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Netflix Brand Audit
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Netflix Brand Audit

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Netflix Brand Audit Netflix Brand Audit Presentation Transcript

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  • In a world wrought with late fees…came a new type of video rental service
  • Fed up with current options… Customers embraced Netflix
  • 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)
  • Netflix continuously improved Huge DVD selection New Streaming Video
  • Then… a perfect storm…Pricing and service changes upset customers
  • 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
  • Has netflix lost its way… Or do they just suck at new releases?
  • Despite the debacle… growth.
  • 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)
  • 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)
  • International Expansion
  • Is Netflix still a strong brand? Or has everything been taken?
  • Customers generally pleased45%40%35%30%25%20%15%10%5%0% 1 2 3 4 5 6 7
  • Value45%40%35%30%25%20%15%10%5%0% 1 2 3 4 5 6 7
  • Netflix is worth the money50%45%40%35%30%25%20%15%10%5%0% 1 2 3 4 5 6 7
  • The sands are shifting… Netflix needs to adjust
  • 2008 Streaming is acceleratingConsumers are looking to stream content rather than rent 2009
  • Comcast Apple DirectTVTime Warner A Competitive Advantage All Others Netfix
  • However, new challengers awaitAs preferences shift toward streaming, new competitors will arrive.
  • What’s a threatened brand to do?
  • The Usual Suspects: DVDsDVD Renters enjoy the convenience of discs at their door
  • The Usual Suspects: StreamingStreaming customers prefer easy access to movies on demand
  • Is Netflix down and out? Or can they pull a rope-a-dope?
  • Short term strategyConvenience Speed Content
  • Long Term StrategyLeverage Emotion Social Interaction Entertainment Hub
  • The End?