Group Discussion Week 3_Group 9

Group 9

GUO, Jiawen 

ZHAO, Ruoqi 

HUANG, Wanting

YE, Xiaotong

Discussion 1

This partnership is mainly between Netflix (streaming platform) and Lyft (travel service company), aiming to enhance emotional connections among viewers, increase brand awareness and user engagement through immersive experiential marketing of the popular IP "Stranger Things", mainly involving licensing and distribution partnerships. 

Netflix has authorized Lyft to use the IP of Stranger Things for experiential marketing, expanding the user base of horror movies and car customers who are relatively limited.

This cooperative model, by combining experiential marketing and retro promotion, creates a unique brand experience for "Stranger Things" and also provides partners with opportunities to interact with young and nostalgic audience groups.

 

 

• Strength & Weakness 

 

Netflix:

-Strength

1）Content advantage: With high-quality original content, "Stranger Things" as a popular series has a huge fan base.

2）Brand Influence: As a leading global streaming platform, Netflix has a strong brand influence in the entertainment industry.

3）Data analysis capability: able to accurately analyze user behavior and provide data support for marketing activities.

-Weakness

1）Limited offline event experience: Compared to traditional retail or tourism industries, Netflix may lack experience in planning and organizing large-scale offline events.

 

Lyft:

-Strength

1）Service Network: An extensive vehicle service network covering multiple cities and regions, facilitating the rapid deployment of experiential marketing activities.

2）User experience: Focusing on passenger experience provides a good service foundation for marketing activities.

3）Technological innovation: There is a certain accumulation in car entertainment and interactive technology, which can enhance the riding experience.

-Weakness

1）Lack of content resources: Compared to Netflix, there is a lack of rich original content resources to directly drive marketing activities.

 

 

• Compatibility

Netflix provides content creativity and brand influence, Lyft provides a mobile service network, and local cultural and tourism bureaus provide venue support. The three collaborate to form a perfect combination of content, services, and locations, jointly serving the young consumer group who are curious about new things and pursue unique experiences.

 

• New values

1）Enhancing user experience: Through immersive experiences, viewers can gain a deeper understanding and experience of the worldview of 'Stranger Things', enhancing their emotional connection to the series.

2）Brand linkage effect: Increased brand exposure and favorability of Netflix, Lyft, and partner locations, achieving mutual empowerment between brands.

3）Innovative marketing model: Provides new ideas for cross-border cooperation between the entertainment industry and the travel service industry, promoting the development of experiential marketing.

 

• Potential risk

1）Negative feedback: 

For Netflix, if the marketing activities fail to meet expectations, it may damage the brand image and cause financial losses. 

For partners, there is a risk of brand image inconsistency with Netflix's content; if the content is controversial, it may affect their brand reputation. 

2）Stability of cooperation: There may be differences among the parties involved in the distribution of benefits and the assumption of responsibilities, which can affect the stability of the cooperative relationship.

3）Cost risk: High activity costs may exceed expectations, affecting the profitability of collaborative projects.

Discussion 2

HK Dating app: coffee meets bagel
 
-Network effect
The service become more valuable as more people use it.
When the number of user getting increased, more people would be attracted to register.
 
The network effect refers to the phenomenon where the value of a product or service increases with the number of users. For CMB, this means that as more people use the app, each user is exposed to a greater number of potential matches, thereby increasing the likelihood of finding a suitable partner. This effect can naturally promote user growth because everyone wants to find a date on a platform with more active users. As the user base expands, CMB can provide more accurate matches, increase user satisfaction, and attract new users through word of mouth.
 
-Freemium
The Freemium model is a business model where basic services are provided for free, but users can pay for additional premium features or services. CMB adopts this model, allowing users to create profiles, browse matches, and engage in initial communication for free, but to unlock premium features such as unlimited likes, seeing who liked you, and priority display, a paid subscription is required. This model can attract a large number of users to try the app and encourage them to upgrade to the paid version by offering an enhanced experience.
 
By combining these two strategies, CMB can expand its user base and increase user engagement. The network effect helps to increase the number of users, while the Freemium model helps to convert some of these users into paying customers. 
With a well-designed network effect and Freemium strategy, CMB can effectively expand its user base, increase user engagement, and increase revenue.

 

-Reasons for success

1. Algorithmic Matching: Many dating apps use algorithms to suggest matches based on user preferences, increasing the likelihood of compatibility.
2. Societal Acceptance: As online dating has become more mainstream, societal acceptance has grown, reducing stigma and encouraging more people to try dating apps.
3. Targeted Marketing: Dating apps often employ targeted marketing strategies to reach potential users effectively, increasing their visibility and user base.