A PROPOSED MARKETING PLAN DIRECT TO HOME (DTH) X PRODUCT 2009

• Main Author: HANDAYANI (NIM: 29106394), VIDIANA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/12747
• Institution: Institut Teknologi Bandung

PT XYZ with brand X Product was set aside and was involved in View Multimedia. The mainstay product of X Product at this time was the product voucher that TV paid went through the Satellite media that used parabola and decorder.<p>The potential for subscribing television in Indonesia was indeed still very big, around 20 million-25 million that was concentrated on seven cities and only eight million of the numbers were centered in small cities. Initially the TV of Satellite prepaid X Product was more focused on small cities in Indonesia and the owners of the parabola. But in 2009 Produk X decided to begin entering cities in Indonesia. X Product needed the marketing plan in facing the competition with Indovision and Astro that beforehand entered the area of cities.<p>The consumer at this time had stronger bargaining power because they had the choice to subscribe to and choose the pay TV, the company not only competed in the price of the package channel, the contents content but also the quality of the service. Thes research was carried out by the evaluation concerning the quality of the service that was accepted by the customer from pay TV provider. After that was utilized by the analysis of the factor to know any component that became the customer's wish in the service that must be given by pay tv. From results of the research, it was obtained that still many gaps between the level of satisfaction and the level needs, because of that needed many improvements that must be done by X Product. From the analysis of factor it was learnt that customer wanted the quality service that was good like the quality of the picture, the package channel in accordance with the requirement, the ease of payment and customer care that could give the good solution. Because of that, the solution to the business that was given was the proposed improvement of the quality of the service that was encompassed in marketing the plan 2009. <br />