NETFLIX 3D

MARKETING PLAN
SUBJECT: PRINCIPLES OF MARKETING
A8D3

GROUP 3:
KHƯU TỐ NGHI
CHÂ U QUỐ C HƯNG
HỒ THỊ KIM DUNG
NGUYỄ N HUỲ NH HOÀ NG OANH
MARKETING PLAN NETFLIX 3D COCA TEAM

TABLE OF CONTENTS
Table of contents........................................................................................................................................................... 1
3. EXECUTIVE SUMMARY........................................................................................................................................... 2
4. MARKETING ENVIRONMENT.............................................................................................................................. 4
4.1 Micro Environment.......................................................................................................................................... 4
4.2 Macro environment......................................................................................................................................... 8
5. RESEARCH ON INDUSTRY.................................................................................................................................. 10
5.1 Introduction...................................................................................................................................................... 10
5.2 Top applications in Vietnam.................................................................................................................... 11
5.3 Market tendency of streaming platforms in Vietnam................................................................14
5.4. Strategic trends of streaming platforms in Vietnam.................................................................17
6. STP................................................................................................................................................................................. 19
6.1 Segmentation................................................................................................................................................... 19
6.2 Targeting............................................................................................................................................................ 22
6.3 Positioning......................................................................................................................................................... 22
7. Customer behavior............................................................................................................................................... 24
7.1 Survey overview............................................................................................................................................. 24
7.2 Questionnaire result:................................................................................................................................... 25
8. SWOT Analysis........................................................................................................................................................ 38
8.1. Strengths:.......................................................................................................................................................... 38
8.2. Weaknesses..................................................................................................................................................... 39
8.3. Opportunities.................................................................................................................................................. 40
8.4. Threats............................................................................................................................................................... 40
9. Targets customer’s insight............................................................................................................................... 41
10. Marketing mix-4Ps............................................................................................................................................. 41
10.1 Product............................................................................................................................................................. 41
10.2 Price................................................................................................................................................................... 45
10.3 Place................................................................................................................................................................... 48
10.4 Promotion....................................................................................................................................................... 48
11. Execution plan...................................................................................................................................................... 51
12. Budget....................................................................................................................................................................... 53
13. Evaluation and control.................................................................................................................................... 53
QUESTIONS FOR SURVEY........................................................................................................................................ 55
REFERENCES.................................................................................................................................................................. 56

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MARKETING PLAN NETFLIX 3D COCA TEAM

3. EXECUTIVE SUMMARY
Netflix,Inc was founded on August 29,1997 and is now the world’s leading Internet
television network with over 69 million members in over 60 countries enjoying more than 100
million hours of TV shows and movies per day, including original series, documentaries and feature
films and production company headquartered in Los Gatos, California. The Company has three
operating segments: Domestic streaming, International streaming and Domestic DVD. This is the
visual timeline highlighting company’s main achievements:

In April 2014, Netflix reached 50 million global subscribers with a 32.3% video streaming
market share in the United States. Netflix operates in 41 countries around the world. In June 2014,
Netflix unveiled a global rebrand: a new logo, using a modern typeface with drop shadow removal
and a new website UI. The change was controversial; some prefer the new minimalist design, while
others are more comfortable with the old interface. In July 2014, Netflix surpassed 50 million global
subscribers, with 36 million of them in the United States. As Netflix has gained experience, They’ve
found that the 20th documentary about bicycling will mostly just take away viewing from the other
19 such docs, and instead of trying to have everything, Netflix should strive to have the best in each
category. As such, Netflix are actively curating their service rather than carrying as many titles as
Netflix can. The Covid-19 epidemic drives the streaming trend, which is an important reason for
Netflix's impressive growth, especially in 2021. According to Q1/2021, Netflix has an additional tens
of millions of subscribers to help the platform surpass the 207,64 million subscribers, a significant
increase from 3 years ago.

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From the successes that Netflix has now and is achieving, we formed Netflix 3D with
optimized, improved technology and helped viewers have a better experience. Netflix 3D is a
completely new technology product in the Vietnam market, Netflix 3D wishes to bring technology
closer to Vietnamese people. Netflix 3D is expected to launch 3 main products: Netflix 3D’s plans,
Netflix 3D’s 3D glasses and Para3D shields.

Netflix 3D’s plans are plans that customers pay for using and watching 3D movies online at home.
Netflix 3D has 3 main plans for customers:

● Basic Plan (1 user/account)

● VIP Plan (5 users/account)

● Special Plan (3 users/account)

Netflix 3D’ 3D glasses are the special type of glasses used to watch movies with 3D effects produced
by Netflix 3D. Netflix 3D will launch 3D glasses with 2 main options:

● Single Pack (1 glasses)

● Couple Pack (2 glasses)

Para3D shields are a shield used to replace 3D glasses, installed on the screens of phones, tablets,
computers, TVs, ... to be able to watch 3D movies without glasses. Netflix 3D will cooperate with
CoopLab 3D to launch Para3D with 3 options for customers:

● Mobiles and tablet devices

● Computers and laptops

● Smart TVs

Netflix 3D now wants to target the market in Vietnam to contribute to bringing high technology
closer to Vietnamese people. In the Vietnamese market, big competitors such as FPT Play, Galaxy
Play, VieOn, etc. are also barriers to Netflix 3D. But in general, up to now, Netflix 3D is still pioneering

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in bringing 3D technology to everyone's home. While the number of registrations grew by two or
three times year over year due to the frequent stay at home and the tough period of the pandemic,
Netflix 3D will rise like a king. Netflix 3D included enhancements and new features to better fulfill
the entertainment demands of its consumers. Unlike prior products, Netflix 3D will have an official
office in several countries, including Vietnam, to provide speedier and more effective customer
service. Furthermore, the business will provide new payment options so that Vietnamese users may
easily purchase Netflix 3D accounts. Netflix 3D will carry out advertising campaigns including
filming TVC, MV, short viral clips with famous artists in Vietnam. At the same time, customers will
also get to experience

Netflix 3D products in person before the products are officially sold. The promotions and gifts
that come with the plans are also the campaigns that Netflix 3D wants for its customers.

Since the project of developing the new product “Netflix 3D” based on the success of Netflix is
still in the marketing process, our team will predict the sales volume of Netflix 3D plans after 1 to 2
years when it is launched. Netflix 3D's competitors in the Vietnamese market may also embark on a
product with 3D technology similar to Netflix 3D. At that time, the competitive market will be more
and more fierce between Netflix and other platforms, but with a sustainable foundation and global
recognition, it is not difficult for Netflix to continue to take the lead in the 3D streaming movie
segment. As for technology, Netflix 3D will be upgraded after 6 months launched officially, the
upgrade is based on user feedback and the development level of 3D technology, additionally,
considering the development of streaming platforms coming from competitors so that Netflix knows
how to optimize technology for its platform. Another necessity is that Netflix should set up an official
representative office in Vietnam to provide the best support to users about Netflix products in
general and issues related to Netflix 3D in particular. To optimize the investment in Netflix 3D,
Netflix’s marketer should spend money for marketing plans effectively and efficiently, another point
is that Netflix should not be a mass production for product “Netflix 3D” instead, Netflix should focus
on stabilizing quality and improving technology to bring users a better viewing experience and
satisfy the users' recreational demands.

4. MARKETING ENVIRONMENT
4.1 Micro Environment
4.1.1 Company

Netflix has launched its streaming video programs such as films, TV series and TV Shows for
the first time in 2010. As of July, 2021, Netflix has over 209 million global users. The first time Netflix
entered Vietnam with its streaming services was in 2016, at that time, Netflix was considered
difficult to succeed in the Vietnam market because there are some limitations such as no Vietnamese
subtitles and few programs that are suitable for Vietnamese users. However, in the middle of 2021,
Netflix had a turning point and began to expand their services in the Vietnamese market, this
platform gradually won the trust of Vietnamese people with improvements that meet Vietnamese
people’s demands.

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Currently, Netflix has more than 20 subsidiaries and the total number of employees is approximately
12,135 (̣9400 full-time workers). The structure of Netflix includes three main features such as
Functional groups (for online and non-online operations), Geographical divisions (for managing
regional markets), other divisions (for various product types and operation types). Netflix's top
management includes Reed Hastings (Ceo, chairman), Ted Sarandos (Co-Ceo, Chief content officer);
The R&D department includes Maria Ferreras and Bill Holmes (Global Head of Business
Development), Mark Yurechko (Vice Pre, Strategy, Planning and Analysis). Netflix's organizational
structure is considered to help them achieve effective marketing.

The headquarters of Netflix is in California. Currently, Netflix still does not have an official
representative office in Vietnam. According to a Netflix spokesperson, they can still contribute to the
development of the film industry, fulfill tax obligations and protect the rights of consumers, through
remote registration for the streaming service. Therefore, Vietnam does not force Netflix to open an
office or set up a server in Vietnam.

4.1.2 Suppliers

Netflix has a rich and diverse movie library thanks to its collaborations with movie suppliers
including: Warner Media of AT&T , Walt Disney Co., Comcast Corp. with DreamWorks which is
perhaps best known for its 3D-animated films, NBCUniversal, Sony Pictures, Amazon, especially the
2 largest suppliers of Netflix are Lionsgate and RTL Group SA. In Vietnam, most of the Vietnamese
movies available on Netflix are from BHD studios, it can be seen that Netflix has not yet promoted
much cooperation with other Vietnamese studios. Besides, Netflix is also a series & films supplier for
its platform with film series such as The Witcher, Stranger Things, Sex Education, and so on

4.1.3 Customer markets

Netflix attracts a large number of customers reaching 203 million users (Q4, 2020), of which the
most is in the USA (65.3m) with a variety of ages such as Gen Z (70%), followed by Millennials
(65%), Gen X (54%), and Baby Boomers (39%) (Morning Consult, 2020) theo (Knee J.A). In a survey
by Q&Me in 2020 about Vietnamese users' understanding of video streaming services, Netflix
accounted for 23%, behind FPT play at 39%. Netflix's customers are diverse in age because each of
their service packages has a different price to match the user's income, and users can use it on one
device or multiple devices according to the price level of each streaming service package.In 2020,
Vietnamese users mainly prefer Netflix programs with genres like TV series and Feature films
(72%). Netflix's customers are the type of people who often like to watch Blockbuster series,
documentaries, TV shows from many countries such as Thailand, Spain, China, USA, UK, Japan and
South Korea, etc. In addition, Netflix's customers are those who prefer minimalism and simplicity
because the Netflix interface is quite friendly to use. Because of the stressful epidemic situation,
Netflix's user base is also more diverse because most people have to stay at home more for social
distancing, so Netflix is one of the top entertainment platforms that users choose to entertain.

4.1.4 Competitive rivalry

4.1.4.1 New entrants

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Netflix is the leading platform that allows users to watch a lot of attractive TV series and shows with
many genres in many countries, but new entrants are a new threat to Netflix because they enter the
same field as Netflix but they has developed many new and unique ideas to promote to users, it
requires Netflix to find more creative marketing ideas for its own platform. Typically, after netflix
entered the Vietnamese market, then a number of other streaming platforms also began to emerge.
For instance, Galaxy Play is Vietnam's streaming platform, launched after netflix, this platform
attracts users in Vietnam by showing copyrighted movies in Vietnam such as Bố Già , Gá i già lắ m
chiêu, Tiệc Tră ng Má u and films of Marvel studio like Avengers: End game. Another competitor that
has just entered the field of streaming service is VieOn, the platform is becoming increasingly
popular with the attraction of TV series and TV shows such as: TV series like Câ y Tá o Nở Hoa
(Vietnam) or Penthouse (South Korea), Tv shows like Rap Việt, Running Man (South Korea edition
and Vietnam edition), Siêu Trí Tuệ, and so on. VieOn is increasingly receiving love from a large
number of Vietnamese users because of a variety of content genres to meet the Vietnamese people’s
entertainment needs, watching anytime, anywhere easily, quickly updating movie episodes.

