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10 STEP Marketing Plan for (Horizontal Development housing)
Mark Anthony G. CarpioJune 2013
1www.markanthonycarpio.blogspot.com
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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
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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
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6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the marketing mix & strategy
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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
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Our product belongs to the “Physiological Needs”
15Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Most of these developers are engaged in various types of developments
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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
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6a. Show how product looks vs. competition
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6b. Camella’s Sample townhouse product
Inner Unit:Lot Area: 50sqmFloor Area: 40sqmPrice: P2.4M
Corner Unit:Lot Area: 75sqmFloor Area: 40sqmPrice: P3.7M
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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
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8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use
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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
www.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