INTEGRATED MARKETING COMMUNICATION FOR INDONESIAN MOVIES FINAL PROJECT
By Ken Ratri Iswari 19004057
Undergraduate Program School of Business and Management Institut Teknologi Bandung
VALIDATION PAGE
Integrated Marketing Communication for Indonesian Movies
By: Ken Ratri Iswari ID No: 19004057
Undergraduate Program School of Business and Management Institut Teknologi Bandung
Validated By
(Priyantono Rudito, M.Bus)
INTEGRATED MARKETING COMMUNICATION FOR INDONESIAN MOVIES FINAL PROJECT ABSTRACT Name: Ken Ratri Iswari ID No: 19004057 Examination Date: August 7th 2007 Graduation Date: October 27th 2007 Supervisor: Priyantono Rudito, M.Bus Undergraduate Program - School of Business and Management Institut Teknologi Bandung Indonesian movie is an interesting phenomenon to be discussed due its unstable growth. Persuade people to watch Indonesian movies are by using promotion tools. The way in which a movie is promoted can have a huge effect on whether or not it is successful. One of the problem in Indonesian movie is how to design an effective “out of the box” communication plan to endorse a successful movie promotion. One of the approaches that can be applied to formulate movie promotion is by using Integrated Marketing Communication (IMC) approaches. In order to determine IMC strategic, it is important to identified desired target market, concludes people’s perception about Indonesian movies, identified factors affecting their behavior in movie consuming, and determines their media consumption habit. Therefore, the author conducts a research consists of literature study, in-depth interview with key-informant, focus group discussion, and surveys questionnaires. From the research, the author finds out that respondents have a negative perception to Indonesian movies, due to movie quality. For them, Indonesian movies are not yet having a high quality. Furthermore, the position of Indonesian movies on the mind of respondent is on no. 2, it isn’t on the top choice. The findings on perception of Indonesian movies interrelated with critiques to the movie quality will be the key issues in order to develop strategy for movie campaign. This research also cover the behavior that respondent show in consuming media as the substance for movie promotion. It is important to identify the media consumption habit, in order to determine which media that will be effective and relevant with desired target market. The author recommends a solution to deal with existing perception. The basic message for the movie campaign and the new image that want to be obtained is: Indonesian movie though can’t change the fact of being no.2 movies, but the movie makers will work hard to improve the quality of Indonesian movies. Therefore supports from the moviegoers are extremely needed. The Integrated Marketing Communication strategy will be using advertising, publicity, and sales promotion as one voice, due to the need to keep focused on the positioning to change perception and persuasion to support Indonesian movies throughout the marketing mix. Finally, the recommendation will be useful for people in Indonesian movie industries, especially MFI (Masyarakat Film Indonesia) as an independent organization that have a concern to Indonesian movies development, in order to determine promotion strategy based on Integrated Marketing Communication. Key words: Indonesian movies, Perception, Media, IMC
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INTEGRATED MARKETING COMMUNICATION FOR INDONESIAN MOVIES FINAL PROJECT ABSTRAK Name: Ken Ratri Iswari ID No: 19004057 Examination Date: August 7th 2007 Graduation Date: October 27th 2007 Supervisor: Priyantono Rudito, M.Bus Undergraduate Program - School of Business and Management Institut Teknologi Bandung Perfilman Indonesia adalah fenomena yang sangat menarik untuk diperbincangkan karena perkembangannya yang masih belum stabil. Salah satu cara untuk mengajak orang untuk menonton film Indonesia adalah dengan melakukan promosi. Bagaimana sebuah film dipromosikan, mempunyai kekuatan yang sangat besar untuk menentukan kesuksesan sebuah film. Salah satu permasalahan dalam perfilman Indonesia adalah bagaimana membuat sebuah rencana komunikasi efektif yang berbeda dari biasanya untuk mendukung kesuksesan promosi film. Salah satu pendekatan yang bisa diterapkan untuk memformulasikan promosi film adalah dengan pendekatan Integrated Marketing Communication (IMC). Untuk menentukan strategi IMC, penting dilakukan identifikasi target market yang diinginkan, persepsi orang-orang terhadap film Indonesia, identifikasi faktor-faktor yang mempengaruhi perilaku dalam mengkonsumsi film, dan mengidentifikasi perilaku mereka dalam mengkonsumsi media. Untuk itu, penulis melakukan penelitian yang terdiri dari studi pustaka, wawancara mendalam dengan informan kunci, focus group discussion, dan survey dengan menggunakan kuesioner. Berdasarkan penelitian, penulis menemukan bahwa responden mempunyai persepsi yang negatif terhadap film Indonesia, karena bagi mereka, film Indonesia belum mempunyai kualitas yang baik. Peta posisi film Indonesia dalam benak responden berada di urutan ke dua, bukan sebagai pilihan utama. Temuan mengenai persepsi yang berhubungan erat dengan kualitas film, menjadi isu utama untuk mengembangkan strategi promosi. Penelitian ini juga mencakup perilaku konsumsi media yang sangat penting