What is Sales and Marketing Strategy of Keppel Corp Company?

Keppel Corp Bundle

Get Full Bundle:

	BCG	$15	$10
	5 FORCES	$15	$10
	CANVAS	$15	$10
	4P's MIX	$15	$10
	PESTLE	$15	$10
	SWOT	$15	$10

TOTAL:

ADD TO CART

What is Keppel Ltd.'s Sales and Marketing Strategy?

Keppel Ltd., formerly Keppel Corporation, transformed from an industrial giant to a global asset manager. Its strategy now centers on sustainable urbanization solutions.

The company's shift, initiated with privatizing Keppel Land and establishing Keppel Capital, emphasizes an asset-light model and recurring income. Divesting its offshore and marine business in early 2023 was a key move.

Keppel Ltd. focuses on marketing its capabilities in infrastructure, real estate, and connectivity. The company highlights its commitment to sustainability and innovation in its campaigns. Its Funds Under Management (FUM) grew significantly, reaching S$85 billion by mid-2024, with targets set for further expansion. This growth is supported by a strategic approach to reaching its target markets, including detailed analyses like the Keppel Corp BCG Matrix.

Keppel Ltd. primarily operates on a business-to-business (B2B) model, leveraging direct sales teams and strategic partnerships to reach its clientele. The company's strategic pivot towards an asset-light approach has reshaped its sales channels, focusing on institutional investors and partners for its investment platforms and funds.

Direct Sales and Partnerships

Keppel's B2B sales model relies on direct engagement through dedicated sales teams. Strategic partnerships are also crucial for expanding market reach and securing large-scale projects.

Fund Management and Investment Platforms

The company actively markets its private funds and listed Real Estate Investment Trusts (REITs) and business trusts. This approach targets institutional investors and provides broader participation opportunities.

Evolution of Sales Channels

Historically, sales were tied to physical products like shipbuilding. The current strategy emphasizes attracting investors for funds focused on data centers, education, and private credit.

Consumer-Facing Connectivity

Through its telecommunications arm, M1, Keppel engages with consumers. M1's enterprise revenue growth of 17% year-on-year in 1Q 2024 highlights a key growth area.

Key Strategic Partnerships and Market Expansion

Keppel's sales and marketing strategy is significantly bolstered by high-value partnerships and international market expansion. These alliances are critical for its asset-light growth trajectory.

• A groundbreaking Strategic Framework Agreement with Amazon Web Services (AWS) in December 2024 spans data centers, subsea cables, and renewable energy.
• A partnership with Mitsui Fudosan in March 2024 focuses on data center development in Japan and Southeast Asia.
• The acquisition of a 50% stake in European asset manager Aermont Capital in April 2024 broadened its investment strategies and geographical reach.
• Funds Under Management (FUM) reached S$91 billion by June 2025, reflecting successful market penetration and investor confidence.

The company's digital marketing efforts are evident in M1's operations, where approximately 90% of customer transactions are handled digitally, a substantial increase from 65% in 2019. This digital adoption strategy is key to its customer acquisition and retention in the connectivity segment. Understanding Brief History of Keppel Corp provides context for its strategic evolution.

Keppel Corp SWOT Analysis

• Complete SWOT Breakdown
• Fully Customizable
• Editable in Excel & Word
• Professional Formatting
• Investor-Ready Format

GET TEMPLATE ➔

Keppel Ltd. employs a comprehensive marketing strategy that blends digital and traditional tactics to enhance brand awareness, generate leads, and drive sales, particularly for its business-to-business asset management and solutions-oriented divisions. This approach is closely aligned with their Vision 2030, which prioritizes sustainability, innovation, and value creation across their operations.

Digital Presence and Content Marketing

Keppel's corporate website serves as a central hub for investor relations, sustainability reports, and business updates, catering to a financially informed audience. Content marketing is key, with detailed annual reports and presentations, such as the 1Q 2024 business update, communicating financial performance and strategic advancements.

Data-Driven Marketing and AI Integration

The company utilizes data-driven marketing and customer segmentation, especially in connecting investors with alternative real assets. Initiatives like 'Project Darwin' and 'Project Lean,' along with the 'Keppel AI Platform' (KAI), demonstrate a strong commitment to leveraging digital technology and AI for operational efficiency and enhanced investment processes.

