Gardens by the Bay

Introduction Vision Our world of gardens for all to own, enjoy and cherish Mission We make our gardens the leisure destination choice for all We delight our guests with an experience, excellent service and enriching programmes We inspire pride of ownership in every Singaporean for our Gardens We aim to be a model for sustainable development and conservation

What do we have to offer? Restaurants Pollen Majestic Bay Seafood Restaurant Veranda Café Crema Supertree Dining IndoChine Satay by the Bay Bakerzin Seventh Heaven Special Events Spaces Flower Field Hall The Waterview Room The Silver Leaf The Meadow

What do we have to offer? Educational Programs The Heritage Journey Selamat Hary Raya Tours Conservatories Guided Tours Memberships

The Competitor Night Safari

Segmentation Analysis

Strengths and Weaknesses of the Gardens by the Bay Strengths Support from partners Sustainability in the Gardens Clean environment Top notch architecture and design Children friendly Continuous reinvention Weaknesses Double pricing Pricey admission fees (especially for families) Poor brand power for locals Overcrowding

Opportunites New attractions and infrastructures Growing interest in nature tourism Growth of sustainable tourism in the world’s travel market Additional features and facilities Gardens by the Bay train stop Low crime rate Threats Non locals hesitating to visit the attraction due to the admission fees “looks too man-made” Limited awareness of what the Gardens has to offer “one time experience only” “commercialized”

Forecasting 2.7 million visitors each year and will continue to grow due to new facilities, attractions and programs being added frequently Number of families visiting will increase Marketing towards India will increase

Goals and Objectives Market Gardens by the Bay as a family-friendly international attraction Expand social media advertising Reach the forecasted amount of visitor Showcase the attraction’s strengths Improve weaknesses Turn threats into opportunities

Targeting Established target Chinese families Primary targets – Urban families Secondary target – Rural families & young urban couples Emerging Markets U.A.E Primary targets – young Middle Eastern families

Positioning “City in a Garden”

Positioning Statements For urban Chinese families that care about quality family time, Gardens by the Bay is a nature park that will provide them with quiet time surrounded by nature by the water. For young, urban Chinese couples that care about quality alone time, Gardens by the Bay is a nature park that will provide them with a romantic alone time surrounded by nature by the water. For young Middle Eastern families that care about quality time together, Gardens by the Bay is a nature park that will provide them with quality time together surrounded by nature by the water.

Advertising & Media Plan NO to internet ads to the Republic of China The Chinese government has a strict policy for internet content YES to… Social Media Facebook page Currently has over 36,000 likes Goal: to consistently have a 10% increase in likes every year Twitter Goal: #GardensbytheBay as a trending topic “App” Special promotion Buy tickets through the app Rating and comments section About the plants feature (extra fee)

Resource Requirements/Budget Overall Budget = $153,000 Standard print media ad in China: $1,515 Average primetime television ad in China: $20,379 Prime time television ad in India: $80,000 Developing an app: $50,000 Plus Additional costs

Developing an “App”

Gardens by the Bay For all to own, enjoy and cherish