Professional Documents
Culture Documents
It Application Lab File
It Application Lab File
MINOR PROJECT ON
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DECLARATION
This is to certify that I have completed this project titled “Marketing strategy of netflix”
under the guidance of “MS. Harsimran kaur” in partial fulfilment of the requirement
of the award of degree of Bachelor of business Administration at Sri Guru tegh
Bahadur Institute of Management and Information Technology, Delhi .
This is an original piece of work and I have not submitted it earlier elsewhere.
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CERTIFICATE FROM THE GUIDE
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ACKNOWLEDGEMENT
First of all, I would like express my thanks to Ms. Harsimran kaur for giving me such
a wonderful opportunity to widen the horizons of my knowledge.
In no small measures , I would also like to gratefully thank to all those who gave me
constructive suggestions for the improvement of all the aspect related to this
project .
In particular , I would like to thank Ms .Harsimran kaur , my research guide for her
valuable suggestions and guidance.
I also owe a deep sense of gratitude to other faculty members for their continuous
encouragement.
Despite all efforts , I have no doubt that error and obscurities remain that seen to afflict
all research project and for which I am culpable.
JIYA CHHABRA
ROLL.NO.00590201823
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INDEX
S.NO. TITLE PAGE NO.
1. CHAPTER 1:- 6
INTRODUCTION OF THE COMPANY
2. CHAPTER 2:- 15
INTRODUCTION OF THE TOPIC
3. CHAPTER 3:- 31
RESEARCH METHADOLOGY
4. CHAPTER 4:- 50
FINDINGS AND DISCUSSION
5. CHAPTER 5:- 53
CONCLUSION
6. CHAPTER 6:- 55
SUGGESTIONS AND
RECOMMENDATIONS
7. BIBLIOGRAPHY 58
8. ANNEXURE 59
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CHAPTER 1
INTRODUCTION
12
INTRODUCTION TO NETFLIX
Netflix was founded in 1997 by Reed Hastings and Marc Randolph in a small
California city called Scotts Valley in Santa Cruz county . Reed Hastings has said
the idea was sparked by a $40 fine he got for renting the movie Apollo 13 from
longdead Blockbuster and returning it six weeks late. While working out at the
gym one day, the sting of the fine inspired him to think up a service that allowed
one to order a movie online and get it by mail.
According to Marc Randolph, however, this story is not true and was just a
marketing gag. Instead, in early 1997, Reed was the CEO of the company they
worked for (Pure Atria), and Marc was its VP of Corporate Marketing. Because a
looming merger with another firm would leave them both out of a job, Marc says
Reed had told him, "Let's come up with an idea and you can run it and I'll fund it."
As they carpooled to work every day from their homes in Santa Cruz to Silicon
Valley, Marc, who wanted to start something like Amazon.com, pitched all sorts of
e-commerce ideas to Reed: surfboards, custom-built baseball bats, personalized
dog food, and home-delivery shampoo. To all of them, Reed's reply was simply,
"that will never work."
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Then, Marc heard of a hot new product invented in Japan called the DVD. He
realized DVDs would soon replace VHS Cassettes as the home viewing standard.
After a bit of brainstorming in the car on Highway 17, Reed was sold on the idea.
On a hot summer day in 1997, Marc and Reed walked into Logos Books &
Records in Santa Cruz, bought a CD of Patsy Cline's greatest hits, and mailed it to
Reed's house a few blocks across the town. When the CD arrived intact, they knew
they had found their ticket to e-commerce glory.
On August 29, 1997, Netflix was registered and set up using at least $1.9 million
from Reed Hastings. Other investors later supplemented this capital. Reed
Hastings, 37, became Chairman with 70% ownership, and Marc Randolph, 39, the
After a few iterations in its first few years, Netflix eventually crafted a successful
business model: a subscription-based service with no due dates or late fees and
unlimited CEO and a minority owner access to content at $19.95. It also had a
"Queue" that subscribers use to specify the order in which DVDs should be mailed
to them and a delivery system that automatically mails out a DVD as soon as the
previous DVD is returned.
