TAN SRI TAN CHEE SING

GROUP EXECUTIVE VICE-CHAIRMAN TROPICANA CORP BHD

How can brands retain their relevance amid the challenging business environment?

Tropicana’s ongoing brand-building initiatives and continuous efforts on delivering value to our customers have allowed us to mitigate the relatively weak consumer sentiment and allowed us to remain competitive as our strong emphasis is on our DNA, which focuses on accessibility, connectivity, amenities, facilities, innovative concepts and designs, generous open spaces and multitiered security.

Companies are cautious and cutting costs in the wake of the growing risk brought on by the ongoing Us-china trade war. Has this affected your branding strategy?

We believe that the trade war’s effects would be minimal backed by our strong pipeline of projects, long-standing industry experience and employees who are dedicated and working hard to position our business for future growth.

Is championing for a cause paramount in brand building besides vying for a stronger market presence?

Yes, as we are evolving into master builders of communities, our roles do not end at just building brick-and-mortar homes but we are committed to improving the lives of local communities which is reflected through our Corporate Social Responsibility initiatives, supported by Tropicana Foundation.

The foundation aims to provide assistance through the provision of funding and implementation of charitable initiatives.

How can a brand stand out amid the digital wave and rising consumer expectations?

Recognising the importance of the innovative wave of technology and heightened consumer expectations, we have invested in delivering a seamless online experience for our customers with frequent updates of our group’s information, news, events and products on our corporate website and digital platforms. In addition, we will also roll out a comprehensive developer app – Tropicana 360 app soon. This app provides a plethora of information and property services to our homeowners to enhance their quality of life within the Tropicana ecosystem.