NETFLIX 3D

Group 3: COCA Team

● Hồ Thị Kim Dung

● Châu Quốc Hưng
● Khưu Tố Nghi
● Nguyễn Huỳnh Hoàng Oanh
Table of contents
1. Marketing environment
2. STP
3. SWOT analysis
4. Targets customer insight
5. Marketing mix – 4Ps
6. Execution plan
7. Budgets
8. Evaluation
Marketing MICRO ENVIRONMENT
environment Our company
● 1997: founded by Reed Hastings & Marc
Randolph

● Headquartered in California

● > 20 subsidiaries

● 12,135 employees (̣9400 full-time workers)

● Expand over 60 countries

● 7/2021: over 209 millions global users

MICRO ENVIRONMENT
Structure of Netflix
● Functional groups (for online and non-
online operations)

● Geographical divisions (for managing

regional markets)

● Other divisions (for various product

types and operation types)
 MICRO ENVIRONMENT

Suppliers Competitors Customer markets

● International: Warner ● International: ● 203m users
Media , Walt Disney, Amazon.com, Hulu, ● Gen Z (70%), Millennials (65%), Gen X
Comcast, Alphabet ,YouTube, (54%), and Baby Boomers (39%)
NBCUniversal, Sony Amazon Prime Video ● In Vietnam: Netflix (23%) behind FPT
Pictures, Amazon,
(39%)
Lionsgate, RTL Group ● In Vietnam: FPT Play,
● Like TV series and Feature films (72%)
SA Galaxy Play, VieOn,
Zing TV, Danet, and from countries: Thailand, Spain, China,
● In Vietnam: BHD some pirated movie USA, UK, Japan and South Korea, etc.
studio sites. ● Prefer minimal and simply interface
 MICRO ENVIRONMENT
PUBLICS
● Shareholders: David Hyman, Capital Research Group, Vanguard Group, and BlackRock,...
● Media: Youtube commercials, newspaper, Facebook, Techblog, Twitter, Instagram, Pinterest,..
● Government: cooperate with the Ministry of Information and Communications of Vietnam to remove
illegal films
● General: understand the views and attitudes of Vietnamese users.
● Internal: respects its employees, pay attention to factors: values, responsibilities, and employee
development
MARKETING INTERMEDIARIES
● Combines with some other social media: Youtube , Facebook, Twitter and Instagram
● Available in : Appstore, CH play, Microsoft store.
● Pay plans through: Visa, Mastercard,..
● Intermediary devices: Android TV, Apple TV, Smart TVs,...
Demographic
● Population: 98.21 million (7/2021);
● 317 individuals/km2
● 37.34% : lived in urban areas
● 74%: at working age
● Potential customer: 26-35 and above.
Economic MACRO
● GDP in Vietnam (2019): 2.715 USD ENVIRONMENT
● Covid-19: GDP (2021) increased by 5.64%

Technological
● Requires certain 3D-ready technology
● The development of Para3D helps people watch 3D
movies glasses-free
 MACRO ENVIRONMENT

Political Cultural - Society

● Extremely stable
● No opposing parties
● Has reasonable policies to handle Covid
19
● Netflix must comply with Vietnamese
policies and tax obligations
● The government will ban the broadcast of
some inappropriate films that affect
Vietnam politics.
● Vietnamese people strive to have new
experiences
● Used to know and experience 3D
technology at cinema.
● Netflix in Vietnam: one of the most
visited streaming sites in recent times,
especially in Covid-19.
2. STP

Position
Segmentation ing

01 02 03

Targeting
 ● Middle class , Upper class
● 3 potential markets: HCM, Hanoi and Danang ● Lifestyle: innovators, thinkers and experiencers
● Provinces and cities in the south of Vietnam ● Personalities: active, creative, love new
experiences, like technology

● Purchase behavior on occasions ● Under 18 to above 35

● Like benefits from products ● Female, Male
● Spending money properly ● Low, unstable to high, stable income
● Watching movies based on ● Single parents, families(1-3 or more
recommendation system members), unmarried couple, etc
2. STP

Segmentation Position
Targeting ing

01 02 03
 People who live mostly in The age of 25 and 35 Upper middle class and
HCMC, Hanoi, Danang upper class

● Open-minded with ideas ● Spending money on the

and advanced technology good quality product
● Excited with convenient ● Spending money for
and modern technology promotions and sales

