PROPOSED MARKETING STRATEGY TO INCREASE VIDIO.COM SVOD USERS THROUGH CUSTOMER ACQUISITION, PRODUCT PREFERENCE AND RETENTION

• Main Author: Satya Dorothea Tumiwa, Eka
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65231
• Institution: Institut Teknologi Bandung

The potential in the video streaming market is derived by the growing revenue in the video streaming market and the high consumption towards entertainment. In Indonesia, the daily rate of entertainment activities is contributed by 83% of Indonesians watching videos online. This led to the intense competition in the OTT industry, as OTT players focused their business with the subscription model that competed both for content and subscribers. Among the competitors, Vidio placed as the third rank based on the new paying subscribers in Southeast Asia. However, despite the positive growth of the new subscribers, the existence of weekly subscription still became a challenge to Vidio along with its impact that has tendency in results churn and unhealthy subscription cycle. Further strategies to enhance the acquisition and retention are needed to strengthen Vidio's position in facing the challenges in the industry. The final project used the generic framework to understand the external and internal environment of Vidio. The thematic framework used in addressing the business issues. Customer Decision Journey framework used to analyze the behaviour of the existing, ex & non-users of Vidio, while Customer Switching Behaviour framework used to identify the switching factor of the ex-users. The last analysis is to formulate the business strategies needed along with the implementation plan based on the proposed thematic framework, TOWS matrix and Diamond Strategy Model. The Consumer Decision Journey and Customer Switching Behaviour shows alignment in identified the result of the the main challenges amidst the competition and the switching factors which are content offerings, price, convenience, attractive interface and brand trustworthiness which lead to the proposed solution in improving the competitive advantage of Vidio service offerings including its content offerings which requires completeness, exclusiveness and attractiveness, as well as product development of feature improvement, personalized recommendation, resolution quality to improve user experience, also strengthening strategic partnership and company driven marketing to enhance the brand attractiveness that will reflect on the consumer-driven marketing while balancing the price offers with the benefit provided. Lastly, implementing a new subscription pricing strategy by creating a special monthly subscription for high-demand content is needed to result in a healthier subscription lifecycle and to avoid churn users from weekly subscription.