Ricafort, Nicole_Century Mall Midterm Revalida

Outline

I. Introduction – Century Properties Group

II. Century City

a. Market and Location

b. Projects

c. Century City Mall

III. SMDC Jazz Residences

a. Market and Location

b. Mall

IV.SWOT Analysis

V. Findings

VI.Recommendations

Objectives

1. To familiarize ourselves with upcoming

competitor developments within the vicinity

2. To strategize on how we can respond to these

developments

3. To generate foot traffic and sales revenue (for

tenants) for the mall of SMDC Jazz Residences

Names Nature of Development Location Status

Essensa East Forbes Condominium 21st Drive corner 5th Avenue, BGC, Taguig Complete

Bel Air Soho Suites Hotel/Condotel Corner of Polaris & Badajos St., West Bel-air Village, Makati City

Complete

Soho Central – Private Residences Condominium 748 Shaw Boulevard, Mandaluyong City,Metro Manila

Complete

South of Market Condominium 26th St. corner 11th Avenue, Taguig City Complete

Acqua Private Residences 6-tower condominium with residential eden

Coronado St., Mandaluyong City Ongoing

The Residences at Commonwealth 8-tower residential community Commonwealth Avenue, Quezon City Ongoing

Azure – Urban Resort Residences Condominium/Beach Resort Dona Soledad Avenue, Paranaque City Ongoing

Canyon Ranch Private residential community Carmona, Cavite Ongoing

The Moderno at Canyon Ranch Private residential community Carmona, Cavite Ongoing

The Knightsbridge Residences Condominium Century City, Kalayaan Avenue corner Salamanca St., Brgy. Poblacion, Makati City

Ongoing

The Gramercy Residences Condominium Century City, Kalayaan Avenue corner Salamanca St., Brgy. Poblacion, Makati City

Ongoing

Trump Tower Manila Condominium Century City, Kalayaan Avenue corner Salamanca St., Brgy. Poblacion, Makati City

Ongoing

The Milano Residences Condominium Century City, Kalayaan Avenue corner Salamanca St., Brgy. Poblacion, Makati City

Ongoing

Centuria Medical Makati Hospital Century City, Kalayaan Avenue corner Salamanca St., Brgy. Poblacion, Makati City

Ongoing

Century City Mall Mall Century City, Kalayaan Avenue corner Salamanca St., Brgy. Poblacion, Makati City

Ongoing

MARKET

• Makati City area –

29.9km2

• Residential AB villages

within the area • Forbes Park

• Dasmarinas Village

• Urdaneta Village

• Bel-air Village

• San Lorenzo Village

• Magallanes Village

• Residential B to C villlages

• San Miguel Village

• San Antonio Village

• Palm Village

• Commercial/Residential AB

villages

• Salcedo Village

• Legaspi Village

LEGEND:

Commercial &/or

Residential AB Village

AB Residential

BC Residential

Institutional

Commercial

Development

Major Roads

Hotels

MARKET

DASMARINAS

VILLAGE

URDANETA VILLAGE

SAN LORENZO VILLAGE

SMDC JAZZ RESIDENCES

FORBES PARK

LEGASPI VILLAGE

SALCEDO VILLAGE

MAKATI MEDICAL

CENTER

SAN ANTONIO VILLAGE

MAGALLANES VILLAGE

PALM VILLAGE

EDSAAYALA

AVENUE

MAKATI AVENUE

BUENDIA

JP RIZAL

SAN MIGUEL VILLAGE

CENTURY MALL

BEL-AIR VILLAGE

BEL-AIR VILLAGE

A. VENUE MALL

ST. ANDREW’S

CHURCH

Source: census.gov.ph, May 1, 2010

MARKET

GREENBELT MALL

SM MAKATI

LANDMARK

GLORIETTA MALL

MANILA PENINSULA

SHANGRI-LA HOTEL

CASH AND CARRY

POWERPLANT MALLMANDARIN ORIENTAIL

THE COLUMNS

AVIDA MAKATI WEST

CITY CLUB MAKATI

(ALPHALAND)

