Cec Project Briefing (Final)(2)

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Cec Project Briefing (Final)(2)

  1. 1. ROSEWOOD 3 PROJECT The latest medium-rise residential project in Taguig Township Central CEC PROJECT BRIEFING 09.11.09
  2. 2. PROJECT OVERVIEW SIZE OF DEV’T : 37,730.28 SQM (ALMOST 3.8 HAS) PROJECT TYPE : MEDIUM-RISE RESIDENTIAL DEVELOPMENT 5-STOREY CONDOMINIUM BUILDINGS LOCATION : TOWNSHIP CENTRAL, TAGUIG CITY NO. OF UNITS/MIX : 999 UNITS (2-BR & 3-BR UNIT MIX) 2BR – 799 units 3BR – 200 units NO. OF BLDGS : 10 MEDIUM-RISE BUILDINGS WITH LOWER GROUND PARKING AMENITY AREA : APPROXIMATELY 6,561 SQM PARKING SPACES : 796 SLOTS / 80% UNIT TO PARKING RATIO Open – 192 Parking slots Covered – 604 Parking slots CEC PROJECT BRIEFING 09.11.09
  3. 3. LOCATION Accessible via C-5 Road and a few minutes away from Makati Central Business District and Bonifacio Global City, the project is situated in the heart of the Taguig Township Central CEC PROJECT BRIEFING 09.11.09
  4. 4. Distances to Business Districts MAKATI CBD - 7.82 km Commercial • Market! Market! - 3.37 Km/ 10 Mins • Bonifacio High Street - 4.35 Km/ 15 Mins • Greenbelt - 7.93 Km/ 20 Mins • Tiendesitas - 9.1 Km/ 20 Mins THE FORT/BGC - 3.97 km Schools • International School - 4.38 Km/ 15 Mins • British School - 4.39 Km/ 15 Mins • Colegio de San Agustin - 5.46 Km/ 20 Mins • Assumption College - 8.33 Km/ 20 Mins Hospitals • St. Luke's Hospital-BGC- 4.72 Km/ 15 Mins ORTIGAS CBD - 8.46 km • Makati Medical Center - 9.5 Km/ 25 Mins Airport Terminals • NAIA 1 - approx 8 Km/ 30 Mins • Centennial Terminal - approx 8 Km / 30 Mins • NAIA 3 - 7.51 km / 20 Mins • Domestic Airport - approx 8 Km / 25 Mins LOCATION CEC PROJECT BRIEFING 09.11.09
  5. 5. CONCEPTUAL PROPOSITIONS • Blends modern Asian-inspired aesthetics and minimalist design philosophy, a residential haven that connotes simplicity, inner calm, and harmony. • Adopts a design approach that meets the ideals of serene and private condo living with interiors that are soothing and easy on the eyes, unit layouts that are compact yet liveable and practical and surroundings filled with landscapes that truly refreshes, and calms the spirit. • Features a verdant central amenity area with clubhouse that open up to surrounding views and multi-activity amenities, open spaces, and worry- free services and facilities. • The project hopes to provide residents with a calm, relaxing, and inspiring home environment conducive to communion, discovery, and self- renewal. CEC PROJECT BRIEFING 09.11.09
  6. 6. PROJECT NAME The name was derived The CREST is a symbol or from a kind of tree, emblem and connotes the CEDAR, that represents coming together of all the different symbolisms in project intended virtues- spiritual, physical, and healing, cleansing, emotional in renewal, and serenity overwhelmingly positive under this one translations, including development. virtues of healing, cleansing and protection. CEDAR CREST CEC PROJECT BRIEFING 09.11.09
  7. 7. PROJECT LOGO • Composed of texts that are rendered in a clean, linear • The use of the earth- font types evoking the clean toned brown shades (in and minimalist design of the light and dark) invokes the development. color symbolism of brown as representing calmness, • The graphic representation simplicity, austerity, consists of the shape of the dependability, and development, with Cedar tree steadfastness, values that inside connoting the private will be promoted in and tranquil world provided CEDAR CREST. by the project. CEC PROJECT BRIEFING 09.11.09
  8. 8. PRONOUNCIATION GUIDE CEDAR sē-dər or see-dahr CEC PROJECT BRIEFING 09.11.09
