I. Name of the Firm
Ayala Corporation
II. Vision, Mission, Goals and Core Values
Vision
We will be the most relevant, innovative and enduring Philippine-based business group, enabling shared
value and prosperity for the many stakeholders we serve.
Mission
Anchored on values of integrity, long-term vision, empowering leadership, and with a strong commitment
to national development, Ayala fulfills its mission to ensure long-term profitability and value creation.
Ayala creates synergies as it builds mutually-beneficial partnerships and alliances with those who share
its philosophies and values.
Goal
We constantly look for possibilities in the market to drive advancement. We see challenges as
opportunities and tackle problems differently. We explore new dynamic business models and introduce
pioneering products and services. We empower our leaders and employees to take the initiative and make
an impact in everything we do. Because no matter what business we enter, our goal isn’t just to succeed,
but to reinvent the way things work to change people’s lives for the better. As a group, Ayala aims to
meet the Filipinos’ evolving demands by providing practical solutions that balance quality and
affordability. We have ventured into areas that touch on the basic needs of Filipinos—from building
sustainable communities throughout the country, to widening access to financial services, improving
connectivity, providing clean potable water, and expanding beyond our shores to cater to the needs of a
globalized economy.
In recent years, we have taken a more deliberate approach to integrating the needs of a wider ecosystem
into our business plans and in our continued symbiotic relationship with our stakeholders. We diversified
into sectors that are going through important social and economic transformation and are critical to
sustaining our country’s economic progress—industrial technologies, hard infrastructure through power
and transport, and social infrastructure through healthcare and education. From today, our emerging
businesses will take on a unified brand identity, where they establish a clear connection to Ayala, while
having the space to grow as they become industry leaders in their own right. Collectively, AC Industrials,
AC Energy, AC Infra, AC Health and AC Education will further drive innovation, synergy and dynamism
for the Ayala group.
We see potential. While others see challenges, we see potential in markets that are not being served well
and become the drivers for its transformation. When we see the potential to make a difference, we
challenge convention.
We make businesses better. We believe that success in business requires constant work, and the work lies
in its people doing things the right way to generate trust. This trust allows businesses to further develop
and create a bigger impact that brings about greater change.
We improve lives. We are fueled by the hopes and dreams of others and are committed to giving people
the opportunity to lead improved lives. By making good business that doesn’t just focus on returns, we
contribute to the communities that we serve, and ultimately to the country as a whole. With our decisions
and actions guided by these three principles, Ayala is making a wider, more sustainable, impact in crucial
fronts for progress, intent on accelerating the future for Filipinos.
Core Values
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Integrity
We do the right thing in every decision that we make.
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Long-Term Vision
We build sustainable businesses.
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Empowering Leadership
We bring out the best in each other as leaders at any level.
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Commitment to National Development
We respond to the country’s changing needs.
III. Brief History
Ayala y Compañía was established in 1876 and traces its origins to Casa Róxas, a partnership
established in 1834 between Domingo Róxas and Antonio de Ayala. Casa Róxas began with the
formation of a distillery which became known as the maker of Ginebra San Miguel. The distillery
ultimately known as the Ayala Distillery was acquired by La Tondeña, Inc. in 1929. In 1888, the
company introduced the first tramcar service in the Philippines. The company participated in the
construction of the Ayala Bridge over the Pasig River in Manila. Originally built of wood in 1872, the
bridge was reconstructed in steel in 1908 to become the first steel bridge in the Philippines. The company
was responsible for the urban development of Makati after World War II. Ayala y Compañía shifted from
a partnership to a corporation with the establishment of Ayala Corporation in 1968 and became a public
company in 1976. Ayala Corporation welcomed the minority investment of Mitsubishi Corporation as its
strategic partner in 1974. In 2011, Ayala Corporation began building its renewable energy portfolio,
beginning with a joint venture with Mitsubishi for solar power and Sta. Clara Power for run-of-the-river
hydro power, and the purchase of the iconic Northwind farm for wind power. Ayala will contribute 1000
MW to the Philippine power supply, by 2015. FinanceAsia named Ayala Corporation as the bestmanaged company in the Philippines in 2010 and 2015, as well as best for corporate governance and best
for corporate social responsibility.
IV. SWOT-PESTLE Analysis
SWOT ANALYSIS
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STRENGTHS
Successful track record
Strong relations with suppliers
Managing business and regulations
Strong financial position
High margins
Superior quality of products and services
First mover benefit
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WEAKNESSES
Customer dissatisfaction
Organization culture
Business model
Implementation of technology
Inventory management
Poor track record on environment
OPPORTUNITIES
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THREATS
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Growing customer needs and market size
International markets
Artificial intelligence
E-commerce and online-based business
models
Reducing restrictions of market entry
Increasing disposable income of people
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POLITICAL
Government stability
Tax policy
Competition regulation
Trade blocks
PESTEL
SOCIAL
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New entrants in the market
US-China trade relations
Increasing bargaining power of customers
Recession
Increasing protectionism
The trend of sticky prices
ANALYSIS
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ECONOMIC
Inflation rate
Interest rate
Consumer spending trends
Unemployment trends
TECHNOLOGICAL
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Demographics
Education
Family size and structure
Health consciousness
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ENVIRONMENTAL
Recycling
Waste management
Green consumption
Renewable energy investments
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Technological infrastructure
Internet penetration
Use of social media
Investment in R &D
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LEGAL
Health and safety law
Employment laws
Anti-discrimination law
V. Market Analysis (based on market structure where the firm belongs)
A. Product and Major Competing Product(s) and firms
PRODUCTS AND SERVICES
1) Ayala Land Offices

