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Saung angklung udjo is a place that provide performance, hand craft from bamboo, and workshop for music instrument. It is a tourism area in Bandung that specified located in Padasuka street. So, actually the writer was a talent when the writer was kid. But before go to the details, the writer wants to explain what the writer got when came to Saung Angklung Udjo. At first, the writer had a session with Saung Angklung Udjo representative. It was described about general information about Saung Angklung Udjo. Saung Angklung Udjo has a slogan, it is “Nature Culture in Harmony�. Saung Angklung Udjo owned by a man named Mang Udjo. Mang Udjo was the founder of Saung Angklung Udjo and had primitive characteristic. It made Saung Angklung Udjo served the customer in primitive way. Now, Saung Angklung Udjo owned by the second generation of Mang Udjo. The second generation of Mang Udjo has professionalism characteristic. It happens because Mang Udjo children has different major in university such as communication, accounting, management, and others. Those diversities make Saung Angklung Udjo has professionalism characteristic for serving its customer. Because of the changes of generation, it made Saung Angklung Udjo better for serving its customer. But actually it is worse than the first generation. The revenue of Saung Angklung Udjo decreased because less people came to Saung Angklung Udjo. It happened because of economic stability problem such as crisis, orde baru, moneter crisis, kerusuhan Mei di Jakarta, WTC, Bali bomb, Election in 2004, and Australia embassy bomb. It made people did not want to spend their money for vacation. People would think that if they went to Indonesia it would be not safe. It was affected Saung Angklung Udjo. not only Indonesia problem that could lead problem for Saung Angklung Udjo, problem in other country could make problems to for Saung Angklung Udjo. People would not spend their money to go to other country because there was chaotic in their own country and the country has unstable condition. The way Saung Angklung Udjo gains its profit is through collaborating with various people. People that collabs with Saung Angklung Udjo is people who has strong influence or we can call it as influencer. In 2000, Saung Angklung Udjo has collaborated with Sherina, an actress that played in Petualangan Sherina movie. Saung Angklung Udjo collaborated with Sherina because the movie that Sherina played was located in Bosscha, and it is located in Bandung too same as Saung Angklung Udjo. Since the high demand of Bosscha, Saung Angklung Udjo got opportunity of this. Not only Sherina, Saung Angklung Udjo has collaborated with several famous people such as Marc Marquez, Andien Aisyah, Kaka Slank, and others. Saung Angklung Udjo serves one stop service. Saung Angklung Udjo really cares to its customer and that is the reason why Saung Angklung Udjo serves one stop service. Saung Angklung Udjo wants to make its customer easier to get everything. In its one stop service, Saung Angklung Udjo serves performance, souvenir spot, guest house, angklung shop, play area, restaurant, and coffee shop. Saung Angklung Udjo has humanis aspect in its business. It is not about service perfection but caring to other people and humanity. The example is when there is no performance on that day but customer comes to Saung Angklung Udjo, Saung Angklung Udjo will provide the performance. Saung Angklung Udjo always tries to make the customer comfortable as good as possible. And here is the schedule of Saung Angklung Udjo performance: Schedule
Time
Monday - Friday
3:30 - 05:00 pm
Saturday
01:00 pm & 3:30 pm
Sunday
10:00 am & 3:30 pm
Public Holiday
3:30 PM
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Talking about the marketing of Saung Angklung Udjo, Saung Angklung Udjo believes that word of mouth is the most important thing. That is why Saung Angklung Udjo has a big humanity on its business. The success rate of Saung Angklung Udjo’s performance is measured by memorability that customer feels until they go home. Saung Angklung Udjo uses human touch as the way to build word of mouth. Even though word of mouth is a priority marketing tools that Saung Angklung Udjo uses, Saung Angklung Udjo uses Google Ads too. Saung Angklung Udjo uses website and several social medias for promoting its business. Not only in Indonesia, Saung Angklung Udjo tries to get demand from foreigners. Saung Angklung Udjo collaborates with KBRI (Kedutaan Besar Republik Indonesia) for getting opportunity in foreign market. When the writer was a talent in Saung Angklung Udjo, the writer knew several problems that Saung Angklung Udjo faced. Saung Angklung Udjo has so many talents for the performance. The talent separates into two category, junior