DEVELOPMENT OF BELOW THE LINE PROMOTION STRATEGY OF TELKOM SPEEDY BANDUNG

• Main Author: Adhitya Rustiadi (NIM 29105310), Dicke
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/5958
• Institution: Institut Teknologi Bandung

ABSTRACT: <br /> <br /> <br /> <br /> <br /> Nowadays, the market of broadband internet access in Indonesia is very potential. The number of internet subscriber has increase every year. As the biggest fixed internet access provider in Indonesia, PT TELKOM wants to take this opportunity. In order to utilize the opportunity, PT TELKOM as the pioneer of broadband internet access in Indonesia must be able to overcome their business problem for TELKOM Speedy. The main business problem that PT TELKOM DATEL Bandung facing are low level of sales volume and the numbers of customers whose stop using TELKOM Speedy increased. <br /> <br /> <br /> <br /> <br /> Based on the results of study literature and FGD can be concluded that the business problem can be caused by the factor of product, price, service and promotion. The cause of product factor are less content, immobile, unstable connection, and low speed. High tariff for internet services is the cause of price factor. The cause of service factor are bad registration services and bad after sales services. Whereas, promotion factor is caused by ineffective below the line activity. The main cause from these problems is less information that consumer had thus formed bad image of TELKOM Speedy. <br /> <br /> <br /> <br /> <br /> The business solution for PT TELKOM to overcome this problem is by developing an effective below the line promotion strategy. Target audience for the promotion are the medium internet user (not beginner) from the middle high segment. There are some alternative of solution that has developed on this research to build a better image of TELKOM Speedy. Speedy Zone program is the most potential solution to overcome the problem. This program will give a unique experience to the consumer. They can try all the benefit that TELKOM Speedy offered. Based on the results of the questioner survey can be concluded that the factors that related to the experience, for example own experience, direct authentication, and peoples experience, have the most belief from the consumer related to the promotion Speedy Zone program will be held for 6 (six) month in a Mall in Bandung. Some above the line (ATL) activity through the media of local radio, short messages services (sms), local print ads, and the banner on the internet will be done to create awareness of this program. To support this program required the expert on Information and Technology (IT) field and human resource for customer care who has excellent product knowledge. In this implementation, the effectiveness of BTL activities will be measured. This evaluation will be done in two parts which are before and after the activities held.