10 step marketing plan arvin matias

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10 step marketing plan arvin matias

  1. 1. 1 10 STEP Marketing Plan for a r v i n m a t i a s November 2010 Leisure Residential Properties and Amenities
  2. 2. 5 Steps for Part 1 (PTM and Positioning) 1. Tagaytay Highlands PTM are “Upper Class/High end market” 2. Who want to enjoy the benefits of their life’s work and experience a luxurious lifestyle 3. Can choose Anvaya Cove, Canyon Woods, Hamilo Coast, Ayala Greenfield Estates and Splendido 4. Gap is all other real estate developers do not have country clubs, golf clubs and post sale amenities that comes free with every lot purchase. 5. The market size is P7.5 Billion. Tagaytay Highlands’ niche is P1 Billion.
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. Tagaytay Highlands’ Theme lots 7. A property ranges from P5M and up 8. Utilizes sales hubs, uses discounts and freebies 9. Located in a recreational area comprising mountains, rolling hills, and lakeshores about 90 minutes south of Manila in Tagaytay City and Batangas province, with spectacular views of Taal Lake and the surrounding countryside. 10. Uses a niche approach to win
  4. 4. 4 Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1.My primary target market (PTM) is.. Demographics (45 – 70 years old, male and female, Class A in socio-economic condition, married) Lifestyle (entrepreneurs, retirees, golf addicts, leisure lovers) Behavior (Builds a retirement home, enjoys the amenities within Tagaytay Highlands and Midlands)
  6. 6. I want to feel luxurious I am complete when I have a beautiful home to retire in
  7. 7. 2. My PTM’s NWE Type A class middle to higher aged individuals need To flaunt status (social), to boost Self-Esteem, Self recognition Type A class middle to higher aged individuals choose Close-up over other toothpastes because of …. The prime location, Freshness of the surrounding air, a place to retire in, to play golf in different course, to enjoy luxurious amenities such as spas and different sports/health facilities, credibility& awareness of company, brand; Type A class middle to higher aged individuals expect his when they use Close-up Incredible surroundings that eases and relaxes the mind and body, luxury within their grasp, satisfaction in terms of financial achievement.
  8. 8. 3a. Close-up has many formidable competitors Direct: Anvaya Cove, Hamilo Coast, Canyon Woods, Ayala Greenfield Estates and Splendido Indirect: SMDC Wind Residence, Crosswinds Tagaytay, Knightsbridge, Azure, Variables: Location, Price, packaging (assets inclusive of the product), amenities, exclusivity, post sale services, availability, brand
  9. 9. 3b. Competitive Position Map a. Price vs. Age Matrix b. Positioning vs. Brand Matrix *Note that premium real estate market data indicated in this study was further segmented in to “Premium Residential Properties with Golf clubs and other amenities” (here in referred to as Leisure Residential lots and amenities). This data does not represent the country’s high-end real estate market size (includes premiere condo units within NCR) which is estimated to be at the P20B level.
  10. 10. a. Tagaytay Highlands is #1 in niche: high priced product for 55 and above yrs old Price/Age Matrix 26-35 years old 36-45 years old 46- 55 years old 56 and above High Priced (P15M and up) Medium Priced (P10M - P15M) Low Priced (P5M - P10M) Hamilo Coast Anvaya Cove Splendido Greenfield Estates Canyon Woods Tagaytay Highlands
  11. 11. b. Tagytay Highlands’ unique positioning is shown in this competitive map Tagaytay Highlands has positioned itself to satisfy ambiance desires and provide post sale services through functional amenities for its niche. Anvaya Cove Hamilo Coast Canyon Woods Splendido Greenfield Estates Tagaytay Highlands 3 2 1 3 2 1 3 2 1 Positioning V.S. Brand Matrix Prime Location: Provides a serene natural ambiance Solid Amenities: recreational facilities within the real estate compound Post Sale Sevices Provided
  12. 12. 4. Tagaytay Highlands positions strongly in a niche market opportunity Tagaytay Highlands is the only (truly) world-class recreational and residential complex Nestled amid the natural splendor and cool, unpolluted atmosphere of the Tagaytay Ridge. With tons of exciting activities, plush facilities, fine dining & drinking, and Asia's most exciting golf courses For high end middle to higher aged individuals Who want to experience the fruits of their success by having luxury within their grasps Who wants to have the ideal getaway haven from the hustle and bustle of urban life. No brand has a similar position (though others claim) Others focus on having residential houses alone or a separate golf course on it’s own. Others may have golf club shares with their lot but the location is nothing like the Tagaytay Highlands.
