PROPOSED MARKETING STRATEGY FOR FIXED MOBILE CONVERGENCE PRODUCTS CASE STUDY: TELKOMSEL ONE

• Main Author: Edwina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/83782
• Institution: Institut Teknologi Bandung

In respond to Telkom Group’s transformation, PT. Telkomsel has launched Telkomsel One as main Fixed Mobile Convergence (FMC) product. FMC is an emerging technology, which aims at integration and creation of a unified communication infrastructure from fixed and wireless mobile networks. Telkomsel One as FMC hero product which offer a bundling package including IndiHome fixed internet, Telkomsel and Orbit mobile internet, also access to various digital services. This package is designed to provide a complete connectivity solution for Telkomsel customers, both at home and outside the home. However, the sales performance of Telkomsel One product in West Java was unmet the expectation and disclose declining trend. The obstacles felt by the sales team were the unclear segments and target markets and customers were not interested in the value offered by Telkomsel One, so they were less interested in buying or satisfied with the existing packages. Apart from that, FMC's product competitor, XL Satu, offers cheaper package prices with unlimited quota. This study aims to determine proposed business and marketing strategy including segmenting, targeting & positioning (STP) and marketing mix (7P) for Telkomsel One. This type of research combining qualitative and quantitative research by distributing questionnaires directly to 253 respondents. The nonprobability sampling technique was used. The primary data source in this research was obtained directly from questionnaire respondents. Data analysis method using cluster analysis. The research results based on the cluster analysis show that there are three distinct segments of Telkomsel One namely budget-conscious user, convenience seekers and tech enthusiasts. The results of the analysis become the basis of new segmentation, targeting, and positioning strategies for Telkomsel One. Marketing mix strategies encompass adjusting product line and pricing, conducting several promotions and strategic partnerships, using omnichannel approaches, frontliner skills training, streamline process and integrating IT Tools to deliver excellent service to customers.