0304 - Telco Marketing MGMT

Telecommunication
Marketing Management
Telcos Management – Session 3
Telecommunications Management, - Copyright ©Harry Chrismanaria 1

What is Marketing
Marketing is the process of planning &

executing the conception of pricing,
promotion and distribution of ideas,
goods, and services to create exchanges
that satisfy individual and organizational
goals.
- American Marketing Association -

What is Marketing Management?
Marketing management is the

art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.

A Simple Marketing System
Communication
Ideas, Goods, Services

Industry Market
(a collection (a collection
of sellers) Money of buyers)
Information

Company Orientations
Towards the Marketplace
 Production Concept
Consumers will prefer products that widely available and inexpensive
 Product Concept
Consumers will favor products that offers most quality, performance
& innovative features
 Selling Concept
Consumers, if left alone, will not buy enough of a company products,
company must undertake an aggressive selling & promotion effort
 Marketing Concept
Focuses on needs/ wants of target markets & delivering satisfaction
better than competitors.
•Meeting Customer Needs profitably
 Customer Concept
Start on individual customer, and focus on his behavior. Hoping to
achieve profit from larger share on his expenditure. Building loyalty
and cust lifetime value
•You come first (Nissan)
•We do it all For You (Toyota)

Selling & Marketing Concept
Start Focus Means Ends
Selling & Profits through

Factory Products
Promoting Sales Volume
Profits through
Target Customer Integrated
Customer
Market Needs Marketing
satisfaction
Loyalty &
Customer Lifetime Value
Marketing in the New Economy
Old Economy New Economy

Organize by product unit Organize by cust segment
Focus on profitable transaction Focus on cust lifetime value
Focus only on financial Focus also on marketing
scorecard scorecard
Focus on shareholders Focus on stakeholders
Marketing does the marketing Everyone does the marketing
Build brands through Build brand through
advertising performance
Focus on customer acquisition Focus on customer retention
Overpromise, underdeliver Underpromise, overdeliver

Marketing – best & worst impact
Positive impact :
 Improves satisfaction
 Makes an organisation an attractive place to be in
 Creates strong brand & Corporate image
 Creates customer loyalty
 Improves efficiency and performance
Negative impact :
 Wastes money
 intrusive/forcing, manipulative
 Lowers quality
 Causes bad competition
 Creates unreal demand

Marketing Function in Company
HR
Mar
HR keti HR Mar
ng keti
Fina ng Marketing
Pro
Fina nce Pro
duc
nce duc
tion
tion
Equal More Important Major/Center

HR
Marketing
Cust Cust
Cust as Control Integrative

How to Analyze Market
Markplus’s 4C Concept
 Company
• Kekuatan internal
• Competitive advantage perusahaan & produk
• Posisi perusahaan di market
 Competitor
• Jumlah, kekuatan
• Produk, Service
• Competitive Advantage
 Customer
• Need & Wants
• Komposisi, pertumbuhan
 Change
• Trend perubahan
• Driver perubahan

Understanding Customer

Consumer Buying Process
Problem Recognition
Awareness
Information Search
Intention
Evaluation of
Alternatives
Desire
Purchase Decision
PostPurchase Behavior Action

Consumer Market Buying Behavior
Marketing Other
Stimuli Stimuli
Product Economical
Price Technological
Place Political
Promotion Cultural
Buyers Buyers Buyers

Characteristic Decision Process Decision
Problem Recognition Product choice

Cultural
Information Research Brand choice
Social
Evaluation of alternatives Dealer choice
Personal
Purchase decision Purchase timing
Psychological
Post purchase behavior Purchase amount

Important Customer Characteristics
 Cultural  Values & Religion

 Stratification Social Classes
 Social  Reference Groups
 Family
 Roles & Status
 Personal  Age & Stage in the lifecycle
 Occupation
 Lifestyle
 Personality
 Psychological  Motivation
 Perception

Customer Value
Customer value is the difference between the benefits that

the customer gains from owning and/or using a product and
the costs of obtaining the product.
Benefits
Value 
Costs
Benefit = Functional + Emotional
Cost = Monetary + Time + Energy + Psychic
For similar product, customer will compare V1 : V2 : V3

