PROPOSED DIGITAL MARKETING STRATEGY TO ENHANCE BRAND AWARENESS FOR TELKOMSEL’S BY.U IN THE DIGITAL TELECOMMUNICATION MARKET

• Main Author: Sabilla, Yoanita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53365
• Institution: Institut Teknologi Bandung

The rise of digital transformation era has forced companies across the globe to adjust their business strategy to be able to provide the best experiences to their customers and clients. The telecommunications industry is the forefront of this transformation. In October 2019, Telkomsel as the largest telecommunication service provider in Indonesia, launched by.U, the first end-to-end digital prepaid cellular service in the country. Unlike its predecessors (simPATI, Kartu As, and LOOP), by.U was specifically developed for Gen Z segment in Indonesia which is known to spend most of their time online, and aimed to accommodate their digital savvy behavior through integrated customizable digital application. Through the mobile application of by.U, customers can have a fully digital experience for all their telecommunication needs, from choosing a number to getting a sim card, topping-up balance and quota, and payment. However, the overall brand awareness of by.U is considered low when compared to the average awareness of telecommunication industry. This research analyses the business issues by using STP (Segmentation, Targeting, Positioning) analysis, Marketing Mix 4Ps, Porter’s Five Forces, Mckinsey’s Digital Telecommunication Customer Engagement, and The Shopper Journey of Generation Z from Accenture. After analysing all the external and internal information gathered using both generic and thematic frameworks, it is found that the most possible cause of by.U’s lack of brand awareness is due to unfamiliarity of the an all-digital provider concept, and the need of a more aggressive digital marketing strategy to promote the benefits of using it. In order to gain more awareness in Indonesia’s digital telecommunication market, this research proposed a digital marketing strategy as an answer to by.U’s business issue by using RACE Planning framework.