Singaporeans are willing to consume local brands in certain industries like F&B, supermarkets, land transport, travel services, education and banking primarily because these local brands embody the Singapore brand pillars of:
- Economic success - They are affordable, provide good value and quality.
- Multiracial - They cater to Singapore's multiracial population.
- Local flavour - They offer local flavours and tastes that Singaporeans are familiar with.
- Kiasuism - Attributes like affordability and discounts appeal to Singaporeans' desire to stretch their dollar.
- Clean and green - Hygiene and cleanliness are important to Singaporeans.
Some key reasons cited include affordable prices, wide variety of options
Guinness Presentation by James Piper_Traci Santillanes_Terrence Smith_Mark Su...Mark Susor
The purpose of this report was to examine Guinness, an existing business that is already intr'l., and the implications of expansion into additional intr'l. mkts; specifically the country of Nigeria (Guinness Nigeria, Plc.). The primary product “Guinness” beer was selected as the vehicle.
The company originated in Ireland in 1759 and began exporting early on. However, their first independent brewery built outside of Ireland and Great Britain was in Nigeria in 1963. Research was conducted to determine how the company localized operations in Nigeria from Ireland, and created additional intr'l. mkts., whether or not it was successful, and how Team S&P would or would not do it differently. Research for this report included a review of current literature on the topic of globalization, including Government circulars and future trend reports. Additional research was conducted with the use of peer reviewed journals, professional and government organizational websites, and collegiate text.
The major findings indicate that while there is a current rapid expansion toward globalization, largely through the use of modern technology, some pioneering companies proved to be forward thinking and set the initial international business model. However, before this model became viable for all international trade, some significant challenges were faced. The company used a process-driven approach and standardization in key areas. Issues such as Culture, Politics, Economics & Location were of primary consideration, and robust structures were necessary for implementation into a new market.
Furthermore, research indicated that a web of companies is intricately intertwined in various locations of the globe to perform brewing and distribution, and asset holding. Research also found that the company was highly successful in branching out into multiple worldwide markets with this alcoholic beverage, in spite of varying social & religious beliefs & systems, and diverse political and economic climates.
Guinness has been highly successful in sourcing capital where it is the cheapest, production where it is most cost effective & sales where they are most profitable. Each country’s competitive advantage has been useful in the production of goods & services to produce and deliver Guinness on a global scale.
The information included in this report was provided by an eclectic, highly qualified Team. Contributing team members include:
• Terrence Smith, Dist. Bus. Mgr., Pfizer, Inc. – 15 years Business and Mgmt. exp. in sales, training and devel. B.S. Healthcare Admin., Univ. of Ala..
• Mark Susor, VP Transp. – UPS – 35 years Op. and Eng. Mgmt., Logist's, Sup. Chain & Cust. Tech. Solut's. BBA. Fin., Toledo.
• James “Mick” Piper, Dist. Bus. Mgr. – Pfizer, Inc. – 22 years Mgmt., Fin., Mktg., Sales. BA. Comm. – Minor, Mktg., St. Louis Univ.
• Traci Santillanes, CFE – Sr. Internal Aud. – SBTGC – 33 years Mgmt., Acc't., Ins.,
Guinness Presentation by James Piper_Traci Santillanes_Terrence Smith_Mark Su...Mark Susor
The purpose of this report was to examine Guinness, an existing business that is already intr'l., and the implications of expansion into additional intr'l. mkts; specifically the country of Nigeria (Guinness Nigeria, Plc.). The primary product “Guinness” beer was selected as the vehicle.
The company originated in Ireland in 1759 and began exporting early on. However, their first independent brewery built outside of Ireland and Great Britain was in Nigeria in 1963. Research was conducted to determine how the company localized operations in Nigeria from Ireland, and created additional intr'l. mkts., whether or not it was successful, and how Team S&P would or would not do it differently. Research for this report included a review of current literature on the topic of globalization, including Government circulars and future trend reports. Additional research was conducted with the use of peer reviewed journals, professional and government organizational websites, and collegiate text.
The major findings indicate that while there is a current rapid expansion toward globalization, largely through the use of modern technology, some pioneering companies proved to be forward thinking and set the initial international business model. However, before this model became viable for all international trade, some significant challenges were faced. The company used a process-driven approach and standardization in key areas. Issues such as Culture, Politics, Economics & Location were of primary consideration, and robust structures were necessary for implementation into a new market.
