A marketing plan for Nuvali

• Main Author: Chuacuco, Nicole Ann L.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18037
• Institution: De La Salle University

The real estate industry is steadily growing as the National Statistical Coordination Board reported that real estate industry had a growth of 28.1% at the last quarter of 2012 which surmounted other major industries in the Philippines. Major real estate developers like Ayala Land, SM Prime Holdings and Megaworld posted double digit revenues in terms of real estate and rent of commercial spaces. Due to the steady growth of the real estate industry, sales effort and land banking, mixed used developments and projects are seen to be on the rise. This led to Ayala Land’s creation of the largest and pioneer eco-city in the Philippines. NUVALI’s vision is built upon three sustainability pillars – environment, economic and social sustainability. It boasts of developing a community where nature, people and technology converge harmoniously. True to its vision, NUVALI is now on the road to a living and breathing eco-community. Upon their launching until now, NUVALI is gaining popularity amongst residents within the Philippines as well as tourists. One main problem that NUVALI is currently experiencing is the disparity between weekday foot traffic and weekend foot traffic in the retail and recreational areas of NUVALI. The group aims to address this particular problem as well as strengthen NUVALI's brand health as aggressive competitors set in. The group's plan of action will start by analyzing and matching the findings in the Usage, Attitude and Image or UAI survey to formulate the recommendations. Focus group discussion findings and insights would serve as supports for the UAI survey findings. Given the findings, the group came up with a product innovation that will strengthen the brand of NUVALI while addressing the current issue of weekday foot traffic. Advertisements such as print media and digital media will be utilized by the group to create recreational awareness while public relation strategies like recurring events and one time big events will be used to create hype and trial for the new customers. Sales promotion strategies were also used to retain customers for the new product innovation. All promotional strategies will emphasize the unique concept of the developed product innovation. In addition, the group also computed for the costing, pricing, estimates of profitability and financing schemes for the said product innovation. Evaluation of the results will be conducted each year to ensure that the product innovation will be monitored carefully.