  9. 9. VALUE PROPOSITION WHAT The only Neo-Asian medium-rise residential development in Taguig City with a distinct minimalist design overtone HOW That offers a haven of tranquility, simplicity, and inner calm with its blend of modern, Asian-inspired aesthetics, minimalist architectural design, and resort-like amenities WHO For the underserved young families with modest income WHY Aspiring for a quiet and relaxed urban community living WHEN Amidst a stressful, fast-paced, and hurried living within the metropolis CEC PROJECT BRIEFING 09.11.09
  10. 10. Reasons-to-Believe A Touch of Neo-Asian Minimalist Design (Architecture and Building Features) The development blends modern, Asian-inspired aesthetics and minimalist design philosophy, resulting in a residential haven that connotes simplicity, inner calm, and harmony. The design style provokes the ideals of serene and private dwelling with interiors that are easy to the eyes, unit layouts that are efficiently planned, and surroundings that truly refresh and calm the spirit. The Neo-Asian Minimalist design features simplicity of layout; subtlety of light and shades; calming tones, and textures soft to the eyes; clean lines and uncluttered look. CEC PROJECT BRIEFING 09.11.09
  11. 11. Reasons-to-Believe Idyllic Community that Nurtures (Amenities and Service Facilities) The project features a central amenity area with clubhouse that opens up to surrounding views and amenities, including multi-activity pools, children’s park & playground, walking & jogging trails, open spaces, gazebos, water features, and open-air play courts, as well as worry-free services and convenient facilities. All adds up to a residential haven conducive to family bonding and relaxation as well as individual contemplation and self-renewal. CEC PROJECT BRIEFING 09.11.09
  12. 12. Reasons-to-Believe Nearness to Everything that Matters to You (Location) Strategically located in the progressive city of Taguig. It is merely minutes away from the Makati Central Business District and Bonifacio Global City. Ortigas CBD and Quezon City in the north as well as Southern Manila like Paranaque and Alabang are easily accessible through the C-5 Road. CEC PROJECT BRIEFING 09.11.09
  13. 13. Reasons-to-Believe Inspiring the Peace of Mind You Always Deserve (Property Management) Lead a life away from stress as trained professionals of DMCI Homes’ Property Management Team are on hand to extend assistance to all residents, ensuring safety and peace of mind. Property Management services includes maintenance of facilities, garbage disposal system, 24- hour security, perimeter fence, and facilities at the clubhouse. CEC PROJECT BRIEFING 09.11.09
  14. 14. Reasons-to-Believe A Heritage of Building Excellence (DMCI Heritage) Because the project is built and developed by DMCI Homes, you are assured of getting optimum value of your money, exceptional features and amenities, and a world-standard level of craftsmanship borne out of more than 50 years experience in the construction and development industry. CEC PROJECT BRIEFING 09.11.09
  15. 15. COMPETITIVE LANDSCAPE Taguig and Makati Competition CEC PROJECT BRIEFING 09.11.09
  16. 16. COMPETITIVE LANDSCAPE: TAGUIG CITY DMCI Homes projects remained affordably priced versus competition in the Makati and Taguig areas. Among DMCI Homes’ medium-rise projects in Township Central, Rosewood Pointe is selling at an average of Php 51,500/sqm (unit gross); Royal Palm Residences at Php 57,300/sqm. Cedar Crest has an average of Php 48,600/sqm, which at present rate is lowest among the DMCI Homes projects actively selling – RWP, RPR, and including Cypress Towers (high-rise at around Php 59,000/sqm). Other Taguig City projects with comparable pricing include Ridgewood Towers inside Bonifacio Global City, which is considerably higher at an average of Php 48,100.00/sqm and Pacific Residences at Php 47,500.00/sqm. CEC PROJECT BRIEFING 09.11.09
