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Strategic Marketing Analisa 2011 - 2014Anisa / Aprilita / Kuncoro / Ramadyani
VISION Be a world-class, trusted provider of mobile digital lifestyle services and solutions.
MISSION Deliver mobile digital services and solutions that exceed customers’ expectations, create value for our stakeholders, and support the economic development of the nation.
Established in 1995
140 million user with 4800 employees
Market leader for cellular provider in Indonesia (42.4%)
Has 4 products; KartuHalo, simPATI, Kartu As, LOOP
PT. Telkomsel IndonesiaOVERVIEW
PERSONA kartuHalo
PERSONA KARTU As
PERSONA simPATI
PERSONA LOOP
CONSUMER METRICSCustomer Satisfaction Index, Customer Retention Index & Customer Loyalty Index
Customer Satisfaction Index
Telkomsel
Type Cust Cust% Score
Sangat Tidak Puas 3 3% 0
Tidak Puas 8 7% 25
Netral 45 38% 50
Puas 46 39% 75
Sangat Puas 16 14% 100
Total 118 100% 63.6
XL
Type Cust Cust% Score
Sangat Tidak Puas 1 3% 0
Tidak Puas 4 13% 25
Netral 11 35% 50
Puas 13 42% 75
Sangat Puas 2 6% 1625
Total 31 100% 157.3
Kecepatan Data Internet
Customer Satisfaction Index
Telkomsel
Type Cust Cust% Score
Sangat Tidak Puas 11 9% 0
Tidak Puas 34 29% 25
Netral 50 42% 50
Puas 21 18% 75
Sangat Puas 2 2% 100
Total 118 100% 43.4
XL
Type Cust Cust% Score
Sangat Tidak Puas 0 0% 0
Tidak Puas 5 16% 25
Netral 14 45% 50
Puas 9 29% 75
Sangat Puas 3 10% 100
Total 31 100% 58.1
Harga Voice & SMS
Customer Satisfaction Index
Telkomsel
Type Cust Cust% Score
Sangat Tidak Puas 23 19% 0
Tidak Puas 31 26% 25
Netral 42 36% 50
Puas 20 17% 75
Sangat Puas 2 2% 100
Total 118 100% 38.7
XL
Type Cust Cust% Score
Sangat Tidak Puas 0 0% 0
Tidak Puas 5 16% 25
Netral 10 32% 50
Puas 14 45% 75
Sangat Puas 2 6% 100
Total 31 100% 60.5
Harga Paket Data Internet
Customer Satisfaction Index
Telkomsel
Type Cust Cust% Score
Sangat Tidak Puas 3 3% 0
Tidak Puas 10 8% 25
Netral 20 17% 50
Puas 59 50% 75
Sangat Puas 26 22% 100
Total 118 100% 70.1
XL
Type Cust Cust% Score
Sangat Tidak Puas 4 13% 0
Tidak Puas 8 26% 25
Netral 11 35% 50
Puas 7 23% 75
Sangat Puas 1 3% 100
Total 31 100% 44.4
Kekuatan Signal
Customer Satisfaction IndexTelkomsel
Type Cust Cust% Score
Sangat Tidak Puas 9 8% 0
Tidak Puas 27 23% 25
Netral 61 52% 50
Puas 20 17% 75
Sangat Puas 1 1% 100
Total 118 100% 45.1
XL
Type Cust Cust% Score
Sangat Tidak Puas 1 3% 0
Tidak Puas 7 23% 25
Netral 18 58% 50
Puas 3 10% 75
Sangat Puas 2 6% 100
Total 31 100% 48.4
CSI Telkomsel = 54.8 CSI XL = 72.3
Promo
Customer Retention IndexCustomer Retention Index Telkomsel
Type Cust Cust% Score
Sangat Tidak Ingin 4 3% 0
Tidak Ingin 10 8% 25
Netral 47 40% 50
Ingin 43 36% 75
Sangat Ingin 14 12% 100
Total 118 100% 61.2
Customer Retention Index XL
Type Cust Cust% Score
Sangat Tidak Ingin 0 0% 0
Tidak Ingin 3 10% 25
Netral 14 45% 50
Ingin 9 29% 75
Sangat Ingin 5 16% 100
Total 31 100% 63
CRI Telkomsel = 61.2 CRI XL = 63
CLI TelkomselCustomer Loyalty Index Telkomsel
Customer Classification
Loyalty scores
Percent custom Customer Purchase Desire to
BuyProduct
prefferenceWould
