EVNT2004: EVENT MARKETING & CONSUMER BEHAVIOUR
EVENT MARKETING PLAN:
JAKARTA MUSICAL NIGHT
Name
: Audi Rafisky Soepandji
Student Number
: 46867779
EXECUTIVE SUMMARY
Music is a set of sound that expresses ideas and emotions through the elements of rhythm,
melody, harmony, and color. This elements could bring a joy for those who listen and enjoy it.
Some music events held in form of music festival, where hundreds or even thousands of people
will come. On the basis of music bring of joy, “Jakarta Musical Night” music festival is held.
Bringing happiness is the key word because it has been almost 2 years that Indonesian people,
especially Jakarta, have not been able to feel happiness through music concerts. Moreover, in line
with the Bring Back Music Festival to the Town, this event is also expected to be one of the efforts
to recover the economy after the Covid-19 outbreak.
The target market for this event is young people aged between 15-30 years. Indeed, the
degree of competitiveness in music festival industry is quite large. Nonetheless, Jakarta Musical
Night plans to involve several cultural elements, especially Jakarta's culture. By displaying cultural
elements, hope that both music and culture can bring different value that will awaken the creative
economy in Indonesia. The objective is to generate profit based on return on investment and to
increase attendees on Jakarta Musical Night.
The event itself will be held at Gelora Bung Karno (GBK) Madya Stadium, Central Jakarta.
This event will be organize by Jakarta Provincial Government through Jakarta Provincial Tourism
and Creative Economy Office. The government will also be the direct supervision of this event
since the general plan of the event initiated by the Jakarta Provincial Government. The appointment
of the tourism and creative economy departments is aimed at making this event be held as
professionally as possible because it is in accordance with the fields of this department.
Jakarta Musical Night plans to bring an audience of 5,000 - 10,000 viewers per day. This
to obtain the objective in generating 20% profit. On the other hand, to attract the attendees by 30%
through the social media. Since this is the first event held, it is hoped that after the initial
implementation, it can be established a good foundation for this event in the future.
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I.
INTRODUCTION
The Jakarta Provincial Government plans to hold a music festival in 2022 as part of the
national economic recovery after the Covid-19 pandemic. And what acts as the organizer of this
event is the Jakarta Provincial Tourism and Creative Economy Office. Under the direct supervision
of the provincial government. The music festival will take a place in Jakarta, Indonesia. Jakarta
Musical Night is the name we will use in this music festival. The basic plan of this music festival
is to be held once in every year. The goals of bring or holding a music festival to the society are to
maintain existing music by satisfying music lovers in Indonesia and to enhance and recover the
music industry in Indonesia particularly after the Covid-19 outbreak.
In order to conduct the music festival successfully and achieving the goals and objectives,
Porter’s (1980) 5 forces analysis should take into a place. The Porter’s analysis is aim to establish
the nature of competition and the competitive position of the event. The first one is intensity of
rivalry in the industry. In Indonesia, especially Jakarta, there are many music festivals such as Java
Jazz Festival, Synchronize fest, and We The Fest. Means that the rivalry within the industry is
huge. The second one is threats of new entrants to the industry. As the Covid-19 cases are going to
slow down and there are some relaxation related to the Covid-19 restrictions from the government,
it will stimulate every event organizer or event promotor to create the music festival massively.
The third one is the bargaining power of buyers or customers. In terms of bargaining power
of buyers, the number of buyers or customers should be consider when planning a music festival.
Also, the differences of bargaining power of buyers with competitors. Then, this will create the
price sensitivity to the event. Bargaining power of buyers refer to their ability in negotiating lower
price for the same product. Buyers tend to have a power when there is many event promotor or
organizer offering the same concept of music festival.
The fourth one is the bargaining power of suppliers. It depends on which companies are
dependent on specific suppliers. Suppliers tend to have power to determine high costs when they
know their only one of the few companies offering supplies. When executing the music festival,
we should not only rely on one supplier to avoid any disadvantages to the event. Cooperating with
multiple suppliers will be much better.
The fifth one is threats of substitute products. The greater the similarity of products, the
greater the threat of substitutes and impact on pricing. As stated before, there are many similar
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music festival held in Jakarta. Therefore, this aspect will be very important to consider to avoid
customer losses.
II.
STRATEGIC MARKETING DIRECTION AND OBJECTIVES
In determining marketing direction and objectives, we have set our vision statements to
describe our long-term objectives through conducting the Jakarta Musical Night. Our vision
statements is stated below:
“Jakarta Musical Night was created and held in order to help advance the Indonesian
music industry in the form of a music festival. In terms of customers and attendees, this event is
made to satisfy the visitors, especially those who have an interest in music festivals. It is hoped that
visitors can get a satisfactory value after attending this event. Furthermore, by holding this event
regularly, it can also contribute to the improvement of tourism and creative economy industry in
the long term which will have a positive impact on the Indonesian economy because the wheels of
the economy are turning with this event”.
