10 STEP 10 STEP Marketing Plan Marketing Plan forfor

Sofia TowerSofia Tower

Ma. Teresa Castro-LojaJune 2010

1

5 Steps for Part 1 5 Steps for Part 1 (PTM and Positioning)(PTM and Positioning)

1. Sofia Tower PTM are home leasing middle class group

2. Who wants to be fulfilled by acquiring a home

3. Can choose New San Jose Builders Inc. (NSJBI) Projects

4. Gap is all other brands focus on location

5. The market size is 3.8 M.

5 Steps for Part 25 Steps for Part 2(Marketing Mix & Strategy)(Marketing Mix & Strategy)

6. Sofia Tower is a bi-level 12 storey condominium

7. Is priced 30% lower than NSJBI Projects

8. Uses ads, events, websites and sales force

9. Located in Roces Ave., a prime location

10. Uses low pricing to dominate

4

Positioning to the Positioning to the Primary Target MarketPrimary Target Market

Part 1:Steps 1 to 5

1. My Primary Target 1. My Primary Target Market (PTM) are...Market (PTM) are...

Demographics (25-35, M/F, middle class, single, starting a family, OFW, foreigners, investors)

Lifestyle (working, starting a family, children studying in Manila, investing)

Behavior (workaholic, studying, enjoys hanging out, likes to earn)

MASLOW’S HIERARCHY OF NEEDSMASLOW’S HIERARCHY OF NEEDS

I want to have my own HOUSE

I am FULFILLED when

I have acquired my HOME Self actualizationPersonal growth & fulfillment

Esteem NeedsAchievement, status, responsibility,

reputation

Belongingness & Love NeedsFamily, faffection, relationship, work group,

etc

Safety NeedsProtection, security, order law, limits, stAbility, etc

Biological and Physiological NeedsBasic neEds – food, shelter

I feel secured and protected

2. My PTM’s NWE2. My PTM’s NWE

Homeless Individuals need …..

• A home to feel fulfilled, secured and protected

BUYERS choose Sofia Tower because of …..

• Affordability, prime location, and low density

BUYERS expect these when they buy units …..

• Shelter, protection, security, accessibility, high oppurtunity to earn

3a. 3a. Sofia Tower Sofia Tower has many has many competitorscompetitors

Direct: - New San Jose Builders, Inc Projects (Victoria Station, Victoria Tower, Francesca Tower)

Indirect: - Condotel, Townhouses, Apartments

Variables: - Price, floor area (sqm), location, amenities, density

Sofia Tower Sofia Tower has the lowest price has the lowest price for the 20-35sqm and 46-55 sqm bi-for the 20-35sqm and 46-55 sqm bi-level unitslevel units

Price/ Area Matrix

20-35 sqmBi-level

36-45 sqm Bi-

level

46-55 sqm

Bi-level

High price

Low Price

Price vs. Area Matrix

Sofia Tower

Sofia Tower

VictoriaTower

FrancescaTower

VictoriaStation

Sofia Tower

Sofia Tower Sofia Tower positioning is shown positioning is shown in this competitive mapin this competitive map

Positioning

Victoria Station

Victoria Tower

Francesca Tower

Sofia Tower

Affordability

Accessibility

Security

Amenities

Low Density Many competitors are accessible, secured and with amenities

Positioning vs. Competitors Matrix

4. 4. Sofia Tower is a low priced Sofia Tower is a low priced condominium with variables at condominium with variables at par with competitors par with competitors

Sofia Tower is the only condominium in the area

that is affordable (Php46,500/sqm)less densemore private or “homey”

No brand has a similar position.Others focus on location & amenities

5a. Based on an Article in The 5a. Based on an Article in The Philippine Star – RP has a 3.8M Philippine Star – RP has a 3.8M housing backloghousing backlog

SOURCE: http://www.manilatimes.net/national/2006/oct/25/yehey/business/20061025bus6.html

MANILA, Philippines - Housing and Urban Development Coordinating Council Chairman Vice President Noli de Castro said the Philippines is looking to complete the housing backlog of close to 3.8 million, as more potential buyers have been flooding the mass housing market.Majority of the people looking for new houses or condos come from the business process outsourcing or call centers, the working class, retirees, and overseas Filipino workers.

RP set to address 3.8M housing backlog soon

(The Philippine Star) Updated June 26, 2009 12:00 AM

5b.5b. Based on 70% Sales, the home Based on 70% Sales, the home leasing middle class comprise leasing middle class comprise majority of the market.majority of the market.

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The Marketing Mix StrategyThe Marketing Mix Strategy

Part 2:Steps 6 to 10

6a. QC Condominiums6a. QC Condominiums

Victoria Towers

QC Townhouses

Francesca Tower

Sofia Tower

Direct Competitors

Indirect Competitors

6b. Product Description6b. Product DescriptionSofia Tower is a 12 storey

condominium

It has 6 commercial units , 204 residential bi-level units and 3 level parking

There are 4 typical bi-level units – 33 sqm, 40sqm, 46.5 sqm and 47.5 sqm

7. Price7. PriceSofia Tower is priced at Php

46,500/sqm in all floor levels

Victoria Towers and Victoria Station are priced at Php 70+K/sqm

Sofia Tower is 30% priced lower than the Victoria Station and Victoria Tower and almost at par with Francesca Tower

8a. Promo8a. Promo

Sales Force - Leadbrokers /Agents- Training/Evaluation- Motivation to Sales Force - Incentives- Product Presentation- Flyer Distribution- Client Visitation

Print Ads (Philippine Star, Manila Bulletin, Smile In Flight Cebu Pacific Magazine)

- billboard on site/tarpaulin

8a. 8a.

Events- Open House

(Promo Discounts, Give aways)- Investor’s Day/Event

( Promo, Give Aways)- Mall Exhibits

(Flyers, Product Presentation)

...http://sofiatower.info/index.html http://sofiatower.info/index.html 8a. 8a.

Direct Marketing (Telemarketing)

Website- Updates on promo, events- Easy access of sample computation- Access on availability- Model Unit viewing-Sample lay outs

sofia tower index.html

8a. 8a.

8b. Competitor’s Promo8b. Competitor’s PromoSales Force

Print Ads

Events: Open House and Mall Exhibits

Website New San Jose Builders Inc.htm

9. Place9. Place

Sofia Tower is along Roces Ave., a

prime location ……near the restaurant arrays of

Tomas Moratoproximity to schools, universities,

hospitals, churches and marketsHigh appreciation value

10. Sofia Tower has the 10. Sofia Tower has the lowest selling price….lowest selling price….

• Sofia Tower’s main strategy to dominate is it’s affordability - 30% lower than competitor’s price

• It benefits from print ads, events, direct marketing and e-marketing

• Sales Force are vital in the marketing and selling

SUMMARYSUMMARY

5 Steps for Part 1 5 Steps for Part 1 (PTM and Positioning)(PTM and Positioning)

1. Sofia Tower PTM are home leasing middle class group

2. Who wants to be fulfilled by acquiring a home

3. Can choose New San Jose Builders Inc. (NSJBI) Projects

4. Gap is all other brands focus on location

5. The market size is 3.8 M.

5 Steps for Part 25 Steps for Part 2(Marketing Mix & Strategy)(Marketing Mix & Strategy)

6. Sofia Tower is a bi-level 12 storey condominium

7. Is priced 30% lower than NSJBI Projects

8. Uses ads, events, websites and sales force

9. Located in Roces Ave., a prime location

10. Uses low pricing to dominate