Furthermore, research indicated that a web of companies is intricately intertwined in various locations of the globe to perform brewing and distribution, and asset holding. Research also found that the company was highly successful in branching out into multiple worldwide markets with this alcoholic beverage, in spite of varying social & religious beliefs & systems, and diverse political and economic climates.
Guinness has been highly successful in sourcing capital where it is the cheapest, production where it is most cost effective & sales where they are most profitable. Each country’s competitive advantage has been useful in the production of goods & services to produce and deliver Guinness on a global scale.
The information included in this report was provided by an eclectic, highly qualified Team. Contributing team members include:
• Terrence Smith, Dist. Bus. Mgr., Pfizer, Inc. – 15 years Business and Mgmt. exp. in sales, training and devel. B.S. Healthcare Admin., Univ. of Ala..
• Mark Susor, VP Transp. – UPS – 35 years Op. and Eng. Mgmt., Logist's, Sup. Chain & Cust. Tech. Solut's. BBA. Fin., Toledo.
• James “Mick” Piper, Dist. Bus. Mgr. – Pfizer, Inc. – 22 years Mgmt., Fin., Mktg., Sales. BA. Comm. – Minor, Mktg., St. Louis Univ.
• Traci Santillanes, CFE – Sr. Internal Aud. – SBTGC – 33 years Mgmt., Acc't., Ins.,
Kulen Mineral Water - NOW, EVERY CAMBODIAN CAN DRINK HEALTHY, NATURAL MINERAL...Chormvirak Moulsem
In the context of my studies, I had to do a three months internship in a foreign country. So I was looking for a good internship and a good country. I’m very interested by the wine business and the wine in general. So I wanted to do my internship in this sector to learn more about the marketing tools, strategies and habits of this market. Then, I was very attracted by the Asia, not by a special place but I really wanted to discover this continent.
By my network, I knew that a French businessman has created his own company in Cambodia. A marketing company which offer to communicate for big wine’s producers all around the world. I’ve heard that at this time, the company got one head office in Singapore, one operative unit in China and a representative office in Cambodia. So it sounds very interesting for me and in May 2013, I decided to apply to get an internship in the head office of Singapore.
Unfortunately, the company was not able to offer me an internship of three months in the head office because they don’t use to offer less than 6 months internship and also because they were already full in Singapore. But after one month, the CEO, M. Olivry emails me again to offer me an internship of three months in Cambodia mainly focused on the a mineral water local brand called “Kulara Water”. So, even if it was not what I expected first, after consideration, I accepted the offer. Mainly because all I’ve heard and ridden about Cambodia was very interesting and also because the mineral water is a very interesting product and market to develop in Cambodia.
To summarize, I prepared my first trip Alone, in Asia, during Three months. I think these are the main difficulties I’ve found in my internship. First, I had to change my way of think, understand a new culture and adapt myself to this country. This, I had to do it alone, with no parents here to take care, no friends etc… And of course, it’s not holidays in a five stars hotel during three weeks, no. Three months of living in the Khmer1 lifestyle.
This presentation is all about HKD that is Hong Kong Disneyland, its background, Hong Kong Tourism, Operations, Negative Publicity and HKD's Response.......:)
Presentation about city marketing and city branding, using our work for the City of Amsterdam as the key example. Also includes examples of other destinations like NYC, Russia, West Coast of Tasmania, and Kuala Lumpur.
The Customer Journey applied to the buying and shopping experience at IKEA: from the wow moment to the how moment.
Step by step as an example how to make the customer journey an interesting and useful tool.
This category is developing and not fully grown in the market. The main reason for not growing is mainly of its high price, customers feel do they really benefit from drinking energy drink. The main sector who drinks is youth i.e. mainly who play sports frequently
Kulen Mineral Water - NOW, EVERY CAMBODIAN CAN DRINK HEALTHY, NATURAL MINERAL...Chormvirak Moulsem
In the context of my studies, I had to do a three months internship in a foreign country. So I was looking for a good internship and a good country. I’m very interested by the wine business and the wine in general. So I wanted to do my internship in this sector to learn more about the marketing tools, strategies and habits of this market. Then, I was very attracted by the Asia, not by a special place but I really wanted to discover this continent.