At first, Netflix would pack the DVDs in white envelopes, and it wasn't until 2000
that Netflix changed them to yellow envelopes. But it only took the company one
year to switch to the iconic red envelopes we're more familiar with. The DVDs
arrived in a thin package with a postage-paid return sleeve inside, and Netflix
covered all postage costs.
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KEY NETFLIX MILESTONE
August 29, 1997: Netflix is registered in Scotts Valley, California. The service is
called Kibble in beta testing, a kind of dog food, to remind the team of the old
advertising adage that "It doesn't matter how good your dog food advertising
campaign is if the dogs won't eat the dog food."
April 14, 1998: The website launches as Netflix at 9 am. The video library has
approximately 900 titles. Marc orders the movie Casino as a test, and it works.
Within 15 minutes, the website crashes as other orders start coming in, forcing
them to run to the store to buy more servers. At the end of the first day, they
booked 137 orders.
1999: 239,000 subscribers sign up. Netflix's video library expands to 3,100 titles.
After a meeting between Marc and Sony goes bad, and growth becomes sluggish,
Reed demotes Marc to President and takes over as CEO.
2000: Reed Hastings approaches former Blockbuster CEO John Antico and asks
him to buy Netflix for $50 million. During the meeting, John turns him down and
laughs at Reed and the Netflix team.
2002: Netflix goes public in May. The IPO raises $82.1 million and values Netflix
at $309.7 million. Reed has 500,000 shares, and Marc has 166,000 shares.
2007: Netflix begins streaming content, delivering directly to TVs, computers, and
tablets through its Watch Now service. The first trial is in Canada. The service
launches with 1,000 titles and is included free in Netflix's $5.99 per month
physical DVD subscription tier.
2010: Netflix changes its focus to streaming and introduces it to the United States.
Reed tells investors, "Three years ago we were a DVD by-mail company that
offered some streaming. We are now a streaming company which also offers DVD
by mail."
2011: Netflix splits its streaming business and its DVD rental business into two
distinct subscription packages: Netflix for streaming and Qwikster for DVD
rentals. Reed reverses the unpopular decision in less than a month after 800,000
subscribers abandon Netflix.
2012: Netflix starts making original shows. Its first show is Lilyhammer, followed
by House of Cards in 2013. Since then, it has produced over 1,900 originals
(becoming one of the best streaming services for original content), many of which,
like Squid Game and The Crown, have gone on to be tremendously popular and
won many awards.
2013: Netflix introduces user-profiles and rolls this feature out to all Netflix
subscribers in August.
2016: Netflix goes live in 130 countries simultaneously and adds local languages to
its user interface, subtitles, and dubbing.
10
2017: Netflix officially hits 100 million subscribers
orldwide.
w
2021: Netflix hits 209 million subscribers in over 190 countries. Notable exceptions
are North Korea, Syria, China, and Iran. It has more than 15,000 titles across all its
international libraries and earns over $25 billion in annual revenues.
Thecompany
introduces mobile games, allowing users
playto
gameson Netflix.
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Netflix original program like “Stranger Things”, “House of Cards”, “Narcos”, and
many others is more likely why people choose Netflix as their internet-based TV
subscription. They always create new original series and broaden their content
library with a popular movie like Oscar Nominee movies or superhero movies
from Disney Marvel that they got their license to stream on Netflix starting from
September 2016.
With the net content of the Netflix’s library has around $11bn worth, Morgan
Stanley calculates this worth more than the net book value for established
broadcasters Viacom, Discovery, AMC Networks and Scripps combined
(Bradshaw and Bond, 2017). Through their own work philosophy Freedom &
Responsibility, Netflix can create the disruptive environment they need so they will
have a competitive advantage (Netflix, 2017). Bold and different decision that
Netflix made for example “burning” cash flow for their investment in original
content to compete with a big competitor like Disney that has a lot of famous
franchises which ironically Netflix depend on it based on their contract that will
expire in 2019
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12
The success of Netflix and other OTT players marks a sea change in the
ss busine
model to make money in a dominant free content marketplace. “For the first time,
you have a new technology and a new platform with some very strong pulls,” says
serial entrepreneur Ronnie Screwvala, a veteran in the space since the 1990s, and
now Co-founder and Executive Chairman of edtech platform up “The OTT
Grad.
