Proposed Marketing Program X Product Case Study at PT XYZ

• Main Author: DANAWATI (NIM: 29107002); Pembimbing: Harimukti Wandebori, ST., MBA, DRISTI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/13405
• Institution: Institut Teknologi Bandung

The presence of competitors, new competitors in the telecommunications industry in Indonesia is a new challenge for each telecommunications operator. Competition arising from multiformity service options offered by the telecommunications industry because it can not be denied services each have advantages that can attract consumers. These services include free talktime, free SMS, free content (downloading games, wallpaper, and others), and the most interesting to the present tariff is cheapness speak good or SMS so that it will eventually spur the war on industrial tariffs telecommunications Indonesia. Is the ability of each operator, including PT XYZ, Tbk tested to retain and attract customers as much as possible. Therefore, in the face strict competition, PT XYZ, Tbk need to do the right marketing program to accelerate sales growth acceleration products, particularly pre-paid products X Product.<p>The objective of this research is to understand the behavior of consumers and a GSM card factors that shape patterns of consumption and decision making, and understand the most influential factor in customer perception of influence in selecting a GSM card, especially with the benchmark X Product IM3 Bebas XL and so can provide feedback program for Telkomsel to reduce churn rate. Research methods used in this research is descriptive research design and exploratory research design through distribution of 120 respondents to the questionnaire and in depth interviews with 10 people as key informants.<p>Based on data collected from field work (fieldwork), research segmenting, targeting, and positioning (STP) of the segments that most potential customers. The end result of this research is the proposed implementation plan for the product marketing program X Product for PT XYZ, Tbk, so it can be expected to contribute to winning the competition in the telecommunications industry in Indonesia..