Final Project Andhika Bayu Mietra (Approved Version)

PROPOSED INTEGRATED MARKETING COMMUNICATION
STRATEGY TO PROMOTE BRAND AWARENESS OF ONLINE

LEARNING PORTALS: STUDY OF MOJADIAPP.COM
FINAL PROJECT
By:
Andhika Bayu Mietra
NIM: 29319408
Master of Business Administration Program

School of Business and Management
Institut Teknologi Bandung
2021
USULAN STRATEGI KOMUNIKASI PEMASARAN TERINTEGRASI
UNTUK MEMPROMOSIKAN KESADARAN MEREK DARI PORTAL
PENDIDIKAN ONLINE: STUDI MOJADIAPP.COM
ANDHIKA BAYU MIETRA

NIM: 29319408
Tanggal Kelulusan Sidang (16/08/2021)

Tanggal Wisuda ( / /2021)
Program BLEMBA,
Insitiut Teknologi Bandung, 2021
Pembimbing Proyek Akhir: Ir. Satya Aditya Wibowo, MBA
ABSTRAK
Indonesia, sebagai salah satu negara dengan populasi terpadat di dunia, dengan proyeksi
populasi 274 juta orang pada 2020, Indonesia akan menikmati bonus demografi pada periode
2030-2040. Di tengah Pandemi Covid-19, hal ini membuka peluang baru bagi mereka yang berada
di sektor pendidikan untuk mengembangkan bisnis yang layak dalam pembelajaran daring.
PT Mojadi Aplikasi Indonesia (MOJADIAPP.com) adalah pemain baru di industri pendidikan

daring, menghadapi persaingan yang ketat dengan adanya lebih dari 200 merek pendidikan
daring lokal yang ada di Indonesia. Brand awareness yang kuat diperlukan untuk dapat dikenal
dan bersaing dalam kompetisi yang ada. Strategi pemasaran yang sesuai perlu dirumuskan dan
diimplementasikan untuk membantu MOJADIAPP.com meningkatkan brand awareness.
Proyek Akhir ini bertujuan untuk menemukan strategi Komunikasi Pemasaran Terpadu (IMC)
yang sesuai. Untuk mengusulkan strategi IMC yang sesuai bagi MOJADIAPP.com, penulis
pertama menganalisis lingkungan internal (menggunakan analisis STPD yang sedang berjalan,
Bauran Pemasaran Layanan saat ini ada, dan T Resource-Based View dengan kerangka kerja VRIO)
dan lingkungan eksternal (menggunakan PESTEL, Porter’s Five Forces, Analisa Kompetitor, dan
Analisa Pelanggan). Analisa SWOT digunakan untuk merangkum analisa internal dan eksternal.
Metodologi penelitian kuantitatif dan kualitatif dilakukan dengan menggunakan survei pasar
terhadap 499 responden untuk memahami strategi pemasaran yang disukai dari sudut pandang
i
pelanggan, serta wawancara dengan manajemen senior MOJADIAPP.com dan Co-founder untuk
memahami kondisi internal dan eksternal perusahaan.
Strategi IMC yang dirumuskan menggunakan Bauran Pemasaran Jasa (7P's) dan New Customer
Path (5A’s) sebagai input, dan menerapkan Human Centric Marketing, Content Marketing, dan
Engagement Marketing sebagai panduan strategi secara umum. Penerapan strategi tersebut berupa
inisiatif pemasaran yang menggunakan Promotion Elements yang mencakup kegiatan Periklanan,
Promosi Penjualan, Pemasaran Langsung, Pemasaran Hubungan Masyarakat, Sponsor, e-
Communications, dan Relationship Marketing.
Prasyarat utama untuk menerapkan strategi IMC bagi MOJADIAP.com adalah dengan
mengembangkan mobile app untuk portalnya dan memperluas kehadiran online-nya melalui lebih
banyak akun media sosial, terutama yang dapat mencapai target pasar MOJADIAPP.com, seperti
WhatsApp, Twitter, dan TikTok, diikuti dengan implementasi inisiatif pemasaran untuk
meningkatkan brand awareness mereka.
Inisiatif pemasaran dapat mendukung penciptaan pengalaman pelanggan yang positif di

sepanjang customer path. Pelanggan yang telah melaluinya dengan pengalaman positif kemudian
dapat bertindak sebagai advocate untuk mempromosikan merek MOJADIAP.com kepada
pelanggan baru. Pengalaman positif ini dapat dicapai melalui penerapan IMC menggunakan
human-centric marketing, content marketing and engagement marketing. Human-centric marketing
dapat diterapkan melalui penerapan layanan pelanggan yang baik dan berbagai promosi
penjualan. Content marketing dapat diterapkan melalui program-program sponsor dan
pembuatan konten yang menarik untuk perangkat pemasaran. Engagement marketing dapat
diterapkan melalui penggunaan aplikasi seluler dan gamification untuk promosi, dan
penggunaan cutomer base yang ada untuk pendekatan yang lebih personal.
Kata kunci: Brand Awareness, Brand Building, Komunikasi, Komunikasi Pemasaran Terpadu,
Strategi Pemasaran, New Customer Path, Online Learning, Bauran Pemasarn Jasa.
ii
ANDHIKA BAYU MIETRA

NIM: 29319408
Date of Passing of Final Test (16/08/2021)

Date of Graduation Ceremony ( / /2021)
BLEMBA Program,
Institut Teknologi Bandung, 2021
Final Project Counsellor: Ir. Satya Aditya Wibowo, MBA
ABSTRACT
Indonesia, as one of the largest countries in the world, with a projected population of 274 million
people in 2020, will enjoy a demographic dividend in 2030-2040. Amidst the Covid-19 Pandemic,
this opens new opportunities for those in the education sector to develop a feasible business in
online learning.
PT Mojadi Aplikasi Indonesia (MOJADIAPP.com) is a new player in the online learning industry
and faces a tough competition with over 200 existing local brands in the country. A strong brand
awareness is needed to be recognized and thus compete in the existing competition. An
appropriate marketing strategy needs to be formulated and implemented to help
MOJADIAPP.com raise awareness of its brand.
This Final Project aims to find suitable Integrated Marketing Communication (IMC) strategies.
To propose suitable IMC strategies for MOJADIAPP.com, the author first analyzes the internal
environment (using current STPD analysis, current Services Marketing Mix, and Resource-Based
View with the VRIO framework) and external environment (using PESTEL, Porter’s Five Forces,
Competitor Analysis, and Customer Analysis). SWOT analysis is used to summarize the internal
and external analysis. Quantitative and qualitative research methodology is done using market
survey of 499 respondents to understand the preferred marketing strategy from a customer’s
point of view and interview with the MOJADIAPP.com senior management and co-founders to
understand the internal and external condition of the company.
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The formulated IMC strategy uses the Service Marketing Mix (7P’s) and the New Customer Path
(5A’s) touchpoints as the input, and applies Human Centric Marketing, Content Marketing, and
Engagement Marketing as a general strategy guide. The implementation of these strategies are
marketing initiatives that use the Promotion Elements which cover activities of Advertising, Sales
Promotion, Direct Marketing, Marketing Public Relations, Sponsorship, e-Communications, and
Relationship Marketing.
A key pre-requisite for the IMC strategy is for MOJADIAPP.com to develop a mobile app for its
portal and expand its online presence through more social media accounts, particularly those that
can reach the target market of MOJADIAPP.com, such as WhatsApp, Twitter, and TikTok,
followed by implementation of the marketing initiatives to boost their brand awareness.
The marketing initiatives can support the creation of a positive customer experience throughout
the customer path. Customers who have gone through this path with a positive experience can
then act as advocates to promote the MOJADIAP.com brand to new customers. This positive
experience can be achieved through application of IMC using human-centric marketing, content
marketing and engagement marketing. Human-centric marketing can be implemented through
the implementation of good customer service and various sales promotions. Content marketing
can be implemented through sponsorships and creation of appealing content for the marketing
tools. Engagement marketing can be implemented through the use of mobile apps and
gamification for promotions, and the use of existing user base for a more personalized approach.
Keywords: Brand Awareness, Brand Building, Communication, Integrated Marketing

Communication, Marketing Strategy, New Customer Path, Online Learning, Services Marketing
Mix.
iv
VALIDATION

By:
Andhika Bayu Mietra
NIM: 29319408
Master of Business Administration Program

Business Leadership
School of Business and Management
Institut Teknologi Bandung
Approving,
Counsellor
Date of 15/08/2021
Ir. Satya Aditya Wibowo, MBA

NIP: 201787542
V
ACKNOWLEDGEMENT
This Final Project Report was written to fulfill the final requirement of acquiring an
educational degree of BLEMBA 27 at SBM ITB, Jakarta Campus. I humbly hope that this
project can provide insightful information for the readers, especially those who are
interested in integrated marketing communication strategies for start-up companies.
Throughout the development of this Final Project Report, I received a tremendous

amount of support and assistance from the people around me; Those who I met in
campus and those from my personal life. Therefore, I would like to thank:
1. My parents Papa Faisal and Mama Titien, my wife Resik and my two daughters,
Vika and Nala. They are the reason I do everything in life. A supportive,
understanding, and loving family who gave me the moral support I needed.
2. Ir. Satya Aditya Wibowo, MBA as my Final Project counselor, who had always
provided constructive feedback as well as support during the development and
preparation of this report. Without him, this report would not have been carried
out the best it could.
3. MOJADIAPP.com team, especially Damy Kesatria Nugraha (Founder and CEO),
Widi Baskoro (Co-Founder and Creative Lead), Christian Bambang Krishna
Moerti (Co-Founder and COO) and Heru Zen (Co-Founder and Commissioner)
for enabling me to do the research of this company. May your business grow and
succeed.
4. Trio Orchid: Adam, Mbatis and Ciyen, my core support system throughout this
MBA journey. You guys are my rock.
5. My very supportive friends Bangben, Katebi, Mbavi and Mbamay.
6. MBAhagia, one of the best people I got to know in my class, who made my journey
very enjoyable and fun.
7. My BLEMBA 27 friends, who have been together, offline, and online, who have
opened my eyes to so many things.
8. SBM ITB Jakarta Lecturer and Academic Team for a very unforgettable journey.
9. Other supportive people whom I cannot mention individually.
Jakarta,15 August 2021
Andhika Bayu Mietra
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TABLE OF CONTENTS
ABSTRAK ....................................................................................................................................... i
ABSTRACT .................................................................................................................................. iii
VALIDATION ...............................................................................................................................v
ACKNOWLEDGEMENT ......................................................................................................... vii
TABLE OF CONTENTS..............................................................................................................ix
LIST OF FIGURES .................................................................................................................... xiii
LIST OF TABLES ..................................................................................................................... xvii
LIST OF APPENDICES .............................................................................................................xix
CHAPTER I INTRODUCTION .................................................................................................. 1
1.1 Background ......................................................................................................... 1
1.2 Online Learning .................................................................................................. 3
1.3 Business Overview ............................................................................................. 4
1.3.1 MOJADIAPP.com History and Profile .................................................. 4
1.3.2 Products and Services Offered ................................................................ 6
1.4 Business Issue ..................................................................................................... 9
1.5 Brand Awareness.............................................................................................. 10
1.6 Problem Statement ........................................................................................... 10
1.7 Research Objectives .......................................................................................... 10
1.8 Research Questions .......................................................................................... 10
1.9 Research Methodology .................................................................................... 11
1.10Project Contribution ......................................................................................... 11
1.11Research Limitations ........................................................................................ 12
CHAPTER II BUSINESS ISSUE EXPLORATION .................................................................. 13
2.1 Research Design................................................................................................ 13
2.1.1 Interviews ................................................................................................. 13
2.1.2 Market Survey.......................................................................................... 14
2.2 Internal Analysis............................................................................................... 15
2.2.1 Segmenting, Targeting, Positioning and Differentiation .................. 15
2.2.2 Service Marketing Mix ........................................................................... 19
2.2.3 Resource-Based View ............................................................................. 29
2.3 External Analysis .............................................................................................. 31
2.3.1 PESTEL Analysis ..................................................................................... 31
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2.3.2 Porter’s 5 Forces Analysis ...................................................................... 35
2.3.3 Customer Analysis ................................................................................. 41
2.3.4 Competitor Analysis .............................................................................. 50
2.4 SWOT Analysis................................................................................................. 51
2.4.1 TOWS Matrix........................................................................................... 52
CHAPTER III BUSINESS SOLUTION .................................................................................... 55
3.1 Strategy Formulation ....................................................................................... 55
3.2 Integrated Marketing Communication ......................................................... 55
3.3 Services Marketing Mix Analysis (7P’s) ....................................................... 56
3.3.1 Product...................................................................................................... 56
3.3.2 Price ........................................................................................................... 60
3.3.3 Placement ................................................................................................. 63
3.3.4 Promotion ................................................................................................. 64
3.3.5 People ........................................................................................................ 67
3.3.6 Physical Evidence .................................................................................... 68
3.3.7 Process ...................................................................................................... 69
3.3.8 Summary of Service Marketing Mix Based on Survey Result .......... 72
3.4 The New Customer Path Analysis.................................................................. 73
3.4.1 Aware ........................................................................................................ 73
3.4.2 Appeal ....................................................................................................... 74
3.4.3 Ask............................................................................................................. 74
3.4.4 Act ............................................................................................................. 75
3.4.5 Advocate ................................................................................................... 75
3.4.6 The Customer Path Archetypes ............................................................ 75
3.5 Marketing Strategies ........................................................................................ 76
3.5.1 Human Centric Marketing .................................................................... 77
3.5.2 Content Marketing ................................................................................. 77
3.5.3 Engagement Marketing ......................................................................... 77
3.6 The Marketing Program .................................................................................. 78
3.6.1 Advertising .............................................................................................. 78
3.6.2 Sales Promotion ....................................................................................... 79
3.6.3 Direct Marketing ..................................................................................... 79
3.6.4 Marketing Public Relation ..................................................................... 80
3.6.5 Sponsorship.............................................................................................. 80
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3.5.6 e-Communications .................................................................................. 80
3.6.7 Relationship Marketing .......................................................................... 81
CHAPTER IV CONCLUSION AND IMPLEMENTATION PLAN .................................... 83
4.1 Conclusion ......................................................................................................... 83
4.2 Recommendation .............................................................................................. 83
4.3 Implementation Plan........................................................................................ 85
REFERENCES ............................................................................................................................. 87
APPENDIX .................................................................................................................................. 91
xi
LIST OF FIGURES
Figure 1.1 Top 10 Most Populated Countries ........................................................................... 1
Figure 1.2 BPS Population Census Results 2020 ...................................................................... 2
Figure 1.3 Internet User Penetration in Indonesia (2015 – 2025) ........................................... 4
Figure 1.4 MOJADIAPP.com Logo ............................................................................................ 4
Figure 1.5 History of MOJADIAPP.com ................................................................................... 5
Figure 1.6 Solutions Offered by MOJADIAPP.com ................................................................ 5
Figure 1.7 Video Sharing from Expert ....................................................................................... 6
Figure 1.8 Soft Skill e-Learning .................................................................................................. 7
Figure 1.9 Webinar ....................................................................................................................... 7
Figure 1.10 MOJADIAPP.com Team of Experts ...................................................................... 9
Figure 1.11 Online Learning Players in Indonesia .................................................................. 9
Figure 2.1 Research Design ....................................................................................................... 14
Figure 2.2 MOJADIAPP.com Positioning ............................................................................... 18
Figure 2.3 7P’s Marketing Mix.................................................................................................. 19
Figure 2.4 MOJADIAPP.com Pricing ...................................................................................... 20
Figure 2.5 MOJADIAPP.com Browser Landing Page ........................................................... 21
Figure 2.6 MOJADIAPP.com Mobile Landing Page ............................................................. 22
Figure 2.7 MOJADIAPP.com Online Accounts ..................................................................... 22
Figure 2.8 MOJADIAPP.com Internship and Olympics Coverage on IG Story ................ 23
Figure 2.9 MOJADIAPP.com Instagram Feed........................................................................ 24
Figure 2.10 MOJADIAPP.com YouTube Page ....................................................................... 24
Figure 2.11 MOJADIAPP.com FaceBook Page ....................................................................... 25
Figure 2.12 MOJADIAPP.com LinkedIn Feed ....................................................................... 25
Figure 2.13 MOJADIAPP.com Color Palette .......................................................................... 27
Figure 2.14 MOJADIAPP.com Logo Model............................................................................ 28
Figure 2.15 MOJADIAPP.com User Dashboard .................................................................... 28
Figure 2.16 VRIO Framework ................................................................................................... 29
Figure 2.17 Physical Distancing Campaign in Early 2021 .................................................... 33

