1. Strategic Marketing Analisa 2011 - 2014
Anisa / Aprilita / Kuncoro / Ramadyani

2. 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 Indonesia
OVERVIEW

3. PERSONA kartuHalo

4. PERSONA KARTU As

5. PERSONA simPATI

6. PERSONA LOOP

7. CONSUMER METRICS
Customer Satisfaction Index, Customer Retention Index & Customer Loyalty Index

8. 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
Type Cust Cust% Score
Sangat Tidak Puas 1 3% 0
Tidak Puas 4 13% 25
Netral 11 35% 50
Puas 13 42% 75
Sangat Puas 2 6% 1625
Total 31 100% 157.3
Kecepatan Data Internet

9. Customer Satisfaction Index
Telkomsel
Type Cust Cust% Score
Sangat Tidak Puas 11 9% 0
Tidak Puas 34 29% 25
Netral 50 42% 50
Puas 21 18% 75
Sangat Puas 2 2% 100
Total 118 100% 43.4
XL
Type Cust Cust% Score
Sangat Tidak Puas 0 0% 0
Tidak Puas 5 16% 25
Netral 14 45% 50
Puas 9 29% 75
Sangat Puas 3 10% 100
Total 31 100% 58.1
Harga Voice & SMS

10. Customer Satisfaction Index
Telkomsel
Type Cust Cust% Score
Sangat Tidak Puas 23 19% 0
Tidak Puas 31 26% 25
Netral 42 36% 50
Puas 20 17% 75
Sangat Puas 2 2% 100
Total 118 100% 38.7
XL
Type Cust Cust% Score
Sangat Tidak Puas 0 0% 0
Tidak Puas 5 16% 25
Netral 10 32% 50
Puas 14 45% 75
Sangat Puas 2 6% 100
Total 31 100% 60.5
Harga Paket Data Internet

11. Customer Satisfaction Index
Telkomsel
Type Cust Cust% Score
Sangat Tidak Puas 3 3% 0
Tidak Puas 10 8% 25
Netral 20 17% 50
Puas 59 50% 75
Sangat Puas 26 22% 100
Total 118 100% 70.1
XL
Type Cust Cust% Score
Sangat Tidak Puas 4 13% 0
Tidak Puas 8 26% 25
Netral 11 35% 50
Puas 7 23% 75
Sangat Puas 1 3% 100
Total 31 100% 44.4
Kekuatan Signal

12. Customer Satisfaction Index
Telkomsel
Type Cust Cust% Score
Sangat Tidak Puas 9 8% 0
Tidak Puas 27 23% 25
Netral 61 52% 50
Puas 20 17% 75
Sangat Puas 1 1% 100
Total 118 100% 45.1
XL
Type Cust Cust% Score
Sangat Tidak Puas 1 3% 0
Tidak Puas 7 23% 25
Netral 18 58% 50
Puas 3 10% 75
Sangat Puas 2 6% 100
Total 31 100% 48.4
CSI Telkomsel = 54.8 CSI XL = 72.3
Promo

13. Customer Retention Index
Customer Retention Index Telkomsel
Type Cust Cust% Score
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
Type Cust Cust% Score
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

14. CLI Telkomsel
Customer Loyalty Index Telkomsel
Customer
Classification
Loyalty
scores
Percent
custom
Customer Purchase
Desire to
Buy
Product
prefference
Would
recommend
Loyalty
index
Loyal 70 to 100 8% 94 50 94.44 100 47.66 77.31
Repeat 50 to 69 40% 90 50 59.04 77.7 58.51 67.13
Captive Under 50 1% 0 50 50 0 0 20
New 0 to 60 47% 29 50 58.93 29.02 47.32 42.95
Unprofitable 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

15. CLI XL
Customer Loyalty Index XL
Customer
Classification
Loyalty
scores
Percent
custom
Customer Purchase
Desire to
Buy
Product
prefference
Would
recommend
Loyalty
index
Loyal 70 to 100 6% 100 50 100 100 75 85
Repeat 50 to 69 55% 97 47 67 80 60 70
Captive Under 50 10% 100 33 50 0 33 43
New 0 to 60 26% 31 44 53 37.5 44 42
Unprofitable 0 to 40 3% 50 50 25 0 0 25
Customer Loyalty Index 79 45 62 60 52 60
CLI Telkomsel = 60

16. PROFITABILITY METRICS
Marketing Return on Investment & Marketing Return on Sales

17. 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

18. Revenue 2011 - 2014
14,000
28,000
42,000
56,000
70,000
2011 2012 2013 2014
66,252
60,031
54,531
48,733
AVERAGE GROWTH
10%

19. 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

20. Marketing Expenses & Gross Profit
Marketing 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%

21. 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

22. 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

23. 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

24. 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

25. 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%
Telkomsel
XL
Indosat

26. MARKET METRICS
Market Development Index & Share Development Index

27. Market Potential
245.5 million citizen
11.4% below poverty line
85% buying ceiling
1.8 - 2 ratio
Market Potential = 369.621.480 Units

28. 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%

29. Market Share Index
MSI = 16.3%
172 respondents

30. 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 & SDI
Market Share Potential Index 40.8%
SDI
= 40
= MSI / MSPI x 100

31. SDI & MDI Mapping TelkomselMarketDevelopmentIndex
50
100
Share Development Index
0 50 100
40, 83
Share Growth Opportunity Limited Growth
Growth with Market
Development
Very High Growth Potential

32. Market Growth 12%MarketDemandForecast
88
176
264
352
440
2014 2015 2016 2017
435.528
388.864
347.2
310

33. Customer Base Forecast
Data
Base Year
2014
Year 1
2015
Year 2
2016
Year 3
2017
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

