Tagaytay Highlands aims to dominate the P1 billion niche market for upper class retirees seeking luxury residential properties with amenities. It positions itself as the only developer offering world-class golf clubs, country clubs, and post-sale services free with property purchases. The marketing plan involves targeting 45-70 year old entrepreneurs and retirees, strengthening direct sales, and leveraging discounts and freebies to promote its P5 million-plus lots located in Tagaytay City's recreational area featuring views of Taal Lake. The strategy is to focus on this niche market opportunity through differentiated amenities and services rather than competing directly with similar high-end developments.

1. 1
10 STEP
Marketing Plan for
a r v i n m a t i a s
November 2010
Leisure Residential Properties and Amenities

2. 5 Steps for Part 1
(PTM and Positioning)
1. Tagaytay Highlands PTM are “Upper Class/High end
market”
2. Who want to enjoy the benefits of their life’s work
and experience a luxurious lifestyle
3. Can choose Anvaya Cove, Canyon Woods, Hamilo
Coast, Ayala Greenfield Estates and Splendido
4. Gap is all other real estate developers do not have
country clubs, golf clubs and post sale amenities
that comes free with every lot purchase.
5. The market size is P7.5 Billion. Tagaytay Highlands’
niche is P1 Billion.

3. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. Tagaytay Highlands’ Theme lots
7. A property ranges from P5M and up
8. Utilizes sales hubs, uses discounts
and freebies
9. Located in a recreational area
comprising mountains, rolling hills,
and lakeshores about 90 minutes
south of Manila in Tagaytay City
and Batangas province, with
spectacular views of Taal Lake and
the surrounding countryside.
10. Uses a niche approach to win

4. 4
Positioning to the
Primary Target Market
Part 1:
Steps 1 to 5

5. 1.My primary target market
(PTM) is..
Demographics (45 – 70 years old, male
and female, Class A in socio-economic
condition, married)
Lifestyle (entrepreneurs, retirees, golf
addicts, leisure lovers)
Behavior (Builds a retirement home,
enjoys the amenities within Tagaytay
Highlands and Midlands)

6. I want to feel luxurious
I am complete when I have a
beautiful home to retire in

7. 2. My PTM’s NWE
Type A class middle to higher aged individuals need
To flaunt status (social), to boost Self-Esteem, Self recognition
Type A class middle to higher aged individuals choose Close-up
over other toothpastes because of ….
The prime location, Freshness of the surrounding air, a place to
retire in, to play golf in different course, to enjoy luxurious
amenities such as spas and different sports/health facilities,
credibility& awareness of company, brand;
Type A class middle to higher aged individuals expect his when
they use Close-up
Incredible surroundings that eases and relaxes the mind and body,
luxury within their grasp, satisfaction in terms of financial
achievement.

8. 3a. Close-up has many
formidable competitors
Direct: Anvaya Cove, Hamilo Coast, Canyon Woods,
Ayala Greenfield Estates and Splendido
Indirect: SMDC Wind Residence, Crosswinds
Tagaytay, Knightsbridge, Azure,
Variables: Location, Price, packaging (assets inclusive
of the product), amenities, exclusivity, post sale
services, availability, brand

9. 3b. Competitive Position Map
a. Price vs. Age Matrix
b. Positioning vs. Brand Matrix
*Note that premium real estate market data indicated in this
study was further segmented in to “Premium Residential
Properties with Golf clubs and other amenities” (here
in referred to as Leisure Residential lots and amenities). This
data does not represent the country’s high-end real estate
market size (includes premiere condo units within NCR) which
is estimated to be at the P20B level.

10. a. Tagaytay Highlands is #1 in
niche: high priced product for 55
and above yrs old
Price/Age Matrix 26-35 years old 36-45 years old 46- 55 years old 56 and above
High Priced
(P15M and up)
Medium Priced
(P10M - P15M)
Low Priced (P5M -
P10M)
Hamilo
Coast
Anvaya
Cove
Splendido
Greenfield
Estates Canyon
Woods
Tagaytay
Highlands

11. b. Tagytay Highlands’ unique
positioning is shown in this
competitive map
Tagaytay Highlands has positioned itself to satisfy
ambiance desires and provide post sale services
through functional amenities for its niche.
Anvaya Cove Hamilo Coast
Canyon
Woods
Splendido
Greenfield
Estates
Tagaytay
Highlands
3
2
1
3
2
1
3
2
1
Positioning V.S. Brand
Matrix
Prime Location: Provides a
serene natural ambiance
Solid Amenities:
recreational facilities
within the real estate
compound
Post Sale Sevices Provided