By my network, I knew that a French businessman has created his own company in Cambodia. A marketing company which offer to communicate for big wine’s producers all around the world. I’ve heard that at this time, the company got one head office in Singapore, one operative unit in China and a representative office in Cambodia. So it sounds very interesting for me and in May 2013, I decided to apply to get an internship in the head office of Singapore.
Unfortunately, the company was not able to offer me an internship of three months in the head office because they don’t use to offer less than 6 months internship and also because they were already full in Singapore. But after one month, the CEO, M. Olivry emails me again to offer me an internship of three months in Cambodia mainly focused on the a mineral water local brand called “Kulara Water”. So, even if it was not what I expected first, after consideration, I accepted the offer. Mainly because all I’ve heard and ridden about Cambodia was very interesting and also because the mineral water is a very interesting product and market to develop in Cambodia.
To summarize, I prepared my first trip Alone, in Asia, during Three months. I think these are the main difficulties I’ve found in my internship. First, I had to change my way of think, understand a new culture and adapt myself to this country. This, I had to do it alone, with no parents here to take care, no friends etc… And of course, it’s not holidays in a five stars hotel during three weeks, no. Three months of living in the Khmer1 lifestyle.
This presentation is all about HKD that is Hong Kong Disneyland, its background, Hong Kong Tourism, Operations, Negative Publicity and HKD's Response.......:)
Presentation about city marketing and city branding, using our work for the City of Amsterdam as the key example. Also includes examples of other destinations like NYC, Russia, West Coast of Tasmania, and Kuala Lumpur.
The Customer Journey applied to the buying and shopping experience at IKEA: from the wow moment to the how moment.
Step by step as an example how to make the customer journey an interesting and useful tool.
This category is developing and not fully grown in the market. The main reason for not growing is mainly of its high price, customers feel do they really benefit from drinking energy drink. The main sector who drinks is youth i.e. mainly who play sports frequently
This full presentation made by my own hand...In this my first presentation where no people help...me...this full stuff only done by me in an one night urgently...it hurt man!...:(
This report includes about the company overview, product classification, type of international entry, problem, opportunities, and competition encountered, evaluation of the market entry effort, and lesson can be learned from the FashionValet
Branding Challenges & Opportunities, Turkey food & drink initiative by TBCCISCG International
What are the Branding Challenges & Opportunities. Presentation @ the Turkey Food & Drinks Initiative by the Turkish British Chamber of Commerce and Industry (TBCCI), hosted by UBS in London. What are the issues & trends relating to country of origin branding, the competitive environment, impact of globalisation and the current situation regarding branding of Turkish food and drink products in the UK. April 9, 2015 by Anne Bacon
The Benefits of City and Regional Branding - Presentation to Local Authoritie...Malcolm Allan
This is the presentation I gave at Gardermoen Airport in Oslo in June 2014 to the mayors of the Oslo City region on the benefits of city and region branding and the important role that regional airports can play in brand development and promotion.
Engro Corporation Limited (formerly known as .Engro Chemical Pakistan Limited.) is one of the largest industrial corporations in Pakistan.
It operates in various sectors
Fertilizer
Food
Energy
Chemical
Business Automation Solutions
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
2. Singaporean model rejected more than 20
times by local modeling agencies starts
modeling for Emporio Armani and Milan
Fashion Week
3. The preference for Pan-Asian girls:
Looking pure-Singaporean isn’t cool enough
Miss Singapore World organizers specify that they
are looking for Pan-Asian-looking girls only
4. Some Singaporean brands want/need to associate
themselves with “coolness” from elsewhere in
order to compete in the international market
1. Getting overseas
celebrities to be their
spokesperson
(Tiger Beer Commercial with
Jessica Alba, 2005)
2. Locally-made, but with
“premium, imported”
materials/ingredients
3. Incorporating
foreign countries into
their brand name
(London Choco Roll TVC,
2014)
4. Seeking fame
overseas first before
coming back to SG
(Left to Right: Stephanie Sun, JJ
Lin)
5. What does this mean about Singapore’s
branding? What’s the strength of Singapore’s
branding?
6. • Nation Branding
• Brand Communications of SG Businesses
• The Perspective of Local Consumers
• Key Takeaways
• Areas for possible future research
7.
