THE PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY OF KARTU AS (PT.TELKOMSEL CASE STUDY)

• Main Author: PRAKASHA MEINARDO, SE (NIM : 29107315); Pembimbing: Dr. Ir. Mustika Sufiati Purwanegara, M.S, PRIANKA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/16848
• Institution: Institut Teknologi Bandung

From the strategic role, the population, and the lower tele-density medium communication, making Telecommunication is one of the potential industries to develop in Indonesia. It shows from 10 operators that compete during the past year in Indonesia. To compete in this industry, the operator would need various strategy communications and also effective strategy to market their product and unique services. The products and services had to be delivered immediately and precisely to the consumer, so they are eager to try and use it. <br /> <br /> <br /> Telkomsel with AS prepaid card have done various marketing strategy and effort to market this product through promotion and advertisement in various media. The business issue of this case is lowering TOM (Top of Mind) and ARPU (Average Revenue per User). Analysis that is used in this case study taken from the point of view of the customer, the company, the industries, also the strategy and rivalry among the industries. Those analysis is the input of SWOT factors, and the result are two core problem in As Card marketing communication strategy. First is the ineffective of marketing communications strategy and second is the decreasing in purchasing power. After the problem is defined then we can determine the alternate of business solution and plan implementation. The suggestion from the business exploration is through IMC function : Advertising, Sales Promotion, Sponsorship & Event Marketing, and Public Relation, the awareness is improve and target revenue is reached, the implementation plan consist the activity IMC for 1 year time period, and by periodical evaluation hopefully this activity would be continuously improve.