12. 4. Tagaytay Highlands positions
strongly in a niche market
opportunity
Tagaytay Highlands is the only (truly) world-class
recreational and residential complex
Nestled amid the natural splendor and cool, unpolluted
atmosphere of the Tagaytay Ridge.
With tons of exciting activities, plush facilities, fine dining &
drinking, and Asia's most exciting golf courses
For high end middle to higher aged individuals
Who want to experience the fruits of their success by having
luxury within their grasps
Who wants to have the ideal getaway haven from the hustle and
bustle of urban life.
No brand has a similar position (though others claim)
Others focus on having residential houses alone or a separate
golf course on it’s own.
Others may have golf club shares with their lot but the location is
nothing like the Tagaytay Highlands.

13. 5a. Estimated market size for Leisure
Residential Properties and Amenities
based from competitor data is P5B
(in P millions)
Anvaya
Cove
Hamilo
Coast
Canyon
Woods
Splendido
Greenfield
Estates
Tagaytay
Highlands
Est. Total
Market Size
1,200 956 789 342 475 910 4,672
26% 20% 17% 7% 10% 19% 100%
Source: Colective 3Q2010 17-Q reports to the SEC and Financial Projections of third parties
2010 Est. Revenues
from Real Estate
Operations
*Note that premium real estate market data indicated in this study was further segmented in to
“Premium Residential Properties with Golf clubs and other amenities” (here in referred
to as Leisure Residential lots and amenities). This data does not represent the country’s high-
end real estate market size (includes premiere condo units within NCR) which is estimated to be
at the P20B level.

14. 5b. Estimated market size for Leisure
Residential Properties and Amenities
based from Tagaytay Highlands’ data
Excluding share components (from golf or
country club shares) of leisure residential
properties and amenities, Tagaytay
Highlands estimates market to be P6.5B
for 2010 period.

15. 5. Concluded that Leisure
Residential and Amenities
market is at the P7.5B level
Data obtained indicates the following:
Competitor data= P5B
Company data = P6.5B
Considering the bullish and upward swing of the real
estate market, the lowest interest rates on long term
financing, the steady 2% increase in population (w/c
improves demand for real estate) and the .5% increase
in retirees, market size for Leisure Residential
Properties and Amenities is estimated at the P7.5B
level.
http://corporatesolutions.swisslife.com/etc/slml/slnw/obedl/1/200/362.File.tmp/Philippines.pdf

16. 16
The Marketing Mix Strategy
Part 2:
Steps 6 to 10

17. 6a. Photo of product category :
“Distinctly Tagytay Highlands”

18. 6a. Photo of product category:
Hamilo Coast (competitor)

19. 6a. Photo of product category:
Anvaya Cove (competitor)

20. 6a. Photo of product category:
Canyon Woods (competitor)

21. 6a. Leisure Residential properties
and Amenities category is
dominated by 4 major brands
Tagaytay Highlands
Hamilo Coast
Anvaya Cove
Canyon Woods

22. 6b. Product Description
Tagaytay Highlands is the country's premier destination for luxury
living. It is situated just sixty kilometers away from Metro Manila
Tagytay Highlands is a world-class recreational and residential complex
nestled amid the natural splendor and cool, unpolluted atmosphere of
the Tagaytay Ridge.
Tagaytay Highlands Products include:
Katusra and Yume
Cotswold and Fairfield
The Parks and The Verandas at Saratoga Hills
Nob Hill
Lakeside Fairways Phases 1 – 5
Kew Gardens
Enclave
Terrazas de Alava
Tivoli Place

23. 6b. Product Description
The facilities and amenities within Tagaytay Highlands include:
The Country Club at Tagaytay Highlands
Tagaytay Highlands Golf Club
Tagaytay Midlands Golf Club
Spa and Lodge
Highlands Steakhouse restaurant
China Palace restaurant
The Gardens
The Greenhouse
The Sports Complex (complete)
Camp Highlands
Cottage Grove
Cable Car System

