5 carpio, mark anthony markma june 9

10 STEP Marketing Plan for (Horizontal Development housing)

Mark Anthony G. CarpioJune 2013

1www.markanthonycarpio.blogspot.com

www.markanthonycarpio.blogspot.com

This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer


1. Identify your target (PTM)2. What do they need, want,

demand (NWD)3. What are they choices

(competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)

Steps 1 to 5

Summary headline of your PTM and market


6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix

Steps 6 to 10

Summary headline of the marketing mix & strategy


Demographics (Age range: must have a start and end age*, sex, social class, marital status)

Lifestyle (what they do) Behavior (when consumed, how

much, how frequent, special concerns)

*Exclusion of a certain demographic group in PTM does not mean they do not buy the product. Some do buy, but majority don’t which is why limited marketing resources are best focused on PTM

1. Describe the primary target market (PTM)*

Grand Monaco is positioned in 3 different segments

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Can’t Afford

SocializeEconomic

Low Cost

Mid End

High End

Each Segment has different demographics and behaviors

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Can’t Afford

SocializeEconomic

Low Cost

Mid End

High End

90% Locally Employed, has an income level of at least P6,500 per house hold

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Can’t Afford

SocializeEconomic

Low Cost

High End

Mid End

As young as 23 years old has already purchased a house because of the low and easy payment terms of P3,300 per month

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23-50 years oldBoth male and femaleMostly Single90% locally employed earning P6-10k/ mo.Some purchase for immediate use Some purchase in bulk for rentOthers purchase for their loyal employees

50% Locally employeed, 50% OFW’s, usually has an income level of at least P34,000/mo.

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Can’t Afford

Socialize

Economic

Low Cost

High End

Mid End

Usually the newly wed couples, already in the managerial level in a local company

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28-50 years oldBoth male and femaleMajority are married50% locally employed and 50% OFW’s earning P34k/ mo.Most of purchase are for personal useSome for investment and then sell after turnover

70% OFW’s from all over the world, a household income at

least P92,000/mo.

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Can’t Afford

Socialize

Economic

Low Cost

Mid End

High End

Also buying their first house, usually seaman by profession. W/ household

income of P92k/mo.

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35-55 years oldBoth male and femaleMajority are married70% locally employed and 50% OFW’s earning P100k/ mo.Most of purchase are for personal useSome for investment and then sell after turnoverCompany housing for Executives

Needs from Maslow’s hierarchyWants determine choiceDemands for them to buy the

product

2. My PTM’s NWD


Our product belongs to the “Physiological Needs”

15Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler


The Philippines has almost 4M housing backlog

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PRICE RANGE HOUSING NEEDS244k

250k

(462k)

(1.9M)

(663k)

(832k)

400k below

401k-1.25M

1.25M-3M

3M-6M

6M up

Housing Segments in the

Philippines


Demand increases by 200k per annum and we are only producing 150k per annum

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PRICE RANGE HOUSING NEEDS244k

250k

(462k)

(1.9M)

(663k)

(832k)

400k below

401k-1.25M

1.25M-3M

3M-6M

6M up

Housing Segments in the

Philippines

BEFORETrend in the 80’s and 90’s is Lot onlyIt takes 20 years for a community to build upWait and see attitude who will build first

NOWIt takes at least 2 years and you have a full communityLess headache in construction for owners

Shift in trend for horizontal development from lot only to house

and lot


List of Competitors products/ brands

Determine the variables that affect choice of product, brand

3a. Direct and indirect products that address my PTM’s NWD


Main Direct Competitor is Camella Homes we have the same product characteristics

Has more than 350 locations nationwide.

