Launching Netflix in India

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How can a online service provider like NetFlix which has become the preferred way of consuming tv shows be launched in India.
Services which NetFlix can offer to Indian youth who would be interested in "Binge watching"

Published in: Marketing, Business, Technology
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  • Facilitating ElementsInformation: Infotainment Channels at regular intervals keep reminding their viewers about the shows which will be aired. This is done on weekly basis through various mediums like Daily newspapers, partner TV channels of same network, websites, newsletters etc. Nat Geo has launched apps for various platforms. They also run competitions and air on YouTube to create brand recall. Price for subscribing to the channel is communicated by service providers to the viewersOrder Taking: The order for the shows that need to be aired is taken in the form of feedback from the viewers. Eg: Based on popular demand the series ‘I shouldn’t be alive’ was aired on Discovery. Nat Geo also has online store embedded on their website through which merchandise related to their popular shows is sold to ardent viewers.Billing: This aspect is handled as B2B between the channel and the Production houses and Cable TV service providers. The end consumer is contacted through the service provider and not by Nat Geo.Payment: The viewer has to contact the service provider for payment for subscribing to the channel. If they buy the merchandise online then they have the online payment gateway. Enhancing Elements:Consultation: Nat Geo conducts various contests online as well as on TV so as to gauge the content the viewers are keen to view. They also have a customer service helpline (countrywise) as well as email address on their website to address queries.Hospitality: Infotainment channels like Nat Geo conduct various BTL activities to engage their viewers and be hospitable. Interactive sessions like trips, expeditions are undertaken for this. E.g. Nat Geo has cultural trips for different age groups to engage students from std VII to X. Nat Geo has an event calendar on their website to facilitate various event. For the convenience of the viewers most of the shows are aired multiple times if they have missed it the first time.Safe-keeping:Nat Geo like other infotainment channels gives a warning/safety message before airing a show which involves risks of injury. Shows which are suited for mature audiences is aired after 11.30 ISTExceptions: There are no exceptions as the TV Shows are aired and cancelled as per the networks decision.
  • Facilitating ElementsInformation: Infotainment Channels at regular intervals keep reminding their viewers about the shows which will be aired. This is done on weekly basis through various mediums like Daily newspapers, partner TV channels of same network, websites, newsletters etc. Nat Geo has launched apps for various platforms. They also run competitions and air on YouTube to create brand recall. Price for subscribing to the channel is communicated by service providers to the viewersOrder Taking: The order for the shows that need to be aired is taken in the form of feedback from the viewers. Eg: Based on popular demand the series ‘I shouldn’t be alive’ was aired on Discovery. Nat Geo also has online store embedded on their website through which merchandise related to their popular shows is sold to ardent viewers.Billing: This aspect is handled as B2B between the channel and the Production houses and Cable TV service providers. The end consumer is contacted through the service provider and not by Nat Geo.Payment: The viewer has to contact the service provider for payment for subscribing to the channel. If they buy the merchandise online then they have the online payment gateway. Enhancing Elements:Consultation: Nat Geo conducts various contests online as well as on TV so as to gauge the content the viewers are keen to view. They also have a customer service helpline (countrywise) as well as email address on their website to address queries.Hospitality: Infotainment channels like Nat Geo conduct various BTL activities to engage their viewers and be hospitable. Interactive sessions like trips, expeditions are undertaken for this. E.g. Nat Geo has cultural trips for different age groups to engage students from std VII to X. Nat Geo has an event calendar on their website to facilitate various event. For the convenience of the viewers most of the shows are aired multiple times if they have missed it the first time.Safe-keeping:Nat Geo like other infotainment channels gives a warning/safety message before airing a show which involves risks of injury. Shows which are suited for mature audiences is aired after 11.30 ISTExceptions: There are no exceptions as the TV Shows are aired and cancelled as per the networks decision.
  • Launching Netflix in India

