ANALYSIS AND DEVELOPMENT OF ICONNET MARKETING STRATEGIES, CASE STUDY AT PT PLN TASIKMALAYA

• Main Author: Fahrur Rozy, M.
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66802
• Institution: Institut Teknologi Bandung

ICONNET is a product of ICON+ which is a subsidiary of PLN. The products offered by this service are broadband internet and broadband internet + TV services. This service was first launched in 2019 under the name STROOMNET and in 2021 it was rebranded to ICONNET. ICONNET has exclusive rights to PLN's Right of Way, namely the use of PLN Group's asset strategies spread throughout Indonesia in the development of fixed broadband infrastructure. Currently to obtain ICONNET services through the PLN New Mobile application and the iconnet.id website. To increase the number of customers, ICONNET also conducts on-site marketing and utilizes PLN Group HR as marketing sales. Retail customers are a new segment run by ICON in 2020 and still have huge market potential due to the low penetration of Fixed Broadband. In 2021 the target of adding 116 thousand subscribers for ICONNET cannot be achieved with the realization of 107 thousand. Competition in the fixed broadband market is very tight in terms of price, service speed, complaint handling speed, connection speed and brand. ICONNET has a competitive advantage, namely being able to use PLN Group resources. ICONNET must look for the main problem of not achieving additional customers. They have to know the location where ICONNET coverage already exists, but customers at that location have not subscribed or customers who have subscribed to other providers switch to ICONNET. In this research the authors used a questionnaire to collect data. The data consists of the respondent's profile and customer behaviors. The questions in the questionnaire are about what customers want to subscribe to fixed broadband and whether they know the ICONNET brand. Respondent profiles are differentiated in domicile, income and have subscribed to fixed broadband because the author provides questionnaires to residents in the Tasikmalaya, Pangandaran, Banjar and Ciamis areas. This questionnaire was distributed within a week from February 15, 2022 – February 22, 2022. The questionnaire was distributed to 515 people with 11 questions, each of which had a purpose for this research Data analysis conducted by the author is divided into two, namely external and internal factors. For external factors the author uses the Five C’s while for internal factors using STP (Segmenting, Targeting and Positioning) and marketing mix (People, Product, Price, Place and Promotion). From this data, a SWOT analysis will be obtained to determine business conditions both internally and externally. The author then makes a strategy and implementation plan based on these results in order to overcome the business issues that arise.