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Case study

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OPTION 3 – IMAGE AND BRAND MANAGEMENT CROSSROADS

Abstract

The influencer whom I want to work for is Netflix. The reputation of a business is built

on the experiences of its customers with its goods and services. Branding is a marketing strategy

that increases consumer involvement with a company's offerings by building relationships,

providing incentives, and inspiring brand loyalty over time (Ukai, 2019). Branding helps a

company's goods and services stand out from those of its competitors in the same industry, gives

buyers confidence that they are getting a real product, and advances the company's aims (Ukai,

2019). Through exhibiting their individuality, beliefs, and way of life, they are able to not only

attract new customers but also keep the ones they currently have.

Description of organization

Netflix is one of the most recognized brands in the world because to its status as both a

producer and distributor of OTT media. It's a business that satisfies consumers' linguistic

preferences by making international films, TV series, and documentaries accessible in a number

of other tongues (Adalian, 2020). Participating members may choose shows at will,

uninterrupted by commercial breaks. Netflix, which started out as a mail-order DVD distribution

service but has now become one of the most popular online streaming services, was founded in

1998. Brand strategy and branding helped Netflix become where it is now (Adalian, 2020). The

company employed brand positioning to separate itself from rivals in the eyes of consumers and

gain sway in the marketplace.

Research

In order to increase the value of its online content, Netflix plans to reduce its reliance on

advertising. As a result, membership in the organization has grown to almost 140 million
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individuals. Netflix has developed a plan to interact with its audience as fans and expand its

brand using an authentic spokesperson. However, there are entertainment businesses that choose

to maintain a more formal relationship with their audience members. This means that even the

most basic topics and material on Netflix have a potential to become widely popular (Adalian,

2020). In addition to watching Netflix's movies and other online content, many of the company's

customers engage in other types of social media activity and build relationships with the

company via the use of Netflix-related memes like #netflixisajoke.

Analysis

Netflix's continued success as an industry powerhouse may be attributed in large part to

the company's ability to maintain a strong relationship with its subscriber base. In order to make

their marketing message more fascinating and captivating to their audience, Netflix actively

engages with its viewers in less formal ways and leans heavily on humor. A sizable portion of

Netflix's viewership comes from millennials, and the business has tailored its comedic offerings

to this demographic explicitly (Ukai, 2019). They casually share tweets and memes in the hopes

of sparking conversations and making them viral, therefore expanding their following (Ukai,

2019). It's no secret that Netflix uses its massive social media following to address consumer

concerns about the service. Part of the company's plan to keep growing its massive customer

base is to use measures like these. With respect to the issues, Netflix has huge content

expenditures, with an estimated $13 billion spent on content in 2018. The business generated

roughly $45 billion in sales last year. Costs for marketing are substantial for Netflix, which is

estimated to spend approximately $2 billion this year. Netflix has competition from a variety of

streaming services, including Amazon Prime Video, Hulu, and Disney+. By launching in

additional nations, Netflix may be able to attract more paying customers. In order to set itself
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apart from rivals, Netflix may keep spending on unique programming. In addition to traditional

media, Netflix may create new types of entertainment like interactive TV. Netflix is considering

entering into strategic relationships with other businesses in order to develop packaged service

offerings. Streaming video gaming consoles might join Netflix's lineup of products in the not-

too-distant future. Concerning the dangers, Netflix is in trouble because of the rising rivalry from

other streaming service providers. The fear of content theft from Netflix is real. It's possible that

certain jurisdictions may impose stringent regulations on Netflix. Netflix is worried that its

technology may become outdated.

Communication

In my opinion, Netflix might solve its communication issues by staffing up its customer

care department with more people who are solely responsible for responding to customers'

questions and concerns. This group would be able to address client inquiries and concerns in a

timely way. This group would also be in charge of keeping an eye on Netflix's social media

pages and addressing any negative feedback that may be made there. Netflix's distinct brand

identity helps it to stand out among the plethora of online video services. It stands out from the

competition because of the quality of its customer service and the material it creates, distributes,

and promotes (Ukai, 2019).Its brand content is distinguished by its in-depth familiarity with its

target audience, the availability of high-quality, original content, and a no-frills approach to

reaching its target audience (Ukai, 2019).Visitors will have less trouble exploring the site

because of the fresh, high-quality material presented in a modern, well-organized design.

Evaluation

The reach of a communication strategy may be measured in part by how many

individuals were exposed to the message. The second indicator is how many people really do
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what you want them to do after hearing your message. The third metric is the percentage of

viewers who feel they have a better grasp of the topic because of the messaging. The second

indicator is the share of readers who say they have changed their views as a result of the message

they read. The last indicator to think about is the share of respondents who claim to have

changed their habits because of the message. Netflix maintains its attention on a certain kind of

viewer, which enables the firm to tailor its offerings to that group. The streaming service's user

interface provides many customization options. After a user watches a video on the site, the site

makes recommendations for similar videos to them based on their viewing habits and other data

(Brennan, 2018). Netflix tailors the material it recommends to each individual based on their

viewing history on the site and their predicted interests. To provide viewers with a really unique

watching experience, we resort to such measures (Ukai, 2019).The website not only promotes its

material to consumers but also sells it by delivering highlights and teasers. Netflix, in contrast to

services like Amazon's, provides viewers with tailored recommendations based on their location

and viewing history. Netflix features both local and international fan favorites.

Limitations

The probability of Netflix improving its communication strategy is constrained by the

company's potential inability to increase either its user base or its financial resources.

Subscriptions to Netflix have been falling as a direct consequence of the company's exorbitant

pricing policy. Netflix has also been attacked for its small library of movies and TV shows and

its glacial pace of adding new offerings.

Conclusion

Additionally, the group coordinates its marketing with third-party businesses to more

effectively reach its target audience wherever they may be. In order to run its multi-channel
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advertising network, Netflix has built strategic agreements with a broad variety of corporations

and app developers, including banks and Snapchat. It keeps in touch with banks so their

customers may get deals from such banks. Netflix not only offers free trials of its service to

prospective users, but also uses email marketing to promote its content. In case the service meets

the needs of its users, they may choose to subscribe (Adalian, 2020). By branching out to other

channels like WhatsApp, where it might sell content via brief previews, Netflix may be able to

increase its social media reach.

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References

Adalian, J. (2020, September 24). How Netflix Is Selling Itself to the World. Retrieved from

https://www.vulture.com/2020/09/netflix-marketing-campaign-strategy.html

Ukaj, F. (2019). The Role and Importance of Brand in the Marketing of Small and Medium-

Sized Enterprises in Kosovo. International Journal of Marketing Studies, 8(6), 52-57.