MINOR PROJECT REPORT

On

A STUDY ON MARKETING STRATEGIES OF NETFLIX

Submitted in partial fulfilment of the requirements for

the award of the degree of

Bachelor of Business Administration (BBA)

Semester-IV (Paper Code-BBA 218)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by:

Dr. Sunitha Ravi Jasmine Arora
Associate Professor Roll No.: 01313701721
Batch: 2021-2024

Institute of Information Technology & Management,

New Delhi – 110058
2022-23
 CERTIFICATE

I, Ms. JASMINE ARORA, Roll No. 01313701721 certify that the Minor Project Report
(Paper Code BBA 218) entitled “A STUDY ON MARKETING STRATEGIES OF
NETFLIX” is completed by me by collecting the material from the referenced sources. The
matter embodied in this has not been submitted earlier for the award of any degree or diploma
to the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Minor Project Report (Paper Code BBA-218) entitled

“A Study on Marketing Strategies of Netflix” done by Ms. Jasmine Arora, Roll No.

01313701721 is completed under my guidance.

Signature of the Guide

Name of the Guide: Dr. Sunitha Ravi
Designation: Associate Professor
Date:

Countersigned

Director/Project Coordinator

I
 ACKNOWLEDGEMENT

The success and final outcome of this project required a lot of guidance and assistance from many
people and I am extremely privileged to have got this all along the completion of my project. All
that I have done is only due to such supervision and assistance and I would not forget to thank
them.
I respect and thank Dr. Sunitha Ravi, for providing me an opportunity to do the project work and
giving us all the support and guidance, which made me complete the project duly. I am extremely
thankful to her for providing such a nice support and guidance, who took work interest on our
project work and guided us all along, till the completion of our project work by providing all the
necessary information for developing a good system.

(Student’s Signature)
Jasmine Arora
Enrollment No.: 01313701721

II
 Institute of Information Technology & Management, New Delhi
Assignment No: BBA/218/ 01313701721

Minor Project Report –II (Paper Code: 218): BBA SEMESTER IV

Objectives

1. Students of BBA Semester IV are to are to write a dissertation on a topic of assigned to

him/her by his/her guide during the Fourth semester. The academic objectives of writing the
dissertation are:
(a) Inculcate the habit of self-study.
(b) Enhance analytical ability by comprehending management concepts through self-
study.
(c) Develop research ability by extracting the material from the different sources,
compilation and collating with references.
(d) Write comprehensive and exhaustive dissertation specific to a topic.

University Scheme for Summer Training

2. As per the syllabi of BBA (Paper Minor Project II Report code BBA-218), Semester IV
are to write a dissertation on a topic assigned to him/her. It is termed as “Minor Project Report”
and comprises of 3 credits. Therefore, the evaluation of report has two components, viz.

(a) External : 60 Marks; it involves external viva.

(b) Internal : 40 Marks; it involves Viva & Presentation before an

Internal Committee.

Scope of Minor Project Report

3. Each student shall be assigned a topic in writing by the respective guide along with the scope
giving functional aspects to be covered under it. He/she is to collect contents/study material
related to the topic from various sources such as books, journals, magazines, Internet etc. One
copy comprising of minimum 40 typed pages (inclusive of diagrams, references etc.) is to be
submitted to the respective guide as per the schedule given in the following paragraph.

III
4. Each student is required to carry out the work independently and submit the report
individually.

5. Schedule & Evaluation Scheme

To be Completed Activity Marks
by Date Allotted
--
Briefing and Allocation of Topics & Project Guide to
March 4, 2023
each Student

Mid-term Review: Submission of Work Done till Date 10

March 22, 2023
April 5, 2023 Submission of Draft Report to the Respective Guides. 10

Submission of Final Report (One Spiral Bind Copy) to

April 12, 2023
the Respective Guide

May 31, 2023 & Viva & Power Point Presentation (Along with Spiral 15
June 1, 2023 Bind Copy) to the Internal Supervisor
Submission of Final Hard Bound Report and CD to the 5
14th June, 2023
Respective Guides
As notified by the External Viva before the external examiner 60
GGSIP University
Total Marks 100

Format for Compilation

The report is to be compiled and submitted as per the format laid down in Academic Circular 4/2008
(Revised on 02-01-2016). All students are to strictly adhere to the format.
Submission
Final report completed in all respects is to be submitted to the guide as per the schedule given above.
CAUTION: This report is independent work to be conducted by each student individually. Any previous
work or borrowed work will be summarily rejected and in all cases of rejection the work is to be repeated
afresh. STUDENT MUST ENCLOSE PLAGIARISM REPORT OF THEIR PROJECT TO AVOID
DUPLICACY OF WORK.

Dr. Sunitha Ravi Dr. Sunitha Ravi

Assignment Prepared by Project Coordinator (BBA-IV)

Countersigned
Prof. (Dr.) Rachita Rana
Director

IV
 CONTENTS

S No Topic Page No

1 Certificate I

2 Acknowledgement II
3 Assignment Directive III-IV

4 List of Tables VI

5 List of Symbols VI

6 List of Figures VI-VII

7 List of Abbreviations VII

8 Executive Summary VIII

9 Objectives of the Study IX

10 Chapter 1 Understanding Marketing and its Strategies 1- 16

1.1 Introduction
1.2 Concept of Marketing Strategies
1.3 Evolution of Marketing Strategies
1.4 Importance of Marketing Strategies
1.5 Types of Marketing Strategies
11 Chapter 2 Netflix: The Streaming Revolution 17-24
2.1 The Netflix Story
2.2 Success Story
2.3 Business Model of Netflix
12 Chapter 3 Marketing Strategies of Netflix 25-40
3.1 Introduction
3.2 Marketing Strategies followed by Netflix
3.3 Wrapping up
13 Chapter 4 SWOT Analysis 41-47
4.1 SWOT Analysis of Netflix
4.2 Key Takeaways
14 Chapter 5 Conclusion 48-49
15 Chapter 6 Suggestions and Recommendations 50-53

