TiVo, what Went Wrong
TiVo's action plan
Evaluation about the planned communication campaign
The marketing team from TiVo has started with a marketing plan while they are still dealing with a couple uncertainties. For instance they don't know what the best way is to approach the market. The marketing people are also concentrating at the short run marketing and a leading market share for a short period. From my point of view they also have to focus on the long term, because it's very important to have a plan with goals for the long-term that can use as a guideline on which they can build their short-term campaigns. They also have to work out the way to approach the market. If they don't create a proper plan a lot of money will be wasted because it's spent at the wrong way or at the wrong elements.
TiVo also puts the brand building on the long run while it's important for TiVo if they want to become the market leader to set the brand name in the market as soon as people. The more people know the brand the better it is for TiVo.
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