-25for 20
landscape has done what cable and broadcasting and DTH couldn’t do
years— get the consumer to appreciate great and strong storytelling, and pay for it.”
27
INTRODUCTION TO MARKETING STRATEGIES OF
NETFLIX
Unlike traditional marketing methods that focus on making the sale through one or
two channels, modern marketing the Netflix way evolves with the changes in the
market.
With constant analysis and optimization, your brand too can connect with customers
across a range of mediums, devices, and touchpoints, just like Netflix.
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Netflix MarketingCustomer
is -centric
Modern marketing tools put customer experience at the forefront of all business
objectives and partnerships
Therefore
, modern marketers
must learn from Netflix
and collect, analyze, and apply data insights across all stages of the customer
journey.
Marketers must seek innovative ways of bringing multiple channels and tools
together to offer a better
customer experience, the way Netflix does.
Think about how often you come across
Netflix advertising
on mobile phones,
although most people watch Netflix on larger devices, like TVs or tablets.
The best marketers of today use technology effectively in line with a marketing
strategy that is designed for unrivaled, personalized customer experiences.
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By harnessing the power of data analytics
, modern mark
eters can capture the minds
of consumers
, reacting to their needs in ways that delight and surprise them.
This must have been your experience too as a Netflix subscriber. Plenty of times
you’re looking for a movie and Netflix just suggestseven
it to though
you, you didn’t
search for it.
Netflix uses customer data analytics to get the content recommendations right.
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7 Key Lessons From Netflix Marketing
Over time, the company has diversified to offer their products to people on a range
of devices.
Now, many Smart TVs already have Netflix installed. You can watch Netflix on
your TV or computer, smartphone, or tablet.
The company pulls out all the stops to meet their audience wherever they are.
To demonstrate this modern marketing technique, we can look to the time when the
80s-nostalgia-inspired hit Stranger Things was set to return for its sophomore
season.
Rather than putting all their eggs in one basket, Netflix made concerted efforts on
several different channels to guarantee maximum audience engagement:
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• This effect rolled on during the wait for the second season, eliciting praise
from celebrities and inspiring
popa-up bar in Chicag
o.
as for different
It’s notable that their marketing team came up with creative ide social
media platforms
— they didn’t regurgitate from one to the next.
The Takeaway
Netflix understood the features of modern marketing services and knew early on that
their audience was very active on social media, so they aligned
theirmarketin
g strategy to engag
e users there.
Today’s consumers use more than one medium to connect with brands.
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By implementing a cross-channel marketing campaign, you can reach people
wherever they are, engaging them on multiple touchpoints to nurture more interest
in your products.
Don’t believe the rumors – email is not dead. Far from it.
Netflix is just one of many companies that are tapping into the present-day
potential of email marketing, pairing it with machine learning-based systems to get
more from their consumer data.
After all, what good is data if you don’t know how to use it?
The Netflix marketing strategy incorporates email to introduce new users to the
streaming platform.
Then, Netflix segments users into groups and offers personalized product
recommendations and relevant updates based on their preferences.
While these tactics are commonplace among leading forces online, one of the best
email marketing tips from Netflix is this:
Netflix took a chance when they were promoting their new show, The Punisher.
They sent an email that looked like spam, and could easily have been rejected or
thrashed by many people immediately.
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However, once the email was opened, a GIF began to play. Suddenly, The Punisher
logo flashes up on the screen, employing subliminal advertising to encourage
people to watch the show.
Another example was their email for House of Cards, which merely included the
show title, the release date, and the phrase, “coming soon”.
The Takeaway
However, boring, unimaginative emails may as well be sent to the graveyard for all
the hype they’ll create.
Netflix seeks to find unique and innovative ways of leveraging this old marketing
channel.
Why?
Because it still has a lot of potential value, offering marketers an incredible 4000%
return on investment (ROI), if not more.
Providing your emails are valuable and skimmable, you can hook the attention of
your prospects with very little outlay.