8. Nation Branding in a nutshell
The reputation of a country
What a country is known for
“The branding and image of a
nation and the successful
transference of this image to its
exports.”
- Our dear friend,Wikipedia
Country-of-origin effect
9. Singapore – ?????
Taiwan – Fried chicken
and bubble tea
America – Hollywood,
big banks, Silicon
Valley
Germany – Beers!France – Wine and cheese,
Perfumes
10. THE SINGAPORE BRAND
ECONOMIC
SUCCESS
Business hub of
Asia, First world
country,
Technological
advanced, Well-
educated, High
standards
MULTIRACIAL
A mix of races living
in harmony –
Chinese, Malay,
Indian, Eurasian
LOCAL
FLAVOUR
Singapore’s
signature food,
ingredients and
recipes
KIASUISM
i.e. The fear of
losing or losing out
Stretching your
dollar, Being
competitive
HERITAGE
History in
Singapore,
Nostalgia, Growth
as a brand over the
years
CLEAN AND
GREEN
Environmentally
friendly, recycled
materials, clean
processing methods
11. Four ways to devise a communication
strategy w.r.t country image
Provincial:
Use local insider
knowledge on
names, inside jokes
and locals way of
living
National:
Play up to their
country’s national
image or heritage,
i.e. what the country
as a whole is known
for
Pseudo
International:
Brands try to
project “coolness”
that is found
elsewhere
Cosmopolitan
/Global:
Can be open about
their connections to
their home country,
but refuse to be just
reduced to a brand
from that country.
Source: Marketing Interactive, 2015
12. Four ways to devise a communication
strategy w.r.t country image
Degree of embracing roots to home country
Degreeofinternationalization
Low Moderate High
LowModerateHigh
Provincial
NationalCosmopolitan
Pseudo-
international
13. Do Singaporean brands adopt the brand
pillars in their brand communications?
Which communication strategy do they use?
14.
15. The Top 10 Local Brands at Singaporeans’ top-
of-mind awareness
1
2
3
4
5
6
7
8
9
10
16. BreadTalk: A now international lifestyle food
brand that hasn’t forgotten its Singaporean roots
COSMOPOLITAN
ECONOMIC
SUCCESS (2)
• Global footprint –
15 countries, > 500
outlets
• High on innovation
and quality
MULTIRACIAL (2)
Flavour of buns
inspired from
Chinese, Malay and
European food
LOCAL FLAVOUR
(2)
Buns use popular
local ingredients –
e.g. Bahkwa, Ikan
bilis, floss
KIASUISM
-
CLEAN AND
GREEN
-
Documents the
evolutions of the
brand over the past
12 years
HERITAGE (1)
17. Charles & Keith: A contemporary international
fashion brand that distances itself from its SG
origin
PSEUDO-
INTERNATIONAL
Key Observations:
• Westernized image – primarily
Caucasian models, out of Singapore
photoshoot venues
• No mention of the brand being
founded in Singapore on website or
social media sites
ECONOMIC
SUCCESS
-
MULTIRACIAL
-
LOCAL FLAVOUR
-
KIASUISM
-
CLEAN AND
GREEN
- -
HERITAGE
18. Singapore Airlines: Singapore’s most prestigious and
globally renown brand.The one thing we are best known
for internationally.
NATIONAL
ECONOMIC
SUCCESS (2)
Branding: Premium,
world-class, industry
leader in service
excellence
MULTIRACIAL (2)
Features Singapore
Girls of different races
in brand
communications
LOCAL FLAVOUR
(1)
• SG50 Singapore
Heritage Cuisine
• SG50
cocktail/mocktail
competition
KIASUISM
-
CLEAN AND
GREEN
-
The Singapore Airline
story - started as
Malayan Airways in
1947
HERITAGE (2)
19. Old Chang Kee:“Your Old Change Kee, bringing
you the good old tastes that we have all come to
love since 1956.”