    1. 1. WHAT ARE THE SOURCES OF ENTERTAINMENT? TELEVISION INTERNET • ISPS • MTNL • AIRTEL CABLE OPERATORS • DTH • TATA SKY • D2H 4G WHO IS GOING TO BRING ABOUT THE CHANGE?
    2. 2. • CPE • SET TOP BOX -– ANDROID BASED • 4G – 30 TIMES FASTER THAN 3G
    3. 3. DISTRIBUTION CHANNEL
    4. 4. WHERE DO WE FIGURE IN THIS?
    5. 5. 7 P’S • PRODUCT • PLACE • PRICE • PROMOTION • PLACE • PROCESS • PHYSICAL EVIDENCE • PRODUCTIVITY
    6. 6. BUT, WHAT DOES NETFLIX DO? SHOW OF HANDS
    7. 7. PHYSICAL ENVIRONMENT
    8. 8. BUSINESS MODEL • HOW DOES NETFLIX GET ITS REVENUE? • MONTHLY SUBSCRIPTION • HOW ARE WE (NETFLIX INDIA) GOING TO DO IT? • THROUGH ADVERTISEMENT • OUR TARGET AUDIENCE • SHOW OF HANDS
    9. 9. THE FLOWER OF SERVICE
    10. 10. Advance payment for sectors like E-commerce and Real Estate • Based on Trend analysis • List of Clients to be approached PRODUCT Information Payment Generation of Invoice Consultation Providing ad spots for advertisers to reach to their target audience Billing • Conveyed via Presentations, Ema ils & telephone Order Taking • Based on Release Order Form of upgrade Spot drops and Make Goods Exceptions Hospitality Safe-Keeping containing ad captions, duration of ads and dates
    11. 11. PROCESS
    12. 12. Customer activities Front end Customer interaction Line of interaction Sales team visits Media Agencies (Client) and pitches for various properties • Greet the client • Provide info about NetFlix India and its various shows Line of visibility Media planner will review the schedule and negotiate Client will transfer the digital beats through the media agency to NetFlix w2 f1 Receive the client brief and understand client requirement Determine and gain client input on initial strategic approach and provide best possible deal w1 Plan the meeting: • Properties and their TRP information • Pricing data • Trend analysis of potential clients Back end Media planner gives requirement (e.g.: 5000 seconds for 2 months) Implementation team will interpret the brief and prepare a schedule based on dispersion of time Research and understand current level of engagement Implementation team will receive the digi beats
    13. 13. Customer activities Front end Customer interaction Line of interaction Deal is signed and media agency will provide the Release Order (RO) f2 NetFlix will acknowledge this and adhere to the RO Line of visibility Traffic team will ensure the content is aired correctly Back end Media agency receives invoice on monthly basis TRP & TVR score evaluation undertaken by media agencies Ad sales team will meet agency & present telecast certificate & enquire about new associations Accept feedback and complaints from the agency/client Make goods and upgrade undertaken to ensure client satisfaction Ensure the feedback is cascaded to all teams to service client better in future
    14. 14. Advance payment for sectors like E-commerce and Real Estate Via Cheque and Online Banking DISTRIBUTIONInformation is conveyed via Presentations, Emails & telephone Information Information is conveyed via Presentations, Email Consultation s & telephone Payment Invoice is sent to client and through Email Conveyed via phone call and e-mail Providing ad spots for advertisers to reach to their target audience Billing Order Taking •Campaign based •Bulk order taking Exceptions Hospitality Safe-Keeping
    15. 15. PEOPLE • SALES & COORDINATION TEAM • IMPLEMENTATION TEAM • TRAFFIC TEAM
    16. 16. PROMOTION • DIRECT MAILERS • MEDIA PARTY • FREE MERCHANDISE • CORPORATE GIFTS • AGENCY ACTIVATION • AGENCY ACTIVATIONS
    17. 17. PRICING STRUCTURE Ad Slots Pricing Ad Slots Prime Time Pricing 3 seconds Rs. 500 3 seconds Rs. 650 5 seconds Rs. 600 5 seconds Rs. 750 7 seconds Rs. 800 7 seconds Rs. 950 10 seconds Rs. 1000 10 seconds Rs. 1200 15 seconds Rs. 1500 15 seconds Rs. 1800 30 seconds Rs. 2500 30 seconds Rs. 3000 Strategies: Cost Plus Pricing, Time based pricing
    18. 18. 3 SECOND ADS – IS THAT POSSIBLE? Vine Video
    19. 19. FUTURE PROSPECTS • MAKING A FULL-FLEDGED SOCIAL PLATFORM • USER INTERACTIONS • LOCAL CONTENT • YOUTH BASED SHOWS
    20. 20. THANK YOU

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