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"En Indonésie, le business de TV câble est encore nouveau avec deux joueurs ceux qui sont Kabelvisiob (la marque de service de 1V câble de PT. Broadband Multimedia) comme le leader du marché avec plus de 51.000 clients et Telkomvision (la marque de service de TV câble de PT. Indonusa, une filiale de Telkom) avec environ 30.000 clients, fly a aussi Indovision qui offre le service de TV de paie en digitale (TV satellite). Ce business donnerait une bonne opportunité en regardant le nombre large de population qui est plus de 200 millions habitants et l?attitude d'indonésiens qui aime beaucoup de divertissements. Mais, l'entreprise doit choisir la région où les clients sont la classe sociale A et B, ceux qui sont clients potentiels en vue d'installer les TV câble.Pour profiter de ces opportunités, Kabelvision s'installe le grand d'investissement dans ¡'établissement d'infrastructure et fait la stratégie de marketing pour augmenter la vente et agrandir à part de marche.Kabelvision fait le programme promotionnel chaque mois régulièrement avec des thèmes divers mis au service de stratégie d'acquisition de nouveau clients.Ce rapport va ana-lyser la stratégie de marketing de Kabelvision avec le marketing mix Sur les promotionnels "Merdeka Promo" poux obtenir la vente de mois août et septembre et "Kids 'R' Special" polir obtenir la vente de mois octobre et en vue de renforcer sa position comme le leader du marché.

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In Indonesia, the business of TV cable is still new with only two players which are Kabelvision (the PT. Broadband Multimedia's trademark for TV cable) as the market leader with more than 51,000 subscribers, and Telkomvìsion (the PT. Indonusa's trademark for TV cable, a subsidiary of Telkom) with about 30,000 subscnbers. Besides those two companies, there is also Indovision who runs the business in the pay TV but he offers it by satelite or digitaly. This business would give a good opportunity regarding the large number of indonesian population that is more than 200 millions people and the attitude of Indonesian which likes so much entertainments. But, the company who runs in this business should choose the region with customers of the middle and upper class which those are the potential customer to install the TV cable.

In order to take advantage of these opportunities, Kabelvision has implanted a huge investment for infrastructure and embarked on aggressive marketing campaign not only to increase the sales but also to develop its market share.

Kabelvision makes promotion programs as part of its marketing strategy which are conducted regularly different themes.

This report will analyze the markefflig strategy of Kabelvision utilizing the marketing mix through the promotion programs "Merdeka Promo" for getting sales in August and September and "Kids 'R' Special" for reaching saies in October and also for strengthening its position as a market leader."

"Banyaknya ISP yang ada khususnya di Bogor telah membuat tingkat persaingan yang cukup tinggi. INDOSATnet sebagai salah satu perusahaan ISP perlu menetapkan suatu strategi pemasaran baru yang tepat agar dapat mempertahankan keberadaannya dalam pasar yang terus berubah dengan tingkat persaingan yang tinggi.Formulasi strategi pemasaran dibuat dengan meneliti/mendengarkan suara pelanggan, dan menganalisa perubahan lingkungan baik internal maupun eksternal. Untuk memperoleh hasil analisa yang akurat dan komprehensif digunakan beberapa pendekatan/metoda antara lain: Quality Function Deployment, analisis 4C (Customer, Competitor, Change, Company), Strategic Management, IE Matrix, model SHE.Berdasarkan pada hasil analisa yang dilakukan dengan berbagai pendekatan maka direkomendasikan formulasi strategi pemasaran yang tepat untuk INDOSATnet yaitu: mengambil target segmen pada pelanggan konsumen dengan produktifitas yang tinggi, memberikan produk maupun pelayanan dengan kualitas terbaik, jaminan produk maupun layanan, kemasan ekstra, layanan berbagai informasi dengan kualitas media komunikasi yang maksimal, memberikan solusi terhadap berbagai komplain pelanggan, menjaga konsistensi merek, dan memberikan nilai total get yang lebih tinggi dari pesaingnya, serta memperbaiki hubungan dengan supplier.

