ANALYSIS AND DESIGN OF E-MARKETING IN PT. SURYA JAYA RAYA Anastasia Andarini H. Bina Nusantara University, Jakarta Barat, Jakarta, 11530
Abstract Marketing is an essential corporate strategy to market products or services to customers, and to support the marketing strategy, the company also requires information technology and its applications are able to increase customer value. PT. Surya Jaya Raya is a company engaged in the field of life insurance selling life insurance products PT. Prudential Life Assurance. PT. Surya Jaya Raya is one agency of the PT. Prudential Life Assurance, which has 50 active agents. In the business world, PT. Surya Jaya Raya has always emphasized on the quality of service to customers, so that customers get satisfaction. PT. Surya Jaya Raya realizes that the customer is difficult to get information but to an appointment with the agents of the PT. Surya Jaya Raya. And given the tight business competition, PT. Surya Jaya Raya wants to renew an online marketing system. The method used for analyzing and designing Web-based E-Marketing is the seventh stage of E-Marketing which is divided into two stages of analysis and design. To use SWOT analysis phase, MOA. And for the planning stages will use 7C’s. For the data collection methods used were interviews, questionnaires and literature study. The results obtained from the analysis of the strategy was developing markets conducted by implementing e-marketing based website that can help solve problems in the PT. JAYA SURYA RAYA, namely declining sales and to reach a broader market so as to bring benefits to PT. JAYA SURYA RAYA. Keywords: Marketing, E-Marketing, Seven Stage E-Marketing, SWOT, Insurance
1. Introduction Many companies have started to steer its business primarily to market products or services over the Internet or otherwise known as e-marketing. E-marketing can be used in the form of web design or by using banner advertising. With e-marketing companies can gain new customers. By doing so will indirectly increase the company's sales. One company that began direct marketing online is PT. Surya Jaya Raya (SJR). PT. SJR is a company engaged in the field of life insurance selling life insurance products PT. Prudential Life Assurance. PT. SJR is one agency of the PT. Prudential Life Assurance, which has 50 active agents. In the business world, PT. SJR has always emphasized on the quality of service to customers, so that customers get satisfaction. PT. SJR realize that the customer is difficult to get information but to an appointment with the agents of the PT. SJR. And given the increasingly fierce business competition, PT. SJR wants to renew an online marketing system.
2. General Guidelines PT. SJR is one of the agencies that sell insurance products from PT. Prudential Life Assurance. The vision of the PT. SJR: "To be the best Retail Financial Services in Indonesia, exceeding expectations of its customers, salespeople, staff and stakeholders by providing impeccable service, quality products, professional sales force committed and profitable income-generating investments.". Four Pillars of Mission: 1) Spirit to always be the best 2) Organizations that provide learning opportunities 3) Working as a family
4) Integrity and equitable benefits for all parties associated with the company.
2.1.
Situation Analysis 1. SWOT Analysis This section described the strengths, weaknesses, opportunities and threats are owned by PT. SJR in doing marketing products. Power that will support and facilitate the company to carry out the marketing process. While weakness will complicate owned company in marketing. In this section also explains the opportunities and threats that must be considered by PT. SJR.
