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However as with most technology products, we found that the TiVo experience and concept was difficult to convey to its target segment ? evident in TiVo's lack of sales. Adding to this challenge, was the fact that there was no uniform way that TiVo was being presented or sold in retail stores like Best Buy; existing research showed that some sales representatives said that TiVo was a super VCR, however they were not able to give live demonstrations in the store to show what the product was capable of doing.
1.ii) Research has uncovered meaningful findings that we feel will be significant in helping TiVo improve its marketing strategy...
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Common topics in this essay:
- The Move to T.V to TiVo
- TiVo's problem rests in its inability to convince consumers to change their television consumption habits. Improper targeting and positioning have led to an ineffective product, price-point and promotion strategy that has stranded TiVo in the chas...
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