ENHANCING MARKET POSITION THROUGH SERVICE BLUEPRINT IMPROVEMENT AND MARKETING COMMUNICATION INITIATIVES: A CASE STUDY OF PARKING PRODUCT OF GOPAY INDONESIA

Parking business has potential growth as it is one of the most frequent daily use cases as people do mobility. GoPay is looking for opportunities to win the market position as the preferred payment method for parking. In anticipating the competition, GoPay needs to evaluate the existing GoPay parkin...

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Bibliographic Details
Main Author: Aliyah Utami, Anindita
Format: Theses
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/57661
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Institution: Institut Teknologi Bandung
Language: Indonesia
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Summary:Parking business has potential growth as it is one of the most frequent daily use cases as people do mobility. GoPay is looking for opportunities to win the market position as the preferred payment method for parking. In anticipating the competition, GoPay needs to evaluate the existing GoPay parking product and explore the iceberg opportunities to offer better customer experience through service blueprint improvements. Deep understanding of target market persona and pain points is crucial to design the product and marketing communications initiatives that are highly relevant to customers. It is not impossible for GoPay to win the market position because at the end customers will always choose the unique selling proposition within the product that solves their pain points.