#TITLE_ALTERNATIVE#

• Main Author: Meidyana (NIM:190 04 074), Winna
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6912
• Institution: Institut Teknologi Bandung

Abstrct: <br /> <br /> <br /> <br /> In this era of globalization Indonesia is facing nowadays, fast and effortless Internet and multimedia access is an absolute need. For this reason, there are so <br /> <br /> <br /> <br /> many companies that run their business in Internet Service Provider (ISP) come to surface. One of those is PT IndosatM2 with its IM2 program. Since the year of 2003, IM2 has started its selling, but due to the lack of promotion, this program is still unable to seize enough market, especially in Bandung. It is a pity considering that this is a tightly competitive business and Bandung is the capital of West Java in which dwelling communities that are always in search for information. If this persists, it is possible that this program will experience <br /> <br /> <br /> <br /> failure in Bandung, which consequently, may result in great losses to PT Indosat Tbk. as its holding company. <br /> <br /> <br /> <br /> In this research, the writer attempts to identify marketing risks IM2 program is facing in Bandung. Afterward, the writer will present recommendations in form <br /> <br /> <br /> <br /> of marketing strategic plans in order to seize Bandung market. This research utilizes questionnaire distributed to people in Bandung aged between 20 to 45 years old to find out which promotion media considered the most suitable one to sell IM2 program, according to the perception of people in Bandung. <br /> <br /> <br /> <br /> The writer also performs interview with the management of IM2 to find out the management perception about the promotion media, and also to discover the number IM2 consumers until the middle of 2007. The questionnaire result shows that Internet Service Provider has become <br /> <br /> <br /> <br /> popular, both for home and office use, especially dial-up service. The result also indicates that most responders recognize Internet service provider through the power of word of mouth. Most responders pick television as the most suitable media to sell Internet Service Provider in Bandung, though some of the most responders consider magazine/newspaper is the most effective media. It also <br /> <br /> <br /> <br /> identifiable that some responders might switch to IM2, when they find IM2 promotion in the aforementioned medias. <br /> <br /> <br /> <br /> From the interview, it is shown that there are two different perceptions between the IM2 management and the people of Bandung. The management believes that exhibition is sufficient to sell the IM2 program, while, on contrary, the society considers television is the most effective media. It is also discovered that the number of IM2 consumers is far out of expectation, due to the ineffective use of promotion media. In contrast, risk mitigation result shows that television promotion had better be carried out instead of exhibition promotion. <br /> <br /> <br /> <br /> Thus, based on the analysis, the writer may present recommendation to suggest PT IndosatM2 to advertise the IM2 program on the media of television or Bandung local newspaper. Word of mouth is out of consideration since it is merely a positive impact that may support television or newspaper promotion. The writer also advises PT IndosatM2 to continuously follow the promotion <br /> <br /> <br /> <br /> progress done by its competitors, especially in Bandung, so that the IM2 program may keep its existence.