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Project Name
Redwoods are the tallest trees in the world.In addition, they are also considered the
oldest living organisms in our planet withcapacity to live up to 2,200 years.Redwood lumber is highly valued for itsbeauty, light weight and resistance to
THE REDWOODS
.
Incidentally, the Japanese Redwood iscalled Sugi and is the national tree ofJapan.
Its ornamental and practical uses areextensive as it is a common feature aroundtemples and shrines and is a local favoritein construction work and interior panelling.
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Project Name
THE REDWOODS
Bearing the story of the Sugi in mind, the
project is aptly named The Redwoodsbecause it represents the Neo-Asianthemed development, quality workmanshipby DMCI Homes and the ideals of peace,
wellness and interaction that the projectupholds.
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Project Logo
While the trees are a literal interpretationof the name, the artistic element of brushstrokes is added to convey the Neo-Asianinspired theme of the development. The useof two colors, red and black, furtheremphasizes this.
The font is clean, modern andsimple an ideal combination tothe hand-rendered quality of theillustration.
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Sales Kit Presentation
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Value Proposition
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Product Concept
Inspired by the concept of Japanese chashitsu (tea house); whereleisure, amusement, and social life revolve around meeting in apavillon at the middle of a park or garden.
The idea is to replicate the atmosphere of suburban charm whererelaxation is centered on a simple conversation over a cup of teaand afterward strolling along the surrounding lawns, ponds, andlandscaped gardens. The development hopes to create this settingto brin nature back into cit livin and diffuse the suffocatin
effect of urban stress.
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Product Concept
A place that rejuvenates the spiritby providing a relaxingenvironment conducive to healthand fitness
Tea HouseTranquility
WellnessWellnessWellnessWellness
Community
Has abundant landscaping, andwater elements that evokeserenity
A communal place that fosterssocial interaction and strengthensrelationships already made.
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Value Proposition
Value Proposition StatementThe only Neo-Asian community in the
heart of Fairview that offers aneighborhood of friendly faces amidst acalm, healthy and unhurried environment
Tea House
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Reasons to Believe
UnparalleledConvenience
Right across SM Fairview and Robinsons Mall In-village concessionaire & water station Strategic Location - Near schools, businesses, hospitals & churches Public transportation right outside the development and at the transport terminal of
Future MRT-7 to be completed on 2013
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Reasons to Believe
DistinctProject
Design Neo-Asian architecture and theme Landscaping that evokes a relaxing and peaceful ambience Village Amenities:
ap oo , e oo , ower reas, as et a court, aygroun ,
Tea House Gazebos, Gardens, Gym, Game Room Clubhouse Amenities:
Lounge, Bar, Function Rooms, Entertainment Room, Covered BadmintonCourt, WIFI Ready
Buffered frontage by trees and fence to provide a quiet, secure and relaxing
environment within the development.
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Reasons to Believe
SecuredLiving
Professional Property Management services General maintenance of common areas Move-in assistance Utilities application and payment assistance
Taxi call-in service Leasing service
Superior security features Guarded Entrance Gate Electrified Perimeter Fence 24/7 Roving guard patrol
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Reasons to Believe
A HighQuality
Home DMCI Homes 55-year construction heritage The Redwoods will feature trademark innovations by DMCI Homes - the mid-risecondo specialist:
ow ens ty, ve-storey con om n ums
Single-loaded, double row & single row buildings All units have balconies Landscaped atriums
Hi-grade and durable fixtures and finishes Spacious and efficient condo unit layout that is ideal for the family lifestyle
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Reasons to Believe
A GreatInvestment
Fairview will be the next growth area of Quezon City The completion of MRT-7 will boost accessibility of the area Sta. Lucias Neopolitan Business Hub at the back of SM Fairview
A source of recurring income through rental of the unit Fast real estate value appreciation due to highly-networked location and
professional property management of DMCI Homes The Redwoods will be a high quality development that will stand the test oftime and can be enjoyed by the familys future generations.
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VP Framework
DistinctProjectDesign
A GreatInvestment
UnparalleledConvenience
SecuredLiving
A HighQuality Home
Value Proposition StatementThe only Neo-Asian community in the heart of Fairview that offers aneighborhood of friendly faces amidst a calm, healthy and unhurried
environment
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Competitive Landscape
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Competitive Landscape
Phinma is the leading developer and competitor of DMCI Homes interms of condo development in the area. Flora Vista and SofiaBellevue are currently pre-selling under economic and core-mid pricesegments (P700,000 P1.70M.).
House and lot and lot only projects in the area (Fairview and BatasanQuezon City, Caloocan and San Jose del Monte, Bulacan) aredominated by Vistaland (Crown Asia, Camella Homes and Carissa
, . .
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Competitive Landscape
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Competitive Landscape
Project
TheRedwoods
SanBenissa
FloraVista
SofiaBellevue
VividaNorth
KasselResidences
LocationQuirinoHighway
CommonwealthAve.
