Marketing Report: An In-depth Analysis of the Netflix Brand

This report provides a comprehensive analysis of the Netflix brand, starting with an introduction to the company's founding and current market position. It delves into a PESTLE analysis, examining the political, economic, social, technological, legal, and environmental factors impacting Netflix's operations. The report then explores the marketing mix factors, including product, price, place, promotion, people, process, and physical evidence, to understand how Netflix positions itself in the market. Furthermore, it analyzes the company's segmentation, targeting, and positioning (STP) strategies, along with an examination of consumer self-concept in relation to the platform. The report concludes with a summary of key findings and references relevant academic sources. The analysis highlights Netflix's strengths, such as its brand value and innovation, while also addressing challenges like imperfect copyrights and long-term debt. The report aims to provide a clear understanding of the internal and external factors affecting Netflix's performance and strategic decision-making.

Individual Brand Report
on Netflix

Table of content
INTRODUCTION
PESTLE ANALYSIS
MARKETING MIX FACTORS
STP OF COMPANY
CONSUMER SELF CONCEPT
CONCLUSION
REFERENCES

INTRODUCTION
 Netflix was founded in 1997 by Reed Hastings and Marc Randolph which is serving worldwide excluding
China, North Korea, Syria and Crimea.
 The company is having its headquarters in California, United States and the organization invested $2.5
million for starting up with this organization.
 The company is having its strengths in the market which is that the company is having higher brand value
which is a great factor for having loyalty of the customers.
 There are no advertisements which are present in the company which is making the customers be able to
enjoy more and this is a very fast growing brand in the market which has used innovation the most in the
market which is making the company have a strong functioning for themselves.

CONTINUE…
 The company is having imperfect copyrights which are why the original Netflix programs are being
streaming on Netflix but other sites as well which is going to make an impact on the loyalty of the
customers.
 There was a long term debt which Netflix has shown in 2018 since the company has invested a huge amount
in order to be able to expand themselves which is going to make the performance level of the company get
affected.
 The presentation is going to analyse the internal and external factors of the company so that there is going
to be effective understanding which would be present for the organization in the market so that there is
going to be more effective decisions which can be taken for healthier functioning.

PESTLE ANALYSIS
 This framework is used by businesses in the market in order to make sure that they are making the right decisions in
the market. This model helps the company to understand the impact of the external factors which is going to make
the risks and problems in the organization increase.
 To have an effective and smooth functioning the company will have to make sure that they are solving these
problems from time to time so that there is going to be effective working which is going to be present.
 The following presentation is going to discuss the external factors of Netflix which are not under control of the
organization but the company has to plan and make decisions according to these factor.
Political factors
 The political factors are stable in US which are why the policies and online platform for the organization is a great
advantage for the company to have. There are a lot of trade policies which the company has to pay but being online
has made the company have a lot of cost saving factor which is a great factor for the company to have.
 There is an increase in the internet pricing which is going to impact the organization in a lot of ways possible and
there is also going to be limitations on the customers as well. The company is bound to pay taxes which television
media sources have been paying from a long time as well.

CONTINUE..
Economic factors
 The company is having expensive subscription because there are millions of subscribers which the company is
having in the market which is making the economic factor of the company be so stable which is a great factor.
There is good quality service and exchange rates are also fluctuating which needs to be monitored by the company
and the taxes on the services and products of the company has to be planned effectively so that the company will be
able to operate effectively in the market which is a very important factor.
Social factors
 The company is having a lot of young class which is youth and elder groups which are present in US and UK which
is making the company have stability in the market. The social trends is being followed which is people prefer to
watch videos and entertainment on their phones which is now the demand.
Technological factors
 The company is investing a lot in the research and development department since they have already excelled in 4k
television market therefore they need more products and services which the company can provide to the customers.

