Identifying market segments markma

Identifying Market SegmentsAs Applied in

Mark Anthony G. Carpio

V60 Marketing ManagementProfessor Bond De Ungria

www.markanthonycarpio.blogspot.com

www.jeandeguzman@blogspot.com

Identifying market segments and targets:

Levels of Market Segmentation

Concept 1-3

1 size fits all approach

Same set of needs and wants

Distinctive set of needs

Local Community

Customization approach

How Concept 1-3 is Applied in

Segment Market for Real Estate and Grand Monaco Positioning

Concept 1

Local Community

The Philippines has almost 4M housing backlog

Example Concept 1

Segment Marketing

High End

Mid End

Low Cost

Economic

Socialize

Can’t Afford

PRICE RANGE HOUSING NEEDS

(462k)

(1.9M)

(663k)

(832k)

400k below

401k-1.25M

1.25M-3M

Housing Segments in the Philippines

“Can’t afford ” a household income below P6,500/mo.

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.

Can’t Afford Socialize

Economic

Low Cost

High End

Mid End

Example Concept 1

Segment Marketing

www.jeandeguzman@blogspot.comwww.markanthonycarpio.blogspot.com

EconomicLow Cost

High End

“Economic” a household income at least P11,000/mo.

Mid End

Example Concept 1

Segment Marketing

Economic

Low Cost

High End

“Low Cost” a household income at least P34,000/mo.

Mid End

Example Concept 1

Segment Marketing

Economic

Low Cost

Mid End

High End

“Mid End” a household income at least P92,000/mo.

Example Concept 1

Segment Marketing

Economic

Low Cost

Mid End

High End

“High End” a household income at least P185,000/mo.

Example Concept 1

Segment Marketing

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

Local Community

Grand Monaco Niche in Horizontal Development

Horizontal DevelopmentHouse and Lot

Vertical Development

Example Concept 2

Niche Marketing

Local Marketing For Grand Monaco

Concept 3

Local Community

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

Geographic

Demographic

Psychographic

Behavioral

Segments the market per area

Segments market like bio

Based on Preference

How people behave

Geographic Segmentation divides the market in different geographical units

Concept 4

NATION

COUNTRY

REGION

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

Taytay, Cainta, Binangonan, San Mateo

Antipolo, Cogeo, Marikina

Pasig Paranaque

Caloocan

Concept 4

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

Geographic

Demographic

Psychographic

Behavioral

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

Geographic

Demographic

Psychographic

Behavioral

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

Example Concept 6Behavioral

Identifying market segments and targets:

Levels of Market Segmentation

Concept 1-3

Local Community

Identifying Market SegmentsAs Applied in

Mark Anthony G. Carpio

V60 Marketing ManagementProfessor Bond De Ungria

Identifying market segments markma

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