CUSTOMER SEGMENTATION & BEHAVIOR OF IM3

Costumer of IM3 think the rate of pulse IM3 is cheap than average rate in Indonesia. Beside the price, product of IM3 had a complete menu or fiture than the other provider, example the fiture are i-menu, i-chat, and ce es an. The customer choose product of IM3 influenced by her environment, the most influenced is by friends. But sometimes they influenced by the advertising in mass media. Usually the customers of IM3 buy the product in nearby kiosk, because the product of IM3 had spread in Indonesia. The knowledge customer about IM3 product is good, because almost customers knew the product in many media, like television, radio, newspaper, billboard, etc. With running of time, they influenced then they will try the new product of IM3. The customer have motivation to buy a product of IM3, the main motivation is they need of pulse with cheap rate to call and sms than the other, the secondary motivation is they want provider which have wide coverage and clear when they call.

Geographic segmentation:
• Regional: Indonesia
• Population density: over 2 million people
• Population growth rate: 10% / year

Demographic segmentation:
• Age: 15 – 38 years old
• Gender: male and female
• Ethnicity: all ethnic in Indonesia
• Education: min junior high school
• Occupation: all but the main is students
• Income: Rp 500.000 – Rp 2.000.000

I think the main target marketing of IM3 is young people/ teenagers because many fiture of IM3 use for young people/ teenagers. The packaging is suitable with the teenagers which is the target market, because the color packaging is so colorful, between yellow, green and orange, favorite color in trend mode right now. The product of IM3 is easy to get in everywhere in all city in Indonesia, in customer neighborhood, place education, mall, kiosk. The distribution of IM3 is easy until to end user, from Indosat to pulse distribution, pulse agent then customer. The advertisement of IM3 is right in target market who is teenagers, the advertisement use teenager icon there are Asmirandah and Adli Fairuz, I think appropriate with teenagers right now. Besides the actor and actress, the advertisement in television stimulus our customer creativity and give they prize.

Finally, I think the targeted market of IM3 is already suitable, the most target market of IM3 is teenager because population teenager in Indonesia is high. I would also give suggestion to IM3 for improving the quality of service and repair the system with a new technology. If they do it, I think their customer will have loyalty brand and IM3 will get many customer in the future.