The core product of Getzee is Video on
Demand (VOD). The IMC plan would focus on the online streaming product line.
There are many factors that would
either positively or adversely affect Getzee. The major five environmental
factors affecting would be economic, social cultural, technological, political
and legal factors.
• Economic factor:
Consumer spending is likely to increase in coming years for the industry. This
industry is affected by changes in consumer spending, which can be influenced
by changes in the rate of employment growth, interest rates and tax rates. When
spending rises, consumers will be more likely to buy subscriptions.
• Social Factors:
People with increased leisure time availability are more likely to watch movies
and TV shows and video games from companies in this industry. As unemployment
gradually falls, people will be more likely to opt for less time-consuming
rental options like streaming.
• Technological Factors:
Increased use of smartphones, tablets and computers has also worked in favor of
this online video streaming industry.
• Political Factors:
Network neutrality is the principle that Internet service providers and
governments should treat all data on the Internet equally, not discriminating
or charging differentially by user, content, site, platform, application, type
of attached equipment, and modes of communication.
• Legal factors:
Due to extensive use of licenses for contents and contracts with content
providers also customer privacy issues there is a potential for a lot of legal
actions against companies in this industry.
• Company Mission:
The company mission sates, “We are built to provide you the most expansive
selection of what you want to choose to watch.”
• Corporate Goal:
To become the gold standard of content while continuing to lead in
streaming technology and combine great story telling with great technological
• Budget for IMC:
– Personalised Recommendation System
and large selection pf content.
– ability to adopt to various platforms
like TVs, game consoles, smart phones, tables and computers as well as
flexibility to different internet speeds
– Moderate Brand Recognition
– No production of original content yet and hence brand equity and brand
loyalty is low.
– contracts with the content providers
restricting its flexibility on expansion of the market and the content.
– Product Line Expansion of original shows may have a favorable effect to
subscriber base, profits and brand equity
– More expansion in International market
– agreements with content providers
may effect availability of movies for streaming
– Limits on Bandwidth usage from internet providers
– Movie & TV industry less willing to make exclusive deals with online
– Increasing in cost for content licenses and increase in cyber-crimes are some
of the other stumbling blocks
Getzee targets a mass market aiming at
acquiring as many subscribers of all ages and preferences. The customer base is
extremely diverse to be able to achieve any meaningful segmentation. The
potential market includes people of ages from 5 (kids), 18 to approximately 59
years and beyond and they are located mostly in India and neighbouring
Customers are highly diverse in their
watching preferences, ages, income, technological advancement and in many other
aspects with the only common factor uniting them being access to internet and
interest in video content. Most are accustomed to free/ad based content and the
black market. With these options available, prices are driven down as consumers
have high bargaining power.
To be able to understand and serve
this kind of extremely diverse customer base we collect and retain the following
information about their subscribers in order to understand individual
preferences and be able to serve every one of their customers individually. The
information is collected from the website by keeping track of subscribers’
interaction with them; Email addresses, names, age, credit card information and
other basic information, title selections, reviews, ratings, payment history,
correspondence, internet service providers, Internet protocol addresses,
devices and software data (such as type, configuration and unique identifiers),
instant-watching hours/movies, TV shows and related activities.