Corporate Headquarters
Ayala Land Business capes is at the forefront of providing a complete line of office real estate solutions in the most strategic sites that
are developed according to world-class standards and complemented by preferred amenities and the most reliable facilities
management services. We work together with our locators in providing Corporate Headquarters to leading Philippine and
multinational companies as well as Technopods addressing the unique 24/7 requirements of Business Process Outsourcing (BPO)
firms. Each facility is carefully designed to meet the needs of both the company and its employees, creating a balanced environment
that will enhance satisfaction and productivity.

6750 Ayala Avenue
Intelligent, prestigious, vibrant and strategically located. All these aptly describe the 6750 Ayala Avenue address—a 24-story officeand-commercial enclave for corporations who value visibility and sophistication at the same time. The only office building in Ayala
Center—Makati’s premier mixed-use, retail complex—our 6750 building offers an elegant and topnotch location right beside the
finest bistros and restaurants, luxury hotels, boutiques and serviced apartments.

Ayala Life-FGU Center Alabang
Ayala Life-FGU Center Alabang, a 14-storey corporate center, is nestled in the Madrigal Business Park in Alabang, the premier
business district in Muntinlupa City. Equipped with advanced telecommunications services and all the amenities needed for efficient
office operations, our business center likewise offers a state-of-the-art building management system that guarantees the perfect
business environment for those who prefer to operate south of Manila.

Ayala Life-FGU Center Makati
Our eye-catching Ayala Life-FGU Center in Makati spurred the rise of a new commercial hub at the crossroads of Ayala Avenue and
Gil Puyat Avenue, two of Makati ’s main thoroughfares. Built with glass, aluminum and polished stone, our 32-story office tower
reflects the Makati Business District’s dynamic spirit of entrepreneurial growth and innovation. With its state-of-the-art building
management system, a ten-level parking facility, ten elevators, and a telecommunications backbone connecting to 3,900 lines with
provisions for fiber optic lines on every floor, the center offers everything needed by a vigorous business looking for a superior
location in Makati.
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Makati Stock Exchange
One of the first buildings in the Makati CBD, this architectural landmark of Philippine commerce has stayed up to date and now offers
the latest in telecommunications services rivaling the newest buildings in the district. Aware of the historic significance of the
building, we continue to preserve its façade while constantly updating its interiors and building services. Our eight-story building
offers a wide range of column-free office spaces and other features and amenities befitting its status as a commercial pioneer—an
executive lounge, convenient cafeteria service, function rooms, a sports center, two-level basement parking, and an adjacent spacious
park, a restaurant row, a library, and an open parking facility.
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Tower One and Exchange Plaza
Our now iconic Tower One & Exchange Plaza is the business address of choice in Makati City. Home to the Philippine Stock
Exchange and Ayala Corporation, it is also the corporate headquarters of various global financial institutions and key players in
Philippine business. Unequalled in location, amenities and facilities, Tower One remains one of the smartest and most user-friendly
corporate locations in the metropolis—a prime location surrounded by open space and greenery, a library, a museum, world-class
shopping centers and hotels, and the biggest and most vibrant park in the district.
2) Technopads
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Aegis People Support Center
We are up to speed with the accelerated pace of today’s technologically advanced world. Adapting to a new genre of office buildings,
our latest real-estate solutions for IT-enabled industries offer custom-built office spaces with large efficient floor plates and power and
telecommunication redundancies. With our superior track record in master planning sustainable business structures and districts,
Ayala Land Businesscapes is right on track to meet the demands of this growing market. By melding high-quality and quick
construction with advanced technologies in power and communications, we provide our clients with affordable, efficient, secure and
functional offices in preferred locations. Our People Support Center and Convergys One Building in Makati CBD and the KGB
Building in Sta. Rosa, Laguna, are built to fit and match, if not surpass, the needs of the times.

