BUSINESS MODELLING FOR KOMPAS GRAMEDIA INTELLIGENT MARKETING CHANNEL

• Main Author: Gunawan (NIM 29114511), Albert
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25295
• Institution: Institut Teknologi Bandung

Kompas Gramedia Intelligent Marketing Channel (KG – IMC) is a platform which combines product distribution channel, advertisement, and also promotion channel. KG – IMC gives benefit for the consumers to obtain the product they need and also gives an advantage to product owners and advertisers to market and sell their products. KG – IMC project have been assigned to three business units of Kompas Gramedia: Transito Adimanjati, Kompas Gramedia Corporate Circulation, and Kompas Gramedia Corporate IT & IS. After two years running, KG – IMC have only managed to get the achievement rate of 0% on 2015 and only 14.52% on 2016 for advertising sales. For that reason, the low advertising sales for KG – IMC will be the main problem for this study. <br /> <br /> <br /> From all the issues within KG – IMC project, the key factors that caused the low advertising sales of KG – IMC can be derived as: Manpower shortage and lack of dedicated business unit, Pending development for real time audience analytics and big data, Low coverage and impression rate, and Software & Hardware issues. From the Cause and Effect analysis, we can conclude that the root cause of the low advertising sales of KG – IMC is mainly because there are no dedicated Business Unit assigned to handle the whole KG – IMC business. <br /> <br /> <br /> There are five alternative strategies as the solution for KG – IMC low advertising sales, and the chosen method of implementation is a combination of all the five strategies, but implemented one by one in a strategically planned timing. Among the available strategies available, cross selling is one of the fastest and most applicable strategy. After that, creating a dedicated business unit for KG – IMC also become a crucial strategy to improve and expand the business. After the first two strategies have been executed, increasing market penetration by increasing the number of KG – IMC machine will also be a necessity. Completing the development phases of KG – IMC will be the next strategy to be executed. Providing end-to-end vending machine advertising solution is a nice to have strategy for future development of KG – IMC. The strategy is not entirely necessary, but it might be able to bring a lot more opportunity in the future. <br /> <br /> <br /> The implementation plan for KG – IMC new business strategy take the span of five years in total, and hopefully it will bring great results for the KG – IMC project. The timeline was created to provide a more reasonable budgeting while still maintaining the expected result.