16 Bibliography 54

17 Annexure 55-56

V
 LIST OF TABLES

Table No Title Page No

4.1 SWOT Analysis of Netflix 42

LIST OF SYMBOLS

S.NO. Symbol Nomenclature & meaning

1. & And
2. ? Question Mark
3. ! Exclamation
4. $ Dollar

LIST OF FIGURES

Figure No Title Page No

1.1 The Hierarchy of Strategies 4
1.2 Changes in concepts of Marketing over the years 5
1.3 The Selling Concept in Marketing 7
1.4 The Marketing Concept of marketing product 8
1.5 The Societal Marketing Concept 9
1.6 The Relationship Marketing 11
1.7 Example of Holistic Marketing Strategy – Samsung 10
1.8 Examples of Market leaders and challengers 15
1.9 Example of Market Follower 16
2.1 Netflix logo 18
2.2 Netflix started by distributing DVDs directly to customers 19
through a mailing service
2.3 Success Story of Netflix 20
3.1 Netflix Marketing Strategy 26
3.2 Netflix Mug – Just One more episode 27
3.3 Netflix Homepage 29
3.4 Netflix introductory theme 29
3.5 Netflix social media trends 32
3.6 Netflix Tweets 32
3.7 Influencing With celebrities 33
3.8 Netflix Meme 1 34
3.9 Netflix Meme 2 35
3.10 Netflix Meme 3 35
3.11 Netflix Meme 4 36

VI
3.12 Squid Game scene 37
3.13 Squid game doll 38
3.14 Murder doll 38
3.15 Cross-influencing 39
6.1 Gamification 51
6.2 Niche Marketing 52
6.3 Cause Marketing 52
6.4 Interactive Storytelling 53

LIST OF ABBREVIATIONS

S No Abbreviated Name Full Name

1 USPs Unique Selling Propositions
2 DVDs Digital versatile disc
3 R&D Research and Development
4 OTT Over-the-top
5 SVOD Subscription Video on Demand
6 TV Television
7 USA United States of America
8 ISPs Internet Service Providers
9 Gen Z Generation Z
10 PUBG Player Unknown's Battlegrounds
11 SBU Strategic business unit

VII
 EXECUTIVE SUMMARY

Netflix is a streaming service that provides a large selection of films and television shows on

demand. Netflix has grown significantly since the 2020 outbreak, garnering 16 million customers.

As a pioneer in the streaming sector, it is worthwhile to investigate the causes for Netflix's success.

This study examines Netflix's promotional approach, success stories, and experiences, and

identifies areas for improvement. According to this Study, Netflix's promotional strategy is tied

to social media, which is utilised to improve contact with viewers. Netflix's marketing strategy

understandably prioritizes quality content, which is the primary reason for its massive subscriber

base. Netflix's business strategy makes customers glue to their streaming platform. The

overwhelming features, ease for subscribers, and innovations have made Netflix successful. When

it comes to providing volumes of original content, Netflix stands out and dominates its

competitors. Netflix is the best example and inspiration for modern marketing. A low-cost strategy

to promote a business can be a great lesson to learn from the marketing strategy of Netflix. The

creation of unique material draws new subscribers through innovation, as in the case of Squid

Game, which created a new interactive model. At the same time, several problems have been

identified, such as the limitations of Netflix’s international development, the dependence of

revenues on subscriptions and the high cost of producing original content.

VIII
 OBJECTIVES OF THE STUDY

1. To identify the key marketing tactics used by Netflix to attract and retain subscribers.

2. To examine how Netflix leverages social media and other digital channels to promote its

content.

3. To explore how Netflix competes with other streaming services in the market and what

sets it apart.

4. To provide recommendations for improving Netflix's marketing strategies based on the

findings.

IX
 CHAPTER 1

UNDERSTANDING

MARKETING AND ITS

STRATEGIES

1
1.1 Introduction

The word Marketing has been derived from a Latin word “Mercatus” which means market

place or merchant. This word was first used in 1897 in business. Hence, Marketing can

conventionally be understood as a process of moving goods from producer to consumer with

emphasis on sales and promotion.

The process of Marketing has evolved immensely over the years. Today, it is just not selling

product but has 360-degree approach which includes all the stakeholders. It begins before the

production of goods or services and continues even after sale. It has undergone a drastic

evolution especially after industrial revolution. Today, as we have shifted from need-based

economy to desire-based economy, market has moved from product centric process to

customer-centric process.

Hence, Kotler and Armstrong defined ‘Marketing as the social and management process by

which individuals and organizations obtain what they need and want through creating and

exchanging value with others.’

Strategies, on the other hand, is a word which has been derived from ancient Greek word

“Strategos” which means general (or leader of an army). This word was originally used in

military and warfare and was adopted in business management in 1960s. The word Strategy

has been defined in many ways in business management. In simple words, it can be understood

as plan of action designed to achieve long-term goals. Few popular definitions of strategies

According to Von Neumann & Morgenstern, strategies are the series of actions taken by an

organization based on the situation.

2
Peter Drucker defined strategies as a process of analysing present situation and changing it

as and when necessary. It also helps in analysing what are the resources possessed by the

organization and what they should be.

Chandler defined strategy as a determinant of the long-term goal of an organization. It is

accomplished by adopting courses of action and allocation of necessary resources in process

of accomplishing these goals.

According to Newman and Logan, Strategies are forward-looking plans that anticipates

change and initiate action to take benefit of an opportunity that are integrated within the

mission of the firm.

Mintzberg described strategies as a mediating force between organization and its

surroundings.

Strategies operate at four levels: Corporate Level, Business (Level, Functional Level and

Operational Level.

Corporate Level strategies are the plan of actions undertaken by a firm to gain competitive

advantage by selecting, managing, and eliminating different businesses competing in different

product market. The types of corporate level strategies are broadly categorized into four,

growth, stability, retrenchment, and combination strategies

Business Level strategies on the other hand focuses on a single business dealing with how to

create and deliver value to customers while also making sure of competitive advantage.

Functional Level strategies can be born out of business level strategies, but has the scope

within a functional area (e.g., Marketing, finance, Human resource etc.). Here each functional

area (department) determines its own goals based on business goals and align its own resources

and their allocation. It is the most detailed strategies.

3
The functional level strategies to strategies for day to day working of the organization called

as operational level strategies. These strategies are also called as tactical decisions as they are

framed for short duration to maintain continuity of work based on functional goals.

The Marketing strategies are a type of functional level strategies.

Figure1.1: The Hierarchy of Strategies

1.2 Concept of Marketing Strategies

In very basic terms, the strategies evolved for promoting and selling product or service are

said to be Marketing Strategies. The concept of marketing has multiple dimensions so is the

case of Marketing Strategies. With the evolution in the concept of marketing, the definitions

of Marketing Strategies have also evolved over the years.

According to Baker, Michael John, Marketing Strategy is the process by which a firm

acquires sustainable competitive advantage by concentrating its limited resources on the best

4
available opportunities to increase its sales. Marketing strategies help in using marketing as

a link between organisation and its customers.

Philip Kotler & Kevin Keller in their book Marketing Management define Marketing

Strategies as a process to identify target market and value proposition offered to it based on

analysis of opportunities available in that market.

Hence, Marketing Strategy can be defined as a comprehensive plan of action formulated for

achieving marketing objectives of the organisation.

