Political Marketing of presidential election 2010

7/28/2019 Political Marketing of presidential election 2010

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Commonwealth Executive Master of Business Administration

&

Commonwealth Executive Master of Public Administration

MCP1608 - Marketing Management

Assignment

Deadline for Submission: 10th

March 2010

Mini Project

Recently Sri Lankans experienced a presidential election.

Critically evaluate one of the candidates propaganda in

marketing perspective. You can use any marketing concept

/strategy for your evaluation,

Your answer should not exceed 1500 words.


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Recently held presidential election of Sri Lanka was an election that captured attention

much attention of twenty million Sri Lankan masses as well as rest of the world. This was

the first time Sri Lanka experienced a presidential election after successfully crushing and

defeating terrorists who fought for a separate state in north and east of the island, at the

bank of Nandikadal lagoon of the east coast of Sri Lanka. So before few months to the

declaration of presidential election, it seemed popularity of ruling alliance of the

president Mahinda Rajapaksa was at its peak and they won two third majority in

provincial elections. Knowing the fact president Rajapaksa called for an early presidential

election and a landslide victory was anticipated.

But with the declaration of 5th

presidential election of Sri Lanka, opposition

parties tactically formed an alliance and nominated former army commander who

wedged the war against terrorists successfully as the common candidate of opposition

parties, against Mr. Mahinda Rajapaksa.

Thus once it seemed to be an easy victory was turned to a deadly street fight

where the victory was needed to be hard earned either by former president or army

commander. At least this was the picture seen by Colombo centered Sri Lankan society

and interested international parties. At this context both candidates had to address voting

segments that were not owned by them, their supporting parties or else in other words it

was needed to widen existing market share (votes) of a candidate in order to get a

breakthrough and a clear victory.

Thus the war on presidency of island nation freed recently from terrorism was

begun. Finally former president Mahinda Rajapaksa managed to have a clear victory by

defeating his major opponent common candidate of the opposition alliance. When

Colombo centered society and the media were anticipating a close range fight between

ruling party and opposition alliance candidates, how Mahinda Rajapaksa managed to

record a clear victory is something attracting interest of study.

Therefore here it is going to evaluate President Mahinda Rajapaksa s election

campaign in a political marketing perspective for understanding president Rajapaksa

market his politics and himself in order to attract desired out come votes.


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One major brand that is being marketed since 2005 presidential election was

Patriotism, was again re launched as the flagship brand of the political marketing

campaign of Mahinda Rajapaksa for 2010 presidential election also. Several famous

products like admiring war efforts made by UPFA government and Mr.Rajapaksa sleadership as a president for liberating north and east people from terrorism, anti western

slogans, Api Wawamu Rata Nagamu program, recognizing and admiring Aurveda /

Sinhala medicine and related things, Mathata Thitha program and recognizing and

admiring role of Buddhist clergies were launched under flagship brand called Patriotism.

Same brand manager Mr.Wimal Weerawansa who worked for Mr. Rajapaksa in 2005 for

the same brand Patriotism with proven spectacular success records of capturing the target

market in the island, was again employed with higher sales targets.

It can be observed that in 2010 presidential election campaign Mr. Rajapakse

wanted to capture market segments like Politicians, activists/ supporters undecided

voters, non voters and opposition with the brand of Patriotism. Further various

demographic segments like senior citizens (Jesta Purawasi), Youth, professionals, women

were addressed.

When it comes to consider Politicians segment, even though it was not known and

clear to the masses what was went on behind the screen, last minutes crossover of UNP

chief organizer S. B. Dissanayke and prominent Kurunehegala district parliamentarian

Johnston Fernando, were made to seen by public as attractions to this Patriotism brand.

So in political marketing context, those moves can be considered or at least can be seen

as results of successful implementation of marketing strategies. Those two moves were

huge blows for the opposition alliance while giving vital strategic and propaganda sense

advantages to Mr. Mahinda Rajapaksa led ruling alliance. Although there were lots of

rumors regarding those cross over, both parliamentarians could save their faces as there

had been a fine wall of Patriotism created for them to cover. Furthermore it can be seen

that same patriotism brand acted as a huge barrier to exit for ruling party politicians who

wanted to join with opposition alliance specially with UNP. This is evident that formercricket captain Arjuna Ranatunga who joined with the common candidate at the

presidential election now contesting as a candidate of JVP led coalition with lot of

uncertainty of getting elected, still without joining with UNP where he may have more


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chance of getting elected to the parliament. This situation shows the success of targeting

and implementation of Patriotism brand in the event of creating a barrier to exit for the

Politician segment of the country.

