Pertamina Gas Subholding Accelerates Digital-Based Business Transformation

Illustration - Subholding Gas PT Pertamina (Persero), PT PGN Tbk accelerates digital-based business transformation and marketing 3.0. ANTARA/HO-PT PGN Tbk

JAKARTA - PT Pertamina (Persero)'s Gas Subholding, PT PGN Tbk, is accelerating digital-based business transformation and Marketing 3.0, especially during the COVID-19 pandemic, to support the achievement of the target of one million household gas network customers per year.

"We continue to expand customer reach and are currently undertaking a household gas network mega project for one million customers per year through the GasKita product. The digital-based business strategy is carried out so that we can connect more broadly with the community," said PGN Director of Sales and Operations Faris Aziz. in his statement in Jakarta, reported by Antara, Friday, May 20.

According to him, currently people are familiar with digital, so PGN is also actively approaching the public through digital platforms.

"We answer all questions about natural gas via WhatsApp chat at 081511500645," Faris continued.

PGN is also active in digital campaigns. In 2021, Gaskita's digital advertising will reach 3.4 million impressions and 150,000 engagements on social media. Furthermore, more than 10 percent of new customers sign up online.

PGN is also collaborating with Tokopedia to make it easier for customers to pay gas bills, especially during the pandemic.

"Together with Tokopedia, PGN has created a digital social campaign and has received international recognition. PGN and Tokopedia have helped PGN customers' culinary SMEs by creating a special page called Dapur Gaskita, where Tokopedia users can buy culinary delights from these PGN customers," explained Faris.

The digital collaboration between PGN and Tokopedia is targeted to have an impact on economic recovery for MSMEs during the pandemic.

Gaskita products guarantee the benefits of using natural gas that are more practical, safe, and modern. In 2021, the absorption of household gas (Gaskita PGN) will be around 5.5 BBTUD, which contributes to a reduction in the gas subsidy of IDR 330 billion per year.

To accelerate gas transportation through the One Million Houses Program (PSR), PGN is targeting Perum Perumnas flats in transit-oriented development-based locations, namely Semesta Mahata Serpong, Rawa Buntu Station, South Tangerang, and Semesta Mahata Tanjung Barat, Jakarta.

PGN also has Gaslink products for customers who are far from the pipeline network. In December 2021, PGN launched the GasLink Cylinder variant targeting restaurants and small businesses.

"By switching to GasLink, customers will get practicality and cost savings of more than 10 percent," said Faris. PGN also implements the Marketing 3.0 strategy, which is a company that is responsible for the interests of the company, social and environmental.

The company sees the positive impact of gas on the environment in the energy transition era and reduces carbon emissions according to the net zero emission target by 2060.

Gas produces CO2 of 52.91 kg/MMBTU, 30 percent lower than BBM and 16 percent lower than LPG.

Emission reduction due to conversion to natural gas reaches 774,000 tons CO2 per year at PLTMG Sorong (electricity sector), refinery emission reductions by 217,000 tons CO2 in 2021 (primary energy), and carbon reduction in gas gas 20,000 tons CO2 in 2021.

For the achievement of this business transformation, PGN won the BUMN Entrepreneurial Marketing Award 2022 Markplus Inc as "The Most Promising Company in Strategic Marketing Bronze Winner" and "The Most Promising Company in Marketing 3.0 Bronze Winner" for the category of a BUMN Subsidiary.

"This award encourages PGN to create innovative business strategies and services according to technological developments. With the target of adding large customers in various regions in Indonesia, the digital platform is one of PGN's tools going forward so that customers are served optimally," said Faris.

The BUMN Entrepreneurial Marketing Award 2022 is included in the 10th BUMN Marketing Day 2022 series. The judging involves members of the Jakarta CMO Club, the Indonesia Marketing Association and the International Council for Small Business in Indonesia.