2. Belle Corporation
• Corporate Headquarters: 28/F East Tower Philippine Stock Exchange Centre
Exchange Road, Ortigas Center Pasig City, Philippines
• Ownership: Publicly Listed Stock Corporation
Board of Directors (2010):
– Benito Tan Guat - Chairman
– Willy N. Ocier - Vice Chairman
– Elizabeth Anne C. Uychaco - Vice Chairperson
– Rogelio R. Cabuñag - Director and Officer-in-Charge
– Emilio de Quiros, Jr. - Director
– Gregorio U. Kilayko - Independent Director
– Jacinto C. Ng, Jr. – Director
– Jose T. Sio - Director
– Washington Z. Sycip - Independent Director
– Cesar E. A. Virata - Independent Director
– Virginia Yap - Director
3. • Management team
– Willy N. Ocier- Vice Chairman
– Rogelio R. Cabuñag - Officer-in-Charge
– Manuel A. Gana - Executive Vice President and Chief Financial Officer
– Joselito R. Consunji - Executive Vice President and Chief Operating Officer
– Nancy Ocier-Hui - Executive Assistant to the Chairman
– Rudy P. Aninipot - Vice President for Property Management
– Melvin U. Cadampog - Vice President for Corporate Planning
– Ma. Cristina G. Fernandez - Vice President for Sales
– Michelle T. Hernandez - Vice President for Marketing
– Margaret Y. Hernando - Vice President for Treasury
– Rogelio I. Robang - Vice President for Project Management and External Affairs
– Marilyn G. Rico - Vice President for Internal Audit
– Amelita B. Vanta - Vice President for Accounting
– Josephine Y. Lim - Assistant Vice President for Sales
– Marian A. Roxas - Assistant Vice President for Sales
– A. Bayani K. Tan - Corporate Secretary
– Atty. Arthur A. Sy - Assistant Corporate Secretary
• Position in group or conglomerate: Will soon be under the SMIC Conglomerate.
Belle Corporation
4. • Place of origin: Philippines. Tagaytay City. Initially a dormant mining and oil
exploration company
• Place of operation, HQ and branches
– 28/F East Tower Philippine Stock Exchange Centre Exchange Road, Ortigas
Center Pasig City, Philippines
– Tagaytay Highlands International Golf Club, Inc., Tagaytay City, Philippines
– The Country Club at Tagaytay Highlands, Inc. Tagaytay City, Philippines
– Tagaytay Midlands Golf Club, Inc. Talisay, Batangas City, Philippines
– The Spa & Lodge at Tagaytay Highlands, Inc. Tagaytay City, Philippines
– The Spa & Lodge at Tagaytay Highlands, Inc.Tagaytay City, Philippines
– Tagaytay Sales Hub
– Podium Sales Hub
• Size in revenue: Based on 2009 Financials Gross Revenues – P1.4B
• Number of employees: 150 employees
• Markets covered: Socioeconomic condition A/High-end market (elite) with annual
income above P2.5M and about 45 to 70 years old.
reference: http://www.nscb.gov.ph/ncs/10thNCS/papers/contributed%20papers/cps-12/cps12-01.pdf
Belle Corporation
5. • Market position (ranking) and market share:
– From the competitor spread below based on total net revenues for the 3Q2010, Tagaytay
Highlands ranks 3rd.
• Products & services portfolio
– Based on 3Q2010 17-Q, revenues from real estate operations make up 75% of gross revenues, 22% from
sale of shares and 3% from utilities operations..
Golf and Country Clubs: Midlands Homes: Greenlands Homes:
Tagaytay Highlands International Golf Club, Inc. The Alta Mira Plantation Hills
The Country Club at Tagaytay Highlands Lakeview Heights The Parks at Saratoga Hills
Tagaytay Midlands Golf Club, Inc. Lakeside Fairways Fairfield
The Spa and Lodge Kew Gardens Nob Hill
Terrazzas de Alava The Verandas at Saratoga Hills
Highlands Homes: Tivoli Place
Pinecrest Village Lakeside Enclave
The Villas Cotswold
The Belle View Katsura
The Woodlands Yume
(in P millions)
Anvaya
Cove
Hamilo
Coast
Canyon
Woods
Splendido
Greenfield
Estates
Tagaytay
Highlands
Est. Total
Market Size
1,200 956 789 342 475 910 4,67
26% 20% 17% 7% 10% 19% 100%
Source: Colective 3Q2010 17-Q reports to the SEC and Financial Projections of third parties
2010 Est. Revenues
from Real Estate
2
Belle Corporation
6. • Distribution strategy
– Belle Corporation, with its 75 sales executives /agents, conducts direct selling activities in the
sales hubs namely:
• Tagaytay Sales hub in Tagaytay City
• Podium Mall Sales hub in Ortigas, Pasig City
• Channel partners
– Belle Corporation made an agreement with Highlands Prime Incorporated (HPI) to have their
sales executives sell Belle’s products as well. In return, Belle will give commission incentives
to HPI. HPI is a real estate developer doing operations within the Tagaytay Highlands
compound. HPI’s focus is the development of vertical projects such as high to mid rise
condominiums.
– For marketing purposes, Belle utilizes the services of social magazines such as “The
Philippine Tatler”, to broadcast its new projects.
Belle Corporation
