FILINVEST LAND INC.

________________________

A Marketing Plan

Presented to the

Faculty of the Department of Business Administration

School of Business and Economics

University of San Carlos

Cebu City, Philippines

_______________________

In Partial Fulfillment

of the Requirements for the Course

Fundamentals of Marketing

_______________________

By

De Vera, Dianne

King, Camille

Lu, Vida Dianeira

Pugoy, Michel Menna

Real, Karen

Valeroso, Eunice

Yu, Jewel Mae

March 2016
 AKNOWLEDGEMENT

First and foremost, we would like to give thanks to the Almighty God for giving

us the gift of wisdom and confidence in this marketing research. Also the researchers

would like to thank the following people who have contributed and given their outmost

support for this study.

The researchers would also like to thank Mr. Boler Binamira, Assistant Vice

President of Sales, for his meritorious partake in the interview for this research study and

to Ms. Sarah Real, Sales Manager, for her efforts in making the interview for this study

possible.

Lastly, we would like to thank Mdm. Lolita Velita, Marketing professor, for the

opportunity to conduct this research study.

 EXECUTIVE SUMMARY

This research study focuses on Filinvest's competency of establishing the finest

housings in Cebu at an affordable rate. It covers the company's market growth and

development, competitive factors, and industry factors. 

The Company

Filinvest Land, Inc. (FLI) is one of the Philippines’ conglomerate leading real

estate developers, providing a wide range of real estate products to customers from

diverse income segments. Its projects include integrated residential township

developments and stand-alone residential subdivisions which offer lots and/or housing

units to customers in the mass housing segment (which includes socialized, affordable

and middle-income subdivision developments) and the high-end markets.

Products

Historically, Filinvest’s business has focused on the development and sale of

socialized, affordable and middle-market residential lots and housing units to the lower

and middle-income markets. Its subdivision lots are typically priced from approximately

P120, 000.00 to above P1, 200,000.00, while its housing units would cost up to

approximately P300, 000.00 to above P4, 000,000.00. In recent years, FLI has also begun

developing residential projects with a leisure component, such as farm estates and

developments anchored by sports and resort clubs located relatively close to Metro

Manila; this has grown from the Philippine capital to almost all over the country.
Competitive Edge

“One of the market leaders in the affordable and middle-income residential real

estate segment with an established reputation and brand name”. The company has been

involved in the real estate development business through the “Filinvest” brand for more

than 40 years through its parent and controlling shareholder, FDC, as well as through

other Gotianun Family ventures. FLI has become one of the Philippine’s leading real

estate developers and has successfully developed a large number of high profile real

estate projects, with a particular focus on the affordable and middle market housing

segments. The company believes that it has a reputation both in the real estate industry

and among purchasers, including the significant OFW and expatriate Filipino markets, as

a reliable developer that develops and delivers in a timely manner, quality products,

which are conveniently located near major commercial population centres. The company

also has an extensive network of sales offices, in-house sales agents and independent

brokers located throughout the Philippines, as well as accredited brokers in countries and

regions with large OFW and expatriate Filipino populations.

Management

The company has diversified into investment properties through the acquisition of

strategic assets. The company uses an entrepreneurial perspective in pondering on new

innovative products, focusing in furnishing real estate housings that are affordable

enough for an average pay. The marketing study shows Filinvest's competency of

establishing the finest housings in Cebu at an affordable rate. It covers the company's

market growth and development, competitive factors, and industry factors. 

 TABLE OF CONTENTS

Chapter Page

Title Page i

Acknowledgment ii

Executive Summary iii

Table of Contents iv

List of Tables v

List of Figures vi

1 MARKETING SITUATION

Business Review 1

Competitive Review

External Environment Analysis

Internal Environment Analysis

Strength, Weaknesses, Opportunities, and Threats

2 MARKETING STRATEGY

Segmenting, Targeting, and Positioning

Product Strategies

Pricing Strategies

Distribution Channels

Integrated Marketing Communications

3 CONCLUSION AND RECOMMENDATIONS

BIBLIOGRAPHY

APPENDICES
 Chapter 1

MARKETING SITUATION

BUSINESS REVIEW

A. History

Filinvest Land, Inc. (FLI) is one of the leading real estate developers in the

Philippines. It is a subsidiary of Filinvest Development Corporation (FDC), which has

more than 40 years of experience in real estate development. Founded by Mr. Andrew L.

