BrandMan Compiled


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BrandMan Compiled

  1. 1. RISE WITH ROXAS Mar Roxas Presidential Campaign 2010
  2. 2. MAR’s Personal Life <ul><li>Family Background </li></ul><ul><li>(insert picture of Past president Manuel Roxas and past senator Gerry Roxas) </li></ul>
  3. 3. MAR’s Personal Life <ul><li>Educational Background </li></ul><ul><li>Insert picture of ADMU and Wharton School of Economics </li></ul>
  4. 4. MAR’s Personal Life <ul><li>Early Career </li></ul><ul><ul><li>Investment banker </li></ul></ul><ul><li>Social Involvement </li></ul><ul><ul><li>Gerry Roxas Leadership Foundation </li></ul></ul>
  5. 5. MAR in Congress <ul><li>Congressman of the First District of Capiz </li></ul><ul><ul><li>RA 8759 </li></ul></ul><ul><ul><li>RA 8756 </li></ul></ul><ul><ul><li>Roxas Law </li></ul></ul>
  6. 6. MAR in the DTI <ul><li>Trade and Industry Secretary </li></ul><ul><ul><li>Consumer Protection (Mr. Palengke) </li></ul></ul><ul><ul><ul><li>Tamang Timbang, Tamang Presyo </li></ul></ul></ul><ul><ul><ul><li>Presyong tama, Gamot Pampamilya </li></ul></ul></ul><ul><ul><ul><li>Pinoy Pandesal </li></ul></ul></ul><ul><ul><ul><li>Palengke ng Bayan </li></ul></ul></ul>
  7. 7. MAR in the DTI <ul><li>Education </li></ul><ul><ul><li>Personal Computers for Public Schools Program </li></ul></ul><ul><li>IT/BPO Industry </li></ul><ul><ul><li>Make IT Philippines </li></ul></ul>
  8. 8. MAR in the DTI <ul><li>Employment </li></ul><ul><ul><li>Reopening the National Steel Corporation </li></ul></ul><ul><ul><li>Instigating the Garment Export Industry Transformation Plan and Assistance Package, and the Mother/Vehicle Development Program </li></ul></ul><ul><li>MSMEs </li></ul><ul><ul><li>SULONG Program </li></ul></ul>
  9. 9. MAR in the Senate <ul><li>Consumer Protection </li></ul><ul><ul><li>Presyong Tama, Gamot Pampamilya </li></ul></ul><ul><ul><li>Lemon Law </li></ul></ul><ul><ul><ul><li>Chairman of the Senate Committees on Trade and Commerce and on Economic Affairs </li></ul></ul></ul><ul><ul><ul><li>Co-chairman of the Congressional Oversight Committee on the Electronic Commerce Law </li></ul></ul></ul>
  10. 10. MAR in the Web <ul><li> + + Facebook + Friendster = transparency to and interaction with constituents </li></ul>
  11. 11. MAR in the Tabloids <ul><li>P***** I** incident </li></ul><ul><ul><li>P------ Patayin ang Gloria forever cha-cha! </li></ul></ul><ul><ul><li>“ I am not sorry for expressing my real feelings and my rage in behalf of the people whom I love.” </li></ul></ul><ul><ul><li>Has changed MAR’s image </li></ul></ul><ul><ul><ul><li>Not a trapo, nor a softie </li></ul></ul></ul><ul><ul><ul><li>Broken ties with the current government </li></ul></ul></ul>
  12. 12. POSITIONING <ul><li>“ To progress-driven Filipinos who aim for reform, sustainability and long-term benefits, Mar Roxas is the only politician who can effectively address their issues on the economy, employment, education, transparency and accountability in the government through technology. It is because Mar Roxas, relative to his rivals, has the strongest background in economics, experience in the IT industry, paired with a strong, innovative, credible and dependable character.” </li></ul>
  13. 13. Positioning <ul><li>Economy and Employment </li></ul><ul><ul><li>BPO/IT Industry </li></ul></ul><ul><ul><li>Efficiency </li></ul></ul>
  14. 14. POSITIONING <ul><li>Education </li></ul><ul><ul><li>Dissemination of Information </li></ul></ul><ul><ul><li>Standardization of schools’ curricula </li></ul></ul><ul><ul><li>e-learning </li></ul></ul><ul><ul><li>IT education = more competitive students </li></ul></ul>
