pro xl marketing

7/22/2019 PRO XL Marketing

1/189

1dimanche, 13 juin 2010


2/189

PRO XLPT. XL Axiata Tbk



3/189




4/189




5/189




6/189


Company History



7/189


1989 PT. Grahametropolitan Lestari wasformed.

Company History



8/189



1995 commenced commercial operationonly in big three cities such as(Jakarta,Bandung,Surabaya)

Company History



9/189




2005 Unforgettable epoch, changed

from Private to Public firm and haseventually become PT. XL Axiata Tbk

Company History



10/189






Company History



11/189






Company History



12/1892dimanche, 13 juin 2010


13/189

Overall Industrial & Market Form



14/189

Overall Industrial & Market FormXL has two core businesses to

offer:



15/189


offer:

1. Consumer Solution - Its

intended to provide mobileservices with high quality and

coverage to the mass market.



16/189


offer:




2. Business Solution - Its aimed

for providing highly reliable and

efficient data communication

solutions for the corporate

market.



17/189


offer:








market.



18/189


offer:








market.

Pro XLisfurther categorised as Oligopoly since thereis only few sellers for identical product/service in themarket.



23/189



24/189

Monopoly practice is no longer exist ? in Indonesia, hence,

Pro XLenters the market and has 9 other rivals as follows:



25/189

1. Telkomsel - (State-owned company with 65% shares & 35 possessed by Sin-Tel)





26/189


2. Telkom - (State-owned co with 51.82 shares & 48.18% owned by Public)





27/189



3. Indosat - (State-owned with 14.3%, Qtel 40.8% and Public 44.9%)





28/189




4. Mobile8 - (Bimantara citra with 60.8%, Asia Link BV 6%, Qualcom 5.2%)





29/189





5. Natrindo - (Saudi Telecom Company 51%, Maxis Comm 44%, Public 5%)





30/189






6. Sampoerna Telekom-(100% owned by Sampoerna)





31/189







7. Bakrie Telecom -(100% owned by Bakrie Group)





32/189








8. Three -(Hutchison with 60% shares, and CP Group Indo 40%)





33/189








8. Three -(Hutchison with 60% shares, and CP Group Indo 40%)

9. Smart Telecom -( 100% owned by SinarMas Group)





34/189

5



35/189

Marketing Strategic Overview

5



36/189


Release a new state-of-the-arttechnology such as 3G.

5



37/189



Always connected everywhere yougo.

5



38/189




Working with other networksprovider abroad.

5



39/189





The cheapest provider in Indonesiain 2008.

5



40/189






5



41/189






5



42/189






5



43/189

6



44/189

Target Market

6



45/189

Target Market

Here are the target market:

6



46/189

Target Market


Teenagers

6



47/189

Target Market


Teenagers White-Collar Workers

6



48/189

Target Market



Corporate Business

6



49/189

Target Market



Corporate Business

6



50/189

Target Market



Corporate Business

6



51/189

Target Market



Corporate Business

6



52/189

Target Market



Corporate Business

6



53/189

7



54/189

7



55/189

Product Gender Age Occupation Income

XL Bebas M/F All Students Parents

XL Xplor M/F 18 - 80White-Collar

Workers> IDR 2 Million

permonth

7



56/189

Segmentation is aimed at distinguishing

target market specifically according to their

needs, behavioural, and product or services.

Therefore we cluster them on each

products we offer.





permonth

7



57/189





products we offer.





permonth

7



58/189





products we offer.





permonth

7



59/189

8



60/189

8



61/189

In positioning, we make products assuranceto customers mindset so that it can affect

their perceptions.

8



62/189


their perceptions.

Brand Image with cheaper tariff.

8



63/189


their perceptions.


Brand Familiarity

8



64/189


their perceptions.


Brand Familiarity

Customer Service Care

8



65/189


their perceptions.


Brand Familiarity


8



66/189


their perceptions.


Brand Familiarity


Then well identify our rivals S.W.O.T. but

firstly weve to understand our S.W.O.T.

before deriving our marketing mix.

8



67/189


their perceptions.


Brand Familiarity


Then well identify our rivals S.W.O.T. but

firstly weve to understand our S.W.O.T.

before deriving our marketing mix.

