Tivo Marketing Case Analysis Essay Example for Free

Tivo Marketing Case Analysis Essay The disappointing sales performance during the Christmas 1999 season ended up being a priceless lesson for TiVo’s marketing team: it was the catalyst that created the need for a TiVo’s new communications strategy. However, defining this new marketing campaign was challenging, especially after the feedback received about the product indicated issues like limited awareness and hard-to-communicate functionalities. The main focus of this new marketing campaign is to select a positioning strategy that will speed up the adoption of TiVo among consumers. The marketing team has three options on how to position TiVo: 1) as an enhanced digital video recorder, 2) as a product that gives viewers the ability to create their own television network, 3) or as a super VCR. I recommend that they position TiVo as the super VCR that gives users a unique TV experience. Analysis TiVo’s potential goes beyond the introduction of an innovative electronics product; it has the power to change the habit of how Americans watch television. So far TiVo’s penetration has been extremely limited, many consumers are not aware of its existence, and at the point-of-sale, the salespeople are encountering difficulties in explaining the benefits of the product. Moreover, TiVo represented a totally new innovative product that targeted the enhancement of television viewing, which was clearly not on anyone’s priority list. To communicate TiVo’s advantages, the marketing team has considered using different advertising sources for different purposes. However, this approach eliminates the possibility of communicating a consistent message across all potential buyers. Without a consistent message, consumers will be confused of what TiVo truly represents. Most consumers are aware of what a VCR is, so positioning TiVo as the super VCR would make it easier for consumers to associate it with a familiar product and its functions. If the message behind TiVo focuses on providing users with the ultimate television experience, consumers are likely to be curious about what this super VCR is all about. It indirectly encourages consumers to try this state-of-the-arte innovation. The drawback of positioning TiVo as an enhanced digital video recorder is that consumers can view it as an extremely high technological innovation, not suitable for a typical household, but apt for technologically savvy consumers. Digital recorders are a relatively new innovation, with a limited awareness and familiarity among consumers. It narrows TiVo’s ability to reach a wider range of consumers. Positioning TiVo as a product that allows any user to program his or her own TV network not only focuses on one of the many features of TiVo, but the idea behind it is too abstract. TiVo’s relative advantage is high, as its innovation is significantly better than the products it is replacing, specially the regular VCR. Before TiVo, the average household spent more than 7 hours watching TV. TiVo’s intent is to make television viewing a lot more enjoyable, making it a totally new experience. Thus, its functionality is highly compatible with the existing consumer behavior. However, due to the many benefits the product offers, many consumers have difficulty understanding all the benefits of the product. Some users even had trouble using the system, which is not very easy to use; therefore its complexity is high. The trialability of TiVo is low, since the product can be experimented most of the time either in retail stores through a demonstration or through the online demo available at TiVo’s website. TiVo’s observability is currently low, since many consumers have a lack of awareness of its existence. Finally, the risk involved with TiVo’s launching is high, as there is an important amount of capital committed to the success of the project. TiVo’s proposed positioning as the super VCR can be analyzed with the Marketing Mix analysis. Product. TiVo, the super VCR, is the first digital video recorder that empowers television viewers to create their own personal television network. Viewers can pause live television to attend interruptions such as phone calls or unexpected visits. It gives viewers the freedom to watch whichever program they want, whenever they want. With TiVo’s capacity to store up to 30 hours of recorded television, users reduce the hassle of using videotapes to record television programs. Users virtually eliminate the possibility of missing their favorite shows, since they can set-up TiVo to record them. With these aforementioned features, TiVo will revolutionize the way Americans view television. Price. The current price of $999 for the 30-hour TiVo box is extremely high. It can easily discourage any early adopter or a TV addict. Hence, the marketing team should reduce the price to $399, even lower if financially viable. The more attractive the ticket (i. e. TiVo Box) for the ultimate TV experience, the easier consumers will be lured in. The service fee structure seems at a very reasonable price, it requires no major price adjustments. Place. Electronic retail stores, such as Best Buy, Circuit City, and Sears serve as the best channels to sell the product. It is imperative that the marketing team develops a training program for the sales force of those retail outlets. Many consumers will have their first TiVo experience in a retail store; hence, the salespeople must be prepared to demonstrate the benefits of TiVo in a flawless way. The internet should be used as another channel to sell the product, especially the TiVo website, where it must have a friendly-user demo, so customers can interact with TiVo. Promotion. Consistency is the key to launch a successful communication strategy across the different media sources. The marketing team should focus on attractive ways to create the need and dependency of TiVo. Offering a 30-day free trial for the TiVo recorder and service is an excellent way to allow consumers to fully experience TiVo’s benefits. Presenting testimonials of TiVo users about their positive experiences with the product stimulates the curiosity among consumers who want to know what the super VCR really does. Recommendation Positioning the TiVo as the super VCR that provides the ultimate TV experience will speed up the adoption of this innovative product. This theme stimulates a very particular interest among those who consider watching television as a means of entertainment. Moreover, delivering this message builds on TiVo’s brand identity, which can be associated with the innovative super VCR that changed an old-fashioned lifestyle. TiVo is more than the first digital video recorder that gave consumers the opportunity to develop their own personal television network; it is the super VCR that is making the habit of watching TV as the ultimate experience.

