Background
Siemens Regional Crane Promotion Centre was set up in Malaysia within the fiscal year of 2004/2005, commencing from Oct 1st 2004 over the next three (3) years.

The main aim is to establish the “Regional Crane Promotion Centre” as the FOCAL point for all marketing support activities, pre-sales support, sales & service activities to all Siemens Cranes division within this region.

Business Challenge
There is a strong need to establish an ongoing and centralized market support and internal communication platform among all the Siemens crane division team in this region. Most importantly, there is a need for sharing of value-added information including successful business case studies, Siemens regional winning strategies and also, cranes development & opportunities in growing the Siemens’ cranes business in S.E Asia.

Essence’s Key Solution
In creating a sustainable and credible medium that fits with our client environment, we have established an ongoing marketing support tool in the form of “Regional Internal Quarterly Newsletter” which provides greater value-added marketing knowledge and strategic information-driven content in supporting all the related Siemens countries in S.E Asia.

The regional newsletter facilitates the information and support flow between Siemens Regional & the HQ in addition to providing proven and successful business strategies among the region. It also incorporates all the key values of Sales & Marketing for our client in garnering more business within their industry.

Results
Our concept and innovative implementation in providing value-added industry and business information to the Regional Crane Promotion Centre has been fully supported by Siemens Regional cranes (S.E Asia) and the Board of Management of Siemens HQ in Germany.

Since the launch of the 1st inaugural issue, Essence has received commendation as follows:-

• Initiating a closer collaboration effort & greater inter-communication among the Siemens group in this region.
• Generating high awareness on the capabilities, experiences & services strength of the Siemens Regional Promotion Centre in Malaysia.
• Providing a stable and sustainable marketing support level which enables our client to provide greater business support level to their counterparts.

With Essence’s research insights, we equipped our client with a higher value-added business & market knowledge and provided strategic market directions in promoting their product and services to their important customers in their respective countries.