PROJECT REPORT

ON
“Study of Marketing Strategies of NETFLIX ’’

Submitted to
Rashtrasant Tukadoji Maharaj
Nagpur University, Nagpur
In Partial Fulfilment of the requirement of the
“Bachelor of Business Administration”

Submitted by
Mrunal Waghmare

Guidance by
Dr. Sushil Gadekar

Dr. Ambedkar Institute of Management Studies and

Research, Deeksha Bhoomi, Nagpur-440012
2023-2024
CERTIFICATE
This is to certify that Mrunal Waghmare has satisfactorily completed the project
work entitled “Study of Marketing Strategies of NETFLIX” in not less than one
academic session.

This also certifies that this project work is the result of the candidate’s own work
and is of a sufficiently high standard to warrant its presentation for the BBA
program.

To the best of my knowledge, this project or its part has not been submitted to this
university or any other university for any Degree/Diploma.

Internal Examiner External Examiner

Place: Nagpur

Date: Director
 ACKNOWLEDGEMENT

“Words have never expressed human sentiments. This is only an attempt to express
my deep gratitude which comes from my heart.”

It is a great pleasure for me to express my deep feeling of gratitude to my respected

guide Dr. Sushil Gadekar (Assistant Professor, DAIMSR) for her great
encouragement and constant support which provided the desired moral and
confidence to carry on my work.

I am grateful to Dr Sudhir Fulzele, Director, Dr Ambedkar Institute of

Management Studies & Research, Nagpur for making all facilities available for my
work.

I am grateful to Dr Nirzar Kulkarni, Associate Director, Dr Ambedkar Institute

of Management Studies & Research, Nagpur for making all facilities available for
my work.

I am grateful to my parents for their lovable support. Last but not least I am
thankful to my friends and other faculty members for their direct and indirect help
for the completion of this work.

DECLARATION
I, Mrunal Waghmare hereby declare that the project entitled “Study of
Marketing Strategies of NETFLIX” is the outcome of my own research
work based on personal study during the academic session 2023-2024
and has not been submitted previously for award of any degree or
diploma to this university or any other university.

Mrunal Waghmare
 CHAPTERAISATION

Chapter Particulars Page

no. Number

1. Executive Summary

2. Introduction

3. Company profile

4. Research Methodology and Data Collection

5. Data Analysis and Interpretation

6. Findings and conclusion

7. Limitations and suggestions

8. Bibliography

9. Annexure
 EXECUTIVE SUMMARY
Netflix, a global streaming giant has revolutionized the entertainment industry with its
innovative business model and marketing strategies. In this project work, I have
analysed the tactics employed by one of the world's leading streaming platforms to
captivate and retain its audience. Netflix, with its vast library of films, series, and
documentaries, has revolutionized the way we consume entertainment i.e. media
content. But what sets it apart from its competitors? That's precisely the goal of this
project work.

Netflix, established in 1997, started as a DVD rental service and quickly evolved into a
global streaming giant. With millions of subscribers worldwide, the company has
disrupted the traditional television and movie industry. By offering a wide range of
content across various genres, Netflix has become a household name synonymous with
binge-watching. Its user-friendly interface, high-quality original content, personalized
suggestions and seamless streaming experience have made it the go-to platform for
entertainment.

Understanding the marketing strategies of successful companies like Netflix is crucial

for businesses looking to succeed in today's highly competitive digital world. Effective
and efficient marketing strategies not only attract new customers but also retain existing
ones. By analyzing how Netflix engages its audience, we can gain valuable insights into
how to build strong brand connections, increase customer loyalty, and drive business
growth.

The primary objectives of this study are to delve into Netflix's marketing strategies,
identify the key elements that contribute to its success, and explore the tactics used to
engage and retain its vast subscriber base. Additionally, this project also evaluates the
effectiveness of these strategies in the industry.

To conduct this project, I have collected primary and analysed secondary data,
including Netflix's marketing campaigns, company reports, industry trends, and
consumer behaviour insights. By combining quantitative and qualitative analysis, this
work presents Netflix's marketing strategies and their impact on its target audience.

Netflix's marketing strategies are a great example of the power of innovative thinking,
data-driven decision-making, and customer-centric approaches. By continuously
growing and staying ahead of the curve, Netflix has set a benchmark for the industry.
They have inspired others to study their marketing efforts and connect with audiences in
meaningful ways.
 INTRODUCTION
Introduction to Marketing
Marketing is the process of identifying, predicting, and satisfying customer needs and
wants through the creation and exchange of goods or services. It involves
understanding consumer behaviour, analyzing market trends, and developing strategies
to promote and sell products or services. Marketing includes a wide range of activities,
including market research, advertising, public relations, sales, and customer relationship
management.

At its core, marketing is about creating value for customers and building strong, long-
lasting relationships with them. It is a dynamic field that constantly evolves to adapt to
changes in consumer behaviour, technology, and market trends. In today's digital age,
marketing has expanded beyond traditional channels to include online platforms and
social media, allowing businesses to reach a wider audience and engage with
customers in new and innovative ways.

Marketing plays a crucial role in the success of any business. It helps businesses
understand their target audience, identify their unique selling proposition, and develop
effective strategies to reach and engage customers. By effectively positioning products
or services in the market, marketing can drive brand awareness, increase customer
loyalty, and ultimately boost sales and revenue.

Importance of marketing in business

Marketing is essential for businesses of all sizes and industries. It helps businesses
identify and understand their target audience, develop effective strategies to reach and
engage customers, and ultimately drive sales and revenue.

Importance of Marketing in Business

Building brand awareness: Marketing helps businesses create and maintain a strong
brand presence in the market. By effectively promoting their products or services,
businesses can increase brand visibility and recognition among their target audience.
Increasing customer loyalty: Marketing allows businesses to build strong, long-lasting
relationships with their customers. By delivering value and satisfying customer needs,
businesses can foster loyalty and encourage repeat purchases.

Driving sales and revenue: The ultimate goal of marketing is to drive sales and
generate revenue for businesses. By identifying customer needs, developing compelling
messages, and strategically positioning products or services, marketing can help
businesses attract new customers and increase sales.

Staying ahead of the competition: In today's competitive landscape, businesses need

to constantly innovate and differentiate themselves from their competitors. Marketing
plays a crucial role in helping businesses identify their unique selling proposition and
effectively communicate it to their target audience.

Adapting to market trends: Market trends and consumer behaviour are constantly
evolving. Marketing helps businesses stay informed about these changes and adjust
their strategies accordingly. By staying ahead of market trends, businesses can seize
new opportunities and stay relevant in the ever-changing marketplace.

Importance of Marketing Strategy

Alignment with Business goals: A well-defined marketing strategy ensures that
marketing efforts are in line with the overall goals and objectives of the company. It
outlines a strategy for achieving specific goals like as acquiring market share, entering
new markets, or introducing new products.

Understanding the Market: A thorough marketing plan includes market research and
analysis to determine the needs, preferences, and behaviour of the target audience.
This enables firms to identify market opportunities and problems and build successful
strategies for capitalizing on them.

