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Torre de manila

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  • 1. WHO IS YOUR TARGET CUSTOMER? By geographic location Mainly from Manila, and to some extent, from the Pasay area Halfway home market, those from Provinces namely Cavite, Batangas, Laguna, and Rizal By need/motivation Comfort zoners and status achievers By family life cycle Married couples and early nesters By SEC (gross monthly family income) B – PhP130K C1 – PhP100K Their DEMOGRAPHICS
  • 2. WHO IS YOUR TARGET CUSTOMER? Their PSYCHOGRAPHICS POSITIVE NEGATIVE Extremely self-conscious + Affluent image-driven Assurance of good fortune + well-known names + accessibility to establishments Preference for established, trusted & highly recommended developers who offer the best Simple/Uncomplicated life + Introverted+ Reliance on Professionals Career-oriented + Workaholic Outdoor life + Celebrations Price & quality over style/design STATUS ACHIEVERS COMFORT ZONERS POSITIVE NEGATIVE Relief from city stress (i.e., scenic view with enough space & freedom to move/expand/ customize) + Private/Secure Quality + Financial leeway+ Other offers House as legacy & for happy family life Saving for children & retirement Assurance of good fortune+ well-known names + accessibility to establishments Career-oriented/Workaholic Price & quality over style/design
  • 3. WHO IS YOUR TARGET CUSTOMER? The Status Achievers
  • 4. WHO IS YOUR TARGET CUSTOMER? The Comfort Zoners
  • 5. WHAT’S INSIDE YOUR CUSTOMER’S MIND? • WHAT THEY USUALLY SAY THEY WANT (explicit need) – Shelter – Investment – Convenient location – Affordable price – Societal / familial demands – Need for a scenery change Their NEEDS • WHAT THEY USUALLY MEAN (implicit need) – Pride / recognition – Security / comfort – Belongingness – Enjoyment / happiness – Independence – Privacy – Sense of achievement – Legacy to children
  • 6. WHAT’S INSIDE YOUR CUSTOMER’S MIND? 1. Primary considerations – Location – Price (Affordability) – Developer 2. Environmental elements – Security – Communities Their Top CONSIDERATIONS 3. Preference-driven – Amenities – Design / look
  • 7. WHAT’S INSIDE YOUR CUSTOMER’S MIND? Their DECISION-MAKING PROCESS
  • 8. WHO ELSE INFLUENCES THE DECISION? The INFLUENCERS to their purchase decision
  • 9. WHAT’S INSIDE YOUR CUSTOMER’S MIND? The OTHER OPTIONS in their mindPROJECT NAME DEVELOPER LOCATION LAND AREA (SQ.M.) SALES LAUNCH RFO DATE NO. OF BLDGS. NO. OF FLOORS TOTAL UNITS FOR SALE JAI ALAI PROPERTY DMCI Homes Along Taft Avenue, Manila (fronting Rizal Park) 7,717 - - 1 Bldg 43 Flrs 852 LA VERTI RESIDENCES DMCI Homes Along Taft Avenue, Manila 31,500 Jul-08 RFO 7 Bldgs 5 Flrs 1,475 PENINSULA GARDEN Twr 1-4 Federal Land Penafrancia St., Paco, Manila 21,959 Apr-06 Bldg 1 Dec-11; Bldg 2 - Dec-12 8 Bldgs 18-20 Flrs 1,050 SUNTRUST PARKVIEW Twr 1-5 Suntrust Concepcion St., Ermita, Manila 10,224 Jul-09 Twr 1-5 Dec. 2013-16 7 Twrs. 15-30 Flrs. 1,467 RIVERVIEW MANSION Federal Land Binondo, Manila 1,369 Feb-10 2013 1 Bldg 32 242 BIRCH TOWER Mirobeni 1622 J. Bocobo St., Malate, Manila 951 Jul-10 Sept. 2012 1 Twr. 50 Flrs. 824 MALATE BAYVIEW MANSION Malate Bayview Mansion Development Corporation Adriatico Street, Malate, Manila - Feb-07 Bldg 1 Dec-13 1 Bldg 38 Flrs 638 UNIVERSITY TOWER MALATE Prince Jun Prop. Hldgs. Pedro Gil St., cor. Dr. Vazquez St., Malate, Manila 1,120 May-07 Dec. 2011 1 Twr. 38 Flrs. 739 VICTORIA DE MANILA 2 New San Jose Builders Taft Ave., cor. Gen. Malvar St., Malate, Manila 2,850 