Professional Documents
Culture Documents
Behaviour
GROUP H
Zsolt Homlokos
Vanessa Maempel
Sidharth Shakdher
Luis Watanabe Telleria
Pedro Sánchez González
Francisco Javier Rodríguez Fernández
•Early on, TiVo had some success among young single men,
and now enjoys the same success with higher income
families
Customer satisfaction
> 90% of customers are satisfied
> 95% would recommend the product
> 80% enjoy TV more after purchasing TiVo
Purchase patterns
> 70% of new subscribers knew somebody else who was
already using the product
> 60% of new subscribers were mostly influenced by
friends & family
High Customer
Satisfaction level over 90% proving the products
satisfaction but quality and usability, but subscriber growth has been
slow growth below expectations
Current financial Net losses of over $235 million for the last five
scenario quarters, due to inefficiency of marketing & sales
expenses
Analysis of Consumer Behaviour
Minimizing
Expanding subscriber marketing & sales
base across different costs while increasing
consumer segments revenue to generate
positive cash flows
Strategic Action Plan for TiVo
Tactical Actions
TiVo is an Experiential Product
Market Seeding with TiVo units given free for a period of 30 days to single
women and lower income families**
**High consumer satisfaction with product should ensure high adoption rates once
users experience the product thus helping keep seeding program costs very low
Recommendations for TiVo
Strategic actions