PROPOSED MARKETING STRATEGY FOR MOBILE WALLET TO INCREASE THE GROWTH OF USER AND USAGE (STUDY CASE: T-CASH)

• Main Author: Nur Almusawwir - 29116531, Mayangsari
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28814
• Institution: Institut Teknologi Bandung

T-Cash is an Electronic money service that can be used by all Telkomsel subscribers that provide <br /> <br /> convenience for non-cash transactions with mobile phones. that launched on January 9, 2007. T-Cash <br /> <br /> is different from prepay. T-Cash customers can save their money and use it for all transactions. T-Cash <br /> <br /> can be used by all Telkomsel subscribers, either postpaid or prepaid. T-Cash product are T-Cash Tap <br /> <br /> sticker, T-Cash Extra, T-Cash QR Code. T-Cash has two types of services: Basic Service or Full <br /> <br /> Service. T-Cash has 183 brand merchant that accept T-Cash. <br /> <br /> T-Cash business issues faced in the end of 2017, there were The user and usage growth of T-Cash is <br /> <br /> low, The total number of T-Cash active user in is still low, Many substitute and competitor products in <br /> <br /> mobile wallet and T-Cash merchant still limited Telkomsel as provider of T-Cash wants increase the TCash <br /> <br /> user and the usage to make them to be winner of mobile wallet market share in Indonesia. <br /> <br /> Theoretical approach taken to solve business issues is to use general environment (PESTLE), industry <br /> <br /> environment (Porter’s 5 Forces), competitors analysis, customer analysis, resource, capabilities and <br /> <br /> value chain analysis. Then collected SWOT approach. The root cause(s) of business issues in this <br /> <br /> research showed that there are high substitution and new entrants of mobile wallet, less product’s <br /> <br /> category and less promotion’s type differentiation. <br /> <br /> The process begins with the search for solutions TOWS analysis. Marketing strategy is obtained by <br /> <br /> considering and using the results of the analysis of various factors previously by designing proposals to <br /> <br /> develop Segmenting, Targeting, and Positioning (STP) and the Marketing Mix (7Ps) from T-Cash. <br /> <br /> In the implementation section, included budgeting and activity timeline plan for 1 years. Proposed <br /> <br /> segmenting and targeting user of T-Cash is living area and mobile operator. Proposed targeting user is <br /> <br /> market penetration to non Telkomsel subscriber to be T-Cash user. Positioning T-Cash is as an easyto- <br /> <br /> use and secure mobile financial service with innovative technology to perform financial transactions <br /> <br /> via mobile phone in non-cash which spread to use in all over Indonesia. Proposed Marketing Mix of TCash <br /> <br /> is the product, Develop the activity tracking system, change and adding EDC and QR Code, and <br /> <br /> Develop new concept of T-Cash. price, place, develop new merchant’s, promotions develop <br /> <br /> Advertising Provider Site, Cooperation with E-Commerce, develop Contest and sweepstake and do <br /> <br /> Reminder Advertising, people, seminars, training, make controlling the distribution team, physical, <br /> <br /> develop merchandise kit’s and develop QR Code tool, process, develop CRM system. By implementing <br /> <br /> the strategy, T-Cash can solve the issues about the low level of user retention to T-Cash.