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TiVo, a digital video recorder (DVR) enables subscribers to record programs without video tapes or DVDs, allowing them to watch what they want, when they want to watch it. Despite of possessing benefits of being the first one to come up with this impressing innovation and having a fairly high customer satisfaction rate, sales are still very disappointing at the time of fourteen months into the launch. In order to expand customer demand, the company attempts to combine aggressive pricing, sales support from partnerships, product bundling, and a catchy communications campaign. Facing big competitors in a new, rapidly evolving technology market, TiVo needs to position itself as a strong brand through strategic segmentation and brand differentiation.
Market analysis
As DVR culture is thriving, this radically new product market is fast growing and fast changing. It is important to note that the social trends are changing to favour personalized products and services. TiVo¡¯s......

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Approximate Word Count: 401
Approximate Pages: 2 (250 words per double-spaced page)

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