Project Name

THE REDWOODS
Redwoods are the tallest trees in the world. In addition, they are also considered the oldest living organisms in our planet with capacity to live up to 2,200 years. Redwood lumber is highly valued for its beauty, light weight and resistance to decay. Incidentally, the Japanese Redwood is called Sugi and is the national tree of Japan. Its ornamental and practical uses are extensive as it is a common feature around temples and shrines and is a local favorite in construction work and interior panelling.

Project Name
THE REDWOODS
Bearing the story of the Sugi in mind, the project is aptly named The Redwoods because it represents the Neo-Asian themed development, quality workmanship by DMCI Homes and the ideals of peace, wellness and interaction that the project upholds.

Project Logo

While the trees are a literal interpretation of the name, the artistic element of brush strokes is added to convey the Neo-Asian inspired theme of the development. The use of two colors, red and black, further emphasizes this.

The font is clean, modern and simple an ideal combination to the hand-rendered quality of the illustration.

Sales Kit Presentation

Value Proposition

Product Concept
Inspired by the concept of Japanese chashitsu (tea house); where leisure, amusement, and social life revolve around meeting in a pavillon at the middle of a park or garden. The idea is to replicate the atmosphere of suburban charm where relaxation is centered on a simple conversation over a cup of tea and afterward strolling along the surrounding lawns, ponds, and landscaped gardens. The development hopes to create this setting to bring nature back into city living and diffuse the suffocating effect of urban stress.

Product Concept

A place that rejuvenates the spirit by providing a relaxing environment conducive to health and fitness Has abundant landscaping, and water elements that evoke serenity

Wellness

A communal place that fosters social interaction and strengthens relationships already made.

Tranquility Tea House

Community

Value Proposition
Value Proposition Statement The only Neo-Asian community in the heart of Fairview that offers a neighborhood of friendly faces amidst a calm, healthy and unhurried environment

Tea House

Reasons to Believe

Unparalleled Convenience

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 Robinsons Mall Future MRT-7 to be completed on 2013

Reasons to Believe

Distinct Project Design

Neo-Asian architecture and theme Landscaping that evokes a relaxing and peaceful ambience Village Amenities: Lap Pool, Kiddie Pool, Shower Areas, Basketball court, Playground, Tea House Gazebos, Gardens, Gym, Game Room Clubhouse Amenities: Lounge, Bar, Function Rooms, Entertainment Room, Covered Badminton Court, WIFI Ready Buffered frontage by trees and fence to provide a quiet, secure and relaxing environment within the development.

Reasons to Believe

Secured Living
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

Reasons to Believe

A High Quality Home

DMCI Homes 55-year construction heritage The Redwoods will feature trademark innovations by DMCI Homes - the mid-rise condo specialist: Low density, five-storey condominiums 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

Reasons to Believe

A Great Investment
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 of time and can be enjoyed by the familys future generations.

VP Framework

Unparalleled Convenience

Distinct Project Design

Secured Living

A High Quality Home

A Great Investment

Value Proposition Statement The only Neo-Asian community in the heart of Fairview that offers a neighborhood of friendly faces amidst a calm, healthy and unhurried environment

Competitive Landscape

Competitive Landscape
Phinma is the leading developer and competitor of DMCI Homes in terms of condo development in the area. Flora Vista and Sofia Bellevue are currently pre-selling under economic and core-mid price segments (P700,000 P1.70M.). House and lot and lot only projects in the area (Fairview and Batasan Quezon City, Caloocan and San Jose del Monte, Bulacan) are dominated by Vistaland (Crown Asia, Camella Homes and Carissa Homes), Filinvest and Sta. Lucia.