The no. 1 in horizontal development

Usually the first horizontal house and lot development to exist

Always present in most of our projects


Indirect competitor that exists in our locations

Buyers who purchase lot only usually prefers the personalized approach

Wants to build their dream house

Prefers a bigger community which equates to bigger amenities as well


1st Map: 2 x 2 Matrix showing the 2 Most Critical Variables for Consumer choice

This 1st Map should allow differentiation/ non-clustering of the direct competitors

Example: Price vs. AgeSize of bubbles= represent relative market

shares of the brands2nd Map: Functional Benefit vs. Brands/ Variants

3b. Create 2 Positioning Maps


Position map for Real Estate (East of Metro Manila)

Price/ Age Matrix

25-34 yrs 35-44 yrs 45-60 yrs

High price

Low Price

Camella

Sta. Lucia

DMCI Homes

Price vs. Age Matrix

Filinvest

Grand Monaco


Grand Monaco’s branding is only in the awareness stage, light terms because of the

tagline “tutulungan kang mag ka bahay”

Benefit Positioning vs. Brand Matrix


Grand Monaco Camella Filinvest Sta. Lucia DMCI homes

Lifestyle

Secured Community

Easy Access location

Light terms of payment

Quality housing

Complete Amenities

Where is the marketing opportunity?

What NWDs are not being addressed?

What can be the unique selling proposition for the new product (totally new or repositioned.)

4. Identify the gap between customers and competition


The main market opportunity is to take advantage of the good economy of the Philippines

Expansion outside metro manila

Based on the demand, there are more than enough for all Real Estate

Developers


What NWDs are not being addressed?

There are still many undeveloped land that requires housing outside of metro manila

Based on the demand, there are more than enough for all Real Estate

Developers


Most of these developers are engaged in various types of developments


Show a product shotYour product and your competitorswith, without box as they look in the

supermarketAll pack sizesAll variantsAll major brands

6a. Photo of product category


6a. Show how product looks vs. competition


6b. Camella’s Sample townhouse product

Inner Unit:Lot Area: 50sqmFloor Area: 40sqmPrice: P2.4M

Corner Unit:Lot Area: 75sqmFloor Area: 40sqmPrice: P3.7M


7. Camella has higher pricing due to higher overhead

Corner Unit:Lot Area: 94 sqmFloor Area: 81 sqmPrice: P3.4M

Inner Unit:Lot Area: 52 sqmFloor Area: 81 sqmPrice: P2.6M

Inner Unit:Lot Area: 50sqmFloor Area: 40sqmPrice: P2.4M

Corner Unit:Lot Area: 75sqmFloor Area: 40sqmPrice: P3.7M

RFO Terms:Down payment:

10% DP 1 year90% Bank Finance

RFO Terms:Down payment:

20% DP 3 Months80% Bank Finance


8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use


1

2

3

4

Describe what you propose to do/ product is currently doing vs. the 8 modes of communications.

Show executions of this (from websites, print ads, actual commercials)

8a. Your products Promotions

8a. TV Bannering

8a. TV Bannering, Billboards, Print, bus ads

Show also how your key competitors communicate

Their commercialsTheir websites

And why your communication stands out

8b. Competitor promo

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Townhouse- P2.5M-P3M

Bungalow- P1.2M-1.7M

Townhouse- P2.5M-3.5M Single Attached- P3M-4M

Townhouse- P1.4M-P2M

Each Cities have different product preferencefast moving price range and product

preferences

Single Attached- P3M-3.5M

SUMMARY

39

1. Identify your target (PTM)2. What do they need, want,

demand (NWD)3. What are they choices

(competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)

Steps 1 to 5

Summary headline of your PTM and market

6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix

Steps 6 to 10

Summary headline of the marketing mix & strategy

10 STEP Marketing Plan for (Horizontal Development housing)

Mark Anthony G. CarpioJune 2013

42www.markanthonycarpio.blogspot.com


Use this template to make your marketing plan for a product or company that will also be the topic of your STRAMA

Follow power presentation principles

Your Assignment

Customers (PTM, NWD)- 20% Competition (Positioning Map,

Market Size) 30% Company (4Ps, Strategy)- 40%

Power Principles Formatting- 10%

Grading

5 carpio, mark anthony markma june 9

Business

end high end

end age

housing segments

years old

horizontal house

housing backlog

lot development

choice of product