Shipra Shukla

80303180181
Tivo : Consumer Behaviour
Problems:
 The most important point in any innovation is not to have an idea, is not great
execution, but the adoption of the innovation by customers. The Tivo is a perfect
example. Consumers were not willing to change their behaviour as far their TV
watching pattern is concerned.

 They had to learn the function of the device and become more active in devising
their evening entertainment because People were not aware about the usability of a
product .

 Also they did not wanted to have control. Watching TV is definitely not about taking
control over your destiny but about passive entertainment and lulling.

 Subscription prices were not economical which acted as resistance in the purchase.

 Subscriber growth was very slow.

Solutions:

 Awareness about the product : This could be done through advertising on television
and magazines or newspaper. They could make a campaign which could catch the
customer’s attention by highlighting Tivo as a Smart Television which provides best
watching experience. Tagline : watch 24*7 anytime of your choice only on TIVO.

 Reduction of prices : Because of the high entry costs many customers were not
willing to buy hence Tivo could attract more buyers by increasing its customer base.
This will ultimately help in getting cash flows also.

 Refer a friend: As many customers were satisfied with Tivo, so the company should
give reward points if they refer a person to purchase Tivo. These reward points can
be redeemed in their next subscription pack.

 Educate its customer about the product and special features through special camps
and organisation of canopies.

 Free Trials: This will help people to know about the product and its usage.