Hello, my name is Mariusz Soltanifar, and
I'm a researcher in the area of corporate
entrepreneurship and a marketing lecturer
at Hanze International Business School
in Groningen, in the Netherlands.
Today I'm going to be talking about
'unique selling proposition' and
how it can affect consumer choice,
focusing on Netflix as an example.
We are going to learn more about
the unique selling proposition,
and how it can be used to convince
consumers to choose your service.
Let us first have a look at
the overview of what I've prepared.
The following case discusses how
Netflix used a new production
strategy to maintain its
unique selling proposition.
First, the nature of the challenge
is highlighted; second,
the company itself is presented; third,
the explanation of what has been done,
so action taken is discussed; fourth,
the outcome is revealed; lastly,
learning is presented.
Let me highlight the nature of
the challenge that Netflix faced first.
Over the past few years, there has been a
steep increase in the amount of streaming
services available to consumers,
resulting in increased competition.
Disney and Apple have announced
their own streaming platforms,
namely Disney+ and AppleTV.
In addition Hulu, Amazon Video and
Videoland all offer
alternatives to Netflix.
These new competitors entering the market
are threatening Netflix's position
as the primary streaming
platform of choice,
leading to a decrease in the unique
selling proposition of Netflix.