap benefits later.

Mass production of basic upgradeable model of DVR for less cost & eliminating the monthly fee.

Enter into new partnerships with cable & satellite providers.

Target R&D and research to improve the product.

Conduct its operations globally.

Thank You !!!