How ‘‘Netflix & Chill’’ became a part of everyone’s life
How did Netflix manage to be a top brand with incontestable quality over the years? That’s what AdMe’s case study was all about within the Ad & Pr Lab sessions.
Before we dig into that, a little backstory is necessary. Netflix, Inc is an American media-services provider and production company founded in 1997 by Reed Hastings and Marc Randolph in Scotts Valley, California. The company’s primary business is its subscription-based streaming service which offers online streaming of a library of films and television programs. Since 2012, Netflix has taken more of an active role as producer and distributor for both film and television series, and to that end, it offers a variety of “Netflix Original” content through its online library. Today, it is the world’s leading streaming entertainment service with over 167 million paid memberships in over 190 countries enjoying TV series, documentaries and feature films.
Netflix’s wide range of characteristics that constitutes of originality, authenticity and diversity of content in a worldwide scale are the brand’s main elements of their strenght factors. The differentiation between the categories of the content Netflix produces and provides to the audience and its accessibility has established them as a “must” in the modern household and to different cultural types as well.
First of all, it is important for them to maintain their clarity; Netflix’s core values include “judgment, communication, curiosity, courage, passion, selflessness, innovation, integrity, and impact”. These values are integral to the smooth running of Netflix’s operations as they ensure all players remain focused on the major goals of the company.
Responsiveness
Netflix’s strategy focuses on maximizing the competitive advantages of high operational efficiencies and cost effectiveness of information technologies. The company’s intensive growth strategies require aggressive marketing to expand multinational streaming operations.
Netflix Inc.’s operations management implements these strategic implications, ensuring that all areas of operations are aligned to strengthen the business model and generic strategy for competitive advantage, and to support the intensive growth strategies.
Differentiation and Authenticity
The main strategy of marketing for Netflix is its low cost pricing of the subscription of the users. However Netflix Original is another marketing trick of the company, in which they stream exclusive content and not from the third parties streaming services. The differentiation Netflix has achieved enabled them to attract and retain consumers, thereby giving them the leisure to expand and upgrade their services.
Authenticity can be an alternative name for Netflix due to its diversity, which is the reason it has such a broaden appeal to the whole world. The brand produces authentic content in non-English countries and draws the attention from different cultures. Authenticity also derives from the strategy Netflix uses in order to produce their shows. Netflix funds their original shows differently than other TV networks when they sign a project, providing the money upfront and immediately ordering two seasons of most series.
Presence
- A lot of traditional media have devoted time to let their audience know about netflix such as the New York Times, the Guardian etc.
- Numerous times no1 trend on Twitter
- Netflix has a Twitter feed, used to tweet about the new and upcoming shows that include hashtags to encourage engagement of their audience to not only watch the show but to contribute to the hashtag themselves (an omnipresent brand).
One of Netflix Inc.’s major strengths is its high brand equity, which is the business benefit and value associated with the company’s brand, relative to competitors. The brand enables the movie streaming company to maintain its popularity and ability to penetrate its current markets.
‘’As long as you do great, unique content, there’s a market for you.’’
Reed Hastings, CEO of Netflix.
All these years the Netflix company has created a relationship of trust with its audience, offering them high quality and exclusive content coming with a low-cost subscription.
Netflix continues to be a top brand not only by mainting its audience but also by multiplying it. They are committed to add up to their audience as much as they can — the way we, AdMe Company, attempt to do so.
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