<ul><li>Project Type : Residential condominiums </li></ul><ul><li>Product Type : Medium-rise development  </li></ul><ul><l...
Location Map Ohana Place SM SOUTHMALL TOYOTA ALABANG ALABANG-ZAPOTE   ROAD
<ul><li>Business District  </li></ul><ul><ul><ul><li>Madrigal Business Park – 1.90 Km  </li></ul></ul></ul><ul><ul><ul><li...
MARKET STUDY / COMPETITIVE LANDSCAPE
<ul><li>Background: </li></ul><ul><li>Last January 2008, DMCI Homes Marketing Research conducted a Competition Scan in Las...
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 ...
<ul><li>Four (4) projects under core-mid price segment (1.25 – 2 M.) were identified as secondary competitors in Las Pinas...
<ul><li>Under upper-mid and high end price segments (2 M. and Up), seven (7) projects were identified also as secondary co...
<ul><li>Cavite projects that are very near Las Pinas area, located along Aguinaldo Hi-way and Bacoor are mostly developmen...
INVENTORY & SALES TAKE-UP –  BY PRICE SEGMENTS   <ul><li>Total supply of Las Pinas Project secondary competitors is 1,355 ...
<ul><li>Core-mid projects sales take-up is 54% or a total of 22 units per month. </li></ul><ul><li>Average sales per month...
INVENTORY & SALES TAKE-UP –  CAVITE PROJECTS   <ul><li>Cavite projects sales take-up is 59% or a total of 62 units per mon...
UNIT MIX INVENTORY & UNIT PRICE –  LAS PINAS CORE-MID <ul><li>Townhouse project prices under core-mid segment ranges from ...
UNIT MIX INVENTORY & UNIT PRICE –  LAS PINAS UPPER-MID/HIGH-END
<ul><li>LAS PINAS UPPER-MID/HIGH-END </li></ul><ul><li>House and lot project prices under upper-mid/high-end segment range...
UNIT MIX INVENTORY & UNIT PRICE –  CAVITE PROJECTS
<ul><li>Under Core-Mid Projects --  </li></ul><ul><li>Cash discounts ranges from 5% to 7%. </li></ul><ul><li>Low in-house ...
<ul><li>Cash discounts ranges from 5% to 17%. </li></ul><ul><li>Low in-house are being offered by Camella Homes (Fronterra...
PAYMENT TERMS <ul><li>Cash discounts ranges from 5% to 15%. </li></ul><ul><li>Low in-house are being offered by Crown Asia...
<ul><li>Las Pinas projects offer basic community amenities and facilities. </li></ul><ul><li>Most, even pocket development...
PRIMARY TARGET MARKET
<ul><li>Demographics </li></ul><ul><li>Decision-makers, aged 30 – 45 years old, either young families or full nesters, bee...
<ul><li>Psychographics </li></ul><ul><li>They are looking for an ideal home located in Las Pinas, where they have been acc...
Upgraders Strategic Location Hawaiian-inspired amenities,  and Recreational Facilities Property Management Services Get ho...
Upgraders 24-hr security Gated Entrance Perimeter Fence Your kids are safe and free to have a stroll and play within OP. L...
SECONDARY TARGET MARKET
<ul><li>Demographics </li></ul><ul><li>Start-up young families or married couples between late 20s to 40 years of age with...
<ul><li>Psychographics </li></ul><ul><li>They are currently on a look out for a home which is close to their place of work...
Early-Nesters Strategic Location Affordability  Flexible payment terms Get home and have an early dinner with your wife & ...
PROJECT NAME  &  LOGO
PROJECT NAME <ul><li>OHANA PLACE </li></ul><ul><ul><li>Part of Hawaiian culture,  “ohana”  means family in an extended sen...
OHANA PLACE HAWAII The shape of Ohana Place imitates the configuration of the Hawaiian islands CONCEPT ANALOGY
<ul><ul><li>Taken from key places and destinations in Hawaii  </li></ul></ul><ul><ul><ul><li>Honolulu </li></ul></ul></ul>...
