Dorms.

ph
By: Christian Paul M. Bonguez

Overview

Dormitories, apartment and condominiums became basic necessity in Metro Manila

because majority of people who live here came from different part of the Philippines
who take the risk of living in the concrete jungle to study, to get a job, and to raise their
own family. Dormitories and apartments in Metro Manila already existed long time age
and majority are already dilapidated and lacks the necessary facilities needed by
persons who seek to rent in dormitories and apartment. Condominiums rose in the
Metro Manila which provides the necessary facilities such as security, convenience and
comfortability but their price is mostly not affordable in the masses.

Industry Background

Dormitories and apartment building in Metro Manila already existed since 1990s and
most of these buildings were already dilapidated and lacks necessary facilities to cater
the students and individuals who are renting on the said buildings. Still these buildings
are occupied due to its affordability to the masses. Big real estate companies started to
build condominiums within the Metro Manila since late 2000s. These condo units were
also available for rent mostly owned by individuals who want to earn rental income as
an additional income. These condominiums offer the facilities which are lacking in most
dormitories such as security, convenience and leisure. Therefore, condo units were also
a hit in the market for individuals looking for these facilities.

History

Dorms.ph is relatively a new brand in the market. The company, Esquivias 62 Realty
Inc, was established in 2014 with office address in Cainta, Rizal. It started with its first
building in Cainta, namely E. Home Center, with 69 residential studio type units and 17
commercial units. The concept of small studio type units in an affordable price is new in
the market. The building offers security, convenience, and leisure as the main selling
point of the business. Locations are strategically located near transport terminals, train
stations, malls, market, business areas and schools.

The company also conduct expansion on various locations near the LRT stations such
as Legarda, Cubao and Masinag Station. It has a newly constructed building in Manila
near Legarda Station, namely Superdorm, with over 100 residential studio type units
and 3 commercial units.
Market Segment

The persons who rent in dormitories, apartment and condominiums are mostly students,
working individuals and couples who do not have not yet established their own family.
Working individuals mostly came from the BPO industry, sales representatives,
teachers, etc. College students are the main market of dormitories and apartment
especially near schools.

These individuals usually look for the affordability of the dormitories or apartment that
they wish to rent. Nowadays, they also consider other factors such as security, facilities
such as WIFI, study rooms, convenience and comfortability.

Product

Dorms.ph offers residential studio type units which is a new concept in the market. The
room is 9 sq.m. with own sink and CR. Double deck bed is also provided in each room.
The building is secured by CCTV and 24 hours security guard in the main entrance.
Machine readable key card is provided to each tenant to access the main entrance.
WIFI is also available in lobby and study areas. Facilities available are drying cages,
basketball court, gym, gazebo and study area. All facilities are available to all tenants
only. Guests are not allowed in the building.

It particularly targets the middle-income to lower-income market such as students,

working individuals and couples without children. Being a residential building, it focuses
on the safety, convenience and comfort of tenants as well as the affordability compared
to condominiums.

Price

Dorms.ph offers affordable rates that can match the affordability of dormitories with the
same facilities like condominiums. Below is the table for comparison of prices with
dormitories, condominiums:

Type Price / head Price / room

Dorms.ph 2500 per head 5000 per room
Dormitories 2500 per head 5000 per room
Condominiums 5000 per head 10000 per room
Place

E. Home Center was located in Cainta near the new LRT Emerald Station. The building
was strategically located in the heart of Eastern business district where you can find
malls such Sta. Lucia East Mall, Robinsons MetroEast Mall and Q. Plaza Cainta. It is
also near the premier BPO offices such as Results, Teleperformance, and Teletech.
Also near schools such as ICCT College, ABE College, and AMA Business School.

Superdorm was located in Manila near the LRT Legarda Station. The building was
strategically located near the premier schools in U-Belt such as San Beda, National
University, UST, UE, CEU and La Consolacion College.

All planned expansion are strategically located near the LRT stations to accommodate
the convenience in public transportation.

Promotion

Dorms.ph is mainly used several websites which host apartment advertisements such
as OLX.ph, and myproperty.com to post the available units. Dorms.ph has its own
website but was not yet fully launced. Tarpaulins are also posted within the building
stating “Studio type units for rent Inquire 654.2710” .

Competitive Analysis

Competitors

Main competitors considered are dormitories and condominiums within the Metro
manila. Dormitories usually offer bed spaces of rooms up to 12 persons while
condominiums usually offer rooms with bedroom. The price per head in dormitories
usually from 2000 to 2500 per head while the price per head in condominiums is 5000
to 7000 per head. Dormitories area located mostly near schools because the main
target are college students from universities while condominium are located near major
roads for easier access in transportation and visibility.
Positioning Map

Categories and Membership

Having the facilities offered by condominiums, Dorms.ph was initially conceived as

expensive by potential tenants. This perception does keep them from considering to
further inquire in the property.

