Torre de manila

WHO IS YOUR TARGET CUSTOMER?

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 family income)

B – PhP130K C1 – PhP100K

Their DEMOGRAPHICS

WHO IS YOUR TARGET CUSTOMER? Their PSYCHOGRAPHICS

POSITIVE NEGATIVE

Extremely self-conscious +

Affluent image-driven

Assurance of good fortune +

well-known names +

accessibility to establishments

Preference for established,

trusted & highly recommended

developers who offer the best

Simple/Uncomplicated life +

Introverted+ Reliance on

Professionals

Career-oriented + Workaholic Outdoor life + Celebrations

Price & quality over

style/design

STATUS ACHIEVERS COMFORT ZONERS

POSITIVE NEGATIVE

Relief from city stress (i.e., scenic view with enough space & freedom to move/expand/ customize) + Private/Secure

Quality + Financial leeway+ Other offers

House as legacy & for happy family life

Saving for children & retirement

Assurance of good fortune+ well-known names + accessibility to establishments

Career-oriented/Workaholic

Price & quality over 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?

• WHAT THEY USUALLY SAY THEY WANT (explicit need)

– Shelter

– Investment

– Convenient location

– Affordable price

– Societal / familial demands

– Need for a scenery change

Their NEEDS

• WHAT THEY USUALLY MEAN (implicit need)

– Pride / recognition

– Security / comfort

– Belongingness

– Enjoyment / happiness

– Independence

– Privacy

– Sense of achievement

– Legacy to children

WHAT’S INSIDE YOUR CUSTOMER’S MIND?

1. Primary considerations

– Location

– Price (Affordability)

– Developer

2. Environmental elements

– Security

– Communities

Their Top CONSIDERATIONS

3. Preference-driven

– Amenities

– Design / look

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? The OTHER OPTIONS in their mind PROJECT NAME DEVELOPER LOCATION

LAND AREA

(SQ.M.)

SALES

LAUNCHRFO DATE

NO. OF BLDGS.

NO. OF FLOORS

TOTAL UNITS

FOR SALE

JAI ALAI PROPERTY DMCI Homes Along Taft Avenue, Manila

(fronting Rizal Park) 7,717 - - 1 Bldg 43 Flrs 852

LA VERTI RESIDENCES DMCI Homes Along Taft Avenue, Manila 31,500 Jul-08 RFO 7 Bldgs 5 Flrs 1,475

PENINSULA GARDEN Twr 1-4 Federal Land Penafrancia St., Paco, Manila 21,959 Apr-06Bldg 1 Dec-11; Bldg 2 -

Dec-128 Bldgs 18-20 Flrs 1,050

SUNTRUST PARKVIEW Twr 1-5 Suntrust Concepcion St., Ermita, Manila 10,224 Jul-09 Twr 1-5 Dec. 2013-16 7 Twrs. 15-30 Flrs. 1,467

RIVERVIEW MANSION Federal Land Binondo, Manila 1,369 Feb-10 2013 1 Bldg 32 242

BIRCH TOWER Mirobeni 1622 J. Bocobo St., Malate,

Manila 951 Jul-10 Sept. 2012 1 Twr. 50 Flrs. 824

MALATE BAYVIEW MANSIONMalate Bayview

Mansion Development

Corporation

Adriatico Street, Malate, Manila - Feb-07 Bldg 1 Dec-13 1 Bldg 38 Flrs 638

UNIVERSITY TOWER MALATEPrince Jun Prop.

Hldgs.

