THE ANALYSIS OF TELKOMSEL MARKETING STRATEGY TOWARDS GEN Z SEGMENT: BY.U PRODUCT CASE STUDY

• Main Author: Setiawan, Agil
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53097
• Institution: Institut Teknologi Bandung

Telkomsel is currently transforming from a telecommunications company to a digital telecommunications company, this is due to a shift in consumer behavior. From the financial statement data, the Telkomsel legacy business continues to experience a significant decline from Mou Telkomsel in 2018 as many as 207 billion minutes, currently only 179 billion minutes are left, then for SMS itself in 2018 as many as 77 billion units, now only 54 billion remain. unit. Then for its own data, Telkomsel continues to experience a significant increase from 4,373,077 TB, up about 34.8% to 6,715,227 TB. From this data, consumers began to switch from telephone and SMS services to digital services by utilizing several OTT (Over the Top) services such as Whatsapp, Line, Telegram and various other services. While the battle is getting more fierce in the gen Z segment, operators are fighting for the potential market of this gen Z, this is because internet users are currently dominated by them. According to data from APJII (Indonesian Internet Service Providers Association) 15-19, where 91% are internet users, then at the age of 20-24, around 88.5% of them are also internet users. To win gen Z Telkomsel issued a product called Loop. Loop itself has several advantages offered, such as low prices, bundling packages for games, music, etc., and also by forming a community which they call the Loop community. However, what happened was not in accordance with Telkomsel's expectations, the presence of Loop was not well received by the Z genes. Loop is still seen as a brand with a high price category (premium brand), which is very incompatible with the habits of Gen Z who are very price sensitive. Due to the failure of the Loop product, Telkomsel then issued a product called by.U as the first digital provider in Indonesia with the same segment as Loop, namely Gen Z. Various responses emerged when by.U was launched, some were positive but not a few negative comments from Gen Z Gen Z thinks that by.U, which carries an all-digital provider without being complicated, actually makes it difficult for them in the ordering process. This study aims to determine the most appropriate marketing strategy in developing by.U as a product to win gen Z. The strategy is divided into 3 major stages using the Five Diamonds Strategy Model, TOWS Analysis and Strategic Brand Management. This research ends with a plan for implementing an appropriate marketing plan strategy and the units that must support it.