1) A brand audit analyzes a brand's performance in the market and compared to competitors by investigating elements like objectives, target market, products/services, marketing strategies, and customer satisfaction. 2) Netflix has become the world's largest video streaming service, growing from a DVD rental business to attract nearly 120 million subscribers through online streaming since 2007. 3) Netflix's target market is males and females aged 17-60 globally, though their largest demographics in India are women aged 15-34 and men aged 15-24.

1. BRAND AUDIT OF
ALOKEPARNA CHAKRABORTY, AMRIT RATH, MUKUND MADHAVA, RITESH DAS, SRIKAR REDDY
What exactly is a Brand Audit?
A brand audit is a procedure that analyses how a brand performs in the market and
in comparison, to the competitors. It is an analytical strategy that investigates the
elements that comprise a brand.
The aspects are the following:
• The general plan and objectives
• The ideal audience and the target market
• Innovation in the brand's products and services

2. • Marketing strategies that use visual message and narrative
• Advertising tactics that are tied to marketing objectives
• Customer satisfaction and success, including website and app user experience
• In the marketplace, brand recognition and positioning are important
considerations.
Brand Audit of Netflix:
INTRODUCTION:
Netflix has become a dominant presence in today's entertainment culture, and it is
the world's largest and top video streaming on demand service. However, before
Netflix saw the opportunity of streaming technology, the firm struggled to maintain
a viable, cash-flow-positive business. Netflix did not shift from a DVD-by-mail
business to a subscription video-on-demand strategy until 2007. In just ten years,
yearly income has increased from 1.35 billion to over 15.8 billion (Fuller, 2019). From
2011 to 2019, Netflix attracted nearly 120 million customers as a result of this trend.
MISSION AND VISION:
The mission and vision statements of Netflix Inc. are aimed at the entertainment
sector. The corporate vision statement is used by Netflix's strategic management to
drive organisational growth direction, while the corporate mission statement is used
to guide greater performance attainment. These corporate declarations maintain
the company open to diversification into other areas, implying further development
and expansion in the future.
One of Netflix Inc.'s primary initiatives is to grow the number of video subscriptions
domestically and internationally. The corporate objective of Netflix Inc. is “To
entertain the world”. Netflix's mission statement focuses on global entertainment.
Considering the phrase "entertainment," which includes movies, shows,
performance art, stage plays, and others, may be too broad in describing Netflix's
activities, however it may reflect a probable strategic strategy of diversification.
Which may be combined with its purpose of entertaining on a global scale by
providing online services to a wide range of audiences and marketplaces.
The strategic vision of Netflix Inc. is "To remain one of the premier enterprises of
the online entertainment age". Having already accomplished this corporate vision,
the organisation aspires to maintain its leadership and operational performance
while also increasing memberships to meet the objectives of the corporate vision.

3. THE TARGET MARKET:
GENDER: Male/ Female
AGE: 17-60
Netflix caters to a varied audience because to its extensive material covering many
genres and a diversified repertoire of TV series, movies, and documentaries. Netflix
subscribers come from a variety of ethnic backgrounds; statistics reveals that
Hispanic and African American customers outnumber Whites. Netflix appeals to
people of all ages, with the bulk of its members being adults aged 18 to 54, according
to a poll.
While Netflix does not release user counts for India, according to research firm
Media Partners Asia, the company has a current customer base of roughly 5.5 million
in the nation.
Among its unique visitors, Indian women over the age of 15 and 24 years were the
largest demographic for the video-on-demand company out of over 2.5 million
female unique visitors. Women between 25 and 34 years old also accounted for a
high number during the measured time period.

4. Among its unique visitors, Indian boys and men between 15 and 24 years old were
the largest demographic for the video-on-demand company.
After its introduction in 2016, Netflix was available in India and became a competitor
in an online market dominated by YouTube for freely accessible videos, and Disney
Hotstar for paid subscriptions.
BRAND POSITION:
One of the primary reasons behind Netflix's success Is where they are now because
of their original content, which includes Movies, TV shows, Series and Stand-up
comedy. 40% of OTT subscribers feel Netflix offers superior content than its
competitors. Customers also say Netflix is the most user-friendly platform.
As we have seen, Netflix's main competitor is Amazon Prime. Amazon Prime has
launched attempts to compete with Netflix, including a subscription for students at
half the price.
Another benefit over Netflix is the opportunity for customers to buy TV shows if they
wish to; this allows consumers to obtain the TV series much faster than if they rely
on Netflix. Amazon, like Netflix, is available globally; however, Netflix has twice the
number of titles as Amazon, therefore widening the customer market.

5. PROMOTION THROUGH SOCIAL MEDIA:
"Netflix and chill" have become an obvious element of youth culture, at least among
binge-watchers. The popularity of the internet streaming service has been boosted
by social media. Their success may be attributed to the brand's internet marketing
methods as well as unique initiatives such as the viral'smart socks' ad. "
The brand has an active presence on social media platforms such as Facebook,
Twitter, Pinterest, YouTube, and Instagram." Netflix employs a touch of humour on
its media channels, making it incredibly appealing and followable. It also
demonstrates how well they understand their target demographic.
Netflix's comical approach has resulted in 81 million members, more than 23 million
Facebook fans, 2.03 million Twitter followers for the Netflix US account, and 1.7
million Instagram followers for the Netflix US account.
Netflix communicates with its consumers via email and push alerts, in addition to
actively interacting with them on social media. Netflix ensures that their next
sponsored experience is just seconds away by marketing their product on the same
devices that viewers watch their content on.
POSITIONING STATEMENT:
Unlike its competitors, Netflix uses differentiation as a business strategy. This simply
implies that the firm makes every effort to produce unique items, which is why,
rather than focusing on rental services, it has diversified into producing original
material, therefore living up to the term "providing customers" old products in a new
format.
BRAND JUDGEMENT:
Netflix has been designated the World's Most Simple Brand according to a study.
This was because,
➢ 55% of people are prepared to pay extra for simpler experiences.
➢ 64% of people are more inclined to suggest a brand that provides simple
experiences.
➢ Since 2009, a stock portfolio comprising the most basic global brands has
exceeded the average of the main indices by 679 percent.
➢ Companies who fail to create simple experiences are predicted to lose $98
billion.

6. CONCLUSION AND SUGGESTIONS:
The video streaming sector is expanding. As a result, there will be more participants
internationally, and some local companies would spend more resources to
distinguish their services.
So, we recommend that Netflix provide visibility for aspiring filmmakers. They should
start determining the best course of action for the organisation.
If Netflix decides to focus entirely on generating and distributing original material,
they will need to find another source of revenue rather than depending solely on
subscribers because producing just original content will be prohibitively expensive.
We also suggest that as the competitors are increasing, they may also think of
building up a music video production branch in order to produce full length music
videos for new artists and also streaming platforms to challenge Spotify, Apple
Music, etc.
It is also recommended that they continue to work on establishing brand value.