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

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

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). G...

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

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https://digilib.itb.ac.id/gdl/view/75937

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