Gotianun, Sr., FDC is the holding company of the Gotianun Family. Originally engaged

in the small-scale financing of second hand cars in 1955, the Gotianun Family’s business

later expanded into consumer finance in partnerships with foreign institutions such as

Chase Manhattan Bank, Westinghouse Electric Corporation and Ford Philippines. By the

early 1980’s, the Gotianun Family’s Filinvest Credit Corporation had become one of the

leading consumer finance companies in the Philippines in terms of assets, and the

“Filinvest” name had become well-recognized in the Philippines. The Gotianun Family

entered the real estate business in 1967 through the incorporation of Filinvest Realty

Corporation, which engaged in the development of residential subdivisions. In 1984, the

Gotianun Family consolidated their real estate interests in FDC after divesting their

shares in two family-owned banks, Family Bank and Trust Company and the Insular

Bank of Asia and America. By 1990, FDC expanded its product line to include the

development and sale of low-cost and medium-cost housing units.

FLI was incorporated on November 24, 1989 as Citation Homes, Inc. and

changed its name to FLI on July 12, 1993. It began commercial operations in August

1993 after FDC spun off its real estate operations and transferred all related assets and
liabilities to FLI in exchange for shares in FLI. FLI was listed on the Philippine Stock

Exchange (PSE) on October 25, 1993. FDC remains FLI’s largest shareholder,

beneficially owning approximately 51% of FLI’s outstanding common shares and all of

its outstanding preferred shares.

A. Property Development Subsidiaries

1. Filinvest Land, Inc. (FLI) - is one of the top residential

property developers in the country. Over the years, it has

established itself as a leader in residential housing development

especially in its core business of affordable and middle-income

housing. From its first middle-income residential subdivision in

Cebu, FLI never looked back, expanding steadily into various

locations where there was a need. Today, FLI is a full-range

property developer with an impressive portfolio scattered all

over the archipelago. From building houses, the company has

diversified into high-rise condominiums, medium-rise

developments, BPO office buildings, shopping centers and

leisure developments. FLI is the developer behind successful

projects such as the 52-storey PBCom Tower which is the

tallest office building in the country, premier outsourcing hub

Northgate Cyberzone in Alabang, and the sprawling Festival

Supermall which remains the undisputed regional shopping

center south of Metro Manila. For the high-end market, FLI

 created the exclusive Brentville community in Laguna which is

home to Brent International School and a growing multi-

cultural residential population. The company likewise strives to

constantly introduce innovative concepts such as the Asenso

Village entrepreneurial community, all-studio condominiums

for yuppies, oasis-themed mid-rise enclaves, Versaflat units

that merge home and office, and more, to tap new markets with

huge growth potential.

2. Filinvest Alabang, Inc. - Filinvest Alabang, Inc. (FAI) was

incorporated on August 25, 1993 in connection with the

development of Filinvest City in Alabang, a joint venture with

the government’s Public Estates Authority. FAI is 80% owned

by FDC and 20% owned by FLI. Filinvest City sprawls over an

expansive 244 hectares of prime property in Alabang. It is

master-planned to be competitive with the world’s most

modern cities.skyline-2 Divided into districts to provide a

balanced mix of developments, Filinvest City is a new

benchmark in urban center development – delivering its

envisioned growth for the neighboring locale and confirming it

as a catalyst of progress for the entire Metro Manila. The city’s

multidimensional character gives it a competitive advantage,

owing to these characteristics that uniquely make up the

dynamism that is now Filinvest City.

  Preferred CBD – Filinvest City’s energized and business-

friendly environment continues to attract large multinational

and local corporations, and leading BPO firms.

 Mod Metropolis – Round-the-clock amenities create a

cosmopolitan lifestyle where life’s pleasures and necessities

are always within reach.

 Garden City – Harmonizing modernity with nature, Filinvest

City features tree-lined avenues and refreshing linear

greenbelts, making the city a veritable pedestrian’s paradise.