We will use the vision statements as the basis for running this music festival.
In order to ensure that Jakarta Musical Night runs smoothly, we have made several
marketing objectives for this event. The marketing objectives will be based on profit oriented and
market oriented. The first objective is generating profit by 20% based on Return on Investment
(ROI). The investment of this event such as venue, online ticketing sales websites, lineup artists or
bands. It is hoped that by presenting various top Indonesian bands and musicians, it can attract a
large number of spectators and also bring in sponsors who want to support this event. Therefore,
will make it easier to gain 20% profit.
The second objective is to attracting the consumers through social media in order to achieve
a maximum 10,000 attendees. “Companies have generally embraced social media because of its
potential for engagement and collaboration with consumers. Through social media, marketers can
gain rich, unmediated consumer insights, faster than ever before, and can foster loyalty through
networking” (Hudson et al., 2014). We will use social media such as Instagram, Twitter, TikTok,
and Facebook to promote our event massively.
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III.
MARKET SEGMENTATION
Wendell (2010) thought that market segmentation, consists of viewing a heterogeneous
market as a number of smaller homogenous markets in response to differing product preferences
among important market segments. Jakarta Musical Night is a music festival where the target
market or market segment is young people aged between 15-30 years. The typical of young aged
people are students and employees (Demographic – Occupation). Furthermore, this segment is
targeting a low-middle income person, so that all people of the community can enjoy this event
(Demographic – Income). Means that the level of education (Demographic – Education) range for
the prospective attendees are between high school to university degrees.
This segment will be based in Jakarta and the agglomeration region called Jabodetabek such
as Tangerang City, Bekasi City, and Bogor City (Geographic – Residence).
Jakarta Agglomeration Map
Source: dreamstime.com
The first thing that the potential attendees will consider is about the information they will get about
the Jakarta Musical Night (Behavioral - Source of Information) event. The information can be
obtained from Jakarta Musical Night's social media such as Instagram, Twitter, Facebook, and also
TikTok. How massive and interesting the information provided to the target market will affect the
number of visitors who will come.
The second thing is mode of transportation that can be used to reach the venue and also
how easy it is to reach the venue by public transport (Behavioral – Accommodation). Visitors will
consider using public transport instead of private vehicles to avoid congestion and also difficulty
finding a parking space. The next one is matters related to purchasing the event tickets (Behavioral
– Ticket Purchasing). Online ticket sales will be more efficient and effective than offline or on the
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spot. The last one is the experience of the prospective market target on events such as music
festivals that they have visited (Behavioral – Past Experience).
IV.
EVENT POSITIONING
In order to build a successful event, market positioning which refers to the ability of
influencing the perception of consumer concerning on brand and product with other competitors.
It is used to establish and maintain a distinctive place in the market. The first thing that
distinguishes Jakarta Musical Night from similar music festival events is that this event will be the
first event since the Covid-19 pandemic that plans to bring an audience of 5,000 - 10,000 viewers
per day. In accordance with our vision, the holding of this event is not only to revive the Indonesian
music industry after the pandemic, but also as part of the national economic recovery.
The second thing, besides presenting top Indonesian artists and bands, Jakarta Musical
Night also plans to involve several cultural elements, especially Jakarta's culture. Here, we will
also include cultural elements so that both music and culture, which are interconnected, can bring
different insights that will awaken the creative economy in Indonesia. The last thing is ticket prices
sold will also be affordable for low-middle income groups. Because the purpose of this event is to
satisfy visitors and as a part of economic recovery in Indonesia.
V.
THE EVENT PRODUCT
In planning the event product, our organization will focus on three elements which are core,
tangible, and augmented. Not only that, we also focus on core event elements such as celebration,
spectacle, emotions, and authenticity. Jakarta Musical Night planned to be held on 1, 2, and 3 July
2022. This event will be held for three consecutive days from Friday, Saturday, and Sunday. The
reason behind choosing this date is because the majority of our target market, which is students, is
in their semester break. Therefore, it is possible to bring in a large number of viewers. Also,
weekends are the right time, especially for our other target market, which is workers who want to
unwind after five days of work.
The event itself will last for 5.5 hours starting from 6PM to 11.30PM. This is to ensure that
at 12AM the event area is empty of visitors. The performers who will perform at this event are
various top singers and top Indonesian bands (i.e. Afgan, Raisa, Tulus, Maliq & D'essentials, RAN,
etc). In addition, we will also include traditional singers to appear in this event. In the middle of
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the performance, apart from the singers and bands performing their songs, they will also be asked
to give the audience a glimpse of information about the Jakarta's culture. This is also to increase
the visitors' sense of belonging to the local culture in order to preserve and maintain that culture.
