Strategic opportunities for its customers to share

Communication Plan

Campaign Impact and Duration
• The campaign would increase the
brand awareness and goodwill especially in new international markets.
• The campaign would increase number of subscription
• Increase the frequency rate of all current advertising messages by 50 percent
and extend our reach by 10 percent.

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Creative Strategy
• Getzee has to keep expanding the
collection it already has by bidding for more popular TV titles.
• Increase exclusive content from in house production.
• Collaborate with well-known actors to create more original series and release
the seasons in less than 12 months.

Integration Strategy
Getzee can do more to accommodate different
internet speeds so that these customers can watch from anywhere they have an
internet connection and can work with internet service providers so that
customers may have special internet packages enable them watch their movies
more comfortably with affordable internet service.

Getzee offers a free six month trial
for all of the new subscribers aiming at showing the high value of service
before the subscriber commit to us. The objective is to attract more loyal
subscribers because people join with confidence of what they are purchasing
which increase trust and loyalty among subscribers

Promotional Mix

Advertising Strategy
• Traditional Advertising:
Television reaches more people than the internet.

Digital Marketing Strategy
• Use mobile ads to increase awareness
on instant streaming service on particular mobile devices.
• Social media is extremely important because the service is located on the
same place where the social media is. Getzee provides opportunities for its
customers to share and interact with their friends in various social media
while they are on their subsequent accounts

Sales Promotion Strategy
Price: The company is likely to react
if not changing the price will result to lost subscriptions.
People: We should have highly qualified and fast customer service people to
take care of the customers because that is the only point of contact with the
customers. We would respond within 5 minutes of a call to all customers and
this could be improved further to 3 minutes.
Place: Process in which customers go through to subscribe is to be made simple
and self-service. It reflects the convenience aspect of the service.

Sales Force Strategy
Getzee can also partner with companies
to develop programs specific to their platforms that will come pre-installed on
all their devices. Further partnership can be done with cable and gaming
companies to develop instant streaming option for video games. Content
providers also should be approached for exclusive rights to content before the
competitors do the same.

Sponsership and Events
Getzee can sponsor for movies and
entertainment awards like Zee Cine Awards, IIFA Awards etc and for different
Film Festivals. This will gain more awareness in the market and get to
advertise to the customers who have actual interest in movies.

Experimental Marketing
QR codes are becoming popular as smart
phones become more standard. We can also arrange for the QR codes to be put on
pop-corn packages that are used in movie theatres even those sold in stores.
The QR codes will lead customers to our website and YouTube clips of