Marketing Plan Unidiz Suites Submitted Essay Example

review centers (Accountancy-CPAR,RESA,ROQUE; Engineering-BESSAVILLA MERIT; Nursing-GAPUZ,PENTAGON,KAPLAN,NORTH CAP).

The location is quite good but it is needed to be more known since it is located in the inner side of Carola Street w/c cannot be easily seen by the people. We need to focus our efforts on the strategies with regards to its programs, promotion, advertisements and facilities.

High prices from other dormitories have given Unidiz the ability to effectively compete as it sets reasonable prices and good facilities. Dormitories are rapidly in demand especially during class seasons. Students preferred to stay out of home rather than to have a long transportation ahead. , working people need to stay near their offices to meet their budgets and people who are reviewing would like to have some peaceful space away from home to focus themselves in reviewing or to stay near their review centers since not all places provides these centers.Basic necessities their customers need are readily available since the dorm is located near commercial markets.

Market Description

The continuous growing numbers of dormitories in the entire place is a sign that dormitories is becoming a big hit, this would push the businessmen to engage and to produce a similar business concept. This threatens the sales of Unidiz Suites because it will increase the divisions of the markets regarding with the customer matters. All their target markets would depend on how many college students would study, or how many graduates would decide o be ready for their board exams and also in the status of employment rate. These would affect the growth of the target market, which is divided into three groups: college students, people who are reviewing and the working

class. They are faced with a large number of potential customers and they are trying to give a satisfying accommodation to all.

 Market Analysis

Every year new students arrived from their different provinces, look for dormitories where they can stay as the classes starts. It would gain a big percentage with regards to the increase in potential customers.But sadly because of difficulty regarding money many can't afford to rent rooms and it lessen the speed in growth of the market. People reviewing for board exams have a constant increase because many want to have a license for them to have a decent job.

Office workers percentage is still growing even though many are unemployed because mostly singles used to stay at dorms to meet their budgets less the transportation plus the value of being near at their offices.

Market Demographics

Unidiz customers can be divided into four groups but they focus more in the three groups since they are the ones who contribute more in the sales.The first group chooses to leave their homes and decided to be independent in avoidance of long transportation ahead. This group is made up of students from different universities such as UST, FEU, CEU and others. The second group is the people reviewing for preparation in their board exams since Unidiz is accessible to review centers.

The third group is composed of people who are working and decided to stay near their offices to meet their budgets and to practice the value of punctuality.

Market Needs

Factors such as long and high transportation, needed space to be alone and punctuality problems keep the customers on track.Customers should experience satisfaction regarding the comfort it provides.

Access

to different commercial stores is needed since most of them want the avoidance of hassle transportation. Each room is provided with the beds, cabinets, electric fan /air-condition, and private toilet and bathroom that should have a continuous maintenance. It provides a lobby wherein they can relax, watch TV…etc. These would make the customer remain constant. Unidiz, aims that all the rooms to be fully booked continuously in the upcoming years. Friendly and trustworthy employees would help in getting the loyalty of the customers.

 Review of Distribution

 Review

Of the Competition

There are lots of dormitories in the entire area surrounding the University of Santo Tomas. Some of it engaged in 3,000-5,000 or even more.

These dorms have a higher level of facilities like an elevator and a centralized room. There are also dormitories that have the price just like the price in the Unidiz, which is 2,000 a month. After looking for some dormitories especially in Dapitan it is obviously seen that both surroundings are totally different in the aspect of peacefulness.Aside from the location, other competitive advantage of Unidiz is that it has a 24 hours water supply for free that attracts lots of customers.

Having a private toilet/bathroom per rooms has a high impact with regards to the students /tenants which other competitors lack.

II. Threats and Opportunity Analysis

SWOT Analysis Strengths:

• Located near commercial markets (Jollibee, Chowking, Mercury Drug, Trabajo wet market, and many more……. )
• Located near University belt and review centers oUST, FEU, CEU, UE, PSBA, SBC, NU oAccountancy-CPAR, RESA,ROQUE oEngineering-BESSAVILLA MERIT oNursing-GAPUZ, PENTAGON, KAPLAN, NORTH CAP Friendly and very attentive staffs
• High customer loyalty among tenants
• 24 hours free water supply
• Near University Belt
• Plenty of
  

Market (Like employee, students, etc.)

