Global Marketing
- 1. THIS IS YOUR PRESENTATION TITLE Country as a brand
- 2. Nations as brands: Why global perception matters ▪ Reputation a key differentiator for nations ▪ Tourism ▪ Investment ▪ Immigration ▪ Relations 2
- 3. Want big impact? Use big image. 3
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- 5. Malaysia Malaysia is a multi–ethnic, multicultural, and multilingual society, and the many ethnic groups in Malaysia 5
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- 7. Malaysia as a brand 7 • Kuala Lumpur • Petronas Twin Towers: 451.9 metres, the 88-storey twin structure • Malaysian Airlines, the most controversy airline with MH17 crackdown and missing of MH370. • Blue Beaches • Forest, Animal and National Parks among 17 mega-biodiversity countries. • Exporter of Gold and rubber • Malaysian state of Penang, and particularly its capital George Town, is considered one of the best destinations for street food in Asia
- 8. 47th Most happy country 94.6% Literacy rate 26.8 million UNESCO world Heritage sites 8 -5.03% Country Growth 4 Economy Southeast Asia 20th Largest Exports 44th Most populous Country 4 Tourist received in 2016 Global competitiveness ranking 25
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- 12. Dubai Emirate in the UAE, known for luxury shopping, ultramodern architecture and a lively nightlife scene. 12
- 15. Dubai as a Brand 15 • Tax-free haven by the sea • Tallest building in the world • Luxury hotels • The Palm Islands • A police force that has a fleet of luxury cars • The world’s largest shopping mall • Skydive Dubai • Commercial Hub
- 16. Dubai Economy & Transformation (1960s – 2017) ▪1960 - oil revenues largely accelerated the early development of the Emirate ▪2017 -Most-Diversified Economy (MDE) 16
- 17. Dubai – Economic Outlook & GDP Growth ▪Dubai’s GDP worth (value) - DH 400 billion ($110 billion). ▪GDP growth rate around 2.8% in 2017. ▪Expected GDP growth rate 4% (2017-2020) 17
- 18. GDP Contribution by Sector 24.5% 12.4% 11.0% 9.2%6.6% 6.5% 28.9% Trade Logistic Finance & Insurance Manufacturing Construction Real Estate Others
- 20. Dubai Ranking – Top Global City for Economic Competitiveness ▪3rd Most Improved Cities for Living (Last 5 Years) – Economic Intelligence Unit ▪4th Most Visited Tourist Destination Globally – Research Konnection ▪5th Global Affordability, Cost of Living & Purchasing Power Index – PWC ▪5th Highest Performing Metropolitan City Globally – Brookings Institution ▪5th Fastest Growing City Globally – Brookings Institution 20
- 21. ▪Expo 2020 - UAE economy will get a boost of $6.9 billion ▪Vision 2021 - diversify its income resources, promote a green economy, foster a knowledge economy and plan the move away from dependence on oil. ▪Value Added Tax (VAT)- informal economy (cash-based businesses), create new jobs and provide new revenue sources . Future of Dubai Economy 21
- 22. ▪MAKING DUBAI THE WORLDS 3D PRINTING HUB ▪TRANSFORMING DUBAI TO AUTONOMOUS MODE BY 2030 ▪Dubai 2020 Urban Master plan ▪MAKE DUBAI THE HAPPIEST CITY ON EARTH . Future strategies 22
- 23. #BeMyGuest with SRK Campaign : https://www.youtube.com/watch?v=6bqW7AAnuRg YouTube campaign ▪ captures the vibe of the city ▪ SRK dynamic relationship with it ▪ hospitable spirit of the city 23
- 24. Winter reimagined Campaign : https://www.youtube.com/watch?v=ZZnuVWWnGMU&list= PLmRxIfpa5duVvJcuDwlNpaQQubZ_LFXLF&index=5 ▪ To encourage Europeans to escape their gloomy winter ▪ Alter the image of destination with limited offering 24
- 25. 25 #staysunny Campaign : http://www.arabianbusiness.com/video/384140-video-latest- tourism-staysunny-promo-video-for-dubai ▪ Guaranteed sunshine whatever the time of year! ▪ Influencer marketing
- 26. 26 Website
- 27. 27 Tripadvisor
- 28. 28 Pinterest
- 29. 29 Facebook
- 30. 30 Twitter
- 31. 31 Instagram
- 32. 32 Mobile App
Editor's Notes
- #8: Malaysia is the world’s third largest natural rubber producer. In 2011, the country produced 996,673 metric tons of rubber. It is also famous for being the world’s largest supplier of rubber gloves.
