ADAMSON UNIVERSITY 1

ADAMSON UNIVERSITY
900 San Marcelino Street
Ermita Manila

Integrated Marketing Communication Plan Portfolio

Submitted by:
Olleta, Jhaneenah Mae B.

Submitted to:
Dr. Maria Christina Concepcion

May 2023

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EXECUTIVE SUMMARY

Netflix is a streaming giant that started as a DVD rental -by-mail

service in 1997. In 2007, the company introduced its first streaming
service, offering TV shows and movies online. By 2013, Netflix had
become a leading producer of original content, with its first series,
"House of Cards," winning critical acclaim. Over the years, the
company has expanded its offerings to i nclude a vast array of TV
shows, movies, and documentaries from around the world, as well as
producing original content in various languages. Today, Netflix has
over 200 million subscribers in more than 190 countries and has
become a household name synonym ous with streaming entertainment.

Netflix's IMC (Integrated Marketing Communication) plan is

focused on promoting the company's streaming services through
various communication channels. This plan targets a global audience
and seeks to build brand awarene ss, increase customer engagement,
and drive subscriptions.

To achieve these goals, Netflix employs a multi -channel

approach that includes social media, content marketing, influencer
partnerships, public relations, and paid advertising. The company
leverages data and analytics to tailor its messaging and creative to
specific audiences and maximize the impact of its campaigns.
Netflix also invests heavily in original content creation to differentiate
itself from competitors and build a loyal customer base. T he company
uses its content as a marketing tool, promoting new releases through
social media, email campaigns, and other channels.

Overall, this Netflix's IMC plan is focused on creating a

cohesive and consistent brand image across all touchpoints, while a lso
tailoring its messaging to specific audiences and markets.

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By leveraging a range of communication channels and investing
in original content creation, the company aims to continue growing its
subscriber base and maintaining its position as a leader in the
streaming industry .

SWOT ANALYSIS

STRENGTH WEAKNESS

• Large subscriber base of over 200 • Dependence on licensed content,

million users globally. which can be expensive and subject
• Strong brand recognition and to availability.
reputation for quality original • High production costs for original
content. content, which can impact
• Extensive library of movies, TV profitability.
shows, and documentaries that cater • Heavy reliance on technology that
to a wide range of interests. can be subject to technical glitches
• Easy-to-use platform that provides and disruptions.
a seamless user experience. • Vulnerability to changes in
• Innovative business model that has consumer behavior and shifts in the
disrupted the traditional media media landscape.
industry.

OPPORTUNITIES THREATS

• Expansion into new markets with • Intense competition from other

untapped potential for growth. streaming services such as Amazon
• Diversification into new content Prime Video, Hulu, and Disney+.
formats such as podcasts and • Rising costs of licensed content and
interactive programming. original content production.

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• Partnership opportunities with other • Potential backlash from consumers

media companies to expand content and content creators over
offerings. controversial content.
• Leverage user data to provide • Regulatory challenges related to
personalized recommendations and content regulation and data privacy.
targeted advertising. • Economic downturns and other
• Growth in demand for streaming external factors that can impact
services due to the ongoing shift consumer spending habits.
from traditional cable TV to digital
media consumption.

KEY AUDIENCES

Campaign Target Audiences

Netflix has a diverse target audience that includes individuals and families of all
ages and backgrounds.

1. Young adults (ages 18-34): This demographic is a primary target audience

for Netflix, as they are early adopters of new technology and enjoy binge-
watching TV shows and movies.

2. Families: Netflix's vast content library appeals to families with children

of all ages, offering a variety of kid-friendly programming.

3. International audiences: Netflix has a global reach and provides content

in various languages, making it attractive to international audiences.

4. Fans of specific genres: Netflix caters to fans of different genres,

including action, drama, comedy, horror, and documentaries.

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5. Cord-cutters: People who are looking to cut the cord on traditional cable
or satellite TV are another key audience for Netflix.

6. Fans of original content: Netflix produces a significant amount of original

content, which has become a major draw for fans who want to see new
and innovative programming.

Overall, the company's marketing campaigns are designed to appeal to this broad
range of audiences and showcase the depth and diversity of its content offerings.

Buyer Behavior

Netflix can use various methods to determine their buyer behavior, including:

1. Data analysis: Netflix has a vast amount of data on its subscribers'

viewing habits, which it can analyze to identify patterns and trends. By
understanding what content is being watched, how long it's being
watched, and when it's being watched, our company can gain insights into
buyer behavior and adjust its content and marketing strategies
accordingly.

