CHAPTER 1: RESEARCH INSIGHTS

A. PRIMARY DATA
The researchers used survey questionnaires and interview as their methods in
gathering data to be used in this case study.

I.

Survey Highlights and Interpretations

Figure 1.1

Interpretation
45% of the respondents go to shopping malls once a week, 32.7% 1 to 2 times a
week, 18.8% 2 to 3 times a week, and 5% 4 to 6 times a week.

Figure 1.2

Interpretation
80.2% of the respondents are attracted to the restaurants of a mall. 77.2% are
for the stores, 72.3% are for the ambiance, 68.3% are for the promos and sales, 54.5%
are for the accessibility, and 47.5% are for the convenience.

Figure 1.3

window shopping

Interpretation
85.2% of the respondents checked dining as their answers, 74.3 answered
grocery, 79.3% for watching movies, 69.3% for shopping, 38.6% for Leisure Time, and
3% for others.

Figure 1.4

Interpretation
33 out of 101 respondents takes them 30 minutes to 1 hour to get to their favorite
shopping mall, 29 answered 21 to 30 minutes, 27 for 20 minutes and below, and 1 hour
and above.

Figure 1.5

Interpretation
83 out of 101 respondents will still consider going to Serin even if they are not
living in Tagaytay and 19 will not.

Figure 1.6

Interpretation
77 out of 101 respondents think that going to Serin is worth the 2 to 3 hours of
travel while the other 24 do not.

Figure 1.7

Interpretation
24 out of 51 respondents go to Serin every time they go to Tagaytay. 16 answered
1 to 2 times a month, 11 for once a week and 0 for both 2 to 3 times a week and 4 to 6
times a week.

Figure 1.8

Chill
Tambay

Interpretation
96.1% usually go to Serin to dine, 92.2% for shopping, 23.5% for leisure time,
21.6% for grocery and 3.9 for others.

Figure 1.9

Interpretation
31 out of 51 respondents usually spend 501 to 1000 in Serin. 19.6% answered
500 and below, 8 for 1001 to 3000, and 2 for 3000 and above.

Figure 1.10

Interpretation
22 out of 51 respondents take 30 minutes to 1 hour before getting to Serin. 18 for
21 minutes to 30 minutes, 8 for 1 hour and above and 3 for 20 minutes and below.

10

General Interpretation
The majority of the respondents go to shopping malls at least once a week. The
top reasons why they go to shopping malls are the restaurants, stores and the ambiance
and in general, they usually dine, buy groceries and watch movies. It also takes most of
respondents about 30 minutes to 1 hour of transportation before getting to their favorite
shopping malls.
Over 80 % of the respondents still consider going to Ayala Malls Serin if they are
not living in Tagaytay City and 77% of them believe that going to Serin is worth the 2 to
3 hours of travel. Most of the respondents go to Serin whenever they go to Tagaytay City
for the reason of shopping and dining and spend about 501 to 1000. It also takes
them about 30 minutes to 1 hour of travel every time they go to Serin.

11

II.

Interview Highlights
Aside from the survey conducted, the researchers interviewed people from Metro

Manila and the Cavite area to gain further insights.

When asked how often they go to shopping malls, Trixie, a 19-year-old female
from Tanza, said she goes 1 to 2 times a week at the very least for the functions or sales.
She uses her time at the mall to look for clothes and accessories she can wear when
going out, Trixie especially times her visit during sales of her favorite brands.
Going around a campus in Manila, we were able to talk to Sam, a 21-year-old
male from Taft, he said he had been to Ayala Serin in Tagaytay with his family and visits
it at least once every 2 to 3 months. For him, he considers it worth the 2 to 3 hours of
travel time from Manila because of its very relaxing ambiance. Its like Im in the city
because of the stores around but at the same time Im in this very peaceful and relaxing
place He adds that Ayala Serin is the meeting place of urban and nature. On the other
hand, Clara, an 18-year-old student from a university in Manila, said she had not been
to Ayala Serin and thinks a 2 to 3 hours commute time to go to a mall isnt worth i since
Metro Manila is crowded with such establishments.
As the day was about to end, the researchers came across Aldwin and Pammy,
25-year-old and 24-year-old fresh graduates from a university in Taguig. They travelled
from Manila to visit Tagaytay a day before for sightseeing and other recreational
activities. According to Pammy, napadaan kami sa Serin, because they were looking
for somewhere to buy clothes. They found the mall very open and relaxing, its naturally
ventilated which made it stand from the malls in the city. Aldwin added, dahil mas

12

malinis sa Tagaytay, kaya bagay yung architecture, in comparison to the malls in Metro
Manila.

