HGLUMP Marketing Plan-treasure hunt

HOLY GARDENS LA UNION MEMORIAL PARK

MARKETING PLAN - TREASURE HUNT

GOAL/OBJECTIVES

1. To increase sales achievement this 2^nd semester. Achieving  30 lots per month amounting to 1, 014, 604.80
2. To increase liquidity up to 100, 000.00 per month since the required down payment is 20%.
3. To ignite the interest and excitement of our primary target market (owner of small business), female ages 35-60 yrs old.
4. To increase productivity of marketing staff and agents.

REALITY

For the previous promos that we offer it seems that it did not strike or get the interest of the buyers. No thrill or excitement in the product that we offer. The promo seems to be ordinary. We have difficulty in getting the attention or interest of buyers causing low sales performance.

            From the word FREE prospects will get interested in buying. Since customers now a day is very fond of availing FREE items, this is now our chance to promote our memorial park through free items and WOM.

Analysis/Comparison:

HOLY GARDENS LA UNION MEMORIAL PARK	COMPETITOR (Forest Lake)
1. offers free lot promo for customers	1. no free lot promo for customers; existing promo on lots is no straight monthly, no down payment Php 600.00 monthly.
2. fully developed saleable area	2. fully developed saleable area
3. location for free lots promo is very nice and accessible	3. no location for free lots promo;

Options/Alternatives:

1.      Offer other promos like 5% down payment applicable to both upgrading and new lot if in case the customer doesn’t want the location for free lots.

2.      Explaining the MVP of availing lot; aside from the chance of winning free lots.

3.      Offer free lots on a nicer location.

WHAT TO DO NEXT:

What: Treasure Hunt or Free lot

When: August to December 2011

Who: Customers who will pay 20% down payment for lawn lot and selected location will be at lawn S.

Why: To increase sales and collection

5 P’s of Marketing	WHAT	WHERE	WHO	TIMELINE
Product	Beautification of memorial park thru landscaping; planting of trees, plants and ground cover. Maintenance of Lawn S free from tall grasses thru brush cutting. Cleanliness and orderliness free from any waste like plastic, etc. Additional plants to be planted to make the lawn area attractive	HGMP Site	Jobyl/GT	September 1-October 15, 2011 Daily Daily Daily schedule of planting
Promo	Installation of tarpaulins for treasure hunt promo at site. Installation of billboards giving of leaflets and flyers Schedule of saturation and leaflets to different barangay, market, churches, etc. text blast “Want to avail free lots? Visit NOW Holy Gardens La Union Memorial Park for details.” “Good news! Holy Gardens has launched it newest and exciting promo ever! Want free lots? Hurry contact NOW Holy Gardens La union Memorial Park for details.” Posting at social networking sites like FB, etc. Printing of pricelist Promo items		Jobyl GT Jobyl/GT All marketing staff LMD/Jobyl EV/MGB/JMV	September 12, 2011 September 12, 2011 Daily Daily Daily September 10, 2011 September 10, 2011
Placement	sales agents meeting Topic: treasure hunt or fee lot promo mechanics selling techniques closing techniques sharing of selling experiences or strategies on how they close sales 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. Gift and commission to performing agents Point system. The more sales they produce the higher the value of their commission and gift item. Tarpaulins and sales kit for agents		Jobyl/ LMD All marketing staff JMV/ HLC	Done last August 27, 2011 Given already on agents meeting held last August 27, 2011
Price	20 % down payment Applicable to Lawn S location only. Not applicable to any other promos. (like Loyalty discount, 5% DP, gadgets etc.) Regular lot 33, 820.16 D/P: 8, 937.40 1 yr:  3, 100.00 2 yrs: 1, 697.45 3 yrs: 1, 281.41 4 yrs: 1, 098.35 5 yrs: 1, 008.48		All marketing staff/agents/osc	September 1-November 1, 2011
Process	Customer who will purchase a lot at lawn S with 20% down payment plus processing fee is entitled for free lot promo. Available to office and agents sales. SBU should have sold a minimum of 20 lots to qualify for the free lot. Head office (Sir JUS) who will do the sequence of winners. Only BPI office knows the free lot location. For new sales only. Not applicable to upgrading. Free lots is transferable, assignable (can sell to any other person or party.) LOT PRICE is only FREE. PC, VAT and processing fee of documents shall be paid by the customer. Free lot or treasure hunt is only applicable to regular lots. JV share will be paid from our marketing fund Holy Gardens staff shall take pictures upon the receipt of the FREE lot and shall be uploaded in our blogs and fb account to create promotion and WOM.	HGMP site	HGLUMP staff	September 1-November 1, 2011

Prepared by:

Jobyl Marie T. Villanueva

Noted by:

Melanie G. Bautista / Editha V. Saato


Approved by:

JORGE U. SAGUINSIN
Senior Managing Director