What makes Netflix superior to other streaming services like HBO and Amazon
Prime?
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They all have hundreds of fantastic shows and movies. Each of them has an
intuitive user interface, and all can be enjoyed on an array of different devices.
The reason that Netflix is so dominant boils down to its obsession with
personalization. This is a core component of modern marketing success in virtually
every industry today.
The average person flicks through 40 to 50 options on Netflix before choosing one
to watch.
The advanced algorithm at play will continue to rearrange the programs over time,
based on factors like your viewing history and preferred genres.
But what if you don’t have smart computers and high-paid software engineers to
create advanced algorithms?
Your company can still offer a personalized experience by leveraging what you
know about your customers and then applying it to your various marketing
channels.
In 2018, CMO reported that consumer desire for personalized content reached an
all-time high, with 42% of people claiming they get annoyed whenever the content
isn’t personalized for them.
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Even if you can’t do it on a large scale, you’ll still avoid deterring people with
generic guesswork content that has nothing to do with their interests.
The Takeaway
Don’t disregard personalization just because you haven’t got a large budget or the
desired skill set.
Over time, a modern marketing strategy that focuses on personalization and the
customer experience will help build trust in your company, which leads to stronger
customer relationships.
The rise of marketing automation has paved the way for greater personalization, as
it allows companies to analyze data, and react to it accordingly.
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Netflix recognized the value of big data and automation a decade ago, going as far
as to offer a $1 millionprizeto whoever could produce the best algorithm for
predicting customer ratings based on data about previous
. ratings
The Takeaway
With better data analysis, you can understand what people are looking for, and you’ll
be able to provide it before the demand truly arises.
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5: Embrace Machine Learning to Enhance the User Experience
The order of the shows will be arranged based on the user activity on that account.
However, the order of the shows is not the only aspect that continues to evolve.
Have you ever noticed the artwork on shows change from one day to the next?
For example, you may see all five school-uniform clad stars of Derry Girls one
day, only for the image to be replaced on your next visit by the scowling face of the
show’s lead character, Erin.
The company’s vice president, Todd Yellin explains how Netflix puts this
revolutionary technology to good use.
Netflix has created several ‘landing cards’ for each of their shows, and the company
runs some 250 A/B tests every year.
With two groups of about 100,000 people each – one control group and one test
group – Netflix is able to offer varied landing cards and see if one version truly has
an impact on engagement.
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The Takeaway
With an ML-based tool at the core of your modern marketing strategy, you will be
able to take personalization and automation to an entirely different level.
Netflix’s shockingly popular, and oft-times disturbing series, Black Mirror focuses
on the warped possibilities of technology.
But even by the daring heights the dystopian series reached before, it’s interactive
feature-length offering Bandersnatch broke new ground entirely.
By allowing viewers to take part in the story, making key decisions for the
protagonist at every turn, this daring change in the Netflix business model has
opened the door to the future of television.
Some people were hooked for as long as four hours on this episode, continually
attempting to navigate their way to a happy ending.
While that is ultimately a futile exercise, the enjoyment in trying still keeps viewers
engaged.
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The Takeaway
Content marketin
g has become formulaic over the past decade, making get
it hard to
29
It was also somewhat of a gamble, which could easily have backfired.
But, as you’ve no doubt gathered by now, Netflix isn’t afraid to take a risk or try
something a little bit edgy.
The year was a big year for black actors, as many stars of African-American
descent made their breakthrough.
Traditionally, Hollywood has been a tough nut to crack for people of color. But
where some people saw barriers, Netflix saw an opportunity.
The company is always testing out new ideas, embracing new technology, and
leveraging machine learning and data analytics as much as possible to engage
audiences.
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CHAPTER 3
RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
A good research methodology will explain what you are going to do and why,
while a poor methodology will lead to a messy or disorganized approach. You
should also be able to justify in this section your reasoning for why you intend on
carrying out your research in a particular way, especially if it might be a
particularly unique method.
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Research methodologies tell the systematic method for acquiring data and studying
it for deriving out crucial findings. This is an important process that helps in
solving problems and making business decisions. It enables management for
properly organizing their efforts in a right direction for generating an idea.
