For my final project I have chosen Netflix as my organization. Netflix, Inc.

is an
American media-services provider headquartered in Los Gatos, California, founded
in 1997 by Reed Hastings and Marc Randolph in Scotts Valley, California. The
company's primary business is its subscription-based streaming OTT service which
offers online streaming of a library of films and television programs, including
those produced in-house. As of January 2019, Netflix had over 139 million paid
subscriptions worldwide, including 58.49 million in the United States, and over 148
million subscriptions total including free trials.

The evidences which prove that Netflix satisfies the desired criteria are as follows:

o Wishes to address a new or different geographic audience: Netflix came in

Indian market during early 2017. From then the market of OTT just expanded at
enormous rate. It’s been 2 years in India but still Netflix is struggling to get hold
of its position in India as it was able to garner only 1 Million subscribers as of
late 2018.

o Needs to adapt its marketing strategy to reach a new demographic: In India

the diversity factor was enormous with each state having its own language. Its
own cultures and norms. The company struggled to adapt to new pricing system
which was fitter for its traditional Indian audience.

o Wants to reposition its brand: Netflix has established itself with prime
entertainment provider in western countries. While Netflix was perceived as a
company with more than 70% content as English shows and films. Netflix was
trying to create content which could be more regional and more relatable to its
Indian counterpart.

o Needs to respond to new competition: After the Netflix stepped in most of the
other OTT companies also joined the race. With lead competitors like Amazon
Prime, MX Online, Hulu, Hotstar came up with their originals and specials. This
created a rush to capture as much subscribers as possible.

Digital marketing tools are the key strategies or tools which act as weapons of the
industry when it come social media and digital Marketing. Following are the key tools
which are applicable in the organization selected for the final project:
o Content Marketing: A type of marketing that involves the creation and
sharing of online material (such as videos, blogs, and social media posts) that
does not explicitly promote a brand but is intended to stimulate interest in its
products or services. Netflix provides a large library of online entertainment
material to promote new web series and shows it puts out trailer and posts on
Instagram which in turn promotes the brand itself. The behind the scenes
casting famous celebrities in shows and using their stardom to act as a catalyst
in promoting your interest.

o Using data to personalize a marketing message: Netflix checks user

personal viewing history and based on that sends the person suggestion via
notifications. For e.g.: A person who is more interested in horror genre and
have seen movies in the same category will be notified by a notification
popping up in its phone that a new show in the same genre has arrived.
Moreover if a new season of the previously viewed show drops still the same
strategy is used by Netflix.

o E-mail Marketing: For a normal subscriber irrespective of its subscription

package when the pack it about to get expired the company has adopted a
policy of sending a customized mail to the linked user which shows how much
the Netflix has to offer and in a certain way tries to catfish him into paying for
next subscription package.

o Social Media: Social media is strongest weapon an entertainment based

company possess. It’s the most important outlet or say a window to inside of a
company i.e. how the company uses it makes the face of the company. But
being an easily accessible outlet it’s more difficult now to create a unique
portfolio of your organization in the online social media sites. Various factors
act at the same time in social media such as an easily recognizable logo which
would be common in all the social sites like Instagram, Twitter and Facebook.