Pedro Gil St., cor. Dr. Vazquez

St., Malate, Manila 1,120 May-07 Dec. 2011 1 Twr. 38 Flrs. 739

VICTORIA DE MANILA 2New San Jose

Builders

Taft Ave., cor. Gen. Malvar St.,

Malate, Manila 2,850 Dec-10 Dec. 2014 1 Twr. 45 Flrs. 1,820

VICTORIA DE MALATE Twr 1-2New San Jose

Builders

Angel Linao cor. Pres. Quirino

Ave., Manila 3,500 Jan-11 Dec. 2014 2 Twrs. 45 Flrs. 2,520

GREEN RESIDENCES SMDC 2241 Taft Avenue, Malate,

Manila 3,590 Jun-11 1H 2016 1 Bldg 57 Flrs 3,378

CAMELLA CONDO HOMES Vista Residences 2587 Taft Avenue, Malate,

Manila 1,382 Jun-11 3Q 2016 1 Bldg. 39 Flrs. 1,141

2 TORRE LORENZOGrand Metro Lorenzo

Corp.

Taft Ave., cor. P. Ocampo St.,

Malate, Manila 1,105 Sep-10 Sept. 2013 1 Twr. 35 Flrs. 684

8 ADRIATICO Eton Properties M. Adriatico St., cor. P. Faura

St., Malate, Manila 1,626 Dec-09 Dec. 2013 4 Twrs. 40 Flrs. 905

STUDIO ZEN Filinvest 1881 Taft Avenue, Brgy. San

Isidro, Pasay City 1,221 Jun-11 Dec. 2013 1 Bldg 21 Flrs 561

AVIDA TOWERS PRIMEA TAFT Twr 1-3Avida

Along Taft Avenue and Donada

St., Barangay 34, Zone 3, Pasay

City

- Nov-11 2,016 3 Bldgs. 22-30 Flrs. 2,028

PROJECT NAME DEVELOPER LOCATIONLAND AREA

(SQ.M.)

SALES

LAUNCHRFO DATE

NO. OF BLDGS.

NO. OF FLOORS

TOTAL UNITS

FOR SALE

JAI ALAI PROPERTY DMCI Homes Along Taft Avenue, Manila

(fronting Rizal Park) 7,717 - - 1 Bldg 43 Flrs 852

LA VERTI RESIDENCES DMCI Homes Along Taft Avenue, Manila 31,500 Jul-08 RFO 7 Bldgs 5 Flrs 1,475

PENINSULA GARDEN Twr 1-4 Federal Land Penafrancia St., Paco, Manila 21,959 Apr-06Bldg 1 Dec-11; Bldg 2 -

Dec-128 Bldgs 18-20 Flrs 1,050

SUNTRUST PARKVIEW Twr 1-5 Suntrust Concepcion St., Ermita, Manila 10,224 Jul-09 Twr 1-5 Dec. 2013-16 7 Twrs. 15-30 Flrs. 1,467

RIVERVIEW MANSION Federal Land Binondo, Manila 1,369 Feb-10 2013 1 Bldg 32 242

BIRCH TOWER Mirobeni 1622 J. Bocobo St., Malate,

Manila 951 Jul-10 Sept. 2012 1 Twr. 50 Flrs. 824

MALATE BAYVIEW MANSIONMalate Bayview

Mansion Development

Corporation

Adriatico Street, Malate, Manila - Feb-07 Bldg 1 Dec-13 1 Bldg 38 Flrs 638

UNIVERSITY TOWER MALATEPrince Jun Prop.

Hldgs.

Pedro Gil St., cor. Dr. Vazquez

St., Malate, Manila 1,120 May-07 Dec. 2011 1 Twr. 38 Flrs. 739

VICTORIA DE MANILA 2New San Jose

Builders

Taft Ave., cor. Gen. Malvar St.,

Malate, Manila 2,850 Dec-10 Dec. 2014 1 Twr. 45 Flrs. 1,820

VICTORIA DE MALATE Twr 1-2New San Jose

Builders

Angel Linao cor. Pres. Quirino

Ave., Manila 3,500 Jan-11 Dec. 2014 2 Twrs. 45 Flrs. 2,520

GREEN RESIDENCES SMDC 2241 Taft Avenue, Malate,

Manila 3,590 Jun-11 1H 2016 1 Bldg 57 Flrs 3,378

CAMELLA CONDO HOMES Vista Residences 2587 Taft Avenue, Malate,

Manila 1,382 Jun-11 3Q 2016 1 Bldg. 39 Flrs. 1,141

2 TORRE LORENZOGrand Metro Lorenzo

Corp.