Loyal users of Netflix Stable and high income

Positive attitude toward Blooming with energy,

the new product creativity, activeness
2. STP

Segmentation
Positioning

01 02 03

Targeting
3. Swot analysis

S W O T
Strengths Weaknesses Opportunities Threats

● Adaptability ● Suppliers & content ● Covid 19 ● Competitive

● Suppliers & content ● Payment methods ● Government & pressure
● Originality ● Support device Party ● Piracy
● Service packages ● Vietnamese movie shortages ● Shareholders ● Originality
● Interface ● Subtitles ● Customers’
● Support device ● Technology age
● Technology ● Representative office
 Superiority 4. Customer insights
● Use high-class and rare services/products
● Own something new => post on social
networks.
=>Netflix 3D will give a feeling of "absolute
superiority" when it comes to entertainment

Supporting devices
● A campaign to give away 3D glasses or
Para 3D discount vouchers.
● Multiple options for customers
5. Marketing mix- 4Ps
Three level products:
● Core customer value ● Price-adjustment strategies
● Actual Product ● Price of the products
● Augmented Product

Product Price

Place Promotion
● Objective
● Objective ● Message Insight
● Channel ● Campaigns

Core customer value
● Watch various 3D movies at
home
● Benefit from many
preferential services
● Bring joy and happiness into
Vietnamese families during
Covid-19
4Ps- Product
Actual Product
● No ads, no cancellation fees, no
commitment
● 3 options of plans:
○ Basic plan (1 user/account)
○ VIP Plan ( 5 users/account
○ Special Plan (3 users/account)
● 3D glasses and Para 3D shields
Augmented Product
● 24/7 consulting team
● Provide warranty for 3D glasses
and Para 3D
● A discount for “Invite new
members” policy.
4Ps- Product Life Cycle
 4Ps- Price
Objective
● Classify packages with
reasonable prices to maximize
sales
● Turn 20-30% of Netflix customers
to buy Netflix 3D package
● who first purchase of Netflix 3D
Increase loyal customers to VIP
or Special plans by 5%
Pricing Strategies
● Based on the application of new 3D
technologies
● Based on customer’s perceptions of
value of the new 3D feature and
technology
● Adjustment strategies:
○ Discount 10% for new customers.
○ Discount 7% for old customers
○ Discount 10% for pre-ordering
Netflix 3D plans and Netflix 3D
glasses for the first purchase
 4Ps-Prices of the product
3D movies plans
Plans Price Characteristics

679,000 VND/month ● Active user is 1/access/account.

1.Basic Plan ● Unlimited movies and watching times + a discount 5%
voucher when buying Netflix 3D glasses or Netflix Para 3D .

2. Vip Plan 1,879,000 VND/month ● Active user is 5/access/account.

● Unlimited movies and watching times, + preview trailer of the
upcoming 3D movies + a discount 7% voucher when buying
with Netflix 3D glasses or Netflix Para 3D.

3. Special Plan 2,499,000 VND/3 months ● Active user is 3/access/account.

● Unlimited movies and watching times. + preview trailer of the
4,359,000 VND/6 months upcoming 3D movies + seasonal gift boxes (random snacks,
soft drinks and 3 3D paper glasses) + a discount 7% voucher
6,289,000 VND/9 months when buying with Netflix 3D glasses or Netflix Para 3D.
8,299,000VND/a year
SPECIAL PLANS
 4Ps-Prices of the product

Netflix 3D glasses

Types Price

1.Single Pack (1 glasses) 1,999,000 VND

2.Couple Pack (2 glasses) 3,499,000 VND

Netflix Para 3D

Types Price

1. Usage for smartphones and tablets 500,000 VND

2.Usage for personal computers (PCs) and laptops 650,000 VND

3.Usage for smart TVs 800,000 VND

Netflix 3D’s glasses Netflix 3D’s Para3D
Location
● Set up 3 Representative Offices
● Focus on promotional campaign in :
Ho Chi Minh City, Hanoi and Da Nang
4Ps - Place
Objective

● Reaches potential customers in different regions

● Helps customers receive support as quickly as possible
● Distribute the augmented products that come with Netflix 3D

Channels
● A zero-level channel as direct marketing channel
● Payment via channels such as Visa, MasterCard and
American Express
● Expand payment by Debit Cards of domestic and
international banks
 4Ps- Promotion

Objective Campaigns

● Develop a loyal customer file ● Communication Plan

● Increase customer satisfaction ● Event Planning
● Free trial
 4Ps- Promotion: Campaigns