xiii
Figure 2.18 The Original Porter’s 5 Forces Published in Harvard Business Review ....... 36
Figure 2.19 Estimated Cost to Create a One Hour Online Course ...................................... 37
Figure 2.20 Porter 5 Forces Analysis Summary ..................................................................... 40
Figure 2.21 Respondent Profile– Location .............................................................................. 41
Figure 2.22 Respondent Profile– Age ...................................................................................... 42
Figure 2.23 Respondent Profile– Group.................................................................................. 42
Figure 2.24 Respondent Profile– Knowledge of MOJADIAPP.com ................................... 43
Figure 2.25 Respondent Profile– Current Monthly Spending ............................................. 43
Figure 2.26 Respondent Profile– Interest in Using Online Learning Platform ................. 44
Figure 2.27 Advertising: Media and Channel– Most Used/ Seen Online Ads .................. 45
Figure 2.28 Advertising: Media and Channel– Source of Reference Before Purchase..... 45
Figure 2.29 Advertising: Media and Channel– Preferred Platform .................................... 46
Figure 2.30 Twitter Comment .................................................................................................. 47
Figure 2.31 Reddit Comment.................................................................................................... 48
Figure 2.32 KasKus Comment .................................................................................................. 49
Figure 2.33 Value Proposition Canvas for MOJADIAPP.com ............................................. 50
Figure 3.1 Interchanging Role of Traditional and Digital Marketing................................. 55
Figure 3.2 Product Survey – Main Reason to Use Online Learning Portal........................ 56
Figure 3.3 Product Survey – Interesting Non-Academic Services ...................................... 57
Figure 3.4 Product Survey – Main Factors When Choosing Online Learning Portal ...... 58
Figure 3.5 Product Survey – Features Sought in Online Learning ..................................... 59
Figure 3.6 Price Survey – Preferred Purchase Method ......................................................... 60
Figure 3.7 Price Survey – Reasonable Monthly Expenditure for Online Learning .......... 61
Figure 3.8 Price Survey – Preferred Promotion Program ..................................................... 62
Figure 3.9 Price Survey – Preferred Payment Method ......................................................... 62
Figure 3.10 Placement Survey – Preferred Platform ............................................................. 63
Figure 3.11 Promotion Survey – Preferred Online Marketing Ads .................................... 64
Figure 3.12 Promotion Survey – Preferred Source of Reference ......................................... 65
Figure 3.13 Promotion Survey – Preferred Logo of MOJADIAPP.com ............................. 67
Figure 3.14 Choices of MOJADIAPP.com Logo .................................................................... 67

xiv
Figure 3.15 Example of Social Login........................................................................................ 69
Figure 3.16 Process Survey – Preferred Form of Customer Service .................................... 71
Figure 3.17 The New Customer Path....................................................................................... 73
Figure 3.18 Industry Archetypes of the Customer Path ....................................................... 76
Figure 3.19 Marketing Strategies .............................................................................................. 76
xv
LIST OF TABLES
Table 2.1 MOJADIAPP.com Key Resources ........................................................................... 30
Table 2.2 PESTEL Analysis Summary ..................................................................................... 35
Table 2.3 Annual Subscription Fee of Major Online Learning Services ............................. 38
Table 2.4 Respondent Profile – Do Online Learning Support a Brighter Future? ............ 44
Table 2.5 Existing Competition for MOJADIAPP.com ......................................................... 51
Table 2.6 SWOT Analysis of MOJADIAPP.com .................................................................... 52
Table 2.7 TOWS Matrix Analysis of MOJADIAPP.com ....................................................... 53
Table 3.1 Product Survey – Are Non-Academic Services Important? ................................ 57
Table 3.2 Product Survey – Are Complete and Updated Information Important? .......... 58
Table 3.3 Placement Survey – Are Offline Class Availability Important? ......................... 64
Table 3.4 Placement Survey – Is Active Public Interaction Important?.............................. 66
Table 3.5 Placement Survey – Is Marketing Consistency Important?................................. 66
Table 3.6 Placement Survey – Are Well-Known Experts Important? ................................. 68
Table 3.7 Physical Evidence Survey – Is Website Appearance Important? ....................... 68
Table 3.8 Physical Evidence Survey – Are Physical Offices Important? ............................ 68
Table 3.9 Process Survey – Is Time Flexibility Important? ................................................... 70
Table 3.10 Process Survey – Are Accredited Certificates Important?................................. 70
Table 3.11 Summary of 7P’s Post-Survey................................................................................ 73
Table 3.12 Proposed e-Commucation Activities .................................................................... 81
Table 3.13 Matrix of 7P’s and 5A’s Initiatives ........................................................................ 82
Table 4.1 Implementation Plan ................................................................................................. 85
xvii
LIST OF APPENDICES
APPENDIX A - INTERVIEW QUESTIONS............................................................................ 91
APPENDIX B - RESEARCH QUESTIONNAIRE ................................................................... 94
xix
CHAPTER I INTRODUCTION
1.1 Background
Indonesia, as one of the largest countries in the world, holds 4th place in 2020 with a
projected population of 274 million people, positioned only behind China, India, and the
United States. The massive population growth in the country happened in the past 50
years with an estimated 70 million people in 1950, almost quadrupling in size (291.4 %
increase) (Hadya Jayani, 2019).
Top 10 Most Populated Countries
Population
Millions
- 500 1,000 1,500 2,000
China 1,439
India 1,380
United States 331
Indonesia 274
Pakistan 221
Brazil 213
Nigeria 206
Bangladesh 165
Russia 146
Mexico 129
Figure 1.1 Top 10 Most Populated Countries

(Source: databoks)
Statistics Indonesia (BPS) 2020 Population Sensus, recorded that Indonesia’s population
increased by 32.56 million in the last decade with an average annual growth of 1.49%
during 2010-2020. It is estimated that the population growth would continue and increase
to 297 million in 2030-2040 (Ketenagakerjaan Dan Pendidikan, 2017).
During this period, Indonesia could enjoy what is called a “Demographic Dividend”,
defined by United Nations Population Fund (UNFP) as the economic growth potential
that can result from shifts in a population’s age structure, mainly when the share of the
working-age population (15 to 64) is larger than the non-working-age share of the
population (14 and younger, and 65 and older) (Demographic Dividend | UNFPA - United
Nations Population Fund, n.d.).
1
Figure 1.2 BPS Population Census Results 2020
(Source: BPS)
For Indonesia to be able to take advantage of the upcoming Demographic Dividend, it

must prepare its upcoming and existing working-age population so that they can be a
productive workforce to support economic development for the country. One way is to
improve the level of education in the country. Educational investment could ensure that
the workforce becomes more productive, promoting higher wages and a better standard
of living (Ferarris -Representative et al., 2015).
Amidst the Covid-19 Pandemic, the Indonesian Ministry of Education and Culture
(Kemendikbud) has gathered support from the private sector and encouraged the use of
2
technology to enable online learning during the physical distancing (Ali, 2020). Online
learning has been a long-term trend, was accelerated by the Covid-19 Pandemic, expected
to continue to be the future of learning (Doughty, 2021).
This opens opportunities for those in the education industry to develop a feasible
business in the online learning industry.
1.2 Online Learning

Online learning is education that takes place over the Internet. It is often referred to as
“e-learning” among other terms. However, online learning is just one type of “distanced
learning” - the umbrella term for any learning that takes place across distance and not in
a traditional classroom (Stern, n.d.)
Online learning is not a new trend and actually started in the 1980’s with the use of
computer conferencing by the Western Behavioral Sciences Institute in 1982 to provide a
distance education program for business executives. This trend continued to rise as
technology evolved and peaked during 2020 due to the Covid-19 Pandemic, which forced
nearly all educational institutions were forced to switch to online class rather than hold
classes in person (Thompson, 2021). For this project, the terms “Online Learning” and
“Online Education” will be used interchangeably.
In response to the Covid-19 Pandemic, multiple start-up companies have emerged

offering online educational solutions. Investor interest in in this sector is quite high, even
since before the pandemic. Total global investment in education technology during 2019
reached US$18.6 billion (around Rp259 trillion) and is expected to continue to increase to
US$350 billion (around Rp4.8 trillion) in 2025 (Gardhadipura, 2021).
According to research by elearningindusry.com, countries with highest e-learning

adoption growth rates are India (55%), followed by China (52%), Malaysia (41%), and
Romania (28%). Indonesia ranks 8th with a growth of 25% annually. This figure is greater
than the Southeast Asian average of 17.3% (Eka, 2017). This means that the potential
market of online learning is still huge for Indonesia.
Online learning requires the use of internet, something we might take for granted
nowadays, but was considered a luxury by most people living in Indonesia According to
Statista, barely half the population in Indonesia had access to internet before 2016 (42.65%
by 2015). It was not until 2017 that more than 50% of the population could enjoy internet
service. Nowadays, almost everyone in Indonesia has access to internet which means that
online learning businesses has a huge potential market to penetrate.
3
Figure 1.3 Internet User Penetration in Indonesia (2015 – 2025)
(Source: Statista)
1.3 Business Overview

1.3.1 MOJADIAPP.com History and Profile
Established in 2020, PT Mojadi Aplikasi Indonesia (MOJADIAPP.com) is an online
educational platform that offers various online learning services which cover the
preparation of its users for the job market, with services ranging from video-based
learnings, webinars, e-learning modules, up to resume building to support its users in
finding jobs. At the time of this project, MOJADIAPP.com is still in the development
stages and preparing for launch in the third quarter of 2021.
Figure 1.4 MOJADIAPP.com Logo

(Source: MOJADIAPP.com)
4
Figure 1.5 History of MOJADIAPP.com
(Source: MOJADIAPP.com at a Glance)
Figure 1.6 Solutions Offered by MOJADIAPP.com

VISION
• To be the best and most useful educational platform for students in Indonesia,
especially in helping students in prepare for their future.
• To Develop the nation through education.
5
MISSION
• To provide experts who have high competence to help students in providing

guidance, motivation, sharing experience, improving insights, skills, and
competencies to be ready for the future.
• To Provide facilities / features for students which are reliable, trusted, interesting,
and effective for efficient and effective delivery of materials.
• To improve the competence of students to become professionals who are ready to
compete in the global competition and in the era of industrial revolution 4.0.
• To provide insights and inspire students to be able to excel, create, pursue their
interests and talents, and become professionals as early as possible to be ready to
compete in the era of global competition.
• To shape the character and entrepreneurship skills of Indonesian students and to
advance the nation's economy.
1.3.2 Products and Services Offered
MOJADIAPP.com now offers a wide range of products and services that focus on online
education. As discussed with the Founder and CEO of MOJADIAPP.com, Damy Kesatria
Nugraha, the company will expand the variety of its products and services in the future.
The currently available services are:
1.3.2.1 Video Sharing from Expert

Students will gain experience, insight, motivation, tips about profession and expert
journey in pursuing their career and goals that will reduce confusion and eliminate
student ignorance in their future. Students will get mentoring, coaching, and support that
will greatly help students in pursuing their goals or future.
Figure 1.7 Video Sharing from Expert

(Source: MOJADIAPP.com Company Profile 2021)
6
1.3.2.2 e-Learning Soft Skills and Hard Skills
For soft skills, students will get 6 e-learning modules such as leadership, time
management, communication skill, teamwork, creativity, problem solving to improve
competence, start future preparations and win global competition.
Figure 1.8 Soft Skill e-Learning

For hard skills, students will get 3 Microsoft e-learning modules offices for basic skill
improvement in the world of work, preparing for the future and improving student
employment opportunities to be able to meet market needs.
1.3.2.3 Podcast
Students will get inspiration and success stories from fellow students
1.3.2.4 Webinar
This feature will help students to dig deeper into their potential, improve their skills and
competence, learning motivation, mindset development, insights, lectures,
entrepreneurship, and tips to help students in the future, win competition and open
opportunities in the industrial revolution 4.0.
Figure 1.9 Webinar

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1.3.2.5 IQ Test, Personality & Talent Interests Test
This feature will help students in measuring their cognitive abilities (IQ), recognizing the
advantages, shortcomings, and explore interests and talents so that students are more
confident in determining the best future.
1.3.2.6 Business English

In this feature students will get Business English materials to increase the chances of
success students in applying for scholarships, getting the job they want, and building a
sense of students' confidence to start relationships with the global community.
1.3.2.7 Resume Builder

This feature will help students in starting a professional career since school by building
portfolio as early as possible that will increase the chances of success in applying for
scholarships or jobs and win highly competitive global competition
MOJADIAPP.com has partnered up with numerous experts and built a portfolio of more
than 100 individual expertise in their respective fields.
8
Figure 1.10 MOJADIAPP.com Team of Experts
1.4 Business Issue

MOJADIAPP.com is a relatively new player in the online learning industry and is
competing against local and international online learning players. It is estimated there
are more than 200 online learning companies in Indonesia (EdTech Startups in Indonesia |
Tracxn, 2021) which can be considered a tough competition to enter.
Figure 1.11 Online Learning Players in Indonesia

(source: TechInAsia)
9
Currently MOJADIAPP.com is not yet open for public and still trying to raise awareness
of its brand with educational institutions while preparing itself for the retail market.
MOJADIAPP.com needs to establish strong brand awareness to be recognized.
1.5 Brand Awareness

Brand awareness is defined as the extent to which customers are informed about the
product’s features, persuaded to try it, and reminder to repurchase (Kotler & Armstrong,
2018). It is an important part of building a strong brand, especially when launching new
products and/ or services which can drive consumers decision on choosing among
similar products. A strong brand awareness can encourage repeat orders and in the long
run increase a company’s revenue.
1.6 Problem Statement

MOJADIAPP.com as a newcomer in this industry, currently focuses on middle school to
university students. At the moment, there are already multiple players in the education
industry and MOJADIAPP.com as a newcomer have a tough competition in being
recognized in the existing market.
By that, it is important for MOJADIAPP.com to develop a strong brand awareness

through Integrated Marketing Communication so MOJADIAPP.com could get a lot of
exposure from this market. This research will focus on how MOJADIAPP.com can
increase the brand awareness of this application by defining the suitable marketing
strategy using integrated marketing communication.
1.7 Research Objectives

The research objectives of this project are as follows:
1. To understand the external and internal environment that affects

MOJADIAPP.com as a business
2. To propose suitable Integrated Marketing Communication Strategies to promote
MOJADIAPP.com brand awareness
3. To develop the implementation plan.
1.8 Research Questions
1. What are the external and internal environment that affects MOJADIAPP.com as
a business?
2. What is the suitable Integrated Marketing Communication Strategies to promote
MOJADIAPP.com brand awareness?
3. What is the implementation plan?
10
1.9 Research Methodology
The research will use a combination of qualitative and quantitative methodology for the
analysis. Primary and secondary data are collected to support the analysis.
Publicly available information, observation, and direct interview with MOJADIAPP.com

team will be used for qualitative analysis, while data collected through survey about
practices, situation views at one point in time through questionnaire will be used for
quantitative analysis.
Sampling method will be used to measure and support the argument of this research,
which will be related to MOJADIAPP.com brand awareness, preferred marketing
channels as well as the use of MOJADIAPP.com services through multiple
questionnaires, open question, and Likert scale questionnaires.
Survey research provides a quantitative or numeric description of trends, attitudes, or

opinions of a population by studying a sample of that population. It includes cross-
sectional and longitudinal studies using questionnaires or structured interviews for data
collection, with the intent of generalizing from a sample to a population (Babbie, 1990)
Marketing strategy theories will be used to analyze the qualitative and quantitative data
such as PESTEL, Porter Five Forces, Customers Survey and Competitor for external
analysis. A use of STPD, Service Marketing Mix and Resource Based View will be used
for the internal analysis. The secondary data is collected from company internal data,
journals, articles, publication, media website industrial analysis, etc. to support the
analysis.
1.10 Project Contribution

This project is expected to provide various benefits for all parties involved, including:
• For the author, it is expected to provide further knowledge about marketing strategy,
particularly for start-up companies on developing strong brand awareness.
• For start-up companies, it is expected to provide an insight on the importance of
brand awareness in the sustainability of their business, and how they can also
contribute to the improvement.
• For academicians it is expected to be used as information, reference, and input for
further research development in this topic.
• For the readers, it is expected to provide insight about brand awareness and
integrated marketing communication
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1.11 Research Limitations
For this project, the author will use publicly available information as well as discussion/
interview results from parties in MOJADIAPP.com, internal company data of
MOJADIAPP.com, as well as survey subjects that fit into the segmentation of this project.
The survey subject will be focused on the students at high school to university and/ or
their parents that are the target market of MOJADIAPP.com, who are in Indonesia. The
strategy proposed will focus on using integrated marketing communication that aims to
raise brand awareness as MOJADIAPP.com. Further customer paths (Appeal, Ask, Act and
Advocate) will be explored under the assumption that MOJADIAPP.com has launched its
website completely. The result of strategy formulation is in the form of marketing
initiatives. These initiatives are not a business plan, so elements of cost are not
considered.
12
CHAPTER II BUSINESS ISSUE EXPLORATION
2.1 Research Design

Thorough analysis of a business is necessary when formulating a business solution or
strategy and well-designed research create a guide for the researcher as well as give
structure to the proposed ideas. Research design shows the path through which problems
and objectives are formulated and results are presented from collected data during the
research period (Sileyew, 2020)
To gain complete understanding of the business, analysis will be done for the internal
and external factors that affect the company. Internal analysis will use STPD analysis,
Service Marketing Mix, and Resource Based View (using VRIO framework) to explore
the internal factors of MOJADIAPP.com. External analysis will use PESTEL, and as
mentioned in the previous chapter, this research will use interviews with
MOJADIAPP.com team and surveys, which will be used to support the analysis for
Porter’s 5 Forces Analysis, Customer Path Analysis, and Competitor Analysis.
After understanding the internal external factors, SWOT analysis will be used to
determine the strength and weakness of MOJADIAPP.com as well as opportunities and
threats that it faces.
The formulation of strategy based on the above analysis will be driven by the integrated
marketing communication strategy to optimize the delivery of marketing ideas to the
target consumers. This strategy is developed to support MOJADIAPP.com in developing
awareness toward its brand. Figure 2.1 shows the Research Design and Methodology for
this project to guide this research.
2.1.1 Interviews
Interviews with MOJADIAPP.com team is conducted to gain understanding
MOJADIAPP.com’ current internal and external situation as well as future goals for the
company. The information obtained is used to support the internal and external analysis
in this chapter.
People involved in the interview are:
• Damy Kesatria Nugraha, Founder and CEO of MOJADIAPP.com

• Widi Baskoro, Co-Founder and Creative Lead of MOJADIAPP.com
• Christian Bambang Krishna Moerti, Co-Founder and CEO of MOJADIAPP.com
• Heru Zen, Co-Founder and Commissioner of MOJADIAPP.com
13
List of interview questions can be referred to in Appendix A.
Problem Statement
Business Issue Exploration
Internal Analysis External Analysis