13

B. SECONDARY DATA
Philippines owns three of the Worlds Top 10 Biggest Shopping Malls, two of them
are in the capital city, Manila. Filipinos consider going to shopping malls as a part of their
culture and one of their leisure activities and stress relievers. According to the Nielsen
Media Research, around 80 percent of the people living in the urban areas in the
Philippines go to shopping malls and around 36 million people visit once or twice a
month and made malling a regular activity. (Gopalakrishnan & Goldin, 2012)
Malls in the Philippines are constantly crowded especially during weekends and
holidays. Due to the hot and dry weather, people would decide to spend their day
shopping, watch the latest movies, relax, dine with their loved ones and stay inside the
malls to cool off. The traditional shopping that used to be purely retails have now
transformed into a more entertainment-based activity center. (Palafox, 2014) Most of
them are located at the growth centers in the Philippines and it have replaced plazas
where people used to have social meetings and leisure activities. Even catholic masses
are held inside the malls while the others continue to spend their day.
Ayala Malls believes that sustainability is a continuous effort. They are changing
some practices to instill their main objective. The company launched Green Fridays, a
year-long campaign which encourages the refusal of plastic bags and pushes the use of
eco bags every friday which was implemented to all Ayala Malls nationwide. (Ayala Malls
leads the way to Green Living, 2012)
Ayala malls continue their legacy in building eco-friendly establishments. They are
for the promotion of a clean and green environment resulting to eco-friendly mall design,
construction, and operations. Known for its malls clean design aesthetics, and not to

14

mention the gardens beautiful landscaping, the Ayala Malls not only makes one
experience a breath of fresh air within the mall, but is also designed to celebrate natures
beauty. (We lov'emall at the Ayala Malls, 2008)
According to the Nielsen Global Survey of Consumer Confidence in 2014, the
financial management of the Filipinos were very positive because they were more aware
of the need to save money into their savings, mutual funds and retirement funds.
Consumer confidence level in the Philippines climbed three months after Yolanda to
consistently hold its second-place ranking in Southeast Asia since 2012, said Nielsen
Philippines managing director Stuart Jamieson. (Lucas, 2014)
Tagaytay is a city in the province of Cavite, Philippines. It is one of the most
famous tourist destinations in the Philippines and one of the priority areas for tourism
development of the Department of Tourism. In addition to that, it has been chosen as
the center for tourism in region IV - A CALABARZON. It is approximately 56 kilometers
south of Manila, with a total land area of 6,500 hectares, which represents about 5.14%
of the total land area of Cavite. (Tagaytay City Ecological Profile, 2012).
The city is known for being the viewing deck of the breathtaking Taal lake which
contains the worlds smallest active volcano, Taal volcano. Another reason why people
go to Tagaytay is its weather with relatively low temperature, low humidity and abundant
rainfall caused by high altitude making it the second Summer capital of the Philippines.
(Why Tagaytay?, n.d.) According to the Tagaytay Citys tourism office, there average
tourist arrivals in the city is about 2 million per year. (Limpin, 2014)
Tagaytay is planned and envisioned to become the Nature City, Tourist City,
Convention Center, People's Center; and Shopping Center for cheap vegetables and

