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Marketing Intelligence Report

Marketing Intelligence Report

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Netflix presentation Presentation Transcript

  • 1.  
  • 2. Company Overview “ Our appeal and success are built on providing the most expansive selection of DVDs; an easy way to choose movies; and fast, free delivery.”
  • 3. Company Overview
  • 4. Product Overview
  • 5. Product Overview
    • DVD sales are on the decline, a plus for Netflix
    • Internet Content: obtained through, fixed-fee licenses, revenue sharing agreements and direct purchases
    • Movie Preference Matching software: eBay
  • 6. Direct Competitor: Blockbuster
    • started as an online bookstore
    • Amazon Prime
    • free 2-day shipping with no min. Purchase
    • $79 annual fee
    • Membership was expanded 
  • 7. Direct Competitor: Blockbuster
    • 2004- launched online rental program
    • Business patent
    • Failed because:
    • Mismanaged
    • Changing market
    • Needed Open to innovation
    • Movie selection
  • 8. Indirect Competitor: Redbox
    • Products: DVDs & videogames
    • Advertising: Attached with McDonalds, Internet ads, email
    • Distribution: 27,000 kiosks nationwide
    • Promotional Strategy: free rentals to new customers, allows you to find closest kiosk via website
    • On call customer service 24/7
  • 9. Indirect Competitor: Bestbuy
    • Products: TV, video, phones, camcorders, computers, etc
    • Advertising: TV commercials, subscriptions, emails, billboards, weekly ads
    • Distribution: retail stores and BestBuy.com
    • Promotional strategy: Reward Zone program
        • 1 point for every $1 spent
    • Offers online and phone customer service
  • 10. Consumer Overview: Domestic
  • 11. Consumer Overview: International
    • Broadband
    • Internet Content
    • Movie Preference Software
  • 12. Environmental Analysis: Domestic
  • 13. Environmental Analysis: International China Korea India