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RELATIONSHIP MARKETING & DATA MINING

ASSIGNMENT

By
Reynaldi
(01619170060)

MASTER MANAGEMENT PROGRAM


GRADUATE PROGRAM
PELITA HARAPAN GRADUATE CAMPUS
JAKARTA
2018
BUSINESS SAMPLE
OF LEARNCUBE

Submitted in partial fulfilment of the requirements for Relationship & Data Mining course

Pelita Harapan Graduate Campus – Semanggi, Jakarta

By

Reynaldi

(01619170060)

MASTER MANAGEMENT PROGRAM


GRADUATE PROGRAM
PELITA HARAPAN GRADUATE CAMPUS
JAKARTA
2018
Table of Contents
1. Executive Summary................................................................................................................. 3
2. Vision and Mission .................................................................................................................. 4
3. SWOT Analysis ....................................................................................................................... 5
3.1 Threat Analysis ................................................................................................................ 6
4. Five Porter Analysis ................................................................................................................ 7
5. Marketing Strategy .................................................................................................................. 9
5.1 Utilizing 3 Digital Medias ................................................................................................ 9
5.1.1 Paid Media ................................................................................................................ 9
5.1.2 Owned Media ............................................................................................................ 9
5.1.3 Earned Media .......................................................................................................... 10
5.2 Utilizing Endorser .......................................................................................................... 11
5.3 Creative Campaign ......................................................................................................... 12
5.4 Micromoment ................................................................................................................. 13
5.5 E-mail ............................................................................................................................. 14

1. Executive Summary

Hobby is a regular activity done by someone is his/her leisure time. They do it willingly

and will eventually make them happy and refreshed. Usually, hobby is not their main

job but it can also be their source of money. We believe that most Indonesia are not

able to optimize their hobby or specialty. Most Indonesians “keeps their hobby for

themselves” where they can share it to others. On the other hand, a search engine for

tutoring service of a specified specialty and certain hobbies are still not present. With

the existing problem, we made a solution by establishing a company that competes on

the technology-education industry called Learncube that is a platform to connect people


that wants to study and teach, first targeting people ages 15-35 in Jabodetabek area,

and will in time cover the whole nation in the form of a mobile application. Users can

either register themselves as a tutor or a student. As a tutor, they can choose the venue

to tutor the student while as a student, they can search for tutorials they need. Learncube

uses the Global Positioning System or popularly known as GPS to help locate the

nearest tutor according to the students’ needs.

Learncube vision is to be a source of income for society as we help people to make use

of their hobbies, skills, and interests, helping users to find nearby tutors and, helping

users to hone their skills.

Learncube offers differentiation through innovative service for users. Learncube’s

product differentiation is that it is a free platform, where we provide possibilities for

users to channel their hobbies, interests, and capabilities to make it useful for himself

and other users, Not only providing academic tutors but also non-academic, for

example someone registers themselves as a tutor in Learncube with a specialty of

knitting. This allows students of Learncube to not only hone their academic but non-

academic skill as well unlike our rival, ruangguru.com that only provide academic

courses. As it is important to balance between our left and right brain to reach our full

potential

2. Vision and Mission

Vision: To help the society by becoming their source of income


Mission:

- Provide a digital platform that allowing people to monetize their hobbies

- Maintain the preferences of learners who wants to take a course near their

home

- Train the talent that reside in everyone to be honed for the others

3. SWOT Analysis

SWOT Analysis Matrix STRENGTH WEAKNESS


1. Global positioning 1. Low public brand
system or GPS used awareness of
if user is registered as Learncube.
a student to locate the 2. Currently available
nearest tutor
only for Android
available
2. The use of mobile users.
application that is in
the brink of your
fingertips
3. Free features
available
4. Available for
academic and non-
academic courses
OPPORTUNITY Strategy SO Strategy WO
1. People nowadays 1. Educating society online 1. More effort on marketing
cannot be for Learncube’s GPS the products online as we
separated from function, additional are still a new company.
their gadgets features, and courses 2. Make Learncube mobile
provided application available in
iOS.
THREAT Strategy ST Strategy WT
1. Expand and 1. Empasize on competitive 1. Make learncube
improvements that features in Learncube’s available in iOS (to
might come from mobile application and beat LesGO! as it is
strong competitors differentiating it with only available in
2. Indirect LesGO!, also make Android)
competitors: improvements in the 2. More effort on
Ruangguru.com features to increase marketing the
(strong),
competitiveness products online as
zonaprivat.com,
2. Make advertisement in we are still a new
guruprivat.com,
official websites of Google Ads (balancing company.
institutions who with ruangguru.com as
focuses on the strongest
providing tutors competitor).
3. Direct competitor:
LesGO! (a mobile
application
available in
Android and ios)

3.1 Threat Analysis


Before Learncube, there are some companies who precedes on using technology

as the medium to connect between tutors and students. Ruangguru.com, zonaprivat.com,

guruprivat.com, other official websites of institutions who focuses on providing tutors, and

LesGO! Who have a similar idea with us, which is making a mobile application for tutoring

services are some competitors for Learncube.

Among all the competitors, Ruangguru.com is the strongest competitor among

other companies that is in this education industry but ruanguru.com only provide academic

courses unlike us, who also provides non-academic courses. Ruangguru.com is also a well-

known company in the society (Indonesia) so they will need to make less effort if in the

future they will make improvement of their product (service).

While LesGO! is a company that has a similar point like us, where they provide a

mobile application for their product (service). But again, LesGO! focuses only on academic

courses and that they are still not well-known in the society, just like Learncube. LesGO!

is not considered as a strong competitor because their brand awareness is quite similar with

us and that brand awareness is important to improve a company. One thing that competes
with Learncube is the fact that they are also using a mobile application and that their mobile

application is available in both Android and iOS store, unlike Learncube that is currently

only available in Android.

Zonaprivat.com, guruprivat.com, and other official websites of institutions who

focuses on providing tutors are considered to be the least competitive competitors because

their brand awareness are still in their primary stage, just like Learncube, and that they use

a website instead of a mobile application which is a different approach from Learncube.

Brand awareness must always be improved so that we will reach at the bare

minimum, the level of brand awareness like ruangguru.com. With brand awareness,

companies can reduce surprisingly huge costs from their marketing expenses and will then

increase their profit. Making a mobile application, using the GPS function, focusing on

both academic and non-academic courses are some competitive advantages Learncube has

made. But, further improvements must be present to maintain the competitiveness of

Learncube in the industry.

4. Five Porter Analysis

When industries are growing revenue quickly, they are less likely to compete, because

the total industry size is also growing. The only way to grow in slow growth industries

is to steal market-share from competitors. Fast industry growth positively affects

Learncube. … "Fast industry growth rate (Learncube)" has a significant impact, so an

analyst should put more weight into it. "Fast industry growth rate (Learncube)" will

have a long-term positive impact on the this entity, which adds to its value. This

statement will lead to an increase in profits for this entity. "Fast industry growth rate

(Learncube)" is a difficult qualitative factor to defend, so competing institutions will


have an easy time overcoming it. This statements will have a short-term negative

impact on this entity, which subtracts from its value. This qualitative factor will lead

to an increase in costs. "Fast industry growth rate (Learncube)" is an easy qualitative

factor to overcome, so the investment will not have to spend much time trying to

overcome this issue.

Few competitors mean fewer firms are competing for the same customers and

resources, which is a positive for Learncube. … "Relatively few competitors

(Learncube)" will have a long-term positive impact on the this entity, which adds to

its value. This statements will have a short-term positive impact on this entity, which

adds to its value. This statement will lead to an increase in profits for this entity. This

qualitative factor will lead to an increase in costs. "Relatively few competitors

(Learncube)" is a difficult qualitative factor to overcome, so the investment will have

to spend a lot of time trying to overcome this issue.

