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GAC012 Assessment Event 3: Project Written Report (Version 9.

0A)

Recommending Ismaya Lives

Marketing Mix

Students Name: Angeline Klarissa

Student ID #: GAC002

Teacher: Didier Hardy

Due date: 27 January 2017

Word count: 1206


GAC012 AE#3 Angeline Klarissa GAC002

Table of Contents
Executive Summary ............................................................................................................................. 3
1.0 Introduction ................................................................................................................................. 3
2.0 Methods....................................................................................................................................... 4
3.0 Findings....................................................................................................................................... 4
4.0 Discussion ................................................................................................................................... 6
5.0 Conclusions and Recommendations ........................................................................................... 7
References ............................................................................................................................................ 7

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Executive Summary

The purpose of this research is to recommend the marketing mix for one of the rising company in the

hospitality industry which is Ismaya Live. By conducting a research online and interview two people related

to the business, factual informations are gathered and reported in the findings in form of text and tables.

Having work opportunity to expand worldwide, Ismaya Live is expected to create original and out of the

box ideas and be aware of the threats of its company. To achieve their goal, it is recommended for them to

enlarge their market segment and do more promotions that are appealing to customers.

1.0 Introduction

One of the most successful and well-known company in Indonesia is Ismaya Group. Established in 2003, this

company specialize in the lifestyle and hospitality industry. For this research, the objectives chosen is the

Live and Entertainment division of Ismaya Group, which is Ismaya Live. It is chosen since it is a current

rising company that promotes international concerts and festivals. With a target market of people of all ages

and all over the world, it has organized and held one of the biggest music festival in South East Asia and

selling the tickets worldwide through international ticketing partner (Lawrence 2015). One of its key success

factors is fulfilling peoples demand in the music and entertainment industry by organizing concerts for the

current highly demanded musicians and artists. In recommending a marketing mix for the service they offer

based customers demand, the 4Ps of marketing is one of the analysis methods. Based on the webpage Mind

Tools (2016), it analyses the marketing options in terms of product, place, price and promotion. The product

or service must first be known, then where it should be sold, how much the price should be and what are the

ways to reach the target market. To back up the research, another analysis is the SWOT of the company. It is

to comprehend the strengths and weakness of the company fully to find out the opportunities that are

available and be aware of the threats coming (SWOT Analysis 2016). With a goal of having their business

expanded globally, Ismaya Lives endeavor might be intermittent if the marketing mix they chose stays the

same because as time changes, trends changes as well and it will need fresh, innovating, and creative ideas in

order to keep the business going.

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2.0 Methods

To conduct this research, the method used is both primary and secondary resources. The secondary resource

which is a research through the internet is done to find some basic facts about the company. It is also in order

to gather as much information of the marketing mix as possible from reliable sources provided in the

internet. After having a background knowledge about the company, an interview is conducted. The

information from the primary resource is collected by doing an interview with the event manager and the

marketing manager of Ismaya Lives rival, All In Entertainment. The interview is also done to verify the

information stated online, which is found through the secondary research method, and collect even more

detailed answers. These two methods are known to be the most effective since the informations gathered are

detailed, factual and reliable.

3.0 Findings

Figure 1 ; (Dhany 2016) (Lawrence 2015)

Strength Weakness

Not being able to be independent


Has innovating and creative ideas
Only available for high class
Well known

Their outlets are located all over Indonesia

Big audience/followers in social medias

Opportunities Threats

Expand globally Rivals including All In Entertainment

Based on the research from both sources primary and secondary also with observations, figure 1 shows

the SWOT analysis of Ismaya Live. They are identified to have innovating and creative ideas as one of its

strengths. For having their outlets located everywhere, their fame grows making them one of the biggest and

most well-known company in the hospitality industry in Indonesia. However, their weakness includes not

being able to be independent. As it is seen that their projects and work outside Indonesias capital city,

Jakarta, are mostly in collaboration with other companies. Also, their product and services are only available

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for the higher class. With the strength this company has, it has given work opportunities from across the

globe for them to expand. Their weakness also bring out threats from their rivals including All In

Entertainment as stated above.

Competing in the same industry with Ismaya Live is All In Entertainment. It is a company based in Jakarta

which specializes in FBE (Food, Beverage and Entertainment) venues (All In Group 2016). Figure below

shows the 4Ps marketing mix of All In Entertainment.

