...Netflix case study CASE STUDY HOME ENTERTAINMENT Extended Diploma in Strategic Management & Leadership Units: U7 Strategic Marketing Management U12 Strategic Planning U13 Financial Principles and Techniques April 2013 CASE STUDY HOME ENTERTAINMENT Extended Diploma in Strategic Management & Leadership Units: U7 Strategic Marketing Management U12 Strategic Planning U13 Financial Principles and Techniques April 2013 Student’s Brief Scenario You are employed as a marketing consultant in the home entertainment sector. You have been asked by Netflix, Inc. to undertake a strategic audit in relation to the organisation’s: * core competencies * competitive advantage * value proposition You have also been asked to consider how Netflix, Inc. can remain competitive in the context of developments in technology, rising competition and changing consumer behaviour. Consideration should be given to the organisation’s financial position, its strategic risks and mitigating strategies to overcome these risks. Edited Extracts from Chartered Institute of Marketing (Case study: June 2011) Contents Introduction 4 Movie and TV programme licensing and distribution 5 Netflix, Inc 6 Netflix – advertising and marketing 7 Netflix’s competitors 7 Top ten movie download services 10 Data protection issues 10 The future for the industry 11 The future for Netflix 12 References 13 Home Entertainment Introduction Total...
Words: 5948 - Pages: 24
...Mobile Marketing Netflix One brand reaching out perfectly to Millennials is Netflix. In recent years, Netflix decreased the amount of money spent on paid advertising in the U.S. across traditional media and instead is spending marketing dollars online, particularly on mobile devices. Netflix’s efforts to be more digital and content forward in their marketing has shown favorable results. The company spent about $121 million on advertising last year, down from $143 million in 2013 and $218 million in 2012, according to Kantar Media. As the cost of advertising has decreased, subscribers increased by 4.88 million last quarter, shares recently increased to a record $560.24, subscribers have topped 62 million worldwide and 75% of millennials with connected televisions are using them to watch Netflix. Netflix expands their brand reach and promotes their content to millennials through the use of mobile and social media campaigns focusing on Netflix’s original series. Millennials want to share what movie or TV shows they’re watching. Netflix offers an app designed to celebrate their original shows and interact with its fans. For the season premiere of “Orange is the New Black”, a prison show, the app enabled users to insert their face into mugshots before sharing them via social media or SMS. According to research by ListenFirst, the series was a popular topic on social media in the weeks leading up to the premiere, with 124,000 uses of the show’s hashtag on Twitter in the three...
Words: 1849 - Pages: 8
...“Social media has become the marketing tool for the 21st century and companies should exploit it fully if they are to survive.” Is social media really the solution to all marketing problems? Discuss. “Social media’, also referred to as consumer-generated media, is web-based software and services that contain anything which can be displayed electronically, allowing users from different parts of the world to exchange, discuss, communicate and participate in any form of social interaction online (Ryan and Jones, 2012). Marketing is also developing as a conversation more than other forms. Using social media as a marketing strategy is easy and convenient. In addition, it is a powerful tool and more effective than a traditional ones, so it has been generally considered that social media is the key to solving all marketing problems. However, that is not the case; there is some disutility related to social media use in marketing. The essay will discuss both the positive and negative impact of social media on marketing. Using social media in marketing can benefit companies a lot. Ryan and Jones (2012) state that it is good for companies to join the conversation in social media marketing because customers are getting together and discussing about everything relevant to them already whether they are involved or not. in other word, social media is irresistible in marketing. Companies can easily gain information about what customers think and are interested in through social media...
Words: 1128 - Pages: 5
...Objectives * Integrate marketing strategies and channels – web, mobile, email, Facebook, POS system – for multiple promotions throughout the year * Utilize existing media to drive traffic to Facebook Fanpage and increase Fanbase through 5 “fan-gated” contests * Capture Fan profile data and build database of e-newsletter and mobile subscribers * Maintain “top of mind” with customers through monthly e-newsletter * Drive traffic to Mavi stores with SMS promo code and track redemption rates About Mavi Jeans™ philosophy is to build a brand around perfect fitting jeans that convey a Mediterranean feeling in terms of fashion and detail. Maviterranean is sexy, intimate, inspirational and breezy. Mavi, which means blue in Turkish, is known for high quality, great fitting and fashion-forward denim. Mavi's Jeans development from a jeans brand to an international clothing brand has been achieved through a successful marketing strategy that evolved around the "Perfect Fit". The Perfect Fit is not just about fitting the body. It is also about fitting the culture. The connection of Mavi to its customer is more than just lifestyle. It is being a part of their life and the consumers being part of Mavi clothing. Founded in Istanbul in 1991, Mavi Jeans designs a full collection of jeanswear for young women and men. Mavi sells 7,000,000 pairs of jeans a year and is now sold at over 4600 specialty stores, better department stores and specialty chains stores in 50 countries...
