Location Map Ohana Place SM SOUTHMALL TOYOTA ALABANG ALABANG-ZAPOTE ROAD
Madrigal Business Park – 1.90 Km
Filinvest Corporate City – 2.08 Km
Makati CBD – 19.00 Km
SM Southmall – 0.80 Km
Alabang Town Center – 1.30 Km
Westgate Center Alabang – 2.25 Km
Festival Supermall – 2.80 Km
San Beda College – Alabang – 1.50 Km
De La Salle Zobel – 2.22 Km
Southridge – 3.61 Km
Woodrose – 3.95 Km
Univ. of Perpetual Help – 4.31 Km
Southville Int’l School – 4.80 Km
Alabang Medical Clinic – 0.85 Km
Asian Hospital – 3.86 Km
Perpetual Help Hospital – 4.00 Km
Las Piñas Doctors Hospital – 4.30 Km
MARKET STUDY / COMPETITIVE LANDSCAPE
Last January 2008, DMCI Homes Marketing Research conducted a Competition Scan in Las Pinas among comparable residential projects offered within Php 1M – 5M. These are mostly house and lots/townhouses located in subdivisions/ pocket developments.
In March 2008, Marketing Research conducted a Product and Concept Test, dubbed as Project Lilo, to explore the market and thereby provide insights and learnings for Project Development and Marketing Management units for better planning, development and marketing of the project.
Respondents included in the study where prospective buyers of residential condominiums coming from the South of MMLa (Las Pinas, Muntinlupa, Paranaque) as well as nearby cities – Cavite, Paranaque, Manila.
HIGHLIGHTS OF THE RESIDENTIAL MARKET LANDSCAPE
HIGHLIGHTS OF THE RESIDENTIAL MARKET LANDSCAPE
6. HIGHLIGHTS OF THE RESIDENTIAL MARKET LANDSCAPE
INFINITY VICTOR TH GREENLANE ET HOMES FONTERRA MERIDA CASA CALIFORNIA HAMILTON HEIGHTS TERESA PARK PONTE VERDE BERKLEY PLACE
Four (4) projects under core-mid price segment (1.25 – 2 M.) were identified as secondary competitors in Las Pinas area.
These competitor projects mostly offer pocket development townhouse units (except for Greenlane) within BF Resort and along Naga Road with less than a hectare of land area.
Developers of pocket developments are mostly those who buy small cuts of land within subdivisions and sell them as individual housing units already. (i.e. E.T. Tobias and Villa Tanza Dev’t).
Other developers however, are small players in real estate but are known in Las Pinas area (i.e. Pilar Dev’t and Veraville)
Projects that were launched in 2004 are all ready for occupancy while those launched in 2007 are still under development/construction.
LAS PINAS SECONDARY COMPETITORS – LAS PINAS CORE-MID
Under upper-mid and high end price segments (2 M. and Up), seven (7) projects were identified also as secondary competitors in Las Pinas area.
These competitor projects in Las Pinas offer community type developments with various product types (single attached and townhouse), and amenities that are mostly within BF Resort and Royal South Subdivisions.
Biggest player in the area under this price segment is Camella Homes (Villar Group), while small developers that are also known in Las Pinas area are BF Citi Land, Woodridge Properties and Bay Horizons Development.
Projects were launched in 2005-2007 and are mostly ready for occupancy.
LAS PINAS SECONDARY COMPETITORS – LAS PINAS UPPER-MID/HIGH-END
Cavite projects that are very near Las Pinas area, located along Aguinaldo Hi-way and Bacoor are mostly developments of Crown Asia.
These projects are classified under upper-mid to high-end price segments.
Projects offers community type of developments as well, with various product types and basic community amenities..
Similar in Las Pinas, the biggest player in the area is Crown Asia (Villar Group), which offers highly themed communities and developments.
Projects were launched in 2006-2007, which are all relatively new.
LAS PINAS SECONDARY COMPETITORS – CAVITE PROJECTS
INVENTORY & SALES TAKE-UP – BY PRICE SEGMENTS
Total supply of Las Pinas Project secondary competitors is 1,355 units, while Cavite projects totaled to 743 units.
Core-mid projects comprised 44% of the total (595 units) while upper-mid/high-end projects cover 56% (760 units) of the total.
