Caso Netflix
Caso Netflix
Caso Netflix
Evelyne Ringia
Phone#: +1 205 223 0436
Email: eringia@kent.edu
Date: December 05,2013
Executive Summary
The 2014 Marketing plan for Netflix is designed to increase sales and brand awareness. Netflix offers DVD
rental by mail and instant steaming of movies and TV shows at affordance prices consistent with their
vision, Our appeal and success are built on providing the most expansive selection of DVDs; an easy way
to choose movies; and fast, free delivery.
Dominated by a rapid technological advancement which characterize the industry, the DVD rental portion
of business is slowly declining replaced by the instant Streaming refer to figure3 page 7. The changes in
the DVD portion of the business makes it even more important to have great marketing plan to
strengthen the brand name and profitability of the streaming portion of the business and this marketing
plan focuses on the Online streaming business for the same reason.
Netflix has customers are for Online streaming, DVD rentals and few who have both plans. There are
environmental factors affecting Netflix like economic, social cultural, technological, political and legal
factors. All these factors and many more either positively or adversely affect Netflix but the major five
factors are explained in detail in page 4 of this marketing plan. Apart from the external environmental
factors a SWOT analysis is done to further describe the company and the industry.
Netflix has two product lines each facing a different group of competitors. DVD rental by mail
competitors are Blockbuster and Red-box with market share of 16.9% and 45.5%
respectively while Netflix has 24.3%. Virtual rivals include Amazon, Hulu, Red-box Instant, X-finity StreamPix, I-Tunes, Love-Film, and cable TV companies. Their strengths and weaknesses are analyzed in detail in
page 8. Netflix still claim its top position due to strong Brand, high selection of content, affordability,
flexibility with internet speeds and various devices than can be used to stream from Netflix. Netflix had
over 40 million subscribers in the end of Q3, 2013 and according to their forecasts the subscriber number
may be 44.4 million by the end of the year which is a tremendous growth compare to all of its
competitors.
Netflix targets a mass market aiming at acquiring as many subscribers of all ages and preferences.
Segmentation is not done in this particular industry because the service offered is highly tailored to
individual needs using complex prediction algorithms and a recommender system, marketing efforts are
aimed at getting as many subscribers as possible. Another reason for not having specific segments is the
profitability aspect, since the price per person is low it will not be profitable going after a single segment.
Apart from that the customer base is extremely diverse to be able to achieve any meaningful
segmentation.
Netflix positions itself as a convenient, great choice of content and affordance entertainment option for
people who are interested in movies and TV shows. The perceptual maps have been prepared to
elaborate the positioning aspect refer to figure 4&5.
Marketing strategies have been designed with focus on 7Ps each with strategies to either improve or
promote what is already been offered by Netflix to raise brand awareness and increase Netflix market
share in Instant Streaming product line. Some other objectives of the plan is to increase media presence
and the use of promotional tools.
One year implementation plan has been prepared to show when the proposed activities will be done.
(Refer to table 4& figure 10) Evaluation methods and metrics have been discussed to enable the
marketing team know how successful all the plans have been and whether these marketing promotions
have attracted new subscribers or improve the brand awareness and value which are the main objectives
of the plan.
Conclusion is a summary of the plan and what the team hopes to achieve after implementation. The
message that Netflix plans to send out through all of its campaigns is watch what you want, when you
want at affordable price
Contents
4.
5.