Words: 288 - Pages: 2
...The Wharton School University of Pennsylvania Marketing 777 MARKETING STRATEGY Professor: George S. Day, Suite 700 JMHH, Telephone: 215 898 8245 Email: dayg@wharton.upenn.edu Administrative Mary Donegan Assistant: Suite 700 JMHH Telephone: 215 898 2104 Email: mdonegan@wharton.upenn.edu Office Hours: By appointment Web Café Address: http://webcafe.wharton.upenn.edu/eRoom/mktg/777c Class Schedule: Monday and Wednesday 9:00am – 10:20am 10:30am – 12:00 noon Introduction This course views marketing as both a general management responsibility and an orientation of an organization. Relatively less attention will be given to the specific activities of the marketing department, sales group, or advertising function in implementing strategic decisions. We will take the viewpoint of the general manager and the senior marketing executive to address the issues of: ➢ Formulating segmentation and focus strategies ➢ Understanding, attracting and keeping valuable customers ➢ Positioning the business to achieve an advantage over competitors ➢ Identifying and exploiting growth opportunities ➢ Allocating resources across businesses and segments ➢ Managing the channels for gaining access to the served markets, and ➢ Aligning the organization to changing market requirements. The course will use a mix of cases, lecture/discussion, outside speakers, and group...
Words: 3247 - Pages: 13
...MARKETING STRAGETIES: Successfully marketing an apartment complex requires you to find people who are seeking housing and place your advertisements in front of them at the right time and place. As you consider marketing strategies, list the places your target renters or buyers are likely to go when searching for properties. Be sure that your marketing materials are present in each place. Banners: One of the most effective ways to market an apartment complex is by hanging a simple banner off of the building facing the street; this is particularly useful if your complex is near a major highway. If you are located away from main streets, consider putting up a sign that says "Apartments for Rent" with an arrow indicating the direction. Many people search for apartments by driving around neighborhoods that they like, and a banner or a sign is an easy-to-see advertisement that does not require a large investment. Before using signs, check your area's regulations on their use to avoid incurring fines or other penalties. Craigslist: When searching for a place to live, many people head directly to the Craigslist postings for their city. To post your apartments, simply visit the Craigslist page for your area and click on the "post to classifieds" button. When advertising on the site, avoid placing logos and generic floor plans; often, readers will skip directly over these. Instead, write a basic listing for each available unit and include details about utilities. To increase...
Words: 1759 - Pages: 8
...1.1 Product 2 1.1.2 Price 3 1.1.3 Promotion 3 1.1.4 Place 3 1.2 Purpose of the report 4 1.3 Brief information of product 4 2. Application of 4P’s of Marketing and iPhone 5 5 2.1 Product 5 2.1.1 Design 5 2.1.2 Features 6 2.1.3 Brand Image 7 2.2 Price 7 2.3 Promotion 9 2.4 Place 12 3. Conclusion 13 References 14 Figure 1 10 Figure 2 11 1. INTRODUCTION Marketing is defined by Dr Philip Kotler as “The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires.” (Goldblatt 2012, p 238) Therefore, marketing is the process that enlightens the potential customers about how a product or service is capable of delivering the value. This paper aims to analyze the 4P’s of marketing and how they are helpful in devising an effective marketing strategy capable of depicting the significance of the product in the customers’ life. For this purpose, iPhone 5 has been selected as the product for analysis. 1.1 Background of 4P’s principal 4P’s stands for four basic elements involved in the marketing of a commodity. These elements include Product, Price, Promotion and Place. This classification was first proposed by E. Jerome McCarthy in 1960s and ever since it has become an important part of the marketing strategies of organizations around the world (Middleton 2012). The four P’s represent four controllable factors which can be manipulated by the management of a company...
