Netflix0%

Loading Presentation…

Who We Are

Target Market13%

Loading…

Primary Target MarketDVD users ages 18-34Currently living in a

household of three or more people

Don’t have much discretionary income

Have influence on the entertainment options the rest of the household uses

Secondary Target Market

Ages 35-44Parents of children in

Elementary School or younger

Have little time to wasteHave more discretionary

income than primary target

Current DVD Users by Age

Financial Ties per Age Group

Meet Ashley

Meet Sarah

Secondary Research

21%

Loading…

What is Netflix’s Position Now?Two decisions caused public backlash:

Raising prices by 60% Separating DVD and streaming services

RecoveryLost 800k subscribers at

the end of 2011

Regained 610k subscribers at the start of 2012

ThreatsVerizon + Redbox Dish + BlockbusterStreaming Competitors

Primary Research

30%

Loading…

Methodology

Awareness, attitude, behavior

4 Focus Groups

Over 1100 surveys

75 short interviews

Focus Group Findings

“As bad as it sounds, it would be a girl who all night is sort of all over you, and you finally bring her back and she’s like “No, I don’t do that sort of thing.”

On Hulu:

Focus Group FindingsOn Blockbuster:

“I think of, like, an old businessman who drives a shitty car now, and is not a cool cat anymore because he was not paying attention…. Everyone else was advancing and doing all these things, and instead of implementing any of those strategies he’s just remained the same.”

Focus Group FindingsOn Redbox:

“You forget it in your car and it’s like, “Oh 15 dollars, yay!”

Focus Group FindingsOn Amazon Prime:

“A lot of us don’t know what Amazon

Prime is...”

On Netflix…30%

Loading…

People don’t really watch TV shows and movies on TV’s that often

“I watch a lot of Gossip Girl on my computer at school and then, like, at home I watch Netflix and movies on Netflix.”

They can use Netflix to watch TV shows & movies on multiple devices

“Netflix is something you can take with you anywhere. She was saying she has it on her iPad, I have it on my iPhone; I watch it in my car if I am going to Orlando or something.”

People don’t really have that much time to watch TV shows and movies

“I think Netflix is useful, because if you need to catch up on a TV show, you can and you can do a list of all the movies you want to watch, so it’s kind of like you have a goal to complete and watch all the movies you want to watch.”

Survey Findings• 1170 U.S. Respondents

• 18-45 years of age

• Analyzing:• Attitude• Awareness• Behavior• Media Usage

Survey FindingsTime Spent Watching TV/Movies per week

Interview Findings• 79 Respondents

•Questionnaires

• Preferences and habits

Creative49%

Loading…

The Problem

“DVD Devotees” are comfortable and don’t want to convert to streaming

How do we get more DVD users to try streaming?

The Big IdeaThe target wants:

1. Simplicity2. Convenience

How can we get express these two ideas?

Simplicity + Convenience = ____________?

Video

Media64%

Loading…

MediaPhase 1

TV + Digital Media

Phase 2 Social Media + Promotions

Phase 3 OOH + Guerilla

Objectives87%

Loading…

Objectives: Sales

Increase total of unique streaming subscriptions by 30-35%

Increase revenue growth by 20-25%

Objectives: CreativeModernize Netflix brand imagePosition Netflix as the streaming media outlet

that is easiest to use

Encourage DVD subscribers to convert to streaming through intensive promotions

Objectives: MediaReach over 2/3 of our target market

Adapt communications to fit our target market’s lifestyles and habits

Objectives: Social Media and Promotions

Conversation with target market

Build meaningful relationships

Manage Netflix’s reputation and image

Campaign Evaluation

Pre-testingSales evaluationTracking studies

Live the Stream

Our Team

100%

Thank you!