Case Document

Marketing Year 2020

PRUCEKATAN: DIGITAL MARKETING SURVIVOR

The income of the premium of the life insurance industry declined during the COVID-19 pandemic and caused the industry to post losses (Exhibit 1). And Government Regulation Number 21 of 2020 on Large-Scale Social Restrictions (PSBB) to stay at home and maintain a distance so that sales agents cannot sell insurance products face-to-face directly to potential customers. The president director of Prudential Indonesia, Jens Reisch said that "the appearance of COVID-19 in Indonesia has caused activities to occur at home, one of which is the implementation of Working From Home (WFH). In this context, Prudential undertook various initiatives to continue providing services that meet customer needs." To address these issues, Prudential Indonesia and other companies that are members of the Indonesian Life Insurance Association (AAJI) applied to the financial services authority (OJK) through letter Number 087 / IA.KPI / AAJI / 2020 dated March 24. 2020 on the Proposed Changes to Various Regulations Related to Marketing and Marketing. Sale of Insurance Products to Prepare the Life Insurance Industry to Face Problems Caused by the Corona Virus and Facing the Digital Era and letter number 101 / PRI / AAJI / V / 2020 regarding May 5, 2020, PAYDI marketing applications with direct meetings in digital or electronic media. In response to this letter, on June 22, 2020, Prudential Indonesia obtained permission from the Financial Services Authority (OJK) to conduct virtual face-to-face marketing of unit-linked insurance products. The wave of digitization has affected various sectors, fields, and industries, including life insurance. Preparation for digitization in the insurance industry is ripe because many have invested in digital technology. Additionally, many insurance companies have collaborated with digital technology companies to improve customer services to be more efficient and faster. The president and director of Prudential Indonesia, Jens Reisch, said that "the appearance of COVID-19 in Indonesia has caused activities to occur at home, one of which is the implementation of Working From Home (WFH). In this context, Prudential carries out several initiatives to continue providing services that meet customer needs". In the process, Jens managed to find a solution after many discussions with his team, "We are proud to have obtained permission from OJK to market unit link products through a virtual face-to-face, and launch a digital marketing channel, called PRUCekatan. The product uses integrated end-to-end digital systems and capabilities. Prudential Indonesia's marketing strategy was developed and managed directly by Prudential Indonesia. Customers and prospects can now consult with marketers about their insurance needs and realize life insurance applications anytime, anywhere in Indonesia conveniently and most importantly, safe. "

Author

Dicky Hida Syahchari, S.T., M.M., Ph.D

Dicky Hida Syahchari, S.T., M.M., Ph.D

Dr. Maria Grace Herlina, S.Sos., M.M.

Dr. Maria Grace Herlina, S.Sos., M.M.

Marketing Year 2020

BETWEEN THE BREAKTHROUGH AND RUMOR OF BANKRUPTCY: NET TV

NET TV is one of the private television stations in Indonesia. This television station claims to be different from other television stations in Indonesia. The most interesting aspect is the different form of programs offered by this television station to the public. For example, if other television stations broadcast soap operas, comedies that have violence, or gossip news shows, NET TV claims it will not broadcast these common programs. On the contrary, NET TV offers programs which according to the company will increase the usefulness of public knowledge.

Author

Sukma Putra, SE., M.Ed.

Sukma Putra, SE., M.Ed.

Harly Toindo, MM.

Harly Toindo, MM.

Dr. Anita Maharani, S.E., M.M.

Dr. Anita Maharani, S.E., M.M.

Marketing Year 2019

ARTOTEL GROUP: THE ART OF STEALING MARKET SHARE

The owner of Artotel group comes from the family who own the Marriott Surabaya. Wishing to expand to another market, Artotel was established with the idea of making art available to everyone. The hotel was aimed at marrying the concept of a boutique hotel decorated with art works produced by local artists, resulting in a comfortable and memorable place to stay. Artotel has undergone several changes in its strategic direction. Being an entrepreneurial company, it sees expansion to other businesses and types of accommodation as a way to survive in the turbulent environment. Artotel realizes that its main strength is its ability to have a ‘breathing brand DNA’, i. e. a brand that keeps on evolving depending on its market environment. This case will discuss the different methods that Arotel has employed to gain more market share and maintain its brand DNA.

Author

Dr. Adilla Anggraeni, B.Bus., MBA.

Dr. Adilla Anggraeni, B.Bus., MBA.

Indra Kusumawardhana, BA (Hons), M.Sc.

Indra Kusumawardhana, BA (Hons), M.Sc.

THE BIRTH, BRIEF LIFE AND DEATH OF PATH

On September 17, 2018, Path reluctantly announced that they would stop their services. Previously, the internet line was busy with the news that Path would die. Not so long ago Path confirmed that by displaying the announcement on the Path.com page and in the Path application to the user. At the beginning of its presence, Path comes with offering interesting differentiation. Its position as a social media that is very personal is different from its competitors at that time, Facebook and Twitter. This is based on a psychological theory which states that an individual can only be close friends with a limited number of people, namely a maximum of 150 people. Absorbed with momentary popularity, Dave Morin and his team did not provide any innovation when several competitors began to emerge, such as Snapchat and Instagram which had a variety of new and fresh features. With that in mind, will there is a hope for Path to survive even though the news about the closure of their services is clearly spread?

Author

Charles M. Schuster, M.A.

Charles M. Schuster, M.A.

GOOGLE’S CHINESE COMPROMISE: A CAPITALIST CAPITULATION?