recommendLoyalty index
Loyal 70 to 100 8% 94 50 94.44 100 47.66 77.31Repeat 50 to 69 40% 90 50 59.04 77.7 58.51 67.13Captive Under 50 1% 0 50 50 0 0 20New 0 to 60 47% 29 50 58.93 29.02 47.32 42.95Unprofitable 0 to 40 4% 50 20 25 55 40 38
Customer Loyalty Index 59 48.73 60.17 54.66 51.09 54.79
CLI Telkomsel = 54.79
CLI XLCustomer Loyalty Index XL
Customer Classification
Loyalty scores
Percent custom Customer Purchase Desire to
BuyProduct
prefferenceWould
recommendLoyalty index
Loyal 70 to 100 6% 100 50 100 100 75 85Repeat 50 to 69 55% 97 47 67 80 60 70Captive Under 50 10% 100 33 50 0 33 43New 0 to 60 26% 31 44 53 37.5 44 42Unprofitable 0 to 40 3% 50 50 25 0 0 25
Customer Loyalty Index 79 45 62 60 52 60
CLI Telkomsel = 60
PROFITABILITY METRICSMarketing Return on Investment & Marketing Return on Sales
Performance 2011 2012 2013 2014
Sales Revenues 48,733 54,531 60,031 66,252
COGS 25,360 27,042 29,698 33,662
Gross Profit 23,373 27,489 30,333 32,590
Gross Profit (% sales) 47.96% 50.41% 50.53% 49.19%
Marketing & Sales Expenses 2,201 2,161 2,322 2,451
Marketing & Sales Expenses (% sales) 4.52% 3.96% 3.87% 3.70%
Net Marketing Contribution 21,172 25,328 28,011 30,139
GA & Other Operation Expenses 8,348 9,613 10,664 10,736
Operating Income 12,824 15,715 17,347 19,403
Operating Income (% sales) 26.31% 28.82% 28.90% 29.29%
MROS 43.44% 46.45% 46.66% 45.49%
MROI 961.93% 1172.05% 1206.33% 1229.66%
Performance Telkomsel
Revenue 2011 - 2014
14,000
28,000
42,000
56,000
70,000
2011 2012 2013 2014
66,25260,031
54,53148,733 AVERAGE GROWTH
10%
Performance 2011 2012 2013 2014
Sales Revenues 48,733 54,531 60,031 66,252
COGS 25,360 27,042 29,698 33,662
Gross Profit 23,373 27,489 30,333 32,590
Gross Profit (% sales) 47.96% 50.41% 50.53% 49.19%
Marketing & Sales Expenses 2,201 2,161 2,322 2,451
Marketing & Sales Expenses (% sales) 4.52% 3.96% 3.87% 3.70%
Net Marketing Contribution 21,172 25,328 28,011 30,139
GA & Other Operation Expenses 8,348 9,613 10,664 10,736
Operating Income 12,824 15,715 17,347 19,403
Operating Income (% sales) 26.31% 28.82% 28.90% 29.29%
MROS 43.44% 46.45% 46.66% 45.49%
MROI 961.93% 1172.05% 1206.33% 1229.66%
Performance Telkomsel
Marketing Expenses & Gross ProfitMarketing Expenses on Sales
0.92%
1.84%
2.76%
3.68%
4.6%
2011 2012 2013 2014
3.7%3.87%3.96%
4.52%
Gross Profit on Sales
47%
48%
49%
50%
51%
2011 2012 2013 2014
49.19%
50.53%50.41%
47.96%
Performance 2011 2012 2013 2014
Sales Revenues 48,733 54,531 60,031 66,252
COGS 25,360 27,042 29,698 33,662
Gross Profit 23,373 27,489 30,333 32,590
Gross Profit (% sales) 47.96% 50.41% 50.53% 49.19%
Marketing & Sales Expenses 2,201 2,161 2,322 2,451
Marketing & Sales Expenses (% sales) 4.52% 3.96% 3.87% 3.70%
Net Marketing Contribution 21,172 25,328 28,011 30,139
GA & Other Operation Expenses 8,348 9,613 10,664 10,736
Operating Income 12,824 15,715 17,347 19,403
Operating Income (% sales) 26.31% 28.82% 28.90% 29.29%
MROS 43.44% 46.45% 46.66% 45.49%
MROI 961.93% 1172.05% 1206.33% 1229.66%
Performance Telkomsel
Net Marketing Contribution & Company Profit
12,250
15,500
18,750