On one hand, Marketing Strategies deal with choice of action to be taken based on

opportunities and challenges imposed by the environment to achieve the goals, Marketing

Management deals with implementation of these action plans by arranging resources and

coordinating so that the strategy brings out desired results.

Hence, marketing strategies are the building blocks of marketing plans of a firm

1.3 Evolution of Marketing Strategies

Figure: 1.2 Changes in concepts of Marketing over the years

5
Marketing has been there since hundreds of years. But during these years it has undergone

tremendous changes. The changes can be seen through these concepts.

1.3.1 The Exchange Concept:

This was prevalent before industrial revolution. The buyer did not have much choices.

The sellers did not have competition as number of firms were very limited. The essence

of marketing during this time was the seller used to exchange goods of service against

money. Customer did not have choice and had to buy the only product available.

Customer’s convenience and choice was not taken into consideration. Emphasis was

given to profit. The concept of market research, research and development, innovation,

after sales service and customer satisfaction was not at all important.

1.3.2 The Production Concept:

This concept initiated during and after Industrial revolution. This time was characterized

large volume of production and affordability of customers was declining due to economic

stress. Hence, the essence of marketing during this time was that the consumer will buy

the products which are widely available and are lesser in price. Marketers believed in

bringing economies of scale by undertaking large scale production to reduce the cost of

production. Therefore, to maximize profit the management adopted the strategies of

large-scale production, wide distribution, and lowest possible price.

1.3.3 The Product Concept:

This concept was because consumer prefer to buy products which are better than others.

Hence, focus was product excellence. Improvement in products in terms of quality,

performance, appearance, and features were done to attract the customers. The

organizations focused on adding unique features to the product and making it better in terms

6
 of utility. But these improvements and betterments were not based on customers’

preferences and desires. Neither was it focused on customer satisfaction. Minimal market

research was conducted before bringing changes in the products. This concept was

suffering with Market Myopia as it did not serve its purpose of profit maximization for

long.

1.3.4 The Selling Concept:

This concept focused on aggressive promotion and sales. The companies wanted to sell

whatever they produced, rather than producing what they can sell. Importance was given

on communication to the customers to attract them to buy the products. Many firms suffered

with over-capacity and were aggressively looking for opportunities to sell. Many a times

the firm spent aggressively on promoting the products which the customers are not willing

to buy or which has a saturated market.

Figure 1.3: The Selling Concept in Marketing which focuses on making the

product available and luring customers by keeping price low

7
1.3.5 The Marketing Concept:

Finally, in this phase the focus shifted to customers. Attention was paid on providing

customers what they want to beat competition.

Research was conducted to understand the customers need and desires and marketing plans

were made based on that. Profits were earned by integrated marketing efforts and

understanding customer needs.

Figure 1.4: The Marketing Concept of marketing product is designed keeping in mind

customer preferences and designing marketing mix based on it

1.3.6 The Societal Marketing Concept:

In this the social well-being was also integrated in the concept of marketing. Social well-

being includes well-being of not only consumer but also society at large. Marketers do not

just market product but also promote the socially responsible behaviour exhibited by the

company while conducting their businesses. Detailed research is conducted to understand

the customers need, want, and desire and provide products and service which will give

delight to the customers. The firms attain edge over the competitors by having happier

customers and better image due to socially responsible behaviour.

8
 Figure 1.5: The Societal Marketing Concept does not only provide satisfaction to the

customer but also enhances the image of brand by exhibiting socially responsible

behaviour

1.3.7 The Relationship Marketing:

The focus in this concept goes beyond customers. It emphasizes on enduring and sustained

relationship with all key people associated with and within the organization. These people

can be marketing partners like distributors, retailers, wholesalers, and other intermediaries;

financial partners like funders, shareholders, financial institutions etc. and employees and

management etc. It is believed that all these stakeholders play direct and indirect role in

serving the customers better. The organization should develop strategies for creating

effective network with all the internal and external stakeholders.

9
 Figure 1.6: The Relationship Marketing works for not only having a satisfied

customers by continued relationship with them but also focuses on developing

and maintaining healthy relationship with all stakeholders who help serving

customers.

1.3.8 The Holistic Marketing Concept:

The modern marketing strategists today adopt Holistic Approach. They believe that

marketing starts within the organisation. Marketing is not solely the job of a dedicated

marketing department but all the departments of the organisation need to join hands. This

is known as Holistic Orientation. The entire organisation, right from finance to human

resource, R&D to production have to work together to deliver right product in price at right

place to the customers. To get this result, all the stakeholders of the organisation like

employees, suppliers, buyers, shareholders, funders etc. are treated like customers. As they

will be able to serve better, if they are served well.

10
Some key components of Holistic Marketing concept are:

• Internal marketing: Marketing (coordination and cooperation) between all the

departments in an organization

• Relationship marketing: Building a better relationship with the customers, internal

(employees, management etc.) as well as end customers is beneficial for holistic
marketing

• Performance marketing: Driving the sales and revenue growth of an organization

holistically (by involving all departments and intermediaries) by reducing costs and
increasing sales.

• Integrated marketing: Products, services and marketing should work hand in hand
towards to growth of the organization.

Figure 1.7: Example of Holistic Marketing Strategy – Samsung has adopted holistic

marketing by involving various organizational function for providing satisfying service

to the customers

11
1.4 Role/ Importance of Marketing Strategies

Marketing strategies are formulated after marketing research. It helps the organisation to make

optimum use of its scarce resources. As it is based on environmental analysis and intensive

marketing research, it helps the firm to make maximum benefit from the opportunities and

protects it by minimizing the impact of threat.

Marketing strategies have the following role in an organisation:

1.4.1 Determining best Marketing Mix Combination: The firm need to determine the

right combination of marketing mix for providing best value to customers. This is

done by exhaustively studying the market and customers.

1.4.2 Provides edge over the competitors: The marketing strategies are designed for

ensuring the firm’s performance in the market to be better than that of the

competitors. It also helps in countering the competitors’ strategies. The marketing

strategies looks at the competitors’ weakness as an opportunity for the firm and are

designed to take best advantage of it. Right marketing strategies also help in

preventing new-entrants to set their footprints in the market. The marketing

strategies help in creating USPs of the product and provides right direction for its

promotion. It helps in creating a distinctive identity of the firm.

1.4.3 Developing Goods or Services for Maximizing Profits: Ultimate aim of any

business firm is profit maximization. Today’s firm frame smart strategies like cost

leadership, synergistic marketing approaches to keep the cost low, still satisfying

customers to the maximum.

12
1.4.4 Identifying Opportunities for Organizational Growth: Growth of the

organization has been depending on the opportunities available in the competitive

business world. According to the available resources and capabilities of the

organization respective head of the marketing department who look after the

development of strategy select the area in which they can use their full potential.