  17. 17. COMPETITIVE LANDSCAPE: TAGUIG CITY Based on the latest competitive scan report, comparable projects in Taguig City were at 75% sales absorption (composed of Trion Towers, East Tower by Ayala Land, Seibu Tower by Golden Forum Land, The Fort Palm Spring by First Global, Fifth Avenue Residences by Robinson’s Land, and Blue Sapphire by G&W Architects). Prices per square meter at The Fort, specifically runs from Php 70,000 – 90,000.00. Meanwhile, DMCI Homes products’ price per square meter ranges from Php 45,000 – 60,000.00 Condominium and residential projects in BGC, including McKinley Hill are not comparably priced vs. Cedar Crest. These are mostly high-end projects with price per sqm ranging from Php 80,000 to Php 120,000 or almost twice the price of Cedar Crest per sqm. CEC PROJECT BRIEFING 09.11.09
  18. 18. COMPETITIVE LANDSCAPE: MAKATI CITY PROJECT CEDAR CREST THE BEACON AVIDA SAN LORENZO TRION TOWERS Location Taguig City Makati City Makati City BGC Taguig City Developer DMCI Homes Geo-Estate Avida Robinson's Land Land Area 3.7 has 9.3 has 8 has 1 ha Type of MRB HIGH-RISE HIGH-RISE HIGH-RISE Development Launch Date Aug-09 Aug 2007 Oct 2008 Jun 2007 Total Inventory 999 3,000 1,132 2,250 No. of Inventory 109 (Building 2,303 605 736 for Sale A) & 109 (Building B) Sold 993 174 512 Available for Sale 1,310 605 224 Ave. Unit Take Up 47 23 22 Among actively selling DMCI Homes high-rise projects in Taguig City, RWP has remaining inventory of 105 units and ave. monthly sales take up of 22 units while Cypress Towers has remaining inventory of 303 units and ave. monthly sales take up of 18 units. CEC PROJECT BRIEFING 09.11.09
  19. 19. COMPETITIVE LANDSCAPE: MAKATI CITY Cedar Avida San Proj Name The Beacon Trion Towers Crest Lorenzo Unit Mix/Type Studio 21-26 sqm 22.08 sqm 1BR 26.00 sqm 38.10 sqm 2BR 45/ 48.00 sqm 38.00 sqm 54.18 sqm 49.5sqm 3BR 65 sqm 76.20 sqm Price Per SQM 90,439 81,799 - 92,147 96,661 to 106,352 Positioning Nurturing Units comes with Make the city Best home to have Spaces 1 hectare of smaller for the active, for amenities; campaign cosmopolitan families strategic location; highlights the lifestyle unit highlights strategic location ready-to-move in of the project, standard targeting young furnishings. professionals and startup families working in Metro Manila, especially Makati CEC PROJECT BRIEFING 09.11.09
  20. 20. S.W.O.T. ANALYSIS a. Strong market hold in Township Central and Taguig City as Strengths proven by the strong performances of Rosewood Pointe and Royal Palm Residences; b. Strong positioning and brand awareness of DMCI Homes among the middle-income segment. Cedar Crest is a brand within an already strong brand name of DMCI Homes in Township Central. c. Strategic location in close proximity to BGC, Makati CBD, Ortigas, and NAIA airports d. Pricing and value for money with development features a. Convenience and accessibility of competition to BGC and Makati CBD. Most competitors are within the business districts Weaknesses themselves like Beacon, Trion Towers, Avida and other developers at BGC, including Filinvest and Megaworld. CEC PROJECT BRIEFING 09.11.09
