DMCI Torre De Manila Condo Project Presentation

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WHO IS YOUR TARGET CUSTOMER?
Their DEMOGRAPHICS
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
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Their PSYCHOGRAPHICS
STATUS ACHIEVERS
POSITIVE

NEGATIVE

COMFORT ZONERS
POSITIVE

NEGATIVE

Extremely self-conscious +
Affluent image-driven

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

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

Quality + Financial leeway+
Other offers

Preference for established,
trusted & highly recommended
developers who offer the best

Simple/Uncomplicated life +
Introverted+ Reliance on
Professionals

House as legacy & for happy
family life

Saving for children &
retirement

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

Career-oriented/Workaholic

Career-oriented + Workaholic

Price & quality over
style/design

Outdoor life + Celebrations

Price & quality over
style/design

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The Status Achievers

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The Comfort Zoners

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WHAT’S INSIDE YOUR CUSTOMER’S MIND?
Their NEEDS
• WHAT THEY USUALLY SAY THEY
WANT (explicit need)
– Shelter
– Investment
– Convenient location
– Affordable price
– Societal / familial demands
– Need for a scenery change

• WHAT THEY USUALLY MEAN
(implicit need)
– Pride / recognition
– Security / comfort
– Belongingness
– Enjoyment / happiness
– Independence
– Privacy
– Sense of achievement
– Legacy to children

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Their Top CONSIDERATIONS
1. Primary considerations
– Location
– Price (Affordability)
– Developer

2. Environmental elements
– Security
– Communities

3. Preference-driven
– Amenities
– Design / look

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Their DECISION-MAKING PROCESS

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

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The OTHER OPTIONS in their mind
RFO DATE

NO. OF BLDGS.
NO. OF FLOORS

TOTAL UNITS
FOR SALE

-

1 Bldg 43 Flrs

852

RFO DATE

NO. OF BLDGS.
7 Bldgs 5 Flrs
NO. OF FLOORS

TOTAL UNITS
1,475
FOR SALE

Apr-06

Bldg 1 Dec-11; Bldg 2 Dec-12

8 1 Bldg 43 Flrs
Bldgs 18-20 Flrs

852
1,050

31,500
10,224

Jul-08
Jul-09

RFO
Twr 1-5 Dec. 2013-16

7 Bldgs 5 Flrs
7 Twrs. 15-30 Flrs.

1,475
1,467

Penafrancia St., Manila Manila
Binondo, Paco,

21,959
1,369

Apr-06
Feb-10

Bldg 1 Dec-11; Bldg 2 2013
Dec-12

8 Bldgs 18-20 Flrs
1 Bldg 32

1,050
242

1622 J. Bocobo St., Malate,
Concepcion St., Ermita, Manila
Manila

10,224
951

Jul-09
Jul-10

Twr 1-5 Dec. 2013-16
Sept. 2012

7 Twrs. 15-30 Flrs.
1 Twr. 50 Flrs.

1,467
824

Binondo, Manila
Adriatico Street, Malate, Manila

1,369
-

Feb-10
Feb-07

Bldg 2013
1 Dec-13

1 Bldg Flrs
1 Bldg 3832

242
638

Prince Jun Prop.
Mirobeni
Hldgs.

951
1,120

Jul-10
May-07

Sept. 2011
Dec. 2012

1 Twr. 50 Flrs.
1 Twr. 38 Flrs.

824
739

MALATE BAYVIEW MANSION
VICTORIA DE MANILA 2

Malate Bayview
New Development
Mansion San Jose
Builders
Corporation

1622 J. St., cor. Dr. Vazquez
Pedro Gil Bocobo St., Malate,
Manila
St., Malate, Manila

2,850

Feb-07
Dec-10

Bldg 1 Dec-13
Dec. 2014

1 Bldg 38 Flrs
1 Twr. 45 Flrs.

638
1,820

UNIVERSITY TOWER MALATE
VICTORIA DE MALATE Twr 1-2

PrinceSan Jose
New Jun Prop.
Hldgs.
Builders

Taft Ave., cor. Gen. Malvar St.,
Adriatico Street, Malate, Manila
Malate, Manila
Pedro Gil St., cor. Dr. Vazquez
Angel Linao cor. Pres. Quirino
St.,Ave., Manila
Malate, Manila

