2. 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.
3. 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 competitive
6. Leisure Club is a P900M peso a year market with Club
Punta Fuego owning about 5% of the market share
4. Marketing Mix & Strategy
Transformation to events venue
Increase dues with increase in membership
Newsletters, advertisements in business and
lifestyle magazines and newpapers
Events held is with in the location of Punta
Fuego
Aggressive Differentiation Strategy
5. 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
6. 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.
7. 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
8. Position Map
1. Exclusivity vs Nonexclusivity
2. Proximity to Manila vs Proximity to
countryside
3. Luxurious amenities vs Cost
consideration
4. Price
9. 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
10. Club Punta Fuego can
increase market share
Club Punta Fuego’s Position
High in providing first class amenities
Exclusivity
Competitive Price Strategy
11. 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
12. 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
17. Aggressive Advertisement in Lifestyle
and Business Magazines
Exclusive Newsletters to Members
Events Venues, such as Operas, Golf
Course Tournaments, Fashion shows
among others
Promo
18. 9. Place
Where is your product available?
Brgy Balaytigue, Nasugbu, Batangas
19. Generic Winning Strategy
Exclusivity
High Amenities
Informed Members through aggressive
marketing, advertising and promotion