 Convergence Hub – The Skyway from Makati leads straight to

Filinvest City, giving it unparalleled accessibility. It is also a

convenient take-off point to business and leisure destinations in

the Calabarzon area.

Convergence, however, now takes on a different meaning at

Filinvest City as it now pertains to an exciting merging of different

lifestyles, a melting pot of cultures, a meeting of minds, a haven of

different activities, and ultimately, a convergence of many

possibilities.

B. Mission, Objective and Values

a. Mission
 The primary responsibility of Filinvest Land is to the people that

inhabit the cities, communities, and homes it has created. Filinvest will

continually contribute to the economic development of society and will

function as a good corporate citizen.

b. Objectives

Filinvest shall provide its customers with universally

competitive products that are valued not only for quality but in

terms of affordability for all income levels. Only through

research and development, innovation, and the use of appropriate

technology can high quality services be provided. Affordable

housing shall always be a high priority in company endeavours.

Coupled with safeguarding and maximum utilization of company

assets, this long-term view (one of holding permanent the

strategic health of Filinvest) should lead to better and sounder

returns for stockholders. The continuous pursuit of this mission

can only result in industry leadership.

c. Shared Values

In the delivery of service to these people, high quality will

be the one and only standard. A singularity of interest exists

between the company and its employees, providing good

working conditions, compensation based on performance,

opportunity for growth and employment security are musts.

Innovation, professionalism, and teamwork are highly valued.

The highest standards of business and moral ethics shall be

exercised. The long-term strategic health of Filinvest will always

be paramount over short-term financial gains.

COMPETITIVE REVIEW

PROJECTED COMPETITORS:

1. Ayala Land

Ayala Land, Inc. is the largest property developer in the

Philippines, operating prime commercial spaces throughout the

country. It is owned by the Ayala Corporation. Ayala Land

develops residential, retail, office, hotel, and leisure

components, within growth centers across strategic areas

around Philippines. It is the real estate arm of Ayala

Corporation, the country’s oldest and one of its largest

conglomerates. From an internal division of Ayala

Corporation, it was spun off and incorporated in 1988.

2. Vista Land And Lifescapes

Vista Land and Lifescapes, Inc. is a real estate company in

the Philippines. It is owned by Manny Villar, a senator of the

Philippines. Its condominium projects are primarily built in

Metro Manila. It is the only real estate firm in the Philippines

to operate on a nationwide scale with projects present in

Luzon, Visayas and Mindanao islands. The company’s mall

units is planning to develop malls in all its horizontal

residential projects. Operating through its five distinct

 subsidiaries, Vista Land is the one of the leading homebuilder

in the Philippines. Vista Land provides a wide range of housing

products to its customers across all income segments.

3. DMCI Homes

DMCI Homes is the real estate arm of DMCI Holdings,

Inc. through its wholly owned subsidiary DMCI Project

Developers, Inc. (PDI). It was incorporated and registered with

the Securities and Exchange Commission (SEC) on April 27,

1995. It ranked #146 in the Business World Top 1000

Corporations for 2014. Through continuing research, DMCI

became a pioneer in several advanced construction application

technology in the Philippines. Taking this into account, DMCI

enjoys the patronage of both new and repeat institutional

clients whose businesses have benefited from DMCI’s on-or-

ahead-of-schedule completion philosophy.

Despite this strong competition their efforts in up-scaling towards a more high-

end market aside, Filinvest Land remains committed to providing more accessible

housing options for the average Pinoy. It has developed over 2,100 hectares of land, and

provided home sites for over 110,000 families, which makes it one of the largest home

providers in the Philippines today. FLI has substantial experience in developing and

introducing new formats to the residential real estate market. The Company intends to be

at the forefront of market changes by continually innovating and introducing new project

formats to anticipate and meet market demands. Recent innovations includes:

 (a) Homes situated on small lots designed to be expanded vertically

through the addition of a second storey without requiring the occupants to

vacate the home while the second storey is being added.

(b) The “Entrepreneurial Village” or “Asenso Village” concept which

is the result of a collaborative effort with the Government to allow

entrepreneurs with small- and medium-size businesses to live and work in a

residential development with access to Government agencies that assist small

businesses.

