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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
10 / 2555 |
Essay's paper body
Also, the expensive start-up price of US$999 for a set-top box with 30-hour recording capacity was far too high, being more expensive than most television sets and over twice the price of good satellite dish.
One of the biggest challenges was for consumers to change 50 years of TV viewer habit overnight...
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This poses the biggest problem for TiVo?¦s marketing was trying to get people to change their habits. Also, improving television viewing was not on the top of most people?¦s priority list so the drive to embrace the new product was not high.
There was a lack of adequate awareness for the product because the company was not advertising and rather relied on the manufacturer?¦s representatives who could not give TiVo the amount of support that it required to increase its sales volume...
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General points of the essay
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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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