Ayala North Point TechnoHub
Located beside the Ayala North Point development in the City of Smiles, Bacolod City, our 2-story Technohub is designed to drive
the growth of IT and BPO enterprises in the Visayas. Our amenities include large floor plates of approximately 2,596 sq.m., a roomy
density ratio of 5 sq.m. per person, and round-the-clock utilities and building services ideal for the needs of BPO firms and employees.
Highly secured and easily accessible through public transport, the structure will be registered with PEZA and is now ready for
occupancy.
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Convergys One
Given the demand of a fast-paced and ever-changing business world, Ayala Land Businesscapes adapts to a new genre of office
buildings. Providing real estate solutions for the IT-enabled industries requiring custom-built office buildings which specify large
efficient floor plates and power/telecommunication redundancies. Ayala Land Businesscapes is well-equipped to meet the demands of
this market with its excellent track record in master planning business districts and developing and maintaining office premises for
years to come. By marrying high quality and quick construction with modern technologies in power and communications, clients are
provided with affordable, efficient, secure and functional offices in the clients’ preferred locations. The People Support Center and
Convergys One Building in the Makati CBD and the KGB Building in Sta. Rosa Laguna are successful built-to-suit developments that
have been completed by Ayala Land Businesscapes.
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UP-Ayala Land TechnoHUb
Found in Quezon City, about 15 kilometers north of Makati City, UP-Ayala Land Technohub is at the center of a thriving campus
development with all the support facilities and amenities required by technological and scientific firms. Developed in collaboration
with the country’s premier academic institution, the University of the Philippines, our innovative low-density complex is PEZAregistered and ideal for Business Process Outsourcing firms. A pioneering collaboration between industry and the academe, the
Technohub is envisioned as an integrated community of science-and-technology companies creating a dynamic learning and
entrepreneurial laboratory at the very home of young and brilliant minds. Beside our office buildings is a 3-hectare central park with a
man-made lagoon, retail areas, campus apartments and a business hotel. A Tech Portal and Retail Plaza are also centrally located
within the Technohub.
3) Ayala Land Resort and Hotels
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Inter Continental Manila
One of the first luxury hotels to rise in the country’s premier business district, InterContinental Manila has become a symbol of pride
and prestige in Makati City. Delivering the expertise of the world’s first international hotel brand to the country, InterContinental
Manila harmoniously blends the company’s global standards with a distinctive local flair. The hotel was designed by National Artist
Leandro Locsin and is strategically located beside the district’s best shopping and entertainment centers. With over 300 suites and
guest rooms, complimentary high-speed Internet and Wi-Fi access, and various special amenities, we guarantee both business and
leisure travelers an elegant and memorable experience.
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Cebu Marriot Hotel
One of the best signature hotels in Cebu City, our Cebu Marriott hotel offers an ideal location for business or leisure travel. Centrally
located in the city’s premier business and cultural district, the luxury hotel sits right beside Ayala Center Cebu, widely regarded as the
best shopping and entertainment enclave in the city. Cebu Marriott features wireless high-speed Internet access, multi-functional
meeting spaces, a restaurant and lounge, and newly refurbished, spacious rooms. Only 10 minutes away from downtown Cebu and the
Cebu International Convention Center, our hotel offers the same superior hospitality and five-star service the Marriott global flagship
brand is renowned for.
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EL Nido Resort
We are a group of eco-resorts located at the northern tip of the Palawan province in the Philippines. Set amidst the breathtaking
natural landscapes of El Nido’s marine protected areas, each of our island resorts offers distinctive and rewarding experiences for the
discerning traveler. We advocate responsible and sustainable tourism by promoting nature protection and sustainable tourism among
all our guests and visitors.
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KunKun Hotel
The Kunkun group of hotels is operated by Ayala Land Hotels and Resorts Corp. Kunkun vigorously pursues Ayala Land’s best-inclass product and service standards with a new hospitality concept—the urban lifestyle hotel. The best qualities of chain, boutique, and
business hotels are united to offer savvy travelers the essence of destination, comfort, and value with refreshing simplicity.
4) Ayala Land Residence
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Alveo
There are some things only experience can bring. With foresight brought about by many successful years in the industry, the
Philippines' leading real estate developer, Ayala Land, Inc., conceived a company dedicated to building homes that answer the needs
of a rapidly expanding market - the urban achievers. So, on September 29, 1995, upon registration with the Securities and Exchange
Commission (SEC), this fully owned subsidiary of Ayala Land was born. Operating at the Ayala Life Building, Madrigal Business
Park in Alabang, we began to play our strategic role in revolutionizing the way communities are created.