Customer Satisfaction
 Satisfaction is a person’s feeling of pleasure

or disappointment resulting from comparing
a product perceived performance in relation
to his/her expectation
 Customer Expectation Sources :
• Past buying experience
• Friend’s advice
• Marketer’s & competitor’s information & promise
 Customer expectations are dynamics, It
changes from time to time

Faktor-faktor Customer dalam memilih
Operator Selular di Indonesia (2005)
□ Not Important (4+5) □ Important (2) □ Extremely important (1)
Geographic Coverage
Coverage indoors/signal (2)
Good network capacity
Low prices
Services are easy to use
Reliable services
Convenience: easy to sign up with
Customer service/customer care
A wide range of services
The brand of network service provider
Innovative in offering new services
The handset itself
The brand of network service provider
Same operator as friends/family etc

Adoption Curve of New Technology Product
Early Early Late

Innovators Laggards
Adopters Majority Majority
Percent Adoption
90
50
20
05
Time

Gathering Info on Customer
 Marketing Research
• Self organized (Internal/External)
• External Research source
• Focus Group Discussion
• Competitors/Rivals
Validity of survey based Marketing Research is now

questioned.
 Internal Record System

• Customer Database (Sales, Usage, Churn)
Database  datawarehousing  datamining

Buying Behavior - Business
B2B - Business to Business
VS
B2C - Business to Consumer
 Fewer Buyer
 Larger/bulk buying volume
 Close relationship between supplier-customer
 Geographically concentrated buyers
 Derived demand (from end user)
 Fluctuating demand
 Inelastic demand
 Professional Purchasing (esp technology)
 Several buying influences (management, committee)
 Direct purchasing
 Reciprocity seller & buyer
 Leasing scheme
Participants in Business Buying Process
More than 1 person is involved
 Initiators
 Users
 Influencers
 Deciders
 Approvers
 Buyers

Influences in Business Buying
Environmental
Organizational
• Level of demand Individual
Inter Personal
• Economic outlook • Objectives
• Age
• Interest rate • Interests
• Policies • Income
• Rate of technological • Authority • Education
Changes • Procedures
• Status • Job Position
• Political & regulatory • Personality
• Organizational • Empathy
• Competitive Structures • Risk Attitudes
developments • Persuasiveness • Culture
• Social responsibility • Systems
concerns

Segmentation, Targeting and
Positioning
Building the Right Relationships with the

Right Customers

Segmentation
 A Market segment is a subgroup of people or

organizations sharing one or more characteristics
that cause them to have similar product needs
 Market segmentation is the process in marketing
of dividing a market into subsets (segments) with
distinct needs, characteristics, or behavior who
might require separate products or marketing
mixes.
 Each segment is fairly homogeneous in their needs
and attitudes,  they are likely to have similar
feelings and ideas about a marketing mix : of a
given product or service, sold at a given price,
distributed in a certain way and promoted in a
certain way.

Illustration
Entire Market “Segment 1" “Segment 2"
dogs are dogs are

all dog owners
servants family members

Major Segmentation Variables 1
 Geographic
• Region : Town, Cities, Provinces, Villages
• Density : Urban, Suburban, Rural
• Climate : Tropical, subtropical, 2 season, 4 season
 Demographic
• Age : Under 6, 6-11, 12-19, 20-34, 35-49, 50-64, Over 65
• Family Size : 1-2, 3-4, 5+
• Gender : Male, Female
• Annual Income, SES
• Occupation : professionals, managers, executives,
students, retired, farmers, artists,
• Education : None, SD, SMP-SMA, diploma, S1, S2+
• Religion : Islam, Kristen, Buddha, Hindu, None
• Race/Suku : Jawa, betawi, China, India, Batak,
• Social Class : bawah, menengah, atas

Major Segmentation Variables 2
 Psychographic
• Lifestyle : sports, work, or entertainment oriented
• Personality : terbuka, tertutup, ambisius, feminine, tomboy
 Behavioral
• Occasions : regular occasion, special occasion
• Benefit : Quality, Performance, Speed, economy
• User status : non potential, first time, regular, ex-user
• Usage Rate : light, medium, heavy
• Loyalty Status : None, medium, strong, absolute
• Readiness Stage : unaware, aware, informed, interested,
desirous, intending to buy
• Attitude : enthusiastic, positive, indifferent, negative,
hostile
Variabel Segmentasi yg sering dipakai dalam industri telco?

