Proposed Marketing Strategy to Increase Product Awareness Private Box (Case Study: CGV Cinemas Indonesia)
Authors:   School of Business Management, Institut Teknologi Bandung, Hakim Lukman Fauzan , Windasari Nila Armelia ,   School of Business Management, Institut Teknologi Bandung
Published: June 2024

The entertainment sector is one of the most attractive industries for providing people’s needs for physically, psychologically, and emotionally engaging entertainment facilities. Along with the community’s desire for entertainment, many types of enterprises provide various types of entertainment in the form of products or services. In this situation, one of the most promising service enterprises in the sector of entertainment is the cinema. CGV Cinemas, as a one of leading company in this industry sin Indonesia, see this opportunity and make a move to expand their business with launched their new product, which is Private Box. As a newest product, Private Box was launched in order to satisfy consumers’ needs for privacy and exclusivity when watching films in cinemas by implementing an exclusive concept and providing an extensive variety of VVIP features and services. One year after its inception, public is still unaware of the existence of Private Box. The marketing that has been carried out by CGV Cinemas, but the result is not aligned with management expectations. Based on the results survey data and 5 why’s analysis, the author conclude that the main problem that is faced by Private Box 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 internal conditions of the company. 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. CGV Cinemas uses several tactics as a strategy in promoting the Private Box, but the results are still not appropriate with the management expectation. According to the analysis, its happens because there is no coherence and consistency of the CGV Cinemas strategy. In terms of the formulation, the author conclude 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 Segmentation, Targeting, and Positioning (STP) Strategy, the author proposed to make a new formulation with separated the segmentation of Private Box into three type of segmentation which is Primary, Secondary and Tertiary. This new formulation can be the main foundation for the next strategy that the author proposes in this research, namely Integrated Marketing Communication. In this strategy, several things become fundamental aspects in developing a Private Box marketing strategy, especially within the scope of directed promotion with measurable results.