2. Stages of Strategic Planning •
Input Stage External Factor Evaluation Matrix Main External Factor
Opportunity More and more people are aware of the importance of insurance and care for the welfare of the family. Indonesia Economic Quarterly III - 2011 grew 6.5% The increasing growth of life insurance by 25% by the Indonesian Life Insurance Association The increasing number of Internet customers on average 36.84 from year to year Sub Total Threats A growing number of new agencies or competitors Competitors are more aggressive market expansion There is anti-community unit-linked insurance. Competitors start expanding network of agents and clients
Weight
Rating
Score Weight
0.0974
3
0.2922
0.1197
3
0.3591
0.2033
4
0.8131
0.1383
4
0.5532 2.0175
0.1215 0.0827 0.0995 0.1376
2 2 1 1
Sub Total Total EFE
0.2430 0.1654 0.0995 0.1376 0.6456
1.0000
2.6631
Sources: The Interview, 2012 Intenal Factor Evaluation Matrix Main Internal Factor Strength Is one of the oldest agency of the PT. Prudential Life Assurance with over 50 qualified agents Verification and standardization criteria to become an agent in
Weight
Rating
Score Weight
0.0890
4
0.3558
0.0906
4
0.3625
high PT.Surya Jaya Raya. PT. Surya Jaya Raya has a system that comprehensive and effective presentation. PT. Prudential Life Assurance offers a wider range of financial products than competitors Sub Total Weakness This marketing method is still done the conventional Lack of support media and communication technologies Customers find it difficult to obtain the latest information The lack of integrated media programs to reach a wider market Sub Total
0.0809
3
0.2427
0.0903
3
0.2708 1.2318
0.1179 0.1843 0.1751 0.1720
Total IFE
1 2 2 1
0.1179 0.3686 0.3502 0.1720 1.0086
1.0000
2.2404
Sources: The Interview, 2012
Competitive Profile Matrix
Key Success Factors
Weight
PT. SJR (Agensi Prudential) Rating
PT. ARTHA MAKMUR FINANCIAL (Agensi Manulife) Rating Score Weight 3 0.4971
PT. SARANA JIWINDO PRATAMA (Agensi AXA) Rating Score Weight 4 0.6628
Customer loyalty
0.1657
4
Score Weight 0.6628
Price competition
0.0392
2
0.0784
4
0.1568
2
0.0784
The market share
0.0803
3
0.2409
3
0.2409
3
0.2409
Tech Support
0.0968
4
0.3872
3
0.2904
4
0.3872
0.1976
4
0.7904
4
0.7904
3
0.5928
Quality of human resources Marketing
0.1817
2
0.3634
3
0.5451
2
0.3634
Product Information
0.0826
3
0.2478
3
0.2478
2
0.1652
E-commerce
0.1561
1
0.1561
2
0.3122
1
0.1561
Total
1.0000
2.9270
3.0807
Source: Results of Data Processing, 2012
•
Matching Stage SWOT Matrix
Kondisi Internal
Kekuatan (Strengths) 1. PT. Prudential Life Assurance merupakan asuransi jiwa dengan aset teratas, selama 10 tahun berturut-turut, 2. PT. Surya Jaya Raya memiliki sistem presentasi yang komperhensif dan efektif. 3. Validasi dan standarisasi kriteria yang tinggi untuk menjadi agen di PT. Surya Jaya Raya. 4. PT. Prudential Life Assurance
Kelemahan (Weakness) 1. Metode pemasaran yang dilakukan masih bersifat konvensional, 2. Nasabah mengalami kesulitan untuk mendapatkan informasi terbaru. 3. Minimnya media program yang terintegrasi untuk menjangkau pasar yang lebih luas. 4. Kurangnya dukungan media dan teknologi komunikasi.
2.6468
Kondisi Eksternal Peluang (Oppoturnities) 1. Ekonomi Indonesia Triwulan III – 2011 tumbuh 6,5% berdasarkan Berita Resmi Statistik No. 72/11/Th. XIV, 7 November 2011. 2. Meningkatnya pertumbuhan asuransi jiwa sebesar 25% berdasarkan Asosiasi Asuransi Jiwa Indonesia. 3. Meningkatnya jumlah nasabah internet rata - rata 36,84 dari tahun ke tahun. 4. Semakin banyak masyarakat yang sadar akan pentingnya asuransi dan peduli terhadap kesejahteraan keluarga. Ancaman (Threats) 1. Semakin banyak agensi baru atau kompetitor 2. Pesaing melakukan ekspansi pasar lebih agresif 3. Terdapat komunitas anti asuransi unit link. 4. Pesaing mulai memperluas jaringan agen dan nasabah