4.1.4.2 Competitors

With the development of the movie show industry, online tv shows in the current era, Netflix will
inevitably face competition with other companies operating in the same field. Some typical
competitors are:

International competitors : Amazon.com, Inc. (AMZN), Hulu , Alphabet, Inc.-owned YouTube (GOOG),
Amazon Prime Video

In VietNam: According to a survey conducted by YouNet Media about Vietnamese customers'

interest in entertainment applications, The top rank is Netflix with 66% followed by Vie On (18%),
FPT play (10%) and Galaxy Play (6%) respectively.

4.1.4.3 Substitute products

For some streaming platforms that are popular with Vietnamese users such as VieOn, Galaxy Play,
Fpt Play, the users need to spend a certain amount of money to watch exclusive programs from
these platforms. Faced with the requirement to pay such a fee, a large number of users choose to
watch pirated movies from some sites including Phimmoi, Ghien Phim.org, Fullphim, and so on.
There is no need to pay a fee for movies, movies are updated quickly and always with subtitles
attached, not censored, so these websites are used by many Vietnamese users to watch movie series
and exclusive blockbuster movies. However, these pirated movies also include many limitations such
as advertising, low-quality of display, and potential viruses. Due to the increasing appearance of
pirated movie websites, this has a negative effect on genuine filmmakers and audiences who have
spent money on official platforms.

In general, in the field of streaming service, Netflix has faced many platforms operating in the same
field as itself. This is both a challenge and an opportunity for Netflix to be actively creative in its
marketing process with a new strategic model that makes an impression and attracts more
customers.

4.1.5 Publics

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4.1.5.1 Financial public

Typical Netflix shareholders include Leslie J. Kilgore, David Hyman, Greg Peters, Capital
Research Group, Vanguard Group, and BlackRock

4.1.5.2 Media publics

Netflix also promotes its popularity through media channels and social networks such as
Youtube commercials and banner ads, newspaper, Facebook , TV commercials, magazine ads,
Techblog, Twitter, Instagram, Pinterest.

4.1.5.3 Government Publics

Netflix operates in Vietnam with the desire to bring users great experiences with a rich and
relevant content library. Therefore, in 2019, the Netflix representative wants to cooperate with the
Ministry of Information and Communications of Vietnam to find solutions to remove sanctions for
film content that is not in accordance with the law, culture, fine customs and traditions of Vietnam
such as prohibiting films that affect religion, ethnicity as well as territorial sovereignty in Vietnam.
From July to August 2020, the Vietnamese media authorities promptly requested Netflix to remove
movies for serious violations of Vietnamese law.

4.1.5.4 Citizen action publics

Netflix needs to research the trends and viewing habits of Vietnamese users to find out
necessary information and then conduct effective marketing strategies as well as movies which meet
users’ tastes.

4.1.5.5 General Publics

Netflix needs to find out the point of views and attitudes of Vietnamese users towards the
features related to its movie products, which can be mentioned such as the subtitles of movies, the
price of service packages, the display of its website, and etc. Previously, due to some mistakes in the
movie "Pine Gap" related to the issue of Vietnam's sovereignty over sea and islands. This makes the
Vietnamese people vulnerable and angry with Netflix.

4.1.5.6 Internal Publics

Netflix recruits “fully formed adult” employees to work in their departments. These
employees will have to be able to make decisions based on a range of perspectives from individuals,
companies, colleagues, and Netflix customers. To make the impact on the employees’ performance in
working, Netflix will fire the employee if necessary when the employee cannot handle the missions
and tasks of the team. Although it is strict in using people, Netflix is also an organization that
respects its employees. In short, Netflix will pay attention to factors in employing people such as
values, responsibilities, and employee development.

4.1.6 Marketing Intermediaries

Netflix combines with some other platforms to do marketing intermediaries such as Youtube
, Facebook, Twitter and Instagram or available in major application stores such as Appstore, CH play
or Microsoft store.

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For the financial intermediaries Netflix users will have to pay for the service through some
intermediary payment methods such as using a debit or credit card: VISA, Mastercard, American
Express. The use of these payment methods is also a problem for Vietnamese users when they want
to subscribe to Netflix because Netflix does not have a domestic card payment regulation, but only
applies to international cards.

There are significant devices that play an intermediary role to support users to watch
Netflix’s films and shows. For instance Android TV, Apple TV, Smart TVs with Netflix installed,
PlayStation, Xbox, Chromecast, and some Netflix-enabled entertainment devices…

4.2 Macro environment

4.2.1 Demographic:

4.2.1.1 General

● Population: 98.21 million – according to the latest data of United Nations updated on
22/07/2021.

● Population Density: 317 individuals/km2

● 37.34% of the population lived in urban areas

● 74% of the population at working age => young population

To conclude, people have high entertainment needs, especially during Covid-19, traditional means of
entertainment are difficult to implement, they can only be entertained at home.

4.2.1.2 Potential customer details

● Under 18: At this age, users mostly watch on others’ accounts, because users haven’t had the
income to buy an account on their own. Most of them use this under their parents' indirect
supervision via Parental Controls mode.

● 18 – 25: Most of them have income in the range 6 - 10 million VND, some gain 10 - 30 million
VND a month. They are the group with the 2nd highest entertainment needs at the moment.
At the same time, most of them are willing to pay about 200,000 - 400,000 VND to
experience 3D movies at home.

● 26 – 35: Have stable income from around 10 - 30 million VND and above. They also have the
highest needs for entertainment and are willing to pay from around 400,000 - 800,000 VND
for Netflix 3D.

● Above 35: Have a high income above 30 million and are willing to pay 800,000-1,500,000
VND for entertainment if the quality is outstanding. But this group doesn't have a high need
for entertainment because they usually focus on their career more than experiencing new
things.

In conclusion, the most potential customer group is the group of customers from 26 -35 and 35 years
old and above. Because Netflix 3D will cost quite a lot compared to regular Netflix, it is most
reasonable to focus on groups with high entertainment needs and stable income. For the 18-25-year-

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old group, despite having high entertainment demand but with average income, it is difficult to
afford the technology to watch 3D movies at home.

4.2.2 Economic

According to data from the World Bank, In 2019, GDP per capita in Vietnam amounted to
around 2.715 USD. It continued to grow sharply till mid-2020 when Covid-19 struck, the growth rate
dropped, reaching 2.785 USD, growth rate hit 2.8%.

Covid-19 hit again by the end of April 2021. Nonetheless, GDP in the first 6 months of 2021
increased by 5.64%, 1.82% higher than in the first 6 months of 2020 but 7.05% and 6.77 % lower
than the same period in 2018 and 2019.

Therefore, the price of the product must be determined at a reasonable price for most
Vietnamese populations.

4.2.3 Technological

Netflix 3D requires certain 3D-ready technology to experience. For example, Smart TV 3D or

Laptop and PC monitors must have a display speed of at least 120Hz. As a result, it is critical for
Nettlix to evaluate and forecast market movement. As 4K super HD televisions become more
common, Full HD televisions are being phased out. According to several studies, by the year 2020,
this will be the case. Netflix has done an excellent job of keeping up with a rapidly changing market,
as we set out to develop new proprietary technology that would allow for improved compression of
4K Ultra HD signals, which is best supported for the 3D experience. Netflix will gain a significant
competitive edge as a result of this innovation.

There is a huge advantage for Netflix 3D in Vietnam, the development of Para3D - technology that
allows people watching 3D movies on LCD monitors, such as none-3D-ready TV, laptops, and even
smartphones. Watching 3D movies on the system is completely glasses-free, just like experiencing
3D lenticular stereo images. Software used with Para3D is KMPlayer or Stereoscopic Player. Para3D
runs well with 3D formats H-SBS, H-OU, 3D Bluray ISO. Viewing 3D images (left-right or SBS image
file format) is also very simple, with 3D Photo software (using the same Stereoscopic Player). The
process of use is simple, just apply the Para3D sheet to the screen, align the bottom edge of the
backrest completely to the bottom edge of the screen, tighten it and screw it in place. This is the one
and only technology that helps people watch 3D movies glasses-free in the world, and it only
appears in Vietnam, developed by CoopLab3D.

4.2.4 Political

In Vietnam, the political situation is extremely stable because there are no opposing parties
and the government has very reasonable policies to handle Covid 19, which is a favorable factor for
Netflix to release Netflix 3D in this country.

The government has officially licensed Netflix to launch new products in the Vietnamese market.
Netflix must comply with all policies of the Vietnamese government as well as fulfill its tax
obligations.

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However, it must be taken into consideration that if the political situation between Vietnam
and another country becomes intense, the government will ban the broadcast of some films with
inappropriate content of that country. For example, in 2012, due to the intense East Sea dispute, the
Vietnamese government restricted the broadcast of some Chinese films.

4.2.5 Cultural - Society

On the one hand, Vietnamese people are well-known for their strive to have new
experiences. In the early years when 3D movies began to hit theaters in Vietnam, this movement
blossomed and quickly gained the popularity of many people. Although that popularity has declined
in recent years, 3D cinema has always been one of the money-spinners in the film industry. With the
outbreak of Covid, people must stay at home and always be in a poor-entertained state.

On the other hand, the epidemic COVID-19 is booming again, so people care about the health of
themselves and their loved ones. Plus, the government has officially announced 16/CT-TTG,
restarting social distancing. This policy urged people to stay home, thus limiting the means of
entertainment in general. According to the statistics of the market data company Statista, Netflix has
risen to number 2 and has become one of the most visited streaming sites in recent times in Vietnam
due to the high demand for entertainment, so launching Netflix 3D at this time is a great idea
because 3D technology has been and is outstanding in the filming industry.

5. RESEARCH ON INDUSTRY
5.1 Introduction
The current industry group that Netflix company belongs to is Technology & Entertainment,
Mass media industry. Netflix,Inc presently produces and launches a series of its own and also
provides copyrighted movies from other movie production companies, so it is obvious that Netflix
almost all belongs to the Media and Entertainment (M&E) industry. The Media & Entertainment
(M&E) sector includes many alternative segments like movies/cinema, television, music, publishing,
radio, internet, advertising, magazines, books and gaming. Over the last decade, the Media &
Entertainment (M&E) industry is in an exceedingly transformation phase as both old and new
continue to coexist, which proves its resilience to the world and is on the cusp of a strong phase of
growth. Furthermore, the utilization of many external elements, such as the timely application of
technological innovations such as wireless, mobile, gadgets, digitization, internet connection speeds,
cloud storage, and so on, leads to significant success. There is no doubt that this industry is a sunrise
sector for the economy making significant strides.

The ME industry is organized into sub-sectors, each with a distinct role. In this regard, the
film and television program production sector is the industry group with the most rapid growth and
the most potential in the Vietnamese market. This industry group encompasses a wide range of
operations such as film screening, post-production, and so on. The distribution of movies, video
series, and TV shows is the main field of Netflix 3D in this industrial group, with industry code 5913.
This industry allows and grants rights for the broadcasting of movies, videotapes, DVD discs, and
similar products on various platforms such as movie theaters, television networks and stations,
theatres, and so on. According to Vietnamese legislation, this industry also has general laws in place
to protect firms, customers, and the country. Do not broadcast movies, TV series, or works of art that

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have been declared illegal by the government. Do not show cultural programs, events, videos, or
images, but use real-life fire and explosion effects, explosives, flammables, and chemicals to
manufacture props and tools.

5.2 Top applications in Vietnam

The top five streaming platforms are FPT Play, Zing TV, Vieon,Galaxy Play and Clip TV

5.2.1. FPT Play

5.2.1.1 Information

FPT Play is a popular online TV viewing application on smartphones, tablets or Android TV

Box released by FPT Telecom. Viewers will enjoy TV shows, movies, football, game shows, ... from
FPT Play with the most realistic visual and sound experience. FPT Play attracts a large number of
Vietnamese users because of its easy-to-use Vietnamese interface and variety of content suitable for
different ages.

5.2.1.2 Four main features of FPT Play application

5.2.1.2.1 A myriad of remarkable online TV channels

The application supports up to 150 different TV channels, including domestic channels such
as VTV3, VTV6, VTVCab, VTC, HTV,... and unique foreign channels such as Cartoon Network, CNN,
WB, Red by HBO,.... Only with a stable network connection, you have in your hands the world of
entertainment through special TV channels from FPT Play.