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AIMS AND OBJECTIVES OF RESEARCH METHODOLOGY
Develop better insights into topics
Research methodology provides better familiarity with the research topic by
properly explaining each concept associated with it. It aims at the proper analysis
of every aspect and accurately portrays all findings of the project.
It determines the reliability and validity of the whole research work. Research
methodology tells accurate sources from where data should be taken for studying
purpose which thereby improves the quality of research done.
It is for sure that the research will have some limitations and it is normal. However,
it is critically important to be striving to minimize the range of scope of limitations
throughout the research process. Also, you need to provide the acknowledgement
of your research limitations in conclusions chapter honestly.
Your research may have multiple limitations, but you need to discuss only those
limitations that directly relate to your research problems. For example, if
conducting a meta-analysis of the secondary data has not been stated as your
research objective, no need to mention it as your research limitation.
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First, decide how you will collect data. Your methods depend on what type of data
you need to answer your research question:
• Qualitative vs. quantitative: Will your data take the form of words or
numbers?
• Primary vs. secondary: Will you collect original data yourself, or will you
use data that has already been collected by someone else?
• Descriptive vs. experimental: Will you take measurements of something as
it is, or will you perform an experiment?
• For quantitative data, you can use statistical analysis methods to test
relationships between variables.
• For qualitative data, you can use methods such as thematic analysis to
interpret patterns and meanings in the data.
Data is the information that you collect for the purposes of answering your research
question. The type of data you need depends on the aims of your research.
For questions about ideas, experiences and meanings, or to study something that
can’t be described numerically, collect qualitative data.
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If you want to develop a more mechanistic understanding of a topic, or your
research involves hypothesis testing, collect quantitative data.
You can also take a mixed methods approach, where you use both qualitative and
quantitative research methods.
Primary data is any original information that you collect for the purposes of
answering your research question (e.g. through surveys, observations and
experiments). Secondary data is information that has already been collected by
other researchers (e.g. in a government census or previous scientific studies).
If you are exploring a novel research question, you’ll probably need to collect
primary data. But if you want to synthesize existing knowledge, analyze historical
trends, or identify patterns on a large scale, secondary data might be a better
choice.
In descriptive research, you collect data about your study subject without
intervening. The validity of your research will depend on your sampling method.
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Methods for analyzing data
Your data analysis methods will depend on the type of data you collect and how
you prepare it for analysis.
Data can often be analyzed both quantitatively and qualitatively. For example,
survey responses could be analyzed qualitatively by studying the meanings of
responses or quantitatively by studying the frequencies of responses.
Qualitative analysis is used to understand words, ideas, and experiences. You can
use it to interpret data that was collected:
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You can usequantitative analysis to interpret
data that was collected either.
• During an experiment.
• Usingprobability sampling method
s.
Because the data is collected and analyzed in a statistically valid way, the results of
quantitative analysis can be easily standardized and shared among .researchers
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RESEARCH METHODLOGY USED BY NETFLIX
As the world’s leading Internet television network with over 160 million members
in over 190 countries, our members enjoy hundreds of millions of hours of content
per day, including original series, documentaries and feature films. We invest
heavily in machine learning to continually improve our member experience and
optimize the Netflix service end-to-end. As researchers, we innovate using
machine learning in many areas where we prototype, design, implement, evaluate,
and productionize models and algorithms through both offline experiments and
online A/B testing.
We’re also using machine learning to help shape our catalog of movies and TV
shows by learning characteristics that make content successful. We use it to
optimize the production of original movies and TV shows in Netflix’s rapidly
growing studio. Machine learning also enables us to optimize video and audio
encoding, adaptive bitrate selection, and our in-house Content Delivery Network
that accounts for more than a third of North American internet traffic. It also
powers our advertising spend, channel mix, and advertising creative so that we can
find new members who will enjoy Netflix.
Using machine learning pervasively across Netflix brings many new challenges
where we need to push forward the state-of-the-art.
