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 TIVO TDC540040 40-Hour Digital Video Recorder US $50.00 
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 POWER SUPPLY FOR DTV R15-100 & OTHER TIVO DVR RECORDERS US $24.00
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 TiVo TCD748000 Premiere XL DVR US $299.00
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 DirecTV Satellite Receiver Tivo Series 2 DVR Model R10 US $29.95
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 390 HOURS TIVO DIGITAL VIDEO RECORDER,FREE LIFETIME SERVICE,NO MONTHLY FEE EVER US $198.00
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 LIFETIME TIVO SERIES 2 DVR 80 HOURS TCD540080 US $102.50
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 TiVo TCD649080 Series 2 80-Hour Dual Tuner Digital Video Recorder US $4.90
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 Hughes SD-DVR40 (240 GB) Receiver DirecTV Tivo w/remote in box US $28.00
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 DirecTV TIVO DVR US $7.97
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 TiVo TCD540040 DVR Lifetime Product Service Agreement Subscription Remote Manual US $60.00
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 TiVo TCD652160 (160 GB) High Definition Receiver / DVR Series 3 US $79.99
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 TiVo TCD652160 (1-TB) XL High Definition Receiver / DVR Series 3 US $149.99
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 DVD PLAYER/ BURNER, TIVO HDD DVR + FREE LIFETIME SERVICE- NO MONTHLY FEES EVER US $193.88
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 NEW DirecTV Universal Remote Control RC64 TIVO HD Sony Hughes DVR ( FREE SHIP ) US $9.99
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 Power Supply for DirecTV R10 TiVo DVR US $10.00
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 TiVo Series2 DT DVR 80 Hours TCD649080 SHIP FREE US $99.00
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 TiVo Series2 TCD540040 DVR (40-hr) With Remote control US $29.99
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 Humax T800 (80 GB) Receiver DVR RECORDER TiVo Series2 with remote US $24.99
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 TiVo Series 3 HD DVR with THX Audio + LIFETIME SUBSCRIPTION!! US $272.00
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 Tivo Series 2 DVR - Model TCD24004A US $29.95
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 DIRECT TV TIVO HD DIGITAL VIDEO RECORDER HR10-250 HDTV RECEIVER SELLING AS IS US $9.99
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 TiVo Series 2 80 Hour Digital Video Recorder TCD540080 W/ REMOTE L@@K! US $29.99
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 TiVo TCD649080 Series 2 80-Hour Dual Tuner DVR with LIFETIME Subscription!!! US $112.50
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 TiVo Series 3 HD Digital Video Recorder- Model TCD648250B (250 GB)+ Wireless N&G US $115.00
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 Tivo TCD24004A Series 2 DVR works fine US $19.33
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 TiVo TCD652160 HD Digital Video Recorder - New Other US $79.99
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 TiVo series 2 40 HOURS Digital Video Recorder (DVR) US $34.99
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 Phillips Directv Tivo DVR For Parts Or Repair Untested US $24.99
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 TiVo Series 2 TCD649080 (80 GB) DVR Receiver with Remote & Power Cable US $.99
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 TIVO PREMIERE XL 150 HD HOURS DVR MODEL # TCD748000 1080P DIGITAL RECORDER NEW US $199.99
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 195 HOURS TIVO DIGITAL VIDEO RECORDER,FREE LIFETIME SERVICE,NO MONTHLY FEE EVER US $133.00
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 $299 LIFETIME TIVO SERVICE + FREE 300 GIG,360 HOURS DVR, PLUS DVD BURNER/ WRITER US $222.99
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 TiVo HD XL DVR - 150 Hours with TiVo Lifetime Service - for parts, or repair. US $112.50
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 TiVo AG0100 Wireless G USB Network Adapter WITH USB CABLE SERIES 2 3 DVRs US $19.01
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 Tivo Series 2 DVR - Model TCD24004A Recorder US $39.95
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 AUTEC POWER SUPPLY UPS61-1004-T, SPWR-00001-000 for TiVo Philips RCA DirecTv DVR US $14.93
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 PIONEER DVR-810H TIVO HDD DVD RECORDER Series 2 US $26.01
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 Tivo DVR Wireless Adapter USB AG0100 for Series 2 and 3 systems G - No.: AG0100 US $19.99
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 DVD RW RECORDER W/140 HR HDD DVR, WITH $299 VALUE LIFETIME TIVO BASIC SERVICE US $219.00
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 TiVo Series 2 DT Dual Tuner DVR TCD649080 80Gb Hard Drive tested working US $25.00
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 TiVo® - Premiere High-Definition Digital Video Recorder US $75.00
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 TIVO SERIES 1 DRIVE BRACKET 4 SONY AND PHILIPS DVR HDR US $7.49
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 Tivo Series 2 DVR Digital Video Recorder TV No Remote TCD540040 US $39.99
