DEVELOPING MARKETING STRATEGY TO INCREASE PLAYDAY LIVE DAILY ACTIVE USERS

• Main Author: Fathoriq Fauzi, Ahmad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42633
• Institution: Institut Teknologi Bandung

Internet has already become a common thing in Indonesia, per 2017 55% of Indonesian population are already familiar with using the internet daily. Indonesian company is also following suit with this trend and they try to create services that are interesting for people to use. Most indonesian company from every size is currently trying capitalize in offering new digital service for Indonesian. PT. Inovidea Magna Global is also trying to capitalize this by launching PlayDay Live in 2018. PlayDay Live is a live game show applications that were launched in 2018 by PT. Inovidea Magna Global. PlayDay Live designed as a mobile TV station that the consumer could bring anywhere. As of March 2019 PlayDay Live is already downloaded for approximately 500,000 times. But if we look at the daily active users, only 18,000 stays and actually use the application. This low daily active users problem is caused by two things, low awareness about PlayDay Live product and lacking interest in non-quiz show programs. By analysing the current situation of PlayDay Live and current consumer social media content preferences and habits using surveys and further marketing strategy formulation using STP, 4P’s of Marketing and 8 steps in developing effective communications to finally reach the objectives of increasing daily active users of PlayDay Live. It came into conclusion that PlayDay Live could try to focused their target market and create new program according to the potential consumer preferences. PlayDay Live is recommended to create new programs that are more specific and specialized, then the author proposed to create tutorial based program and sports program. By using social media advertising and with objective-and-task budgeting approach, PlayDay Live is expected to be able to be one of the pioneer in online interactive livestream platform. Also, PlayDay Live is expected to grow their user base from their current users which mostly know their products because of their quiz show to a new more general program that could be a gateway for PlayDay Live to gain more daily active users and to branch out and creating new and exciting program for their consumers.