CONTINUE…
Legal factors
The company had to increase the subscription amount in 2016 because of the law suit which
the customers had on the company. The company is working on the legal aspect so that the
competitors in the market will not be able to come in the competition with this organization.
Netflix is providing the right information and rights to the employees and customers of the
organization so that there is going to be higher functioning which is going to be present.
Environmental factors
There is a large impact on the environment which is being made by Netflix and that has to be
controlled in the organization so that there is going to be higher lifestyle which the customers
can have. There has to be reducing carbon footprints which the company must opt for so that
the reputation of the company is going to increase in the market. Internet traffic is a huge
issue which the company is facing and that is going to be a negative factor for the
organization and this factor will have to be controlled as well so that the company is going to
have more renewable resources in the organization.

Marketing mix factors
Product
Process is among the key part of the marketing mix element.
Netflix has been engaged in delivering content for entertainment to all the subscriber of the platform.
Company is aiming to channelize the most entertaining content that can cater all the entertainment requirements of the
people.
Price
Price is among the key aspect of the Netflix. Company is aiming to use the low pricing strategies to deliver the services
of company.
Pricing of company is quite higher than the other digital platform which makes the Netflix more expensive for all
customers.
Pricing strategies of the company make the product effective only for the upper middle class and upper class economic
background people.

Cont..
Place
 Netflix Company is operating its business operations at the global.
 The worldwide presence of company’s business makes it more
effective and capable of performing the objectives of business.
Promotion
 Promotion is denoted as promoting company’s products and
services in front of the potential customers associated with the
organisation.
 Netflix Company has used promotions like social media
marketing, television marketing, radio marketing and many other
promotional tools that can support the organisation to deliver the
best quality of promotional campaigns.

Cont..
People
Netflix Company has been targeting to all types of people.
Company has put all types of content over the platform that can match the
entertainment need of all types of customers.
Process
Company has followed the precise process to deliver the best level of business
outcomes.
Company follow the specific process comprises with quality management,
change management, segmentation, targeting and positioning like practices.
Physical evidence
Netflix Company has made the quality control team that look at the quality of
content the company is delivering to its subscribers.
This team carry critical evaluation of all areas of business.

STP of company
Segmentation
 Company has used the demographic segmentation strategy to deliver the best level of business outcomes of
company.
 This is a key business area that company is trying to deliver.
Targeting
 Targeting is denoted as target the potential customers associated with the company to achieve the overall business
objectives of company.
 The content Netflix channelizes on its platform allow the organisation to target customers irrespective of the age
group, gender, education and all other types of discrimination involve in the targeting strategies of the company.
Positioning
 Positioning is all about position the product offer by company.
 Netflix has used the social media, radio, television, holding and different the platform to position the product of
company.

Consumer self concept
Netflix is a platform that allows every type of entertainment lover to come and express the entertainment preferences over the platform.
This is an innovative type of business operations of company has entertained.
This concept is an individual concept of doing the business operations by meeting the entertainment related requirement of the customers.
Irrespective of the individual preferences of the customers they can come over the platform and enjoy the show they preferred watching to.
This is the best way of entertainment as it deliver movies, shows, web series of all kinds of entertainment preferences which make the platform
more impactful and fruitful in favour of the organisation.

CONCLUSION
 This report has projected different elements related to the Netflix in order to
deliver the best level of business outcomes.
 Political factor, social factor, economic factor and all other business
environment factors support the business model to grow in market.
 Company has been engaged in delivering movies, web series, shows and all
types of entertainment shows that can cater the entertainment need of the
customer in the best way possible.
 The pricing policy of the company is also effective that create more volatile
space for the company over the other competition available in market.

REFERENCES
Hisrich, R. D. and Ramadani, V., 2017. Entrepreneurial marketing mix. In Effective Entrepreneurial
Management (pp. 75-99). Springer, Cham.
Lim, W. M., 2020. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. pp.1-17.
Mix, M. and Brand, C. B., 2017. Marketing management.
Karwur, E., 2016. Pengaruh Retail Marketing Mix Terhadap Keputusan Pembelian di Indomaret
Paniki. Jurnal Berkala Ilmiah Efisiensi. 16(3).
Kraak, V. and et.al., 2017. Progress evaluation for the restaurant industry assessed by a voluntary
marketing-mix and choice-architecture framework that offers strategies to nudge American customers
toward healthy food environments, 2006–2017. International journal of environmental research and
public health. 14(7). p.760.