Source: census.gov.ph, May 1, 2010

MAKATI POPULATION BY BARANGAY

Source: makati.gov.ph, 2013

MAKATI – DAYTIME POPULATION

3.7M during weekdaysPeople who go to work

Do business

Treat themselves to shopping & entertainment

Source: census.gov.ph, July 1, 2011

AVERAGE ANNUAL FAMILY INCOME

Source: nso-ncr.ph, April 19, 2011

TOTAL ANNUAL EXPENDITURE

BY EXPENDITURE GROUP & INCOME CLASS

LOCATION

Formerly occupied by International School Manila

3.4 hectare property

Composed of residential skyscrapers, office towers, a medical arts

building and a retail complex

Address: Century City, Kalayaan Avenue corner

Salamanca St., Brgy. Poblacion Makati City 1210

PROJECTS: CENTURY CITY

CENTURY CITY – RESIDENTIAL RATES

Suite 1BR 2BR

46.23sq.m. 99.8sq.m 148.96sq.m

Php 13.2M Php31.6M Php42.2M

Studio 1BR

24.71sq.m. 35.21sq.m

Php 4.38M Php7.11M

1BR 2BR

51.7sq.m 97.4sq.m

Php10.6M Php20.1M

Suite 1BR

24.5sq.m. 24.18sq.m

Php 4.07M Php3.8M

CENTURY CITY MALL

CENTURY CITY MALL

15B investment for Century City project

Over 1B investment for mall

Designed by Broadway Malyan (Singapore)

Opening Date – last quarter of 2013

Source: Busines World Online, April 1, 2013

The Philippine Star, May 25, 2013

All the world in one place

CENTURY CITY MALL

Gross floor area 49, 143 square meters

Net leasable space17,000 square meters

110 retail spaces 3 basement parking floors

527 parking spacesFull valet service

Will offer a shuttle service Private patios as landscaped

terraces for generous outdoor space and natural light and ventilation

Source: Busines World Online, April 1, 2013

All the world in one place

CENTURY CITY MALL

Source: The Philippine Star, May 25, 2013

Basement – More than 1,400 square meters of space for new concept supermarket

1st level – Luxury retail brands

2nd level – Lifestyle fashion brands

3rd level

Food and beverage shops

Largest Apple reseller in SEA

4 cinemas

Ultra-exclusive 80-seater theater with own lounge

4th level - Al Fresco Dining

5th level – Rooftop bar

ZONING

MARKET

Goal: To offer food choices and services that is at a closer proximity to the market (ie. share of Rockwell community, Belair residents, etc.) to outflank competitors(ie. Rockwell, Glorietta, Greebelt, etc.)

Primary Market• 3-5km distance

• Existing residents of Makati, Offices, Mapua students

• Share of Rockwell community

Secondary Market• Condominium residents

• 6 months to 1 year occupancy

Tertiary Market• BPO occupants

LOCATION

Jazz Residences launched in 2010

Target opening: September 12, 2013

4-tower vertical village with 5-star amenities

Grand lobby, function rooms, swimming pool, gym &

fitness center, jogging path, landscaped gardens

Mall – commercial & food establishments, SM Hypermarket

Basement parking – for mall guests

3rd to 5th level parking – residential unit owners

THE JAZZ MALL

MALL

SMDC JAZZ RESIDENCES –

METROPOLITAN AVENUE FRONTAGE

MALL

TOUS LES JOURS

J CUPPACAKES

HAI CHIX AND

STEAKS

SLAPPY CAKES

MANGO TREE FRATINI’S

RESTAURANTBRASAS

OLIVESWENDY’S

BANCO DE ORO SM HYPERMARKET

SM APPLIANCE

ACE EXPRESS

MALDITA SALON

LAY BARE

LBC

VIKING’S

GELATO BONO

YA KUN KAYA TOAST

COBO TEA &

BEVERAGE

WATSON’S

REGENT

SPA

EXECUTIVE

OPTICAL

LEGEND:

FOOD

SERVICES/SPECIALTY STORE

Distance between Century Mall and SMDC Jazz Residences

-Average of 800m-10 minute walk

CENTURY MALL

SMDC JAZZ

RESIDENCES

SWOT ANALYSIS

Strengths

• By a renowned developer (SMDC)

• Good awareness from market for Jazz residences

• Good market attractiveness

• Location – accessible through 2-way roads such as Metropolitan Avenue, Jupiter St. & N. Garcia

• Close proximity to ABC residential villages & condominiums

• Close proximity to offices & educational establishments

• Close to other institutions (hospital, fire station, cemetery, church)

• Accessible for both pedestrians &those with private cars

• Unique tenant mix

• Strip type mall

• BPO office to be constructed at the 2nd floor

• Has a 4-tower residential tower

• 1 basement & 3 parking levels

Weaknesses

• Prone to heavy traffic

• Parking

• Delay in construction of tenants

Opportunities

• Area is prone to heavy traffic -

exposure

• BPO market for day & night concepts

Threats

• Close proximity to other commercial

establishments

• Possible floods

• Intense competition among

establishments (most esp. among

dining restaurants)