Competitive Advantage: A well-crafted marketing plan allows businesses to

distinguish themselves from their competitors and build a unique value offer.
Businesses that identify and leverage their strengths can acquire a competitive
advantage and position themselves favourably in the minds of consumers.
Function of Marketing

The Marketing Mix - 7 Ps

The marketing mix, also known as the 7Ps of marketing, is a framework that helps
businesses develop their marketing strategies. It consists of four key elements: product,
price, place, and promotion. Let's explore each element in more detail:

Product: Product is a part of the marketing mix that relates to what a company offers in
terms of its products or services. This section defines the attributes, advantages and
values contained in it. It is important for businesses to consider product design, quality,
packaging, and branding when formulating their marketing strategies. Firms can
differentiate themselves effectively from the competition if they know the unique selling
proposition of their products.

Price: Price on the other hand refers to how much customers are willing to pay for a
particular item or service (Kotler et al., 2012). Pricing tactics therefore may vary based
on market demand, competition, as well as customer perception regarding value.
Therefore, businesses must be very careful while evaluating their pricing strategies so
that

Place: The place component of the marketing mix covers distribution channels and
places where customers have access to the product or service. Selecting appropriate
channels, identifying the best locations and inventory management and logistics are
involved here. Understanding the buying behaviour of the target audience makes it
easier for firms to provide items/services.

Promotion: Lastly under promotion are advertising; public relations; sales promotion;
and direct marketing techniques which are aimed at creating awareness in the market
about the product and its features.

People: People refer to the individuals who deliver and consume goods or services.
This includes staff, customers and other stakeholders with emphasis on customer
service, employee training, and relationship management as means of enhancing the
overall customer experience.

Process: Process refers to systems, methods or workflows that go into providing

products or services to customers. It focuses on efficiency, consistency, and quality
throughout the customer journey from first contact through post-purchase support to
ensure a seamless and satisfying experience.

Physical Evidence: This is about tangible things that assist in delivering products or
services as well as influencing client perceptions. These may refer to actual buildings,
equipment used, signs displayed branding tools and other visual cues aimed at building
trustworthiness, credibility and brand image.
Elements of a successful marketing campaign
A successful marketing campaign requires careful planning, strategic execution, and
continuous monitoring and optimization. Here are some key elements that contribute to
a successful marketing campaign:

Clear objectives: Before launching a marketing campaign, it's important to define clear
objectives. What do you want to achieve with your campaign? Whether it's increasing
brand awareness, driving sales, or generating leads, having clear objectives will help
guide your strategy and measure the success of your campaign.

Target audience: Understanding your target audience is crucial for any marketing
campaign. Who are your ideal customers? What are their needs, wants, and
preferences? By defining your target audience, you can tailor your messages and
tactics to effectively reach and engage them.

Compelling messages: A successful marketing campaign relies on compelling

messages that resonate with your target audience. Your messages should
communicate the value and benefits of your products or services, and why customers
should choose you over your competitors.

Strategic channels: Choosing the right channels to reach your target audience is
essential. Whether it's social media platforms, search engines, or traditional media
outlets, selecting the channels that align with your target audience's behaviour and
preferences will ensure that your messages are reaching the right people.

Consistency: Consistency is key when it comes to marketing. Your messages,

branding, and overall customer experience should be consistent across all touchpoints.
This will help build brand recognition and trust among your target audience.

Measurement and optimization: Tracking the performance of your marketing

campaign is important to understand what's working and what's not. By measuring key
metrics such as click-through rates, conversion rates, and return on investment, you can
identify areas for improvement and optimize your campaign for better results.
What does Marketing Strategies mean?
Marketing strategies in business are a combination of plans and tactics used to market
products or services, attract clients, and fulfil organizational objectives. Here's an
overview of essential components and tactics in marketing strategies:

1. Market Segmentation: Identifying and segmenting the market based on

demographics, psychographics, and behaviour. This allows organizations to target their
marketing efforts to specific groups of clients who share similar requirements and
tastes.

2. Targeting: Choosing the most appealing categories to focus on based on criteria

such as size, growth potential, and profitability. Businesses want to focus their
resources on areas where they have a competitive edge and are expected to earn the
highest returns.

3. Positioning It is the process of building a distinct and certain position in consumers'

thoughts in comparison to competitors. This involves highlighting unique selling points
(USPs) and developing compelling messaging to differentiate the brand and appeal to
target customers.

4. Product development: It is the process of creating or improving products or services

to fulfil the needs and wishes of potential clients. Businesses might innovate based on
market research findings or customer input to produce offerings that provide value and
address specific pain areas.

5. Pricing Strategies: Establishing suitable pricing levels based on costs, competition,

perceived value, and customer demand. Premium pricing, penetration pricing, price
skimming, and value-based pricing are examples of pricing techniques that can be used
depending on business objectives and market conditions.

6. Promotion Mix: Using a variety of promotional techniques and channels to engage

with target consumers and increase sales. Advertising, sales promotions, public
relations, direct marketing, and digital marketing methods may all be used to contact
clients through their chosen channels.

7. Distribution Channels: Choosing the most efficient and effective distribution

channels for getting items or services to clients. Businesses can contact end users
through either direct routes (such as company-owned storefronts or websites) or indirect
channels (such as wholesalers, retailers, or online marketplaces).

8. Marketing Communications: Create integrated marketing communications (IMC)

plans to maintain consistency and balance across all communication platforms. This
includes coordinating advertising, sales promotions, public relations, and other
marketing operations to provide a clear message and maximum impact.

9. Customer Relationship Management (CRM): It involves developing and sustaining

strong customer connections through personalized interactions and focused marketing
efforts. CRM tactics focus on understanding customer wants, interests, and habits in
order to provide unique experiences that build loyalty.
Developing a Marketing Strategy
Developing an effective marketing strategy requires careful planning and consideration
of various factors. Let's explore the key steps involved in creating a successful
marketing strategy:

1. Understanding Your Target Audience

To create a marketing strategy that resonates with your audience, it is crucial to have a
deep understanding of who your target customers are. This involves conducting market
research and analyzing customer demographics, psychographics, and behaviour
patterns. By understanding your audience's needs, preferences, and pain points, you
can tailor your marketing messages to address their specific requirements.

2. Conducting Market Research

Market research is a crucial step in developing a marketing strategy. It involves

gathering information about the market landscape, competitor analysis, industry trends,
and customer insights. By staying informed about the market dynamics, businesses can
identify opportunities, anticipate challenges, and make informed decisions about their
marketing approach.

3. Setting Marketing Goals and Objectives

Clear marketing goals and objectives are essential for guiding your marketing strategy.
These goals should be specific, measurable, achievable, relevant, and time-bound
(SMART). Whether your goal is to increase brand awareness, generate leads, drive
sales, or enhance customer engagement, having a clear objective will help you align
your marketing efforts and measure your success.

