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商品編號： 9-501-038 出版日期： 2000/11/22 作者姓名： Wathieu, Luc;Zoglio, Michael 商品類別： Marketing 商品規格： 16p 再版日期： 2005/10/14 地域： California 產業： Electronics manufacturing;Broadcasting and streaming media industry 個案年度： 2000 - 2000
商品敘述：
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.
涵蓋領域：
Advertising;Consumer behavior;Innovation;Inventions;Marketing communications;Marketing management;Product launches;Product introduction
相關資料：
, (9-501-057), 11p, by Luc Wathieu, Michael Zoglio;, (XLS198), 0p, by Luc Wathieu, Michael Zoglio
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