Marketing department of the organization grabs the opportunity and if required any

changes in the preformed strategy they can be done accordingly so maximum

output can be achieved from the selected opportunity.

1.4.5 Enhances Departmental Coordination: All the functional strategies are

formulated based on business strategies of the firm. Though each department may

have their own goals and objectives but all of them in turn help in achieving the

firm’s goals and objectives. Like any other functional strategies, a well-formulated

marketing strategies are also designed to meet the firm’s business objectives and

are in line with the firm’s business strategies.

1.4.6 Optimum Utilization of Resources: Marketing strategies implementation helps in

identifying, mobilizing, and allocating all the resources (physical, financial, and

human) accurately. This prevents wastage and helps in best utilization of the scarce

resources.

1.4.7 Determining Scope and Budgeting the marketing activities: The budget of a

department in the organisation is based on their goals and action plans to achieve

them. A well-formulated marketing strategies helps in determining the right

13
 budget. The right implementation plan of the marketing strategy helps in optimal

utilization of assigned budget.

1.4.8 Identifying New Target Segment: During formulating the marketing strategies

the organisation studies the demographics like income level, educational level,

gender etc. of the population which gives an insight on their interests, habits, and

needs. Based on this information the firm can work upon their offerings and attract

new set of customers by promotional initiatives.

1.5 Types of Marketing Strategies

The Marketers use the different combination of marketing mix (4Ps to 7Ps) to get advantage

over the competitors in the market. The position of the firm in the market plays a major role

in deciding the strategies. Following the strategies based on different positions in the market.

1.5.1 Market Leader Strategies: This is adopted when the firm enjoys maximum share

of market. Here the firm focuses on expanding the market size, defending its share,

and increasing the relative market share. It can be achieved by identifying new

segments for sale of product, introducing differentiation (of price and product) to

stand apart from the competition and introducing scheme to infuse more sale in the

existing market segments. Leaders must beware of challenger’s strategies and

continuously work on their weak areas.

1.5.2 Market Challenger Strategies: The challengers work on identifying the areas

where the leader may be weaker like change of technology, dissatisfied customers

etc.

14
• The challengers can adopt frontal attack strategy by adopting the same features of

goods and making choice for consumer difficult

• The challengers may take up flank attack if frontal is not possible or otherwise too.

Here challenger attack where ever the market leader is weak or is caught off-guarded.

• The encirclement attack can be taken up by adopting both frontal and flank attack

at the same time

• The challengers can take less offensive course by capturing the segments or markets

which have not been taken up by leaders and gradually increasing overall market share

• Guerrilla Strategy can be adopted by constantly engaging the leader in price war or

surprising the firm with unique features of the product to compete. qa

Figure 1.8: Examples of Market leaders and challengers.

15
Marketing leaders are the one who have highest relative market share and work on defending

its share and expanding it. Challengers are usually second or third in terms of relative market

share, but constantly attack the leader for increasing their share or occupying markets where

leaders have weaker presence

1.5.3 Market Follower Strategies: These firms do not challenge or compete with the

leaders. They, in turn, follow the success strategies of leaders and learn from them.

The time-tested marketing mix strategies are adopted leading to reduced risks.

Figure 1.9: Example of Market Follower.

Dell has been following the marketing strategies of Sony Vaio

1.5.4 Niche Market Strategies: It is adopted by small firms which would like to have full

control on small segment. This strategy is more cost efficient as product differentiation will be

created specially to cater to a small market with predictable demand.

16
 CHAPTER 2

NETFLIX: THE

STREAMING

REVOLUTION

17
2.1 The Netflix Story

Reed Hastings and Marc Randolph, the founders of Netflix had an idea to rent DVDs by the

mailing service. They came up with this idea while carpooling between their homes. They

wanted to test this concept by mailing a compact disc to Hastings’ house in Santa Cruz. When

it arrived safely, the idea for Netflix was born. It was the year 1997.

Figure 2.1: Netflix logo

Netflix started by distributing DVDs directly to customers through a mailing service. The

customer could select movies on the portal. The DVD would arrive in their mailboxes within

one business day. It started as a pay-per-rent model. The customers could borrow DVDs and

watch them from the comfort of their homes.

18
 Figure 2.2: Netflix started by distributing DVDs directly to customers

through a mailing service

There was no need to worry about return shipping, late fees, etc. By the year 2000, Netflix had

300,000 subscribers and was well on its way to success. The early 2000s saw the internet boom.

Netflix wanted to leverage this opportunity and move into an online platform. In 2007, it

introduced online video streaming and video-on-demand services, making Netflix the most

sought-after online video streaming company.

2.2 The Success Story

Since the onset of the pandemic, people worldwide have been staying home all day long. It was

a time when escapism was a favourite pass time. Netflix swooped right in, giving people a

respite from drudgery. It has captivated the imagination of audiences around the world.

The number of paid subscribers has grown exponentially since and continues to do so. Netflix

has disrupted the entertainment industry and kept its audiences hooked to their screens while

generating billions of dollars in revenue.

19
 Figure 2.3: Success Story of Netflix

What Is the Secret to Its Success?

• They pay more attention to customer needs and their satisfaction.

• They constantly raise the bar higher

• They value people over process

• Visionary thinking over efficiency

Top Competitors in India:

As the demand for streaming content grew, many other OTT platforms have launched in India.

The ones that give the strongest competition to Netflix in India include:

• Amazon Prime Video

• Disney+ Hotstar

• Sony LIV

• YouTube

• ZEE5

• VOOT

20
2.3 Business Model of Netflix

Netflix offers its popular subscription-based content for children and adults. It is advertisement-

free. The plan starts from as low as INR 149/- going to INR 649/- for a premium plan. Their

Subscription Video on Demand (SVOD) provides access to the latest movies, web series,

documentaries, etc., streaming directly to your devices. What is the business model of Netflix?

It has four key components:

2.3.1 Alliances

• Netflix has developed strong partnerships worldwide with various Smart TV companies

like LG, Sony, and Samsung.

• It caters to its gaming clientele by providing services over Wii, Xbox, and PlayStation.

• It has built alliances with television network companies.

• It has established connections with operating systems such as Apple, Microsoft, and

Android to make streaming possible over mobile devices.

• It also joined forces with Google and Apple for promotions.

2.3.2 Value Proposition

Netflix has always aspired to build long-term customer delight by anticipating the needs of its

customers and working towards fulfilling them.

The Following Ways Are Used to Achieve Them:

• Ad-free streaming of content 24*7 in high-definition from anywhere.

• Getting unlimited access to television shows and movies.

21
 • Access all the latest and exclusive movies or shows and Netflix Originals at no extra

cost.

