2. Product Positioning - POP  Digital Video Recorder  Pause live video  Record live video  Forward recorded video  Rewind recorder video

3. Perceptual Map High Price Low Price Low Functionality High Functionality

4. Point of Differentiation  Thumbs up & Thumbs down  30 hours of recording  Season pass  Intelligent program suggestions Brand positioning  Personal television assistant  Personalized Television  Control what and when u watch

5. Marketing Mix Implications - Personal Television Assistant  Product :  Single remote for television and TIVO  Child lock  Television (on/off) timer  Programmable volume as per time of day  Register a complaint to TIVO customer care  Complete weekly schedule of programs on television  On-Demand movies  Price  High initial cost & cheaper subscription  Low initial cost & costlier subscription

6. Marketing Mix Implications - Personal Television Assistant  Place  Big retail shops with ample space to provide TIVO experience  Promotion  Tie up with Television brands for distribution and bundled sales  Reduced TVC expenditure and increase in store promotion  Increased margins to salesman

7. Challenges in Adoption- Personal Television Assistant  TIVO – Discontinuous Innovation  Experts (relation based mapping)  Novice (attribute based mapping) VCRDVR Recording Media (Magnetic Cassette) Recording Media (Hard Disk) Non programmableProgrammable Cannot pause live TVCan pause live TV VCRDVR Remote & Personal contact with device Only remote External mediaInbuilt Media

8. Competition Threats  Replay Networks  Quick skip  Microsoft Ultimate TV  Tie up with Direc TV  Superior distribution network  Network programmers & Advertisers  Video Cassette Recorders

9. TIVO  Target Customer  Young professionals  Middle & High income group families  Customers who value time and choice  Product & Brand positioning  DVR, Personal Television Assistant  Communication Strategy  Teaser campaign on Television creating pull for retail outlets  Create a buzz and do not stress on featured of the product