• STPD Analysis • PESTEL Analysis
• Service Marketing Mix • Porter’s 5 Forces Analysis
• Resource Based View • Customers Analysis
(VRIO Analysis) • Competitor Analysis
SWOT Analysis
Strategy Formulation:
Integrated Marketing
Communication
Strategy
Conclusion and Recommendation
Figure 2.1 Research Design

2.1.2 Market Survey
Market Survey is done via Google Forms and distributed to respondents living in
Indonesia, who fall under either one of the following categories:
• Vocational School or High School Students. Students currently enrolled in high
school, vocational school, or other forms of formal education at an equivalent level
• Bachelor/ Diploma Students. Students currently enrolled in bachelor’s degree,
diploma, or other forms of formal education at an equivalent level
• Parent/ Guardian. Parents or guardians, of students enrolled in formal education
at a lower level than vocational school or high school. It is assumed that such
students usually have parents or guardians to make the decisions for them.
• Public. Adults who are not in either one of the categories above.
14
The sample size used in this research is 499 respondents, which is a number that follows
the rule of thumb of sample size greater than 30 and less than 500 to be appropriate for
most sample studies (Sekaran & Bougie, 2016).
The survey questions use a combination of multiple choice as well as Likert Scale with
the scale of 1 to 7. Likert scale is applied as one of the most fundamental and frequently
used psychometric tools in educational and social sciences research (Joshi et al., 2015).
The purpose of using 1 to 7 Liker Scale as opposed to a 1 to 5 Likert Scale for this survey
is so that the survey result has a wider range of responses which can more accurately
gauge the level of importance of the item in question, using the three-box method.
The three-box method is used to interpret the Likert scale result (Ferdinand, 2006) by
dividing the increment between the highest scale of 7 and the lowest scale of 1, which is
an increment of 6. The increment is then divided into three, which will result in the
smaller increment of 2. The result of this will be three categories for the Likert scale result
which are:
1.00 – 3.00 = Low
3.01 – 5.00 = Moderate
5.01 – 7.00 = High
The three-box method will be used to interpret the importance of a Likert scale result to
the development of marketing strategy for MOJADIAPP.com.
The list of survey questions can be referred to in Appendix B.
2.2 Internal Analysis

Internal analysis focuses on the identification and evaluation of the factors within the
company. Internal analysis can help the business identify the internal resources that it
possesses to formulate an optimal strategy tailored to its ability.
2.2.1 Segmenting, Targeting, Positioning and Differentiation

The education industry serves a wide spectrum of customers and based on discussion
with Damy, MOJADIAPP.com focuses on a specific market in this industry.
To create value for targeted customers, a company needs to design customer-driven

marketing strategies that build the right relationships with the right customers. In the
book Principles of Marketing, this can be achieved through market segmentation, market
targeting, and market positioning - STP Model (Kotler & Armstrong, 2018).
Differentiation is part of the positioning of the company.
15
2.2.1.1 Segmenting
The segmenting step covers the identification of specific consumers that are most likely
to purchase the brand, based on their needs, attitudes and interest. The most common
segmenting approaches are by demographics, psychographics, generations, geographic,
geodemographics, benefits, and usage (Clow & Baack, 2017).
Demographic
Clow & Baack identify that segmentation by demographic is clustering the customer by
the gender, age, education, income, social classes, occupation, and ethnicity. Based on
discussion with MOJADIAPP.com Creative Lead and Co-Founder, Widi Baskoro, the
demographic segmentation of MOJADIAPP.com customers are as follows:
• Age
The group of ages are divided into:
o 14 years old and younger
o 15 – 25 years old
o 26 years old and older
The age is divided in such way because MOJADIAPP.com considers these age ranges
are related to the stages of maturity in terms of how they think about their future.
• Gender
Male and female. Although MOJADIAPP.com does not view gender as a
differentiator on education, it can be considered when it comes to developing specific
products in the future.
• Education
The education group is divided into:
o Primary school
o Middle school
o Vocational school
o High school
o University
o Higher education
Education level is important as it relates to the learning materials and products that
can be offered to each segment.

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• Social Classes
Lower, Lower-Middle, Middle, Upper-Middle, Upper. The social class can determine
whether they would need alternative education such as online learning to support
their role in the society.

Geographic
Geographic location, although less relevant in the provision of online learning services,
can be related to the needs of online services. For example, those who are in the rural or
underdeveloped areas of Indonesia, can gain more benefit from online learning due to
the lack of quality educational facilities in their area (Hussain et al., 2013).
2.2.1.2 Targeting
The main target of MOJADIAPP.com is lower to middle class students at middle school
to university, including vocational school living in Indonesia and have access to internet,
who are concerned about their future and need support to achieve a bright future through
alternative education services.
A discussion with Widi emphasized the importance of the students who are concerned
with their future as it determines the products that MOJADIAPP.com offers. Damy
added that “Most of online education platform focus on exam preparation but they forgot about
the essence of education and most of them are too expensive”.
2.2.1.3 Positioning and Differentiation

Positioning summarizes the perception in the consumer’s mind of the nature of a
company or brand and its products relative to competitors. Typically, elements that stand
out in position statement are customer evaluation of the brand and the brand’s stance
relative to its competitors (Clow & Baack, 2017).
Based on the segmenting and targeting steps of MOJADIAPP.COM, Damy explained that
MOJADIAPP.com aims to provide an innovative and affordable, high quality standard
education platform that can cater to the needs of students to improve their future. As can
be seen in figure 2.2 below, one of the key methods MOJADIAPP.com differentiates its
brand from the competitors by providing continuous learning to prepare their students
for the job market.
To summarize based on the information above, the positioning MOJADIAP is as follows:
For students at middle school, vocational school, high school, and university who are concerned
about their future or are preparing for their future, MOJADIAPP.com is an online learning
platform that is innovative, affordable, and has a high quality.
17
Figure 2.2 MOJADIAPP.com Positioning
Apart from that, MOJADIAPP.com also provides 6 Step continuous learning which
include:
• Q&A in expert sharing sessions (as opposed to only using video sharing or one
way communication)
• Well-rounded service offerings that can not only support school and/or university
academic materials, but also support the development of skills and competence
for a better future career, including provision of career development support
services such as resume builder and business English, all under one platform
To summarize based on the information above, the differentiation of MOJADIAP is as
follows:
Unlike most online learning platforms, MOJADIAPP.com provides 6 steps of continuous learning
that will help students prepare not just for exams, but also for their future career development in
the job market.
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2.2.2 Service Marketing Mix
Expanding from the original 4P’s (Product, Price, Promotion, Placement) Marketing Mix
expressed by E. J. McCarthy in his book “Basic Marketing – A Managerial Approach”, in
1981, Bernard H. Booms and Mary J. Bitner further developed the concept from four to
seven elements so that the framework could also be applied to the service industry, by
adding 3 more P’s that are People, Process and Physical Evidence (What Is the Service
Marketing Mix (7P’s) by Booms and Bitner | Toolshero, n.d.).
The original 4P’s concept could not be directly transferred to service company where
there is no physical transfer of ownership of a product from a business to a customer.
There are four characteristics of services that are that differ from products, which are
intangibility, heterogeneity, inseparability of production and consumption, and
perishability of output. Hence, the nature of services poses distinct marketing challenges
for service companies (Wirtz & Lovelock, n.d.).
Figure 2.3 7P’s Marketing Mix

(Source: toolshero.com)
2.2.2.1 Product
The first step of the marketing mix starts with developing a service product that offers
value to target customers an satisfy their needs better in comparison to available
competing alternatives (Wirtz & Lovelock, n.d.).
19
MOJADIAPP.com offers a range of products and services that focus on online education
under one platform. The currently available services are:
• Video Sharing from Expert

• e-Learning Soft Skills and Hard Skills
• Podcast
• Webinar
• IQ Test, Personality & Talent Interests Test
• Business English
• Resume Builder
These products cater to the need of students that wish to improve their soft skills and
hard skills so they can prepare for the job market.
2.2.2.2 Price
Price is a key factor for a customer in deciding whether to purchase a product. The value
they get from the product must be equal or more than the price that they are paying
(Wirtz & Lovelock, n.d.).
Although the product is not yet launched, MOJADIAPP.com has taken the pricing
strategy of giving free-mium services for their customers with a pre-requisite to register
an account in their website.
Video sharing and Webinars are provided for free so that customers can try out their
platform, while other services are charged at a relatively lower price compared to their
competitors. For example, they offer the bundling package which is sold as an annual
subscription at IDR 400,000/ year which offers the complete experience for a customer.
Figure 2.4 MOJADIAPP.com Pricing

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2.2.2.3 Place
Service distribution may take place physically and/ or through electronic channels,
depending on the nature of the services provided. To deliver services, companies need to
decide where these services are delivered (Wirtz & Lovelock, n.d.).
In the case of online learning service, all services are delivered electronically either
through a website, a computer application, or mobile application. This means that anyone
can access the service almost instantaneously from any location in the world that has
internet access.
Now, MOJADIAPP.com only provides their services through their web-based platform
at www.mojadiapp.com. Based on discussion with Widi, at the time being, there is no
plan to expand the availability of their platform to mobile apps or desktop clients as they
consider that most students would be on either a laptop or a desktop when they engage
in online learning. However, Widi emphasized that their website is mobile phone
friendly, meaning the interface can still be accessed through mobile devices quite well.
Figure 2.5 MOJADIAPP.com Browser Landing Page

21
Figure 2.6 MOJADIAPP.com Mobile Landing Page
2.2.2.4 Promotion
Promotion is the way a company tells the customers about their services, so it plays a
vital role in providing the needed information about their services, persuading customers
to buy, and encouraging these customers to act at specific times (Wirtz & Lovelock, n.d.).
As mentioned in the previous chapter, MOJADIAPP.com is still yet to be launched to the

public. Based on discussion with Damy, MOJADIAPP.com’s promotion activities
currently focus on raising awareness of their upcoming brand and services to their
potential customers through their online presence. MOJADIAPP.com uses their online
accounts in popular social media platforms such as Instagram, Facebook, Youtube and
LinkedIn.
Figure 2.7 MOJADIAPP.com Online Accounts

22
The campaigns that MOJADIAPP.com has done are aimed to raise awareness of their
brand through informative, enticing, witty and playful messages that according to Widi,
“raises interest and curiosity on what MOJADIAPP.com is all about”. These messages are
consistent across all MOJADIAPP.com online presence.
Recently, MOJADIAPP.com has engaged in cooperation with Kampus Merdeka, a

program initiated by Indonesia’s Minisitry of Education and Culture
(https://kampusmerdeka.kemdikbud.go.id/), where they promote their brand as an
employer by inviting students of Kampus Merdeka to participate in their internship
program.
In anticipation of Tokyo 2020 Olympics, MOJADIAPP.com also exclusively covers

several the young athletes representing Indonesia in the competition to raise awareness
of their brand toward the young audience of the Olympics.
Instagram
MOJADIAPP.com organizes their Instagram posts to be playful and enticing. Currently

they have just above 400 followers which keeps on increasing.
Figure 2.8 MOJADIAPP.com Internship and Olympics Coverage on IG Story

(Source: MOJADIAPP.com Instagram)
23
Figure 2.9 MOJADIAPP.com Instagram Feed
(Source: MOJADIAPP.com Instagram)
YouTube
On YouTube, MOJADIAPP.com informative videos on the importance of education for

the future of students as well as music videos that show the nationalism of MOJADIAPP.
Announcement of the internship as well as the athlete profile is also shown in their feed.
Figure 2.10 MOJADIAPP.com YouTube Page

(Source: MOJADIAPP.com YouTube)
FaceBook
On FaceBook, MOJADIAPP.com feed is less active, the posts are mostly the same videos
they have on their YouTube Channel. The campaign on internship and Tokyo Olympics
can also be found in their FaceBook feed.
24
Figure 2.11 MOJADIAPP.com FaceBook Page
(Source: MOJADIAPP.com FaceBook)
LinkedIn
On LinkedIn, MOJADIAPP.com presents itself a bit toward the professional audience

where they show some of MOJADIAPP’s webinars and showcase their online soft skill
trainings to attract potential students and employers in the job market. The campaign on
internship and Tokyo Olympics can also be found in their LinkedIn feed.
Figure 2.12 MOJADIAPP.com LinkedIn Feed

(Source: MOJADIAPP.com LinkedIn)
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2.2.2.5 People
In the service industry, the people in a company plays a very important role in delivering
services. In addition to the technical skills required by the job, people who are involved
in the service provision, especially the customer facing employees, need to possess good
interpersonal skills and a positive attitude (Wirtz & Lovelock, n.d.).
In their business model, MOJADIAPP.com relies heavily on the skills of the experts they
hire to deliver the materials to students. To ensure that these experts have the necessary
qualifications and the appropriate attitude in delivering the service, MOJADIAPP.com
carefully handpicks these experts. As mentioned by Heru Zen, Co-Founder and
Commissioner of MOJADIAPP.com, experts are handpicked from the pool of
professional experts that the founders of the company personally know. This ensures that
these experts have the appropriate competency for their subject and have the same vision
as MOJADIAPP.com founders.
Customer service that handles customer inquiries, as well as complaints also plays an
important role in the service industry. Customers need to have access to an available
person that can answer any of their questions about the product or services. As confirmed
by Widi, at the moment, they do not have systemized customer service and are only
reachable via email or direct messages on each of their online accounts. However, they
plan to implement this customer service as the platform goes live.
2.2.2.6 Physical Evidence

Physical evidence is particularly useful for a service provider when the customer has not
bought or experienced a service from the company and therefore, needs some assurance,
or is expected to pay a service in advance (The 7Ps of The Marketing Mix | Oxford College
Of Marketing, n.d.).
For MOJADIAPP.com, which offers a full online service, their physical evidence is their
online presence, including their name and logo. The name, logo, user interface of their
website, their online accounts as well as their online media campaign acts as the physical
form that a customer or potential customers can see.
Based on the discussion with Widi, MOJADIAPP.com presents itself as informative,

enticing, witty and playful. Apart from the messages they deliver, MOJADIAPP.com uses
a palette of colors consistently across their online presence. All the marketing tools use
the combination of teal, pink, purple and yellow as can be seen in figure 2.14 below.
Damy also added that although they plan to cater to professional customers in the future,
they do not plan on providing any offline services. All trainings will be online. This re-
26
emphasizes the importance of MOJADIAPP.com’s user interface on all their online
platforms.
Figure 2.13 MOJADIAPP.com Color Palette

MOJADIAPP.com Name
Based on discussion with Krishna, Co-Founder and COO of MOJADIAPP.com, the origin
of the name MOJADIAPP comes from the Indonesian culture of asking young children:
“Mau jadi apa?”, which roughly translates to “What do you want to be?”. Although this
saying is usually asked as a friendly gesture from an adult to a child, Krishna believes
that the question is still relevant as the child grows as they are trying to find the answer
to that question, such as when deciding where to continue their study or even what
profession they would like to pursue for their future.
However, contrary to their brand name, MOJADIAPP.com does not currently have nor
plan to develop a mobile app soon. This may cause some dissonance between the brand
“MOJADIAPP” and the fact that there is no app for it.
To mitigate this, MOJADIAPP.com needs to consider developing an app for their portal.
MOJADIAPP.com Logo
MOJADIAPP.com logo shows two links chained together with the meaning as follows:
• The bigger link with a darker color resembles experts with experience
• The smaller link with a lighter color resembles students
• The two links chained together resembles hand-in-hand knowledge sharing &
mentoring between experts and students
• The shape of triangle links was chosen so that the combination of the two chains
forms the letter “M”

Based on discussion with Krishna, the logo was created based on the market research by
MOJADIAPP.com team. Later in the next chapter, the survey result of this paper shows
that the current logo is chosen as the favorite of the respondents. It can be concluded that
the MOJADIAPP.com logo has been designed quite well.
Further details of the logo can be seen in figure 2.15
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Figure 2.14 MOJADIAPP.com Logo Model
2.2.2.7 Process
Service companies would want to create a smooth, efficient, and customer-friendly
journey, which can only be achieved with the right process behind the scenes. The process
needs to be aimed toward providing a positive experience for the customers (The 7Ps of
The Marketing Mix | Oxford College Of Marketing, n.d.).
MOJADIAPP.com needs to develop such processes once their products go live. Currently
what they have available are only the registration process, where a new customer can
register and modify their profile from their dashboard.
The customer experience needs to be developed from the initial registration, up to the
point they experience the MOJADIAPP.com services and along in the journey, a positive
experience with customer service which encourages them to repeat the purchase.
Figure 2.15 MOJADIAPP.com User Dashboard

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2.2.3 Resource-Based View
Resource based view is an analysis model that aim to identify certain types of resources
key attributes to a company’s superior performance compared to its competition, in other
words, competitive advantage. These resources can be either tangible – possessing
physical attributes, or intangible – does not have physical attributes. The framework used
in resource-based view is the VRIO Framework. (Rothaermel, 2017).
According to the VRIO Framework, for a resource to be key in the competitiveness of a

company, these four points must be met:
• The resource must be Valuable, which means the resource can help a company
exploit opportunities or mitigate threats to increase its economic value creation.
• The resource must be Rare, which means the number of companies that possess
such resource is few, creating a more sustained advantage for the company.
• The resource must be costly to Imitate, which means competitors who do not
possess such resources, are unable to obtain it at a reasonable price.
• The company must be well Organized to capture the value of such resources,
which means it has the structure, process, and systems to fully exploit such
resources.
Figure 2.16 VRIO Framework

(Source: Rothaermel, 2017)
Damy and Heru pointed out several resources that they consider key in shaping the
competitive advantage of MOJADIAPP.com. These resources are analyzed using the
VRIO Framework in table 2.1.
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Organized
Costly to
Resource Valuable? Rare? to Capture Conclusion
Imitate?
Value?
Team of founders with
more than 10 years of
experience in their own
field and team of high Competitive
Yes Yes Yes Yes
skilled programmers to advantage
support technological
innovation for the
platform
Reputable strategic Competitive

partners with more than advantage
Yes Yes Yes Yes
15 years of expertise in
the education industry
Low-cost production to Competitive

support competitive Yes Yes Yes Yes advantage
pricing
A network of more than Competitive

one hundred personally advantage
Yes Yes Yes Yes
known high quality
experts hired at low cost
High quality content at Competitive