As of year end 2007, actual demand based on sample projects in Las Pinas totaled to 933 units or 69% sales take-up, while Cavite demand totaled to 436 units or 59% sales take-up.
Demand for upper-mid/high-end projects (80%) are higher compared to core-mid projects (54%) in Las Pinas.
Sales velocity of Las Pinas house and lot projects per month totaled to 87 units , while Cavite project totaled to 62 units.
Las Pinas Project will comprise 35% of the total sample supply and 64% of the market share in 2008 and onwards .
Core-mid projects sales take-up is 54% or a total of 22 units per month.
Average sales per month based on its category is 6 units per project.
INVENTORY & SALES TAKE-UP
Upper-mid/High-end projects sales take-up is 80% or a total of 65 units per month.
Average sales per month based on its category is 9 units per project.
Newly launched project of Camella (Fonterra) exhibits exceptionally high sales take-up of 40 units per month due to developer mileage in the area, low pre-selling prices, good location in BF Resort and its themed community concept.
INVENTORY & SALES TAKE-UP – CAVITE PROJECTS
Cavite projects sales take-up is 59% or a total of 62 units per month.
Average sales per month in Cavite area is 12 units per project , which is higher compared to Las Pinas Projects
Crown Asia projects (Vittoria and Carmel) also exhibits high sales take-up followed by Silver Crest Subdivision.
UNIT MIX INVENTORY & UNIT PRICE – LAS PINAS CORE-MID
Townhouse project prices under core-mid segment ranges from PHP 1.37 to 2 Million.
These units have a lot and floor area ranging from the following:
LOT AREA : 43.75 – 90.00 SQ.M.
FLOOR AREA : 54.00 – 105 SQ.M.
Las Pinas offers townhouse units under this segment with 2-3 Bedrooms, 2-3 Toilet and Bath, service area, balcony, grilled front gate and 1 carport .
Unit Finishes are standard with ceramic tiles flooring, ceramic kitchen countertop with cabinets, tiled toilet and bath, and partition walls and built-in cabinets in all bedrooms.
UNIT MIX INVENTORY & UNIT PRICE – LAS PINAS UPPER-MID/HIGH-END
LAS PINAS UPPER-MID/HIGH-END
House and lot project prices under upper-mid/high-end segment ranges from PHP 2 M. to as high as 5 M.
These single attached and townhouse units have a lot and floor area ranging from the following:
LOT AREA : 55.00 – 200.00 ++ SQ.M.
FLOOR AREA : 52.00 – 128 SQ.M.
These units offer 2-3 Bedrooms, 2-3 Toilet and Bath, maid’s room, service area, balcony, grilled front gate, 1 carport and provisions for future expansion .
Majority of unit finishes are standard with ceramic or homogenous tiles flooring, ceramic or granite kitchen countertop with cabinets, tiled toilet and bath, and partition walls and built-in cabinets in all bedrooms .
Meanwhile, Hamilton Heights and Ponte Verde offer premium unit finishes that are high quality and can be customized according to the buyers’ color or style preference.
UNIT MIX INVENTORY & UNIT PRICE
Prices of house and lot project in Cavite ranges from PHP 2 M. to as high as 8 M.
Single detached and townhouse units in Cavite offer bigger lot and floor area than in Las Pinas area --
LOT AREA : 58.00 – 300.00 ++ SQ.M.
FLOOR AREA : 60.00 – 207 SQ.M.
These units offer 3-4 Bedrooms, 2-3 Toilet and Bath, maid’s room , service area, balcony, 1-2 carport and provisions for future expansion.
Unit finishes of Crown Area projects (Vittoria, Carmel and Residenza) are premium and high quality in terms of materials and fixtures.
UNIT MIX INVENTORY & UNIT PRICE – CAVITE PROJECTS
Under Core-Mid Projects --
Cash discounts ranges from 5% to 7%.
Low in-house interest rates are being offered by Infinity Exec. Homes at 13%, 15% and 17% for 5, 10 and 15 years term.
Others offer high interest rates at 20% to 24% for in-house financing.
PAYMENT TERMS – LAS PINAS CORE-MID
Cash discounts ranges from 5% to 17%.
Low in-house are being offered by Camella Homes (Fronterra and Merida) at 17% interest rate for 15 yrs. term.
Miscellaneous Fees (TCT Transfer) of Camella Projects and Hamilton Heights are already inclusive in its TCP.
