Question

For Netflix create the following:

A profile for a typical consumer of your chosen product/service. This profile should include all relevant segmentation variable as outlined in chapter 9, and should give actual personality to the person. Use the 4 main segmentation variable dimensions as your guide - and make them relevant to the chosen product/service (hint - don't miss your behavioural segmentation step).

Example: Melissa is a 36 year old single woman living in a major Canadian city of over 1 million people. She is a professional and makes between $70K and 80K per year in salary. She has never been married, lives in a downtown condo, and has a college diploma. She is an Asian-Canadian, and is the 2nd generation in her family to be living in Canada. She owns her condo, and loves to entertain friends there on a regular basis.......

Answer 1

Netflix Customer Segmentation:

Geographic: 190 +nations worldwide

Demographic: caters to age group 32-58, 60% female 40% male

Behavior: Trendsetters and people who like to explore new products and are the initiators. Interested in being seen as arrived. Income greater than $ 100,000 per annum. Living in a self-owned apartment and many latest electronic gadgets.

Psychographic: Belief in being updated about the latest matters and interested in watching the latest movies. Have a like in traveling and socializing. Like socializing and entertaining. Have a lack of flexibility in time schedules.

A profile:

John is the 35-year-old father of two children and has a working wife age 34 years. The family lives in a city in the USA with a population of 5 million people. The family travels and can easily access Netflix on three or four screens even while traveling i.e. on laptops, tablets, smartphones and TV sets too. The family earns $ 100,000 to $ 125,000 per annum. The young family lives in an apartment with three large rooms in a nice upmarket area. They are second-generation Asian-Americans in the USA. They like to be updated about the latest entertainment channels. John and his wife are interested in the latest movies. The children watch primarily comedy and cartoons. They travel once a month for a family trip. Both John and his wife travel for business once or twice a month. They catch up on the latest movies on their business travel trips as they can access Netflix anywhere with the same plan with no extra costs. They also watch shows which John would like but his wife would not like to watch and vice versa.

John and his wife need to have constant entertainment for children while they are traveling and busy with their work for the children and the baby sitter who is hired for almost 1 week in a month. Due to having young kids aged 5-year-old boy and 7-year-old daughter they prefer to spend the night together watching the latest TV shows. They have the latest gadgets and access to high-speed internet for both their work requirements and for entertainment purposes. They are unable to go out to watch the latest movies because of work and family responsibility. They can also pause and stop at any time and come back to the same movie or show because of their tight schedules.

They are seen as trendsetters in their social circles. They also bond with couples and families of a similar age group who are invited on weekends to catch up on movies and shows with dinner added on. They have three TV sets and three laptops, which allow each person to watch his show without interfering with other family member's tastes. The main hall TV set is for entertaining guests and the babysitter or family evening viewing.