Tivo

1.0 Executive Summary Since 1999 TiVo has been on the market. Its inventors, Jim Barton and Michael Ramsey, created TiVo to be a “home network.” TiVo has partnerships with Sony and Philips to market and distribute the product. Best Buy, Sears, and Circuit City all sell TiVo nationwide. TiVo is a device that allows the user to move to another program more efficiently. The system is able to remember the consumer’s favorite programs and record those programs. It also gives you the capability to pause the program that is being watched and also fast-forward through commercials or parts of the program. Another capability is to use slow motion to analyze what is being watched. 2.0 Situation Analysis TiVo is in its fifth year of being on the market. The demand has been increasing since its debut in March of 1999. It is a complement to any television watcher. The basic marketing need is to provide a product that will enable the consumer to have a more enjoyable television watching experience. 2.1 Market Summary We know what our customers want by the feedback current customers have given us. We receive other information from surveys that tell us what the customer expects and demands out of our product. Target Market

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Young Adults (1925) Career Age (25-45) Middle Age (45-65)

2.1.1 Market Demographics The profile of the TiVo customer consists of the following geographic, demographic, psychographic, and behavior factors: Geographics • The target market is located throughout the United States. • The total targeted to about 180 million people. Demographics • Primary age ranging from 25-45 with a median age of 35. • Owns at least one television set in their place of residents. • Has access to cable or satellite television. • Able to operate technology. Profile of United States population • The average American household owns 2.4 television sets. • The household spent 7.4 hours per day watching TV. • 4.3 hours an adult spent watching TV. Psychographics •...