References ..................................................................................................24
List of Figures
Figure 1 Rapid Subscriber growth table ..........................................................................................................1
Figure 2 Consumer spending and time spent on leisure and sports ..............................................................3
Figure 3Netflix subscriber trend 2012/2013 ...................................................................................................7
Figure 4 Perceptual Map (selection/personalization) ..................................................................................10
Figure 5 Perceptual map (convenience/economy) .......................................................................................11
Figure 6 Adult gadget ownership in America................................................................................................15
Figure 7 Sales forecast resulting from online banner Adverts .....................................................................16
Figure 8 Media comparisons study 2012 ......................................................................................................16
Figure 9 Example of QR codes ......................................................................................................................17
Figure 10 Implementation time line ............................................................................................................21
List of Tables
Table 1 Worldwide Broadband subscriptions .................................................................................................5
Table 2 Netflix Competitors analysis...............................................................................................................9
Table 3 Values used to construct the perceptual map .................................................................................12
Table 4 Implementation blue print ...............................................................................................................19
1.1 Introduction
1.1 Netflix background
Netflix, Inc. is an American provider of on demand Internet streaming media available to North and South
America, the Caribbean, United Kingdom, Ireland, Sweden, Denmark, Norway, Finland, the Netherlands,
etc. and flat rate DVD-by-mail in the United States, where mailed DVDs are sent via permit reply mail.
Online streaming service and DVD delivery service are the two main two main product lines for Netflix.
Netflix core product is a service .This marketing plan will focus on online streaming service.
1.2 Netflix history
Netflix was incorporated in Delaware in August 1997 and started its subscription-based digital
distribution service in 1999. It made its initial public offering on May 22, 2002 on NASDAQ under the
ticker NFLX. Netflix introduced instant streaming in 2007, by 2009 Netflix was offering a collection of
100,000 titles on DVD and had 12.3 million subscribers. In September 2010, they began international
operations by offering streaming service in Canada, and now offers streaming service in Latin America,
the United Kingdom, Ireland, and the Nordic countries of Finland, Denmark, Sweden, Norway and others.
Beginning the fourth quarter of 2011, Netflix had three operating segments: Domestic streaming,
International streaming and Domestic DVD. The Domestic and International streaming segments derive
revenues from monthly subscription services consisting solely of streaming content. The Domestic DVD
segment derives revenues from monthly subscription services consisting solely of DVD-by-mail. By end of
2012 the total revenue for Netflix reached at $3.6 billion a 12.6% compared to 2011 results and it is
estimated that Netflix will hit the revenue of $4.4 billion end of 2013. Netflix announced having over 40
million subscriber in its shareholder letter of October 21, 2013. 31.09 million being domestic streaming,
9.19 million and 7.15 being international streaming and DVD delivery subscriptions respectively. Netflix
has been growing both financially and with ever increasing the subscriber base from the start with a
brief stumble in second half of 2011 when it separated the DVD service to Quickster and increased prices
for the subscription by 60% of which it bounced back and regained its stock value and lost subscriptions.
Rapid subcriber
Growth, 41.49
40
Subscribers Millions
35
30
25
20
15
10
5
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
2. Situation Analysis
Netflix core products are service for moves online streaming and DVD rentals. This marketing plan is going
to focus on the online streaming product line.
2.1 Environmental factors
Netflix has environmental factors affecting it like economic, social cultural, technological, political and legal
factors. All these factors and many more either positively or adversely affect Netflix but the major five
factors explained below have the greatest impact.
2.1.1 Economic factors
This industry is affected by changes in consumer spending, which can be influenced by changes in
the rate of employment growth, interest rates and tax rates. When spending rises, consumers will be
more likely to buy subscriptions. Consumer spending is expected to increase slowly during 2013 and
presents a potential opportunity for the industry.
2.1.2 Social factors
People with increased leisure time availability are more likely to watch movies and TV shows and video
games from companies in this industry. As unemployment gradually falls during the next five years,
people will be more likely to opt for less time-consuming rental options like streaming. Time spent on
leisure and sports is expected to decrease slowly during 2013.
memberships.
Financing large aggressive international expansion may affect its liquidity (Reed Hastings in Q3
interview with BTIG and JP Morgan)
2.2.3 Opportunities
Product Line Expansion of original shows may have a favorable effect to Netflix subscriber base,
profits and brand equity
More expansion in International market. According to table below there is a rapid growth of the
number of broadband subscription every year and this is a tremendous opportunity for Netflix to
introduce video streaming in those markets.