Words: 332 - Pages: 2
...PROFITABILITY OF FLOWER PRODUCTION AND MARKETING This study examines the production and profitability of some selected flowers in comparison with their competing crops. Identified some problems of flower marketing which are, * Unavailability of sufficient flowers according to demand at right time * Lack of adequate and suitable transportation system. Measures to overcome these problems, * Establishment of mode storage facilities, * Improvement of cultivation practices of flower for the whole year * Arrangement of contract marketing. The flower traders face various problems: * Institutional credit should be made available to the intermediaries on easyterms and at a lower rate of interest. * Marketing loss should be reduced by improving storage, handling andprocessing facilities. Government should arrange training for flowers traderson post harvesting handling and storage of flowers on scientific basis. * Market facilities, such as tin shed, drainage, etc. should beimproved Based on the findings of the study, some recommendations for facilitating flower production and developing an improved marketing system in Bangladesh may be feasible if government and non- government agencies should take a concentrated effort - * to enhance flower production by train-up the flower-farmers, * to provide appropriate production assistance and storage facility, * to provide support farmers in marketing of the produced flowers, * to train...
Words: 874 - Pages: 4
...ASSIGNMENT QUESTION Marketing Plan: Your company has just developed a new sports drink that is in a container which will keep it cool for up to 6 hours. Write a 3 page paper discussing how you would market the product. Running Head: COOL CONTAINERS MARKETING PLAN 1 Cool-Containers Marketing Plan COOL-CONTAINERS MARKETING PLAN 2 Abstract Cool-Containers, a successful company has recently developed a new and improved sports drink. This sports drink comes in a newly designed container that keeps it cold for a maximum of 6 hours. As a way to introduce the product into the market, the company chose the flavor strawberry for this drink and the product name, “Strawberry Sports Juice Drink”. This flavor was picked because of a previous research study that was conducted on flavors most in demand by consumers. The creation of our new design for a container was due to the outcome of a research study in marketing that significantly showed the actual need to keep drinks cool. To keep the position of the drinks we sell and continue to be proactive to how our competitors react, the company will seek to apply a marketing strategy plan that is based on innovation, target audience, differentiation, strategic partnerships, outsourcing, advertising and pricing. This marketing strategy will provide the...
Words: 1564 - Pages: 7
...[pic] I. Table of Contents I. Table of Contents……………………………………………………....02 II. Executive Summary…………………………………………………....03 III. Management Resume...........……………………………………….05 IV. Company Fact Sheet………………………………………………......06 V. Smack Energy Bar Ingredient list.............………………........07 VI. Smack Energy Bar Nutrition information...........................08 VII. Marketing Plan.......................…………………………….………..09 VIII. Retail Outlet Commitments………………………….............…….12 IX. Promissory Note ………………………………………………….……...14 Executive summary 3WAY Enterprises is a marketing and branding firm registered in the state of Maryland with operations in the state of Virginia and Washington DC. 3WAY Enterprises was founded by three friends who saw a window of opportunity, in bringing together two All-American phenomena: sports figures and energy bars. 3WAY Enterprises will produce, market, and distribute uniquely- branded products in partnership with sports and entertainment personalities. Each of our well-known partners will work with 3WAY Enterprises to develop a product that complements the personality’s style and appeals to their audience and fan base. Tailored originally as a performance food used in conjunction with athletic activity, the energy bar market has grown from its meek market entrance as an energy supplement...
Words: 2998 - Pages: 12
...and Client Communication Strategies MGT/527 In today’s turbulent and uncertain economy, the functioning area of business that many clients will be looking at is marketing strategy. This function is most effective when you combine marketing strategy with a successful marketing campaign. A successful plan will allow the business to reach the maximum amount of consumers, which if done correctly will increase the customer base dramatically. Marketing strategies for developing an effective client and consultant relationship The most effective marketing plan will combine product strategy, price marketing strategy and communication marketing together. If executed efficiently, it will result in a customer base that will accommodate many levels of income and various economic situations all of which will find something pleasing about the same products. As a marketing consultant for say a restaurant I would present the client with a detailed strategy in preparation for establishing an effective client, consultant relationship. The presentation would begin with a production strategy which will enunciate the soundness of the business’s products, with emphasis on any specialty the restaurant has to offer. This strategy will illustrate how to get the restaurant in the minds of the consumer, which in turn will generate loyal customers who will keep returning again and again. Next I would present a price marketing strategy. This strategy is useful in keeping your...
