Case Study: Marketing Strategy for Jejomar Binay

Submitted by:
Georgia May Culaste
Shieldon Vic Pinoon
Alec Lester Reyes
Rona Jane Roslinda
Sam Alexander Zapanta

November 20, 2015

Executive Summary:
Jejomar C. Binay, as we all know, is the current vice president and the ex-mayor
of Makati City. Currently he is aspiring to become the next President of the Philippines.
However Binay is currently facing many issues regarding corruption.
Problem Statement:
As the ex-mayor of Makati, Binay is accused of overpricing city governments
projects for kickbacks and he is accused of having big mansions while not declaring this
properties in his SALN. Furthermore various cases of Graft and Corruption are currently
filed against Binay. Because of these issues, Binay is currently having an unfavorable
result in the presidential election surveys.
Objectives:
1. To improve the rating of Jejomar Binay as a presidential candidate.
2. To ease the negative connotations connected with the name Jejomar Binay.
3. To earn the trust and confidence of the public.
Areas of Consideration:
SWOT Analysis
Key Internal Factors
STRENGTHS
1. Political

Experience

Achievements

Comments
and - Binay, having a good political record, can utilize
this to ease his negative outlook from the public.
Binay holds the following records:
22 yrs. as a mayor of Makati
6 yrs. as the vice president

of

the

Philippines
5 yrs. as the adviser of OFW concerns
His achievements include the following:
The Makati City Ordinance No. 2008-035 to
provide relief goods to typhoon victims
Smoking ban in Makati
MRDC Greenland townhomes for public and
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private employees who lost their homes in

the typhoon
2. Ability

to

relate

with

different sectors of society

the -

He

understands

the

issues

that

the

marginalized sectors want to address, while not

neglecting the interest of those privileged.

3. Educational Background (i.e. - He went to UP Diliman for college and
expertise in laws)

graduated in 1962 with the degree in Political

Science. He continued on to the UP College of
Law and graduated in 1967 then passed the bar
examinations in 1968.

WEAKNESSES
1. Biased

- There are instances wherein his connection

with the accused rendered him subjective as

2. Political Dynasty

regard to that particular controversy.

- Recently, the name Binay became very popular
in the political scene due to the different positions
that are being held by different members of the

3. Family

Binay family.
- Each member has his/her own controversies

4. Image

that he/she is involved with.

- Binay is perceived by many as corrupt due to
the

numerous

controversial

undeclared

properties that are allegedly owned by Binay.

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Key External Factors

OPPORTUNITIES

Comments

1. Public interest

- Currently, the candidacy of Binay is one of the

hottest issues in the Philippines, making him very
popular.
- Established connections with influential people

2. Connections

is an edge for an aspiring presidential candidate.

Those people can provide machineries to realize
3. Appeal

to

the

Binays cause.
uninformed - Many of the voters do not look for facts which

voters

are essential in choosing the right and most

capable president for the country.

THREATS
1. Competition

- Recent surveys show that Binay is losing ground

2. Controversies and accusations

in the current presidential race.

- Ever since he declared his intention to run in the

3. Media

presidential position, many allegations emerged.

- The apparent one-sidedness of several TV
networks

in

favor

of

Binays

competitors

negatively impacts the presidential run of Binay.

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SWOT Matrix
STRENGTHS-OPPORTUNITIES

WEAKNESSES-OPPORTUNITIES

STRATEGIC OPTIONS

STRATEGIC OPTIONS

(Offensive and Proactive Actions)

(Defensive and Proactive Actions)

Communicate with the different

sectors

of

society

that

their

voters

interest will be addressed by

by

applying

reverse

psychology in connection with him

conducting numerous dialogues

being perceived as corrupt.

among them.

STRENGTHS-THREATS

Gain support from the uneducated

STRATEGIC WEAKNESSES-THREATS

STRATEGIC

OPTIONS

OPTIONS

(Offensive and Reactive Actions)

(Defensive and Reactive Actions)

Highlight, through advertisements,

his

political

achievements

as

profile

previous mayor of Makati and the

current vice-president to diverge

Binays family should keep a low

until

the

controversies

subside.
Portray the characteristic of Binay

the attention of the public from

as a family man by showing the

accusations against him.

During presidential debates, he

public that his family is united in

should make sure that he can use

against them.

facing

the

accusations

thrown

his experience and achievements

as an advantage against the other
candidates.

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Conclusion
Binay has the capacity to win the presidential elections this coming 2016.
However, his performance is subject to how well he will be able to utilize his strengths
and opportunities as against to his weaknesses and threats. Moreover, it is of essence
that Binay improve his public image. This is because, one of his greatest downside is
his distorted public image, which is primarily due to the controversies which he is
currently facing. Accordingly, the group has develop a SWOT Matrix that Binay could
use to manage his weaknesses and minimize the effect of the threats in his presidential
bid. Thus, if Binay would be able to match his strengths and opportunities as against to
his weaknesses and threats, then the chances of winning the presidential election would
become a lot higher.
Recommendations
Our group recommends that the camp of Binay should focus more on promoting
his image in a good light. It is known to us that Binay is already popular among the
persons who will run as the president. However, as discussed, he is currently faced with
many issues that destroys his public image and affects his ratings. Thus it would be in
advantage to them if they will be able to enhance his public image because such would
result to high or better ratings.
Furthermore, to specifically address Binays problem regarding the negative
connotation given to him, the group suggests the he highlight his achievements by using
reverse psychology. Reverse psychology is a technique involving the advocacy of a
belief or behavior that is opposite to the one desired, with the expectation that this
approach will encourage the subject of the persuasion to do what actually is desired: the
opposite of what is suggested. For example, Binay could use the tagline: Oo, kurap ako
kasi nakapagawa ako ng mga ospital, nakapagpaaral ako ng libre sa mga taga-Makati,
at kung ganoon ang kurap, oo kurap ako. By this way, Binay would both highlight his
achievements and also mitigate the negative connotations made about him.
Lastly, by using news or social media, Binay could do acts that would enable him
to have an image that would appeal to all Filipino voters. However, he should ensure
that such act would not appear as pakitang tao. By doing this Binay would earn the

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trust and confidence of the Filipino voters, since based on the news or on social media
topics, the Filipinos would see that Binay is a trustworthy person.

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