• Access to movies in regional and local languages catering to a large audience.

• Recommendations for new movies or shows based on the customer’s viewing history.

It is possible through their high-tech algorithms.

• The download feature allows users to enjoy movies or shows even without an internet

connection.

• Having user profiles allows freedom for users to choose their preferences.

• Sharing account options provided by the movie platform allow users to share their

accounts with friends and family.

• A policy of no commitments, cancel anytime.

2.3.3. Key Activities

• Grow its platform from a website service to applications on mobile and TV.

• Curates’ news and refreshing content through its Netflix Originals

• It partners with studios and production houses.

• Find innovative ways to attract and retain the current customer base.

• Maintain compliance with censor boards, specifically for minors.

• Support social causes like its commitment to address racism by shifting $100 million

to financial institutions supporting Black communities in the USA.

2.3.4. Customer Relationships

They have always maintained that customer obsession is better than customer focus. They do

this by finding what delights customers through consumer science. They study relevant data,

conduct surveys, and then test these ideas continuously to see what works.

22
Their Happy Customers Are the Result of the Following:

• A user-friendly interface that allows easy set-up options.

• Great customer service to resolve queries by providing email support, telephone, or live

chat services.

• Customer acquisition happens through social media platforms like Instagram,

Facebook, LinkedIn, Twitter, Snapchat, etc. They keep their audience informed about

all the attractive offers, latest promotions, updates, new releases, etc.

• Gifting through Netflix. They offer gift cards to pay for the existing subscriptions or

start new ones.

2.3.5. Revenue Streams

The annual revenue in 2021 was almost 30 billion US dollars. How does Netflix make money?

It focuses on attracting customers.

Subscription Plans

• This is the major source of its revenue.

• Monthly subscription fees range from Mobile to Premium plans in India. Prices range

from INR 149/- to INR 649/- per month.

• Netflix Original movies and shows are available only on the OTT platform.

• Key partnerships

• Its global presence has allowed it to build its customer base worldwide. So, it was vital

for Netflix to establish a partnership with ISPs (Internet Service Providers). The

streaming service could function seamlessly across the world.

23
 • Another strategy implemented by it was its ability to build solid relations by networking

with movie producers, filmmakers, writers, and animators to generate fresh content to

attract customers.

2.3.6 Technology

It has always been the USP of Netflix. What makes Netflix immensely attractive to customers

is its technology. A streaming service that works so well, giving customers the freedom to

watch their favourite movies on their screens, is promising indeed. Through its powerful

technology and other business strategies, Netflix has become an influential brand to be

reckoned with, but it has also managed to stay at the top.

What sets them apart from their competitors is their marketing strategy. The marketing strategy

of Netflix is both modern and powerful. In 2021, the marketing expenses amounted to 2.55

billion US dollars, and a big chunk of this was spent on advertising.

24
 CHAPTER 3

MARKETING

STRATEGIES OF

NETFLIX

25
3.1 Introduction

As marketers, we can all learn from the Netflix marketing strategy. The streaming sensation

has slayed at marketing and captured us all, sucking us into one episode after another. The

Netflix marketing strategy is all about innovation and the latest technology, and it has paid off

big time. Netflix marketing is an integrated, agile approach to brand development and customer

relationship management, which works great in the digital age thanks to innovation, adoption

of the latest technology, creative advertising, and real-time data analytics.

Figure 3.1: Netflix Marketing Strategy

Unlike traditional marketing methods that focus on making the sale through one or two

channels, Netflix marketing evolves with the changes in the market.

3.2 Marketing strategies followed by Netflix

Just like Netflix, your brand too can connect with customers across a range of mediums,

devices, and touchpoints. Netflix marketing is data-driven, customer-centric, personalized, and

omnipresent. The good news is, none of it is superhuman, and you can do it all too.

26
1. One-on-One Personalized Content

Netflix has built its brand around providing a unique customer experience and personalization

of content. The customer profile for Netflix is vastly varied, and providing personalization

seems quite daunting.

So, how did Netflix achieve this?

Netflix has taken personalization one step further by providing users the freedom to set

preferences and personalize their accounts.

Another essential factor that Netflix capitalized on is Binge watching.

Figure 3.2: Netflix Mug – Just One more episode

We’ve all been here, and quite frankly, the design of Netflix makes us want more!

Features like auto-play and cueing the next episode make it hard to skip and stop

binging. Besides these features, on a more personal level, recommendations based on your

27
viewing history also elevate the viewing experience. This recommendation feature can

recommend an entire category based on a viewer’s watch history and preferences.

Why personalization worked for Netflix (Key standpoints)

Netflix has built the brand around personalization and capitalized on providing a unique

customer experience to each of its million users.

To Summarise:

• An elevated and unique customer experience is provided due to the

personalization features of each of Netflix’s 125 million users worldwide.

• The recommendation is based on the viewer’s watching history, which makes

personalization even more personal.

• The unique algorithm of Netflix ensures users primarily watch content they

would most likely prefer.

• Tools such as auto-play and ‘watch the next episode’ make binge-watching

much more likely, thus benefiting both the user and Netflix.

• The user interface of the Netflix app makes it easier for the user to customize

their preference and display only the genres they prefer the most.

28
 Figure 3.3: Netflix Homepage

An essential part of Netflix’s personalization campaign is understanding how

different customer profiles can be grouped into watching the same type of content but for

various reasons. Netflix understood this critical aspect and worked around it to capitalize on

providing the best-personalized customer experience.

2. Netflix Brand Voice: How Netflix Delivered Brand Consistency

When we see black and red, we immediately think of Netflix. When we hear the famous Netflix

introductory theme, we know the movie/series we are about to watch will be damn good!

Figure 3.4: Netflix introductory theme

29
Netflix, with its minimal design, has achieved this brand correlation. But how exactly was such

a simple design such a sell-out?

Consistency

Netflix has worked hard to create an everlasting imprint on a user’s mind with its logo, audio,

and visuals. This mind map that a user automatically relates to took years and years of brand

promotion and consistency in Netflix’s approach.

The brand identity is bolstered further by the quality of consistently high-quality content

provided by Netflix. Netflix carefully curates the quality and type of videos displayed on its

platform. The PR team of Netflix ensures a good rapport is maintained with the customer base

by constantly engaging with the audience through polls and social media campaigns. These

approaches ensure that Netflix has a distinct brand voice that resonates well with the audience.

Netflix brand consistency and visual identity (Key standpoints)

The iconic logo of Netflix immediately speaks of class and quality. Through consistent

marketing efforts, this visual identity and brand voice of Netflix has been established all over

the globe.

Here is why and what Netflix did to make the brand identity speak for itself:

• By carefully curating only high-quality content on its platform, Netflix has

ensured that quality is associated with its brand name and brand value.

