Final Project Presentation: Analyzing Churn Market in the Use of Mobile Phone Provider in Bandung
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Transcript of Final Project Presentation: Analyzing Churn Market in the Use of Mobile Phone Provider in Bandung
FINAL PROJECT BY:IHSAN NUR HADI19007007
ANALYZING MARKET CHURN IN THE USE OF
MOBILE PHONE
PROVIDER IN BANDUNG; A CASE STUDY OF PT
INDOSAT TBK.
INDONESIA
1
Agenda
Background
Question to be Answered
Methodology
Findings & Analysis
Result Analysis
Recomendation
Agenda
2
IndonesiaQuestion to be answered Methodology Findings & Analysis Result AnalysisBackground Reccomendation
33 Provinces≥10.000 islands
source: http://id.wikipedia.org/wiki/Daftar_provinsi_Indonesia
Communicate all around
3
Question to be answered Methodology Findings & Analysis Result AnalysisBackground Reccomendation
9 Cell PhoneProviderIndonesia
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IndonesiaQuestion to be answered Methodology Findings & Analysis Result AnalysisBackground Reccomendation
5
IndonesiaQuestion to be answered Methodology Findings & Analysis Result AnalysisBackground Reccomendation
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IndonesiaQuestion to be answered Methodology Findings & Analysis Result AnalysisBackground Reccomendation
? ??
7
Questions to be Answered
1. When was the last time the user change the cell phone provider?
2. What is the most frequent provider that the user currently use? What is the reason the user using this provider?
3. What kind of characteristic that makes differentiation between loyal customer & switcher customer?
4. What factors that make the user stay on their cell phone provider? ?
Questions to be Answered Methodology Findings & Analysis Result Analysis ReccomendationBackground
8
Research Design
Problem Identification Explorative Research:Literature Study Descriptive Research
Quantitative Data Collection:Distributive QuestionnaireData Analysis
Conclusion Final Report
Research DesignQuestion to be Answered Methodology Findings & Analysis Result Analysis ReccomendationBackground
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Methodology
• Location Bandung• Sampling Size 210 Respondent (using Slovin Method)
Male and Female, 15-50 years old
Live in Bandung
• Method" " Quantitative Research
• Product usage All Operator
Methodology
Question to be Answered Findings & Analysis Result Analysis ReccomendationBackground Methodology
2,234,231
1+2,234,231*0.072
= 210 respondent
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Findings and Analysis
Question to be Answered Methodology Findings & Analysis Result Analysis ReccomendationBackground
11
Respondent Profile
48%52%
UrbanSuburban
Loyal Switcher New
12%
38%
50%
AgeUsage Pattern
Living Area
Can be seen the loyal customer are more dominant than the switcher customer16% the rest of it classified as the new customerAge of respondent is ranged between 20-24 years oldBy its demography, 48% of the customer live in the outer city, then 52% live in the inner city
Question to be Answered Methodology Result Analysis ReccomendationBackground Findings & Analysis
20%
20%
20%
19%
20%
15-19thn20-24thn25-29thn30-40thn40-50thn
12
Profile Highlight
Loyal Switcher
38%
50%
Usage Pattern
• Most of the loyal customer dominated by the age between 40-50 years old. • Most of the occupation are employee• The loyal customer mostly live in the outer city• Duration of the usage mostly more than 12 month
Loyal Customer
Switcher Customer• Almost 50% of the customer like to change their provider card, age between 15-24 years old• Mostly the occupation are students• Mostly live in the outer city•Duration of the usage mostly between 1-6 month
Question to be Answered Methodology Result Analysis ReccomendationBackground Findings & Analysis
13
Loyal Switcher
38%
50%
For Loyal CustomerUsage Pattern
Question to be Answered Methodology Result Analysis ReccomendationBackground
14%
14%
17%24%
31%15-19thn20-24thn25-29thn30-40thn40-50thn
48%52%WomanMan
Age
Gender
3%4%
7%
12%
74%
< 1Month1-3Months3-6Months6-12Months> 12Months
Lifetime
9% 9%
5%
10%29%
11%
8%
16%
3%StudentCollege StudentHousemaidMerchantEmployeeProfessionalBusinessmanTeacherRetireman
47%53%UrbanSuburban
Occupation
Living Area
Findings & Analysis
14
Loyal Switcher
38%
50%
Question to be Answered Methodology Result Analysis ReccomendationBackground Findings & Analysis
44%
38%
15%3%
15-19thn20-24thn25-29thn30-40thn
Age
44%56%WomanMan
Gender
6%
43%31%
14%
6%< 1Month1-3Months3-6Months6-12Months> 12Months
Lifetime
41%
34%
1% 2%
18%
3%1%
StudentCollege StudentHousemaidMerchantEmployeeProfessionalBusinessman
Occupation
45%55%
UrbanSuburban
Living Area
Usage Pattern
For Switcher Customer
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Brand Usage & LifetimeLoyal Customer
Brand Usage• Loyal Customer in Bandung using IM3
Card and Simpati Card by 39% and 25%. Then followed by other provider like Esia, Kartu As, and also XL
Lifetime• All card user, Axis, Flexi, XL, and mentari
using their card more than one year.• IM3 and Simpati card usage are evenly
from the time less than one month until more than 12 months.
