10 step by step marketing plan

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10 STEP Marketing Plan for Avida CityFlex Towers BGC

Aileen ViadoNovember 2014

http://aiviado.blogspot.com

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


1. Professionals, Entrepreneurs, Doctors aged 30 and above with house hold income of at least 90k

2. Who needs a property/ investment, wants good quality

3. Can choose Megaworld, Alveo Land, Robinsons Land

4. Gap is all other projects in BGC only offers residential units whereas Cityflex Towers offers home office units

5. The market size is P560B, Niches is P3.8B.

Steps 1 to 5

For Professionals, Entrepreneurs & Doctors


6. Product: Avida CityFlex Towers BGC7. Price: Lower than Megaworld and

Alveo, almost the same price as Robinsons Land.

8. Promo: Print, Booth, Events, Website9. Place: Malls and other populated

places10. Winning Strategy: Niche Approach

with specific need

Steps 6 to 10

PTM with specific need


1. PTM are practical but recognized value

30 to 60 years old, Male or Female, Class AB and C1, Single or Married

Professionals in managerial positions who do business in BGC or Makati, Entrepreneurs who wants to conduct business at home in a prime area, Doctors who wants to hold clinic in BGC

Not a first time property buyer, while practical they recognized value and are willing to pay for a premium of quality, desires a peaceful environment in a prime area


Working with family nearby

6Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed,

Philip Kotler

Ability to buy a condo in a prime area is a status symbol

I need a home or area for business


I want to work with my family just nearby

2. PTM demand work-life balance

Needs: Needs shelter: home and an area for business, needs to be closer to family for work-life balance, gain self-esteem, and achieve Self-actualization

Wants: Professionals choose Cityflex Towers for its quality and prime location, Entrepreneurs and Doctors choose Cityflex Towers for they will be able to conduct business with their family nearby.

Demands: They demand value, quality, good location, peaceful environment, and work-life balance


3a. Competitors with different propositions Direct: Megaworld, Alveo Land, Robinsons Land

Indirect: Residential and commercial properties for lease

Variables: Price, Location, Purpose


Avida CityFlex is the only one that meets the residence & business purpose

Price/ PurposeMatrix

Residence Business Residence & Business

High price

Low Price

Megaworld One Uptown Residences

Robinsons Land The Trion Towers

Alveo High Street South Corporate Plaza

Avida Cityflex Towers

Price vs. Purpose Matrix

as of 2011


Avida CityFlex Towers

Avida Cityflex Towers

Brand positioning of Avida CityFlex

Benefit Positioning vs. Brand Matrix

as of 2011

Harder to stand out amidst the competitive clutter.


Functional Benefit

Megaworld One Uptown

Residences

Alveo High Street South Corporate

PlazaRobinsons Land

The Trion TowersAvida CityFlex Towers BGC

Prime Location Value for Money/ Sound Investment Quality Work-Life Balance Flexible Payment Term Affordable Quality Office Space Upscale Life at the top World Class Efficient Property Management On-time Delivery

4. Emphasize being closer to family and value for money

Avida CityFlex Towers BGC is the only condominium property that can be both use for residence and business.

Efficiency and being upscale has not been addressed by the product.

Emphasis on being closer to family and loved ones and the value you will get for just buying one property for two purposes.http://aiviado.blogspot.com

5a. Over 500k new units in the market in just 2 years

4Q of 2013License to sell were given to 280,396 units in 2013 and 376, 046 units in 2012. (Colliers International)

5b. 7,338 units launches in 2013 = 2% market share

5. 560B real estate estimate market size

1. Competitor data= 560B

2. Company data = 560B

6a. Avida CityFlex Towers offers residential and office units

6a. Megaworld One Uptown Residences offers fully furnished units

6a. Alveo Highstreet South Corporate Plaza located at BGC’s Cultural District

6a. Robinsons The Trion Towers offers 3BR units

6b. What makes Avida CityFlex Towers different?

The only one that offers SoHo (Small Office Home Office)

It has 2 different lobbies for residential and office units

Only one that offers loft type residential unit

Executive Studio Unit – approx. 36.93 sq. m

2 Bedroom Unit – approx. 58.21 sq. m

1 Bedroom with Loft – approx. 60 sq. m

SoHo Unit – approx. 40.39 sq. m Office Unit – approx. 40.39 sq. m

6b. Avida CityFlex Towers offers loft type unit

7. PriceResidential condo price in BGC ranges from 4M to 18.5M

Approximate Price in millions

Unit Type Floor Area (sq. m)


Alveo High Street South

Corporate Plaza

Robinsons Land The

Trion Towers

Avida CityFlex

Towers BGCExecutive Studio 36.93 4

One Bedroom 44.1 5.65 46.46 4.5

One Bedroom Loft 60 6.52 Bedroom 58.21 6.8

59.38 7.3 89 11.5

SoHo 40.39 5Office 40.39 5

3 Bedroom 146.95 18.5 97.43 10.25

4 Bedroom/ Penthouse 294 38.2 Junior Office 90 16 Corner Office 170 27

7. PriceAvida and Robinsons are almost the same price

Approximate price per sq. m

Unit Type

Megaworld One Uptown

Residences

Alveo High Street South

Corporate Plaza

Robinsons Land The

Trion TowersAvida CityFlex Towers BGC

Residential 127,000.00 107,000.00 108,000.00

Office 168,000.00 123,000.00

7. Price ConclusionAvida is 1% higher than Robinsons and 15% to 27% lower than Megaworld and Alveo

Relative Prices vs. Avida Units

Unit Type


Alveo High

Street South

Corporate Plaza

Robinsons Land

The Trion Towers

Avida CityFlex Towers

BGC

Residential 115% 99% 100%

Office 127% 100%

8a. Avida Cityflex uses

2

5

4

6

3

1

7

8a. Avida CityFlex Ad at Zipmatch

8a. Avida CityFlex Sales Promo

8a. Avida Booth

8a. Avida Event

8b. Competitor promo

Show also how your key competitors communicate

Their commercialsTheir websites

And why your communication stands out

8b. Megaworld One Uptown Residences payment promo and board up

8b. Alveo High Street South Corporate Plaza Brochure

8b. Robinsons The Trion Towers Event

9. Avida captures even the International market

Booth set up at malls and other populated places

International and Provincial Roadshows and Events

Inquiries can be done through: Hotline, Website, Live Chat, Walk-ins, Agents

10. What is the generic winning strategy?

Avida’s main strategy is to dominate the niche market of professionals, entrepreneurs, and doctors who wants to do business in BGC and be closer to family.

Avida CityFlex is reasonably priced that brings value for your money

1. Professionals, Entrepreneurs, Doctors aged 30 and above with house hold income of at least 90k

2. Who needs a property/ investment, wants good quality

3. Can choose Megaworld, Alveo Land, Robinsons Land

4. Gap is all other projects in BGC only offers residential units whereas Cityflex Towers offers home office units

5. The market size is P560B, Niches is P3.8B.

Steps 1 to 5

For Professionals, Entrepreneurs & Doctors


6. Product: Avida CityFlex Towers BGC7. Price: Lower than Megaworld and

Alveo, almost the same price as Robinsons Land.

8. Promo: Print, Booth, Events, Website9. Place: Malls and other populated

places10. Winning Strategy: Niche Approach

with specific need

Steps 6 to 10

PTM with specific need


10 step by step marketing plan

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