Yes Yes Yes Yes
low cost advantage
Multi-service platform Competitive

Yes Yes Yes Yes
advantage
Strategic Employment Temporary

Partnership with competitive
Yes Yes No Yes
Ministry of Education advantage
and Culture
Table 2.1 MOJADIAPP.com Key Resources
Co-Branding with Kampus Merdeka
Particularly for MOJADIAPP.com, Kampus Merdeka Program has been essential in

paving their way to raise awareness both as an online education platform as well as an
employer, through the internship program that they are participating in.
The goal of this partnership is for both parties to provide employment experience for the
students and to complement the students’ diploma/ certificate once they complete their
study.
Since Kampus Merdeka is endorsed by the government, engaging and co-branding with
Kampus Merdeka can help increase brand awareness and promote the brand penetration
to its target market through the word of mouth that's generated by the students, on top
of the main benefits of obtaining support for program development funds as well as
getting a number of students who can be utilized for the purposes of a growth company.
30
However, MOJADIAPP.com needs to keep in mind that the internship program by
Kampus Merdeka is open to all parties that wish to participate, including the competitors
of MOJADIAPP.com, meaning that this partnership is only a temporary competitive
advantage.
To ensure that MOJADIAPP.com can maximize this resource in improving brand

awareness, they should consider taking advantage of this resource by:
• Providing special promotion package for students of Kampus Merdeka to gain
new users
• Endorsing Kampus Merdeka in all MOJADIAPP.com marketing channel
• Requesting interning students to become the face of MOJADIAPP.com campaigns
for marketing purposes
• Request them to share this news to others to trigger word of mouth
2.3 External Analysis

Understanding the market conditions of a business is a key factor in formulating an
optimal strategy. Through external analysis, a business can adjusts its strategy and adapt
to its external environment.
2.3.1 PESTEL Analysis

First introduced by Francis J. Aguilar in 1967, PEST analysis represents the acronym for
indirect factors – Political, Economic, Social, and Technological, that are used for the
analysis of external macroeconomic environment, that affect an organization or company
(Vasileva, 2018). Throughout the years, this framework was extended to include other
factors and resulted numerous variants of the PEST analysis. The most popular and most
relevant additional factors that are used for business analysis are Environmental and
Legal; Hence the acronym PESTEL (PESTEL Analysis (PEST Analysis) EXPLAINED with
EXAMPLES | B2U, 2018).
2.3.1.1 Political
The political landscape had always been a key driver in determining the playing field for
most businesses in Indonesia. A whole industry in Indonesia can either be encouraged or
hindered, depending on the priority of the leaders at that time (Yamin, 2018).
Fortunately for the education industry, the newly appointed Minister of Education and
Culture, Nadiem Anwar Makarim, had been mandated to provide full support by
President Joko Widodo to promote and improve the quality of human resources of the
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country, through improving the country’s education system (Mendikbud Tetapkan Empat
Pokok Kebijakan Pendidikan “Merdeka Belajar,” 2019). Nadiem had elaborated seven priority
programs that he plans to enroll during his term that can well support the education
system in Indonesia (Kasih, 2020). These programs are:
• Education Financing
• School Digitization
• Driving Schools and Driving Teachers
• Improvement of Curriculum Quality and Minimum Competency Assessment
• Revitalization of Vocational Education
• Kampus Merdeka Program
• Cultural and Language Advancement

These programs present a huge opportunity for companies that operate in the online
education industry.
MOJADIAPP.com has also contributed directly to improve the Cultural and Language
Advancement as they promote national songs in their YouTube channel and provide
services to improve business English for their students. Politically, the external
environment is very supportive of MOJADIAPP.com business, and they can continue to
capitalize on it to accelerate their business growth.
2.3.1.2 Economic
Since the Covid-19 pandemic, Indonesia’s economic performance have been
continuously decreasing. World Bank has demoted Indonesia’s status from a country
with an average “middle-upper” income to “middle-lower” following the decline of
Indonesia’s Gross National Income per capita to US$ 3,870 in 2020 (Annur, 2021).
Institute for Development of Economics and Finance (INDEF) predicts that this trend will
continue for a longer period and that it would be difficult for Indonesia to recover from
due to the inconsistency in the economic structure (Said, 2021).
During economic difficulties, households have the tendency to focus on expenditure for
the very basic needs - food, shelter, and clothing. This lessens the opportunity for
businesses in other sectors to increase their market, including education industry.
MOJADIAPP.com has attempted to offset this threat by offering affordable pricing for
their services and reiterate the importance of education in improving the economic
condition both for the student’s family, as well as for the country.
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2.3.1.3 Social
The Covid-19 pandemic has caused a significant shift of the social environment
worldwide. The enforcement of physical distancing impacted almost all existing
industries. Businesses must limit their operations, employees must work from home,
schools must close, and students must study at home. This trend has continued from the
second quarter of 2020 throughout 2021.
Figure 2.17 Physical Distancing Campaign in Early 2021

(Source: CNN Indonesia)
For the conventional education industry, this situation is a major challenge to overcome.
A lot of changes are required for the learning system to accommodate effective learning
without having the “luxury” being face-to-face. Major changes need to be made to the
curriculum, the materials as well as the method of delivery (Hendayana, 2020).
33
However, for companies that operate in the online learning industry, this is a big
opportunity as the services they offer, rely on customers preferring online learning
sessions over learning in person. MOJADIAPP.com can capitalize on this situation and
even promote online learning to continue even after the social distancing period has
ended in Indonesia.
2.3.1.4 Technological
Although Indonesia is far from being the most technologically advanced country,
Indonesia has a significant portion of its population possessing smart phones. A survey
done by Pew Research Center with more than 30,000 respondents from 27 countries, has
put Indonesia at the 24th (Alfarizi, 2019). However, being third from last, does not mean
Indonesia has a low number of smartphone owners. According to Ministry of
Communication and Information, 89% of Indonesian population (approximately 167
million people) already use smartphones (Hanum, 2021). This is a huge opportunity for
the online education industry as smartphones are the bare minimum requirement, apart
from internet connection, for people to enjoy online learning products.
MOJADIAPP.com has ensured that their platform is smartphone friendly but has
additional opportunity to tap into through mobile app development for their platform.
2.3.1.5 Environmental
The environmental factor of Indonesia lies with its geographical landscape and culture.
Extending more than 5,000 KM from east to west, Indonesia has more than 13,000 islands
across the whole archipelago. Within the country, there are around 260million people
with thousands of dialects, put together only by the national language, Bahasa Indonesia.
For most businesses, the geographical landscape is quite a challenge, especially in

distribution due to the many islands separated by the body of water. For most global
businesses, the language barrier is also a challenge to reach out even if the logistics are
already sorted out.
Fortunately for online services, geographical landscape is less of a challenge as it does

not require physical travel across these many islands to reach out to remote areas. And
for businesses, especially local businesses, the language barrier can be offset by delivering
services using Bahasa Indonesia.
The environmental factor is not a major obstacle for MOJADIAPP.com, however similar
business models also have this benefit compared to offline and/ or global companies.
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2.3.1.6 Legal
Online learning is not a new thing in Indonesia. In 2012, the Ministry of Education and
Culture issued Ministry of Education and Culture Regulation Number 24/2012 with
regards to Remote Education. As defined by Ministry of Education and Culture
Regulation Number 109/2013, remote education is the process of teaching and learning
conducted remotely using various communicative media. Ministry of Education and
Culture Regulation Number 119/2014 also defines this for the elementary and middle
school level (Pendidikan Jarak Jauh (PJJ) Di Masa Pandemi Covid 19 Halaman All -
Kompasiana.Com, 2021).
Online learning has been supported by the government, especially since the Covid-19
pandemic to enable the continuation of learning activities during the enforcement of
physical distancing. The legal environment is accommodative towards businesses that
can support online learning activities.
Summary of PESTEL Analysis
The summary of PESTEL analysis for MOJADIAPP.com can be seen in table 2.2 below.
Political environment is accommodative and leaning toward supportive for the education
Political industry. Particularly during the pandemic, online learning is encouraged by the
government.
The economic difficulties for most of the population in Indonesia due to the pandemic. This
Economic limits the opportunity for most businesses to grow.
The shift in the social behavior due to enforcement of physical distancing has accelerated the
Social growth of most online services, including online learning.
The number of smartphone users in Indonesia has reached more than 80%. This is a big
Technological opportunity for internet-based services, including online learning. Mobile platforms are a
big market in Indonesia.
Indonesia is an archipelago and has multiple cultures. The geographic landscape and the
culture may be a barrier for global and/ or offline businesses but does not affect local online
Environmental services as they have the benefit of using Bahasa Indonesia and having the ability to reach
customers in remote areas.
Indonesia have recognized the need of online learning activities since 2012, have been a
supporter of it and have issued regulations that govern the activities. Since the Covid-19
Legal Pandemic, the government has supported parties that could contribute to online learning
and created an accommodative legal environment.
Table 2.2 PESTEL Analysis Summary

2.3.2 Porter’s 5 Forces Analysis
In 1979, Michael E. Porter, a Professor at Harvard Business School, proposed that the
essence of strategy formulation is how to cope with competition and that the competition
is not only with the other players in the industry, but rather rooted in the underlying
economic that go well beyond the players. Customers, suppliers, potential entrants, and
substitute products also create competitive forces (Porter, 1979).
35
Figure 2.18 The Original Porter’s 5 Forces Published in Harvard Business Review
(Source: Harvard Business Review, 1979)
Porter’s 5 forces can be used to analyze the external environment of a company so that it
can formulate strategies that can capitalize on the opportunities and/ or mitigate the
threats it faces in this environment. Based on discussion with Damy, Widi and Heru,
below are the five competitive forces in MOJADIAPP.com’s competition landscape.
2.3.2.1 Threat of New Entrants

The seriousness of the threat of new entrants depends highly on the barriers that are
present for them and the reaction from existing competitors (Porter, 1979). Generally, for
the online learning industry, the barrier to enter is moderate. In the online learning
industry, supply of the service can be provided by both business organizations and
individuals.
For individuals, the barrier to enter this industry is low. Cost wise, there is little to no
financial investment to start given the availability of multiple free online platforms you
can deliver your service through, if you have the necessary materials to deliver (Tips
Memulai Bisnis E-Learning - Entrepreneur Bisnis.Com, n.d.). An example of a successful
online learning that started without proper financial investment is the Khan Academy
founded by Salman Khan that started in Yahoo Doodle and gained a massive following
in YouTube (What Is the History of Khan Academy? – Khan Academy Help Center, n.d.).
For business organizations on the other hand, the barrier to enter is relatively steeper as
it would require some investment, a team of professionals, as well as good quality
contents to bring in new customers or attract customers from existing competition. An
article on RacoonGang.com shows that a typical online learning company requires an
investment of up to US$ 36,000 just to start and create 1 hour of e-Learning ready content
(Movchan, 2020). More investment would have to be made to compete with existing
content from existing competitors.
36
To add to the inherent barrier of cost for new entrants, MOJADIAPP.com plans to create
additional barrier through the number of available high-quality contents from more than
500 experts in Indonesia. Although the barrier is quite low for new individual entrants,
they are not necessarily a threat to the online learning companies as these companies
differentiate by providing multi-service under one platform.
In summary, threat of new entrants of individuals is high, but of business organizations

is low for due to the cost of starting. Based on this information, the overall threat of new
entrants is moderate.
Figure 2.19 Estimated Cost to Create a One Hour Online Course

(Source: RacoonGang.com)
37
2.3.2.2 Customer Power
Customers can create competition by driving down prices, demanding higher quality
services and hence play competitors against each other, all at the expense of industry
profits (Porter, 1979).
MOJADIAPP.com offers one of the cheapest alternatives for the complete online learning
service. Below is a summary of the annual subscription cost of full online learning service
offered by five of the biggest players in the industry, all in IDR.
Quipper Ruangguru Zenius Prime Rumah Belajar

790,000 1,350,000 440,000 950,000 Free
Table 2.3 Annual Subscription Fee of Major Online Learning Services

(Source: hai.grid.id)
MOJADIAPP.com offers IDR 400,000 for annual subscription fee which gives the full
experience of the services, just below the cheapest package offered by Zenius. Although
Rumah Belajar, offers a free service, it only offers the basic curriculum by the government,
while MOJADIAPP.com offers more content outside the basic curriculum. This puts
MOJADIAPP.com in a good position in terms of value and pricing.
However, as mentioned in Chapter I, MOJADIAPP.com faces competition with more

than 200 online learning companies in Indonesia. This means that the customers always
have an alternative to choose besides MOJADIAPP.com.
Based on the information above the bargaining power of customers is high.
2.3.2.3 Supplier Power

As with customers, suppliers also have the power to create competition by raising their
prices or reducing the quality of goods and services they provide to the industry (Porter,
1979). In the online learning industry, the most significant supplier for the business are
the tutors, teachers, and experts that deliver the material to the students. Based on
discussion with the MOJADIAPP.com team, currently the network of experts that they
have are from personal network of the founders, and these experts are engaged through
a partnership scheme where they can support as guest experts or committed experts.
Guest experts are those who provide services on a pro-bono basis, and do not have a
contractual commitment to MOJADIAPP.com. On one hand, this means that
MOJADIAPP.com can get a free service from them, but on the other hand,
MOJADIAPP.com does not have the legal right to drive the quality of the content that
38
these experts deliver. Committed experts are those who provide services on a contractual
basis, although now these types of experts are not yet present. These experts work based
on a contract, so MOJADIAPP.com has the legal right to drive the quality of the contents.
Although these experts have the option to create their own online learning portal as
individuals or join a competitor, Damy mentions that since they know these experts
personally, MOJADIAPP.com maintains a good and trusting relationship with these
experts.
Based on the information above, the bargaining power of suppliers is moderate.
2.3.2.4 Threat of Substitution

Substitute products can limit the potential of an industry by placing a ceiling on prices.
Unless the industry can upgrade the quality of the product or make a significant
differentiation, the industry will lose earnings and possibly hindered growth (Porter,
1979).
Based on discussion with the MOJADIAPP.com team, the substitute products that they
see are offline learning, which can be seen as a backwards evolution in the education
industry. Considering the current circumstances with the Covid-19 pandemic, it is highly
unlikely that offline learning will be fully operational soon and disrupt the online
learning industry.
According to Damy, even if online learning is back in full operations, online learning will
still have a market as part of the digitization and more people will already be accustomed
with it.
Based on the information above, the threat of substitute products is moderate.
2.3.2.5 Competitive Rivalry

Rivalry among existing competition usually takes the form of price competition, product
introduction as well as advertising (Porter, 1979). MOJADIAPP.com team has recognized
the competition that they face with the existing market. Competition comes both locally
and globally as the online learning industry is not limited by geographic locations.
Although none of the existing competition offer the exact product line of
MOJADIAPP.com, nor have the exact same target market, all of them operate in the
online learning industry, with mostly students as the target. Some differentiation that
MOJADIAPP.com has created are as follows:
39
• Services Offered. Most online learning platforms provide specific services only,
or just a marketplace for individual suppliers of courses, while MOJADIAPP.com
provides an all-in-one platform with numerous services.
• Target Customers. Some online learning platforms are targeting professionals,
students, or both. MOJADIAPP.com targets students only.
• Pricing. Most online learning platforms offer premium membership only, while
MOJADIAPP.com offers free-mium content.

The competition’s average price range of the services are well above MOJADIAPP.com
while MOJADIAPP.com provides a full-service online learning experience at lower price.
However, even with MOJADIAPP.com’s differentiation, they still compete with more
than 200 local brands.
Based on the information above, the rivalry among existing players is high.
Summary of Porter’s 5 Forces Analysis
The summary of Porter’s 5 Forces analysis for MOJADIAPP.com can be seen in figure
2.19.
Threat of New Entrants

MODERATE
- High starting capital for
online learning companies
- Requires portfolio of
prominent experts
- No real barrier for
individual online learning
services
Supplier Power Competitive Rivalry

MODERATE HIGH Customer Power
- Experts can choose a wide
range of employers
- Similar target market is HIGH
off-set by different
- Experts can choose to start services offered by - Customers have more
individual online class’ players than 200 alternatives
- MOJADIAPP.com besides MOJADIAPP.com
maintains good trusting - Sill have to compete with
relationship with the more than 200 local
experts brands
Threat of Substitution
MODERATE
- Accelerated digitalization
expedites adjustment to
online learning
Figure 2.20 Porter 5 Forces Analysis Summary

40
2.3.3 Customer Analysis
To compete in today’s market, companies need to be customer centered. To be a customer
centered company and deliver effective marketing, a company needs to perform a careful
customer analysis (Kotler & Armstrong, 2018). Customer analysis is supported by the
survey result and is used to gain general understanding of the customer segment of
MOJADIAPP.com and identify opportunities that MOJADIAPP.com can take advantage
of based on the respondents’ answers.
The use of 1 to 7 Likert Scale has made the survey result to get a more accurate response
on whether an item in question has low, medium, or high importance to the respondents.
2.3.3.1 Respondent Profile

The parameters of respondent profile are geographic location, age, group, knowledge of
MOJADIAPP.com, average monthly expenditure for online learning portals, and
whether they are interested in using an online learning portal.
Based on the survey from 499 respondents, 55% reside in Jabodetabek area, followed by
18% in East Java, 8-9% each in West Java, Central Java and Sumatera, while a minority
2% of respondents reside in Kalimantan and Papua. From this information,
MOJADIAPP.com can see that most of their target market is in the Jabodetabek area,
while there is also a potential market in other areas of Java and Sumatera.
Location
2%
Jabodetabek
18% West Java
Central Java
8% Sumatera
55%
8% East Java
9% Kalimantan and Papua
Figure 2.21 Respondent Profile– Location

(Source: Survey, 2021)
The age parameter is categorized as below 15 years old, 15-20 years old, 21-25 years old,
26-30 years old, 31-40 years old, and above 40 years old. The results show that 2% are
below 15 years old, 37% are 15-20 years old, 10% are 21-25 years old, 7% are 26-30 years
old, 28% are 31-40 years old, and 16% are above 40 years old. The majority of the survey
result are people 15-20 years old and 31-40 years old, which are suitable for
41
MOJADIAPP.com market, as this age usually represents students and parents/
guardians of students that are potential customers of MOJADIAPP.com. The grouping in
figure 2.21 can further confirm this.
Age
2%
16%
<15 15-20
37%
21-25 26-30
28%
31-40 >40
7% 10%
Figure 2.22 Respondent Profile– Age

The group parameter is categorized as vocational school or high school students,

bachelor/ diploma students, parent/ guardian, and public. As can be seen in figure 2.20,
most of the respondents are vocational school or high school students at 36%, followed
by parent/ guardian at 28%, bachelor/ diploma students at 15%, and public at 21%. From
this information, it can be inferred that the survey respondents are in line with the target
market of MOJADIAPP.com. Students with the education level of vocational school, high
school and up to university are represented by respondents of their own category, while
middle school students are represented by the respondent category parent/ guardian.
Public respondents add insight for potential market outside the existing target of
MOJADIAPP.com, which are those at higher education and professionals.
Respondent Group
Public
21% Parent/ Guardian

36%
Bachelor/ Diploma Students
28% Vocational School or High School

15% Students
Figure 2.23 Respondent Profile– Group

Respondents were asked whether they know about MOJADIAPP.com and 93% answered
that they only knew of MOJADIAPP.com because they filled in the survey, 5% knew from
42
MOJADIAPP.com website, 2% knew from their friends and families, while none of them
knew MOJADIAPP.com from Instagram nor their teachers or lecturers. This information
reiterates the importance of building brand awareness for MOJADIAPP.com as a new
player in the industry.
How did you know about MOJADIAPP.com?

