Outline :

1. The Company
A. Company Profile
B. Product
2. 4P Analysis
3. STP Analysis
A. Segmentation
B. Targeting
C. Positioning
D. Post Statement
E. Logo
4. Print Ads
A. Abraham ads
B. Kotler ads
5. Business Level Analysis
6. New Logo
7. Product Life Cycle
8. Conclusion and Recommendation

1. The Company
A. Company Profile

PT Indosat Tbk was established on November 10, 1967 by the Government, as the Company's
foreign investment to provide international telecommunications services in Indonesia and began
commercial operations in September 1969 to build, transfer and operate an International
Telecommunications Satellite Organization, or Intelsat, in Indonesia to access satellites Intelsat's
Indian Ocean territory for a period of 20 years. As a global consortium of international satellite
communications organizations, Intelsat owns and operates several telecom satellites.

B. Product

IM3, a GSM pre-paid card for mobile phones and smartphones developed by Indosat. IM3
launched on August 31, 2001 in Batam and continued with major cities in Java from the city of
Semarang, Surabaya, Bandung, and finally Jakarta on 14 November 2001. Customers IM3
PRODUCT

coverage area can use the service throughout Indonesia addresses on network coverage IM3, SatGPRS
MMS
C (Palapa-C), and Indosat.
Conference Call
Call Divert.2. 4P analysis
Dual Band (900 &
1800 MHZ)

PLACE
PRICE

Rp.3000 with Credit

2400
Rp.9000 with

Internet Data 6GB

Cash

Handphone Counter
Official Outlet
Traditional Market
OnlineSshop

PROMOTION
Magazine
TV Ads
Billboard
Internet
Newspaper
Event (Competition)

3. STP Analysis
TARGETING

SEGMENTATION

Age
Gender
Occupation
Region
Social Class
Life Style

18 50 Years Old
Male and Female
All Occupation, such as

worker, student, etc.

Village & City
From C until A Class
Social Active and

POSITIONING

With

fastest

and

widest network get the

convenience of accessing
the internet anywhere and
bonus free message and
call to all operators.

Communicative

Murah itu IM3

POST STATEMENT

the

LOGO

4. Print Ads
A. Abraham Concept
Current

New

B. Kotler Concept
Current

N
ew

5. Business Level Analysis

Competition in the field of cellular operators has been devastating from the 90s to the
present. We can see from Table 5.1 that showed three mobile operators in the market
share, namely: Simpati, Mentari and IM3. The data that taken from 2013 states that the
IM3 shaded by Indosat ranks third with a percentage of sales amounted to 12.9%.
Determinants of market share itself consists of several segments: signal coverage,
promotional programs, signal strength, and fare.

Table 5.1 Market Share Mobile Operator 2013

Let's look at table 5.2 of Frost & Sullivan operator annual report in 2013. It was summarized in
the table on the mobile operator market share previously by each company / provider. Indosat
occupied the second position as the result of merging some mobile operators that they have like,
IM3, Mentari and Matrix. XL defeated by a margin percentage of 1.9%, but remained well below
the Telkomsel by a margin percentage of 19.3%. But overall, Indosat is still in safe

condition in sales when compared to other providers or mobile operators.

Table 5.2 Market Share Based on Provider 2013

From table 5.3, we can see how the competition among the three largest providers in Indonesia
from 2011 to 2013. Telkomsel remained consistent in the first place with the highest market
share in 2012 with a percentage of 45.5%. however, unlike the case with Indosat and XL. These

two companies seize the second position can be seen by the time 2012 ended with a product IM3
Indosat managed to get second place although the following year position was retaken by XL
Axiata with its products XL.
Table 5.3 Market Share with Ranking

In early 2014 occurred very big change. Indosat position as the number 2 in the previous year,
you can see in table 5.4 now taken over by XL with percantage of 18%. It happened because of
the acquisition and cooperation between XL and Axis which was originally not in the same
company. Then, they changed their name to XL Axiata.
Table 5.4 Market Share Mobile Operator 2014

6. Logo
A. Product
Current

 New

B. Company
Current

 New
7. Product Life Cycle