5.2.1.2.2 A enormous HD movies store

Audiences can enjoy a variety of movies with more than 1000 movie anthologies from many
countries such as the US, Korea, China, Vietnam, ... along with more than 57,000 odd hours of movies
that are continuously updated. The movie properties are many different genres, so they meet the
entertainment requirements of many target users.

5.2.1.2.3 Live streaming of shows and entertainment programs

Television game shows, music performances, award ceremonies, fashion shows, comedy
shows, etc. are available on FPT Play. Liveshows and entertainment programs are always updated
swiftly to give users a continuous and engaging entertainment experience.

5.2.1.2.4 Live streaming of domestic and international sport tournaments

Many important football tournaments are shown on the application such as English Premier
League, World Cup, Champion League,…and football tournaments of Vietnamese teams like AFF Cup,
SEA Games,…with hundreds of other sport programs, which is a special feature of FPT Play
application that wildest fans in sport cannot miss.

5.2.2 Zing TV

5.2.2.1 Information

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Zing TV is an application to watch HD videos with thousands of Vietnamese, Korean,

Chinese-language movies, Hong Kong movies, TV Shows,funny and attractive cartoons. Zing TV
brings you a HD quality video store with many new movies, suitable for the needs of all ages. In
addition, Zing TV also has kids's highly educational programs suitable for children, TV shows and
other TV stations.

5.2.2.2 Four main features of Zing TV application

5.2.2.2.1 A unique and attractive movie store

Zing TV 's movie store has thousands of unique and diverse movie genres such as love story
movies, odd movies or detective movies,etc. The users can watch movies anytime and anywhere they
want, which does not waste much time.

5.2.2.2.2 A stable transmission with high resolution

Zing TV helps users watch movies with high quality and many resolutions to choose from.
However, the users have to pay for the high resolution. In addition, the application supports
watching movies with stable and high-speed internet connection.

5.2.2.2.3 New movies are updated everyday

Zing TV’s systems will update new movies everyday for the users not to miss any good
movies.

5.2.2.2.4 A simple and easy-to-use interface

Zing TV is suitable for everyone, including children because the application is designed to be
simple, easy to use and has Vietnamese language.

5.2.3 Vieon

5.2.3.1 Information

Today, Vieon is the hottest application to watch movies and shows on smart devices,
especially mobile phones. With VieON, users can enjoy the top football matches of major
tournaments and many blockbuster movies, game shows as well as watch online TV conveniently.

5.2.3.2 Four main features of Vieon application

5.2.3.2.1 Diverse content with rich genres

The users can watch the exclusive blockbuster and immortal movies of world, especially
Vietnam such as special entertainment programs, game shows of HTV2, TV Entertainment, East West
Promotion such as Who Is He... with HD high resolution

5.2.3.2.2 Watch movies, game shows, TV anytime and anywhere

Users can watch their favorite movies anywhere, because VieON is available on most popular
platforms today, from mobile to smartTV, even on PC, laptop.

5.2.3.2.3 New movies is updated everyday

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5.2.3.2.4 Convenience of watching movies, live streaming, shows

Users can watch live or make an appointment to watch the show, search for content, save the history
of watched content.

5.2.4 Galaxy Play

5.2.4.1 Information:

This application is currently only available in Vietnam and allows viewers to access it on popular
platforms such as Smart TV, IPTV, Smartphone and Computer. All movies shown by the galaxy play
platform are guaranteed to have a resolution from full HD to 4K with Dolby 5.1 stereo sound to bring
the best experience to customers when watching on screens from about 5- inches to 60-inches.

5.2.4.2 Four main features of Galaxy Play application:

5.2.4.2.1 4K movie quality

Galaxy Play brings to the users a movie store with a full of quality suitable for all devices
from HD, Full HD or up to 4K, helping you to experience movies like in theaters.

5.2.4.2.2 A diverse movie store

Galaxy Play regularly updates the latest blockbuster or romance Vietnamese movies,…
played in theaters for users who don’t have time to go to the cinema.

5.2.4.2.3 Full English and Vietnamese subtitles for all movies

Galaxy Play supports 2 accurate subtitles in English and Vietnamese, helping people to
watch and follow the best movie content.

5.2.4.2.4 Supporting download movies

Besides the online viewing features, Galaxy Play also allows users to download and watch when
there is no internet with the same quality as watching online.

5.2.5. Clip TV

5.2.5.1. Information:

This is an internet TV service that is available on a variety of platforms, including Web,

mobile web, mobile app, TV app and TV Box. Clip TV offers a wide range of incredibly appealing TV
and entertainment programming that is guaranteed to be 100 percent copyrighted. With the slogan
“AMAZING JOYS. EVERYDAY. ANYWHERE”, Clip TV always provides excellent quality and experience
to its customers.

5.2.5.2. Four main features of Clip TV application

5.2.5.2.1. A large repository of content

Over 3,000 hours, 37 content groups and genres:

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Hollywood, American, Asian and so on films in 18 genres of action, psychology, comedy,

animation, adventure, fiction, historical, horror, music, family,etc. There are also comedy shows,
ethnic music, sports, children's movies, and more than 100 notable Vietnamese films.etc Clip TV, in
particular, has invested in and generated exclusive content. There is also television with more than
140 TV channels including 30 international channels, 9 VTC channels, 9 HTV channels, 6 HTVC
channels, more than 40 local channels, including more than 20 HD quality channels.

5.2.5.2.2. Catch-up

This is a special feature of Clip TV. If users accidentally miss their favorite programs due to
lack of time, busy work at company or school, it will help viewers save any movie or any program to
watch at any time during the next week.

5.2.5.2.3. Clip box TV

This is an intriguing backstory. Clip TV Box is a box with a modern design that is tiny and
easy to transport. It enables aging televisions that cannot connect to the Internet to become internet
TVs or smart televisions, and it also facilitates the conversion of analog to digital TV shows.

5.2.5.2.4. Audio Movie - Listen to movies while watching them

This is a special feature of Clip TV. They intend to target blind customers with their platform
so that the customers may watch amazing movies through their ears. An audio movie is a unique
combination of elements such as context, characters, sound effects, conversation, and so on to create
a vivid movie using “the language” of sound.

5.3 Market tendency of streaming platforms in Vietnam

5.3.1 Overview

After many years of being immersed in free movie sites without copyright, within the
previous couple of years , with the appearance of Netflix and FPT Play, Vietnamese people have
gradually accepted paying for streaming platforms to watch proprietary movies and TV shows in
high quality. In the midst of the COVID pandemic that is breaking out all over in Vietnam, the
founders and investors realize that customers' demand for watching movies at home is increasing
more than ever. "What should we do throughout the time that we have to stay at home to prevent
the pandemic?" is a popular question on many forums and social networks such as Facebook,
Twitter, Instagram,.... For several folks, the first solution that often comes to mind is online
entertainment services. Therefore, the online movie service is a global trend and the domestic online
movie market is becoming an increasingly vibrant market.

Due to the datas of Digital Marketing 2019 by phunuonline.com.vn , Vietnam has 64 million internet
users out of a total population of 97 million. However, the particular range is more because the
market also has the participation of many cross-border OTT service providers such as Netflix,
Tencent, Baidu,.… In which, Vietnamese people spend 2 hours 32 minutes on social networks, 2
hours 31 minutes watching online videos and 1 hour 11 minutes listening to music. According to the
statistics from the Ministry of Information and Communications in November 2020 show that
Vietnam has about 35 businesses providing streaming platform services, with 14 million subscribers
and a total revenue of about 9,000 billion VND. Kantar Media Vietnam‘s data shows that up to 84%
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of Vietnamese aged 15 - 54 use the internet every day, and in a survey of the same field by Nielsen,
up to 90% of survey respondents said that they watch videos online weekly. In addition, by a study
of Media Asia Partners, the online video industry in Asia-Pacific (excluding China) will grow by about
15% per year to reach $23 billion by 2024.

In this online movie sector, Netflix emerged as a king. Many works achieve blockbuster
quality in cinema and television, directly competing with theatrical films in terms of entertainment
and art. The Bridgerton series, released on December 25, 2020, broke the record for 82 million
views, accounting for 41% of the total global viewership on Netflix. Meanwhile, theaters last year
recorded Bad Boys for Life as the biggest-selling movie in theaters, with 23 million tickets. Between
2007 and 2011, the number of Netflix subscribers nearly tripled, from 6 million to 23 million. In
2011, the number of subscribers exceeded the total number of cable TV subscriptions in the US. To
date, the service has reached 190 countries and territories, becoming a company valued at 100
billion USD. Having a development background, Netflix is "in time" in the context of the epidemic. As
of January, the platform reached 200 million users worldwide, earning tens of billions of dollars a
year. In Vietnam, at the time of the epidemic in April 2020, there were more than 3.5 million Netflix
devices installed. According to the market research tool App Annie, there are 1.6 million users on
Android devices alone, more than five times the number of Netflix subscribers in Vietnam in 2016.
Besides Netflix, two major online movie platforms, FPT Play and Galaxy Play also grew. In March
2020, Statista cited 202 domestic audiences, showing that FPT Play is the most used online platform
(39%), Netflix is second (23%). Launched in 1997, FPT Play is now more familiar to Vietnamese
users, while Netflix has been popular in recent years. Galaxy Play, formerly Film+, does not release
specific figures. The platform is attractive thanks to its low-cost package and a library of copyrighted
movies, which can be viewed in 4K format and Dolby 5.1 stereo sound technology. This year, Galaxy
has exclusive film projects produced by the company itself, such as Sugar Daddy & Sugar Baby, Chị
mẹ họ c yêu, Đặ c nhiệm họ c sao,…

5.3.2 Threat to streaming platforms in Vietnam’s market

5.3.2.1 Pirated Movies

Streaming services in Vietnam may not have to "fight" with each other to gain market share,
but have the same opponent as pirated movie sites. Ms. Truong Nguyen Thu Ha - CEO of Fim+ said
that it is necessary to acknowledge that pirated movies are a global problem that cannot be
eliminated one day. Even in the US, Europe, or Asian markets like Korea, there will always be pirated
websites.

As long as 3G or Wifi are available, anyone can enjoy any movies, TV shows and
entertainment anywhere without paying royalties due to the proliferation of unauthorized re-
streaming sites. Nowadays, we easily see images of young people glued to the touch screen of
smartphones, wearing headphones to watch movies on the bus, in the corner of the school yard, in
the library. Among these, many of them said that they still regularly watch movies on free sites, even
though they are a little annoyed about advertising or movie quality issues. Also in the survey of
journalism students mentioned above, the interviewees can name a lot of pirated movie websites

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they often watch such as: Phimbathu, Phimmoi, Phimnhanh, Phim3s, biphim, Phimhan, kzone,
Phimmoizzz,…. According to We Are Social's statistics, in January 2020, the website Phimmoi.net
ranked 14th in the top most visited websites in Vietnam. The number of visits to this website every
month is 5.2 million. Not only entertainment programs, sports,... on television but even movies in
theaters, which are hot and popular, just a few days after their release, they sometimes appear on
websites or pirated movie applications. For example, the fact that the movie Co Ba Sai Gon was
secretly filmed in the theater and then livestreamed on Facebook and the violator - a 19-year-old
young man - said that he was not aware of what he was doing was breaking the laws, which shows
limitations in Vietnamese people's awareness of copyright and related rights. Obviously, the story of
education and propaganda about intellectual property law in our country still has many things to
talk about. There are even imported movies that have not yet been released in theaters, but pirated
versions are already available online. For businesses that trade in television and film services on the
OTT digital platform, such rampant content piracy will cause heavy damage. Most pirated movie
sites have servers located abroad, so the technical solutions are only partially limited, not completely
eliminated. It is worth mentioning that the majority of pirated movie websites, pirated movie
screening applications have ads for illegal online gambling, and links to gambling websites. Recently,
the Department of Radio, Television and Electronic Information (Ministry of Information and
Communications) has sanctioned many units in the country for violating film copyright. In October
2019, the Department also discovered 18 websites infringing movie copyrights of a company in
Vietnam. Infringing websites all use Vietnamese interfaces, have international domain names, use
cloud hosting services with IP addresses of servers in the US. In December 2019, out of 4 businesses
were fined by the authorities with an amount of up to 220,000 USD for using illegal software, of
which 3 were foreign-invested enterprises.