0% 0%
2%
5%
Friends and Family
This Survey
MOJADIAPP.com website
Instagram
93%
Teachers or Lecturers
Figure 2.24 Respondent Profile– Knowledge of MOJADIAPP.com

Respondents were asked about their existing expenditure for online learning platforms
and 73% answered that they have never used any form of online learning platform, while
the remaining have spent some amount for such service. This information shows the
current expenditure for online learning platform. Information on how much they are
willing to spend will be explored in The next chapter.
Current Monthly Expenditure for

Online Learning Platform (in IDR)
6% 4%
5% Never Used Before
<100,000
7% 100,000 - 299,999
5% 300,000 - 499,999
500,000 - 1,000,000
73% >1,000,000
Figure 2.25 Respondent Profile– Current Monthly Spending

Respondents were asked whether they are interested using an online learning portal and
81% answered that they are interested while a combined roughly 19% answered they are
43
not interested with several reasons as seen in figure 2.23. This information shows that
there is a huge potential market for MOJADIAPP.com in the online learning industry.
Interest in Using an Online Learning Portals

4% 3% Interested
5%
7% Not interested. Online experience not as
good as offline experience
Not Interested. No added value given by
online learning
Not Interested. Lack of physical facilities
81%
Not Interested. Do not need to complement
formal education
Figure 2.26 Respondent Profile– Interest in Using Online Learning Platform

Respondents were also asked to answer a Likert scale question about whether they think
online learning portals can contribute to a brighter future for the students. Using the three-
box method, the importance has a level of 5.82, which is high.
Score
Indicator Index
1 2 3 4 5 6 7
Online Learning Portals Supports the
Development and Preparation of a Brigther 2 7 6 45 106 171 162 5.82
Future for the Students
Table 2.4 Respondent Profile – Do Online Learning Support a Brighter Future?

2.3.3.2 Advertising: Media and Channel

When using Integrated Marketing Communication, the media and channel used to
deliver the message serve an important role in ensuring an effective IMC. Respondents
were asked on their most used methods of receiving information online, their preferred
reference for decision making before making an online purchase, and on which platform
they would prefer to use online learning portal should they start using one. The survey
asks this question via a multi-choice answer where the respondents are presented with
several options and are asked to choose one or more answers for the questions. Due to
having multiple choice, only the top choices with more than 100 answers will be
considered as priority.
Based on the survey, out of 896 answeres from 499 respondents, Instagram was the most
chosen answer for the question “Most used/ seen online marketing ads”. This is followed
by YouTube at 159 answers. This shows that MOJADIAPP.com should utilize its existing
44
Instagram and YouTube pages to communicate with their customers and potential
customers. The detailed survey result can be seen in figure 2.4 below.
Most Used/ Seen Online Marketing Ads

Instagram 389
Youtube 159
Tiktok 95
Twitter 78
Facebook 71
Pop-up/Google Ad 49
Brand Website 37
Linkedin 18
0 50 100 150 200 250 300 350 400 450
Figure 2.27 Advertising: Media and Channel– Most Used/ Seen Online Ads
When asked on the source of references before making a purchase, out of 882 answers
from 499 respondents, customer review/ feedback was most chosen out of all the other
options with 317 answers. This is followed by information from the brand at 151 answers,
friends and family or teachers and lecturers at 118, and community/ forum at 103. This
provides an insight that MOJADIAPP.com should consider the following actions:
• build a customer feedback tool to enable publicized customer feedback
• deliver appealing messages for its ads
• build a good experience for customers so they recommend to others, and
• create a built-in forum or reach out to communities related to online learning or
education
A more detailed plan and further action will be explored further in the next Chapter.
Source of Reference Before Purchase

Customer review/ feedback 317
Information from brand 151
Friends and family or teachers and lecturers 118
Community/ forum 103
Influencer 64
Brand Ambassador 56
Media coverage 52
Personal blogger 21
0 50 100 150 200 250 300 350
Figure 2.28 Advertising: Media and Channel– Source of Reference Before Purchase
45
Based on 889 answers from 499 respondents, mobile app was the most chosen answer
with 376 answers, followed by 320 for web-based platform and 168 for desktop client.
MOJADIAPP.com currently only provides their service through their website. Although,
Widi explained that their website interface is already mobile friendly, MOJADIAPP.com
should really consider building a mobile app as based on the survey, it is still much
preferred than using a web-based platform. In addition, mobile apps deliver a different
experience for users in terms of communication. Desktop client, although should be
considered, will be a bit more challenging to implement. A more detailed plan and
further action on the above will be explored further in The next chapter The detailed
survey result can be seen in figure 2.6 below.
Preferred Platform
Mobile App 376
Web-based platform 320
Desktop Client 168
Tablet App 25
0 50 100 150 200 250 300 350 400
Figure 2.29 Advertising: Media and Channel– Preferred Platform

2.3.3.3 Netnography and Value Proposition Canvas

Developed by Robert Kozinets, netnography (ethnography focused on the interned) is a
method that adapts the practice of ethnography to understand human behaviors in e-
tribes or online communities (Kotler et al., 2017).
For this research, netnography is performed on online social media and forums such as
Twitter, Reddit, KasKus and Instagram, to get an understanding of some of the customer
pain and gain, which will then be used to develop a Value Proposition Canvas.
Value Proposition Canvas is a tool that is used to describe the benefits customers can
expect from the products and services offered. It has two sides:
46
• Customer Profile, where customer understanding is performed. For this purpose,
customer understanding will be performed with netnography
• Value Map, where how value is created for such customer is explained. This will
be based on what MOJADIAPP.com is offering as explained in this chapter.

When Customer Profile and Value Map meets, Fit is achieved (Osterwalder et al., n.d.).
Netnography
Netnography is done on Twitter, Reddit and KasKus where user comments are observed
to get understanding of what customers of online learning services want (gain) and what
they are complaining about (pain). These pain and gain are used to prepare the Customer
Profile.
From Twitter, the two separate comments on a discussion over the quality of several
online learning brands were observed:
• a customer is happy about a free content promo offered every weekday from
07.00AM – 01.00PM
• a customer is saying that a well-known online learning portal does not necessarily
mean good quality, but rather massive marketing.
Figure 2.30 Twitter Comment

(Source: twitter.com)
47
From Reddit, there was a thread discussion about what people are doing during the
pandemic and what online courses can be taken during the free time to prepare for the
job market once the pandemic settles. Most of the comments were about which brand to
choose, but this particular comment suggested to take courses that hone the skills that is
in high demand and practical. Aside from that, the comment is complaining about
relatively expensive course which only provides basic materials and does not go deeper.
Figure 2.31 Reddit Comment

(Source: reddit.com)
From KasKus, there is a discussion on the customer feedback on one online learning
portal. The three separate comments discussed what they like on this portal were
observed:
• a customer is happy about a feature to take a picture of a problem and a solution
will be provided by the portal
• a customer is happy about the simple user interface, ease of use, as well as easy-
to-understand content
• a customer is happy about an adventure game feature where they can collect
achievements as they progress through the courses
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Figure 2.32 KasKus Comment
(Source: kaskusk.co.id)
Value Proposition Canvas
Customer jobs explain what customers are trying to get done and is satisfied through the
offered services, which is what the value offered is built around. Gains are the concrete
benefits that customers are seeking and is satisfied by gain creators, which is how the
services create customer gains. Pains are obstacles related to customer jobs and are
relieved by pain relievers, which is how the services alleviate customer pains.
(Osterwalder et al., n.d.)
The Value Proposition Canvas based on the information above can be seen in figure 2.32
below.
49
Figure 2.33 Value Proposition Canvas for MOJADIAPP.com
2.3.4 Competitor Analysis
Understanding the competition is an important factor in developing an effective
marketing strategy (Kotler & Armstrong, 2018). It can also help a company develop
products and services that can stand out, properly prepare for the competition, properly
react to the competition, as well as take advantage of known weaknesses of these
competitors (Understand Your Competitors, n.d.).
As explained in the previous section, the competitors are both global and local
companies. Table 2.4 is a summary of the major competitors that MOJADIAPP.com has
mapped, categorized by global or local companies.
Although these companies have different services, strengths, and pricing strategies, most
of them have the same target – students, and offer similar products – online learning
services.
Target Price
Competition Company Services Strength
Market (In IDR)
Global Free e-learning and Collaboration with Professionals

Starting at IDR
EDX 2,000,000 per
paid certification top universities and students
module
Endless number of Starting at IDR

Marketplace for e- Professionals
Udemy contents and user 300,000 per
learning and students
experiences module
High quality
Harvard Starting at IDR
Professional e- content and
Business Professionals 12,000,000 per
learning reputable
School module
organization
Integration with
LinkedIn Premium e-learning LinkedIn platform Starting at IDR
Professionals
Learning subscription and number of 5,000,000 per year
contents
Fresh
e-learning for fresh Starting at IDR
Number of graduates
Glints graduates and early 200,000 per
contents and early
professionals module
professionals
50
Local Psychology Test International Students Starting at IDR
Vooya and Talent standard for 1,500,000 per test
Mapping Psychology test
Psychology Test Local standard but Students Starting at IDR

Rencanamu and Talent low price 125,000 per test
Mapping
Well-known brand Students Starting at IDR

e-learning for
for pioneering the 300,000 per
Ruang Guru school curriculum
online learning in module
subjects
Indonesia
Number of Professionals Starting at IDR

Marketplace for e-
Sekolahmu contents and students 300,000 per
learning
module
Massive Students Starting at IDR

1 Persen Psychology Test promotion 200,000 per
module
Table 2.5 Existing Competition for MOJADIAPP.com

(Source: MOJADIAPP.com in a Glance)
2.4 SWOT Analysis

Credited to Albert Humphrey who developed it at the Stanford Research Institute back
in the 1960s-1970s, SWOT analysis reinforces business analysis strategy by assessing all
of a business’s strength and weaknesses, as well as the potential opportunities and
pitfalls/ threats within the business environment (What Is SWOT Analysis? - The British
Library, n.d.). Based on the internal and external analysis at the beginning of the chapter,
Table 2.5 exhibits the summary of strengths, weaknesses, opportunities, and threats of
MOJADIAPP.com as a business.
Competitive Price Compared to existing competitors, MOJADIAPP.com offers the

lowest price for the value it offers. This can be a strong
competitive point among the competition where the price is
relatively higher.
Wide product variety MOJADIAPP.com offers a wide variety of services including non-
academic services in an industry where most of the players only
offer specific, usually academic-based products. This “one-stop
shop” concept can attract users by reducing complexity in
Strengths enjoying online learning services.
Network of high-quality Currently MOJADIAPP.com has a wide network of personally

expert at low cost known experts that are willing to contribute at a reasonably low
cost. This enables MOJADIAPP.com to be more flexible in terms
of pricing their products/ services.
Innovation MOJADIAPP.com maintains their wide variety of products

through continuous innovation. This will enable them to keep up,
even be the pioneers in the existing competition.
51
Low brand awareness As a new player, MOJADIAPP.com does not yet have the
awareness from the customers for both its brand and offers.
MOJADIAPP.com needs to be recognized among the competitors
to compete.
Small organization MOJADIAPP.com has a small core team in its organization and
mostly outsources its business processes. This can affect their
Weaknesses ability to react promptly to competition.
Limited support MOJADIAPP.com is now focusing on its core products and does
services not have the supporting services that need to come with their
business such as customer service, customer relationship
management, and other forms of customer support. To compete
sustainably, this needs to be improved.
Accelerated digital The acceleration of digital transformation caused by the

transformation pandemic presents an opportunity for most online services in
general. People are “forced” to use online services due to
limitations of physical activities. This is a huge leverage for
MOJADIAPP.com.
Government support for Indonesian government has supported the education sector and
education have developed regulations that accommodate businesses
Opportunities operating in this sector. MOJADIAPP.com can take advantage of
this by working closely with the Ministry of Education and
Culture.
High penetration of Internet users have reached more than 70% of the population,
internet and mobile while mobile users have reached more than 80%. This is a huge
users opportunity for MOJADIAPP.com to reach out to remote areas in
Indonesia.
Experts have high Experts, who are the suppliers of MOJADIAPP.com, have a wide
bargaining power range of options to contribute. They can choose to build their own
business or join a competitor.
Imitation of product Nowadays, it is getting easier to copy a product, even business

Threats model due to the development of technology and information
through internet. There are more than 200 local companies
competing in the online learning industry that compete
dynamically and can copy any viable product or business model
they see. MOJADIAPP.com needs to continuously improve to
keep up with the competition,
Table 2.6 SWOT Analysis of MOJADIAPP.com

2.4.1 TOWS Matrix
The TOWS Matrix is an extension of the SWOT Analysis to further help a company think
about the strategic alternatives that it can pursue, based on the SWOT factors that they
have identified (The TOWS Matrix - Going Beyond SWOT Analysis - from MindTools.Com,
n.d.). The strategic alternatives can be divided into four categories which are:
• SO-Strategy or "Maxi-Maxi", use strengths to maximize opportunities
• ST-Strategy or "Maxi-Mini", use strengths to minimize threats
• WO-Strategy or "Mini-Maxi", minimize weaknesses by taking advantage of
opportunities
• WT-Strategy or "Mini-Mini", minimize weaknesses and avoid threats
52
Strengths (S) Weaknesses (W)
IFAS
Internal Factor Analysis
Summary S1 Competitive Price W1 Low brand awareness
S2 Wide product variety W2 Small organization
S3 Network of high-quality W3 Limited support services
EFAS expert at low cost
S4 Years of experience of the
External Factor Analysis
founders and skilled
Summary
programmers to support
innovation
Opportunities (O) SO-Strategy WO-Strategy
O1 Accelerated digital (S1-O3) Maintain competitive price (W1-O2) Engage in cooperation

transformation by creating marketing promotion with government bodies to raise
O2 Government support for through online channels awareness of brand
education (S2-O1) Promote various products (W1-O3) Develop mobile app that
O3 High penetration of through online channels offer special offers for first time
internet and mobile users (S3-O1) Use network of expert to users
promote the brand via online (W2-O2) Sourcing human resources
channels by engaging with government-
(S3-O2) Collaborate with initiated skill development
government by offering training programs
programs to government officers (W3-O1) Hire customer support
(S4-O3) Develop strong mobile personnel that can work remotely
app that can utilize the technology from their home
optimally
Threats (T) ST-Strategy WT-Strategy
T1 Experts have high (S1-T1) Maintain competitive price (W1-T1) Build the company brand
bargaining power to reduce the impact of imitation together with the experts and build
T2 Imitation of product (S2-T1) Wide product variety gives sense of ownership of the brand
the non-formal educators to (W1-T2) Adopt existing product
actualize themselves in various and adding value to keep up with
areas of expertise and give competition
(S3-T1) Utilize wide network to (W2-T1) Collaborate with experts to
build an expert community that can attract new talent for human
retain the existing experts and resource
attract new experts (W3-T2) Adopt existing support
(S4-T2) The innovation of products services from the competitors to
could come with the stronger digital keep up with competition
security systems which will prevent
the theft of intellectual properties
Table 2.7 TOWS Matrix Analysis of MOJADIAPP.com
Based on the TOWS Matrix, the proposed IMC strategy will focus on the items in bold.
The reason being that the IMC aims to improve brand awareness, and the bolded
strategies can support this. The other strategies in the TOWS Matrix can be implemented
in the future once MOJADIAPP.com has already gained the desired level of brand
awareness to either further improve it or maintain the level.
53
CHAPTER III BUSINESS SOLUTION
3.1 Strategy Formulation

