PROPOSED MARKETING STRATEGY TO INCREASE THE PAID SUBSCRIPTION FOR NETFLIX

• Main Author: Winarto, Albert
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57664
• Institution: Institut Teknologi Bandung

The Covid-19 pandemic in the year 2020 has forced many people in various countries including Indonesia to stay at home to prevent more patients from becoming infected. For entertainment during this pandemic time, many people choose the streaming services and one of the most popular streaming services is the Netflix platform. The growth of Subscription Video on Demand (SVoD) in Indonesia as the market with the largest population in Asia after China and India is indeed promising. Netflix currently has 850,000 paid users in Indonesia. From the total population of productive age, Indonesia will still be a large and promising target market for Netflix. This will be a challenge for Netflix on how they can reach more subscribers and win the SVoD market especially in Indonesia. This study aims to provide recommendations for Netflix on their marketing strategies to reach more subscribers. To formulate the recommendation and conclusion, this study will use mixed methods and conducted in three stages to gain insight and achieve the aim. First, a literature review on competing brands of SVOD streaming services in Indonesia. Second, collecting qualitative data through in-depth interviews to gain a better understanding of consumer considerations and additional insights. The third is collecting quantitative data (using a questionnaire) to confirm the identified hypotheses from in-depth interviews. The framework used in this study helps the author to analyse the SWOT in terms of internal and external factors that will affect the company. For external analysis, the author will perform PESTEL analysis, Five Forces from Porter and competitor analysis. For internal analysis, the author will perform Segmenting, Targeting and Positioning analysis and 7Ps Marketing Mix analysis. In order to reach more subscribers of Netflix, the author proposed some marketing strategies solution by diversifying and always add new contents, add local contents, partnership with local production house/telecom providers/e-wallet/e-commerce, offering variety of subscription package, establish a representative office, promote the watch party feature and simplify registration process.