Dec-10 Dec. 2014 1 Twr. 45 Flrs. 1,820 VICTORIA DE MALATE Twr 1-2 New San Jose Builders Angel Linao cor. Pres. Quirino Ave., Manila 3,500 Jan-11 Dec. 2014 2 Twrs. 45 Flrs. 2,520 GREEN RESIDENCES SMDC 2241 Taft Avenue, Malate, Manila 3,590 Jun-11 1H 2016 1 Bldg 57 Flrs 3,378 CAMELLA CONDO HOMES Vista Residences 2587 Taft Avenue, Malate, Manila 1,382 Jun-11 3Q 2016 1 Bldg. 39 Flrs. 1,141 2 TORRE LORENZO Grand Metro Lorenzo Corp. Taft Ave., cor. P. Ocampo St., Malate, Manila 1,105 Sep-10 Sept. 2013 1 Twr. 35 Flrs. 684 8 ADRIATICO Eton Properties M. Adriatico St., cor. P. Faura St., Malate, Manila 1,626 Dec-09 Dec. 2013 4 Twrs. 40 Flrs. 905 STUDIO ZEN Filinvest 1881 Taft Avenue, Brgy. San Isidro, Pasay City 1,221 Jun-11 Dec. 2013 1 Bldg 21 Flrs 561 AVIDA TOWERS PRIMEA TAFT Twr 1-3Avida Along Taft Avenue and Donada St., Barangay 34, Zone 3, Pasay City - Nov-11 2,016 3 Bldgs. 22-30 Flrs. 2,028 PROJECT NAME DEVELOPER LOCATION LAND AREA (SQ.M.) SALES LAUNCH RFO DATE NO. OF BLDGS. NO. OF FLOORS TOTAL UNITS FOR SALE JAI ALAI PROPERTY DMCI Homes Along Taft Avenue, Manila (fronting Rizal Park) 7,717 - - 1 Bldg 43 Flrs 852 LA VERTI RESIDENCES DMCI Homes Along Taft Avenue, Manila 31,500 Jul-08 RFO 7 Bldgs 5 Flrs 1,475 PENINSULA GARDEN Twr 1-4 Federal Land Penafrancia St., Paco, Manila 21,959 Apr-06 Bldg 1 Dec-11; Bldg 2 - Dec-12 8 Bldgs 18-20 Flrs 1,050 SUNTRUST PARKVIEW Twr 1-5 Suntrust Concepcion St., Ermita, Manila 10,224 Jul-09 Twr 1-5 Dec. 2013-16 7 Twrs. 15-30 Flrs. 1,467 RIVERVIEW MANSION Federal Land Binondo, Manila 1,369 Feb-10 2013 1 Bldg 32 242 BIRCH TOWER Mirobeni 1622 J. Bocobo St., Malate, Manila 951 Jul-10 Sept. 2012 1 Twr. 50 Flrs. 824 MALATE BAYVIEW MANSION Malate Bayview Mansion Development Corporation Adriatico Street, Malate, Manila - Feb-07 Bldg 1 Dec-13 1 Bldg 38 Flrs 638 UNIVERSITY TOWER MALATE Prince Jun Prop. Hldgs. Pedro Gil St., cor. Dr. Vazquez St., Malate, Manila 1,120 May-07 Dec. 2011 1 Twr. 38 Flrs. 739 VICTORIA DE MANILA 2 New San Jose Builders Taft Ave., cor. Gen. Malvar St., Malate, Manila 2,850 Dec-10 Dec. 2014 1 Twr. 45 Flrs. 1,820 VICTORIA DE MALATE Twr 1-2 New San Jose Builders Angel Linao cor. Pres. Quirino Ave., Manila 3,500 Jan-11 Dec. 2014 2 Twrs. 45 Flrs. 2,520 GREEN RESIDENCES SMDC 2241 Taft Avenue, Malate, Manila 3,590 Jun-11 1H 2016 1 Bldg 57 Flrs 3,378 CAMELLA CONDO HOMES Vista Residences 2587 Taft Avenue, Malate, Manila 1,382 Jun-11 3Q 2016 1 Bldg. 39 Flrs. 1,141 2 TORRE LORENZO Grand Metro Lorenzo Corp. Taft Ave., cor. P. Ocampo St., Malate, Manila 1,105 Sep-10 Sept. 2013 1 Twr. 35 Flrs. 684 8 ADRIATICO Eton Properties M. Adriatico St., cor. P. Faura St., Malate, Manila 1,626 Dec-09 Dec. 2013 4 Twrs. 40 Flrs. 905 STUDIO ZEN Filinvest 1881 Taft Avenue, Brgy. San 1,221 Jun-11 Dec. 2013 1 Bldg 21 Flrs 561
  • 10. WHAT’S INSIDE YOUR CUSTOMER’S MIND? The OTHER OPTIONS in their mind Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011 *AFFORDABILITY: Based on price per square meter 0 1 2 3 4 5 6 7 8 9 10 8 Adriatico (Eton Properties) University Tower Malate (Prince Jun Prop. Hldgs) Suntrust Parkview (Suntrust) Riverview Mansion (Fedral Land) Peninsula Garden (Federal Land) Torre de Manila (DMCI Homes)
  • 11. Perceptual Maps (Affordability vs Location) AFFORDABILITY LOCATION Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011 0 10 0 10 8 Adriatico  University Tower Malate Suntrust Parkview Riverview Mansion  Peninsula Garden *AFFORDABILITY: Based on price per square meter