  21. 21. S.W.O.T. ANALYSIS a. Almost all comparable residential projects in Taguig City has Opportunities sold out inventory, which means the market will look for other product to fulfill the supply demand for residential homes; b. Taguig is rapidly developing into an industrial and progressive city and gaining popularity as an ideal business destination in Metro Manila; Development of C-6 road in particular, which connects C-5 to the cities in South Manila, will have positive effects to DMCI Homes properties as it passes very near them. c. Prices of condo and residential home units inside BGC are continuously escalating per sqm. a. Planned implementation of Taguig City Hall initiated developments (Sea and Sky Residences) and the entry of other Threats developers in the vicinity of the Township central (R2 Builders e.g.), the awarding of North Bonifacio properties to Megaworld and other developments in the area like Camella. CEC PROJECT BRIEFING 09.11.09
  22. 22. TARGET MARKET Demographics, Psychographics, and Personifications CEC PROJECT BRIEFING 09.11.09
  23. 23. TARGET MARKET Primary Market / Early Nesters Married couples (28 – 40 years) old with 1 to 2 kids, from toddler to elementary level. Occupies middle to top management positions in reputable companies. They are currently residing in the Metro or Mega Manila area, own a family car, and have combined monthly salary ranging from Php 80,000 to 120,000. They are family-centered and consistently values familial bonds or togetherness. They frequent nearby malls and other family leisure spots in the metropolis and enjoy occasional out-of-town family trips with friends and relatives. They intend to purchase their first home within the next 1-2 years, seeing their new house as both a family investment, where they can nurture the family, and a family legacy that they can leave to their children and grandchildren. CEC PROJECT BRIEFING 09.11.09
  24. 24. Market Personification Oliver (32) and Kate (29)are a married couple of two years. They are blessed with a baby girl who’s about to turn 1 year old next month and a boy who is 3 yrs old. For more than 10 years they’ve scraped their way to the top of their respective corporate ladders. With their works and their finances steadily growing over the years, they felt for the past few months that the time to realize their life-long dream of owning a home they can come to after each day of stressful work, is now. More important for them, they long for a home in an environment where their children can soon breath fresher air, play in the open space, bask in the glorious sun and dance in the rain. CEC PROJECT BRIEFING 09.11.09
  25. 25. Need-Benefit Analysis Emotional Need Benefit Activities & Link to Product/ Experience Amenity Young urban couple Accessible to the Get home and have an early • Strategic Location starting a family needs workplace. Travel time & dinner with your wife & kids. to find work & family traffic are minimized • Amenities Area Spend some quality time life harmony to nurture allowing you & your family teaching your kids their budding to spend more time on lessons/homework from • Affordability relationship bonding moments & school activities you love • Security, “lock & leave” Play games with neighbors Young starting family Offers a wide variety of and friends at the open seeking a balance in active play and passive playfield area. their recreational and relaxation for a more leisure activities balanced life Go shopping every month like you use to without worrying A startup family A true value-for-money where to get your next house purchase payment. searching for a good purchase that gives you a home deal that would lot at a price that will not allow them to still keep empty your bank account. Spend a whole day at the the life they lead and Clubhouse with the whole be able to pursue other Spend quality time with family. Go swimming, watch a interests. family and lead a hassle- movie, go on a picnic. free life as PMO takes care of the little things for you CEC PROJECT BRIEFING 09.11.09