Worldwide broadband subscriptions
2007a
2010a
2013a,b
World population
6.6 billion
6.9 billion
7.1 billion
Fixed broadband
5.2%
7.6%
9.8%
Developing world
2.3%
4.2%
6.1%
Developed world
18.0%
23.6%
27.2%
Mobile broadband
4.0%
11.3%
29.5%
Developing world
0.8%
4.4%
19.8%
Developed world
18.5%
42.9%
74.8%
Other potential areas in Internet streaming services where Netflix has opportunity for growth are
the live sports, and online games that Netflix do not currently provide.
2.2.4 Threats
Exclusivity agreements with content providers may effect availability of movies for streaming
More competition from big name companies (Apple, Microsoft, Amazon) and global competition
from companies operating locally overseas. The Competitors offering streaming video are also
bidding for exclusive rights to content example: Amazon, HBO, TV networks which makes gives the
content providers higher negotiation power which results to Higher licensing costs. The former
Netflix content provider, EPIX currently provides Disney videos to Amazon; Disney recently acquired
Lucas film & entire Star Wars franchise that makes Amazon a stronger competitor than before.
Limits on Bandwidth usage from internet providers if the Congress will not pass regulations to
honor network neutrality. This will make Netflix services more expensive that the customers are
willing to pay and therefore affect Netflix business.
Price adjustments to cover new expenses can result to consumer outrage like it happened in 2011
Competitor partnerships. There is a threat of Netflix competitors forming partnerships which will
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make competition more hard to overcome for example (ex: Amazon & Epix)
Movie & TV industry less willing to make exclusive deals with online video services.
Netflix receive web services from Amazon who is also a competitor which draws attention to
conflicts of interest issues and Netflix faces a risk of Internet disruptions. However Netflix have
developed a software tool called Isthmus, which manages Elastic Load Balancing services to curb
Amazon services outages early this year.
Motion Pictures Association of America (Industry regulator) poses a risk if changes will
be made affecting Netflix adversely.
Increasing in cost for content licenses and increase in cyber-crimes are some of the other
stumbling blocks for Netflix
25
23.41
23.94
25.1
10.09
9.24
8.61
3.07
3.62
4.31
Q1/'12
Q2/'12
Q3/'12
33.1
29.17
29.81
31.09
8.22
6.12
7.98
7.14
9.19
7.15
10.5
7.75
7.51
Q4/'12
Q1/'13
Q2/'13
Q3/'13
Q4/'13
(forecast)
30
27.15
20
15
10
5
0
US streaming
DVD rental
International streaming
Netflix
30 day free trial
membership
3 types of plans, unlimited
DVD only $7.99, unlimited
streaming only $7.99 and
2 DvD at a time $11.99
Content selection
Amazon
30 day trial period
Hulu
1 week trial membership
to the library.
competitors.
Customers get latest
episodes faster and its a
great alternative to cable.
Devices
Speed
Features
Moderately adaptive of
the internet speeds
Moderately adaptive of
internet speeds
Limited commercials in
movies
Market shares
Strengths
Weaknesses
Personalized profiles to
enable parental controls
for children and the whole
family can share the
subscription.
Account for 89% of TV
streams
Largest library selection,
strong brand, good and
accurate recommender
system, biggest number of
subscribers, original
production of shows,
offers Netflix for kids,
social media integration
Account for 2% of TV
streams
Have a strong brand but
associate with its other
businesses apart from
streaming , cheapest for
people who prefer whole
year commitments, high
financial capability, unlike
Netflix video streaming is
only a small part of the
business portfolio for
Amazon
Subscriber is forced to
commit the whole year.
Some selected tittles are
paid per stream basis the
subscription is not
unlimited like Netflix and
Hulu, prime subscribers
use the free shipping
service more than they use
the video streaming (A
Bernstein Research survey
in July found that 29% of
Prime subs dont use the
video option.)