LOGO <ul><li>The logo, in vertical orientation, consists of 3 main elements, namely: text, a graphical icon and color. </l...
PANTONE GUIDE
VALUE PROPOSITION
VALUE PROPOSITION What : The only Hawaiian–inspired mid-rise residential community in Las Piñas  Where : That offers a tru...
The project offers a distinct Hawaiian-resort ambience right from the entrance gate to building facades, and the central a...
The project is strategically located along Alabang-Zapote road and is a short-drive away from SM Southmall. It is also clo...
It is a gated and secured community development and has exclusive facilities and amenities for comfortable living, and whi...
A professional property management team will ensure the upkeep and maintenance of the whole development even after it has ...
CONCEPT STATEMENTS
Ohana Place, inspired by Modern Polynesian theme, offers relaxed living by bringing together wide open landscape with lush...
Imagery
Print Ad  Concept
Print Ad  Copy
PROJECT IN FOCUS
Hanalei Lanai Kauai Lanikai Anahola Maui Honolulu PROJECT IN FOCUS Site Development Plan
<ul><li>Modern Polynesian </li></ul><ul><li>Distinct façade details </li></ul><ul><ul><ul><li>Roof:  </li></ul></ul></ul><...
<ul><li>Colorful tropical plants such as gumamela and palm which are abundant in Hawaii </li></ul>PROJECT IN FOCUS Landsca...
<ul><li>Grand entrance, with proximity card access </li></ul><ul><li>Electric perimeter fence </li></ul><ul><li>Overhead w...
<ul><li>Resort-themed receiving area at the upper ground floor </li></ul><ul><li>Single-loaded, inside corridor design </l...
<ul><li>Provision for individually metered electricity and water </li></ul><ul><li>Provision for Cable TV connection </li>...
<ul><li>HONOLULU </li></ul><ul><li>42.00 sqm </li></ul><ul><li>49.50 sqm </li></ul><ul><li>51.00 sqm </li></ul><ul><li>60....
<ul><li>HONOLULU </li></ul><ul><li>42.00 sqm </li></ul><ul><li>49.50 sqm </li></ul><ul><li>66.00sqm </li></ul><ul><li>84.0...
* Tandem unit = Two (2) 42.00 sqm units PROJECT IN FOCUS Unit Mix   738 35 140 7 7 279 235 TOTAL 9% 19% 1% 1% 38% 32% % 3B...
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 s...
<ul><li>OTHER UNIT DETAILS </li></ul><ul><ul><li>Approximate ceiling heights </li></ul></ul><ul><ul><ul><li>2.5m in bedroo...
<ul><li>Adult Lap Pool </li></ul><ul><li>Kiddie Pool </li></ul><ul><li>Mound with Slide and Cascade </li></ul><ul><li>Pool...
<ul><li>Veranda Overlooking Pool Area </li></ul><ul><li>Convenience Store </li></ul><ul><li>Laundry Pick-up Station </li><...
<ul><li>Laundry Pick-up Station </li></ul><ul><li>Water Station </li></ul><ul><li>Convenience Store </li></ul><ul><li>Recr...
<ul><li>Main Function Hall </li></ul><ul><li>Fitness Gym with Dance Studio </li></ul>PROJECT IN FOCUS The Clubhouse: Upper...
<ul><li>Function Rooms </li></ul><ul><li>Veranda Overlooking the Pool Area </li></ul><ul><li>Entertainment Room </li></ul>...
<ul><li>24-hour security, with roving personnel </li></ul><ul><li>General maintenance of common areas </li></ul><ul><li>Mo...
PROJECT IN FOCUS Pricing  * Honolulu Building Covered Parking   Php 380,000 Php 2.26M – 2.60M 42 sqm Php 2.92M – 3.12M 49....
PROJECT IN FOCUS Payment Terms & Other Selling Details  <ul><li>Reservation Fee  Php 20,000 </li></ul><ul><li>Minimum Down...
