History and Marketing Strategies of PT XL Axiata Tbk

PRO XL
PT. XL Axiata Tbk
1dimanche, 13 juin 2010

PRO XL
PT. XL Axiata Tbk
Company History

PRO XL
PT. XL Axiata Tbk
1989 PT. Grahametropolitan Lestari was
formed.
Company History

PRO XL
PT. XL Axiata Tbk
formed.
1995 commenced commercial operation
only in big three cities such as
(Jakarta,Bandung,Surabaya)
Company History

PRO XL
PT. XL Axiata Tbk
formed.
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

XL has two core businesses to
offer:

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

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

offer:
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)
Structure Condition

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

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

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

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

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

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

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

8. Three -(Hutchison with 60% shares, and CP Group Indo 40%)
9. Smart Telecom -( 100% owned by SinarMas Group)
Structure Condition

Marketing Strategic Overview
5

• Release a new state-of-the-art
technology such as 3G.
5

• Always connected everywhere you
go.
5

go.
• Working with other networks
provider abroad.
5

go.
• Working with other networks
provider abroad.
• The cheapest provider in Indonesia
in 2008.
5

Target Market
6

Target Market
Here are the target market:
6

Target Market
• Teenagers
6

Target Market
• Teenagers
• White-Collar Workers
6

Target Market
• Teenagers
• White-Collar Workers
• Corporate Business
6

Segmentation
7

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
7

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
7

Positioning
8

Positioning
In positioning, we make products assurance
to customers’ mindset so that it can affect
their perceptions.
8

Positioning
their perceptions.
• Brand Image with cheaper tariff.
8

Positioning
their perceptions.
• Brand Familiarity
8

Positioning
their perceptions.
• Customer Service Care
8

Positioning
their perceptions.
• 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.
8

-S.W.O.T.
9

-S.W.O.T.
Strengths:
9

-S.W.O.T.
Strengths:
✓ Cost-Effective for both regular &
business customers.
9

-S.W.O.T.
Strengths:
business customers.
✓ A step ahead in Information
Techonology.
9

-S.W.O.T.
Strengths:
business customers.
Techonology.
✓ Network engagement in 153
countries.
9

-S.W.O.T.
Strengths:
business customers.
Techonology.
countries.
✓ Largest Blackberry users.
9

-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
9

-S.W.O.T.
Strengths:
business customers.
Techonology.
countries.
Weaknesses:
such as Maluku.
Opportunities:
9

-S.W.O.T.
Strengths:
business customers.
Techonology.
countries.
Weaknesses:
such as Maluku.
Opportunities:
‣ Can become the ﬁrst cheapest
provider in the youth’s mind.
9

-S.W.O.T.
Strengths:
business customers.
Techonology.
countries.
Weaknesses:
such as Maluku.
Opportunities:
‣ Engage with mobile phone
manufacturer and attract new
customers through package.
9

-S.W.O.T.
Strengths:
business customers.
Techonology.
countries.
Weaknesses:
such as Maluku.
Opportunities:
‣ Expanding the corporation
business solution.
9

-S.W.O.T.
Strengths:
business customers.
Techonology.
countries.
Weaknesses:
such as Maluku.
Opportunities:
business solution.
Threats:
9

-S.W.O.T.
Strengths:
business customers.
Techonology.
countries.
Weaknesses:
such as Maluku.
Opportunities:
business solution.
Threats:
• Government Policy as XL is not
state owned company.
9

-S.W.O.T.
Strengths:
business customers.
Techonology.
countries.
Weaknesses:
such as Maluku.
Opportunities:
business solution.
Threats:
• Government Policy as XL is not
state owned company.
• Other competitors are
employing the same package.
9

S.W.O.T.
10

S.W.O.T.
Strengths:
10

S.W.O.T.
Strengths:
✓ BTS are scattered throughout
Indonesia.
10

S.W.O.T.
Strengths:
Indonesia.
✓ Products incumbent.
10

S.W.O.T.
Strengths:
Indonesia.
✓ Market Leader more than 50%.
10

S.W.O.T.
Strengths:
Indonesia.
✓ Great network with foreign
telecommunication providers.
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
• Less focus on customer care due to
number of subscribers overloaded.
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
• Too many products to sell in the
market.
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
market.
• Unable to impress teenagers as
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
market.
Opportunities:
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
market.
Opportunities:
‣ Able to attract brand minded
customers such as iPhone.
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
market.
Opportunities:
‣ Engage with Blackberry to spoil
their customers.
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
market.
Opportunities:
their customers.
‣ Obtain ﬁrst impression from
customers as 4G is going to
launch.
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
market.
Opportunities:
their customers.
launch.
Threats:
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
market.
Opportunities:
their customers.
launch.
Threats:
• New players offer big discount to
break the his market.
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
market.
Opportunities:
their customers.
launch.
Threats:
• Uncertain tariffs in the market.
10