On Korea Essay -- South North Korea Essays

On Korea Throughout most of its history, Korea has existed as one country with a rich culture and history. Then in the 1940's, Korea was controlled by Japan. World War II broke out, and the Allies defeated the Axis powers. The country of Korea was divided into two parts -- the north and the south. The north was occupied by communist Russian forces and the south by American troops. The dividing line was the 38th parallel(see map). In 1950, a civil war began between the two Koreas, further separating them. Both countries have since established totally different ways of life that include government, economics, and lifestyles. As a result of all that has transpired and recent incidents, it would appear to be highly improbable that there will be a united Korea in the near future. The known history of Korea dates back thousands of years before Christ. It was a nation with a common heritage, language, and ethnicity. Due to Japan's role in World War II and the fact that Japan had occupied Korea, the country was divided. Many Koreans had been displaced by Japanese colonization and others by the establishment of the 38th parallel border line. Korea was not an axis power. It is difficult to understand why Korea would have to be divided as was Germany.   Ã‚  Ã‚  Ã‚  Ã‚  At first, Korea was supposed to be unified with a multilateral administration. But the cold war changed the United States' mission to unilateral containment of the spread of Soviet communism. Supported by the Soviets, North Korea attacked South Korea in June of 1950. The South Koreans pushed into North Korea with American aid. But the Soviet Union, helped the North Koreans to push the South Koreans back . "During the bitterly destructive Korean War, the entire peninsula was devastated. Some three million of its population were killed and more than ten million were left homeless and jobless." (History in modern) Stalemate resulted in 1953 in terms of land gain. The 38th parallel remained the dividing line. The Korean War did not resolve anything, allowing problems to continue up to today. After that time Soviet influence in the North diminished with the Chinese taking their place. Throughout the Korean War period, Koreans were trying to adjust to the changes in their lives from Japan's colonization forward. As a result of the 46-year separation, North and South Korea have grown ... ...ral population.   Ã‚  Ã‚  Ã‚  Ã‚  When considering the present tense situation, it is important to consider geographical and political data about Korea. The Korean peninsula is about the size of Minnesota. There are about 20 million people in the North and around 40 in the South. The divided country has been in a state of civil war for the past 46 years. The peninsula is surrounded by China, Russia, and Japan. The United States has kept troops in South Korea throughout that time period. . Both countries have received massive support from the super powers. The North is communistic and the South is capitalistic The cold war that has ended in Europe has not ceased in Asia. "Conjure up a present in which more than a million soldiers confront each other across a Mason-Dixon line, armed to the teeth with the latest equipment; the line is so firm that nothing crosses it†¦" (The 2 Koreas, &^$^*%) The latest equipment includes bombers, nuclear weapons, chemical warfare, naval vessels, etc. Given recent divisive situations, the potential for all-out warfare to develop between the two Koreas has increased. Reunification, as in Germany, becomes more difficult with each passing day.  Ã‚  Ã‚  Ã‚  Ã‚   p