PROVINCIAL
ECONOMIC
SUCCESS
-
MULTIRACIAL (2)
• Certified Halal
• Hires a mix of
aunties from
different races
LOCAL FLAVOUR
(2)
Products are
Singaporean’s
favourite snacks –
curry puff, fishball,
chicken satay etc
KIASUISM (2)
Posters and
Facebook posts
frequently scream
about big discounts
CLEAN AND
GREEN
-
Embraces its heritage
in SG – the curry puff
story
HERITAGE (2)
20. TWG: Aspires to be a luxury international tea brand
recognized globally – “The Finest Teas of the World”
COSMOPOLITAN/PSEUDO-
INTERNATIONAL
Key Observations:
• French words in the logo and “1837” creates
impression that it is a heritage French brand
• Admits that the brand was established in
Singapore but highlights its presence in
international markets
ECONOMIC
SUCCESS
-
MULTIRACIAL
-
LOCAL FLAVOUR
(1)
Celebrated SG50 with
TWG Tea Heritage
Tea Set
KIASUISM
-
CLEAN AND
GREEN
- -
HERITAGE
21. NTUC Fairprice: A down-to-earth supermarket located
in the heartlands that aims to make the lives of
Singaporeans better
PROVINCIAL
ECONOMIC
SUCCESS (1)
High standards of
quality due to
advanced processing
methods
MULTIRACIAL (2)
Uses Singaporeans of
different races in
brand
communications
LOCAL FLAVOUR
-
KIASUISM (2)
• Affordability
(Stretching Your
Dollar) as a brand
promise
• Frequent promos
CLEAN AND
GREEN (2)
Environmentally
friendly (CSR) –
recyclable bags,
reduce food wastage
40 years of service
from the heart
HERITAGE (2)
22. Ya Kun Kaya Toast: The story of its history in SG is the
basis of the brand – Its signature traditional breakfast
represents SG as a taste of Singapore
“Singapore Coffee Stall since
1944” is incorporated into
signboard for overseas
outlets
NATIONAL
ECONOMIC
SUCCESS
-
MULTIRACIAL (2)
Food offered caters to
Chinese and Malay
consumers
LOCAL FLAVOUR
(2)
Local delights offered
are representative of
our culture – laksa,
kaya toast etc
KIASUISM
-
CLEAN AND
GREEN
-
Brand is built on the
story of its history in
SG
HERITAGE (2)
23. National University of Singapore (NUS): A world-class
university offering you a world of learning,
opportunities and networks
NATIONAL
ECONOMIC
SUCCESS (2)
• Ranked 1st in Asia
and 25th in the
world
• Global network –
opportunities
MULTIRACIAL
-
LOCAL FLAVOUR
-
KIASUISM (2)
• Preparing you to
enter the
competitive
working world
• Competition wins
CLEAN AND
GREEN
- -
HERITAGE
24. DBS Bank: Asia’s Safest. Singapore’s Best.
COSMOPOLITAN
ECONOMIC
SUCCESS (2)
• Emphasis on its
stability – safest in
Asia
• Foothold across 18
markets
• Innovation
MULTIRACIAL
-
LOCAL FLAVOUR
-
KIASUISM (1)
• Assures
Singaporeans that
their money is safe
• DBS Paylah!
$100,000 SG
Wave contest
CLEAN AND
GREEN
- -
HERITAGE
25. SMRT: Aims to progress with the nation and is
committed to continual improvements in order to
deliver world-class transport service
PROVINCIAL
Some of SMRT’s SG50 initiatives
Communications to show commitment to improving their
infrastructure in order to deliver a better transport
experience to Singaporeans
ECONOMIC
SUCCESS (2)
Constantly upgrading
infrastructure – aims
to deliver world-class
transport service
MULTIRACIAL (2)
-
• Announcements
made in all 4 local
languages
• Staff from different
races featured in
comms
LOCAL FLAVOUR
-
KIASUISM (1)
SMRT x SG50
celebrations – free
travel on 9th August
CLEAN AND
GREEN (1)
Energy-saving
initiatives - fuel
efficient motor, taxis,
chillers etc
Moving Stories – a
microsite that
documents that
growth of SMRT since
1987
HERITAGE (2)
Rail operations between Yio Chu Kang and
Toa Payoh MRT commence on 7 November
1987
27. Brands that use the Provincial strategy score
the highest on the Singapore Brand pillars
Communication
Strategy
Strength of the
Singapore Brand
Provincial National Cosmopolitan Pseudo-
international
2
4
6
8
10
12
30. Willingness to consume local brands – Highest in F&B,
Supermarkets, Land transport,Travel services,
Education and Banking.Why?
Question: How willing are you to consume goods &
services from local brands in the following product
categories/industries?
