PROPOSED MARKETING STRATEGY TO INCREASE BY.U’S BRAND AWARENESS IN ORDER TO REACH CUSTOMER BASE TARGET AS GEN Z FIGHTING BRAND OF TELKOMSEL

• Main Author: Febri, Liyumina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75937
• Institution: Institut Teknologi Bandung

In 2019, Telkomsel launched its new product, by.U, claimed as Indonesia's first Digital Provider. by.U targeted its services at the Gen Z segment, which currently represents the largest market segment in Indonesia. Gen Z contributes 27.94% of the entire Indonesian population (Katadata, 2021). Gen Z in Indonesia possesses distinct characteristics, unique and challenging for the adoption of a new brand. In first year, by.U achieved significant success, reaching its annual target in just seven months and acquiring one million customers within ten months (Mckinsey, 2021). However, nearly four years post-launch, by.U's growth has stagnated, evidenced by the failure to increase brand awareness, the lowest in the industry. Furthermore, by.U failed to achieve the customer base target set by management. Given these challenges, the author aims to delve deeper through this research by conducting both external and internal analyses. External analysis is conducted using various tools such as PESTEL Analysis, Porter’s 5 Forces, Competitor Analysis, and Customer Analysis. Conversely, internal analysis is carried out with STP analysis, VRIO framework, and the Marketing Mix 7Ps. This research is expected to unearth the issues currently facing by.U and formulate a new marketing strategy for by.U to combat the stagnation in customer base growth.