Kavan

Sidq

Bhavana

Add Profile

“Netflix is the world's leading internet entertainment service with over 151 million paid memberships in over 190 countries enjoying TV series, documentaries and feature films across a wide variety of genres and languages. Members can watch as much as they want, anytime, anywhere, on any internet-connected screen. Members can play, pause and resume watching, all without commercials or commitments.”

​

COLLEGE STUDENTS

• Abraham, 20
• Male
• 19 Years old
• College Student
• 18-20k a year
• Single
• Limited time
• Doesn’t know what to watch

​

SINGLE WORKING PROFESSIONALS

• Jaclyn Smith, 27 years old
• Female
• $85k income
• Single
• Busy schedule
• Looking for one service where they can find shows/movies from different genres at affordable price
• Prefer to stay home and relax at home after work
• Enjoy watching shows/movies with friends

FAMILIES

• 46 year old female
• Married with two children (ages 8 and 16)
• $82K annual income
• Enjoys movies, cooking, hiking, blogging, reading, and spending time with friends and family
• Needs a way to destress and relax after work
• Needs a way to relax with family

Nina: The Married Working Mother of Two

​

- Social Media Advertising/ Posts

- Google Search Ads

- Trailers

- Conversation on social media posts in comment section

- Get customer information to send offers

- Customer pays for a subscription

- Email regarding plans, upcoming shows and movies for all ages

- Newsletter

- Customer signs up for free trial

- Customer continues subscription

- emails about personalized recommendations and new content

- Spread word about our deals and offers

- reviews/ testimony

ACQUISITION CAMPAIGN: OFFER

• One month free trial
• Different plans depending on family size
• Unlimited number of users for all plans
• Basic Plan
• $8.99
• Standard Plan
• $12.99 - watch on two screens simultaneously
• Premium Plan
• $15.99 - watch on four screens simultaneously
• Netflix Kids
• Kid-friendly section
• appropriate and safe for children to browse

​

ACQUISITION CAMPAIGN: LANDING PAGE

ACQUISITION CAMPAIGN: ADS

INTEREST

AWARENESS

ACQUISITION CAMPAIGN: SOCIAL POST

INTEREST

AWARENESS

DEMAND CAMPAIGN: CONSIDERATION STAGE

• Basic, Standard, and Premium Plans
• Kids Library
• Different Genres and Languages

Demand Campaign: Evaluation and Decision

• 30 day free trial
• Newsletter
• Popular shows and movies
• Recommendations
• Customer Reviews
• Follow Up Emails
• Any Questions/ concerns
• Subscription Expiration Reminders

DEMAND CAMPAIGN: PURCHASE

• Standard and Premium Plans
• Check In Emails
• Cancel Subscription
• Offer discount price for next month

ENGAGEMENT CAMPAIGN: OFFERS

• Send emails
• Update with new movies and shows
• Give movie and tv show suggestions based on watch history
• Referral promotion
• Get 50% Off
• Both parties must subscribed for at least 3 months

Engagement Campaign: Reviews/ Testimonies

“My family and I are big movie and TV show binge watchers. When we went to my wife’s sister’s house for dinner a few weeks ago we all sat down to watch a movie and they pulled up Netflix. We got to choose from a wide selection of movies of all kinds of genres! Once we got home, I signed up for the Netflix one month free trial and we love it! My wife and I can watch our favorite shows together while our kids can watch their own shows and movies at the same time using the same account but a different user. Not to mention, they even have a kids library so our 5 year old twins can pick any movies and shows from there without being exposed to age- inappropriate content. Netflix is affordable, convenient, and kid friendly and my family and I swear by it.”

• Jay Patel, 36

Metrics

• Acquisition Campaign
• Ad clicks
• Social Posts

​

​

​

​

• Demand Campaign
• Emails
• Newsletters
• Free Trial
• Paid Subscription

• Engagement
• Emails
• Reviews
• Social Posts

• Use engagement, click-through rate, and impressions

Summary and Highlights

• Target: Families
• Offers
• 30- day free trial
• Three different plans
• Kids library
• Several genres and languages

​

• Advertising
• Google search Ads
• Social media platforms
• Facebook
• Instagram
• Twitter
• New Additions
• Newsletter
• Referral Promotion

​

Question & Answer

Question : What are the recommended changes on Netflix’s landing page?

Answer:

• Sign-up for recommendation newsletter using emails: People can sign up for the newsletter without purchasing any plans. They will get recommendations about what to watch on Netflix.

