Skohp

FOR SALES TRAINING PURPOSES ONLY

•Project Type : Residential condominiums
•Product Type : Medium-rise development
•Unit Type : 2-BR, 3-BR, 3-BR Tandem
•No. of Buildings: 7 Mid-rise buildings
•No. of Units : 738
•Price Range : P2.26M – P5.25M
•RFO : August 2009 (Honolulu)
Project Overview

Ohana Place
SM SOUTHMALL
TOYOTA ALABANG
ALABANG-ZAPOTE
ROAD
Location Map

• Business District
o Madrigal Business Park – 1.90 Km
o Filinvest Corporate City – 2.08 Km
o Makati CBD – 19.00 Km
• Commercial
o SM Southmall – 0.80 Km
o Alabang Town Center – 1.30 Km
o Westgate Center Alabang – 2.25 Km
o Festival Supermall – 2.80 Km
• Schools
o San Beda College – Alabang – 1.50 Km
o De La Salle Zobel – 2.22 Km
o Southridge – 3.61 Km
o Woodrose – 3.95 Km
o Univ. of Perpetual Help – 4.31 Km
o Southville Int’l School – 4.80 Km
• Hospitals
o Alabang Medical Clinic – 0.85 Km
o Asian Hospital – 3.86 Km
o Perpetual Help Hospital – 4.00 Km
o Las Piñas Doctors Hospital – 4.30 Km
Area Distances

MARKET STUDY /
COMPETITIVE LANDSCAPE

Background:
• 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.

1. Las Piñas residential market mostly made up of house and lot/townhouse product
types.
- offer big unit floor areas with 2-3 bedrooms, 2-3 T&B, maid’s rooms, service area,
bedrooms with built-in cabinets, grilled front gate and own carport area.
- lot and floor area configuration:
LOT AREA : 55.00 – 200.00 ++ SQ.M.
FLOOR AREA : 52.00 – 128 SQ.M.
2. Prices of house and lot units : Php 1.3 M to as high as Php 5 M
3. In terms of supply or inventory
- Slightly more than half of the inventory is within price category of Php 2M - 5M
(under upper-mid: 56% or 760 units of total supply)
- Projects within price category of Php 1.25 – 2 M (core-mid projects) comprised 44%
or 595 units of the total sample supply
Upper-mid projects are more attractive due to: presence of basic community
amenities and facilities such as clubhouse, swimming pool, parks and playground and an
entrance gate with 24-hour security; having highly themed residential architecture
(Mediterranean, Italian, California, etc.); and lastly, due to developer’s name, of which,
Villar’s Camella and Crown Asia are key players in the area.
Monthly amortization:
- Upper-mid products: Php 30,000 up to 70,000.00 per month
- Core mid-products: Php 20,000 to 35,000.00.
Miscellaneous fees or TCT transfer fees of some projects in Las Piñas are already
inclusive in the TCP as seen in, Camella, Crown Asia and Woodridge Properties
Projects.
HIGHLIGHTS OF THE RESIDENTIAL MARKET LANDSCAPE

4. The market of these projects are mostly coming from Las Piñas and Cavite while some
are from Manila and Makati. These buyers purchase in Las Piñas for the following
reasons:
- Price
- Nearness to place of work
- Nearness to Manila (Cavite residents)
5. Based on the competitive scan and focus group discussion among residents of Las
Piñas-Paranaque-Muntinlupa and nearby Cavite area, single-detached and townhouses
are in demand in Las Piñas due to the following attributes:
- The owner has an option to extend their property subject to the conditions of the contract
to the developer
- Buyers have an area (depending on the lot size) for gardening, lanai, gazebo, etc. within
their own property
- Option to convert property to a retail store, water-refilling station, etc.
- The owner has perpetual ownership of the property as evidenced by a land title
- Minimal association dues to be paid
On the other hand, negative comments include:
- has limited service, amenities, and facilities
- amenities offered are just basic; other developments have no amenities at all
- some properties are not gated, and have no security personnel
- limited financing schemes and payment options offered to buyers.

4. Considerations looked for in a residential place that need to be satisfied:
- Location -- accessibility and travel convenience, secure and safe area as well as surroundings
- Unit- should have the right specification type and sizes; should also be within their affordable
budgets and payment schemes.
Major “dissatisfiers” that turn them off and feel short-changed in a residential
development about are cramped units, limited amenities or delayed delivery of amenities,
high association dues, low floor to ceiling clearance, and substandard quality of materials
and construction. In addition, with numerous negative feedback and personal
experiences about unmet promises by developers, prospective buyers have assumed a
cynical attitude toward attractive brochures and promotional materials to sell properties.
6.