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This means coming up with new ideas and testing them out, be it new models and
algorithms or improvements to existing ones, better metrics or evaluation
methodologies, and addressing the challenges of scale. Our research spans many
different algorithmic approaches including causal modeling, bandits, reinforcement
learning, ensembles, neural networks, probabilistic graphical models, and matrix
factorization.
Now, let’s have a look at the business model of Netflix.
• With 24*7 streaming service, users can enjoy shows and movies in
highdefinition quality from anywhere whether they are at home or are
traveling.
• Users get access to thousands of movies and tv shows and Netflix Original
movies or shows.
• New signups can avail a 30-day free trial and have the option of cancelling
your subscriptions anytime.
• Receive algorithmic recommendation for new items to watch. 73
• At Netflix, users have the flexibility to either turn on notifications and
suggestions or keep them switched off.
• Netflix “user profiles” gives leverage for users to personalize their user
account and preferences. The User profiles allow the “admin-user” to
modify, allow or ever restrict certain users.
• Sharing accounts options is one of the rarest features a movie platform can
provide. Sharing accounts feature on Netflix allows spouses, friends or even
groups to share an account with specific filters and preferences already set.
Netflix was able to establish a well-reputed image worldwide and increased its
customer base day-by-day. When it comes to giving a competition, the brand has
devised various digital marketing strategies and have gained wide popularity on
digital media platforms. With the help of best digital marketing services, they have
kindled the excitement and craze in the people to travel and host.
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Digital Marketing Model of Netflix
In less than 4 years, Netflix has gathered a major share of the Indian market. Today
a majority of households in India subscribe to Netflix, and that number is expected
to rise this year and further the years to come. The product is designed so well, that
you remain engrossed in the content they deliver. They adopted top digital
marketing strategies. Consult the best brand activation agencies. Further, let’s
talk about a few of the digital marketing principles that Netflix has successfully
implemented to gather customers.
1.Personalised Content Marketing: People love using Netflix because they get a
broad range of things to watch. Netflix’s library of TV shows and movies from all
over the world is there for consumers to choose from at any time.
The reason that Netflix won the personalisation game is that its advanced
algorithm continues to rearrange the programmes over time on the basis of your
viewing history. Hire some of the best performance marketing agencies for
personalised content.
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3. Email Marketing: Netflix tapped on email marketing techniques as a part
of their digital marketing strategy and as a key component of customer onboarding
and nurturing. New Netflix customers receive a series of emails that make content
recommendations and encourage new users to explore the platform. Netflix
marketers invest hours in building creative email marketing campaigns designed to
engage and delight recipients. With the help of best email marketing services,
they continue to enhance the experience of the customers
Facebook
Through creative social media optimization strategies Netflix has garnered more
than 61 million Facebook followers. In just one year, the brand added 11 million
46
followers to its account. Netflix posts nearly 90% videos and rest images. Videos
featured on Netflix’s
Facebook page are typically clips from interviews with the actors from the upcoming
movies, clips from the upcoming movies and TV shows,
ring audiences
offe a sneak
peek into what’s in store for them. Besides videos, the OTT platforms share images,
GIFs, funny memes, simple text posts featuring questions about current movies and
TV shows.
Instagram
Netflix carries 19 million followers. The majority of Netflix’s posts on Instagram
are images, post scenes from TV shows featuring engaging captions to get a
conversation going, and behind the scenes clips and interviews with actors. A recent
video feature
d a behind
-the-scenes bloopers video from the set of Stranger .Things,
47
which garnered 1.2 million views and almost 3,000 comments. Netflix uses a simple
approach to posting, with most posts not featuring any hashtags at all
Twitter
Netflix carries 6.8 million followers on Twitter and has tweeted over 30,000 times.
Netflix is renowned for its witty replies and comebacks on Twitter, and the brand
tweets an average of 14 times a day.
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CHAPTER 4
FINDINGS AND DISCUSSION
49
FINDINGS AND DISCUSSION
➢ The success of Netflix and other OTT players marks a sea change in the
business model to make money in a dominant free content marketplace.
