Your Own Home Theater Essays - Television, Software, Netflix

Your Own Home Theater IMC Campaign Vanier College Team: Mark Gergely, Zackary Seferian George Gellad Table of Content Situation Analysis Overview Netflix is a company that provides individuals with movies and TV series. They started out in 1997, but it is only in 1998 that services started to be provided by sending DVD's by mail directly to the consumer's home. Their main goal was and still is to provide the population with on screen entertainment without having to purchase each individual movie. In the United States, Netflix started streaming in 2007, without getting rid of the mailing service. For Canadians, this process was only available starting 2010. Today, Netflix is growing each year, because of its low fee (8$ CAD per month) and spares people of having to buy each movie that they want to watch individually. One single movie will most likely cost more than the monthly subscription to Netflix. All you need as a customer to be able to use Netflix's services, is to have internet connection (on the device of your choice) and a Netflix subscription. *Note: there is much more content provided in the United States by Netflix that there is in Canada. Also, there is even less content available in Europe. Netflix has huge opportunities for the future and we can see why: Today, DVD sales are declining significantly. There still a lot of people that prefer to have a physical copy of their favorite movies and the members of our campaign is convinced that there will always be a marked for DVD's (just like there is still a demand in vinyl regardless of the fact that most music these days are downloaded or streamed online). Netflix has a great potential of growing (even if it is already a "big thing") because it offers a convenient way of watching on screen entertainment without having to go to a store or order the content online. Netflix is cheap, easy to use and offers plenty of variety. Netflix has a broad target market. It can be used by people of all ages. The only people that will not be part of this target market are the traditional ones that prefer buying DVDs, but even these people, while being conservative, will find content on Netflix that is not available in a physical form. This brings us to the Netflix exclusive series ("Stranger Things", "House of Cards"). This brand is doing an excellent job of bringing clientele by offering series that aren't available anywhere else. Last year only, Netflix released about 126 original series. So, when all this exclusive content becomes popular, traditional people don't have a choice but to watch it on Netflix. This means that they will eventually subscribe, pay the monthly fee and now they are also hooked to Netflix. For the past years, Netflix has been advertising on TV as well as on Billboards. They focused more on promoting their exclusive series in order to bring more subscribers. Netflix is advertising on all the most popular social media platforms: Facebook, Twitter and Instagram. They obviously have their website where you can sign up and watch movies as well as TV series , plus their exclusive content. In the year 2000, Blockbuster wanted to buy Netflix for 50 million US dollars. They refused and in 2002 they became a public company. They had t heir first profit in 2003 which topped out at 6.5 million US dollars (with a revenue 272 million US dollars. Their current marked share is priced around 140 dollars US. Today, they have almost 430 outstanding shares. One major problem that Netflix has, is that they offer content mostly in North America. Already Canada has less content that the US, but in Europe the availability is even shorter. If you take Romania for example, you can only find 10% of what is diffused in the United States. Our campaign if focused on Canada, but o ne thing we would like to improve perhaps in another campaign , is to offer more content to the rest of the world. As for the brand image, at the beginning of the 21 st century, Netflix established red to be its main color. Market Profile This