What ails Netflix in India - positioning vs pricing dilemma

Learning outcomes Case overview/synopsis Each global brand goes through its own journey of challenges and opportunities while seeking to achieve success. The final outcome can either be based on the right move at the right time or some disruption that completely transformed that industry or may even created that industry. The story of Netflix, which transformed the way consumers watched content, needs to be analysed and evaluated to understand the critical factors and also the dilemmas. The case study evaluates the journey of Netflix from when it began in the US after eliminating the competition to how it has gathered the right buzz in the Indian market but not the market share. The dilemmas have been understood both from the perspective of the organization and also competitive landscape that exists in the Indian scenario of the over-the-top (OTT) market. Many issues have been discussed about the marketing strategy adopted by Netflix and how, even after 7 years of being in India, a major dent in the market has not been made. The case can be taken up in the areas of marketing, strategy and understanding competition. Complexity academic level The case has been developed for academicians to be taught by them in marketing strategy subject more specifically in marketing management and strategy. It is for the classroom teaching for undergraduate and post graduate students of management courses, marketing programmes, diploma in marketing, in the discipline of marketing. Supplementary material Teaching notes are available for educators only. Subject code CSS 8: Marketing.