4. Choosing the Right Marketing Channels

With numerous marketing channels available, it is important to select the ones that align
with your target audience and business goals. This could include social media
platforms, search engines, email marketing, content marketing, influencer partnerships,
and more. By choosing the right marketing channels, businesses can maximize their
reach and effectively engage with their audience.
5. Implementing and Measuring Your Marketing Strategy

Once your marketing strategy is in place, it's time to put it into action. Implementing your
strategy involves executing marketing campaigns, creating content, and monitoring your
progress. It is important to regularly measure and analyze key performance indicators
(KPIs) to evaluate the effectiveness of your marketing efforts. This data-driven approach
allows businesses to make informed adjustments to their strategy and optimize their
results.
The Rise of Streaming Services and Netflix's Ascent to the Top
The development of streaming services transformed the entertainment sector, giving
customers unparalleled access to a massive library of movies, TV series, and original
material available on demand.

Technological advancements: With the widespread availability of high-speed internet

and the development of connected devices such as smartphones, tablets, and smart
TVs, customers may now stream video content at any time and from any location.

Changing Consumer Preferences: With busy lives and a need for convenience,
consumers are increasingly turning to on-demand viewing choices that provide flexibility
and personalization over common linear TV schedules.

Disruption of Traditional Media: Streaming services challenged the old media

environment, which was controlled by cable and satellite TV providers, by providing an
alternative model that provided customers more control over what they watched and
how they got it.

● How Netflix Became a Leader:

First-Mover Advantage: Netflix, founded in 1997, launched as a DVD rental service by

mail. They shifted to online streaming in 2007, becoming an early pioneer in the
emerging market.

Focus on User Experience: Netflix promoted comfort with an easy-to-use interface, a

large collection of material, and a subscription model that allowed for limitless viewing
instead of per-rental fees.

Data-Driven Approach: Netflix used user data to personalize suggestions and better
understand viewing behaviour. This enabled them to efficiently create content libraries
and target marketing activities.

Content Acquisition and Originals: Netflix began by acquiring successful licensed

programming before venturing into original content production. Shows like "House of
Cards" (2013) and "Stranger Things" (2016) achieved critical and financial success,
differentiating them from competition.
Global Expansion: Netflix rapidly entered new markets throughout the world,
establishing itself as a genuinely global streaming network.

Difference between a Product and a Service

Netflix is basically a Software as a service (SaaS). While it sells physical things such as
DVDs and merchandise, it mainly offers a subscription-based streaming service that
gives users access to a massive library of movies, TV series, and original content. To
have access to this service, users must subscribe to Netflix, which charges a monthly or
yearly fee (differs in plans) for unlimited streaming across multiple devices. As a result,
Netflix's core income model focuses on providing a service rather than actual things.

Feature Product Service

Tangible - You can physically touch Intangible - It's an experience or performance,

Tangibility or hold it. not a physical object.

Customers own the product after Customers do not own the service, they pay
Ownership purchase. for access or the experience.

Products can be manufactured, Services cannot be stored or inventoried, they

Inventory stored, and shipped. are delivered and consumed at the same time.
Products are typically mass-
produced with limited customization Services can be highly customized to meet
Customization options. individual customer needs.
Customers may travel to receive the service
Products are delivered to the (haircut) or the service provider may come to
Delivery customer. the customer (home repair).
Maintaining consistent product
Quality quality is easier with standardized Service quality can vary depending on the
Consistency production processes. service provider and their performance.
Products can be returned or
exchanged within a certain Services are generally not returnable after
Return Policy timeframe. they are performed.
Examples Phone, T-shirt, Car Haircut, Consulting, Streaming service
Focuses on features, benefits, and
Marketing value proposition of the physical Focuses on the experience, expertise, and
Focus product. benefits provided by the service.

Services often have a recurring revenue

Customer Customer may only purchase the model with repeat business from satisfied
Lifetime Value product once. customers.
Marketing Strategies of a Service-Based Company like NETFLIX
1. User-Centricity: The Core of Everything

● Seamless User Experience: Netflix’s user-friendly interface prioritizes a smooth

user experience as a service. They make it easy to navigate, understand, and
use. The company focuses on a clear value proposition and an easy onboarding
process to keep users engaged from the beginning. Users can access their
account on all types of devices like mobile, laptop, tablet, desktop and TV.
● Data Drives Personalization: Netflix leverages user data from surveys, reviews,
and viewing habits. They use big data to personalize content offerings and tailor
marketing messages to influence customer segments based on their needs and
preferences.

2. Content: Creating a Binge-Worthy Experience

● Original content: Netflix spends billions of dollars every year to create high-
quality content for its customers. This exclusive content differentiates Netflix from
competitors and attracts subscribers. Marketing campaigns for original series and
movies use a variety of platforms, including social media, advertising, and public
relations, to generate buzz, build excitement and boost viewership.

3. Strong Digital presence

● Netflix actively and smartly engages its customers and prospective customers
through social media platforms like Instagram, X (formerly Twitter), Facebook
and YouTube. They don’t directly promote their content with social media but
rather entertain via their content on the posts. They make trending memes out of
their content to engage people and build awareness about the content. Netflix
uses digital marketing like no other brand, they use unconventional but effective
methods to make their social media trendy.
● Build a Community: Netflix has fostered a massive community around their
platform through premiere shows, engaging events, and witty responses on X
and Instagram. This increases engagement and creates a network of brand
advocates.
4. Localization and Global Expansion

● As a global streaming service, Netflix uses localization tactics for adapting its
marketing campaigns to various cultures and countries. Netflix uses customized
marketing efforts, regional content offers, and region-specific promotions to reach
multiple markets and cater to the different tastes of international viewers.

5. Partnerships and Collaborations

● Partnerships and collaborations significantly boost the reach and effectiveness of

marketing campaigns for service-based businesses such as Netflix. By
collaborating with influencers, Netflix can enter new regions and capitalize on the
influencers' dedicated following. Collaborations with well-known businesses and
influencers result in cross-promotional opportunities, introducing Netflix to new
audiences and increasing subscriptions.

6: User satisfaction and feedback

● The lack of physical evidence in Saas business, user satisfaction and beyond is
a top priority. The customers must feel that the money they paid on plans is
worth it. Netflix constantly works on user feedback and tries to enhance the
experience of users and achieve positive marginal utility.

Challenges of Marketing for Service-Based Companies

Marketing for service-based companies has its own issues. Unlike product-based
companies, which can highlight physical qualities, service-based businesses such as
Netflix must focus on intangible benefits. This requires highlighting the value and
experience that the service provides. Also, because services cannot be stored,
marketing activities must be consistent to attract and maintain clients.
 COMPANY PROFILE
Netflix, the leading streaming service that took the entertainment industry by storm. With
over 200 million subscribers worldwide, Netflix forever changed the way we consume
TV shows, movies, and documentaries. Netflix was launched by Reed Hastings and
Marc Randolph in 1997, this California-based company delivers a diverse range of top-
quality content right to your screens.

Reed Hastings and Marc Randolph- Founders of Netflix

History and Background of Netflix

Netflix started as a DVD rental-by-mail service, aiming to eliminate the hassle of late
fees and due dates. In the early 2000s, the company became a household name by
offering a convenient and affordable alternative to traditional video rental stores. With
the introduction of online streaming in 2007, Netflix embraced the digital age and
transformed the way people watch movies and TV shows.
Industry: Streaming Services, Entertainment

Founded: August 29, 1997

Headquarters: Los Gatos, California, United States

Founders: Marc Randolph, Reed Hastings

Co-CEO: Greg Peters Ted Sarandos

Number of Employees: Over 13000 (as of 2024)

Products and Services: Subscription-based streaming service offering movies,

television shows, documentaries, and original content.