22,000
15,000 20,000 25,000 30,000 35,000
2014
2013
2012
2011
Performance 2011 2012 2013 2014
Sales Revenues 48,733 54,531 60,031 66,252
COGS 25,360 27,042 29,698 33,662
Gross Profit 23,373 27,489 30,333 32,590
Gross Profit (% sales) 47.96% 50.41% 50.53% 49.19%
Marketing & Sales Expenses 2,201 2,161 2,322 2,451
Marketing & Sales Expenses (% sales) 4.52% 3.96% 3.87% 3.70%
Net Marketing Contribution 21,172 25,328 28,011 30,139
GA & Other Operation Expenses 8,348 9,613 10,664 10,736
Operating Income 12,824 15,715 17,347 19,403
Operating Income (% sales) 26.31% 28.82% 28.90% 29.29%
MROS 43.44% 46.45% 46.66% 45.49%
MROI 961.93% 1172.05% 1206.33% 1229.66%
Performance Telkomsel
Performance Telkomsel 2011 2012 2013 2014
MROS 43.44% 46.45% 46.66% 45.49%
MROI 961.93% 1172.05% 1206.33% 1229.66%
Performance XL
MROS 29.23% 25.88% 16.84% 12.59%
MROI 431.53% 415.54% 264.40% 207.44%
Performance Indosat
MROS 16.98% 12.90% 9.72% 11.18%
MROI 341.11% 314.46% 259.28% 257.61%
Performance Telkomsel, XL & Indosat
MROS Telkomsel, XL & Indosat
2011 2012 2013 2014
16.98%12.9%
9.72% 11.18%
29.23%25.88%
16.84%12.59%
43.44%46.45% 46.66% 45.49%
TelkomselXLIndosat
MARKET METRICSMarket Development Index & Share Development Index
Market Potential245.5 million citizen
11.4% below poverty line 85% buying ceiling
1.8 - 2 ratio
Market Potential = 369.621.480 Units
Market Demand & MDI
Demand Rupiah= 156.2T
Demand Unit= 310 million user= 131.5 million user / 42.4%
MDI= 83= Market Demand / Market Potential x 100
Market Potential = 369.621.480 Units
= 66,2T / 42.4%
Market Share IndexMSI = 16.3%
172 respondents
Share Performance Metric Current Performance
Potential Performance Performance Gap
Product Awareness 100% 100% 0%
Feature Attractiveness 73.26% 80% -7%
Price Acceptable 49.21% 75% -26%
Intention to Buy 79.03% 85% -6%
Purchase Product 57.14% 80% -23%
Market Share Index 16.3% 40.8% -25%
Market Share Potential Index & SDIMarket Share Potential Index 40.8%
SDI= 40= MSI / MSPI x 100
SDI & MDI Mapping TelkomselM
arke
t Dev
elop
men
t Ind
ex
50
100
Share Development Index0 50 100
40, 83
Share Growth Opportunity Limited Growth
Growth with Market Development
Very High Growth Potential
Market Growth 12%M
arke
t Dem
and
Fore
cast
88
176
264
352
440
2014 2015 2016 2017
435.528388.864
347.2310
Customer Base ForecastData Base Year
2014Year 12015
Year 22016
Year 32017
Market Growth 12% 12% 12% 12%
Market Demand (unit) 310,000,000 347,200,000 388,864,000 435,527,680
MDI 83 93 104 117
Market Share Plan 42.40% 47.49% 53% 59.57%
MSI 16.30% 18.26% 20% 22.90%
SDI 40 45 50 56
Customer Base 131,500,000 164,878,336 206,823,385 259,439,254
SEGMENTATIONKartuHalo, simPATI, Kartu As & LOOP Segmentation
Product kartuHalo simPATI Kartu As
Positioning Statement Coolest & Best Value Postpaid Card for Young Professional
Most Reliable Prepaid Card to Help Pursue youth Passion
Affordable, Value Prepaid Brand
Value Proposition Postpaid Brand of Choice Prepaid Brand of Choice Affordable, Value Prepaid Brand
Demography Male/Female Age 25 y.o. and up
Male/Female Age 12 - 30 y.o.
