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RISE WITH ROXAS
Mar Roxas Presidential Campaign 2010
MAR’s Personal Life
• Family Background • (insert picture of Past president Manuel Roxas
and past senator Gerry Roxas)
MAR’s Personal Life
• Educational Background• Insert picture of ADMU and Wharton School
of Economics
MAR’s Personal Life
• Early Career– Investment banker
• Social Involvement– Gerry Roxas Leadership Foundation
MAR in Congress
• Congressman of the First District of Capiz– RA 8759– RA 8756– Roxas Law
MAR in the DTI
Trade and Industry Secretary– Consumer Protection (Mr. Palengke)
• Tamang Timbang, Tamang Presyo • Presyong tama, Gamot Pampamilya • Pinoy Pandesal• Palengke ng Bayan
MAR in the DTI
• Education– Personal Computers for Public Schools Program
• IT/BPO Industry– Make IT Philippines
MAR in the DTI
• Employment– Reopening the National Steel Corporation – Instigating the Garment Export Industry
Transformation Plan and Assistance Package, and the Mother/Vehicle Development Program
• MSMEs– SULONG Program
MAR in the Senate
• Consumer Protection– Presyong Tama, Gamot Pampamilya– Lemon Law
• Chairman of the Senate Committees on Trade and Commerce and on Economic Affairs
• Co-chairman of the Congressional Oversight Committee on the Electronic Commerce Law
MAR in the Web
• www.marroxas.com + marroxasblog.com + Facebook + Friendster = transparency to and interaction with constituents
MAR in the Tabloids
• P***** I** incident– P------ Patayin ang Gloria forever cha-cha!– “I am not sorry for expressing my real feelings and
my rage in behalf of the people whom I love.” – Has changed MAR’s image
• Not a trapo, nor a softie• Broken ties with the current government
POSITIONING
• “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.”
Positioning
• Economy and Employment– BPO/IT Industry– Efficiency
POSITIONING
• Education– Dissemination of Information– Standardization of schools’ curricula – e-learning– IT education = more competitive students
POSITIONING
• Corruption– Transparency through the use of web media
POSITIONING
• 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!
Environmental Analysis
Competitive scenario based on the Porter’s Five Forces model:
1. Voter Population
• 57 Million projected voters by 2010
• Geographic Location: Highest Number comes from: Region 4, NCR and Region 3
• Education: 32% are High School Educated, 29% received tertiary education and above
• Employment: 88% are employed, 11.2 percent unemployment rate
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
Gro
up
Percent to Total Population
FemaleMale
Highest number of the voting Population comes from the age groups of 20-24 and 25-29
Voting Population
• Voter Attitudes:– Benefit Factor – characteristics that could benefit
the voter– Political Machinery –– Popularity– Endorsement of Traditional Network Organization
2. Financiers
• 10 pesos per voter
• Raising funds - prevalent culture of padrino system in the country
3. Non-voters
• A large number (20%) who still were not able to register vote and therefore ineligible to vote.
4. Competitors
Noli de Castro Joseph Ejercito-Estrada Loren Legarda Manny Vilar
59 71 49 59
Vice PresidentFormer President; Leader of
OppositionSenator Senator
“Kabayan Noli” “Erap para sa Mahirap”Defender of Women’s Rights
and the Environment“Sipag at Tiyaga”
IndependentPartido ng Masang Pilipino;
Genuine Opposition,Lakas-NUCD-UMDP Party Nacionalista Party
4. Competitors
Francis Escudero Panfilo Lacson Bayani Fernando Jejomar Binay
59 71 49 59
Vice PresidentFormer President; Leader of
OppositionSenator Senator
Critic of the GMA AdministrationIron fist; credited for exposing ZTE and Hello Garci Scandal
No non-sense person; Man of Discipline
The Next Obama
Genuine Opposition Laban ng Demokratikong PilipinoLakas Christian Muslim
DemocratsPDP Laban
Issues that Concern Voters 2 0 1 0 U p c o m in g a n d D e c id in g Is s u e s a n d C o n c e r n s f o r E le c t io n s [1 ]
Economy
• Economic Recession and Financial Crisis (predicted to hit the Philippines during mid-2009 to 2010)
• Wealth and Income Distribution• Foreign Direct Investment• Small and Medium Enterprises - Entrepreneurship and Local Investment
Politics
• Graft and Corruption• The Bangsamoro Issue• Good Governance• Charter Change• Federalism Devolution of Powers
Agriculture• Development of the Agricultural Sector• Food Security• Rights of the Farmer and Tenants
Foreign Policy
• Japan-Philippines Economic Partnership Agreement (JPEPA)• Association of Southeast Asian Nations (ASEAN)• US-Philippines Relations• European Union-Philippines Relations• International Monetary Fund and World Bank
Environmental Agenda
• Philippines Dependency on Oil and Coal• Alternative Sources of Energy• Climate Change• Clean Air Act• Safeguarding Natural Resources
Education• Quality of Education• Lack of Classrooms and Teachers• Cost of Education
Employment• Overseas Filipino Workers• Job Security• The Growth of Business Process Outsource Industry
Target Market
• Target: to get a total of 15 million votes – 25 percent of Voting Population
• Divided into three:– Upper to Middle Class Young Adults– Professionals Sector– Small to Medium Trading/Business Sector
1. Middle Class Young Adults
• Sample Profile
1. Middle to Upper Class Young Adult Sector
• Composed of more than 3 M voters
• Demographic – 18-24 years old; mostly single; at least in their college level; fresh graduates looking for employment
• 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
• 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
2.The Professional Sector
2. Professional Sector
• Composed of more than 8.7 M voters
• Demographic – 25-55 years old; married with children; college educated; living in urban areas; with stable and highly-fulfilling jobs
• 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
• Behavioral – doubtful of the electoral system; decide primarily who would best serve their needs and guarantee a better future for themselves and their children.
2.The Small to Medium Trading/ Business Sector
3.The Small to Medium Trading/ Business Sector
• Composed of more than 3.3 M voters
• Demographic – 35-55 years old; married with children; at least high school educated; middle-class; self-employed
• 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
• Behavioral – votes for best serve their needs and guarantee a better future for themselves and their children.
Marvin’s Part
UNIQUE SELLING PROPOSITION
Strong and competitive executive and legislative work experience
Expertise in economics proven by performance
Extensive business networks
Established ethical career track record
Platform
Promotions
Teasers
Teasers
RISE WITH ROXAS
(explanation of tagline)
Website
• (Mock site screenshot)
Other
Events
• Job Fairs• Caravans• Sorties in markets• Concerts• Contests
Promotions Timetable
Financials
