Netflix marketing plan presentation

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A marketing plan for Netflix (Netflix background and history, situation analysis, marketing mix, evaluation and implementation strategy)

A marketing plan for Netflix (Netflix background and history, situation analysis, marketing mix, evaluation and implementation strategy)

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  • 1. Marketing Plan By Evelyne Ringi 05th December 201
  • 2. What we Do on demand Internet streaming media & DVD rentals
  • 3. Incorporated in Delaware in 1997 and Started with digital based DVD rental in 1999 . . .Where we come from
  • 4. [SERIES NAME], [VA LUE] 45 40 35 Subscribers Millions 41 countries Revenue of 4.4 billion by the end of 2013 30 25 20 15 10 5 0 Source: thelandofmaps.com 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
  • 5. Where we want to be. . . Be present in as many countries as possible, increase subscription number and have the largest market share, make profits from our international markets.
  • 6. Situation analysis • Environment • SWOT • Competitors • Segmenting/Targeting and positioning
  • 7. Situation analysis Economical, social cultural, technological, political and legal factors • Environment • SWOT • Competitors • Segmenting/Targeting and positioning Technological factors • The fact that they do not have their own web services • Expenses that they have to incur to keep up the tech changes • New innovation might put them out of business ex. Now DVD by mail product line is on decline Political They have a PAC(Political action committee) for lobbying purposes eg. The Network Neutrality issue Video Privacy Protection Act (VPPA)
  • 8. Situation analysis • Environment • SWOT • Competitors • Segmenting/Targeting and positioning Strengths largest Streaming library Production of original content Strong Brand Recognition Weaknesses Does not have latest content Opportunities Product Line Expansion of original shows More expansion in International market. the live sports, and online games Threats Network Neutrality Principal issue web services from Amazon (a competitor)
  • 9. Situation analysis • Environment • SWOT • Competitors • Segmenting/Targeting and positioning Close competitors Amazon, Hulu and others are Red-box Instant, X-finity Stream-Pix, I-Tunes, Love-Film, and cable TV companies. Netflix Hulu Amazon Market share 67% 10% 2% Price per month $ 7.99 $7.99 $6.77 Strengths Largest library strong brand, recommender system original production of shows offers Netflix for kids, social media integration Latest movie selection Cheaper of the three A free shipping offer Weaknesses No latest movies No large library selection Still use commercials 1 Year commitment Some titles are paid per click
  • 10. Situation analysis • Environment • SWOT • Competitors • Segmenting/Targeting and positioning Netflix target a mass market of consumer-paid streaming subscription of TV shows and movies Why? The higher the number of paying subscribers the more Netflix can achieve return on heavy investment in content and technology because only low prices can be charged due to the nature of the industry and service.
  • 11. Situation analysis Economical, social cultural, technological, political and legal factors • Environment • SWOT • Competitors • Segmenting/Targeting and positioning Netflix target a mass market of consumer-paid streaming subscription of TV shows and movies Strengths largest Streaming library Production of original content Strong Brand Recognition Weaknesses Does not have latest content Opportunities Product Line Expansion of original shows More expansion in International market. the live sports, and online games Threats Network Neutrality Principal issue web services from Amazon (a competitor) Amazon, Hulu, Red-box Instant, X-finity Stream-Pix, I-Tunes, LoveFilm, and cable TV companies.
  • 12. Product Price Promotion People Netflix Marketing Mix Place Physical Evidence Process
  • 13. Marketing tactics Product Price Promotion People Netflix Marketing Mix Place Physical Evidence Process      Product strategies Add more recent movies Sports instant streaming Expanding the library collection Accommodate different internet speeds More medium for payments
  • 14. Marketing tactics Product Price Promotion People Netflix Marketing Mix Place Physical Evidence Process People strategies  Increase the customer service team  More training for the people  Advanced tools & Soft wares for customer service
  • 15. Marketing tactics Product Price Promotion People Netflix Marketing Mix Place Physical Evidence Process Process strategies  Simple self service  Easy to access the site and apps
  • 16. Marketing tactics Product Price Promotion People Netflix Marketing Mix Place Physical Evidence Process Physical evidence strategies  More features for the Netflix website
  • 17. Marketing tactics Product Price Promotion People Netflix Marketing Mix Place Physical Evidence Process Place strategies  Netflix place is the internet and since they are currently provided these by Amazon more can be done to establish own facilities
  • 18. Marketing tactics Promotion strategies Product Price Promotion People Netflix Marketing Mix Place Physical Evidence Process  Continue the 1 month free and communicate it in all advertisements  Mobile texts once every two months  Social media and Internet banner Ads TV commercials emphasis on free month trial  QR codes on movie size candy and pop con packs twice a year for 3 months period each  Sponsor film festivals like Sundance, Slamdance etc. and Emmy awards as well
  • 19. Marketing tactics Product Price Promotion People Netflix Marketing Mix Place Physical Evidence Process Price strategies  $7.99 should not be changed abruptly and proper communication should be done before the changes
  • 20. Implementation time table year 2014 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Get recent movies and expand library, be more adaptive of internet speeds for customers, continue the free month trial membership, banner advertising (partnerships ISP, content providers, gaming companies), Adding features to the website and Netflix apps Start a sports section within the library Add new payment methods for international customers text Adverts through gadgets like smartphones and tablets once every two months awareness TV commercials new features sports& payment forms TV commercials QR codes Sundance festival, and other European festivals Customer service improvements Emmy awards
  • 21. Evaluation
  • 22. By implementing these marketing strategies we hope we will secure our top position in the industry and through increasing the reach of the instant streaming message, eventually every home will have a Netflix subscription. Netflix will not only be a choice but the choice for everyone.
  • 23. Questions?