#TITLE_ALTERNATIVE#

• Main Author: DWI SUNTARA (19004104), PANJI
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/8904
• Institution: Institut Teknologi Bandung

Conducting this final assignment is the requirement that should be done by writer in order to graduate from Undergraduate Program of School of Business and Management, Institut Teknologi Bandung. In this assignment, writer discusses about one matter related to the Hello;Fest Screen DVD Product in Jakarta. The main problem talked in this assignment is the obstacles that those producers face in widening their product (Hello;Fest Screen DVD) market in Bandung. Besides that, writer also tries to find some solutions for those producers in order to give them access of finding the way out of their problem. Solutions given in this assignment based on the research result that was previously conducted through 27 respondents. <br /> <br /> <br /> <br /> <br /> <br /> <br /> Actually, problem faced by the producers of Hello;Fest Screen DVD is coming from their own product. In this case, information gained from respondents to make them sure about doing or starting their Hello;Fest Screen DVD business in the new area. Previously, writer would like to inform that these producers intend to enter the new market situated in Bandung. But their lack of information about the new area and about marketing itself, make them feel not confident enough in making start to enter their new market destination. <br /> <br /> <br /> <br /> <br /> <br /> <br /> In doing the research, writer limited the scope of his research. Writer limited his research only on Hello;Fest Screen DVD product itself not on how promoting Hello;Fest Screen DVD product and what kind of convenient store is for selling Hello;Fest Screen DVD. The target consumer of this research is the high school students in north Bandung. The research of MARKETING MIX (Product, price, Place, Promotion) would be centered only on the product. Then, the analysis result of this research is the result of case study and is based on the environment's condition and data gained during the research process. The result from this research could be used as one of the references for the producers to find information related to motion picture art products especially to consumers' behavior in Bandung in consuming motion picture art product. This result will show to these producers, the consumers' expectations to Hello;Fest Screen DVD such as content, packaging, design, after sales service and other things which contain in three layers of product concept for marketing Hello;Fest Screen DVD. <br /> <br /> <br /> <br /> <br /> <br /> <br /> Writer did the exploratory research method as a tool to collect data from the respondent. This method can be conducted in some ways. The first is Depth Interview which is done by conducting direct interview with the Hello;Fest Screen DVD producers and consumer. The second is Literature Study, which is conducted by searching for written data through books and internet. The third is Observation, which is done by doing direct observation to the other product related to motion picture art product. The last is FGD (Focus Group Discussion) which is conducted by gathering a group of people or consumer target. This FGD is aimed to know the hypothesis about the problem that is happening, to identify what is target market wants such as product content, packaging, design, after sales service and other things which contain in three layers of product concept of Hello;Fest Screen DVD that suit to those high school students' want. By doing this, it is expected that the Hello;Fest Screen DVD product will reach a better number of sale by presenting the new product concept based on target market wants. <br />