menawarkan produk financial yang lebih beragam dibandingkan kompetitor. Strategi SO: 1. Mengembangkan website sebagai sarana pemasaran dan penjualan secara online untuk mempertahankan nasabah lama dan mendapatkan nasabah baru. (S2, S3, O2, O3,O4) 2. Menerapkan e-marketing sebagai media pemasaran produk dengan menawarkan produk-produk melalui internet. (S1, O2, O3,O4) 3. Melakukan pendekatan pemasaran yang lebih agresif kepada pelanggan dengan memanfaatkan sistem member get member. (S2,S3,S4,O2,O4) Strategi ST: 1. Menciptakan kelebihan dan tambahan nilai yang ditawarkan kepada nasabah yaitu kepuasan dalam bertransaksi dengan e-marketing. (S1, S2, S4, T1, T3) 2. Memperkenalkan layanan e-marketing yang telah dikembangkan kepada masayarakat untuk memperluas pasar dan nasabah. (S2, S4, T2) 3. Membuat seminar terbuka mengenai keunggulan asuransi unit link dibandingkan produk asuransi konvensional. (S1, S4, T3)
Strategi WO: 1. Memanfaatkan teknologi informasi dengan menerapkan e-marketing berbasis web untuk mendukung kegiatan pemasaran seperti informasi terkait produk dan menangani keluhan nasabah. (W1, W2, W3, O2, O3, O4) 2. Mengembangkan beragam layanan emarketing baru untuk memenuhi kepuasan masyarakat. (W3,O3,O4) 3. Mengembangkan sistem pemasaran produk asuransi yang terintegrasi dengan baik. (W1,W2,W3,W4, O4) Strategi WT: 1. Mengembangkan sistem pemasaran saat ini sehingga perusahaan dapat meningkatkan pangsa pasar. (W2, W3, T1) 2. Meningkatkan jaringan agen dan nasabah dengan memperluas akses informasi. (W3,T3) 3. Melakukan pelatihan kepada agen dan manager secara berkala, seiring dengan perkembangan informasi duni asuransi. (W3, T1,T3)
Source: Results of Data Processing, 2012
Based on the evaluation of external factors and internal factors in the previous section, the results can be projected into the matrix of Internal ekstenal as phase matching strategy, where the value is 2.6631 EFE and IFE value is 2.2404
Total weighted average IFE
4,00
Strong (3,00 – 4,00) 3,00
Average (2,00 – 2,99) 2,00
Weak (1,00 – 1,99) 1,00
Total weighted average EFE
High (3,00 – 4,00)
I
II
III
Growth
Growth
Hold and Retain
3,00 Moderate (2,00 – 2,99)
2,00
IV
V
VI
Growth
Hold and Retain
Harvest or Divest
Low (1,00 – 1,99)
VII
VIII
IX
Hold and Retain
Harvest or Divest
Harvest or Divest
1,00 Internal External Matrix
Grand Strategy Matrix Source: Results of Data Processing, 2012
•
Tahap Keputusan QSPM Matrix Faktor Eksternal
Opportunities Semakin banyak masyarakat yang sadar akan pentingnya asuransi dan peduli terhadap kesejahteraan keluarga. Ekonomi Indonesia Triwulan III – 2011 tumbuh 6,5% Meningkatnya pertumbuhan asuransi jiwa sebesar 25% berdasarkan Asosiasi Asuransi Jiwa Indonesia Meningkatnya jumlah pelanggan internet rata-rata 36,84 dari tahun ke tahun Threat Semakin banyak agensi baru atau kompetitor Pesaing melakukan ekspansi pasar lebih agresif
Strategi 1:
Strategi 2 :
Pengembangan Pasar
Penetrasi Pasar
AS
TAS
AS
TAS
0.0974
2
0.1948
2
0.1948
0.1197
2
0.2394
2
0.2394
0.2033
2
0.4065
3
0.6098
0.1383
3
0.4149
3
0.4149
0.1215
3
0.3645
4
0.4860
0.0827
1
0.0827
3
0.2481
Bobot
Terdapat komunitas anti asuransi unit link. Pesaing mulai memperluas jaringan agen dan nasabah Total Faktor Internal Strength Merupakan salah satu agensi tertua dari PT. Prudential Life Assurance dengan lebih dari 50 agen berkualitas Verifikasi dan standarisasi kriteria yang tinggi untuk menjadi agen di PT. Surya Jaya Raya. PT. Surya Jaya Raya telah memiliki sistem presentasi yg komperhensif dan efektif. PT. Prudential Life Assurance menawarkan produk financial yang lebih beragam dibandingkan kompetitor Weakness Metode pemasaran yang dilakukan masih bersifat konvensional Kurangnya dukungan media dan teknologi komunikasi Nasabah mengalami kesulitan untuk mendapatkan informasi terbaru Minimnya media program yang terintegrasi untuk menjangkau pasar yang lebih luas Total
0.0995
2
0.1990
4
0.3980
0.1376
2
0.2752
2
0.2752
Bobot
AS
TAS
AS
TAS
0.0890
3
0.2669
2
0.1779
0.0906
3
0.2718
4
0.3625
0.0809
3
0.2427
2
0.1618
0.0903
2
0.1805
4
0.3611
0.1179
3
0.3536
2
0.2358
0.1843
2
0.3686
3
0.5529
0.1751
2
0.3502
3
0.5253
0.1720
3
0.5160
4
0.6880
1.0000
1.0000
4.7274
5.9314
Based on the results of the quantitative strategic planning matrix (QSPM) above, then the best strategy is to use market penetration strategy.