  15. 15. POSITIONING <ul><li>Corruption </li></ul><ul><ul><li>Transparency through the use of web media </li></ul></ul>
  16. 16. POSITIONING <ul><ul><ul><ul><li>Through technology, MAR RISES above his competitors. Through technology, MAR would make the Philippines RISE and soar to a better, more sustainable future. RISE PINOY, RISE ROXAS! </li></ul></ul></ul></ul>
  17. 17. Environmental Analysis
  18. 18. Competitive scenario based on the Porter’s Five Forces model:
  19. 19. 1. Voter Population <ul><li>57 Million projected voters by 2010 </li></ul><ul><li>Geographic Location: Highest Number comes from: Region 4, NCR and Region 3 </li></ul><ul><li>Education: 32% are High School Educated, 29% received tertiary education and above </li></ul><ul><li>Employment: 88% are employed, 11.2 percent unemployment rate </li></ul>
  20. 20. <ul><li>Highest number of the voting Population comes from the age groups of 20-24 and 25-29 </li></ul>Projected Age-Sex Voting Population Pyramid, Philippines: 2004 10 8 6 4 2 0 2 4 6 8 10       18 to 19       20 to 24       25 to 29       30 to 34       35 to 39       40 to 44       45 to 49       50 to 54       55 to 59       60 to 64       65 to 69       70 to 74       75 to 79       80 and over   Age Group Percent to Total Population Female Male
  21. 21. Voting Population <ul><li>Voter Attitudes: </li></ul><ul><ul><li>Benefit Factor – characteristics that could benefit the voter </li></ul></ul><ul><ul><li>Political Machinery – </li></ul></ul><ul><ul><li>Popularity </li></ul></ul><ul><ul><li>Endorsement of Traditional Network Organization </li></ul></ul>
  22. 22. 2. Financiers <ul><li>10 pesos per voter </li></ul><ul><li>Raising funds - prevalent culture of padrino system in the country </li></ul>
  23. 23. 3. Non-voters <ul><li>A large number (20%) who still were not able to register vote and therefore ineligible to vote. </li></ul>
  24. 24. 4. Competitors Noli de Castro Joseph Ejercito-Estrada Loren Legarda Manny Vilar 59 71 49 59 Vice President Former President; Leader of Opposition Senator Senator “ Kabayan Noli” “ Erap para sa Mahirap” Defender of Women’s Rights and the Environment “ Sipag at Tiyaga” Independent Partido ng Masang Pilipino; Genuine Opposition, Lakas-NUCD-UMDP Party Nacionalista Party
  25. 25. 4. Competitors Francis Escudero Panfilo Lacson Bayani Fernando Jejomar Binay 59 71 49 59 Vice President Former President; Leader of Opposition Senator Senator Critic of the GMA Administration Iron fist; credited for exposing ZTE and Hello Garci Scandal No non-sense person; Man of Discipline The Next Obama Genuine Opposition Laban ng Demokratikong Pilipino Lakas Christian Muslim Democrats PDP Laban
  26. 26. Issues that Concern Voters Upcoming and Deciding Issues and Concerns for 2010 Elections [1] Economy <ul><li>Economic Recession and Financial Crisis (predicted to hit the Philippines during mid-2009 to 2010) </li></ul><ul><li>Wealth and Income Distribution </li></ul><ul><li>Foreign Direct Investment </li></ul><ul><li>Small and Medium Enterprises - Entrepreneurship and Local Investment </li></ul>Politics <ul><li>Graft and Corruption </li></ul><ul><li>The Bangsamoro Issue </li></ul><ul><li>Good Governance </li></ul><ul><li>Charter Change </li></ul><ul><li>Federalism Devolution of Powers </li></ul>Agriculture <ul><li>Development of the Agricultural Sector </li></ul><ul><li>Food Security </li></ul><ul><li>Rights of the Farmer and Tenants </li></ul>Foreign Policy <ul><li>Japan-Philippines Economic Partnership Agreement (JPEPA) </li></ul><ul><li>Association of Southeast Asian Nations (ASEAN) </li></ul><ul><li>US-Philippines Relations </li></ul><ul><li>European