According to experts, it is still impossible to completely prevent pirated movies, not only in
Vietnam but even around the world. In order for pirated movie websites to not be able to develop,
many units need to participate, for example: management agencies increase fines for copyright
violations; Advertisers do not place ads on pirated movie sites, users are encouraging to watch
movies from official services, report DCMA violations for Google, Facebook to remove content...But
the good news is that currently, many pirated movie websites in Vietnam have had their domain
names blocked. Users when accessing the old domain will receive a "website not working" or "not
found" message. Mr. Nguyễn Hà Yên, Deputy Director of the Department of Radio, Television and
Electronic Information, said that with such websites, the Department will coordinate with Internet
service providers, using technical measures to control. “Blocking domain names is a huge step
forward for relevant, although not radical. Even if you create a new domain name, users will take
time to get used to it again, the amount of If access suddenly, the revenue of suppliers will decrease,”
said Mr. Phan Thanh Giả n - CEO of ClipTV.

In contrast to pirated movie services, mainstream movie services are increasing subscription
in quality and content, and prices are increasingly accessible. For example, Netflix offers movies with
a maximum resolution of 4K, can watch movies seamlessly even when switching devices and without
ads for 260,000 VND a month. FPT Play provides movies on HBO Go and many copyrighted sports
programs with a fee of about 80 to 100 thousand VND a month. According to Mr. Vũ Anh Tú , Deputy
General Director of FPT Telecom, one of the advantages of copyright services compared to pirated

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services is the quality of content. "Since 2018, FPT Play box has provided the service of watching 4K
movies at 60 frames per second, and most movies and series on FPT Play are in 1080p quality," said
Mr.Tú . Meanwhile, most pirated movie services are 480p or 720p.

Regarding the speed of updating new movies, many mainstream movie services have
worked with distributors and movies to bring movies back as soon as possible. For example, with
FPT Play, the time it takes for a movie to hit theaters until it appears on their system is currently 3 to
6 months, while a year ago it was from 6 to 12 months.

In conclusion, the community of viewers of copyrighted movies is continuously increasing in

number, while pirated movie websites have plummeted in visits. The Phimmoi page had more than
100 million visits in March 2020 but in the last two months it has decreased by about 25% per
month. Bilutv used to reach nearly 10 million hits at the end of 2019, now only about 2 million.
Phimbathu also dropped from 900 thousand to less than 300 thousand visits, according to statistics
from Similarweb.

5.3.2.2 Few Vietnamese movies

If you look at the list of movies recommended by the provider to viewers or by the number
of movies most viewed on these platforms, there are very few Vietnamese movies; on the list are
mainly Korean, Chinese or "blockbuster" movies. Although recently Netflix has added a number of
Vietnamese movies such as “Em chưa 18”, “Hạ nh phú c củ a mẹ”, “Siêu sao siêu ngố ”, “Cô dâ u đạ i
chiến”, “Mẹ chồ ng”,…but still too few compared to the audience’s need to enjoy Vietnamese movies.
Another thing worth mentioning, according to director Trinh Dinh Le Minh, the vast majority of
Vietnamese movies are only on Netflix Vietnam, not Netflix International. Only a few films are
offered for sale to these platforms prior to their release in theaters, as in the case of “Hai Phượ ng”,
most of the rest are films that have been released in theaters or shown on television for a long time.
Meanwhile, in the face of huge profits from this field, many platforms have turned from buying
movies to producing movies to stream exclusively. For example, Netflix said it will spend between 17
and 18 billion USD on content production in 2020, Fim + is also planning to produce exclusive
movies to premiere on the online platform…

5.4. Strategic trends of streaming platforms in Vietnam

5.4.1. The interface:

The interface is an important factor because it helps customers make the choice of which
movie app to use among the many online movie delivery platforms. With this in mind, these
platforms are always upgrading, extending, and adding features and interfaces in a timely manner. In
general, the above apps' current tendency is to build a sophisticated and inviting interface for
viewers of all ages. Users can simply choose their favorite movie genre thanks to the clever design
that makes movie titles big and capitalized. This is followed by a list of suggested movies, with the
highest rating listed beneath the title. Furthermore, it notifies the user of new movies that have been
updated as well as which movies are currently trending. Customers do not need to spend as much
time searching for movies to watch with such a clever interface, and it is also a component that
produces the unique highlight of that application in the eyes of customers.
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5.4.2. The content

5.4.2.1. Originals:

The utilization of online film viewing services is no longer unusual with the young
generations in particular and the drellers in VN in general. Most applications will have their own
growth path to help their organization stand out in the online movie application market. However,
these platforms continue to follow the same development patterns in order to attract new users and
become more user-friendly. The creation of exclusive products is the most visible trend among them.
The industry's major players invest a lot of money in the production of their own quality movies and
gameshows, and viewers are compelled to use their applications in order to watch those movies.
Creating originality in its products will assist the company in attracting customers and increasing
sales and profits. Pioneers in this proclivity must be mentioned as Zing TV (Precious Youth,Just You,
Diary of a Night Watchman, The Fox's Summer, Descendants Of The Sun Vietnam and etc), Vieon
(Penthouse, rap Việt, fantastic music festival"Só ng VieON"), Galaxy Play ( Kumanthong: The untold
story, Tam Thai Tu and Gai Ngan Do) and Netflix (Locke & Key, Jurassic World: Camp Cretaceous,
The Haunting Of Bly Manor and Altered Carbon season 2).

5.4.2.2. Simulcast:

Streaming platforms are constantly searching for, developing, and improving their products in order
to provide viewers with the best possible experience. Many streaming platforms are gradually
following the simulcast trend to bring and update movies with official content from countries such
as China, Korea, etc. The term “simulcast” refers to buying the rights to movies, which are
subsequently edited, censored, and aired at roughly the same time as other countries' television
stations. In other words, a simulcast is a simultaneous screening of the most recent films. Danet has
started implementing this trend since 2017, it can be said that Danet is the leader in this strategy.
After that, more apps began to notice and implement this method namely FPT Play, Vieon, Wetv,
iQiyi, etc.

5.4.3. Service

5.4.3.1. Movie plan:

People's demand for entertainment movies is increasing regardless of age or social class, so to be
able to meet that need for everyone, online movie watching applications have released a lot of
service plans. Customers may choose movie plans that are appropriate for their financial situation
and the demands of their families. A movie plan is a service on online movie streaming platforms
that includes a library of terrifying movies from a range of genres across nations, where users pay a
monthly fee to watch all of the movies in it without being limited by the number of views in a
month.The price of each service plan of each movie streaming platform will be different and highly
competitive; therefore, their service plans will often have incentives for customers to make their
application more attractive than the competition. The pricing of movie plans within a month for
several popular applications in Vietnam are listed below.

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Name PLANS

Clip TV NEWS BASIC EDUCATIONAL INTERNATIONAL FAMILY

30.000 40.000 50.000 80 100.000

Netflix MOBILE BASIC STANDARD PREMIUM

70.000 180.000 220.000 260.000

VieOn VIP VIP+HBO GO VIP K+ ALLACCESS

69.000 99.000 149.000 199.000

Fpt Play VIP K+

110.000 154.000
165.000

Galaxy PREMIUM MOBILE

Play
70.000 180.000

Danet GO CINEPLEX
free 50.000

Zing TV VIP (1 month) VIP ( 6 month) VIP ( 12 month )

99.000 559.000 999.000

5.4.3.2. Movie rental:

In addition to the service plans mentioned above, these applications also develop movie rental
plans. Movie rental service provides the latest blockbuster movies in domestic and international
theaters. This plan is aimed at customers who are busy and do not often watch movies. Customers
can rent individual movies in the list according to their personal preferences to watch. It allows
customers to watch on any platform from phone to computer or smart TV without having to go to
crowded cinemas. The price of this type of service is only from 15,000 to 45,000 per movie
depending on the current hotness of the movie as well as which app you choose to buy. Some online
movie platforms that have applied this kind of plan can be mentioned as Fim+, Danet, FPT Play and
Galaxy Play.

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6. STP
6.1 Segmentation
6.1.1 Geographic segmentation

The new product will be released throughout Vietnam, but at the moment we will focus on
promoting in 3 potential markets. Firstly, HCMC and Ha Noi, there are three big cities in VietNam
where we focus on selling and increasing revenue and according to information updated on August
3, 2021 on the website ncov.moh.gov.vn, HCMC is the epicenter of the epidemic with the highest
number of infections today, at the same time, the number of infections in the capital Hanoi is still
continuously increasing, causing people to be affected and have to comply with directive 16 to limit
going out. Next, the neighboring provinces and cities in the south of Vietnam are currently also
following directive 16 such as Binh Duong, Dong Nai, Can Tho, Binh Phuoc, Tay Ninh, Ba Ria - Vung
Tau, Tien Giang , Long An, Vinh Long, Dong Thap,…. In this promotion, we mainly focus on the
affected areas to meet the entertainment needs of customers during this 4th COVID epidemic and
customers will have more time to experience the product. Finally, Netflix 3D will be brought to Da
Nang city.

Besides the three most potential areas, we will still try to bring products to customers in rural areas
or areas that have not yet accessed 3D technology to be able to promote Netflix 3D more widely in
the Vietnamese market.

6.1.2 Demographic segmentation

● Under 18: People in this age group are children and often still do not have a stable income to
pay for expensive technology items. However, it seems that this will be the curious age
group that loves to discover new things and we believe our products will meet that.

● From 18 to 25: At this age, most of them are students or recent graduates, so even if they
have low income or unstable conditions to pay for expensive 3D services, they are the age
group, which we are realized that they have a special interest in technology, specifically the
3D technology that we develop on the Netflix platform.

● From 26 to 35: This is the age group that we target the most, because most of them have
stable incomes and jobs that can comfortably pay for a 3D technology service at home. At the
same time, they will also be excited about new products like Netflix 3D that we are looking
to roll out.

● Above 35: This age group, according to the survey and information we collected, most of
them are not interested in new technology products, especially home entertainment.
However, we want to develop a product suitable for all ages and also because we want our
product to be not only highly entertaining, but also a tool that connects family members
together.

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6.1.3 Psychographic segmentation

As for psychographic segmentation, we will focus on internal and intrinsic characteristics

with the following:

The first thing is social class. We will promote Netflix 3D to people whose average income per month
is 10 millions, especially upper middle class, because this class primarily has stable careers and
income such as doctors, lawyers, CEOs,...so they can afford to use Netflix 3D as a recreational service.
Next class is the Upper class including lower upper and upper upper , due to the fact that the upper
class inherently has stable income and high income, for that reason we also promote Netflix 3D to
this class. According to WorldBank.org, it said that now the middle class in Vietnam accounted for
13% of the population and it is also expected to reach 26% by 2026.

The second thing is Lifestyle. With this factor, we will concentrate on Innovators who are
fond of challenges and innovations because they are open-minded with new ideas as well as
advanced technology. Not only that, they also earn good wages and are excited to produce lines and
services that make life more convenient and modern. Therefore, we will focus on these issues and
we believe that Netflix 3D will be suitable with innovators. Next is Thinkers, they are those who
would like to enjoy entertainment activities at home, so this criterion is great for Netflix 3D, we will
bring the most authentic 3D movie viewing service to their housing space. However, they also tend
to like using product lines which are durable, functional and valuable for daily life. When
understanding users’ desires, we will try to improve and upgrade the Netflix 3D to meet their
demands on the product. And the last mentioned is Experiencers, because this kind of lifestyle is
concentrated mainly on the people aged 25 and over, particularly 25, they are youngsters who are
bursting with energy, creativity and they enjoy experiencing new things and are open to try trending
products or services , so Netflix 3D will satisfy these characteristics.

