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Project Brief As of May 23, 2012 WHO IS YOUR TARGET CUSTOMER? Their DEMOGRAPHICS

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Project Brief As of May 23, 2012 WHO IS YOUR TARGET CUSTOMER? Their DEMOGRAPHICS Project Brief as of May 23, 2012 WHO IS YOUR TARGET CUSTOMER? Their DEMOGRAPHICS By geographic location Mainly from Manila, and to some extent, from the Pasay area Halfway home market, those from Provinces namely Cavite, Batangas, Laguna, and Rizal By need/motivation Comfort zoners and status achievers By family life cycle Married couples and early nesters By SEC (gross monthly B – PhP130K family income) C1 – PhP100K WHO IS YOUR TARGET CUSTOMER? Their PSYCHOGRAPHICS STATUS ACHIEVERS COMFORT ZONERS POSITIVE NEGATIVE POSITIVE NEGATIVE Extremely self-conscious + Assurance of good fortune + Relief from city stress (i.e., Quality + Financial leeway+ Affluent image-driven well-known names + scenic view with enough space Other offers accessibility to establishments & freedom to move/expand/ customize) + Private/Secure Preference for established, Simple/Uncomplicated life + House as legacy & for happy Saving for children & trusted & highly recommended Introverted+ Reliance on family life retirement developers who offer the best Professionals Assurance of good fortune+ Career-oriented/Workaholic Career-oriented + Workaholic Outdoor life + Celebrations well-known names + accessibility to establishments Price & quality over Price & quality over style/design style/design WHO IS YOUR TARGET CUSTOMER? The Status Achievers WHO IS YOUR TARGET CUSTOMER? The Comfort Zoners WHAT’S INSIDE YOUR CUSTOMER’S MIND? Their NEEDS • WHAT THEY USUALLY SAY THEY • WHAT THEY USUALLY MEAN WANT (explicit need) (implicit need) – Shelter – Pride / recognition – Investment – Security / comfort – Convenient location – Belongingness – Affordable price – Enjoyment / happiness – Societal / familial demands – Independence – Need for a scenery change – Privacy – Sense of achievement – Legacy to children WHAT’S INSIDE YOUR CUSTOMER’S MIND? Their Top CONSIDERATIONS 1. Primary considerations – Location 3. Preference-driven – Price (Affordability) – Amenities – Developer – Design / look 2. Environmental elements – Security – Communities WHAT’S INSIDE YOUR CUSTOMER’S MIND? Their DECISION-MAKING PROCESS WHO ELSE INFLUENCES THE DECISION? The INFLUENCERS to their purchase decision WHAT’S INSIDE YOUR CUSTOMER’S MIND? LAND AREA SALES NO. OF BLDGS. TOTAL UNITS PROJECT NAME DEVELOPER LOCATION RFO DATE (SQ.M.) LAUNCH NO. OF FLOORS FOR SALE AlongThe Taft Avenue, OTHER Manila OPTIONS in their mind JAI ALAI PROPERTY DMCI Homes 7,717 - - 1 Bldg 43 Flrs 852 (fronting Rizal Park) LAND AREA SALES NO. OF BLDGS. TOTAL UNITS PROJECT NAME DEVELOPER LOCATION RFO DATE LA VERTI RESIDENCES DMCI Homes Along Taft Avenue, Manila (SQ.M.)31,500 LAUNCHJul-08 RFO NO.7 Bldgs OF FLOORS 5 Flrs FOR1,475 SALE Along Taft Avenue, Manila Bldg 1 Dec-11; Bldg 2 - PENINSULAJAI ALAI PROPERTY GARDEN Twr 1-4 DMCIFederal Homes Land Penafrancia St., Paco, Manila 21,9597,717 Apr-06- - 8 1Bldgs Bldg 18-20 43 Flrs Flrs 1,050852 (fronting Rizal Park) Dec-12 SUNTRUSTLA VERTI RESIDENCES PARKVIEW Twr 1-5 DMCISuntrust Homes Concepcion Along