Project objective: develop an IMC campaign to successfully attract new paying subscribers among younger audiences among ages 18-29

Project objective: develop an IMC campaign to successfully attract new paying subscribers among younger audiences among ages 18-29

Situation analysis for Netflix

Project objective: develop an IMC campaign to successfully attract new paying subscribers
among younger audiences among ages 18-29
Now Use secondary research to analyze the internal and external factors and conduct a 4C and
a SWOT analysis following the formats below.
 Conduct a 4C analysis: Write a summary of the situation based on the questions
o Company – Get to know your brand; what value the brand offers and what it
stands for. What are the brand’s weakness and strength. Visit the web site,
explore its current marketing efforts, read about the brand in business media,
etc. Don’t confuse for the company at large; this is about understanding the
brand.
o Category – Get to know the market; what trends are driving and influencing the
video streaming category? Identify and analyze the competition to understand
how this brand and offering compares and where the momentum seems to be
competitively speaking.
o Consumer – Get to know current users of your brand; who are they and what do
they feel about your brand and in relation to major competitors (HULU, Amazon
Prime, Disney + ) from secondary resources (market reports, traditional and
social media)?  
o Culture – Get to know the cultural landscape; what trends are influencing all
consumers and the general backdrop?  What are people talking about now, and
what are they like in the next 6-12 months (e.g., culture conversations, trending
topics, etc. )

 Conduct a SWOT analysis – include the highlighted keywords of the bulled points, for
example:
o Strength:
 Brand awareness – explain that
 Global Customer base –
 …
o Weakness:
 …
 …
 …
o Opportunities:
 …
 …
o Threats:
 …
 …
 …

 Include a full list of sources as an Appendix, with a minimum of 10-15 sources.

Answer preview for Project objective: develop an IMC campaign to successfully attract new paying subscribers among younger audiences among ages 18-29

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