#TITLE_ALTERNATIVE#

• Main Author: CAHYA TRISTYANTHI (NIM: 29108048) ; Pembimbing Dr. Ir. Mustika Sufiati Purwanegara, MSc, ADE
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17757
• Institution: Institut Teknologi Bandung

Internet service provider industry is currently growing popularity by competition <br /> <br /> <br /> <br /> <br /> due to the increasing needs of internet service. Internet Service currently needed by <br /> <br /> <br /> <br /> <br /> various parties, and demanding Internet service providers to continue providing better <br /> <br /> <br /> <br /> <br /> internet services from time to time. The high demand of the community will trigger the <br /> <br /> <br /> <br /> <br /> growth of internet services competition in this industry. Speedy as a market leader in this <br /> <br /> <br /> <br /> <br /> industry are required to innovate in order to continue to compete in this industry. <br /> <br /> <br /> <br /> <br /> In October 2009, Telkom made a transformation to expand its business portfolio <br /> <br /> <br /> <br /> <br /> that includes telecommunications, information, media and edutainment (TIME). In line <br /> <br /> <br /> <br /> <br /> with its business portfolio that is no longer just offer telecommunication facilities, Speedy <br /> <br /> <br /> <br /> <br /> launches internet-based content that provides value added for users. With the content, it <br /> <br /> <br /> <br /> <br /> is expected to attract consumers Speedy and be able to compete in the competitive <br /> <br /> <br /> <br /> <br /> Internet providers which are more stringent. But since it was launched in October 2009, <br /> <br /> <br /> <br /> <br /> the increasing rate of Speedy revenue is decreased, compared with increasing level of <br /> <br /> <br /> <br /> <br /> revenue in the previous year. <br /> <br /> <br /> <br /> <br /> This problem arises because the level of consumer awareness of content services <br /> <br /> <br /> <br /> <br /> is still low and the perception from consumers that the set of contents fare are not <br /> <br /> <br /> <br /> <br /> appropriate. Both the root of this problem can be resolved by the existence of integrated <br /> <br /> <br /> <br /> <br /> marketing communications. To design an effective marketing communications, first <br /> <br /> <br /> <br /> <br /> performed the analysis of external and internal condition of the company. Under these <br /> <br /> <br /> <br /> <br /> conditions formulated target audience and messages conveyed in marketing <br /> <br /> <br /> <br /> <br /> communications, and convey the message in the media of marketing communications. <br /> <br /> <br /> <br /> <br /> This final project focused on designing marketing communication content Speedy <br /> <br /> <br /> <br /> <br /> as a value-added to Speedy internet service. With the content Speedy integrated <br /> <br /> <br /> <br /> <br /> marketing communications, Speedy is expected to increase consumer interest of content <br /> <br /> <br /> <br /> <br /> and make the content as the main attraction Speedy, so Speedy is no longer trapped in a <br /> <br /> <br /> <br /> <br /> price war with similar competitor.