IMPROVING THE BRAND AWARENESS OF DIGITAL VIDEO SERVICE PROVIDER USING OMNICHANNEL APPROACH:
MASTER OF BUSINESS ADMINISTRATION PROGRAM SCHOOL OF BUSINESS AND MANAGEMENT INSTITUT TEKNOLOGI BANDUNG 2019
TELKOMSEL
D I G I TA L L I F E S T Y L E FOR CHOOSING TOPIC MAXSTREAM
N O T S O LV E D
TRANSFORMATION PROGRAM
2017
WAS l eY n Eg A i nR g CwHaAs L La E cN hG aI Nl G F OyRe Ta Er L fKoOr M TSeE lLk o m s e l
METHODOLOGY
QUESTIONNAIRE
INTERVIEW
OBSERVATION
OTHERS
MAXstream
BUSINESS ISSUE T O TA L U S E R S D O W N L O A D
(users download) Licensed Mobile Broadcaster for World Cup 2018
OBJECTIVES This research’s main objectives are to answer the following questions:
1 2
How effective is marketing strategy that has been conducted by Telkomsel for their brand new product MAXstream ?
What kind of marketing strategy that Telkomsel needs to reach the community and acquire more customers?
01
Generic
02
Thematic
03
Proposed
01
Generic
INTERN AL AN ALYSIS (VRIO FRAMEWORK) ● There are 6 of 7 resources that considered as Sustainable Competitive Advantage (SCA)
● Those 6 resources are
EXTERN AL AN ALYSIS (PESTEL FRAMEWORK) ● Indonesia’s Government support for the development of Over-The-Top (OTT) services which facilitated by the KOMINFO ● Indonesia’s Government new policies related to the Over-The-Top (OTT) phenomena
INFRASTRUCTURE
BRAND IMAGE
HUMAN RESOURCES
● Internet users in Indonesia already aware that internet could be utilize in almost all of the daily activity ● Watching videos is the most mobile activities that has been done by Indonesian people
CORPORATE CULTURE
VARIETY OF PRODUCTS
FINANCIAL
Leading in telecommunication industry with N AT I O N W I D E distribution channel D O M I N AT I N G the market share with 45%-50% in terms of mobile phone subscribers in Indonesia
Operator with W I D E S T C O V E R A G E network area with 160,000 BTS places all around Indonesia Telkomsel S T R O N G F I N A N C I A L capability since it is supported by Telkom Indonesia & complete service license owner
Provide VA R I O U S customer services (GraPARI, Portal Website, and Call Center) C O M P L E T E network technology (2G/3G/4G) and currently developing the 5G technology
Telkomsel’s product are known as the E X P E N S I V E product compared to other telecommunication provider in Indonesia The large number of Telkomsel employees making it less efficient and H U G E E X P E N S E for employee salaries only Video streaming is a N E W B U S I N E S S L I N E for Telkomsel. Thus, more research and data collection are needed to develop the product.
Telkomsel has various types of businesses line which result in L A C K O F F O C U S in developing one particular business.
Indonesia’s internet population is further to set to G R O W S I G N I F I C A N T LY due to accessible mobile internet and cheaper phones Indonesia’s population growth of internet user that grows slightly over 50 percent, which make it the B I G G E S T O N L I N E M A R K E T S worldwide H I G H P O P U L AT I O N of user who access online multimedia through smartphone Population of people who watch videos on mobile are the B I G G E S T compared to other activities Video-on-Demand (VOD) services become one of the industry that having a H I G H G R O W T H in Indonesia
Over-The-Top (OTT) technology that provide more C O N V E N I E N T S E R V I C E S such as free messaging and free call which can be dangerous to Telkomsel’s traditional product line. D E C L I N I N G demand of traditional services such as voice and SMS in the past few years U N S TA B L E E C O N O M Y situation especially in rupiah’s value that could affect the purchasing power of customers Indonesian government regulations against the content piracy issues are still L O W . Willingness to pay (WTP) level of Indonesian people is considered low due to the ease of accessing free content (film) I L L E G A L LY.
