MARKETING MIX

NGUYỄN
PHẠM THỊ
LƯUMINH
TRƯƠNGTƯỜNGKIM
GIA ANH
HOÀNG
DUYÊN
PHÚ
VY
1 INTRODUCTION

2 MARKETING MIX’s 4Ps

3 STRENGTHS & WEAKNESSES

4 CONCLUSION
ABOUT
NETFLIX
Founded in 1997 in Scotts Valley,
California
 NETFLIX’s
PRODUCTs

Mail-in DVD Instant streaming service Original content

Initial business model: Allows subscribers to Offers a variety of "Netflix

• Sub brands watch TV shows, movies, Original" content through
• On the decline stage documentaries and more on its online library.
a wide range of Internet-
connected devices.
 Gives legal access to a huge movies and TV shows
NETFLIX’s database.
VALUE PROPOSITION
The best-personalized suggestion algorithm.

A seamless service without the interruption of

advertisements.

Supported on a widest range of devices.

Releases new and exclusive series as full seasons.

 High brand
recognition,
DVD

Producing and
licensing more Blu-Ray
content Shipping

Competitive
advantage
Further Streaming on
developing the internet-
user connected
experience devices
PROMOTION

Offers a 1 month free trial:

 Complete access to the service

for 30 days.

 No commitment.

 Can cancel anytime.

 PARTNERSHIP WITH OTHER BRANDS
BEST BUY PLAYSTATION

Promote their product

through almost 1,800 XBOX APPLE
Best Buy stores
PUBLIC
RELATIONS
Promote service through different popular events:
Sundance, Emmy and Golden Globe awards.
N&C ROOM T-shirt CONDOM
 ORIGINAL CONTENT

NETFLIX’s  Focuses on promoting original content.

 Netflix relies on big data.
ADVERTISING  Experimental promotions such as Crazy Pyes’ food truck.
 Began a massive campaign in New York city.
 PRICE
A price is set on a product or service which customers will pay to purchase it

BASIC STANDARD PREMIUM

Upon joining the Netflix Upon joining the Netflix
subscription since 2010, subscription since 2010,
the customer has the the customer has the
choice of choosing one of choice of choosing one of
three different subscription three different subscription
offers offers
.
Upon joining the Netflix
subscription since 2010,
the customer has the
choice of choosing one of
three different subscription
offers

$ 7.99 / $ 8.99 / $ 11.99 /

Month
Learn More...
Month
Learn More...
Month
Learn More...
US price
 not open to some of the other features of
PRICE

The cheaper ones The higher priced

subscriptions

 Used to generate more profits

 By luring customers to join higher paid subscriptions
 By offering different appealing features
 PRICE

Netflix underwent a few price changes

2007 2011 $16/ month

> 2011
$10/ month
$7.99/ month

Introduced online streaming Struggles to maintain the Decided to merge the two services
customers’ transition once again
(splitting the two services
DVD rentals  online streaming)
=> Prices dropped down
=> raise prices by almost 60%
- A pricing strategy that Netflix uses is
Value-based pricing
- Focuses on:
 Value of the product
 Features that it poses which is what Netflix uses
- Result:
An advantage

/ COMPETITORS

who charge per show/movie as opposed to having subscriptions

VIETNAM BASIC PLAN:
VND 180.000/month
One screen - one person watch
movies/shows at a time
MOBILE PLAN:
On any devices & access to all
VND 90.000/month
movies/shows
One screen - one person watch at a
time
On mobile phone, tablet

STANDARD PLAN:
PREMIUM PLAN: VND 220.000/month
VND 260.000/month Basic plan + two additional features (two screens
Four screens - four people & videos in HD)
Stream in many locations

Netflix offers four different plans

 PAYMENT
 Netflix Gift Cards
 PayPal
 iTunes
 Google Play
 Partner Billing

 Visit this website

 Choose your country
 Credit & Debit Cards
 Visa, MasterCard, Discover, American Express cards
 Prepaid Cards
 PLACE
The choice of place is critical to the success of a marketing plan

Various distribution channels: Direct, Multichannel, Hybrid channel,…

Chance to
Netflix video subscribe to a
gaming: online number of video
games online at a
The categories fee
for video
games will be
indicated based
on the target
market
 STRENGTHS
 Largest streaming library
 Production of original content
 Strong brand recognition
WEAKNESSES
 Does not have lastest content
 Less recent movies
 No sports instant streaming
 No expanding the library collection
 No accommodate different internet speeds
 Less medium for payments
 Add more recent movies
 Sports instant streaming
SOLUTIONS
 Expanding the library collection
 Accommodate different internet speeds
 More medium for payments
 CONCLUSION

Advertising Different
on popular pricing
strategies  Value-based pricing
websites
 Made the product accessible on multiple platforms &
products
Forms of  Make it easier to use
promotion

 Allowed others to become more aware of the service

Through
partnerships
 CONCLUSION

All of those main tactics are what allowed Netflix

 Increase sales, profits

 Made them the worlds leading television streaming network
THANKS FOR
LISTENING