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Kangkana Chetia Nayanjyoti Saikia Abhijnyan Changkakoti Aman Kumar

The document discusses Netflix's entry into the Indian market in 2016 and their strategy and marketing mix in India. It covers Netflix's value proposition, competition in India's entertainment industry, and Netflix's focus on developing Indian content and customizing their approach for India.

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Navajyoti Dhar
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15 views9 pages

Kangkana Chetia Nayanjyoti Saikia Abhijnyan Changkakoti Aman Kumar

The document discusses Netflix's entry into the Indian market in 2016 and their strategy and marketing mix in India. It covers Netflix's value proposition, competition in India's entertainment industry, and Netflix's focus on developing Indian content and customizing their approach for India.

Uploaded by

Navajyoti Dhar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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By:

Kangkana Chetia Nayanjyoti Saikia Abhijnyan Changkakoti Aman Kumar


Contents:

• Introduction

• The Entertainment and Media Industry in India

• Value Proposition and Consumer Value Proposition

• Marketing Mix in India

• Competition

• Conclusion
Introduction
• Netflix was founded to offer online movie rentals in the year 1997.

• Wilmot Reed Hastings and Marc Randolph founded the company and Reed Hastings was the Chief
Executive Officer and member of the company’s board of directors.

• Netflix introduced streaming service in 2007.

• Netflix provided service to the members of 190 countries in 21 languages across the world in 2016.

• The brand Netflix was positioned as a movie and television entertainment network among the
viewers.
The Entertainment and Media Industry in India
• Rajib Basu, Partner and Leader – E&M, PwC India said that India was the fastest growing E&M
market globally and would continue to keep that momentum, even more so as talks of launching
5G networks were in progress.

• Some of the key players in India’s OTT platforms were Netflix, Amazon Prime Video and local
players, namely, Reliance Jio TV, Balaji Telefilms’ ALTBalaji, Star India’s Hotstar and Sony
Entertainment Television’s SonyLIV.

• On the other hand, barriers to investment in Indian E&M industry were content piracy, lack of
uniform media policy for foreign investment, content regulation, price regulation in the television
industry, lack of empowered regulators.
Value Proposition and Consumer Value Proposition

• Netflix’s value proposition was that it provided their customers with 24/7 access to streaming a
wide variety of shows and movies with no ads.

• The company website included: “watch as much as they want, anytime, anywhere, on any internet-
connected screen, play, and pause and resume watching, all without commercials or
commitments”.

• Netflix created value for its customers by thoroughly understanding them through observation and
research, customized solutions for every customer, an automated movie recommendation
programme and freedom in selecting and watching movies.
Marketing Product/Service
Netflix created value for its customers by providing emotionally stimulating and captivating
Mix in titles for a relatively cheap monthly subscription.
India Netflix ensured a constant supply of new content and focused on the personalization of content
to make it relevant to India’s target audience.

Price
Initially, Netflix launched its services in the Indian market with its global subscription pricing.

Promotions
Netflix reached out to social media users and adopted customized communication for the Indian
market through social media campaigns almost six months after their entry into the Indian
market.

Partnerships
Netflix entered India in 2016, forming partnerships with several companies such as Bharti Airtel,
ACT Fibernet and Hathway.
Competition
• The competitors of Netflix were TV shows, streaming service providers, video games, YouTube
and even sleep.

• The competition was aggressive not only in the content offered to the audience but also in pricing.

• The key players in India’s digital streaming industry were Amazon Prime Video, Hotstar, Jio
Cinema, ErosNow, Hooq, Hungama, Spuul, MX Player, Vudu, Apple TV+ and Disney Plus.
Conclusion
• The challenges posed by stiff competition, rising data costs by mobile operators and slowing the
Indian economy indicate what lay ahead for Netflix.

• Since their entry in 2016, the company had made many changes to their strategy and marketing
mix.

• The company had placed a big bet on the Indian market as reflected in their decision to invest
US$39.6m for developing Indian content that would also be available in their world market.

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