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Netflix is a company that provides its clients with an opportunity to watch videos through live streaming at their own pleasure. It allows an individual to watch episodes of programs through online streaming by choosing what they want to watch through subscription. Netflix was incepted in 1997 in California. It has so far it has spread to many other countries in the world through its subscription services.
The 4Ps of the Product
The 4Ps of marketing are the product, place, promotion, and price. The product in this case is the service provided by Netflix that allows an individual to access different media products online (Constantinedes, 2006, p.24). A client can choose the products that are available from a catalogue.
The service is available online at an affordable subscription price of $8 per month, which is a good price for a variety of products. The service is promoted online, on televisions, and on movies and music trailers as a way of directing probable viewers on where to find the specific media product.
Packaging and Labeling
Packaging of Netflix products happens in two ways. There is the packaging of hardcopy products such as discs, which are rented to clients on a monthly basis. In addition, there is the packaging of online products for access by the clients. Under the hardcopy packaging, discs are usually sent to clients in CD casings that ensure that the CD gets to the client intact. This strategy is part of quality service delivery that a client can always depend on when he or she is in need.
The catalogue of products has also been packaged online in an organized manner that categorizes different products for easy access. On the other hand, Netflix has labeled its products in an eye-catching artistic style that easily attracts the eye of a probable client (Walsh et al., 2010, p.147). The rental DVD packages are all labeled with the Netflix logo. Only the recipient of the package will know the contents of the package.
The online streaming screen has the word Netflix on top of the screen every time a client is watching live. As a marketing strategy, this style ensures that the image of Netflix is embedded in the clients’ mind all the time so that they will always think about Netflix anytime they need to watch something available online (Walsh et al., 2010, p. 150). Netflix is labeled in a way that it attracts people of all age groups.
Netflix employs different elements to differentiate from its competitors, thus making it a product of choice (Underwood & Ozann, 1998, p. 210). The first element that it employs is quality. Netflix services are of high quality. In this way, they do not fail clients as evidenced in the high-quality media products and DVDs for rent, as well as the high-class media streaming it offers. This strategy ensures that clients get value for their money instead of apologies for non-delivery of services.
Another element the company employs is uniqueness of its services in that any producer can post his or her productions on the Netflix site. Different audiences will access the same information at a fee. The fact that individuals choose what to watch what they want without having to rely on the company’s time program makes it unique too (Walsh et al., 2010, p. 151). Most companies offering television services tend to have a time program for watching specific products.
Thus, one needs to be at his or her television at a certain time to catch the program. All people need is to pay and have an internet service that will allow them to watch from their televisions, mobile phones or computers, and tablets. The pricing of Netflix product makes it competitive because it is cheap to subscribe per month.
Constantinedes, E. (2006). The Marketing Mix Revisited: Towards the 21st Century Marketing. Journal of Marketing Management, 50(1), 23-33.
Underwood, R., & Ozann, J. (1998). Is Your Package an effective Communicator? A Normative Framework for Increasing the Communicative Competence of Packaging. Journal of Marketing Communication, 4(4), 207-220.
Walsh, G. et al. (2010). Measuring Consumer Vulnerability to Perceived Product Similarity Problems and its Consequences. Journal of Marketing Management, 20(1/2), 146-162.