Taft Ave., cor. P. Ocampo St.,

Malate, Manila 1,105 Sep-10 Sept. 2013 1 Twr. 35 Flrs. 684

8 ADRIATICO Eton Properties M. Adriatico St., cor. P. Faura

St., Malate, Manila 1,626 Dec-09 Dec. 2013 4 Twrs. 40 Flrs. 905

STUDIO ZEN Filinvest 1881 Taft Avenue, Brgy. San

Isidro, Pasay City 1,221 Jun-11 Dec. 2013 1 Bldg 21 Flrs 561

AVIDA TOWERS PRIMEA TAFT Twr 1-3Avida

Along Taft Avenue and Donada

St., Barangay 34, Zone 3, Pasay

City

- Nov-11 2,016 3 Bldgs. 22-30 Flrs. 2,028

WHAT’S INSIDE YOUR CUSTOMER’S MIND? The OTHER OPTIONS in their mind

Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011

*AFFORDABILITY: Based on price per square meter

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1

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3

4

5

6

7

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8 Adriatico (Eton Properties)

University Tower Malate (Prince JunProp. Hldgs)

Suntrust Parkview (Suntrust)

Riverview Mansion (Fedral Land)

Peninsula Garden (Federal Land)

Torre de Manila (DMCI Homes)

Perceptual Maps (Affordability vs Location)

AFFORDABILITY

LOCATION


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University Tower Malate

Suntrust Parkview

Riverview Mansion

Peninsula Garden


Perceptual Maps (Affordability vs Developer)

DEVELOPER


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10

0 10 8 Adriatico

University Tower Malate

Suntrust Parkview

Riverview Mansion

Peninsula Garden

AFFORDABILITY


Perceptual Maps (Location vs Developer)

LOCATION

DEVELOPER


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10

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8 Adriatico University Tower Malate

Suntrust Parkview

Riverview Mansion Peninsula Garden

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?

• 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

What SETS IT APART from the other options

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 17.6% 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)

Project Overview

ADDRESS: Taft Avenue, Ermita, Manila

LAND AREA: 7,448 square meters

TYPE OF DEVELOPMENT: • High-Rise Residential Condominium

• 1 Building • 42 Stories • Single Loaded Corridors

ARCHITECTURAL THEME: Contemporary Art Deco

UNIT TYPES: 1-BR, 2-BR and 3-BR

TOTAL UNITS: 923 units

NO. OF PARKING LOTS: 702 slots (~65%)

OPEN SPACE: 66.5% of land area (approx 4,958sqm)

How To Get There

From EDSA 1. Turn right to Roxas Blvd 2. Continue up Roxas Blvd. Take the flyover upon reaching the Gil

Puyat-Roxas Blvd Intersection 3. Turn right to T.M. Kalaw 4. Turn left to Taft Avenue 5. TDM will be at the right side right across Rizal Park.

From Makati CBD 1. Take Gil Puyat Ave. 2. Continue up Gil Puyat. Cross Osmena Highway 3. Turn right to Roxas Blvd. 4. Turn right to T.M. Kalaw 5. Turn left to Taft Avenue 6. TDM will be at the right side right across Rizal Park.

From Quezon City 1. From the Elliptical Circle take Quezon Ave. to España Blvd. 2. Continue along España Blvd. then turn left to take the Quezon

Blvd. underpass. 3. After crossing Quezon Bridge, turn left to P. Burgos St. 4. Continue up to Taft Ave. 5. TDM will be at the left side right across Rizal Park.