Taft St.,Avenue, Ermita, Manila Manila 10,22431,500 Jul-08Jul-09 Twr 1-5 Dec.RFO 2013-16 7 Twrs.7 Bldgs 15-30 5 Flrs Flrs. 1,4671,475 Bldg 1 Dec-11; Bldg 2 - PENINSULA GARDEN Twr 1-4 Federal Land Penafrancia St., Paco, Manila 21,959 Apr-06 8 Bldgs 18-20 Flrs 1,050 RIVERVIEW MANSION Federal Land Binondo, Manila 1,369 Feb-10 Dec-122013 1 Bldg 32 242 1622 J. Bocobo St., Malate, BIRCHSUNTRUST TOWER PARKVIEW Twr 1-5 MirobeniSuntrust Concepcion St., Ermita, Manila 10,224951 Jul-10Jul-09 Twr 1-5Sept. Dec. 2012 2013-16 7 Twrs.1 Twr. 15-30 50 Flrs. Flrs. 1,467824 Manila Malate Bayview MALATERIVERVIEW BAYVIEW MANSION MANSION MansionFederal Development Land Adriatico Binondo, Street, Malate,Manila Manila 1,369- Feb-07Feb-10 Bldg 20131 Dec-13 1 Bldg1 Bldg 38 32 Flrs 638242 Corporation Prince Jun Prop. Pedro 1622 GilJ. BocoboSt., cor. St.,Dr. Malate,Vazquez UNIVERSITYBIRCH TOWER TOWER MALATE Mirobeni 1,120951 May-07Jul-10 Sept.Dec. 20112012 1 Twr. 3850 Flrs. 739824 Hldgs. St., Malate,Manila Manila Malate Bayview New San Jose Taft Ave., cor. Gen. Malvar St., VICTORIAMALATE BAYVIEW DE MANILA MANSION 2 Mansion Development Adriatico Street, Malate, Manila 2,850- Dec-10Feb-07 BldgDec. 1 Dec-132014 1 Twr.Bldg 4538 Flrs.Flrs 1,820638 CorporationBuilders Malate, Manila PrinceNew San Jun JoseProp. PedroAngel GilLinao St., cor. cor. Pres. Dr. Vazquez Quirino VICTORIAUNIVERSITY DE TOWER MALATE MALATE Twr 1-2 3,5001,120 May-07Jan-11 Dec. 20142011 21 Twrs.Twr. 3845 Flrs.Flrs. 2,520739 BuildersHldgs. St.,Ave., Malate, Manila Manila New San Jose Taft 2241 Ave., Taft cor. Avenue, Gen. Malvar Malate, St., GREENVICTORIA RESIDENCES DE MANILA 2 SMDC 3,5902,850 Dec-10Jun-11 Dec.1H 2016 2014 1 Twr.Bldg 4557 Flrs.Flrs 3,3781,820 Builders Malate,Manila Manila New San Jose Angel 2587 Linao Taft Avenue,cor. Pres. Malate, Quirino CAMELLAVICTORIA CONDODE MALATE HOMES Twr 1-2 Vista Residences 1,3823,500 Jun-11Jan-11 Dec.3Q 2016 2014 21 Twrs.Bldg. 3945 Flrs. 1,1412,520 Builders Ave.,Manila Manila Grand Metro Lorenzo Taft 2241 Ave., Taft cor. Avenue, P. Ocampo Malate, St., 2GREEN TORRE RESIDENCES LORENZO SMDC 1,1053,590 Sep-10Jun-11 Sept.1H 2016 2013 1 Twr.Bldg 3557 Flrs.Flrs 3,378684 Corp. Malate,Manila Manila M. 2587 Adriatico Taft Avenue, St., cor. Malate,P. Faura 8CAMELLA ADRIATICO CONDO HOMES VistaEton ResidencesProperties 1,6261,382 Dec-09Jun-11 Dec.3Q 2016 2013 41 Twrs.Bldg. 3940 Flrs. 1,141905 St., Malate,Manila Manila Grand Metro Lorenzo Taft1881 Ave., Taft cor.Avenue, P. Ocampo Brgy. San St., STUDIO2 TORRE ZEN LORENZO Filinvest 1,2211,105 Sep-10Jun-11 Sept.Dec. 20132013 1 Twr.Bldg 3521 Flrs.Flrs 561684 Corp. Isidro,Malate, Pasay Manila City Along M. Adriatico Taft Avenue St., cor. and P. Donada Faura 8 ADRIATICO Eton Properties 1,626 Dec-09 Dec. 2013 4 Twrs. 40 Flrs. 905 AVIDA TOWERS PRIMEA TAFT Twr 1-3Avida St., BarangaySt., Malate, 34, Zone Manila 3, Pasay - Nov-11 2,016 3 Bldgs. 22-30 Flrs. 2,028 City 1881 Taft Avenue, Brgy. San STUDIO ZEN Filinvest 1,221 Jun-11 Dec. 2013 1 Bldg 21 Flrs 561 Isidro, Pasay City Along Taft Avenue and Donada AVIDA TOWERS PRIMEA TAFT Twr 1-3Avida St., Barangay 34, Zone 3, Pasay - Nov-11 2,016 3 Bldgs. 