PROJECT IN FOCUS Sample Computation
<ul><li>Model Unit  </li></ul><ul><ul><li>1 st  week of Sept. </li></ul></ul><ul><li>Honolulu Bldg. </li></ul><ul><ul><li>...
PROJECT IN FOCUS Sales Office & Model Unit  Honolulu 49.50 sqm
<ul><ul><li>Leaflet  : 26 Jun 08 </li></ul></ul><ul><ul><li>Flyer  : 22 Aug 08 </li></ul></ul><ul><ul><li>Brochure : 23 Ju...
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 Div...
END OF PRESENTATION
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Ohana Place

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Ohana Place

  1. 2. <ul><li>Project Type : Residential condominiums </li></ul><ul><li>Product Type : Medium-rise development </li></ul><ul><li>Unit Type : 2-BR, 3-BR, 3-BR Tandem </li></ul><ul><li>No. of Buildings: 7 Mid-rise buildings </li></ul><ul><li>No. of Units : 738 </li></ul><ul><li>Price Range : P2.26M – P5.25M </li></ul><ul><li>RFO : August 2009 (Honolulu) </li></ul>Project Overview
  2. 3. Location Map Ohana Place SM SOUTHMALL TOYOTA ALABANG ALABANG-ZAPOTE ROAD
  3. 4. <ul><li>Business District </li></ul><ul><ul><ul><li>Madrigal Business Park – 1.90 Km </li></ul></ul></ul><ul><ul><ul><li>Filinvest Corporate City – 2.08 Km </li></ul></ul></ul><ul><ul><ul><li>Makati CBD – 19.00 Km </li></ul></ul></ul><ul><li>Commercial </li></ul><ul><ul><ul><li>SM Southmall – 0.80 Km </li></ul></ul></ul><ul><ul><ul><li>Alabang Town Center – 1.30 Km </li></ul></ul></ul><ul><ul><ul><li>Westgate Center Alabang – 2.25 Km </li></ul></ul></ul><ul><ul><ul><li>Festival Supermall – 2.80 Km </li></ul></ul></ul><ul><li>Schools </li></ul><ul><ul><ul><li>San Beda College – Alabang – 1.50 Km </li></ul></ul></ul><ul><ul><ul><li>De La Salle Zobel – 2.22 Km </li></ul></ul></ul><ul><ul><ul><li>Southridge – 3.61 Km </li></ul></ul></ul><ul><ul><ul><li>Woodrose – 3.95 Km </li></ul></ul></ul><ul><ul><ul><li>Univ. of Perpetual Help – 4.31 Km </li></ul></ul></ul><ul><ul><ul><li>Southville Int’l School – 4.80 Km </li></ul></ul></ul><ul><li>Hospitals </li></ul><ul><ul><ul><li>Alabang Medical Clinic – 0.85 Km </li></ul></ul></ul><ul><ul><ul><li>Asian Hospital – 3.86 Km </li></ul></ul></ul><ul><ul><ul><li>Perpetual Help Hospital – 4.00 Km </li></ul></ul></ul><ul><ul><ul><li>Las Piñas Doctors Hospital – 4.30 Km </li></ul></ul></ul>Area Distances
  4. 5. MARKET STUDY / COMPETITIVE LANDSCAPE
  5. 6. <ul><li>Background: </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  6. 7. HIGHLIGHTS OF THE RESIDENTIAL MARKET LANDSCAPE
  7. 8. HIGHLIGHTS OF THE RESIDENTIAL MARKET LANDSCAPE
  8. 9. 6. HIGHLIGHTS OF THE RESIDENTIAL MARKET LANDSCAPE
  9. 10. INFINITY VICTOR TH GREENLANE ET HOMES FONTERRA MERIDA CASA CALIFORNIA HAMILTON HEIGHTS TERESA PARK PONTE VERDE BERKLEY PLACE
  10. 11. <ul><li>Four (4) projects under core-mid price segment (1.25 – 2 M.) were identified as secondary competitors in Las Pinas area. </li></ul><ul><li>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. </li></ul><ul><li>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). </li></ul><ul><li>Other developers however, are small players in real estate but are known in Las Pinas area (i.e. Pilar Dev’t and Veraville) </li></ul><ul><li>Projects that were launched in 2004 are all ready for occupancy while those launched in 2007 are still under development/construction. </li></ul>LAS PINAS SECONDARY COMPETITORS – LAS PINAS CORE-MID