talent and professional talent. Junior talent of Saung Angklung Udjo is children aged 3 years old until 15 years old. Junior talent separates into 5 classes. In every class of junior talent, Saung Angklung Udjo allocates quota on it. So, there is no inequality for every class. For professional talent, it is aimed to be balancer. Balancer in this case is for the performance. Professional talent are contract talents who have joined Saung Angklung Udjo since they became junior talent. Professional talent has a complete capability (angklung, instrument, sing, MC, and dance) in performance. But, it is rare for junior talent who want to continue their career as professional talent. It is happened because they already have different priority and bustle. One day, Saung Angklung Udjo did not have singer for Aroemba. It had to be professional talent. Saung Angklung Udjo asked the writer to be the singer, but the writer could not. It was because the writer had national exam preparation at that time. This happened several times for Saung Angklung Udjo when Saung Angklung Udjo lacks of professional talent. The talent usually lives near Saung Angklung Udjo in Padasuka street. Saung Angklung Udjo approaches several school in Padasuka street so the student of that school can learn angklung and become Saung Angklung Udjo talent. School that collaborated with Saung Angklung Udjo has angklung course where the course is a compulsory subject and those who teach the student are professional talents from Saung Angklung Udjo Another problem about the talent not only comes from professional talent. There is a problem in junior talent too. Several years ago Saung Angklung Udjo had talented junior talent and they were fast learner. Because of digitalization that happened in this era, when kids are playing online games instead of physical games, it is a problem for Saung Angklung Udjo. the kids motoric are weaker than usual. They are not fast learner. It is harder to teach kids nowadays. Saung Angklung Udjo makes use of people who live near Saung Angklung Udjo. People who live in Padasuka street is contracted by Saung Angklung Udjo to become angklung and merchandise maker. When the writer was a kid, the writer saw a lot of people made Angklung. They passed by Padasuka street using motorcycle or pick up car bringing angklung and merchandise. But now, the writer rarely see that kind of thing. This happens because of the decreasing number of angklung and merchandise maker. Problem that was greatly taught by Saung Angklung Udjo was a matter of payment. The issue of payment that occurs here is that most people who live on Padasuka street and come to watch the show at Saung Angklung Udjo never pay. Especially when these people are familiar with management and the second generation of Saung Angklung Udjo. They just smile to the employee in entrance gate without paying anything. This is positive for people who live near Saung Angklung Udjo, but negative for Saung Angklung Udjo. The next problem is negative for people who live near Saung Angklung Udjo. Saung Angklung Udjo has a lot of visitors. And they usually come using bus. It is really bad for people who live near Saung Angklung Udjo. It will be a long traffic jam and pollution. Padasuka street is really small and actually it is not proper for bus. Even though Saung Angklung Udjo already builds a new parking area, it can not solve the problem well. Main problem faced by Saung Angklung Udjo is the angklung quality itself. Since angklung is made from natural resource, bamboo, the quality always changes. The quality of bamboo is never same and it makes the angklung quality is never the same too. Even though the writer already know the problem in Saung Angklung Udjo. But The writer had her own expectation when the writer watched the performance with SBM ITB students: 1. The writer expected to get a guide book that describe the whole performance but it turned out that the writer just got a brochure. The brochure that the writer got was the same brochure years by years and Saung Angklung Udjo never changed it. The brochure was written mostly in Indonesia 2. The writer expected that the wayang show will be boring but it turned out that Saung Angklung Udjo re-new the story again and again 3. The writer expected there will be a screen for describing what the dalang said because dalang played the performance using Sundanese 4. The writer expected there would be a singer in Aroemba performance but it was just instrumental performance without a singer