- #9: Malaysia has been more selective in its investment agenda, preferring quality projects in targeted ecosystems that will have significant knock-on effects throughout the domestic economy. In 2016, the country attracted RM207.9 billion in total approved investments that will fund 4,972 projects in the manufacturing, services and primary sectors. These are expected to create 153,060 job opportunities for the country. The ratio of foreign and domestic investments is also in line with the Government's aspiration for domestic investments to assume the pivotal role of driving Malaysia's investment agenda, with 71.6% (RM148.9 billion) being contributed by domestic sources and 28.4% (RM59.0 billion) coming from foreign sources. Foreign investors continue to capitalise on uniquely Malaysian ecosystems and its regional synergies as foreign direct investments (FDI) increased by 63.4% from RM36.1 billion in 2015. Developed economies continued to be an important source of investments into Malaysia. The leading sources of foreign investments in 2016 were the USA, the Netherlands, China, Japan, Singapore, Republic of Korea and the UK. These seven countries jointly accounted for 55.8% of total foreign investments approved in the manufacturing, services and primary sectors. https://en.wikipedia.org/wiki/List_of_Southeast_Asian_Nations_by_GDP
- #17: currently, less than 5% of Dubai’s revenue comes from oil & gas
- #20: Dubai retained its #4 spot on the Mastercard Global Destination Cities Index, with 15.3 million international overnight visitors estimated in 2016.
- #22: World EXPO 2020 Dubai event, which will attract 25 million visitors (70% international visitors) between October 2020 – March 2021
- #23: http://www.dubaifuture.gov.ae/our-initiatives/dubai-3d-printing-strategy/ http://www.dubaifuture.gov.ae/our-initiatives/dubais-autonomous-transportation-strategy/ https://www.dm.gov.ae/wps/portal/businessinner?urile=wcm:path:/DMContentEnglish/Home/Business/Planning+and+Construction/Dubai+2020+Urban+Master+plan1&mapping=businessinner MAKE DUBAI THE HAPPIEST CITY ON EARTH
- #24: http://www.afaqs.com/news/story/49571_Over-57-million-views-in-5-days-Is-this-really-a-tourism-ad YouTube campaign using a display of culinary, shopping, cultural and adventurous settings, the film captures the vibe of the city, and Shah Rukh Khan's dynamic relationship with it. It also brings alive the hospitable spirit of the city through the actor's candid interactions, as he plays host to Dubai's tourists and residents.
- #25: https://www.youtube.com/watch?v=ZZnuVWWnGMU&list=PLmRxIfpa5duVvJcuDwlNpaQQubZ_LFXLF&index=5 Dubai Tourism called upon Europe’s most famous weather ladies and meteorologists to broadcast their regular weather show but at a different location: the Dubai beach with the iconic Burj Al Arab in the background. Dubai is perceived as a destination with limited offering (nothing beyond the superficial tourist checklist like Burj Khalifa and the Dubai Mall). http://alvarobretel.com/Winter-Reimagined
- #26: Dubai launches two #StaySunny video promos aimed at families and youngsters Easter Campaign, the Dubai Tourist board has released two new promotional videos enticing travellers to take a sunny break from British weather's gloom and doom in always reliably radiant and cloud-free Dubai. While one video is aimed at freeing families from annoying clothing layers, the other one inspires young girls in search a fun, sun-filled escape. We might technically be close to spring in the UK, yet temperatures aren't that much warmer and sunshine remains elusive. And that lack of sunny weather is precisely what Dubai's Tourist Board is tapping on with their new Easter campaign #StaySunny, launching two brand new promotional videos, one aimed at families seeking an escape from dreary urban life (and stormy weather) and the one aimed at millennials after a sunny, rain-free party lifestyle.