PRIMARY
TARGET MARKET

Demographics
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

Psychographics
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

Emotional Need Benefit Activities & Experience Link to Product/
Amenity
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
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
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
Strategic Location
Hawaiian-inspired
amenities,
and Recreational
Facilities
Property
Management
Services
Upgraders

Emotional Need Benefit Activities & Experience Link to Product/
Amenity
Working parents yearn
for a secured &
peaceful environment
for their family to live
in
OP offers a fully
secured home
environment
enveloped in a
Hawaiian-inspired
residential
development.
Your kids are safe and free to
have a stroll and play within
OP. Less worries for the busy
parents.
24-hr security
Gated Entrance
Perimeter Fence
Upgraders

SECONDARY
TARGET MARKET

Demographics
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

Psychographics
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

Emotional Need Benefit Activities &
Experience
Link to Product/
Amenity
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.
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.
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.
Strategic Location
Affordability
Flexible payment
terms
Early-Nesters

PROJECT NAME
&
LOGO

PROJECT NAME
OHANA PLACE
 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
•Honolulu
•Maui
•Lanai
•Hanalei
•Kauai
•Lanikai
•Anahola
BUILDING NAMES

LOGO
• 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.

PANTONE GUIDE

VALUE
PROPOSITION

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

CONCEPT
STATEMENTS

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

Imagery

Print Ad
Concept

Print Ad
Copy

PROJECT IN FOCUS

HanaleiHanalei
LanaiLanai
KauaiKauai LanikaiLanikai
AnaholaAnahola
MauiMaui
HonoluluHonolulu
PROJECT IN FOCUS
Site Development Plan

• Modern Polynesian
• Distinct façade details
• Roof:
– 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
• Individual mailboxes
• 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
• Smoke detectors
PROJECT IN FOCUS
Unit Features

HONOLULU
42.00 sqm42.00 sqm
49.50 sqm49.50 sqm
51.00 sqm51.00 sqm
60.00 sqm60.00 sqm
66.00sqm66.00sqm
84.00 sqm84.00 sqm
Elevator Stairs
Facing Amenities
** only 20 units / floor
PROJECT IN FOCUS
Building Floor Plan – Upper Ground

HONOLULU
42.00 sqm42.00 sqm
49.50 sqm49.50 sqm
66.00sqm66.00sqm
84.00 sqm84.00 sqm
Elevator Stairs
Facing Amenities
** only 21 units / floor
PROJECT IN FOCUS
Building Floor Plan – 2nd
to 5th
Floor

BLDG 42.00 49.50 51.00 60.00 66.00 84.00* TOTAL
2BR 2BR 2BR 2BR 3BR 3BR
(A) Hanalei 45 47 1 1 20 5 124
(B) Lanai 40 47 1 1 20 5 119
(C) Kauai 35 42 1 1 20 5 109
(D) Lanikai 35 42 1 1 20 5 109
(E) Anahola 20 27 1 1 20 5 79
(F) Maui 25 32 1 1 20 5 89
(G) Honolulu 35 42 1 1 20 5 109
TOTAL 235 279 7 7 140 35 738
% 32% 38% 1% 1% 19% 9%
* Tandem unit = Two (2) 42.00 sqm units
PROJECT IN FOCUS
Unit Mix

PROJECT IN FOCUS
Unit Floor Plan – 42.00 SQ.M.
Facing Amenities

PROJECT IN FOCUS
Facing Amenities

PROJECT IN FOCUS
Facing Amenities
Prime 2-BR unit, only 1 per building,
located at UG

PROJECT IN FOCUS
Facing Amenities

TURNOVER FINISHES
A. FLOOR FINISHES
Living / Dining / Kitchen /
Bedrooms
Low-maintenance resilient flooring with
baseboard
Toilet & Bath 20x20cm Ceramic tiles
Balcony 30x30cm Ceramic tiles with pebble wash-out
B. WALL FINISHES
Interior Walls Painted finish
Toilet & Bath Painted plain cement finish above tile
C. CEILING FINISHES
Living / Dining / Kitchen /
Bedrooms
Painted plain cement finish
Toilet & Bath Painted ficemboard finish
D. KITCHEN AREA
Granite finish countertop with complete
cabinet system
PROJECT IN FOCUS
Unit Finishes