31. There are brands that we have analysed previously that
fall under the 6 industries with the highest willingness
to consume
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
32. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“All supermarkets – cheap
and good!”
“NTUC is fairly well known,
but people go for
convenience.”
“Wide variety”
“Affordable”
“Convenient”
“Very clean”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
33. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“All supermarkets – cheap
and good!”
“NTUC is fairly well known,
but people go for
convenience.”
“Wide variety”
“Affordable”
“Convenient”
“Very clean”
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
34. Singaporeans have grown physically
and psychologically distant from
each other over the years
Rebuild the connection between
Singaporeans
A lack of deep human interaction among
Singaporeans these days
Could be due to:
• The change in physical spaces over the years
• Too caught up in our own busy working lives
How many of us are close to our neighbours?
• Communal space in the neighbourhood
where people gather
• Fairprice could champion the local
community spirit through activities
o Campaign/contest that requires the
whole neighbourhood to come forth and
contribute to a team effort
o Friendly contest between
neighbourhoods
35. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Affordable”
“Food in Singapore is
delicious”
“Good, cheap, local food”
“Good variety and
convenient”
“Very nice food and got
commoner feel”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
36. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Affordable”
“Food in Singapore is
delicious”
“Good, cheap, local food”
“Good variety and
convenient”
“Very nice food and got
commoner feel”
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
37. A shift in attitudes towards local
food from the older generation to
the younger generation
Our food as living story
books
• Our parents patronize iconic food stalls
because it is nostalgic to them, while
present-day youths eat food because its
“cheap and good”.
• Youths’ love for local food is on a very
superficial level, perpetuated by the
emphasis on taste and value-for-money in
food review blogs.
• The stories behind the food we love
• Use food as a vehicle to tell stories and
educate the younger generation on the
culture of Singapore
38. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
“SIA – customer-oriented and
has a lot of great services
and innovations.”
“Excellent service and
reliable”
“Good service and branding”
“Reliable and safe”
“World-class airline”
39. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
“SIA – customer-oriented and
has a lot of great services
and innovations.”
“Excellent service and
reliable”
“Good service and branding”
“Reliable and safe”
“World-class airline”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
40. We fly with Singapore Airlines
because of its excellent service and
reputation as a world-class airline
Can SIA do more to better
represent Singapore?
• The space on service excellence in the
airline industry is a conversation that we
own
• Multiracial, local flavours and heritage
are pillars all inherent to the brand but
they may not be communicated as
effectively
Bring Singapore to the world through SIA
Some suggestions:
• Keep the Heritage Cuisine permanent on the
inflight menu
• Instead of the usual nuts, serve local snacks
• Local drinks
• Inflight entertainment – stream local music and
locally-produced films
41. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Convenient”
“GrabTaxi – very
convenient”
“No choice but to take”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
42. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Convenient”
“GrabTaxi – very
convenient”
“No choice but to take”
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
43. Singaporeans have no preference
over brands for public transport.
What matters most is convenience.
Change the negative
emotional association with
public transport
• It is difficult to influence preference
through branding for public transport
services as Singaporeans use it because
they have little to no choice.
• Public transport is a dreaded mundane
daily routine.
• Efforts should be aimed at increasing
customer satisfaction by making the
journey more enjoyable
• Commuters as a community
• Opportunities for private transport
services (e.g. taxis and taxi apps) to
strengthen preference through branding.
44. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“SMU, NTU and NUS
seem to be doing a
good job in getting
global recognition and
are rising up among the
global university
ranking.”
“NUS – a global brand
name for employers to
identify with”
“…What choice do we
have though”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
45. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“SMU, NTU and NUS
seem to be doing a
good job in getting
global recognition and
are rising up among the
global university
ranking.”
“NUS – a global brand
name for employers to
identify with”
“…What choice do we
have though”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
Both pillars are
relevant to
consumers
46. Singapore’s education system
compels us to be part of the rat
race.
It is okay to not be part of
that race.
Many undergraduates jump into university
not knowing what they want to do, they just
know that they need to.
A local university can differentiate
themselves by moving away from the rat
race conversation.
47. Singapore’s education system compels us
to be part of the rat race
We are being told that
having a degree is the bare
minimum you need to
succeed in life.