  • 12. Perceptual Maps (Affordability vs Developer) DEVELOPER Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011 0 10 0 10 8 Adriatico University Tower Malate Suntrust Parkview Riverview Mansion  Peninsula Garden AFFORDABILITY *AFFORDABILITY: Based on price per square meter
  • 13. Perceptual Maps (Location vs Developer) LOCATION DEVELOPER Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011 0 10 0 10  8 Adriatico University Tower Malate  Suntrust Parkview Riverview Mansion Peninsula Garden
  • 14. Brand Logo
  • 15. Design Inspiration The Torre de Manila logo consists of a mark and logotype that represents the development’s modern Art Deco architecture. The mark consists of four (4) color blocks depicting the building’s façade and Sky Patio. The mark mimics a sense movement portraying the project location’s dynamism. The organic of colors grey, maroon, burnt sienna and green were used to reflect the property’s thrust for resort-inspired lifestyle. The logotype uses the Surrounding font to achieve a clean and modern look. The logo, as well as the subsequent artwork derived from it, was inspired by beautiful and intricate stained glass art deco windows during the 1920s and 1930s. These were characterized by geometric shapes with intense colors, laid out in a repetitive pattern. For instance, the old Manila Metropolitan Theater’s façade had a beautiful stained glass window.
  • 16. HOW CAN YOU SOLVE YOUR CUSTOMERS’ NEEDS? • Point of Parity – A new residential community (high rise condominium) in Manila • Point of Difference – The HRB around the vicinity that TRULY caters to young, starting families; with focus on exclusivity and privacy – The development is designed for end-users, not investors What SETS IT APART from the other options
  • 17. HOW CAN YOU SOLVE YOUR CUSTOMERS’ NEEDS? Why would your customers BELIEVE you • Inventory mix (TDM’s is comprised of predominantly bigger units*) – 2 BR units comprise 47.8% of the inventory – 3 BR units comprise 17.6% of the inventory • Family-oriented amenities • All the other DMCI Homes developments (new and existing ones) • No commercial establishments open for non-residents
  • 18. HOW CAN YOU SOLVE YOUR CUSTOMERS’ NEEDS? Your product AT A GLANCE • Art Deco (contemporary) building • Building with innovative design • Resort-inspired living • Most family-oriented development in the area (exclusivity and privacy)
  • 19. Project Overview ADDRESS: Taft Avenue, Ermita, Manila LAND AREA: 7,448 square meters TYPE OF DEVELOPMENT: • High-Rise Residential Condominium • 1 Building • 42 Stories • Single Loaded Corridors ARCHITECTURAL THEME: Contemporary Art Deco UNIT TYPES: 1-BR, 2-BR and 3-BR TOTAL UNITS: 923 units NO. OF PARKING LOTS: 702 slots (~65%) OPEN SPACE: 66.5% of land area (approx 4,958sqm)
  • 20. How To Get There From EDSA 1. Turn right to Roxas Blvd 2. Continue up Roxas Blvd. Take the flyover upon reaching the Gil Puyat-Roxas Blvd Intersection 3. Turn right to T.M. Kalaw 4. Turn left to Taft Avenue 5. TDM will be at the right side right across Rizal Park. From Makati CBD 1. Take Gil Puyat Ave. 2. Continue up Gil Puyat. Cross Osmena Highway 3. Turn right to Roxas Blvd. 4. Turn right to T.M. Kalaw 5. Turn left to Taft Avenue 6. TDM will be at the right side right across Rizal Park. From Quezon City 1. From the Elliptical Circle take Quezon Ave. to España Blvd. 2. Continue along España Blvd. then turn left to take the Quezon Blvd. underpass. 3. After crossing Quezon Bridge, turn left to P. Burgos St. 4. Continue up to Taft Ave. 5. TDM will be at the left side right across Rizal Park.