Social Media and Email Engagement

Social media platforms, including LinkedIn and YouTube, are utilized for corporate communications and brand building. Email marketing is likely employed for investor communications and disseminating news updates, supporting their overall outreach efforts.

Traditional Marketing and Direct Engagement

While digital channels are prominent, traditional media may still be used for corporate announcements and thought leadership in financial publications. Events like investor days and annual general meetings, such as the 2025 Investor Day and 2024 AGM, are crucial for direct engagement with stakeholders.

Sustainability as a Core Value Proposition

A significant aspect of Keppel's marketing strategy is highlighting its expertise in sustainability-related solutions across infrastructure, real estate, and connectivity. The message 'making sustainability our business' is central, emphasizing investments in global sustainable development and decarbonization efforts.

Key Sustainability Metrics in Marketing

Key marketing messages include their commitment to environmental targets, such as reducing Scope 1 and 2 carbon emissions by 81.6% in 2024 compared to 2020, and their ambition to achieve 7GW of renewables capacity by 2030.

Evolving Marketing Mix and Brand Positioning

Keppel's marketing mix has transformed from its origins as an industrial conglomerate. The current focus is on showcasing its capabilities in sustainable solutions, which is a critical element of their Mission, Vision & Core Values of Keppel Corp and overall brand positioning. This strategic shift aims to attract investors and partners interested in sustainable development and decarbonization initiatives.

• Digital marketing efforts for infrastructure business.
• Marketing campaigns for property development.
• Promoting sustainability initiatives.
• Connecting investors with alternative real assets.
• Leveraging AI for operational efficiency.

Keppel Corp PESTLE Analysis

• Covers All 6 PESTLE Categories
• No Research Needed – Save Hours of Work
• Built by Experts, Trusted by Consultants
• Instant Download, Ready to Use
• 100% Editable, Fully Customizable

GET TEMPLATE ➔

Keppel Ltd. has redefined its brand positioning as a 'global asset manager and operator creating solutions for a sustainable future.' This strategic shift emphasizes its unique blend of deep operational expertise in sustainability-focused sectors and robust asset management capabilities, setting it apart from competitors.

Core Identity: Asset Management & Sustainable Operations

The company now operates under the streamlined name 'Keppel Ltd.' as of January 1, 2024. This change signifies a more agile and dynamic corporate structure.

Reinforced Values: ACT Framework

Keppel's refreshed core values of 'Agile, Can Do, and Trusted' (ACT) underscore its commitment to adaptability, problem-solving, and reliability.

Target Audience Appeal: Long-Term Value & Megatrends

Keppel attracts institutional investors and financially literate decision-makers by focusing on long-term value creation and recurring income growth. Its strategy aligns with megatrends such as climate change and digitalization.

Sustainability as a Value Driver

Sustainability is central to Keppel's value proposition. The company aims to expand its renewables portfolio to 7GW by 2030, a significant increase from 3.8GW at the end of 2024.

Keppel Corporation's business strategy is deeply intertwined with its brand positioning, focusing on sustainable growth and operational excellence. The company has demonstrated a commitment to becoming more asset-light, evidenced by its aggressive asset monetization program, which generated S$1.5 billion in 2024 and S$7 billion since October 2020. This strategic financial management has contributed to a substantial increase in recurring income, which reached 72% of net profit by 2024, a notable rise from 21% in 2021. Furthermore, Keppel's Funds Under Management (FUM) reached S$91 billion by June 2025, showcasing its expanding asset management capabilities. This consistent financial performance and strategic adaptation are communicated across all corporate channels, reinforcing its identity as a reliable global asset manager. The company's efforts in human capital management have also been recognized, being named one of Singapore's Best Employers by The Straits Times in 2024 and one of the World's Top Companies for Women by Forbes, reflecting a positive brand perception that supports its overall Revenue Streams & Business Model of Keppel Corp.

Financial Health and Recurring Income

Keppel's recurring income grew to 72% of net profit by 2024, up from 21% in 2021, indicating enhanced financial stability.

Asset Management Growth

Funds Under Management (FUM) reached S$91 billion by June 2025, demonstrating significant expansion in its asset management arm.

Asset-Light Strategy

The company actively pursues an asset-light model, evidenced by S$1.5 billion in asset monetization in 2024.