Jefferson vs. Hamilton: Confrontations That Shaped a Nation

April 13, 1743 Albemarle County in the English colony of Virginia was the start of an American historical giant. Thomas Jefferson was born in affluence to his father, Peter Jefferson, a rising young planter in the Virginia colony, and his mother, Jane Randolph, who held a high status within the colony as well. Due to his father’s prosperity Jefferson was afforded the absolute best in the ways of education, starting with private tutors at the age of five, then moving on to learn how to read Greek and Roman in there original text and finally taking his studies to the College of William and Mary in Williamsburg which he would say is â€Å"†¦what probably fixed the destinies of my life†¦Ã¢â‚¬  pg 5. On the other side of the spectrum, a few years later another huge American historical figure is born. Presumably on January 11, 1755, Alexander Hamilton the bastard son of his father, James Hamilton, a Scotsman of a well-known family but never flourished on his own, and his mother, Rachel Fawcett Lavien, who had left her husband, John Lavien, to live with James Hamilton. There is very little said about Hamilton’s early life just that his father â€Å"drifted away† and his mother passed in 1768. Lacking wealth, Hamilton’s educational opportunities in his young life were nonexistent, this is not to say though that his youth was wasted it was here that he gained a vast knowledge of business and finance that he would later use in his service to President George Washington. Even in their early lives it was easy to see the great dissimilarities between these two patriarchs, now I will discuss further more issues that Jefferson and Hamilton shared some differences of opinions. During the Philadelphia convention of 1787, which we now refer to as the Constitutional Convention, James Madison, representative from Virginia, in his notes of Hamilton’s lengthy speech on June 18, 1787 he writes, â€Å"Mr. Hamilton, had been hitherto silent on the business before the Convention†¦Ã¢â‚¬  pg 17 Madison had added it to Hamilton’s character to be so, suggesting that it was out of respect of the men who were superior in age, abilities, and experience to him, but also making it clear that the matters before the convention were far too important for Hamilton to remain that way. Hamilton expressed dissatisfaction with both of the plans brought forward to the convention. The Virginia plan, which was a proposal to completely abandon the Articles of Confederation, and replace it with a bicameral national legislature, an executive branch selected by the legislature, a judiciary, and a council of revision with the power veto, and the New Jersey plan, which suggested to keep the Articles of Confederation, but revise it to give Congress the power to tax, regulate commerce, and choose plural executive and members of a supreme court. Hamilton felt both these plans lacked a strong central government. He was specifically displeased with the New Jersey plan â€Å"being fully convinced† Madison writes â€Å"that no amendment of the Confederation, leaving the States in possession of their Sovereignty could possibly answer the purpose. † pg 18-19. He feared that either of these plans would leave the newly founded country weakened and â€Å"†¦would ultimately destroy the confederation†¦Ã¢â‚¬  pg 20. Finally, though Hamilton would given the federal government more power, he supported what was to be and is now the Constitution of the United States of America and he became one of its leading supporters during the ratification process. Though Jefferson was unable to join the convention due to his duties in France as the United States Minister, he learned of its resolution in November 1787, from a copy sent to him by John Adams. After receiving a letter from Madison explaining the proceedings of the convention he articulated his likes and dislikes of the Constitution. Jefferson liked â€Å"the organization of the government into legislative, Judiciary and Executive† pg 23 and the powers given to each branch. Among his dislikes, the greatest seeming to be â€Å"†¦the omission of a bill of rights providing clearly and without the aid of sophisms†¦Ã¢â‚¬  pg 23 the freedoms he felt inalienable to the human race. During the French Revolutionary war in 1789, Jefferson and Hamilton found each other on opposing sides once again. Jefferson felt that while the violence in the revolt was deplorable but he â€Å"†¦would have seen half the earth desolated. † pg 109 than to see the cause of liberty fail, feeling that â€Å"the liberty of the whole earth was depending on the issues of the contest. pg 109. While Hamilton, disagreed almost wholly on Jefferson’s justification for the violence in France. He â€Å"as a friend to mankind and to liberty†¦Ã¢â‚¬  pg 106-107 rejoiced in the efforts made by Marquis de Lafayette, General of the French Revolutionary National Guard and after serving with Hamilton in 1781 a friend of his as well, but feared the steps in motion t o gain the freedom that Lafayette and all of France desired. It was said that Hamilton never commented on the French revolution without it bringing the â€Å"horror,† â€Å"abhorrence,† and â€Å"repulsion† to his mind. In the presidential election in 1800, Hamilton not being a native born citizen could never run for the presidency, but this didn’t stop him from doing a lot of work in the background to protect his big government federalist views. When he first learned of the federalist’s loss in New York he wrote a letter to Theodore Sedgwick urging him and the other federalists in the legislature â€Å"to support Adams and Pinckney, equally†¦Ã¢â‚¬  pg 130 feeling that it was their only shot at a federalist for president. Hamilton went as far as to contact John Jay, federalist and the current governor of New York, to call a special session of the federally run legislature knowing that there were many objections to this proposal but feeling that â€Å"†¦the reasons for (the special session) outweigh the objections† pg 131. When it came time to vote the results ended as Jefferson 73, Burr 73, Adams 65, Pinckney 64, and John Jay 1. Hamilton now had a much different fight to make, while Jefferson was less than desirable as a candidate, Aaron Burr was an unthinkable choice in Hamilton’s mind. Knowing now that it either was going to be Burr or Jefferson, Hamilton started contacting people persuading them to vote Jefferson over Burr because â€Å"†¦Jefferson is to be preferred. He is by far not so dangerous a man and he has pretensions to his character. † pg 133. In April 1802, Spain had retroceded Louisiana to France, giving the French a valuable spot on the continent with the Mississippi river connecting the south U. S. to the rest of the commercial U. S. The big turning point was in October of 1802 when Spain invalidates the United States use of the ports on the river. Jefferson seemed to be very torn by this predicament having been the U. S. minister to France a few years previously saying â€Å"this is not a state of things we seek or desire. † pg 159. On April 30, 1803 James Monroe, a diplomat to France, left prepared to offer France up to fifty million livres, upon arrival he and Robert R. Livingston initialed an agreement that ceded all of Louisiana to the United States for $15 Million, the settling of which is looked on as the peak of Jefferson’s first term as president. Hamilton had a lot to say about this purchase feeling that Spain’s â€Å"†¦direct nfraction of an important article of (Spain and the U. S. ’) treaty†¦Ã¢â‚¬  pg 164 was a call for war and â€Å"†¦should we have thought it advisable to terminate hostilities by a purchase, we might then have done it on almost our own terms†¦Ã¢â‚¬  pg 164. In 1798 Congress was well on the way to signing into law two acts that they felt at the t ime were for internal security of the U. S. The naturalization act and a sedition act, the idea behind the naturalization act was the president reserved the right to deport any resident alien he deemed dangerous, or if the U. S. was at war with an alien’s home country. The sedition act made it a crime to combine, conspire or to oppose any lawful measure of the government, it also made it punishable to write, say, or publish anything to defame the president, Congress or the government of the U. S. Jefferson saw these acts as a slap in the face to the constitution feeling like it was â€Å"an experiment on the American mind to see how far it will bear an avowed violation of the constitution. † pg 115. Hamilton felt just a strongly about these acts in his letter to Theodore Sedgwick he asks â€Å"What, My Dear Sir, are you going to do with Virginia? pg 118 after he learns of Virginia’s protest to the acts. He felt as congress did that the acts were for the best of the country feeling that the government â€Å"†¦will not be the dupes of an insidious plan to disunite the people of America†¦Ã¢â‚¬  pg 119. To say that Jefferson and Hamilton were diametrically opposed on all subjects some would say is an over simplification, whil e the two disagreed on many topics there were also many things that they could come together in agreement on. The biggest example was the way both men looked at the Constitution, not to say that it was perfect in either man’s eyes but it was definitely an area where they came to a very nice compromise with each other’s beliefs about how this country should be run. Both of these men fought hard and struggled against opposing views to make this country what it is today, there is no telling what our present would look like without these two gentlemen who did their best to make this a free nation.

