TiVo

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【案例名称】TiVo

【作者】Luc Wathieu, Michael Zoglio

【页数】16

【格式】PDF

【语言】英语

【出版日期】2000年11月22日

【修订日期】2005年10月14日

【学科】市场营销 (Marketing)

【案例编号】501038-PDF-ENG

【来源】Harvard Business School

【网页】http://cb.hbsp.harvard.edu/cb/product/501038-PDF-ENG

【简介】

TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product bundling with satellite television receivers, aggressive pricing, and sales support, in order to boost demand for the new category. One important goal is to position TiVo as a strong brand before the entry of big player Microsoft. TiVo is confronted with the difficulty of selling a new and complex electronics product that is meant to change consumer habits radically. Moreover, the impact of TiVo on the television and advertising industries is ambiguous, and TiVo needs to demonstrate that it can play a constructive role in the future media landscape.

【学习目标】

Explores concepts such as launching a radically new product; changing consumer habits, privacy, consumer control, and permission-based advertising. Allows students to ponder the relevance of targeting early adopters and the elements of a successful; creative communications strategy for a small first-mover.

【涉及课题】

Advertising; Consumer behavior; Marketing planning; New product marketing

【背景】

    * Geographic: California
    * Industry: Television broadcasting
    * Company Employee Count: 181
    * Company Revenue: $200,000 revenues
    * Event Year Begin: 2000
    * Event Year End: 2000

【下载】

http://www.mbabbs.com/thread-1540-1-1.html

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关键词：TiVo Constructive Advertising Electronics Television Business 市场营销 Michael digital product