#TITLE_ALTERNATIVE#

• Main Author: RYANTICI BAZAR (NIM 29106044), UMI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/9538
• Institution: Institut Teknologi Bandung

The success of the implementation of Pre-Payment Electricity in South Africa has inspired XYZ to implement the same system in Indonesia. PT. XYZ Distribusi Jawa Barat & Banten launched a similar system in January 2008, which is named Listrik Pra-Bayar and uses token as means of transaction. This system is an alternative solution to the problem that is faced by consumer in paying for electricity bills and would assist consumers in controlling electricity usage.<p> <br /> <br /> <br /> <br /> <br /> Pre-payment electricity could be one of XYZ major breakthrough, but launching an entirely new service as an alternative to the current system that has already been ingrained in the public mind is a challenge on its own. To answer that challenge XYZ has to build awareness on pre-paid electricity and educate the market in order to change the habit in paying for electricity bills. XYZ performance in marketing communication is considered to be weak and must be improved. Consequently, a marketing communication strategy with the correct marketing communication mix is needed to effectively carry the message.<p> <br /> <br /> <br /> <br /> <br /> This research is conducted to obtain information about customer behaviour in paying for electricity, perception about the image in service and its communication that has been done so far, also media preference and commercial content. The result of this research is used in formulating message strategy and media strategy which are the basis of creating an effective marketing communication. The marketing communication program of Pre-Payment Electricity consists of communication mix program: Advertising, Public Relation, Sales Promotion and Direct Selling. The implementation of this program is scheduled in July to December 2008.