COMPETITIVE POSITIONING STRATEGY TO COMPETE IN NO PROMOTION ERA: CASE STUDY OVO (PT. VISIONET INTERNATIONAL)

• Main Author: Adi, Febry
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53256
• Institution: Institut Teknologi Bandung

PT. Visionet International is a fintech startup company who built an e-wallet application named OVO which known as leading payment platform in Indonesia. The competition in e-wallet industry has been exponentially increasing, especially when there is a promotion war in the form of cashback provided by each e-wallet brand. Promotion in the form of cashback and discount is currently the main weapon in e-wallet industry. When promotion is no longer main driver for users to use e-wallet, Go-Pay – e-wallet owned by Go-Jek, is projected to be the main e-wallet for users. Moreover, Go-Pay is the top of mind e-wallet in Indonesia. OVO needs a strategy to reclaim those position over Go-Pay – OVO’s head to head competitor. This research will help OVO to increase the top of mind level and makes OVO become the main e-wallet among users when the promotion war reduced. This research uses two thematic frameworks: Brand Equity Framework and Six Pillars of Customer Experience. This research is conducted with both qualitative and quantitative method. The qualitative method is conducted through interview with Market Research Manager of OVO, while the quantitative conducted through questionnaire. Author utilizing Blue Ocean Strategy to visualize the competition in e-wallet industry then recommend a strategy that can be used by OVO. Based on the analysis, to reclaim the top of mind and become the main e-wallet when there is less or no promotion, author proposed OVO to increase their branding strategy through emotional branding then followed by eliminate, reduce, raise, and create several competition factors to increase user experience regarding to the Four Action Framework.