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Netflix Advertsing Campaign

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by

Ezra Torres

on 6 March 2013

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Transcript of Netflix Advertsing Campaign

Back http://Fandango.com/showtimes Http://Imdb.com/newmovies Entertaining the world Presented by Amit Weshler
Stephanie Latif
Ezra Torres
Hirotake Matsunaga
Kaelan Foley Netflix Brand Image

Streaming technology with mail order DVD rentals
Netflix bright red envelopes with Netflix logo emblazoned on the front
Consistent corporate image in all marketing and advertising
Reliable entertainment anytime, anywhere


Competitive Edge

Partnerships with game consoles and other electronic companies adding Netflix as a hot button through remote controls
Largest online streaming entertainment provider globally
Improved user interface for streaming use
Selective content per user rating and usage through customization
Continued partnerships and new contracts with specific content providers
Exclusive entertainment provided by Netflix Key Background Factors Netflix Brand Image

Streaming technology with mail order DVD rentals
Netflix bright red envelopes with Netflix logo emblazoned on the front
Consistent corporate image in all marketing and advertising
Reliable entertainment anytime, anywhere


Competitive Edge

Partnerships with game consoles and other electronic companies adding Netflix as a hot button through remote controls
Largest online streaming entertainment provider globally
Improved user interface for streaming use
Selective content per user rating and usage through customization
Continued partnerships and new contracts with specific content providers
Exclusive entertainment provided by Netflix Key Background Factors Netflix Brand Image

Streaming technology with mail order DVD rentals
Netflix bright red envelopes with Netflix logo emblazoned on the front
Consistent corporate image in all marketing and advertising
Reliable entertainment anytime, anywhere
2012 Q4 revenue 945.24 million


Competitive Edge

Partnerships with game consoles and other electronic companies adding Netflix as a hot button through remote controls
Largest online streaming entertainment provider globally
Improved user interface for streaming use
Selective content per user rating and usage through customization
Continued partnerships and new contracts with specific content providers
Exclusive entertainment provided by Netflix Key Background Factors Demographic
Customers who will want to be entertained on their own schedule
Conventional methods of entertainment used less and less
General Audience (largest target markets: Millennials 18-25/Baby Boomers 49-70)

Geographic
Cosmopolitan or urban areas
Very dense populations with various changing technology at hand

Psychographic
Thinkers and Achievers
Wants to use their own self expression and experience their own kind of Netflix
Appreciate the specialization that Netflix provides and the instant streaming without commercials Target Segments REDBOX
Competitor Info
Red box is owned by Coin star and was founded in 2003.
Red box is a convenient inexpensive DVD rental kiosk. The DVD’s can be returned at any kiosk, which are conveniently placed in front of convenience stores, grocery stores, fast food restaurants.
 http://www.redbox.com
Pricing
Pricing is comparable, with unlimited subscription to Netflix.
$1.20 ($1.50 Blu-ray) per DVD per night
Company or product weaknesses
Only about 200 titles per kiosk. Selection is almost solely new releases
New to the industry; just breaking into the streaming entertainment Competitive Advantage Hulu
Competitor Info
Hulu is owned by NBC Universal and was founded in 2007
Hulu offers some instant streaming videos to the public as well as unlimited with a monthly subscription
Many episodes available immediately after aired
http://www.hulu.com
Pricing
Pricing is lower but comparable with unlimited subscription to Netflix
$7.99 a month streaming only
Company or product weaknesses
Limited range of movies
Commercials throughout streaming Competitive Advantage Feature Analysis Chart Communication objective
Year-round presence
Instill brand preference
Persuade customer
Largest selection of streaming entertainment options in-home or on the go
Call to action: Sign up for membership subscription
Sales objective
Increase Net income through additional subscribers
Increase subscribers by 1.2% (approx 33 million currently) What are you watching? Goals… Advertisement Campaign Magazine ad Overview of Media Plan Media Plan Flowchart: Television Media Plan Flowchart: Television Media Plan Flowchart: Television Media Plan Flowchart: Web Media Media Plan Flowchart: Print Free three month DVD rental with new subscription.
Address Incentives
Targeting those looking for bargains.
Lead to new subscribers.
During Q1 and Q3. Sales Promotion Consumer Plan Sales Comparison between past ant current

In-depth interview
ask specific questions about ads

Focus group
a moderated discussion and interview with six or more people Posttesting techniques Sales Comparison between past ant current

In-depth interview
ask specific questions about ads

Focus group
a moderated discussion and interview with six or more people Posttesting techniques How many times did you see this advertisement?
Where did you see this advertisment?
When did you see this advertisment? Questionnarie(Media Plan) Sales Promotion Plan Netflix introduces
online streaming 2007 2010 Partners with gaming consoles,
Blu-ray players,
TV and computer manufacturers
for streaming capability Launches in Canada;
available on I-devices
and ends the year with
20 million members 2009 Changes pricing and splits streaming and
DVD rental Stock showed more than half of the companies
value dropped,
thousands of customers lost 2011 Netflix stock is up 3-fold
and is continuing
to grow customer base 2012 Netflix: Company History Netflix founded offering
mail-order movie rentals 1997 2000 Offered unlimited rentals for one monthly cost Launched customization for
users preferences based
on rating system 1999 Initial public offering
(total members at 600,000) 2002 4.2 million
members 2005 Netflix competitive advantages:
Reliability: More reliable than Redbox, always available on your Device
Accessibility: Accessible on hundreds of devices, including iOS, Android, Blu-ray players, game consoles and more.
Usability: Conformed to users preferences; easy to use menus
Selection: New Releases, shows, movies and Netflix exclusive productions Providing in flight entertainment.
Create greater reach for business’s via Airline Marketing.
General Public, Businessmen and women, Travelers.
In response, more business partners and additional subscribers.
Generate more revenue for Airlines and Netflix.
Aiming for Q1 and Q3. Sales Promotion Trade Plan SALES PROMOTION PLAN FLOWCHART
Client: Netflix Ad Agency: Pink Banana
SALES PROMOTION OBJECTIVES: Create greater reach for business’s and address incentives. Post-testing Techniques $ $ $ $ $ $ $ $ Sales Comparison Compare the amount of sales before the ad campaign VS. after ad Campaign $ VS. $ Compare cities
where product was sold the most
to the cities product was sold the least In Depth Interview Ask In Depth Questions Use questionnaires that consist
of loosely structured questions Focus Groups A moderated but freewheeling discussion and interview conducted with six or more people Last about an hour or more... Welcome To
Pink Banana... Placing our client's print ad within numurous magazine's to reach our general audience... People Maxim Time TV Guide Glamour and... New york Times
Sunday Representing our general audience, as well as supports our theme Integrated with social media Call to Action! Ease of access link to free trial Placing our ad's
in front of target
segment On sites like ... IMDB
Fandango Eonline and.. Facebook You are welcome for presenting to you! Any
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