FINDINGS

Developing a mixed use

complex

Emphasis on tenant take-up

(fully leased out)

Boasts of its design (private

patios, rooftop bar,

landscaped terraces,

generous outdoor space)

Newest stand alone retail

center in Makati in 6 years All the world in one place

RECOMMENDATIONS

RECOMMENDATIONS

OPERATIONS

ROAD DIRECTIONAL SIGNS & ADVERTISEMENT

Found along

Makati-Mandaluyong

Bridge:

Century City Road

Direction


Found along Makati Avenue &

Makati-Mandaluyong Bridge:

Century City Posters

SAMPLE COSTING

Php 60,000-Php80,000/month

Average = Php70,000 X 6 months

= Php420,000


Source: pinaymediaplanner.com, July 12, 2013

RECOMMENDATIONS

MARKETING

MAKATI RESIDENTS

Target Market: Makati residents, offices, Mapua studentsGoal: To build awareness by inviting the target market to

visit the Jazz Mall and its tenants Mechanics: Present proof of Makati residence,

employment in Makati or schooling in Makati, when you dine in any of the establishments located in Jazz Mall and you will get a discount/freebie

Promo will run for the 1st month of operations upon opening

Persuade all tenants to join promo to give token or discount

Medium: Posters, Social media, In-mall promotions

A LIST FOOD MARKET/LIVE COOKING

Venue: Portion of driveway

Concept: Food festival/market with A class chefs

Invite tenants to host live cooking in food trucks

One A list chef per week to highlight event Invite A list chefs to cook & sell one of a

kind dishes for that week Event will run every Friday & Saturday, 8pm

onwards Target time frame – November, December

(Ber months/Christmas time) Medium: Posters, Social media, In-mall

promotions Chef Rob Pengson of The Goose Station,

Chef Rolando Laudico of Bistro Filipino, Chef Robby Goco of Cyma

RECOMMENDATIONS

LEASINGCOFFEE SHOPS

CONCEPT: THIRD WAVE CAFES

Concept: Treat coffee as artisinaldrinks than just a source of caffeineTerm coined by Los Angeles food writer Jonathan Gold

Beans are carefully roasted and hand-craftedCoffee beans use a grading system, meant to bring out more

flavor

KUPPA ROASTERY & CAFE

Address: Commercial Building, 31st St. corner 4th Ave., BGC

Tel: 6235120

Co-owner: Rommel Hinlo

Opened 1st branch in Manila in January 2012, from Bacolod

In-house roasting & serving a variety of Arabica beans from

around the world

Has an resident coffee Q-grader

Price Points – P80-P240

CRAFT COFFEE WORKSHOP

Address: 66 Broadway, New Manila, Quezon City

Tel: 5703436

Co-owner: Sly Samonte

Always offers brew for the day

Baristas are trained by Barista Guild of the Philippines

They experiment brews on the spot

In-house roasting every week

Offers workshops for coffee education


MAGNUM OPUS FINE COFFEE

Address: 115 Aguirre Avenue, BF Homes, Paranaque

Tel: 0939-9200701

Proprietor: Jonathan Choi

Opened in March 2013

Magnum means “great work”

Created as a place to showcase coffee & the equipment

Can brew the coffee by customer tableside to show how


CONCEPT: COFFICE

Concept: Coffee shop + office spot

To adapt to the digital world who telecommutePeople who do work out of the office

Essentials would include WiFi access, electric sockets, a good environment conducive for getting work done, and of course -

coffee

CAFÉ DE SEOUL

Address: Unit 12, 2/F, One Archer’s Building, Taft Ave., Malate, Mla.

Mail: [email protected]

Owner: Jeon Woong

Simple and quirky Korean café that opened in 2013

Designed by Design A Works, partner of Samsung Korea

Free use of Samsung Galaxy Tabs, printing services & charging

stations


ALEXANDRE

Address: 31st St. corner 1st Ave., BGC, Taguig City

Tel: 4032907

Owner: Family-run bakery-cafe

French café and patisserie open from brunch to lunch

Wine selections are available

Offers chic interiors for getting serious work done


JUSTIFICATION

THIRD WAVE CAFES

COFFICE

Unique coffee concepts Philippines – coffee drinkers (vs.

tea) Upscale taste suited for market Caters to the needs of the market Attracts a mix market - either

residents, office employees and businessmen, BPO market, and/or students because of their needs

THANK YOU!!

Ricafort, Nicole_Century Mall Midterm Revalida

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