  11. 12. <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Projects were launched in 2005-2007 and are mostly ready for occupancy. </li></ul>LAS PINAS SECONDARY COMPETITORS – LAS PINAS UPPER-MID/HIGH-END
  12. 13. <ul><li>Cavite projects that are very near Las Pinas area, located along Aguinaldo Hi-way and Bacoor are mostly developments of Crown Asia. </li></ul><ul><li>These projects are classified under upper-mid to high-end price segments. </li></ul><ul><li>Projects offers community type of developments as well, with various product types and basic community amenities.. </li></ul><ul><li>Similar in Las Pinas, the biggest player in the area is Crown Asia (Villar Group), which offers highly themed communities and developments. </li></ul><ul><li>Projects were launched in 2006-2007, which are all relatively new. </li></ul>LAS PINAS SECONDARY COMPETITORS – CAVITE PROJECTS
  13. 14. INVENTORY & SALES TAKE-UP – BY PRICE SEGMENTS <ul><li>Total supply of Las Pinas Project secondary competitors is 1,355 units, while Cavite projects totaled to 743 units. </li></ul><ul><li>Core-mid projects comprised 44% of the total (595 units) while upper-mid/high-end projects cover 56% (760 units) of the total. </li></ul><ul><li>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. </li></ul><ul><li>Demand for upper-mid/high-end projects (80%) are higher compared to core-mid projects (54%) in Las Pinas. </li></ul><ul><li>Sales velocity of Las Pinas house and lot projects per month totaled to 87 units , while Cavite project totaled to 62 units. </li></ul><ul><li>Las Pinas Project will comprise 35% of the total sample supply and 64% of the market share in 2008 and onwards . </li></ul>
  14. 15. <ul><li>Core-mid projects sales take-up is 54% or a total of 22 units per month. </li></ul><ul><li>Average sales per month based on its category is 6 units per project. </li></ul>INVENTORY & SALES TAKE-UP <ul><li>Upper-mid/High-end projects sales take-up is 80% or a total of 65 units per month. </li></ul><ul><li>Average sales per month based on its category is 9 units per project. </li></ul><ul><li>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. </li></ul>
  15. 16. INVENTORY & SALES TAKE-UP – CAVITE PROJECTS <ul><li>Cavite projects sales take-up is 59% or a total of 62 units per month. </li></ul><ul><li>Average sales per month in Cavite area is 12 units per project , which is higher compared to Las Pinas Projects </li></ul><ul><li>Crown Asia projects (Vittoria and Carmel) also exhibits high sales take-up followed by Silver Crest Subdivision. </li></ul>
  16. 17. UNIT MIX INVENTORY & UNIT PRICE – LAS PINAS CORE-MID <ul><li>Townhouse project prices under core-mid segment ranges from PHP 1.37 to 2 Million. </li></ul><ul><li>These units have a lot and floor area ranging from the following: </li></ul><ul><ul><li>LOT AREA : 43.75 – 90.00 SQ.M. </li></ul></ul><ul><ul><li>FLOOR AREA : 54.00 – 105 SQ.M. </li></ul></ul><ul><li>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 . </li></ul><ul><li>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. </li></ul>
  17. 18. UNIT MIX INVENTORY & UNIT PRICE – LAS PINAS UPPER-MID/HIGH-END
