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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

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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