Analysis

Consumers usually look for affordable place to stay as their priority. Aside from
affordability, having the facilities that can be enjoyed by tenants is another factor to
attract the potential tenants. The main factors considered are as follows: affordability,
security, convenience and comfort.
Bonguez, Christian Paul M.
BA 230 THQ 3rd Tri-semester
AY 2016-2017

I. Executive Summary

Dormitories, apartment and condominiums became basic necessity in Metro Manila

because majority of people who live here came from different part of the Philippines
who take the risk of living in the concrete jungle to study, to get a job, and to raise
their own family. Dormitories and apartments in Metro Manila already existed long
time age and majority are already dilapidated and lacks the necessary facilities
needed by persons who seek to rent in dormitories and apartment. Condominiums
rose in the Metro Manila which provides the necessary facilities such as security,
convenience and comfortability but their price is mostly not affordable in the masses.

Dorms.ph is new company which provides residential apartments strategically

located near the LRT stations, schools, business districts, and malls and also cater
the necessary facilities such as security, convenience and comfortability. As
compared to condominiums, Dorms.ph is relatively affordable in terms of price which
can match the price offered by dormitories.

Being new in the market, Dorms.ph was perceived to be expensive like

condominiums because of its similarity in terms of facilities provided. The marketing
strategy of Dorms.ph was not particular in price to show its affordability instead only
informing the market that the product is available.

Dorms.ph should revamp its marketing strategy that will focus on its affordability that
can match the dormitories while also providing the facilities offered by
condominiums.

II. Problem Statement

Dorms.ph has an unclear position in the market because the market perceived its
product as expensive due to its similarity with condominiums. This perception can
deter potential tenants to further inquire on the property.

III. Analysis
a. SWOT Analysis

Strengths Weaknesses
 Strategically located near LRT  Being new in the market, the
stations, schools, malls, and business perception is expensive
district area.
 New conceptual design of maximized
 studio type residential units with own
sink and CR.
Opportunities Threats
 Ongoing trend of being independent  Increasing number of similar
by “millenials” in which they will seek residential apartment building
for affordable residential apartment
with faciltiies such as security,
convenience and comfortability

b. Analysis of Market Segment

Dorms.ph specifically targets students, working individuals, and couples

who are still yet to raise their family.

i. Current Positioning Map

Dorms.ph positioned itself as

the affordable version of
condominiums having the
facilities available as compared
to dormitories which mostly
does not have facilities.

ii. 4P’s Analysis

Product

Dorms.ph offers residential studio type units which is a new concept in the
market. The room is 9 sq.m. with own sink and CR. Double deck bed is
also provided in each room. The building is secured by CCTV and 24
hours security guard in the main entrance. Machine readable key card is
provided to each tenant to access the main entrance. WIFI is also
available in lobby and study areas. Facilities available are drying cages,
basketball court, gym, gazebo and study area. All facilities are available to
all tenants only. Guests are not allowed in the building.

Price

Dorms.ph offers affordable rates that can match the affordability of

dormitories with the same facilities like condominiums.

Place
 E. Home Center was located in Cainta near the new LRT Emerald Station.
The building was strategically located in the heart of Eastern business
district where you can find malls such Sta. Lucia East Mall, Robinsons
MetroEast Mall and Q. Plaza Cainta. It is also near the premier BPO
offices such as Results, Teleperformance, and Teletech. Also near
schools such as ICCT College, ABE College, and AMA Business School.

Superdorm was located in Manila near the LRT Legarda Station. The
building was strategically located near the premier schools in U-Belt such
as San Beda, National University, UST, UE, CEU and La Consolacion
College.

Promotion

Dorms.ph is mainly used several websites which host apartment

advertisements such as OLX.ph, and myproperty.com to post the
available units. Dorms.ph has its own website but was not yet fully
launced. Tarpaulins are also posted within the building stating “Studio type
units for rent Inquire 654.2710”.

IV. Recommendation

Dorms.ph should revamp its marketing strategy that will focus on its affordability that
can match the dormitories while also providing the facilities offered by
condominiums. The marketing strategy such as posting in websites, social media,
tarpaulin, flyers and printouts should be more focused on the affordability of its
residential apartments. The position should be clear and this message should be
relayed to potential tenants to destroy the initial perception of being expensive.

Recommended Map and 4P’s

The recommended position

shall be maintain the current
positioning and improve the
marketing strategy to highlight
its affordability compared to
condominiums.

Product
Maintain and improve the facilities provided to further attract potential tenants and to
create loyalty on current tenants.

Price

Maintain competitive price to continuously attract potential tenants.

Place

Secure more strategically located properties for future expansion.

Promotion

Revamp the marketing strategy to focus on the affordability of Dorms.ph compared

to condominiums. Include in marketing materials the phrase for comparison with
condominium prices to highlight the difference.