Cash discounts ranges from 5% to 15%.
Low in-house are being offered by Crown Asia (Vittoria, Carmel and Residenza) at 10% and 15% interest rate for 5 and 10 years term
Miscellaneous Fees (TCT Transfer) of Crown Asia Projects are already inclusive in its Contract Price.
Las Pinas projects offer basic community amenities and facilities.
Most, even pocket development types of projects are gated with 24-hours security.
Camella and Crown Asia projects offer complete basic community amenities such as clubhouse, swimming pool, parks and playground, basketball court, landscaped and gated subdivision.
Some projects also offer shop houses or commercial units.
PRIMARY TARGET MARKET
Decision-makers, aged 30 – 45 years old, either young families or full nesters, been living in Las Piñas for a long time already, with children 2-3, occupying middle to top management positions in reputable firms. They could be entrepreneurs, with a combined monthly household income ranging from Php 100,000.00 - Php 200,000.00. They may already have a primary house or are still renting.
Primary Target Market: Upgraders residing in Las Piñas
They are looking for an ideal home located in Las Pinas, where they have been accustomed already, that is easily accessible to everything important to their family’s needs. They aim to achieve a balance between work and home life, hence, they would want to come home to a secured community which affords them to relax and unwind after a long day’s work, sharing bonding moments and activities with their children.
Upgraders Strategic Location Hawaiian-inspired amenities, and Recreational Facilities Property Management Services Get home and have an early dinner with your wife & kids Allow kids to enjoy the amenities . Relax in the pool and have fun having picnic with family and neighbors Tone and flex muscles in the fitness gym or dance halls Accessible to the workplace and school. Travel time & traffic are minimized allowing you & your family to spend more time on bonding moments & activities you love No need to travel to far away resorts and recreational areas as we have a resort- like amenities complete with essential facilities and property management services Growing families looking for a place that is accessible to everything important to them The family’s need for fun and enjoyment, as well as hassle-free life Link to Product/ Amenity Activities & Experience Benefit Emotional Need
Upgraders 24-hr security Gated Entrance Perimeter Fence Your kids are safe and free to have a stroll and play within OP. Less worries for the busy parents. OP offers a fully secured home environment enveloped in a Hawaiian-inspired residential development. Working parents yearn for a secured & peaceful environment for their family to live in Link to Product/ Amenity Activities & Experience Benefit Emotional Need
SECONDARY TARGET MARKET
Start-up young families or married couples between late 20s to 40 years of age with 1-2 kids, from toddler to elementary level, occupying from middle to top management positions in reputable companies with a combined monthly household income of P100,000 – P135,000. They are currently living in cities near Las Piñas, namely: Parañaque, Muntinlupa, Cavite and Laguna
Secondary Target Market: Early-Nesters
They are currently on a look out for a home which is close to their place of work, malls, and schools in the South Metro Manila area. Since they are still raising a young family and their careers are a priority as well, they are looking for a home that is moderately priced but at the same time, they would like their community to be secured, well-kept and organized to bring up their children.
Early-Nesters Strategic Location Affordability Flexible payment terms Get home and have an early dinner with your wife & kids Spend some quality time teaching your kids lessons/homework from school Go shopping every month like you use to without worrying where to get your next house purchase payment. Accessible to the workplace. Travel time & traffic are minimized allowing you & your family to spend more time on bonding moments & activities you love A true value-for-money purchase that gives you a lot at a price that will not empty your bank account. Young couple starting a family needs to find work & family life balance to nurture their budding relationship A family searching for a good home deal that would allow them enjoy value-added features (amenities, services, facilities) not usually found in their subdivisions/ residences. Link to Product/ Amenity Activities & Experience Benefit Emotional Need
PROJECT NAME & LOGO
Part of Hawaiian culture, “ohana” means family in an extended sense of the term including blood-related, adoptive or intentional.
The term emphasizes that family and friends are bound together and members must cooperate and remember one another.
The root word “oha” refers to the root or corm of the kalo, or taro plant – a staple food in Hawaii.
In contemporary Hawaiian life, an “ohana unit” is a part of a house or a separate structure on the same lot that may contain a relative but which may not be rented to the general public.
OHANA PLACE HAWAII The shape of Ohana Place imitates the configuration of the Hawaiian islands CONCEPT ANALOGY
Taken from key places and destinations in Hawaii
The logo, in vertical orientation, consists of 3 main elements, namely: text, a graphical icon and color.