The easier it is to switch suppliers, the less bargaining power they have. Low supplier

switching costs positively affect Learncube. … "Low cost of switching suppliers

(Learncube)" has a significant impact, so an analyst should put more weight into it.

This statements will have a short-term positive impact on this entity, which adds to its

value. This qualitative factor will lead to a decrease in costs. "Low cost of switching

suppliers (Learncube)" is a difficult qualitative factor to defend, so competing

institutions will have an easy time overcoming it. "Low cost of switching suppliers

(Learncube)" will have a long-term negative impact on this entity, which subtracts

from the entity's value. This statement will lead to a decrease in profits. "Low cost of
switching suppliers (Learncube)" is an easy qualitative factor to overcome, so the

investment will not have to spend much time trying to overcome this issue.

5. Marketing Strategy

5.1 Utilizing 3 Digital Medias


5.1.1 Paid Media

Social medias such as Facebook and Instagram made a new feature,

which is advertisements. This can generate additional revenue for Facebook

and Instagram, but also an opportunity for companies to promote their

business. Learncube uses the Facebook and Instagram advertisement

feature to increase society’s brand awareness of Learncube: what is

Learncube, how does it work?, how can Learncube help students and

generate income for tutors, etc. Also google ads in the internet.

Learncube also uses the paid promote service by accounts that have

many followers and that the followers are mostly our target market in

Instagram and Facebook to generate brand awareness. The more a targeted

customer sees an advertisement of the same product, the more triggered

he/she is to find out about the product.

5.1.2 Owned Media

5.1.2.1 Mobile Application

As explained above, Learncube uses a mobile application with the

purpose to “move closer” to customers the fact that nowadays people

cannot be separated with their gadgets. The mobile application can be


downloaded from the play store (which currently available only in

Android, and in the future will also be available in iOS). It is easier to

open a mobile application that is just one-click away rather than a

website where we need to input the web address. The application

allows new users to register as either a tutor or a student. Whereas as

a tutor, they will need to input the specialty they offer and the chosen

place to meet their students. On the other hand, as a student, they can

use the sorting function in the application to find the tutor(s) they need

and the application includes a GPS function which helps students find

nearest tutors available.

5.1.3 Earned Media

All the marketing strategies like endorsing, advertisements in

Facebook, Instagram, and Google Ads makes expenses. Unlike those

marketing strategies, word-of-mouth (WOM) is a marketing media

that doesn’t include any expenses and it is earned by Learncube from

several marketing strategies that is done. WOM cannot be controlled,

comes from our customers automatically, and can either be a positive

or negative based on how company can reach customers expectation

and also from customer’s trust (Ranawweera, Prabu, 2003, On the

relative importance of customer satisfaction and trust as determinants

of customer retention and positive word of mouth) . The more satisfied

the customers are (company’s product value is equal to or more than

customer’s expectation, customers will give a good word-of-mouth),


the greater is their retention and the positive word of mouth (WOM)

(Ranawweera, Prabu, 2003, On the relative importance of customer

satisfaction and trust as determinants of customer retention and

positive word of mouth) , vice versa.

5.2 Utilizing Endorser


Learncube is a pure online-based business, so it is better to promote the business

online. One way is by using endorsers who acts as an icon or someone that acts as

a direct source to “send” message(s) to targeted customers as a medium of

promotion that aims to support the effectiveness of delivering product messages

(Suryadi 2006:132; Belch & Belch, 2014:168). Who will be used as the influencer

of society. This technique is used to attract and make customers use our product.

We choose Raditya Dika as our endorser. It is because the number of followers

he has in several social medias such like Facebook, Instagram, and Youtube

(subscribers) and that his followers are mostly in our target customer (13-35 years

old). In addition, his followers-subscribers are considered as active followers who

are always excited waiting for Raditya Dika’s updates on his social medias. This is

a good start of choosing Raditya Dika as an endorser. Therefore, Raditya Dika’s

follower engagement is nothing to doubt about. In his recent post on 25th of May

2018, within 3 hours, he received 97,945 likes for his post, and 1,411,989 views for