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Avida
Transforming land, names, and lives Since it developed the vast tract of swamp land that is now the bustling city of Makati, Ayala
Corporation has become a name indelibly etched in the minds of Filipinos as a visionary developer of land, as a builder of dreams.
Yet, it was only in 1988 when Ayala Corporation spun off its real estate division into a separate company, giving birth to Ayala Land
Inc. (ALI). ALI then was primarily associated with high-end projects, whether central business districts, commercial centers, or
exclusive family residences, found mostly in Makati and Alabang in Muntinlupa City.
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Amaia
We are committed to raising the living standards of most working-class Filipinos. We empower our customers by providing
innovative, quality and diversified lines of products in accessible locations in major growth areas of the Philippines. Easy and
affordable financing options are made available to customers here and abroad. We assure our residents a safe and secure living
experience that has provisions for the growth of family and community.
We are a major contributor to ALI's revenue and bottom-line targets as well as a key driver in enhancing ALI's overall brand equity.
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Bella Vita
Introducing BellaVita, a residential project developed by South Maya Ventures, Inc., a wholly owned subsidiary of Ayala Land.
BellaVita aims to bring Ayala Land's singular vision of enhancing land and enriching lives, for more people. The first project,
BellaVita Gen. Trias, offers quality homes that allow residents to enjoy a comfortable living experience -- from the house designs to
the village features, one will get a sense of how living and livelihood may be seamlessly integrated. With BellaVita, minimum wage
earners and members of the informal business sector are given the opportunity of experiencing the pride of owning a home.
5) Ayala Malls
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Glorietta
As a one-stop, self-sufficient retail center located at the center of the Makati action, Glorietta offers a wide array of shopping, dining
and entertainment options. With Glorietta, customers enjoy a full range of specialty food establishments and retail zones. From the
latest in apparel or electronics to the staples that one can’t live without, Glorietta will always have something for everyone whether
you’re a mom, an office employee or a visiting tourist. With the newly opened Glorietta 5, entertainment, retail and dining is made
available amidst the growing workforce of the Business Process Outsourcing Industry. Glorietta is a one-stop, self-sufficient shopping
center. Glorietta offers complete shopping and dining options ranging from apparel, accessories, home furniture, appliances to
specialty brands. It has a fully air-conditioned atrium with water features, an indoor playground for children, and an activity center
that hosts the best concerts and shows for its shoppers.
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GreenBelt
Greenbelt is the country’s first Premier Lifestyle Center that offers to the cosmopolitan consumer high quality, specialty shopping,
dining and entertainment. Indoor and outdoor elements mingle with fluid harmony in this multi-awarded lifestyle center. Built around
a 1.3-million-square-foot retail complex, Greenbelt’s roster of prominent, world-class retailers, restaurateurs, and entertainment
operators makes it an unparalleled shopping and entertainment destination.
In the middle of a bustling metropolis, Greenbelt is an enclave of all beautiful things. A three-hectare park punctuated by cascading
landscapes and carefully- chosen water features re-imagines the typical mall. With a roster of prominent and world- class retailers,
restaurateurs and entertainment operators, it defines the premier Ayala Mall experience. Greenbelt is truly a fitting epitome of the
Filipino taking on the world stage as it creatively blends the best of local ingenuity with the winner brands in the world of retail.
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Alabang Town Center
Alabang Town Center is an open-air retail and entertainment center where discerning families experience only the best concepts in a
mall so familiar that it feels like home. Alabang Town Center, strategically located within the suburbs of Southern Manila, exudes the
comfortable and laid-back lifestyle distinctive of this area. Characterized by weekend lunches with the family, this Mediterranean
courtyard-inspired shopping center captures the sprawling and engaging nature of lively meals in the sunlight. It is the only open-air
mall south of Makati that has successfully blended natural elements with retail space, dining and entertainment choices and punctuated
with a lively activity center.
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Ayala Center Cebu
Next to Metro Manila, Cebu City is the largest and most progressive urban center in the country. Only 50 minutes away by plane, it is
home to Ayala Center Cebu, the region’s shopping destination. Ayala Center Cebu consistently attracts local and international visitors
as it gives prime malling experience for people of all ages. Located in Cebu, the commercial, cultural and political core of Southern
Philippines, Ayala Center Cebu is the region’s premier shopping, dining and entertainment destination. Newly expanded to provide
more rewarding experiences amidst a masterfully designed space, it offers only well-thought-of retail and leisure choices embodying
the discriminating and distinctive taste of the Cebuano.
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Market Market
