Friday, June 26, 2009

Political Marketing, a fad or a trend in Malaysia?

In my previous post, "How to be elected as a parliamentarian in Malaysia" I mentioned the manipulation of a powerful marketing technique called "by the word of the mouth". Also, lately, we notice that Malaysia is catching up with the rest of the western countries when it comes to marketing a coalition party or a loosely grouped parties to the would be voters, in a trend termed marketing politics.
Marketing politics is a trend that has proven to be very expensive in the recent presidential election in United States of America which saw Barrack Hussein Obama Jr. being elected as the first black President. He is reported to shell out a huge amount of money for his presidential campaign.
Is marketing politics a trend or a fad in Malaysia? I bet it is here to stay for a long know my reasoning on!
What is in store for us, Malaysians? General Election 12 on 8 March 2008, the recently concluded UMNO General Assembly, PAS Muktamar and numerous by elections were all clear tell tale signs that Malaysian politics has caught on this trend ..of marketing politics. Lest the Malaysian politicians naively think that they have reached the pinnacle of their career, by attaining the market share in the recent General Election 2008 or by elections, beware, for managing success and maintaining one's market share of voters loyalty is another battle field with new grounds to conquer all together.
The classic war and a favorite Harvard Business School case study between Coca Cola vs. Pepsi Cola or Mercedes vs. Lexus for market share and brand loyalty should be the lesson for these political entity in Malaysia. As aptly put by Mr Aftab, the writer of marketing politics, the ideology, the policy and how members of the said party communicate with the voters from on place to another, or from ethnic group to another does not change...if the political entity is applying good marketing politics. But, if marketing politics is underdeveloped, such being the case in Pakistan, it will lead to political instability and mistrust!. Another point to note is marketing politics involved lots of research, ground works and so forth. The question is, are Malaysian politicians and voters ready for this kind of game?
To know more about marketing politics, read on the excerpt from Mr. Aftab Hussein

Scope of Political Marketing
Still this subject is in developing phase and need to do a lot to formally recognize Political Marketing as separate subject. In my point of view Political Marketing is highly significant in all countries especially in democrat governments and more especially to developed countries.
Political Marketing is essential for political parties, leaders, government and as well as for general public. Political Marketing brings stability in political culture of a country that in return brings prosperity in national economy at root and gross level. Without Political Marketing or misuse of Political Marketing it is really intricate to better understand public needs and it is so intricate to create and develop good governance in a society.
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To better understand the scope of Political Marketing I would like to quote two examples. 1st for the country where Political Marketing is being implement since many years and in contrast to this the another country where Political culture is not developed yet in parties as well as political leaders are not aware about Political Marketing.On 1st hand I will like to quote USA. Where we can see very clear that Americans are implementing Political Marketing since many years in America, before elections the candidates create and develop a philosophy for their election campaign. So they are clear about what they are communicating in their dialogue. At all level their philosophy remains same, their goals, mission and objective does not change, audience to audience and place to place. What ever they communicate for coalition parties or public, in New York or in any other state, the theme of their communication at all level remains same because they are well prepared, we can’t find any contradiction in their speeches, it builds harmony and trust in public. As a result we can see that in America normally election forecasting is done before elections by survey and pools and election result proofs those predictions. Visit for more details
On other hand I would like to quote an example of a developing country where political culture is not as developed yet. We can see that in Pakistan there is political instability, political leaders in Pakistan are not well aware about the importance of Political Marketing due to lack of knowledge. There is no research, no philosophy and no proper developed campaign. One leader is talking and communicating other things compare to other leader of same party, even we can notice very clearly that same leader is communicating in different way with different theme and objective on different occasions and at different territories. Its due to lack of research, lack of proper philosophy and agenda and without preparation of any centralized campaign. As a result public don’t believe their promises and other parties get advantage of their contradictions, however we can see instability, lack of trust inside party and no clear vision.If we summarize all discussion and keep in mind both examples its clear that without research, developed philosophy and centralized political marketing and election campaign and theme it is impossible to build public trust and harmony at national level. we must give a direction to political activities to get good results for a better future. For the reason our organization, political marketing services slogan is “VOTE FOR TOMORROW” that describes well all functions of political marketing at all levels, government, political parties, leaders and for public. To keep in touch with us please join Political Forum at Article written by Mr. Aftab Hussain

Points to ponder: Building brands on Malaysian politicians.

What comes to mind if I mention the political brand of "Ibrahim Ali" or "Zulkifli Nordin"? We perceive them as being politicians with high integrity, one who steadfastly uphold a certain principle in life and politics, one that is not easily swayed by emotions nor pressure, come what it may, but one who is positively associated with championing an issue.

What comes to mind if I mention "Nizar Jamaluddin" political brand? It is a sure firebrand, but fast becoming a poster boy for political fiasco. Refer to his antics in Perak State Assembly and the recent Parliament House to know, if this politician can survive the positive branding on Malaysian politician and retain the present market share of voters loyalty.

Ehmm marketing consultant, anyone?

Posted on 26 June 2009


Sang Kancil said...

Ketua Pemuda Gerakan ketinggalan zaman, kata MB Kedah
ALOR SETAR, Jun 25 — Menteri Besar Kedah, Datuk Seri Azizan Razak menyifatkan Ketua Pemuda Gerakan Kedah, Tan Keng Liang ketinggalan zaman apabila terus mengajak orang menyertai BN.

"Semua sekarang nak tinggalkan Umno dan BN untuk menyertai PAS dan Pakatan Rakyat. Tiba-tiba dia pula ajak masuk BN, pelik sungguh," kata Azizan kepada media dalam satu majlis di Gurun hari ini.