Our Neighbors

Only 15 Minutes Away

• Philippine International Convention Center

• Cultural Center of the Philippines

• World Trade Center

• Mall of Asia Complex

• Star City Complex

• Manila Ocean Park

The Architecture • ART DECO is an eclectic artistic and design style that began in Paris in

the 1920s and flourished internationally throughout the 1930s, into the World War II era breaking away from older architecture.

• ART DECO was meant to reflect a style of its own: Modern. It embodied all that was thought of as “modern” representing the advent of all the amenities of modern society brought on by the industrial revolution.

Art Deco design influences were expressed in the crystalline and faceted forms of decorative Cubism and Futurism. No more Ionic, Doric, or Corinthian columns No more fancy classic, frilly window casings and pediments No more fancy shields/cartouches, urns, olive branches, garlands, medallions and reed bundles.

Site Development Plan

Pool Deck

Lounge Pool

Kiddie Pool

Basketball Court

Tree Court

Porte Cochere

Play Area

OUTDOOR AMENITIES Torre De Manila

1. Podium Garden

2. Porte Cochere

3. Kiddie Pool

4. Lounge Pool

5. Basketball Court

6. Tree Court Area / Thematic Gardens / Linear Park

Outdoor Amenities

Podium Garden (at the Sixth Floor)

Take in the sunshine, and relax to a view of historic Manila by the podium garden

Artist’s Illustration of a Building Feature of another DMCI Homes’ Project

BUILDING AMENITIES Torre De Manila

Open Lounge An open air lounge allowing residents an enjoyable and unspoiled view of the outdoor amenities.

Reception Lobby Experience the grandeur of a hotel-like lobby with high ceilings and a round-the-clock receptionist to facilitate and assist residents and guests.

Entertainment Room and Game Area

Spend the day by watching movies, singing karaoke or playing billiards and board games, with your family and friends at your convenience

Fitness Gym

Stay fit and healthy all in the exclusive comfort that Torre De Manila provides.

Indoor Badminton Court Play a game of Badminton without having to leave the exclusive confines of Torre De Manila

Artist’s Illustration of an Amenity of another DMCI Homes’ Project


Roof Deck Gardens Take in an inspiring view of Luneta Park at sunset or sunrise with the Manila Bay on the horizon


Sky Lounge Unwind the day and enjoy the lights of historic Luneta park with

a cocktail in the Skylounge

BUILDING FEATURES Torre De Manila

Main Entrance Leave all your worries at the gate and allow the Contemporary Art Deco inspired resort ambiance of Torre de Manila to envelop all your senses in its safety and exclusivity.

Sky Patios Open sky gardens adorned with soothing water

features, and lush landscaping for your peace of mind.

Atrium Expansive atriums allowing natural light and air to cycle throughout the

single loaded corridors built with the DMCI Homes innovative Lumiventt Technology.

High Speed Elevators Six high-speed elevators are provided for the residents and guests expediency.

Sample Photo only of the Elevator Lobby

Convenience Store, Laundry Station and Water Refilling Station Practicality made available to residents without having to step a foot outside of Torre De Manila.

Artist’s Illustration of an Amenity of another DMCI Homes’ Project Artist’s Illustration of an Amenity of another DMCI Homes’ Project


PROPERTY MANAGEMENT OFFICE Torre De Manila

PMO services

24-hour roving security, turnover assistance, and assistance with basic utilities are just some of the services provided by the PMO solely for Torre De Manila residents