Male/Female Age 17 - 40 y.o.
Occupation Proffesional College Student, First Jobber General Population
Psychographic Innovators Achievers Strivers
SES AB AB BC
Geography Urban Urban, Suburban Suburban, Rural
Benefits Sought Full Mobile Services & Exclusive Privileges
Lifestyle Based Innovative Packages of Mobile Data Value for Money
Competitor Product Matrix, XL Pascabayar Mentari, Kartu Perdana XL IM3, Kartu Perdana Axis
Product kartuHalosimPATI
Kartu AssimPATI LOOP
Positioning StatementCoolest & Best Value
Postpaid Card for Young Professional
Most Reliable Prepaid Card to Help Pursue
youth Passion
Medium of Youth Expression to be Better
Together
Affordable, Value Prepaid Brand
Value Proposition Postpaid Brand of Choice
Prepaid Brand of Choice Youth Prepaid Brand Affordable,
Value Prepaid Brand
Demography Male/Female Age 25 y.o. and up
Male/Female Age 12 - 30 y.o.
Male/Female Age 12 - 19 y.o.
Male/Female Age 17 - 40 y.o.
Occupation Proffesional College Student, First Jobber Junior - High Schooler General Population
Psychographic Innovators Achievers Experiencers Strivers
SES AB AB B BCGeography Urban Urban, Suburban Urban, Suburban Suburban, Rural
Benefits Sought Full Mobile Services & Exclusive Privileges
Lifestyle Based Innovative Packages of
Mobile DataData & Digital Services Value for Money
Competitor Product Matrix, XL Pascabayar Mentari, Kartu Perdana XL - IM3,
Kartu Perdana Axis
CUSTOMER VALUECustomer Value Map, Product Performance Index & Customer Journey Mapping
0
45
90
135
180
Overall Performance Index Cost of Purchase Index
ProductServiceBrandPriceCV
CVI Telkomsel
157100
57Customer Value
0
30
60
90
120
Overall Performance Index Cost of Purchase Index
ProductServiceBrandPriceCV
CVI XL
109 100
9
0
25
50
75
100
Overall Performance Index Cost of Purchase Index
ProductServiceBrandPriceCV
CVI Indosat
81100
-19Customer Value
0
25
50
75
100
Overall Performance Index Cost of Purchase Index
ProductServiceBrandPriceCV
CVI 3
48
100
-52Customer Value
Value Map Cellular Provider
45
90
135
180
0 45 90 135 180
3 Indosat
XL Telkomsel
CJM School
CJM College
Value From (LOOP)• Dynamic lifestyle, different & unique routine with various needs
• Fitur SemauLOOP
Value To (LOOP)
BRANDINGBrand Architecture & Associate Network of Knowledge
Brand ArchitectureBrand: Diferensiasi & membangun hubungan
Brand Architecture: Kompleksitas struktur sebuah brand
Associate Networks of Knowledge: Pengetahuan dalam benak konsumen, brand sebagai kumpulan atribut, konsekuensi, dan nilai
Endorsed Brand
ANK Telkomsel
Provider
Mahal
simPATI
simcard
Telepon
SMS
ANK kartuHalo
Telkomsel
simPATI
pascabayar
provider
ANK simPATI
TelkomselProvider
prabayar
perasaan
sinyal bagus
ANK Kartu As
Telkomsel Murah
simcardProvider
Kartu
Remi
ANK LOOP
UlangTelkomsel
simPATI
muda
internet
siklus
CHANNEL & COMMUNICATIONCorporate Communication & Integrated Marketing Communication
@$
Corporate Branding
Smart Generation
Smart Acquisition Smart Retention
Smart Youth Engagement Smart Broadband Education
Smart Device Penetration Smart Pricing
Integrated Marketing Communication
Corporate Communication: Komunikasi terhadap seluruh stakeholders (internal & eksternal).