Example of Segmentation
Astinet
Enterprise
& Warnet
Speedy
Warnet
Small
Business Speedy
Office
Speedy
Profesional
Speedy
Telkomnet
Personal/ Personal
Instant
Residential
Low Usage Medium Usage High Usage Unlimited Usage

Behavior & Usag
Occational/Unloyal Registered/Committed

Example of Segmentation
Centrin Astinet
Quality CBN
Lintas
RadNet Arta
Biznet
BIGNet
Speedy
Value
IM2
Fastnet
TENI Indonet
Price
Personal Small Business Enterprise

Target Marketing Strategies
 Once you have developed your segmentation &

map all the competitors, then you can target
yours.
 Type of Targeting
• Undifferentiated (mass) marketing
• Differentiated (segmented) marketing
• Concentrated (niche) marketing
• Micromarketing (local or individual) marketing

Targeting Consideration
 Is the size big enough to achieve satisfactory

sales level?
 Is the segment still growing?
 Who are the players in that segment, what are
their strategies?
 Do we have the competitive advantage and
resources?
 What are the marketing objectives on that
segment ? (growth, awareness, market share)

Konsep Markplus

Positioning
 “Positioning is not what you do to a product.

Positioning is what you do to the mind of the
prospect. That is, you position the product in
the mind of a prospect” (Al Ries & Jack Trout)
 Hasil akhir positioning  terciptanya proposisi
nilai yang unik yang menjadi alasan konsumen
untuk membeli / Unique Selling Proposition
(USP)

Basis of Positioning
 Atribut produk
• Telkomsel  Coverage Nasional
• Indosat  Sinyal Kuat Indosat
• Speedy  High Speed Internet Access
 Benefit (Nilai & Manfaat)
• Lifebuoy  Sabun Kesehatan
• Aqua  Minuman kesehatan
• First Media  Empowering You (triple play)
 Prestasi/achievement
• Bank Mandiri  Bank Terbesar
• Honda  Rajanya Motor Bebek
 Segmen pasar & pelanggan
• Merpati we mean business

Basis of Positioning
 Penggunaan produk
• Kijang  Mobil Keluarga
• Nokia  Teknologi yang mengerti anda
• Hi-Tech  Mobile TV
 Quality/Price
• Premium (Ferrari, Rolls Roice) atau
• value for money (Ramayana)
 Competitor positioning
• A Mild  Others can only folow
• 7 Up  The Uncola
• Avis  We’re Number two, we try harder

Positioning is Option …
 Atribut produk
• High Speed Internet
 Benefit (Nilai & Manfaat)
• Your Access to powerful knowledge
 Prestasi/achievement
• Akses Broadband terbesar & terluas
 Segmen pasar & pelanggan
• Internet anda di rumah
 Penggunaan produk
• Speedy, teman anda belajar
• Speedy, gives you the best hosting
 Quality/Price
• Speed @ the best price
 Competitor positioning
• Yang lain juga pakai kita punya
Consideration in Positioning
 Customer
• Harus dipersepsi positif oleh pelanggan &
menjadi reason to buy mereka
 Company
• Mencerminkan kekuatan dan keunggulan
kompetitif perusahaan
 Competitor
• Unik dan tidak mudah ditiru oleh pesaing
 Change
• Berkelanjutan dan selalu relevan dengan
berbagai perubahan lingkungan bisnis
(konsistensi)
Positioning How to
 Identifikasi target segmen yang relevan

 Menentukan frame of reference (Jenis
Industri) pelanggan
 Merumuskan Point of Differentiation
 Menetapkan keunggulan kompetitif produk

Positioning Development Example

Differentiation
 Hakikat positioning adalah janji kepada

pelanggan.
 Pemenuhan janji positioning membutuhkan
dukungan diferensiasi yang kuat.
 “A firm differentiate itself from competitors
if it can be unique at something that is
valuable to buyers” (Michael Porter)
 “Differentiate or die” (Jack Trout)
 It’s better to be a little bit different than to
be a little bit better.