The aim of strategy formulation is to raise awareness of MOJADIAPP.com brand, using
Integrated Marketing Communication, which is the coordination and integration of all
marketing communication tools. In the traditional Marketing Mix (4P’s), marketing
communication itself serves as part of the Promotion activities (Clow & Baack, 2017).
The input for the strategy formulation is the internal and external analysis in Chapter II,
further exploration of The Services Marketing Mix (7P’s) framework after survey, and the
New Customer Path (5A’s) framework.
The formulated strategy uses a combination of marketing strategies of Human Centric

Marketing, Content Marketing and Engagement Marketing.
3.2 Integrated Marketing Communication

Made famous in the academic scene in the 1990s by the work at the Medill School of
Journalism Northwestern University, led by Professor Don Schultz, Integrated Marketing
Communication (IMC) has developed since the late 1980s through to practitioner
activities of advertising, direct marketing, and public relations (Kitchen & de Pelsmacker,
2004).
Since it was popularized, IMC has gone through some evolution, following the evolution of
technology in general. The American Marketing Association defines IMC as “a planning process
designed to assure that all brand contacts received by a customer or prospect for a product, service,
or organization are relevant to that person and consistent over time.” (Davenport, n.d.).
Figure 3.1 Interchanging Role of Traditional and Digital Marketing

(Source: Kotler and Kertajaya, 2017)
55
In Indonesia, the concept of IMC transcends traditional marketing and digital marketing.
Traditional marketing is still present while digital marketing is emerging. Digital
marketing in this sense is not yet to replace traditional marketing, but rather to
complement it. With this in mind, the formulation of IMC strategy for MOJADIAPP.com
will need to ensure that both traditional and digital marketing are accounted for. Figure
3.1 shows the interchanging roles of traditional and digital marketing.
3.3 Services Marketing Mix Analysis (7P’s)

In Chapter II, Services Marketing Mix has been explored for the current condition of
MOJADIAPP.com. In this chapter, it is revisited using the survey results so an
appropriate strategy can be applied to improve each aspect.
3.3.1 Product
MOJADIAPP.com offers variety of products as explored in Chapter II. In this chapter,
additions as well as improvements to what MOJADIAPP.com currently has is analyzed
based on the survey result.
3.3.1.1 Core Product

The core product offered by MOJADIAPP.com is online learning, coming in a variety of
forms, and support the students on formal academic performance or complement with
non-academic knowledge and skills.
Respondents were asked what their main reason to use an online learning portal is. Based
on the survey, 49% of the respondents answered that they would like to gain knowledge
and skills outside formal education, followed by 32% answering that they want intensive
study to support their performance in formal education. This confirms that what
MOJADIAPP.com currently offers has value to the market.
Main Reason to Use an Online Learning Portal

2%
3%
5% Gain knowledge/ skill outside formal education
Explore interests and career ideas for a better future
49% Intensive study for existing formal education

32% Expand network/ get new friends
Measurement of self competence
Career preparation
9%
Figure 3.2 Product Survey – Main Reason to Use Online Learning Portal
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Based on the survey, both academic and non-academic services provide value to the
market. However, as explored in the previous chapter, online learning portals with the
same target market as MOJADIAPP.com, offers mostly academic services for the
students. To confirm whether non-academic services are as important, respondents were
asked to answer a Likert scale question. Using the three-box method, the importance has a
level of 5.94, which is high.
Score
Indicator Index
1 2 3 4 5 6 7
Offering Non-Academic Services is Important
4 12 21 164 445 882 1,435 5.94
for Online Learning Portals
Table 3.1 Product Survey – Are Non-Academic Services Important?

Further, the respondents were asked on what kind of non-academic services they would
be interested in. Based on 890 answers from 499 respondents, soft skill development was
the most chosen answer with 363 answers, followed by hard skill development with 243
answers. Information on higher education as well as job market also gained quite a lot of
interest with 111 and 103 answers, respectively.
Non-Academic Services That Would Raise Interest
Softskill development 363
Hardskill development 243
Information on higher education (local and global) 111
Information on job market 103
Motivational content from public figures 64
Others 6
0 50 100 150 200 250 300 350 400
Figure 3.3 Product Survey – Interesting Non-Academic Services

Based on the information above, MOJADIAPP.com can continue offering their core
products, while considering providing additional services through information on higher
education opportunities both locally and globally, as well as information on the job
market. These additional services could be in the form of blog posts, articles or even
opportunity or vacancy postings in a special section in their website.
57
3.3.1.2 Product Quality
Respondents were asked about the main factors that they consider when choosing an
online learning portal. Based on 909 answers from 499 respondents, relevant study
materials were the most chosen answer with 338 answers, followed by reputable
lecturers/ presenters with 180 answers. Price being the third most chosen answer with
137, shows that customers would not mind the price as much if the quality that they
expect is met.
To continuously provide relevant materials, MOJADIAPP.com needs to always stay up

to date with the country’s academic curriculum for academic services and the current
education trend for non-academic services. Maintaining a portfolio of reputable
lecturers/ presenters should also at high priority as it is one of the important factors
considered by customers.
Main Factors Considered When Choosing an Online

Learning Portal
Relevant study materials 338
Reputable lecturers/ presenters 180
Price 137
Recommendation from friends and family 93
Brand credibility 90
Friends or family to join the same portal 40
Community or forums 31
0 50 100 150 200 250 300 350 400
Figure 3.4 Product Survey – Main Factors When Choosing Online Learning Portal
To support the product quality, availability of information plays a significant role.

Customers need to know that what products/ services are available for them to purchase.
Respondents were asked to answer a Likert scale question about the importance of
complete and updated information on the main website. Using the three-box method, the
importance has a level of 6.17, which is high.
Score
Indicator Index
1 2 3 4 5 6 7
Complete and Updated Information of Products
on the Website are Important for Online - 8 15 100 375 906 1,673 6.17
Learning Portals
Table 3.2 Product Survey – Are Complete and Updated Information Important?
58
3.3.1.3 Features
Apart from core products and their quality, features of a service can also help
differentiate, even give brands an edge over its competitors. To find the most liked
feature of an online learning portal, respondents were asked about the main features that
they look for in an online learning portal. Based on 890 answers from 499 respondents,
1on1 sessions with experts was the most chosen answer with 337 answers, followed by
built-in forum for students with 174 answers. Student answer comparison and generic
chat bot also gained some interest with 155 and 136 answers, respectively.
MOJADIAPP.com has only offered video sharing from experts and could consider
developing 1on1 sessions with the experts to fulfil such interest.
Some online services such as online gaming companies, have built-in community forums
in their website where the users can share experience or help each other answer some
basic questions. MOJADIAPP.com can consider implementing this in their website to
accommodate similar communication between students while building loyalty through
the community.
Based on discussion with Damy, MOJADIAPP.com is already planning to implement

answer comparison so that students can learn from other students. This is a feature that
MOJADIAPP.com believes could be a differentiator from their competitors.
Chat bots are already a common feature in web-based services as it helps customers
understand the products/ services while being low cost compared to having a customer
service team to answer generic questions.
Main Features Sought in Online Learning Portals
1on1 consultation with lecturer/ expert 337
Built-in student forum 174

Comparison for student-submitted solutions (for
quizzes and tests) 155
Chat bot (to assist with basic questions) 136
Resume/ CV builder 56
Student ranking system 21
Others 11
0 50 100 150 200 250 300 350 400
Figure 3.5 Product Survey – Features Sought in Online Learning

59
3.3.2 Price
3.3.2.1 Purchase Method
MOJADIAPP.com currently offers a combination of free, module-based, and subscription
content for their services. Based on the survey, monthly subscription and module-based
are the most chosen methods with 40% and 35%, choosing those answers, respectively.
Annual subscription, which is the only available subscription method at
MOJADIAPP.com, is at third place with 21% choosing the answer. Only 4% favored a
daily subscription, something usually only offered by internet service companies for their
data packages.
Based on this information, MOJADIAPP.com could consider adding a monthly

subscription the options as it could give flexibility in the commitment of the users or
something in between monthly and annual subscription (3 months, 6 months) and
incentivize customers by charging effectively less per month if customers opt for a longer
commitment. Module-based purchase should be maintained as it is still the most chosen
option, while free content should also be maintained as it can help attract new users of
MOJADIAPP.com
Preferred Purchase Method

4%
Module-Based
21%
35% Monthly Subscription
Annual Subscription
Daily Subscription
40%
Figure 3.6 Price Survey – Preferred Purchase Method

3.3.2.2 Generic Pricing

As discussed in the previous chapter, MOJADIAPP.com has generally the best value
offered for the price it charges. To understand the willingness of customers to pay for
online learning services, respondents are asked what they think is a reasonable monthly
expenditure for online learning services. Based on the responses, 49% answered
IDR100,000-299,999 per month is reasonable, while 20% each answered <IDR100,000 and
IDR300,000-499,999 per month is reasonable. Only 10% answered IDR500,000-1,000,000
while 1% answered >IDR1,000,000.
60
MOJADIAPP.com’s annual subscription is IDR400,000, which is less than IDR35,000 per
month. This pricing level can fit the popular choices of IDR499,999 per month and below,
based on the survey result. Their module-based purchases, for IQ Test, is IDR200,000,
and is not expected to be a regular necessity for the users. MOJADIAPP.com should
maintain the price level to be attractive to new customers.
Reasonable Monthly Expenditure for Online Learning

Portals
1%
10%
20%
<100,000
100,000 - 299,999
20%
300,000 - 499,999
500,000 - 1,000,000
>1,000,000
49%
Figure 3.7 Price Survey – Reasonable Monthly Expenditure for Online Learning
Another pricing strategy to consider is special offers. There are a variety of special offers
to consider, and to find the most preferred method, respondents were asked about their
preference on the promotion programs. Based on 813 answers from 499 respondents,
seasonal promo was the most chosen answer with 271 answers, followed by loyalty
promo with 244 answers. Referral promo and group promo also gained some interest
with 158 and 140 answers, respectively.
Examples of seasonal promo that MOJADIAPP.com can use are special price for National
Education Day, school holiday, religious holidays as well as other national holidays.
Special prices can be offered during these times to attract new users.
Loyalty promos can be in the form of cash backs, free modules, or extension discounts
for users that have used the portal for a certain period or completed a certain number of
modules courses.
Referral promos and group promos can be offered to attract new users in batches
capitalizing on the positive experience of existing customers and relying on word of
mouth.
61
Preferred Promotion Program
Seasonal Promo 271
Loyalty Promo 244
Referral Promo 158
Group Promo 140
0 50 100 150 200 250 300
Figure 3.8 Price Survey – Preferred Promotion Program

3.3.2.3 Payment Method

Another aspect of the price component is the available payment method. As discussed
with Damy, MOJADIAPP.com now only offers credit card payment and manual
transfers. Based on the survey, 32% chose Fintech payment systems (GoPay, OVO,
ShopeePay, etc.), followed by virtual account payment at 29% and manual transfer at
28%. Apparently, the credit card payment method is not as attractive as
MOJADIAPP.com considered as only 7% chose this answer.
MOJADIAPP.com should consider partnering with fintech payment systems as they are
one of the most popular methods of payment. Setting up virtual accounts can also be
considered as apart from being quite popular, it can also help simplify MOJADIAPP.com
operation by reconciling incoming payment with the user account.
Preferred Payment Method

3%
1%
7% Fintech Payment System

32% Virtual Account
Manual Transfer (ATM/ Online Banking)
28% Credit Card
Payment via MiniMart
Fintech Installments
29%
Figure 3.9 Price Survey – Preferred Payment Method

62
3.3.3 Placement
Placement of a product can define the outreach of a brand. Choosing offline, online or
both channels to distribute the product can make a difference on whether the target
market can be reached effectively.
MOJADIAPP.com at the moment only offers web-based portal as explained in the

previous chapter. However, with the increasing popularity of mobile phones, it is very
common for a service to also have a mobile app. The popularity of mobile apps for service
companies is confirmed by the survey result.
Based on 889 answers from 499 respondents, mobile was the most chosen answer with
376 answers, followed web-based platforms with 174 answers and desktop client with
168 answers.
Although based on explanation by Widi, developing a mobile app is not yet

MOJADIAPP.com’s priority, they should really consider starting to develop it if they
want to increase their appeal to mobile users.
In the long run, maybe a desktop client could be worth investing in once
MOJADIAPP.com has gained enough users.
Preferred Platform
Mobile App 376
Web-based platform 320
Desktop Client 168
Tablet App 25
0 50 100 150 200 250 300 350 400
Figure 3.10 Placement Survey – Preferred Platform

Although offering full online experience for its users, MOJADIAPP.com should consider
offering offline services in the future. Offline learning is still quite popular despite the
emerging online learning industry. Respondents were asked to answer a Likert scale
question about the importance of availability of offline classes for an online learning
portal. Using the three-box method, the importance has a level of 5.28 which is high.
63
Score
Indicator Index
1 2 3 4 5 6 7
Availability of Offline Class is Important for an
10 19 28 93 99 112 138 5.28
Online Learning Portal
Table 3.3 Placement Survey – Are Offline Class Availability Important?

Offline learning may be limited now due to the pandemic, but based on the survey result,
it can be expected to recover its popularity once the pandemic settles.
3.3.4 Promotion
When promoting its brand, a company is performing a marketing communication to its
audience about the products/ services they are offering, as well as presenting its brand.
The perform an effective communication, factors such as channels, tools, level of
interaction as well as the content itself need to be considered carefully.
3.3.4.1 Channel
MOJADIAPP.com currently has several online accounts presents in Instagram, FaceBook,
YouTube and LinkedIn. Based on 896 answers from 499 respondents, Instagram was the
most chosen answer with 389 answers, followed YouTube with 159 answers. The
remaining online accounts did not receive as many answers as these two. This shows that
for MOJADIAPP.com to promote their brand in Indonesia, Instagram and YouTube can
get more exposure compared to other online accounts.
Most Used/ Seen Online Marketing Ads
Instagram 389
Youtube 159
Tiktok 95
Twitter 78
Facebook 71
Pop-up/Google Ad 49
Brand Website 37
Linkedin 18
0 50 100 150 200 250 300 350 400 450
Figure 3.11 Promotion Survey – Preferred Online Marketing Ads

64
3.3.4.2 Reference Tools
Aside from promotion done directly by a brand, companies can also take advantage of
external reference tools to help promote their brand. These tools can help push an
undecided customer to make a purchase.
Respondents were asked on what their sources of reference are when deciding to
purchase service from online learning portals. Based on 882 answers from 499
respondents, customer review/ feedback was the most chosen answer with 317 answers,
followed information from brand with 151 answers. Reference from friends/family and
teachers/lecturers also have quite a lot of answers, followed by community/forum.
Customer review/ feedback plays a significant role because new customers can refer to
the experience of existing customers and understand what they expect to experience
based on those reviews/ feedback. Direct review seems to be the most reliable source of
reference, but indirect review such as reference from close people and communities can
also influence a purchasing decision.
MOJADIAPP.com can utilize these tools by ensuring existing customers have the best
experience they can get so they can leave positive feedback.
Source of Reference Before Purchase
Customer review/ feedback 317
Information from brand 151
Friends and family or teachers and lecturers 118
Community/ forum 103
Influencer 64
Brand Ambassador 56
Media coverage 52
Personal blogger 21
0 50 100 150 200 250 300 350
Figure 3.12 Promotion Survey – Preferred Source of Reference

65
3.3.4.3 Level of Interaction
Brands can choose to interact with the public on many levels. They can be passive, only
responding to customer complaints/ inquiries, or they can be active, by interacting to the
public to the extent of having its own brand persona.
Respondents were asked to answer a Likert scale question about the importance of active
public interaction for an online learning portal. Using the three-box method, the importance
has a level of 6.04 which is high.
Score
Indicator Index
1 2 3 4 5 6 7
Active Public Interaction is Important for an
3 4 4 22 85 187 197 6.04
Table 3.4 Placement Survey – Is Active Public Interaction Important?

MOJADIAPP.com can interact actively through online accounts such as Twitter. They
can build a persona for their brand by actively interacting with the public. This persona
can help raise brand awareness.
3.3.4.4 Content
Memorable logo as well as consistent and understandable message can help a promotion
campaign to be recognized, even be in the top of mind for customers.
consistent and memorable logo and marketing campaigns for an online learning portal.
Using the three-box method, the importance has a level of 4.93 which is moderate.
Score
Indicator Index
1 2 3 4 5 6 7
Consistent and Memorable Logo and Marketing
Campaign is Important for an Online Learning 21 18 46 106 110 97 101 4.93
Portal
Table 3.5 Placement Survey – Is Marketing Consistency Important?

To complement an enticing message, a logo needs to be easily memorized and

recognized. Respondents were asked on their preferred logo for MOJADIAPP.com.
Based on the survey, 52% chose logo 1. MOJADIAPP.com is already using this logo in
most of their marketing tools, and based on the survey, they should keep using it.
66
Preferred Logo of MOJADIAPP.com
Logo 1
27%
Logo 2
52% Logo 3
7%
Logo 4
14%
Figure 3.13 Promotion Survey – Preferred Logo of MOJADIAPP.com

Figure 3.14 Choices of MOJADIAPP.com Logo

3.3.5 People
One of MOJADIAPP.com’s valuable resources is their network of experts to share video
materials of their respected fields. Most of the experts are personal colleagues of the
founders, meaning that although having good competence in their field, they are not
necessarily well-known figures to the public.
Respondents were asked to answer a Likert scale question about the importance of well-
known experts for an online learning portal. Using the three-box method, the importance
has a level of 5.89 which is high.
67
Score
Indicator Index
1 2 3 4 5 6 7
Use of Well-Known Experts is Important for an
3 3 10 58 81 145 199 5.89
Table 3.6 Placement Survey – Are Well-Known Experts Important?