Some professional categories like actors, singers, Aurvedic doctors, teachers,

nurses and some grades of government workers like Gramaniladari were also address and

attracted via Patriotism brand. Here Mr. Rajapaksa had a tactical advantage as the

incumbent president for organizing large gathering of selected professional categories at

the Temple Trees and promoting his brand through his brand manager Wimal and sales

managers like Champika among the gathered crowd who later to covey massage of the

brand as well as image of Mr.Rajapaksa to entire country.

Potential of this campaign was early recognized by opposition parties and

requested intervention of election commissioner by pointing out those activity as

violations of election rules. But this threat was also tactically and effectively removed by

Mr. Rajapaksa s camp by interpretation of treating people in any time any where as atradition of Sinhala Buddhist culture. In fact as a common belief Sinhala Buddhist are

expected to do Dhana whenever possible. So president also has the right of following

ancient tradition of the nation. Here despite of logic of the argument and despite of

harmfulness of tactics in the future, in political marketing perspective, this also can be

considered as a brilliant move of Mr. Rajapakse in the event of promoting his Patriotism

brand among the people. Furthermore this situation strengthened the already established

image of Mr.Rajapaksa as a Sinhala Buddhist country man among the crowd in the

peripheral.

When segments like non voters and undecided voters are considered, for non

voters, it is needed to communicate importance of being active voters and for undecided

voters, it should be needed to persuade them importance of voting for the former

president in 2010 presidential election.

Mr. Rajapaksa could secure support of majority of famous artists in the country

with him. Most of actors and singers actively supported 2010 presidential election

campaign of Mr. Mahinda Rajapaksa. Tharunyata Hetak that appeared to be newly setup youth front of Sri Lanka Freedom Party, strategically had organized massive

television and radio advertisement campaign using singers and actors who were


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supporting election campaign of the former president. When the nature of that massive

advertisement campaign is closely considered in a political marketing context, it can be

seen that whole advertisement campaign was largely an undifferentiated campaign

through which most of famous actors, players and singers of the country appealed

common masses for voting with them to Mr. Rajapaksa in this presidential election.

The main theme of advertisement campaign was introducing Mr. Rajapaksa as a

sensitive and experienced leader and also it could be seen that some emphasis had been

put to introduce 2010 presidential election as a crucial election country facing so far since

the election. Therefore potential undecided voters were encouraged to vote for Mr.

Rajapasa in the coming crucial election and non voters were made understood this as an

important moment of the history of the country and being an active voter as a duty of

every responsible citizen of the country. Furthermore this advertisement campaign

strengthened major Patriotism brand of Mr. Mahinda Rajapakse among people. And also

this massive undifferentiated advertisement campaign itself was a barrier to entry for

opposition parties.

It can be concluded that this advertisement campaign may had affected on voters

segments like potential undecided voters and not voters positively. Over 80% of postal

voters had cast their ballots and over 74% of total eligible voters had come to polling

stations for voting in Election Day for voting. Voting percentage was even higher than

this in most of southern districts of the country where majority is Sinhalese. Again this

shows powerfulness of capturing various market segments with flagship brand Patriotism

and success of bringing potential voters and non voters to polling stations through that

massive Tharunyata Hetak advertisement campaign. State owned television and radio

channels which have largest coverage island wide were largely employed for this

advertisement campaign in order to have a largest possible market penetration. Although

there were some allegations of using state owned properties for only shake of president sparty, it seems that majority in the peripheral of the country was not much conscious

about them. As here it is not intend to examine ethics of using public property for private

use, act of selecting media having largest coverage in target audience and hiring that

media to convey desired massage to target audiences in a cost effective manner are

understandable.


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In order to secure and maintain support and loyalty of activist and supporters

segment it is needed to maintain a strong relationship with them. Most of supporters and

activist of Mr. Rajapaksa s election campaign were from Sri Lanka Freedom Party that isthe largest party of the ruling alliance. Therefore as an important step of building up a

strong relationship with party activist, a large party gathering was organized at the

Sugathadasa stadium for SLPF supporters and activists. And there Mr. Rajapaksa was

reelected as the chairman of the Sri Lanka Freedom Party. Further activist were made to

request for a presidential election from Mr. Rajapaksa who agreed as everybody expected

brilliantly conducting himself as a peoples leader.This occasion was utilized for another important event of Mr. Rajapaksa s

election campaign. That was the launch of the Mahinda Chinthanaya 2 (SubaAnagathayak) manifesto, aiming coming presidential election. Since then main theme of

UPFA government was a brighter future Suba Anagathayak.Furthermore this manifesto that was used to address some psychographic and

demographic segments was distributed island wide through party supporters and activists

via door to door canvassing.

