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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 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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    Shop. Choose. Redeem with Max's Restaurant, Pancake House and Jamba Juice PARTICIPATING REDEMPTION STORES Max's Restaurant Location Name Address 10th Avenue 261 Delfina Bldg., corner Baltazar St 10th Avenue Abreeza 2/F Abreeza Mall J.P. Laurel Ave, Bajada Ayala Malls Manila Bay Ayala Malls Manila Bay Diosdado Macapagal Blvd, cor Aseana Ave. Balanga Aguirre St., Poblacion Caltex NLEX Valenzuela Caltex NLEX Valenzuela E1 Caltex Sct Borromeo Caltex Scout Borromeo St., Diliman Cauayan City Rivera St., Center Mall Tutuban G/F Tutuban Center Mall CM Recto Avenue, Divisoria Commonwealth Fairview Lot 6 Commonwealth Ave Olivarez Plaza 2/F Olivarez Plaza 4030 National Hwy Petron San Jose Nueva Ecija Petron San Jose Pan-Philippine Highway Shell C5-Heritage C5 Southbound, Carlos P. Garcia Ave Shell Don Antonio Don Antonio Dr, Diliman Silang Cavite Emilio Aguinaldo Hwy SM Puerto Princesa SM Puerto Princesa PPVQ+59 Barangay San Miguel Tanay R-5 RPL Valencia Courtyard L-140 Robinsons Place Bagontaas EDSA Borromeo Lot 1 Blk. S155 Edsa cor. Scout Borromeo, South Triangle Robinsons Galleria South 1/F Robinsons Galleria South Km. 31, National Highway, Brgy. Nueva Sto. Tomas Gateway Drive Maharika Highway, Lipa Town Center Lipa Town Center Brgy. Sico Vista Place Taguig G/F Vista Place Levi Mariano Ususan SM Olongapo Central SM Olongapo Central Rizal Ave Gapan 00 Greenwoods Ave., Brgy. Bayanihan Bacolor Pampanga Jose Abad Santos St., Macabacle EDSA Eats 537 EDSA Corner Main Avenue Bagong Lipunan ng Crame 4 Shell Don Antonio Shell Don Antonio Don Antonio Dr, Diliman Abreeza Mall 2nd Floor Abreeza, Ayala Mall J.P.
  • PH Logistics Performance Drops the Philippines Continues to Be Lackluster in Terms of Logistics Sector Performance

    PH Logistics Performance Drops the Philippines Continues to Be Lackluster in Terms of Logistics Sector Performance

    44 BUSINESS PH logistics performance drops The Philippines continues to be lackluster in terms of logistics sector performance. This according to the latest report of the World Bank, “Connecting to Compete 2016: Trade Logistics in the Global Economy.” ased on the Logistics Performance Index (LPI) data, the country's competitiveness on trade logistics dropped 14 Bspots from 57th place in 2014 to 71st place in 2016 among 160 countries worldwide. The report showed that the country’s poor infrastructure attributed to its overall low score of 2.86 index. The World Bank’s LPI, which is conducted every 2 years, measures the efficiency and performance of a country’s logistics infrastructure. It can help countries identify challenges and opportunities and improve their logistics performance based on 6 parameters: h Efficiency of customs and border management clearance; h Quality of trade and transport infrastructure; h Ease of arranging competitively priced shipments; h Competence and quality of logistics services; h Ability to track and trace consignments and since 2007 (see Philippines-Logistics Performance). The World h Frequency with which shipments reach consignees within Bank identified the Philippines as a ‘partial performer’ in terms scheduled or expected delivery times. of its logistics efficiency based on the results of 2016 LPI index. Over the past 4 years, the Philippine logistics performance Meanwhile, National Council for Competitiveness Philippines has been declining drastically (see Philippines Logistic co-Chairman Guillermo Luz said that the country’s decline in Performance). This year has been the lowest ranking since LPI ranking was due to the Manila port congestion in 2014.
  • Hotel and Restaurant Industry in the Philippines

    Hotel and Restaurant Industry in the Philippines

    An In-depth Study on the Hotel and Restaurant Industry In the Philippines Submitted by: Dr. Divina M. Edralin Project Head and Ms. Paulynne Castillo Senior Researcher August 17, 2001 Table of Contents page List of Tables ii List of Appendices iii Executive Summary v Introduction 1 1. The industry 3 1.1 Definition 4 1.2 Contribution to the Economy 5 1.3 Structure 5 1.4 Seasonality of Demand 25 1.5 External Support Systems 26 2. Forward Linkage/Market 28 3. Backward Linkage/Suppliers 35 4. Laws Hindering/Facilitating 40 5. Market Potential/Foreign Market Demand and Competition 47 5.1 Entering Foreign Markets 47 5.2 Extent of Services Rendered Abroad 47 5.3 Foreign Market Demand and Competition 49 6. Supply Capability 59 6.1 Services Offered 59 6.2 Areas of Specialization 60 6.3 Expertise/Technical Competence of Manpower 61 7. Industry Training Needs 63 7.1 Quality and Quantity of Training 63 8. Opportunities and Threats 65 8.1 Opportunities 65 8.2 Threats 69 9. Action Plan Enhancing Competitiveness 9.1 Recommendations 72 9.2 Performance Monitoring Scheme 78 10. Directory 79 Bibliography 294 Appendices 106 List of Tables Page Table 1 Hotel and Restaurant Industry Definition Based on the 4 PSIC Table 2 The Hotel and Restaurant Industry’s Contribution to the 5 Philippine Economy Table 3 Hotel and Restaurant Industry Structure 6 Table 4 Hotel and Restaurant Industry Breakdown 6 Table 5 Regional Distribution of Hotel and Restaurant 7 Establishments Table 6 DOT Accredited Hotels Average Number of Rooms, 9 1995-1999 Table 7 DOT Accredited Hotels
  • Kit2 Manila Guide

    Kit2 Manila Guide

    curating in-depth Curatorial practices in Slovenia, Croatia and the Philippines overview Metro Manila is the capital of the Philippines. As its center of governance, education, religion and finance, this region is considered as the country’s most populous. Distributed into 17 cities, each has its own unique personality, heritage and culture. This booklet shall be a brief introduction for your stay. Gathered below is a list of places that provide varied views of the art being produced and kept in the city. Few reminders about transport, weather and other important information have been compiled for your use. We hope you enjoy your visit! overview: Transportation TRAINS The LRT-1 runs from Monumento in the north to Baclaran in the south, interchanging with the MRT at the corner of EDSA and Taft Ave near Pasay Rotunda. The LRT-2 runs from Recto in the west to Santolan in the east, interchanging with the MRT in Cubao. The MRT (Metro Rail Transit) travels a south–north route along EDSA. It is handy for getting to and from the Ayala Centre in Makati and to Quezon City. Electronic farecards are usually good for one trip only. Fares (P12 to P15) are dependent on distance. Some stations sell ‘stored-value cards’ worth up to P150, which are good for three months. Its operation starts at around 5AM to around 10PM, depending on the station. It is open on both weekends and weekdays. BUS This is a cheaper alternative to taxis. Buses go through the major roads in the metro; some even proceeding to nearby provinces.