Switcher Customer
Brand Usage• Mostly switcher Customer in Bandung
using the IM3 card by 33% . Then followed by other provider like Simpati, Kartu As, and also Esia.
Lifetime• All the XL customer using their card more
than one year.• Otherwise, IM3 and Simpati card are
evenly from the time less than one month until more than 12 months.
Question to be Answered Methodology Result Analysis ReccomendationBackground Findings & Analysis
16
Behavior Loyal CustomerBrand Usage & Lifetime
BrandLifetimeLifetimeLifetimeLifetimeLifetime
TotalBrand<1month 1-3month 3-6month 6-12month >12month
Total
As 1 8 9
Axis 1 1
Esia 1 2 1 7 11
Flexi 1 1
IM3 1 1 3 4 24 33
XL 6 6
ment 3 3
Simpati 2 1 1 6 30 40
3 0
Total 3 4 6 11 80 104
Question to be Answered Methodology Conclusion RecommendationBackground Findings & Analysis
17
BrandLifetimeLifetimeLifetimeLifetimeLifetime
TotalBrand<1month 1-3month 3-6month 6-12month >12month
Total
As 2 3 1 6
Axis 2 2 4
Esia 3 2 2 7
Flexi 1 1
IM3 5 15 7 3 2 32
XL 1 1
0
Simpati 1 2 2 2 7
5 10 5 2 22
Total 13 33 19 9 6 80
Question to be Answered Methodology
Behavior Switcher CustomerBrand Usage & Lifetime
Conclusion RecommendationBackground Findings & Analysis
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Behavior : Reason to Buy AnalysisLoyal customer
Switcher customerFriend & family using the same cardCheaper priceGood signal quality
Lot of people using mentari cardcomfortable with this provider
Cheap tariffGood signal qualityLot of bonus
Have a lot of community groupLot of friend & family using simpati card
Cheap SMS tariffGood signal quality
Good networking Cheap call tariff
Good coverageCheap internet tariff
Very cheap call tariffsave money from buying “pulsa”
Free internet accessfollowing friend using Three provider
Question to be Answered Methodology Conclusion RecommendationBackground Findings & Analysis
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• Cheap SMS price to all operator• Bonus SMS• Good Signal & Wide Coverage
• Frugal• Bonus SMS & Voice Call
• Cheap Price• Want to try the provider • Cheap Call Tariff
• Cheap Price• Lot of friends using esia• Bundling Program
• Family using flexi provider
• Free SMS• Cheap Voice Call tariff• Lot of IM3 users
• Good Signal• SMS Program• Lot of Bonuses
• Lot of friends using IM3 provider• Lot of community• Cheap internet service
3-6 month 6-12 month >12 month
Behavior : Reason to Buy Loyal Customer
Question to be Answered Methodology Conclusion RecommendationBackground Findings & Analysis
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• Very into the mentari card• Friends & Family using mentari card
•Good signal•Cheap voice call tariff
• Partner and family using simpati card• Good signal
• Cheap price• Good signal• Less failed calling• Have community
• Family using XL provider• Good signal• Wide coverage• Since first time have cellphone
using XL provider
Question to be Answered Methodology
