That imagery, musical instrument business.

Yazar: madagaox May 4, 2009

As the carriage moves involved. That imagery, musical instrument business. Along with the development of the more passionate world of music (and the view that music can be a source of livelihood), the fate of any musical instrument business – both in sales and rentals – getting fueled.

That, at least seen from the increase in serious player in business. When ditelisik depth, ten years ago, there were only three big players are responsible for sales of musical instruments, namely: PT Bahana Nada Gemilang (BNG Sound Equipment & Musical Instruments, or commonly called BNG), Yamaha, and Citra Intirama. Now that number continues to grow despite the lack of experienced fantastic growth. Noted, appears the name? Name is enough to enliven the stage like a musical instrument business and extremely beautiful Santika Gatra (MG Sport & Music).

From a number of existing players in this business, BNG should be considered as one who was well respected hero. Almost all musical instruments, including sound system, dididstribusikan by him. “We focus on the musical instruments (life instrument), like (used) a band. And just exploring musical instruments for a marching band or a brass instrument,” said Imron R. Wahjoepramono, Deputy Director I BNG. No wonder, ranging from guitar, bass, electric keyboard, drums, percussion, acoustic piano to be here.

BNG listed as one of the successful players. Just look, judging from its coverage, the company now has a network of 150 dealers across Indonesia. Even two years ago, three retail stores in Jakarta have been established: in Kelapa Gading, Pondok Indah arteries, and Pinangsia. Retail stores are flown with the flag of Planet Music.

That is just physical appearance. What makes management quite proud of BNG, the company earnings growth was in the range 15% -20% / year. Indeed, this decline in 1997 than they were before the crisis is on top of 20%. However, given the economic situation in a country that still hold sway, 15% -20% is not bad performance.

Looking back, the success of BNG current (and prakrisis), virtually unthinkable before. Understandably, the company was founded in 1983, was only sound system rental companies. Just two years later (1985), BNG developed into a distributor and was appointed the sole distributor of certain brands after a number of principals to see the positive performance of BNG.

At the beginning of his business, distributing only two brands of BNG. First, Study the Masters, British-made products required mixer recording company. Second, Shure Microphone from the United States. Later, a brand developed into 20 brands handled. The famous one is the Korg.

According Imron, the brand held that pertained BNG has a name. “Except for one brand from China marketed itself, which we named the Audio Control,” he said. Explained Imron, products from China is more targeting the market-bottom communities. In the State Bamboo Curtain itself, virtually the music industry developing very rapidly. Almost all musical instruments in the world are produced on the ground that the Kung Fu hero. And since many use the system or pattern? a tailor?, musical instruments made in China came out without a brand. “We can ask for some type of musical instrument. Furthermore, we are packing their marketing strategies in Indonesia, “Imron revealed.

Of all those that are marketed, is currently the best-selling products sold BNG is a Korg keyboard. Previously, the price ranges from USD 16-35 million in numbers. But now, Korg offers specific types of costs just perched on the number of Rp 7 million. “Requests of this type is very high. We were very overwhelmed,” Imron said.

When dissected, the success BNG can not be separated from marketing strategies undertaken. According to Imron, in marketing their products, BNG not emphasize communication through advertising but rather focus on consumer hearing. Here, there are two ways to go. First, the demo clinic. Through this method, BNG entered the show, and invite artists and consumers.

Now, BNG is the pioneer of endorsing artists in this way. BNG provides musical instruments to a number of national artists who are popular in each instrument, like drums, keyboard or bass. Furthermore, the artists were contracted for a certain period. The contents of one clause of the contract: during the contract period, each time the artist’s tour or perform, they must wear brand owned by BNG. Then, after the term of the contract period runs out, the instrument had become the property concerned.

That means marketing the first. The second point is on television. How, with the support of one TV show, for example Gebyar BCA, which lasted from five years ago. Form of cooperation, mentioned Imron, all musical events are supported BNG Gebyar BCA. Then, like the first way of marketing, musical instruments will be granted based on the agreed-upon contract termination. Usually, more Imron, to realize this activity BNG requires an investment of around USD 200 million. The average 2-3 year contract period.

“We had to create a show like this, because there eksposenya greatest. People can be aware than through advertising,” said Imron disclose the reasons taken on a marketing strategy. And when you say hope to increase awareness, the result is arguably positive. BNG itself, connect Imron, had conducted a survey on some users of music. The result? Apparently they did a lot to know BNG of the event.

Now, in addition to partnerships with Indosiar, BNG also also works closely with other TV stations, such as Trans. In fact, by expanding the market, cooperation with middle SCTV explored. This needs to be done because, like a cake that kept sweet, BNG should be really active in this industry if people did not want his cake brushed.