PROPOSED STRATEGY TO INCREASE PAY TV BRAND AWARENESS (STUDY ON INDIHOME TV BY TELKOM INDONESIA)

• Main Author: Vania Hamolin, Theresia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76625
• Institution: Institut Teknologi Bandung

Telkom’s business performance evaluation review shows the unachived result of IPTV subscriber target in 2022. It happens the same time with the IPTV rebranding wellknown before as UseeTV to the new brand extension as IndiHome TV. The purpose of this rebranding is to increase brand awareness for their IPTV services, despite the market already recognizing Telkom Indonesia as a state-owned telecom and IndiHome as an internet provider. The lack of awareness of the IPTV product brand owned by this reputable company and internet provider brand is identified as a significant issue that should be highlight. The company must take action to increase their new brand and prevent further decline and achieve the 2023 target. Therefore, the key objective of this research to analyze the current condition of IndiHome TV brand awareness, to analyze the current level of IndiHome TV brand productivity, and to formulate a business strategy for IndiHome TV to increase their brand awareness. The approach of this study was a mixed-methods research design. Gathering and analyzing both qualitative and quantitative data. The study found that the current condition of IndiHome TV brand awareness using the Five A’s framework, using some key questions of every stage of the framework. The current level of IndiHome TV brand productivity it can be concluded that IndiHome TV as a brand are effective converting their awareness into the action to purchase and advocacy. The strategy for IndiHome TV to increase their brand awareness; 1) Enhanced Pay-TV technology to increase the features and possible strategic partnership with OTTs on the IndiHome TV set-up-box (STB); 2) Company transformation within the Telkom Group for the business expansion; 3) Collaborate with FTA or OTT players to produce and acquisition the original content; 4) Maximizing the marketing capabilities to boost the brand awareness of IndiHome TV.