Syarat2 Diferensiasi
 Mampu mendatangkan excellent value

kepada pelanggan
 Merupakan keunggulan dibandingkan
pesaing
 Memiliki uniqueness & tidak mudah ditiru
oleh pesaing
• Valuable?
• Rare?
• Imitable?
• Organization?

Basis diferensiasi
Michael Porter
 Melakukan aktivitas yang berbeda dalam value
chain dibandingkan Competitor
 Ex. Dell

Value Chain Dell
 Dell computer tidak memiliki retailer, wholesaler and distributor

 Customer dapat memesan, mengcustomize & membayar online di web
 Customers dapat melihat pada Web site untuk mengecek status order
 Direct order ke supplier berdasarkan pesanan customer
 Dell Computer menerima komponen dari beberapa suplier
 Dell’s assembly plant memenuhi customer’s order
 dan memasok produk melalui beberapa transportasi

Basis diferensiasi
Markplus & Co.

 Content (What to offer)
• Google
• Amazon.com
 Context (How to offer)
• Starbucks
• David Beckham
• Oreo
 Infrastructure (enabler)
• Sony, BCA (technology)
• Blue Bird (personnel)

Membangun diferensiasi
 Segmentasi, Targeting, Positioning

 Analisa sumber-sumber diferensiasi yang
memungkinkan (existing & potential)
 Uji sustainable diferensiasi
• Keunikan
• Tidak mudah ditiru
 Komunikasikan diferensiasi

Brand/Merek
 Merek adalah ”sebuah nama, istilah, tanda,

simbol, atau desain atau kombinasi dari
hal-hal tersebut yang dimaksudkan untuk
mengidentifikasi barang atau jasa dari
suatu penjual atau grup penjual dan untuk
membedakan produk tersebut dengan
kompetitornya” (American Marketing
Association)
 Merek adalah ”Value Indicator” (Markplus)
 Brand Equity : Aset intangible yang dimiliki
sebuah merek karena value yang
diberikannya baik kepada produsen
maupun konsumen
Benefit Ekuitas Merek
 Harga Premium
 Konsumen lebih inelastic terhadap kenaikan
harga dan elastic terhadap penurunan
harga
 Kesempatan melakukan brand extension
 Basis terbentuknya loyalitas
 Meningkatkan efektifitas marketing
communication

Unsur Brand Equity
David Aaker :
 Brand Awareness
 Brand Association
 Perceived Quality
 Brand Loyalty
Brand Equity
Brand Loyalty Brand Awareness Perceived Quality Brand Associations

Brand Awareness
Tingkat Awareness terhadap suatu brand :

 Unaware of brand
 Brand Recognition Stronger
 Brand Recall Brand
Awareness
 Top of Mind
 Brand Domination

Brand Association
 Semua asosiasi yang terkait dengan merek

(Atribut, endorser, logo, simbol, maskot, dll)
 Terkait : diingat oleh konsumen ketika konsumen
ingat tentang suatu merek
 Menggambarkan identitas merek
 Seringkali merupakan hasil/dipakai sebagai
positioning produk dan marketing communication
 Penting karena :
• Membantu mengingat informasi mengenai merek
• Menciptakan feeling/attitude positive kpd pelanggan

Perceived Quality
 Persepsi pelanggan terhadap kualitas dan

superioritas suatu produk
 Mendatangkan manfaat bagi merek karena
menjadi reason-to-buy pelanggan
 Aspek Quality
• Performance
• Feature
• Conformance with Specification
• Reliability
• Durability
• Servicibility

Brand Association
Let’s see …
 Kartu Halo  Speedy
 Simpati  First Media
 Mentari  IM2
 IM3  Indovision
 XL  Astro
 Fren  OK TV
 Flexi  Yes TV
 Esia  Telkom
 3  Telkomsel
 Ceria  Indosat
 Hepi  Bakrie Telecom

Brand Loyalty
 Loyalitas pelanggan kepada merek

 Ukuran kemungkinan pelanggan pindah ke
merek lain
 Unsur ekuitas yg terkait dg profit di masa
depan
 Benefit Brand Loyalty
• Low cost (cost retention <<< acquisition)
• Memicu word-of-mouth
• Space dominan di outlet/retailer

