V49teresalojafinalmarketingplan
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Sofia Tower's target market is the home leasing middle class who want to acquire a home to feel fulfilled. Sofia Tower is positioned as more affordable than competitors, priced 30% lower than similar projects. It will use advertising, events, websites, and a sales force to promote and sell its 12-storey condominium located in the prime Roces Ave area, with the goal of dominating the market through its low pricing.
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TU Property Development Group is developing an FF Condominium project near One Utama Shopping Mall on a 10 acre land parcel. The proposed project will include a 28-story condominium building with two floor plans - a larger four-room unit and a smaller four-room unit. The target customers are families and those seeking an affordable housing option near the shopping mall amenities. The developer will use traditional procurement methods and marketing strategies like social media, flyers, signage, and roadshows to promote sales of the condominium units.
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V49teresalojafinalmarketingplan
- 1. 10 STEP Marketing Plan for Sofia Tower Ma. Teresa Castro-Loja June 2010
- 4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
- 6. MASLOW’S HIERARCHY OF NEEDS I want to have my own HOUSE I am FULFILLED when I have acquired my HOME Self actualization Personal growth & fulfillment Esteem Needs Achievement, status, responsibility, reputation Belongingness & Love Needs Family, faffection, relationship, work group, etc Safety Needs Protection, security, order law, limits, stAbility, etc Biological and Physiological Needs Basic neEds – food, shelter I feel secured and protected
- 9. Sofia Tower has the lowest price for the 20-35sqm and 46-55 sqm bi-level units Price vs. Area Matrix Sofia Tower Sofia Tower Victoria Tower Francesca Tower Victoria Station Sofia Tower Price/ Area Matrix 20-35 sqm Bi-level 36-45 sqm Bi-level 46-55 sqm Bi-level High price Low Price
- 10. Sofia Tower positioning is shown in this competitive map Many competitors are accessible, secured and with amenities Positioning vs. Competitors Matrix Positioning Victoria Station Victoria Tower Francesca Tower Sofia Tower Affordability Accessibility Security Amenities Low Density
- 12. 5a. Based on an Article in The Philippine Star – RP has a 3.8M housing backlog SOURCE: http://www.manilatimes.net/national/2006/oct/25/yehey/business/20061025bus6.html MANILA, Philippines - Housing and Urban Development Coordinating Council Chairman Vice President Noli de Castro said the Philippines is looking to complete the housing backlog of close to 3.8 million, as more potential buyers have been flooding the mass housing market. Majority of the people looking for new houses or condos come from the business process outsourcing or call centers, the working class, retirees, and overseas Filipino workers. RP set to address 3.8M housing backlog soon (The Philippine Star) Updated June 26, 2009 12:00 AM
- 13. 5b. Based on 70% Sales, the home leasing middle class comprise majority of the market.
- 14. The Marketing Mix Strategy Part 2: Steps 6 to 10
- 15. 6a. QC Condominiums Victoria Towers QC Townhouses Francesca Tower Sofia Tower Direct Competitors Indirect Competitors
- 25. SUMMARY