STRATEGIC MARKETING PLAN FOR OY! INDONESIA

• Main Author: Mashayu, Intan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/38745
• Institution: Institut Teknologi Bandung

In this digital era, smartphone is an inseparable part of human life. With the increasing internet access and large population, Indonesia provides the mobile application industry with a very big market. Embracing this opportunity, Jesayas and Jan established OY! chatting application in 2016. OY! name is derived from the way Indonesians greet and call others. OY!’s differentiation is payment feature within chatting room. However, as the players in the industry are significantly increasing, the competition is also getting tougher. Thus, this final project is focused on establishing marketing strategy to increase OY!’s users’ base and total payment transaction. The first step is understanding OY!’s current marketing strategies, current customer path, and expected customer path. The second step is understanding factors which affect OY!’s business and competitive standing both internal and external. The third step is establishing proposed marketing strategy and the implementation plan to achieve the expected customer path. The research done has resulted in the strategies to improve OY!’s customer path. The initiatives, which are grouped according to its marketing mix, are already mapped out in the Gantt chart. The implementation of the suggested initiatives will involve all OY!’s employees. This way, OY! is hoped to continuously develop its people, improve internal processes that affect users’ experience and satisfaction, increase performance in every customer touch point, and eventually increase its users’ base and total payment transaction.