• The minimalistic Logo and audio are played at the beginning of every video to

ensure the brand’s identity is imprinted in the minds of the user.

30
 • Consistent marketing and Netflix promotions through various social media

channels enable the brand to stay fresh on top of the user’s mind

• Engagement online through polls and social media with the audience helps

create a healthy rapport for Netflix with the target audience.

3. Netflix’s Social Media Marketing Strategy

Netflix’s social media marketing is strong. The brand’s ability to engage with the audience in

creative ways creates a strong sense of community which helps create a groove with the crowd.

A mixed bag of different social media marketing approaches has amassed Netflix millions of

followers across various social media platforms over the years. These include exclusive

behind-the-scenes content, interactive polls, and fun quizzes.

Netflix Socials: How Netflix used social media as a powerful resource

The key stand-alone point for Netflix when it comes to the social media marketing game is

how experimentation with different content formats has worked best in its favour.

Here is a look at some of the tactics used by Netflix over the succeeding years.

▪ Riding the trends

As new social media trends emerge, Netflix has adapted its social media strategy to stay

relevant and viral. This constant adaptation to ever-changing trends has made Netflix one of

the top gears in the social media marketing aspect.

31
 Figure 3.5: Netflix social media trends

▪ Direct engagement with the audience

Netflix has used the influence of the internet and the power of people to its advantage. By

experimenting with creative ways to engage with the audience, Netflix has ensured a healthy

relationship is established, which benefits both ends. Polls, quizzes, and even interactive tweets

are trendy due to Netflix’s trendsetting content.

Figure 3.6: Netflix Tweets

32
 ▪ Churning out relatable content

It is one thing to create content that a target audience likes, but it is a totally different thing

when the audience can relate to the content posted. Netflix has always tried to create relatable

and relevant content that resonates with the audience across different customer profiles and age

groups. While they create memes and funny posts to appeal to the younger Gen Z crowd, they

use famous golden era content to appeal to the older crowd.

▪ Influencing with celebrities

Celebrities love Netflix. They love to partner up with Netflix to promote their movies and

series. The audience is also well-receiving to the idea of celebrities promoting their goodies.

Netflix has made a haul with this influence and used celebs to promote Netflix as well as the

content on the platform. This has worked out in the favour of everyone!

Figure 3.7: Influencing With celebrities

33
4. Meme Marketing

For a brand to stay on top and fresh, it is important to adapt and move with the world as it

changes. In recent times, Netflix has been a completely different (some may even call it

absurd!) approach to appeal to the younger audience – Memes.

Over the past 5 years, Netflix has consistently amped up its meme game. Netflix’s Instagram

account at one point has been a meme account with its witty, relatable memes which are a light-

hearted but strong social media strategy.

From current affair memes to totally relatable memes, Netflix has ensured these memes solidify

its social media presence. Here are some of the best memes posted by Netflix and how they

worked in their way.

Meme-ing away to glory: How memes made it big for Netflix

Netflix used memes to its advantage. This helped them stay in the world of pop culture and

trends. What better way to promote content appealing to a certain audience than to make it as

entertaining as possible?

Figure 3.8: Netflix Meme 1

34
Combine memes with a streaming service, and you can slay!

Figure 3.9: Netflix Meme 2

Figure 3.10: Netflix Meme 3

35
Netflix’s marketing team works hard to make the most relatable memes. This marketing

strategy, even though it seems simple, has worked well among the younger crowd.

Figure 3.11: Netflix Meme 4

5. Shock Value: Netflix’s Guerrilla Marketing Hit

Guerrilla marketing, in general, adapts the approach from guerrilla warfare, where an element

of shock, surprise, or wonder takes the target by surprise. This shock value creates waves and

helps create a viral influence.

Netflix has used this guerrilla marketing and taken it to the next level. Gone are the days when

a simple billboard could effectively advertise a series or a movie. A billboard can easily be

ignored now.

Creating a shock value is important to get the message across. Take a look at how Netflix used

guerrilla marketing to create an element of surprise that took the world by storm.

36
 Squid Game

Spoiler alert!

The famous ‘red light, green light’ scene from Squid Games was horrifying but also the main

startling factor for the series. The famous ‘Mugunghwa kkoci pieot seumnida’ immediately

rings a horror bell.

Figure 3.12: Squid Game scene

So, how did Netflix use this scene to its marketing advantage?

The ‘murder doll’ is one of the iconic characters from Squid Game. Netflix took the murder

doll and placed it all over the world in key locations. This giant doll was placed in train stations,

bus stands, and malls across the USA, South Korea, and Australia.

37
 Figure 3.13: Squid game doll

Talk about going above and beyond!

38
 Figure 3.14: Murder doll

The virality of the series itself helped Netflix gain more popularity. Popular brands used

references from squid games to promote their product.

Figure 3.15: Cross-influencing

This sort of cross-influencing helped Netflix massively.

Was the guerrilla marketing for Squid Game by Netflix influential?

Netflix’s guerrilla strategy for the squid games not only made the series a global phenomenon

but also made Netflix grow exponentially in a short span of time.

Through word of mouth, people tuned in to watch the series even though the series was in

Korean.

The audience was influenced by the horror factor promoted by Netflix, which made them watch

it for the shock value. Squid Game was 2021’s most trending series, thanks to the marketing

as well as the global influence created by Netflix.

39
3.3 Wrapping Up

If you want to nail modern marketing, you must dare to be different. This statement easily

summarizes our blog post about Netflix marketing and what modern marketers can learn from

it.

As one of the ultimate digital disruptors, Netflix rose to power by breaking the mild — and 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 marketing strategies.

Being unpredictable and experimental is the foundation of Netflix marketing.

Whether it’s the memorable embrace of augmented reality and the edgy video marketing or

their twist on the reliable old email, Netflix never stands quietly in line with its rivals.

Bandersnatch may be the beginning of a whole new era of television, and it came from Netflix’s

desire to push boundaries continually.

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.

Netflix seeks to connect with people through omnichannel marketing, and ultimately, offer a

customer-centric, personalized user experience that people won’t forge

40
 CHAPTER-4

SWOT ANALYSIS OF

NETFLIX

41
4.1 SWOT Analysis of Netflix

Netflix SWOT analysis studies Netflix's strengths and weaknesses while also determining its

future growth plans. Considering the present market's opportunities and threats also plays a big

role in the Netflix stock price. It has significant advantages as one of the world's leading

streaming firms. To sustain its expansion, the organization may embrace the possibilities to

mitigate market challenges.