Youths want to be told that it is
okay to not be part of the rat
race. It is okay to be
unconventional. It is okay to
pursue something that you really
want to do.
Get a degree not for the
sake of getting one, but for
yourself.
Get a degree only
because you want to.
48. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Pretty reliable”
“Safe and stable
bank”
“Convenient”
“Good service”
“DBS fulfills what a
bank should do, but
some of the offers do
not match up to large
international banks.”
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
49. Willingness to consume local brands – Highest in F&B,
Supermarkets,Travel services, Land Transport,
Education and Banking.Why?
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
“Pretty reliable”
“Safe and stable
bank”
“Convenient”
“Good service”
“DBS fulfills what a
bank should do, but
some of the offers do
not match up to large
international banks.”
Travel services
Land Transport
services
Education
Banking/
Finance
Food &
Beverage
Supermarkets
HERITAGE
ECONOMIC
SUCCESS
MULTIRACIAL
LOCAL
FLAVOUR
KIASUISM
CLEAN AND
GREEN
Both pillars are
relevant to
consumers
50. The numerous financial meltdowns
in recent years have made
Singaporeans paranoid about bank
safety and security
From Kiasu to Kiasi
• People’s preference for banks is
conventionally driven by interest rates.
• Risk has become very salient in the
minds of Singaporeans.
• We have become less risk-seeking, less
naïve.
• All that matters is a safe and reliable
bank
• Heighten accountability and
responsibility for customers money
51. There is support for the Art & Design and Media &
Entertainment scene because of its localized touch and
ability to understand the local market
Question: Consider the local brands
that you have listed above. If you like
any of them, give yours reason(s) why.
Art & Design
Media &
Entertainment
“Esplanade gigs have good marketing!”
“I love the local arts scene because it’s lively
and vibrant and I feel proud of our local
talents.”
“Relatable – able to cater to local tastes and
experiences”
“Localized – knows the local scene well.”
“Fresh and interesting”
“Naiise is good! It showcases Singapore’s
designer brands.”
“Local designed stuff have a special
Singaporean touch to them and they
cannot be found elsewhere in the world,
which makes them unique and hipster in a
way.”
“Uyii – Their bags are of good
workmanship , very durable and the
designs are unique.”
Gentle Bones
The Sam Willows
Stefanie Sun
52. There is support for the Art & Design and Media &
Entertainment scene because of its localized touch and
ability to understand the local market
-
• An SG50 film by 7 of Singapore’s award-
winning filmmakers
• Tickets were sold out within 3 hours of their
release in July
• Heartened by the unexpected
overwhelming support from Singaporeans
53. What do Singaporeans think about local brands in relation
to overseas brands in the same product category?
Question: In the list of local brands that you have listed
previously, consider only the ones that you think are good.
Rate their product performance in relation to the overseas
brands in the same product category.
0 5 10 15 20 25
F&B
Fashion
Art & Design
Media & Entertainment
Supermarkets
Electronics
Beauty
Land Transport services
Travel services
Household products
Technology
Education
Banking/Finance
Automotive
Product performance of local brands in relation to overseas
brands in the same product category
Do not know enough to pass a judgement
Superior
Comparable
Inferior
54. Superior: Education,Travel services and Land
Transport services
Question: In the list of local brands that you have listed
previously, consider only the ones that you think are good.
Rate their product performance in relation to the overseas
brands in the same product category.
0 5 10 15 20 25
F&B
Fashion
Art & Design
Media & Entertainment
Supermarkets
Electronics
Beauty
Land Transport services
Travel services
Household products
Technology
Education
Banking/Finance
Automotive
Product performance of local brands in relation to overseas
brands in the same product category
Do not know enough to pass a judgement
Superior
Comparable
Inferior
55. Comparable: Banking/Finance, Supermarkets,
Fashion, F&B
Question: In the list of local brands that you have listed
previously, consider only the ones that you think are good.
Rate their product performance in relation to the overseas
brands in the same product category.
0 5 10 15 20 25
F&B
Fashion
Art & Design
Media & Entertainment
Supermarkets
Electronics
Beauty
Land Transport services
Travel services
Household products
Technology
Education
Banking/Finance
Automotive
Product performance of local brands in relation to overseas
brands in the same product category
Do not know enough to pass a judgement
Superior
Comparable
Inferior
56. Inferior: Automotive, Beauty and Media &
Entertainment
Question: In the list of local brands that you have listed
previously, consider only the ones that you think are good.
