This document provides a 10 step marketing plan for Club Punta Fuego. It identifies the club's target market as high-net worth individuals and corporations. Competitors include other luxury clubs like Pico de Loro. The marketing mix strategy proposes transforming the club to focus more on events and increasing dues with membership growth. Advertising will utilize magazines, newspapers and newsletters. The plan positions Club Punta Fuego as exclusive with high quality amenities at a competitive price point near Manila.

1. 1
10 STEP
Marketing Plan for
Club Punta Fuego
Noel G. Escalo
November 2009

2. About Club Punta Fuego
 In 1995, ROXACO Land Corporation and Landco Pacific Corporation forged a
vision for the Philippines’ first residential resort at par with the best in the
world. Inspired by the Fisher Island in Miami, development began with the 88-
hectare flame-shaped Peninsula de Punta Fuego (point of fire), one of
only three land masses jutting out of the coastline of Nasugbu into the South
China Sea blessed with twelve (12) beach coves.
 In 2006, the Punta Fuego Yacht Club was completed within the peninsula
to address the Members’ growing demands for marina services.
 Operated by Fuego Hotels and Properties, world-class standards and
expertise are shared with the following partner properties.

3. Primary Target Market and
Positioning
1. Corporations, organizations and high-net worth
individuals
2. Membership Club for corporate venues, leisure or
vacations for high end individuals
3. Competitors: Pico de Loro, Tagaytay Highlands, Canyon
Woods, Philippine Yatch Club
4. Amenities not offered by other leisure clubs, (marina
and golf course)
5. Landscape for leisure club is very competitive
6. Leisure Club is a P900M peso a year market with Club
Punta Fuego owning about 5% of the market share

4. Marketing Mix & Strategy
Transformation to events venue
Increase dues with increase in membership
Newsletters, advertisements in business and
lifestyle magazines and newpapers
Events held is with in the location of Punta
Fuego
Aggressive Differentiation Strategy

5. Primary Target
 Demographics – Corporation and high
net worth individuals (age 30 to 60
years), Class A
 Lifestyle – Luxurious
 Behaviour – Each member club uses at
least once a year

6. Needs, Wants and
Expectations
Self Actualization, Esteem Needs, Social
Needs
People will choose Club Punta Fuego
because it is different
You cannot experience the excitement
anywhere else.

7. Competitors
 Tagaytay Highlands, Canyon Woods,
Philippine Yatch Clubs, and Golf
Courses
 Beach Resorts and other tourist
destinations in an outside the country
 Proximity to Manila, Attractiveness of
promotions and amenities

8. Position Map
1. Exclusivity vs Nonexclusivity
2. Proximity to Manila vs Proximity to
countryside
3. Luxurious amenities vs Cost
consideration
4. Price

9. Position Map
Tagaytay
Higlands
Canyon
Woods
Pico De Loro Club Punta
Fuego
Philippine
Yatch Club
Exclusivity High Low Medium High High
Price High Low Medium Medium High
Proximity to
Manila
Medium Medium Low Low High
Amenities Medium Low Medium High Low

10. Club Punta Fuego can
increase market share
Club Punta Fuego’s Position
 High in providing first class amenities
 Exclusivity
 Competitive Price Strategy

11. Needs, Wants and
Expectations not being
addressed
Addressing proximity problems by through
creative solutions, such as helicopters and
yatchs for rent
Price is sometime a measure of elegance and
style. The Company should consider raising
prices

12. Estimate the market size
using company data
The leisure club industry is a competitive
environment where no one leisure club
dominates or has more that 30% of the
P900 million a year market.
Club Punta Fuego owns almost 5% of the
market share with less that 300 members

13. 13
The Marketing Mix Strategy

14. Photo of product category

15. Product Description
Membership Shares entitles the club
holder exclusive privileges on the use of
Club’s facilities and amenitites

16. 7. Price
 P150,000 per share
 4,000 monthly Club Dues

17. Aggressive Advertisement in Lifestyle
and Business Magazines
Exclusive Newsletters to Members
Events Venues, such as Operas, Golf
Course Tournaments, Fashion shows
among others
Promo

18. 9. Place
 Where is your product available?
 Brgy Balaytigue, Nasugbu, Batangas

19. Generic Winning Strategy
 Exclusivity
 High Amenities
 Informed Members through aggressive
marketing, advertising and promotion