Clubs and bars are referred to as the local places for gathering at where the customers can easily take and drink the alcoholic and nonalcoholic drinks and eat the bar foods. The clubs and bars are also considered as places which could have relationship with certain vendors for market or in order to increase the particular brand awareness. These are also known as the casual environments that is consist of the tables and stools of the bars and it provides the means of all kinds of entertainment like dancing, music, and comedy shows. There are several markets in the bar and club industry of Indonesia; it includes biker bars, college bars, alternate bars, singles bars, and family bars. The particulars kinds of the market in this industry offered to increase them in order to draw certain audiences.  The target market for the bar and clubs industry is mostly youngsters with high incomes. The target market of the wine bars is the individuals who like upscale wines. Martini bars are targeting the penchant for martinis.

Marketing strategy of Bar and Club in Indonesia
Market segmentation of Bar and Club in Indonesia

There are three major market segments that will be appealed by the Fine bar.  There are some rooms of the estimates that are allowed by the market segmentation scheme of the Fine bars, and these are also used to estimating the non-particular definitions (Michel Wedel, 2012). These three market segments are;

Childless young professional: The fine bar will appeal to the single adults as well as young couples due to its Cinemark and proximity for the IMAX (Image Maximum).Actually IMAX is the world’s largest cinema. In this paper it’s discussed in the context of entertainment. Since the Fine bar would be near to IMAX, it would attract the people coming from IMAX after watching movie.It can be the couple or group of friends who have planned to spend some precious time with each other.

College students: fine bar has created an environment that will attract the college’s students as it has a bouncing dance floor and aquarium that will be one of the most important eye-catching points for college students. Fine bars also secure the natural progression among the young professionals and students of the high schools.

Business travel and tourism: Tourist and the business traveler’s market will be the chief guest of the fine bar. Because more and tourists, travelers and businesses are seeking for Waldport every year.  The Fine bar will plan to get access to these people by using direct marketing for the patrons of the local hotel.

Target market of Bar and Club in Indonesia

The area of our business will be Pondok indah, Ancol, Blok m and Mangga dua and the age group that can be attracted to our business will be college, university student’s and business people also example age group will be 16years to 33years. Monthly income of those will be ranging from IDR 4940105.75 to IDR 9880211.50 per month. Spending on the club will be maximum IDR 1976042.30 per month.

For the fine bars, the target markets cut across the people of the various classes particularly according to their age and income level. It also includes the tourists who are locally from Indonesia and who came from across the Indonesian borders. The people from all walks of life are major target markets of the Fine bar. Fine bar has already conducted its market survey as well as feasibility study. In this market survey it has observed those points which are expected by the Fine bar will patronized by these points. These became the target market and loyal customers of the Fine bar. The below-given list of the tragedy markets is representing the numbers of the customers of the Fine Bar in Indonesia. It represents that it will attain a good profit (Weinstein, 2013).

·         Tourists

·         Corporate Executives

·         College Students

·         Business People

·         Government Officials

·         People in the entertainment industry

·         Sports Men and Women

·         People in the entertainment industry

Products/ Services of Bar and Club in Indonesia

Fine bar is going to perform as the standard club and bar and it focusing on the quality services and products for their potential customers. In the Fine bar, every activity will get available related to the entertainment of the clients. It includes all kinds of products and services that are the parts of international bars and clubs. The fine bar is performing in the sector is the bars and club in order to favorably compete with the leaders of the industry. Despite the dance and music the Fine bar will ensure that it will go long for the assorted drinks that are available in the market. Fe of the services and products that will be the parts of the Fine bars are given below.