Strengths Weaknesses Opportunities Threats

Strong Brand The Impact of COVID-

Restricted Copyright Strong Brand Recognition
Image 19

Worldwide High-priced For Some Regulations of Various

Room To Expansion
Reach Nations Countries

Original Alliance Possibilities with Local

Bad Customer Service Content Piracy
Content Marketplaces

Freedom To Launch New Single Account,

Adaptable -
Customer-Centric Features Multiple Users

Table 1: SWOT Analysis of Netflix

SWOT Analysis of Netflix in Detail

Strengths

A company's strength, as a crucial component of SWOT, is its asset for planning its growth.

Netflix has various advantages that make it one of the best streaming services:

42
 ❖ Strong Brand Image

Netflix has a great brand image and has become a household name by replacing some

of the most popular television shows. In recent years, the firm has grown at an

exponential rate.

❖ Worldwide Reach

Netflix is available in several Southeast Asian nations and has a worldwide reach. It

has provided them an edge in a market that is always evolving.

❖ Original Content

Netflix's original movies and TV series provide several options for aspiring filmmakers.

The platform's style of material is equally appealing to the public as its unique content.

❖ Adaptable

The organization is quite adaptable. Netflix constantly adjusts its service depending on

market demand and consumer preferences. It is the reason Netflix is so popular right

now.

Weakness

Most businesses have a number of flaws in addition to their strengths. Companies may devise

ways to address their vulnerabilities. Though Netflix is one of the top brands, there are a few

flaws that can impede its growth:

43
 ❖ Restricted Copyright

Netflix has restricted copyright, which has a negative impact on their earnings. The

company's debts are likewise mounting.

❖ High-priced For Some Nations

Several nations suffer from a scarcity of creative material. As a result, high-priced

memberships are less popular in other nations. The corporation is mostly reliant on its

North American consumer base.

❖ Bad Customer Service

Netflix lacks competent customer service executives, which hurts customer service and

leads to lower customer satisfaction.

Opportunities

The market is always shifting due to rising demand, which benefits any firm seeking significant

development. The demand for OTT platforms is also increasing, which bodes well for Netflix.

As a result, some of the important possibilities that the company may seize from the present

market are as follows:

❖ Strong Brand Recognition

Because Netflix has a strong brand recognition, the present market's high demand for

OTT platforms may help the company to grow.

44
 ❖ Room To Expansion

As Netflix has agreed to sign up for exclusive Netflix-only material, they may bring in

additional product lines such as video games, comic books, and so on.

❖ Alliance Possibilities with Local Marketplaces

Netflix has already established a worldwide footprint. They may increase their

subscriber base by forming strategic alliances with local marketplaces, which will allow

them to grab the local market.

❖ Freedom To Launch New Customer-Centric Features

The corporation might opt to develop fresh ideas that outperform other OTT platforms.

Netflix has already rejected the conventional advertising-based revenue model, which

presents a chance for them to deliver excellent customer service.

Threats

There are threats to every company in the market. Customers may choose from a variety of

OTT services available on the market depending on their preferences. As a result, succeeding

in practically all the potential metrics may be a way to maintain one's status at the top.

Even in that situation, the corporations may have to confront the challenges to their growth.

Netflix, being one of the largest OTT providers, is no exception. As a result, the dangers, and

hazards that Netflix faces are as follows:

45
 ❖ The Impact of COVID-19

COVID-19 has had an impact on the reproduction of new original programs and films.

Netflix, like the majority of the entertainment sector, is impacted by the pandemic. The

condition will gradually improve when the situation normalizes.

❖ Regulations of Various Countries

Certain nations' government rules may prevent them from expanding or might ban their

services altogether. For instance, popular brands like TikTok and PUBG are banned by

many countries, which causes them serious harm.

❖ Content Piracy

Netflix is severely harmed by content piracy. Many people choose to watch the pirated

version of the original series, which is accessible for free, endangering the firm.

❖ Single Account, Multiple Users

Another reason for fewer Netflix consumers is that many individuals share a single

account at the same time.

4.2 Key Takeaways

Netflix's SWOT analysis demonstrates that the corporation has vulnerabilities. To reinforce its

weak points, the organization might implement new policies. At the same time, they might

assess the prospects for advancement that are supported by their strengths. Based on Netflix's

SWOT analysis, here are some brand recommendations:

46
The company might also strive to reclaim its place in the local market by collaborating with

local partners. The corporation may also create room for distinctive content for communities

that will be of interest to them.

Netflix must take immediate action to combat piracy. They may utilize technology to prevent

the unauthorized usage of their copyrighted material.

47
CHAPTER-5

CONCLUSION

48
 Conclusion

In summary, Netflix has become a leading player in the streaming industry. Its growth strategy

is worth exploring, starting with the conversion of its business model from DVD rental to a

paid subscription streaming service, using its large database of users to reference its

recommendation algorithms, consolidate users and improve the user experience. The marketing

strategy used by Netflix has set the best example for a business model that is customer-centric

and innovative. In this study, we have come across various digital marketing tactics used by

Netflix to promote its business globally. Netflix's marketing strategy understandably prioritizes

quality content, which is the primary reason for its massive subscriber base. Netflix's business

strategy makes customers glue to their streaming platform. The overwhelming features, ease

for subscribers, and innovations have made Netflix successful. When it comes to providing

volumes of original content, Netflix stands out and dominates its competitors. Netflix is the

best example and inspiration for modern marketing. A low-cost strategy to promote a business

can be a great lesson to learn from the marketing strategy of Netflix. However, the issue of

restrictions on Netflix’s international development and the high cost of investing in original

content still require ongoing attention. It provides ideas for the future development of other

companies in the streaming industry and analyses the current state of the global streaming

industry. Netflix has been able to establish itself as a dominant player in the entertainment

industry and is likely to continue to grow and innovate in the future.

49
 CHAPTER-6

SUGGESTIONS AND

RECOMMENDATIONS

50
Suggestions and Recommendations

Netflix has been successful in creating a massive user base and a dominant position in the

industry. However, with the increasing competition and changing consumer behaviour, it is

essential for Netflix to continuously improve its marketing strategies to maintain its leadership

position. Netflix can enhance its brand awareness, attract more subscribers, and strengthen its

competitive position. Let us explore these suggestions in detail.

6.1 Gamification: Netflix could leverage gamification to engage users and promote their

content. They could create a Netflix-themed game that allows users to earn points or

rewards by watching certain shows or movies, referring friends, or completing

challenges related to the content. This would help incentivize users to spend more time

on the platform and promote their content to new users.

Figure 6.1: Gamification

6.2 Niche Marketing: Netflix could create more targeted marketing campaigns that appeal

to specific niches or communities. For example, they could create campaigns that cater

to fans of specific genres like horror, anime, or documentaries. This would help them

51
 reach more passionate and engaged audiences who are more likely to become loyal fans

and advocates for the brand.