2.2.
E-Marketing Strategy Planning This section will be performed MOA (Marketing Opportunity Analysis), according to Rayport and Jaworski (2003, p83), in this stage, there are seven steps to help analyze market opportunities, namely: 1) Identify unmet customer needs 2) Identify specific customers that will be addressed by the company 3) Assessing the benefits associated with competition 4) Assess the company's resources to provide a quote
5) Assess the market readiness of technology 6) Determine the concrete opportunities 7) Assess opportunities for customer appeal
After the MOA then be made to the strategy planning. According to Strauss (2009, P51), E-marketing planning strategies include expansion market segmentation, target blanket targeting, and positioning blanket position.
2.3.
The Design of Goal In part this is done the design vision, mission, marketing objectives and target marketing and want to target by using marketing models to be designed.
2.4.
The Design of E-Marketing Strategies Following are the various strategies that will be applied to the PT. SJR are as follows: 1.
Product Strategy. PT. SJR offers its products through its website in order to obtain a larger market, provide information in a more up to date, serving customers online, and increase competitiveness against competitors.
2.
Strategies price. Pricing strategy adopted by the PT. Surya Jaya Raya was fixed pricing where the price for each product is fixed and it is clearly stated in the website.
3.
Place Strategies. Given the site, PT. SJR can make the site a place to run a business.
4.
Promotion Strategy. Designed the new system, the company uses a website and e-mail to communicate with their target market a brand.
5.
Strategic Relationship Management. PT. SJR uses CRM to maintain customer loyalty and build a bond with the customer regarding the need for the product, in order to maintain customer satisfaction, teamwork and feedback as well as customer interaction. CRM strategies applied by PT. SJR, namely:
2.5.
1.
Retain old customers
2.
Finding new customers
3.
Increase sales
Implementation Planning Strategi Planning Goal
Strategy
SO Strategies (Strengths and Opportunities)
Expansion of market share Increase Sales Creating E-Marketing
Keeping and Maintaining
Market Penetration
Maintaining Customer Lama
Market development Communication services Promotion
Finding New Clients
Offering products Promotion Communication services
Increase Sales
Promotion Simplify booking
Fitur Website (E-Marketing) News, Discussion Forums What We Do, Contact Us Home, Our Team, What We Do, Product, Achievements, News, Contact Us, Search, Discussion Forum, Claim Testimonial, Financial Planning Analysis, Elite Force Financial Forum, My Account What We Do, Product, Contact Us Contact Us, News Contact Us, Elite Force Financial Forum, My Account What We Do, News, Claim Testimonial What We Do, Product News, Product Contact Us, Financial Planning Analysis News, What We Do, Product Contact Us, Products, Financial Planning Analysis
In carrying designing an interface, use the guidelines 7C’s framework which has seven basic elements of design interface, include: 7C’s Framework
Fitur
Context • •
Fu n ctional
Section Breakdown
•
•
Linking Structure
• •
•
Navigation Tools
•
Aesthetic
• • • • •
•
There are main menus, namely: Home, Our Team, What We Do, Achievements, News, Contact Us, Products, Claim Testimonial al, Financial Planning Analysis, Elite Force Financial Forum, and My Account. The main menus There is a button to return to the website and other buttons that connect visitors to other pages There is a feature to connect to a website Prudential Search feature to search for products Header using a combination of white and red as the color of the background and given the logo image and company address Background website using white combined with red The font used is Sans Serif size 13 black There are display pictures of products and activities
Content •
Offering Mix
•
Appeal Mix
•
• •
• •
Multimedia Mix
•
• •
Content Type
• •
Community
• •
Customization
•
On page What We Do there is information on each product specification The website provides the facility Contact Us On the Home page are the latest products and latest news In the News menu contains information about the activities carried out Text as a medium for companies to communicate any information about promotions, product specification Is an image to display the products offered and the activities carried out New products on the Home page Menu News Menu What We Do Communities on the website in the menu Elite Force Financial Forum Visitor can only see plain view and send e-mail for reservations or confirmation of any product
Communication • Broadcast • Interactive Connection Commerce
• • • •
feature News, Claim Testimonial Contact Us feature and Elite Force Financial Forum Link to the Prudential Company On this page What We Do visitors can book, then see the see the confirmation email in private.