S.W.O.T.
Strengths:
Indonesia.
Weaknesses:
market.
Opportunities:
their customers.
launch.
Threats:
• Uncertain tariffs in the market.
• The more customers the higher
risk that Telkomsel will encounter.
10

Marketing Mix “ 4Ps “
11

As a telecommunication provider, XL is
selling the intangible products and it’s
diversiﬁed into two products:
11

1. XL Bebas- It’s prepaid product that
attracts mostly customers who consider
about the cost-effective when they making
phone calls.
11

phone calls.
2. XL Prepaid- It’s postpaid which
intended to customers who like to make
their businesses more easily.
11

phone calls.
XL premium is aimed at those who
spend Rp 750.000 per month during 6
months of periode and XL offers them
great rewards.
11

phone calls.
great rewards.
Pro-XL has no dubious to serve its
customers through startegic places:
11

phone calls.
great rewards.
- Channel of Distribution.
11

phone calls.
great rewards.
- Recruiting intermediaries.
11

phone calls.
great rewards.
Promotion:
11

phone calls.
great rewards.
Promotion:
- World Cup 2010 “Football Maniac“
11

phone calls.
great rewards.
Promotion:
- Media Advertising
11

phone calls.
great rewards.
Promotion:
- Media Advertising
- By word of mouth
11

phone calls.
great rewards.
Promotion:
- Media Advertising
- By word of mouth
- Discount
11

phone calls.
great rewards.
Promotion:
- Media Advertising
- By word of mouth
- Discount
Price:
11

phone calls.
great rewards.
Promotion:
- Media Advertising
- By word of mouth
- Discount
Price:
- Great tariffs 3:1
11

phone calls.
great rewards.
Promotion:
- Media Advertising
- By word of mouth
- Discount
Price:
- Great tariffs 3:1
- Flexibility price based on the region.
11

Marketing Mix “ 4Ps”
12

Obstacles & Problems in Startegy implementation
13

Obstacles:
13

Obstacles:
Product confusion for Jempol and
Bebas
13

Obstacles:
Bebas
Government responds later than we
expect for launching new products
that we engage with handheld
distributors.
13

Obstacles:
Bebas
distributors.
Problems:
13

Obstacles:
Bebas
distributors.
Problems:
Postponing launching can
disappoint customers
13

Obstacles:
Bebas
distributors.
Problems:
Postponing launching can
disappoint customers
Similar services employed by
competitors.
13

War On Market Competition for the last 3-5 years
14

14
Financial Data in Billion Rupiah

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

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 in Thousands

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
Total 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 2.038
Ratio of Efficiency 3.764 4.666 7.242 12.406 15.426
Operational Data in Thousands

15

Based on Market Share in %
15

Company 2005 2006 2007 2008 2009
15

Company 2005 2006 2007 2008 2009
Pro XL 9.03 10.08 14 16 17
15

Company 2005 2006 2007 2008 2009
Pro XL 9.03 10.08 14 16 17
Telkomsel
64.56 68.08 53 46 50
15

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
15

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
15

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.
15

The Keys success of
16

The Keys success of
The value of XL is essentially on its
business culture that becomes its
successful keys:
16

The Keys success of
successful keys:
- Integrity
16

The Keys success of
successful keys:
- Integrity
- Teamwork
16

The Keys success of
successful keys:
- Integrity
- Teamwork
- Service Excellence
16

The Keys success of
successful keys:
- Integrity
- Teamwork
- Service Excellence
-Marketing Campaign
16

Thank you....

Thank you....
Presented by:

Thank you....
Presented by:
Didi Siswantoyo Susan Minami

Thank you....
Presented by:
Levina Rolanda Eka Darmadi

Thank you....
Presented by:
May Eka Saputri Gerry Geraldo

Thank you....
Presented by:
May Eka Saputri Gerry Geraldo
Christopher Tongku

History and Marketing Strategies of PT XL Axiata Tbk

Recomendados

Recomendados

Más contenido relacionado

Similar a History and Marketing Strategies of PT XL Axiata Tbk

Similar a History and Marketing Strategies of PT XL Axiata Tbk (20)

Más de Eka Darmadi

Más de Eka Darmadi (20)

Último

Último (20)

History and Marketing Strategies of PT XL Axiata Tbk