PROPOSED MARKETING STRATEGY TO INCREASE THE PENETRATION OF LIVIN BY MANDIRI THROUGH PARTNERSHIP PROGRAM

• Main Author: Indriyani Mangngalle, Riska
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/75748
• Institution: Institut Teknologi Bandung

PT Bank Mandiri (Persero) Tbk launched Super App Livin’ by Mandiri on October 2nd 2021, replace the old version of their mobile banking namely Mandiri Online (Livin’ 1.0). In 2022, the management of Bank Mandiri arranged the target users of Livin’ by Mandiri and distributed it to 12 Regional Offices across Indonesia. To achieve the target of Livin’s user, Bank Mandiri Region VI/Jawa 1 conducted several acquisition programs, one of them is Strategic Partnership Program. There are 131 partners that has been joined the program, but from 131 partners that has been joined the strategic partnership program in 2022, 106 partners are categorized as low acquisition because they only can acquired <50 users, only 3 partners who can acquired >500 users. This study aims to examine the proposed solutions to increase willingness of partner to distribute Livin’ by Mandiri, so at the end the penetration of Livin’ by Mandiri can be increased. The data collection method was carried out through in-depth interviews to 16 respondents that consist of 15 partners from tier <50 (low acquisition) and partners from >500 (high acquisition). The comprehensive analysis have been conducted which consist of internal and external analysis. The findings reveal that there are some problems which experienced by partner when distributed Livin’ by Mandiri, such as technical issues, lack of product knowledge, partner has staff limitation, gimmick does not meet partner’s preferences, promo has not been optimized, partners need reward and recognition program, and unconfident of partner to distribute Livin’ by Mandiri. The study concludes that to increase willingness partner to acquire Livin’s users, they need offline training to increase the product knowledge, customize the type of gimmick based on their customer’s characteristic, reward and recognition program to increase their motivation, and accelerated referral fee payment. Future research will be need to explore the affect of these recommendations.