Commonwealth Executive Master of Business Administration & Commonwealth Executive Master of Public Administration MCP1608 - Marketing Management Assignment

Deadline for Submission: 10 March 2010 Mini Project

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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.

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 Rajapaksas election campaign in a political marketing perspective for understanding president Rajapaksa market his politics and himself in order to attract desired out come votes.

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.Rajapaksas leadership 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 former cricket 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

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. Rajapaksas camp by interpretation of treating people in any time any where as a tradition 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 set up youth front of Sri Lanka Freedom Party, strategically had organized massive television and radio advertisement campaign using singers and actors who were

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 presidents party, 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.

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. Rajapaksas election campaign were from Sri Lanka Freedom Party that is the 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. Rajapaksas election campaign. That was the launch of the Mahinda Chinthanaya 2 (Suba Anagathayak) 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. Rajapaksas 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

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. Rajapaksas 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 campaigning for 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. Rajapaksas 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. Rajapaksas major target market in the election was Shinhala Buddhist voters at the peripheral of the country. When election results were examined it can be seen that positioning of Mr. Rajapakses brand in this segment was with spectacular success. Especially Sinhala people 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.

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 by voters 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 marketer who understood his market correctly and had proper action plan to capture targeted market segments achieved his target a brighter future.

REFERANCE: 1. www.mahindarajapaksa.com 2. www.sarathfonseka.com/ 3. http://www.lankalibrary.com/pol.html 4. http://www.bath.ac.uk/management/research/pdf/2004-01.pdf

By W.M.B.T.Chandrasekara