Figure 2; (Dhany 2016) (Abhimantra 2016) and (All In Group 2016)

4Ps (All In Ent.)

Product Price

Entertainment Events Rp 150.000,- to Rp 3.000.000,- ++

Place Promotions

Club & Lounge (Fable and Mirror) Social Medias

Event Space (Pallas) Banners

Like Ismaya Live, All In Entertainment has established FBE venues including Fable Club, and Pallas which

are both located at Fairgrounds, SCBD in Jakarta, and Mirror Club in Bali. Their prices for entry ranges from

Rp 150.000,- to Rp 250.000,-. However for special events, entry charge can rise up to Rp 500.000,- to Rp

3.000.000,-. For promotions, they are limited to social medias and banners placed outside and around the

area near their venue.

Although said to have innovating and creative ideas, Ismaya Live still hasnt that much of progress in terms

of price and promotions. With their market segment only for the higher class, it is thought to be better if they

also provide their product and services for the middle class. Which means they need to lower their prices and

improve their promotions to the middle class market. Promotions also include giving away free tickets or

prizes, discount code for credit card users and/or but not limited to, free rides with transportation partner.

The promotions need to be appealing so that it attracts more customers. In that way, when they achieve even

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bigger market segments then chances of expanding globally for them increase. Figure 3 below shows the

recommended marketing mix for Ismaya Live.

Figure 3

4Ps (Ismaya Live)

Product Price

Entertainment Events Rp 250.000,- to Rp 4.500.000,- ++

Place Promotions

Club & Lounge (Blowfish and Skye) Social Medias

Event Space Mass Media (Newspaper, magazines, etc.)

Banners & billboards

Television & radio ads and quizzes

Discount codes

4.0 Discussion

Based on the findings of this research, Ismaya Lives rival may have to step up their game in order to be

able to compete against them and not left behind. If Ismaya Live did as suggested, then they could have even

bigger opportunity to expand globally as their target market and segments are expanding. As in doing

business, it is thought that trying and experimenting new things in different ways is best to grow a business.

The findings above are influenced by some factors including current trends, the business economic

condition, and markets demand.

Ismaya Lives rivals, not only All In Entertainment, are expected to do similar things with Ismaya Lives

strategy in doing business and market their product and services. This is in order for them to have Ismaya

Lives customers to have a change of mind and decided to choose the alternatives since their ideas are more

developed and appealing, even though it is not their original idea. The rivals are also expected to develop the

ideas to be more appealing by learning from Ismaya Lives mistakes and weaknesses.

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5.0 Conclusions and Recommendations

In order for Ismaya Live to achieve their goal and attract even more customers, the marketing mix

recommended was for them to expand their market segment by lowering their prices to make it affordable

for the middle class as well. After that, they also have to promote their product and services in a more

appealing way by giving out discount and perform a giveaway, quizzes, etc. In that way, customers might be

interested to try out and even switch to their product and service. However the outcome of this research may

vary if deeper research was done like interviewing more people and worker from both companies.

Reference List

All In Group (n.d.) [Online] Available at: http://www.allin.co.id/home [Accessed 22 January 2017]

Dhany Lebowsky Event Manager of All In Entertainment. Interviewed on 21 January 2017 at Fairgrounds,
SCBD in Jakarta, Indonesia.

Ismaya Group (2016) Ismaya Company Profile [Online]. Available at:


http://www.ismaya.com/files/Ismaya_Profile_2016.pdf [Accessed 2 November 2016]

John Mario Abhimantra Head Marketing of All In Entertainment. Interviewed on 21 January 2017 at
Fairgrounds, SCBD in Jakarta, Indonesia.

Lawrence, J. (2015) Christian Rijanto & Ismaya Live Putting South East Asia On The Festival Map, Forbes
[Online]. Available at: http://www.forbes.com/sites/jesselawrence/2015/09/21/christian-rijanto-
ismaya-live-putting-south-east-asia-on-the-festival-map-2/#8f22fa8d0062 [Accessed 1 November
2016]

SWOT Analysis (Strengths, Weaknesses Opportunities, Threats) (2016) MindTools.com [Online]. Available
at: https://www.mindtools.com/pages/article/newTMC_05.htm. [Accessed 29 November 2016]

The Marketing Mix and the 4Ps of Marketing (2016) MindTools.com [Online]. Available at:
https://www.mindtools.com/pages/article/newSTR_94.htm. [Accessed 27 November 2016]

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