Market! Market! is located within the Bonifacio Global City, Ayala Land’s new Central Business District development. It is the first
of its kind of development in the Philippines combining traditional and non-traditional retailers and wholesalers within a mall setting.
Located within the newest central business district Bonifacio Global City, Market! Market! has the variety and freshness of a Sunday
Street market within the distinctive surroundings and the essential comforts of Ayala Mall. Its themed retail zones, fruit and flowers
market, and a regional food and hawker’s area recreate the souk while still providing the basic needs one expects.
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Bonifacio High Street
Bonifacio High Street is the newest place to be in and see. This one-of-a-kind promenade offers rows of flagship stores, unique retail
boutiques, office spaces, and interactive entertainment. Shop, dine, work or do just about anything in this new hub anchored by a
generously sized activity park, almost a kilometer long and 40-meter wide. Bonifacio High Street – a true convergence points where
business meets pleasure. The first of its kind in Philippine retail, Bonifacio High Street sets the stage for new encounters along a main
street full of diverse cuisine, the latest fashions, even street performances. Its themed zones in eight buildings along twin boulevards
celebrate the modern aspects of good living - fashion, health & beauty, home, sports, technology, and special interests- anchored by a
400mx40m wide interactive park. The 240-hectare Bonifacio Global City is a project of the Fort Bonifacio Development Corporation,
a joint venture of Ayala Land and Evergreen Holdings. At its center, Bonifacio High Street redefines the mall experience as a walk in
the park.
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Trinoma
TriNoma is a regional mall in Northern Manila bringing all the best in shopping, dining and entertainment that people from the North
have always sought elsewhere. Characterized by beautiful landscaping and punctuated by stunning water features, it is home to a wide
array of retail and dining choices. From well-loved stores to new shopping concepts, from fun to fine dining, from state-of-the art
cinemas to a lively activity center – everything comes together at TriNoma.
Strategically located at the heart of Quezon City, TriNoma brings to Northern Metro Manila the best in shopping, dining and
entertainment that people from this side of the metro have long sought for. Being at the center of the action, it serves as a rejuvenating
respite offering a dynamic mix of old favorites and new flagship stores set against a backdrop of beautiful landscaping and interesting
water features. With its complete assortment of retail offerings, landscaped gardens, a bustling cinema and a lively Activity Center,
TriNoma is truly a colorful addition to the distinctive hue of Northern Manila.
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MarqueeMall
Marquee Mall is Ayala Malls' first foray in Central Luzon and will set the benchmark in malling experience in the region. It is a
regional shopping center that brings together a rich and unique experience reminiscent of a lively town plaza, infused with an urban
vibe. Its contemporary indoor and outdoor design provides a perfect setting that showcases an exciting mix of select Manila-based
retail choices and the best of the region’s home-grown offerings. Infusing these local flavors with the Ayala Malls experience,
Marquee Mall redefines Central Luzon's lifestyle as it becomes its favorite gathering place.
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Abreeza Mall
Abreeza Mall provides the community with a truly unique and rewarding experience with its wide array of retail choices with popular
local and foreign fashion concepts, brands opening their first stores in Davao, carefully handpicked dining options and homegrown
favorites. It is anchored by Robinsons Department Store and Supermarket. Abreeza Mall showcases relaxed and contemporary
architecture blended with signature open spaces and verdant landscaping. Inspired by the rich culture of Davao, the mall makes
creative use of color, accenting classic neutral tones. The Abreeza development is a project of Accendo Commercial Corp., a jointventure company between Ayala Land Inc. and Anflo Group of Companies. Abreeza is a master planned development that includes
modern office buildings, residential towers, a boutique hotel and mall.
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Harbor Point
Harbor Point redefines shopping, dining, and entertainment in the region, as it offers the convenience of being strategically located
between the two main gates linking the Subic Bay Freeport Zone to Olongapo City, combined with strong retail concepts set in a
relaxing environment. The mall offers the basics, interspersed with exciting first-in-the-region shopping and dining concepts, and an
array of specialized shops and services complemented by active and wellness-oriented lifestyle stores.
6) Growth Centers
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Makati
In the 1960s, Ayala made a brave and pioneering decision to build a major mixed-use community on what was then swampland. Bold
and with their eyes trained on the future, the Ayala team correctly envisioned that Makati would one day be the premier business and
cultural district of the Philippines. Today, Makati symbolizes the best of the best of what Filipino ingenuity and creativity have to
offer. From high-rise commercial buildings and upscale residential villages to a wide array of shopping, entertainment and cultural
offerings, our Makati business district continues to evolve and shine.

