AYALA Land Inc.

Background & Marketing Strategies

BRIEF CORPORATE HISTORY

AYALA LAND, Inc. is the real estate arm of Ayala Corporation, with Ayala
owning 47% stake on Ayala Land Incorporated (ALI). Listed in the Philippine
Stock Exchange (PSE) in 1991, ALI was previously an internal division of
AC, which was spun off in 1988. ALI’s core businesses are strategic landbank
management, residential development, shopping centres, corporate
offices, and hotels and resorts. The supporting businesses are construction
and property management.
AYALA LAND’S 4 Strategic pillars
 Strategic land banking
-This gives it advantage over other developers, as it assures ALI of a strong pipeline
of projects that are in prime locations nationwide.
 Development of large-scale,mixed-use estates
- This allows ALI to offer unique value proposition to its locators (buyers
and tenants), command healthy margins, while preserving the value of
it’s development overtime.

This allows ALI to strengthen its brand equity and build a track record
that resonates strongly with its clientele.
 Diversified and balanced portfolio that gives it both developmental and
recurring income streams
- This allows the company to maintain its strong financial position over
the real estate cycles. The company’s portfolio is diversified in terms of
developmental vs. recurring income, geographic location and market
segments.
 Targeted Marketing
- In terms of its Residential Business group, Ayala Land has stratified the
market and build different brands to effectively cater to each segment
SWOT Analysis:
 Strengths – existing landbank, proven track record, strong balance sheet,
diversified portfolio

 Weakness – scarcity of skilled labor for construction, shrinking management

pool for succession planning

 Opportunities – growing economy

(GDP,population,tourism,consumption,remittances, BPO revenues, declining
mortgage rates)

 Threaths – reduction of BPO incentives, Ncov scare, growing competition in

almost all business lines (retail office, residential, industrial, hotels)
Marketing Strategies
 Ayala Land has diversified product lines as follows:
1. Property Development
a. residential brands
-Ayala Premier (luxury)
-Alveo (upscale)
-Avida (middle income)
-Amaia (economics)
-Bellavita (Socialized)
b. Office for Sale
c. Commercial and Industrial Lots
2. Commercial Leasing
a. Malls
b. Hotels and Resorts
c. Others
3. Services
a. Construction
b. Property Mangement
c. Airline
Ayala Land’s methods of product distribution covers a wide range of property buyers
through various sales groups honed to a high level of efficiency throughout the years.
Its main selling weapon is its REPUTATION as a quality developer. Its solid track
record of quality development delivered as promised has earned the public trust and
therefore attracted a strong demand for its products.

ALI has its own in house sales team for its various projects. It has wholly owned
subsidiary, Ayala Land Sales, Inc. (ALS) which employs commission based sales
people. ALI uses a sales force of about 15,000 brokers and sales agents by a strict
code of Ethics. Separate sales groups have also been formed for Alveo, Avida, Amaia
and BellaVita. ALI and it subsidiaries also tap external brokers to complement these
sales groups.
Marketing to the Overseas Filipino market is handled by Ayala Land International
Sales, Inc which leads the marketing, sales and channel development activities and
marketing initiatives of the brands abroad through project websites, permanent
sales offices or broker networks and regular roadshows with strong follo-through
marketing support in key cities abroad. ALISI has marketing offices in North
America, Hongkong, Singapore, Dubai, Rome and London.

