2. 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

3. 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

4. WHO IS YOUR TARGET CUSTOMER?
The Status Achievers

5. WHO IS YOUR TARGET CUSTOMER?
The Comfort Zoners

6. 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

7. 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

8. WHAT’S INSIDE YOUR CUSTOMER’S MIND?
Their DECISION-MAKING PROCESS

9. WHO ELSE INFLUENCES THE DECISION?
The INFLUENCERS to their purchase decision

10. WHAT’S INSIDE YOUR CUSTOMER’S MIND?
The OTHER OPTIONS in their mindPROJECT NAME DEVELOPER LOCATION
LAND AREA
(SQ.M.)
SALES
LAUNCH
RFO 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-06
Bldg 1 Dec-11; Bldg 2 -
Dec-12
8 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 MANSION
Malate Bayview
Mansion Development
Corporation
Adriatico Street, Malate, Manila - Feb-07 Bldg 1 Dec-13 1 Bldg 38 Flrs 638
UNIVERSITY TOWER MALATE
Prince 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 2
New 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 1-2
New 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 LORENZO
Grand 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 LOCATION
LAND AREA
(SQ.M.)
SALES
LAUNCH
RFO 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-06
Bldg 1 Dec-11; Bldg 2 -
Dec-12
8 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 MANSION
Malate Bayview
Mansion Development
Corporation
Adriatico Street, Malate, Manila - Feb-07 Bldg 1 Dec-13 1 Bldg 38 Flrs 638
UNIVERSITY TOWER MALATE
Prince 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 2
New 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 1-2
New 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 LORENZO
Grand 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
1,221 Jun-11 Dec. 2013 1 Bldg 21 Flrs 561

11. 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
0
1
2
3
4
5
6
7
8
9
10
8 Adriatico (Eton Properties)
University Tower Malate (Prince Jun
Prop. Hldgs)
Suntrust Parkview (Suntrust)
Riverview Mansion (Fedral Land)
Peninsula Garden (Federal Land)
Torre de Manila (DMCI Homes)

12. Perceptual Maps
(Affordability vs Location)
AFFORDABILITY
LOCATION
Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011
0
10
0 10
8 Adriatico

University Tower Malate
Suntrust Parkview
Riverview Mansion

Peninsula Garden
*AFFORDABILITY: Based on price per
square meter

13. Perceptual Maps
(Affordability vs Developer)
DEVELOPER
Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011
0
10
0 10
8 Adriatico
University Tower Malate
Suntrust Parkview
Riverview Mansion

Peninsula Garden
AFFORDABILITY
*AFFORDABILITY: Based on price per
square meter

14. Perceptual Maps
(Location vs Developer)
LOCATION
DEVELOPER
Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011
0
10
0 10

8 Adriatico
University Tower Malate 
Suntrust Parkview
Riverview Mansion
Peninsula Garden

15. Brand Logo

16. 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.

17. 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

18. 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

19. 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)

20. 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)

21. 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.

22. Our Neighbors

23. 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

24. 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.

25. Site Development Plan
Pool Deck
Lounge Pool
Kiddie Pool
Basketball Court
Tree Court
Porte Cochere
Play Area

26. OUTDOOR AMENITIES
Torre De Manila

27. 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

32. 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

33. BUILDING AMENITIES
Torre De Manila

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

35. 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.

36. 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

37. 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
Artist’s Illustration of an Amenity of another DMCI Homes’ Project

38. Roof Deck Gardens
Take in an inspiring view of Luneta Park at sunset or sunrise
with the Manila Bay on the horizon
Artist’s Illustration of an Amenity of another DMCI Homes’ Project

39. Sky Lounge
Unwind the day and enjoy the lights of historic Luneta park with
a cocktail in the Skylounge

40. BUILDING FEATURES
Torre De Manila

41. 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.

42. Sky Patios
Open sky gardens adorned with soothing water
features, and lush landscaping for your peace of mind.

43. Atrium
Expansive atriums allowing natural light and air to cycle throughout the
single loaded corridors built with the DMCI Homes innovative Lumiventt
Technology.

44. High Speed Elevators
Six high-speed elevators are provided for the residents and
guests expediency.
Sample Photo only of the Elevator Lobby

45. 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
Artist’s Illustration of an Amenity of another DMCI Homes’ Project

46. PROPERTY MANAGEMENT OFFICE
Torre De Manila

47. 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

48. FLOOR LAYOUTS
Torre De Manila

51. UNIT LAYOUTS
Torre De Manila

52. 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%

53. 160 units

54. 160 units

55. 276 units

56. 162 units

57. 2 units
Located at the Mezzanine Floor only

58. 1 unit
Located at the Mezzanine Floor only

59. 162 units

60. 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

61. 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

62. 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

63. Influencing Buyer Behavior:
Stage 1 - Pique Curiosity
• On-site board up

64. Influencing Buyer Behavior:
Stage 1 - Pique Curiosity
• Waiting Shed: beside SaveMore Kalaw and
McDo Taft Ave. cor. UN
• LRT pillar banners

65. Influencing Buyer Behavior:
Stage 1 - Pique Curiosity
• Lamppost banners
• Directional signages

66. 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 – 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)

67. Influencing Buyer Behavior:
Stage 2 - Build Awareness
• Target audience
– Primary target market
– 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…”)

68. Influencing Buyer Behavior:
Stage 3 – Provide Knowledge
• Target audience
– Primary target market
– 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

69. Influencing Buyer Behavior:
Stage 3 – Provide Knowledge
• Project leaflet (cover spread) • Project leaflet (inside spread)

70. Influencing Buyer Behavior:
Stage 3 – Provide Knowledge
• Project flyer (cover spread)
• Project flyer (inside spread)

71. Factors Considered for Purchase
Source: A research by Synovate, 2009

72. Influencing Buyer Behavior:
Stage 4 – Invite to Experience
• Target audience
– Primary target market
• 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

73. THANK YOU! 
Good luck and happy selling!