05 September 2014

TCB redefines the art of living

  05 September 2014


ATTENTION TO DETAILS: Developer offers innovative designs with customers foremost in mind

PROPERTY development is not just about building houses, but improving the quality of life and social perception towards specific values. It requires a developer to pay close attention to details in designing the communities that people call home.

The success of a brand-building initiative goes beyond just logos or slogans. In today’s challenging environment, developers would need to create a more superior representation of the products through branding. Brand building is necessary so that people could relate the product to the company that is developing a particular township or community.

The process involves identifying the target market, understanding the range of behaviours that influence their mindsets and purchasing patterns, strategising how best to engage them through their interests, and selling the idea and concept of the products.

Understanding these basic needs, Tropicana Corp Bhd (TCB) has created the Tropicana brand to be one that gives individuals not only a home, but surroundings where they can grow to cherish for a lifetime. TCB is aware that establishing and enriching a unique selling identity is key to reaping good business in the real estate industry, and consistency is key.

As a forward thinking developer, TCB believes in crafting not just homes but lush living concepts with its customers foremost in mind. It has been investing in brand-building initiatives and strengthening sales-related initiatives. Both these initiatives encompass developing a strong brand identity, market awareness and positive reputation.

TCB, incorporated in 1979, is a pioneer in resort-style home concept with a strong track record in residential and commercial developments. It was the first to introduce resort-style living into residential property developments under the name Tropicana Golf & Country Resort, more than 20 years ago.

Driven by the success of its resort-style concept, TCB developed Tropicana Indah Resort Homes, Tropicana City and other successful projects in the Klang Valley.

The group also established a development DNA that sets it apart from other developers. This DNA focuses on accessibility, connectivity, innovative concepts and designs, generous open spaces, amenities, facilities, multi-tiered security and quality.

With emphasis on customers’ needs, TCB has been innovating and redefining the art of living through the creation of integrated developments by incorporating residential and commercial components to create thriving townships that are strategically connected.

Fuelled by a passion to be one of the premier property developers in Malaysia, TCB continuously delivers to its customers products that are intrinsically linked with the Tropicana brand. Embodied by the core essence of innovation, creativity, quality and excellence, the concept of living has been redefined to include luxury and lifestyle.

“It is said that home is where the heart is. This rings especially true as we have always believed in building homes that not only appeal to our customers’ eyes and minds, but to their hearts as well,” said TCB group chief executive officer Datuk Yau Kok Seng.

He said the name Tropicana has become a TCB signature. Many of the group’s subsequent developments proudly carry the Tropicana brand in their names, and the Tropicana development DNA in their concepts.

TCB brings together a myriad of developments under the Tropicana brand in Petaling Jaya, Subang, Cheras and Kajang in Selangor, Kuala Lumpur City Centre, Penang, Johor and Sabah. Although each brand focuses on different features, they are all devoted to the same ideals — innovative homes and mixed retail and commercial developments in the country’s most desirable locations with premium capital appreciation.

In the Klang Valley, TCB has lined up new projects and additional phases to its current developments, such as Tropicana Gardens and Tropicana Avenue in Kota Damansara, Tropicana Metropark in Subang, Tropicana Heights in Kajang, Tropicana Aman in Kota Kemuning and The Residences and W Hotel in Kuala Lumpur.

In Penang, the group has a joint-venture agreement with Ivory Properties Group Bhd to develop Penang WorldCity in Bayan Mutiara. TCB’s second project in Penang is Tropicana 218 Macalister and it has also entered into a hotel management agreement with Marriott International to build the first-ever “Courtyard by Marriott” in Malaysia.

In Johor, the group will further develop its presence in Iskandar Malaysia with vibrant and integrated developments such as the Tropicana City Centre. The group is already developing Tropicana Danga Bay and Tropicana Danga Cove.

In Kota Kinabalu, Sabah, TCB has begun developing the luxurious golf-fronted condominium, Tropicana Landmark.

The success of each project can be measured with sales achieved during the launch of their respective phases, and that is usually around 70 to 80 per cent. Some phases have a take-up rate of almost 90 per cent. For example, Penang WorldCity, the first phase of the project known as Tropicana Bay Residences, received great response from the market and achieved an 80 per cent take-up rate.

TCB, previously known as Dijaya Corp Bhd, has undertaken several transformative exercises between 2011 and 2013, including the strengthening of its top management team, acquiring new landbanks and embarking on an amalgamation and corporate rebranding exercise. These strategies have worked well and TCB has since evolved into a mid-cap developer with strategic landbank and strong product launching pipeline.

The group changed its name from Dijaya to Tropicana — a name synonymous with the prestigious Tropicana Golf & Country Resort — in May last year.

This has set a clear direction for TCB and it redefines both the group and its integrated developments by leveraging on the iconic brand. The “T/Tree” mark is derived from the symbiotic relationship with the signature Tropicana brand and leverages on this asset.

The mark, which is now recognised and acknowledged for quality, creativity, innovation and reliability, has become the primary logo for TCB. The “T” is set within a circle to reflect the regional ambitions and footprint of the group.

Success in implementing its transformation strategy has enabled TCB to achieve key milestones in its development activities, where new sales in 2013 reached a record high of RM2.16 billion. The group’s unbilled sales at the end of 2013 stood at a high of RM2.18 billion, its highest to date.

TCB also has close to 800ha of landbank with potential gross development value (GDV) of more RM70 billion.

“Some may say that the operating environment in which we operate continues to be challenging. Nevertheless, we at TCB believe that we can overcome these challenges. Our products continue to sell well as we offer properties that everyone would like to call home. We are uncompromising when it comes to our DNA,” said Yau.

~ By BUSINESS TIMES

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