Netflix Marketing Strategy Analysis: Concepts, Theories, Models

This report provides an analysis of Netflix's marketing strategies, focusing on key marketing concepts, theories, frameworks, and models. It begins by defining marketing and then explores various marketing concepts employed by Netflix, such as product, selling, and marketing concepts, to gain market share. The report also examines marketing theories, including the Ansoff Matrix (market penetration, market development, product development, and diversification), and the SWOT analysis marketing framework, highlighting Netflix's strengths, weaknesses, opportunities, and threats. Furthermore, the report discusses the 7Ps of the marketing mix model (product, price, place, promotion, people, process, and physical evidence) as applied by Netflix. The analysis aims to provide insights into how Netflix leverages these marketing elements to enhance revenue and expand its market presence. Desklib offers a variety of resources, including similar reports and past papers, to aid students in their studies.

Marketing

Table of Contents
Introduction .....................................................................................................................................3
Main Body.......................................................................................................................................3
Marketing Definition...................................................................................................................3
Marketing Concepts ...................................................................................................................4
Marketing Theories.....................................................................................................................4
Marketing Framework ................................................................................................................5
Marketing Model ........................................................................................................................5
Conclusion.......................................................................................................................................6
References .......................................................................................................................................6

Introduction
Marketing is defined as the activities which a company undertakes in order to promote
the selling and buying of goods and services. It includes selling, delivering products to other
businesses or customers and advertising which is done on the behalf of the company. In return of
doing marketing the company earns profit in monetary terms. In the present report, Netflix is
taken into consideration (Elsharnouby and Elbanna, 2021). It provides services on the
subscription based streaming which allows members to watch movies and TV shows on an
internet connected device without commercials. It was launched on 29th august 1997 and an
American production and subscription streaming service company. In this it will cover the 3
marketing concepts in context to netflix. Apart from this marketing theory, marketing framework
and marketing model with reference to Netflix.

Main Body
Marketing Definition
Marketing refers to the action of promoting and selling of goods and services which
include advertising and market research. It is done on the behalf of the company which includes
advertising, delivering products to buyers or other businesses and selling of the company's goods
and services. There are different types of marketing such as viral marketing, influencer
marketing, keyword marketing, green marketing, outbound and inbound marketing etc. It has 4Ps
of marketing which are product, price, place and promotion which later extended to 7Ps such as
people, physical evidence and process (Kozlenkova and et. al., 2021). In context to Netflix, the
company uses marketing process in order to increase the sells and market share.
Marketing Concepts
It is the process of communicating, exchanging offers, creating and delivering which
have value for clients, society at large, customers and partners. There are various concepts of
marketing which is used by the Netflix in order to gain the market share for its survival in the
long run.
Product Concept: The purpose of this concept is to produce the goods at the cheaper cost
because consumers would pay so much price for the company's goods and services. Here
marketer do not give much importance to the wants and requirements of the customers rather
than focuses on quantity (Mathew and Soliman, 2021). In context to Netflix, it sells its
subscription at an affordable prices to its customers. It target more people in order to expand
their market and profitability.
Selling Concepts: The management focuses to create sales transaction more rather than
profitable customer relationship or building long term. In context to Netflix, it sells its services
by advertising on TV and social media, promotion etc. It focuses more getting the customer
without the service quality or without regard to customer's need.
Marketing Concepts: In order to achieve maximum profit and company's ability to compete by
different ways of marketing in which it offers good value to consumer in comparison to its
competitors. In context to Netflix, it achieve its organisational goals more effectively in
comparison to its competitors in delivering, creating and communicating customer value in its

selected target market and customers. The company rests the concept of marketing on the four
pillars which are namely customer needs, profitability, target market and integrated marketing.
Marketing Theories
It is a condition which maximises sales, an organisation must position its goods or
services in such an attractive way so that consumer believe and feel the need of the particular
good or services in the market place which has a particular benefits. In context to Netflix, it uses
ansoff matrix which is described in detail (Nabieva, 2021).
Market Penetration: In context to Netflix, the company increase its sales by distributing its
online services to a large number of firm in the market where it is already operating its business.
Market Development: With reference to Netflix, it sells its services in the international market
so that they can able to increase its market share and profitability for the further growth.
Product Development: It plays an important role because company uses innovative services in
the existing market so that it provide more customer satisfaction and able to increase its sales. It
produces new stuff for the existing users.
Diversification: In context to Netflix, it rarely implement this strategy it is high risk in nature
and there are already major competitors available in the market such as amazon.
Marketing Framework
It will enact the marketing plan and deliver content of marketing to the customers which
helps in achieving the goals of marketing (Munsch, 2021). In context to Netflix, It uses SWOT
analysis marketing framework.
Strength:
Uniqueness – In context to Netflix, the company uses high quality and produce the original
content. Some of the original content are stranger things, Mind-hunter, Narcos and orange.
Weakness:
Increase in Operational Cost – With reference to Netflix, it spends various cost of operation
which increased to greater extent as each year it keeps on rising.
Opportunities:
Increase in Customer Base – The customer base is vast and in context to Netflix, it can expand
its services in many countries as the things are getting digital.

Threat:
Competitors – There are many competitors which provides the digital streaming. Hence it is a
major threat for the Netflix to compete with its competitors effectively and efficiently.
Marketing Model
The company uses 7Ps of marketing mix model.
Products: the company offers services like TV shows, documentaries, films, netflix originals and
many more.
Price: The company sells its services at an affordable prices so that it can increase its sales.
Place: Netflix sells its services through an online streaming business so that they can watch on
phones, laptops etc.
Promotion: It uses advertising strategy and social media to promote its services.
People: It focuses on hiring talented people with different cultures, backgrounds and
perspectives.
Process: It uses straightforward process like for new members free for 30 days.
Physical evidence: Its website, streaming service and app are the primary physical evidence.
Conclusion
In this report it has been explained the meaning of marketing and Netflix is the chosen
company. Apart from this, the marketing concepts has been explained, theories, framework and
models has been explained in context to Netflix that how it uses in order to increase the revenue
and market share.
References
Elsharnouby, T.H. and Elbanna, S., 2021. Change or perish: Examining the role of human capital
and dynamic marketing capabilities in the hospitality sector. Tourism Management, 82,
p.104184.
Kozlenkova and et. al., 2021. Sharing economy: International marketing strategies. Journal of
International Business Studies, 52(8), pp.1445-1473.
Mathew, V. and Soliman, M., 2021. Does digital content marketing affect tourism consumer
behavior? An extension of t echnology acceptance model. Journal of Consumer
Behaviour, 20(1), pp.61-75.

Munsch, A., 2021. Millennial and generation Z digital marketing communication and advertising
effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing
Science, 31(1), pp.10-29.
Nabieva, N.M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN
DEVELOPMENT. Theoretical & Applied Science, (2), pp.333-340.