PROPOSED MARKETING STRATEGY INDIHOME PRODUCT FOR PT. TELEKOMUNIKASI INDONESIA Tbk. CASE: TELKOM REGIONAL 3

• Main Author: Mujaadilah 29115053, Mila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23074
• Institution: Institut Teknologi Bandung

Technology, now, rapidly growing particularly information and communication, triggering <br /> <br /> <br /> <br /> a modern society to get a practical services, easy and efficient. This resulted increased <br /> <br /> <br /> <br /> consumption and needed of internet in the society. Thus, require a reliable network be able <br /> <br /> <br /> <br /> to provide a consistent performance fit with those requirements. Telkom Indonesia as on of <br /> <br /> <br /> <br /> the biggest operator telecommunications, has built an infrastructure use a fiber optic as a <br /> <br /> <br /> <br /> transmission also launch an interactive television services with IPTV technology (UseeTV) <br /> <br /> <br /> <br /> with single billing bundling package called IndiHome. <br /> <br /> <br /> <br /> As Telkom Indonesia now face the competitiveness in the field of telecommunication <br /> <br /> <br /> <br /> business, lately, during mid-year 2016 Telkom Indonesia especially in Regional 3 has go <br /> <br /> <br /> <br /> through a churn rate in mid-year 2016. To face this competitiveness Telkom Indonesia <br /> <br /> <br /> <br /> need to now the feasibility of Indihome product and appropriate marketing strategies that <br /> <br /> <br /> <br /> needed to be implemented in order to support it to the market. This study is to understand <br /> <br /> <br /> <br /> the potential of customers and it is known what factors need to be improved in order to <br /> <br /> <br /> <br /> attract more and retain customers of IndiHome product. To gather it data, researcher use <br /> <br /> <br /> <br /> Focus Group Discussion to get understanding behavior, preferences and experiences of <br /> <br /> <br /> <br /> customers. <br /> <br /> <br /> <br /> <br /> In order to formulate the solutions, the situational analyses were conducted to find the root <br /> <br /> <br /> <br /> cause. First use market research consist of research design, data sampling and data analysis, <br /> <br /> <br /> <br /> then the situational analyses was, external environmental scanning consist of PEST, <br /> <br /> <br /> <br /> Industry analysis and competitor analysis. For internal environment scanning consist of <br /> <br /> <br /> <br /> company resources and marketing mix analysis. <br /> <br /> <br /> <br /> <br /> The result of analysis were found that root caused of the problem that customer needs for <br /> <br /> <br /> <br /> high speed internet and entertaining from IPTV services. IndiHome product perceived as <br /> <br /> <br /> <br /> expensive product compare with competitor, a lot of number handset ready IndiHome but <br /> <br /> <br /> <br /> number subscriber is low and strong competition in domestic market. From the analysis <br /> <br /> <br /> <br /> researcher is proposed to implement the marketing strategy to attract more and retain <br /> <br /> <br /> <br /> customers. The proposed strategy is using market penetration Indihome Product, <br /> <br /> <br /> <br /> positioning strategy, increase high quality of service, improve customer retention, price <br /> <br /> <br /> <br /> strategy, market campaign about My IndiHome App, Communication Strategy use push <br /> <br /> <br /> <br /> communication to retain customer base and pull communication to attract more customers <br /> <br /> <br /> <br /> and open booth in public area.