Netflix's Mission and Vision

At the core of Netflix's mission is to entertain the world. The company believes in giving
viewers the freedom to choose and enjoy their favourite content anytime, anywhere.
Netflix's vision is to become a global entertainment powerhouse, constantly pushing
boundaries and challenging the status quo.

Key Achievements and Milestones of Netflix

Over the years, Netflix has achieved several significant milestones. In 2013, the
company made history by becoming the first streaming service to receive Emmy
nominations for its original series, including "House of Cards" and "Orange is the New
Black." In 2016, Netflix expanded its services to over 130 countries, making its content
available worldwide. This move solidified Netflix's position as a dominant player in the
global entertainment industry. In 2018, Netflix became the most-nominated studio at
the Emmys®, winning 23 for series including 'GLOW,' 'Godless' and 'Queer Eye.' Then
in 2023 Netflix entered live streaming with the stand-up special 'Chris Rock: Selective
Outrage.’ Netflix wins six Academy Awards®, including Best Documentary Short Film
for 'The Elephant Whisperers,' best animated feature for 'Guillermo del Toro's Pinocchio'
— the first win in this category for a streamer — and four for 'All Quiet on the Western
Front' — the most wins for any Netflix film.

Netflix's Global Expansion and Market Presence

Netflix's global expansion has been nothing short of remarkable. The company's
streaming services are now available in more than 190 countries, reaching a substantial
portion of the world's population. By tailoring its content offerings to local preferences
and cultures, Netflix has successfully penetrated international markets and built a strong
global presence.Netflix's outstanding financial performance reflects its market position
and growth trajectory. Over the years, the company's revenue has steadily expanded,
owing to subscriber growth and worldwide market expansion. Furthermore, Netflix's
market capitalization shows investor optimism about the company's future plans and
position in the streaming business.

Netflix's Corporate Culture

Netflix's corporate culture promotes innovation, creativity, and data-driven decision-

making. The company builds a culture of freedom and responsibility, encouraging
people to take risks, experiment with new ideas, and make a significant difference. With
a focus on diversity, inclusivity, and employee well-being, Netflix creates a dynamic and
collaborative work environment in which employees can develop and grow.
Official Logo Of Netflix

Official Symbol of Netflix

Netflix's Competitive Landscape and Industry Position

While Netflix dominates the streaming industry, it faces fierce competition from other
major players such as Amazon Prime Video, Disney+, and Hulu. As the industry grows,
content creators and traditional media companies are also entering the streaming
market, intensifying the competition. However, Netflix's early-mover advantage,
extensive content library, and innovative strategies have allowed it to maintain its
leading position.

Netflix's Impact on the Entertainment Industry

Netflix has had a significant impact on the entertainment business, changing how
content is made, distributed, and consumed. The company's data-driven approach for
content creation and personalized recommendations have changed how people find
new series and movies. Netflix's popularity has prepared the way for the rise of
streaming services, resulting in the demise of traditional cable and satellite TV.
Business Model of Netflix
Netflix's platform has developed advanced streaming technologies, which have elevated
and improved Netflix's overall business structure and revenue. The platform's software
apps allows viewers to stream and watch a wide range of TV series, movies, and
documentaries. Netflix is now the world's seventh-largest Internet corporation in terms
of revenue, having transitioned to a streaming model.

The subscription-based business model

At the core of Netflix's business model lies its subscription-based approach. Instead of
relying on advertisements, Netflix offers users unlimited access to its vast range of
content for a fixed monthly fee. This model allows users to watch as much content as
they desire, without any interruptions. By eliminating the need for traditional advertising,
Netflix can focus on creating a seamless viewing experience for its subscribers.

One of the key advantages of the subscription-based model is its ability to generate a
consistent and predictable stream of revenue. With millions of subscribers worldwide,
Netflix enjoys a steady income that allows the company to invest in content creation,
acquisition, and technological advancements. This financial stability has played a crucial
role in Netflix's growth and expansion over the years.

However, it's worth noting that Netflix offers different subscription plans to cater to
various user needs. These plans differ in terms of video quality, the number of screens
that can stream simultaneously, and the availability of Ultra HD content. By providing
options, Netflix ensures that users can choose a plan that aligns with their preferences
and budget.

Revenue streams of Netflix

While subscriptions form the primary revenue source for Netflix, the company also
generates income through other channels. One such revenue stream is partnerships
with telecommunications companies. Netflix collaborates with these companies to
integrate its streaming services into their platforms, offering additional benefits to
subscribers. By forging these partnerships, Netflix not only expands its user base but
also earns revenue through licensing agreements.

Additionally, Netflix generates revenue through DVD-by-mail services, although this

segment has become less significant in recent years due to the rise of streaming. The
company still offers DVD rentals to users who prefer physical media or have limited
access to high-speed internet. This diversified revenue approach allows Netflix to adapt
to changing market trends and cater to different consumer preferences.
Content creation and acquisition

A crucial aspect of Netflix's business model is its content strategy. While the company
licenses movies and shows from established studios, it heavily invests in producing its
own original content. By doing so, Netflix maintains creative control and ensures a
steady flow of exclusive content, giving it a competitive edge in the market.

Netflix's foray into original content began with the critically acclaimed series "House of
Cards" in 2013. This move demonstrated Netflix's commitment to producing high-quality
content that resonates with viewers. Since then, the company has continued to release
a wide range of original shows and movies, attracting both established and up-and-
coming talent.

The decision to focus on original content has several benefits for Netflix. First and
foremost, it allows the company to differentiate itself from competitors who rely solely on
licensed content. By offering unique and exclusive shows, Netflix can attract and retain
subscribers who are looking for fresh and innovative content.

Furthermore, producing original content gives Netflix more control over the availability
and distribution of its shows and movies. Unlike licensed content, which may be subject
to restrictions and expiration dates, Netflix's original programs can be made available to
subscribers worldwide simultaneously. This global release strategy not only enhances
the user experience but also helps combat piracy and unauthorized distribution.

The Importance of original content

Original content has proven to be a game-changer for Netflix. By investing in original

programming, the company has gained a loyal fan base and garnered critical acclaim.
Shows like "Stranger Things," "Narcos," and "The Crown" have become cultural
phenomena, attracting millions of viewers and generating buzz on social media
platforms.
Netflix's strategy of creating diverse and inclusive content has also contributed to its
success. The company has been at the forefront of producing shows that reflect a wide
range of cultures, perspectives, and genres. This commitment to diversity not only
resonates with audiences but also helps Netflix tap into untapped markets and attract a
global audience.

Another advantage of original content is its potential for long-term value. Unlike licensed
content, which may become unavailable or migrate to other platforms, Netflix's original
shows and movies remain exclusive to the platform. This exclusivity creates a sense of
urgency among viewers, encouraging them to subscribe and stay engaged with the
platform.