Communication Plan Event Planning Free Trial

Three phase: ● Organize 3 events: 3 ● Open a 7-day trial

● Phase 1 (8 - 9/2021) days at shopping centers ● Promote the beta version
“Netflix 3D vs Covy” in Ho Chi Minh City, on the Netflix homepage,
● Phase 2 (10-11/2021) Hanoi and Da Nang City magazines and online
“New Tech - New ● Invite some famous newspapers
Entertainment” influencers to participate
● Phase 3 (12/2021 - and famous reporters and
2/2022) “Netflix 3D & magazines
Chill”
6. Execution plan
Awareness

Create attention from

target customers
Interest

Interesting for
brands, products
Desire

Stimulation, desire,
customer demand
Action

Excitation customer
action with product
Execution plan : Awareness
● Phase 1 (8-9/2021)
● Target: awareness for staying safe in Covid-19 and importance of entertaining at home
● What to do:
○ Viral Video with the key message “Netflix 3D vs Covy”
○ Collaborate with Vietnamese artists to compose music related to Netflix 3D and Covid-19
○ Cooperate and create a trend of making TikTok videos "Chill out with Netflix"
○ Collaborate with famous fan pages and Influencers to create viral content
○ Ads on social media channels and Netflix’s website, fanpages

=> Create attention from

target customers
Execution plan : Interest
● Phase 2 (10-11/2021)
● Target: Create customers awareness of home entertainment, opportunity to experience innovation in entertainment
● What to do:
○ The key message “New Tech – New Entertainment”
○ Images of Netflix 3D with hashtags #NewTech; #NewFeature; #Netflix3D; #NewEntertainment,
○ Promote Netflix 3D: OOH (out-of-home) and DOOH (digital out-of-home) advertising in HCM, Hanoi, DaNang
○ Hold a workshop and test 3D products at shopping centers and give a 10% discount for pre-order

=> Interesting for brands,

products
Execution plan : Interest
● Phase 3 (12/2021 – 2/2022)
● Target: stimulate consumer’s interest in the products
● What to do:
○ The product is officially released
○ cooperate with the KOLs channel
○ collaborate with celebrities such as Ngoc Trinh, H'Hen Niê, Minh Tu,... to upload short viral clips about "Netflix 3D &
Chill"
○ Offers discount for customers buy Netflix 3D plan:
➢ 10% for the first time purchase
➢ 7% for customers who have already purchased
➢ 5% for referring another customer

=> Interesting for brands, products

Execution plan : Desire
● Give users a trial experience before using the product: in phase 2 and 3
● Understands the psychology of customers
● Builds trust with customers
● Provides customers home entertainment during covid-19
● Bring high technology and create connection between family members

=> Stimulation,
desire, customer
demand
Execution plan : Action
● Launch a 7-day trial Netflix 3D program on the
official Netflix app
● Have the opportunity to preview trailers of the
upcoming 3D movies for VIP plan and Special
Plan
● Receive other incentives:
○ Vouchers
○ Seasonal gift boxes
○ Other gifts

=> Excitation customer action with

product.
 7. BUDGET
Taskname Project budget Time (3/2021-2/2022)

1. Advertise on social media ( Facebook, Youtube, 900 millions VND 6 months from 8 /2021 to
Twitter, Instagram, and other websites) (15 ads / 150 millions/ month) 2/2022

6 months from 8 /2021 to

2. Collaborate with Celebrities/ KOLs and Influencer 2 billions VND / 30 individuals
2/2022

1.5 billions VND 3 months from 3/2021 to 5/

3. Produce 4-5 TVCs
(300 millions/ TVC) 2021

180 millions VND

4. Promote users’ practical experience (try at
conferences, mall)
(20m/mall including cost of supporting 3 days in 11/2021
equipments)

OOH: 2.8 billions VND

5. Promote through OOH (out-of-home) and DOOH 4 months from 10/2021 to
DOOH: 36 billions VND/4 months 2/2022
(Digital-out-of-home) advertising
(9 billions VND/5 led panels)
 Total budget
43.38 billions VND
 8. Evaluation and Control
● Evaluate factors: company potential, market share, and product popularity
● Evaluate other factors: sales, product quality perfection (technology, content,
interface,...), social media reach, keyword rankings ,...
● Evaluate the KPIs are expected to achieve:
➔ Phase 1: 1m views on social media channels / 500k participants on challenges and
videos on Tiktok
➔ Phase 2: 1m views on social media channels / 500k reminders of brand hashtags
and 1000 pre-orders for products
➔ Phase 3: 700k brand reminders and 20k active users per day.
● Netflix will expand cooperation with more Vietnamese film studios.