Behavior : Reason to Buy Loyal Customer
Conclusion RecommendationBackground Findings & Analysis
3-6 month 6-12 month >12 month
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• Interest from advertising• Lot of good features
• Good signal quality• Lot of friends using simpati
card• Cheap SMS tariff
• Just want to try• Lot of friends using esia
provider
• Cheap price• Following friends• Cheap voice call tariff
• Previous handphone is missing
• Cheap tariff• Free SMS• Call the same provider is
cheaper
• Cheap internet tariff• Cheap SMS tariff• Following friends• Voice call package
• Lot of friends using simpati card• Following family using
simpati
• Cheap tariff• Wide coverage• easy to access internet
• Good signal quality• cheap internet tariff
Behavior : Reason to BuySwitcher Customer
<1 month 1-3 month 3-6 month
Question to be Answered Methodology Conclusion RecommendationBackground Findings & Analysis
22
Double Card Analysis
Question to be Answered Methodology Conclusion RecommendationBackground Findings & Analysis
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Behavior : Double Card AnalysisLoyal Customer•21% of the total respondent using more
than one card provider in Bandung
•51% XL user using two card provider, the second card provider that they use are Kartu As, IM3, and Mentari card
•27% IM3 user using more than one card provider
Switcher Customer•19% of the total respondent using more
than one card provider in Bandung.•All the flexi and XL card provider users are
using more than one card provider.
•There is around 21% of IM3 user that using more than one card provider, the second card provider that they use are Simpati and Three card provider.
Question to be Answered MethodologyBackground Conclusion RecommendationFindings & Analysis
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Behavior : Loyal Double Card•21% of total respondent using more than 1 card provider in Bandung•51% XL user using 2 provider. the providers are Kartu As, IM3, and Mentari.•For IM3 users, there are 27% of respondent that using more than 1 provider.
Main ProviderOther ProviderOther ProviderOther ProviderOther ProviderOther ProviderOther ProviderOther ProviderOther Provider
Double Card
Percentage
Main ProviderXL Axis Esia Flexi As Simpati IM3 Mentari
Double Card
Percentage
As 11% 11% 11% 33%
Axis 0%
Esia 0%
Flexi 0%
IM3 3% 3% 12% 3% 6% 27%
XL 17% 17% 17% 51%
Mentari 33% 33%
Simpati 5% 5% 10%
Three 0%
Total 2% 1% 4% 6% 2% 4% 1% 1% 21%
Question to be Answered Methodology Conclusion RecommendationBackground Findings & Analysis
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Behavior : Switcher Double Card•19% of total respondent using more than 1 provider in Bandung.•All Flexi and XL customers are using more than one card provider.•There is around 21% of IM3 customer that using more than one provider. the 2nd providers are
Simpati and Three Card.
