Marketing Strategy of Netflix analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Netflix marketing mix, help the brand succeed in the market. Let us start the Netflix Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Netflix marketing strategy can be explained as follows:
Netflix is one of the leading online streaming media and entertainment businesses in the world, which started as a DVD rental business. Netflix is now a website that you register and pay to watch TV shows, movies, documentaries, etc. The best part of Netflix is you don’t have to see any commercial while you are enjoying the content. It is updated regularly so to it does not get out of date. To use its services, you can first try it for a period of one month and after that you have to, only if you like it or wish to continue, take monthly subscription and the good thing is you don’t have any contract with them, no cancellation fees, no commitment. You can cancel online subscription anytime. For those who wish to take Netflix’s membership there are three plans as follows which give different levels of access of the content to users like Basic Plan, Standard Plan & Premium Plan.
It also offers streaming software for viewing any video instantly as a part of its marketing mix product portfolio but specified internet speed and system requirement is necessary for better experience. A few years ago, Netflix decided to produce films and TV shows and created some like Narcos, Orange is the New Black, Thirteen Reasons Why, etc. It also acts an online distributor by acquiring broadcasting rights. In addition to all these, it provides delivery of DVD rentals. The brand ensures its keeps on updating its platform with the latest content. While Netflix gained a lot of users during the pandemic, the company's growth faces stiff challenge from other OTT platforms.
Netflix Price/Pricing Strategy:
Below is the pricing strategy in Netflix marketing strategy:
Netflix pricing is the amount that a customer is expected to purchase a product to avail the services. Netflix provides one month free trial service in order to attract them and then convert these prospective customers into actual ones.
After the one month period is over, it charges a minimum amount in the form of subscription which depends upon the type of plan opted for which is a follows Basic Plan, Standard Plan, Premium Plan which range from $7 to $12. From the above price list, it is easily evident that it uses psychological pricing. The prices by Netflix are pocket-friendly which is in line with its motto for which it is founded, i.e., to subsidize the rental costs for consumers. According to the plan you have opted for, you get the additional benefits.
Following is the distribution strategy in the Netflix marketing mix:
Netflix is an online streaming business and hence available everywhere. Almost the entire business of Netflix is conducted online. The content offered by the brand is available in more than 190 countries. Its services are accessible through Smart TVs, tablets, smartphones, etc. with internet access.
Online availability makes it possible for its customer to avail its services anytime anywhere though it has strategic distributors as well which allows for easy delivery of rented DVDs and has several branches as well.
Netflix Promotion & Advertising Strategy:
The promotional and advertising strategy in the Netflix marketing strategy is as follows:
Netflix uses almost all media channels to promote itself and that too through the content which it offers. Its first month free trial policy is kind of a promotion activity to build brand awareness at first and then retaining those who subscribe to it. After that month only, you have to pay subscription if you wish to continue with Netflix as a customer. It makes use of social websites like Facebook and Twitter as well. The use commercial billboards in the offline mode. TVCs and print ads also help Netflix showcase the various shows, latest movies etc. which users can see using the app. Netflix has also tied up with telecom operators in various countries who bundle it with their plans.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Netflix.
Since Netflix conducts its operations mainly on online platforms, the company’s marketing team and social media team form the most important arm of the organization. Its social media team makes sure that it can be easily approached by its customers and they respond quickly and solve the issue as soon as possible. Netflix also has an online help centre, customer call service and online live chat handled by the employees of the organization.
Netflix has several processes to drive the business and engage customers through content. The ease with which its customers can access the website is pretty high. The titles are sorted on the basis of title of the movie or TV show you wish to see or by genre or favorite actors and actresses. Although the Netflix site is very easy to use, the users can always contact customer call centres for any further assistance. Payment of subscription can be done through debit or credit cards or alternatively via PayPal or iTunes.
Netflixs’ app is its biggest physical evidence and hence had to be updated and user friendly. It is the tangible aspect of service and since it operates majorly on online platform, it has little or no physical evidence. However it has a few stores where rental DVD service is available and the place from where its employees operate and control the website includes physical evidence though the red color is dominant on its website as well at its stores. Hence this completes the marketing mix of Netflix.
Netflix was founded in August 1997 in Scotts Valley, California by Reed Hastings and Marc Randolph. It has headquarters in Los Gatos, California, USA and it is one of the leading video-on-demand streaming services with more than 200 million subscribers.
Its initial model included selling of DVD and rental by mail. Netflix expanded its business in 2007 when it introduced while retaining its current business the streaming media and in 2010 it expanded internationally.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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