Perencanaan Pemasaran Produk Kartuhalo-Fit Hybrid Telkomsel
Mahardhika, Mahditya Putra (Adv : Sahid Susilo Nugroho, Dr. M.Sc,), Sahid Susilo Nugroho, Dr. M.Sc,
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Purpose –Technology Information (IT) has become a significant economic phenomenon in
Indonesia. The competition among operators in IT businesses have been very sharp. Existing
studies have largely shown that the competition among operators and restrictive regulation
hamper the incumbent to further strengthen the market share. Telkomsel, the leading service
provider of IT and cellular phone in Indonensia suffered in the voice and sms products in last
two years. To compensate the loss, recently, Telkomsel has launched kartuHalo-Fit Hybrid, a
high value hybrid of post paid services to pre-paid customer. This research seeks to examine
Telkomsel strategy to produce and market the kartuHalo-Fit Hybrid.
Findings – This research uses three approaches to examine Telkomsel strategy on kartu Halo-
Fit Hybrid namely SWOT analysis, PorterÂ’s five forces and Business Model Canvas. The
result of this study shows that despite stipper competition among operators and products,
kartu Halo-Fit Hybrid proven to have a strong position in the market, because of their
infrastructure, quality of human recources and ability to grab untapp customer segment within
the young professionals. Besides that, the study shows the importance of brand image that
Telkomsel experienced in the last twenty years affect consumer loyalty of such Telkomsel
product such as of kartu Halo-Fit Hybrid. 12 items of marketing plan has been aplied to
Telkomsel kartu Halo-fit Hybrid. The study concludes the solid marketing plan of Telkomsel
supports the productÂ’s sales. Last chapter describe kartu Halo Fit Hybrid marketing action
plan which consist of both among others above the line (ATL) and below the line (BTL)
marketing activities. The idea has been to create brand awareness to target the young
professionals and create value for the company. Besides ATL and BTL, Telkomsel engage in
the direct selling strategy and also customer care management fot loyal customers. These all
strategy proven to be appropriate and should be able to target double number of loyal
customers in the next two years.
Kata Kunci : Telkomsel, kartuHalo fit Hybrid, SWOT, Porter, Canvas and Marketing Plan