The text is simple yet regal. The typeface used in “OHANA” lend a uniquely Hawaiian-tropical flavor to the text rendering.
The gumamela flower, used as the logo icon, is closely identified with the island of Hawaii, being the island’s national flower. It is a commonly used symbol of the famous Hawaiian hospitality and spirit. It is also closely associated with recreation and leisure, two values that living in Ohana Place stresses.
The font is in dark blue shade while the icon is in chrome yellow color - two colors that are highly complementary and were chosen for their easy visibility and cheerful tone.
VALUE PROPOSITION What : The only Hawaiian–inspired mid-rise residential community in Las Piñas Where : That offers a true Hawaiian resort ambiance How : For the underserved families with modest income Who : Aspiring to live in a secured and harmonious themed-resort community Why : Closest to central business district in the south of Metro Manila When : in increasing compromises due to daily stress
The project offers a distinct Hawaiian-resort ambience right from the entrance gate to building facades, and the central amenity area, which consists of a curvilinear swimming pool, an island bar with coconut trees and huts, and water slides and cascades ---- all aimed towards giving its residents a resort lifestyle of total fun and relaxation. Uniquely Hawaiian-inspired residential development
The project is strategically located along Alabang-Zapote road and is a short-drive away from SM Southmall. It is also close to the city’s main commercial and retail establishments, finest schools, modern hospitals, public transports and very accessible via major thoroughfares. Great location
It is a gated and secured community development and has exclusive facilities and amenities for comfortable living, and which also encourage neighbors to interact and blend harmoniously. Fosters Secured and Harmonious Community
A professional property management team will ensure the upkeep and maintenance of the whole development even after it has long been sold out. Aside from handling maintenance of facilities, the team will also organize community activities that encourage the neighborhood to bond and live harmoniously, enhancing the community’s living environment. Offers essential property management services
Ohana Place, inspired by Modern Polynesian theme, offers relaxed living by bringing together wide open landscape with lush tropical greenery, resort-like amenities with the convenience of professional property management service in one secured community. Here, elements unify to provide you the feel and spirit of Hawaiian living within the comforts of your home. Campaign Message
Print Ad Concept
Print Ad Copy
PROJECT IN FOCUS
Hanalei Lanai Kauai Lanikai Anahola Maui Honolulu PROJECT IN FOCUS Site Development Plan
Distinct façade details
Modern roof material in the form of asphalt shingles that imitate the look and color of traditional thatched roof
Projecting elements i.e. wood beams in the middle
Steep peak-roof style, large overhangs
Simple lines, white stucco walls, light colored accents of wood and stone
PROJECT IN FOCUS Architectural Theme
Colorful tropical plants such as gumamela and palm which are abundant in Hawaii
PROJECT IN FOCUS Landscaping
Grand entrance, with proximity card access
Electric perimeter fence
Overhead water tank and cistern
Garbage collection facilities
Back-up generator for the Clubhouse
WI-FI connectivity at the Clubhouse
PROJECT IN FOCUS Development Features
Resort-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
Elevators in all buildings
Fire alarm and fire hose cabinets at corridors
Fire exits at both wings
Balcony in all units
PROJECT IN FOCUS Building Features
Provision for individually metered electricity and water
Provision for Cable TV connection
Provision for Telephone connection
Provision for A/C for Master’s Bedroom and Bedroom 2
Provision for washer connection
