Marketing strategy to increase brand awareness and customer base (Case study: Indonesian digital provider)
List of Authors
  • Liyumina Febri , Sudrajati Ratnaningtyas

Keyword
  • Brand Awareness, Marketing Strategy, Gen Z Segment, Telkomsel

Abstract
  • In 2019, Telkomsel launched its new product, by.U, claimed as Indonesia's first Digital Provider. by.U targeted its services at the Gen Z segment, which currently represents the largest market segment in Indonesia. Gen Z contributes 27.94% of the entire Indonesian population (Katadata, 2021). Gen Z in Indonesia possesses distinct characteristics, unique and challenging for the adoption of a new brand. In first year, by.U achieved significant success, reaching its annual target in just seven months and acquiring one million customers within ten months (Mckinsey, 2021). However, nearly four years post-launch, by.U's growth has stagnated, evidenced by the failure to increase brand awareness. Furthermore, by.U failed to achieve the customer base target set by management. Given these challenges, the author aims to delve deeper through this research by conducting both external and internal analyses.

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