1,120
3,500

May-07
Jan-11

Dec. 2011
Dec. 2014

1 Twr. 45 Flrs.
2 Twrs. 38 Flrs.

739
2,520

2,850
3,590

Dec-10
Jun-11

Dec.2016
1H 2014

1 Twr. 45 Flrs.
1 Bldg 57 Flrs

1,820
3,378

3,500
1,382

Jan-11
Jun-11

Dec.2016
3Q 2014

2 Twrs. 39 Flrs.
1 Bldg. 45 Flrs.

2,520
1,141

3,590
1,105

Jun-11
Sep-10

1H 2016
Sept. 2013

1 Bldg 57 Flrs
1 Twr. 35 Flrs.

3,378
684

1,382
1,626

Jun-11
Dec-09

3Q 2013
Dec.2016

1 Bldg. 40 Flrs.
4 Twrs. 39 Flrs.

1,141
905

1,105
1,221

Sep-10
Jun-11

Sept. 2013
Dec. 2013

1 Twr. 35 Flrs.
1 Bldg 21 Flrs

684
561

1,626
-

Dec-09
Nov-11

Dec. 2013
2,016

4 Twrs. 40 Flrs.
3 Bldgs. 22-30 Flrs.

905
2,028

1,221

Jun-11

Dec. 2013

1 Bldg 21 Flrs

561

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PROJECT NAME
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LAND AREA SALES
(SQ.M.)
LAUNCH

DEVELOPER

LOCATION

JAI ALAI PROPERTY

DMCI Homes

Along Taft Avenue, Manila
(fronting Rizal Park)

PROJECT NAME
LA VERTI RESIDENCES

DEVELOPER
DMCI Homes

LOCATION

JAI ALAI PROPERTY Twr 1-4
PENINSULA GARDEN

DMCI Homes
Federal Land

Penafrancia St., Paco, Manila
(fronting Rizal Park)

7,717
21,959

LA VERTI RESIDENCES Twr 1-5
SUNTRUST PARKVIEW

DMCI Homes
Suntrust

Concepcion St., Ermita, Manila

PENINSULA MANSIONTwr 1-4
RIVERVIEW GARDEN

Federal Land
Federal Land
Suntrust
Mirobeni

SUNTRUST PARKVIEW Twr 1-5
BIRCH TOWER

Malate Bayview

RIVERVIEW MANSION
Federal Land
MALATE BAYVIEW MANSION Mansion Development
Corporation

BIRCH TOWER
UNIVERSITY TOWER MALATE

VICTORIA DE MANILA 2
GREEN RESIDENCES
VICTORIA CONDO HOMES 1-2
CAMELLA DE MALATE Twr
GREEN RESIDENCES
2 TORRE LORENZO
CAMELLA CONDO HOMES
8 ADRIATICO
2 TORRE LORENZO
STUDIO ZEN

New San Jose
SMDC
Builders
New San Jose
VistaBuilders
Residences
Grand Metro Lorenzo
SMDC
Corp.

Vista Residences
Eton Properties
Grand Metro Lorenzo
Filinvest
Corp.

8 ADRIATICO
Eton Avida
AVIDA TOWERS PRIMEA TAFT Twr 1-3Properties
STUDIO ZEN

Filinvest

Taft Ave., cor. Gen. Malvar St.,
2241 Taft Avenue, Malate,
Malate, Manila
Manila
Angel Linao Avenue, Malate,
2587 Taft cor. Pres. Quirino
Ave., Manila
Manila
2241 Taft Avenue, Malate,
Taft Ave., cor. P. Ocampo St.,
Manila
Malate, Manila
2587 Taft St., cor. P. Faura
M. AdriaticoAvenue, Malate,
Manila
St., Malate, Manila
Taft Ave., cor. P. Ocampo St.,
1881 Taft Avenue, Brgy. San
Malate, Manila
Isidro, Pasay City
Along Taft Avenue and Donada
M. Adriatico St., cor. P. Faura
St., Barangay 34, Zone 3, Pasay
St., Malate, Manila
City
1881 Taft Avenue, Brgy. San

7,717

-

LAND AREA SALES
31,500
Jul-08
(SQ.M.)
LAUNCH

RFO

The OTHER OPTIONS in their mind
10
9
8
7

8 Adriatico (Eton Properties)

6

University Tower Malate (Prince Jun
Prop. Hldgs)

5

Suntrust Parkview (Suntrust)

4

Riverview Mansion (Fedral Land)

3
2
1
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Peninsula Garden (Federal Land)
Torre de Manila (DMCI Homes)

0

*AFFORDABILITY: Based on price per
square meter
Source: Competition Scan-Madrigal Property by the Marketing Research Team, November 2011

Perceptual Maps
(Affordability vs Location)
10
Suntrust Parkview 

 Riverview Mansion

Peninsula Garden






0

square meter

0

University Tower Malate
8 Adriatico

AFFORDABILITY

10

LOCATION

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Perceptual Maps
(Affordability vs Developer)
10
Suntrust Parkview

 Riverview Mansion

University Tower Malate






0

square meter

0

Peninsula Garden

8 Adriatico

AFFORDABILITY

10

DEVELOPER

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Perceptual Maps
(Location vs Developer)
10

University Tower Malate 

8 Adriatico



Suntrust Parkview

 Riverview Mansion

Peninsula Garden

0

10

0

LOCATION

DEVELOPER

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Brand Logo

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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
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stained glass window.
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HOW CAN YOU SOLVE YOUR CUSTOMERS’ NEEDS?
What SETS IT APART from the other options
• 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
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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
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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)
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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)

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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.
2.
3.
4.
5.
6.

