• Author / Uploaded
• Lakshmi Shukla

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NETFLIX Netflix is an is an American media-services provider and production company 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 service which offers online streaming of a library of films and television programs, including those produced in-house. As of April 2020, Netflix had over 182 million paid subscriptions worldwide, including 69 million in the United States. It is available worldwide except in the following countries (i.e.) mainland China (due to local restrictions), Iran, Syria, North Korea, and Crimea (due to U.S. sanctions). The company also has offices in Brazil, the Netherlands, India, Japan, and South Korea. Netflix is a member of the Motion Picture Association of America (MPAA). Today, the company produces and distributes content from countries all over the globe. Their efforts to produce new content, secure the rights for additional content, and diversify through 190 countries have resulted in the company racking up billions in debt and they are like $21.9 billion as of September 2017, up from $16.8 billion from the previous year. $6.5 billion of this is long-term debt, while the remaining is in long-term obligations. In October 2018, Netflix announced it would raise another $2 billion in debt to help fund new content.

AIDA: AIDA model is a blueprint that marketing, advertising and sales functions use to target all touch points during a customer’s purchase journey, that is, from getting to know about the product to finally buying it. Consumer journey is analyzed by breaking it into four fundamental stages. 

Awareness

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Interest

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Desire

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Action

AIDA model for Netflix: An AIDA model for Netflix in India because it is a big task for Netflix to appeal to and convert Indian users who are accustomed to free content. The process which Netflix do to attract Indian customers are

Creating Awareness Netflix uses some common advertising mediums to inform the users about the offering. The mediums are  Print advertisements  YouTube Advertisements  Display Advertisements  Partnerships with service providers like Airtel It advertises about some really famous shows like Narcos and some Indian Netflix Originals like Sacred Games which are exclusive on Netflix.

Generating Interest: When the users are aware and visit the Netflix’s official pages, then they are offers a one-month free trial to explore experience all the shows and features on Netflix.

Securing Desire: As the viewers experience some features, they get used to the seamless viewing experience. At this point.  The following additional features create the desire to purchase the subscription plans  Netflix Exclusive movies, shows, and documentaries.  High-resolution videos  Support for every device (watch anywhere you go)  Multiple TV series and movies from Hollywood, Bollywood, and other regional industries.  Multiple profiles under one account  Download and watch offline option  No ads while streaming videos  Personalized recommendations of TV shows and movies, based on viewing patterns  Multi-screen viewing  Continue watching a video from where you left  Support for low-speed internet devices, etc.

Enabling Action: Once the user is hooked to the offering, Netflix converts him into a real customer who pays. This is done by offering a variety of subscription plans and an option to stop the subscription any time.