Children At Risk Of Abuse And Critically Examine Its...

Explore what support is available to children at risk of abuse and critically examine its impact for safeguarding children. Introduction – 411 words Recently researchers have shown an increased interest on how looked after children are more vulnerable to neglect and abuse even aftercare. This essay gives a clear understanding and context as to why looked after children in aftercare are still in a vulnerable position. The term â€Å"Looked after Children† (LAC) is generally used with a local authority team involved with responsibility for improving the educational progress and attainment of children looked after by the authority (NSPCC, 2014, p.28-30). Looked after children are more prone to mental, physical, emotional and social neglect and abuse due to the fact they are not being supported, feeling lonely and isolated from society and services (SCIE, 2014). Risk factors associated with child maltreatment can be grouped in four domains: parent or caregiver factors, family factors, child factors and environmental factors (Bentovim, 2009, p.22-24). These four domains are critical in understanding how to effectively support t he child, professionals use these domains to zone in one the specific areas of risk and then work outwards on assessing how to help. Theorists such as: John Bowlby first outlined his theory of attachment and its central role in child development. Attachment theory is a theory of personality development in the context of close relationships. AlthoughShow MoreRelatedSafeguarding Adults: Enabling Adults in Vulnerable Circumstances.6310 Words   |  26 PagesAre safeguarding procedures effective in supporting people with learning disabilities who are involuntary users of services? Safeguarding is a key role for social workers working with people with learning disabilities. 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