티보 마케팅전략(영문)에 대한 자료입니다.
2. What is Tivo?
3. Tivo’s Condition
4. Company Analysis
5. Consumer Analysis
6. Competitor & Industry Analysis
8. Network / Ad. industry
9. Tivo’s Action Plan
An innovative product which is able to meet latent consumer’s needs is usually loved by a majority in the market. Sometimes the effect is so strong that it changes even consumer’s lifestyle. Cell Phone has changed the way we talk over the phone and MP3 has changed the way we listen to music. So if company introduces its new and innovative product successfully to the market,it could earn strong competitive power as well as more profits.
However, when introducing innovative product to the market for the first time, there are some difficulties facing the innovator. Tivo which is a kind of Digital Video Recorder also experienced the same issue. It was innovative product which can affect on consumer’s TV viewing pattern. Tivo had many new functions and people who once used Tivo were satisfied with it. But some obstacles existed for Tivo to make successful inroads into the market such as low awareness, competitors and a clash of interest with other industries involved. They tried to inform the public Tivo’s features through TV ads and print ads, but it failed to make consumers deeplyunderstood what real benefits Tivo could deliver. And high price also made consumers difficult to buy unknown product. New competitors like MS, ReplayTV were watching for an opportunity to penetrate the market withsimilar products. And Tivo’s ad skip function could cause trouble with networks and advertisers. It was urged that Tivo should preoccupy the leader’s position by enhancing accessibility to consumers and should build new relationship with media and advertisers.
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