MKT351e: Jewel Canopy Website Marketing Strategy Analysis

This report provides a marketing strategy analysis of the Jewel Canopy Park, a lifestyle hub located in Singapore's Changi Airport. The analysis examines the park's current marketing tactics, including social media engagement, geographical considerations, and targeting of both local residents and tourists. The report highlights the importance of appealing content, customizable packages, and communicative campaigns for attracting a diverse audience. It also discusses the application of the Tri-component model, which considers consumers' feelings, beliefs, and behavioral intentions. Recommendations are made to enhance marketing efforts, emphasizing the need to tailor offers to specific target groups and leverage social media effectively. The report concludes that the marketing strategies should be designed with the target audience in mind to maximize appeal and engagement.

Running head: JEWEL CANOPY WEBSITE MARKETING STRATEGY ANALYSIS
Jewel Canopy Website Marketing Strategy Analysis
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JEWEL CANOPY WEBSITE MARKETING STRATEGY ANALYSIS
The Changi airport provides service to over 60 million passengers in a year. It has
been esteemed as World’s Best Airport, according to passengers’ feedbacks and for the
quality services it offers. The Jewel in 2019 has captured the minds and hearts of people as it
has been transformed into a lifestyle hub with a diverse range of entertainment, luxury and
leisure activities. The doorway which connects Singapore to the world, has emerged as a
space where ideas from across the Globe can gather and travel to another sphere created at
the Jewel Canopy Park forming the perfect milieu.
The marketing strategies opted for promoting and attracting travelers and local people
alike, are very impressive. The exclusive play attractions which include- Canopy Mazes, Sky
Nets and Discovery Slides alongside dining options, indoor garden have built a world class
destination. Although the attractions are huge, the marketing tactics and promotions can be
accentuated further.
The first key to reaching out to a great audience is through social media. Thus,
creating appealing content and engaging with a large number of followers would ensure
better publicity for the destination. The second and very important key to gaining popularity
while drawing them to explore the place is acknowledging the geographical aspect and
catering to the local folks. Introducing offers catering to the local residents, perhaps the
youth, would interest them more to avail. Social media is the ultimate place to address the
youth, are most likely to be found there. There can be collaboration with local establishments
who would promote the facilities provided by the Jewel Canopy Park and therefore offer
complementary discounts and packages (Hsieh 2018). The website shows availability of

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JEWEL CANOPY WEBSITE MARKETING STRATEGY ANALYSIS
tickets also in five different packages whereas, these are pre-determined by the authorities
which cannot be altered. This can be troublesome because of the absence of flexibility in the
packages which can easily be avoided by offering customizable packages according to the
needs of the visitors. The third and foremost factor which is applicable in the marketing
strategy of the Jewel Canopy Park is enticing the tourists as it is a global destination for being
situated at the Airport which is World’s most esteemed. The marketing tactics to pull the
foreign tourists should include communicative campaigns too (Makanyeza, Macheyo and du
Toit 2016). The offers and packages, if assessed from the price point of view, can be made
more accessible and affordable which would allure a greater number of visitor, tourists and
locals alike.
These are based on the Tri-component model which acknowledges three elements-
effective, Cognitive and behavioral intentions (Pangriya and Kumar 2018). These are based
on feelings, beliefs or reactions of the consumers which must be kept in mind while
developing marketing strategies as these can lead to favorable outcomes for the company
(Weidenfeld, Butler and Williams 2016).
Therefore, it can be concluded that the marketing strategies should be modelled while
keeping the targeted people in mind. The offers should be able to allure the people it caters to
and thus their interests are to the addressed. Social media is a great tool and thus reaching out
to locals and tourists have been made easy with the networks available online.

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JEWEL CANOPY WEBSITE MARKETING STRATEGY ANALYSIS
References
Hsieh, C. M. (2018). A multilevel analysis of the service marketing triangle in theme
parks. Journal of Travel & Tourism Marketing, 35(2), 130-147.
Makanyeza, C., Macheyo, R., & du Toit, F. (2016). Perceived product necessity, perceived
value, customer satisfaction and affective attitude: an integrative model. Journal of
African Business, 17(1), 69-86.
Pangriya, R., & Kumar, M. R. (2018). A Study of Consumers' Attitude Towards Online
Private Label Brands Using the Tri-Component Model. Indian Journal of
Marketing, 48(5), 7-20.
Weidenfeld, A., Butler, R., & Williams, A. M. (2016). The appeal, attractiveness and
compatibility of visitor attractions. In Visitor Attractions and Events (pp. 89-102).
Routledge.