ENVIRONMENTAL ANALYSIS

A. The Marketing Environment

1. Competitive Forces. The competition within Cebu and other places

within the Philippines because in our economy today many firms are now

embarking into real estates which apparently offer the same type of

product Filinvest offers. However, Filinvest has retained its status to one

of the biggest developers in the Philippines because of their great

customer service and excellent product quality that is trusted since 1950's

which served as their edge against others.

2. Economic Forces. A strong and competitive local economy – nestled

within abundant natural resources – has positively contributed to the rise

of the real estate industry in the province. For several years now, experts

in the real estate field have predicted the growth of the industry in the

province. With the continued interests of investors as the primary mover,

it has had a domino effect on the residential and commercial viability of

Cebu.

3. Political Forces. One of the biggest projects of Filinvest is Citta di

Mare which is located in the South Road Properties is a joint venture

development project between Filinvest Land Inc., and the Cebu City

government.

4. Technological Forces. With the improving technology of Cebu,

Filinvest also improves its developments. Citta di Mare- the biggest on-

going project in Cebu consider being the most modern city in Cebu.
 5. Sociocultural Factors. The increasingly busy lifestyles of people in

today’s society have been a factor to why most of our products should

have convenience. People want to get what they want quickly and

instantly. That is why Filinvest exists for people who want to live in a

luxurious yet affordable way without any hassle because Filinvest offers a

ready-for-occupancy home for them. One example is One Oasis located in

Mabolo. In just a short span of transaction, 90% of the buyers have

already settled-inn.

B. Target Market(s)

Filinvest Land Inc., targets Filipino dreamers with latest advocacy.

Called “I Own My Dream,” noted developer Filinvest Land has harnessed

its 60 years of experience in building quality homes for Filipinos.

Dedicated to fulfil more Filipino dreams of a better life and owning a

home, noted real estate developer Filinvest Land has recently launched “I

Own My Dream,” an advocacy that aims to empower Filipinos to aim big,

work hard, and enjoy success. For the property giant, no one else

embodies this campaign better than popular TV personality and actor

Richard Yap. A successful artist and entrepreneur in his own right, Yap

was chosen by the developer to serve as the company’s dream advocate

and inspire Filipinos to own their dream. Filinvest believes that Yap truly

exemplifies this campaign because he characterizes the Filipino dreamer

who is relishing great achievements for he dared to chase his ambitions.

 “Richard started out like any of us, a husband and a father who only

wanted to provide the best for his family. Now he is enjoying the fruits of

his efforts and a flourishing acting career even with a relatively late start,”

says Francis V. Ceballos, Filinvest senior vice-president. “He is

considered a compelling and credible brand ambassador for he is seen as a

proof that dreams do come true at any age,” he added. The estate was

previously intended to be mainly for residential development, targeted to

bring to Cebu’s property market 14,000 to 16,000 new residential units.

About 70 percent of the estate is still earmarked for residential

development but around 10 percent will now be devoted to office

development. The remaining 20 percent will be for retail development,

opening up about 55,000 square meters of retail space out of which 36,000

sqm will be the net leasable area that could add to FLI’s portfolio of assets

with recurring income.

C. Current Marketing Objectives and Performance

Filinvest provides its customers with universally competitive

products that are valued not only for quality but in terms of affordability

for all income levels. Only through research and development, innovation,

and the use of appropriate technology can high quality services be

provided. Affordable housing shall always be a high priority in company

endeavours. Coupled with safeguarding and maximum utilization of

company assets, this long-term view (one holding permanent the strategic
 health of Filinvest) should lead to better and sounder returns for

stockholders. The continuous pursuit of the mission can only result in

industry leadership.

SWOT ANALYSIS

A. Strengths

1. Big- With a rich history spanning almost 50 years, Filinvest has built

more than 135,000 homes on over 2,350 hectares of land to fulfil the

dreams of Filipino families across the nation.

2. Reduced Labor Costs- Salaries and wages are one of the largest costs

of every company, and are often the most difficult to control. But

changing compensation is touchy for those who are affected, so it is

important to handle the changes with compassion, truth, and firmness.

