Presenters

Names

ANJANI ABHISHEK NISHIT KRITIK

 INTRODUCTION

 Netflix is a subscription-based
streaming service that allows our
members to watch TV shows and
movies on an internet-connected
device.
 Depending on your plan, you can
also download TV shows and movies
to your iOS, Android, or Windows
10 device and watch without an
internet connection
 KEY PRINCIPLES OF NETFLIX
MARKETING

• Customer-centricity: Netflix focuses on creating a solid connection with its customers by

engaging them personally and personalizing their viewing experience. They also use
clever marketing tactics to get people to watch their shows.
• Integrated viewing experience: Multi-device and up-to-date no matter where you view it
from, makes the experience combined.
• Innovation: Modern marketers must use data analytics to create experiences that delight
consumers. Netflix uses customer data analytics to get content recommendations because
it knows which movies its customers like to watch. For example, if a Netflix user likes
Rocky, it will also offer them sports documentaries. As you manage your business, you,
too, need to use data analytics for effective marketing and website optimization.
 DIGITAL MARKETING STRATEGY

 Netflix's marketing strategy is a surefire example of innovation and modern-day

technology growth. The platform has been eager to bring the changes per market need or
user demand. The evolution of the marketing tactics from time to time is one of the core
reasons behind its success.
 Netflix proves that a brand can connect with customers easily through regular analysis
and optimization. Simply put, Netflix's advertising strategy is full of agility, data-
collection, user-centricity, personalization, and dedication. Major and minor brands can
follow such a strategy and boost brand exposure and market value
 COMPETITORS

 Netflix faces tough competition with other OTT platforms in India such as Amazon Prime
Video and Disney+ Hotstar, each of which charge lower subscription rates than Netflix.
 MARKETING MIX OF NETFLIX

 This is a detailed analysis of the marketing mix of Netflix. It explores the 7Ps (Product,
Price, Place, Promotion, Process, People, and Physical Evidence) of Netflix and explains
the company’s business & marketing strategies. Netflix, Inc. is the world’s leading
provider of the Internet entertainment, headquartered in California, the USA.
Products of Netflix
 Netflix offers its customers an extensive list of programmes e.g. features films, TV shows,
documentaries, Netflix originals and many more. It has three major categories of contents
i.e. licensed non-first-window content, licensed original first-window content, and owned
original first-window content (Netflix, 2023).
Price and pricing strategies of Netflix
 Pricing is a very important element in
the marketing mix of Netflix (7Ps of
Netflix). Netflix subscribers can watch
TV shows, movies, and other services
without having to download them as
long as they have an Internet connection.
And this comes up with a price
Place/distribution channels of Netflix
 People can watch Netflix on their
smartphones, laptops, tablets, smart
TVs, streaming devices, and game
consoles. It is available virtually
anywhere and anytime as it is an
online streaming business.
 Netflix is available in over 190
countries and only a few countries
and territories such as China,
Crimea, North Korea, Russia, and
Syria where the service is not
available due to U.S. government
restrictions on American companies
(Netflix, 2023).
Promotional strategies of Netflix
 Promotion is one of the key elements in the marketing mix of Netflix
(7Ps of Netflix). Netflix has adopted a number of promotional strategies
to attract and retain its subscribers. That includes the use of both
traditional and modern media platforms.
 Netflix’s first month free trial policy is also a promotional activity to
persuade potential customers to subscribe and use its services. So far, this
method has proven very effective.
 It is not surprising that Netflix uses almost all media channels to take its
message to its target audience. Celebrity endorsement, advertising on
billboards and print media, word of mouth, and extensive use of social
networking sites are some of the ways Netflix promotes itself.
People of Netflix
 Netflix has grown in both size and scope over the years to become the major player in the
entertainment industry in the world. It employs approximately 11,300 full-time workers
(Stoll, 2022).
 Netflix focuses on hiring talented people with diverse backgrounds, cultures, and
perspectives. As long as the membership is concerned, it has over 223.1 million
subscribers globally (Netflix, 2023).
Process in Netflix
 Process refers to a set of activities that need to be carried out in order to achieve a
particular result. Different business functions may have different processes. For instance,
signing up with Netflix is a straightforward process.
 Netflix is free for 30 days for new members. If new members enjoy the service and would
like to continue, they need to do nothing as their membership will automatically continue.
However, membership can be cancelled online anytime.
Physical evidence of Netflix
 Physical evidence is the last element to address in the Marketing mix of Netflix (7Ps of
Netflix). As Netflix is a streaming service, its website and app are its primary physical
evidence. Its offices and data centres are also part of the physical evidence.

 No doubt that Netflix has a very user-friendly website and a mobile app. It also has
offices and data centres in many countries e.g. the USA, the Netherlands, Brazil, India,
Japan, and South Korea.