34. SEGMENTATION
KartuHalo, simPATI, Kartu As & LOOP Segmentation

35. 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.
Male/Female
Age 17 - 40 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

36. Product kartuHalo
simPATI
Kartu As
simPATI LOOP
Positioning Statement
Coolest & Best Value
Postpaid Card for
Young Professional
Most Reliable Prepaid
Card to Help Pursue
youth Passion
Medium of Youth
Expression to be Better
Together
Affordable,
Value Prepaid Brand
Value Proposition
Postpaid Brand of
Choice
Prepaid Brand of
Choice
Youth Prepaid Brand
Affordable,
Value Prepaid Brand
Demography
Male/Female
Age 25 y.o. and up
Male/Female
Age 12 - 30 y.o.
Male/Female
Age 12 - 19 y.o.
Male/Female
Age 17 - 40 y.o.
Occupation Proffesional
College Student,
First Jobber
Junior - High Schooler General Population
Psychographic Innovators Achievers Experiencers Strivers
SES AB AB B BC
Geography Urban Urban, Suburban Urban, Suburban Suburban, Rural
Benefits Sought
Full Mobile Services &
Exclusive Privileges
Lifestyle Based
Innovative Packages of
Mobile Data
Data & Digital Services Value for Money
Competitor Product Matrix, XL Pascabayar
Mentari, Kartu Perdana
XL
-
IM3,
Kartu Perdana Axis

37. CUSTOMER VALUE
Customer Value Map, Product Performance Index & Customer Journey Mapping

38. 0
45
90
135
180
Overall Performance Index Cost of Purchase Index
Product
Service
Brand
Price
CV
CVI Telkomsel
157
100
57
Customer Value

39. 0
30
60
90
120
Overall Performance Index Cost of Purchase Index
Product
Service
Brand
Price
CV
CVI XL
109 100
9

40. 0
25
50
75
100
Overall Performance Index Cost of Purchase Index
Product
Service
Brand
Price
CV
CVI Indosat
81
100
-19
Customer Value

41. 0
25
50
75
100
Overall Performance Index Cost of Purchase Index
Product
Service
Brand
Price
CV
CVI 3
48
100
-52
Customer Value

42. Value Map Cellular Provider
45
90
135
180
0 45 90 135 180
3 Indosat
XL Telkomsel

43. CJM School

44. CJM College

45. Value From (LOOP)
• Dynamic lifestyle, different & unique routine with various needs
• Fitur SemauLOOP
Value To (LOOP)

46. BRANDING
Brand Architecture & Associate Network of Knowledge

47. Brand Architecture
Brand:
Diferensiasi & membangun hubungan
Brand Architecture:
Kompleksitas struktur sebuah brand
Associate Networks of Knowledge:
Pengetahuan dalam benak konsumen,
brand sebagai kumpulan atribut, konsekuensi, dan nilai

48. Endorsed Brand

49. ANK Telkomsel
Provider
Mahal
simPATI
simcard
Telepon
SMS

50. ANK kartuHalo
Telkomsel
simPATI
pascabayar
provider

51. ANK simPATI
Telkomsel
Provider
prabayar
perasaan
sinyal
bagus

52. ANK Kartu As
Telkomsel
Murah
simcard
Provider
Kartu
Remi

53. ANK LOOP
Ulang
Telkomsel
simPATI
muda
internet
siklus

54. CHANNEL & COMMUNICATION
Corporate Communication & Integrated Marketing Communication
@
$

55. Corporate Branding
Smart
Generation
Smart Acquisition
Smart Retention
Smart Youth Engagement
Smart Broadband Education
Smart Device Penetration
Smart Pricing

56. Integrated Marketing Communication

57. 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)
Integrated Marketing Communication

58. 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)
Integrated Marketing Communication

60. RECOMMENDATION
Segmentation, Symbolic Brand & Event Planning

61. Product kartuHalo
simPATI
Kartu As
simPATI LOOP
Positioning Statement
Coolest & Best Value
Postpaid Card for
Young Professional
Most Reliable Prepaid
Card to Help Pursue
youth Passion
Medium of Youth
Expression to be Better
Together
Affordable,
Value Prepaid Brand
Value Proposition
Postpaid Brand of
Choice
Prepaid Brand of
Choice
Youth Prepaid Brand
Affordable,
Value Prepaid Brand
Demography
Male/Female
Age 25 y.o. and up
Male/Female
Age 12 - 30 y.o.
Male/Female
Age 12 - 21 y.o.
Male/Female
Age 17 - 40 y.o.
Occupation Proffesional
College Student,
First Jobber
Junior - High Schooler,
College Student, First
Jobber
General Population
Psychographic Innovators Achievers Experiencers, Achievers Strivers
SES AB AB AB BC
Geography Urban Urban, Suburban Urban, Suburban Suburban, Rural
Benefits Sought
Full Mobile Services &
Exclusive Privileges
Lifestyle Based
Innovative Packages of
Mobile Data
Data & Digital Services Value for Money
Competitor Product Matrix, XL Pascabayar
Mentari, Kartu Perdana
XL
-
IM3,
Kartu Perdana Axis

62. 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

63. #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

64. 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

65. KPI #PasBarengBareng
• Web portal : 1 million reads
• Social media : 50,000 clicks
• Event : 300,000 visitors
Recommendation

66. Roadshow #PasBarengBareng
• Music
• Talkshow with brand ambassador
• Bazaar
• Expressive booth
Recommendation

67. Rough Budgeting
Recommendation

68. 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

69. THANK YOU