Distribution and international expansion

Netflix's business model wouldn't be complete without considering its distribution

strategy and international expansion efforts. As a streaming service, Netflix relies
heavily on the internet to deliver its content to subscribers. The company has developed
sophisticated content delivery networks (CDNs) and partnerships with internet service
providers (ISPs) to ensure smooth streaming experiences for users worldwide.
When it comes to international expansion, Netflix has been relentless in its pursuit of
global dominance. The company has successfully expanded its operations to over 190
countries, making its content accessible to a vast audience. This global reach not only
increases Netflix's potential subscriber base but also allows the company to negotiate
better deals with content creators and distributors.

To cater to diverse markets, Netflix invests in localized content, subtitles, and dubbing.
By adapting its content to different languages and cultures, Netflix ensures that viewers
from around the world can enjoy a personalized and immersive experience. This
localization strategy has played a significant role in Netflix's international success,
helping the company overcome language barriers and cultural differences.

Personalization and recommendation algorithms

One of the key factors that set Netflix apart from traditional television and other
streaming platforms is its personalized recommendation system. By leveraging data and
algorithms, Netflix provides users with tailored content suggestions based on their
viewing history, preferences, and interactions with the platform.

Netflix's recommendation algorithm takes into account various factors, such as genre
preferences, ratings, time spent watching, and even the viewing habits of similar users.
This data-driven approach enables Netflix to curate content that caters to individual
tastes, keeping users delighted and engaged. By offering personalized
recommendations, Netflix increases the chances of users discovering new shows and
movies that resonate with them.

The recommendation system also plays a crucial role in customer retention and
satisfaction. By understanding user preferences and delivering relevant content, Netflix
enhances the overall viewing experience and increases the likelihood of subscribers
staying engaged with the platform. This personalized approach builds a sense of loyalty
and encourages users to continue their subscriptions.

Customer retention and loyalty

In the highly competitive streaming industry, customer retention is a key metric for
success. Netflix understands the importance of keeping subscribers engaged and
satisfied, and it employs various strategies to achieve this goal.

One such strategy is the release of new content on a regular basis. Netflix aims to
provide subscribers with a constant stream of fresh and exciting shows and movies,
ensuring that there is always something new to watch. By consistently delivering high-
quality content, Netflix keeps users engaged and reduces the chances of them seeking
alternatives.

Furthermore, Netflix invests in user-friendly features and functionalities to enhance the

overall viewing experience. From seamless playback to personalized profiles and offline
downloads, Netflix continually improves its platform to meet the evolving needs of its
subscribers. These user-centric enhancements contribute to customer satisfaction and
increase the likelihood of users remaining loyal to the platform.
Challenges and competition in the streaming industry

While Netflix has enjoyed tremendous success, it faces numerous challenges and fierce
competition in the streaming industry. One of the major challenges is securing licensing
agreements for popular shows and movies. As the streaming market becomes more
crowded, content creators and studios have started to launch their own streaming
platforms, limiting the availability of their content on Netflix.

Additionally, the rise of piracy and unauthorized streaming platforms poses a threat to
Netflix's business model. As technology advances, it becomes easier for users to
access copyrighted content illegally, impacting the revenue and viewership of legitimate
streaming services like Netflix. To combat piracy, Netflix invests in digital rights
management (DRM) technologies and actively works with content creators and law
enforcement agencies to protect its intellectual property.
Moreover, competition from other streaming platforms, such as Amazon Prime Video,
Hulu, and Disney+, poses a significant challenge for Netflix. These platforms offer their
own exclusive content and attract viewers with competitive pricing and bundled
services. To stay ahead of the competition, Netflix must continue to invest in original
programming, expand its global reach, and maintain a strong focus on customer
satisfaction.

Marketing Strategy of Netflix: A Masterclass in Branding,

Advertising, and Social Media
Netflix Branding Strategy
Netflix's marketing approach revolves around its own distinctive branding. Netflix, with
its famous red logo and easy-to-use user interface, has established itself as a leader
streaming service associated with high-quality content. The brand language is pleasant
and likeable, making customers feel like they're part of the Netflix community.

Netflix's brand strategy extends beyond visual components. It includes the entire user
experience, which is intended to be smooth and simple. When users join into the site,
they are met with personalized suggestions and an easy-to-use layout. This attention to
detail improves overall brand perception and keeps users coming for more.

Furthermore, Netflix's devotion to original content has built up its brand identity. Netflix
has established itself as a place for innovative storytelling and entertainment by
producing highly-rated series and films. This link with quality content has helped Netflix
establish a loyal customer base and attract new members.

Netflix Advertising Strategy

Netflix's advertising strategy consists of data-driven insights, personalized

recommendations, and a multichannel approach. The streaming giant collects vast
amounts of user data to understand individual preferences and viewing habits better,
resulting in personalised recommendations that fit users' interests. This method also
assists Netflix in reaching potential new subscribers by identifying people who are likely
to be interested in its content and delivering them with appropriate advertisements. This
technique not only raises the probability of obtaining new consumers but also improves
the overall user experience by displaying content that is relevant to their tastes. Netflix
also does traditional advertising channels like billboards, print ads, and television
commercials to ensure that its message is consistent across all media. This multi-
channel approach helps extend the brand's reach and attract audiences.

The Power of Netflix's Social Media Strategy

With Netflix's social media strategy, it effectively engages with its audience. It employs
funny and sympathetic tweets on sites like Twitter and Instagram to start conversations
and generate interest around its shows and movies. Netflix personalizes its content for
each platform based on user data and demographic insights, building a strong online
community and a sense of belonging among its members. The company also succeeds
in creating shareable content, such as funny memes, behind-the-scenes images, and
interactive quizzes, which grabs the audience's attention and encourages them to share
with their friends and followers. Netflix regularly connects with its social media followers
by replying to comments, organizing Q&A sessions, and using user-generated material
into marketing initiatives. This method enhances the relationship with its audience and
promotes brand loyalty.

Successful Campaigns by Netflix

Furthermore, Netflix's successful campaigns have received widespread recognition.

From the viral "Stranger Things" marketing stunts to the interactive film experiences of
"Black Mirror: Bandersnatch," Netflix always pushes forward in order to attract
consumers and keep them coming back for more.

One of the most notable examples of Netflix's campaign success is the marketing for
the hit series "Stranger Things." Prior to the release of a new season, Netflix generated
interest by posting mystery billboards and posters throughout cities, keeping fans
curious and anxious for more. This unorthodox strategy sparked immense online
attention and led to the show's enormous popularity.
Netflix launched another notable campaign with the release of "Black Mirror:
Bandersnatch." This interactive film allowed viewers to make decisions that directly
affected the plot, resulting in a unique and engaging experience. The creative nature of
this campaign drew considerable attention and showed Netflix's effort to push the
boundaries of storytelling.

In addition to these specific campaigns, Netflix frequently produces compelling trailers

and teasers for its episodes and films. These well-created promotional ads build
curiosity and enthusiasm among viewers, contributing to the overall popularity of Netflix
programming.

