1. Netflix develops and defends its Brand Group 9 AshutoshJha (91012) Deepinder Singh (91016) DivanshuKapoor (91017) Harsh Agarwal (91022) Nishant Singh (91039) Saket Kumar Singh (91046)
2. Background Started out in Los Gatos, California as a regionally based online movie store Largest online entertainment subscription service in US 6.7 million customers with access to over 85000 DVD titles
3. Business Model Renting DVD titles on subscription basis Different plans ranging from $4.99 to $23.99 a month Relationship with Holywood producers to speed up access to recent titles
4. Marketing Strategy Monthly service charge for unlimited video rentals 3-8 movies can be checked out at once Eliminated late fee – Largest complain of customers Established video warehouse operations in various metropolitan areas Improved website functionality
5. Branding Purchased pay-for-performance banner advertising from Yahoo, MNS, AOL Search Engine Marketing Permission based e-mails Third party can put its logo on their sites and generate revenue Offered free trial periods Revenue – sharing arrangement with several studio
6. Cont… Added recommender system to its web site Customer can submit online reviews, comment, recommendations Recommendations are available for all customers Data mining technique to recommend new videos