 Filinvest's one way to do this is that they identify their key employees and

get their commitment to their plans before they implement them. Filinvest

reduce compensation without considering other methods to increase

productivity or reduce costs invariably suffer from poor morale,

indifferent customer relations, and further declines in sales, potentially

falling into a downward spiral from which there is no recovery.

3. Skilled Workforce- Because of Filinvest's different principles, they

produce sellers and agents who are exceptional when it comes to

marketing their projects compared to other real estate companies.

4. High Growth Rate- For the past (years), Filinvest has established

(number of projects) already. In fact, their growth rate is unbelievably

high compared to other companies' growth rate.

5. High Profitability and Revenue- For the past years, Filinvest has been

earning millions and billions of profit. Over the years, it has established

itself as a leader in residential housing development especially in its core

business of affordable and middle-income housing.

B. Weaknesses

1. Productivity- It would take them a long time to finish a certain project.

One example is Citta de Mare which is located in South Road Property

(SRP), it takes years to be fully completed.

2. Tax Structure- Big and established companies are mandated to pay

huge taxes.
3. Future Debt Rating- The more projects they have, they higher their

debts will be. Building condominiums, hotels, subdivision and such

requires tons of money.

4. Cost Structure- Their projects are very costly.

5. High loan Rates are Possible- Every company loans to a certain bank

for its capital. Since Filinvest's projects are way too costly and they need

bulk amount of money from the bank, apparently they will also be having

high rates. The bigger the money you borrow, the bigger your rates will

become.

C. Opportunities

1. New Products and Services- Filinvest Land Inc. has

established many projects for the last 50 years. In the future it is

expected that they will be having more projects particularly in

Cebu City since Cebu's economy is growing fast.

2. Growing Economy- The growing economy it easier for them to

market their products.

3. Growing Demand- The demand for their products will be

relatively high considering the economy that Cebu has in the

present.

4. Growth Rates and Profitability- The higher the demand, the

higher the profit they will accumulate.

 D. Threats

1. Cash flow

2. Increase in Labor Costs

3. Technological Problems

4. Tax Changes

5. Financial Capacity

6. Rising Cost of Raw Materials

7. Growing Competition and Lower Profitability

Marketing Strengths to Opportunities

1. Filinvest Land Inc. is one of the biggest leading real estate company in the

nation, and it is continually evolving. Apparently, as it gets bigger more products

and services will be given to their market considering the growing economy of

Cebu City.

2. Filinvest Land Inc., has a good set- well trained employees and sales agents

which is totally helpful for them to market their products. In this case, if their

marketing strategies are exceptionally high there will be a great demand of people

who will buy from them. Consecutively, the growth rates will increase and they

will be profitable.
 CHAPTER 2

MARKETING STARTEGY

SEGMENTATION, TARGETING, AND POSITIONING

A. Segmenting

Filinvest Land, Inc market segment basically focus on those who are in

lower and middle-income class. These segments make up those who can afford

and can afford their high-end units. It focuses primarily on families with children,

large and small. Divided into districts to provide a balanced mix of developments,

Filinvest City is a new benchmark in urban center development delivering its

envisioned growth for the neighbouring locals and a confirming catalyst of

progress. They have already created a strong customer base that creates healthy

and consistent revenues to give them stability in their business.

B. Targeting

Filinvest engage in Micromarketing which are Local Marketing and

individual marketing. They are building a Filinvest City as it is now pertains to an

exciting merging of different lifestyles, a melting pot of cultures, a meeting of

minds, a haven of different activities, and ultimately, a convergence of many

possibilities. Dealing with their marketing strategies they interact one-to-one with

masses of customers to design products and services tailor-made to individual

needs. Plasma screens placed in shopping malls around the country can now
analyze shoppers’ faces and place ads based on an individual shopper’s gender,

age, or ethnicity.

C. Positioning

The company likewise strives to constantly introduce innovative concepts

such Preferred Filinvest City’s energized and business-friendly environment

continues to attract large multinational and local corporations, and leading BPO

firms. Mod Metropolis Round-the-clock amenities create a cosmopolitan lifestyle

where life’s pleasures and necessities are always within reach. Garden City

harmonizing modernity with nature, Filinvest City features tree-lined avenues and

refreshing linear greenbelts, making the city a veritable pedestrian’s paradise.