TURNOVER FINISHES
E. DOORS
Entrance Door Wooden panel door on metal jamb
Bedroom Door Wooden door on metal jamb
Toilet & Bath Door Wooden door with louver on metal jamb
Balcony Door
Analok finish aluminum sliding door with
insect screen
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

• Adult Lap Pool
• Kiddie Pool
• Mound with Slide
and Cascade
• Pool Deck
• Multi-purpose Court
• Luau Pavilion
• Cabanas with Grill Pits
• Children’s Playground
• Open Park
PROJECT IN FOCUS
Outdoor Amenities

• Veranda Overlooking Pool Area
• Convenience Store
• Laundry Pick-up Station
• Water Station
• Lounge Area / Open Function Hall
• Air-conditioned Function Rooms
• Fitness Gym w/ Dance Area
• Recreation Hall
• Entertainment Room
PROJECT IN FOCUS
The Clubhouse

• Laundry Pick-up Station
• Water Station
• Convenience Store
• Recreation Hall
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

• Function Rooms
• Veranda Overlooking
the Pool Area
• Entertainment Room
PROJECT IN FOCUS
The Clubhouse: 2nd
Floor
Facing Pool

• 24-hour security, with roving
personnel
• General maintenance of common
areas
• Move-in assistance
• Utilities application and payment
assistance
• Realty tax payment assistance
• Leasing program
• Car wash service*
• Newspaper delivery*
• Taxi call-in service
• Organizing of community events
PROJECT IN FOCUS
PMO Services
*Service available for a fee

PROJECT IN FOCUS
Pricing
Unit Type Price Range
2-BR
42 sqm Php 2.26M – 2.60M
49.5 sqm Php 2.92M – 3.12M
51 sqm Php 3.06M
60 sqm Php 3.55M
3-BR (66 sqm) Php 3.85M – 4.32M
3-BR Tandem (84 sqm) Php 4.62M – 5.25M
* Honolulu Building Covered Parking Php 380,000

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
• No bank financing yet.
• Separate CTS for unit and service area.

PROJECT IN FOCUS
Sample Computation
20-80 Payment Scheme 2BR (42 sqm.) 2BR (49.5 sqm.) 3BR (66 sqm.)
List Price 2,256,000.00 2,917,000.00 3,845,000.00
Discount 3% 3% 3%
Total Contract Price 2,188,320.00 2,829,490.00 3,729,650.00
Downpayment 20% 437,664.00 565,898.00 745,930.00
Reservation Fee 20,000.00 20,000.00 20,000.00
Net DP 417,664.00 545,898.00 725,930.00
Per Month Until RFO (13 months) 32,128.00 41,992.15 55,840.77
If In House 5 years
80% Balance 1,750,656.00 2,263,592.00 2,983,720.00
Factor Rate 2.275307% 2.275307% 2.275307%
Monthly Amortization 39,832.80 51,503.67 67,888.80
If In House 10 years
80% Balance 1,750,656.00 2,263,592.00 2,983,720.00
Factor Rate 1.737977% 1.737977% 1.737977%
Monthly Amortization 30,425.99 39,340.70 51,856.35
If Bank Financing
80% Balance 1,750,656.00 2,263,592.00 2,983,720.00
Indicative**
Monthly Amortization
Interest
9% (120 months) 22,176.57 28,674.23 37,796.50
9% (160 months) 18,825.50 24,341.30 32,085.12
Note: Prices are subject to change without prior notice. Unit areas may change based on the final
construction drawings. Bank financing computations are for reference only, for future use.

• Model Unit
– 1st
week of Sept.
• Honolulu Bldg.
– RFO in August 2009
• Completion of
Guardhouse
– October 2008
• Completion of Amenities
– August 2009
PROJECT IN FOCUS
Construction Milestones

PROJECT IN FOCUS
Sales Office & Model Unit
Honolulu
49.50 sqm

o Leaflet : 26 Jun 08
o Flyer : 22 Aug 08
o Brochure : 23 Jul 08
o AVP : 23 Jul 08
o Scale Model : 23 Jul 08
o Site Board-ups : 26 Aug 08
o Directional Signage : 26 Aug 08
o Grand Open House : 31 Aug 08
PROJECT IN FOCUS
Marketing Materials Timings

PROJECT IN FOCUS
Sales Target
CHANNEL JUL AUG SEP OCT NOV TOTAL
Division 1 7 7 6 6 6 32
Division 2 7 7 6 6 6 32
Division 3 7 7 6 6 6 32
E-Broker 5 5 5 6 6 27
International 5 5 5 6 6 27
TOTAL 31 31 28 30 30 150

END OF PRESENTATION

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