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 Western Digital - TiVo My DVR Expander - eSATA - 1 TB - WD1000F032 US $143.07
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 TiVo Series 2 Receiver 60 GB Model TCD140060 Black DVR w/Remote Control & Manual US $79.99
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 DirecTV TiVo HR10-250 HD DVR - Hacked with Expanded Capacity - FOR PARTS/REPAIR US $20.00
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 TIVO Series 2 TCD 540040 DIGITAL VIDEO RECORDER US $49.99
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 TiVo Series2 TCD240040A Digital Video recorder + Remote + Power Cord US $4.95
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 TIVO PREMIERE DVR HD 45 HOURS US $55.00
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 TiVo Series TCD540080 80 GB Receiver DVR RECORDER REMOTE LIFETIME SUBSCRIPTION US $99.99
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 TiVo TCD648250B Series3 HD DVR with Lifetime Service and upgraded 1TB hard drive US $315.00
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 NEW DirecTV Universal Remote Control RC64 TIVO HD Sony Hughes DVR ( Free SHIP ) US $9.99
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 Tivo Premier TCD746320 Brand New Factory Sealed 45 Hour 1080p HD DVR US $87.00
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 EASY DIY PLEASE READ B4 U BUY/UPGRADE A TiVo SERIES 1 2 3 DVR! SAVE MONEY! US $13.99
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 TiVo Series 2 TCD540040 40 hour DVR receiver US $45.00
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 TIVO Premiere XL 150 HD Hours DVR TCD748000 1080P Digital Recorder, with remote US $51.01
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 Humax T800 (80 GB) Receiver DVR with TiVo Lifetime Service US $15.50
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 TiVo Series3 HD Dual Tuner DVR Receiver TCD652160 (160 GB) w/ Slide Remote US $250.00
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 TiVo Series 2 80 Hours DVR Receiver with USB Network Adapter, LOCAL PICKUP NJ US $52.00
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 TiVo Series 3 250 GB Receiver 300hrs of DVR (TCD648250B) US $170.00
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 TiVo Slide DVR Remote with Sliding Bluetooth QWERTY Keyboard NEW US $49.99
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 NEW - TiVo TCD746320 Premiere DVR 45 Hour Recording - 1080P Tivo Device US $149.99
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 HDMI CABLE FOR HD TIVO DVR Digital Video Recorder 6ft US $5.99
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 TiVo Model TCD652160 160 GB High Definition HD Receiver DVR TiVo Model TCD65216 US $89.95
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 TiVo Model TCD649080 Series 2 Digital Video Recorder DVR Dual Tuner US $35.95
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 TiVo Premiere DVR Receiver US $99.00
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 TiVo Model TCD649180 Series 2 Digital Video Recorder DVR Dual Tuner US $49.95
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 Philips TiVo Digital Video Recorder Model PTV300 NO REMOTE US $27.95
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 Philips TiVo Digital Video Recorder Model HDR212 NO REMOTE US $29.95
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 TiVo Series 2 Digital Video Recorder Model TCD540080 80 GB US $24.25
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 TiVo Series 2 DVR 80 Hours (80 GB) Receiver Model TCD24008A NEW in Box US $34.99
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 Samsung DirecTV TiVO HR10-250 (250 GB) HD DVR Receiver US $19.99
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 Samsung DirecTV TiVO SIR-S4040R (40 GB) DVR Receiver US $16.75
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 TIVO DVR with DVD RECORDER HUMAX DRT400 *FREE SHIPPING* US $149.00
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 TiVo TCD540040 DVR Digital Video Recorder 40GB - Tested and Working US $14.99
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 TiVo HD Model TCD652160 DT Dual Tuner DVR /w LIFETIME SERVICE and 1TB EXT Drive US $256.52
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 TiVo AG0100 Wireless G USB Network Adapter for TiVo Series 2 and Series 3 DVRs US $5.00
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 TIVO DVR MODEL TCD649080 US $54.84
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 ReplayTV 4504 (Upgraded 80 GB) DVR TIVO - * W/Lifetime Subscription* US $59.95
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 Toshiba RS-TX20 120 GB Tivo DVR US $75.00
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 TIVO Series 2 DVR with Full LIFETIME ACTIVATION ~ 80 Hrs. US $74.99
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 Directv HR10-250 (250 GB) HD Satellite Receiver & TiVo DVR and remote US $9.99
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 Sony SAT T60 DirecTV Satellite Receiver DVR with Tivo sat-t60 and remote US $9.99
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 TiVo Ser2 TCD649080 DVR & Wireless Network Adaptor w/cb US $69.99
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Dvr Tivo
TiVo vs. Ordinary DVRs. Don't be a Richard.