For global businesses, the Chinese market is tempting due to the sheer size of the population. According to World Bank data (2018), China has a population of 1.4 billion citizens. However, the Chinese market is notoriously difficult to crack (Stalk & Michael, 2011; Stevenson, 2017; Yongfu, 2014). According to Horowitz (2018), “doing business in China comes with a long list of demands”. Alphabet, the parent group of Google, was listed as having the third largest market value in the world (Statista, 2018), but it has still had its share of ups and downs in the Chinese marketplace. China’s harsh line on censorship has made it impossible for a company whose main raison d’etre is the availability of information on the internet. Having withdrawn from the market in 2010 due to China’s political overreach, what message is Google sending to the world by re-engaging with the nation? Is the quest for global dominance - and the accompanying advertising dollars - enough for Google to capitulate to China and grant them their censorious wishes?

Author

Martin James Moloney, BSc Hons, M.I. Kom.

Martin James Moloney, BSc Hons, M.I. Kom.

Marketing Year 2018

GOTTA CATCH ‘EM ALL: ARE NIANTIC AND POKEMON GO STAYING AHEAD OF THE GAME?

Pokemon Go was launched by Niantic in 2016 and became an overnight success. In just two years, the game has managed to attract approximately 5 million active users globally (businessofapps.com, 2018), raking a total revenue of 268 million USD by August 2017. This case study depicts the game development; starting from the deal that the CEO made with Nintendo and Pokemon Inc which was considered the best deal in the history of the game. Despite its success however, Niantic was still trying hard to figure out how to stay in and ahead of the game, given the competitiveness of the industry and the shifting in gamers’ behaviours. In addition to that, Niantic also needs to start devising strategy to stay ahead of the game, given that other game developers start vying for its position in the market.  Going further, it is believed that Pokemon Go may no longer have the mass appeal which created the hype in the beginning. However, the community features that Niantic developed may allow them some development time to attract casual players. There were also some technical and non-technical related issues that happened during the early stage of the game development, leading to the question of how Niantic can bring forward its most successful game to this date.

Author

Dr. Adilla Anggraeni, B.Bus., MBA.

Dr. Adilla Anggraeni, B.Bus., MBA.

Marketing Year 2018

H.M. SAMPOERNA: LET THERE BE “LIGHTS” CIGARETTE INDUSTRY IN INDONESIA

Senior managers at Sampoerna would like to understand the relation between the position of Sampoerna A Mild in the company and the customer perception in the market. They would like to assess whether the campaign of light cigarettes was also consistent with customer perception in determining its segmentation, target and brand positioning. They would like to strengthen their position and if possible move the growth of the “A Mild” from Star to Cash Cow in the BCG quadrant.

Author

Dr. Ir. Dewi Tamara, MM., MS.

Dr. Ir. Dewi Tamara, MM., MS.

Marketing Year 2018

PT NEW HOPE INDONESIA OPENING NEW OPPORTUNITY OF THE DAY-OLD CHICKS (DOC) PRODUCT

PT New Hope Indonesia (NHI) is foreign domestic investment from China that focused in poultry feed. In China, the company is the biggest poultry feed with the production capacity reached 20 million ton per year. New Hope employed more than 80.000 and 10.000 best professionals in the field. In Indonesia, PT New Hope was opened in 2006 and started the production on 2008. The company saw the market opportunity to produce a Day-Old Chicks (DOC), the baby chicken with 72 hours old, when the yolk sac in the egg runs out. The company saw there is a lack between supply and demand of high quality of DOC in Indonesia. The case study is investigating the customer preference of poultry feed of New Hope  about its consistent quality and the importance. A further objective is to identify the need to produce and sell the DOC in Indonesia. This study also examines the quality and the availability of DOC product of New Hope.

Author

Dr. Ir. Dewi Tamara, MM., MS.

Dr. Ir. Dewi Tamara, MM., MS.

Marketing Year 2017

GARUDA INDONESIA: WINNING CUSTOMER'S HEART THROUGH GARUDA INDONESIA EXPERIENCE

March 2005, it had never been easy for Emirsyah Satar as he appointed as the CEO of Garuda Indonesia when the company’s total debt reached up to US$845 million with a negative cash flow, with only 60% load factor level, and on time performance (OTP) away below the standard of 85%. In order to achieve the Quantum Leap 2011-2015, the transformation is highly needed. The things are more complicated when several Indonesia NGOs, such as Kontras and Jaringan Komunitas Aktivis HAM (Network of Human Rights Activists) forced Garuda Indonesia to unravel the case of Munir, Indonesian human right activist who was killed in the Garuda plane during the flight from Jakarta to Amsterdam. At that time, the fate of Garuda Indonesia as Indonesia’s Flag Carries was still unclear, and the road to be a reputable airline seemed long and endless, will Emir able to gain the trust back from the customer and develop the service of Garuda Indonesia by offering new experience to the customers?

Author

Dr. Rini Setiowati, SE., MBA.

Dr. Rini Setiowati, SE., MBA.

Marketing Year 2017

MARTHA TILAAR SPA EXPRESS (A) – A NEW SPA EXPERIENCE

The raising of middle class in Indonesia who is remarked by more active, simple, concern about health and appearance brings opportunity for Martha Tilaar Group to serve this class with different new beauty service concept.

“The urban people lifestlye spend most of their times at work or mall.  This lifestyle brings the opportunity to introduce new quality concept of spa treatment offered more to mass market”, said-Wulan Tilaar

Martha Tilaar Spa Express (MTSE) fulfills the needs of  such middle class customer by offering a number of   relaxation of spa treatment. Eventhough Express means shorter time than regular time spa treatment, but Martha Tilaar Express is supported by professional  and skillful therapist and used  the high quality spa treatment product. By opening the Martha Tilaar Spa Express in malls, it is easier for customers or spa lovers to enjoy the service.

 

Author

Lianti Raharjo, M.Mktg, Cert.DigM

Lianti Raharjo, M.Mktg, Cert.DigM

Dahlia Darmayanti, MIM

Dahlia Darmayanti, MIM

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