GROUP 13

TIVO IN • ASHWANI KUMAR 18PGP037

• NISHANT YADAV 18PGP135

2020 – • SARVASUDDI AKHILA 18PGP170
CONSUMER • SUMIT SUMAN 18PGP195
BEHAVIOUR • UTKARSH 18PGP206
 • TiVo – creator of personal video recorder(PVR)
• Positioned as Smart and friendly service that improve
lifestyle
BACKGROUND • Backed by key players – NBC, AOL-Time Warner, The
Discovery Networks and Direct TV
• Best Buy - Exclusive Retailer

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Problem Present Objective
Defining and communicating a clear unifying TiVo’s Financial situation – Generating positive
and relevant meaning for TiVo cash flow, even if that meant slower growth

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TACKLING THE MYSTERY & WHAT’S GOING ON

Hypothesis
• Low diffusion of the product – lack of • Market Segmentation
knowledge • Survey not according to the
• Narrow Market Segmentation problem
• Sample Population is of
• Adoption process by AIETA Already Users only
(Awareness, Interest, Evaluation, Trail • Pricing of the TiVo
and Adoption) • Existing DVR industry and
TiVo
• Resistance to Technology
Cognition Affect Behavior 4
COUCH POTATO
RELUCTANCE TO BUY TIVO
• Unaware of the product
• Traditional and Conservative
• No value for the innovation
TOP EXECUTIVE OF NBC
• Microsoft UltimateTV failure
created negative effect on the
people
• People who have already
experienced the TiVo feels it as
an important part of their life
• Need of extensive marketing
to create awareness about the
product offerings
CAUSES EVANGELISTS
FAILED TO SELL TIVO TO
THEIR FRIENDS
• No Referral Points or
advantage by doing so
• TiVo could have offered them
benefits/Loyalty points
encouraging them to refer to
their friends/family
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EXPLANATIONS FOUNDER OF TIVO WOULD
LOVE TO HEAR
• From research it is observed
that 90.1% Customers are
satisfied with TiVo, 89%
perceived to be easy
• There is a deep emotional
response with customers
• Form this research the
marketing team can take
further steps to increase the
penetration
HATE TO HEAR
• That their market segmentation
is very narrow till now
• Have to modify the pricing of
the TiVo
• Upcoming competition from
ReplayTV targeting mass
markets with affordable price
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HYPOTHESIS & INSIGHTS

The major hypothesis for failure is lack of diffusion of Technology

and TiVo units increased to $12.95 per month which is high

Price is high this can be analysed by Demographic data given

in exhibit 5
Supported Hypothesis Encourage people to use Record, Trickplay (pause, fast
forward, rewind)

Unsupported Hypothesis No knowledge of using Technology

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DATA SUMMARY
• Survey is focused on users who adopted
to TiVo – (Post Purchase Experience)
• 96.4% would recommend TiVo
• 89% perceived it as easy to use
• Demographics Data
• Ages 25-54 78% subscribers
• Mostly bought by Income groups >$50k
• Exhibit 6 – Interests are high in Electronics,
Science and Technology
• Taking Loyal customers for Referral
as by exhibit 3 – purchase
influences they are dominating
• Increase the frequency retail store
demos
• Also get the survey of non users to
consider their views
• Keep different categories of
packages to satisfy different
income segments
• TiVo gathered the behaviour data
they can use this to screen their
advertisements, which can reach 8
large population
DIFFERENT STAGES OF EXPLORATORY RESEARCH

PRIMARY PURPOSE – TO INITIAL SURVEY IS TO EVALUATED ATTITUDE SURVEY – ASSESS BUT SURVEY OUTCOME
MONITOR PRODUCT PERFORMED – TO KNOW SATISFACTION, USABILITY THE DEEPER IMPACT OF COULD NOT BRIDGE THE
SATISFACTION AND TO WHY CUSTOMERS ARE AND DEMOGRAPHICS TIVO IN USERS LIFE GAP INTENTION TO BUY
COME UP WITH NOT USING THE PRODUCT AND ACTION TO BUY
GUIDELINES FOR
IMPROVEMENTS

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ADVICE

Survey for Low diffusion of Price Analysis – so for different Go for pre launch survey
Product in market packages for different income
groups

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Thank You

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