FLOOR LAYOUTS Torre De Manila

UNIT LAYOUTS Torre De Manila

Unit Mix

TYPE OF UNIT Description Unit Area

(Sqm) Gross Area

(Sqm) No. of Units %

1 BEDROOM A (INNER) Type A 1BR with balcony 28.0 30.5 160 17.3% 1 BEDROOM B (INNER) Type B 1BR with balcony 30.0 37.0 160 17.3% 2 BEDROOM A (INNER) Type A 2BR with balcony 48.0 55.0 276 29.9% 2 BEDROOM B (INNER) Type B 2BR with balcony 48.0 55.0 162 17.6% 2 BEDROOM C (INNER) 2BR located at Mezzanine 46.0 53.0 2 0.2% 2 BEDROOM DELUXE (INNER) 2BR located at Mezzanine 72.0 79.0 1 0.1% 3 BEDROOM (END) Regular 3-BR Unit Layout 65.0 80.0 162 17.6%

923 100.0%

160 units

276 units

162 units

2 units Located at the Mezzanine Floor only

1 unit Located at the Mezzanine Floor only

162 units

Optional Layout Tandem combination of two (2) 2-Bedroom units 1. Two (2) 2BR A 2. One 2BR A & One 2BR B

Note: All tandem requests are subject for approval

HOW DO WE REACH 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 because of its excellent location, quality of its

communities, first-rate architectural design and amenities, emphasis

on exclusivity, as it is a development by DMCI Homes.

The way we CONNECT and COMMUNICATE to them

Influencing Buyer Behavior: Stage 1 - Pique Curiosity

• Target audience

– Primary target market

– Key influencers

• Goal

– To pique the target audience’s

curiosity about the

development / get them to

want to know more what the

campaign is about (go to TDM

website)

• Execution (Two-pronged)

– Offline (First Prong)

• Surround the site with different

types of merchandise

(billboards, lamppost banners,

pillar banners)

• The merchandising materials

will all point to the site

• On-site billboard should

encourage people to login to

the TDM website to know more


• On-site board up


• Waiting Shed: beside SaveMore Kalaw and

McDo Taft Ave. cor. UN

• LRT pillar banners


• Lamppost banners

• Directional signages


• Target audience


– Key influencers

• Goal

– To pique the target audience’s

curiosity about the

development / get them to

want to know more what the

campaign is about (go to TDM

website – torredemanila.info)

• Execution (Two-pronged)

– Online (Second Prong)

• Web ads (Facebook)

• Skinning in forums

(FemaleNetwork, Pep.ph)

• All these would be linked to

TDM’s website

(torredemanila.info)

Influencing Buyer Behavior: Stage 2 - Build Awareness

• Target audience


– Key influencers

• Goal

– After getting curious about

the development, the

target audience will get to

know some basic

information about TDM

• Execution

– After the target audience gets

curious and logs in to TDM

website, a landing page

– There will be a prominent link

the audience can click to go to

DMCI Home Torre de Manila

website (something like “FIND

OUT MORE…”)

Influencing Buyer Behavior: Stage 3 – Provide Knowledge

• Target audience


– Key influencers

• Goal

– Once the target audience becomes

aware and interested in the

property, we have to make sure

there are enough details in the

DMCI Homes Torre de Manila

website they can use when

comparing properties / doing

research on their purchase

• Execution

– Online: DMCI Homes Torre de

Manila website; we should

have all the information (or

alternate information) on

primary factors that

customers consider for

purchase (please see next slide)

– Offline: Materials for booth

exhibit/sellers’ activities will also

be provided


• Project leaflet (cover spread) • Project leaflet (inside spread)


• Project flyer (cover spread)

• Project flyer (inside spread)

Factors Considered for Purchase

Source: A research by Synovate, 2009

Influencing Buyer Behavior: Stage 4 – Invite to Experience

• Target audience


• Goal

– In order to further prod

customers to purchase (or

make a reservation), we have

to excite them even further

and convince them of what

DMCI Homes can offer

• Execution

– Encourage site tripping

(special tab on the website:

REQUEST FOR A SCHEDULE

FOR SITE TRIPPING

• TDM Sales Office (that shows

the look and feel that DMCI

Homes properties are known

for)

• Site tripping to various

completed DMCI Homes

properties

THANK YOU! Good luck and happy selling!

Torre de manila

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