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I. SWOT ANALYSIS

Strengths

• The company has a proven track record in the industry

• PrimaryHomes Inc. customers are satisfied with the product

• Affordable and flexible payment schemes

• Suppliers of raw materials are ISO certified

• Collaborations with other industry leaders (MATIMCO, Central Lumber, RCBC,

American Standard)

• One of the lowest-cost housing provider in the area

• The village is accessible to major destinations

Weaknesses

• Product sizes offered is limited

Though it may be a low-cost housing project, limiting the product size

may cause the company to lose prospect buyers or extended users of the product.

• House partitions are not included

If Primary delegates the partition assignment to the buyer, it may

actually discourage him to buy due to the hassle.

Opportunities

• OFWs growing demand for residential housing (est. US$ 1B)

• Increasing tourism inflow in the country

• Increasing approved direct investments by both foreign and Filipino nationals

• Lifting of foreign ownership limits in doing business in the country



• Credit rating upgrades from BBB- to BBB

• The Banko Sentral’s efforts to continually cut borrowing rates

• Excess liquidity in the financial market caused by increasing remittances by

OFWs.

• House prices are rising sharply

This is an opportunity for the company as the appreciation in the

prices is universal and that more profits can possibly be made.

•

Philippines topped Condé Nast Traveller Magazine’s list of destinations towatch out for in 2013.

• The Philippines was included in Travel+Leisure Magazine’s list of 13 “Hottest

Travel Destinations of 2013” and placed 17th on New York Times Magazine’s

list of “The 46 Places to Go in 2013”

• Increased confidence in the Aquino administration and in the Chatto

governance.

MICRO

• Plans to create an international Airport in Bohol and other infrastructure

projects

• Bohol is blessed with natural landscapes and beaches.

• Cost of living in Bohol is relatively low.

• Bohol’s bank deposits increased (P19.2 B – P 20.5B) leading to liquidity in the

province’s banking system

• The DOT’s continuous efforts to promote the eco-tourism in Bohol



• Poverty incidence in Bohol decreased by 6.1 points or 16%

• Rice production in Bohol yielded an all time high this year (3.08 ton vs. ave.

of 2.4 tons)

• Investments in Bohol increased by P 11 B.

• Most of the lands in Bohol are free-patent in nature.

Threats

• The impending proposal of the DOF to remove mass housing projects in

the IPP list of tax perk beneficiaries

• Ongoing inter-continental disputes with neighboring countries

• Financial crises in both Europe and U.S. which might affect the OFWs and

BPOs

MICRO

• Bohol’s underdeveloped banking system

• Wage rates in Bohol is relatively low (Minimum wage of Php 275.00 per

day)

• Most of the land in the towns are free-patent in nature and is often not

accepted by banks as collaterals.

• Bohol is still an underdeveloped province – Class C under the DOLE

classification.

• Camella Homes’ plan to open new housing for the open market and

economic market.

II. TARGET MARKET



The target market for the Colorado Homes Bohol is classified under the different

financing terms in the following tables :

Type of Financing : Pag-ibig

Type of Financing: In-house

The income estimates on the above table is based on the most conservative

financing options for the most affordable Colorado Homes unit which is Php 8,000 +

monthly for the Pag-ibig financing and Php 19,000 for the In-house financing.

The target markets are the residents of Bohol. Based on the required salary grade,

the target market is expected to be either a wage salary worker holding supervisory

Civil Status SingleMarried with no

Children

Married with 2 –

3 ChildrenSocial Class C – D C – D C –D

IncomeRequirement

18,000 up

Combined incomeof not below

40,000

Combined incomeof not below

50,000.

ProfessionMinimum of 5 years experience, Supervisory level in Services

and Industry Sector or OFW.Behavioural Price Conscious, Hardworking, Hospitable, Family-Oriented

Need Based Renter

Renter, or mayalready have a

house but wants tomove to a more

decent place

Renter or alreadyhas a house but

wants to move to a

more decent placefor the family and

for security.