8



68/189



69/189



70/189



71/189



72/189



73/189



74/189



75/189



76/189



77/189



78/189



79/189



80/189



81/189



82/189



83/189



84/189



85/189



86/189



87/189



88/189



89/189



90/189



91/189



92/189



93/189



94/189



95/189



96/189



97/189



98/189



99/189



100/189



101/189



102/189



103/189



104/189



105/189



106/189



107/189



108/189



109/189



110/189



111/189



112/189



113/189



114/189



115/189



116/189



117/189



118/189



119/189



120/189



121/189



122/189



123/189



124/189



125/189



126/189



127/189

12


Marketing Mix 4Ps


128/189

g 4

12


Marketing Mix 4Ps


129/189

g 4

12


Marketing Mix 4Ps


130/189

g 4

12


Marketing Mix 4Ps


131/189

g 4

12


Marketing Mix 4Ps


132/189

g 4

12


Marketing Mix 4Ps


133/189

g 4

12


Marketing Mix 4Ps


134/189

g 4

12


Marketing Mix 4Ps


135/189

g 4

12



136/189


Obstacles & Problems in Startegy implementation


137/189




138/189

Obstacles:




139/189

Obstacles:Product confusion for Jempol andBebas




140/189


Government responds later than weexpect for launching new products

that we engage with handhelddistributors.




141/189




Problems:




142/189




Problems:

Postponing launching candisappoint customers




143/189




Problems:

Postponing launching candisappoint customers

Similar services employed bycompetitors.




144/189




Problems:

Postponing launching can

disappoint customers

Similar services employed bycompetitors.



145/189


War On Market Competition for the last 3-5 years


146/189




147/189

14

Financial Data in Billion Rupiah




148/189

14

Financial Data 2005 2006 2007 2008 2009





149/189

14

Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880





150/189

14

Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880

Profit 570 1.028 1.760 1.753 2.464





151/189

14

Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880

Profit 570 1.028 1.760 1.753 2.464





152/189

14

Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880

Profit 570 1.028 1.760 1.753 2.464





153/189

14

Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880

Profit 570 1.028 1.760 1.753 2.464


Operational Data 2005 2006 2007 2008 2009




154/189

14

Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880

Profit 570 1.028 1.760 1.753 2.464



Total Subscribers 6.978 9.528 15.469 26.016 31.438




155/189

14

Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880

Profit 570 1.028 1.760 1.753 2.464



Total Subscribers 6.978 9.528 15.469 26.016 31.438Prepaid 6.802 9.141 14.988 25.599 31.101




156/189

14

Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880

Profit 570 1.028 1.760 1.753 2.464



Total Subscribers 6.978 9.528 15.469 26.016 31.438Prepaid 6.802 9.141 14.988 25.599 31.101Postpaid 176 387 481 417 337




157/189

14

Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880

Profit 570 1.028 1.760 1.753 2.464




Total Employees 1.854 2.042 2.136 2.097 2.038




158/189

14

Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880

Profit 570 1.028 1.760 1.753 2.464




Total Employees 1.854 2.042 2.136 2.097 2.038

Ratio of Efficiency 3.764 4.666 7.242 12.406 15.426



159/189



160/189



161/189



162/189



163/189



164/189



165/189



166/189



167/189

In 2005, there was no other competitor, however, newcompetitors such as lippo telecom come then the market share

decreased. Further the new players like Three, Axis, Smart, etc andrest of the market shares divide ever since.



168/189

16


The Keys success of


169/189

16


The Keys success of


170/189

16


The Keys success of


171/189

The value of XL is essentially on itsbusiness culture that becomes itssuccessful keys:

16


The Keys success of


172/189


!Integrity

16


The Keys success of


173/189


!Integrity

!Teamwork

16


The Keys success of


174/189


!Integrity

!Teamwork

!Service Excellence

16


The Keys success of


175/189


!Integrity

!Teamwork

!Service Excellence

!Marketing Campaign

16


The Keys success of


176/189


!Integrity

!Teamwork

!Service Excellence

!Marketing Campaign

16


The Keys success of


177/189


!Integrity

!Teamwork

!Service Excellence

!Marketing Campaign

16


The Keys success of


178/189


!Integrity

!Teamwork

!Service Excellence

!Marketing Campaign

16


The Keys success of


179/189


!Integrity

!Teamwork

!Service Excellence

!Marketing Campaign

16


The Keys success of


180/189


!Integrity

!Teamwork

!Service Excellence

!Marketing Campaign

16



181/189



182/189



183/189



184/189



185/189



186/189



187/189



188/189



189/189

pro xl marketing

Documents