Figure 6.2: Niche Marketing

6.3 Cause Marketing: Netflix could partner with non-profit organizations to promote

social causes or charity initiatives. For example, they could create campaigns that

donate a portion of subscription fees to environmental causes or education initiatives.

This would help promote the brand as socially responsible and engage users who are

passionate about these causes.

Figure 6.3: Cause Marketing

52
6.4 Interactive Storytelling: Netflix could create more interactive storytelling experiences

that allow users to participate in the content. They could create choose-your-own-

adventure-style shows or movies that allow users to make decisions and influence the

outcome of the story. This would help create a more immersive and engaging

experience for users, and promote the brand as innovative and forward-thinking.

Figure 6.4: Interactive Storytelling

Overall, these strategies would help Netflix create more engaging and innovative

marketing campaigns, increase user engagement and loyalty, and continue to grow their

user base

53
 BIBLIOGRAPHY

➢ https://www.netflix.com/browse (accessed on 15/03/2023)

➢ https://en.wikipedia.org/wiki/Netflix (accessed on 15/03/2023)

➢ https://www.oom.com.sg/the-marketing-success-of-netflix-strategies-we-can-

learn-from-it/ (accessed on 16/03/2023)

➢ https://www.afaqs.com/news/ott-streaming/netflix-indias-long-term-strategy-is-

to-grow-member-engagement-revenue-and-attract-new-members (accessed on

16/03/2023)

➢ https://www.britannica.com/topic/Netflix-Inc (accessed on 19/03/2023)

➢ https://www.investopedia.com/terms/m/marketing-strategy.asp (accessed on

19/03/2023)

➢ https://www.dynamiclanguage.com/the-three-cs-of-netflix-global-expansion-

strategy/ (accessed on 19/03/2023)

➢ https://seekingalpha.com/article/4473691-how-does-netflix-make-money

(accessed on 25/03/2023)

➢ https://marqueex.com/marketing-strategy-of-netflix/(accessed on 11/03/2023)

➢ https://rdsdigital.in/6-digital-marketing-strategies-of-netflix-2022/(accessed on

11/04/2023)

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 ANNEXURE

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MINOR POJECT REPORT On A STUDY ON MARKETING STRATEGIES OF NETFLIX
Submitted in partial fulfilment of the requirements for the for the awards of the degree
of Bachelor of Business Administration (BBA) Semester - IV (Paper-code-BBA 218) To
Guru Gobind Singh Indraprastha University, Delhi: Associate Roll No.: 01313701721
Batch: 2021 - 2024 Institute of Information Technology & Management New Delhi –
110058 Certificate I, Ms. JASMINE ARORA, Roll No. 01313701721 certify the Project
Report (Paper code BBA-218 entitled A STUDY ON MARKEING STRATEGIES OF
NETFLIX ” comply by collecting material from the refenced sources.

The matter embodied in this has not been submitted earlier for the award of any
degree or diploma to the best of my knowledge and belief. Signature of the Student:
Date: Certified that the Minor Project Report (Paper Code BBA-218) entitled “A study
on “A study on Marketing strategies of Netflix” ne Ms. Jasmine Arora, Roll No.
01313701721 is completed under my guidance.

I am extremely thankful to her for providing such a nice support and guidance, who
look keen interest on our project work and guided us all along, till the completion of
our project work providing all the necessary information for developing a good system.
(Signature) Jasmine Arora Enrollment no. 01313701721 Institute of Information
Technology & Management, New Delhi Assignment No: BBA/218/ (01313701721) 1.
Students of BBA Semester IV are to are to write a dissertation on a topic of assigned
to him/her by his/her guide during the Fourth semester.

The academic objectives of writing the dissertation are: (a) Inculcate the habit of self-
study. (b) Enhance analytical ability by comprehending management concepts through
self- study. (c) Develop research ability by extracting the material from the different
sources, compilation and collating with references.

55
(d) Write comprehensive and exhaustive dissertation specific to a topic. University
Scheme for Summer Training 2. As per the syllabi of BBA (Paper Minor Project II Report
code BBA-218), Semester IV are to write a dissertation on a topic comprises of 3 credits.
Therefore, the evaluation of report has two components, viz. (a) External: 60 Marks; it
involves external viva.

(b) Internal: 40 Marks; it involves Viva & Presentation before an Internal Committee.
Scope of Minor Project Report 3. Each student shall be assigned a topic in writing by
the respective guide along with the scope giving functional aspects to be covered
under it. He/she is to collect contents/study material related to the topic from various
sources such as books, journals, magazines, Internet etc.

One copy comprising of minimum 40 typed pages (inclusive of diagrams, references

etc.) is to be submitted to the respective guide as per the schedule given in the
following paragraph. Each student is required to carry out the work independently and
submit the report individually. To be Completed by Date Activity Marks Allotted March
4, 2023 Briefing and Allocation of Topics & Project Guide to each Student -- March 22,
2023 April 5, 2023 Submission of Draft Report to the Respective Guides.

10 April 12, 2023 Submission of Final Report (One Spiral Bind Copy) to the Respective
Guide May 31, 2023 & June 1, 2023 Viva & Power Point Presentation (Along with Spiral
Bind Copy) to the Internal Supervisor 15 14th June, 2023 Submission of Final Hard
Bound Report and CD to the Respective Guides 5 As notified by the GGSIP University
External Viva before the external examiner 60 Total Marks 100 Form The report is to
be compiled and submitted as per the format laid down in Academic Circular 4/2008
(Revised on 02-01-2016). All students are to strictly adhere to the format. Submission
Final report completed in all respects is to be submitted to the guide as per the
schedule given above.

CAUTION: This report is independent work to be conducted by each student

individually. Any previous work or borrowed work will be summarily rejected and in
all cases of rejection the work is to be repeated afresh. STUDENT MUST ENCLOSE
PLAGIARISM REPORT OF THEIR PROJECT TO AVOID DUPLICACY OF WORK.

(Name of the Guide: Dr. Sunitha Ravi Assignment prepared by Project coordinator
(BBA - IV) Countersigned Prof. (Dr.) Rachita Rana Director CONTENTS S.No Topic Page
No 1 Certificate- 2 Acknowledgment - 3 List of Tables- 4 List of symbol - 5 List of
figures - 6 Lis of Abbreviation - 7 Executive Summary - 8 C Understanding Marketing
Strategies 1.1 Introduction 1.2 Concept of Marketing Strategies 1.3 Evolution of
Marketing Strategies 1.4 Importance of Marketing Strategies 1.5 Types of Marketing
Strategies - 9 Netflix 2.1 The Netflix Story 2.2 Success Story 2.3.

56