Hulu Case Info

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Juliana Galofre
Marketing
Section 7
September 5th, 2012
Hulu Case
1. Describe Hulu’s market offering in detail. What value is Hulu really offering to users? Hulu focuses on its customers. In the market today, customers want convenient, economical, and good quality services. Hulu offers these features and more. Jason Kilar, CEO of Hulu, decided that user friendly services, a lot of content, free services, and great quality/definition was the most important to have for its customers. This meant that the website had to be easy to use with many intuitive controls and navigation. He explained that his goal for Hulu was for his 62-year-old mother to be able to cue up any video in less than 15 seconds. Kilar also wanted his customers to be able to show programming from other competing networks as well as to provide access to every movie Fox and NBC had ever made. He wanted this service to be free and with high definition-no video/audio glitches. 2. Is Hulu customer driven? Why or Why Not.

Hulu is customer driven. Kilar states that his prime priority is to fulfill customer wants. He states, “I insist on Hulu being obsessed with its users.” To do this, the Hulu team considers all the technology they can offer and what inconveniences they can diminish with their services. Hulu wants their service to be economical so that as many people can use their service. Hulu also wants the ability of having any age-old or young the possibility of navigating through Hulu. This is dealt with having easy navigation controls so the customer doesn’t spend much time cueing their movies/TV programs. Customers usually want variety, and Hulu offers it. Thanks to gaining legal clearance for NBC and Fox movies, Hulu is now able to serve on its website every movie ever created in those networks. In addition to the variety and easy use customers always want, Hulu has also been able to cut commercials/ads away from their services. Since customers hate having to cut their network time for...
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