In-Depth Marketing Strategy of CPIC – With Company Overview & Campaigns

Updated on: Jan 5, 2023

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In our previous article, we learnt in detail about the marketing strategy of Sunac. In this article, we are going to elaborate on the marketing strategy of CPIC – a market-leading real estate and property developer.

The goal is to study CPIC and acquire insights into how it developed into Pakistan’s premium brand of market-leading real estate and property developer. CPIC seeks to improve Pakistan by creating sustainable and safe communities.

A marketing element that is part of a company’s DNA has the power to create or break the business. Online visitors from all around the world have followed the marketing sector online. If you have any interest in contemporary digital marketing, we strongly urge you to enrol in Karan Shah, our CEO and founder free masterclass on Digital Marketing.

In this blog, we’ll go into detail about the marketing strategy of CPIC. Prior to getting too deep, let’s first investigate the company’s past, target market, and web presence.

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About CPIC –

marketing strategy of cpic - cpic logo

Source – CPIC-Global

CPIC or also known as the China Pakistan Investment Corporation was founded in 2017 by Zeeshaan Shah. The privately held, award-winning real estate investment company Cpic has offices in New York and Karachi in addition to its London headquarters. CPIC seeks to improve Pakistan by creating secure, long-lasting neighbourhoods that promote unity and support thriving local economies.

It is an industry leader in real estate and construction, concentrating on business prospects along the $62 billion China-Pakistan Economic Corridor (CPEC).

The only company in Gwadar’s history to finish infrastructure projects and turn over plots is CPIC!

By providing global investors with a secure route to Pakistan’s real estate market, CPIC is encouraging increased Foreign Direct Investment into the country, building world-class communities and increasing standards of living for the local population.

CPIC is the market leader for real estate in Pakistan, NOC is approved by GDA, and it offers flexible payment plans Handing over completed plots to customers in 24 months. Since trade generates money for the area, real estate investment is currently seeing a surge.

Quick Stats on CPIC –

CEO Zeeshaan Shah
CMO Sandeep Gulati
Area Served Pakistan
Industry Real Estate
Market Revenue $6 Million
Vision Make responsible investments promoting sustainable development in CPEC related investments in Pakistan.
Tagline Building tomorrow’s communities together


Marketing Strategy of CPIC –

Let’s find out more about the marketing strategy of CPIC! And how CPIC carries out the marketing campaign, etc.

Segmentation, Targeting, and Positioning

The Target Market depends on various aspects such as geography, demography, and the behaviour of the people. Demographic segmentation is dividing the mass market into smaller segments and groups based on area, surroundings and government approval. 

Targeting is essential to find whether the intuition is real or just an expectation.

CPIC needs to decide whether the segment it is planning to target can be financially lucrative. Providing a complete guide about the property and talking about the beneficiaries might help. Foreign direct investment will play an important role in this sector.

CPIC established its place in the market by being the only business to finish the infrastructure and turn over plots in Gwadar’s history! Through its programmes, CPIC started to produce results, turning Pakistan into one of the top travel destinations.

Marketing Campaigns

  • #PAK2030 Campaign in London

marketing strategy of cpic - marketing campaign

#PAK2030 is a movement to educate the world about the vibrant country and growing economy of Pakistan. 2030 in particular is about PwC’s 2017 report projecting that Pakistan will be the World’s 20th-largest economy by 2030!

Leading Gwadar real estate developer CPIC ran a promotional campaign in Central London, sponsoring 100 buses across the capital, promoting Gwadar under the slogan “The World’s Most Expensive Campaign Ever to Promote Gwadar.” – The Gateway to Emerging Pakistan. 

The buses travelled through some of the most affluent neighbourhoods in the world, including Knightsbridge, Park Lane, Mayfair, Oxford Street, the House of Parliament, the House of Lords, Westminster, and the Queen’s residence Buckingham Palace, reaching an estimated impact audience of over 100 million people. In London alone, the buses reached a direct audience of over 10 million people.

The campaign got successful as it grabbed the attention of thousands of people and generated awareness about the real estate developer CPIC.

  • Changing Perceptions

marketing strategy of cpic - marketing campaign

The CPEC revolution is helping Pakistan advance and maintain peace, as intended by CPIC. Pakistan has become one of the top tourist destinations, indicating that the government’s efforts to increase tourism in the nation are starting to pay off.

