1. MSC MARKETING

2. Company History 1997: Launch 2007: Streaming debuts 2014: 53.1 million members http://www.betaoutcdn.com/354/2014/06/kfsjg_netflixresiz e_566541_iibvm.jpg http://thebestofnetflix.com/a-great-map-of-countries-where-netflix-is-available/

3. Freedom. Flexibility. Originality. ● Original series. ● Unlimited viewing. ● Free trial. ● Affordable. Netflix Packages: ●Streaming, $7.99 + ●DVD, $4.99 + ●DVD & Streaming $7.99 - $43.99 Have you used Netflix in the past month? Mintel, 2014

4. Fierce Competition

5. Distribution 32 million 6 million

6. 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

7. The Problem

8. The Solution ● $2 a month ●Unlimited access ●Films on DVD, now streaming on channels ●Movie channels ○Genre ○Director ○Actor ●Bonus features ●Customized recommendations

9. Where do we meet the market? Digital Direct Marketing Earned media

10. Marketing Obj: Generate subscriptions to My Netflix among 70% DVD delivery subscribers by the end of 2015. (70% of market x $2 per subscription per month) x 1 year = $113.7 million

11. Marketing: Encourage Trial

12. Media Obj: Reach 75% of DVD subscribers through online and direct marketing campaigns to attain a frequency of 4 by the end of 2015. ●Target market already has subscriptions ●Reiterate features

13. Media: Direct Marketing DVD inserts Email alerts

14. Media: Online

15. Communication Obj: Establish 85% awareness of MyNetflix movie channels among DVD delivery subscribers by the end of 2015. ●Emphasize consumer-focused customization

16. Communication: Contest Contest: Pick Your Flix ●Microsite ●Jan-May 2015 ●Sync to social ●Brand engagement = brand awareness ●Entered to win 1 year free subscription

17. Budget $437.9 million* $32.1 million - 13.6% *2013

18. Timeline

19. My movies, my shows, my way. Customization, quality, and content at your fingertips. Put the “flicks” back in “Netflix.”

20. Channels Website

21. DVD Inserts

22. Online Ads RunPee IMDB

23. Channels Contest

24. Sync to Social

25. Email Alerts

26. Measurement and Evaluation ●Feedback surveys ●Google and Facebook analytics ●Sales tracking ●Social media monitoring

27. It’s your Netflix. Put the flicks back in Netflix.