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Much number of ISP, particularly in Bogor has increase competition level. INDOSATnet as one of ISP Company should formulate a new marketing strategy in order to maintain their existence in dynamics market with high competition level.

Formulation of marketing strategy constructed by research or learning from voice of customer and analyze environment scene, landscape, both intern and extern. In order to obtain accurate and comprehensive analysis result, some methods were used: Quality Function Development, 4C analysis (Customer, Competitor, Change, and Company), strategic management, IE matrix, and SME model.

According to the result, the recommendation of marketing strategy for INDOSATnet are including: segmentation for customer with high productivity, provide the best product and service, guarantee prices, extra package, information service with maximum quality of communication media, giving solution for any customer complaint, romancing the brand, provide higher total get value than competitor and improve relationship with supplier."

"Penelitian ini bertujuan untuk mengetahui persepsi Generasi Z terhadap strategi komunikasi pemasaran Dear Me Beauty yang melibatkan keragaman dan inklusi, khususnya pada dimensi ras dan etnis, gender, serta usia. Persepsi tersebut dipengaruhi oleh latar belakang, pengalaman, serta budaya. Sebagai generasi yang tumbuh di tengah lingkungan yang lebih beragam, membuat Generasi Z memiliki rasa toleransi yang tinggi dan vokal dalam memperjuangkan keragaman serta mengurangi praktik diskriminasi di lingkungannya. Penelitian ini ditelaah dengan menggunakan Teori Komunikasi Pemasaran yang inklusif. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi kasus, teknik pengumpulan data dilakukan melalui wawancara mendalam serta observasi digital khususnya pada akun resmi @dearmebeauty. Hasil penelitian menunjukkan bahwa Generasi Z memiliki persepsi positif terhadap strategi komunikasi pemasaran Dear Me Beauty yang melibatkan keragaman dan inklusi. Dimensi ras dan etnis menjadi perhatian pertama dan memiliki persepsi positif. Dimensi gender secara keseluruhan generasi Z persepsi positif namun sebagian di antaranya berpendapat bahwa penggunaan kosmetik pada pria masih dianggap tabu bagi masyarakat Indonesia.  Dimensi usia secara keseluruhan memiliki pandangan positif. Generasi Z memberikan dua sudut pandang dilihat dari kombinasi dimensi usia dan gender. Pada representasi wanita paruh baya yang menggunakan produk kecantikan mendapatkan persepsi positif dan dukungan penuh. Sedangkan pada representasi pria paruh baya yang menggunakan produk kecantikan memiliki dua pandangan yang berbeda. Sebagian besar memberikan persepsi positif, namun sebagian lainnya mengatakan bahwa pemilihan model pria paruh baya kurang tepat dalam memasarkan produk kecantikan, khususnya kosmetik.

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This study aims to determine Generation Z's perceptions of the Dear Me Beauty marketing communication strategy which involves diversity and inclusion, especially in the dimensions of race and ethnicity, gender, and age. These perceptions are influenced by background, experience, and culture. As a generation that grew up in a more diverse environment, Generation Z has a high sense of tolerance and is vocal in fighting for diversity and reducing discriminatory practices in their environment. This research is examined using inclusive Marketing Communication Theory. This study used a qualitative approach with a case study research met; data collection techniques were carried out through in-depth interviews and digital observation, especially on the official @dearmebeauty account. The results of the study show that Generation Z has a positive perception of the Dear Me Beauty marketing communication strategy, which involves diversity and inclusion. The dimensions of race and ethnicity are the first concern and have positive perceptions. The overall gender dimension of Generation Z is positive, but some of them argue that the use of cosmetics on men is still considered taboo in Indonesian society. The overall age dimension has a positive outlook. Generation Z provides two perspectives from a combination of age and gender dimensions. In the representation of middle-aged women who use beauty products, they get positive perceptions and full support. Meanwhile, the representation of middle-aged men who use beauty products has two different views. Most gave a positive perception but some others said that the selection of middle-aged male models was inappropriate in marketing beauty products, especially cosmetics."