The Ayala Group also developed One Ayala, a program which bundles the products
and services of Ayala Land, BPI, Globe Telecom and gives access to potential Ayala
Land clients overseas through BPI's 17 overseas offices and 81 tie ups. An Ayala Land
BPI Dream Deals Program was also created to generate additional sales from the
local market.
Summary
 Ayala Land transformed ents and leisure communities, Ayala Land
Premier develop met the Philippine landscape with the nation’s
premier business district over five decades ago. As the largest, most
experienced, and most trusted company in its field, Ayala Land leads
the burgeoning real estate industry in the Philippines with prime
residential and commercial developments.
 Ayala Land Premier carries the heritage of Ayala Land. From high-rise
condominiums to suburban environments are true testaments to
high-quality living. Heralded for their prestige, choice location, and
unrivaled land value appreciation, each development guarantees
prime locations and desired addresses.
SWOT Analysis
 Strengths
Premier has financial stability from the resources of their parent
company.
Premier has been a strong leader in luxury residential living
 Weakness
Only caters to High-Income families but, Only a few families can afford.
 Opportunities
Vast land available to Premier to develop their real estate will result to
more opportunities.
 Threats
Vast competition and Various Real estate developer are also growing
incredibly fast like Century Properties, SMDC premier, Filinvest , Rockwell,
Robinsons. Shang Properties and many more.
Summary
 Alveo Land Corp. is the Philippines’ leading innovative developer of
vibrant communities and groundbreaking living solutions adapted to
the changing needs of the upscale, urban achiever market. Armed
with sharper foresight, unparalleled excellence, total commitment,
and an inherent passion and drive for innovation.
 Alveo Land Corp. is the Philippines’ leading innovative developer of
vibrant communities and groundbreaking living solutions adapted to
the changing needs of the upscale, urban achiever market. Armed
with sharper foresight, unparalleled excellence, total commitment,
and an inherent passion and drive for innovation.
SWOT Analysis
 Strengths
1. Alveo has financial stability from the resources of their parent company.
2. Alveo has a strong media recognition with boastworthy awards such as
Best Real Estate Brand by Global Brands Magazine and a few more.
3. Most Alveo Real Estate Properties are Prime Lots like in Makati, BGC and
many more.
4. Near Businesses and
 Weakness
1. Mostly expensive for the medium-salary families.
 Opportunities
1. Vast land available to Alveo to develop their real estate will result to more
opportunities.
2. New cities being built like San Jose Del Monte, Bulacan
3. New upcoming New Manila International Airport in Taliptip Bulakan,
Bulacan.
 Threats
1.Vast competition and Various Real estate developer are also growing
incredibly fast like SMDC, Filinvest , Rockwell, Robinsons. Shang Properties and
many more.
Summary
 Avida’s goal is to make affordable dream communities that will be
catered to the middle-income Filipinos. It aims to develop affordable
and sustainable communities that set standards in the industry as well as
enhancing the well-being of the residents. Avida is the recognized
leader and preferred provider of communities to the middle-income
Filipino families.
 In addition, Avida provide its employees a stable work environment and
opportunities for personal growth by rewarding good performance. For
their customers, good quality and valuable products are provided in an
efficient, simple and seamless service.
 Avida posted revenues of P20.63 billion, 23% higher than P16.78 billion
last year due to new bookings from Avida Towers Vireo Tower 1 at Arca
South, Taguig and Avida Towers Sola Tower 2 at Vertis North, Quezon
City and higher bookings and project completion from Avida Northdale
Settings at Alviera, Pampanga.
SWOT Analysis
 Strengths
1. Avida has financial stability from the resources of their parent company.
2. Avida has a sustainable communities provided for the middle-income
Filipinos.
3. Avida has an affordable communities with quality and valuable products.
 Weakness
1. Avida only caters middle-income family. Below the middle-income family
may not afford aproperty.
 Opportunities
1. Vast land available for the Avida to develop their real estate will result to
more opportunities.
2. As the number of middle-income family increases, the number for the
demand of Avida houses will also increase.
 Threats
1.Vast competition and Various Real estate developer are also growing
