5 carpio, mark anthony markma june 9

10 STEP
Marketing Plan for
(Horizontal Development housing)
Mark Anthony G. Carpio
June 2013
1www.markanthonycarpio.blogspot.comwww.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
www.markanthonycarpio.blogspot.com

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. Product
7. 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
www.jeandeguzmawww.markanthonycarpio.blogspot.com
Can’t
Afford
Socialize
Economic
Low Cost
Mid End
High End

Each Segment has different
demographics and
behaviors
Can’t
Afford
Socialize
Economic
Low Cost
Mid End
High End

90% Locally Employed, has
an income level of at least
P6,500 per house hold
Can’t
Afford
Socialize
Economic
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
23-50 years old
Both male and female
Mostly Single
90% locally employed earning P6-
10k/ mo.
Some purchase for immediate use
Some purchase in bulk for rent
Others purchase for their loyal
employees

50% OFW’s, usually has an
income level of at least
P34,000/mo.
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
28-50 years old
Majority are married
50% locally employed and 50%
OFW’s earning P34k/ mo.
Most of purchase are for personal
use
Some for investment and then sell
after turnover

70% OFW’s from all over the
world, a household income at
least P92,000/mo.
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.
35-55 years old
Majority are married
70% locally employed and 50%
OFW’s earning P100k/ mo.
Most of purchase are for personal
use
Some for investment and then sell
after turnover
Company housing for Executives

Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product
2. My PTM’s NWD

Our product belongs to the
“Physiological Needs”
15
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th
ed, Philip Kotler

The Philippines has almost
4M housing backlog
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
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

BEFORE
Trend in the 80’s and 90’s is Lot only
It takes 20 years for a community to build up
Wait and see attitude who will build first
NOW
It takes at least 2 years and you have a full community
Less 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. Age
Size of bubbles= represent relative market shares
of the brands
2nd
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
Table 4.7 Revenues and Net Income of Selected Developers, 2012 (in Php Billions)
Ayala
Land
DMCI
Holdings
Filinvest
Land
Vista
Land
Robinson
Land
Corp
Megaworld
Corp
SM
Development
Corp
GMEDI*
Revenues 54.52 50.29 9.69 17.66 14.22 30.55 21.58 0.50
Net
Income
8.99 10.46 3.25 4.38 4.28 7.29 4.9 0.14

Show a product shot
Your product and your competitors
with, without box as they look in the
supermarket
All pack sizes
All variants
All major brands
6a. Photo of product category

6a. Show how product looks
vs. competition

6b. Camella’s Sample
townhouse product
Inner Unit:
Lot Area:
50sqm
Floor Area:
40sqm
Price: P2.4M
Corner Unit:
Lot Area: 75sqm
Floor Area:
40sqm
Price: P3.7M

7. Camella has higher pricing due to
higher overhead
Corner Unit:
Lot Area: 94 sqm
Floor Area: 81 sqm
Price: P3.4M
Inner Unit:
Lot Area: 52 sqm
Floor Area: 81 sqm
Price: P2.6M
Inner Unit:
Lot Area: 50sqm
Floor Area: 40sqm
Price: P2.4M
Corner Unit:
Lot Area: 75sqm
Floor Area: 40sqm
Price: P3.7M
RFO Terms:
Down payment:
10% DP 1 year
90% Bank Finance
RFO Terms:
Down payment:
20% DP 3 Months
80% 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,
Billboards, Print, bus ads

Show also how your key competitors
communicate
Their commercials
Their websites
And why your communication stands out
8b. Competitor promo

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
preference
fast moving price range and product
preferences
Single Attached- P3M-
3.5M

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. Product
7. 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. Carpio
June 2013
42www.markanthonycarpio.blogspot.comwww.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

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