Group-II Sudeep Kumar Dhar Rohit Kumar Nilutpal Hazarika Vikas Aggarwal

TiVo take back in time Total subscribers 3,80,000

TiVo bundled with satellite TV receivers

Competition
Direct TV AT&T

Subscription level lower than forcasted Profile very narrow

Satisfaction level of consumers very high (90%) Easy to use (89%) No profit since inception

Direct ReplayTV Indirect Micro wave & Cell Phone

Understand nature of TiVos appeal for

Potential Existing customers

Reach prospect who

Are more mainstream Do not perceive TV as a problem

Close the gap from intention to buy to action to buy What research to do next

Age 25 to 54 years (78% subscribers) High income group - $ 51K + (70%) Educated families Families with children under 2 years old Married and single male

 Most Influential
Referral - 23 % Internet articles 14.3 % TV ad 10.9 %

Online information and TV ads have maximum influence Value for customers
Recording Trick Play Program guide

Consumer psychology processes:

Motivation : To enjoy the programs missed during unforeseen interruptions Perception : Expensive, Missing program is not a big thing for many, Do not need so many functions Belief : Its good to have but life can go without it Memory : TV ads and Demos have built in considerable awareness

Goal or need fulfillment:

Child: entertainment needs Parents: Lifestyle need, status need, entertainment need

Initiator :

Parents Social, Status & lifestyle need

Influencer :
Peers

Decider :
Parents Parents

Buyer :
User :

Child, Parents

Peers
Friends

TV Ads Website, Internet articles & Print reviewes Demos

Help companies to decide which programs to target for commercials Monitoring the efficacy of their advertisements What entices viewers the most

One on One interviews with people who are:

Data should be collected about:

Not represented in existing subscriber list Scarcely represented

Price sensitivity Frustration level if a favorite program is missed Perceived value for such a service / product Which features are most important ones Their purchase intention for various combinations of features and prices Buying behavior EMI/Direct cash/Exchange/Bundled with TV Priority list for buying electronic gadgets Influence of various promotion schemes on customer purchases