The Marketing Communication Strategy of Indonesian Film A Study Case: Laskar Pelangi Film
Keywords:
communication tools, creative industry, film, marketing strategy, promotion
Abstract
The purpose of this study is to present the appropriate marketing communication strategy for a film based on the marketing mix and communication mix strategy. Promotion is considered to be the most important sector in film where it is also determined as the first stage to introduce the new release film to the audiences. Therefore, promotions are used by the home production as a tool to provide the film information that aimed to create the public awareness towards the film and decide to watch it in cinema without taking the risk of being unsatisfied. The study will be in the form of a study case taking the well-known Indonesian film “Laskar Pelangi” as the object research. The methods that used are a descriptive qualitative approach through research, observation, and interview with the publicist team of Laskar Pelangi film. The finding shows that PT Miles Films as the home production of Laskar Pelangi using the Integrated Marketing Communication (IMC) such as advertising, direct marketing, sponsorship marketing, exhibitions, point of sale and merchandising, and Word of Mouth (WOM) by considering its target consumer which is the family and Laskar Pelangi novel’s reader. Furthermore, the company use the Unique Selling Point (USP) in terms of casting, producer, director, and also the moral value of the film affecting to improve the interest and consumer’s desire to watch the film. The overall research documents that for the film industry to perform well, the company needs to define the marketing tools based on the target market.
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References
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Ade, L., P.K., Akanbi, A.M. & Ismail, T.A. (2017). The Influence of Marketing Intelligence on Business Competitive Advantage (A Study of Diamond Bank Plc). Journal of Competitiveness, 9(1).
Ahmad, N. (2016). Nilai-Nilai Keikhlasan Dalam Film Laskar Pelangi Karya Andrea Hirata. Pendidikan Agama Islam, Fakultas Tarbiyah dan Ilmu Keguruan.
Aisyah N. F., Irwan N., Ainul H. (2013). Pengembangan Industri Kreatif Di Kota Batu (Studi tentang Industri Kreatif Sektor Kerajinan di Kota Batu). Jurusan Administrasi Publik, 2(2), 282.
Albesa, J. G. (2007). Interaction channel choice in a multichannel environment, an empirical study. International Journal of Bank Marketing, 25(7), 490 – 506.
Alex, S. (2004). Analisis Teks Media; Suatu Pengantar untuk Analisis Wacana, Analisis Semiotik, dan Analisis Framing. Bandung: PT. Remaja Rosdakarya, hlm. 127.
Andriani, F. (2001). Strategi Komunikasi Pemasaran pada Film Indonesia (Studi Kasus pada Film Petualangan Sherina). Communication Studies Program.
Arens, William F., Weigold, Michael F. & Arens, Christian (2011). Contemporary advertising and integrated marketing communications. Boston: McGraw-Hill Irwin.
Armstrong, G., and Kotler, P. (2007). Marketing: An introduction. Upper Saddle River, N.J: Pearson Prentice Hall.
Baca. E.E., Holguin. J. J., & Stratemeyer, A. W. (2005). Direct-to-consumer advertising and young consumers: building brand value. Journal of Consumer Marketing, 22(7), 379–387.
Campaign Creators. (2018). Movie Trailer Marketing: Trailers that are Catching Our Eyes. [Online] Available at: https://www.campaigncreators.com/blog/movie-trailer-marketing-2/ [Accessed 14 December 2020].
Chaffey, D., Ellis-Chadwick, Johnston, K.F. & Mayer, R. (2003). Internet Marketing:Strategy, Implementation and Practice. 2nd ed. Edinburgh: Pearson Education.
CrazyEgg. (2019), AIDA Formula: How to Apply it And Drive Results with Your Copy. [Online] Available at: https://www.crazyegg.com/blog/aida-copywriting-formula/ [Accessed 14 December 2020].
Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. J. Mark. Commun. 20, 82–102. doi: 10.1080/13527266.2013.797764.
Deltaningtyas T. C, Erwin W. & Niniet I. A. (2018). Classification of Sub-Sectors in Creative
Duncan, T. (2002). IMC: Using advertising and promotion to build brands. Burr Ridge: McGraw Hill/Irwin.
Duncan, Tom R., & Everett, Stephen E. (1993). Client Perceptions of Integrated Marketing Communications. Journal of Advertising Research, 33(5), 30-39.
Eastman, S. T., & Billings, A. C. (2000). Promotion in and about sports. Academic Press.
Evan, M., Ahmad, J., Foxall, G. (2006). Consumer Behaviour. John Wiley and Sons Ltd, England.
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Film Indonesia. (2018). Data Penonton. [Online] Available at: http://filmindonesia.or.id/movie/viewer/2008#.YT25c4gzY2x [Accessed 20 Juli 2021]
Ghirvu, A.I. (2013). The AIDA Model for Advergames. The USV Annals of Economics and Public Administration, 13(1), 90 – 98.
Herawaty, T. & Raharja, S.J. (2018). Creative Industry Development Strategy in Bandung, Indonesia", Review of Integrative Business and Economics Research, 7, 394-403.
Hermawan, A. (2012). Komunikasi Pemasaran, Malang: PT Gelora Aksara.
Idola P. P., Reni N., Maylanny C., Mohamad S. S. (2017). Industri Film sebagai Bagian dari Industri Kreatif Indonesia. Telkom University, 3(1).
Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: testing the theory of planned behavior (TPB). Internet Res. 22, 591–612. doi: 10.1108/10662241211271563.