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Product Saung Angklung Udjo has its own product. Saung Angklung Udjo provides performance, hand craft from bamboo, and workshop for music instrument. Saung Angklung Udjo has its own practice studio for talents. Saung Angklung Udjo provides angklung and merchandise that can be bought by visitors. Not only about performance, Saung Angklung sells food and beverages too. Before the performance starts, Saung Angklung Udjo gives mini angklung necklace, ice cream, and brochure. At the end of the performance, Saung Angklung Udjo’s junior talent asks the visitors for dancing together. After the performance, there is photo session with talents. Price Saung Angklung Udjo made several changes on its pricing. So, here is the price of Saung Angklung Udjo: Domestic Tickets (weekdays)
International Tickets (weekdays)
Domestic Tickets (weekends)
International Tickets (weekends)
Regular price (≤2016)
Rp80,000
Rp130,000
Rp80,000
Rp150,000
Current price
Rp70,000
Rp110,000
Rp75,000
Rp120,000
Educational purpose
Rp30,000
Rp50,000
Rp30,000
Rp50,000
Traveloka
Rp67,900
Rp106,700
Rp72,750
Rp116,400
Saung Angklung Udjo changes its price since 2017 and it is lower than usual. Saung Angklung Udjo price for domestic and international is different. Actually Saung Angklung Udjo classified the price as: children domestic price on weekdays, children domestic price on weekends, adult domestic price on weekdays, adult domestic price on weekends, children international price on weekdays, children international price on weekends, adult international price on weekdays, and adult international price on weekends. Promotion Saung Angklung Udjo believes that word of mouth is the most important thing. That is why Saung Angklung Udjo has a big humanity on its business. The success rate of Saung Angklung Udjo’s performance is measured by memorability that customer feels until they go home. Saung Angklung Udjo uses human touch as the way to build word of mouth. Even though word of mouth is a priority marketing tools that Saung Angklung Udjo uses, Saung Angklung Udjo uses Google Ads too. Saung Angklung Udjo uses website and several social medias for promoting its business. Not only in Indonesia, Saung Angklung Udjo tries to get demand from foreigners. Saung Angklung Udjo collaborates with KBRI (Kedutaan Besar Republik Indonesia) for getting opportunity in foreign market. The other way Saung Angklung Udjo uses marketing is through collaborating with various people. People that collabs with Saung Angklung Udjo is people who has strong influence or we can call it as influencer or famous people. Place Saung Angklung Udjo located in Jl. Padasuka No.118, Pasirlayung, Cibeunying Kidul, Kota Bandung, Jawa Barat 40192. Saung Angklung Udjo map can be seen on Exhibit 1. People People that work in Saung Angklung Udjo is people who lives in Padasuka street. The talent of Saung Angklung Udjo approached through courses in Saung Angklung Udjo and school in Padasuka street. The talent separates into two category, junior talent and professional talent. Junior talent of Saung Angklung Udjo is children aged 3 years old until 15 years old. Junior talent separates into 5 class:
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Class
Description
Class 1
Beginner
Class 2-3
Performance appeal
Class 3-4
Based on musicality
Class 5
Bring accompaniment music
For professional talent, it is aimed to be balancer. Balancer in this case is for the performance. Professional talent are contract talents who have joined Saung Angklung Udjo since they became junior talent. Professional talent has a complete capability (angklung, instrument, sing, MC, and dance) in performance. For the management, it is managed by second generation of Saung Angklung Udjo. People who makes angklung and merchandise is people who lives near Saung Angklung Udjo too. Physical evidence Saung Angklung Udjo serves one stop service. Saung Angklung Udjo really cares to its customer and that is the reason why Saung Angklung Udjo serves one stop service. Saung Angklung Udjo wants to make its customer easier to get everything. In its one stop service, Saung Angklung Udjo serves performance, souvenir spot, guest house, angklung shop, play area, restaurant, and coffee shop. Every buildings in Saung Angklung Udjo is irregular. It is because Saung Angklung Udjo never cut down trees to build buildings. Saung Angklung Udjo succumbed to trees and Saung Angklung Udjo never cut trees. Process
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Competitors of Saung Angklung Udjo are products such as angklung and merchandise that produce by people outside Saung Angklung Udjo. The competitors is not only from Indonesia but also other country like Japan, Malaysia, Germany, China, and other country that can make angklung. Saung Angklung Udjo deals with this problem by developing new product made from bamboo. Saung Angklung Udjo made new product in music instrument such as angklung toel, calung, and others. Saung Angklung Udjo tries to make new product in handicraft for merchandise too.
