#TITLE_ALTERNATIVE#

• Main Author: OLIVIA S. SUGIHARTO (NIM 29106324), ALFIETI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7141
• Institution: Institut Teknologi Bandung

The development of telecommunication system and technology has being more sophisticated and complex, thus PT. X as one of communication cellular operation in Indonesia, has to be the costumer driven that can provide the best service and performance for the customer accoding to the customer data base.the business competition in telecommunication sector that becomes harder with the incoming new provider through the interesting business strategy, has been the bid challenge and could be the opportunity for XL to be exist and moreover to be improve from its strategy business implementation.<p> <br /> <br /> <br /> <br /> Blackberry service is a kind of new telecommunication service for the Indonesian customer, whereas the user get the prominent service, that is push-mail, e-mail that can be got instantly from the SMS, and other features that simplify the customer in communicating, such as voice SMS and others.<p> <br /> <br /> <br /> <br /> Telkomsel and Indosat are telecommunication operator that has been provided the Blackberry service before in early 2007 XL launched the XL Blackberry service with many practicabilityl and advantages. Thus, XL has to have a certain marketing strategy that can attract the customer interest especially its business customer, that is a Marketing Communication Strategy, Intergrated Marketing Communication (IMC).<p> <br /> <br /> <br /> <br /> In this final project, will do the research about three main factors about the customer, such as behavior, perception and preference from the XL Blackberry user and then make an analysis based on that research. According to the research, it has been known that the promotion program about tha XL Blackberry is has not been effective, which is the people awareness has to ben built from the IMC program that can be implemented. According to the data source that is being compiled and the analysis about the three factors, will be made an implementation planning about the XL Blackberry IMC.<p> <br /> <br /> <br /> <br /> The IMC program consists of five Promotion Mix programme, such as Advertising, Sales Promotion, Public Relation, Personal Selling, and Direct Marketing. The implementation then could being scheduled into a timeline that planned for July 2008 to Desember 2008. The recommendation from the result of this project is for XL to be more focused, continuously, and fulfill the customer demand that can be changed dynamicly.