In essence, Netflix's successful campaigns are distinguished by creativity, innovation,

and a thorough understanding of its target demographic. By pushing the boundaries and
offering new experiences, Netflix captivates audiences and promotes itself as a
streaming industry leader.
Netflix’s witty tweets tend to go viral…

Netflix has a significant presence on Instagram as compared to its competitors…

Netflix often collaborates with YouTube influencers to reach wide range of audiences…

RESEARCH METHODOLOGY AND

DATA COLLECTION

Introduction
A research method is a planned approach or systematic plan used by researchers to
conduct studies and inquiries. It provides a framework for conducting research and
directing researchers through the process of collecting, evaluating, and interpreting data
to answer questions or solve issues.

The business research method refers to the systematic strategy that researchers take
when studying business-related questions or problems. It includes determining research
objectives, choosing appropriate research methodologies, gathering relevant data,
analyzing findings, and developing conclusions to solve corporate challenges or
opportunities.

In the business world, research methodology includes approaches like as surveys,

interviews, case studies, experiments, and statistical analysis. Businesses must use
robust research approaches to collect trustworthy information, make informed decisions,
and design effective strategies.

Ultimately, research methodology in business aims to generate insights, solve

problems, and support decision-making processes within organizations, leading to

improved performance, competitiveness, and success in the marketplace.

In this project, I have used both a quantitative approach and a qualitative approach to

gain a comprehensive understanding of the various aspects of the marketing strategy.

Importance of Research Methodology in Conducting Research

Research methodology refers to the systematic approach or framework that researchers
use to conduct their studies. It involves the selection of appropriate tools, techniques,
and procedures to collect, analyze, and interpret data. A well-designed methodology
ensures that the research is valid, reliable, and credible.

The importance of research methodology cannot be overstated. It provides a roadmap

for researchers, guiding them through the entire research process. By clearly defining
the research questions, objectives, and scope, the methodology helps researchers stay
focused and avoid any unnecessary detours. It also ensures that the research is
conducted ethically, adhering to established standards and guidelines.
Objectives of Research Methodology
● To Guide the Research Process: A research methodology is like a road map,
describing the steps one will follow to answer the research question and meet the
objectives of the study. It ensures a rational and methodical approach to data
collection and analysis.
● To Ensure Study Quality: Outlining an exact strategy helps boost the credibility
and reliability of the study findings. This includes selecting suitable research
designs, data collection methodologies, and data analysis approaches.
● To Increase Efficiency: A well-defined methodology for research allows one to
make better use of resources (such as time, money, and personnel). It reduces
the likelihood of collecting useless data or taking fruitless paths.
● To Facilitate Development: When the research process is clear and well-
documented, other researchers can duplicate the result or build on its
conclusions. This develops knowledge in the field.
● To Address Specific Research Issues: Different research issues demand
different techniques. A clearly defined technique allows one to customize the
approach to the specific needs of the research issue.

Types of Research Methodologies

There are various types of research methodologies, each suited for different types of
research questions and goals. The choice of methodology depends on various factors,
such as the nature of the research problem, available resources, time constraints, and
the researcher's expertise. Let's explore the three main types of research
methodologies:

➔ Quantitative Research Methodology

Quantitative research focuses on collecting and analyzing numerical data to test

hypotheses, identify patterns, and make generalizations about a population. It involves
the use of statistical analysis to draw conclusions from the data. Surveys, experiments,
and statistical data analysis are commonly used in quantitative research.
One of the key advantages of quantitative research is its ability to provide precise and
measurable results. It allows researchers to identify relationships between variables and
make predictions based on statistical models. However, quantitative research may not
capture the complexity and richness of human experiences and emotions, as it primarily
focuses on numerical data.

➔ Qualitative Research Methodology

Qualitative research aims to understand and interpret social phenomena through in-
depth exploration and analysis of non-numerical data. It involves collecting data through
methods such as interviews, focus groups, and observations. The data collected is
typically descriptive and narrative in nature.

Qualitative research allows researchers to gain a deeper understanding of the context

and meaning behind participants' experiences. It provides rich and detailed data,
allowing for a comprehensive analysis of complex social phenomena. However,
qualitative research may be subjective and time-consuming, requiring extensive data
collection and analysis.

➔ Mixed Methods Research Methodology

Mixed methods research combines both quantitative and qualitative research

approaches, allowing researchers to leverage the strengths of each method. This
approach involves collecting and analyzing both numerical and non-numerical data,
providing a comprehensive and holistic understanding of the research problem.

Mixed methods research can be particularly useful when studying complex research
questions that require a multi-dimensional approach. By integrating quantitative and
qualitative data, researchers can validate and complement their findings, leading to a
more robust and nuanced understanding of the research problem.

In this particular research project, I have used both aspects of quantitative and
qualitative methods. So it can be said that the methodology is the mixed methods as
this project contains the collection of data from surveys and from observing the real
world.

Steps in Conducting Research Using the Chosen Methodology

Regardless of the chosen research methodology, there are several common steps
involved in conducting research. These steps provide a structured framework for
researchers to follow, ensuring that the research process is systematic and rigorous.
Let's explore these steps in detail:

1. Identify the research problem: Clearly define the research problem or question
that you aim to address. This will guide the entire research process and help you
stay focused on your objectives.
2. Review existing literature: Conduct a comprehensive review of existing
literature related to your research topic. This will help you understand the current
state of knowledge, identify research gaps, and inform your research design.
3. Formulate research objectives: Based on your research problem and literature
review, develop clear and specific research objectives. These objectives will
guide your data collection and analysis.
4. Choose the appropriate research design: Select a research design that aligns
with your research objectives and methodology. This could be experimental,
correlational, case study, or any other design that suits your research question.
5. Select data collection methods: Choose the most appropriate data collection
methods based on your research design and objectives. This could involve
surveys, interviews, observations, or a combination of methods.
6. Collect and analyze data: Collect data using the chosen methods and analyze it
using appropriate statistical or qualitative analysis techniques. Ensure that your
data collection process is well-documented and adheres to ethical guidelines.
7. Interpret and draw conclusions: Interpret your findings in light of your research
objectives and existing literature. Draw meaningful conclusions and discuss their
implications for theory, practice, or policy.
8. Communicate your findings: Finally, communicate your research findings
through academic papers, presentations, or other appropriate channels. Share
 your insights with the research community and contribute to the existing body of
knowledge.

Data collection
Data collection in research refers to the process of gathering information or data
relevant to the research objectives or questions. It involves systematically collecting,
recording, and organizing data to analyze and draw conclusions.

There are two types of sources or methods from where data can be collected: Primary
and Secondary source.

➢ Primary Data source

Primary data refers to original data collected firsthand by the researcher for a specific
research purpose. This data is gathered directly from the source or through direct
interaction with individuals, groups, or organizations. Advantages of primary data
collection include the ability to tailor data collection instruments to research objectives,
gather specific information relevant to the study, and ensure data freshness.

However, primary data collection can be time-consuming, costly, and resource-

intensive. It also requires careful planning and consideration of ethical considerations,
such as informed consent and confidentiality. Primary data collection methods include:

Surveys are a popular method for collecting primary data, involving asking questions to
gather specific information related to research objectives. They can be conducted in
various formats, including online, paper-based, or face-to-face interviews. Surveys allow
researchers to gather large amounts of data from diverse participants, allowing for
analysis of patterns, trends, or correlations. However, they have limitations, such as
response bias, and researchers must design surveys carefully to ensure clear,
unbiased, and relevant questions. Overall, surveys are essential for businesses.

