2. OVERVIEW
TOTAL SIZE OF DEVELOPMENT: APPROXIMATELY 3.29 HA
TYPE OF DEVELOPMENT : MID-RISE RESIDENTIAL CONDOMINIUM DEVELOPMENT (5 STOREY-BLDG)
DOUBLE-ROW AND SINGLE-ROW BUILDING TYPES THEMED-DEVELOPMENT
COMPOSITION : 13 BUILDINGS
APPROXIMATELY 843 UNITS
UNIT TYPES: 2-BR AND 3-BR
SIZE OF AMENITY AREA/ : APPROXIMATELY 1.5HA
OPEN SPACES
NO. OF PARKING LOTS : APPROXIMATELY 530 PARKING SLOTS
5. SM North
DISTANCES 3.4 KILOMETERS
Trinoma
3.3 KILOMETERS
NOVALICHES PROPER NORTH QC
4.5 KILOMETERS 9 KILOMETERS
THE
SITE
UP Ayala Technopark
6 KILOMETERS
MAKATI CBD
19.5 KILOMETERS
ORTIGAS CBD
ARANETA CENTER 12 KILOMETERS
8.5 KILOMETERS
6.
7. DISTANCES
COMMERCIAL / BUSINESS
• Makro – 0.80 Km
• PriceSmart – 2.80 Km
• SM North – 3.40 Km
• Trinoma – 3.30 Km
• Uniwide Sales- 4.8 Km
• ABS – CBN – 5.37 km
• GMA 7 -- 6.33km km
• UP Ayala Techno Park – 6.0 Km
• SM Fairview – 9.0 Km
SCHOOLS
• University of the Philippines – 6.0 Km
• Ateneo De Manila – 9.20 Km
• Miriam College – 7.5 Km
• Metro Manila College – 5.5 Km
• New Era University – 5.0 Km
HOSPITALS
• Philippine Lung Center – 5.42 Km
• Philippine Heart Center – 5.81 Km
• Philippine Kidney Institute – 5.48 Km
• Veterans Memorial Medical Center – 3.20 Km
• East Avenue Medical Center – 5.5 Km
• V. Luna Medical Center – 6.0 Km
9. Q.C. COMPETITORS
LAND NO. O F
PROJECTS LO CATIO N DEVELO PER
AREA UNITS
CONDO M INIUM S
M AG NO LIA TANDANG SORA
DM CI HO M ES 3.29 HAS. 843
PLACE AVE. EXT., QC
NO RTH BELTO N Q UIRINO HIG HW AY , QC ETON PRO PERTIES 13.8 HAS 400
FRANCESCA
M INDANAO AVE., Q C AI-LA INTEG RATED 8,000 SQ M 290
RO Y ALE
CHERRY ORCHARD CO NG RESSIO NAL AVE.,
LK G LOBAL DEV'T 4,000 SQ M 482
SUITES QC
GRASS
BAGO BANTAY Q C SM DEVELO PM ENT 3.6 HAS. 1,876
RESIDENCES
NEW SAN JO SE
VICTORIA STATIO N EDSA-KAM UNING, Q C 4,000 SQ M 655
BUILDERS
LO TS ONLY
CITI PLAZA III TANDANG SORA AVE., Q C CITIHO M ES 2 HAS. 66
M ETROVILLE TANDANG SORA AVE., Q C CITIHO M ES 2,000 SQ.M . 13
• 7 projects were identified as competitors of Magnolia Place Project in Quezon City
(5 condominiums and 2 lots only projects).
• Active players in the area Eton Properties (North Belton), SM Development (Grass Residences)
and New San Jose Builders (Victoria Station).
10. UNIT MIX & SELLING PRICE
NO. OF UNIT FLOOR TCP RANGE AVE.
PROJECTS AVE. TCP
UNITS TYPE AREA LOW HIGH PRICE/SQ.M.
CONDOMINIUMS
2 BR 42.00 2,280,000 2,816,000 2,515,133 43,741
MAGNOLIA
PLACE 79 2 BR 49.50 2,803,000 3,024,000 2,865,241 43,086
(VERAWOOD BLDG.)
