PT Pembangunan Jata Ancol, Tbk. (Ancol) is an integrated tourism and property company with a vision "To become the largest and most reputable integrated tourism and property in South-East Asia with the biggest recreation network coverage by 2015. One of their recretion units is Tirta which has two recreation parks: Atlantis Water Adventure (AWA) and Gelanggang Samudera Ancol (GSA), AWA is a waterpark which is considered to be the oldest water park in Indonesia while GSA is a park where sea animals perform shows.

From internal point view, the recreation unit team currently thinks that the public brand awareness on these two recreation units is not up to their expectation and needs to be improved. The team also looks for ways to improve the contents of both AWA &GSA recreation park. Looking at external threat, many property developers build theme parks at their residential estates as a main promotion tool to market their core products. Another one come from shopping malls developer since malls have turned into "city park. With this condition, all market players face a very tight competition to win the customers.

Ancol and IPMI MBA Program have engaged in a Group Field Project to develop a marketing strategy and marketing plan for TIRTA business unit with the objective to improve AWA and GSA brand awareness and their marketing aspects.



The methodology used by the project are identifying issues, formulating hypothesis, collecting information from Ancol's management and business unit menagers, customers survey, competition benchmarking, analysis and formulating recommendations. The project uses STP (Segmenting, Targeting and Positioning) in performing analysis as well as Marketing Strategy development, and 7P marketing (Product, Price, Place, Promotion, Peiople, Process, and Physical Evidence) for Marketing Plan.



The recommendation for AWA is sustaining the price by discount strategy based on seasonal trend and execute low cost - high impact investment strategy. AWA should also strengthen its integrated theme which is Water Adventure as product differentiation through a concepty : ADVENTURE TO THE LOST CITY which is expected to increase number of visitors and spending per visit. AWA should also develop Strategic Alignment to facilitate ideas and solution from all management layers, to generate better product and services that is able to keep up with competitor movement

The recommendation for GSA is to have Group visitors (students, companies and their families, etc.) and individual visitors (families with their children) with age 5-15 years old for children and 20-40 years old for parents and income SES beyond 2 million IDR/month as its target segment, with positioning of "The best sea animal edutaintment place in Indonesia. It is also recommended that GSA execute a Branding Strategy to improve public Brand Awareness of GSA.



The recommendation for GSA Marketing Plan includes eithr modifying the product or diversity its brand, and modify/improve all aspects of its products (shows activities, supporting & events) including integrative shows in order to create memorable experience for the visitors/customers. GSA should continue the all inclusive pricing, value-for-money pricing and product-bundling pricing, improve its relationship with channel members, enhance online ticket purchasing, create centralised ticket ordering and a very quick line ticketing and create all-facilities-ticket concept. GSA requires strong media advertising, use more public relation, enhance online marketing and develop strong word of mouth (viral) marketing. GSA needs to establish better service culture, empowerment to employees and always obtain customer feedback, GSA should consistenly implement thematic physical evidence in all aspects like exterior and interior design, signage and customers.





Research Location : PT Pembangunan Jaya Ancol

Supervisor : Alexander Cyrus

Accepted Date : 02/10./2009



Confidential until 2 October 2014