PROPOSED MARKETING STRATEGY FOR PT STUDIORAMA TO INCREASE SALES

• Main Author: Chairina, Nabila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46583
• Institution: Institut Teknologi Bandung

PT Studiorama is a company that engage in music performace industry domiciled in the capital city of Jakarta. Studiorama claimed that they are the forefront of Jakarta’s alternative entertainment, showcasing both local and international acts. Studiorama believes that every generation has its own interests and definition of fun. Started in 2011 and as time goes by, they grew more experienced than ever. The more they see young adult behavioral patterns, the more they understand the young generation. We are now living in an age where more and more new talents are introduced to market and we decided to tap those new and promising acts and target them to the subculture market. The main topics of this thesis is specifically linked with music events that are proposed by Studiorama to their main target market which is the young adults lived in Jakarta. Studiorama has two revenue stream which are come from event entertainment organizer for the clients and other one is music event that they make themselves. The biggest contribution for their profit is mainly comes from organizing their client’s events as one of their brand activations. On the past year they already handling events for big clients such as Soundrenaline, Urban Sneaker Society, Syncronize Festival, etc. The other revenue stream is from their own local music festival, named Archipelago Fest and international indie concerts. Over the span of it’s business in music industry area, Studiorama confronted with fluctuate in the buying intensity of their own international music events. There are days where their music events sold out their tickets and there are days where they face low demand on their own music events. The main objective of this study is to propose the best marketing strategy for Studiorama especially on the selling of their own international music concert to achieve maximum selling point. The author used both qualitative and quantitative research as a research method. The quantitative research will be conducted by giving questionnaire to 100 targeted consumers of Studiorama and the qualitative research will be conducted by interviewing the management of Studiorama to analyze the conditions of the company itself. The conceptual framework is also used to analyze the external and internal conditions of PT Studiorama. For external analysis, the author uses PESTEL analysis, Five Forces Model, Competitive Analysis, and Consumer Analysis. For internal analysis, the author uses Value chain, STP, marketing mix, management interview, and VRIO. After doing qualitative methods and internal and external analysis, SWOT can be formulated from Studiorama. The SWOT results are then used to determine marketing strategies to increase sales. The recommended strategy for companies is the new STP and new marketing mix to increase marketing activities.