3 BR 66.00 3,460,000 4,135,000 3,773,600 41,929
MAGNOLIA 2 BR 49.50 3,078,000 3,353,000 3,151,489 47,391
PLACE 55
(LIANA BLDG.) 3 BR 66.00 4,339,000 4,495,000 4,416,200 48,798
2 BR 30.00 - 33.00 1,330,000 1,487,000 1,408,500 44,697
NORTH BELTON 400
3 BR 42.00 1,893,000 1,893,000 45,071
1 BR 25.30 - 26.50 1,180,000 1,290,000 1,235,000 47,660
FRANCESCA
290 2 BR 35.20 - 38.60 1,640,000 1,810,000 1,725,000 46,741
ROYALE
1 BR LOFT 42.50 - 54.30 1,980,000 2,610,000 2,295,000 47,327
1 BR 22.00 1,320,000 1,340,000 1,330,000 60,455
CHERRY ORCHARD
482 2 BR 40.00 - 44.00 2,360,000 3,130,000 2,745,000 65,068
SUITES
1 BR LOFT 37.50 - 41.00 2,810,000 3,210,000 3,010,000 76,613
1 BR 22.00 - 37.00 1,579,000 3,047,000 2,313,000 77,062
GRASS
1,876 2 BR 46.00 - 53.00 3,431,000 5,104,000 4,267,500 85,444
RESIDENCES
3 BR 68.00 - 70.00 5,709,000 6,944,000 6,326,500 91,578
VICTORIA STATION 655 3 BR 37.00 - 68.00 1,710,907 4,060,966 2,885,937 52,981
LOTS ONLY
CITI PLAZA III 66 LOTS ONLY 80.00 - 88.00 2,146,240 2,360,864 2,253,552 26,828
METROVILLE 13 LOTS ONLY 67.00 - 68.00 1,840,000 2,200,000 2,020,000 24,000
• MAP offers 2-BR and 3-BR unit configurations which are larger in floor areas than North Belton’s,
Cherry Orchard Suites.
• MAP’s price per sqm. is generally priced competitively against most competitors. Its price per sqm
also is more affordable than Cherry Orchard Suites, Grass Residences.
11. PRICE SEGMENT
MONTHLY AMORTIZATION RANGE REQUIRED MONTHLY HOUSEHOLD
PRICE SEGMENT
(20/80, 10YTP at 17% Int. rate) INCOME (30%)
700,000 - 1.3M ECONOMIC 9,748 - 18,075 35,000 - 65,000
1.3M - 2.5M CORE-MID 18,075 - 34,760 65,000 - 120,000
2.5M - 5M UPPER-MID 34,760 - 69,520 120,000 - 250,000
5M - 7M SINGLE A HIGH-END 69,520 - 97,330 250,000 - 350,000
7M - 15M AA HIGH-END 97,330 - 208,560 350,000 - 700,000
15M - UP AAA HIGH-END 208,560 and up 700,000 and up
NO. OF FLOOR
PROJECTS UNIT MIX PRICE RANGE
UNITS AREA
2 BR 275 42.00 2,786,000
MAGNOLIA
2 BR 368 49.50 3,037,000 3,353,000
PLACE
3 BR 200 66.00 4,153,000 4,495,000
• Magnolia Place Target Market – UPPER MID SEGMENT with a COMBINED
MONTHLY HOUSEHOLD INCOME of P120,000 – 250,000.
12. SALES TAKE-UP
R E M A IN IN G AVE. SALES
PR O JEC T S N O . O F U N IT S U N IT S S O L D %
U N IT S PER M ONTH
M A G N O L IA
843
PLAC E
AS O F M AR C H 2008
C H ER R Y O R C H AR D
482 254 53% 228 25
S U IT E S
FRANCESCA
290 170 59% 120 5
R O Y ALE
C IT I P L A Z A III 66 25 38% 41 3
M E T R O V IL L E 13 11 85% 2 2
AS O F JU LY 2008
NORTH BELTON 400 178 45% 222 25
G RASS
1 ,8 7 6 1 ,4 6 8 78% 408 105
R E S ID E N C E S
V IC T O R IA S T A T IO N 655 579 88% 76 17
• Available units for sale of competition – 1,097 units
13. COMPETITOR USP / VPS
NORTH B ELTON
NORTH BELTON – Mixed Use Development with Retail Component.