CommonwealthAve.
CapitolHills
WestFairview
ZabarteRoad
Developer DMCI Homes Phinma Phinma Phinma Accendo CHMI
Land Area 2 has 1.6 has 1.8 has 1.7 has 0.15 has 1.5 has
Type ofDevelopment MRB MRB MRB MRB MRB MRB
Vertical Developments
Total inventory 506 960 870 840 120 137
No. of Inventoryfor sale 119 960 232 168 120 137
SOLD 960 179 57 50 49
Ave. unit take up/ month 37 16 19 4 4
80% of the condo supply that is available for sale is already taken-up.The Redwoods will infuse new supply in the market with a distinct andimpressive product.
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Competitive Landscape
ProjectThe
RedwoodsSan
BenissaFloraVista
SofiaBellevue
VividaNorth
KasselResidences
MinimumSelling Price
2,198,000 770,000 877,000 1,512,000 1,243,956 721,600
MaximumSelling Price
3,995,000 1,158,000 1,170,000 1,680,000 1,860,699 1,273,388
Min SP / SQM 39,306 25,667 29,233 42,000 49,560 28,864
Max SP / SQM 48,136 38,600 39,000 42,000 55,230 42,446
Vertical Developments
Price Segment Core-Mid Economic Economic Core-mid Core-mid Economic
The Redwoods offers a selling price per sqm that is at par with core-midcompetitors. However, our buyers will get more value for their money since theproject will offer more amenities and features.
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A Cut Above the Rest
More distinctdesign
*floor plans not to scale
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A Cut Above the RestBigger and more efficient floor layout Competition offers mostly flat units
no wall partitions
Average competitor size = 31 sqm
55.5 sqm 64 sqm 84 sqm
30 sqm 36 sqm 30 sqm
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A Cut Above the Rest
Durable Finishes
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A Cut Above the RestHigh Quality Fixtures
A C Ab h R
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A Cut Above the Rest
AmenitiesSan
BenissaFloraVista
SofiaBellevue
VividaNorth Kassel
THEREDWOODS
Clubhouse
Multi-purpose Hall
Adult Swimming Pool Kiddie Pool
Basketball Court
Badminton Court
Only The Redwoods offers a full line of resort-themed amenities
Childrens Playground Fitness Center / Gym
Function Rooms / Areas
Game Room
Gazebos / Cabanas Landscaped Entrance Gate
Commercial Spaces
A C Ab h R
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A Cut Above the Restand property management services
General maintenance of common areas
Roving security personnel for common areas
Move-in assistance
Utilities application and payment assistance
Realty Tax payment assistance
Organizing of community events
Taxi call-in service Leasing Service
Car wash
Newspaper delivery service
SWOT l i
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SWOT analysisStrengths Weaknesses
Location Highly visible along Quirino Highway Far from central business districtsVery near commercial establishments (SMFairview & Robinsons)
Accessible to public transportation
Price& PaymentOptions
Flexible terms - minimum downpayment of15% over the construction period
Higher selling price and monthlyamortization compared to local economichousing condominiums
Product Design Resort Themed Development
e range o amen es ea ures
Single-loaded corridor design in buildings
Landscaped atrium
Larger unit floor areas
Quality turnover finishes
Service Presence of Property Management TeamDeveloper DMCI Homes' 55 year construction heritage
The country's mid-rise condominium specialist
SWOT l i
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SWOT analysis
Opportunities Threats
Most of condo supply available for sale in theFairview market is already sold
Economic housing condominium developmentsoffering lower selling prices
Purchased unit will be a possible source ofrecurring income through the unit rentals (i.e.Medical students in FEU, etc)
Indirect competition from house & lot projects
Will target end-users and upgraders in the area Traffic in Quirino Highway is currently congested
New captured market due to its proximity toFairview & Quezon City
The future MRT 7 will boost accessibility andgrowth of Fairview
Bank financing tie-up thru banks
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Target Market
Target Market
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Target Market
Managers, professionals andentrepreneurs
Start-up families and upgraders inNorthern Metro Manila & nearbyprovincial areas such as Bulacan,
Demographic Profile
OPTIMISTIC HOMEBUILDERS
Decision-makers aged 31 to 40 yrs. old
Earning a gross monthly householdincome of Php 90,000-Php160,000.
Target Market
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Target Market
Togetherness Belonging Sociable
Friendship Warmth Sense of
Emotive Needs
Psychographic Profile
harmony
Target Market
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Target Market
Homebuilders Family
Starters
Upgrade to abetter home
Upper Value for Family man
Identity Needs
Psychographic Profile
middle class
money
/ woman
Target Market
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Target Market
Functional Needs
Reputable
developer
24/7 security Playgroundfor the kids
Themed Clubhouse & Near schools
Psychographic Profile
development
Pool
& malls
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THANK YOU!
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