2. Surveys and focus groups: Netflix can conduct surveys and focus groups
to gather feedback directly from its subscribers. This feedback can help
Netflix understand how its customers perceive its brand, what they like
and dislike about its service, and what features they would like to see in
the future.

3. Social media monitoring: Netflix can monitor social media platforms to

gain insights into how its brand is being perceived and what customers
are saying about its service. By monitoring social media conversations,
Netflix can identify trends, gauge sentiment, and identify areas where it
can improve its service.

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4. Competitor analysis: Netflix can also analyze its competitors' strategies
and buyer behavior to gain insights into the industry and identify areas
where it can differentiate itself from the competition.

Overall, by utilizing these methods, Netflix can gain a better understanding of its
buyer behavior and make data-driven decisions to improve its service and attract and
retain customers.

MARKET RESEARCH

Netflix has had a remarkable journey since its founding in 1997 by Reed
Hastings and Marc Randolph as a DVD rental-by-mail service. In the early 2000s,
Netflix grew rapidly, expanding its DVD rental service and introducing a
personalized movie recommendation system that helped set it apart from its
competitors. In 2007, Netflix launched its first streaming service, offering TV shows
and movies online.

Over the next decade, Netflix continued to innovate and expand its offerings.
In 2013, the company released its first original series, "House of Cards," which was
an instant success and helped establish Netflix as a leading producer of original
content. Since then, Netflix has produced many popular original series, including
"Stranger Things," "Orange is the New Black," and "The Crown," and has continued
to invest heavily in original content.

Netflix's success has been driven in part by its ability to leverage data and
analytics to better understand its customers and their viewing habits. By analyzing
data on what its customers watch, when they watch it, and how they engage with its
platform, Netflix has been able to develop highly personalized recommendations that
help keep viewers engaged and coming back for more.

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In recent years, Netflix has faced increased competition from other streaming
services, including Amazon Prime Video, Hulu, and Disney+. Despite this
competition, Netflix has continued to grow its subscriber base and expand its
international presence. As of 2021, Netflix has over 200 million subscribers in more
than 190 countries.

Overall, Netflix's market history is a story of innovation, data-driven decision

making, and a commitment to producing high-quality original content. Despite facing
significant competition, Netflix has continued to thrive and establish itself as a leader
in the rapidly evolving streaming industry.

CREATIVE STRATEGIES

Marketing Strategy 1

Strategy Title: "The Netflix Book Club"

Objective: To promote Netflix's literary adaptations and increase engagement among

book lovers.

Duration: 12 months (January to December)

Communication Strategy: Content marketing and email marketing

Execution:
Each month, Netflix will select a different book that has been adapted into a movie or
TV series on the platform. Participants can sign up for the book club through email
and will receive a monthly newsletter that includes discussion questions, behind-the-
scenes content, and recommendations for similar books and shows on Netflix. Netflix
will also promote the book club through content marketing campaigns, including blog

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posts and social media content that highlights the featured books and their
adaptations.

Marketing Strategy 2

Strategy Title: "Watch with the Stars"

Objective: To increase engagement and viewership of Netflix original content by

leveraging the popularity of celebrities.

Duration: 3 months (October to December)

Communication Strategy: Influencer marketing and social media advertising

Execution:
Netflix will select a different celebrity or influencer each week to promote a specific
show or movie. The celebrities and influencers will post about their viewing
experience and encourage their followers to watch the content as well. Netflix will
also create custom hashtags for each week's promotion to increase social media
engagement.

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Marketing Strategy 3

Strategy Title: "The Great Netflix Adventure"

Objective: To increase awareness and subscriber base by creating an interactive,

gamified experience for users

Duration: 6 months (January to June)

Communication Strategy: Digital advertising and experiential marketing

Execution:
Users will start the adventure by choosing a genre that they are interested in. As they
progress through the game, they will encounter challenges and mini-games related to
different shows and movies within that genre. Each completed challenge will unlock
new content recommendations and exclusive behind-the-scenes content. The game
will be promoted through targeted digital ads and experiential marketing events at
major conventions and festivals.

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Marketing Strategy 4

Strategy Title: “Netflix Night”

Objective: To increase engagement and social media buzz during the summer
months.