incredibly fast like SMDC, Filinvest , Rockwell, Robinsons. Shang Properties and
many more.
Summary
 is a wholly-owned subsidiary of Ayala Land Inc. (ALI) that caters to a
broad affordable market segment.
 Amaia promises to bring the spirit and quality of an A-development to
more people. Originally named First Communities Realty, Inc. under the
former Laguna Properties Holdings Inc. (LPHI), Amaia focuses on the
economic housing segment, which makes up 34% of the Philippine real
estate market. Amaia caters to a broad affordable market segment that
includes government employees, teachers, manufacturing employees,
small business owners, starting professionals and families of Filipinos
working abroad.
SWOT Analysis
 Strengths
1. Amaia has financial stability from the resources of their parent company.
2. Amaia has a sustainable communities provided for the middle-income to
low-income Filipinos.
3. Amaia has an affordable communities with quality and valuable products.
 Weakness
1. Amaia caters middle-income to low-income family.
 Opportunities
1. Vast land available for the Avida to develop their real estate will result to
more opportunities.
2. As the number of low-income and middle-income family increases, the
number for the demand of Amaia houses will also increase.
 Threats
1.Vast competition and Various Real estate developer are also growing
incredibly fast like SMDC, Filinvest , Rockwell, Robinsons. Shang Properties and
many more.
Summary
 has been unstoppable in touching lives. Since its establishment in 2011,
BellaVita has grown significantly, with 14 communities and around 21,000
house and lot units across the country to date. With quality and well-
designed communities, complete with amenities and facilities, refreshing
greeneries, and excellent property management services – truly, living in
BellaVita is nurturing a life well-lived.
 Every Filipino family certainly dreams of having a home they can call
their own. Among these dreamers are Amy, Arline, and Christine, whose
families now live comfortably and happily in their own BellaVita homes in
General Trias, Cavite.
 Through BellaVita, Ayala Land has been able to serve the mass market,
enabling more Filipinos to own a home. The inspiring stories of BellaVita
homeowners reflect Ayala Land’s vision to enrich lives. As the Philippines’
leading developer of sustainable estates, Ayala Land has created
BellaVita to reach out to more Filipinos.
SWOT Analysis
 Strengths
1. Bella Vita has financial stability from the resources of their parent company.
2. Bella Vita has a sustainable communities provided for the middle-income to low-
income Filipinos.
3. Bella Vita has an super-affordable communities with what they called SAKTO
system. Which depends on the person’s monthly income.
4. Very Low Cost
 Weakness
1. Bella Vita caters families with very little financial capabilities to own a home.
2. normally located outside the city
3. Privacy
 Opportunities
1. Vast land available for the Avida to develop their real estate will result to more
opportunities.
2. As the number of families , the number for the demand of Amaia houses will also
increase.
 Threats
1.Vast competition and Various Real estate developer are also growing incredibly
fast like SMDC, Filinvest , Rockwell, Robinsons. Shang Properties and many more.
2. more and more people would prefer condo living.
Financial Success
Ayala Land, Inc. (ALI) maintained its double-digit bottom line growth
trajectory in the first nine months of 2019, advancing 12% to a net income
after tax (attributable to equity holders of ALI) of P23.21 billion from 20.77
billion in the same period in 2018.
Total revenues increased by 2% to P121.66 billion. This was mainly driven by
real estate revenues which stood at P113.36 billion, supported by office, and
commercial and industrial lot sales, further boosted by the improving
performance of new leasing assets
Projects launched in the 3rd quarter of 2019 amounted to P37.77 billion,
bringing the total to P57.27 billion for the first nine months of 2019. Meanwhile,
malls and offices expanded its gross leasable area (GLA) further to 2.1 million
and 1.2 million square meters, respectively, with the opening of Ayala Malls
Manila Bay and its BPO Tower.
Lastly, Capital expenditures reached P78.19 billion to support residential and
leasing asset build-up.
Conclusion

Ayala Land Inc. is considered the most respected and most successful real estate
development firm not only in terms of financial success, high level of brand
reputation, professionalism and employment. But Ayala Land is a vital part of the
Philippine economic development.
 THANK
YOU
Presented by: Group 1