Right now, Filinvest has been creating new promotion to attract new

customer as well as innovative ideas to satisfy their current customer and make

them spread their product-offering and promotion to the masses. They are using

advertisement, and through word of mouth as they promote their product.

PRODUCT STRATEGY

The objective of the company is to provide its customers with universally

competitive products that are valued not only for quality but in terms of affordability for

all income levels. Only through research and development, innovation, and the use of

appropriate technology can high quality services be provided.

From condominiums to house-and-lots, hotels to subdivisions, Filinvest offers a

wide range of real estate options that would provide quality homes for its customers. A

wide range of selections are provided to suite the wants and necessities of the customer

for a comfortable feel in their environment.

Affordable housing shall always be a high priority in company endeavours.

Coupled with safeguarding and maximum utilization of company assets, this long-term

view (one of holding permanent the strategic health of Filinvest) should lead to better and

sounder returns for stockholders.

As of the moment, Mr. Boler Binamira, the assistant vice president of Filinvest

Land Incorporation Cebu, says they would challenge themselves in acquiring a target

proposal of 8 billion for units to be sold this year. The company tends to focus on quality

units that would accommodate the interests of its customers for a safe and tranquil place

to live in. To make the offer even better, Filinvest came up with the plan of building

affordable and luxurious homes in places that would be convenient for their customers.

As to partake its role as one of the leading real estate developers in the Philippines

and amidst a revitalized economy and a booming real estate sector, Filinvest Land,
Incorporation is ready to expand and diverse. Innovative and dynamic: FLI advances like

a well-oiled machine powered by a growing portfolio of projects covering the entire

spectrum of development. The company will remain at the forefront of the property

sector as long as these are Filipino dreams to fulfil.

PRICING STRATEGIES

The Company is strongly positioned in the socialized, affordable to middle-

income residential subdivision market, as well as in mid-rise buildings and in the farm

estates. Its subdivision lots are typically priced from approximately Php120, 000 to above

Php1, 200,000, while its housing units (which include the lot on which the house is built)

are typically priced from approximately Php300, 000 to above Php4, 000,000. Success in

these markets depends on acquiring well-located land at attractive prices often in

anticipation of the direction of urban growth. The Company’s continued growth also

depends in large part on its ability either to acquire quality land at attractive prices or to

enter into joint venture agreements with land-owning partners under terms that can yield

reasonable returns. In terms in competition, the Company faces significant competition in

the Philippine property development market. In particular, the Company competes with

other developers in locating and acquiring, or entering into joint venture arrangements to

develop, parcels of land of suitable size in locations and at attractive prices. Based on the

Company’s current development plans, the Company believes that it has sufficient land

reserves for property developments for the next several years.

DISTRIBUTION AND MARKETING CHANNELS

Filinvest Land Corporation uses real estate marketing. They sell a product through

a geographical network of dealers who sell to end-users in their areas. The dealers may

service the product as well. Their dealers are essentially their business partners, and they

have a strong program to train and support them with marketing campaigns and materials.

Its Suppliers and Distribution Channels are into the geographic distribution

channels for products. In markets where the Distribution Channels are radically at

variance with the Distribution of the Customer Base, there are obviously logistic

problems in the supply and servicing of the customers; and this may represent an

opportunity for companies entering that particular national market to provide a superior

service and thereby gain market share. It is thus possible to analyse the distribution of

the Customer Base (being the Market) and the distribution of the existing suppliers in

order to evaluate whether or not customers are receiving adequate service or product

distribution.

Development Product

 SUPPLIER FACTOR

Processing Production Handling Facilities & Capacities

In the development of the product, the supplier factor is into the processing, the

production and the handling facilities and capacities. They are focusing and looking for

the best on the quality, delivery, cost and innovation of finding the right supplier

channels.

 DISTRIBUTION FACTOR
 Sales promotion Advertising Sales force

In the development of the product, the distribution factor is into the sales promotion, the

advertising and the sales force.

Company Distribution considerations:

Warehousing and handling, packing and packaging, distribution and stock availability.