Main ProviderOther ProviderOther ProviderOther ProviderOther ProviderOther Provider Double
Card Percentage
Main ProviderXL Esia Simpati Mentari Three
Double Card
Percentage
As 14% 14%
Axis 0%
Esia 0%
Flexi 100% 100%
IM3 7% 14% 21%
XL 100% 100%
Mentari 0%
Simpati 14% 14% 29%
Three 0%
Total 2% 2% 7% 2% 5% 19%
Question to be Answered MethodologyBackground Conclusion RecommendationFindings & Analysis
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Behavior : Reason to Use Another CardAnalysis
Loyal Customer Switcher Customer
Cheaper Call Tariff
Cheaper Internet Tariff
More friends using XLCheaper Call Tariff
cheaper call to home
Very cheap to call the same provider
Question to be Answered Methodology Conclusion RecommendationBackground Findings & Analysis
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Behavior : Reason to Use Another CardLoyal Customer
Main Card Provider
Another Card ProviderAnother Card ProviderAnother Card ProviderAnother Card ProviderAnother Card ProviderAnother Card ProviderAnother Card ProviderAnother Card ProviderMain Card Provider
XL Axis Esia Flexi As Simpati IM3 Mentari
As • Cheap call tariff• To call the same
provider (axis)
• Cheaper price• More community• Lot of friends using
esia
• Pelanggan banyak yang pakai simpati
IM3• Internet access is
faster than IM3• Call the same
provider
• Cheaper call price with flexi• More friends
using flexi
• Girlfriends using As provider
• More known number
XL• Just want
to try• Cheap
SMS tariff• Better signal
quality
Mentari• more friends
using simpati card
Simpati• more friends using
esia to call• Cheap tariff
Question to be Answered Methodology Conclusion RecommendationBackground Findings & Analysis
28
Behavior : Reason to Use Another CardSwitcher Customer
Main Card Provider
Another Card ProviderAnother Card ProviderAnother Card ProviderAnother Card ProviderAnother Card ProviderMain Card Provider
XL Esia Simpati Mentari Three
As• Better signal
quality
Flexi • Good number
IM3•Wider coverage• Backup number if
IM3 have no pulsa
• Free voice call• Lot of pulsa from
bonuses
XL
• Cheap voice call tariff when night
Simpa1 • Bundling HP XL
• Cheap call the same provider• More friends using
esia provider
Question to be Answered Methodology Conclusion RecommendationBackground Findings & Analysis
29
Switcher card flow process
• In the first card, simpati card is dominant (34%) and mentari card (24%)
• Then the second card flow, almost all of them change their card, because of some factor, like the card is missing, family/friends change he card provider, and also the tariff and quality its provider
• Third card flow can be seen that the user slightly change their provider to im3, but there is some of them that change into another card like Kartu As, Esia, Simpati, Three, XL, and mentari
• Then at last 34% of respondent change the card into im3 card and followed by the other card provider.
Question to be Answered Methodology Conclusion RecommendationBackground Findings & Analysis
30
Life Cycle Process15% As
7% im32% simpa. 2% simpa. 2% simpa.
15% As7% im3
5% Three7% Three 7% Three15% As
7% im35% Three
7% Three 7% Three15% As 2% simpa. 2% XL7% Three 7% Three15% As
5% XL2% mentari 2% im3 2% im3
15% As5% XL
2% As 2% As 2% As
5% Esia2% XL
5% im3 5% im3 5% im35% Esia2% im3
5% im3 5% im3 5% im3
2% Fren 2% simpa. 2% Three 2% Three 2% Three
12% im3
2% Fren7% As
2% im3 2% im3
12% im3
2% Three 7% As 2% simpa. 2% simpa.12% im3
2% As7% As
2% As 2% As12% im3 2% XL 2% XL 2% XL 2% XL
12% im3
2% simpa. 2% simpa. 2% simpa. 2% simpa.
24% mentari
10% As
2% Esia 2% Esia 2% Esia
24% mentari
10% As2% im3
5% simpa. 5% simpa.
24% mentari
10% As2% simpa.
5% simpa. 5% simpa.
24% mentari
10% As
7% im3 7% im3 7% im324% mentari 7% XL
7% im3 7% im3 7% im324% mentari 7% XL
7% im3 7% im3 7% im324% mentari 7% XL
5% Three2% Esia 2% Esia
24% mentari
7% im3
5% Three2% Three 2% Three
24% mentari
7% im3 2% As 2% As 2% As
24% mentari
7% im32% simpa. 2% Flexi 2% Flexi
34% simpa.
10% As5% Esia 5% Esia 5% Esia
34% simpa.
10% As5% Esia 5% Esia 5% Esia
34% simpa.
10% As
7% im3 7% im3 7% im3
34% simpa.
10% As
7% im3 7% im3 7% im3
34% simpa.
10% XL
7% im3 7% im3 7% im3
34% simpa.
10% XL2% Esia
5% Esia 5% Esia34% simpa.
10% XL5% im3
5% Esia 5% Esia34% simpa.
10% XL5% im3
5% im3 5% im3
34% simpa.
7% im32% simpa.
5% im3 5% im3
34% simpa.
7% im35% As 5% As 5% As
34% simpa.
7% im35% As 5% As 5% As
34% simpa.
5% mentari2% Esia 2% simpa. 2% simpa.