  26. 26. TARGET MARKET Secondary Market / Full Nesters Married couples between the ages of 55 - 70 years old with teenage kids. Occupies top management positions in reputable companies or own and run a family business. They are currently residing in Metro Manila and own several cars. They have a combined monthly income ranging from Php 150,000 to 200,000. They are career-driven, family-oriented individuals that value security, comfort and convenience. They travel a lot, here and abroad, either for business or leisure. They are members of respected business organizations as well as exclusive organizations such as golf and yacht clubs. They frequent important social gatherings and big business conferences. They may already own several properties, be it a condo unit near CBDs or a leisure estate outside the metropolitan area, though they still intend to buy a property either for themselves – as halfway home – and/or for their kids – to be near the best colleges. CEC PROJECT BRIEFING 09.11.09
  27. 27. Market Personification John and Jane, both doctors and aged 55 to 60, lived in Capitol Homes, Pasig City since their marriage 25 years ago. Their eldest son, Jonathan, has just passed the medical board, and will take a resident’s position in Medical City soon. Their second, Patty is a registered nurse and has taken a post in one of the hospitals in London. The couple’s youngest son, John John, is scheduled to graduate from primary school. The couple decided to give Jonathan the house in Capitol Homes. It’s their early gift to their son who has now a wife and 2 children of his own. They would need to relocate soon anyway since they would be assigned to the would- be-opened St. Luke’s Medical Center inside Bonifacio Global City and plan to enroll John John at British International School for his secondary education. They also plan to enter into retirement in a community that has a lot of open spaces, values privacy and exclusivity, and away from the hurried lifestyle within the business districts. They also like to have a new home where their son can enjoy resort-type amenities without leaving their homes or without going too far away from Manila because of their occupation. CEC PROJECT BRIEFING 09.11.09
  28. 28. Need-Benefit Analysis Emotional Need Benefit Activities & Experience Link to Product/ Amenity Working parents yearn Cedar Crest offers Your kids are safe and free to • 24-hr security for a secured & tranquil and fully secured have a stroll and play within peaceful environment home environment Cedar Crest. Less worries for • Gated Entrance for their family to live in enveloped in a nature- the busy parents rich setting. • Perimeter Fence Parents who want to No need to travel to far Take a dip with your kids and • Central amenities enjoy quality time with away resorts and grandkids in the swimming their family in the recreational areas with pool. • Parks, gardens and comforts of their own resort- like amenities playground areas homes complete with Have picnics at the picnic convenient facilities and areas or watch a movie with • Strategic location property management friends at the AV Room services • Property management services Enough time to bring your Working couple Accessible to exclusive kids to school before going to looking for a place that schools, modern work is accessible and hospitals, popular malls, comes with a etc. Get a relaxing massage in personalized service your own home for stress relief and maximum relaxation CEC PROJECT BRIEFING 09.11.09
