10 STEP MARKETING PLAN10 STEP MARKETING PLANTREASURE TOWERSTREASURE TOWERS

GWENDOLYN KU WONGREGIS MBAATENEO GRADUATE SCHOOL OF BUSINESSApril 10, 2010

Treasure Towers offers a treasured landmark home.

Step 1: Primary Target market are households with a minimum income of 35T locating near the University Belt and in the crossroads of 3 major cities.

Step 2: Treasure Towers is able to answer all of Life’s needs.

Step 3: PTM wants affordable, secure, classy yet affordable homes.

Treasure Towers offers a treasured landmark home.

Step 4: Treasure Towers will continually appreciate in value over time.

Step 5: Treasure Tower claims a market share of 3% of the total residential high rise market.

Step 6: Treasure Towers 1:1 features towers over the competition.

Step 7: Treasure Towers More value for money.

Treasure Towers offers a treasured landmark home.

Step 8: Unique promotions will lead to the ladder of success.

Step 9: Treasure Towers location excels in the market.

Step 10: The winning generic strategy is differentiation.

TREASURE TOWERStep 1:PRIMARY TARGET MARKET

Demographics: 30-50 yr olds, HOUSEHOLDS WITH AN INCOME LEVEL OF P 35T TO 70T

Behaviour: LOOKING TO LOCATE / LIVE / WORK IN THE CENTER OF MANILA, QC, SAN JUAN, all of which are only within public transport or 5 minute driving distance.

Lifestyle: busy, need to be near work and school

2. TREASURE TOWERS answers all of Life’s Needs

Be near work, home, schoolAllows family

quality time

Dream homeBest choice home in

the location

Self gratificationActualization of

ownership

Fully secure condominiumOutstanding convenient transportation

Landmark BuildingBest investmentSign of achievement

Primary Target Market wants EASY, Affordable, Secure and Classy Homes.

CENTRAL LOCATION EASY ACCESS TO TRANSPORTATION AFFORDABLE HOUSING EASY MOVE IN FEATURES, QUALITY FINISHING NO RENOVATION HEADACHES, PLANNED CASHFLOW LOW MOVE IN CHARGES SERVICE AND QUALITY BLDG MAINTENANCE REASONABLE MONTHLY CUSA DUES EASY ACCESS TO FINANCING FOR HOME BUYING QUALITY FINISHING IN A PAGIBIG “LIVABLE” MARKET SECURITY – SELF AND PROPERTY TIMELY DELIVERY – building rising in time with payments or even ahead

3 a. Location is hot: Direct Competitors are moving in

Sun – SMDC – 2 towers, 21 sqm to 44 sqm Espana,Welcome Rotunda

Illumina – DMCI – 2 towers, 22 sqm, V mapa St, inner streets

Princeton –SMDC – Aurora Blvd, 24 sqm, 60% sold out

Magnolia Residences – RDC – Aurora Blvd Indirect: Old houses for sale or for rent

4 a. Treasure Towers features towers over the competition. FLOOD FREE LOCATION. LOW DENSITY DEVELOPMENT. HIGH QUALITY CONSTRUCTION. AFFORDABLE PRICING. DISTINCTIVE FEATURES. UNIQUE LOCATORS. EASY FINANCING.

4 b.Treasure Towers Landmark development to be known nationwide, not just any condo. Museum, Condotel, College will attract tourists

and keep market demand for units high. Continued appreciation of unit value, a very wise

and safe investment. Other condos in the vicinity are simply

residential with no distinction.

5a. Treasure Towers Claims market share of 5%

UNITS JAN – OCT HLURB JAN – OCT %CHANGE

2009 2008 (YOY)

Socialised HousingLow Cost HousingMid Income HousingHigh Rise ResidentialCommercial CondominiumFarmlotMemorial ParkIndustrial SubdivisionCommercial SubdivisionTotal (Philippines)

46,669 48,457 36,769 28,984 2,292

231 144,297

- 313

308,012

35,419 63,734 40,323 41,585

1,120 587

172,733 112 994

356,607

31.8%-24.0%

-8.8%-30.3%104.6%-60.6%-16.5%

-100.0%-68.5%-13.6%

UNITS JAN – OCT HLURB JAN – OCT %CHANGE

2009 2008 (YOY)

High Rise Residential 28,984 41,585 -30.3%

HLURB UNITS FIRST QUARTER 2010

High Rise Residential 23,600  

Treasure Towers Claims market share of 1%

Source of funds to Real Estate Industry from news clips.

• Home Development Mutual Fund • DOLLAR REMITTANCES• PRIVATE FUNDS / MORTGAGES

6. PRODUCT

Ramon Magsaysay Avenue corner Santol Streetof historic and central Manila

- Near Malacañang Palace, the seat of Philippine government and official residence of the President- At the crossroads of the cities of Manila, Quezon, Pasay and San Juan- At the center of Manila’s University Belt, very convenient for students

TREASURED LOCATION

TREASURED FEATURES

TREASURE GARDENS AND MUSEUM

APRIL 8-9, 2010FIESTA WORLD MALL

LK WARRIOR

TREASURED ORGANIZATION

Re-tooling and enrichment : KEY PEOPLE OF COMPANY

FLYER MAGAZINE ADS HORIZON MAGAZINE

TOOLS AND MATERIALS

TREASURED SUPPORT

BOARD-UP ON SITE ON PREMISE

WEBSITE AND BLOGS

10.DIFFERENTIATION IS THE WINNING GENERIC STRATEGY FORTREASURE TOWERS

All of Life’s Treasures can be found in Treasure Towers.

Single-minded proposition:Simply, everything is treasured.

Treasure Towers delivers a treasured landmark home without breaking the bank.

Step 1: Primary Target market are households with a minimum income of 35T locating near the University Belt and in the crossroads of 3 major cities.

Step 2: Treasure Towers is able to answer all of Life’s needs from basic shelter, improved quality of life, to self actualization for the unit owner.

Step 3: PTM wants affordable, secure, classy yet affordable homes.

Treasure Towers delivers a treasured landmark home without breaking the bank.

Step 4: Treasure Towers is a Landmark development and not just any condo and will continually appreciate in value.

Step 5: Treasure Tower claims a market share of 3% of the total residential high rise market.

Step 6: Treasure Towers 1:1 features and benefits towers over the competition.

Step 7: Treasure Towers is more affordable. Delivers more value for money.

Treasure Towers delivers a treasured landmark home without breaking the bank.

Step 8: LK Warriors will lead to the ladder of success.

Step 9: Treasure Towers location excels in the market with a higher elevation and all access to transportation and institutions.

Step 10: The winning generic strategy is differentiation with features and locators unique to the development.

10 STEP MARKETING PLAN10 STEP MARKETING PLANTREASURE TOWERSTREASURE TOWERS

GWENDOLYN KU WONGREGIS MBAATENEO GRADUATE SCHOOL OF BUSINESS