INTEGRATED MARKETING COMMUNICATIONS

Filinvest Land Incorporation is now known to be one of the leading real estate

developers in the Philippines. The company has celebrated through success and failure

for over 40 years of real estate development. Filinvest has historically focused on the

development and sale of affordable and middle market residential units. However,

together with growth and expansion of the company across the Philippines, Filinvest

developed luxurious housing and innovations alongside. Through the years of

development, the company establishes connection to the customers in order to be

distinguishable by the foreign and the local investors. The company has used

unnoticeable integrated marketing connections to their customers in various ways

possible.

The company’s Cebu branch has thought of working beyond their goals in a way

wherein they market beyond their comfort zones so they are focused on thinking outside

the box. The company sees that an average person that earns an average amount of

money that will be able to sustain his daily expenses spends on an average amount. So
they thought of innovating housings that are beyond what an average person’s luxury and

what they would live in but would still remain at an average cost making it affordable for

an average person. The company has reviewed the main idea of how average people work

and live so they thought of innovating affordable housing that is well equipped,

convenient to all, practical and comfortable. Filinvest Land Incorporation’s Cebu branch

has innovated affordable housings in different places within the city, providing convince

and comfort to the customers who live and work or study within the area where the site

rises.

The Filinvest Land Incorporation’s Cebu branch built and sold several buildings

and housings in Cebu though an integrated marketing communications strategy. Filinvest

have had made a campaign “I Own my Dream”, where in they convince the people to

own their vision or illusion of a house they wish to live in. This is shown through the

way they market their buildings, starting off with the Filinvest Cebu Condominiums. One

of their very known condominiums is Amalfi City di Mare, the company advertises this

through the catch phrase “Relaxing amenities where fun moments are best shared with

loved ones and friends.” the company described the place to be similar to a coastal town

in Italy since it’s exterior was inspired by it. In the company’s website, it was elaborated

that it also offers a majestic view of both the mountain and the sea. Same advertising

strategy went for all the other condominiums, providing a catch phrase and elaborating

the descriptions of the environment.

Filinvest’s Cebu branch also does sales promotions through discounts, promos

and other incentives. The very popular one is the “Konnichiwa Japan” Promo. The promo

was open to all new sales from local buyers from July 1, 2014 - September 30, 2014
considering that the sales as for this span of time were low. It also shows the amount of

cash the company is willing to risk in exchange to getting bigger sales. The buyers are

required to accumulate 4 million to 15 million pesos and the amount of the prices are the

corresponding days as for buyer’s stay in Japan. This promotes sales through the

customers desire to go on a trip to Japan.

Filinvest emphasizes the growth of their company through marketing their

products in a personal selling manner. The company has have made sales presentations

and commercial advertising through the company’s own incentive. This way, Filinvest

does not have to use real – estate agents since they advertise their products in their own

ways. Filinvest has produced video commercials for every rising site they build and

commercial adds through its very own web site. The commercials and flyers are also

shown and found on the company’s offices and hotels. This catches customer’s attention

through what they see and hear off. And soon then, add up to the sales of the company.

Filinvest also markets their products through public relations. The company’s

name has been recognized in many events that have funded. The latest Sponsorship that

the company funded was a fun run last June 7, 2015 called “Just for Fun, Join the Run -

Be a part of a cause” The run promotes health awareness and encourages everyone to

experience a fun – filled run. The fun run was said to help fund Pedro E. Diaz High

School and Pamantasan ng Lungsod ng Muntinlupa. This was to help strengthen

emotional connection with the customers. This way the company’s brand name is

recognized.
 Lastly, Filinvest ventures to direct marketing. The marketing strategy requires the

company to hire real estate agents and partners call-centers to help them promote their

products. This way the company is able to contact and communicate to their clients

personally and directly through providing stalls inside mall and other places where there

are multitudinous amounts of people. This also turns out to be more convenient to the

buyers since it is the company’s approach and not theirs.

There are complex ways of promoting customer value through integrated

marketing communications. The Filinvest Cebu branch has turned to the entrepreneurial

process of innovating and marketing products units. The company follows the concept of

thinking outside the box and living up to the risks in production. Filinvest took its

chances of marketing beyond boundaries and limitless goals making them one of the

biggest real estate developers in Cebu and the whole country.