The writer uses instagram analytic and domain analytics. From the instagram analytic, we can see in here:
As we can see that Saung Angklung Udjo has 1.34% engagement rate on instagram. A good engagement rate on instagram is 3% and Saung Angklung Udjo engagement rate is below the standard. It means that the messages that Saung Angklung Udjo delivers to people is not catchable. The average engagement in every post on Saung Angklung Udjo post is 313 whereas the followers of Saung Angklung Udjo is >30,000 followers. Saung Angklung Udjo minimum engagement should be minimum 919. From the domain analytic, we can see in here:
Organic search of Saung Angklung Udjo is quite high, it has 2100 traffic on organic search. This is the details information about organic search:
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Organic search of Saung Angklung Udjo is quite high, it has 2100 traffic on organic search. This is the details information about organic search: Country
Rate
United State of America
23.33%
Indonesia
20.00%
Singapore
16.67%
Australia
13.33%
Denmark
6.67%
Korea
3.33%
Israel
3.33%
Malaysia
3.33%
Netherlands
3.33%
Not detected
6.67%
As we can see that the majority of Saung Angklung Udjo audience is coming from United State of America. That is why Saung Angklung Udjo just provide two currency for the ticket, it is dollars and rupiah. Since Indonesia is the second biggest audience of Saung Angklung Udjo. Paid search of Saung Angklung Udjo is really low. It is just 206 traffic of paid search. Paid search is coming from Search Engine Result Pages (SERPs) from digital marketing such as Google Ads, Search Engine Optimization (SEO), and Search Engine Marketing (SEM). We can see from the picture that Saung Angklung Udjo started using paid search since September 2018. The most keyword that people search in search engine is “Saung Angklung Udjo� that has 96.50% traffic. Other search keyword position can be seen in Exhibit 2. Domain of Saung Angklung Udjo is lose compares to other domain. In domain, Saung Angklung Udjo has its own competitor. The biggest domain competitor of Saung Angklung Udjo is Indonesia.travel with 92.8k traffic. Other domain competitor can be seen on Exhibit 3.
