Mega Townships: A Marketing Perspective

Abstract

This chapter examines how mega ‘dream’ projects are sold and to whom. Through an analysis of current projects in development in 2015, this chapter outlines the reality of the current context and where these projects and their strategies sit in relation to the present situation. Of key interest are the points at which each project loses focus and clarity, leading to disconnect observed which exemplifies project shortfalls and thus the disparity from planned to implemented development — the inability to successfully translate aspirations and intentions into reality, marketed image to market reality. Focusing on marketing aspects of the project, namely, strategic intentions, brand message and outcomes of the projects, this chapter highlights the NCR’s translation difficulty from planned project to the initiated project, to the end result of the project (or in this case as no projects are fully complete, the end result of those portions currently completed), exemplifying the recurring theme prevalent: high aspirations, poor implementations, underwhelming end results.