Low monthly amortization thru Bank Financing
CHERRY ORCHARD SUITES
CHERRY ORCHARD SUITES –
Strong Advertising/Promotional
Campaigns (“Boy Abunda”, Radio
Ads and Appliance Promo)
GRASS RESIDENCES
GRASS RESIDENCES
- Convenience to Malls,
80% open space, resort-
type amenities VICTORIA STATION
VICTORIA STATION – Transportation
Oriented (MRT Kamuning / EDSA) and
Accessibility
14. KEY FACTORS / STRENGHTS OF MAP
OVER COMPETITION
NORTH BELTON – Cramped floor plan layout, developer has no track record yet in the industry
GRASS RESIDENCES – High price per sq.m.
VICTORIA STATION – Fronting Highway (Noise and Air Pollution), Poor unit finish (Bare Type)
CHERRY ORCHARD SUITES – Developer is not known in the industry and no track record yet
FRANCESCA ROYALE – Poor construction quality and unit finishes
METROVILLE AND CITI PLAZA – High lot price per sq.m., housing component at a separate price
16. DEMOGRAPHICS
Primary market (upgraders in Q.C.) - first time
buyers/upgraders in Quezon City aged 31 to 40 yrs. old with
gross monthly income of Php 110,000- Php120,000. With
toddlers and pre-school children.
Secondary market – young growing middle-income families
coming from nearby provincial cities/ areas looking for a
halfway home.
17. PSYCHOGRAPHICS
They are young growing middle-income families aspiring to
have a work and home life harmony.
They want to purchase their own home and start a life of
their own.
They need to be inspired and recharged to be able to give
quality time for their family and for work/profession.
They are concerned to give their children better future and at
the same time, assurance that their children will grow up
with positive dispositions.
22. What : The only mid-rise subdivision in northern Quezon City
How : That offers a genuine tropical environment with verdant
landscapes and a curvilinear park
Who : For the young growing families with modest income
Why : Aspiring to live in a secured and accessible community
Where : Within reach from the city’s business and activity centers
When : In a time of stressful urban living
23. City of New Horizons
Strategically located along Tandang Sora Avenue, Quezon City. It is in close
proximity to top notch educational centers such as University of the Philippines and
Ateneo de Manila. Major commercial retail establishments like Trinoma, The Block at
SM City and Gateway at the Araneta Center, and the biggest broadcast
communication centers in the Philippines, ABS-CBN and GMA network are just
minutes away. Also, U.P.–Ayala Technopark and Eton Centris which will cater BPO
centers provide exciting career opportunities.
24. Neo-Asian Architecture and
Efficiently Planned Spaces
Magnolia Place is a residential community composed of thirteen medium rise
5-storey buildings in single row and double row configurations, which features
contemporary Neo-Asian architecture carefully planned and laid-out to ensure that
living spaces are efficient and functional.
Earth tones such as beige and brown are used to provide interesting contrast to a
predominantly light exterior while adapting a tropical design with touches of Asian
artistry in its building interiors. Each mid-rise residential unit comes with a balcony
and features single-loaded corridors and landscaped atriums for efficient lighting and
proper ventilation.
25. Tropical-themed Landscapes
& Design Concept
Wander the lavishly adorned Central Curvilinear Park which is half-kilometer long. It
features a tree-lined avenue, walkways and special street paving which is perfectly
complemented by a wide variety of flowering vines and colorful planting strips in its
entire stretch.
This organic atmosphere evokes a tranquil and relaxing effect to its residents
relieving them from the stress of frenetic city living. With 60% of the entire land area
dedicated to open spaces and common areas which includes amenities, parks,
gardens, water features and roads.
