Group No : 10
SAKSHI NAUTIYAL 2018PGP318
SAMBIT HALDER 2018PGP321
SHILPI SHALINI KUJUR 2017PGP342
SHREYA SURANA 2015IPM011
SHUBHAM BHADANA 2018PGP359
SIDDHANT SINGH 2015IPM107
SINDHUJA CHATLA 2015IPM108
Problem
Product
The Product was very complicated for
consumer understanding
Promotions
Humour was not appreciated by the US
audience
Communication message of the campaign
was not clear
Was not entering the trial stage of the funnel
Price
Customers do not have a similar product
reference point to compare prices
The prices were sought to be exorbitantly
Solution
Focus on detailed demos and reduce
complications by incrementally adding
features
Drop humour and try another method of
communication
Drive home the point of the campaign earlier
in the Ad copy (i.e. have crisper ad copy)
Community experience zones to call certain
segments of the TG and engage them to
create trials
Since the customers do not have a similar
product with which they can compare prices
then TiVo can do an aggressive marketing
campaign in which they try to win the trust of
the customers so that they do not feel
cheated.
TiVo can lower the cost and focus on the
high as compared to industry competitor
products
Salesforce
Salespeople weren't able to explain the
product, were confused about product
features
The sales pitch was not standardized and
salespeople took their own time to explain the
product
It wasn’t their priority to sell TiVo over other
brands
Training had a high turnover rate leading to
few well trained salespeople
mass market and not just on “innovators” or
“early adopters”. It will help in attracting
everyday consumers rather than just “high
end” customers
Marketing team can develop a training
program for salespeople in retail stores where
they can engage with the customers and
demonstrate all the benefits of the TiVo in an
impeccable manner
Tivo can make a standard sales pitch manual
and train the salesforce how to pitch and give
demonstration to customers. It can have its
own dedicated salesforce.
Give them some incentive and communicate
the benefits of Tivo over other products
This problem can be tackled by ensuring that
TiVo has their own salesforce that can help
customers.