MARKETING STRATEGY TO INCREASE CUSTOMERS AWARENESS FOR PREMIUM SERVICE PT PLN (PERSERO)

• Main Author: Sugiarto, Ina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46286
• Institution: Institut Teknologi Bandung

PT PLN (Persero) in September 2017 launched PLN Premium. The launch of the service product is one of the strategic initiatives taken by PLN in increasing company profitability in accordance with the mandate in Law No.19 of 2013 concerning the purpose of establishing a State-Owned Public Corporation (BUMN). PLN make a breakthrough on the Minister of Energy and Mineral Resources Regulation No. 28 of 2016 concerning electricity tariffs provided by PLN as amended last by Regulation of the Minister of Energy and Mineral Resources No. 19 of 2019. The government and legislature fully control the regulations on electricity tariffs in Indonesia. PLN's premium service products are targeting customers who not only consume large amounts of electricity per month, but also highly demand special needs. Premium PLN customers are those who prioritize the reliability of electricity supply. PLN premium has four classes’ premium platinum, premium gold, premium silver, and premium bronze. Business and industry customers accept PLN Premium program, but the increase has not reached management expectations of 6% per year from the total existing customers. Based on quantitative research for sources of information that can move consumers to buy premium PLN service products are PLN Web, Business Magazine, Business Partners and PLN Office. How to deliver effective customer communication by inviting government representatives and associations. PLN Premium is still in the introductory phase, so it must be prioritized to find aggressive customers, talk shows, create business forums, provide exclusive facilities for corporate managers and use CRM applications. To maintain customer relations at the maturity stage, you can modify PLN Premium products with renewable energy products and Stroomnet, change Key Performance Indicators base on Maturity Level Standard and create Key Account Marketing Team (KAM) with PLN Premium Knowledge Products. The implementation strategy can be done by managing the KAM team that implements the Timeline in accordance with the implementation strategy, starting with introduction, growth, and maturity.