To provide some kind of entertainment for visitors, we also provide several entertainment
spots at several points in the venue area such as the game zone. Indeed, visitors who play at the
entertainment spot will have the opportunity to win door prizes. The door prize can be obtained if
the visitors can complete the challenges that will be given by the committee in the entertainment
area.
Inside the venue, there will also be a kind of bazaar stand that sells Jakarta Musical Night
merchandise and also sells local culture stuff from Jakarta. To make it easier for the audience while
at the venue, a brochure will be given when the visitors enters the venue which contains a floor
plan of the venue as well as information about the performers on that day. There will also be some
banners or signs at various points in the venue. In addition, an information center will be provided
for visitors who wants to ask some related things inside the venue.
VI.
EVENT VENUE AND PHYSICAL SETTING
Jakarta Musical Night will be held at Gelora Bung Karno (GBK) Madya Stadium. This
venue is located inside the Gelora Bung Karno sports complex in Senayan area, Central Jakarta.
This venue was chosen because it is located in the center of Jakarta, which is easy to reach,
especially by public transport. Visitors can come by using the MRT and get off at the Istora Mandiri
MRT station, which is right east of the GBK complex.
In designing the layout of the venue, we consider the three elements of servicescape which
are ambient conditions, spatial layout and functionality, and signs, symbols and artefact. In terms
of ambient conditions, since the event will be held at night, lighting will be one of the influencing
factors for the smooth running of this event. In addition to the lights that will be designed
magnificently on the stage, some small lights will be placed at several points. An example of this
small lamp is a lamp placed on the floor to facilitate the mobilization of the audience. The sound
system that will be used is also the best type of sound system branded such as “Bose”, in order to
provide an impressive experience for visitors.
The layout of the venue as shown below describes the stage position, audience per category,
entertainment spot, information center, and also bazaar stands. For the inflow and outflow of the
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audience while at the venue, the entrance and exit gates of the venue are depicted as shown below.
Later, the entrance will go through the west which is marked by a red arrow. And for the exit will
go through the east marked with an orange arrow. This division of entrance and exit aims to
facilitate the flow of incoming and outgoing visitors.
Moreover, there will be several signs for directional purposes outside and inside the venue
to avoid some confusing among the visitors. Then, some symbols such as the official logo of Jakarta
Musical Night will be placed at some point. In addition, the logos of the sponsors will also be
ENTERTAINMENT
SPOT
BAZAAR
STANDS
INFORMATION
CENTER
placed at several points in the venue in the form of banners.
CATEGORY 3
VENUE
CATEGORY 2
CATEGORY
1A
CATEGORY
1B
STAGE
a). Venue Location
b). Venue Layout
Source: Megapolitan.kompas.com
c). Venue Entrance and Exit Gate
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VII.
PRICING AND TICKETING
In order to fulfill the vision of the Jakarta Musical Night event, spectators who will come
to watch the event are required to purchase a paid ticket. Ticket sales will be handled directly by
the organizer through the Ticketing and Reservation division. Ticket sales will open one month
before the event starts, which is on June 1, 2022. Tickets will be sold online through the official
Jakarta Musical Night website. There are no offline or on the spot sales to avoid touts and
unnecessary crowds on event day.
There will be three differences in the category of tickets to be sold, which are Category 1
consisting of 1A and 1B, Category 2 and Category 3. Buyers can choose either to buy 3 day pass
or daily pass. The price details are as follows:
Currency in Indonesian Rupiah (Rp)
3 Day Pass
Category 1A & 1B
Rp525,000.00
Category 2
Rp475,000.00
Category 3
Rp300,000.00
Daily Pass
Rp200,000.00
Rp170,000.00
Rp110,000.00
Currency in Australian Dollar (AU$)
3 Day Pass
Daily Pass
Category 1A & 1B $
49.23 $
18.76
Category 2
$
44.54 $
15.94
Category 3
$
28.13 $
10.32
Payment for tickets can use credit cards, bank transfers, and also mobile banking virtual
accounts. Later, after the buyers choose the ticket category to be purchased and complete their data,
a confirmation e-mail will be sent automatically to the buyers containing the booking code and
payment method. Payment must be made within one hour, if not paid by the deadline, the ticket
ordered will be forfeited. Besides that, we will also distribute 10 free tickets through the official
Jakarta Musical Night Instagram, where later for those who want to get free tickets, they have to
do the challenge given by the organizers. The details of the challenge itself will be explained in
this event's Instagram account post.