  29. 29. TARGET MARKET Newly-weds, Working or Young urban startup or growing professional professionals families parents with 1 or working in BGC, 2 kids Makati CBD, and Ortigas CBDs CEC PROJECT BRIEFING 09.11.09
  30. 30. PROJECT IN FOCUS CEC PROJECT BRIEFING 09.11.09
  31. 31. SITE DEVELOPMENT CEC PROJECT BRIEFING 09.11.09
  32. 32. SITE DEVELOPMENT ELEVATED CENTRAL AMENITIES IMPRESSIVE ENTRANCE GATE 10 MEDIUM RISE BUILDINGS WITH CLUBHOUSE WITH FULL AMENITIES MINIMALIST ARCHITECTURAL DESIGN PLAYGROUNDS & OPEN SPACES VERDANT LANDSCAPING CEC PROJECT BRIEFING 09.11.09
  33. 33. ARCHITECTURAL CONCEPT Architectural Style: Neo-Asian Minimalist • The theme reflects the ageless appeal, mystique and charm of Asia, as seen in ingenious use of materials, color and textures, but interpreted in a modern unpretentious way. • The goal of Neo-Asian Minimalism is to find modes of expression that denounces complexity, move towards imbuing space with a modest sense of spirituality, clarity and harmony. CEC PROJECT BRIEFING 09.11.09
  34. 34. DESIGN CONCEPT Neo-Asian Minimalist Features Simplicity of lay-out Subtlety of light and shades Calming tones and textures that are soft to the eyes Clean lines, uncluttered look Only essential furniture and fixtures are provided Materials and finishes with less maintenance CEC PROJECT BRIEFING 09.11.09
  35. 35. DESIGN CONCEPT Benefits of a Minimalist Home More Appealing Looks Spacious Less Stressful Easier to clean CEC PROJECT BRIEFING 09.11.09
  36. 36. SITE DEVELOPMENT (Scheme 49) LAND AREA = approx. 3.8 has. NO. OF BLDGS = 10 MID-RISE STRUCTURES Building No. of units # of STOREYS = 5 W/ BASEMENT PARKING Amaranth 109 DENSITY = 262 UNITS/HECTARE Chamomile 109 NO OF UNITS = 999 UNITS PARKING = 796 SLOTS Fennel 109 (604 covered and 192 open) Hawthorn 128 UNIT MIX = 2BR & 3BR Lavender 89 Mallow 99 Palmetto 109 Marigold 109 Roselle 69 Tangerine 69 Total 999 CEC PROJECT BRIEFING 09.11.09
  37. 37. DEVELOPMENT FEATURES • Grand entrance • Electric perimeter fence • Overhead water tank and cistern • Garbage collection facilities • Back-up generator • WI-FI connectivity at the Clubhouse • Water Station • Convenience Store • Laundry Station CEC PROJECT BRIEFING 09.11.09
  38. 38. BUILDING FEATURES • Neo-Asian minimalist-inspired façade • Themed receiving area at the upper ground floor • Single-loaded, inside corridor design • Landscaped atrium at the upper ground floor • Covered parking at lower ground floor • Service area at roof deck with provisions for individually metered water and electricity • Fire alarm and fire hose cabinets along corridors • Elevators in all buildings • Fire exits at both wings • Balcony in all units CEC PROJECT BRIEFING 09.11.09
  39. 39. CEDAR CREST (Scheme 49) CEC PROJECT BRIEFING 09.11.09
  40. 40. BUILDING NAMES From known blends of tea. Cedar Crest is a residential haven conducive to family bonding and relaxation as well as individual contemplation and self- renewal, much like what tea does to health and well-being. CEC PROJECT BRIEFING 09.11.09
  41. 41. BUILDING PLANS – Upper Ground Level AMARANTH 2BR 45.00 sqm – 9 units 2BR 49.5 sqm – 8 units 3BR 65 sqm – 4 units (gross : 75sqm) (gross : 71sqm) (gross : 88sqm and 93sqm) CEC PROJECT BRIEFING 09.11.09
  42. 42. BUILDING PLANS – 2ND To 5th Floor AMARANTH 2BR 45.00 sqm – 9 units 2BR 49.5 sqm – 9 units 3BR 65 sqm – 4 units (gross : 60sqm and 58.5 sqm) (gross : 64.5 sqm and 63sqm) (gross : 88sqm and 93sqm) CEC PROJECT BRIEFING 09.11.09