  18. 19. <ul><li>LAS PINAS UPPER-MID/HIGH-END </li></ul><ul><li>House and lot project prices under upper-mid/high-end segment ranges from PHP 2 M. to as high as 5 M. </li></ul><ul><li>These single attached and townhouse units have a lot and floor area ranging from the following: </li></ul><ul><ul><li>LOT AREA : 55.00 – 200.00 ++ SQ.M. </li></ul></ul><ul><ul><li>FLOOR AREA : 52.00 – 128 SQ.M. </li></ul></ul><ul><li>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 . </li></ul><ul><li>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 . </li></ul><ul><li>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. </li></ul>UNIT MIX INVENTORY & UNIT PRICE <ul><li>CAVITE </li></ul><ul><li>Prices of house and lot project in Cavite ranges from PHP 2 M. to as high as 8 M. </li></ul><ul><li>Single detached and townhouse units in Cavite offer bigger lot and floor area than in Las Pinas area -- </li></ul><ul><ul><li>LOT AREA : 58.00 – 300.00 ++ SQ.M. </li></ul></ul><ul><ul><li>FLOOR AREA : 60.00 – 207 SQ.M. </li></ul></ul><ul><li>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. </li></ul><ul><li>Unit finishes of Crown Area projects (Vittoria, Carmel and Residenza) are premium and high quality in terms of materials and fixtures. </li></ul>
  19. 20. UNIT MIX INVENTORY & UNIT PRICE – CAVITE PROJECTS
  20. 21. <ul><li>Under Core-Mid Projects -- </li></ul><ul><li>Cash discounts ranges from 5% to 7%. </li></ul><ul><li>Low in-house interest rates are being offered by Infinity Exec. Homes at 13%, 15% and 17% for 5, 10 and 15 years term. </li></ul><ul><li>Others offer high interest rates at 20% to 24% for in-house financing. </li></ul>PAYMENT TERMS – LAS PINAS CORE-MID
  21. 22. <ul><li>Cash discounts ranges from 5% to 17%. </li></ul><ul><li>Low in-house are being offered by Camella Homes (Fronterra and Merida) at 17% interest rate for 15 yrs. term. </li></ul><ul><li>Miscellaneous Fees (TCT Transfer) of Camella Projects and Hamilton Heights are already inclusive in its TCP. </li></ul>PAYMENT TERMS
  22. 23. PAYMENT TERMS <ul><li>Cash discounts ranges from 5% to 15%. </li></ul><ul><li>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 </li></ul><ul><li>Miscellaneous Fees (TCT Transfer) of Crown Asia Projects are already inclusive in its Contract Price. </li></ul>
  23. 24. <ul><li>Las Pinas projects offer basic community amenities and facilities. </li></ul><ul><li>Most, even pocket development types of projects are gated with 24-hours security. </li></ul><ul><li>Camella and Crown Asia projects offer complete basic community amenities such as clubhouse, swimming pool, parks and playground, basketball court, landscaped and gated subdivision. </li></ul><ul><li>Some projects also offer shop houses or commercial units. </li></ul>AMENITIES
  24. 25. PRIMARY TARGET MARKET
  25. 26. <ul><li>Demographics </li></ul><ul><li>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. </li></ul>Primary Target Market: Upgraders residing in Las Piñas
  26. 27. <ul><li>Psychographics </li></ul><ul><li>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. </li></ul>Upgraders
  27. 28. 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
  28. 29. 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
  29. 30. SECONDARY TARGET MARKET
  30. 31. <ul><li>Demographics </li></ul><ul><li>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 </li></ul>Secondary Target Market: Early-Nesters
  31. 32. <ul><li>Psychographics </li></ul><ul><li>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. </li></ul>Early-Nesters
