caseism

TiVo Case Solution & Answer

TiVo is a digital video recorder that allows viewers to watch what they want, when they want to see. Fourteen months after its release, sales are very disappointing. Brodie Keast, senior vice president of marketing and sales, wants to combine a catchy communications campaign, product grouping with satellite television receivers, aggressive pricing and sales support in order to stimulate demand for the new category. An important objective is to position TiVo as a strong input before big player Microsoft brand. TiVo is facing difficulties in selling a new electronic and complex product that aims to change consumer habits radically. Moreover, the impact of TiVo on television industries and advertising is ambiguous, and must demonstrate that TiVo can play a constructive role in the future media landscape.
by
Luc Wathieu,
Michael Zoglio
Source: HBS Premier Case Collection
16 pages.
Date Posted: November 22, 2000. Prod #: 501038-PDF-ENG
TiVo Case Solution

Share This

LOOK FOR A FREE CASE STUDY SOLUTION

JUST REGISTER NOW AND GET 50% OFF ON EACH CASE STUDY