​

• Information about 30-days free trial

​

• Banners of the popular shows/movies will also be shown on the landing page

​

APPENDIX

Kavan Kumbhani’s Slides:

Acquisition Campaign: Landing Pages

COLLEGE STUDENTS

•Male

•19 Years old

•Student

•18-20k a year

•Single

•Limited time

Doesn’t know what to watch

​

Abraham

College Student

20

​

2

Acquisition Campaign: Landing Pages

Acquisition Campaign: Offer

• Watch on any platform
• Start up where you left off
• New recommendations

Acquisition Campaign: Ads

Interest

Awareness

Acquisition Campaign: Social Posts

Interest

Awareness

Demand Campaign: Consideration stage

​

• Show the consumer the shows we have to offer
• Top right introduces a free 30 days

Demand Campaign:Evaluation / Decision stage

• Shows the variety of shows Netflix has
• Encourages customer to sign up to watch for free

Demand Campaign:Purchase stage

Watch on any

device for Free*

Free trial options

Engagement Campaign: Offers

• A way to unwind after classes
• Too many options
• Might not have time
• Affordable

Engagement Campaign: Reviews/ Testimonies

• Low affordable rate
• Wide variety of shows
• Can be played on any device
• Can save shows to phone and watch while offline

​

Bhavana Bandikallu’s Slides:

FAMILIES

• 46 year old female
• Married with two children (ages 8 and 16)
• $82K annual income
• Enjoys movies, cooking, hiking, blogging, reading, and spending time with friends and family
• Needs a way to destress and relax after work
• Needs a way to relax with family

Nina: The Married Working Mother of Two

Acquisition Campaign: Offer

• One month free trial
• Different plans depending on family size
• Unlimited number of users for all plans
• Standard Plan
• $12.99 - watch on two screens simultaneously
• Premium Plan
• $15.99 - watch on four screens simultaneously
• Netflix Kids
• Kid-friendly section
• appropriate and safe for children to browse

​

Acquisition Campaign: Ads

INTEREST

AWARENESS

Acquisition Campaign: Social Posts

INTEREST

AWARENESS

Acquisition Campaign: Landing Pages

Demand Campaign: Consideration stage

​

• 30-day free trial
• Customer gets feel of what we have to offer

​

Demand Campaign:Evaluation / Decision stage

• Follow up emails
• Check out social media pages
• What’s new on Netflix
• Personalized movie and tv show recommendations
• Reminders of free trial ending
• Prompt towards subscription

Demand Campaign:Purchase stage

• Reminder of free trial ending
• Send info about plans
• Possibly offer another free month if subscription not purchased

Engagement Campaign: Offers

• Send emails
• Update with new movies and shows
• Give movie and tv show suggestions based on watch history
• Referral discount promotion
• During the holidays and Thanksgiving

Engagement Campaign: Reviews/ Testimonies

“My family and I are big movie and TV show binge watchers. When we went to my wife’s sister’s house for dinner a few weeks ago we all sat down to watch a movie and they pulled up Netflix. We got to choose from a wide selection of movies of all kinds of genres! Once we got home, I signed up for the Netflix one month free trial and we love it! My wife and I can watch our favorite shows together while our kids can watch their own shows and movies at the same time using the same account but a different user. Not to mention, they even have a kids library so our 5 year old twins can pick any movies and shows from there without being exposed to age- inappropriate content. Netflix is affordable, convenient, and kid friendly and my family and I swear by it.”

• Jay Patel, 36

Sidqdeep Ghoman’s Slides:

SINGLE WORKING PROFESSIONALS

• 27 years old
• Female
• $85k income
• Single
• Busy schedule
• Looking for one service where they can find shows/movies from different genres at affordable price
• Prefer to stay home and relax at home after work
• Enjoy watching shows/movies with friends

Acquisition Campaign: Offer

• Up to 4 screens
• Enjoy with your friends/family
• Entertainment

Acquisition Campaign: Offer

• Watch your favorite shows/movies while cooking
• Watching cooking shows

Acquisition Campaign: Ads

Awareness

Interest

Acquisition Campaign: Social Posts

Awareness

Acquisition Campaign: Landing Pages

Demand Campaign: Consideration stage

​

• 3 different plans
• Different languages
• 1000+ shows/movies

​

Demand Campaign:Evaluation / Decision stage

• Send them trailers of the popular shows/movies

Demand Campaign: Purchase stage

• Follow up emails
• Upgrade plan

Engagement Campaign: Offers

• Say Goodbye to loneliness
• Connect with your friends/colleagues

Engagement Campaign: Reviews/ Testimonies

“I am a single working woman living in a dream. I work till 5pm and life at home gets boring. Ever since I purchased Netflix, my life has changed. I watch my favorite shows while cooking and on repeat whenever I went without recording them. Last week, I had to finish on a project with my colleagues, so I invited them over and we ended up watching movies on Netflix after finishing the work. Now, I can call them my friends because I know a lot about their hobbies now. I love that I had Netflix because otherwise everyone would have went home and we wouldn't have ever gotten a chance to talk about things beside work.” - Jaclyn Smith, 28

​

AUDIT