34% simpa.
5% mentari2% XL 2% im3
5% As
34% simpa.
2% XL 2% im3 2% As5% As
7% XL2% simpa. 2% Esia 2% Esia 2% Esia
7% XL 2% As5% im3 5% im3 5% im37% XL
2% Three5% im3 5% im3 5% im3
Question to be Answered Methodology Findings & Analysis Conclusion RecommendationBackground
31
Life Cycle Process15% As
5% Three12% Three 12% Three 12% Three15% As
5% Three12% Three 12% Three 12% Three15% As
24% As
12% Three 12% Three 12% Three15% As
24% As
12% Three 12% Three 12% Three15% As
24% As
12% Three 12% Three 12% Three15% As
24% As17% As 15% As 17% As
5% Esia 24% As17% As 15% As 17% As
5% Esia 24% As17% As 15% As 17% As2% Fren
24% As17% As 15% As 17% As
12% im3
24% As17% As 15% As 17% As
12% im3
24% As17% As 15% As 17% As
12% im3
24% As17% As
17% Esia
17% As
12% im32% Fren
15% Esia 17% Esia17% Esia
12% im3
24% im3
15% Esia 17% Esia17% Esia
24% mentari24% im3
15% Esia 17% Esia17% Esia
24% mentari24% im3
15% Esia 17% Esia17% Esia
24% mentari24% im3
15% Esia 17% Esia17% Esia
24% mentari24% im3
15% Esia 17% Esia17% Esia
24% mentari24% im3
34% im3
2% Flexi
17% Esia
24% mentari24% im3
34% im337% im3
2% Flexi24% mentari
24% im3
34% im337% im3 34% im3
24% mentari24% im3
34% im337% im3 34% im3
24% mentari24% im3
34% im337% im3 34% im3
24% mentari
5% Mentari34% im3
37% im3 34% im3
34% simpa.
5% Mentari34% im3
37% im3 34% im3
34% simpa.
10% Simpa.
34% im337% im3 34% im3
34% simpa.
10% Simpa.
34% im337% im3 34% im3
34% simpa.
10% Simpa.
34% im337% im3 34% im3
34% simpa.
10% Simpa.
34% im337% im3 34% im3
34% simpa.
29% XL
34% im337% im3 34% im3
34% simpa.
29% XL
34% im337% im3 34% im3
34% simpa.
29% XL
34% im337% im3 34% im3
34% simpa.
29% XL
2% Mentari
37% im3 34% im3
34% simpa.
29% XL 12% simpa.
37% im3 34% im3
34% simpa.
29% XL 12% simpa.15% simpa. 15% simpa.
34% simpa.
29% XL 12% simpa.15% simpa. 15% simpa.
34% simpa.
29% XL 12% simpa.15% simpa. 15% simpa.
34% simpa.
29% XL 12% simpa.15% simpa. 15% simpa.
7% XL
29% XL
7% XL
15% simpa. 15% simpa.
7% XL
29% XL
7% XL
15% simpa. 15% simpa.
7% XL
29% XL
7% XL2% XL 2% XL
Question to be Answered Methodology Conclusion RecommendationBackground Findings & Analysis
32
Conclusion
• The most occupation are employee & workers
• time of usage more than 12 month
• stay with the provider because they feel comfortable and satisfied with their provider
Switcher Customer
• Mostly the occupation are high school and college student
• Time of usage between 1-6month
• Change their provider because they haven’t find the comfortable provider
Loyal Customer
Question to be Answered Methodology Findings & Analysis Conclusion RecommendationBackground
33
Recommendation• Increase the service quality
•Promotion Media (Twitter)
Main factor customer change the provider
Increasing the brand awarenessIncreasing customer perception about Indosat
Question to be Answered Methodology Findings & Analysis Conclusion RecommendationBackground
34
Program Recommendation
•Bundling Package Family With bundling package family, we can get the entire family
to use the provider. Also giving the special promo, special tariff and feature, they will stay on that provider
•Community Based Program By finding and offering special program to one community,
we can get more customer
Question to be Answered Methodology Findings & Analysis ConclusionBackground Recommendation
35
Thank You
Thank You
36