➢ “For the first time, you have a new technology and a new platform with
some very strong pulls,” says serial entrepreneur Ronnie Screwvala, a
veteran in the space since the 1990s, and now Co-founder and Executive
Chairman of edtech platform upGrad. “The OTT landscape has done what
cable and broadcasting and DTH couldn’t do for 20-25 years — get the
consumer to appreciate great and strong storytelling, and pay for it.
50
51
CHAPTER 5
CONCLUSION
52
CONCLUSION
Netflix is a rare example of a company doing everything right. From their branding
and content right down to their business models and product, the company has
always excelled at.
Making smart, strategies decisions. With their large market share and focus on the
numbers, Netflix has managed to develop a deep understanding of their audience
that very few others have. This knowledge, paired with a strong, affordable
Product, there’s no limit to what this brand can do in the future.
This statement could easily summarise the blog post about Netflix marketing and
what modern marketers should learn from it.
As one of the ultimate digital disruptors, Netflix rose to power by breaking the
mold — and also the hearts of Blockbuster employees and every illegal download
website owner.
It’s no surprise that the company would continue in the same vein by actively
exploring unorthodox means of marketing.
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CHAPTER 6
54
SUGGESTIONS AND RECOMMENDATIONS
On the basis of research and analysis of the study conducted in DELHI market,
which was divided into five areas viz. south, north, east, west and central Delhi for
the Netflix . I would like to suggest the following key points to the company .
➢ We do this by using the data about what content our members watch and
enjoy along with how they interact with our service to get better at figuring
out what the next great movie or TV show for them will be.
➢ These experiments also provide us with new insights to further improve our
research and product. This cycle of experimentation has led us to move
beyond rating prediction, made famous by the Netflix prize, and into
personalized ranking, page generation, search, image selection, messaging,
and much more.
55
➢ While our research has made many significant improvements to our
recommendation system over the years, there is still a long way to go until
every member sees the perfect recommendation at the top of their page and
understands why it will be great for them.
➢ Thus, we continue to improve our algorithms and look for new areas we can
personalize. We also extend beyond the selection layer by looking for new
ways we can present recommendations, explain them, and have members
interact with our systems.
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99
BIBLIOGRAPHY
BOOKS:-
SEARCH ENGINE:-
• WWW.google.com
• www.yahoo.com
WEBSITE:-
• www.netflix.com
MAGAZINES:-
• BUSINESS WORLD
• BUSINESS TODAY
PREOIDICAL:-
• ECONOMIC TIMES
• TIMES OF INDIA
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101
ANNEXURES
QUESTIONNARIE:
Dear, Sir/Madam,
As per the part of curriculum from Guru Gobind Singh Indraprastha University, I
am conducting online survey “A study on customers on customer engagement and
perception towards online streaming” I request for your valuable and genuine
responses to the following questionnarise, the information provided by you will be
used for academic purpose only and kept confidential.
➢ Age:
• 18-20 years
• 21-23 years
• 24-26 years
• 27-29 years
➢ Gender:
• Female
• Male
• Others
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103
➢ Educational level:
• 10th
• 12th
• Graducated
• Post Graducated
• No Formal Education
➢ Occupation:
• Student
• Working Professional
• Business Professional
• Home Maker
➢ Monthly Income :
• Up to Rs-20000
• Rs 20001-40000
• Rs40001-60000
• Rs60001&above
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➢ Rank the device you would prefer for streaming OTT platfom on a scale
of 1-5 on the basis of preference 1 being the least preferred and 5 being
the most preferred:
Particulars 1 2 3 4 5
Mobile
Tablet
Laptop
TV
Computer
➢ Indicate how many times during a given month you stream online
content through Netflix :
• Everyday
• 2-6 times a week
• Once a week
• Once a month
• Less than once a month
106
107
➢ Indicate your opinion of Netflix’s DVD/TV shows options available to
its customers by selecting the appropriate number from 1-7 where 1
being very bad and 7 being very good.
Particulars 1 2 3 4 5
Price
Speed
Content
quality
Convenience
Video
quality
108
109
➢ Rate the overall experience of using Netflix:
Very poor 1 2 3 4 5 Excellent
110
111
112
113