26. Worry-free lifestyle within
fringes of the city center
Come home to a secure, relaxing haven, wherein the feel of nature is abound in
every corner of the development.
The project features an impressive guarded entrance gate with full-front landscaping
features, electrified perimeter fence, and a 24-hour roving security personnel
ensuring your family’s safety at all times.
27. A worthy destination to come
home to, everyday
Magnolia Place offers a relaxing resort destination right within the confines of your
home, highlighted by three distinct themed gardens (rock, earth and wood), pocket
parks, water features, pools, play court and playground which are evenly spread
throughout the development, allowing you to build stronger bonds and healthier ties
with your family everywhere you go.
Here, you can refresh your tired minds and find new ideas at the wide open spaces
and inspiring themed garden and pocket parks. These themed gardens are uniquely
planned, offering a rejuvenating retreat that allows you to directly commune with
nature. Those who want to stay healthy and active may make use of the tropical
style pools, multi-purpose play court and fitness gym to their heart’s content.
29. Building on the strong “nature” proposition of
Magnolia Place, the creative campaign is
hinged on inspiration derived from being
surrounded by nature during a family’s
bonding “pocket” moments.
30. Communication Strategies
Build awareness on DMCI Homes within Northern Q.C. – establish unique
product components of every DMCI Homes property.
Highlight the project’s curvilinear park and nature themed community which
features tree-lined avenue and walkways as its unique competitive advantage
amongst its competitors.
Highlight Medium rise horizontal development spacious look and various
amenities found in every corner of the development.
Concept of natural features such as landscape and parks fits the benefit of
relaxation from urban stress. A better, safer place for children to grow up in.
34. SITE DEVELOPMENT
Building height of Approximately 3 meter-high
approximately 14.9 meters Distance between electric perimeter fence to
buildings 9 meters secure the whole
(5-storeys) development
Provision for street IVY
parking (parking slots
inside buildings also
TU
available)
L
IP
HYACINTH
VE
KI
RB
W
EN
I
Grand Entrance
AZALEA
& Guardhouse
A
LIANA
SO
LA
ND
RA
E
VIC IN
T OR SM
IA JA
D
E
HN
W OO
P Y
DA ND
VERA
GU
B UR
36. DESIGN CONCEPT
BRANCH (Main Road)
LEAVES (Buildings)
FLOWERS (Amenities)
THE UNIQUE SHAPE OF THE LOT EVOKES AN ORGANIC
INSPIRATION TO FOCUS ON LANDSCAPING AS THE MAIN
FEATURE OF THE DEVELOPMENT
37. DESIGN CONCEPT
IMPRESSIVE ENTRANCE GATE CIRCULAR WATER FEATURE
AT THE ROAD’S END
IVY
1 Development
TU
resembles a
L
IP
HYACINTH V
CURVILINEAR
KI
ER
B
W
EN
I
5
AZALEA
A PARK
LIANA
SO
LA
ND
RA
NE
VIC
T SMI
OR
NE JA
D
IA
W OO
PH Y
TREE-LINED AVENUE W/ DA ND
U
VERA
SIDEWALK & PLANTING STRIP
U RG
B
SPECIAL PAVING AT STREET
CORNER/ BEND
2 FLOWERING VINES FOR
PLANTERS & GROUNDCOVER 4
3
38. DESIGN CONCEPT
THE DESIGN INTENT IS TO HAVE LUSH & COLORFUL LANDSCAPING THROUGH
THE FLOWERS AND VINES ON THE BUILDING FAÇADE AND ITS PLANTING
STRIP, AND IN THE THEMED GARDENS & POCKET PARKS.
