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  • Tivo Case

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    This document outlines 3 questions for consideration regarding how to launch the TiVo product. It asks which consumer subgroup should be targeted: New Enthusiasts, Faithfuls, Surfers, or Hopefuls. It also asks how TiVo should be positioned to the target subgroup in terms of frame of reference, point of difference, and how that difference relates to the subgroup's goals. Finally, it asks about implications of the positioning for product/service design.

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    This document outlines 3 questions for consideration regarding how to launch the TiVo product. It asks which consumer subgroup should be targeted: New Enthusiasts, Faithfuls, Surfers, or Hopefuls. It also asks how TiVo should be positioned to the target subgroup in terms of frame of reference, point of difference, and how that difference relates to the subgroup's goals. Finally, it asks about implications of the positioning for product/service design.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    27 views1 page

    Tivo Case

    Uploaded by

    flagons
    This document outlines 3 questions for consideration regarding how to launch the TiVo product. It asks which consumer subgroup should be targeted: New Enthusiasts, Faithfuls, Surfers, or Hopefuls. It also asks how TiVo should be positioned to the target subgroup in terms of frame of reference, point of difference, and how that difference relates to the subgroup's goals. Finally, it asks about implications of the positioning for product/service design.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    Northwestern University

    TiVo Case
    Questions for consideration:

    On the basis of the information provided, how would you build a plan to launch TiVo.
    Specifically:

    1. Would you target all TV involved consumers or only one of the subgroups within
    this segment (i.e., New Enthusiasts, Faithfuls, Surfers, or Hopefuls)?

    2. How would you position TiVo to the target that you recommend? What would
    the frame of reference and what would be the point of difference? How would the
    point of difference relate to goals that you believe the target has?

    3. What are the implications of your positioning for the design of the
    product/service?

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