15

meat products of the Philippines. (About Tagaytay, n.d.) Other than the Taal volcano,
there are different tourist destinations and places to visit in the city with various and
unique activities for the children, families and tourists around the world. The Peoples
Park in the Sky or also known as the unfinished mansion of former President Ferdinand
Marcos, the Flower Farm with different kinds of flowers that can be publicly viewed, the
wide grassy area of Picnic Grove perfect for picnics, horseback riding, and Zipline, and
the Tagaytay Highlands Complex which is famous for its western looks and activities
that will make one feel to be in another country. (Mirrar, 2012)
Ayala Mall Serin, located along Aguinaldo Highway in the city of Tagaytay, opened
its doors to public in 2015. It is a new breath of fresh air that offers a selection of shops
and restaurants for the locals and travellers who go to Tagaytay City. Being the newest
addition to the tourist destinations found in the city, it can be part of everyones itinerary
every time they visit Tagaytay. (Reyes, 2015)
While the community shopping center already has a fair number of establishments
up and running, there are still number of vacant shops that expect to be open soon. In
Ayala Malls Serin they have a number of restaurants and shops that already opened, as
well as a Waltermart supermarket. (which is now owned by SM Prime holdings). Some
stalls selling local produce, Mercato Central on weekends, even a National bookstore,
and a Timezone, among others. The notable restaurants available in Serin are Hermana,
Santouka Casual Ramen Dining, S&R New York Style Pizza, as well as Coffee Bean &
Tea Leaf, Earles Delicatessen, Family Mart, French Baker, Katsusora, LZM Restaurant,
Seafood Island and more. There are also shops like Abenson, Columbia Sportswear,
Daves Fun house, Datablitz, EO Executive Optical, Fitflop, Flowers by Rosabella, Globe,

16

Grind, Jockey, Lucina Home, Myphone, National Bookstore, Nike Forum, Nuat Thai Spa,
Payless, ResToeRun, Timezone, Toys R Us, Vans and more. (Ayala Malls Serin in
Tagaytay, n.d.)

17

CHAPTER 2: INDUSTRY BACKGROUND

A. BUSINESS DESCRIPTION
Metro Manila is the countrys most developed and populous region makes it an
ideal entry point for accessing substantial numbers of middle-income consumers. Home
to about 12 million people, their consumption expenditure accounting for almost onequarter of the countrys total. Most of the upscale malls are situated in Metro Manila.
The four key players in the Philippine retail sector are SM Prime, Robinsons, Ayala and
Rustans. While the first three are primarily mall operators and developers, the fourth
focuses on the operation of supermarket chains and high end department stores. Most
of the malls operated by SM Prime and Robinsons target middle-class consumers, while
Ayala runs several upscale malls, including the Greenbelt in Metro Manila. Essentially,
the trends in retail modernization are driven and led by these gigantic groups. (Chan,
2014)
The SM Prime Group, the largest mall operator in the country, for instance, has
more than one-third of its malls are located in Metro Manila, indicating the high
concentration of consumer spending in the region. The SM malls of the Henry Sy family,
the Robinsons malls of John Gokongwei Jr.s family and the Ayala malls of the Zobel
clan are world-class, not only in sheer physical size but also in their continuous
improvement of quality to meet the demands of the sophisticated consumer.
Although the majority of Filipinos still shop in bulk from sari-sari stores and outdoor
markets, modern and organised retail is expanding rapidly. Shopping centres and retail
projects are springing up across the Philippines, catering to the surging middle-income
class, a group lured by both value-for-money products, and a convivial shopping

18

experience. Shopping malls are not only for retail, it had become a point of socialization
between persons. It does not only intend to sell, but to also give experience.

B. DESCRIPTION OF COMPETITIVE ENVIRONMENT

The shopping mall industry in the Philippines is highly competitive due to the fact
the malls are closely located within the Metro. The contenders do not only compete with
sheer size but rather its capacity to provide the whole retail experience and lifestyle to
its consumers.
Hundreds of shopping malls open and contend with each other in the spirit of
dynamic, free enterprise competition, so that the consumers, the entrepreneurs and
suppliers, and the whole Philippine economy will ultimately benefit. (Flores, 2014)

C. MAJOR TRENDS THAT AFFECT THE INDUSTRY

According to a research by CBRE Asia Pacific, the Philippine retail industry is
seeing new trends as both local and international brands continue to multiply in the
country.
Real estate developers are diversifying into the retail segment to accommodate
consumer demand for shopping convenience where they are offered ease of access
from their residences or office. Take for example Bonifacio High Street in Metro Manilas
Fort Bonifacio District, one of the latest showcases for this particular model of
development.
As stated by Paul Santos, Vice-President for external affair of the Philippine
retailers association, another emerging trend is the expansion of the mall networks to