Bonifacio the Global City
Strategically located between the Makati and Ortigas business districts, Bonifacio Global City or BGC was envisioned by Ayala Land
and Evergreen Holdings to be the country’s next premier business district. This new development would house world-class facilities
and cultivate an environment that inspires people to pursue passionate lives. Despite its proximity to Makati, this former military base
and vast tract of land remained largely underdeveloped. Through the creation of a bold, new master plan, the property rapidly grew
and took shape.

Nuvali
One concrete example of our commitment to sustainable development is Ayala Land’s flagship sustainability project, NUVALI. This
1,700-hectare eco-community between Calamba and Santa Rosa in Laguna offers green design and multifunctional amenities. It also
reduces instances of wasteful use of resources. The development has been specifically designed to embrace greener measures,
particularly those related to water conservation, energy efficiency, and recycling. NUVALI is vastly more sustainable compared to
other business and residential districts in the country. And it has all the amenities to serve the needs of the country’s growing ecofriendly market.
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Quezon City
Vertis North is the city center of Quezon City. Uniquely located and masterfully planned, Vertis North unifies the city’s resources in
an engine of dynamic growth. The North Triangle property on which Vertis North stands spans 45 hectares of prime land, inclusive of
TriNoma. It is a location of unparalleled strategic importance, bound by EDSA, Agham Road, and North Avenue. Master planned by
Ayala Land in a joint venture with the National Housing Authority, Vertis North is the nucleus of a uniquely entrepreneurial city.
Competitors