TiVo Changes Marketing Strategy
A marketing strategy is a process that is used by an organization to concentrate the limited resources on the greatest opportunities availed in order to increase its sales. Marketing strategy mainly aims at helping the company to achieve a sustained competitive advantage in the market. It is mainly centered on importance concepts that lead to customer satisfaction. Therefore a marketing strategy is aligned with organization overall strategy and helps the organization to achieve goals laid down in strategic planning. A marketing strategy will mainly focus on development of products, promotion, distribution, pricing and customer relationship (Laermer andMark, 2007). It defines marketing goals and how they will be achieved. From time to time, organizations tend to change their marketing strategy depending on changes taking place in the market. Marketing strategy can also be elicited by changes in internal environment. To understand this well, this paper will look into how TIVO, makers of TIVO hard drive and digital video recorder (DVR) changed its marketing strategy and the factors that elicited that change.
Background to the company
TIVO is one of the leading companies in the entertainment industry. Since it was formed, the company has been recognized as one of the most innovative companies providing a wide range of products in the entertainment industry. The company was established in 1997 making it a pioneer in the home entertainment. The company offered brand-new products and services and was credited with developing the world's first digital video recorded. TIVO is renowned maker of hard drive based Digital Video Recorder (DVR) but it also produces a wide rang of products including Wireless Adapter, web videos, and many others. The company has not lost its vision and continues to revolutionize how consumers watch and access home entertainment. The mission of the company is to create and continually enhance a new, easy and much better way to watch television.
Earlier marketing strategy and why the company changed it
To take the advantage of it entry into the uncompetitive market, TiVo had strategies to use the best marketing strategy that will assist it to reap the maximum. TiVo become t one the innovation that were to change the television market in the 21st century as it enable individuals to watch record television programs. This means that individuals could record television programs and watch them later (Silva, 1998). Like any other innovators, the company had strategy to capitalize on their unique products and therefore the sold their units to consumers and also required them to subscribe to get their TV services.
This marketing strategy was aimed at helping the company not only to sell more units but also to get more customers (Laermer andMark, 2007). It just operated like the common electorni companies that just sell their products as a unit. DVRs were new sensation in the market and the company aimed at utilizing this new invention. (Silva, 1998)
This marketing strategy produced positive results for the company as it was able to acquire a large market share. In 2001, company revenues had grown by more than 43% and the number of subscribers had increased to 280, 000. TiVo Series2 DVR was priced at $399 and also attracted a monthly subscription fee of $12.95 (Group Project, 2002). Market research data in 2001 showed that TiVo had a large market share in this industrial segment as shown below: (Group Project, 2002)
TiVo – 47%
ReplayTV – 35%
Philips – 7%
Sony – 6%
UltimateTV – 4%
Satellite – 1%
This data also showed that consumers were also buying TiVo DVRs and using them on other companies. The data had revealed that by 2001, 60% of the DVR owners had TiVo DVR. This research also revealed that among the consumers interviewed, 1 out 10 had hoped to purchase a DVR by the summer of 2001 (Group Project, 2002). It is in light to the above data and the changes taking place in the market that TiVo decided to changes its marketing strategy.
Although the company had a large market share compared to competitors, the emergence of cable and satellite providers posed a new challenge to the company (Silva, 1998). The level of competition has increased over the years forcing the company to rethink of its marketing strategy. Most of the cable and satellite providers required their customers to purchase a digital decoder and paid a monthly subscription. Consumers found this option cheaper since it did not attract a higher monthly subscription unlike in TiVo where they were required to purchase a DVR $399 and pay monthly subscription of $12.95(Group Project, 2002). It changed its marketing strategy to come on top of its competitors.
Current marketing strategy
TiVo had started losing out to the new cable and satellite entrants and it had to rethink its marketing strategy. The company has realized that there has been a drastic a change in t he market due to the emergence of cable and satellite providers who have pushed their set-top DVRs edging away TiVo. Although the company had used the same marketing strategy as its competitors, it found at that it did not have any competitive edge over them. The new marketing strategy was therefore aimed at creating a competitive advantage over competitors (Laermer andMark, 2007).
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Frequently Asked Questions...
Does anyone have suggestions for what particular TiVO/DVR model I should buy?
My wife and I are going to shop for a TiVo or DVR tomorrow. We really know very little about TiVos and DVRs. We're not interested necessarily in enhanced features. We just want to be able to record our shows and watch them. Any ideas on what we should purchase?
Answer:
Tivo is the BEST, for $30 you can get an 80hr (they don't offer a 40 hr model anymore) Dual tuner model. That way if 2 shows are on at the same time you can record both. The subscription fees will get you. (worth it, though).(The single tuner model is free through Tivo.com, +plus subscription fees, of course).The next best option is Replay TV, they are more expensive to buy, but cheaper subscription prices. (12.95/mo, $299 lifetime for your machine, not transferrable). DVR's/PVR's usually come with a basic "TV guide" kind of menu, usually included with the machine. The ones I've seen have rudimentary searching capabilities. The machines cost more up front, but over the long haul are cheaper.