untuk menentukan media komunikasi apa saja yang efektif dan relevan dengan target market yang diinginkan. Penulis merekomendasikan sebuah solusi untuk menangani persepsi yang sudah terbentuk. Pesan yang akan disampaikan adalah walaupun film Indonesia tidak bisa merubah kenyataan sebagai film nomer dua, tapi para pekerja film akan berusaha dengan giat untuk memperbaiki kualitas film Indonesia, oleh karena itu dukungan dari para moviegoers sangat dibutuhkan. Strategi IMC menggunakan advertising, publicity dan sales promotion sebagai satu kesatuan untuk merubah persepsi dan ajakan untuk mendukung perfilman Indonesia. Pada akhirnya, rekomendasi ini akan bermanfaat bagi para pekerja film, terutama MFI (Masyarakat Film Indonesia) sebagai lembaga film yang mempunyai kepentingan terhadap kemajuan film Indonesia, untuk merumuskan strategi promosi berdasarkan Integrated Marketing Communication. Kata Kunci: Film Indonesia, Persepsi, Media, IMC
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PREFACE First of all, the author grants a very special thanks to Allah SWT. Without his blessing, this final report will not finish smoothly. Also the family: Mom, Dad, Mbiek, and Arum for all the supports. This final project is about Integrated Marketing Communication (IMC) for Indonesian movies, the author select this topic in order to offer fresh ideas for the improvement in Indonesian movies. Also the author would like to thank the following individuals and groups: •
Mr. Priyantono Rudito The greatest supervisor, for his assistance in the development of this final project through his careful, patience, kindness, and thoughtful review, you’re the best!
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All SBM family: -
Lecturers (Mr. Herry Hudrasyah, Mr. Reza, Mr. Arson Alilludin, and Mr. Budi Permadi)
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Tutors (Mr. Jauhar, Mr. Enjang, Mrs. Ira, Mrs. Devi)
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Administration staff (Mr. Iwan, Mr. Yayat, and Mrs. Ikum)
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Library staff (Mrs. Wiwiek and Mr. Rajab)
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All SBM’07 students
My teachers in SDN GRIBA 27/II, SMPN 5 Bandung, and SMUN 5 Bandung
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Rizki Ramadhano (RIP) a.k.a KK I know you’re looking down from heaven, and I won’t let you down, thank you for everything.
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The Skinny’O: Aulia Wahidah Chamdun, Furry Windie HIP, Winna Meidyana, Ranny Aulia, and Odit Ekwardo. It’s true that no sacrifice, no victory.
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Sekar Hapsari, the last friend standing until the last battle, finally we make it!
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Marina Maria, Mosha Rachman, Razzy Rerimasie, Panji S. Cakrasantana, Mega Megumi, Shindy Diah Ayu Lestari, Arlo Erdaka Arsyad Tumenggung, Panji Dwi Suntara, Ivan Resa Priyanto, and Reni Yuliandini
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Derry Cornelius, the colors of my life, and his friends: Joven Albertinus, Anak Agung Rendy Arya Putra, and Alica Deanda Tara Dhatu Chrisaly, we’ll find the answer soon
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Indra Birowo, Owner of RAPI Films and Cinervo, Cineplex21 Manager, Tria Dapur 9, Wali Dapur 9, Sunar, and Kris for all the information
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Evan Adriel, Satria Kresna, and Yuwana Arya for the questionnaires
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The Don Company members
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Garry/ Red Ceria/ D1153GA, you’re always with me everywhere and anywhere
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Titin for all the small things but help me a lots
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Crave for the precious lessons
While there are many others individuals and groups that can not mentioned here, the author also owes a lot of special thanks. Last but not least, hopefully this final project reports will bring benefit. As human beings who lack of perfection, this final report is not free from human errors, therefore suggestion is needed for improvement.
Bandung, 31 July 2007
Ken Ratri Iswari
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LIST OF CONTENTS
ABSTRACT ABSTRAK PREFACE LIST OF CONTENTS LIST OF IMAGES LIST OF TABLES LIST OF APPENDIXES
CHAPTER I INTRODUCTION 1.1 Problem Background.....................................................................
1
1.2 Problem Formulation……………………………………………
1
1.3 Research Objectives……………………………………………..
2
1.4 Research Scope………………………………………………….
3
1.5 Structure…………………………………………………………
4
CHAPTER II THEORETICAL FOUNDATIONS 2.1 Perception………………………………………………………..
5
2.2 Reference Groups………………………………………………..
5
2.3 Consumer Purchasing Process…………………………………..
5
2.4 Definition of Integrated Marketing Communication……………
5
2.5 The Functional Areas of Marketing Communication..………….
6
2.5.1 Advertising………………………………………………...
6
2.5.2 Direct Marketing…………………………………………..
8
2.5.3 Sales Promotion…………………………………………...
8
2.5.4 Publicity/Public Relations…………………………………
8
2.6 Segmenting and Targeting………………………………………
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2.7 The IMC Planning Process……………………………………...