2.6 Targeting
Netflix target a mass market of consumer-paid streaming subscription of TV shows and movies aiming to
have the biggest market share with the largest number of subscribers it can get regardless of age,
backgrounds, beliefs, preferences etc. Although Netflix target to recruit mass market it focuses on
individual subscribers needs in order to retain them for a long time. The higher the number of paying
subscribers the more Netflix can achieve return on heavy investment in content and technology because
only low prices can be charged due to the nature of the industry and service.
2.7 Positioning
Customers top priority is convenience, affordability, speed, personalization of the video streaming and
high selection of titles. Netflix aim at being the top and only choice for its customers by providing a more
personalized, fast, convenient, high selection and yet affordable online streaming service than all of the
competitors.
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Selection
Personalization(a
good recommender
system)
Convenience (speed,
number of devices,
how adaptive to
internet speed)
Affordability
per month
Netflix
Over 60000
Highly convenient
$7.99
Hulu
Between
30000&40000
$7.99
Redbox
About 4600
Excellent
recommender
system it uses both
internal data and
external data from
social networks
Great it uses
internal generated
data
Redbox instant do
not have a reliable
recommender
system compare to
Netflix and Hulu
Dont play on as
many devices as
Netflix
$6.00
Amazon
About 40000
Comcast
1 Fifth of Netflix
collection
$6.67
Lacks a reliable
recommender
system.
Do not have any
recommender
system
$4.99
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3. Marketing Planning
3.1 Market size and growth potential
Netflix market has had a consistent growth trend over the years. It started operations in 1999 with
101000 subscribers to more than 40.28 million streaming subscribers ending Q3 this year and 7.51 million
physical DVD mail subscribers as of June 2013 (Yahoo: By numbers: Netflix subscribers) According to US
census bureau as of June 30 2012 North America had a total of 273million people with internet access
who can be Netflixs potential subscribers. Netflix target the mass market both in United States and
internationally and there is a promising future for growth for Netflix.
3.2 Strategic direction, targeting and positioning
Netflix streaming service is positioned as the personalized low price instant movies and TV shows
entertainment with the biggest collection targeting the mass market. Comparing to other competitors
Netflix offers the watching experience without disruptions from other adverts compare to Hulu, It has the
largest selection compare to all close competitors and customers can watch from a bigger variety of devices
and internet connection speeds which puts it on top list when it comes to convenience.
Every customer is served individually using a sophisticated analysis of big data and accurate recommender
systems so that the service can be as personalized as possible while aiming at attracting as many
subscribers as possible from all walks of life.
3.3 Marketing objectives
3.3.1 Marketing
1. Increase the brand awareness and goodwill especially in new international markets.
2. Highlight the competitive price and variety of content and the social media integration that Netflix
offers compared to their competition by including these details in every message.
3. Increase number of subscription from 40 million people to 70 million
4. Improving the Instant streaming service in various aspects (discussed under product offering)
3.3.2 Media
5. Increase our share of voice by 40 percent by the end of the campaigns first year.
6. Increase the frequency rate of all current advertising messages by 50 percent and extend our reach by
10 percent.
3.3.3 Promotion & advertising
7. Reach 95 percent of the target audience at least twice with messages detailing Netflixs instant
streaming.
8. Use mobile ads to increase awareness of Netflixs instant streaming service on particular mobile
devices.
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14
Communication
The main vehicles that will be used are the internet, Television commercials and Billboards.
a. Advertising through mobile phones & tablets messages
As of May 2013, 91% of American adults had a cell phone, 56% a smartphone, and 34% had a tablet
computer. As of January 2013, 26% of American adults owned an e-book reader. The figure below shows
gadget ownerships in United States. Ads will include notifications that the current free trial offer will run
through the campaigns first year and all other Netflix new features.