Interviews are a valuable data collection method for researchers, allowing for in-depth
exploration of topics through open-ended questions. There are two types: structured
and unstructured. Interviews provide rich, detailed data, allowing researchers to probe
further and establish rapport with participants. However, they can be time-consuming
and resource-intensive, and the data collected may be subjective and influenced by the
interviewee's perspective.

Observation is a primary data collection method that involves directly observing and
recording behavior, events, or phenomena in controlled or naturalistic settings. It
captures real-time data, providing an accurate representation of the subject and
enabling studies that might be difficult to obtain through other methods. However,
observation has limitations such as time consumption, and the Hawthorne effect, and
may not capture underlying motivations or thoughts.

Experiments are a crucial data collection method in scientific research, involving

manipulating variables in a controlled environment to observe their effects on outcomes.
They allow for replication, control for confounding variables, and establish causal
relationships. However, they can be time-consuming, resource-intensive, and may not
accurately represent real-world conditions. Ethical considerations are also essential.

➢ Secondary Data source

Literature review is a method of analyzing existing research studies or publications to

provide a comprehensive overview of knowledge and findings in a specific area. It helps
identify research gaps and offers a broader perspective. However, it has limitations
such as varying research quality and reliability, and may not capture the most up-to-
date information. Despite these, literature reviews are valuable secondary data
collection tools.

Online Databases, The internet has revolutionized research by providing researchers

with vast secondary data through online databases. These databases offer
convenience, efficiency, and diverse sources, enabling comprehensive analysis.
However, researchers must critically evaluate the quality and reliability of the data, as it
may be outdated, biased, or incomplete. Some databases may require subscriptions or
fees, limiting data availability.
Data Analysis Techniques
Once data is collected, it needs to be analyzed to draw meaningful conclusions from the
research. The choice of data analysis techniques depends on the nature of the data and
the research questions. The commonly used data analysis techniques:

Quantitative Data Analysis

Quantitative data analysis involves the use of statistical techniques to analyze numerical
data. Descriptive statistics, inferential statistics, regression analysis, and factor analysis
are some commonly used techniques. Software packages such as SPSS, Excel, or R
can be used to perform statistical analysis.

Quantitative data analysis helps identify patterns, relationships, and trends in the data. It
allows researchers to test hypotheses, make predictions, and generalize the findings to
a larger population. However, it's important to ensure that the data meets the
assumptions of the chosen statistical techniques and that the results are interpreted
correctly.

Qualitative Data Analysis

Qualitative data analysis involves the systematic and iterative process of analyzing non-
numerical data. This often involves coding, categorizing, and interpreting textual or
visual data. Techniques such as thematic analysis, content analysis, and constant
comparison are commonly used in qualitative data analysis.

Qualitative data analysis helps uncover themes, patterns, and meanings in the data. It
allows researchers to generate rich and detailed descriptions of social phenomena and
gain a deeper understanding of the research problem. However, it's important to ensure
that the analysis is rigorous and transparent and that the interpretations are supported
by the data.
 DATA ANALYSIS AND
INTERPRETATION
AGE :
Interpretation: The above pie chart indicates that the majority of the audience of Netflix
are in the age group of 18 to 25 followed by the age group 25 to 30 then Under 18 and
others.

GENDER :

Interpretation: The given chart shows that both male and female members of Netflix
are nearly the same number with around 51.4% Male and 48.6% Female.
PROFESSION:

Interpretation: From the above chart we can observe and say that most of the
audience of Netflix consists of students followed by employed and others.

1) How did you initially hear about Netflix?

Interpretation: It is observed from the above pie that 45.7% of people have first heard
about Netflix through social media, 30% through Word of mouth, 14.3% through TV ads
and 10% of audience got to know about Netflix from other sources.

2) How often do you use Netflix?

Interpretation: From the above bar graph it can be inferred that 37.1% of people use
Netflix once in a while, 22.9% people use it once a week and 20% people use it daily.

3) How long have you been a subscriber to Netflix?

Interpretation: In the above Pie chart it is shown that around 60% of the people have
been a subscriber of Netflix for the last 6 months, 18.6% for the last 1 to 2 years, 11.4%
for 2 years and above and 10% for 6 months to 1 year.

4) You like to watch Netflix on which device?

Interpretation: It is observed and understood that most of the subscribers(47.1%) like
to watch the content on Computers or Laptops. Also, 34.4% of subscribers watch Netflix
on their smartphones, 14.3% on their TVs and the rest use tablets.

5) What motivated you to subscribe to Netflix?

Interpretation: From the above bar graph it can be inferred that 47.1% of people use
Netflix for its original content and wide range of content, then 45.7% of people use
Netflix for easy access to quality content and 44.3% people use Netflix due to
recommendation from friends and family and the rest 12.9% due to affordable plans.

6) Do you follow Netflix on social media to get quick updates of shows?

Interpretation: It can be observed that most people do not follow Netlfix on social media
but around 38.6% follow Netflix on Instagram and the rest get their show updates
through other sources.

7) How would you rate Netflix’s personalized recommendation of content?

Interpretation: It can be inferred from the above chart that 55.7% of people think the
recommendations system is “Good”, around 24.3% of people think the recommendation
is “Excellent” while 17.1% think it is average.

8) What do you think sets Netflix apart from its competitors?

Interpretation: From the above graph it can be inferred that 38.% people think that
Netflix is distinct because of its original and unique content, 28.6% think that its because
of a better interface face and 27.1% people think it's due to Netflix’s distinct branding.

9) Have you ever been persuaded to watch Netflix due to its marketing?

Interpretation: It is observed that 41.8% of people are influenced by Netflix’s marketing

of their content, and 28.4% also watch Netflix due to marketing and peer pressure.

10)Do you feel Netflix’s Pricing is justified by the content and service it offers?
Interpretation: From the above Pie chart it can be understood that 45.7% of people
think the plan prices are justified, 21.4% of people answered “Yes” and are neutral.

11)Do you have a subscription to multiple OTT platforms including Netflix?

