PROPOSED MARKETING STRATEGY TO INCREASE PRODUCT AWARENESS PRIVATE BOX (CASE STUDY: CGV CINEMAS INDONESIA)

• Main Author: Fauzan Hakim, Lukman
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80934
• Institution: Institut Teknologi Bandung

Private Box is one of CGV Cinemas' newest products in the CGV Theatre business line, which debuted on December 22, 2022. By implementing an exclusive concept and providing an extensive variety of VVIP features and services, Private Box was launched to satisfy consumers' needs for privacy and exclusivity when watching films in cinemas. One year after its inception, the public is still unaware of the existence of Private Box. The marketing that CGV Cinemas have carried out, but the result is not aligned with management expectations. Based on the results of survey data and 5 why’s analysis, the author concludes that the main problem that Private Box faces is the lack of product awareness. In the conceptual framework, the author conducts research through internal and external analysis. Internal analysis, which comprises STP analysis, Marketing Mix (7P’s) Analysis, Resource Based Value, and VRIO analysis, is used to investigate the company's internal conditions. External analysis includes PESTEL Analysis, Porter's Five Forces Analysis, and Competitor Analysis. Customer Analysis, SWOT analysis, and Root Cause Analysis will enhance the company's explanation. Based one the result of analysis, conclude that the majority of respondents dominated by Generation Y and Generation Z who live in Jakarta, BODETABEK (Bogor, Depok, Tangerang and Bekasi) and Bandung. The result shows that 63% of respondents do not know the existence of Private Box. CGV Cinemas uses several tactics as a strategy in promoting the Private Box such as made a segmentation market formulation, targeting, positioning product, and doing some promotion such as digital marketing, media publications, and making a special package. The results are still not appropriate, and it happens because there is no coherence and consistency of the strategy that CGV Cinemas. In terms of the formulation, the author concludes that variables in the strategy formulation are still not well-defined. According to this situation faced by Private Box, the author proposed a new formulation of marketing strategy to increase the product awareness of Private Box with used a new formulation of Segmentation, Targeting, Positioning (STP), and Proposed Integrated Marketing Communications Strategy. In the Segmentation, Targeting, and Positioning (STP) Strategy, the author proposed a new formulation that separated the segmentation of Private Box into three types of segmentation: Primary, Secondary, and Tertiary. This new formulation can be the main foundation for the next strategy the author proposes in this research, namely Integrated Marketing Communication. Several things become fundamental in developing a Private Box marketing strategy in this strategy, especially within the scope of directed promotion with measurable results.