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The most important elements of their marketing plan have to be sound to be strategically consistent in order to capture the market and to build brand equity in the long run. The action plan is subdivided in three main components. It covers possible directions in product strategy (with DirecTV), pricing and communication of all this.
Considering TiVo's product strategy could be improved by bundling up with DirecTV's receiver. Even though, consumers would eventually have a choice between Microsoft's and TiVo's device, which could be confusing. Therefore, TiVo's marketing team should try to position themselves in the mind of the consumer by executing a good marketing strategy.
Considering pricing; It is a good step to lower the price to $349. This price drop should be enough to convince consumers to buy a TiVo unit. Satellites sell for much less and they give pleasure in watching television as well. So now the advantages of TiVo should have come a step closer by.
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