#TITLE_ALTERNATIVE#

• Main Author: FAHRUDIN (NIM 29106071), IRWAN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/8276
• Institution: Institut Teknologi Bandung

Lately, Electronic Channel has become an alternative promising banking channel.X Bank on their SMS banking product had been serving the most completed feature. But the SMS banking performance didn’t showing a good result even though the number of customer that registering showing a good result. X Bank has declared them as a market leader on the SMS Banking category. For increasing the User and Usage the company need to know why these phenomena appear and then make a strategy formulation to increase the transactional frequencies, acquiring new consumer and also to explore how deep the consumer understanding trough the promotion activity, so it could increase fee based income for the company that focusing at JADETABEK region for strategic and research bordering reasons. <br /> <br /> <br /> <br /> <br /> <br /> <br /> Based on the problem identifications trough FGD (Focus Group Discussion) and questioners that hold beyond the conceptual framework that used on this research which is contain Industry analysis and consumers exploration that being analyze by the focus research needs. On the general environmental analysis basically showed a good result except the government regulation that not gave significant protection for the consumers. The main issues on this product are 'user friendly' and 'security level' that had been followed by the marketing strategy problem and the impact is the customers not stimulated for using this product. <br /> <br /> <br /> <br /> <br /> <br /> <br /> The business solution that offered to solve the problem is point reward, community based and premium member strategy for short and long term strategy. With combination of Bellow the Line (BTL) and Above the Line (ATL) to support Promotion Event Community based that design to gave benefit and experience for consumer that forming pleasant, simple, mobile and the most important objective is putting believe <br /> <br /> <br /> <br /> <br /> <br /> <br /> inside consumer that the product is secure and helpful. And it also increases the brand image and association with brand social responsibility approach.