  • 21. Our Neighbors
  • 22. Only 15 Minutes Away • Philippine International Convention Center • Cultural Center of the Philippines • World Trade Center • Mall of Asia Complex • Star City Complex • Manila Ocean Park
  • 23. The Architecture • ART DECO is an eclectic artistic and design style that began in Paris in the 1920s and flourished internationally throughout the 1930s, into the World War II era breaking away from older architecture. • ART DECO was meant to reflect a style of its own: Modern. It embodied all that was thought of as “modern” representing the advent of all the amenities of modern society brought on by the industrial revolution. Art Deco design influences were expressed in the crystalline and faceted forms of decorative Cubism and Futurism.  No more Ionic, Doric, or Corinthian columns  No more fancy classic, frilly window casings and pediments  No more fancy shields/cartouches, urns, olive branches, garlands, medallions and reed bundles.
  • 24. Site Development Plan Pool Deck Lounge Pool Kiddie Pool Basketball Court Tree Court Porte Cochere Play Area
  • 25. OUTDOOR AMENITIES Torre De Manila
  • 26. 1. Podium Garden 2. Porte Cochere 3. Kiddie Pool 4. Lounge Pool 5. Basketball Court 6. Tree Court Area / Thematic Gardens / Linear Park Outdoor Amenities
  • 27. Podium Garden (at the Sixth Floor) Take in the sunshine, and relax to a view of historic Manila by the podium garden Artist’s Illustration of a Building Feature of another DMCI Homes’ Project
  • 28. BUILDING AMENITIES Torre De Manila
  • 29. Open Lounge An open air lounge allowing residents an enjoyable and unspoiled view of the outdoor amenities.
  • 30. Reception Lobby Experience the grandeur of a hotel-like lobby with high ceilings and a round-the-clock receptionist to facilitate and assist residents and guests.
  • 31. Entertainment Room and Game Area Spend the day by watching movies, singing karaoke or playing billiards and board games, with your family and friends at your convenience
  • 32. Fitness Gym Stay fit and healthy all in the exclusive comfort that Torre De Manila provides. Indoor Badminton Court Play a game of Badminton without having to leave the exclusive confines of Torre De Manila Artist’s Illustration of an Amenity of another DMCI Homes’ Project Artist’s Illustration of an Amenity of another DMCI Homes’ Project
  • 33. Roof Deck Gardens Take in an inspiring view of Luneta Park at sunset or sunrise with the Manila Bay on the horizon Artist’s Illustration of an Amenity of another DMCI Homes’ Project
  • 34. Sky Lounge Unwind the day and enjoy the lights of historic Luneta park with a cocktail in the Skylounge
  • 35. BUILDING FEATURES Torre De Manila
  • 36. Main Entrance Leave all your worries at the gate and allow the Contemporary Art Deco inspired resort ambiance of Torre de Manila to envelop all your senses in its safety and exclusivity.
  • 37. Sky Patios Open sky gardens adorned with soothing water features, and lush landscaping for your peace of mind.
  • 38. Atrium Expansive atriums allowing natural light and air to cycle throughout the single loaded corridors built with the DMCI Homes innovative Lumiventt Technology.