Megaworld Corp.

Robinsons Land Corp.

Alliance Global Group Inc.

SM Investments Corporation

JG Summit Holdings Inc.

Cityland Development Corporation

Arthaland Corporation

Century Properties Group Inc.

Vistamalls, Inc.

8990 Holdings, Inc.

Empire East Land Holdings Inc.

RL Commercial REIT, Inc.

Vista Land & Lifescapes, Inc.

Global-Estate Resorts, Inc.

Shang Properties, Inc.

Rockwell Land Corp.

Filinvest Development Corporation

LT Group, Inc.

San Miguel Corp.

Liberty Flour Mills Inc.

Top Frontier Investment Holdings, Inc.

A Brown Co., Inc.

Araneta Properties Inc.

Belle Corp.

Keppel Philippines Properties, Inc.

MREIT, Inc.

Roxas & Co., Inc.
B. Pricing Strategies
Price
Ayala Corporation the Philippines Asset Allocation in a Growing Economy A marketing mix
focuses on a hybrid strategy for pricing to obtain maximum value for its products. The marketing
mix Ayala Corporation the Philippines Asset Allocation in a Growing Economy A uses a
combination of several techniques for pricing its products, which are detailed below:
(A) Premium pricing

By using premium pricing for some of its product ranges, Ayala Corporation the Philippines
Asset Allocation in a Growing Economy A encourages favorable brand and product perceptions
in target consumer groups.

Premium pricing for products also encourages a favorable quality perception of Ayala
Corporation the Philippines Asset Allocation in a Growing Economy A products amongst
consumers.

With premium prices, Ayala Corporation the Philippines Asset Allocation in a Growing Economy
A has successfully also made some of its product ranges exclusive by restricting sales and
production. This, in turn, leads to a perception g luxury in consumption products.

Premium prices add a touch of privilege and high value in Ayala Corporation the Philippines
Asset Allocation in a Growing Economy A products

Using elements of premium prices in other product ranges has also allowed Ayala Corporation
the Philippines Asset Allocation in a Growing Economy A to maintain significantly high profits
and a consistent business growth.
(B) Psychological pricing

Since Ayala Corporation the Philippines Asset Allocation in a Growing Economy A has several
different product ranges and product groups, the use of psychological pricing has been beneficial.

With the use of psychological pricing, Ayala Corporation the Philippines Asset Allocation in a
Growing Economy A also successfully adds more value to its products from the point of view of
customers.

Ayala Corporation the Philippines Asset Allocation in a Growing Economy A also gains higher
sales with psychological pricing.

Consumers purchase a higher amount of Ayala Corporation the Philippines Asset Allocation in a
Growing Economy A products because of its use of psychological pricing

Ayala Corporation the Philippines Asset Allocation in a Growing Economy A can increase its
target audience and broaden its target purchaser groups.
(C) Geographical pricing

Ayala Corporation the Philippines Asset Allocation in a Growing Economy A can penetrate
different regional markets optimally with the use of geographical pricing.

For offshore locations, geographical pricing also allows Ayala Corporation the Philippines Asset
Allocation in a Growing Economy A to cover shipping and customs expenses.

Geographical pricing also allows Ayala Corporation the Philippines Asset Allocation in a
Growing Economy A to maintain consistent revenue growth by altering pricing in different
markets based on local currency value.
(D) Bundle pricing

For some product ranges, Ayala Corporation the Philippines Asset Allocation in a Growing
Economy A is also known to use bundle pricing strategy popularly.

Ayala Corporation the Philippines Asset Allocation in a Growing Economy A also uses bundle
pricing during sales.

Bundle pricing increases the trial rate for consumers.

Ayala Corporation the Philippines Asset Allocation in a Growing Economy A experiences higher
return on the cost of gaining a new customer.

With bundle pricing, Ayala Corporation the Philippines Asset Allocation in a Growing Economy
A is also able to control costs and prices by lowering marketing and distribution expenses.

The use of bundle pricing also adds value to the umbrella brand name of Ayala Corporation the
Philippines Asset Allocation in a Growing Economy A.
C. Non-Price competition strategies
Marketing Mix of Ayala Corporation & the Philippines: Asset Allocation in a Growing Economy
– Definition & Explanation
Neil Borden of Harvard Business School first used the term “Marketing Mix” to explain the set of
activities that a firm uses to execute its marketing strategies. According to Neil Border,
organizations blend the various elements of marketing mix into a marketing strategy that helps
the organization to compete and develop a differentiated positioning in the marketplace.
The 12 core elements of Neil Borden Marketing Mix are 1 - Merchandising – Product Planning
2 - Promotions
3 - Pricing
4 - Physical Handling - Logistics
5 - Personal Selling
6 - Channels of Distribution
7 - Packaging
8 - Branding
9 - Advertising
10 - Display
11 - Marketing Research – Fact Finding and Analysis
12 - Servicing
D. Marketing Strategies
Strategy
Ayala addresses structural and societal gaps by building impactful businesses and transforming them into
industry-leading subsidiaries. Our long-term value creation is driven by a robust financial strategy with
sustainability at its core. Over decades, this framework has enabled us to create strong franchises by
identifying opportunities in nascent or disrupted sectors.
The five stages of Marketing Strategy Process of Ayala Zobel are:
Step 1 - Marketing Research & Analysis
The first stage of the marketing process at Ayala Zobel is to do research and analysis to
identify unmet and even unknown customer needs. A good point to start for the research
and development is to conduct a 5C Marketing Analysis.
Step 2 - Segmentation, Targeting & Positioning Decisions
The second step of the Marketing Process after completing the 5C analysis is – Selecting the
Target Market. It requires three steps