The third thing is about personality. This factor will depend on the combination between
social class and lifestyle contributing to build up their personalities. The group of customers who
appropriate Netflix 3D will have the traits such as active, creative, interested in the association
between entertainment activities and technology. Furthermore, they are those who love freedom,
want to experience new products or services and are able to adapt themselves to surroundings. For
Netflix 3D, it is crucial that we need to innovate many features to make the 3D technology can be
closed to the customers and fit users’ personalities and consumer psychology

6.1.4 Behavioral Segmentation

By behavioral segment, we focus on what Netflix users' behavior is, as this will help the
marketer team promote Netflix 3D products to close users based on their behavior. And users can
get acquainted and find that they may be suitable for long-term experience and consumption of this
product. First, with the Occasion factor, we'll learn how users use Netflix 3D products over the
festive holidays, to see if views and bundle purchases increase. Because most users will spend a lot
of money on holidays for products accompanying promotions or sales, based on this factor, we'll
know how to attach those promotions to Netflix 3D plan to increase customer satisfaction. Next are
the benefits, what advantages that users want to obtain from Netflix 3D; whether the quality of 3D
technology and the 3D movie loading speed is stable or not; whether the users feel satisfied with the

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visuals of 3D movies or not; in addition, whether 3D glasses when integrated with many features
bring convenience to users in watching movies or not. Through these reasons, users will know if the
money they spend on Netflix 3D is worth it. Besides that, for the users of Netflix 3D, we want to
target mostly users of Netflix, loyal to Netflix for a long time, at the same time maybe they are new,
potential customers, they are willing to spend a significant amount of money to experience our
products. According to Netflix, their recommendation system brings great benefits to both them and
users, as most users' choice for watching movies is affected by the recommendation system;
therefore, we will continue to use this system for Netflix 3D to provide users with the best movie
content through observing their usage behavior on Netflix 3D. And most of all we expect Netflix 3D’s
users to have a positive attitude and love toward this product.

6.2 Targeting
After doing the segmentation, particularly the consumer market, we move to the Targeting
section with selecting the group of users that are appropriate with our Netflix 3D. Firstly, the
marketing team will concentrate on those people who live mostly in HCMC, Hanoi and Danang,
because these 3 places hold the main economy of the country, and they are also 2 potential markets.
And then, we also focus on the neighboring southern provinces in Vietnam due to the stressful Covid
pandemic, people have to execute Directive 16 for social distancing. For that reason, we have a
desire to meet the customers’ recreational needs during this 4th Covid pandemic, and let citizens
spend their leisure time to experience Netflix 3D. The group of users will be between the age of 25
and 35 and considered as upper middle class and upper class with average income per month is
about 10 millions or over, for us, they are the most ideal and potential customers group who have
high entertainment needs and stable income. In addition, the users , who are open-minded with
ideas and advanced technology, are excited with convenient and modern technology of products and
services that make life better, can enjoy entertainment activities at home, are blooming with energy,
creativity, activeness and willing to try new trending products or services, especially technological
products. Furthermore, they are willing to spend a lot of money on holidays for products, typically
these products are accompanied by promotions or sales, with Netflix 3D, we also apply these
promotions on its plans to satisfy customers. Other things that the marketers should pay attention to
are the benefits that the users want to obtain from Netflix 3D, such as the quality of 3D technology,
the stability of 3D movie loading speed, and the users satisfaction with the virtuality of 3D
animation, the convenient features on 3D glasses. After all, the customers can know whether the
money they spend on Netflix 3D is worth it or not. It is vital for us to keep targeting old users of
Netflix, they are loyal to use this platform in the long-term, and also, the new customers are potential
for us to promote. And last but not least, the users of Netflix 3D will have a positive attitude toward
our product, because this attitude can support us to improve and upgrade the product to be better
than the previous version.

6.3 Positioning
As for the Positioning section, firstly, the marketing team will position Netflix against other
streaming platforms based on the price of monthly plans and the quality that offers users such as
movie resolution (ranged from SD to 4K, HDR), the speed when loading movie, the quality of audio

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and subtitles provided, etc. In Figure 1, Netflix is now in an expedient position compared to other
platforms operating in the same field. Although Netflix currently sells fairly high package prices
ranging from 70,000VND to 260,000VND per month, Netflix always ensures to give users a great
movie experience with the best quality. Between the high price and the high quality, Netflix also

confronted other competitors like FPT play, Galaxy Play, and VieOn. Typically, GalaxyPlay is also a
dominant platform because of its good movie quality, rich Vietnamese movie library but affordable
plans and pricing, so Galaxy Play has been dominating in the Vietnamese online movie market and
this is one of the things that Netflix should pay attention to. In general terms, Netflix is still in an
advantageous position despite its high prices, but Netflix is still the platform that offers the highest
quality movies compared to other platforms. This can be explained by the fact that Netflix has come
from foreign business, entered the global market and Vietnam for a long time, so Netflix needs to
meet global customers’ needs with a huge library of good quality movies.

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With Figure 2, we position Netflix and other platforms based on brand identity and the
impact on the online movie industry. In figure 2, a clear distribution can be observed between 7

apps. Netflix once again proves its position in online movie screening services with global brand
identity and brand identity in Vietnam. The red letter N logo stands out along with its distinctive
responsive sound when accessing the Netflix mobile app that has caused Netflix to delve into the
subconscious of its users gradually. With its starting point as the world's first DVD rental store, after
more than 20 operations, Netflix has become the most popular streaming service in the streaming
world with 209 subscribers globally.

For these two positioning parts, we realized that Netflix's potential in movie streaming services
could grow better in the future due to the increase in human entertainment demands. Although the
price is not low, Netflix still brings a good quality of experience to users and makes users satisfied
with the money they spend. In addition, Netflix has shown its superiority in the online movie market
as well as in the hearts of consumers compared to other streaming platforms. Therefore, Netflix 3D
is expected to have potential in terms of technology and quality. In the future, it can be considered as
a leading application in the screening of 3D movies on the streaming platform compared to other
Vietnamese streaming platforms.

7. CUSTOMER BEHAVIOR
7.1 Survey overview
To develop a comprehensive and optimized Netflix 3D product, we conducted a survey to
make inquiries about the current predilection of our customers. The survey was conducted on 30
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participants of different ages with 3 separate sections: information, Netflix 3D and other streaming
platforms. The information section is executed to inquire about basic information of customers for
our team to progress products according to customers' conditions in the best way, which is the part
that every participant has to do in this survey. Moreover, the Netflix 3D and other streaming
platforms sections are separated into 2 parts because of each person's different need for online
movie streaming applications. The Netflix 3D section helps us develop Netflix 3D products based on
the regular platform through user's reviews. In addition, the sections of other streaming platforms
will show the reasons why people choose those streaming platforms, except Netflix to somewhat
understand the strengths of those applications and thereby extending and building up the best
Netflix 3D product.

7.2 Questionnaire result:

Chart 1. The current age of watching online movies

The chart 1 above shows the age group that we focus on surveying most is from 26-35 years
old (50%) because this is the age group with the most relevant factors for the Netflix 3D product that
we want to introduce and develop in the future. Most of this age group will comfortably accept new
products in terms of technology and actually have a stable average income. Next, the age group from
18-25 years old accounts for 30% of the total number of surveyed participants, although most of this
age group often still does not have a stable income, but we believe that this is the age group that will
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be very interested in Netflix 3D product that we will bring to market and they will provide us some
additional creative suggestions for the development of the future product. Finally, the age group
over 35 years old, which we surveyed at least (20%) because those who were invited to participate
in the survey at this age, were most to decline the invitation. They didn't want to do this survey
because they were not interested and did not often use such streaming platforms. However, we still
want to know more about the needs and opinions of people over 35 years old so that we can
improve our products better suitable for more ages, besides, most people in this age group will
usually have a very stable average monthly income and can be suitable for the Netflix 3D product.
Specifically, chart 2 will show the average income of survey participants:

Chart 2. Average monthly income of survey participants

As the above age survey data shows, the age group we are targeting mostly already has a
stable income, so in this chart 2, it is obvious that the monthly salary of the survey participants is
over 30 million VND, which accounted for the highest percentage (40%). At the same time, the salary
from 10-30 million and from 6-10 million both accounts for 30%.

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MARKETING PLAN NETFLIX 3D COCA TEAM

Chart 3. User ratio between Netflix and other streaming platforms

Tracking the user ratio results between Netflix and other platforms, it can be seen that the
percentage of people using Netflix (66.7%) is larger than that of other streaming platforms (33, 3%),
this result illustrates that Netflix is gradually performing well its role as the leading online movie
viewing platform and increasingly covering its entire popularity to many users in Vietnam. The fact
that in Vietnam, they prefer Netflix over other platforms. With the popularity of Netflix, it can be
seen as an advantage in the development of Netflix 3D, helping Netflix 3D to be easier advertised to
customers. A proof that Netflix is increasingly reaching out to users in Vietnam is based on the
income survey results in Figure 2, with an income of 6-30 million and above a month. There is no
doubt that users don’t have any problem spending money from Basic Plan to Premium Plan.

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MARKETING PLAN NETFLIX 3D COCA TEAM

Chart 4. Percentage of people who have experienced 3D movies

A survey on 3D-movies experience has been conducted in order to have information for the
Netflix 3D development plan. The survey result shows that 20 users (66.7%) have had early
experiences with 3D technology, particularly 3D movies. Meanwhile, the remaining 10 people said
they have never had any experience with 3D movies before. Through the survey data, we believe that
the Netflix 3D product that we develop in the near future will be well-received by the majority of
users because some of them have had experience with 3D technology when watching movies. With
Netflix 3D, our team focuses on improving technology as well as looking to be able to deliver prices
and experiences that match the demands of customers.

Despite the fact that 33.3% of overall survey respondents claimed they had no prior
experience with 3D movies, we anticipate that they will be particularly interested in and enthusiastic
about our use of 3D technology for Netflix's upcoming movie products, as evidenced by the survey
results in Chart 5.

In general, respondents are highly excited for Netflix to provide a 3D movie product;
specifically, 22 individuals (73.3%) are excited, and 8 people love it (26.7%). This indicates that
when Netflix 3D launches, it will most likely win the favourite of the people and get registered.

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MARKETING PLAN NETFLIX 3D COCA TEAM

Chart 5. User expression if Netflix has 3D movies

To better understand customer preferences, we separated the survey into two halves,
one for Netflix and the other for other streaming services, based on the results in chart 3. The
first section is Netflix, with 20 people out of 30 choosing to utilize it (chart 3). This section is
aimed at those who have used Netflix so that the team can better build Netflix products in 3D
from the ordinary Netflix platform. First, we'll look at how much time customers spend watching
Netflix per week, as seen in chart 6:

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MARKETING PLAN NETFLIX 3D COCA TEAM

Chart 6. Average time spent on Netflix per week by users

Our survey was conducted during the fourth pandemic in Vietnam- it is also the greatest
outbreak in history because everyone is impacted and everyone must follow Directive 16 to
prevent disease from spreading. According to the government's most recent directive 16, most
people are expected to stay at home and refrain from engaging in non-essential activities, thus
the amount of time individuals spend using online movie apps is rising at a pretty rapid rate. A
20-person survey found that about 40% of them spend 10-20 hours watching movies on the
Netflix application. There are customers who spend more than 30 hours on our application
accounting for about 10%. The rest falls into about 20% for 5-10 hours of use and 30% is about
using our platform in less than 5 hours. Overall, this is a desired figure since it demonstrates
consumer trust in our application, and it is also a good moment for us to offer Netflix 3D product.

