MARKET TARGETING IN JASA TIRTA II FOR JATILUHUR JAZZ FESTIVAL

EVENT

Jatiluhur dam has an exotic that is not owned by other regions, an artificial dam covering
8,300 hectares in the largest in Asia, which has a beautiful view because it is surrounded by
rocky mountains, potentially as an international standard tourist destination.

The West Java Provincial Government intends to increase tourism in West Java, especially
the tourism potential in the Djuanda dam, or better known as the Jatiluhur - Purwakarta dam,
hoping that in the future, the largest reservoir in Indonesia will become the superior tourism
in West Java. As the manager of the Jatiluhur reservoir area, Perum Jasa Tirta II agrees with
the West Java Provincial Government to develop the water tourism sector in the region. Thus
West Java's hydrological pathway has added value besides being a hydroelectric power plant
(PLTA), raw water sources, and agriculture.

To increase tourism potential, Perum Jasa Tirta II will hold an international standard event.
Then what event should be held? Moreover, how to segment the event.

NEED BASED SEGMENTATION

Music has become one of the primary needs of every circle because music is a universal
language that is easily understood by anyone. Music has become a need for public
entertainment and can represent the feelings of listeners, and this makes more and more
music lovers in Indonesia. Also, the enthusiasm of the community for music concert
performances is increasing, especially in urban areas. Music concert performances are held in
various cities in Indonesia. One of the provinces that gave birth to musicians and performed
many national and international music concert concerts was West Java and Jakarta. So that
this music event can increase branding for tourism in Jatiluhur, where Jatiluhur reservoir
locations exist and are close to West Java and Jakarta. In Purwakarta, music events are rarely
found, so when a music event is held, it will attract many visitors.

SEGMENT IDENTIFICATION

MOST LIKED MUSIC IN INDONESIA

Source: IDN Research Institute, 2019

Today, Indonesia has a variety of musical colors ranging from traditional to modern nuances.
In its development, it also affects the segmentation of music listeners. The combination of
music with other types makes the loss of music genre restrictions. There are even some
musicians who do not declare that they play music with a particular genre because they want
their music to be enjoyed by anyone, not just for specific segments. In this era, many music
festivals present several musicians with different types of music. This creates an exciting
experience for the audience

NUMBER OF POPULATION OF INDONESIA BY AGE GROUP

Source: IDN Research Institute, 2019

The IDN Research Institute groups millennials into two, Junior Millennial and Senior
Millennial. Junior Millennials are those born in 1991-1998 and Senior Millennials are those
born between 1983-1990. According to age groups, Millennials aged 20-35 reached 24
percent, which is 63.4 million of the population of the productive age category (14-64 years),
of which 179.1 million (67.6 percent). Quite a significant amount.

Segmentation

Demographics X, Y Z Generation
Geography International, country, region, city,
Music taste Pop, Dangdut, Jazz, Metal

SEGMENT ATTRACTIVENESS

To find the interests of each segment, based on the most data and possible for tourism events
is generation Y or millennial. For geography, the scope of the region to the State (national) is
possible to increase the attraction of tourism. In terms of music taste, the most interesting
ones based on data are pop and dangdut.

SEGMENT PROFITABILITY
Based on the demographic segment, Millennials are a generation of productive age and
occupy various strategic positions in Indonesia. That is, millennials will become a profit
target in this tourism product. From the geographical segment, to achieve the highest
profitability, international coverage is needed to increase the potential profit of tourism
events. In the case of music genres that will be carried, they are mix genres to obtain general
coverage in order to increase profitability.

SEGMENT POSITIONING
Based on the data above, segment positioning is an offer of value and product positioning
based on the needs of its unique characteristics for each segment. Positioning becomes very
important because of the diversity of music events in Indonesia. Therefore it is easier if the
Jatiluhur music event is positioned based on excellence or uniqueness to make it different
from other music events. Based on the advantages possessed by the jatiluhur music event is
the Collaboration of Jazz Musicians and Indonesian West Java Traditional Artists in one
show without losing the essential elements of each art. Also as the first jazz music event on
the lake. This event is called by the Jatiluhur Jazz Festival to create a location uniqueness and
compatibility with the genre of music that is preferred in Indonesia without forgetting other
music genres.

SEGMENT ACID TEST

This event needs to be carried out with further research related to the prospective interest in
the event of the ancestors. Before positioning is implemented into the market, stakeholders
must be sure whether the value proposition offered through positioning to the target market is
appropriate, so they need first to test the limited market.

MARKETING MIX STRATEGY

Assuming that an acid test has been carried out, it can be seen that the marketing mix is as
follows:

Product: Jatiluhur Jazz Festival

Price: Appropriate price for millennial coverage (under IDR. 300,000)

Promotion: Press Conference, Media activity, Social media promotion, Video testimony artist

Place: Jatiluhur dam

SOURCE:
https://repository.unmul.ac.id/bitstream/handle/123456789/1311/file_1021900039.pdf?
sequence=1&isAllowed=y
https://manajemenppm.wordpress.com/2013/05/15/strategi-segmentasi-pasar-untuk-
relationship-marketing/
https://cdn.idntimes.com/content-documents/indonesia-millennial-report-2019-by-idn-
times.pdf
https://lacusza.blogspot.com/2013/10/segmentasi-pasar-dan-analisis-demografi.html