Civil Status SingleMarried with no

ChildrenMarried with 2 –

3 ChildrenSocial Class B – C B – C B – C

IncomeRequirement

Minimum of Php30,000

Combined

Minimum incomeof 50,000

Combined

Minimum income of 60,000

Profession5 – 10 years experience, Managerial level in Services and

Industry Sector, Small – Medium sized business owner, OFW.Behavioural Price conscious, Hardworking, Hospitable, Family-Oriented

Need Based Renter

Renter, or mayalready have a

house but wants tomove to a more

decent place

Renter or alreadyhas a house but

wants to move to amore decent placefor the family and

for security.



-managerial positions in Bohol’s service / industrial sector (market size of 165,140

and 100,919 respectively). They may also be working in the agricultural sector with

their own businesses as source of income or OFWs.

The target market is price conscious and is a “renter” in Bohol and sees the need to

buy a house as he/she has established a career in the area. They may also be those

who already own a house but want to move to a more decent place for their family

and for themselves, especially those living in free-patent lands.

The target market must be made known of the trade-off between the length of the

payment terms and the amount of the monthly payment. But it must be stressed

out that whatever the financing term that they prefer, their money and their

property is secured at Primary.

III. ADVERTISING STRATEGY

A. TARGET AUDIENCE

The target audience of the newspaper advertisement will be composed of the

following:

• Professionals with supervisory position in Bohol’s services and

industrial sector such as banks, private corporations, government and

academic institutions.

• Married couples with no children, who want to get an affordable and

decent place.

• A family of 3 – 5 members planning to get a better place.

• Families of OFWs.

B. Advertising Objectives

• To inform the target market about the Colorado Homes

• To promote the payment schemes of Colorado Homes



• To increase the number of site visits and site inquiries by the target market

about the Colorado Homes Bohol.

• To encourage the target market to buy or reserve a house in order to avail

discounts.

Based on the above objectives sited, the general advertising appeal for Colorado

Homes Bohol will be the informational appeal. This requires that the focus of the

advertisements will be the benefits that they get from the product and the products

other attributes and features.

C. Advertising Mix

Positioning:

Affordable, Flexible payments, A better alternative to renting,

For every hardworking Boholano, Financial and Emotional

security.

Copy Strategy:

The newspaper ad will convince the young professionals, and

mid-income Boholano family, who are currently renting or are

looking for a decent house for their family. They will be

informed about the Colorado Home’s very low-cost houses

equipped with the practical features needed by a simple

individual or family. It will be worth their savings and guarantees

them financial security because it is backed by a reputable

company and their property is well taken care of.

The message will be featured in Bohol’s newspaper in Tagalog

and in English. The tone of the message would be jolly and

happy in order to encourage prospects to see the place, visit the

company website or contact one of the brokers. Affordability

will the main thrust of the message coupled with the traits of

Boholano.



Media Plan:

The strategy will be burst advertising on the first weeks of June

followed by pulse in the following weeks as inquiries and

demand increases. Sundays will be prioritized with a full-page

advertisement in the Bohol Chronicle or the Sunday Post or the

Bohol Standard.

D. Suggested Taglines

ENGLISH

1. A House Fit for the Self-starting and Hardworking Boholano

2. The Most affordable Housing program for every self-starting

and hardworking

Boholano.

3. Now, you can finally own a house you can call your own.

TAGALOG

1. Handog ng PrimaryHomes para sa masipag na Boholanong

tulad mo.

2. Ang pinakamurang pabahay para sa lahat ng Boholano.

3. Bahay ba? Colorado ka Na! Affordable na, secured ka pa at

ang ‘yong pamilya.



4. Kitang – kita kung ‘san napunta ang iyong pinaghirapan

Primary Homes Inc.

V.Rama Avenue, Guadalupe

Cebu City, Cebu

COLORADO HOMES BOHOL

NEWSPAPER ADVERTISEMENT PLAN

Submitted By:

Neil Adrian B. Guadayo

Management Trainee



Submitted To:

Primary Homes Inc. Marketing Team

May 25, 2013

IV. SAMPLE COPY

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