Sustainable Marketing
Table of Contents
SUSTAINABLE MARKETING FINAL TERM 1
1. Introduction + Goals 3 The Organization 3 Target Market 3 Goals 3 3B’s 3 3BL 4
2. Marketing Mix 4 Product 4 Price 5 Place 5 Promotion 6
3 Repositioning + Map 7 New Positioning Map 8
4 Marketing Budget & Implementation Calendar 8 Objective-and-task marketing budget 9 Marketing Budget Breakdown 10 Implementation Calendar 11
Bibliography 12
1. Introduction + Goals
The Organization
JCP is a fully state-owned private company incorporated in Singapore in 2002. Today, it has a staffing strength of 600. Its core business is in the consultancy of large-scale industrial master planning, building architecture and engineering design. Headquartered in Singapore, its major markets are in Southeast Asia, China, India and the Middle East. Contracts from government and private developers form the bulk (79%) of its global consultancy revenues (Tang, 2011)
Target Market
JCP’s three target segments are: * Government entities spearheading national industrial developments such as JTC and MODON * Private developers for industrial, commercial and residential developments such as Emaar Properties and CapitaLand * Individual owners of landed properties, factories and villas
The market identified for this marketing campaign targets the private developers for the Middle East – the client base that JCP has yet penetrated fully and one that represents the larger share (35%) in the Middle East market (Tang, 2011).
In the 2011 JCP business review discussion, this market was identified to have grown by 13.8% for the last 3 years, and has the potential to grow at a faster rate (Tang, 2011). Private developers such as Emaar have been aggressive in developments in the Gulf, most notably with the announcement in November 2012 of the $2.75billion Mohammed Bin Rashid City (MBR City) in Dubai (Emaar, 2012).
Goals
The goal for the new financial year is to build on JCP’s reputation in
SUSTAINABLE MARKETING FINAL TERM 1
1. Introduction + Goals 3 The Organization 3 Target Market 3 Goals 3 3B’s 3 3BL 4
2. Marketing Mix 4 Product 4 Price 5 Place 5 Promotion 6
3 Repositioning + Map 7 New Positioning Map 8
4 Marketing Budget & Implementation Calendar 8 Objective-and-task marketing budget 9 Marketing Budget Breakdown 10 Implementation Calendar 11
Bibliography 12
1. Introduction + Goals
The Organization
JCP is a fully state-owned private company incorporated in Singapore in 2002. Today, it has a staffing strength of 600. Its core business is in the consultancy of large-scale industrial master planning, building architecture and engineering design. Headquartered in Singapore, its major markets are in Southeast Asia, China, India and the Middle East. Contracts from government and private developers form the bulk (79%) of its global consultancy revenues (Tang, 2011)
Target Market
JCP’s three target segments are: * Government entities spearheading national industrial developments such as JTC and MODON * Private developers for industrial, commercial and residential developments such as Emaar Properties and CapitaLand * Individual owners of landed properties, factories and villas
The market identified for this marketing campaign targets the private developers for the Middle East – the client base that JCP has yet penetrated fully and one that represents the larger share (35%) in the Middle East market (Tang, 2011).
In the 2011 JCP business review discussion, this market was identified to have grown by 13.8% for the last 3 years, and has the potential to grow at a faster rate (Tang, 2011). Private developers such as Emaar have been aggressive in developments in the Gulf, most notably with the announcement in November 2012 of the $2.75billion Mohammed Bin Rashid City (MBR City) in Dubai (Emaar, 2012).
Goals
The goal for the new financial year is to build on JCP’s reputation in
Bibliography: Adam, M. Kuwait Public Authority for Industry. Interviewed by phone. (3 December 2012) AMEinfo (2010) ‘Emaar EC signs with Jurong International to develop 2nd phase of Industrial Valley within KAEC’ Emaar (2012) ‘Press Releases’. http://www.emaar.com/index.aspx?page=press-release-details&id=1397 [accessed 10 Dec 2012] Hope, G JCP (2011) ‘Integrate’. http://www.jurong.com/edm/integrate/july2011/index.html [accessed 10 Dec 2012] KEO (2012) ‘Projects/office and headquarters’ Loh, B. General Manager. ‘How JCP has marketed and grow its consultancy services since 2002’. (28 November 2012). Martin, D. & Schouten, J. (2012) Sustainable Marketing. Pearson Education Inc publishing as Prentice Hall: New Jersey. Nager, F. (2012) ‘Frameworks for evaluating and planning promotions’ Marketing Management. Robert Kennedy College. Zurich. Oct – Dec 2012 Tang, TK The Big 5 (2012). http://www.thebig5.ae/ [accessed 2 Dec 2012] -------------------------------------------- [ 5 ]. This reputation is supported by the Executive Director of Emaar, when asked in 2010 by the press why he chose JCP as the lead consultant for a prestigious project in Saudi Arabia (AMEinfo, 2010).