19

the second-tier regions outside the Metro. This phenomenon rose as a result of the
saturation of large-scale malls in the major cities. Instead of establishing large-scale
regional shopping centres, developers tend to build smaller neighbourhood centres and
districts. (Chan, 2014)
The term "Retail-tainment is being used by more developers to give Filipino
shoppers the overall retail experience, incorporating food courts, cinemas, ice-skating
rinks, bowling alleys, childrens playgrounds, pet parks, and etc. into shopping malls.
CBRE said the "retail-tainment" factor is expected to attract foot traffic as well as help
landlords achieve higher returns in branding, image and media exposure, and revenue.
The concept of retail-tainment is a result of understanding the primary interests and
needs of tenants and consumers. (Rodriquez, n.d.)
The retail market in the Philippines is fairly young but it continues to grow and
mature. Filipinos are more after the overall retail experience, choosing malls and outlets
that give them the power of choice in whatever they deem it to be.

D. EXTERNAL ENVIRONMENT USING PESTLE ANALYSIS

Political Factors
Today, a lot of shopping malls have been established in the Philippines, making
retailing and shopping center development in the country a lucrative business mix.
Three years ago, Former Senate President Manny B. Villar of Vista Land, said that his
target was to have 100 commercial centers upon his 10th year in retailing, which is
2021. Hes planning to spend P15 billion in the next five years to grow Vista malls and

20

also Starmalls, a listed firm that took over the then-ailing Manuela malls of his wifes
family in 2011, and paid off Manuelas debts. (Flores, 2014)

Economic Factors
According to Joe Pine, author of "The Experience Economy, today, what we're doing
is we're moving to an experience economy where what consumers want are
experiences-memorable experiences which engage them in an inherently personal way.
Shoppertainment is a new term which means entertainment is incorporated into a
shopping complex to make their centers recreational shopping destinations and to drive
frequency of visits and length-of-stay. The countrys biggest developers including Ayala
Land Inc., JG Summit Holdings Inc. and SM Prime Holdings are spending billions on
malls to ramp up their nationwide presence. The Philippines has emerged as a rare bright
spot. National gross domestic product grew at a healthy 6.1% last 2014, fueled by $27
billion in overseas remittances and over $18 billion in outsourcing revenues. A trip to a
mercifully air-conditioned mall is a national pastime in this tropical country and helps
drive household consumption, which equaled to 72% of GDP last year, according to the
World Bank. (Moss,2015)

Social Factors
A distinct mall culture is emerging among the Filipinos. Many shopping malls in
the country now also provide a wide range of recreational services and facilities,
including bowling alleys, cinemas, childrens playgrounds and even Catholic churches.
This has resulted in visiting malls becoming a major social activity. As a result of the

21

Philippines tropical climate, air-conditioned malls enjoy tremendous footfall, particularly

during weekends, when Filipino consumers tend to spend almost the whole time there,
accompanied by friends and families, while escaping from hot or wet weather. By
comparison, street-level stores are at an obvious disadvantage, making it difficult for
them to compete with malls for the patronage of middle-class consumers. The Gen Y or
the Millenials are shoppers who considers the social impact of the money they spend
on an item. For example, a product made of recycled materials will cost more than the
regular one but the consumer will still buy it.

Technology
With the growing number of people who are connected 24/7 through their
smartphones, tablets and desktops, it is inevitable for omni-channel retailing to take
place. Consumers are now more engaged with the retailers. Shopping can be more
personalized because retailers can now easily identify the demands of consumers
through the different avenues like social media.
Thus, it is easier to supply these demands and cater to the needs of shoppers.
For example, according to the PRA Chairman and Robinsons President Frederick
Go, shoppers can also inform retailers ahead of time what size or color they want and
be assured that when they go to a traditional store, their personal choice of merchandise
will be available and ready.
Technology in its totality has transformed the retail landscape. For instance, an
ERP system allows us to have real time information about the salability of different
merchandise thereby identifying customer needs; market segmentation which helps us

