Marketing Strategy Team of Gurgaon, Sector 14 Centre :- 1.Nawlendu Ranjan ( )2. Nitin Sagar ( ) 3.Deepak Talwar ( )4. Dhruv Maingi ( ) 5. Sankalp Shakunt ( )6. Ashish K. Chourasia ( ) 7.Ritesh Chauhan ( )8. Rajesh Bhola ( ) 9. Kamlesh K. Agrawal ( ) Presenter – Mr. G. L. Agrawal ( )

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 Analysis Competition Among Existing Firms TiVo holds several competitive advantages: - Innovation - Patents - Licenses - Brand Equity Threat of Potential Entrants ReplayTV emerged as strong competitor. Microsoft announced launched of UltimateTV by Fall 2000.

Porter’s Five-Force Analysis Cont…. Bargaining Power of Customers Customers are households. Being an individual bargaining power is less. Being a new product hesitation to pick-up the product. Threat of Substitute Products Conventional VHS video recorders DVD 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 cost No fear of high price demand by supplier.

SWOT ANALYSIS OF TiVo STRENGTHS 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 model Very slow growth rate. Failed to create significant barriers to entry. Costs and expenses weren't low.

SWOT ANALYSIS OF TiVo Cont.. OPPORTUNITIES The market for television related devices is enormous. The demand for DVR's is rapidly growing. THREATS Threat of potential Entrants

Challenges before TiVo Very slow growth rate. Lack of awareness - Customers did not understand the product. Customer base was extremely low. Right market strategy.

Strategy for TiVo Make 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.

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