Tingkatan Brand Loyalty
Committed
Buyer
Likes the Brand-
Considers It a friend
Satisfied Buyer
with switching cost
Satisfied/Habitual Buyer
No reason to change
Switchers/Price Sensitive
Indiferent-No Brand Loyalty

Marketing Tactics
Product Variety Channels

Quality Coverage
Design Variety/Group
Listed Price Sales Promotion Locations
Sizes
Discounts Advertising Inventory
Features
Allowances Sales Force Transport
Accessories
Seasonal Price Public Relation
Packaging
Bundling Direct Marketing
Brand Name
Payment period
Services
Credit Term
Warranties
Returns

Terima Kasih
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Telecommunication

Telcos Management – Session 3

Telecommunications Management, - Copyright ©Harry Chrismanaria 1

Marketing is the process of planning &

Telecommunications Management, - Copyright ©Harry Chrismanaria 2

Marketing management is the

Telecommunications Management, - Copyright ©Harry Chrismanaria 3

Ideas, Goods, Services

Telecommunications Management, - Copyright ©Harry Chrismanaria 4

Telecommunications Management, - Copyright ©Harry Chrismanaria 5

Start Focus Means Ends

Selling & Profits through

Old Economy New Economy

Telecommunications Management, - Copyright ©Harry Chrismanaria 7

Telecommunications Management, - Copyright ©Harry Chrismanaria 8

Equal More Important Major/Center

Cust as Control Integrative

Telecommunications Management, - Copyright ©Harry Chrismanaria 10

Telecommunications Management, - Copyright ©Harry Chrismanaria 11

PostPurchase Behavior Action

Telecommunications Management, - Copyright ©Harry Chrismanaria 12

Buyers Buyers Buyers

Problem Recognition Product choice

Telecommunications Management, - Copyright ©Harry Chrismanaria 13

 Cultural  Values & Religion

Telecommunications Management, - Copyright ©Harry Chrismanaria 14

Customer value is the difference between the benefits that

For similar product, customer will compare V1 : V2 : V3

Telecommunications Management, - Copyright ©Harry Chrismanaria 15

 Satisfaction is a person’s feeling of pleasure

Telecommunications Management, - Copyright ©Harry Chrismanaria 16

□ Not Important (4+5) □ Important (2) □ Extremely important (1)

Telecommunications Management, - Copyright ©Harry Chrismanaria 17

Early Early Late

Telecommunications Management, - Copyright ©Harry Chrismanaria 18

Validity of survey based Marketing Research is now

 Internal Record System

Telecommunications Management, - Copyright ©Harry Chrismanaria 19

More than 1 person is involved

Telecommunications Management, - Copyright ©Harry Chrismanaria 21

Telecommunications Management, - Copyright ©Harry Chrismanaria 22

Building the Right Relationships with the

Telecommunications Management, - Copyright ©Harry Chrismanaria 23

 A Market segment is a subgroup of people or

Telecommunications Management, - Copyright ©Harry Chrismanaria 24

Entire Market “Segment 1" “Segment 2"

dogs are dogs are

Telecommunications Management, - Copyright ©Harry Chrismanaria 25

Telecommunications Management, - Copyright ©Harry Chrismanaria 26

Variabel Segmentasi yg sering dipakai dalam industri telco?

Telecommunications Management, - Copyright ©Harry Chrismanaria 27

Low Usage Medium Usage High Usage Unlimited Usage

Telecommunications Management, - Copyright ©Harry Chrismanaria 28

Personal Small Business Enterprise

Telecommunications Management, - Copyright ©Harry Chrismanaria 29

 Once you have developed your segmentation &

Telecommunications Management, - Copyright ©Harry Chrismanaria 30

 Is the size big enough to achieve satisfactory

Telecommunications Management, - Copyright ©Harry Chrismanaria 31

Telecommunications Management, - Copyright ©Harry Chrismanaria 32

 “Positioning is not what you do to a product.

Telecommunications Management, - Copyright ©Harry Chrismanaria 33

Telecommunications Management, - Copyright ©Harry Chrismanaria 34