22

plan inventory down to specific stores or areas; and customer preferences which largely
determines product offering.
According to the Penshoppe President Bernie Liu, he speed at which that data
is mined will be crucial to the speed a retailer can engage his customers and gain their
patronage. At the same time, in the Internet of Things, advances in consumer technology
have also empowered customers to give direct feedback to retailers about their products
and services prompting retailers to respond to customers promptly.
The steady rise of the share economy fueled by mobile connectivity all over the world
is certainly something to watch out for.
Through the Internet, a vast number of people are now able to share the
consumption of goods and services online. We are now witnessing how applications
such as Airbnb and Uber are significantly disrupting traditional sectors the same way
Amazon did back in the 90s.
This technology-based business model has also enabled the monetization of
once-idle assets. In other words, anyone can sign up with these digital platforms and
rent out his house, car, camera or other things to registered members. This provides
individuals with new income streams and more purchasing power to spend on other
stuff. All in all, this cross-industry disruption will result in massive transfers of wealth from
those who cant adapt to those who embrace change. Note that at its current valuation
of $50 billion, Uber is now worth more than 80 percent of all S&P 500 companies.
As more and more millennials move from the concept of traditional ownership to
collaborative consumption, companies will have to adapt and change some key aspects
of their business models. In the age of sharing, the winning brands will be those that are

23

able to have deeper engagement with their customers. According to the SM Retail
President Jorge Mendiola, quality, social responsibility and localization of offers will be
recurring themes in the quest to build strong brand equity and trust within various online
communities.
Relative to the future on money in retailing, it will be fragmented depending on
what type of retail segment you are into, for fast moving retail products or goods that
will be rampant because of issues on cash management and security. But for big ticket
items or high value items, the market would still pay in forms of money.
According to Wilcon COO Rosemarie Ong, payment transactions are becoming
digital, the banks are really pushing for this, as everything is going digital nowadays.
There are a lot of modes of payment available now (Apple Pay, GCash, swipe or tap
cards, etc.) and there is also the latest digital virtual currencyBitcoins. More and more
shoppers now are paying using credit cards. However, I dont see cash money becoming
obsolete in the near future, especially here in our country.

Law
According to Lorenzo Formoso, RA President and Duty Free COO, The Retail
Trade Liberalization Act has been the most pertinent government regulation affecting the
Philippine retail industry, especially now that there are a lot of foreign brands coming
into the country. This Act protects Filipino retailers and at the same time allows a
favorable environment for foreign business investors. Sen. Sergio R. Osmea III first
introduced SB 2121 on February 12, 2014. As stated in the proposed bill, by allowing
the entry of foreign investment, it will result in the creation of more jobs and providing

24

the Filipino consumers with better choices and higher quality of goods at lower prices.
(Casiguran, 2015)

Environment
Shopping malls in the Philippines should be eco-friendlier due to the threats of
several environmental issues such as climate change and resource depletion. Proper
waste management should be imposed and all the disposal should be done everyday to
have a clean and healthy surrounding. Ayala Malls instills green practices in the
development of its buildings and retail establishments. Consistently observing green
practices in everything they do, Ayala Malls has always believed that sustainability is a
continuous effort and a personal responsibility.
Seven years ago, Ayala Malls took a leap further by regarding Earths call for
sustainability by launching an awareness campaign called Greenology. They embodied
their call through its Solid Waste Management Program that fully integrate environmental
responsibility with a clean and green mall lifestyle.

25

E. EXTERNAL FACTORS INFLUENCE THE BRAND

According to Ayalas 2013 Sustainability Report, the three major factors that affect
the brand are: Environment, Economy, and Society.
Environment: the developed environmental sustainability initiatives are integrated
into the conduct of Ayalas different business operations. Wherever it is, the
environmental factor ensures protection and conservation of natural resources which is
evident in their designs. Ayala Land words with suppliers and uses advanced software
to determine the materials for construction to avoid wastage.
Society. As the expansion of its product and service line to meet the needs of the
consumer, it also seek to address the bigger concern ko the society. Innovations are
frequently made to keep up with the changing and varying needs of consumers. Ayala
values the customers as partners in their ever growing business. They anticipate the
needs and innovate the products and service to serve the consumers best.
Economic: Ayala continues to align its interests to national development goals
and strategically invest in businesses that contribute to the improvement of economic
sectors.