  32. 33. 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
  33. 34. PROJECT NAME & LOGO
  34. 35. PROJECT NAME <ul><li>OHANA PLACE </li></ul><ul><ul><li>Part of Hawaiian culture, “ohana” means family in an extended sense of the term including blood-related, adoptive or intentional. </li></ul></ul><ul><ul><li>The term emphasizes that family and friends are bound together and members must cooperate and remember one another. </li></ul></ul><ul><ul><li>The root word “oha” refers to the root or corm of the kalo, or taro plant – a staple food in Hawaii. </li></ul></ul><ul><ul><li>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. </li></ul></ul>
  35. 36. OHANA PLACE HAWAII The shape of Ohana Place imitates the configuration of the Hawaiian islands CONCEPT ANALOGY
  36. 37. <ul><ul><li>Taken from key places and destinations in Hawaii </li></ul></ul><ul><ul><ul><li>Honolulu </li></ul></ul></ul><ul><ul><ul><li>Maui </li></ul></ul></ul><ul><ul><ul><li>Lanai </li></ul></ul></ul><ul><ul><ul><li>Hanalei </li></ul></ul></ul><ul><ul><ul><li>Kauai </li></ul></ul></ul><ul><ul><ul><li>Lanikai </li></ul></ul></ul><ul><ul><ul><li>Anahola </li></ul></ul></ul>BUILDING NAMES
  37. 38. LOGO <ul><li>The logo, in vertical orientation, consists of 3 main elements, namely: text, a graphical icon and color. </li></ul><ul><li>The text is simple yet regal. The typeface used in “OHANA” lend a uniquely Hawaiian-tropical flavor to the text rendering. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  38. 39. PANTONE GUIDE
  39. 40. VALUE PROPOSITION
  40. 41. 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
  41. 42. 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
  42. 43. 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
  43. 44. 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
  44. 45. 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
  45. 46. CONCEPT STATEMENTS
  46. 47. 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
  47. 48. Imagery
  48. 49. Print Ad Concept
  49. 50. Print Ad Copy
  50. 51. PROJECT IN FOCUS
  51. 52. Hanalei Lanai Kauai Lanikai Anahola Maui Honolulu PROJECT IN FOCUS Site Development Plan
  52. 53. <ul><li>Modern Polynesian </li></ul><ul><li>Distinct façade details </li></ul><ul><ul><ul><li>Roof: </li></ul></ul></ul><ul><ul><ul><ul><li>Modern roof material in the form of asphalt shingles that imitate the look and color of traditional thatched roof </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Projecting elements i.e. wood beams in the middle </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Steep peak-roof style, large overhangs </li></ul></ul></ul></ul><ul><ul><ul><li>Simple lines, white stucco walls, light colored accents of wood and stone </li></ul></ul></ul>PROJECT IN FOCUS Architectural Theme
  53. 54. <ul><li>Colorful tropical plants such as gumamela and palm which are abundant in Hawaii </li></ul>PROJECT IN FOCUS Landscaping
  54. 55. <ul><li>Grand entrance, with proximity card access </li></ul><ul><li>Electric perimeter fence </li></ul><ul><li>Overhead water tank and cistern </li></ul><ul><li>Garbage collection facilities </li></ul><ul><li>Back-up generator for the Clubhouse </li></ul><ul><li>WI-FI connectivity at the Clubhouse </li></ul>PROJECT IN FOCUS Development Features
