Netflix Inc Case Study

...

b. Existing message and media strategies

Netflix says they are a “Focused passion brand, not a do-everything brand.” They want consumers to know that they are solely a “movie and tv series entertainment network (Financial Web).” In this, Netflix is hoping that consumers understand that they provide the best way to stream movies and tv series online through any electronic device for any type of person or family.

c. Is it an IMC approach?

This is an integrated marketing communications approach, as it uses a plethora of promotional methods in which work together. The different advertisements and promotions work together to allow consumers to understand how Netflix works, and what it is all about.

B. Are there past programs that your group believes are relevant to your planned campaign?

We believe that most of Netflix’s past programs will be relevant to our planned campaign. The online ads, email ads, and accounts on social media sites are a great way to network Netflix. This is especially true since people are constantly online browsing the web, checking emails, and viewing social media sites. With Netflix’s target market so broad, these types of online advertisements help us reach so many different people. We also believe offering the free trial is a great promotion (Netflix's View). It shows consumers that Netflix is confident in the service they provide and also gives consumers the chance to use and navigate through Netflix and what they offer.

III. Segmentation, Targeting, and Positioning (Chapter 2)

A. Which of the market segments will be the target market for this campaign?

Netflix has continued to grow since its launch starting with 101,000 subscribers to more than 65 million streaming subscribers and 7 million dvd subscribers. Today Netflix has a mass target approach towards everyone from all demographics. Their online streaming service is cost efficient at 9.99 a month and personalized system offers the user instant movies and TV matched to what their personal preference (Financial Web). With the largest collection of film entertainment using the mass marketing approach has a greater chance to succeed at the same time molding your Netflix using a sophisticated analysis of big data and accurate recommender system make it possible to personalize at the same time attract as many subscribers from all over the world (Netflix's View).

B. What will be our positioning strategy?

Netflix’s positioning strategy aims to continue their ethical work and to improve in all aspects of a great corporation. First is to increase awareness and goodwill specifically in international markets also update/improve the streaming service. Next advertise the competitive price and assortment of content compare with other competitors through social media providing details on every advertisement. Then Attempt to reach 95 percent of the target market at least twice with commercials or ads promoting Netflix’s instant streaming through mobile devices (Netflix's View). Conclusively increase the number of subscribers by 25 percent by the end of the year.

C. Include an overview of marketing goals changes anticipated from your campaign:

a. Sales Volume

Sales Volume is the amount or number of units that are sold of a particular product or service for a business. According to marketwatch.com Netflix currently has a sales volume of 11.51million (Netflix Inc.).

b. Market Share

Market share for Netflix is the portion of the market controlled by their company. As of 2014 Netflix streaming had 18% of the market along with 14% for Netflix mail. Overall Netflix had a 32% of the market share as of 2014 (Netflix Inc.).

c. Sales Revenue

Revenue on sales is how a company prospers and Netflix is always gaining more and more. According to marketwatch.com Netflix had 5.5 billion in sales in 2014, an increase from their 4.37 billion in sales in 2013 (Netflix Inc.).

d. Profit

Netflix is currently at a profit of 65.6 million thanks to Netflix original hits such as ‘Orange is The New Black” and “The Unbreakable Kimmy Schmidt” (Netflix Inc.).

Work Cited:

Netflix Promotional Campaign. (n.d.). Retrieved September 30, 2015, from http://www.slideshare.net/ashleyphenix/netflix-promotional-campaign

Netflix marketing plan. (n.d.). Retrieved September 30, 2015, from http://www.slideshare.net/evelyneringia/netflix-markeitn

Financial Web. 11 U.S. States That Don't Tax Pensions. (n.d.). Retrieved September 30, 2015, from Http://www.financialweb.com/ipo/ipo_view.htm?ti=NFLX&n=Netflix,=Inc

Netflix's View: Internet TV is replacing linear TV. (n.d.). Retrieved September 30, 2015, from http://ir.netflix.com/long-term-view.cfm

Decision Making Techniques. (n.d.). Retrieved September 30, 2015, from http://www.virtualsalt.com/crebook6.htm

Netflix Inc. (n.d.). Retrieved September 30, 2015, from http://www.marketwatch. com/investing/stock/nflx/financials