41. DESIGN CONCEPT
PLANTER PLANTER
BUILDING BUILDING
1.50 m
PLANTING SIDEWALK CARRIAGEWAY (at least 7m width) SIDEWALK PLANTING
CURVILINEAR PARK WIDTH
FLOWERING
VINE-2
FLOWERING
VINE-1
42. ARCHITECTURAL THEME
ARCHITECTURE STYLE: NEO-ASIAN CONTEMPORARY
- modern interpretation of traditional Asian characteristics
Earth-toned walls & roof Deep-set balconies with
railing treatment
Alternating Overhangs
Accents of
brick & beige
moldings
Use of modern material finishes, and
touches of Asian art or artifacts
43. AMENITIES CONCEPT
WATER FEATURE
BASKETBALL COURT
THEMED GARDENS IVY
TU
L
IP
HYACINTH
VE
KI
RB
W
EN
I
AZALEA
A
LIANA
SO
LA
ND
RA
NE
VIC SMI
T OR
IA JA
NE
D
Y
WOO
PH ND
DA U
RG
VERA
B U
POCKET PARKS
CLUBHOUSE
POOL AREA PLAYGROUND
44. AMENITIES CONCEPT
THE DEVELOPMENT RESEMBLES A
TREE-LINED, CURVILINEAR PARK,
WITH FEATURES, SUCH AS:
• CLUBHOUSE
• ADULT AND KIDDIE POOL
• CHILDREN’S PLAYGROUND
• BASKETBALL COURT
• THEMED GARDENS & POCKET PARKS
• WATER FEATURES AT ROTUNDAS
45. THEMED GARDENS
ROCK GARDEN PARK: WITH BOULDERS, PEBBLE WALKWAYS, AND ROCK WALL
FEATURES WITH HANGING PLANTS AND CREEPING VINES.
EARTH GARDEN PARK: LANDSCAPED AREAS WITH EARTH MOUNDS OF DIFFERENT
HEIGHTS COVERED WITH GRASS FOR CHILDREN TO CLIMB AND ROLL ON.
WOOD GARDEN PARK: A PARK WITH A TREE-HOUSE MADE OF WOOD ATOP A
GRASSY LANDSCAPE WITH SEATING AREA MADE OF WOOD STUMPS.
46. CLUBHOUSE
PERSPECTIVE
CLUBHOUSE FACADE MIRRORS THE STYLE / LOOK OF THE ENTRANCE GATE AS
WELL AS THE CONDO BUILDING’S FAÇADE.
47. CLUBHOUSE
Security Water Re-filling
Office Station
Property
Manager’s
Office
Convenience
Game Room Store
Audio-Visual
Room
LOWER GROUND FLOOR PLAN
Laundry Pick-up
48. CLUBHOUSE
Bar
Lounge
Meeting Room
UPPER GROUND FLOOR PLAN
49. CLUBHOUSE
Function Locker Room
Room
Fitness Gym
SECOND GROUND FLOOR PLAN
51. FACADE CONCEPT
Inside-corridor building façade perspective
THE CONDO BUILDINGS TAKE OFF FROM THE WELL-RECEIVED DESIGN OF RIVERFRONT RESIDENCES
HIGHLIGHTING NEO-ASIAN CONTEMPORARY DETAILS SUCH OVERHANGS & BALCONIES.
WHEN INTEGRATED WITH THE LANDSCAPING, THIS RESULTS TO A VERY UNIQUE DESIGN CONCEPT FOR
THE QUEZON CITY REAL ESTATE MARKET.
52. FACADE CONCEPT
Single-row building façade perspective
THIS MODEL / LAYOUT REPRESENTS A NEW DESIGN CONCEPT FOR DMCI HOMES.