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VIII. INTEGRATED MARKETING COMMUNICATIONS (IMC)
Jakarta Musical Night will maximise the IMC role to put a good event positioning and
branding in the eyes of customers. Furthermore, it will be more cost effective by reducing
unnecessary costs as much as possible. The conceptualisation of marketing communication plan is
highly needed in purpose of achieving the target of holding a music festival event through a good
promotion. AIDA (Attention, Interest, Desire, Action) model is used to concepting the marketing
communication. Start with attention, the message that will be conveyed to prospective customers
will be made as attractive as possible so that it attracts people's attention. For example, “This event
is the first event to present top Indonesian singers and bands after the COVID-19 pandemic hit for
2 years!”. Afterwards, the next task is to maintain customer interest by placing advertisements
containing media promotions carried out directly by performers at Jakarta Musical Night on social
media which will make customers maintain their interest in this event.
This event will be desirable by the customers because the event will cure the longing for a
music festival to be held offline and without any barriers. In addition, customers can interactively
ask questions related to this event through the live chat service on the official Jakarta Musical Night
website and social media. The action taken to make prospective customers buy tickets for this event
is to provide a special limited promo, which is 10% discount for sales on the first 2 days, on June
1 and 2, 2022.
There are 2 objectives of IMC which are sales and communication. In term of this event,
we are using the communication instead of sales-oriented. Communication objectives will be more
appropriate because Jakarta Musical Night is a new music festival which will be held this year.
Therefore, communication objectives is used to gain and achieve as much as interest in the brand
knowledge and also to build the brand image. It is hoped that when this event is held regularly
every year, the image of this event will have been awakened and settled with the large number of
spectators who came.
The message that we will put across the target markets are rational message strategy which
uses facts, learning and persuasion to show. The rational message that will deliver such as “ The
first big music festival event after Covid-19 outbreak”. Also “There are packages offered to watch
this event for 3 days which can save your money compared to buying tickets for only one day”.
The media strategy that will be use is reach rather than frequency. It is because this event
is a quite large event so that reach might be appropriate. We will use 3 forms of media which are
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billboard advertising, social media advertising, and digital marketing. In term of billboard
advertising, the billboard will be placed at several points in the city that many people pass through.
Because this event is organized by the Jakarta provincial government, the use of billboards will be
easier to coordinate because the regulations governing the use of billboards are regulated by the
provincial government.
For the social media advertising, we will use several types of social media such as
Instagram, Twitter, TikTok, and Facebook. Jakarta Musical Night will have an official social media
account of those 4 social media. The promotion will have to start 3 months prior the event which
is April 2022. Various kinds of information will be conveyed in full through social media including
the vision of this event and also matters related to ticketing.
The digital marketing that we will use is User-generated Content (UGC). To fulfill the
purpose of this event, consumer review will be more genuine and honesty in promoting or
reviewing this event. This honesty is what other consumers are waiting for to increase their
confidence in a product. Other than that, it saves marketing costs. Without having to spend deep to
advertise or pay for brand ambassadors, brands already get free content from consumers.
To synergize all these media strategies, the first thing to do is to synchronize the time to
promote the event. And secondly, the content of the promotion is made equally and attractive for
all types of media. After the promotion was completed (early July 2022), an evaluation was carried
out to identify whether the IMC plan was successful in accordance with its objective of increasing
the number of visitors and satisfaction ratings of this event. Which in the end is in line with the
vision of this event to advance the Indonesian music industry after the COVID-19 pandemic.
IX.
POST-PURCHASING OUTCOME
The service quality of this event is from the attendee’s perspective means how well the
service meets or exceeds expectations. Gronroos (1983) stated that customer perceptions of service
quality consists of two components which are technical quality and functional quality. We will use
the functional quality on this event. The evaluation of the service delivery will be such as the venue,
parking area, event committee’s hospitality, and the stage design.
Parasuruman et al. (1988) has developed a framework based on 22 items (expectations vs
perceptions) which were measured across different service industries. This event will use the
framework to measure and model the perceived service quality. There are five dimensions
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identified which are reliability, assurance, tangibles, empathy, and responsiveness. Reliability
means that this music festival event is accurate in terms of the performance as published in the
advertisement. Assurance in terms of the security on the venue and politeness from the event
committees. Tangibles means what is displayed on the stage and venue really reflects the essence
of this event. Empathy in terms of the venue is easy to access means that there is no crowded queue
when entering the venue, and event committee’s response on customer. Responsiveness means that
the event organizer very helpful for customers at the time of pre-event, event, and post-event.
In measuring satisfaction, the satisfaction ranking will be based on individual elements (e.g.
performance, hospitality, bazaar, and information). This based on a reason that if there is something
needs to be improved in order to make Jakarta Musical Night even better, it can be more specific
to certain sectors. In terms of behavioral intentions, word-of-mouth communication plays a key
role. Because when the customer tell their family or friends about this event, this will increase the
engagement of Jakarta Musical Night. Therefore, next year on the same event, the number of
customers will increase. Moreover, if they also share their experiences of attending this event on
social media (e.g. Twitter and Instagram), this will make them more likely to repurchase this event
tickets next year, and bring other potential new customers.
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