Jefkins, F., 1996. Periklanan. Jakarta: Erlangga.
Johnson, G, Scholes,K., and Sexty,R.M., (1989). Exploring Strategic Management, Scarborough. Ontario: Prentice Hall.
Kasali, R. (1999). Membidik Pasar Indonesia. “Segmenting, Targeting, Positioning”. Jakarta: PT Gramedia Pustaka Utama.
Katz, E., & Lazarsfeld, P. F. (1966). Personal Influence: The Part Played by People in the Flow of Mass Communications. Piscataway, NJ: Transaction Publishers.
Koekemoer, L. (2004). Marketing Communications. Cape Town: Juta and Company Limited.
Kontrimienė, V. & Melnikas, B. (2017). Creative Industries: Development Processes Under Contemporary Conditions of Globalization. Business, Management and Education, 15(1), 109-126.
Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, N.J: Pearson Prentice Hall.
Kotler, P., Armstrong, G., & Cunningham, M. H. (2008). Principles of marketing. Toronto: Pearson Prentice Hall.
Lancaster, G., & Massingham, L. (2013). Essentials of Marketing Management. Sumber Tambahan : Fl.
Laraswati, M. (2012). Awal Mula Film Laskar Pelangi Dilirik Hollywood. [Online] Available at: https://celebrity.okezone.com/read/2012/10/19/206/706470/awal-mula-film-laskar-pelangi-dilirik-hollywood. [Accessed 11 December 2020].
Lau, G. T., & Ng, S. (2001). Individual and situational factors influencing negative word-of-mouth behaviour. Can. J. Adm. Sci. 18, 163–178. doi: 10.1111/j.1936-4490. 2001.tb00253.x
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tour. Manage. 29, 458–468. doi: 10.1016/j.tourman.2007.05.011
Marselli, S. (1996). Dasar-dasar Apresiasi Film. Jakarta: PT Grasindo, h. 2.
Martinaityte, E. & Kregzdaite, R. (2015). The Factors Of Creative Industries Development In Nowadays Stage. Economics and Sociology, 8(1), 55-70.
Meyrick, J. (2006). A Call to Action on Two Fronts: Better Objectives and Better Strategies. Health Education, 106 (5), 341-344.
Muhammad, A. (2017). Pemetaan Potensi Industri Kreatif Subsektor Film, Animasi Dan Video Kelompok Pembuat Konten Audio Visual Di Solo 2014–2016”, Seni Media Rekam, hal i-95.
O’Guinn, T.C., Allen, C.T. & Semenik, R.J. (20090. Advertising and integrated brand promotion, 5th edn., Thomson South-Western, Mason, OH.
Ouwersloot, H. & Duncan, T. (2008). Integrated Marketing Communication. European ed, McGraw-Hill, 2008.
Panwar, U., Kumar, R. & Ray, N. (2016). Handbook of research on promotional strategies and consumer influence in the service sector. IGI Global, p.325.
Rawal, P. (2013). AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps”. IRC’s International Journal of Multidisciplinary Research in Social and Management Sciences, 1(1), 37-44.
Richardson, N. (2013). A Quick Start Guide to Mobile Marketing: Create a Dynamic Campaign. [Online] Available at: books.google.com.pk/books?isbn=0749460997 [Accessed 20 November 2013].
Rowley, J. (1998). Promotion and Marketing Communications in the Information Marketplace. Library Review, 47(8), 383–387.
Schultz, D.E. & Schultz, H.F. (2003) IMC-The Next Generation, McGraw-Hill, USA.
Shimp, T. A. (1997). Advertising, promotion, and supplemental aspects of integrated marketing communications. Florida: the Dryden Press.
Simamora, B. Memenangkan Pasar, Jakarta: PT Gramedia Pustaka Utama, 2001, hlm. 32.
Sutisna. (2002). Perilaku Konsumen dan Komunikasi Pemasaran. Cetakan Kedua. Bandung, Remaja Rosda Karya.
Swastha, B. (2008). Manajemen Pemasaran Modern. (edisi 2), Yogyakarta. Penerbit Liberty-Yogyakarta.
Swastha, B. & Irawan. (2001). Manajemen Pemasaran Modern. Yogyakarta: Liberty.
Tjiptono, F. dkk. (2011). Pemasaran Strategik. Yogyakarta: Andi.
UNCTAD. (2010). Creative Economy Report. [interactive]. [Online] Available at: < http://www.unctad.org/en/docs/ditc20082cer_en.pdf> [Accessed 9 December 2020].
Wells, W. D., S. Moriarity, & J. Burnett. (2006). Advertising: Principles and Practice. Englewood Cliffs, NJ: Prentice Hall.
Wknd. (2017). Are Movie Sequels Necessary and Enjoyable?. [Online] Available at: https://www.khaleejtimes.com/wknd/bloggersheads/are-movie-sequels-necessary-and-enjoyable [Accessed 14 December 2020].
Yamin, A.B. (2018). Analyzing the Role of Integrated Marketing Communication: Significance of Incorporation with Social Medias”, Department of Business Administration Fareast, International University, Dhaka, Bangladesh.
Yoeti, O. A. (1990). Pengantar Ilmu Pariwisata. Bandung: Angkasa.
Published
2021-10-10
How to Cite
Hutapea, L. K. and Wulansari, A. (2021) “The Marketing Communication Strategy of Indonesian Film A Study Case: Laskar Pelangi Film”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(10), pp. 567 - 591. doi: 10.47405/mjssh.v6i10.1131.
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