WHO

WHO SAYS
SAYS PRINT
PRINT
MEDIA
MEDIA IS
IS DEAD
DEAD??
CASE STUDY SEGMENTATION SHIFTING OF
PIKIRAN RAKYAT NEWSPAPER

Syndicate 7
Bernadeta Pramudya W (29119055)
Dwi Lestari (29119059)
Muhammad Arkan Ariel S (29119117)
Muhammad Afin Romli (29119152)
Pikiran Rakyat is a newspaper
published in Bandung, West Java.
This newspaper was establiahed on
INTRO -
March 24, 1966. Pikiran Rakyat have a
slogan “Dari Rakyat, Oleh Rakyat, DUCTION
Untuk Rakyat”.
problems

Keeping Up With Digital Era

Future Strategic Planning

*based on observation
 T h eo r i t i ca l
b as i s
RESEARCH OUTCOME

PROPOSED BMC
“ The introduction of Web 2.0 has drastically changed the
business landscape for newspaper organisations, causing an
upheaval of the long-established business model (Chen, 2018)”

STRATEGIC RECOMMENDATION
“The business model is the most basic step in thinking about
the viability of a company. If you’re satisfied with just being
viable, stop there. If you want to achieve superior profitability,
then strategy – as I define it – will take you to the next level.’’ –
(Michael Porter in Abraham, 2013)
Metho-
d o L o gy QUALITATIVE METHOD
-Semi Structured-

SAMPLING METHOD

DATA ANALYSIS

S O U R C E S TAT U S

Deni Yudiawan Head of Media Business

Yusuf Wijanarko Head of Online Media

Mr. Suherman Consumer

Mr. Putra Youth Consumer

 PEST
FRAMEWORK
Political
No political impact

economy
Production
Commodity
Advertorial Income
Production Cost
Subscription Rate

social
Hoax News

technology
Technology Growth
Five forces
model
T h r e at o f e n t ry B a r g a i n i n g p o w e r B a r g a i n i n g p o w e r

Digital newsroom
Outgrowth hoax
Citizen low literacy rate Churn rate consumer Agent Distributor
Investor Journalistic Ethics Advertorial
Slow work cultured in company In-depth local News Obituary
Technology Journalistic Content
Human Resource
Policies
Revenue
Five forces
model (cont’d)

T h r e at o f s u b s t i t u t i o n R i va l ry a m o n g c o m p e t i t o r s

Newspaper readers who want

migrates to online media
Other sustain competitor in the
digital media platform especially
hyperlocal media
Top of mind media that want to expand their
market in online media.
Attract investors
 st r e n g t h W E A K N E SS

Newspaper readers who want

Reputable and oldest media migrates to online media
Maintain Journalism ethics

S w
Credible source of information Other sustain competitor in the
People’s top of mind of West Java media digital media platform especially
hyperlocal media

o t o p p o rt u n i t i e s

Being the first old conservative West

T h r e at

Media disruption
Java media that move into online Rising of hyper local media
platform National competitor that already
Already have loyal subscribers establishing online media
No competitor as conventional
newspaper in West Java on their
segmentation.
 S E G M E N TAT I O N
TA R G E T
POSITIONING
s e g m e n tat i o n ta r g e t p o s i t i o n i n g

Youth readers (millennials Middle class Focus in West Java cope

generation from middle Premium readers that brings hyperlocal
class category) for media ( well educated ) value around society.
online segment. Maintaining quality and
being responsible as
Age 35 or higher for journalism media in social
conventional newspaper. and political level people
in West Java. Engage
Age 20 or higher for media national readers with West
online. Java items.
 p r o d u c t

Marketing PRODUCT JOURNALISM DIFFERENTIATION

mix P R I C E

SUBSCRIPTION RATE :
CONVENTIONAL NEWSPAPER IDR 400.000/MONTH
WEBSITE SUBSCRIPTION / MONTH (TENTATIVE)

P LAC E

PIKIRAN RAKYAT HQ
WEBSITE, SOCIAL MEDIA, PHYSICAL PRODUCT

P r o m o t i o n

WORD OF MOUTH
SOCIAL MEDIA
COMMUNITY
C u s t o m e r p e rs o n a
Customers have been subscribing
pikiran rakyat for more than 15 years.
N a m e :
Typical A consumer (high purchasing
power). Read newspaper after he
M r . S u h e r m a n returns from the office and spent his
leisure time at home. Choosing
Pikiran Rakyat because sports
Ag e : content, otomotif advertisment (cars),
politics, and regional issues are
5 8 y e a rs o ld contents that he likes from Pikiran
Rakyat. He hopes that Pikiran Rakyat
O c c u pat i o n : will continuosly maintain quality
of their journalistic products. He
P r i vat e C o m pa n y e m p l oy e e would still choose conventional media
because he felt more convenient with
the conventional newspaper.
C u s t o m e r p e rs o n a

He was involved in the Gentleman's

Distinguish Ride community that deals
N a m e : with young people and automotives.
Consumer with purchasing power B
M r . p u t r a (medium). Read newspaper is
according to his needs. He would
Ag e : choose viral news, he will try to find
the information by himself, departing
2 8 y e a rs o ld from the excitement on social media
(twitter, line today, Instagram). Mr.
Putra hoped that the quality of Pikiran
O c c u pat i o n : Rakyat would not change and would
not decline and become like buzzer
C R E AT I V E I N D U S T RY W O R K E R media (Detik.com, and Brilio) even
Pikiran Rakyat minds penetrated.
Proposed
bcm
s t r aT E GY I M P R O V E B U S I N E SS M O D E L
SHIFTING NEWSPAPER CUSTOMER TO WEBSITE

Recommen- INCREASE READERS INTEREST

GAIN LOYAL SUBSCRIPTION

d at i o n B U S I N E S S C A N VA S M O D E L
OPTIMALIZE AND EFFECTIVENESS
BUSINESS MODEL OPERATIONS

I N N O VAT I O N
AUGMENTED REALITY (AR) CONTENT
UI/UX DEVELOPMENT
BUILT INTERACTION BETWEEN READERS
GRAPHIC DESIGN IMPROVMENT
INTERACTIVE CONTENT
EASE OF THE SUBSCRIPTION PROCESS
INTEGRATED MEDIA
THANK
YOU