Detail Cantuman

This study explores the event marketing as apart of marketing mix practiced by Seeties App, a
social media start-up, to acquire users in Indonesia. Event marketing is a part of marketing
strategy taken by Seeties App to acquire potential users in Indonesia. This is a case study
research and exploratory qualitative research. We use primary and secondary data. The
primary data is gathered by; interview the Seeties’s management in Indonesia and
observation the process as participatory observation. The, secondary data is acquired
through company’s data, and third parties. The result of this study shows that the event
marketing strategies used by Seeties shows that they do not have competitive advantage. By
the VRIO analysis, we can conclude that the strategy has competitive parity. The strategy is
valuable but not rare and inimitable. The failure to exploit the strategies, possibly lead the
company to competitive disadvantage. Even though this marketing strategy gain no
competitive advantage. However, this event marketing is very efficient related to company
weakness and lack of strength as in startup phase. The analysis by using TOWS matric, the
company shows that they are capable to minimize the threat and weakness even though the
company is struggling exploit opportunity. The company seeks the higher chances of
marketing tools give exact number of new user rather than using tools that may highly cost
but less of impact to the company.