  13. 13. 5a. Estimated market size for Leisure Residential Properties and Amenities based from competitor data is P5B (in P millions) Anvaya Cove Hamilo Coast Canyon Woods Splendido Greenfield Estates Tagaytay Highlands Est. Total Market Size 1,200 956 789 342 475 910 4,672 26% 20% 17% 7% 10% 19% 100% Source: Colective 3Q2010 17-Q reports to the SEC and Financial Projections of third parties 2010 Est. Revenues from Real Estate Operations *Note that premium real estate market data indicated in this study was further segmented in to “Premium Residential Properties with Golf clubs and other amenities” (here in referred to as Leisure Residential lots and amenities). This data does not represent the country’s high- end real estate market size (includes premiere condo units within NCR) which is estimated to be at the P20B level.
  14. 14. 5b. Estimated market size for Leisure Residential Properties and Amenities based from Tagaytay Highlands’ data Excluding share components (from golf or country club shares) of leisure residential properties and amenities, Tagaytay Highlands estimates market to be P6.5B for 2010 period.
  15. 15. 5. Concluded that Leisure Residential and Amenities market is at the P7.5B level Data obtained indicates the following: Competitor data= P5B Company data = P6.5B Considering the bullish and upward swing of the real estate market, the lowest interest rates on long term financing, the steady 2% increase in population (w/c improves demand for real estate) and the .5% increase in retirees, market size for Leisure Residential Properties and Amenities is estimated at the P7.5B level. http://corporatesolutions.swisslife.com/etc/slml/slnw/obedl/1/200/362.File.tmp/Philippines.pdf
  16. 16. 16 The Marketing Mix Strategy Part 2: Steps 6 to 10
  17. 17. 6a. Photo of product category : “Distinctly Tagytay Highlands”
  18. 18. 6a. Photo of product category: Hamilo Coast (competitor)
  19. 19. 6a. Photo of product category: Anvaya Cove (competitor)
  20. 20. 6a. Photo of product category: Canyon Woods (competitor)
  21. 21. 6a. Leisure Residential properties and Amenities category is dominated by 4 major brands Tagaytay Highlands Hamilo Coast Anvaya Cove Canyon Woods
  22. 22. 6b. Product Description Tagaytay Highlands is the country's premier destination for luxury living. It is situated just sixty kilometers away from Metro Manila Tagytay Highlands is a world-class recreational and residential complex nestled amid the natural splendor and cool, unpolluted atmosphere of the Tagaytay Ridge. Tagaytay Highlands Products include: Katusra and Yume Cotswold and Fairfield The Parks and The Verandas at Saratoga Hills Nob Hill Lakeside Fairways Phases 1 – 5 Kew Gardens Enclave Terrazas de Alava Tivoli Place
  23. 23. 6b. Product Description The facilities and amenities within Tagaytay Highlands include: The Country Club at Tagaytay Highlands Tagaytay Highlands Golf Club Tagaytay Midlands Golf Club Spa and Lodge Highlands Steakhouse restaurant China Palace restaurant The Gardens The Greenhouse The Sports Complex (complete) Camp Highlands Cottage Grove Cable Car System
  24. 24. 7. Price- Tagaytay Highlands is 4% - 38% higher but with more amenities and post sale services Base Selling Price (P/sqm or P/unit) Lakeside Fairways Phases 1 to 5 Lakeside Fairways Phase 6 (Cotswold) 12,261 Lakeside Fairways Phase 7A (Katsura) 12,431 Lakeside Fairways Phase 7B (Yume) - Lots 13,677 Lakeside Fairways Phase 7B (Yume) - House & Lot 19,500,000 Plantation Hills Phases 1 to 5 5,421 Saratoga Hills-Phase 1 (The Parks) 11,815,171 Saratoga Hills-Phase 2 (The Verandas) 9,571 Saratoga Hills-Phase 3 (Fairfield) 11,063 Nob Hill (Fairfield 2) 13,620 From averages, prices of Tagaytay Highlands properties are higher by 38% as compared to Canyon woods and 4% as compared to Anvaya Cove. As a focus point, Tagaytay Highlands has more amenities and other services as compared to the two competitors. Tagaytay Highlands aims to focus on their niche with these amenities and by providing other post sale services.