Renewables Portfolio Expansion

Keppel aims to grow its renewables portfolio to 7GW by 2030, from 3.8GW at the end of 2024.

Brand Recognition in Human Capital

Recognized as a top employer in 2024, reflecting positive brand perception in employee management and diversity.

Strategic Alignment with Megatrends

The brand positioning directly appeals to investors interested in long-term growth driven by global trends like climate action and digitalization.

Keppel Corp Business Model Canvas

• Complete 9-Block Business Model Canvas
• Effortlessly Communicate Your Business Strategy
• Investor-Ready BMC Format
• 100% Editable and Customizable
• Clear and Structured Layout

GET TEMPLATE ➔

Keppel Corp's sales and marketing strategy is deeply intertwined with its ambitious transformation into a global asset manager and operator. Key campaigns are designed to communicate this evolution and drive growth across its diversified portfolio.

Vision 2030 Transformation

This overarching campaign, accelerated in May 2023, aims to reposition Keppel as a horizontally integrated company focused on sustainable urbanization. The objective is to drive recurring income and asset-light growth, shedding its conglomerate structure.

Asset Monetisation Programme

Focused on 'Capital Recycling,' this initiative aims to free up capital and fund growth in core areas. The strategy emphasizes an asset-light model, with close to S$7 billion in asset monetisation announced since October 2020.

M1's Brand Identity Refresh and Digital Transformation

Within its connectivity segment, this campaign positions M1 as Singapore's first digital network operator. The focus is on enhancing customer experience through digital transformation, with approximately 90% of customer transactions now conducted online.

Strategic Framework Agreement with AWS

This December 2024 partnership with Amazon Web Services (AWS) is a significant campaign to establish a global collaboration across data centers, subsea cables, and renewable energy. It aims to accelerate growth in Keppel's infrastructure segments.

These campaigns collectively underscore Keppel Corp's business strategy, emphasizing a pivot towards recurring income streams and an asset-light model, supported by strong financial performance and strategic partnerships. The success of these initiatives highlights the market's positive reception to a clear, disciplined approach to growth and brand positioning.

Vision 2030 Results

Keppel's recurring income surged by 51% year-on-year in 1Q 2024, reaching 72% of net profit by 2024. Funds Under Management (FUM) grew to S$91 billion by June 2025, with a target of S$100 billion by end-2026.

Asset Monetisation Progress

The Asset Monetisation Programme has seen close to S$7 billion announced since October 2020, with S$1.5 billion in 2024. This has contributed to a rise in Return on Equity (ROE) to 9.8% in 1H 2024.

M1's Digital Success

M1's digital transformation has resulted in approximately S$10 million in savings by retiring old systems. The migration to a cloud-native platform has streamlined operations and improved customer engagement.

AWS Partnership Impact

The AWS partnership is expected to fuel an additional S$10 billion FUM growth in data center funds. Keppel aims to expand its data center portfolio by over 500 MW in the near-term.

Market Reception

The market has responded positively to Keppel's strategic pivot, as evidenced by its Total Shareholder Returns (TSR) of 61.1% for FY2023. This reflects confidence in the company's new direction.

Cost Savings Achievement

Keppel achieved S$70 million in recurring annual run-rate cost savings by early 2025, two years ahead of schedule. A new target of S$120 million by end-2026 has been set.

Key Campaign Learnings

The success of these campaigns demonstrates the effectiveness of a clear, disciplined strategic pivot towards higher-growth, recurring-income segments and an asset-light model. High-profile collaborations enhance brand visibility, while digital overhauls and customer-first approaches are crucial in competitive markets.

• The market rewards a clear strategic direction.
• Asset-light models and recurring income drive growth.
• Digital transformation is key for customer engagement.
• Strategic partnerships boost credibility and reach.
• Disciplined execution leads to ahead-of-schedule results.

Understanding the Growth Strategy of Keppel Corp provides context for these key campaigns, illustrating how the company aligns its sales and marketing efforts for new ventures and promotes its sustainability initiatives.

Keppel Corp Porter's Five Forces Analysis

• Covers All 5 Competitive Forces in Detail
• Structured for Consultants, Students, and Founders
• 100% Editable in Microsoft Word & Excel
• Instant Digital Download – Use Immediately
• Compatible with Mac & PC – Fully Unlocked

GET TEMPLATE ➔