Strategy and Brand Management for Netflix

Strategy and Brand
Management

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background of Organization..................................................................................................1
Marketing Strategy.................................................................................................................1
Competitor Analysis...............................................................................................................3
PESTEL Analysis...................................................................................................................4
Porter's Five Forces Analysis.................................................................................................6
SWOT Analysis......................................................................................................................7
Brand Equity and its Elements...............................................................................................8
Sustaining and managing the brand Strategies.......................................................................9
Positioning Strategy................................................................................................................9
Segmentation, Targeting and Positioning ............................................................................10
Recommendations for Competitive Advantage ...................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Strategic brand management concept is generally the process which support company in
order to increase their profits, achieve end goals, enhancing the image of the company and
various other things. In relation to company's management, it certainly involves different
concepts regarding the digital asset in order to maintain the consistency of brand. The company
taken into consideration for this report is “Netflix”. The Enterprise is a subscription streaming
which is based in Los Gatos, California. The organization was founded in the year 1997 and
provides films library and television series. The current report comprises of understanding about
various marketing strategy at different levels considering different factors. Moreover, it
comprises of different elements of brand equity. The aim of the report is to conduct positioning
strategy and conducting competitor analysis.
MAIN BODY
Background of Organization
The organization is basically a American Intentional Corporation which generally offers
various streaming services to the audience. The organization is also offering new services and
deals. The company has its own production company widely known as “Netflix Originals”. The
organization enjoys approximately 220 million subscribers globally(Keller and Brexendorf,
2019).
Marketing Strategy
The concept of marketing strategy can be basically described as the overall plan of
organization which helps in reaching out to the consumers. It is very important for the
consumers to use the services or products offered by the organization in order to attract services
and products which are provided by the Enterprise. It generally supports the company to focus on
few resources for the objective to achieve a competitive advantage. The marketing mix of
enterprise comprises of four different elements price, product, promotion and place used when
marketing a product or service. In relation to different marketing strategy of Netflix, it comprises
of analysing the organization with right tools. Also it involves effective strategies such as price
approach, planning regarding product and product innovation. Such type of business strategies,
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allows the company to achieve success in market. In relation to Netflix, the organization is
putting emphasis on implementation of different ideas to give touch competition to its
competitors like Amazon Prime and Hulu. The managers are highly involved in searching out for
new aspects. Also they are expanding their operation in various countries to seek growth in sales.
Product: The enterprise is considered to be a widely popular streaming media and entertainment
business. The organization begin with a DVD rental company and sooner turning into popular
streaming platform. Netflix constantly ensure upgrading their platform with fresh content(Moh'd
Naji, 2021).
Price: The price is basically determined as the monetary value paid by the customer to avail a
service or a particular product. With reference to Netflix, the organization offers a one month
free trail in order to attract the customers. Also the price set by the company is highly
economical.
Place: With reference to company, the organization is widely available and carries out its
operations online. It can be easily accessible with Tablets, mobile phone, Smart TVs and much
more. Through its availability, the customers can stream anytime and anywhere.
Promotion: In reference to Netflix, the company uses channels to carry out promotional
activities through offering content. With the free trail policy, they are able to attract new
consumers and boosting up awareness regarding the brand (Mills and John, 2020).
The company is a service marketing brand and thus it further comprises of three more Ps
as mentioned below:
People: With reference to Netflix, the organization conduct its operations with the support of
marketing team, online platforms and social media team, all of them plays a really significant
role in running the company. Moreover, the enterprise has its online live chat and other services
controlled by employees of the company.
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