pro xl presentation

1dimanche, 13 juin 2010

PRO XL PT. XL Axiata Tbk



Company History



1989 PT. Grahametropolitan Lestari was formed.

Company History




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

Company History




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

2005 Unforgettable epoch, changed from Private to Public firm and has eventually become PT. XL Axiata Tbk

Company History


Overall Industrial & Market Form


Overall Industrial & Market FormXL has two core businesses to offer:



1. Consumer Solution - It ’s intended to provide mobile services with high quality and coverage to the mass market.




2. Business Solution - It’s aimed for providing highly reliable and efficient data communication solutions for the corporate market.




2. Business Solution - It’s aimed for providing highly reliable and efficient data communication solutions for the corporate market.

Pro XL is further categorised as Oligopoly since there is only few sellers for identical product/service in the market.


Business Solution


Structure Condition


Structure Condition Monopoly practice is no longer exist “ ? ” in Indonesia, hence, Pro XL enters the market and has 9 other rivals as follows:


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




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





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






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







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








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









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










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










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

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



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Marketing Strategic Overview

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• Release a new state-of-the-art technology such as 3G.

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• Always connected everywhere you go.

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• Working wi th other networks provider abroad.

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• Working wi th other networks provider abroad.

• The cheapest provider in Indonesia in 2008.

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Target Market

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Target Market

Here are the target market:

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Target Market


• Teenagers

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Target Market


• Teenagers

• White-Collar Workers

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Target Market


• Teenagers

• White-Collar Workers

• Corporate Business

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Segmentation

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Segmentation

Product Gender Age Occupation Income

XL Bebas M/F All Students Parents

XL Xplor M/F 18 - 80 White-Collar Workers

> IDR 2 Million permonth

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Segmentation

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.

Product Gender Age Occupation Income

XL Bebas M/F All Students Parents

XL Xplor M/F 18 - 80 White-Collar Workers

> IDR 2 Million permonth

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Positioning

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Positioning

In positioning, we make products assurance to customers’ mindset so that it can affect their perceptions.

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Positioning


• Brand Image with cheaper tariff.

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Positioning



• Brand Familiarity

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Positioning




• Customer Service Care

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Positioning




• Customer Service Care

Then we’ll identify our rivals S.W.O.T. but firstly we’ve to understand our S.W.O.T. before deriving our marketing mix.

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-S.W.O.T.

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-S.W.O.T.

Strengths:

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-S.W.O.T.

Strengths:

✓ Cost-Effective for both regular &

business customers.

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-S.W.O.T.

Strengths:


business customers.

✓ A step ahead in Information

Techonology.

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-S.W.O.T.

Strengths:


business customers.


Techonology.

✓ Network engagement in 153

countries.

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-S.W.O.T.

Strengths:


business customers.


Techonology.


countries.

✓ Largest Blackberry users.

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-S.W.O.T.

Strengths:


business customers.


Techonology.


countries.


Weaknesses:• BTS are not well built in some areas

such as Maluku.

• Brand familiarity is slightly less than

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-S.W.O.T.

Strengths:


business customers.


Techonology.


countries.



such as Maluku.


Opportunities:

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-S.W.O.T.

Strengths:


business customers.


Techonology.


countries.



such as Maluku.


Opportunities:

‣ Can become the first cheapest provider in the youth’s mind.

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-S.W.O.T.

Strengths:


business customers.


Techonology.


countries.



such as Maluku.


Opportunities:


‣ Engage with mobile phone manufacturer and attract new customers through package.

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-S.W.O.T.

Strengths:


business customers.


Techonology.


countries.



such as Maluku.


Opportunities:



‣ Expanding the corporation business solution.

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-S.W.O.T.

Strengths:


business customers.


Techonology.


countries.



such as Maluku.


Opportunities:




Threats:

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-S.W.O.T.

Strengths:


business customers.


Techonology.


countries.



such as Maluku.


Opportunities:




Threats:• Government Policy as XL is not

state owned company.

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-S.W.O.T.

Strengths:


business customers.


Techonology.


countries.



such as Maluku.


Opportunities:




Threats:• Government Policy as XL is not

state owned company.

• Other competitors are employing the same package.

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S.W.O.T.

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S.W.O.T.

Strengths:

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S.W.O.T.

Strengths:

✓ BTS are scattered throughout Indonesia.

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S.W.O.T.

Strengths:


✓ Products incumbent.

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S.W.O.T.

Strengths:



✓ Market Leader more than 50%.

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S.W.O.T.

Strengths:




✓ Great network with foreign telecommunication providers.

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S.W.O.T.

Strengths:





Weaknesses:

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S.W.O.T.

Strengths:





Weaknesses:• Less focus on customer care due to

number of subscribers overloaded.

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S.W.O.T.

Strengths:







• Too many products to sell in the

market.

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S.W.O.T.

Strengths:








market.

• Unable to impress teenagers as

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S.W.O.T.

Strengths:








market.


Opportunities:

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S.W.O.T.

Strengths:








market.