53. BUILDING FEATURES
• SINGLE-LOADED DESIGN
• INSIDE-CORRIDOR BUILDINGS WITH
LANDSCAPED ATRIUM AND CENTRAL LIGHT
COURT WITH SKYLIGHT
• FIRE EXITS AT THE END OF BOTH WINGS
• BALCONIES IN ALL UNITS
• UTILITY / SERVICE AREA AT THE ROOF DECK
• COVERED PARKING AT THE LOWER GROUND
FLOOR
• 2 FIRE CABINETS (FIRE EXTINGUISHERS AND
FIRE HOSE) IN EVERY LEVEL
• INDIVIDUAL MAILBOXES
54. TYPICAL BLDG. PLAN (INSIDE CORRIDOR BUILDING)
BALCONY
3BR 3BR
66 66
SQM SQM
HALLWAY
3BR
3BR
66
SQM 66
SQM
2BR 2BR
49.5
SQM
FACING AMENITIES 49.5
SQM
42 SQM
THIS TYPICAL BUILDING PLAN CONSISTS OF DOUBLE ROW OF 49.5 SQM
UNITS AND VARIES IN LENGTH DEPENDING ON NUMBER OF
TOTAL UNITS PER FLOOR 66 SQM
55. TYPICAL BLDG. PLAN (SINGLE-ROW BUILDING)
3BR 2BR 2BR 3BR
66 49.5 49.5 66
SQM SQM SQM SQM
BALCONY
HALLWAY
FACING AMENITIES
66 SQM
THIS TYPICAL BUILDING PLAN CONSISTS OF SINGLE
ROW OF UNITS AND VARIES IN LENGTH DEPENDING ON
NUMBER OF TOTAL UNITS PER FLOOR 49.5 SQM
65. DEVELOPMENT FACILITIES
SECURITY: GUARDED ENTRANCE GATE
PERIMETER WALL & ELECTRIFIED FENCE
ROVING SECURITY PERSONNEL
UTILITIES: ELEVATOR FOR EVERY BUILDING
OVERHEAD WATER TANK
UNDERGROUND CISTERN
PROVISION FOR CABLE TV, TELEPHONE LINE
INDIVIDUALLY METERED ELECTRICITY & WATER
CENTRALIZED GARBAGE DISPOSAL AREA
66. PMO SERVICES
• General maintenance of common areas
• Roving security personnel for common areas
• Move-in assistance
• Utilities application and payment assistance
• Realty Tax payment assistance
• Leasing Program *
• Car wash service *
• Taxi call-in service
• Newspaper delivery *
* Services for a fee
• Organizing of community events
68. UNIT PRICING
DOUBLE-ROW BUILDING (INSIDE-CORRIDOR)
Cash Price
Unit Type / Size List Price
(10% Discount)
2-Bedroom (42.00 sqm) 2,280,000.00 - 2,816,000.00 2,052,000.00 - 2,534,400.00
2-Bedroom (49.50 sqm) *** 2,803,000.00 - 3,024,000.00 2,522,700 - 2,721,600.00
3-Bedroom (66.00 sqm) *** 3,460,000.00 - 4,135,000.00 3,114,000.00 - 3,721,500.00
SINGLE-ROW BUILDING
Cash Price
Unit Type / Size List Price
(10% Discount)
2-Bedroom (49.50 sqm) *** 3,078,000 - 3,353,000.00 2,770,200.00-3,017,700.00
3-Bedroom (66.00 sqm) *** 4,339,000.00 - 4,495,000.00 3,905,100.00-4,045,500.00
Prices are in Philippine Peso currency;
** Residential units priced at Php 2.5M or above will have 12% VAT.
*** In this case, these units are already VAT-inclusive.
69. PAYMENT TERMS
Reservation Fee: Php 20,000
Option 1:
Cash with 10% discount
payable in 30 days
Option 2:
In-House Financing 20% - 80% scheme
20% Downpayment payable in 15 months at 0% interest
Can move in after full payment of DP
80% Balance payment under a 5-year term at 13.0% interest per annum
a 10-year term at 17.0% interest per annum
Option 3:
Bank Financing 20% - 80% scheme
20% Downpayment payable in 15 months at 0% interest
Can move in after full payment of DP
80% Balance payment under a 10-year term at 9% interest per annum
a 13-year term at 9% interest per annum
70.
71. MAGNOLIA PLACE
Sales Channel October November TOTAL
Division 1 10 10 20
Division 2 3 3 6
Division 3 3 3 6
E-Brokers 5 5 10
International 4 4 8
Total 25 25 50