Transfer of money: allowance for students Weakness:

• Unseen location
• The dormitory’s name is not that popularly known
• Cost factor regarding the monitoring of facilities and utilities

Opportunities: Growing numbers of potential customers (students, people reviewing for board exams and office workers.

• In front of Headquarters

Security

• Quiet Street oIt’s located in a minor road; a quiet street would mean privacy/ concentration for students.

Threats:

• Continuous growing numbers of dormitories within the area
• Dormitories that are well known
• Rising of unemployment rate
• Existence of nearby dormitories

The higher the number of nearby dorms, the higher the competition.

III.Objectives and Issues

The objective of the rental business is to have its spaces fully booked/ fully occupied, not only for the rent but more preferably, lease.But if the rent prevailed, we have to have the spaces occupied the whole year up to its existence, specially its off-season, meaning summer break of the students, where they usually go to their own home/province. During school year, the business is in its peak and during breaks; the business is in its recession. In that we will have a discount during the off-season to penetrate the market and to attain its peak.

Another would be, we will target mostly of working people so that the rent would be, if not lifetime, long term, because there are no summer breaks to working people.

Issues: The location is quite good but it is needed to be more known since it is located in the inner side of

Carola Street w/c cannot be easily seen by the people. oAll their target markets depend on how many college students would study, how many graduates would decide to be ready for their board exams and also in the status of employment rate oMarkets will surely love additional activity area for entertainment but since it has a little fund for renovation, the lobby, having an enough space would be advisable to put up additional entertainment showcase.

IV.Marketing Strategies

I. Objectives for Marketing Strategies

• Increase revenue up to 10% yearly
• Decrease vacancies during summer breaks
• Lease than rent II. Target Market
• Employees/ Working People E. Student F. Graduates G. Reviewing for board exams III.

Positioning H. Value

• i. Low price
• ii. High quality rooms
• iii.24 hours free water supply

I. Salient Attributes

• i. Near university belt
• ii. Secure place
• iii. Accessible to review centers
• iv. All rooms with private toilet and bath
• v.Laundry services
• vi. Canteen services for tenants and bed spacers

IV. Marketing

Expenditures J. Advertisement i. Newspaper ads 1. 92 pesos/line per day

• a.Three lines
• b. hree times a week 2. 104 peos/line per

Sunday

• a. Three lines
• b. Once a week

ii. Flyers 1.320 pesos/ream a. 100 pcs of flyers

V. Action Programs

A. Recommended promotional activities i.

Of peak:

• Promotional Discount
• Free 15 kilos worth laundry service

ii. Peak season

• Free one month rent
• Recommended

Advertising programs

• Newspaper ads
• Flyers

VI. Budgets

•  Advertisement Expenditures

Newspaper ads

• Ordinary days a.92 per line i. 92x 3(lines) x3 (days) x4( weeks) = 3312
• Sundays a. 104x3(lines) x1(day)x4 (weeks) = 1248

Total x2(months in of peak season)

4568 x 2 = 9136 ii.

Flyers 1. 20 pesos per ream = 100 pcs. a. 320 x 2 = 640 pesos b. Water Expenses i. Approx

40 pesos/ person x 113 = 4520/ month

• Maintenance i. 18 watts light bulb x 10bulb / month (allowance only) 1. 157 x 10 = 1570
• Salaries i. Guards 1. 7500 x 2 = 15000

ii.Utility men 1. 4500 x 2 = 9000 iii. Landladies 1. 8000 x 2 = 16000

Projected Revenue(After marketing plan has been implemented)

i. Price per Unit/Room 1.8000

ii. Number of rooms 1. 37

iii. Expenses

• 1. Water = 4520/month
• 2.Maintenance = 1570/month
• 3. Salaries(total) = 40000/month
• 4. Total advertising expenses = 9760/year
• 5. Total expenses per year = 562840

iv. Total projected revenue

• 1. 8000 x 37 = 296000
• 2. 296000 x 12 = 3552000
• 3. Less expenses= 562840
• 4. Total Revenue per year = 2989160

VII. Controls

According to our research, the Unidiz Suites only attracts its customers through the free water promo and its proximity to nearby establishments such as the review centers and the nearby universities, otherwise its sales may have already been down. The group recommends that it must put up advertisements in the leading newspapers and/or it may increase its visibility by putting up signboards or at the very least colorful banners so that it may be noticed by the public.