  43. 43. UNIT FEATURES Provisions: • Provision for window-type AC at Master’s Bedroom & Bedroom 2 • Provision for cable TV connection • Provision for telephone line connection • Provision for smoke detectors • Provision for split-type air-con for inner units Inclusions: • Individual electric meters • Individual mail boxes with keys • Bedroom partitions CEC PROJECT BRIEFING 09.11.09
  44. 44. UNIT MIX Unit Type Total Buildings 45.00 sqm 49.50 sqm 65.00 sqm Amaranth 45 44 20 109 Chamomile 45 44 20 109 Fennel 45 44 20 109 Hawthorn 54 54 20 128 Lavender 35 34 20 89 Mallow 40 39 20 99 Palmetto 45 44 20 109 Marigold 45 44 20 109 Roselle 49 20 69 Tangerine 49 20 69 Total 452 347 200 999 % 45% 35% 20% 100% CEC PROJECT BRIEFING 09.11.09
  45. 45. UNIT LAY-OUT – 45.00 sqm CEC PROJECT BRIEFING 09.11.09
  46. 46. UNIT LAY-OUT – 49.50 sqm CEC PROJECT BRIEFING 09.11.09
  47. 47. UNIT LAY-OUT – 65.00 sqm CEC PROJECT BRIEFING 09.11.09
  48. 48. TURNOVER FINISHES I. FLOOR FINISHES Living, Dining and Kitchen Ceramic tiles with baseboard Bedrooms Narra wood parquet with baseboard Balcony Ceramic tiles with pebble washout Toilet Unglazed ceramic tiles II. WALL FINISHES Interior Walls Painted finish Toilet Painted plain cement finish above tile III. CEILING FINISHES Living, Dining and Kitchen Painted plain cement finish Bedrooms Painted plain cement finish Toilet Painted ficem board ceiling CEC PROJECT BRIEFING 09.11.09
  49. 49. TURNOVER FINISHES Granite finish kitchen countertop IV. KITCHEN AREA complete with cabinet system V. DOORS Entrance Door Wooden panel door on metal jamb Bedroom Door Wooden door on metal jamb Toilet Door Wooden door with louver on metal jamb Aluminum framed glass panel w/ insect Balcony Door screen Aluminum framed glass panel with insect VI. WINDOWS screen (except awning windows) CEC PROJECT BRIEFING 09.11.09
  50. 50. CLUBHOUSE CONCEPT • AIRCONDITIONED FUNCTION HALL • ENTERTAIMENT ROOM • FITNESS GYM • WATER STATION • LAUNDRY PICK-UP STATION • CONVENIENCE STORE • GAME ROOM CEC PROJECT BRIEFING 09.11.09
  51. 51. AMENITIES CONCEPT • LEISURE POOL • KIDDIE POOL • LAP POOL • PLAYGROUND • JOGGING PATHS • GAZEBOS • PICNIC AREAS • BASKETBALL COURT CEC PROJECT BRIEFING 09.11.09
  52. 52. PMO SERVICES • 24-hour security, with roving personnel • General maintenance of common areas • Move-in assistance • Utilities application and payment assistance • Realty tax payment assistance • Taxi call-in service • Organizing of community events • Newspaper delivery* *Service available for a reasonable fee CEC PROJECT BRIEFING 09.11.09
  53. 53. MILESTONES Amaranth Building – Target RFO by May 2011 Chamomile Building – Target RFO by July 2011 CEC PROJECT BRIEFING 09.11.09
  54. 54. LAUNCH MARKETING PLANS & STRATEGIES CEC PROJECT BRIEFING 09.11.09
  55. 55. Branding CEC PROJECT BRIEFING 09.11.09
  56. 56. Communication Tagline NURTURING SPACES. EVERYDAY. CEC PROJECT BRIEFING 09.11.09
  57. 57. Marketing Materials 1. MARKETING SHOWROOM AT DHCC – opening on September 2009 2. MODEL UNIT located at Township Central Information Center – opening on November 2009 3. SCALE MODEL – 2 units 1 unit is to be placed at the Information Center on September 15th Other smaller unit for booth exhibits available by end of September CEC PROJECT BRIEFING 09.11.09
  58. 58. Print Advertising and Publicities 1. Print Ads – release in Philippine Daily Inquirer and Philippine Star upon the issuance of License to Sell (LTS) in 2010. 2. Print Supplement – two stories in November in time for the project’s grand launch (Architectural Theme and Target Market stories) is aimed at generating awareness about the project. 3. Press Releases – The release of project featured articles and stories are targeted to drum up interest for the project starting this September, the project’s scheduled soft launch. A line up of two (2) stories per month or a total of six (6) PR stories for the year is projected to reinforce Sales Efforts and achieve the level of inquiries targeted for the project. CEC PROJECT BRIEFING 09.11.09