F. COMPETITIVE ANALYSIS AND LANDSCAPE

The competition of shopping malls in the Philippines owned by the three biggest
name in the industry, the SM Prime Holdings Inc. which owned by Henry Sy, the Ayala
Land Inc. owned by the Zobels and the JG Holdings Summit Inc. which operates the
Robinsons Malls. A new competitor arises as the Former Senate President Manny B.
Villar of Vista Land said that he is now accelerating expansion of his retail businesses. In

26

the year 2011 he said that his target was to have 100 commercial centers upon his 10th
year in retailing, which is 2021. Hes planning to spend P15 billion in the next five years
to grow Vista malls and also Starmalls, a listed firm that took over the then-ailing Manuela
malls of his wifes family in 2011, and paid off Manuelas debts. (Flores, 2014)

G. SWOT ANALYSIS
Strengths
The shopping mall industry in the Philippines is one of the main source of
employment in the country making its economy benefit from it. Philippines has the
largest malls in the world, ranking 3rd of the largest was the SM Megamall of the SM
Prime Holdings Inc. The Industry has consistent demand and supply rate. Going to
shopping malls has become a lifestyle for the Filipinos, making the industry established
shopping malls in every city. It brings convenience to people, offers variety of stores
local and international brands make it now available for the Filipinos.

Weaknesses
The shopping mall industry in the Philippines is fairly new, with Alimall as the
pioneer mall established last 50 years. Filipinos are very practical when buying their
needs, thats why other people prefer to buy in small stores rather than in shopping malls
because the items are cheaper and more affordable. Excessive crowd during weekends
and holidays makes it inconvenient for others, especially for the old and people with
disabilities.

27

Opportunities
Shopping in the Philippines has been fun and exciting, it is also a way for the
family to gather during weekends and holidays. In the Philippines, the Retail industry
became an important contributor to the Philippines total Gross National Product and
33% of the entire services sector. It employs 5.25 million people, representing a
significant of 18% of the Philippines work force. Access to new trends has become
easier for people, today shopping malls are established in every city in the country
making it convenient for people.

Threats
As the industry of shopping malls in the Philippines increases, more competitors
arises. The possible threat of this industry is when the rate of supply grows faster than
the rate of demand then eventually there will have an oversupply. If competition arises it
would result to bankruptcies due to dissatisfaction of consumers, and it will be a huge
threat for a shopping mall. The rise of demand in online shopping will make it less for
consumers to visit a mall, meaning it will soon replace shopping malls as the priority of
people when buying their needs.

28

CHAPTER 3: MARKETING MIX

A. 4PS
Product
Tangible and Intangible Qualities
Ayala Malls Serin captures the charming and relaxing atmosphere of its location.
It is countryside havent, radiating rustic beauty that is ideal for gracious living.
Strategically located within close proximity to the city, Ayala Malls Serin stands out as
the ideal vacation mall as it reflects the timeless allure of the city while blending the
comforts of modern lifestyle.

Rationale for Brand Name

The word Serin came from the Latin word Serinus" which means of the sky
or clear. Later on a small bird was given the name Fringilla Serinus, better known as
the Canary bird. The Canary symbolises the coming of fresh air and new light. Ayala
Serins tactical location in Tagaytay, gives them the benefit of nature and gives justice
to its name: Serin. A breath of fresh air and uncovering serenity or peace.
Ayala Malls continues to set the pace and trends in the development of shopping
centers in the Philippines.They became a lifestyle and cultural centers that celebrate in
Filipino architecture, artistry and design. Each Ayala Mall are made to be distinct,
developed using unique and memorable concepts. Importance of creativity, innovation
and originality is a must in the way they build and operate their malls.

29

Price
Revenues from Ayala Shopping Centers reached P6.01 billion, 9% higher yearon-year from P5.52 billion due to the improved performance of Fairview Terraces and
the higher occupancy and average rental rates of existing malls. Monthly average lease
rates slightly increased to P1,159 per square meter from P1,148 per square meter in the
same period last 2014 while same mall rental growth increased by 9% year-onyear. Shopping Centers Earnings Before Interest, Taxes, Depreciation and Amortization
(EBITDA) margin improved to 67% from 62%. Average occupancy rate increased to 95%
compared to the 93% registered in the same period last year. Total Gross Leasable Area
(GLA) of Shopping Centers registered at 1.37 million square meters as of June 30, 2015.