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Gap 1: the listening gap Inadequate marketing research orientation: inadequate use of market research Saung Angklung Udjo is not knowing well who is its target market because Saung Angklung Udjo does not conduct complete market research. It makes Saung Angklung Udjo digital marketing does not work efficiently Lack of upward communication: lack of interaction between management and customer People who lives near Saung Angklung Udjo never pay anything when they watch the performance Gap 2: the design gap Inappropriate physical evidence and servicescape: failure to develop tangibles in line with customer expectations 1. The brochure is not explaining well about the whole performance and mostly using Indonesian 2. There is no screen that describe the wayang performance because the dalang used Sundanese Inappropriate physical evidence and servicescape: inadequate maintenance and updating of the servicescape Visitor buses pass Padasuka street but the truth is the street is not appropriate for bus. It always makes a long traffic jam and pollution Gap 3: the delivery gap Deficiencies in human resource policies: ineffective recruitment Hard to find professional talent and maintain junior talent for becoming professional talent Gap 4: the communication gap Lack of integrated marketing communications: not including interactive marketing in communication plan Saung Angklung Udjo post on social media is not interactive and make the engagement rate below the standards Lack of integrated marketing communications: tendency to view each external communication as independent Organic search and paid search are not balance. Digital marketing that Saung Angklung Udjo used is not effectively working
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Saung Angklung Udjo should conduct market research effectively. It can be done through google analytic and social media analytic. If Saung Angklung Udjo can use these analytic well, Saung Angklung Udjo can know who is Saung Angklung Udjo customer. In google analytic and social analytic it can be shown really specific criteria of Saung Angklung Udjo market. It gives information from general like demographic until the specific information like interest, behavior, bounce, customer journey and others. It really helps Saung Angklung Udjo to know its customer well. It is really helpful if Saung Angklung Udjo can do qualitative approach too for identifying its customer. Saung Angklung Udjo can conduct forum group discussion, in-depth interview, and makin buyer persona of its customer. It helps Saung Angklung Udjo has marketing program that can catch the right market and customer. It can make the digital marketing work better too because the digital marketing will target the specific target market of Saung Angklung Udjo. Saung Angklung Udjo should use machine gate for the entrance. Saung Angklung Udjo should change its ticket too become electronic ticket. Maybe Saung Angklung Udjo can use bracelet and put the barcode on customer bracelet. When customer will entry, Saung Angklung Udjo employee just scans the barcode and the gate will be opened. It will reduce problems on people who lives near Saung Angklung Udjo who never pay anything when they watch the performance. The brochure of Saung Angklung Udjo never had changed years by years. Saung Angklung Udjo should change it. Saung Angklung Udjo should re-make it to be a guide book. The guide book that will explain about the whole performance. It delivers using English and Indonesian. The guide book has to explain the plot, schedule, meaning of the performance, song’s lyrics, and pictures. It can make the visitors understand the performance well. For the wayang performance, it delivers using Sundanese. Not all visitors can understand what the dalang said, even they are Indonesian. Saung Angklung Udjo should provide a screen that explain about what the dalang said and translate it using several languages. It is hard for Saung Angklung Udjo to have professional talent. Saung Angklung Udjo should develop human capital management on its organization. Saung Angklung Udjo has to make legal contract with the junior talent for becoming professional talent. In other hand, Saung Angklung Udjo has to increase the salary and compensation for professional talents. A big problem for people who live near Saung Angklung Udjo is traffic jam and pollution. Padasuka street is really small and it is no appropriate for bus. Saung Angklung Udjo should build its own shelter for visitor buses. Saung Angklung Udjo should build it in P.H.H Mustofa street because it is a main road before enter Padasuka street. If Saung Angklung Udjo builds bus shelter in P.H.H Mustofa street it will not make traffic jam and pollution in Padasuka street. It will not interrupt people who live near Saung Angklung Udjo. In the bus shelter, Saung Angklung Udjo should provide minibus or golf car for taking the visitor from bus shelter into Saung Angklung Udjo. Saung Angklung Udjo post on social media is not interactive and make the engagement rate below the standards. Saung Angklung Udjo can use hashtag on its posts for increasing the engagement. The hashtag should be longtail, strategically, and mix it across the posts. Saung Angklung Udjo should write good captions because it can show the brand personality of Saung Angklung Udjo. For increasing the engagement, reply to its followers is the best way. If followers comment on Saung Angklung Udjo post, Saung Angklung Udjo should reply it as soon as possible. For posting contents on social media, Saung Angklung Udjo can use social media analytics. Saung Angklung Udjo can know when is the prime time to post. After that, Saung Angklung Udjo should make its post schedule for social media benchmarking from the analytics. Engagement can be build not only from post but also from insta stories. Because of instagram algorithm, nowadays people tend to see insta story instead of feed posting.
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Exhibit 1
Exhibit 2
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Exhibit 3
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