Bagaimana merancang riset pemasaran yang sesuai dengan kebutuhan pengambilan keputusan strategis pada perusahaan operator telekomunikasi selular

1. BRAINSTORMING
MOBILE BROADBAND
MARKETING RESEARCH
Hidynamix Consulting
www.hidynamix.com

2. Research Ladder
Data
Information
Knowledge
Wisdom
Action
Blank/ Noise

3. Telco Business Concern
Customer
Base
ARPU
SALES

4. Customer Base Formula
Previous
Customer
Base
New Add
Customer
Churn
Customer
Customer
Base

5. Acquisition Performance
Purchase
Convict
Prefer
Like
Know
Aware
Act
(Market Share)
Feel
(Heart Share)
Think
(Mind Share)
Unaware

6. Retention Performance
Brand Loyalty Indicators
Committed Buyer
Liking Buyer
Satisfied Buyer
Habitual Buyer
Switcher Buyer

7. Brand Equity impact toward CB
Previous
Customer
Base
New Add
Customer
Churn
Customer
Customer
Base
ACQUISITION
PERFORMANCE
RETENTION
PERFORMANCE
BRAND EQUITY

8. Brand Equity Variables
Brand
Equity
Perceived
Quality
Brand
Awareness
Brand
Image
Brand
Association
Brand
Loyalty

9. The Awareness
Pyramid
• Brand
Awareness :
The ability of potential
buyer to recognize or
recall that brand is a
member of a certain
product category
Top
of mind
Brand Recall
Brand Recognition
Brand Unaware

10. STP for Marketing Strategy
SEGMENTING
TARGETTING
POSITIONING

11. Key Questions
• Lensa apa yang paling strategis digunakan untuk mensegmentasi
konsumen?
• Segmen mana yang prioritas untuk dibidik?
• Dimana posisi strategis masing-masing merek di benak konsumen?
• Bagaimana cara komunikasi yang efektif?
– Inti pesan yg harus disampaikan
– Cara menyampaikan pesan
– Media penyampaian pesan
– Penyampai pesan
• Kualitas produk/ layanan apa yang prioritas untuk dijaga dan
ditingkatkan?
– Merek/ Produk apa yang berpeluang dipenetrasikan lebih intens ke
pasar?
• Apakah skema tarif perlu dikaji ulang?
• Apakah skema distribusi perlu dikaji ulang?