02
Thematic
T H E M AT I C FRAMEWORK
63%
OF THE RESPONDENTS HAVE NOT SUBSCRIBED MAXSTREAM YET
PROFILE*
T H E M AT I C
FRAMEWORK
( C O N T E N T, C O N V E N I E N C E , A C C E S S ) CONTENT
CONVENIENCE
ACCESS
ADVERTISEMENT BASED-MODEL COMMUTING MOST POPULAR
MOST WATCHED
Subtitle Video Quality Control Tracking History
3
FREE CONTENT
T H E M AT I C
FRAMEWORK
( AWA R E - A P P E A L - A S K - A CT - A DV O C AT E )
“77%
Not Familiar
BRAND AWARENESS OF MAXSTREAM IN THE COMMUNITY IS CONSIDERED LOW
“75%
Don’t Know
MAXSTREAM AWARENESS AS STREAMING SERVICES PROVIDER IS CONSIDERED LOW
WHAT IS THE
SOLUTION
?
01 PA R T
02 PA R T
ADVERTISEMENT
DIRECT MARKETING
DIGITAL MARKETING
SALES PROMOTION
PUBLIC RELATION
PERSONAL SELLING
HUGE P OT E N T I A L C U S TO M E R
ADVERTISEMENT
DIRECT MARKETING
DIGITAL MARKETING
SALES PROMOTION
PUBLIC RELATION
PERSONAL SELLING
ADVERTISEMENT
DIRECT MARKETING
DIGITAL MARKETING
@MAXSTREAM
#NontonApaAja
SALES PROMOTION
PUBLIC RELATION
PERSONAL SELLING
DEVELOP HASHTAGS
87,13%
ADVERTISEMENT MUSIC M O S T WAT C H E D
DIRECT MARKETING
DIGITAL MARKETING
SALES PROMOTION
PUBLIC RELATION
PERSONAL SELLING
LO W E R P R I C E
“
ADVERTISEMENT
DIRECT MARKETING
DIGITAL MARKETING
SALES PROMOTION
MUSIC EVENT PUBLIC RELATION
PERSONAL SELLING
E N G AG E P O T E N T I A L C U S TO M E R
ADVERTISEMENT
VA L U E DIRECT MARKETING
DIGITAL MARKETING
SALES PROMOTION
PUBLIC RELATION
PERSONAL SELLING
01 PA R T
02 PA R T
OMNI-CHANNEL
MARKETING
2 BILLION +
(Nonton Bareng)
Minutes Played during World Cup 2018
Already gain awareness in the community
SPORT SEG.
GENERATE TRUST POTENTIAL CUSTOMER
ENGAGEMENT
MARKETING
SUBSCRIPTION-BASED
CURRENT
PROPOSED
1
A DV E R T I S E M E N T - B A S E D
ADS-BASED
MONETIZING ADVERTISEMENT
MAXIMIZE POTENTIAL REVENUE
C U S TO M E R E X P E R I E N C E IS SEAMLESS
2
PHILIP KOTLER
ENGAGEMENT
MARKETING
</>
SIGNIFICANT RISK
ENGAGEMENT
MARKETING
“” HIGHER G OA L S
PHILIP KOTLER
,
HIGHER TIER MORE BENEFIT
.
â&#x20AC;?
â&#x20AC;&#x153;
The brand awareness of MAXstream in the community is low, and MAXstream awareness as digital video services provider is considered low as well. On How effective marketing strategy t h a t h a s b e e n c o n d u c t e d b y Te l k o m s e l for MAXstream
â&#x20AC;?
â&#x20AC;&#x153;
First proposed solutions for MAXstream is to conduct an Integrated Marketing Communication (IMC) that consist of advertising, direct marketing, digital, marketing, sales promotion, public relations, and personal selling. On What kind of marketing s t r a t e g y t h a t Te l k o m s e l s h o u l d pursue
â&#x20AC;&#x153;
Second proposed solutions is using Omni-channel marketing (e.g. offline events) to improve brand commitment and Engagement marketing (e.g. mobile apps, social CRM, gamification) to improve brand affinity. On What kind of marketing s t r a t e g y t h a t Te l k o m s e l s h o u l d pursue
â&#x20AC;?
â&#x20AC;?
â&#x20AC;&#x153;
It is expected to increase the brand awareness of MAXstream as the digital video service provider for digital video enthusiasm in the community. On What kind of marketing s t r a t e g y t h a t Te l k o m s e l s h o u l d pursue
THANK YOU