Azizan mengulas gesaan Tan yang meminta DAP dan PKR menyertai BN bagi membentuk kerajaan baru di Kedah dengan meninggalkan PAS.

Ini kerana, kata Tan, kerajaan Kedah dibawah pimpinan PAS sekarang meminggirkan orang bukan Melayu di Kedah.

Menurut Azizan, Tan ketinggalan dalam banyak hal termasuk isu kouta 50 peratus untuk orang Melayu apabila tanah rezab Melayu diambil untuk projek perumahan di bandar Alor Setar.

Tan juga, kata Azizan, ketinggalan dalam isu pusat penyembelihan babi di Mergong.

Sebelum ini, Azizan berkata, yang tidak adil adalah kerajaan BN sebelum ini yang telah meluluskan tanah rezab Melayu untuk projek perumahan tetapi menetapkan hanya 20 peratus sahaja kouta untuk orang Melayu.

"Ini tanah rezab Melayu, bukan tanah pegangan bebas. Untuk tanah pegangan bebas, mana ada syarat itu," katanya.

Dalam isu pusat penyembelihan babi di Mergong pula, pusat yang terletak di Pasar Mergong ini, walaupun telah bergerak selama lebih 30 tahun, namun ia tidak pernah mempunyai lesen yang sah dari pihak berkuasa tempatan.

Aktivitinya pula mendapat bantahan orang Melayu yang turut ke pasar ini kerana bahan-bahan buangannya dibuang dalam tong sampah yang sama dengan penggunaan lain dan sebahagiannya dialirkan ke sungai berdekatan.

Ekoran bantahan itu, Majlis Bandaraya Alor Setar telah mengarahkan pusat penyembelihan ini dipindahkan ke tempat lain.

Ekoran itu, persatuan peniaga babi ini telah membuat rayuan kepada Menteri Besar Kedah untuk memberikan tempoh kepada mereka sebulan untuk mendapatkan tempat baru.

"Menteri Besar telah menulis surat kepada Datuk Bandar Alor Setar agar rayuan mereka ini diterima. Jika selepas sebulan mereka tidak dapat kawasan baru, itu masalah mereka kerana mereka yang meminta tempoh sebulan," kata Setiausaha Akhbar MB Kedah, Helmi Khalid yang dihubungi hari ini.

Menurut Helmi, satu kawasan baru telah dikenalpasti untuk dijadikan tempat penyembelihan babi ini iaitu di satu kawasan dalam Kampung Cina Pendang.

"Pejabat MB telah bersetuju dengan tapak baru ini jika mendapat kelulusan khasnya dari Jabatan Veterinar. Surat juga telah dihantar kepada Yang Dipertua Majlis Daerah Pendang agar permohonan ini diluluskan jika mendapat sokongan dari jabatan-jabatan berkaitan," beritahu Helmi.

Sementara itu, hubungan antara parti-parti dalam Pakatan Rakyat di Kedah sangat baik, kata anggota Parlimen Jerai, Mohd Firdaus Jaafar.

"Oleh itu, saya yakin pancingan Tan itu tidak akan dimakan oleh sahabat-sahabat saya dalam PKR atau DAP. Orang sekarang nak tinggal BN dan nak masuk Pakatan," kata beliau.

Tentang isu-isu yang dibangkitkan, Firdaus yakin ia akan adapat diselesaikan dengan baik Oleh MB Kedah.

"Sabarlah, isu babi ini sensitif dan tidak siapa mahu babi diternak atau disembelih di sebelah rumah mereka sekarang dengan wabak selsema babi ini. Jadi kena bersabarlah supaya kawasan yang dijadikan kawasan ternak dan sembelih itu nanti benar-benar sesuai," katanya.

megat said...

nowdays it all bout marketing, power brand such anwar & nizar sold like hot cakes, put them any place,the same motto and slogans win the ppl heart .

The G should learn this marketing strategies, they should know bout this,but why they cant make it work.what are they doing ?counting days to collapse?

anakbukitgantang said...

I believe, in marketing politics, 3 out of 4P'S in marketing principle can be applied here; product, placement/delivery /services and price.

What are the products of the election or by elections?-If political stability is the objective, do Malaysians achive the much desired political stability by denying BN the 2/3 majority in Parliament? Does the alternative political entity deliver all that was professed in the manifesto as per promised to teh "rakyat" in the last general elections?

If the constituent voters are looking for better services/ or nowadays more commonly known as people-oriented MP's, are they having one the their present choice of MPs?

What are the price they have to pay or choices that they have to do without in choosing the MPs from alternative political entity?

If all three Key Performance Indexes (KPIs) failed, than no amount of marketing will undo the reputation of a BAD PRODUCT i.e political party.There will be massive swing in vote pattern in General Election 13.

Be very careful of what you preech for if for one reason or another the political entity fail during the five year delivery period, then it spell the end of the political marketing.

However, UMNO / BN should never rest on its laurel of past successes. UMNO/BN has to constantly fights off misperception and smear campaign purposely done by PR coalition.

UMNO at best has done so much by changing from within; fighting off graft as seen in the last General Assembly.

What is needed now is to fill in the generation gap of enrolment for age group of 35-50 years old, the market segment identified by bread winners and empty nesters.This is the age group that has no place in Pemuda nor Puteri UMNO because of the limitating age bracket, but at the same time cannot "make" it to the main UMNO or Wanita branch because they are deemed "too young".

UMNO has to move fast to fill in the gap because they are the decision makers and has big influence on the younger generations. These are also the people identified to be able to infuse UMNO with young blood and help branding strategy of UMNO and BN.