Through Brighter Future manifesto Mr. Rajapakse seemed to be launching his

next brand for the market named voters of Sri Lanka. This new brand was the

Development and products like Flyovers, Southern Lanka Expressway, Hambantota port,

Kerawalapitiya & Norochchole Power Plants, Moragaha Kandda project and Colombo

south harbor were marketed under his Development brand. This product line was

promoted basically through televisions, radios and public speeches as an undifferentiated

promotional campaign. But when the situation was closely examined, it can be observed

that through this product line of Mr. Rajapaksa s political marketing campaign, more

focusing had been made to capture votes at the center. In other words this Development

brand is more to market in city based voting segments like professionals, merchants and

investors. Furthermore this new Development brand was also employed to strengthen the

market of flagship brand Patriotism. It can be seen that Mr. Rajapaksa achieved

considerable market share among city based voters also through his new brand

Development, this was evident by his victories of Colombo and Kandy suburbs


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electorates that led him to have an overall victory of Colombo and Kandy districts once

known as fortresses of UNP led opposition alliance.

In the presidential election campaign of Mr. Rajapaksa, it can be noticed that

higher priorities had been made in addressing voting segment of opposition party voters

who were opposition party supporters, activist and potential opposition party voters. This

voting segment negatively advocated Mr. Rajapaksa s election campaign. So those were

the people to be made neutral. For the purpose of achieving this target, negative

campaigning and distribution of disinformation targeting this segment were done.

In order to prevent support of potential opposition party supporters support going

for the common candidate, threat of possible military dictatorship in the island was

shown. This campaign was supported by showing and pointing flaws in personal

character of opposition party candidate using ex-service men and women of the army via

radio and television. Films made to disgrace the times of Idi Amine and Hitler were

telecasted over and over again through state TVs. Mahinda Abeysundare wrote

Watarauma and Wimasuma to state TV channels and Hudson Samarasinha conducted Rata Yana Atha in sate radios basically for disinformation and negative campaigningfor the purpose of neutralizing opposition party supporters. Voting percentage among

ethnic Tamil voters in North was remarkably low. Here our interest only goes to examine

Mr. Rajapaksa s election campaign in marketing point of view, it can be concluded this

negative campaigning program also had its success.

Although it can be observed that some greater attempts were being made for

attracting some demographic segments like upcountry Tamil plantation workers through

coalitions made with Chandrasekaran and Thondaman, Eastern ethnic Muslims through

Athaulla and Ferial team, Eastern Tamils via coalition with Chandrakanthan and Karuna

and Wanni and Northern Tamils via Devanada, Mr. Rajapaksa s major target market inthe election was Shinhala Buddhist voters at the peripheral of the country.

When election results were examined it can be seen that positioning of Mr.

Rajapakse s brand in this segment was with spectacular success. Especially Sinhalapeople were made to have a thought that voting for Mr. Rajapaksa as a duty of them in

return of his favor of giving strong leadership to eliminate terrorism.


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Finally it can be concluded Mr.Rajapaksa as a very good political marketer who have

understood Sri Lankan market voters very well. He had known gravity can be made byvoters in the peripheral of the country. More or less Sri Lanka is still a large village in

which people are still largely influenced by Sinhala Buddhist tradition. Media like

Twitter and Face book only have touched few spots in this village. So campaign based on

WWW had no dominance role as far as local voters are concerned. Mr. Rajapaksa and his

team had understood this ground reality of the market. So that is why when UNP (now

with a leader from Colombo elite class) selected democracy, good governance, and anti corruption conducts as major brands of opposition common candidate and JVP (failed to

judge the market correctly and select appropriate strategy) supported above brands whole

heartedly, Mr. Rajapaksa selected development and patriotism for the Sri Lankan market

of which majority of voters coming from rural areas and backgrounds.

Finally as everywhere else in the business world in this business also marketerwho understood his market correctly and had proper action plan to capture targeted

market segments achieved his target a brighter future.

REFERANCE:

1. www.mahindarajapaksa.com2. www.sarathfonseka.com/3. http://www.lankalibrary.com/pol.html4. http://www.bath.ac.uk/management/research/pdf/2004-01.pdf

By W.M.B.T.Chandrasekara
http://www.mahindarajapaksa.com/http://www.mahindarajapaksa.com/http://www.mahindarajapaksa.com/http://www.mahindarajapaksa.com/http://www.sarathfonseka.com/http://www.sarathfonseka.com/http://www.sarathfonseka.com/http://www.sarathfonseka.com/http://www.lankalibrary.com/pol.htmlhttp://www.bath.ac.uk/management/research/pdf/2004-01.pdfhttp://www.bath.ac.uk/management/research/pdf/2004-01.pdfhttp://www.bath.ac.uk/management/research/pdf/2004-01.pdfhttp://www.lankalibrary.com/pol.htmlhttp://www.sarathfonseka.com/http://www.mahindarajapaksa.com/

Political Marketing of presidential election 2010

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