Marketing of Marina Bay Singapore
Table of Contents
1 Executive Summary 4
2 Introduction 5
2.1 Objectives of study 5
2.2 Methodology 5
3 Background of the New Downtown 5
3.1 Branding Marina Bay from URA’s Perspective 6
3.2 Political Support and Marketing 6
3.3 URA’s efforts to brand MBFC 7
4 Market Positioning of MBFC 7
4.1 Type of Tenants 8
4.2 Complementarity and Compatibility Among Tenants 8
4.3 Occupancy Rate 8
4.4 Rental Prices vis-a-vis Traditional CBD 9
4.5 Positioning Strategy of MBFC: Product Leadership 10
4.5.1 Location 10
4.5.2 Design and Environment 10
5 Branding 10
5.1 The MBFC Brand 10
5.2 Tools and Methods 11
5.2.1 Press Release 11
5.2.2 Billboard Advertising 11
5.2.3 Business-to-Business (B2B) Marketing 11
5.2.4 Show Suite 11
5.3 Case Studies 12
5.4 Survey 12
6 Analysis of Data 13
7 Recommendations 15
7.1 Branding of MBFC 15
7.1.1 Shuttle services from various MRT to MBFC and nearby places 15
7.1.2 Mechanised carparks 15
7.1.3 River taxi 15
7.1.4 Underground Pedestrian Networks (UPN) 15
7.1.5 Outdoor Refreshment Areas (ORA) 16
7.2 Branding of Marina Bay 16
7.2.1 Changing people's’ perceptions and mindsets and branding with a distinctive name 16
7.2.2 Reclaim more land and/or increase plot ratio 17
8 Practical Implications of Research Study 17
8.1 Essential factors of a global financial hub 18
9 Conclusion 18
10 Appendix 19 1 Executive Summary
This report examines the overall branding and positioning efforts of Marina Bay Financial Centre (MBFC). An approach from a macro to micro view, starting from the government, private developers to employers and office workers was employed.
Background of MBFC
In line with Singapore’s vision of becoming a global financial hub, the New Downtown at Marina Bay is planned to be an extension of traditional CBD. MBFC, being branded as “Asia’s Best Business Address”, represents the consortium’s vote of confidence in Singapore’s economic future.
Branding and Positioning
1 Executive Summary 4
2 Introduction 5
2.1 Objectives of study 5
2.2 Methodology 5
3 Background of the New Downtown 5
3.1 Branding Marina Bay from URA’s Perspective 6
3.2 Political Support and Marketing 6
3.3 URA’s efforts to brand MBFC 7
4 Market Positioning of MBFC 7
4.1 Type of Tenants 8
4.2 Complementarity and Compatibility Among Tenants 8
4.3 Occupancy Rate 8
4.4 Rental Prices vis-a-vis Traditional CBD 9
4.5 Positioning Strategy of MBFC: Product Leadership 10
4.5.1 Location 10
4.5.2 Design and Environment 10
5 Branding 10
5.1 The MBFC Brand 10
5.2 Tools and Methods 11
5.2.1 Press Release 11
5.2.2 Billboard Advertising 11
5.2.3 Business-to-Business (B2B) Marketing 11
5.2.4 Show Suite 11
5.3 Case Studies 12
5.4 Survey 12
6 Analysis of Data 13
7 Recommendations 15
7.1 Branding of MBFC 15
7.1.1 Shuttle services from various MRT to MBFC and nearby places 15
7.1.2 Mechanised carparks 15
7.1.3 River taxi 15
7.1.4 Underground Pedestrian Networks (UPN) 15
7.1.5 Outdoor Refreshment Areas (ORA) 16
7.2 Branding of Marina Bay 16
7.2.1 Changing people's’ perceptions and mindsets and branding with a distinctive name 16
7.2.2 Reclaim more land and/or increase plot ratio 17
8 Practical Implications of Research Study 17
8.1 Essential factors of a global financial hub 18
9 Conclusion 18
10 Appendix 19 1 Executive Summary
This report examines the overall branding and positioning efforts of Marina Bay Financial Centre (MBFC). An approach from a macro to micro view, starting from the government, private developers to employers and office workers was employed.
Background of MBFC
In line with Singapore’s vision of becoming a global financial hub, the New Downtown at Marina Bay is planned to be an extension of traditional CBD. MBFC, being branded as “Asia’s Best Business Address”, represents the consortium’s vote of confidence in Singapore’s economic future.
Branding and Positioning