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2.8 Creating an Advertisement………………………………………
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2.9 Media Communication…………………………………………..
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2.9.1 Media Strategy…………………………………………….
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2.9.2 Media Planning……………………………………………
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2.9.3 Media Selection……………………………………………
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2.9.4 Media Classification………………………………………
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2.9.5 Strength and Weakness of Major Media…………………..
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2.10 Literature Search……………………………………………….
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2.10.1 Movie Success Indicators………………………………
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2.10.2 Indonesian Movies Back to Flop Again………………..
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2.10.3 Criticize to Indonesian Movies………………………...
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2.10.4 Published Data about Indonesian Movies……………...
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CHAPTER III METHODOLOGY 3.1 Literature Study…………………………………………………
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3.2 Exploratory Research……………………………………………
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3.2.1 In-Depth Interview………………………………………...
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3.2.2 Focus Group Discussion…………………………………..
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3.3 Descriptive Research…………………………………………….
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3.3.1 Questionnaires Development……………………………...
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3.3.2 Sampling Procedures………………………………………
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3.3.3 Pretest……………………………………………………...
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3.3.4 Reliability and Validity……………………………………
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CHAPTER IV DATA ANALYSIS 4.1 Literature Study………………………………………………….
27
4.2 In-Depth Interview………………………………………………
27
4.2.1 In-Dept Interview with Mr. Abi and Mr. Sunil……………
27
4.2.2 In-Depth Interview with Mr. Tria…………………………
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4.2.3 In-Depth Interview with Mr. Rahmat……………………..
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4.3 Focus Group Discussion………………………………………...
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4.3.1 Motivation in Watching Indonesian Movies………………
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4.3.2 Perception of Indonesian Movies………………………….
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4.3.3 Media Consumption and Suggestion for Indonesian Movie
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4.4 Questionnaires…………………………………………………...
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4.4.1 Movie Genre Preferences………………………………….
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4.4.2 Movie Theatre Preferences………………………………..
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4.4.3 Watching Frequencies……………………………………..
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4.4.4 Place to Hang Out…………………………………………
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4.4.5 Influencer in Watching Movie’s Decision………………...
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4.4.6 Media Consumption Habit………………………………...
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4.4.7 Television…………………………………………………
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4.4.8 Radio………………………………………………………
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4.4.9 Websites…………………………………………………...
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4.4.10 Magazines………………………………………………..
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4.4.11 Newspaper Preferences…………………………………..
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4.4.12 Tabloid Preferences………………………………………
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4.4.13 Outdoor Media…………………………………………...
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4.4.14 Road Show……………………………………………….
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4.4.15 Indonesian Movie Qualities……………………………...
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CHAPTER V RECOMMENDATION 5.1 Conclusion………………………………………………………
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5.2 Recommendation………………………………………………..
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5.2.1 Message Strategy………………………………………….
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5.2.2 Strategic IMC Mix………………………………………...
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5.2.3 Media Plan………………………………………………...
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5.2.4 Milestones…………………………………………………
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5.2.5 Role of Independent Organization………………………...
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REFERENCES APPENDIXES
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LIST OF IMAGES
1. Figure 1.1 Integrated Marketing Communication Frameworks 2. Figure 2.1 Creating an Advertisement 3. Figure 2.2 Media Classification 4. Figure 2.3 Movie Production 5. Figure 2.4 Theatre in Indonesia 6. Figure 2.5 Total Audience in 2006 7. Figure 3.1 Research Frameworks 8. Figure 4.1 Movie Genre Preferences 9. Figure 4.2 Media Consumption Habit 10. Figure 4.3 TV Stations Preferences 11. Figure 4.4 TV Shows Preferences 12. Figure 4.5 Radio Station Preferences 13. Figure 4.6 Magazine 14. Figure 4.7 Magazine Sections Preferences 15. Figure 4.8 Effective Outdoor Media 16. Figure 5.1 Media Plan 17. Figure 5.2 Media Scheduling
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LIST OF TABLES 1. Table 2.1 Integrated Marketing Communication Planning Process 2. Table 2.2 Strength and Weakness of Major Media 3. Table 3.1 Statistical Data from BPS Bandung 4. Table 3.2 Reliability Statistics 5. Table 3.3 Item-Total Statistic 6. Table 4.1 Statistics
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LIST OF APPENDIX 1. Appendix A, FGD Question 2. Appendix B, Pretest Questionnaires 3. Appendix C, Outcomes from FGD 4. Appendix D, Final questionnaires 5. Appendix E, Descriptive Statistic Questionnaires Part A 6. Appendix F, Descriptive Statistic Questionnaires Part B 7. Appendix G, Descriptive Statistic Questionnaires Part C 8. Appendix H, Data Input for SPSS 9. Appendix I, Message Executions
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