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MARKETING PLAN NETFLIX 3D COCA TEAM

Chart 7. Percentage of using service plan on Netflix by users

The characteristics of Netflix's service packages, which include 4 Mobile, Basic,

Standard, and Premium packages, will not be difficult to understand for consumers who are
familiar with how Netflix operates. Users can select a bundle that best meets their income and
usage requirements. The number of people who choose to use the Premium accounts for the
highest percentage of 50% in the above survey results, because Premium will bring the best
display quality with 4K + HDR resolution. Another reason might be that Premium accounts can be
used on multiple devices. Hence, people can share it together to get the reasonable price. As for
the Mobile package (28.6%) because users tend to prefer to watch movies on their mobile
devices and tablets, more importantly, this package is suitable for personal use and saves a lot
of money compared to others but still meets the users’ demands of entertainment. With 2
package prices at an appropriate level such as Basic (14.3%) and Standard (7.1%), they're less
chosen by the majority of survey respondents as with the price of 180,000 VND and 220,000
VND, people usually choose the premium package of 260,000VND to maximize the privileges of
the package and have the best movie experience. Although receiving the popularity of the
majority of people, there are still some elements that Netflix needs to improve, specifically as
follows:

Chart 8. The factors that users want Netflix currently needs to improve

Through our survey, there are a handful of factorials that the customers requested us to improve
to offer better experiences namely the interface (14,3%), the picture quality (21,4%), the subtitles
(35,7%), the content of our movies ( 35,7%) and technology (57,1%). We discovered that we need
to focus more on developing technology since it is an essential component that will mainly affect

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the quality of Netflix 3D products in the future as a result of this study. In parallel with improving
technology, picture quality is also a factor affecting current Netflix and future 3D products,
because 3D technology needs to be very demanding in terms of image quality such as image
quality. high resolution, etc. Then, using the most ideal spatial dimensions, provide consumers
with a real movie-watching experience. Furthermore, movie content and subtitles are two equally
essential considerations since Netflix's Vietnamese movie shop is relatively restricted, which has
a significant impact on product advertising to Vietnamese consumers. In order to quickly enter
the Vietnamese market, our firm needs to improve significantly in terms of movie material, as
some customers have complained that Netflix has a lot of unsuitable movie content combining
children and political concerns, sovereignty in Vietnam.

Chart 9. The main features of Netflix today

When it comes to Netflix’s main features, the customers’ first thought is about 4K and
UltraHD movie quality as well as no advertisements. As a matter of fact, The aforementioned
experiences were offered by our company as part of a premium service package, and looking
back at chart number seven, we can see why the majority of consumers chose this criteria. With
Netflix original material ranking second, it is clear that respondents recognize Netflix's strength is

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the programs that the business creates itself, such as Stranger Things, The Witcher, and House
of Cards, etc. Customers will remember Netflix as a result of this film. At the same time, despite
the range of movie genres, Netflix should focus on and choose movies with content more suited
for Vietnamese customers, according to the figures in chart 8. A few other features, such as
using multiple devices in one account and Netflix's recommendation system, are also highly
valued by users in the Netflix app experience, and we will improve on these for the upcoming
Netflix 3D product.

Chart 10. Percentage of users favorite genre of movies

According to the survey results, the three movie genres that the responders chose from
50% or more are Action (78.6%), Anime (50%), Horror (57.1%), and Sci-Fi (57.1%). We can
recognize the types of movies that Netflix members frequently view based on the following
statistics. As a result, we decided to create a 3D service for these movie lines in order to attract
the most current consumers and provide them with greater cinematic experiences when
watching movies. We hope to extend to more genres in the future after the quantity of people
using the service on these movies has stabilized. We wanted to build the greatest 3D technology
products in addition to developing 3D movie content and genres, so we performed a poll about
3D glasses products, as shown in Chart 11.

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MARKETING PLAN NETFLIX 3D COCA TEAM

Chart 11. The expectation of users about 3D glasses features

The results show that 11 respondents expect Netflix's 3D glasses to be suitable for
projection screens such as computer monitors., wall background,...;10 survey respondents (71.4
percent) have expectations about the quality of Netflix's 3D glasses; with this criterion, our team
will make glasses from materials that are resistant to scratches. or have a high temperature
resistance to fulfill the quality standards of product customers, while offering a quality 3D
glasses will make users feel that the money they spent on this product was not wasted. The
waterproof aspect is always one of the factors that affects the buying psychology of consumers
when it comes to technological items today, thus according to the study results, roughly 57.1% of
the participants chose this option. Choosing this element for 3D glasses because it is water-
resistant, making it safe to use in high-humidity situations or if the glasses are accidently
dropped in water. Then, 7 out of 30 participants said they wanted 3D glasses that could be
altered to fit their facial measurements, making them more pleasant to wear. Finally, with a
choice of 1, there are two aspects of glasses ideal for nearsighted persons and convenient to
carry. Although participants rarely choose these two characteristics, our team feels that
designing 3D glasses that match the above two factors will give buyers the belief that the items
will be suitable for the majority of users and will meet most of their expectations. 3D glasses are
one of the variables that will influence the success of our next Netflix 3D product, but there are
also other factors that will contribute to Netflix 3D's completeness, as shown in the chart 12:

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Chart 12. The user's influences to choose Netflix 3D

Customers who have had the typical Netflix experience today have expressed their
preferences for the desirable factors in Netflix products displayed in chart 12 above. It goes
without saying that the majority of customers care about the product's quality. With a total of
nine options, Netflix's 3D device quality is a major focus for customers who want the most
realistic and amazing 3D experience possible. Our team will pay extra attention to this issue in
order to provide customers with a product that meets their expectations. We have discovered
that buying good products at a reasonable price is a factor that draws a significant number of
clients in the present pricing demand. As can be shown on chart 12, buying products with special
Netflix 3D promotions, such as special combos, vouchers, and so on, was chosen by a number of
survey participants with eight options. As mentioned above, the content and quality of 3D movies
and products will be carefully chosen to fulfill the demands and wants of different customer
categories. Customers should be treated as well as possible. We ran a study to find out how
much users want to pay for Netflix 3D service, particularly in terms of the pricing of service
packages and devices, which are also attracting a lot of attention from customers. Below is the
chart 13:

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MARKETING PLAN NETFLIX 3D COCA TEAM

Chart 13. The price that users are willing to pay for Netflix 3D per month

We conducted the survey based on many different age groups that lead to different
income, so the desired pricing of the customers that we got in this result is different. We divided
into 3 groups and obtained the following statistics: The first price (200.000-400.000 VNĐ)
accounted for 25 percent, the second price (400.000 VNĐ-800.000 VNĐ) is 50 percent, and the
third price (800.000 VNĐ-1.000.000 VNĐ) with 25 percent. Through the percent in chart 13, we
found that the majority of participants are willing to spend the second price for the 3D product of
Netflix, to make sure that viewers can match for the second price of Netflix, we will divide the 3D
Plan Service by following the typical Plan of Netflix, this method will bring 3D products closer to
viewers as well as meet the income factors of customers as a good price. For the first price, due
to the intricacy and engineering of 3D technology, this price is insufficient to ensure the quality of
Netflix's 3D offering. It is also understandable for many users with low income, they have to pay
other expenses instead of the experience of watching 3D movies on Netflix; however, they still
want to watch 3D movies on Netflix, we will pay attention to their desires to deliver the greatest
price for most users. Finally, the third price is fairly costly in comparison to the average customer
income, therefore we believe that the third price will be appropriate for people with high incomes
who can afford other expenses but still desire a long association with Netflix 3D.

Beside the gathering options of Netflix users, we wish to learn more about customers'
opinions and demands about other streaming platforms to develop and produce the best
product.

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Chart 14. Other streaming platforms are chosen by survey participants

According to the survey results from chart 14, Netflix has up to 7 competitors (Phimmoi,
Fptplay, Zing TV, Youtube, Vien, WeTV, Iqiyi), mostly platforms developed by Vietnamese
developers. The most popular platform among survey respondents (with four choices) is pirated
movie viewing websites (Phimmoi, Ghienphim,...), because of the fact that there is no charge to
watch movies and the speed with which these movie-watching websites update subtitles, they
progressively capture user's' movie-watching habits. This has had a tremendous impact on
movie streaming platforms and filmmakers. There are three choices for FPT Play, which is a
highly rated streaming platform with most Vietnamese people access everyday, it is also a
strong competitor of Netflix in the market since it is a streaming platform with wonderful
benefits that can offer the needs of a variety of users. Other applications were given two choices
from participants. This shows that viewers have a wide range of options for other streaming
platforms than Netflix. In chart 15, we analyze why responders prefer choosing other platforms
than Netflix.

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Chart 15. The reasons why they choose other streaming platforms

instead of Netflix

According to the opinion of 10 people who do not use Netflix, of which 4 people (40%)
said that registering or accessing Netflix really has many requirements for them, the first is that
registering a Netflix account must pay monthly fees by an international payment method such as
Visa, Mastercard or American Express and these processes cause difficulties for new users;
however, there are no movie platforms in Vietnam, despite the fact that there are some platforms
charge fees as well, but they are friendly to Vietnamese people because they accept a wide range
of payment methods, from domestic to worldwide. Meanwhile, the percentage of 30%
respectively includes the reason for free and more Vietnamese movies, which shows that the
movie library on Netflix cannot meet their needs, due to the current Vietnamese movie store on
Netflix (calculated 8/2021). Until August 2021, the number of movies has not reached 50, while
other platforms have an extremely rich inventory of Vietnamese movies and attractive TV shows
that can meet the entertainment needs of Vietnamese users. Furthermore, many movies and TV
episodes are available for free, therefore Vietnamese users tend to prefer other platforms over
Netflix. So, how long did survey respondents use alternative movie viewing platforms? This is
covered in chart 16:

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Chart 16. The time that users using other streaming platforms

Chart number 16 is about the amount of time that users spend watching movies on the other
platforms and we divided it into 3 levels. The first level is not usually, the second is usually and the
last one is from 3 to 4 times per week. In which up to 40% of those surveyed stated that they watch
movies and episodes from other platforms including FPT Play, Youtube, Vieon, etc. With the level of
Usually and Not Usually, the percentage is 30%, showing that there is a group of surveyors who will
regularly access the above platforms to watch entertainment movies while 30% of people do not
often do so. They hardly ever spend time watching movies online. As a result, our staff must focus on
these user categories in order for them to progressively become accustomed to and adore Netflix,
because consumers can have the same experience in the same length of time. Excellent movie
viewing experience on the Netflix platform, with the highest possible movie quality. In particular,
when we focus on developing 3D services on Netflix products, this platform will mark a new turning
point in Vietnamese users' movie watching habits with exciting 3D Netflix experiences.

8. SWOT ANALYSIS
8.1. Strengths:
Adaptability: Despite entering the Vietnamese movie market after FPT Play and K+, Netflix
has surged to second place on the list of popular movie platforms in VietNam after 5 years.

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Suppliers & content: Because of Netflix's business scheme, which has expanded greatly over 190
countries, it has a huge and diverse movie resource from kind to content, which attracts a large
number of customers.

Originality : This is one of the things that sets Netflix apart from the competition. On the
other hand, it has enhanced Netflix's reputation. Netflix created high-quality films and television
episodes such as Tiger King, Stranger Things, Money Heist, Mindhunter and so on.

Service packages: The next advantage of Netflix is that it offers a number of movie plans at
various costs to meet the income of customers, such as mobile, basic, standard, and premium. Users
of all socioeconomic backgrounds can subscribe to Netflix.

Interface: The User Interface was created to be clever and user-friendly. Not only does this
comfort the minimalist, but it also makes the site more accessible to people of all ages. Netflix has the
ability to modify the language of the user interface based on the region of each IP address.
Furthermore, Netflix has a massive subscription in every language. The recommender system has
played a vital part in determining the best movie for each client, age group, and nation.

Support device: Customers can now access Netflix's app via a variety of devices, including
mobile, Android TV, Apple TV, Smart TVs, and other platforms such as PlayStation, Xbox,
Chromecast, and select Netflix-enabled entertainment devices, depending on the sort of movie
package they have.

Technology: Our platforms are continuously updated, and the most recent technological
trends are implemented as soon as possible. To keep up with the newest developments in Smart TV,
Netflix has changed the resolution of all movies in its app to 4K Ultra HD. Besides, we also cooperate
with CoopLab3D to create a glass panel that allows users to experience 3D movies without glasses.
This is one of the latest technological inventions in Vietnam today

8.2. Weaknesses
Representative office: Currently, there is no official Netflix office in Vietnam, which causes
certain issues in dealing with consumer complaints and responses.