Segmentation
Targeting
Conducting a Segment Attractiveness Analysis
Differentiation & Positioning
Step 3 - Marketing Plan
1. Objectives of the Marketing Plan: There are various objectives for which Ayala Zobel
marketing managers can make marketing plan – New product launch, repositioning of existing
brand, targeting new customer segment, entering international markets etc.
2. Marketing and financial goals and objectives: The second step is to correctly assess how much
financial resources will be required to execute the marketing plan. It involves resources spent
from product development to building a communication strategy mix.
3. Marketing mix: Building a marketing mix based on the marketing plan objectives and
limitations imposed upon it by the financial resources.
4. Marketing budget: Budget each prospective activity that will be undertaken under a marketing
mix strategy.
5. Monitoring and evaluating performance: Carefully monitor each marketing mix activity and
analyze the target performance with the actual performance. Which media vehicles are
performing better compared to others etc. This will help in making changes and adaptation as we
go along.
Step 4 - Designing a Marketing Mix using 4Ps - Product, Price, Place & Promotion
Capturing Value
Guided by marketing strategy, the company designs an integrated marketing mix made up of
factors under its control—product, price, place, and promotion (the four Ps of Marketing Mix).
To design the best marketing strategy and mix, Ayala Zobel should closely adopt the Four Ps of
Marketing mix in accordance with trends and forces in Ayala Zobel ’s marketing environment.
Step 5 - Sustaining Value through Post Purchase Services
Sustaining Value
Even though the number varies, the efforts taken to gain new customers are far more and costly
than those to keep the present customers loyal. Post purchase services are critical to foster loyalty
among the customers.
VII. Corporate Social Responsibility (to which SDG does it contribute?)
VII. Conclusion and Learnings
Notwithstanding how much the global pandemic has affected countries and sectors, real estate is still a
great investment. maintaining an idealistic stance for the industry. The developer of several of the most
sought-after mixed-use estates in the nation, Ayala Land Inc. (ALI), sees the current market as a chance
for investors to build a more diverse portfolio of real estate. In previous crises, the property industry has
consistently been able to rebound following a downturn, with values rising over time, according to
Zuluaga. Our nation's economy is stable, and investing here is still one of the greatest options available
today. Even though the sectors mentioned above have seen some economic downturns, Ayala Land Inc.
(ALI) continues to perform efficiently.
In order to provide shared value and prosperity for its partners and stakeholders, Ayala thrives. The
motivation to produce lasting value stems from the business's commitment to national development. And
one of the things we learnt was that. Don't be hesitant to take a great opportunity and see obstacles as
opportunities to build a solid, successful business. Every chance is an unlocked gateway to achievement.
Being perceptive is commendable, but we must comprehend that taking chances in business is much more
different because it helps us improve personally while also helping others when it generates resources and
jobs.
VIII. References

https://ayala.com/about/about-ayala

https://en.wikipedia.org/wiki/Ayala_Corporation

https://wiselancer.net/swot-analysis-of-ayala-corporation/

https://www.247caseanalysis.com/case/Ayala-Corp-10278-Pestel-Analysis

https://thisisyamenelra.weebly.com/companys-products-and-services.html

https://www.case48.com/case/Ayala-Corporation-the-Philippines-Asset-Allocation-in-aGrowing-Economy-A-Marketing-Mix-4173

https://asia.nikkei.com/Companies/Ayala-Land-Inc

https://ayala.com/sustainability/sustainability-commitment

https://embapro.com/frontpage/marketingstrategyanalysis/10278-ayala-zobel

https://ayala.com/sustainability/commitment-to-sustainability

https://embapro.com/frontpage/marketing4pcase/4173-philippines-ayala