Proposed marketing strategy for fixed mobile convergence products case study: Telkomsel One

Purpose: This study aims to determine proposed business and marketing strategy including segmenting, targeting & positioning (STP) and marketing mix (7P) for Telkomsel One Method: This type of research combining qualitative and quantitative research by distributing questionnaires directly to 253 respondents. The nonprobability sampling technique was used. The primary data source in this research was obtained directly from questionnaire respondents. The method uses the SPSS version 23 program. Results: The research results based on the cluster analysis show that there is three distinct segments of Telkomsel One namely budget-concious user, convenience seekers and tech enthusiasts. The results of the analysis become the basis of new segmentation, targeting, and positioning strategies for Telkomsel One. Strategies encompass adjusting product line and pricing, conducting several promotions and strategic partnerships, using omnichannel approaches, frontliner skills training, streamline process and integrating IT Tools to deliver excellent service to customers.