Suppliers & content: Despite the fact that Netflix has been in the Vietnamese movie industry
for 5 years, the number of Vietnamese movies on Netflix is still limited, implying that the Vietnamese
movies are not diversified enough to suit the customer's expectations. Because of the lack of
regulation, there was a wide range of content that harmed politics and Vietnamese sovereignty.
Netflix content is not appropriate for all ages, particularly children and adolescents.

Payment methods: Because Netflix doesn’t provide payment by domestic debit or credit
card, it became a big problem in approaching the VietNam customers. To subscribe the movie
service, one customer must pay by international debit or credit card: VISA, Mastercard, American
Express

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Support device: Though movies can be watched on multiple devices at the same time, all of
them must be connected to the Internet. If the movie is not downloaded, it is impossible to watch
movies offline.

Vietnamese movie shortages: Because of the paucity of Vietnam movies, Netflix hasn't truly
matched customer expectations in that regard, so the Vietnamese movies in the Netflix library are
still subpar.

Subtitles: This is another drawback which Netflix should improve. Customers were
dissatisfied with the Vietnamese subtitles because there are multiple movies that do not have a
Vietnamese subscription that the user could easily watch.

Technology: Netflix still has several technological drawbacks. The app is still not fully
supported on PC or Laptop, which results in poor image quality to customers and a poor customer
experience.

8.3. Opportunities
Covid 19: The covid-19 pandemic is an excellent opportunity for Netflix to expand its global
application. During this time, the number of Netflix subscribers grew rapidly. Statistically, as of
January, the platform reached 200 million users worldwide. In Vietnam, at the time of the epidemic
in April 2020, there were more than 3.5 million Netflix .

Government & Party: In Vietnam, the government and the party are inextricably linked. The
authority bodies are presently actively deleting pirated movie websites in order to provide a
favorable environment for online movie streaming services such as Netflix to thrive in Vietnam.

Shareholders: Netflix is invested in by a number of prestigious and high-quality funds,

including The Vanguard Group, American Funds, and AMCAP Fund, all of which have demonstrated
the potential for long-term growth.

Customers’ age: The bulk of Netflix users are between the ages of 18 and 35 - this is the age
group where income is increasingly becoming more secure, and they also have a high need for
entertainment. They easily adapt to and respond to favorable technological advancements. This
provides Netflix with important opportunities in the future as we launch additional product lines.

8.4. Threats
Competitive pressure: There is an array of streaming movie applications from all over the
world besides Netflix such as Disney+, Apple TV+, HBO, Amazon and Hulu. In 2016, Netflix took its
first step in Vietnam, encouraging the digital streaming area's vibrant development in Vietnam;
therefore, each year, the amount of competitors and new entrants keep increasing. As a matter of
fact, new entrants can be regarded as a significant risk for Netflix, because they attempt to develop,
discover new trends, and create fresh material to attract users. Furthermore, Netflix must contend
with alternative products such as Phimmoi, Ghien Phim.org, Fullphim, and so on, since these sites
allow users to access movies at no additional cost, and movies are updated fairly quickly.

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Piracy: This is also Netflix's top priority in the world in general, and in Vietnam in particular.
Many people have attempted to obtain illegal movie content from various sites in order to avoid
having to spend a huge amount of money every month, despite the low quality of the movies.

Originality: This is one of the most dangerous aspects of Netflix's growth. There are other
platforms in this industry that use this strategy to develop multiple unique products for their
applications in order to increase the number of customers, including Galaxy Play and Vieon.

9. TARGETS CUSTOMER’S INSIGHT

One of the common human psychology is the feeling of superiority. In business, it can be
explained that when customers own or use high-class, expensive and rare services or products
compared to other people. The expression of this mentality on social networks is also very common.
The most obvious example is that when owning something new, people tend to post on social
networks to receive comments from others. Same with Netflix. In Vietnam, watching pirated movies
is very common. However, the trend of boycotting pirated movies in recent years has been growing
strongly, becoming a movement. Therefore, owning a Netflix account has brought a feeling of
"superior" in young people. The higher the price of a product, the stronger the feeling of superiority
in having it. Netflix inherently brings a sense of superiority, so Netflix 3D costs 3, 5, even… 50 times
more than Netflix, which will give a feeling of "absolute superiority" when it comes to entertainment.
In terms of quality, with the application of high (and expensive) technologies and updating movies
that keep up with trends and needs, the customer experience with Netflix 3D will be excellent. To
promote this customer insight, we can create a movement that shows off a comfortable and chill
corner like the “Netflix and Chill” that has become a trend among young people.

Referring to 3D movies, supporting devices are indispensable, specifically in Netflix 3D, they
are 3D glasses and Para3D shield. Understanding this mindset, we have launched a campaign to give
away 3D or Para3D glasses discount vouchers when customers buy any of our Netflix 3D packages.
Along with that, for 3D glasses, there is also an option that is more beneficial to customers when
buying, which is the Couple Pack that includes 2 glasses to help customers save 499,000 VND
compared to buying a Single Pack of 1 glasses as usual. Besides, when customers experience the
reality of watching 3D movies at the malls, they will also be able to try 3D and Para3D glasses. If
customers pre-order any package, they will receive a 10% discount. The advertising campaigns
we’re offering are to hit the customer insight that customers often buy supporting devices when
buying any item, especially 3D movie platforms such as Netflix 3D need to have support devices.

10. MARKETING MIX-4PS

10.1 Product
To better understand the Netflix 3D of the company, we need to analyze three level products
including: Core customer value, Actual Product, Augmented Product.

10.1.1 Core customer value

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Buying a Netflix 3D account is not only getting to watch various 3D movies at home and
benefit from many preferential services. More than that, customers get to have chances to entertain
at home with their family, bringing joy and happiness into Vietnamese families during the outbreak
of Covid-19 and CT16.

10.1.2 Actual Product

Netflix 3D is now a website where you register and pay to watch 3D movies at home. The best
part of Netflix 3D is you don’t have to see any commercials while you are enjoying any movies to
bring you the most authentic experience. To use its services, you can first try it for a period of one
month and after that you have to, only if you like it or wish to continue, take a monthly subscription
and the good thing is you don’t have any contract with them, no cancellation fees, no commitment.
Netflix 3D is an outstanding 3D streaming platform that has been successful all around the globe
with the variety of movies formatting in 3D. Netflix 3D has 3 options of plans for customers to
choose:

● Basic Plan (1 user/account)

● VIP Plan (5 users/account)

● Special Plan (3 users/account)

In addition, Netflix 3D also launched its own 3D glasses with high quality and variety of features.
The size of the 3D glasses can be customized to fit every face and also suitable for shortsighted
people. Moreover, these glasses will be easy to carry anywhere, without fear of getting in water
because it has a high water resistance feature. The special feature of these glasses is that they can be
suitable for any projection screen (wall, computer screen,...). These glasses will be launched with 2
options for customers: Single Pack and Couple Pack.

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Figure 3. Netflix 3D’s 3D glasses

Besides understanding the psychology of customers when they have to spend too much
money on 3D glasses or are uncomfortable wearing glasses, Netflix 3D is currently considering
collaborating with CoopLab 3D to launch Netflix 3D's Para 3D products. Customers only need to buy
Para3D shields and install them on the screens they want to enjoy 3D movies. Para 3D will be sold
with 3 options for mobile or tablet, computer and television.

Figure 4. Netflix 3D’s Para 3D

10.1.3 Augmented Product

- There is a 24/7 consulting team that is always ready to answer and solve customers’ questions
and inquiries before and after purchasing products.

- Provide warranty for the 3D glasses and Para 3D shields if there is any problem.

- Apply the policy of "Invite new members" to customers who have purchased products,
whereby both the inviter and the invitee will receive a discount for using the service on the total
product price of the following month.

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10.1.4 ProductLife-cycle

Figure 5. Product Life-cycle of Netflix 3D

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10.2 Price
10.2.1 Objective

Suggesting different packages with reasonable prices to maximize sales (Turn 20-30% of
Netflix customers to buy Netflix 3D package, and increase loyal customers to VIP or Special plans by
5%)

10.2.2 Pricing Strategy

We choose Customer value-based Pricing strategy, following which, we set the price based
on customer’s perceptions of value of the new 3D feature and technology rather than on the
product’s cost.

To be specific, the prices are offered based on the application of new 3D technologies to the
streaming platform, allowing users to experience 3D movies at home, accompanied by special
incentives and extremely dedicated customer care.

10.2.3 Price-Adjustment Strategies

Based on many aspects in Viet Nam, we decided to have some adjustment on the price of the
product as following:

● Temporarily reducing the price by 10% for the new customers that haven’t used any service
of Netflix before.

● Customers that already used the service of the company, particularly Netflix, will have a 7%
discount for the first purchase of Netflix 3D.

● Inviting new customers to get a 5% discount for the next purchase.

● Customers who pre order Netflix 3D and Netflix’s 3D Glasses will get a 10% discount for the
first purchase.

10.2.4 Prices of the product

10.2.4.1 3D movies plans

Plans Price Characteristics

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MARKETING PLAN NETFLIX 3D COCA TEAM

1. Basic Plan
679,000VND/month ● Active user is 1/access/account.

● Unlimited movies and watching

times + a discount 5% voucher
when buying Netflix 3D glasses or
Netflix Para 3D .

2. Vip Plan
1,879,000VND/month ● Active user is 5/access/account.

● Unlimited movies and watching

times, + preview trailer of the
upcoming 3D movies + a discount
7% voucher when buying with
Netflix 3D glasses or Netflix Para 3D.

3. Special Plan
2,499,000 VND/3 months ● Active user is 3/access/account.

4,359,000 VND/6 months ● Unlimited movies and watching

times. + preview trailer of the
6,289,000 VND/9 months upcoming 3D movies + seasonal gift
boxes (random snacks, soft drinks
8,299,000 VND/a year and 3 3D paper glasses) + a discount
7% voucher when buying with
Netflix 3D glasses or Netflix Para 3D.

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Figure 6. Special food box for special plans

10.2.4.2 Netflix 3D glasses (2 options)

Types Price

1. Single Pack (1 glasses) 1,999,000VND

2. Couple Pack (2 glasses) 3,499,000VND

10.2.4.3 Netflix Para 3D (3 types)

Types Price

1. Usage for smartphones and tablets 500,000 VND

2. Usage for personal computers (PCs) and laptops 650,000 VND

3. Usage for smart TVs 800,000 VND

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10.3 Place
Based on social and economic factors, we decided to set up 3 Representative Offices and
focus our promotional campaign in 3 big cities: Ho Chi Minh City, Hanoi and Da Nang.

10.3.1 Objective

Helping the company easily reaches potential customers in different regions, and helps
customers receive support as quickly as possible when needed. Besides, it's easy to distribute the
augmented products that come with Netflix 3D.

10.3.2 Channels

Netflix has always chosen our distribution channel as a zero-level channel, so-called direct
marketing channel, which consists of Netflix 3D selling directly to customers.

For Netflix 3D, we stay with the same choice. Customers can pay for an account by online payment
via channels such as Visa, MasterCard and American Express. Considering the convenience for
customers in Vietnam, we will expand our payment channels. In particular, accepting payment by
Debit Cards of domestic and international banks.

10.4 Promotion
10.4.1 Objective

Develop a loyal customer file and increase satisfaction by timely responding to customer
needs according to trends and social situations.

10.4.2 Campaigns

10.4.2.1 Communication Plan

Phase 1 (8 - 9/2021) “Netflix 3D vs Covy”: (Figure 7)

- Key idea: The whole family of 4 gathers together to watch Netflix 3D movies, outside the
house is the Covid-19 virus attacking the house but being prevented by Netflix 3D.
- Key visual ideas: Netflix logo, Covid-19, Family
- Tone and Mood: Modern, Chill, Cozy.

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Figure 7. “Netflix 3D vs Covy” banner

Phase 2 (10-11/2021) “New Tech - New Entertainment” (Figure 8)

- Key idea: A young man is watching Netflix 3D's action movie on TV. A girl is watching a
Netflix 3D’s romantic movie on her laptop. Two kids are watching a Netflix 3D cartoon on TV
in the living room. The images in the movie suddenly flew off the screen as if happening
directly in front of the characters.
- Key visual ideas: Youth, girl, two kids, Netflix & Netflix 3D Logo
- Tone and Mood: Modern, chill, playful.