Interpretation: It can be inferred from the above data that 58.6% of people use only
Netflix for online content while 41.4% do use Netflix and other OTT platforms.
 FINDINGS AND CONCLUSION
Findings

❖ Brand Awareness- Through this study it was found that Netflix has a very strong
brand presence as all of the respondent knew about the company and what it
does in the media industry. It can be said that Netflix’s marketing strategies have
been effective at both local and international levels.These findings highlight
Netflix's effectiveness in interacting with potential consumers and promoting the
content through digital and social media channels.
❖ Satisfaction Levels of customer: It was observed that most of the respondent
were highly satisfied with the service and content that Netflix provide. Along with
easy to use interface at any device and original content Netflix has been able to
satisfy their subscriber well when compared with the worth of the pricing plans.
❖ Use of Technology and Digital platform : Many Netflix users really like the
suggestions Netflix gives them about what to watch next. They think these
suggestions are quite good and helpful. This shows that Netflix is really good at
using computer programs to figure out what users might like, which helps keep
users interested in the service.
❖ Unique Marketing Tactics: It can be said that in the modern world Netflix has
one of the most influential and unique marketing tactics that people are relating
more to the advertisement and marketing stunts. With this customers are being
constantly notified of Netflix’s presence. Be it on Instagram and X(Twitter) with
their memes and witty replies or the unique collaborations with YouTube content
creators.
❖ Distinction from Competition: Netflix's distinctiveness is attributed to its original
and unique content, user-friendly interface, and strong branding. These factors
differentiate Netflix from its competitors and reinforce its position as a market
leader. Despite concerns about pricing, a majority of subscribers perceive
Netflix's pricing as justified, emphasizing the value derived from its content and
service offerings.
Conclusion

❖ Netflix's success in the streaming industry is largely due to its ability to use smart
marketing techniques made for its wide audience. Netflix has built a dedicated
user base by effectively using digital platforms and employing data-driven
algorithms to provide personalized content recommendations that are relevant to
individual preferences. This not only improves user satisfaction, but also greatly
increases user engagement and retention.
❖ Furthermore, Netflix's active engagement on social media sites, particularly
Instagram, is critical in cultivating a feeling of community and connection among
its customers. The platform is an important route for communicating timely
updates on new releases, exclusive content, and behind-the-scenes looks,
establishing a dynamic and engaging relationship between Netflix and its
audience.
❖ Furthermore, Netflix's focus on creating valuable original content has been an
essential factor to its competitive advantage. By investing in diverse and high-
quality products, Netflix not only serves a wide range of tastes and preferences
but also sets itself apart from competitors in an increasingly competitive industry.
The success of Netflix's original content serves as a strong reason for both new
and existing users, to maintain the company's position as a leading entertainment
destination.
❖ While some members may be concerned about pricing, the majority believe
Netflix's pricing is reasonable, given the value proposition in terms of content
variety accessibility, and user experience. This highlights the significance of
consistently providing value to customers while maintaining a delicate balance
between pricing and perceived benefits.
❖ Netflix's marketing strategies stand for a comprehensive approach that focuses
on identifying, engaging, and satisfying its customers. Netflix has changed media
industry with a combination of data-driven insights, engaging content, and active
community interaction. As Netflix evolves and expands its global footprint, its
dedication to innovation andcustomer-centricity will be critical in achieving long-
term development and success.
 LIMITATIONS AND SUGGESTIONS

Limitations

➔ Universality : The study's findings can not be universal against the sample
population surveyed. The sample size and demographics may not accurately
represent the subscriber base of Netflix. This means the findings from this
survey may not generalized for whole user base of Netflix.

➔ The use of single data collection method,in this case questionnaire, can result in
limited procurement of insights. Using other primary and secondary methods of
data collection like interviews including questionnaire would have provided more
reliable data.

➔ The population size is not big enough to and most respondent reside mainly in
the same city. This makes us unable to make statistical measurement and
genralizing it for the whole Netflix user population.

➔ Self-Report Bias: The data collected relies on self-reported responses from

survey participants, which may be subject to bias and inaccuracies. Individuals
might provide socially desirable responses or misrepresent their behavior,
impacting the validity of the findings.

➔ Temporal Factors: The findings might be influenced by the timing of the research,
as consumer behaviors and market dynamics can evolve rapidly. Changes in
Netflix's offerings, competitor strategies, or external events could affect the
relevance and applicability of the research findings over time.
Suggestions
➔ Transparency and Trust: Prioritize transparency in data usage and privacy
practices to build trust with subscribers. Clearly communicate how subscriber
data is utilized to enhance the viewing experience while ensuring robust security
measures to safeguard personal information.

➔ Localized Marketing: Use localized marketing methods to effectively target a

variety of foreign audiences. Customize promotional campaigns, content
recommendations, and communication channels to reflect local cultures,
languages, and tastes, resulting in increased audience engagement and
adoption.

➔ Interactive Experiences: Introduce interactive experiences, such as interactive

storytelling or immersive virtual reality content, to further engage subscribers and
differentiate Netflix from competitors. Interactive content allows users to actively
participate in the narrative, creating a more immersive and memorable viewing
experience.

➔ The plan pricing can be more flexible for market with high price sensitivity. The
plans can be of various range according to the audience in the demography. Also
the account sharing must be permitted as it can allow Netflix content to reach
new audience and promote subscriptions.
 BIBLIOGRAPHY

● https://about.netflix.com/en

● https://research.netflix.com/business-area/marketing-and-growth

● https://www.sprintzeal.com/blog/netflix-marketing-
strategy#what_are_the_key_principles_of_netflix_marketing

● https://www.themarcomavenue.com/blog/a-case-study-on-netflixs-marketing-
strategies-tactics#

● https://www.engagebay.com/blog/modern-marketing-tips-netflix/

● https://iimskills.com/marketing-strategy-of-netflix/

● https://www.simplilearn.com/tutorials/marketing-case-studies-tutorial/netflix-
marketing-strategy

● https://medium.com/@sprintzeal/netflix-marketing-strategy-an-overview-on-
marketing-tactics-of-netflix-5877eb3d76f0

● https://www.researchgate.net/publication/
369398933_A_Case_Study_of_Netflix's_Marketing_Strategy

● https://marketerasia.com/netflix-india/
 ANNEXURE
AGE:

a)Under 18

b)18 to 25

c)25 to 30

d)30 to 35

e)Above 35

GENDER:

a) Male

b) Female

c) Prefer not to say

PROFESSION:

a)Student

b)Employed

c)Unemployed

d)Other

1) How did you initially hear about Netflix?

TV advertisement
Word of mouth
Social media
Other
2) How often do you use Netflix?

Daily
Once in a week
Once in a while
Never
3) How long have you been a subscriber to Netflix?

Less than 6 months

6 months to 1 year
1 year to 2 years
2 years and more
4) You like to watch Netflix on which device?

Computer/ Laptops
Smartphones
TV
Tablets
5) What motivated you to subscribe to Netflix? (You can choose multiple options)

Original content
Recommendations from friends/family
Affordable pricing
Easy access to quality movie and series content
Wide range of content
6) Do you follow Netflix on social media platforms to get quick updates of your
shows? If yes, which ones?

Facebook
X (formerly Twitter)
Instagram
YouTube
7) How would you rate Netflix's use of personalized recommendations in
suggesting content for you?
Excellent
Good
Average
Poor
Very Poor
8) What do you think sets Netflix apart from its competitors like Amazon Prime,
Disney+Hotstar, SonyLIVE, etc?
Branding and Global standing
Original and Unique content
Better User Interface and Experience
Affordable Subscription plans
9) Have you ever been persuaded to watch a particular show or movie on Netflix
due to its marketing efforts?

Yes
No
Yes but also due to peer pressure of friends
10) Do you feel that Netflix's pricing is justified by the content and service it
offers?

Yes
Somewhat
Neutral
No
11)Do you have subscriptions to multiple OTT platforms including Netflix?
Yes
No