Site Loader

4000302260center3300095000
46101008362950Moulika Kranti – 18A1HP084Sajanthi Narayanan – 18A3HP642
Harsha Dhoot – 18A1HP045
Niharika Kumari – 18A3HP629
Kushal Sahu – 18A2HP414
Jatin Singhal – 18A1HP078
00Moulika Kranti – 18A1HP084Sajanthi Narayanan – 18A3HP642
Harsha Dhoot – 18A1HP045
Niharika Kumari – 18A3HP629
Kushal Sahu – 18A2HP414
Jatin Singhal – 18A1HP078
29965651885950Introduction
“Netflix could raise prices to $15 or more today and approximately two-thirds of subs would absorb the increase and remain on the service,” Piper Jaffray, announced to clients, based on the results of a survey of 1,100 domestic Netflix subscribers.

Users are willing to pay a premium to watch their favourite Netflix show. The brand has created a wave of change with it’s smart segmentation, targeting and positioning strategy.
00Introduction
“Netflix could raise prices to $15 or more today and approximately two-thirds of subs would absorb the increase and remain on the service,” Piper Jaffray, announced to clients, based on the results of a survey of 1,100 domestic Netflix subscribers.

Users are willing to pay a premium to watch their favourite Netflix show. The brand has created a wave of change with it’s smart segmentation, targeting and positioning strategy.
right1871345 ETFLIXSegmentation, Targeting, Positioning00 ETFLIXSegmentation, Targeting, Positioning309816524765000
How does Netflix segment its market?
Choosing Target Market :Netflix has primarily targeted viewers of age group 18-34. These are the individuals who create domestic streaming subscription. This group can further be divided into,
Married
Single parent
Single individuals
Their secondary target is international streaming subscribers. This market consists of people belonging to the age group of 25-55, who would relate to American culture. Apart from this they also target local customers by offering original regional content to their geographical segments.

How do they Target Segmented Markets?
Netflix uses strategic marketing methods with unique messaging for each of its target segments. Netflix strengths in marketing that gives it a competitive edge over it’s competitors (Hulu, Amazon Prime, Youtube, etc.) are,
Digital Marketing
Effective content marketing
Online thought leadership
The messaging for their communication changes according to the target that it is aimed at. i.e, (Annexure 1)
Married Individuals: Ads to married individuals and couples who find the time to browse the app at odd times due to hectic schedules or taking care of their kids.
Single – parent: Single parents find entertaining their children very hard as they have to do work of two. Thus they completely depend upon Netflix to entertain their kids. Netflix has been very successful in targeting single parents. It has a loyal customer base in this segment.
Single Individuals : This is the market where entertainment is a must after a long tiring day. Netflix has targeted this segment by offering relatable shows to working professionals and specific messaging in its ads.
International Subscribers: This targeted market has International viewers who can relate to American series and also prefer regional content. Apart from them this segment also has people who have lived in USA and are interested in international shows. Netflix has been successful in attracting these niche customers with effective targeting.
POSITIONING OF NETFLIX
Brand Mantra of Netflix : Watch anywhere. Cancel at any time.
Tagline of the brand: See what’s next!
The Venn Diagram below represents the following,
How is the brand unique from its competitors? (Points of Parity and Differences)
What are customers looking for? (Analysis from in-depth survey)
24066503886200International Shows
Paid Content
00International Shows
Paid Content
32702502139950Original content
Variety of shows
Regional content
Premium association
00Original content
Variety of shows
Regional content
Premium association
14795502197100Easy Access
Video on the go
User-friendly interface
00Easy Access
Video on the go
User-friendly interface
26098502616200Complete
series &
seasons
Wide selection
Focus on users
00Complete
series &
seasons
Wide selection
Focus on users

Perceptual Map based on in-depth survey conducted
432117577307Netflix
00Netflix
4099636109830189992026507High Quality selection
00High Quality selection
34584241475651928388389249053520817
4358168112395Youtube00Youtube4107652139065
4368328150495Amazon Prime
00Amazon Prime
4107180168112left116457Low Personalization
00Low Personalization
12533453168652194723289560
4366423187960Hulu
00Hulu
41160702087522276003239395High personalization
00High personalization
99588201924
4381028226060Hotstar00Hotstar4404976196850004121948222885
194420730480
501178128905Low Selection
00Low Selection
143347133350
Conclusion: Is Netflix the ‘Apple’ of online video streaming?
Netflix’s positioning as a premium online video streaming service and its niche targeting, has given it a leverage in the market over its competitors. (Annexure 2)
It is expanding its user base in the U.S. as well as international markets rapidly.
(Annexure 3)
In conclusion, Netflix is growing to be the shark amidst the several fish in the online video streaming market.

606004170Annexure 1 – Targeted content of Netflix
020000Annexure 1 – Targeted content of Netflix

Annexure 2

Annexure 3 – Growth of the brand
Bibliography
www.beta.techcrunch.com
https://i.ytimg.com/vi/-Ii2kFWhRlc/maxresdefault.jpg
https://naotw-pd.s3.amazonaws.com/styles/aotw_card_ir/s3/netflix2_aotw_0.jpg?itok=NwkMa8QR
https://www.adweek.com/files/adfreak/images/3/Netflix-print.jpg
https://bcdn.newshunt.com/cmd/resize/400x400_60/fetchdata13/images/34/63/b3/3463b381a70fc20ccafa9cd05a496e92.jpg

Post Author: admin