Case Title: Tivo: Global Branding and Advertising
Background
1. Tivo Founded in 1997 by Jim Barton and Michael Ramsay who left Silicon graphics with a vision to make a home network that would integrate all household communications, but settled on focusing on the television.
2. They created a device that was a digital video recorder with capability to allow users to pause live shows or rewind/forward recorded shows. In addition it allowed the users to skip commercials, allowed
3. First Tivo was shipped in March 1999. It allowed users to control what they watched, as well as when they wanted to watch it.
4. In May 2000 Brodie Keast (VP of marketing & sales) reviewed a catchy ad showing two big guys throwing out Chief Network programmer out of a building, meaning that they were regaining their control
5. Tivo has only penetrated .04% of the TV subscribers market
6. Even though 90% people said they would recommend it, the lackluster sales led Tivos marketing team to believe that the product lacked awareness even though it was in the retail electronic stores
7. It allowed 30hrs of programming without videocassettes, and automatically detected and recorded programs based on your preference.
8. The slogan was “You watch anything you want, when you want it”
9. Two main factors: hard-drive capacity & recording quality
10. Instead of manufacturing the hardware, they worked with Sony & Philips and outsourced to manufacture, distribute and promotion to retailers
11. This allowed them to focus on the true ...