Report on Integrated Marketing Communications of Netflix

This report provides an analysis of Netflix's integrated marketing communications (IMC) strategy. It begins by outlining the background of Netflix, including its founding, services, and global subscriber base. The report details Netflix's SMART objectives, which focus on becoming a leading global entertainment distribution service, and how these objectives can be measured through subscriber growth. It identifies the target audience as millennials and high-income individuals, presenting an empathy map to understand their needs and desires. The report discusses the desired audience response, emphasizing trust and positive engagement with Netflix's streaming services. It also highlights Netflix's commitment to ethical practices and the importance of a well-planned and innovative tone of voice in promotional campaigns. The report concludes by noting the use of social media platforms for promotion and the significance of effective advertisement placement to enhance the company's goodwill. This document is available on Desklib, a platform offering study tools and resources for students.

Integrated Marketing
Communications
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Contents
Contents...........................................................................................................................................2
Background of Netflix.................................................................................................................3
SMART objectives of Netflix:.....................................................................................................3
Target audience:...........................................................................................................................4
Empathy map...............................................................................................................................4
Response desired for target audience:.........................................................................................5
Proportion:...................................................................................................................................5
Substantiation:.............................................................................................................................5
Tone of voice:..............................................................................................................................5
Requirements:..............................................................................................................................6
Mandatories:................................................................................................................................6
REFERENCES................................................................................................................................7
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Background of Netflix
 Netflix is an American company that is providing subscription based streaming services.
It was introduced in the year 1997 by Reed Hastings and Marc Randolph.
 It is providing a series of content in the form of movies and TV shows which are
published on the official Netflix application.
 It is a service that can be access through internet browser on computers or can be
installed in TV and mobile phones. The quality of content published by Netflix is offered
in different forms such as 1080p and even 4k resolutions. (Schultz, 2020).
 Chairman and Co-CEO of company is Reed Hastings and Ted Sarandos. Netflix is
generating a net income of $116 billion in a financial year.
 This organisation has 221.8 million subscribers in worldwide among which 75.2 million
people are of US and Canada and 74.0 million people are of Europe. Among these 39.9
million people are of Latin America and 32.7 people are of Asia Pacific (How Netflix
does Performance Management, 2022).
SMART objectives of Netflix:
Specific Netflix is aiming to become a best global
entertainment distribution service company. It
is also aiming for creating different ways for
customers to watch their content
Measurable These objectives of company can be measured
through increase in number of subscribers.
Achievable These objectives can be attained if company is
providing right content for their audience and
also will get support of their employees
(Ozuem, Howell and Lancaster, 2022).
Realistic For this objectives, company needs to provide
proper training and development opportunities
to employees and also needs to offer right
services to customers.
Time bound Timeline for attainment of these objectives will
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be one year.
Target audience:
Netflix is not focusing on providing their services to specific customers according to
demographic factors including gender, income and age. This organisation is putting emphasis on
attracting millennial. It is aiming for attracting younger audience who likes to watch movies and
web series (Kitchen, 2020). It is also aiming to target high income people whose lifestyle are
altered.
Empathy map
Says Thinks
 I was expecting different service.
 I want a service that will work for
lifetime
 I want some new content
 Am I wasting too much time on Netflix
 Which else am I missing till date.
 I want fast service that include internet
connectivity
Does Feels
 Taking entry in arena of digital
platform and also learn about different
benefit provided by Netflix
 Satisfied and happy
 Entertaining
 Trustworthy
Persona:
Who will be? Target of company will be millennial and
young age people.
Where will they be found? These people are located in different
economical locations.
Their targets Aim of these people will be living easy as well as
economical life.
Causes behind their fights They want entertaining and new content.
How to aid them Helping these people by offering different and
new content that will entertain them (Liang and
Wang, 2021).
Best timeframe Best time for this service is when they are free
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and bored.
Response desired for target audience:
 Target audience’s trust towards streaming services of Netflix at time of offering different
services.
 Target audience are also responding positively at services as these services are effective
and unique.
 Netflix is serving their customers through providing content in a very presentable form.
As per recent survey, 76% of their customers are engaged in the activities related to binge
watching TV shows and movies. (A Market Analysis for Netflix, 2019).
Proportion:
Values of company is emphasising on providing support to fair trade of community, activate
self-esteem, protect the planets and also providing support to human rights. Netflix also focusing
on adopting ethical practices in their organisation which is right for society, environment and
community (Bosah, 2022).
Substantiation:
The message conveyed by Netflix to their customers’ needs to be well planned so that it can be
understood by target audience as company is spending millions of dollars on their marketing.
Tone of voice:
 Tone of voice of promotional campaign in integrated communication method which is be
innovative and precise so that the exact message can be delivered to the customers. This
will give a brief idea of the products and services offered by the company.
 It is important for a company to understand that voice tone of their promotional campaign
as it needs to be pleasing so that the right message can be communicated to the customers
related to products and services.
 Using a proper tone of marketing will allow marketing manager of Netflix to increase
effectiveness of their advertisement strategy. This will further help in generating
awareness in the customer.
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 Using a proper tone will help Netflix in terms of increasing the number of active
subscribers in the Netflix base.
Requirements:
There is different source of social media that includes Facebook, Instagram, Snapchat, YouTube,
Twitter, Google, LinkedIn and others. These social media platforms are used by companies as it
allows them to target large target market. Netflix is a OTT platform that is in form of application
which can be downloaded in mobile phones. These platform is focusing on promoting new
services with using asocial media approaches an also connect with customers. Using social
media for purpose of promotion of offering of company provide them opportunity to saves cost
of company and also to increase reach of promotional strategy of company. It allows them to
increase number of subscriber in market.
Mandatories:
 It is identified from goals of Netflix that they have mastered the process of targeting the
audience which will help in terms of gaining subscriber count on the application.
 The effective placement of the respective company’s advertisement will help in terms of
increasing goodwill of the company.
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REFERENCES
Books and Journals:
Bosah, G., 2022. Green Integrated Marketing Communications. In Green Marketing in Emerging
Economies (pp. 19-41). Palgrave Macmillan, Cham.
Kitchen, P.J., 2020. Marketing communications. In A reader in marketing communications (pp. 1-9).
Routledge.
Liang, B. and Wang, Y., 2021. Using integrated marketing communications to promote country personality
via government websites. Place Branding and Public Diplomacy, pp.1-14.
Ozuem, W., Howell, K. and Lancaster, G., 2022. Exploring the relationship between integrated marketing
communications and decentralised organisational structure: a heuristics perspective. Qualitative
Market Research: An International Journal.
Schultz, D.E., 2020. From Advertising to Integrated Marketing Communications. In A Reader in Marketing
Communications (pp. 10-40). Routledge.
Online
A Market Analysis for Netflix, 2019. [Online]. Available through:
<http://fsbizsite.com/rlneal/wp-content/uploads/2020/04/Market-Analysis-1.pdf>
How Netflix does Performance Management, 2022. [Online]. Available through:
<https://www.performyard.com/articles/how-netflix-does-performance-management>
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