The campaign was effective, as Pakistan had a substantial rise in tourism of more than 70% in 2018 compared to 2017, mostly as a result of the government’s numerous attempts to boost the nation’s tourism industry, particularly the better security situation.

marketing strategy of cpic - marketing campaign

Then, in 2019, the Campaign was set up to boost tourism in Pakistan. The Historical Ruins of Mohenjo-Daro may be reached from Karachi by public bus or once-a-week aircraft, and they were named a UNESCO World Heritage Site in 1980. About four periods of shifting perspectives took place, and they involved trips to Islamabad, Shigar, Skardu, Swat, Chitrai, and, lastly, Gwadar.

The campaign was a complete success, with a lot of enjoyment, a royal visit, exposure to local cuisine, and the simplicity of obtaining a tourist visa upon arrival.

Social Media Marketing

CPIC has a vibrant audience and is active on all social media platforms, including LinkedIn and Instagram. Youtube & Facebook has more followers than Instagram, LinkedIn, and last but not least, Twitter combined.

  • Facebook – 44K+
  • Instagram – 15.2K
  • LinkedIn – 3K+
  • Twitter – 2K+
  • Youtube – 44.9K

 The majority of the posts are promotional and informational, but there are also some posts about charity campaigns and events.

SEO Strategies

marketing strategy of cpic - ubersuggest seo screenshot

Source – UberSuggest

According to SEO rankings, having less than 500 keywords is bad, having more than 1000 is good, and having more than 10,000 is amazing. As can be seen, has 1966 organic keywords, which is a respectable number. This indicates that Cpic’s digital marketing is gathering a lot of insights.

Additionally, the monthly traffic is below average at 4K. Therefore, CPIC needs to continue working hard to keep the brand ascending in the Google organic SERP results.

Influencer Marketing

The first delegation of social media influencers from the UK, Canada, Australia, and Germany was brought to Pakistan by CPIC. All social media channels had about 6 million views of that tour.

Brooke Saward, one of the pioneers in the travel influencer industry, and Alexis Alford, a Californian who will soon break the record for the youngest female to visit every country in the world at age 21, were among the major media influencers.

E-Commerce Strategies

In talking about e-commerce strategies CPIC has its website from where they hire their services with special offers. It has exceptional importance to CPEC since it is a strategic port at the tip of the South Asian sea networking countries with vital trade.

Mobile Apps

CPIC has a Mobile app termed “CPIC Global” which is available on the play store as well as on the app store. It has around 1k+ downloads. The app provides new feeds, construction and project-related updates.

Content Marketing Strategies

Along with its presence on social media, they also publish blogs and interview videos on its website for the audience to understand its mission and growth. Content Marketing helps the audience to know about the company better.

This ends with the elaborative marketing strategy of CPIC. Let’s conclude this case study.

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What’s Unique in the Marketing Strategy of CPIC?

According to the marketing strategy of CPIC, we can observe that the organisation is acquiring recognition and support on a global scale. Pakistan is quickly turning into a major tourism destination. Being the Only Company to Complete Infrastructure in Gwadar’s History is Unique! Though CPIC lacks in its digital marketing methods, it is still trying to evolve and grow in the digital sector.

We are all aware that pandemics, which touched every industry, have had a significant impact on digital marketing. About 60% of people worldwide utilise the internet, according to digital marketing data. Due to the pandemic and the increase in internet commerce, it increased by 20% over the last two years.

The reputation of a well-known firm is crucial. The brand image of a corporation may be made or broken by its advertising techniques. Through digital marketing, successful campaigns can be created, and any errors can be quickly fixed.

Learning about this evolving marketplace is a significant first step given the increasing relevance of digital marketing. Check out IIDE’s 4-Month Digital Marketing Course and 11-Month Digital Marketing Course to learn more if you want to extend your ability and skill set.

We hope that our blog post about the marketing strategy of CPIC has provided you with valuable insight into the company’s marketing plans.

If you enjoy such in-depth examinations of businesses, such as the marketing strategy of CPIC, visit our IIDE Knowledge site for more engrossing case studies.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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