Adult gardet ownership overtime
% of American adults 18+ who own each device
100%
90%
80%
85%
82%
64%
62%
65%
52%
56%
47%
50%
37%
40%
30%
45%
41%
61%
42% 43%
42%
34%
19% 19%
20%
2%
3% 5%
4%
8%
Desktop
computer
Laptop computer
58%
55%
25%
10%
0%
Cell phone
57% 57%
60%
20%
83% 84%
73% 75%
70% 68%
30%
91%
10%
9%
18%
29% 31%
mp3 player
34%
26%
Game console
e-Book reader
24%
18%
Time
15
Television
73.1
Internet
58.8
Radio
36.1
Newspaper
27.8
Mobile Phone
24.8
Magazines
Tablet
11.7
% Reached Yesterday
Persons 18+
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used to better improve the Netflix personalized experience for the subscribers and their friends if they
agree to share such information.
The consistent message Netflix sends with all communication is watch what you want when you want at
affordable price
3.4.3 Price
Netflix pricing objective is gaining the maximum market share for Netflix which translates to customer
attraction and retention. Their pricing is also set to match the competitors where they charge
$7.99/month for unlimited streaming, the same price as Hulu while Amazon prime $6.50/month but the
customer incurs extra cost for some individual titles. There have not been a lot of price changes with the
online streaming industry and all the major players keeps the price at the similar margin which means if
any one of the competitors will change the price Netflix is likely to react if not changing the price will
result to lost subscriptions. Netflix changed its prices and separated the two products lines of streaming
and DVD rental by 60% increase in price for customers who wanted both services. Netflix has ever since
maintained its price at the industry average. Netflix does not practice price differentiation because it
targets the mass market
3.4.4 People
Netflix should have highly qualified and fast customer service people to take care of the customers because
that is the only point of contact with the customers. Netflix respond within 5 minutes of a call to all
customers and this could be improved further to 3 minutes.
3.4.5 Place & Process,
Process in which customers go through to subscribe is made simple and self-service. It takes a few minutes
to create the Netflix account and to start watching instantly and it all reflects the convenience aspect of the
service.
3.4.6 Distribution
Netflix accommodate different internet speeds so that the customers can watch from anywhere they have
an internet connection and in order for them to do this Netflix is strategically establishing relationships
with ISPs because there is a threat that the government may not honor the internet neutrality law which
will allow ISP to charge customers differently with different content which will hurt Netflix business.
Netflix can also partner with companies to develop Netflix programs specific to their platforms that will
come pre-installed on all their devices, further partnership can be done with cable and gaming companies
to develop instant streaming option for video games. Content providers also should be approached for
exclusive rights to content before the competitors do the same.
3.4.7 Physical evidence
Online movies and TV shows streaming primary physical evidence is the Netflix website where people log in
to watch their movies and Netflix apps which enable people who use phones to access Netflix get that
experience, the website should be improved constantly and more user friendly so that subscribers can
search for content more easier and prevent any possible downtime.
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Product
offering
Reducing the
window from the
time movies are
released to the
time they are
adopted by
Netflix Library
from 1 year to six
month.
Expanding the
video library to
70000 tittles
Promotion
One month
free trial.
Talent
(Tawni
Cranz)
Communica
tion
(Jonathan
Friedland)
Product
(Neil Hunt)
Introducing
video game
streaming
and sports
instants
streaming,
Streaming
and
Partnerships
(Greg Peters)
Improve the
movie
streaming
speed.
QR codes
Sponsor
Movie
related
events
Finance
( David
Wells)
Objective
fulfilled
Introducing
new
payment
methods
especially
for
internationa
l market.
1,3,4,
1,3,5,6,7,8
Advertising
through
mobile
phones &
tablets
messages.
Social media
19
and internet
advertising.
TV
commercials
People
Price
Train
customer
service to
achieve a 3
minute
return call
per
customer.
