singapore gagan
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SINGAPORE
CITY BRANDING
PRESENTED BY:
SHISHIR JAIN
VINEET KUMAR
GAGAN SINGH
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HISTORY
Singapore has always been a trade
hub for over a millennia
The Lion city has always had a
tumultuous history, its been occupiedby several different forces. The Britishfinally arrive in 1819.
PRE-COLONIAL
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COLONIAL
SirSir ThomasThomas StamfordStamford RafflesRaffles isis thethe foundingfounding fatherfatherofof modernmodern SingaporeSingapore.. HeHe hadhad thethe visionvision ofof thethe islandislandasas becomingbecoming thethe tradetrade capitalcapital ofof thethe easteast..
MostMost importantly,importantly, hehe mademade Singapore,Singapore, aa forgottenforgottenislandisland ofof 11,,000000 individualsindividuals intointo aa tradetrade capitalcapital bybymakingmaking itit aa TaxTax heavenheaven andand institutinginstituting EnglishEnglishcommoncommon lawlaw..
FromFrom 18001800 toto 19001900 thethe populationpopulation increasedincreased fromfrom
11,,000000 toto 100100,,000000.. MostMost themthem werewere ChineseChinese whowhocamecame toto controlcontrol thethe businessbusiness world,world, whichwhich theythey stillstilldodo.. MalayMalay andand IndiansIndians areare stillstill lessless successfulsuccessfulminoritiesminorities..
SingaporeSingapore becamebecame veryvery popularpopular withwith banksbanks becausebecause
ofof itsits strictstrict commoncommon lawlaw systemsystem.. AndAnd todaytodaySingaporeSingapore isis primarilyprimarily aa financialfinancial servicesservices citycity
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MODERN Singapore eventually became a CrownSingapore eventually became a Crown
ColonyColony
As WWII approached Singapore became theAs WWII approached Singapore became the
site of the worlds two largest Drysite of the worlds two largest Dry--docks anddocks anda key Royal Navy base.a key Royal Navy base.
Singapore is severely damaged by aSingapore is severely damaged by aJapanese siege and eventually falls underJapanese siege and eventually falls underJapanese control.Japanese control.
In 1963 Singapore becomes independentIn 1963 Singapore becomes independentfrom the British Empire and becomes partfrom the British Empire and becomes partof Malaysia, then separates from Malaysia inof Malaysia, then separates from Malaysia in1965.1965.
First President Lee Kwan You attempts toFirst President Lee Kwan You attempts to
create Singaporean Identity.create Singaporean Identity.
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Quick Facts:Quick Facts:
Literacy rate: 91.1% of total population are literateBusiness Hours:
Private offices: weekdays 9 a.m.-5 p.m.; Saturdays 9:00 a.m. - 1:00p.m.
Banks: weekdays 9:30 a.m. -3 p.m.; Saturdays 9:30 a.m. - 1:00 p.m.
Malls: whole week from 10:00 a.m. -10:00 p.m.
Useful Numbers
Police 999
Ambulance 995
Airport Coach Service (AIRBUS) 542-1721 or 542-1732Credit Cards: Visa, Diners Club, Bankard, MasterCard, and
American Express are accepted
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SEGMENTATIONGeography
- A small island
- Southeastern
Asia
-Total land area:628.7 sq. km
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Climate: 137Km north of the equator
wet tropical climate
average annual temperature of
27.2r C (81r F). Northeast monsoon: December-
March
Southwest monsoon: June-
September remember to carry an umbrella with
you
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DEMOGRAPHICSPopulation:
Total population : 4.68
million population is concentrated
on the Southern part
ethnically diverse:
Chinese (75.2%)
Malays (13.6%)
and Indians (8.8%)
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Language:-English
-Mandarin and otherChinese dialects
-Malay
-Tamil
Religion:
-religious freedom
-Buddhism
-Islam
-Hinduism
-Confucianism
-Taoism
-Christianity
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Tourists
Education
Business people
TARGETTING
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POSITIONING Tourism and business hot spot ofTourism and business hot spot of
AsiaAsia
Singapore has been positioned as athriving cosmopolitan city thatsbrimming with diversity, as well asa multiplicity of culture, language,arts and architecture.
Uniquely Singapore was designedto show the rest of the world whatSingapore is really about warm,
enriching and unforgettable.
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Dubai/ Morroco
Malaysia
ThailandLas Vegas
Bangkok
New YorkLondon
Milan
Hong Kong
COMPETITORS
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Medical Tourism In Singapore
World class hospitality and hotel ling
Shopping destinations
Claimed best planned country (tourism)
World class infrastructure
Planning and control of government
Tourism and food festival
Worlds one of the most busiest ports
Worlds fourth largest foreign exchange trading centre
USP
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From a business point of view (companies and
expatriates) the Singapore proposition isunique and compelling:
attractive business incentives
a legal system that is consistent, transparent
and enforceable a mostly corruption-free environment at the
business, judicial and government levels
an educated workforce
a country most centrally located in Asia a county that provides a safe, attractive and
peaceful environment to work and live in, and
a country whose official language is English.
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WEB LINKS
http://www.newasia-
singapore.com/travel_informatio
n/introduction/did_you_know..._
200705301.html
http://www.yoursingapore.com/c
ontent/traveller/en/browse/aboutsingapore/singapore-brand-
story.html
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THE END
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