Words: 628 - Pages: 3
...“Pop” Culture “If there are 12 million people with our stuff, let’s have them be 12 million 18 year olds.” Says Dave Burwick vice president of marketing for Pepsi-Cola(Hey Kids Buy This pg. 98), and why not, child spending has risen from $122 billion to $172 billion in the past 5 years(familyed.org). In a time when advertising agencies are trying to get the most for their buck, and who isn’t, the smartest thing to do is target the ever growing population of children. In today’s society children’s average weekly allowance is just $5(Children and Money pg. 1), amounting over $260 a year, if you multiply this number by the number of children in the US today, it is outrageous, close to $5 billion. Seeing as children only save about half a billion dollars a year(Children and Money pg. 1), that’s a lot of money being spent on clothes, video games, toys, soda and candy. The funny thing is, marketers that had long ignored children, now systematically pursue them. Today, as well as clothing and toys, it’s also computers, airlines, hotels and banks(Hey Kids Buy This pg. 97). Pepsi, being one of the major soft drink companies in the United States today, has the right idea. By using a different pop icon, such as Brittany Spears, Christina Agulara Johansson 2 and Beyonce Knowles in each new advertisement, they are guaranteed to have the attention of the younger...
Words: 739 - Pages: 3
...5. My Service Encounter Essay Reflections Through the course of my service encounter essay, I feel that I have learnt many new things about services marketing and have improved a variety of my personal skills as well as developing many new skills. This essay has really made me more aware of the amount of interactions that I have with services on a daily basis and the role that they play within my life. Also, the fact that services, on their own, account for more than 70% of our nations GDP really outlines the importance that there is on developing effective marketing strategies. 5.1 One of the most important factors that I can take from this essay is the importance of building relationships between the customer and the firm through marking techniques. One of the main reasons for failure within services firms is the fact that they concentrate far too much on initially attracting customers and not enough emphasis on customer retention. When I enter the business world I will ensure that I pay huge attention toward building relationships with my customers and this will enable me to sustain constant growth of sales through an extensive customer base. I have also been able to understand the importance of the service environment toward the perceptions of the customers. I think that in the future I will pay much more attention to the environment that I am being given a service within and the effect that various emotional cues and aspects have on me as a customer so that I can apply...
Words: 877 - Pages: 4
...(BP, 2010). Their ‘beyond petroleum’ tagline featured BP as a company that was concerned with the environment and its corporate social responsibility (CSR). BP’s Director of Business ethics outlined their commitment to ‘being ethical’, which included respect for human rights, avoiding harm to people and the environment , avoiding conflicts of loyalty and interest. (Broome 2003). However, as a result of the oil spill in the Gulf of Mexico in 2010, BP’s ethics policy have been placed under extreme scrutiny, exposing them as a company whose marketing strategies is misaligned to their actions. This article looks at BP’s global ethical position with regards to their exploration in the gulf oilfields. It takes a further look at the implication that it caused to their branding and marketing strategies and suggests what marketing strategies they should adopt in order to move forward and regain sustainable competitive advantage. One of BP’s strategies is to create value for shareholders by producing energy in a way that is affordable and doesn’t damage the environment. (BP, 1999-2010). This was evidenced in their acquisition and investing in Solarex (after merging with Amoco) in 1999 which made them the largest producer of solar panels then (BP 1999). This positioned BP as being a global leader who was really concerned about renewable energy and cleaner petroleum. From all...
Words: 2377 - Pages: 10
...Marketing Research Paper Kudler Fine Foods is an upscale fine food establishment on June 18 1998 and is based out of the San Diego area. Kudler has 3 establishments in Southern California that specialize in domestic and foreign foods. Each location has it is own bakery and pastry products, fresh produce, fresh meat and seafood, condiments and packaged foods, and cheeses. Kudler specializes in plenty of foreign foods and wines which makes marketing research vital to the growth and expansion of the organization. After reviewing the website I believe it is very important for Kudler to do research on its customer base. The bakery in Kudler has a European style, over 350 fresh fruits from around the world, Asian specialty produce department, herbs and spice from all over the world, 250 varieties of cheeses from 21 countries and a large collection of domestic and imported wines and spirits. With such a large variety of products from around the world it is going to attract a lot of different customers from around California as well as the world. Kudler’s market strategy should concentrate on all of the different ethnic groups it is going to be catering too. The website is only published in English which may turn customers away who only speak and understand another language. If the marketing team at Kudler took the time to conduct a survey and try and find out how many different ethnic groups shop at their establishment they may be able to reach out to these customers in...
Words: 644 - Pages: 3