  59. 59. Approved Print Ad Concept • The copy provided in the concept features several elements that is united by a common theme: the minimalist theme of the development; • The concept focuses on family and family relationships. It espouses a more personal, familial, homey feel. CEC PROJECT BRIEFING 09.11.09
  60. 60. Supported Marketing Activities 1. Grand Open House – To maximize word-of-mouth advertising, a Grand Launch event for the project will be held in November (target). The Grand Launch event is targeted to consist of Model Unit and Sales Office inauguration and Groundbreaking Rites to usher in the project’s launch. 2. Mall Booth - To broaden the target market, merchandising booth display in shopping malls and commercial centers will be scheduled from September to November this year. Targeted malls include the following: • SM Megamall – ongoing mall booth display of DMCI Homes’ projects, CEC for scheduling; • SM Bicutan – to target upgraders and startup families from nearby Paranaque and Southern Manila; • Cash & Carry/Waltermart/SM Makati – to target the working class of Makati CBD; • The Podium and SM Pasig – to target the always-on-the-move Pasig City, Pateros, and San Juan residents; CEC PROJECT BRIEFING 09.11.09
  61. 61. Selling Kits/Collateral Materials 1. Leaflets already available for sellers’ saturation 2. Flyers by end of September 3. Brochure by 1st week of October 4. Perspectives and Walkthrough CD by end of September CEC PROJECT BRIEFING 09.11.09
  62. 62. Leaflet – already available CEC PROJECT BRIEFING 09.11.09
  63. 63. Flyers – End of September 2009 CEC PROJECT BRIEFING 09.11.09
  64. 64. Brochure – 1st Week of October 2009 CEC PROJECT BRIEFING 09.11.09
  65. 65. Still Perspectives CEC PROJECT BRIEFING 09.11.09
  66. 66. CEC PROJECT BRIEFING 09.11.09
  67. 67. CEC PROJECT BRIEFING 09.11.09
  68. 68. CEC PROJECT BRIEFING 09.11.09
  69. 69. CEC PROJECT BRIEFING 09.11.09
  70. 70. FUNCTION HALL INSIDE THE CLUBHOUSE CEC PROJECT BRIEFING 09.11.09
  71. 71. GAME & LOUNGE BAR CEC PROJECT BRIEFING 09.11.09
  72. 72. GAME & LOUNGE BAR CEC PROJECT BRIEFING 09.11.09
  73. 73. CLUBHOUSE FACILITIES CEC PROJECT BRIEFING 09.11.09
  74. 74. CEC PROJECT BRIEFING 09.11.09
  75. 75. CEC PROJECT BRIEFING 09.11.09
  76. 76. CEC PROJECT BRIEFING 09.11.09
  77. 77. BUILDING A CEC PROJECT BRIEFING 09.11.09
  78. 78. BUILDING B CEC PROJECT BRIEFING 09.11.09
  79. 79. CEC PROJECT BRIEFING 09.11.09
  80. 80. CEC PROJECT BRIEFING 09.11.09
  81. 81. Merchandising ON SITE 1. Billboard 2. Production and installation of 2x3 directional signage from Diego Silang archway leading to Acacia Lane and to the project site; OFF-SITE Along Diego Silang and the immediate C5 Road vicinity areas will be saturated with Cedar Crest merchandising materials, including: Production and installation of ten (10) pieces BCDA board ups along Diego Silang street starting October 2009; Installation of Diego Silang Pedestrian Overpass Billboard along C5 starting November 2009; Installation of minimum twenty (20) pieces lamp post banners along C5 (northbound and southbound) starting October 2009; CEC PROJECT BRIEFING 09.11.09
  82. 82. Lamp post banners compre CEC PROJECT BRIEFING 09.11.09
  83. 83. Flyer Compre Nurturing Spaces. Everyday. Soon. 324-8888 • www.dmcihomes.com CEC PROJECT BRIEFING 09.11.09
  84. 84. END OF PRESENTATION CEC PROJECT BRIEFING 09.11.09

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