Rate their product performance in relation to the overseas
brands in the same product category.
0 5 10 15 20 25
F&B
Fashion
Art & Design
Media & Entertainment
Supermarkets
Electronics
Beauty
Land Transport services
Travel services
Household products
Technology
Education
Banking/Finance
Automotive
Product performance of local brands in relation to overseas
brands in the same product category
Do not know enough to pass a judgement
Superior
Comparable
Inferior
57. What do Singaporeans think about local brands in relation
to overseas brands in the same product category?
Question: In the list of local brands that you have listed
previously, consider only the ones that you think are good.
Rate their product performance in relation to the overseas
brands in the same product category.
Superior
Comparable
Inferior
• Education
• Travel services
• Land transport services
• Banking/Finance
• Supermarkets
• F&B
• Fashion
• Automotive
• Beauty
• Media & Entertainment
61. ECONOMIC
SUCCESS
Business hub of
Asia, First world
country,
Technological
advanced, Well-
educated, High
standards
MULTIRACIAL
A mix of races living
in harmony –
Chinese, Malay,
Indian, Eurasian
LOCAL
FLAVOUR
Singapore’s
signature food,
ingredients and
recipes
KIASUISM
i.e. The fear of
losing or losing out
Stretching your
dollar, Being
competitive
HERITAGE
History in
Singapore,
Nostalgia, Growth
as a brand over the
years
CLEAN AND
GREEN
Environmentally
friendly, recycled
materials, clean
processing methods
THE SINGAPORE BRAND
62. ECONOMIC
SUCCESS
Business hub of
Asia, First world
country,
Technological
advanced, Well-
educated, High
standards
MULTIRACIAL
A mix of races living
in harmony –
Chinese, Malay,
Indian, Eurasian
LOCAL
FLAVOUR
Singapore’s
signature food,
ingredients and
recipes
KIASUISM
i.e. The fear of
losing or losing out
Stretching your
dollar, Being
competitive
HERITAGE
History in
Singapore,
Nostalgia, Growth
as a brand over the
years
CLEAN AND
GREEN
Environmentally
friendly, recycled
materials, clean
processing methods
THE SINGAPORE BRAND
Economic Success, Local Flavours and Kiasuism are the relatively more effective brand pillars.
63. ECONOMIC
SUCCESS
Business hub of
Asia, First world
country,
Technological
advanced, Well-
educated, High
standards
MULTIRACIAL
A mix of races living
in harmony –
Chinese, Malay,
Indian, Eurasian
LOCAL
FLAVOUR
Singapore’s
signature food,
ingredients and
recipes
KIASUISM
i.e. The fear of
losing or losing out
Stretching your
dollar, Being
competitive
HERITAGE
History in
Singapore,
Nostalgia, Growth
as a brand over the
years
CLEAN AND
GREEN
Environmentally
friendly, recycled
materials, clean
processing methods
THE SINGAPORE BRAND
The effectiveness of ‘Heritage’ as a brand pillar is questionable as local consumers do not seem to take it into account
when recalling reasons behind their liking for local brands.
64. ECONOMIC
SUCCESS
Business hub of
Asia, First world
country,
Technological
advanced, Well-
educated, High
standards
MULTIRACIAL
A mix of races
living in harmony –
Chinese, Malay,
Indian, Eurasian
LOCAL
FLAVOUR
Singapore’s
signature food,
ingredients and
recipes
KIASUISM
i.e. The fear of
losing or losing
out
Stretching your
dollar, Being
competitive
HERITAGE
History in
Singapore,
Nostalgia, Growth
as a brand over
the years
CLEAN AND
GREEN
Environmentally
friendly, recycled
materials, clean
processing
methods
THE LOCAL
COMMUNITY
Marketing
localized to the
communities in
SG, relatable, a
sense of belonging
THE SINGAPORE BRAND
As discussed, ‘Local Community’ can be introduced as another Singapore brand pillar as it could potentially bridge the gap
between brand communications and local consumers’ perspective for certain Singaporean brands.
65. • The perspective of local customers
from more mature age groups
• The perspectives of foreign consumers
on SG brands
• Why were certain brand pillars (not)
being adopted by SG brands