Union-Philippines Relations </li></ul><ul><li>International Monetary Fund and World Bank </li></ul>Environmental Agenda <ul><li>Philippines Dependency on Oil and Coal </li></ul><ul><li>Alternative Sources of Energy </li></ul><ul><li>Climate Change </li></ul><ul><li>Clean Air Act </li></ul><ul><li>Safeguarding Natural Resources </li></ul>Education <ul><li>Quality of Education </li></ul><ul><li>Lack of Classrooms and Teachers </li></ul><ul><li>Cost of Education </li></ul>Employment <ul><li>Overseas Filipino Workers </li></ul><ul><li>Job Security </li></ul><ul><li>The Growth of Business Process Outsource Industry </li></ul>
  27. 27. Target Market <ul><li>Target: to get a total of 15 million votes – 25 percent of Voting Population </li></ul><ul><li>Divided into three: </li></ul><ul><ul><li>Upper to Middle Class Young Adults </li></ul></ul><ul><ul><li>Professionals Sector </li></ul></ul><ul><ul><li>Small to Medium Trading/Business Sector </li></ul></ul>
  28. 28. 1. Middle Class Young Adults <ul><li>Sample Profile </li></ul>
  29. 29. 1. Middle to Upper Class Young Adult Sector <ul><li>Composed of more than 3 M voters </li></ul><ul><li>Demographic – 18-24 years old; mostly single; at least in their college level; fresh graduates looking for employment </li></ul><ul><li>Psychographic – have high hopes for the future and knows the value of hard work; want to contribute to family’s income; financially independent; career-driven and technologically-savvy </li></ul><ul><li>Behavioral – involved in the upcoming elections but feels they are powerless; no longer rely on the government for progress, but on personal efforts; unregistered because they rather focus on their job </li></ul>
  30. 30. 2.The Professional Sector
  31. 31. 2. Professional Sector <ul><li>Composed of more than 8.7 M voters </li></ul><ul><li>Demographic – 25-55 years old; married with children; college educated; living in urban areas; with stable and highly-fulfilling jobs </li></ul><ul><li>Psychographic – have high hopes for the future and knows the value of hard work; hard workers for their children’s future; security over prestige; would likely to invest on small businesses for additional income and security </li></ul><ul><li>Behavioral – doubtful of the electoral system; decide primarily who would best serve their needs and guarantee a better future for themselves and their children. </li></ul>
  32. 32. 2.The Small to Medium Trading/ Business Sector
  33. 33. 3.The Small to Medium Trading/ Business Sector <ul><li>Composed of more than 3.3 M voters </li></ul><ul><li>Demographic – 35-55 years old; married with children; at least high school educated; middle-class; self-employed </li></ul><ul><li>Psychographic – have high hopes for the future and knows the value of hard work; wants stability, to ensure that they earn a reasonable profit to sustain themselves </li></ul><ul><li>Behavioral – votes for best serve their needs and guarantee a better future for themselves and their children. </li></ul>
  34. 34. Marvin’s Part
  36. 36. Strong and competitive executive and legislative work experience
  37. 37. Expertise in economics proven by performance
  38. 38. Extensive business networks
  39. 39. Established ethical career track record
  40. 40. Platform
  41. 41. Promotions
  42. 42. Teasers
  43. 43. Teasers
  44. 44. RISE WITH ROXAS (explanation of tagline)
  45. 47. Website <ul><li>(Mock site screenshot) </li></ul>
  46. 48. Other
  47. 49. Events <ul><li>Job Fairs </li></ul><ul><li>Caravans </li></ul><ul><li>Sorties in markets </li></ul><ul><li>Concerts </li></ul><ul><li>Contests </li></ul>
  48. 50. Promotions Timetable
  49. 51. Financials