Duration: 3 months (June – August)

Communication Strategy: Influencer Marketing

Execution:
Partner with popular social media influencers and celebrities to host "Netflix Nights"
events where they gather with friends and family to watch Netflix movies and shows
outdoors, share pictures and stories on social media, and engage with other viewers.

Marketing Strategy 5

Strategy Title: "Netflix Green Screen Challenge"

Objective: To engage with young viewers and promote creativity.

Duration: March 2023 – April 2023

Communication Strategy: User-Generated Content Marketing

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Execution:
Launch a competition for young viewers to create their own short videos using green
screen technology, with the winners getting their videos featured on Netflix's social
media channels and receiving a free subscription to Netflix

IMC MEDIA APPLICATION

STRATEGY COMMUNICATION
Content Marketing and Email
The Netflix Book Club
Marketing
Influencer Marketing and Social Media
Watch with the Stars
Marketing
Digital Advertising and Experiential
The Great Netflix Adventure
Marketing

Netflix Night Influencer Marketing

Netflix Green Screen Challenge User-Generated Content Marketing

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BUDGET ALLOCATION

STRATEGY MATERIALS DURATION ALLO TTED

BUDGET
The Netflix Book Book club content January – PHP 240,000
Club creation, Email and December
Content marketing
Watch with the Celebrity/influencer April – June PHP 350,000
Stars fees, social media
advertising,
Custom hashtags
creation
The Great Netflix Game development, July – September PHP 710,000
Adventure Digital advertising,
Experiential
marketing events
Netflix Night Outdoor seating, February – March
blankets, large
screens, lighting,
sound equipment,
food and beverages
Netflix Green Green screen October – PHP 50,000
Screen Challenge technology, video December
editing software,
social media
campaigns.
PHP
1,550,000

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TIME TABLE

MONTHS

STRATEGY J F M A M J J A S O N D

The Netflix Book Club

Watch with the Stars

The Great Netflix

Adventure

Netflix Night

Netflix Green Screen

Challenge

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TASK/ACTIO N IN-CHARGE
Content Marketing Department and
The Netflix Book Club
Email Marketing Department
Selecting monthly book club selections,
creating and distributing monthly
newsletters, developing content
marketing campaigns, and monitoring
subscriber engagement.

Social Media Marketing Department

Watch with the Star
and Influencer Marketing Department
Identifying and partnering with
celebrities/influencers, creating custom
hashtags, and monitoring social media
engagement.

Digital Marketing Department and

The Great Netflix Adventure
Experiential Marketing Department
Developing the interactive game,
creating promotional digital ads and
experiential marketing events, and
managing the game's content and user
experience.

Event Marketing Department, Digital

Netflix Night
Marketing Department, and Email
Marketing Department
Hosting monthly virtual screening
events that highlight a specific genre or
theme, creating promotional digital ads
and email campaigns, and managing the
event's content and user experience.

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Social Media Marketing Department,

Netflix Green Screen Challenge
Digital Marketing Department, and
Launching a user-generated content
User-Generated Content (UGC)
campaign where users create their own
Marketing Department
mini-movies using green screen
technology, promoting the campaign
through digital advertising and social
media content, and managing the
submissions and selection process.

MEASUREMENT OF SUCCESS

VARIABLES EXPECTED OUTCOME

Brand Awareness By increasing its brand
awareness through targeted
advertising campaigns,
partnerships, and events,
Netflix can expect to see a
greater share of the streaming
market. This can lead to
higher overall subscription
numbers and a more
diversified audience base.
Additionally, with increased
brand awareness, Netflix can
attract more exclusive content
and partnership opportunities,
which can further increase its
competitive edge.
Customer per Month By constantly improving its
platform, creating and
acquiring original and

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exclusive content, and

offering various subscription
plans and pricing options,
Netflix can expect to see
steady growth in its customer
base month after month.
Additionally, by leveraging
data analytics and customer
insights, Netflix can tailor its
content recommendations and
user experience to keep
customers engaged and
coming back for more.
Customer Satisfaction By actively listening to and
addressing customer
feedback and complaints,
Netflix can ensure high levels
of customer satisfaction. This
can lead to increased
customer loyalty, positive
word-of-mouth, and lower
churn rates. Additionally, by
offering personalized content
recommendations, easy-to-
use interface, and multiple
device compatibility, Netflix
can further improve customer
satisfaction and retention

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