  55. 56. <ul><li>Resort-themed receiving area at the upper ground floor </li></ul><ul><li>Single-loaded, inside corridor design </li></ul><ul><li>Landscaped atrium at the upper ground floor </li></ul><ul><li>Covered parking at lower ground floor </li></ul><ul><li>Service area at roof deck with provisions for individually metered water and electricity </li></ul><ul><li>Elevators in all buildings </li></ul><ul><li>Fire alarm and fire hose cabinets at corridors </li></ul><ul><li>Fire exits at both wings </li></ul><ul><li>Individual mailboxes </li></ul><ul><li>Balcony in all units </li></ul>PROJECT IN FOCUS Building Features
  56. 57. <ul><li>Provision for individually metered electricity and water </li></ul><ul><li>Provision for Cable TV connection </li></ul><ul><li>Provision for Telephone connection </li></ul><ul><li>Provision for A/C for Master’s Bedroom and Bedroom 2 </li></ul><ul><li>Provision for washer connection </li></ul><ul><li>Kitchen cabinets with provision for stand-alone range and single-bowl sink </li></ul><ul><li>Kitchen exhaust fan for inner units / Provision for rangehood for end-units </li></ul><ul><li>Insect screens for windows except awning window </li></ul><ul><li>T&B exhaust system </li></ul><ul><li>Smoke detectors </li></ul>PROJECT IN FOCUS Unit Features
  57. 58. <ul><li>HONOLULU </li></ul><ul><li>42.00 sqm </li></ul><ul><li>49.50 sqm </li></ul><ul><li>51.00 sqm </li></ul><ul><li>60.00 sqm </li></ul><ul><li>66.00sqm </li></ul><ul><li>84.00 sqm </li></ul>Elevator Stairs Facing Amenities ** only 20 units / floor PROJECT IN FOCUS Building Floor Plan – Upper Ground
  58. 59. <ul><li>HONOLULU </li></ul><ul><li>42.00 sqm </li></ul><ul><li>49.50 sqm </li></ul><ul><li>66.00sqm </li></ul><ul><li>84.00 sqm </li></ul>Elevator Stairs Facing Amenities ** only 21 units / floor PROJECT IN FOCUS Building Floor Plan – 2 nd to 5 th Floor
  59. 60. * Tandem unit = Two (2) 42.00 sqm units PROJECT IN FOCUS Unit Mix 738 35 140 7 7 279 235 TOTAL 9% 19% 1% 1% 38% 32% % 3BR 3BR 2BR 2BR 2BR 2BR 5 5 5 5 5 5 5 84.00* (G) Honolulu (F) Maui (E) Anahola 42 32 27 42 42 47 47 49.50 35 25 20 35 35 40 45 42.00 (D) Lanikai (C) Kauai (B) Lanai (A) Hanalei BLDG 1 1 1 1 1 1 1 60.00 79 20 1 109 20 1 109 20 1 TOTAL 66.00 51.00 119 20 1 124 20 1 109 20 1 89 20 1
  60. 61. PROJECT IN FOCUS Unit Floor Plan – 42.00 SQ.M. Facing Amenities
  61. 62. PROJECT IN FOCUS Unit Floor Plan – 49.50 SQ.M. Facing Amenities
  62. 63. PROJECT IN FOCUS Unit Floor Plan – 51.00 SQ.M. Facing Amenities
  63. 64. PROJECT IN FOCUS Unit Floor Plan – 60.00 SQ.M. Facing Amenities Prime 2-BR unit, only 1 per building, located at UG
  64. 65. PROJECT IN FOCUS Unit Floor Plan – 66.00 SQ.M. Facing Amenities
  65. 66. PROJECT IN FOCUS Unit Floor Plan – 84.00 SQ.M. Facing Amenities
  66. 67. 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
  67. 68. <ul><li>OTHER UNIT DETAILS </li></ul><ul><ul><li>Approximate ceiling heights </li></ul></ul><ul><ul><ul><li>2.5m in bedroom / living areas </li></ul></ul></ul><ul><ul><ul><li>2.4m in T&Bs </li></ul></ul></ul><ul><ul><li>Aluminum sliding windows with insect screen </li></ul></ul>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
  68. 69. <ul><li>Adult Lap Pool </li></ul><ul><li>Kiddie Pool </li></ul><ul><li>Mound with Slide and Cascade </li></ul><ul><li>Pool Deck </li></ul><ul><li>Multi-purpose Court </li></ul><ul><li>Luau Pavilion </li></ul><ul><li>Cabanas with Grill Pits </li></ul><ul><li>Children’s Playground </li></ul><ul><li>Open Park </li></ul>PROJECT IN FOCUS Outdoor Amenities
