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Research design on mobile telco operator

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Rizal Udin Firman Hidayat
Rizal Udin Firman Hidayat

Disain riset pemasaran pada perusahaan operator telekomunikasi selular

Marketing
1  sur  11
BRAINSTORMING MOBILE BROADBAND MARKETING RESEARCH Hidynamix Consulting www.hidynamix.com
Research Ladder Data Information Knowledge Wisdom Action Blank/ Noise
Telco Business Concern Customer Base ARPU SALES
Customer Base Formula Previous Customer Base New Add Customer Churn Customer Customer Base
Acquisition Performance Purchase Convict Prefer Like Know Aware Act (Market Share) Feel (Heart Share) Think (Mind Share) Unaware
Retention Performance Brand Loyalty Indicators Committed Buyer Liking Buyer Satisfied Buyer Habitual Buyer Switcher Buyer
Brand Equity impact toward CB Previous Customer Base New Add Customer Churn Customer Customer Base ACQUISITION PERFORMANCE RETENTION PERFORMANCE BRAND EQUITY
Brand Equity Variables Brand Equity Perceived Quality Brand Awareness Brand Image Brand Association Brand Loyalty
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
STP for Marketing Strategy SEGMENTING TARGETTING POSITIONING
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?

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Research design on mobile telco operator

  • 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?