Relationship Marketing in Defending Consumers for Small Brand: Case Study Niche Product in the Electronic Music Scene – Pon Your Tone

Abstract

Indonesia is one of the country which have a lot of potential resource of creative people for creatie industry. One of the potential field is electronic music industry. At this time, this industry not manage well by government so they must struggling to be sustain. On the other hand, bigger scale for grab more mass had a lot of risk, so marketers must find the other strategy to beat this competition. This scientific research describe the process of marketing communication in maintaining consumer product with a very small segmentation. Being small brand is this case is the main strategy for winning the competition, while the other brand tried to be very comercial and targeting the same market. The purpose of this research is to understand the communication process in the implementation of relationship marketing and build a strong link between the manufacturer of niche product in the electronic music scene. This research was conducted through the qualitative research with the instrumental case study approach as well as using a purposive sample of niche product to the consumer in the electronic music scene. The informants were selected in this study is the consumer of the Pon Your Tone as a niche product in the electronic music scene which is exposed to the practice of relationship marketing. The findings of this research describes the process of building a relational relations conducted by the manufacturers of consumer perceptions about forming product value. This research explained on how to shape the approach carried out by the manufacturer of niche product in building consumer communities that benefit manufacturers. The result of the relationship marketing makes the consumer can convey a good message and product value through recommendations to the social environment as well as the surrounding community that has a need for a product similar electronic music events.