PROPOSED MARKETING STRATEGY FOR TRANSVISION TO ENHANCE BRAND AWARENESS AND SUBSCRIBERS

• Main Author: Krisna Dewi, Fianti
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80714
• Institution: Institut Teknologi Bandung

In the dynamic landscape of the Indonesian television industry, the surge in Over-The-Top (OTT) services poses a significant challenge to traditional pay TV operators like Transvision. Fierce competition from emerging OTT players in Indonesia demands innovative strategies to secure customer acquisition. Despite Indonesia being one of the fastest-growing pay TV markets, with a predicted CAGR of 5% and revenue projections of $633 million by 2025, challenges persist. Limited internet access, lower internet speeds, and the appeal of traditional pay TV with quality broadcasts and accessible free channels contribute to its sustained popularity. The demographic differences between OTT and pay TV users, highlight the need for a customized marketing approach. Looking into the details, Transvision, a Pay-TV service through android TV box device, Xstream, is facing hurdles in terms of market penetration and brand recognition. This study aims to propose an effective marketing strategy while considering the complex dynamics of the evolving television landscape in Indonesia. The research methodology employed in this study utilizes a quantitative approach, involving customer survey and hypothesis testing. Surveys were delivered to 221 respondents, specifically targeting users of Android TV boxes residing in the Jabodetabek area. The data, processed through SEM-PLS, revealed that social media marketing and electronic word of mouth positively influence brand awareness. Furthermore, significant product attributes such as content variety, additional features, subscription package price, and payment method options were found to impact purchase intention. The study concludes that both brand awareness and product attributes are integral in shaping purchase intention. The marketing strategy outlined in this research, based on external analysis, encompasses PESTEL Analysis, Porter’s Five Forces Analysis, Competitor Analysis, and Customer Analysis. Additionally, internal analysis entails Marketing Mix 7P’s Analysis, STP Analysis, VRIO Analysis, and Value Chain Analysis. Furthermore, SWOT, TOWS, and QSPM Analysis conducted in this research unveil derived recommendations. These include fostering connections with online communities, collaborating with influencers or Key Opinion Leaders (KOLs), maximizing the CT Corp ecosystem, and forging partnerships with local production houses for exclusive content.