Competitive Landscape

Competitive Landscape
Vertical Developments
The Redwoods
Quirino Highway DMCI Homes 2 has MRB 506 119 Project Location Developer Land Area Type of Development Total inventory No. of Inventory for sale SOLD Ave. unit take up / month

San Benissa Commonwealth Ave. Phinma 1.6 has MRB 960 960 960 37

Flora Vista Commonwealth Ave. Phinma 1.8 has MRB 870 232 179 16

Sofia Bellevue Capitol Hills Phinma 1.7 has MRB 840 168 57 19

Vivida North West Fairview Accendo 0.15 has MRB 120 120 50 4

Kassel Residences Zabarte Road CHMI 1.5 has MRB 137 137 49 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 and impressive product.

Competitive Landscape
Vertical Developments
The Redwoods 2,198,000 3,995,000 39,306 48,136 Core-Mid San Benissa 770,000 1,158,000 25,667 38,600 Economic Flora Vista 877,000 1,170,000 29,233 39,000 Economic Sofia Bellevue 1,512,000 1,680,000 42,000 42,000 Core-mid Vivida North 1,243,956 1,860,699 49,560 55,230 Core-mid Kassel Residences 721,600 1,273,388 28,864 42,446 Economic Project Minimum Selling Price Maximum Selling Price Min SP / SQM Max SP / SQM Price Segment

The Redwoods offers a selling price per sqm that is at par with core-mid competitors. However, our buyers will get more value for their money since the project will offer more amenities and features.

A Cut Above the Rest

More distinct design

*floor plans not to scale

A Cut Above the Rest

Bigger 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

A Cut Above the Rest

Durable Finishes

A Cut Above the Rest

High Quality Fixtures

A Cut Above the Rest

Only The Redwoods offers a full line of resort-themed amenities
Amenities Clubhouse Multi-purpose Hall Adult Swimming Pool Kiddie Pool Basketball Court Badminton Court Childrens Playground Fitness Center / Gym Function Rooms / Areas Game Room Gazebos / Cabanas Landscaped Entrance Gate Commercial Spaces San Benissa Flora Vista Sofia Bellevue Vivida North Kassel THE REDWOODS

A Cut Above the Rest

and 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 analysis
Strengths Weaknesses

Location

Highly visible along Quirino Highway Very near commercial establishments (SM Fairview & Robinsons) Accessible to public transportation

Far from central business districts

Price & Payment Options Product Design

Flexible terms - minimum downpayment of 15% over the construction period Resort Themed Development Wide range of amenities & features Single-loaded corridor design in buildings Landscaped atrium Larger unit floor areas Quality turnover finishes

Higher selling price and monthly amortization compared to local economic housing condominiums

Service Developer

Presence of Property Management Team DMCI Homes' 55 year construction heritage The country's mid-rise condominium specialist

SWOT analysis
Opportunities Most of condo supply available for sale in the Fairview market is already sold Purchased unit will be a possible source of recurring income through the unit rentals (i.e. Medical students in FEU, etc) Will target end-users and upgraders in the area New captured market due to its proximity to Fairview & Quezon City The future MRT 7 will boost accessibility and growth of Fairview Bank financing tie-up thru banks Threats Economic housing condominium developments offering lower selling prices Indirect competition from house & lot projects Traffic in Quirino Highway is currently congested

Target Market

Target Market
Demographic Profile

OPTIMISTIC HOMEBUILDERS
Managers, professionals and entrepreneurs Start-up families and upgraders in Northern Metro Manila & nearby provincial areas such as Bulacan, Decision-makers aged 31 to 40 yrs. old Earning a gross monthly household income of Php 90,000-Php160,000.

Target Market
Psychographic Profile Emotive Needs
Togetherness

Belonging

Sociable

Friendship

Warmth

Sense of harmony

Target Market
Psychographic Profile Identity Needs
Homebuilders

Family Starters

Upgrade to a better home

Upper middle class

Value for money

Family man / woman

Target Market
Psychographic Profile Functional Needs
Reputable developer

24/7 security

Playground for the kids

Themed development

Clubhouse & Pool

Near schools & malls

THANK YOU!