his video uploaded on 24th May 2018 just within 24 hours. This will increase the

number of times our targeted consumer engagement with our product. Looking to

his own interest, Raditya Dika was once a blogger, now a vlogger but still manage

to use his writing skills by making humor novels like “Marmut Merah Jambu”,
“Manusia Setengah Salmon”, etc. and he seems to enjoy sharing his knowledge to

other people. Once, in a workshop held by PT. Mayora for it’s product Better (a

chocolate wafer biscuit) with the theme of “creativity project”, he become the

speaker that talks about his life on being a writer and tips for writers where the fee

to join the workshop is only Rp 1,000.00. With his histories of being the speaker of

seminars and workshops about writing, we know that he loves sharing his

knowledge, not only for money but for the sake of society themselves. His love in

sharing his knowledge on literature especially writing can also be implemented in

our product. It is by being a tutor in Learncube, where he can help students of

Learncube who wants to study deeper about writing.

5.3 Creative Campaign


Other than using Facebook, Instagram, paid promotes, word-of-mouth and

endorsers to promote Learncube, we also generate some creative campaign to

promote and attract customers on our product. Those creative campaigns are:

a. We will give a sneak peak of our product by giving a preview of our product’s

photos and videos to customers using the social media we have: Instagram,

Facebook, e-mails and asking our endorser to post the sneak peak of our product

as well.

b. Creating a pre-launch video with the storyline of someone who is smart (by the

visualization of several medals and trophies from competitions) but lacks of

money, given a Learncube application by his friend and finally become a tutor

for a student and finally having more income. During the scene of giving
Learncube application to the smart guy, there will be an explanation of

Learncube in between.

c. We will give opportunities to people who come to our booth on our upcoming

expo a try on our program (Beta-testing) and then asking them to give feedback

on their experience for us to improve.

d. X-banner will also be put in our expo to attract people’s attention

e. A campaign called LEARNindonesia where we will invite some students from

some schools in Jabodetabek to post a hashtag of their hobbies and skills, for

example #Basketball #LEARNindonesia. We wil also hold a venue for students

to display their skills and teaching other students who have the interest.

5.4 Micromoment
Always being there for a customer can make a company’s customer

relationship stronger. That is why Learncube is always there for every users’

moments. Being a brand who is always there (be there), useful for users (be useful),

and quick responses and delivery to consumers (be quick).

a. Be there

Mobile application is in a gadget, so when a user downloads Learncube, he/she

will always be able to open and surf in Learncube to find tutors or register as a

tutor whenever and wherever they are.

b. Be useful

With Learncube, users can get the benefit of gaining additional income from

sharing their knowledge with other people.

c. Be quick
Whenever a student user finds a suitable tutor, student can directly contact and

make an appointment on when and where they can meet.

5.5 E-mail
E-mail is described as ‘the most important innovation since the

development of the printing press’ and that it will ‘transform not just the way

individuals go about conducting their business with each other, but also the very

essence of what it means to be a human being in society’. It is the transition from

the old world of business management to the new world of e-customers. Where the

old business is a push marketing (“push”ing products to customers), the new world

business is using the pull marketing (getting customers to search our product)

(Chittenden, Rettie, 2002, An evaluation of e-mail marketing and factors affecting

response).

Learncube uses e-mail to communicate with existing customers and

attracting target customers to use our product. With the e-mail addresses we

gathered from customers, we will frequently e-mail them asking questions like

“Have you studied something new today?” or “Have you share your knowledge

with others today?”. This is to remind them of our product (company) and a way to

re-engage existing customers that will lead to a re-purchase. Using the e-mail, we

will also inform customers on our promotions by giving them voucher codes and

discount dates that can be used to be a premium member. As a tutor, you will be on

top of tutors lists when a student search for a tutor in a field. While as students, you

can see celebrity tutors in the field you choose on top of your list. Learncube also

uses e-mail to make pull marketing. By giving emails about our product and how it

can help people, it will attract people to find and use our product. This means in the
future, we don’t need to make too much marketing effort because customers will

be searching for our product.