Well known figures could help attract users as customers tend to choose a brand if they
think they know what or who the brand offers. As MOJADIAPP.com grows, it should
add to its portfolio more well-known names to deliver the materials. These well-known
experts can also help promote the brand by acting as brand ambassadors to
MOJADIAPP.com.
3.3.6 Physical Evidence

As a fully online service provider, MOJADIAPP.com does not present any physical form
of their company apart from what can be seen in their website. At the moment,
MOJADIAPP.com has its own website as their physical identity. Their website is the only
channel in which the customers can engage and purchase the offered services. To ensure
a positive experience, the website should be easy to navigate as well as be aesthetically
pleasing. Respondents were asked to answer a Likert scale question about the importance
of visual appeal and user-friendliness of a website for an online learning portal. Using
the three-box method, the importance has a level of 6.20 which is high.
Score
Indicator Index
1 2 3 4 5 6 7
An Appealing and User-Friendly Website is
0 6 4 20 67 160 242 6.20
Important for an Online Learning Portal
Table 3.7 Physical Evidence Survey – Is Website Appearance Important?

Although offering full online learning service, a physical office can impact a customer’s
decision on choosing a brand. Respondents were asked to answer a Likert scale question
about the importance of presence of a physical office for an online learning portal. Using
the three-box method, the importance has a level of 6.20 which is high.
Score
Indicator Index
1 2 3 4 5 6 7
Presence of a Physical Office is Important for an
6 10 12 60 99 149 163 5.68
Table 3.8 Physical Evidence Survey – Are Physical Offices Important?

68
Physical office serves several purposes such as:
• Provide comfort to customers that a business is legitimate
• Provide a place for walk-in customer service
• Provide opportunities for offline services such as trainings, classes, and seminars
• Provide physical attractiveness of an office for customer visits
3.3.7 Process
A good service business process should be able to give a positive experience for the
customers from the start to the end. A customer experience starts from registration to
using the service, up to post sales services. If customers get a positive experience, they
are encouraged to repeat the purchase.
3.3.7.1 Registration
Registering in MOJADIAPP.com is quite simple, as only a valid email is needed without
any other information required. Once registered, a user can then enjoy the offered free
content or make purchases on the website. The registration process could be made even
simpler by implementing a social login such as using a Google, FaceBook or Twitter
Account.
Figure 3.15 Example of Social Login

(Source: Google Images)
3.3.7.2 Service Experience

Generally, online learning portals give a limited time for the users to finish a course or
module. Some have strict time limits (i.e., finish within 24 hours) some have more lenient
time limits or even no time limit. To confirm this through survey, respondents were asked
to answer a Likert scale question about the importance of time flexibility in completing
69
modules/ courses. Using the three-box method, the importance has a level of 5.91, which
is high. Based on this, MOJADIAPP.com should consider giving time flexibility for their
users to finish courses or modules.
Score
Indicator Index
1 2 3 4 5 6 7
Flexibility of Time to Complete Modules is
1 5 8 42 101 153 189 5.91
Important for an Online Learning Portal
Table 3.9 Process Survey – Is Time Flexibility Important?

Usually, when completing a course or module, users would like to get some form of
acknowledgement such as a badge or certificate. However, not all these
acknowledgements have universal (national, global) acceptance, especially in when it is
used for applying for jobs. Only accredited certificates have universal acceptance and can
be used for such purposes.
accredited certificates in online learning portals. Using the three-box method, the
importance has a level of 6.11, which is high. MOJADIAPP.com should consider
partnering with an accredited body to develop standards for their training materials so
that users can obtain an accredited certificate that can be accepted universally.
Score
Indicator Index
1 2 3 4 5 6 7
Accredited Certificates is Important for an
1 5 4 31 81 142 235 6.11
Table 3.10 Process Survey – Are Accredited Certificates Important?

3.3.7.3 Post-Sales Services

For a service company, the service does not end when the core product is delivered. Post-
sales services are needed to support a positive experience for the customers. Service
companies usually have some form of customer service where the customers can ask
questions, deliver feedback, and most importantly, feel that the company cares about
them.
Traditionally, customer service is done by actual persons, but with the development of
technology, tech-assisted customer services are now available. Respondents were asked
to choose their preferred form of customer service.
70
Based on 930 answers from 499 respondents, call center was the most chosen answer with
25 answers, followed by support live chat with 237 answers. Self-service and e-mail
support also gained some interest, each with 138 answers.
Call center and live chat provides the most personal experience as users know that they
are communicating with another person, and that they can communicate easier.
Although e-mail can give a somewhat similar experience, the delayed response or the
now popular automated email reply can diminish the experience.
Self-service such as FAQ, tutorial videos and user guide can be implemented but will
require customer education to familiarize the customers with such self-help service.
However, in the long run, it could potentially cost less as it does not require any form of
continuous personnel interaction.
Preferred form of Customer Service
Call Center 258
Support Live Chat 237
Self-Service 138
e-mail Support 138
Built-In Community and Forum 99
Walk-In Service 60
0 50 100 150 200 250 300
Figure 3.16 Process Survey – Preferred Form of Customer Service

MOJADIAPP.com can start implementing these popular choices, but considering the
current size of the organization, support live chat might be the most feasible option as
one personnel can handle multiple chats simultaneously. The next step would be to set
up self-service and e-mail support. Call center could be set up once MOJADIAPP.com
organization grows.
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3.3.8 Summary of Service Marketing Mix Based on Survey Result
Below is the summary of service marketing mix comparison between the existing
condition and the proposed condition.
Marketing Mix Aspect

Existing Proposed
7P’s Item
Core Wide variety of academic and non- Maintain and focus on:
Product academic learning services • Soft skill development
• Hard skill development
Product Good video sharing Maintain and add:

Quality • Relevant study materials
Product
• Videos by reputable presenters
Features • Answer comparison Add:

• Resume builder • 1on1 session with expert
• Built-in student forum
• Chat bot
Generic • Below IDR35,000/ month • Maintain price

Pricing • No promos • Add promos (seasonal, loyalty,
referral, group)
Purchase • Annual subscription Add: monthly subscription

Price Method • Module-based
Payment • Credit card Add:

Method • Direct transfer • Fintech payment system
• Virtual account
Platform Web-based only Add:

• Mobile app
Placement • Desktop client
Offline Class Not available Add offline class
Channel • Instagram Add:

• FaceBook • Twitter
• YouTube • TikTok
• LinkedIn
• Module-Based
Promotion Reference Not available Add:

Tools • Customer review/ feedback
• Community/ forum
Interaction Minimum Interactive on online accounts
Content Somewhat consistent across online Highly consistent across online

accounts accounts
Experts Use of competent, personally known Introduce well-known figures for

People experts experts
Website Available Maintain and improve user-

friendliness and visual aesthetics
Physical
Physical Not presented/ not a core part of the Introduce physical office to build
Evidence Office service reputation as well as support for core
services (legitimate in appearance,
walk-in customer service)
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Registration Simple Maintain and add social login
Service • Flexible time to complete modules/ Maintain and extend certificate

experience courses acknowledgement by partnering with
• Provision of certificates accredited body
Process
Post-sales Not available Add customer service:
service • Call center
• Support live chat
• Self-service (FAQ, video tutorials,
user guide
Table 3.11 Summary of 7P’s Post-Survey

3.4 The New Customer Path Analysis
As explained by Kotler, Kartajaya, and Setiawan in “Marketing 4.0 – Moving from
Traditional to Digital”, the new customer path has five stages which are aware, appeal, ask,
act, and advocate. The new customer path is not a linear journey, each step can be skipped,
revisited, or even be spiraled (Kotler et al., 2017). Figure 3.17 shows a summary of the
concept.
Figure 3.17 The New Customer Path

(Source: Kotler et al., 2017)
3.4.1 Aware
At this stage, the goal of communication is to gain or increase awareness from the
audience. This stage is where most marketing activities is performed to get a massive
exposure toward the target audience, both traditional and digital, to build brand
awareness.
73
Digital awareness can be raised through collaboration with an iconic figure such as brand
ambassadors or Key Opinion Leaders (KOL) to reach and communicate with the target
audience. MOJADIAPP.com can engage with their existing network of experts or with
more well-known experts for this purpose. This initiative can be deployed in
combination with other marketing campaigns through optimization of
MOJADIAPP.com’s existing social media accounts. MOJADIAPP.com should also
consider using other social media accounts to amplify the effect of their marketing
campaigns such as TikTok and Twitter.
Traditional awareness can be raised through mass media promotion such as advertising
via radio stations, newspaper and flyers distributed to educational entities such as
schools and campuses.
Once the service launches, MOJADIAPP.com will have additional tools to raise
awareness by utilizing positive customer reviews and community insights via various
relevant forums.
3.4.2 Appeal
In this stage, the goal of marketing communication is for the brand to be appealing to the
audience, meaning that the audience feels connected with the brand. There are various
advertising appeals that can be used at this stage. According to Clow and Baack in
”Integrated Advertising, Promotion, and Marketing Communications”, advertising can appeal
by using messages oriented toward fear, sex, scarcity, music, humor, emotion and
rationality (Clow & Baack, 2017).
The most applicable approach for MOJADIAPP.com is the usage of emotion, humor, fear,
and rationality. MOJADIAPP.com can build campaigns that build around the scarcity of
affordable high-quality education, humorous and witty messages, emotional campaigns
toward nationality, as well as rationality toward being educated to be successful.
3.4.3 Ask
At this stage, customers have already built curiosity and start to ask for more information
about the brand. The information sought about the product usually revolves around how
to purchase, how it compares to other brands, reviews, or product specifications.
To optimize this stage of customer path, MOJADIAPP.com needs to ensure that they can
provide all the answers in a timely manner. For digital marketing, this can be achieved
by preparing appropriate platforms such as forums, social media Q&A, community
clubs, as well as other supporting informative tools in MOJADIAPP.com website. For
traditional marketing, call centers can be set up to accommodate questions from phones.
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3.4.4 Act
At this stage, customers will have been reinforced by a lot of information, and is making
the decision whether to purchase, for new customers, or repurchase, for existing
customers. To ensure that the customer acts toward purchasing, the experience of making
a purchase should be made as convenient as possible. An act of a customer at this stage
could also be additional queries or complaints about the product or services.
To ensure a positive purchasing experience, MOJADIAPP.com needs to provide a user-

friendly website and a smooth payment process for the customer. For queries and
complaints, MOJADIAPP.com needs to provide a customer service that can provide all
the basic knowledge about the queries and problem of the complaints. The customer
service can be interactive with call centers or support live chat or it can be self-help such
as FAQ, video tutorial or user guide.
3.4.5 Advocate
At this last stage, the customer has built trust toward the brand, and would do the extra
mile of recommending the product or services to others through good feedback or review.
This stage can reinforce the aware stage for new customers.
This stage can only be achieved if MOJDAIAPP.com successfully delivered services to

the customer by providing a positive service experience, good customer service,
memorable advertising or marketing campaigns, as well appealing content.
3.4.6 The Customer Path Archetypes

According to Kotler, Kartajaya and Setiawan, visualizing the conversion rates across the
five A’s can help uncover important insights into industry characteristics. There are at
least four major patterns that exist across industries, which are “doorknob”, “goldfish”,
“trumpet”, and “funnel. Each pattern represents a distinct industry archetype, each with
a specific customer behavior model and a different set of challenges. (Kotler et al., 2017).
The summary of these pattern can be seen in figure 3.18 below.
The closest resemblance of MOJADIAPP.com customer path is the funnel shape. As

explained by Kotler, Kartajaya and Setiawan, the funnel shape is the only pattern in
which customers go through each stage of the path on the road to act and advocate.
In this category, customers ask about the brands and will only act if they like what they
hear. They will only advocate if they have experienced the services/products themselves.
Overall customer experience really maters because customers may choose not to continue
with the brand at any point in the path. Hence, it is important for MOJADIAPP.com to
manage multiple touchpoints advertising (aware and appeal), website and call center (ask),
sales channel (act), as well as post-purchase services (advocate).
75
Figure 3.18 Industry Archetypes of the Customer Path
This insight highlights the importance of a positive customer experience for

MOJADIAPP.com. To build that positive experience, MOJADIAPP.com not only needs
to improve its brand awareness, but also prepare to accommodate their customers along
the customer path.
3.5 Marketing Strategies

In digital marketing, there are strategies used by marketers to maintain productivity. In
relation to the new customer path, these strategies have different purposes. Human
Centric Marketing is used to increase brand attraction, Content Marketing is used to
optimize brand curiosity, Omnichannel Marketing is used to increase brand commitment,
and Engagement Marketing is used to increase brand affinity (Kotler et al., 2017). However,
as MOJADIAPP.com is a fully online service provider, Omnichannel Marketing is
irrelevant.
Figure 3.19 Marketing Strategies

76
3.5.1 Human Centric Marketing
In human centric marketing, customers are approached as whole human beings with
minds, hearts, and spirits. Companies need to fulfil not only the customer’s functional
and emotional needs, but also latent anxieties and desires. There are six attributes of
human centric brands, which are Physicality, Intellectuality, Sociability, Emotionality,
Personability, and Morality (Kotler et al., 2017).
MOJADIAPP.com should utilize human centric marketing to get customers to the aware
stage and move them to appeal stage. One of the ways to do this is by collaborating with
Key Opinion Leaders or engagement with a brand ambassador to reach out to
communities.
3.5.2 Content Marketing

Content marketing involves creating, curating, distributing, and amplifying content that
is interesting, relevant, and useful to a clearly defined audience group to create
conversations about the content (Kotler et al., 2017).
MOJADIAPP.com should utilize content marketing to get customers to boost the appeal
stage and move the customers into ask. For an online and offline business, usually the
next step to move a customer from ask to act, requires. The Omnichannel Marketing.
However, since MOJADIAPP.com is a fully online business, they can use content
marketing to do so.
3.5.3 Engagement Marketing

Once the customers Converting first-time buyers into a loyal advocate, involves a series
of customer engagement activities. There are three popular techniques that have been
proven to increase engagement, which are activities involving the use of Mobile Apps,
application of Social Customer Relationship, and Gamification (Kotler et al., 2017).
MOJADIAPP.com can utilize this strategy to move the customers from act to advocate and
create loyal advocates that can help promote awareness and boost exposure to new
customers.
Before deploying engagement marketing, however, MOJADIAPP.com needs to develop

a mobile app for its customers. A mobile app will create a highly engaging channel for
MOJADIAPP.com to communicate with the customers and deliver their service at a very
personalized and customized level. This is supported by the survey results where the
most favored platform for online learning is Mobile App.
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3.6 The Marketing Program
According to Kitchen and De Pelsmacker in “Integrated Marketing Communications: A
Primer”, the modern integrated marketing communication elements consist of
Advertising, Sales Promotion, Direct Marketing, Marketing Public Relations, Sponsorship, e-
Communications, and Relationship Marketing (Kitchen & de Pelsmacker, 2004).
The Marketing Program is broken down into activities using these IMC elements while
keeping in mind the marketing strategies mentioned in the previous section. These
activities will then be mapped into a matrix to identify which points in the 7P’s and 5A’s
are addressed in these activities. To identify which marketing strategy is applied, color
coding will be applied to the matrix.
3.6.1 Advertising
Effective advertising campaigns can raise brand awareness, provide information to
customers, generate persuasion, encourage action, as well as support other marketing
efforts (Clow & Baack, 2017). Human centric marketing can be applied to advertising to
raise awareness, brand appeal, even raise curiosity of the brand and get customers to start
asking further. Content marketing strategy can also be applied in advertising to amplify
the impact. To be noticeable, characteristics of advertisement needs to be repetitive,
dramatical and personalized (Kotler & Keller, 2006).
Based on the survey, the preferred digital channels for advertising are Instagram and
YouTube, there are other online social media accounts such as TikTok and Twitter that
have a massive following of the target market of MOJADIAPP.com. Traditional
advertising channels such as radio and television, although less popular, can still be
considered as there is still a massive following.
Some of the advertising activities that can be deployed are:
1. Optimize the use of existing MOJADIAPP.com online social media to distribute

advertising campaigns. (A4)
2. Expand online presence by creating other online accounts such as Twitter and
TikTok, which is a popular platform among the target market of
MOJADIAPP.com. (A3, C4)
3. Create advertising that deliver messages toward scarcity of affordable high-quality
education, humorous and witty messages, emotional campaigns toward nationality,
as well as rationality toward being educated to be successful. (B4)
4. Traditional advertising through radio and television ads, aimed toward target
market located in rural areas in Indonesia. (A3)
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3.6.2 Sales Promotion
Sales promotion consists of all the incentives that are offered to customers to encourage
purchases and are usually aimed toward people who use the products (Clow & Baack,
2017). The main goal of sales promotion is to encourage existing customers to act on a
purchase but can also be used to attract new customers by offering appealing special prices
for first time users. Content marketing can be applied in sales promotion by sending a
message that creates urgency for customers to act as soon as possible.
Although based on the survey result, most customers love seasonal promos program,
MOJADIAPP.com should still consider referral promos to support the growth of their
customer base, considering one of the preferred references before purchase is the
recommendation and customer feedback.
Based on this, some of the sales promotion activities that can be deployed are:
1. Seasonal promo to attract new customers, for example in anticipation of new

school year discount, religious festive discounts, national holiday discounts. (B2,
D2)
2. Referral promo for to help attract new customers such as reposting social media
posts, email sharing, and referral code. Referral promo rewards can be in the form
of store credit or free modules for the existing user. (D2, E2)
3. Special price at a limited time for first time users to attract new customers and
build the urgency to join the soonest. (D2)
4. Bundling promotion for newer modules/ services to expedite purchase. (D1)
3.6.3 Direct Marketing
Direct marketing involves activities where the company approaches the customers
directly to offer their product/ services. With direct marketing, companies can
personalize the message to each customer that is approached. This way, the company can
address the appeal and ask touch points on a higher level.
Based on this, some of the direct marketing activities that can be deployed are:
1. School or campus presentation for MOJADIAPP.com to present their products to

