TELKOMSEL FINAL

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



Tidak Puas 4 13% 25

Netral 11 35% 50

Puas 13 42% 75


Total 31 100% 157.3

Kecepatan Data Internet


Telkomsel



Tidak Puas 34 29% 25

Netral 50 42% 50

Puas 21 18% 75


Total 118 100% 43.4

XL



Tidak Puas 5 16% 25

Netral 14 45% 50

Puas 9 29% 75


Total 31 100% 58.1

Harga Voice & SMS


Telkomsel




Netral 42 36% 50

Puas 20 17% 75


Total 118 100% 38.7

XL



Tidak Puas 5 16% 25

Netral 10 32% 50

Puas 14 45% 75


Total 31 100% 60.5

Harga Paket Data Internet


Telkomsel



Tidak Puas 10 8% 25

Netral 20 17% 50

Puas 59 50% 75


Total 118 100% 70.1

XL



Tidak Puas 8 26% 25

Netral 11 35% 50

Puas 7 23% 75


Total 31 100% 44.4

Kekuatan Signal

Customer Satisfaction IndexTelkomsel




Netral 61 52% 50

Puas 20 17% 75


Total 118 100% 45.1

XL



Tidak Puas 7 23% 25

Netral 18 58% 50

Puas 3 10% 75


Total 31 100% 48.4

CSI Telkomsel = 54.8 CSI XL = 72.3

Promo

Customer Retention IndexCustomer Retention Index Telkomsel


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


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








MROS 43.44% 46.45% 46.66% 45.49%

MROI 961.93% 1172.05% 1206.33% 1229.66%


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








MROS 43.44% 46.45% 46.66% 45.49%

MROI 961.93% 1172.05% 1206.33% 1229.66%


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








MROS 43.44% 46.45% 46.66% 45.49%

MROI 961.93% 1172.05% 1206.33% 1229.66%


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.


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


Value Proposition Postpaid Brand of Choice

Prepaid Brand of Choice Youth Prepaid Brand Affordable,

Value Prepaid Brand





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


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



CVI XL

109 100

9

0

25

50

75

100



CVI Indosat

81100

-19Customer Value

0

25

50

75

100



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)


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)


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


Value Proposition Postpaid Brand of Choice

Prepaid Brand of Choice Youth Prepaid Brand Affordable,

Value Prepaid Brand





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


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

TELKOMSEL FINAL

Documents

Transcript of TELKOMSEL FINAL