Place
Ayala Malls Serin is located along the road connecting Aguinaldo Highway and
the Tagaytay-Nasugbu Highway. And despite the country appeal of the development,
calling it home doesnt necessarily mean living in isolation because it is actually a
gateway to other travel destinations such as Batangas, Cavite and Laguna.
Notwithstanding, its close proximity to the Metro.

Promotion
Loyalty programs are effective in keeping loyal customers as they receive
exclusive benefits and promotions. However, its not enough to just provide loyalty
programs without doing a research about customers.

30

The retailer must take a look at consumer data and trends, especially their
shopping habits, so that their needs can be met and delivered. By doing so, the loyalty
program can continuously delight regular customers and assure their loyalty.

B. TOOLS USED FOR PROMOTION

Ayala Malls Serin is an open aired shopping mall that features a beautiful
landscape that held fun events regardless of season. It is their way to increase and
attract the shoppers to the mall and creates awareness for new shoppers in Serin. Last
february 27, 2016, Tagaytay to Maragondon 50K Ultra Marathon 2016 started its line in
Ayala Malls Serin and ended in the Municipal Grounds of Maragondon, Cavite. Making
a lot of people participated on this event and became aware of the Serin. They use their
website and social medias to update and disseminate information to their customer
about their promos during holidays and sales. They also create discount coupons
promoting different types of establishment: restaurants, entertainment stores, fashion
stores and other necessity stores. (Mav, 2016)
More than 30 years ago, Ayala Malls built its first mall and consciously situated it
in the middle of nature without disrupting its balance. It has been Ayala Malls mission
to strengthen the relationship between man and nature and educate the consumers on
how to nurture and preserve their environment. (Greenology: Ayala Malls' Earth Friendly
Philosophy, 2010) Just seven years ago, Ayala Malls launched an awareness campaign
called Greenology. It is Ayala Malls philosophy of sustainable living. The company is
aims to promote Greenology by creating activities that the consumers can easily
participate in. Ayala malls is not for the dismissal of all the existing practices of the

31

consumers in shopping malls. Instead, they want to inform them in ways and means to
promote an eco-friendly lifestyle while still enjoying their leisure time activities. Ayala
Malls is promoting to raise the standard of sustainable living through its programs for its
patrons and the environment. (Greenology: Ayala Malls earth-friendly philosophy Ayala Malls)

C. TARGET MARKET
As previously indicated, Filipinos retain a preference for shopping at sari-sari
stores, a type of conventional convenience store. These form the most important
distribution channels for daily necessities, as well as a number of fast-moving consumer
goods (FMCG), for the lower income groups. It is estimated that sari-sari stores account
for roughly 70% of the total consumer market in the Philippines.

Primary
Millennials or also known as the Generation Y who want to have the greatest
shopping experience with a cozy and relaxed ambiance are the main target market of
Ayala Malls Serin. They are currently college students to yuppies who are in classes C
and D. Millennials are the generation who have the purchasing power and have the
capacity to set the new trends around the world in the 21st century. They are also
considered as fast adopters of new technologies and applications. and they are among
the first to try the newest technologies like the smartphones, tablets and gaming
systems. They also consider themselves as nature lovers who want to take a part in
preserving and appreciating the beauty of nature. (Barton, Fromm & Egan, 2012)

32

Secondary
The secondary target market of Ayala Malls Serin are the local tourists outside
Metro Manila. With the help of different tourist destinations located in Tagaytay City,
Serin can get the attention of all the local tourists and give them an clean and green
shopping and dining experience everyday. Ayala Malls Serin can also be be part of
everyones itinerary every time they visit Tagaytay. It is a new breath of fresh air that
offers a selection of shops and restaurants for the locals and travellers who recently
came from a very tiring travel hours or from the fun activities that they did during their
stay in Tagaytay. (Reyes, 2015)

D. PROFILE OF CONCEPTUAL TARGET MARKET

Generally, from college students up to the yuppies or the young urban
professionals ages 18 to 28 years old, both male and female who are in upper class C.
The said target market is currently transforming and close to becoming a real adult. They
are in the stage of wanting to escape the reality of planning their own life and to just relax
and relieve the stress from the big loads of college and professional works. They are the
perfect target market for the Ayala Malls Serin because it is located in the City of
Tagaytay wherein the best tourist destinations with beautiful and warm ambiance plus
fun activities which is perfect for relaxation can be found.

33