24. 7. Price-
Tagaytay Highlands is 4% - 38% higher
but with more amenities and post sale
services
Base Selling Price
(P/sqm or P/unit)
Lakeside Fairways Phases 1 to 5
Lakeside Fairways Phase 6 (Cotswold) 12,261
Lakeside Fairways Phase 7A (Katsura) 12,431
Lakeside Fairways Phase 7B (Yume) - Lots 13,677
Lakeside Fairways Phase 7B (Yume) - House & Lot 19,500,000
Plantation Hills Phases 1 to 5 5,421
Saratoga Hills-Phase 1 (The Parks) 11,815,171
Saratoga Hills-Phase 2 (The Verandas) 9,571
Saratoga Hills-Phase 3 (Fairfield) 11,063
Nob Hill (Fairfield 2) 13,620
From averages, prices of Tagaytay Highlands properties are higher by 38% as
compared to Canyon woods and 4% as compared to Anvaya Cove. As a focus point,
Tagaytay Highlands has more amenities and other services as compared to the two
competitors. Tagaytay Highlands aims to focus on their niche with these amenities and
by providing other post sale services.

25. 8a. Tagaytay Highlands’
Promo
Tagaytay Highlands primarily
through direct selling. Tagaytay
Highlands have sales hubs located
in Tagaytay and several locations
within NCR (one hub in The
Podium mall in Ortigas). In this
regard, Tagytay Highlands should
strengthen it’s sales force.
On top of having several standard
options for terms and discounts,
Tagaytay Highlands can follow
the cash flow capability of the
client and calculate applicable
discount based on client’s
demands.

26. Also, each lot purchase with comes
with a free share of Tagaytay
Midlands Golf Club. For selected
standard payment terms, buyers
can get free items such as LCD TVs,
3D TVs, Macbook Pros, iMac, iPad
and kitchen equipment worth
P200K.
With these promos, Tagaytay
Highlands will be the only real
estate entity that can compute
applicable discount based on the
cash flows of the buyer. In addition,
Tagaytay Highlands will be the only
one that can give out freebies on
top of standard discounts from
payment terms.
8a. Tagaytay Highlands’
Promo

27. 8b. Competitor promo
Both Hamilo Coast and
Anvay cove communicate
through web site and direct
selling (via sales
executives). As seen in
their websites, they market
the location of their
projects more as supposed
to the planned lots and
facilities. Both also have
promos with discounts
ranging from 5% to 10%
discount for outright 10%
down payment terms.

28. 8b. Competitor promo
Canyon Woods like the
former two competitors
mentioned also
communicate through their
website and direct selling.
However, unlike the former
two, Canyon Woods
highlight their facilities and
their planned themed
homes. Canyon Woods has
a 5% discount with 10%
outright down payment
terms.

29. 9. Place
Where is your product available?
Tagaytay Highlands Premier lots are
located within the gated and secured
facility of Tagaytay Highlands Compound.
Just 90 minutes from Metro Manila district
in Tagaytay City.

30. 10. Tagaytay Highlands is a
niche leader
Tagaytay Highlands’ main strategy is to dominate the
niche market of Class A middle to higher aged
individuals by providing residential houses and lots in
good locations and provide luxurious amenities and
post services that are attached with the unit
purchase.
It benefits from sales hub scattered within and outside
Metro Manila.
Has world class golf courses and provides excellent post
sale services through the Spa and Lodges, sports
complex and other facilities within the Tagaytay
Highlands compound

31. 31
SUMMARY
Leisure Residential Properties and Amenities
10 STEP
Marketing Plan for

32. 5 Steps for Part 1
(PTM and Positioning)
1. Tagaytay Highlands PTM are “Upper Class/High end
market”
2. Who want to enjoy the benefits of their life’s work
and experience a luxurious lifestyle
3. Can choose Anvaya Cove, Canyon Woods, Hamilo
Coast, Ayala Greenfield Estates and Splendido
4. Gap is all other real estate developers do not have
country clubs, golf clubs and post sale amenities
that comes free with every lot purchase.
5. The market size is P7.5 Billion. Tagaytay Highlands’
niche is P1 Billion.

33. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. Tagaytay Highlands’ Theme lots
7. A property ranges from P5M and up
8. Utilizes sales hubs, uses discounts
and freebies
9. Located in a recreational area
comprising mountains, rolling hills,
and lakeshores about 90 minutes
south of Manila in Tagaytay City
and Batangas province, with
spectacular views of Taal Lake and
the surrounding countryside.
10. Uses a niche approach to win

34. 34
10 STEP
Marketing Plan for
a r v i n m a t i a s
November 2010
Leisure Residential Properties and Amenities