  25. 25. 8a. Tagaytay Highlands’ Promo Tagaytay Highlands primarily through direct selling. Tagaytay Highlands have sales hubs located in Tagaytay and several locations within NCR (one hub in The Podium mall in Ortigas). In this regard, Tagytay Highlands should strengthen it’s sales force. On top of having several standard options for terms and discounts, Tagaytay Highlands can follow the cash flow capability of the client and calculate applicable discount based on client’s demands.
  26. 26. Also, each lot purchase with comes with a free share of Tagaytay Midlands Golf Club. For selected standard payment terms, buyers can get free items such as LCD TVs, 3D TVs, Macbook Pros, iMac, iPad and kitchen equipment worth P200K. With these promos, Tagaytay Highlands will be the only real estate entity that can compute applicable discount based on the cash flows of the buyer. In addition, Tagaytay Highlands will be the only one that can give out freebies on top of standard discounts from payment terms. 8a. Tagaytay Highlands’ Promo
  27. 27. 8b. Competitor promo Both Hamilo Coast and Anvay cove communicate through web site and direct selling (via sales executives). As seen in their websites, they market the location of their projects more as supposed to the planned lots and facilities. Both also have promos with discounts ranging from 5% to 10% discount for outright 10% down payment terms.
  28. 28. 8b. Competitor promo Canyon Woods like the former two competitors mentioned also communicate through their website and direct selling. However, unlike the former two, Canyon Woods highlight their facilities and their planned themed homes. Canyon Woods has a 5% discount with 10% outright down payment terms.
  29. 29. 9. Place Where is your product available? Tagaytay Highlands Premier lots are located within the gated and secured facility of Tagaytay Highlands Compound. Just 90 minutes from Metro Manila district in Tagaytay City.
  30. 30. 10. Tagaytay Highlands is a niche leader Tagaytay Highlands’ main strategy is to dominate the niche market of Class A middle to higher aged individuals by providing residential houses and lots in good locations and provide luxurious amenities and post services that are attached with the unit purchase. It benefits from sales hub scattered within and outside Metro Manila. Has world class golf courses and provides excellent post sale services through the Spa and Lodges, sports complex and other facilities within the Tagaytay Highlands compound
  31. 31. 31 SUMMARY Leisure Residential Properties and Amenities 10 STEP Marketing Plan for
  32. 32. 5 Steps for Part 1 (PTM and Positioning) 1. Tagaytay Highlands PTM are “Upper Class/High end market” 2. Who want to enjoy the benefits of their life’s work and experience a luxurious lifestyle 3. Can choose Anvaya Cove, Canyon Woods, Hamilo Coast, Ayala Greenfield Estates and Splendido 4. Gap is all other real estate developers do not have country clubs, golf clubs and post sale amenities that comes free with every lot purchase. 5. The market size is P7.5 Billion. Tagaytay Highlands’ niche is P1 Billion.
  33. 33. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. Tagaytay Highlands’ Theme lots 7. A property ranges from P5M and up 8. Utilizes sales hubs, uses discounts and freebies 9. Located in a recreational area comprising mountains, rolling hills, and lakeshores about 90 minutes south of Manila in Tagaytay City and Batangas province, with spectacular views of Taal Lake and the surrounding countryside. 10. Uses a niche approach to win
  34. 34. 34 10 STEP Marketing Plan for a r v i n m a t i a s November 2010 Leisure Residential Properties and Amenities

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