Kitchen cabinets with provision for stand-alone range and single-bowl sink
Kitchen exhaust fan for inner units / Provision for rangehood for end-units
Insect screens for windows except awning window
T&B exhaust system
PROJECT IN FOCUS Unit Features
Elevator Stairs Facing Amenities ** only 20 units / floor PROJECT IN FOCUS Building Floor Plan – Upper Ground
Elevator Stairs Facing Amenities ** only 21 units / floor PROJECT IN FOCUS Building Floor Plan – 2 nd to 5 th Floor
PROJECT IN FOCUS Unit Floor Plan – 42.00 SQ.M. Facing Amenities
PROJECT IN FOCUS Unit Floor Plan – 49.50 SQ.M. Facing Amenities
PROJECT IN FOCUS Unit Floor Plan – 51.00 SQ.M. Facing Amenities
PROJECT IN FOCUS Unit Floor Plan – 60.00 SQ.M. Facing Amenities Prime 2-BR unit, only 1 per building, located at UG
PROJECT IN FOCUS Unit Floor Plan – 66.00 SQ.M. Facing Amenities
PROJECT IN FOCUS Unit Floor Plan – 84.00 SQ.M. Facing Amenities
PROJECT IN FOCUS Unit Finishes Painted ficemboard finish Toilet & Bath Granite finish countertop with complete cabinet system D. KITCHEN AREA Painted plain cement finish Living / Dining / Kitchen / Bedrooms B. WALL FINISHES Painted finish Interior Walls Painted plain cement finish above tile Toilet & Bath 30x30cm Ceramic tiles with pebble wash-out Balcony C. CEILING FINISHES TURNOVER FINISHES 20x20cm Ceramic tiles Toilet & Bath Low-maintenance resilient flooring with baseboard Living / Dining / Kitchen / Bedrooms A. FLOOR FINISHES
OTHER UNIT DETAILS
Approximate ceiling heights
2.5m in bedroom / living areas
2.4m in T&Bs
Aluminum sliding windows with insect screen
PROJECT IN FOCUS Unit Finishes Wooden door with louver on metal jamb Toilet & Bath Door Wooden panel door on metal jamb Entrance Door Analok finish aluminum sliding door with insect screen Balcony Door TURNOVER FINISHES Wooden door on metal jamb Bedroom Door E. DOORS
Adult Lap Pool
Mound with Slide and Cascade
Cabanas with Grill Pits
PROJECT IN FOCUS Outdoor Amenities
Veranda Overlooking Pool Area
Laundry Pick-up Station
Lounge Area / Open Function Hall
Air-conditioned Function Rooms
Fitness Gym w/ Dance Area
PROJECT IN FOCUS The Clubhouse
Laundry Pick-up Station
PROJECT IN FOCUS The Clubhouse: Lower Ground Floor
Main Function Hall
Fitness Gym with Dance Studio
PROJECT IN FOCUS The Clubhouse: Upper Ground Floor Facing Pool
Veranda Overlooking the Pool Area
PROJECT IN FOCUS The Clubhouse: 2 nd Floor Facing Pool
24-hour security, with roving personnel
General maintenance of common areas
Utilities application and payment assistance
Realty tax payment assistance
Car wash service*
Taxi call-in service
Organizing of community events
PROJECT IN FOCUS PMO Services *Service available for a fee
PROJECT IN FOCUS Pricing * Honolulu Building Covered Parking Php 380,000 Php 2.26M – 2.60M 42 sqm Php 2.92M – 3.12M 49.5 sqm Php 3.06M 51 sqm 2-BR Php 3.55M 60 sqm Php 4.62M – 5.25M 3-BR Tandem (84 sqm) Php 3.85M – 4.32M 3-BR (66 sqm) Price Range Unit Type
PROJECT IN FOCUS Payment Terms & Other Selling Details
Reservation Fee Php 20,000
Minimum Downpayment 20%
Standard in-house payment terms will apply, but again, minimum DP is now 20%.
10% discount in cash payment
5% discount on 40-60 payment terms
4% discount on 30-70 payment terms
3% discount on 20-80 payment terms
No bank financing yet.
Separate CTS for unit and service area.
PROJECT IN FOCUS Sample Computation
1 st week of Sept.
RFO in August 2009
Completion of Guardhouse
Completion of Amenities
PROJECT IN FOCUS Construction Milestones
PROJECT IN FOCUS Sales Office & Model Unit Honolulu 49.50 sqm
Leaflet : 26 Jun 08
Flyer : 22 Aug 08
Brochure : 23 Jul 08
AVP : 23 Jul 08
Scale Model : 23 Jul 08
Site Board-ups : 26 Aug 08
Directional Signage : 26 Aug 08
Grand Open House : 31 Aug 08
PROJECT IN FOCUS Marketing Materials Timings
PROJECT IN FOCUS Sales Target 150 30 30 28 31 31 TOTAL 27 6 6 5 5 5 International 27 6 6 5 5 5 E-Broker 32 6 6 6 7 7 Division 3 32 6 6 6 7 7 Division 2 32 6 6 6 7 7 Division 1 TOTAL NOV OCT SEP AUG JUL CHANNEL