2.6.
Budget Estimated Cash Flow
Information Cost reduction (-) Cost of running an emarketing (=) Net cash flows
Year 1 7.2 million 4.999 million
Year 2 7.56 million 3.399 million
Year 3 7.938 million 3.599 million
Year 4 8,334,900
Year 5 8,751,645
Total 39,784,545
3.799 million
3.999 million
19,795,000
2.201 million
4.161 million
4.339 million
4,535,900
4,752,645
19,989,545
Estimated Brochure Costs Tahun 1
Tahun 2
Tahun Tahun 3
Tahun 4
Tahun 5
7.200.000
7.560.000
7.938.000
8.334.900
8.751.645
Keterangan Pengurangan biaya cetak brosur
Total 39.784.545
E-Marketing Fee No 1. 2. 3. 4.
Information Domain dan Hosting Internet Maintenance Web Brochure printing costs Total
Year 1
Year 2
Year Year 3
Year 4
Year 5
Total
279.000
279.000
279.000
279.000
279.000
1.395.000
1.920.000
1.920.000
1.920.000
1.920.000
1.920.000
9.600.000
1.000.000
1.200.000
1.400.000
1.600.000
1.800.000
7.000.000
1.800.000
-
-
-
-
1.800.000
4.999.000
3.399.000
3.799.000
3.999.000
3.599.000
19.795.000
E-Marketing Implementation Cost Estimate Keterangan Biaya desain web Dreamweaver CS4 Ver.10 Router Tp-Link dan Modem D-Link Biaya-biaya lainnya (tidak terduga) Total
2.7.
Harga (Rp.) 1.500.000 3.594.000 698.000 1.000.000 6.792.000
Evaluation IT Balanced Scorecard Goal
Measurement
Target
Improving financial results
Return on spending
35%
Reduce costs
Promotion costs
20%
Increase sales
Total sales
10%
User Orientation
Increase new customers
Customer acquisition rate
20%
Increase customer satisfaction
Survey of customer satisfaction
80%
Operational Excellence
Understanding market segments
The proportion of market share The number of products offered to the market
48%
Corporate Contribution
Developing new products Respond quickly
Question and answer service Availability of strategic information The increase in scope of work Asset turnover
Strategic Information
Future Orientation
25%
Skills Focus resources
100% 50% 25% 10%
Gant Chart No.
Kegiatan
Bulan 2
1 1
2
3
4
1
2
3 3
4
1
2
3
4
1 Programming 2 Testing 3 Installation 4 Data Convertion 5 Training 6 Implementation 7 Evaluation
3. Conclusion Based on the analysis, it is concluded that the implementation of the website to support the marketing activities at PT. Surya Jaya Raya, which perencanaanya strategy include: •
SO (Strength and Opportunity), PT. SJR need to expand market share by reaching out to new customers who still have not been met.
•
Hold and Retain where strategy is a strategy that should be implemented to maintain and sustain a competitive advantage and market share by penetrating
market. One method is to develop a market penetration such that the distance between the PT website. SJR and customers closer together. Features found on PT. SJR to penetrate the market is Contact Us. •
To improve customer service PT. SJR provides features - features like Elite Force Financial Forum.
•
To improve the image of the company, PT. SJR can inform and promotional activities ongoing at the News menu.
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