Event Management & Production: Membangun pengalaman lewat event.
(Fun Walk, Roadshow Xiami, LOOP KePo)
Corporate Social Investment: Kegiatan berfokus pada aspek sosial. (Indonesia Genggam Internet, Telkomsel Mengajar untuk Indonesia)
Integrated Marketing Communication
Sponsorship Management: Kerjasama dengan event di luar Telkomsel. (NextDev, World Cup, Seminar Bisnis Online, Market & Museum – T-cash)
Promotional Merchandising: Komunikasi below the line. Telkomsel POIN.
Brand ID & Design: Aspek tangible, menyatukan beragam elemen dalam sistem dan menyampaikan pesan.
Brand Activation: Menjangkau konsumen lewat aktivitas yang melibatkan komunikasi dua arah. Komunikasi
B2C dan C2C. (hash tag, LOOP Station, One Million Dream Concert)
Integrated Marketing Communication
RECOMMENDATIONSegmentation, Symbolic Brand & Event Planning
Product kartuHalosimPATI
Kartu AssimPATI LOOP
Positioning StatementCoolest & Best Value
Postpaid Card for Young Professional
Most Reliable Prepaid Card to Help Pursue
youth Passion
Medium of Youth Expression to be Better
Together
Affordable, Value Prepaid Brand
Value Proposition Postpaid Brand of Choice
Prepaid Brand of Choice Youth Prepaid Brand Affordable,
Value Prepaid Brand
Demography Male/Female Age 25 y.o. and up
Male/Female Age 12 - 30 y.o.
Male/Female Age 12 - 21 y.o.
Male/Female Age 17 - 40 y.o.
Occupation Proffesional College Student, First Jobber
Junior - High Schooler, College Student, First
JobberGeneral Population
Psychographic Innovators Achievers Experiencers, Achievers Strivers
SES AB AB AB BCGeography Urban Urban, Suburban Urban, Suburban Suburban, Rural
Benefits Sought Full Mobile Services & Exclusive Privileges
Lifestyle Based Innovative Packages of
Mobile DataData & Digital Services Value for Money
Competitor Product Matrix, XL Pascabayar Mentari, Kartu Perdana XL - IM3,
Kartu Perdana Axis
New Integrated Marketing LOOP• Event Management : Pas Bareng Bareng Competition
• Sponsorship : Pensi with LOOP, Thematic Market
• Promotional merchandising : T-shirt, hoodie, flash disk, snapback, fan
• Brand ID & design : Brand Ambassador HiVi, Evita Nuh (blogger), Edho
Zell (Vlogger)
Recommendation
#PasBarengBareng• Video competition collaboration with Youtube, Facebook, and GoPro
• Theme : We’re better together
• Group daily routine with LOOP, post on Youtube
• Prize : Holiday trip to Raja Ampat, Pulau Komodo, Derawan
• Timeline campaign : 6 months
• KPI : 500 videos
Recommendation
Rules and Condition• Produce a 1 - 3 minutes video with “We are better together” themed
• The video is all about exciting experience with your friends
• Mention “LOOP” and “Pas Bareng Bareng” in the video
• Upload on Youtube and share it on Facebook
• 1st - 3rd winner will be scored based on 50% judges score another
50% likes, shares, and watches
• Favourite winner will be determined based on Facebook likes
Recommendation
KPI #PasBarengBareng• Web portal : 1 million reads
• Social media : 50,000 clicks
• Event : 300,000 visitors
Recommendation
Roadshow #PasBarengBareng• Music
• Talkshow with brand ambassador
• Bazaar
• Expressive booth
Recommendation
Rough Budgeting
Recommendation
Rough Budgeting
Media Planning
Digital Media = Rp 1.500.000.000
Social Media = Rp 300.000.000
TV = Rp 900.000.000
Radio = Rp 300.000.000
Total = Rp 1.950.000.000
Competition Prizes = Rp 330.000.000
Production = Rp 700.000.000
Road Show = Rp 1.500.000.000
GRAND TOTAL
Rp 2.980.000.000
Recommendation
THANK YOU