Take Gil Puyat Ave.
Continue up Gil Puyat. Cross Osmena Highway
Turn right to Roxas Blvd.
Turn right to T.M. Kalaw
Turn left to Taft Avenue
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.
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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

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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.
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Site Development Plan
Porte Cochere

Pool Deck

Lounge Pool

Kiddie Pool

Basketball Court

Tree Court
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Play Area

Torre De Manila

OUTDOOR AMENITIES
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Outdoor Amenities
1. Podium Garden

2. Porte Cochere
3. Kiddie Pool
4. Lounge Pool
5. Basketball Court
6. Tree Court Area /
Thematic
Gardens / Linear
Park
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Artist’s Illustration of a Building Feature of another DMCI Homes’ Project

Podium Garden (at the Sixth Floor)

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

Torre De Manila

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

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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.

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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

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

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

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

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

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

Torre De Manila

BUILDING FEATURES
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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.

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

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

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

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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.

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Torre De Manila

PROPERTY MANAGEMENT OFFICE
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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
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Torre De Manila residents
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Torre De Manila

FLOOR LAYOUTS
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Torre De Manila

UNIT LAYOUTS
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Unit Mix
TYPE OF UNIT
1 BEDROOM A (INNER)
1 BEDROOM B (INNER)
2 BEDROOM A (INNER)
2 BEDROOM B (INNER)
2 BEDROOM C (INNER)
2 BEDROOM DELUXE (INNER)
3 BEDROOM (END)

Description
Type A 1BR with balcony
Type B 1BR with balcony
Type A 2BR with balcony
Type B 2BR with balcony
2BR located at Mezzanine
2BR located at Mezzanine
Regular 3-BR Unit Layout

Unit Area
(Sqm)
28.0
30.0
48.0
48.0
46.0
72.0
65.0

Gross Area
No. of Units
(Sqm)
30.5
160
37.0
160
55.0
276
55.0
162
53.0
2
79.0
1
80.0
162

923

%
17.3%
17.3%
29.9%
17.6%
0.2%
0.1%
17.6%

100.0%

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160 units

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276 units

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162 units

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2 units
Located at the Mezzanine Floor only

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1 unit
Located at the Mezzanine Floor only

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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

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HOW DO WE REACH THEM?
The way we CONNECT and COMMUNICATE to 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.
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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
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•

On-site board up

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•

LRT pillar banners

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•

Waiting Shed: beside SaveMore Kalaw and
McDo Taft Ave. cor. UN

•

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•

Directional signages

Lamppost banners

• Target audience
– Key influencers

• Goal
– To pique the target audience’s
curiosity about the

• Execution (Two-pronged)
– Online (Second Prong)
• Web ads (Facebook)
• Skinning in forums
(FemaleNetwork, Pep.ph)
• All these would be linked to

development / get them to

TDM’s website

want to know more what the

(torredemanila.info)

campaign is about (go to TDM
website – torredemanila.info)

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Stage 2 - Build Awareness
• Target audience
– Key influencers

• Goal
– After getting curious about

• 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

the development, the

DMCI Home Torre de Manila

target audience will get to

website (something like “FIND

know some basic

OUT MORE…”)Us (+63) 939 376 5915
Contact

information about TDM

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Stage 3 – Provide Knowledge
• Target audience
– Key influencers

• Goal
– Once the target audience becomes
aware and interested in the

• Execution
– Online: DMCI Homes Torre de
Manila website; we should
have all the information (or

alternate information) on

property, we have to make sure

primary factors that

there are enough details in the

customers consider for

DMCI Homes Torre de Manila

purchase (please see next slide)

website they can use when
comparing properties / doing
research on their purchase

– Offline: Materials for booth
exhibit/sellers’ activities will also
be provided

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•

Project leaflet (cover spread)

•

Project leaflet (inside spread)
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•

Project flyer (cover spread)

•

Project flyer (inside spread)

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Factors Considered for Purchase

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Source: A research by Synovate, 2009

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
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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!

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DMCI Torre De Manila Condo Project Presentation

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