CHAPTER 3

CONCLUSION AND RECOMMENDATION

Conclusion:
 The researcher have concluded that during the conduction of this research study

that Filinvest follows an entrepreneurial mind-set in marketing their products. The

company promotes great customer value through beaucoup marketing communications in

such a way wherein they provide ample amount of information to stimulate the buyer’s

interest for the its product. As a result, Filinvest exceeds its quota of sales that they have

set in goal for.

Filinvest provides affordable quality homes for its customers on real estate units

from rental buildings to house-owning units. It strives to develop real estate products and

services for its customer’s interest.

Filinvest lack on establishing the company’s brand, therefore it is best if they

conduct more marketing strategies in order to compete with other prestigious real estate

businesses in the Philippines.

CURRICULUM VITAE

Name : DE VERA, DIANNE SERON

Address : 313-A SIKATUNA ST. CEBU CITY
Contact Number : 09232298385
Email Address : dianne.devera@yahoo.com
Birthday : JUNE 16, 1998
Birth Place : CEBU CITY

Secondary Education : SRCDS/ YATI, LILO-AN CEBU/ 2014-2015

Primary Education : SRCDS/ YATI, LILO-AN CEBU / 2010-2011

 Name : KING, CAMILLE
Address : Upper Teves Vito Minglanilla , Cebu City
Contact Number : 09431431042
Email Address : camilleking3098@yahoo.com
Birthday : July 30, 1998
Birth Place : Cebu City

Secondary Education : Cebu Eastern College / Leon Kilat St. / 2014-

2015
Primary Education : Cebu Eastern College / Leon Kilat St. / 2010-
2011

Name : LU, Vida Dianeira Garcia

Address : Monterazas Road, House No. 9, Guadalupe
Contact Number : 09055706066
Email Address : dianeiralu@gmail.com
Birthday : November 24, 1998
Birth Place : Olongapo City, Zambales

Secondary Education : Saint Theresa’s College, Cebu: 2014-2015

Primary Education : Saint Theresa’s College, Cebu: 2010-2011

Name : PUGOY, MICHEL MENNA

Address : Lower Bacayan, Cebu City
Contact Number : 09232093400
Email Address : minpugoy@gmail.com
Birthday : April 22, 1998
Birth Place : Cebu City
Secondary Education : Colegio De la Inmaculada Conception/ Cebu
City/ 2014-2015
Primary Education : Primary University of Southern Philippines
Foundation/ Cebu City/ 2010-2012
Name : REAL, KAREN L.
Address : Seaview Heights Subd., Lawaan Talisay, Cebu
Contact Number : 09438182413
Email Address : realkarss@yahoo.com
Birthday : October 14, 1998
Birth Place : Cebu City
Secondary Education : Mary Help of Christian School/Cebu City/
2014-2015
Primary Education : Visayas Wesleyan Christian School/ Cebu City/
2010-2011

Name : VALEROSO, EUNICE PEARL L.

Address : Canlanipa Homes Surigao City
Contact Number : 09478996169
Email Address : epvaleroso@gmail.com
Birthday : April 30, 1999
Birth Place : Tandag Cityu

Secondary Education : Surigao Education Center / Surigao City / 2014-

2015
Primary Education : S Surigao Education Center / Surigao City /
2010-2011

Name : YU, JEWEL MAE

Address : Mansueto Subd. Bulacao Talisay City
Contact Number : 09434235915
Email Address : yujewelmae17@gmail.com
Birthday : March 17, 1998
Birth Place : Cebu City
Secondary Education : SaintTheresas College/ Cebu City/ 2014-2015

Primary Education : Cebu Eastern College/ Cebu City/ 2010-2011

 BIBLIOGRAPHY

Internet Resources

http://www.filinvestland.com/our-company/missionvision-values/

http://www.filinvest.com.ph/aboutus-category
 http://www.homesweethome.com.ph/top-10-property-developers-in-the-

philippines/

http://www.hoppler.com.ph/blog/featured-real-estate-developers/the-builders-12-

top-real-estate-developers-in-the-philippines-part-3-of-3

http://www.filinvest.com.ph/about-us/about-the-company

Book Reference

Principles Of Marketing by Philip Kotler and Gary Armstrong (14th Edition)

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