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10 STEP Marketing Plan for Club Punta Fuego
Noel G. EscaloNovember 2009
About Club Punta Fuego
In 1995, ROXACO Land Corporation and Landco Pacific Corporation forged a vision for the Philippines’ first residential resort at par with the best in the world. Inspired by the Fisher Island in Miami, development began with the 88-hectare flame-shaped Peninsula de Punta Fuego (point of fire), one of only three land masses jutting out of the coastline of Nasugbu into the South China Sea blessed with twelve (12) beach coves.
In 2006, the Punta Fuego Yacht Club was completed within the peninsula to address the Members’ growing demands for marina services.
Operated by Fuego Hotels and Properties, world-class standards and expertise are shared with the following partner properties.
Primary Target Market and Positioning
1. Corporations, organizations and high-net worth individuals
2. Membership Club for corporate venues, leisure or vacations for high end individuals
3. Competitors: Pico de Loro, Tagaytay Highlands, Canyon Woods, Philippine Yatch Club
4. Amenities not offered by other leisure clubs, (marina and golf course)
5. Landscape for leisure club is very competitive6. Leisure Club is a P900M peso a year market with
Club Punta Fuego owning about 5% of the market share
Marketing Mix & Strategy
Transformation to events venueIncrease dues with increase in
membershipNewsletters, advertisements in business
and lifestyle magazines and newpapers
Events held is with in the location of Punta Fuego
Aggressive Differentiation Strategy
Primary Target
Demographics – Corporation and high net worth individuals (age 30 to 60 years), Class A
Lifestyle – Luxurious Behaviour – Each member club
uses at least once a year
Needs, Wants and Expectations
Self Actualization, Esteem Needs, Social Needs
People will choose Club Punta Fuego because it is different
You cannot experience the excitement anywhere else.
Competitors
Tagaytay Highlands, Canyon Woods, Philippine Yatch Clubs, and Golf Courses
Beach Resorts and other tourist destinations in an outside the country
Proximity to Manila, Attractiveness of promotions and amenities
Position Map
1. Exclusivity vs Nonexclusivity2. Proximity to Manila vs Proximity
to countryside3. Luxurious amenities vs Cost
consideration4. Price
Position Map
Tagaytay Higlands
Canyon Woods
Pico De Loro Club Punta Fuego
Philippine Yatch Club
Exclusivity High Low Medium High High
Price High Low Medium Medium High
Proximity to Manila
Medium Medium Low Low High
Amenities Medium Low Medium High Low
Club Punta Fuego can increase market share
Club Punta Fuego’s Position
High in providing first class amenities Exclusivity Competitive Price Strategy
Needs, Wants and Expectations not being addressed
Addressing proximity problems by through creative solutions, such as helicopters and yatchs for rent
Price is sometime a measure of elegance and style. The Company should consider raising prices
Estimate the market size using company data
The leisure club industry is a competitive environment where no one leisure club dominates or has more that 30% of the P900 million a year market.
Club Punta Fuego owns almost 5% of the market share with less that 300 members
13
The Marketing Mix Strategy
Photo of product category
Product Description
Membership Shares entitles the club holder exclusive privileges on the use of Club’s facilities and amenitites
7. Price
P150,000 per share 4,000 monthly Club Dues
Aggressive Advertisement in Lifestyle and Business MagazinesExclusive Newsletters to MembersEvents Venues, such as Operas, Golf Course Tournaments, Fashion shows among others
Promo
9. Place
Where is your product available? Brgy Balaytigue, Nasugbu, Batangas
Generic Winning Strategy
Exclusivity High Amenities Informed Members through
aggressive marketing, advertising and promotion