• Tobacco
• Liquor
• Wines
• Small Chops
• Distilled spirits
• Martinis
• Standup Comedy
• Dance and music
• Services for parties and hall rental
• It includes all kinds of the beers as; Bud Light Platinum Lager, Redds Apple Ale, Bud Light, Pabst Blue Ribbon, Natural Light, Michelob Ultra, Budweiser and Coors Light
• The locally crafted bears are also one of the most important products of the fine beers, and it includes brands; Cider, Pale Beers, Dark Beers, Organic Brews, Hebrew Beers and Gluten-Free

Prices of Bar and Club in Indonesia

The prices of the products are depended upon the products and quality of the services, but the Fine bars will provide the products of all prices that would be starting from the $ 5 to $100. The various pricing strategies will be used in this business that would be also part of the promotional strategies. The membership card will also issue to the regular customers there would be balancing system in this membership card, such as in $500 the customer can visit the Fine bar 4 times in month and avail the particular premium services by using the international brands of the Fine bars.

Promotion of Bar and Club in Indonesia

For promotional strategies, Fine bars will use all kinds of new and innovative promotional strategies. The USP's unique selling point of the Fine bar is that it has the collection of all brands of the beers that are producing locally and internationally. Tobacco products in different flavors and assorted drinks are also parts of the Fine bars. In order to ensure that Fine bar not only attracting the customers but also generating the profit for them it adopts the various strategies (Venkatesh Shankar, 2012).

To welcome the direct potential customers,it will position it in greeters.(Greeters are volunteers who welcome tourists in their city or region, and show them around for free as they would do with friends or family. It is a form of social tourism; the residents participate in the activities of the tourists, and tourists get to see the local life of the place visited.) It means the greeters would be target customers or potential customers of Fine bar.

It will use attractive handbills in order to create awareness as well as for providing the directions of the Fine bars.

Plan of traditional guerrilla marketing tactics

Due to the rapid growth of technology the digital markets have become one of the most important sourcesin introducing the business, products, and services. Fine bars will use various innovative strategies by using various social networking sites in order to market their business in the Indonesian markets. It will use direct advertisements on Facebook, Twitter and Instagram(Akhtar, 2016). Then it will take the leads of the business professional and then text the messages will be sent to the target market for introducing its business tactics. The pages of the colleges' groups will also follow and like the Fine bars (Snedeker, 2018).

Selling of product or services of Bar and Club in Indonesia

The Fine bar will encourage their customers to buy their products by providing various services such as standup comedy, live band, music and various kinds of edible products in snakes. Moreover, the bouncing dance floor and aquarium is the one most important eye-catching service for its potential buyers. It will attract its customers by its servicescape.  The Fine bar will sell its products by targeting the buying cycles of the market. In order to improve the buying cycles of the customers it will conduct the feedback from the customers.

References of Nature of the business and key markets of Bar and Club in Indonesia

Agr Gc ca. (2016). Foodservice Profile. Retrieved from http://www.agr.gc.ca/resources/prod/Internet-Internet/MISB-DGSIM/ATS-SEA/PDF/6769-eng.pdf

Aileron. (2011, October 25). Five Steps to a Strategic Plan. Retrieved May 19, 2017, from https://www.forbes.com/sites/aileron/2011/10/25/five-steps-to-a-strategic-plan/#3a632f7f5464

Akhtar, S. (2016). Social media and its role in marketing. SAGE Publisher.

Apps.fas.usda.gov. (2019). Indonesia Food Service - Hotel Restaurant Institutional Hotel Restaurant Institutional Update. Retrieved from https://apps.fas.usda.gov/newgainapi/api/report/downloadreportbyfilename?filename=Food%20Service%20-%20Hotel%20Restaurant%20Institutional_Jakarta_Indonesia_2-26-2019.pdf

Ec Europa Eu. (2019). The Food and Beverage Market Entry Handbook: Indonesia. Retrieved from https://ec.europa.eu/chafea/agri/sites/chafea/files/handbook-indonesia-2018_en.pdf

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Leach, J. C., & Melicher, R. W. (2016). Entrepreneurial Finance (6 ed.). Cengage Learning.

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Snedeker, B. (2018). Cost-effective Guerrilla Marketing Strategies for Your Small Business. keap.com.

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Weinstein, A. (2013). Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, Third Edition. Routledge.