  69. 70. <ul><li>Veranda Overlooking Pool Area </li></ul><ul><li>Convenience Store </li></ul><ul><li>Laundry Pick-up Station </li></ul><ul><li>Water Station </li></ul><ul><li>Lounge Area / Open Function Hall </li></ul><ul><li>Air-conditioned Function Rooms </li></ul><ul><li>Fitness Gym w/ Dance Area </li></ul><ul><li>Recreation Hall </li></ul><ul><li>Entertainment Room </li></ul>PROJECT IN FOCUS The Clubhouse
  70. 71. <ul><li>Laundry Pick-up Station </li></ul><ul><li>Water Station </li></ul><ul><li>Convenience Store </li></ul><ul><li>Recreation Hall </li></ul>PROJECT IN FOCUS The Clubhouse: Lower Ground Floor
  71. 72. <ul><li>Main Function Hall </li></ul><ul><li>Fitness Gym with Dance Studio </li></ul>PROJECT IN FOCUS The Clubhouse: Upper Ground Floor Facing Pool
  72. 73. <ul><li>Function Rooms </li></ul><ul><li>Veranda Overlooking the Pool Area </li></ul><ul><li>Entertainment Room </li></ul>PROJECT IN FOCUS The Clubhouse: 2 nd Floor Facing Pool
  73. 74. <ul><li>24-hour security, with roving personnel </li></ul><ul><li>General maintenance of common areas </li></ul><ul><li>Move-in assistance </li></ul><ul><li>Utilities application and payment assistance </li></ul><ul><li>Realty tax payment assistance </li></ul><ul><li>Leasing program </li></ul><ul><li>Car wash service* </li></ul><ul><li>Newspaper delivery* </li></ul><ul><li>Taxi call-in service </li></ul><ul><li>Organizing of community events </li></ul>PROJECT IN FOCUS PMO Services *Service available for a fee
  74. 75. 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
  75. 76. PROJECT IN FOCUS Payment Terms & Other Selling Details <ul><li>Reservation Fee Php 20,000 </li></ul><ul><li>Minimum Downpayment 20% </li></ul><ul><li>Standard in-house payment terms will apply, but again, minimum DP is now 20%. </li></ul><ul><ul><li>10% discount in cash payment </li></ul></ul><ul><ul><li>5% discount on 40-60 payment terms </li></ul></ul><ul><ul><li>4% discount on 30-70 payment terms </li></ul></ul><ul><ul><li>3% discount on 20-80 payment terms </li></ul></ul><ul><li>No bank financing yet. </li></ul><ul><li>Separate CTS for unit and service area. </li></ul>
  76. 77. PROJECT IN FOCUS Sample Computation
  77. 78. <ul><li>Model Unit </li></ul><ul><ul><li>1 st week of Sept. </li></ul></ul><ul><li>Honolulu Bldg. </li></ul><ul><ul><li>RFO in August 2009 </li></ul></ul><ul><li>Completion of Guardhouse </li></ul><ul><ul><li>October 2008 </li></ul></ul><ul><li>Completion of Amenities </li></ul><ul><ul><li>August 2009 </li></ul></ul>PROJECT IN FOCUS Construction Milestones
  78. 79. PROJECT IN FOCUS Sales Office & Model Unit Honolulu 49.50 sqm
  79. 80. <ul><ul><li>Leaflet : 26 Jun 08 </li></ul></ul><ul><ul><li>Flyer : 22 Aug 08 </li></ul></ul><ul><ul><li>Brochure : 23 Jul 08 </li></ul></ul><ul><ul><li>AVP : 23 Jul 08 </li></ul></ul><ul><ul><li>Scale Model : 23 Jul 08 </li></ul></ul><ul><ul><li>Site Board-ups : 26 Aug 08 </li></ul></ul><ul><ul><li>Directional Signage : 26 Aug 08 </li></ul></ul><ul><ul><li>Grand Open House : 31 Aug 08 </li></ul></ul>PROJECT IN FOCUS Marketing Materials Timings
  80. 81. 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
  81. 82. END OF PRESENTATION

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