Figure 8. “New Tech - New Entertainment” banner

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Phase 3 (12/2021 - 2/2022) “Netflix 3D & Chill” (Figure 9)

- Key idea: The young man and girl come home from work. Two kids come home from school.
Their faces show fatigue after hours of hard work and study. As soon as they got home, the
characters quickly got changed, prepared food and drinks and turned on the TV, showing the
Netflix 3D logo, the images flew off the screen, the characters comfortably watched Netflix
3D movies. .
- Key visual ideas: Youth, girl, two kids, Netflix & Netflix 3D Logo
- Tone and Mood: Modern, chill, playful.

Figure 9.“Netflix 3D and chill” banner

10.4.2.2 Event Planning

Organize 3 events within 3 days at major shopping centers in the following big cities: Van
Hanh Mall - Ho Chi Minh City, Vincom Mega Mall Times City - Hanoi, Da Nang Square - Da Nang. The
goal is to let potential customers preview Netflix 3D movies without glasses on the screens of
phones, laptops, and TVs. Invite some famous influencers to participate and famous reporters and
magazines to PR for the event. At the same time, when customers pre-order Netflix 3D packages and
buy 3D glasses at the event, customers will receive a 10% discount.

Estimated Timeline: The first week of phase 2, lasting 3 days

10.4.2.3 Free trial

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Open a 7-day trial, the goal is to let customers experience Netflix 3D for free, thus making
them know the feeling of watching 3D movies at home, and get more potential customers. Promoting
the beta on the Netflix homepage, in magazines and online newspapers.

Estimated Timeline: First week of phase 3

11. EXECUTION PLAN

Netflix is now a trending application and its tactics have now brought Netflix closer to
consumers. However, for the promotion of Netflix 3D in the Vietnamese market, our team wants to
implement an execution plan based on the AIDA model.

Awareness – create attention from target customers

Netflix 3D's media strategy focuses on promotion to create reminders of brand and new
products, which is called phase 1 (8-9/2021). Target: everyone knows about Netflix 3D and creating
awareness for customers about staying safe during the Covid 19 pandemic and the importance of
entertaining at home. To make this goal Netflix 3D select Viral Video with the key message “Netflix
3D vs Covy”. These are the videos that are causing community fever, such as a TVC about the whole
family gathering together to watch Netflix 3D movies, then, the characters and scenes in the movie
jump out of the screen, as if happening right in front of you, the whole family happily interacts with
the images. In the movie, outside the house, the huge Netflix 3D Logo stands between the house and
the coronavirus. Moreover, the promotion videos will collaborate with Vietnamese artists to
compose Rap/Pop music on the current Covid situation and how to prevent it. In addition, Tiktok is
currently a leading application for youth movement, especially during the current epidemic, so
Netflix 3D will cooperate and create a trend of making Tiktok videos "Chill out with Netflix" showing
the extremely comfortable Netflix 3D movie viewing angle of each individual. Besides, our team will
collaborate with famous fan pages and Influencers to create viral content about home epidemic
prevention around entertainment with Netflix 3D. All of the above ads will be run on social media
channels (Facebook, Instagram, Tik Tok, Youtube), and social media belonging to Netflix such as
fanpage, website,….

Interest – interesting for brands, products

At phase 2 (10-11/2021), We aim to create awareness for our customers about home
entertainment and the opportunity to experience innovation in entertainment with the key message
“New Tech – New Entertainment”. The images of Netflix 3D will be leaked with hashtags #NewTech;
#NewFeature; #Netflix3D; #NewEntertainment,…. In addition, all the new services and products will
be released like articles in newspapers and social networks, then we will also promote Netflix 3D
with 2 types including OOH (out-of-home) and DOOH (digital out-of-home) advertising in 3 big cities
that we have mentioned before for 4 months from 10/2021 to 2/2022. Especially, about 2 weeks
before the official product launch time, our team will hold a workshop and test 3D products from
film quality as well as 3D glasses within 3 days at major shopping centers like Van Hanh Mall,
Vincom, Saigon Center,... for all customers coming to the mall. In addition, customers, who come to
experience Netflix 3D’s products, can also pre-order right at the counter to receive a 10% discount
for Netflix 3D plans and 3D glasses.

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Netflix 3D will cooperate with the KOLs channel to stimulate consumer’s interest in the
products at phase 3 (12/2021 – 2/2022), when the product is officially released to the market. With
the target to promote information to customers about entertainment with Netflix 3D, our team will
collaborate with celebrities such as Ngoc Trinh, H'Hen Niê, Pham Huong, Vo Hoang Yen, Minh Tu... to
upload short viral clips about "Netflix 3D & Chill" and CTAs about promotions like offers 10% off for
Netflix members who buy a Netflix 3D plan for the first time, a 7% discount for customers who have
already purchased a Netflix 3D plan and 5% for referring another customer. Also in the stage 3, The
OOH and DOOH advertising will continue to be promoted until the end of 2/2022

Desire – Stimulation, desire, customer demand

In both stages 2 and 3, they give users a trial experience before using the product, because
Netflix 3D understands the psychology of customers when exposed to a completely new product like
Netflix 3D and many other products. It also builds trust with customers.

Netflix 3D provides customers with moments of home entertainment in the midst of the current
epidemic season when most places in Vietnam have to comply with directive 16. At the same time,
Netflix 3D is not just an application that brings high technology but also a connection between family
members.

Action – Excitation customer action with product.

To excite customer action still thinking with the decision to buy Netflix 3D, Netflix 3D will
launch a 7-day trial program on the official Netflix 3D app so that users can better understand
Netflix's services and quality. Besides, when buying Netflix 3D packages, customers will have the
opportunity to preview trailers of the upcoming 3D movies if they purchase the Vip Plan or Special
Plan, and also receive other incentives such as vouchers, seasonal gift boxes including snacks, drinks
and other gifts, …

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12. BUDGET

Taskname Project budget Time (3/2021-2/2022)

1. Advertise on social media 900 millions VND 6 months from August /2021
(Facebook, Youtube, Twitter, to February/2022
Instagram, and other websites) (15 ads / 150 millions/ month)

2. Collaborate with Celebrities/ KOLs 2 billions VND / 30 individuals 6 months from August /2021
and Influencer to February/2022

3. Produce 4-5 TVCs 1.5 billions VND 3 months from March /2021
to May/ 2021
(300 millions/ TVC)

4. Promote users’ practical 180 millions VND 3 days in November/2021

experience (try at conferences,
mall) (20m/mall including cost of
supporting equipments)

5. Promote through OOH (out-of- OOH 4 months from 10/2021 to

2/2022
home) and DOOH (Digital-out- 2.8 billions VND
of-home) advertising

DOOH

36 billions VND/4 months

(9 billions VND/5 led panels)

(1.8 billions VND/1 led panel)

TOTAL 43.38 billions VND

13. EVALUATION AND CONTROL

In fact, to evaluate the effectiveness and ability of the strategy to go in the right direction
besides available factors such as company potential, market share, and product popularity,
marketers must pay attention to the following factors: Other surrounding factors such as sales,
product quality perfection (technology, content, interface,...), social media reach, keyword rankings
at the time of campaign implementation translation, what is the focus that the community is
interested in, the attitude of the public so that the marketer can control and give the appropriate
direction to adjust the campaign.

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Netflix 3D has launched 3 campaigns in 3 different phases to be able to connect more with its
customers. With the period from August to September 2021, the campaign called "Netflix 3D vs
Covy" is expected to achieve KPIs of 1 million views on social media channels and 500,000
participants on challenges and videos on Tiktok. This campaign will be carried out with Vietnamese
artists to give viewers a scene of a cozy family space and overcome the COVID-19 pandemic together,
which is suitable for all Netflix 3D's target audiences.

In phase 2, "New Tech - New Entertainment" is the campaign to bring the most optimized 3D
technology that Netflix 3D owns to introduce to customers. This campaign is expected to achieve
KPIs with 1 million views on social media channels, 500,000 reminders of brand hashtags and 1000
pre-orders for products. "New Tech - New Entertainment" is a campaign to promote, create
awareness and mindset for customers about a completely new technology product like Netflix 3D.

In the final stage, when the product is officially released, the "Netflix 3D and Chill" campaign
will also be launched with a series of short viral clips featuring famous artists in Vietnam. Since
Netflix 3D's target audience is of all ages and we want Netflix 3D to be a tool to help bring family
members together, we decided to launch a variety of short viral clips with different content to be
able to suit everyone. This campaign is expected to achieve KPIs at 700,000 brand reminders and
20,000 active users per day.

Netflix 3D is currently still a completely new technology product in the Vietnamese

market; therefore, Netflix will expand cooperation with more Vietnamese film studios to
bring Vietnamese movie stores with optimal quality to users and help users connect more in
the moments of watching movies together. In the future, Netflix 3D is expected to explode
and will be an indispensable friend at home for Vietnamese people. Last but not least, after
Netflix 3D is deployed and officially put into operation in the Vietnamese market, our team
will continue to deploy the Netflix 3D project to expand to Southeast Asia and beyond to the
whole of Asia.

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QUESTIONS FOR SURVEY

NETFLIX

Information

- what is your age?

- Your income/ per month?

About Netflix

1. Have you ever used the Netflix application or other streaming platforms that are
similar to Netflix? (2 options)

2. How often do you spend time on Netflix ?

3. What service plan on Netflix are you using?

=> 70.000, 180.000, 220.0000, 260.000

4. What factors do you think Netflix currently needs to improve on?

- technology
- interface
- subtitles
- picture quality
- content
- khá c

5. In your opinion, what are the main features of Netflix today?

6. Have you ever watched 3D movies? What is your experience when watching 3D
movies?

7. How would you feel if Netflix had 3D movies?

8. What genre of movie do you like to have in 3D?

9. What features would you expect if Netflix produced its own 3D glasses?

- Waterproof

- Suitable for any projection screen ( wall, computer screen, …)

- Size can be customized

- High quality materials

10. What influences you to choose Netflix 3D ?

- The device's quality for streaming 3D movies that Netflix provides.

- Special promotions for Netflix 3D such as combos, vouchers, etc.

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- Price of equipment and service plans.

- The quality and content of the movie is supported by 3D technology.

OTHERS

1. Which application do you choose to use, except Netflix?

2. Why did you choose that application instead of Netflix?

3. How often do you use that application?

REFERENCES
Netflix, Inc. PESTEL / PEST & Environment Analysis[Strategy] (fernfortuniversity.com)

https://www.businessofapps.com/data/netflix-statistics/

https://e.vnexpress.net/news/business/industries/online-tv-battle-for-post-pandemic-market-
share-4118106.html

https://www.thedrum.com/news/2020/04/22/coronavirus-throws-up-more-positives-negatives-
netflix

https://www.business-standard.com/article/international/netflix-plunges-after-covid-pandemic-
boom-shudders-to-near-halt-in-q1-fy21-121042100109_1.html

https://pestleanalysis.com/pest-analysis-of-netflix/

https://vietnammoi.vn/moi-truong-marketing-vi-mo-micro-marketing-environment-la-gi-
20190925161724034.htm

https://www.slideshare.net/jiahuitan15/marketing-analysis-for-netflix
https://www.wsj.com/articles/netflix-battles-rivals-for-its-most-watched-shows-friends-and-the-
office-11556120136

https://www.investopedia.com/articles/insights/042916/netflix-stock-analyzing-5-key-suppliers-
nflx.asp

https://tinhte.vn/thread/chi-tiet-ve-netflix-tai-viet-nam-tuong-thich-cach-thanh-toan-sub-viet-so-
sanh.2541920/

Netflix: Marketing Plan by Aleshni Singh (prezi.com)

Netflix Marketing Case Study Solution | Competitive Advantage (bohatala.com

The Netflix Marketing Plan Power Point (slideshare.net)

Netflix marketing plan (slideshare.net)

How Netflix is Winning at Modern Marketing (engagebay.com)

https://blog.tomorrowmarketers.org/pricing-strategy-chien-luoc-gia-su-dung-consumer-data-cua-
netflix/

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