Opportunities:

‣ Able to attract brand minded customers such as iPhone.

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S.W.O.T.

Strengths:








market.


Opportunities:


‣ Engage with Blackberry to spoil their customers.

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S.W.O.T.

Strengths:








market.


Opportunities:



‣ Obtain first impression from customers as 4G is going to launch.

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S.W.O.T.

Strengths:








market.


Opportunities:




Threats:

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S.W.O.T.

Strengths:








market.


Opportunities:




Threats:• New players offer big discount to

break the his market.

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S.W.O.T.

Strengths:








market.


Opportunities:





break the his market.• Uncertain tariffs in the market.

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S.W.O.T.

Strengths:








market.


Opportunities:





break the his market.• Uncertain tariffs in the market.• The more customers the higher

risk that Telkomsel will encounter.

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Marketing Mix “ 4Ps “

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As a telecommunication provider, XL is selling the intangible products and it’s diversified into two products:

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1. XL Bebas- It’s prepaid product that attracts mostly customers who consider about the cost-effective when they making phone calls.

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2. XL Prepaid- It’s postpaid which intended to customers who like to make their businesses more easily.

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XL premium is aimed at those who spend Rp 750.000 per month during 6 months of periode and XL offers them great rewards.

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Pro-XL has no dubious to serve its customers through startegic places:

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- Channel of Distribution.

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- Recruiting intermediaries.

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Promotion:

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Promotion:

- World Cup 2010 “Football Maniac“

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Promotion:


- Media Advertising

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Promotion:


- Media Advertising

- By word of mouth

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Promotion:


- Media Advertising

- By word of mouth

- Discount

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Promotion:


- Media Advertising

- By word of mouth

- Discount

Price:

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Promotion:


- Media Advertising

- By word of mouth

- Discount

Price:

- Great tariffs 3:1

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Promotion:


- Media Advertising

- By word of mouth

- Discount

Price:

- Great tariffs 3:1

- Flexibility price based on the region.

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Marketing Mix “ 4Ps”


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Obstacles & Problems in Startegy implementation

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Obstacles:

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Obstacles:Product confusion for Jempol and Bebas

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Obstacles:Product confusion for Jempol and BebasGovernment responds later than we expect for launching new products that we engage with handheld distributors.

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Problems:

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Problems:Postponing launching can disappoint customers

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Problems:Postponing launching can disappoint customersSimilar services employed by competitors.

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War On Market Competition for the last 3-5 years



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Financial Data in Billion Rupiah



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Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880Profit 570 1.028 1.760 1.753 2.464




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Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880Profit 570 1.028 1.760 1.753 2.464


Operational Data in Thousands



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Financial Data 2005 2006 2007 2008 2009

Op. Income 4.302 6.466 8.365 12.156 13.880Profit 570 1.028 1.760 1.753 2.464


Operational Data 2005 2006 2007 2008 2009Total Subscribers 6.978 9.528 15.469 26.016 31.438

•Prepaid 6.802 9.141 14.988 25.599 31.101•Postpaid 176 387 481 417 337

Total Employees 1.854 2.042 2.136 2.097 2.038Ratio of Efficiency 3.764 4.666 7.242 12.406 15.426

Operational Data in Thousands



Based on Market Share in %



Company 2005 2006 2007 2008 2009




Company 2005 2006 2007 2008 2009

Pro XL 9.03 10.08 14 16 17




Company 2005 2006 2007 2008 2009

Pro XL 9.03 10.08 14 16 17

Telkomsel 64.56 68.08 53 46 50




Company 2005 2006 2007 2008 2009

Pro XL 9.03 10.08 14 16 17

Telkomsel 64.56 68.08 53 46 50

Indosat 26.41 21.55 23 30 24




Company 2005 2006 2007 2008 2009

Pro XL 9.03 10.08 14 16 17

Telkomsel 64.56 68.08 53 46 50

Indosat 26.41 21.55 23 30 24

Total 100 99.71 90 92 91




Company 2005 2006 2007 2008 2009

Pro XL 9.03 10.08 14 16 17

Telkomsel 64.56 68.08 53 46 50

Indosat 26.41 21.55 23 30 24

Total 100 99.71 90 92 91


In 2005, there was no other competitor, however, new competitors such as lippo telecom come then the market share decreased. Further the new players like Three, Axis, Smart, etc and rest of the market shares divide ever since.


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The Keys success of

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The Keys success of

The value of XL is essentially on its business culture that becomes its successful keys:

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The Keys success of


- Integrity

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The Keys success of


- Integrity- Teamwork

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The Keys success of


- Integrity- Teamwork- Service Excellence

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The Keys success of


- Integrity- Teamwork- Service Excellence-Marketing Campaign

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Thank you....


Thank you....

Presented by:


Thank you....

Presented by:Didi Siswantoyo Susan Minami


Thank you....


Levina Rolanda Eka Darmadi


Thank you....



May Eka Saputri Gerry Geraldo


Thank you....



May Eka Saputri Gerry Geraldo

Christopher Tongku
