identifying market segments markma
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Identifying Market SegmentsAs Applied in
Mark Anthony G. Carpio
V60 Marketing ManagementProfessor Bond De Ungria
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Identifying market segments and targets:
Levels of Market Segmentation
Concept 1-3
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1 size fits all approach
Same set of needs and wants
Distinctive set of needs
Local Community
Customization approach
Segment Market for Real Estate and Grand Monaco Positioning
Concept 1
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1 size fits all approach
Same set of needs and wants
Distinctive set of needs
Local Community
Customization approach
The Philippines has almost 4M housing backlog
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Example Concept 1
Segment Marketing
High End
Mid End
Low Cost
Economic
Socialize
Can’t Afford
PRICE RANGE HOUSING NEEDS
244k
250k
(462k)
(1.9M)
(663k)
(832k)
400k below
401k-1.25M
1.25M-3M
3M-6M
6M up
Housing Segments in the Philippines
“Can’t afford ” a household income below P6,500/mo.
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Can’t Afford
Socialize
Economic
Low Cost
Mid End
High End
Example Concept 1
Segment Marketing
“Can’t afford ” a household income at least P6,500/mo.
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Can’t Afford Socialize
Economic
Low Cost
High End
Mid End
Example Concept 1
Segment Marketing
Can’t Afford Socialize
EconomicLow Cost
High End
“Economic” a household income at least P11,000/mo.
Mid End
Example Concept 1
Segment Marketing
Can’t Afford Socialize
Economic
Low Cost
High End
“Low Cost” a household income at least P34,000/mo.
Mid End
Example Concept 1
Segment Marketing
Can’t Afford Socialize
Economic
Low Cost
Mid End
High End
“Mid End” a household income at least P92,000/mo.
Example Concept 1
Segment Marketing
Can’t Afford Socialize
Economic
Low Cost
Mid End
High End
“High End” a household income at least P185,000/mo.
Example Concept 1
Segment Marketing
Can’t Afford Socialize
Economic
Low Cost
Mid End
High End
Grand Monaco offers housing in Socialize, Low Cost and Mid EndP400K, P1.2M-P4M
Example Concept 1
Segment Marketing
Grand Monaco’s Niche Market Positioning
Concept 2
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1 size fits all approach
Same set of needs and wants
Distinctive set of needs
Local Community
Customization approach
Grand Monaco Niche in Horizontal Development
Horizontal DevelopmentHouse and Lot
Vertical Development
Example Concept 2
Niche Marketing
Local Marketing For Grand Monaco
Concept 3
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1 size fits all approach
Same set of needs and wants
Distinctive set of needs
Local Community
Customization approach
We Get local brokers to sell our products per area
Example Concept 3
Local Marketing
PROJECT LAUNCHING
Grand Monaco Foundation gives free medical missions for it’s home owners and neighborhood
Example Concept 3
Local Marketing
Segmenting Consumer Markets for real estate is best illustrated by geographics
Concept 4
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Geographic
Demographic
Psychographic
Behavioral
Segments the market per area
Segments market like bio
data
Based on Preference
How people behave
Geographic Segmentation divides the market in different geographical units
Concept 4
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NATION
COUNTRY
REGION
STATE
CITIES
NEIGBORHOOD
In Real Estate, It’s All About
Location, Location, Location!!!
Focus in Luzon
Grand Monaco Focuses on the East of Metro Manila
Concept 4
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Taytay, Cainta, Binangonan, San Mateo
Antipolo, Cogeo, Marikina
Pasig Paranaque
Caloocan
Concept 4
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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
Concept 4
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Geographic
Demographic
Psychographic
Behavioral
Segments the market per area
Segments market like bio
data
Based on Preference
How people behave
7 out of 10 of Grand Monaco Buyers are OFW’s
Most of our customers are young couples buying their first house
Customer Profile
7 out of 10 are OFW Ranging from 30-45
years old Most are newly wed
couple
Example Concept 5
Demographic
Concept 6
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Geographic
Demographic
Psychographic
Behavioral
Segments the market per area
Segments market like bio
data
Based on Preference
How people behave
We package our products based on our technical competence and market behavior
They want to experience quality living and a real investment
Needs Shelter Near Workplace,
Schools, Church, Malls
For personal useWants House and Lot Prefers a property on
land than air space Low Association
Dues
Example Concept 6Behavioral
Identifying market segments and targets:
Levels of Market Segmentation
Concept 1-3
www.markanthonycarpio.blogspot.com
1 size fits all approach
Same set of needs and wants
Distinctive set of needs
Local Community
Customization approach
Identifying Market SegmentsAs Applied in
Mark Anthony G. Carpio
V60 Marketing ManagementProfessor Bond De Ungria
www.markanthonycarpio.blogspot.com