HGLUMP Marketing Plan 5 % down payment-lot

HOLY GARDENS LA UNION MEMORIAL PARK

MARKETING PLAN – 5% DOWN PAYMENT- LOT

GOAL/OBJECTIVES

1. To achieve sales target per month which is 30 lots amounting to 1, 014, 604.80
2. To motivate SA/OSC to sell

REALITY

For the first semester, paylite 888 promo was introduced to our clients , wherein the price
Have been lowered including the interest rate. The target number of lots to be sold
for the whole six (6) months should be at the minimum of 100 units. But base on
performance only 30 lots generated. Marketing support like tarpaulins, brochures and
glossy leaflets were all provided to widen the awareness of customers but still the target
is not reached. Lack of agent participation to promote the paylite and marketing people
sometimes lack urgency in pushing the promo and closing a sale. Insufficient number of
prospects being followed up to cover the remaining backlogs.
Our performance for this month of July shows that we have difficulty in selling due to
absence of promo to be offered. The 20 % down payment is quite high, which is  8,987.40
and some of the customers can not afford a one time payment for such amount.
So therefore, to continually capture and cater the class A and B market, we propose to
lower down the down payment into 5% instead of 20% to get into our share from their
Wallets.

Analysis/Comparison:

A.     AS TO PRICE:

HOLY GARDENS LA UNION MEMORIAL PARK	COMPETITOR (FOREST LAKE)
5% DOWNPAYMENT TOTAL LOT PRICE: 41, 937.00 LOT PRICE: 33, 820.16 5% DP: 2, 696.35                AT NEED PRICE: 1 year: 3, 652.80                   Php 49, 301.03 including 2 years: 2, 048.26                 processing fee 3 years: 1, 550.39        4 years: 1, 396.92        5 years: 1, 246.39	1. Price per lot: 32, 500.00      Spotcash 15% off TP (30 days)= 27, 625.00       15% spotdown payment 15% off on DP= 4, 144.00         Lowest monthly amortization & 0% for 4 years= 576.00 ATNEED PRICE:     Php 48, 750.00 including processing fee

           

            5% down payment promo was introduced to customers but still the result is very poor. We only had 7 sales units last August 2011 and for this month of September as of this time, we only have two units. As shown on the figures above and the study we made between our price and competitors price, they offer much lesser in price.

Options/Alternatives:

1. Formulate promo, same price as the competitor. But choose location that is proportionate to selling price as of that of competitor.
2. Offer straight monthly amortizations; or adapt also the competitors price and MA but on specific location only.

WHAT TO DO NEXT:

What: 5 % down payment for all types of lot

When: effective August 15-November 1, 2011

Who: Customers who will pay 5 % down payment for all types of lot including upgrading.

Why: To increase sales and collection

HOW:

5 P’s of Marketing	WHAT	WHERE	WHO	TIMELINE
Product	Beautification of memorial park thru landscaping; planting of trees, plants and ground cover. Lay out and landscaping of saleable area Maintenance of lawn areas including superior products like SSN, FE, GE. Maintenance of the whole site free from dirt and other waste.	HGMP Sites	Jobyl/GT
Promo	Installation of tarpaulins of 5% down payment of lot at the project site, office and selected locations within San Fenando City, La Union. Giving of leaflets  and flyers a. schedule of saturation and leafleting to different barangay, churches, market and offices. Text blasts “Pinakamababang down payment sa lote? Text or call Holy Gardens La Union Memorial. Bilis na! Wala yan sa iba! For details please contact Ms. Jobyl Marie T. Villanueva at 607-8907 or 09224646921. Posting at social networking sites or blogs. Preparation of pricelist Sales presentation and saturation schedules Sending of investment proposals when delivery of documents Visitation to agents and osc	HGMP Sites	Jobyl/Leslie/ Rocel/Agents/OSC All marketing staff	Already installed Daily starting August 27, 2011 Daily starting August 27, 2011 August 27, 2011
Placement	Sales agents meeting 5% down payment to all types of lot Selling techniques Closing techniques Sharing of selling experiences or closing experiences or methods or strategies. Recruitment of new osc and sales agents             Encourage paying customers to register as agent to us. Give them tokens or gift. Make friends with supplier or store owners and encourage them also to be part of our team as sales agent. Coordinate with government or non-government agencies like senior citizen, teachers cooperative,etc and encourage them to be our sales agents. Explain to them about commission rate. Coordinate with chairman per brgy and encourage them to be our agent so that it is easier for us to conduct sales presentation during their monthly meetings. Tarpaulin and sales kit for agents Role playing with marketing staff regarding on how to offer the promo test if they know already the promo mechanics. Let them discussed the mechanics. Personal mastery on the promo. When talking to clients CMO should pay attention if the staff is conveying the right message. then if not she should correct it. Closing techniques Strategies and tactics lectures. Visitation to agents and osc who were not able to attend the agents meeting to give them sales kit and keep them updated regarding our latest promos.	HGLUMP	Jobyl/LMD Jobyl/LMD/ RCC All marketing staff	Held last August 27, 2011 September 10, 2011 Starts Sept 1, 2011 Starts September 1, 2011
Price	5 % down payment (Rainy Days Special) Not applicable to any other promos. (like Loyalty discount, 5% DP, gadgets etc.) Price: Regular lot: TLP: 41, 937.01 LP: 33, 820.16 5% DP: 2, 696.85 1 year: 3, 652.80 2yrs: 2, 048.26 3 yrs: 1, 550.39	HGLUMP	All staff	August 15-November 1, 2011
Process	Customers who will purchase any types of lot with 5% down payment plus processing fee will. Open to office and sales agents. Down payment is only 5%. 5% down payment is also applicable to new sales and upgrading accounts. Not applicable to any other promos (like loyalty discount, free gadgets, birthday, etc.) Release of commission shall only be done when the customer completed the 20% DP.			Effective August 15, 2011

Prepared by:

Jobyl Marie T. Villanueva