PROPOSED MARKETING STRATEGY FOR PT VIDIO DOT COM FOOTBALL

• Main Author: Ervan Naufal, Tengku
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/56007
• Institution: Institut Teknologi Bandung

The internet has been the desired platform for consumers to use for entertainment, education, shopping as well as other needs. This is evidenced by the number of Asian internet users which has reached an all-time high of 2.5 billion people. The case is also evident in Indonesia with internet penetration reaching 196 million people as of 2020 statistics. Entertainment is one of the primary reason Indonesian citizens use the internet. Specifically, 49% of internet use are for entertainment are for online video streaming. Due to the high internet population of Indonesia as well as high usage of internet for entertainment video streaming, Indonesia has become one of the most desired countries to operate business in the digital streaming field. Vidio is an over the top (OTT) platform that was established in 2014 which provides livestream as well as video on demand content for drama, sports and many other genres. Since 2020, the company has shown significant performance increase, especially in their football sport section. Vidio’s football products is one of the most important products in the platform. However, the platform is not the most used platform for watching football as shown by research. Besides that, the company also has no insight regarding the consumer behavior of the football customer. Acquiring insight on the football consumer behavior will be key in setting up marketing strategy to dominate the OTT football industry. The research will use internal and external analysis for the formulation of the marketing strategy. Internal analysis will use the service marketing mix, segmenting, targeting, positioning analysis as well as the resource based view in analyzing internal strength and weaknesses. On the other hand, PESTEL framework, Porter Five Forces, competitor as well as customer analysis will be used for external analysis. All of the data will be gathered from primary resource of interview as well as questionnaire and from secondary resources of online searching. The SWOT and TOWS matrix will be used to formulate the marketing strategy and it will be translated to the new segmenting, targeting and positioning as well as new service marketing mix. The internal analysis indicates that Vidio caters to international and local segment of football watchers and they position themselves as affordable content provider. They have digital marketing prowess unlike other OTT platforms. They also have built partnerships with external parties in and outside of the PT EMTEK umbrella brand and are able to leverage their resources. On the other hand, the external analysis indicates that government support, returning of football content, increased internet and smartphone usage as well as football popularity are significant external factors. Power of supplier and buyer remains key challenges in the industry while Mola TV and BeIN Sports Connect are the primary competitors. Insights gathered from customers also indicate that they prefer English Leagues, interested in football content depth such as match analysis and throwback videos, only watches top 6 matches of the league, still use TV for watching football, exposed to digital marketing means, as well as demands innovation and interactivity in the platform. Based on findings, Vidio should cater towards the English football watching segment. Furthermore, the positioning have to shift to become an affordable and interactive platform. They have to alter their product offering in increasing their content depth as well as adding the English Premier League. The platform have to focus more on providing top 6 matches as well as adding interactive and innovative football related features such as becoming a one stop football application that provides information about the leagues and matches as well as having interactive programs which allows supporters to interact with professionals of the game. The platform should also increase the leagues that they offer to reduce reliance on one supplier. Vidio should also increase their promotions for returning football content by using digital means. Besides that, Vidio can also increase their price in the long run if they add the English Premier League. Finally, Vidio should also increase partnerships with Smart TV companies to cater towards the needs of the consumers.