  • 39. High Speed Elevators Six high-speed elevators are provided for the residents and guests expediency. Sample Photo only of the Elevator Lobby
  • 40. Convenience Store, Laundry Station and Water Refilling Station Practicality made available to residents without having to step a foot outside of Torre De Manila. Artist’s Illustration of an Amenity of another DMCI Homes’ Project Artist’s Illustration of an Amenity of another DMCI Homes’ Project Artist’s Illustration of an Amenity of another DMCI Homes’ Project
  • 41. PROPERTY MANAGEMENT OFFICE Torre De Manila
  • 42. PMO services 24-hour roving security, turnover assistance, and assistance with basic utilities are just some of the services provided by the PMO solely for Torre De Manila residents
  • 43. FLOOR LAYOUTS Torre De Manila
  • 44. UNIT LAYOUTS Torre De Manila
  • 45. Unit Mix TYPE OF UNIT Description Unit Area (Sqm) Gross Area (Sqm) No. of Units % 1 BEDROOM A (INNER) Type A 1BR with balcony 28.0 30.5 160 17.3% 1 BEDROOM B (INNER) Type B 1BR with balcony 30.0 37.0 160 17.3% 2 BEDROOM A (INNER) Type A 2BR with balcony 48.0 55.0 276 29.9% 2 BEDROOM B (INNER) Type B 2BR with balcony 48.0 55.0 162 17.6% 2 BEDROOM C (INNER) 2BR located at Mezzanine 46.0 53.0 2 0.2% 2 BEDROOM DELUXE (INNER) 2BR located at Mezzanine 72.0 79.0 1 0.1% 3 BEDROOM (END) Regular 3-BR Unit Layout 65.0 80.0 162 17.6% 923 100.0%
  • 46. 160 units
  • 47. 160 units
  • 48. 276 units
  • 49. 162 units
  • 50. 2 units Located at the Mezzanine Floor only
  • 51. 1 unit Located at the Mezzanine Floor only
  • 52. 162 units
  • 53. Optional Layout Tandem combination of two (2) 2-Bedroom units 1. Two (2) 2BR A 2. One 2BR A & One 2BR B Note: All tandem requests are subject for approval
  • 54. HOW DO WE REACH THEM? • GOAL: To convince the young, upper-income buyers/upgraders within Manila, Pasay, and nearby areas that DMCI Homes Torre de Manila will deliver resort-inspired living and the perfect home for their small families because of its excellent location, quality of its communities, first-rate architectural design and amenities, emphasis on exclusivity, as it is a development by DMCI Homes. The way we CONNECT and COMMUNICATE to them
  • 55. Influencing Buyer Behavior: Stage 1 - Pique Curiosity • Target audience – Primary target market – Key influencers • Goal – To pique the target audience’s curiosity about the development / get them to want to know more what the campaign is about (go to TDM website) • Execution (Two-pronged) – Offline (First Prong) • Surround the site with different types of merchandise (billboards, lamppost banners, pillar banners) • The merchandising materials will all point to the site • On-site billboard should encourage people to login to the TDM website to know more
  • 56. Influencing Buyer Behavior: Stage 1 - Pique Curiosity • On-site board up
  • 57. Influencing Buyer Behavior: Stage 1 - Pique Curiosity • Waiting Shed: beside SaveMore Kalaw and McDo Taft Ave. cor. UN • LRT pillar banners
  • 58. Influencing Buyer Behavior: Stage 1 - Pique Curiosity • Lamppost banners • Directional signages
  • 59. Influencing Buyer Behavior: Stage 1 - Pique Curiosity • Target audience – Primary target market – Key influencers • Goal – To pique the target audience’s curiosity about the development / get them to want to know more what the campaign is about (go to TDM website – torredemanila.info) • Execution (Two-pronged) – Online (Second Prong) • Web ads (Facebook) • Skinning in forums (FemaleNetwork, Pep.ph) • All these would be linked to TDM’s website (torredemanila.info)
  • 60. Influencing Buyer Behavior: Stage 2 - Build Awareness • Target audience – Primary target market – Key influencers • Goal – After getting curious about the development, the target audience will get to know some basic information about TDM • Execution – After the target audience gets curious and logs in to TDM website, a landing page – There will be a prominent link the audience can click to go to DMCI Home Torre de Manila website (something like “FIND OUT MORE…”)
  • 61. Influencing Buyer Behavior: Stage 3 – Provide Knowledge • Target audience – Primary target market – Key influencers • Goal – Once the target audience becomes aware and interested in the property, we have to make sure there are enough details in the DMCI Homes Torre de Manila website they can use when comparing properties / doing research on their purchase • Execution – Online: DMCI Homes Torre de Manila website; we should have all the information (or alternate information) on primary factors that customers consider for purchase (please see next slide) – Offline: Materials for booth exhibit/sellers’ activities will also be provided
  • 62. Influencing Buyer Behavior: Stage 3 – Provide Knowledge • Project leaflet (cover spread) • Project leaflet (inside spread)
  • 63. Influencing Buyer Behavior: Stage 3 – Provide Knowledge • Project flyer (cover spread) • Project flyer (inside spread)
  • 64. Factors Considered for Purchase Source: A research by Synovate, 2009
  • 65. Influencing Buyer Behavior: Stage 4 – Invite to Experience • Target audience – Primary target market • Goal – In order to further prod customers to purchase (or make a reservation), we have to excite them even further and convince them of what DMCI Homes can offer • Execution – Encourage site tripping (special tab on the website: REQUEST FOR A SCHEDULE FOR SITE TRIPPING • TDM Sales Office (that shows the look and feel that DMCI Homes properties are known for) • Site tripping to various completed DMCI Homes properties
  • 66. THANK YOU!  Good luck and happy selling!