MSC MARKETING
Company History 1997: Launch 2007: Streaming debuts 2014: 53.1 million members e_566541_iibvm.jpg
Freedom. Flexibility. Originality. ● Original series. ● Unlimited viewing. ● Free trial. ● Affordable. Netflix Packages: ●Streaming, $ ●DVD, $ ●DVD & Streaming $ $43.99 Have you used Netflix in the past month? Mintel, 2014
Fierce Competition
Distribution 32 million 6 million
Target Market. Generation X ●30s-40s ●Urban and suburban ●Professionals ●Individualistic ●Film buffs 60.3% use smartphones 78.7% download or stream once a month 82% use social media
The Problem
The Solution ● $2 a month ●Unlimited access ●Films on DVD, now streaming on channels ●Movie channels ○Genre ○Director ○Actor ●Bonus features ●Customized recommendations
Where do we meet the market? Digital Direct Marketing Earned media
Marketing Obj: Generate subscriptions to My Netflix among 70% DVD delivery subscribers by the end of (70% of market x $2 per subscription per month) x 1 year = $113.7 million
Marketing: Encourage Trial
Media Obj: Reach 75% of DVD subscribers through online and direct marketing campaigns to attain a frequency of 4 by the end of ●Target market already has subscriptions ●Reiterate features
Media: Direct Marketing DVD inserts alerts
Media: Online
Communication Obj: Establish 85% awareness of MyNetflix movie channels among DVD delivery subscribers by the end of ●Emphasize consumer-focused customization
Communication: Contest Contest: Pick Your Flix ●Microsite ●Jan-May 2015 ●Sync to social ●Brand engagement = brand awareness ●Entered to win 1 year free subscription
Budget $437.9 million* $32.1 million % *2013
Timeline
My movies, my shows, my way. Customization, quality, and content at your fingertips. Put the “flicks” back in “Netflix.”
Channels Website
DVD Inserts
Online Ads RunPee IMDB
Channels Contest
Sync to Social
Alerts
Measurement and Evaluation ●Feedback surveys ●Google and Facebook analytics ●Sales tracking ●Social media monitoring
It’s your Netflix. Put the flicks back in Netflix.