22-30 Flrs. 2,028 City WHAT’S INSIDE YOUR CUSTOMER’S MIND? The OTHER OPTIONS in their mind 10 9 8 8 Adriatico (Eton Properties) 7 6 University Tower Malate (Prince Jun Prop. Hldgs) 5 Suntrust Parkview (Suntrust) 4 Riverview Mansion (Fedral Land) 3 Peninsula Garden (Federal Land) 2 1 Torre de Manila (DMCI Homes) 0 *AFFORDABILITY: Based on price per square meter Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011 Perceptual Maps (Affordability vs Location) 10 Suntrust Parkview Riverview Mansion Peninsula Garden University Tower Malate 8 Adriatico 0 10 LOCATION *AFFORDABILITY: Based on price per square meter 0 AFFORDABILITY Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011 Perceptual Maps (Affordability vs Developer) 10 Suntrust Parkview Riverview Mansion Peninsula Garden University Tower Malate 8 Adriatico 0 10 DEVELOPER *AFFORDABILITY: Based on price per square meter 0 AFFORDABILITY Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011 Perceptual Maps (Location vs Developer) 10 Suntrust Parkview University Tower Malate 8 Adriatico Riverview Mansion Peninsula Garden 0 10 DEVELOPER 0 LOCATION Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011 Brand Logo Design Inspiration The Torre de Manila logo consists of a mark and logotype that represents the development’s modern Art Deco architecture. The mark consists of four (4) color blocks depicting the building’s façade and Sky Patio. The mark mimics a sense movement portraying the project location’s dynamism. The organic of colors grey, maroon, burnt sienna and green were used to reflect the property’s thrust for resort-inspired lifestyle. The logotype uses the Surrounding font to achieve a clean and modern look. The logo, as well as the subsequent artwork derived from it, was inspired by beautiful and intricate stained glass art deco windows during the 1920s and 1930s. These were characterized by geometric shapes with intense colors, laid out in a repetitive pattern. For instance, the old Manila Metropolitan Theater’s façade had a beautiful stained glass window. HOW CAN YOU SOLVE YOUR CUSTOMERS’ NEEDS? What SETS IT APART from the other options • Point of Parity – A new residential community (high rise condominium) in Manila • Point of Difference – The HRB around the vicinity that TRULY caters to young, starting families; with focus on exclusivity and privacy – The development is designed for end-users, not investors HOW CAN YOU SOLVE YOUR CUSTOMERS’ NEEDS? Why would your customers BELIEVE you • Inventory mix (TDM’s is comprised of predominantly bigger units) – 2 BR units comprise 47.8% of the inventory – 3 BR units comprise 9% of the inventory • Family-oriented amenities • All the other DMCI Homes developments (new and existing ones) • No commercial establishments open for non-residents HOW CAN YOU SOLVE YOUR CUSTOMERS’ NEEDS? Your product AT A GLANCE • Art Deco (contemporary) building • Building with innovative design • Resort-inspired living • Most family-oriented development in the area (exclusivity and privacy) HOW DO WE REACH THEM? The way we CONNECT and COMMUNICATE to them • GOAL: To convince the young, upper-income buyers/upgraders within Manila, Pasay, and nearby areas that DMCI Homes Torre de Manila will deliver resort-inspired living and the perfect home for their small families
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