a group of students simultaneously. After the pandemic, this can be transitioned
into visits instead of presentations. (A3, C4)
2. Personalized emails sent to student database about courses and special offers for
new registration. MOJADIAPP.com needs to engage with educational institutions
to obtain such database. (D7)
3. Whatsapp message blast to offer MOJADIAPP.com products. (A4)
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3.6.4 Marketing Public Relation
Marketing Public Relation involves activities to create positive image of the company,
which involves identifying and external stakeholders, assessment of the corporate
reputation, corporate social responsibility as well as control of image damage (Clow &
Baack, 2017).
Based on this, some of the marketing public relation activities that can be deployed are:
1. Virtual media and professional gathering, mainly to educate the media on new
products and innovation of MOJADIAPP.com, while also maintaining good
relationships, so the media can cover the ideas and deliver the news to the public
appropriately, and professionals are interested to join as experts. (A5, C4)
2. Issue press releases as marketing tools for media and bloggers so they are up to
date on the latest development of MOJADIAPP.com. Press releases should cover
important announcements such as new collaborations with Ministry of Education
and Culture, as well as other prominent individuals hired as experts. (C4)
3. Create CSR programs related with education such as free classes for under-
privileged children. (A4, E4)
3.6.5 Sponsorship
Sponsorships are used by many marketers to build brand loyalty and positive feelings
toward a brand. Sponsorship programs can create situations where many stakeholders
of the company gather in one place and when optimized, can bring positive attitudes
toward the company effectively (Clow & Baack, 2017).
Based on this, some of the sponsorship activities that can be deployed are:
1. Sponsoring major national sports events to raise awareness from target market
which is a relatively young audience. (A4, E4)
2. Collaboration with campus and schools to hold a business case competition and
provide scholarship as the prize. (B4)
3. Holding a musical concert with talented amateur performers to launch them into
the public. (B4)
3.5.6 e-Communications
e-Communications uses everything that has a digital footprint and combines all the
components of e-commerce, internet marketing, and mobile marketing (Clow & Baack,
2017). E-communications has the most application for marketing as it covers virtually
endless possibilities for a marketer to deploy marketing strategies.
80
To deploy effective e-communication, MOJADIAPP.com needs to as many of the
necessary platforms or tools, including popular social media accounts, such as Instagram,
YouTube, Twitter, TikTok, Whatsapp, etc. and MOJADIAPP.com mobile app, so that
customers have access to MOJADIAPP.com through a proper platform in their mobile
phones. The e-communication activities that can be deployed below assumes that
MOJADIAPP.com has already implemented the necessary tools in their business.
e-Communication
Proposed Activities
Tools
• Post sales promotions (A1, A2)
• Engage with micro influencers (<1M followers) in Instagram which has a strong
follower base (E1, E4)
• Engage with KOL or brand ambassador in Instagram which has large follower base
such as @gurukumrd, @therealdisastr, @claurakiehl (source: Instagram.com 2021)
(E1, E4)
Instagram
• Create vlogs and videos for free content covering basic lessons or knowledge (A1)
YouTube • Post podcast videos with notable public figures (A4)
• Video tutorials on how to use MOJADIAPP.com (C7)
• Post sales promotions (A1, A2)
Twitter • Create buzz marketing through cheeky content (A4)
• Create online persona that is interactive, fun, and witty by posting comments that
are both educational and funny (B4)
• Create gamification through singing or traditional dancing contest to raise
TikTok awareness (D4, E4)
• Create video shorts to showcase MOJADIAPP.com services and features (C1)
Whatsapp • Blast messages about information about products or current sales promotion of
MOJADIAPP.com (A1, C1)
Business • Automated message replies to answer generic customer questions (C7)
• Use as main platform to engage with existing customers (A6, C3)
• Use app notifications to push advertising and sales promos (A6)
Mobile App
• Use as support platform for customer service (C6)
• Use as main platform for relationship marketing (B6)
Table 3.12 Proposed e-Commucation Activities

3.6.7 Relationship Marketing
Relationship marketing is one of the closest marketing activities to engagement
marketing through social customer relationship. It stresses the importance of developing
long term profitable relationships with loyal customers (Kitchen & de Pelsmacker, 2004).
Some of the relationship activities that can be deployed are:
1. Sending newsletters to subscribed customers. (B4)
2. Birthday wishes and seasonal greetings via email or text. (B5)
3. Customer support for all MOJADIAPP.com audience throughout all social media
accounts and email. (C7, D7)
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In summary, below are the activities mapped into the matrix, with color coding on the
marketing strategy applied.
7P’s Marketing 5A’s The New Customer Path

Mix Aware Appeal Ask Act Advocate
Product A1 B1 C1 D1 E1
Price A2 B2 C2 D2 E2
Placement A3 B3 C3 D3 E3
Promotion A4 B4 C4 D4 E4
People A5 B5 C5 D5 E5
Physical Evidence A6 B6 C6 D6 E6
Process A7 B7 C7 D7 E7
Human Centric Marketing Blue

Content Marketing Red
Engagement Marketing Green
Table 3.13 Matrix of 7P’s and 5A’s Initiatives
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CHAPTER IV CONCLUSION AND IMPLEMENTATION PLAN
4.1 Conclusion
MOJADIAPP.com as a newcomer in this industry, faces tough competition in being
recognized in the existing market, where there are already multiple players in the
education industry. To enter the market, MOJADIAPP.com needs to develop a strong
brand awareness so that they can be recognized as one of the players in the market.
There are several internal and external factors that can affect how MOJADIAPP.com can
prepare an appropriate marketing strategy. Internal factors such as good quality and
differentiated product, competitive price, and a good portfolio of competent experts to
provide quality content and attract customers, put MOJADIAPP.com as a potential
strong player in the competition. External factors such as support from government, high
penetration of internet and mobile users, and a generally diversified competition,
provides an accommodative playing field for MOJADIAPP.com. Although,
MOJADIAPP.com still need to pay attention on their weaknesses such as relatively small
organization size and lack of existing support services, as it can hinder
MOJADIAPP.com’s actions.
To ensure the brand awareness is built effectively, Integrated Marketing Communication

(IMC) is applied as the marketing strategy. IMC ensures that all brand contacts received
by a customer for a, service, or brand are relevant to that person and consistent over time.
The formulated IMC strategy uses the Service Marketing Mix (7P’s) and the New
Customer Path (5A’s) touchpoints as the input, and applies Human Centric Marketing,
Content Marketing, and Engagement Marketing as a general strategy guide.
The implementation of these strategies are marketing initiatives that use the Promotion
Elements which cover activities of Advertising, Sales Promotion, Direct Marketing, Marketing
Public Relations, Sponsorship, e-Communications, and Relationship Marketing.
By implementing these marketing initiatives, it is expected to build a strong brand

awareness of MOJADIAPP.com both through effective marketing as well as through
preparing the company for the next stages of the customer path.
4.2 Recommendation
According to the formulation of marketing strategy using IMC, there are a few
prerequisites for MOJADIAPP.com to implement. These implementation plans will be
broken down as below:
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Prerequisites
• MOJADIAPP.com needs to expand its online presence through more social media
accounts, particularly those that can reach the target market of MOJADIAPP.com,
such as WhatsApp, Twitter, and TikTok.
• MOJADIAPP.com needs to develop a mobile app for their portal to enhance their
engagement with the customers as well as have deeper reach to mobile users. The
mobile app can also be used as a marketing tool for potential customers through
various sales promotions.

Marketing Initiatives
The marketing initiatives can support the creation of a positive customer experience
throughout the customer path. Customers who have gone through this path with a
positive experience can then act as advocates to promote the MOJADIAP.com brand to
new customers. This positive experience can be achieved through application of IMC
using human-centric marketing, content marketing and engagement marketing.
Human-centric marketing can be implemented through the implementation of good

customer service and various sales promotions. Content marketing can be implemented
through sponsorships and creation of appealing content for the marketing tools.
Engagement marketing can be implemented through the use of mobile apps and
gamification for promotions, and the use of existing user base for a more personalized
approach.
84
4.3 Implementation Plan
Implementation plan for the strategy is required to manage the activities and marketing initiatives. Below is the timeline of the
implementation plan
Table 4.1 Implementation Plan
85
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APPENDIX
APPENDIX A - INTERVIEW QUESTIONS

Segmenting, Targeting Positioning
• Bagaimana MOJADIAPP menentukan segmentasi pasarnya?
• Siapa saja target pasar MOJADIAPP? B2C dan/ atau B2B?
• Apakah ada target pasar yang lebih diunggulkan? Kenapa?
• Bagaimana MOJADIAPP menentukan target pasarnya?
• Citra seperti apa yang ingin dibangun oleh MOJADIAPP?
• Saat ini, bagaimana positioning yang sudah dibentuk oleh MOJADIAPP?

Product
• Apa produk unggulan dari MOJADIAPP?
• Kenapa produk tersebut menjadi unggulan?
• Apa yang membuat produk ini dianggap menarik/unik bagi konsumen dan apa
yang membedakan dari produk kompetitor?

Pricing
• Bagaimana strategi pricing untuk produk-produk MOJADIAPP?
• Apakah ada bundling produk atau diskon (promosi)? Mana yang lebih diminati?
Promotion
• Iklan seperti apa yang sudah pernah diluncurkan oleh MOJADIAPP?
• Apakah MOJADIAPP sudah memiliki PR representative untuk berinteraksi
dengan customer?
• Apakah MOJADIAPP sudah pernah mengadakan event atau menggunakan brand
ambassador/ influencer untuk memperkenalkan produknya?
• Apakah MOJADIAPP sudah pernah melakukan penjualan secara langsung ke
customer?
• Bagaimana MOJADIAPP bisa memotivasi customer untuk membeli produk?

Placement
• Di mana saja MOJADIAPP menghadirkan brandnya?
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• Apa yang sudah dilakukan MOJADIAPP untuk meningkatkan visibility terhadap
target pasarnya?
• Apa saja channel yang dimiliki MOJADIAPP untuk menawarkan produknya ke
konsumen?
• Bagaimana MOJADIAPP berinteraksi dengan customernya? Apakah ada
komunikasi 2 arah? Apakah di offline juga ada?
• Bagaimana MOJADIAPP memastikan customer bisa mengakses jasa
MOJADIAPP?
Process
• Bagaimana proses bisnis MOJADIAPP?
• Apa yang sudah dilakukan oleh MOJADIAPP untuk mengelola partners dengan
baik?
• Bagaimana tingkat efisiensi proses bisnis MOJADIAPP? Apa yang sudah
dilakukan untuk menjaga efisiensi ini?
• Bagaimana proses customer MOJADIAPP menikmati layanan MOJADIAPP?
• Bagaimana customer service yang ditawarkan oleh MOJADIAPP? (mungkin bisa
terapkan SLA untuk customer complaint)

People
• Ada berapa karyawan saat ini?
• Kualitas apa yang dicari dari karyawan yang dihire?
• Bagaimana MOJADIAPP mendukung performa yang baik dari karyawannya?
(performance bonus, trainings)

Physical Evidence
• Apakah MOJADIAPP menawarkan layanan yang membutuhkan pertemuan
fisik?
• UI UX apa yang ditawarkan ke customer untuk menarik perhatian mereka?
• Selain Website, apakah akan ada platform lain yang direncanakan? Bagaimana
memastikan integrasi antar platformnya?
• Key Visuals apa yang ditawarkan kepada customer?
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Competitive Advantage
• Apa keunggulan MOJADIAPP dibanding kompetitor?
• Apakah keunggulan tersebut mudah ditiru?
• Apakah keunggulan tersebut bisa disubstitusi dengan mudah? (produk baru yang
bisa menggantikan fungsi produk MOJADIAPP)
• Apakah keunggulan tersebut sudah dimanfaatkan dengan baik oleh
MOJADIAPP?
• Apa langkah yang diambil oleh MOJADIAPP untuk terus mengembangkan dan
menjaga keunggulan tersebut?

Strategy
• Apakah MOJADIAPP sudah menerapkan strategi marketing tertentu? (i.e. growth
hack)
• Apakah MOJADIAPP menerapkan growth hack? Bagaimana implementasinya?
• Bagaimana langkah yang saat ini diambil untuk menghadapi kompetisi baik yang
sudah ada maupun dari pemain baru?

External Environment
• Seperti apa struktur kompetisi di pasar MOJADIAPP?
• Siapa saja yang dianggap sebagai direct competitor (produk dan target pasar
serupa)?
• Apa yang dianggap sebagai ancaman dari kompetitor?
• Apakah ada potensi kompetisi dari pemain baru?
• Siapa saja supplier MOJADIAPP? Bagaimana posisi bargainingnya dengan
MOJADIAPP?
• Apakah customer memiliki bargaining power yang cukup kuat?
• Bagaimana potensi pasar Online Learning? Apakah sustainable?
• Apakah kondisi macro yang ada sudah bisa mendukung potensi pasar
MOJADIAPP? Jika belum, dukungan apa yang dianggap perlu dari kondisi
macro?
• Bagaimana minat dari pasar atas produk yang ditawarkan oleh MOJADIAPP?
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APPENDIX B - RESEARCH QUESTIONNAIRE
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Final Project Andhika Bayu Mietra (Approved Version)

Diunggah oleh

Informasi Dokumen

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

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Final Project Andhika Bayu Mietra (Approved Version)

Diunggah oleh

Hak Cipta:

Format Tersedia

PROPOSED INTEGRATED MARKETING COMMUNICATION

STRATEGY TO PROMOTE BRAND AWARENESS OF ONLINE

Master of Business Administration Program

ANDHIKA BAYU MIETRA

Tanggal Kelulusan Sidang (16/08/2021)

PT Mojadi Aplikasi Indonesia (MOJADIAPP.com) adalah pemain baru di industri pendidikan

Inisiatif pemasaran dapat mendukung penciptaan pengalaman pelanggan yang positif di

ANDHIKA BAYU MIETRA

Date of Passing of Final Test (16/08/2021)

Keywords: Brand Awareness, Brand Building, Communication, Integrated Marketing

PROPOSED INTEGRATED MARKETING COMMUNICATION

Master of Business Administration Program

Ir. Satya Aditya Wibowo, MBA

Throughout the development of this Final Project Report, I received a tremendous

Jakarta,15 August 2021

Andhika Bayu Mietra

Figure 1.1 Top 10 Most Populated Countries ........................................................................... 1

Figure 1.2 BPS Population Census Results 2020 ...................................................................... 2

Figure 1.3 Internet User Penetration in Indonesia (2015 – 2025) ........................................... 4

Figure 1.4 MOJADIAPP.com Logo ............................................................................................ 4

Figure 1.5 History of MOJADIAPP.com ................................................................................... 5

Figure 1.6 Solutions Offered by MOJADIAPP.com ................................................................ 5

Figure 1.7 Video Sharing from Expert ....................................................................................... 6

Figure 1.8 Soft Skill e-Learning .................................................................................................. 7

Figure 1.9 Webinar ....................................................................................................................... 7

Figure 1.10 MOJADIAPP.com Team of Experts ...................................................................... 9

Figure 1.11 Online Learning Players in Indonesia .................................................................. 9

Figure 2.1 Research Design ....................................................................................................... 14

Figure 2.2 MOJADIAPP.com Positioning ............................................................................... 18

Figure 2.3 7P’s Marketing Mix.................................................................................................. 19

Figure 2.4 MOJADIAPP.com Pricing ...................................................................................... 20

Figure 2.5 MOJADIAPP.com Browser Landing Page ........................................................... 21

Figure 2.6 MOJADIAPP.com Mobile Landing Page ............................................................. 22

Figure 2.7 MOJADIAPP.com Online Accounts ..................................................................... 22

Figure 2.8 MOJADIAPP.com Internship and Olympics Coverage on IG Story ................ 23

Figure 2.9 MOJADIAPP.com Instagram Feed........................................................................ 24

Figure 2.10 MOJADIAPP.com YouTube Page ....................................................................... 24

Figure 2.11 MOJADIAPP.com FaceBook Page ....................................................................... 25

Figure 2.12 MOJADIAPP.com LinkedIn Feed ....................................................................... 25

Figure 2.13 MOJADIAPP.com Color Palette .......................................................................... 27

Figure 2.14 MOJADIAPP.com Logo Model............................................................................ 28

Figure 2.15 MOJADIAPP.com User Dashboard .................................................................... 28

Figure 2.16 VRIO Framework ................................................................................................... 29

Figure 2.17 Physical Distancing Campaign in Early 2021 .................................................... 33

Figure 2.20 Porter 5 Forces Analysis Summary ..................................................................... 40

Figure 2.21 Respondent Profile– Location .............................................................................. 41

Figure 2.22 Respondent Profile– Age ...................................................................................... 42

Figure 2.23 Respondent Profile– Group.................................................................................. 42

Figure 2.24 Respondent Profile– Knowledge of MOJADIAPP.com ................................... 43

Figure 2.25 Respondent Profile– Current Monthly Spending ............................................. 43

Figure 2.29 Advertising: Media and Channel– Preferred Platform .................................... 46

Figure 2.30 Twitter Comment .................................................................................................. 47

Figure 2.31 Reddit Comment.................................................................................................... 48

Figure 2.32 KasKus Comment .................................................................................................. 49

Figure 2.33 Value Proposition Canvas for MOJADIAPP.com ............................................. 50

Figure 3.1 Interchanging Role of Traditional and Digital Marketing................................. 55

Figure 3.3 Product Survey – Interesting Non-Academic Services ...................................... 57

Figure 3.5 Product Survey – Features Sought in Online Learning ..................................... 59

Figure 3.6 Price Survey – Preferred Purchase Method ......................................................... 60

Figure 3.8 Price Survey – Preferred Promotion Program ..................................................... 62

Figure 3.9 Price Survey – Preferred Payment Method ......................................................... 62

Figure 3.10 Placement Survey – Preferred Platform ............................................................. 63

Figure 3.11 Promotion Survey – Preferred Online Marketing Ads .................................... 64

Figure 3.12 Promotion Survey – Preferred Source of Reference ......................................... 65