Netflix Brand Audit

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Netflix Brand Audit

  1. 1. 8
  2. 2. 7
  3. 3. 6
  4. 4. 5
  5. 5. 4
  6. 6. 3
  7. 7. In a world wrought with late fees…came a new type of video rental service
  8. 8. Fed up with current options… Customers embraced Netflix
  9. 9. Increasing subscribers14,000 11,89212,00010,000 9,164 8,000 7,479 6,316 6,000 4,179 4,000 2,000 0 2005 2006 2007 2008 2009 (000’s)
  10. 10. Netflix continuously improved Huge DVD selection New Streaming Video
  11. 11. Then… a perfect storm…Pricing and service changes upset customers
  12. 12. In hindsight, it is hard to justify. Having separatebrands can in theory make sense. However,after the price increase, Qwikster became theysymbol of Netflix not listening.Qwikster was shut down -- Reed Hastings, CEO, Netflix
  13. 13. Has netflix lost its way… Or do they just suck at new releases?
  14. 14. Despite the debacle… growth.
  15. 15. Revenue growth2,500,000 2,329,002 2,162,6252,000,000 1,670,269 1,364,6611,500,000 1,205,340 996,6601,000,000 682,213 500,000 - 2005 2006 2007 2008 2009 2010 EOQ3 2011 ($000’s)
  16. 16. Subscriber Growth25,000 23,789 18,26820,00015,000 11,98210,000 5,000 0 2005 2006 2007 2008 2009 2010 EOQ3 2011 (000’s)
  17. 17. International Expansion
  18. 18. Is Netflix still a strong brand? Or has everything been taken?
  19. 19. Customers generally pleased45%40%35%30%25%20%15%10%5%0% 1 2 3 4 5 6 7
  20. 20. Value45%40%35%30%25%20%15%10%5%0% 1 2 3 4 5 6 7
  21. 21. Netflix is worth the money50%45%40%35%30%25%20%15%10%5%0% 1 2 3 4 5 6 7
  22. 22. The sands are shifting… Netflix needs to adjust
  23. 23. 2008 Streaming is acceleratingConsumers are looking to stream content rather than rent 2009
  24. 24. Comcast Apple DirectTVTime Warner A Competitive Advantage All Others Netfix
  25. 25. However, new challengers awaitAs preferences shift toward streaming, new competitors will arrive.
  26. 26. What’s a threatened brand to do?
  27. 27. The Usual Suspects: DVDsDVD Renters enjoy the convenience of discs at their door
  28. 28. The Usual Suspects: StreamingStreaming customers prefer easy access to movies on demand
  29. 29. Is Netflix down and out? Or can they pull a rope-a-dope?
  30. 30. Short term strategyConvenience Speed Content
  31. 31. Long Term StrategyLeverage Emotion Social Interaction Entertainment Hub
  32. 32. The End?

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