Better Positioning for TiVo
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Transcript of Better Positioning for TiVo
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Nancy Sagar – TiVo Positioning Statement page 1
TiVo Positioning Statement
Nancy Sagar ~ Management 472A ~ Friday October 2, 2009
RECOMMENDED POSITIONING STATEMENT
For tech-‐savvy TV-‐loving households who are sick of missing favorite shows, dealing with constant
interruptions, and figuring out the VCR, TiVo is the world’s first Digital Video Recorder, a sleek set-‐
top box that automatically records their favorite entertainment, giving them complete freedom to
enjoy sports, movies, network and cable programming, even news on their own schedule. Unlike a
VCR or DVD player, TiVo recommends programs that they’ll love while storing up to 60 hours of
material so they can watch, delete, fast forward, and replay their collection at whim … even pause
and rewind live TV when the phone rings.
RATIONALE
This positioning statement focuses on the 11.7 million “new enthusiast” households that TiVo should
target at launch (see Exhibit A). Described as “tech-‐savvy early adopters,” these educated, “time-‐
famined” professionals enjoy the highest income ($55,000) of the four segments of TV-‐involved
households TiVo identified. These households are also willing to spend $700 on average for
consumer electronics products – 40% more than the next most affluent segment, a crucial behavior
given TiVo’s price point of $499-‐$999 plus service fees. The new enthusiasts also provide the critical
case studies and word-‐of-‐mouth the company will need to cross the chasm and cost-‐effectively
market to the next logical segment, the 13.7 million “faithfuls” (Exhibit A), a segment of more
conservative, “Middle America” families who are heavily influenced by family and friends in their
consumer electronics purchases.
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Nancy Sagar – TiVo Positioning Statement page 2
The Kellogg case clearly identified three major pains that TV-‐watching consumers experience:
inconvenient scheduling, interruptions, and difficulty programming the VCR, so this statement calls
out those problems with gusto. It goes on to herald TiVo as “the world’s first Digital Video
Recorder.” Since TiVo is beating their competitors to launch, they need to trumpet that first position
to have a chance at owning this new category in the mind of its target segment.
They also need to clearly define this new category. While “DVR” isn’t as sexy a category name as
“Personal TV,” it helps alleviate one of the product’s major issues: it’s difficult and expensive to
explain. For example, even after a 10-‐minute demo with a focus group, a moderator still had to
spend another ten minutes explaining the unit. By using a descriptive category name like DVR, the
company provides an important data point that can help translate the product, engage potential
customers, and inextricably link the TiVo brand name to the most anticipated new technology
product category in history.
Finally, the positioning statement needs to hone in on the specific problem-‐solving capabilities TiVo
offers to new enthusiasts. Since these households most appreciate the “cool gadget & schedule
control / time-‐shifting” (Exhibit A) features, the first and second sentences highlight those features
and illustrate the benefits using copy that brings the TiVo lifestyle to life.
• “Sleek set-‐top box” alludes to the product’s cool, “it-‐product” wow factor.
• “Automatically records” refers to the season pass functionality, one of the most popular
product features and differentiates from older technologies (VCR, DVD).
• “Giving them complete freedom to enjoy sports, movies, network and cable programming,
even news on their own schedule” highlights the benefits of the schedule control / time-‐
shifting features.
• “Watch, fast-‐forward, and replay at whim … even pause and rewind live TV when the phone
rings” helps readers visualize – even experience -‐-‐ how the product works.
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Nancy Sagar – TiVo Positioning Statement page 3
EXHIBIT A: Segmentation of TV-‐Involved Customers (as presented in the case)
Total US TV-‐owning households: 98 MM TV-‐involved (70% of TV-‐owning): 68.6 MM
(Green = recommended targeting)
New Enthusiasts Faithfuls Surfers Hopefuls
Size (% of TV-‐involved households)
17% 20% 13% 50%
Number 11.7 MM 13.7 MM 8.9 MM 34.3 MM Average Income $55,000 $48,000 $30,000 $30,000 Description Tech savvy, early
adopters; affluent, active, time famine professionals; educated, skews male, but decision is a “family purchase”
Middle America – above average income. TV is the center of the household. Families.
Tech savyy, lower income; just starting out in life, but grew up with technology. Skews single.
Aspire to be like new enthusiasts, but unlikely because lower income & education. Primarily families.
Most appealing feature/benefit of TiVo
Cool gadget & schedule control – time shifting
Saving favorite shows for the whole family to watch together
Show off to friends; Programming/interactive features
Status
Stores shopped for electronics
Specialty Electronics Stores & Mass Consumer Electronics
Mass Consumer Electronics
Discount; Web (including eBay)
Discount & Retail
Average consumer electronics purchase
$700 %400 $400 $200
Exhibit B: Key comments from “Inside the Tornado” chapter 2, p. 15-‐16
Early Adopters = Visionaries. Visionaries have an extraordinary influence on high tech because they
are the first constituency to bring real money to the table. …
And because they tend to love the limelight, they also help publicize the new innovation, giving it a
necessary boost to succeed in the early market. …
No one else in the Technology Adoption Life Cycle has any interest in being first.