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.
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
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.
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
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
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
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
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
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