Communica
te the price
stability and
the one
month free
Have good
price plan
which do
not change
suddenly
Distribution
Place
Strategic
partnership
with ISP to
ensure
smooth
distribution
Website
improvemen
ts
3,4
20
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Get recent movies and expand library, be more adaptive of internet speeds for customers, continue the free month trial membership, banner
advertising
(partnerships ISP, content providers, gaming companies), Adding features to the website and Netflix apps
Start a sports section within the library
Add new payment methods for international customers
text Adverts through gadgets like smartphones and tablets once every two months
awareness TV commercials
new features sports& payment forms TV commercials
QR codes
Sundance festival, and other
European festivals
Emmy
awards
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4.3 Evaluation
Evaluation is important for us to determine which promotion or advertisement have had bigger impact
for our sales and brand awareness which are the top priority. A pre and post evaluation will be conducted
for each of them to measure the effects and determine whether the campaigns were successful and to
what extent they were successful. We will select small representative samples groups and test consumer
perceptions for the campaigns aiming at improving brand awareness and image, and for the campaigns
aimed at improving sales new sales will be allocated to particular campaigns.
4.3.1 Internet adverts
A click counter will be used to assess which sites are being visited most the Internet banner adverts.
General site counter that will let us know the amount of traffic the site is receiving on daily basis and how
many of the clicks resulted to membership subscriptions. A Focus group will be used to assess the
consumers perceptions on the Netflix adverts they see from the internet.
4.3.2 Event sponsorships
During the event sponsorships there will be promotional codes distributed to interested people while
different adverts play on sponsor screens emphasis being the free month trial. These codes will be used
to give the new customers discounted prices for the second month after joining and the count will be
done on the codes which were used to subscribe and these will be a good indicator of the effectiveness
of the method. Since the sponsorships are also aimed at improving brand images Netflix will conduct a
survey after the events to find out the impact.
4.3.3 TV advertisements
With the help of stations a number of viewers can be determined. The commercials will contain a
promotional code and the customer will use the codes to get extra benefits on Netflix website like the
discounts which will be a way to track effectiveness of such advertisements. Surveys will be conducted to
know the customer perception of the advertisements.
4.3.4 QR codes
These codes will be tracked over the internet to know how many of them were put to use. To find out
how customers perceive the QR code advertisements and promotions a survey will be conducted.
For other service improvement campaigns like forms of payments, speed, increased library selection, and
introduction of sports content will be evaluated periodically using online survey which will pop up before
or after starting a movie. These various mentioned evaluation techniques will be able to tell whether the
marketing campaigns are successful. If the some of the campaigns are not effective will be stopped in the
next period and new strategies will be applied.
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5. References
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A brief history of the company that revolutionized watching of movies and TV shows.Netflix.com
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Netflix Inc. (NFLX: NASDAQ GS): Netflix, Inc.'s Annual Revenues. Businessweek.com November 29, 2013
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Hastings R. and D. Wells. Shareholders letter. Shareholder.com October 21, 2013 Retrieved November
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http://www.topix.com/forum/com/netflix/T636FMV2H9M888KP1
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November 29, 2013 http://www.scribd.com/doc/94610526/NFLX-Capstone-Final-Report
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Curtis J. Netflix vs. Hulu vs. Amazon Prime comparison. Retrieved December 1, 2013
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Comcast gives subscribers one more reason to quit Netflix. February 21, 2012 Retrieved December 1,
2013 http://gigaom.com/2012/02/21/comcast-streampix/
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2013 http://www.wcpo.com/money/consumer/dont-waste-your-money/redbox-instant-vs-netflix-thewinner
Robson W. Comcast Streampix, No Threat to Netflix. Audioholics.com February 24, 2012 Retrieved on
December 1, 2013
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http://www.audioholics.com/news/comcast-streampix-no-threat-to-netflix
Internet Usage Statistics-The Internet Big Picture World Internet Users and Population Stats Retrieved on
December 2, 2013 http://www.internetworldstats.com/stats.htm
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http://www.pewinternet.org/Static-Pages/Trend-Data-(Adults)/Device-Ownership.aspx
Media comparisons study 2012 Retrieved December 2, 2013
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Chiang J. 2013. DVD, Game & Video Rental in the US. June 2013. IBISworld.com
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