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Leni Robredo’s trek to the vice president position : part 1

January 13, 2016 Leave a comment

thank you to blogwatch.ph (@blogwatchdotph) for inviting us to sit in during the session with LP’s vice presidentiable Leni Robredo.

there is something to be said about Leni Robredo, a vice presidentiable who gives her time to a group of bloggers and netizens to talk about issues and allow them to know who she is as a candidate and as a person.

and Leni Robredo needs the exposure. last october 19, 2015, we wrote in this blog (tittle : 2 things Leni Robredo should do to win) that to win, she needs to address her low awareness on a national level. Robredo is known in Naga and to a certain degree in Metro Manila. but with her experience and work concentrated on a local level at Naga, she is hardly known nationally specially when compared to her competitors in the vice-presidential race who are all nationally elected senators. they all have a national political base and are known on a national level.

this meeting with the blogwatch.ph will help address the need we identified in October 2015.

excerpts:

survey results notwithstanding, Robredo has 2 huge but very basic marketing things that she needs to do to win:

  1. address low awareness on a national level – robredo may be known in here hometown and to some degree in Metro Manila but she is hardly known in the rest of the country. that is a key issue as the position she is running for is national in scope, she needs the rest of the country to know who she is.
  2. what is the Leni Robredo brand equity or brand positioning? together with the issue of low awareness, Robredo’s other big problem and this can be much bigger than the first is nobody knows what she stands for. what is her brand equity or brand positioning of Robredo?

read: https://2010presidentiables.wordpress.com/2015/10/19/2-things-leni-robredo-should-do-to-win/

since October, Robredo has gone to other parts of the country to get to know the people and to allow the people to know her. she has aired some advertising which based onIMG_3550 the monitoring was about P91M in 2015 and places her 11th highest ad spender among the national candidates and 3rd highest among vice-presidentiables. the ad spending may be not much, but it is a move in the right direction.

what is interesting is that during the blogwatch.ph discussion, she admitted she was surprised by the amount of money spent on her TV ads. she said she did not have money to spend for the ads and the money for sure did not come from her. her party, the LP had spent for the ads. according to her, senator bam aquino is the one managing her campaign and would know the details of the ad spending.

honestly, we do not remember what ad she aired during that time. but i remember it was not a remarkable ad. it was forgettable and too run of the mill.

in a scenario where there is very low brand awareness, ads like the one she aired, boring it may be, is a good thing. the ad for sure will add awareness and build some brand equity for her.

however, for whatever brand equity she has gotten from the ads, it is on shaky grounds as a non-remarkable ad that builds an equity means the equity is vulnerable to erosion specially when the other vice presidential candidates start airing their own ads during the campaign  period which started just a few days ago.

the survey results recently released show that Robredo’s campaign is doing very well. it also supports the points we raised on what Robredo needs to win the election – increase awareness and a brand equity definition.

a few days ago, we tweeted that Robredo should aim to get more interviews to get media exposure, for more people to hear and see her. in the times that we have seen her during interviews, we were continually and exponentially  impressed by her. we thought more voters getting this experience, the more she gains supporters.

Screen Shot 2016-01-13 at 11.36.47 AM

the survey results are very good for Robredo. she was on a surge in the latest mid-December poll from SWS. from a very low 7% in September 2014, she gained a +16% points in December 2015, to 19% from 3%. more importantly her ranking jumped to a tie at 2nd with Marcos coming from 5th in September.

the surge in the surveys may have been driven  by the announcement of her candidacy and the endorsement from president Noynoy Aquino and the LP presidentiable Mar Roxas and the media attention given to her after the announcement. in other words, Robredo generated awareness and started to define her brand equity.

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her ratings in the survey has defined her as competitive even when faced with incumbent senators who already have a national standing.

the question is can she sustain this upward trajectory in the coming weeks?

~~~ more to follow ~~~

 

 

 

 

 

2016 Vice-Presidentiables Online Poll Now Open

October 19, 2015 Leave a comment

poll opened October 19, 2015

bad news for mar roxas – both SWS and Pulse Asia exit polls show a Jejomar Binay win

May 15, 2010 Leave a comment

the current COMELEC and GMA7 unofficial partial tally of votes put jejomar  binay and mar roxas to close to call with a spread of only 800T votes with binay leading but 6 million votes still uncounted. binay has claimed victory, saying only an electronic garci can change the outcome while roxas says he will win by a squeaker when the votes from visayas are counted, roxas’ bailiwick. both are saying these are based on reports from their supporters who are in the field.

however, both SWS and Pulse Asia exit polls point to a binay win with pulse asia giving it to binay with a 5.3% points margin. with a 1% sampling error, that puts binay a slight winner. SWS gives it to binay a 2.4% points margin.

roxas saying the visayas as his bailiwick is being confirmed by the pulse asia exit poll where he dominates with 54.7% versus binay’s 25.4%. however, binay dominates roxas almost with the same large margin in all other areas – NCR, Luzon and Mindanao. 

source: http://pulseasia.com.ph/pulseasia/story.asp?ID=720

source: http://www.sws.org.ph/

at 90%, binay still leads with 802T: partial unofficial tally

May 14, 2010 19 comments

The 2010 Presidentiables Blog Poll For Vice-Presidentiables – bayani fernando is #1

May 8, 2010 66 comments

January 2, 2010, 7pm – yasay surges to 3rd place with 10%.  fernando keeps dominance at 48%, followed by roxas at 19% at 3rd.

December 10, 2009, 7am
 – bayani fernando takes an early and commanding lead at 45%, followed by mar roxas at 25%. the rest of the vice-presidentiables are very far behind with binay at 8%. “none of the above” in this poll is high at 9%.

December 2, 2009 – we are opening a fresh poll for the vice-presidential election that includes only the official list, those candidates who filed their Certificate Of Candidacy the deadline of submission of  which was yesterday.

Please vote. The software will allow to to vote only once.

SWS-Business World poll: jejomar binay’s phenomenal rise to 2nd makes him a contender in VP race

April 26, 2010 1 comment

looking at the chart, there are two conclusions that you will make: jejomar binay is in a phenomenal rise that he not only has over taken loren legarda who used to be 2nd, he is now a real contender to the VP race.

the other conclusion you will make is mar roxas cannot be complacent -he has a declining trend and it is showing it’s possible the three of them will meet at some point to contest the VP slot.

that is a fair conclusion IF we just look at the chart. but there is a fact that is not in the chart that will play a major role – the election will be held in two week’s time.  unfortunately for binay, he probably has no more time to get his ratings to the point that he will seriously threaten roxas.

the only way for binay to catch up with roxas is to launch heavy advertising, cover half the country in public meetings or engage roxas in a controversy that he will win. at last 2 of those 3 items are impossible for him to do.

we wonder if the vice presidential race has a direct correlation with the presidentiable race. the trends of the top contenders are fairly consistent with the presidentiable race – roxa’s presidentiable aquino;s rating are on a plateau to a slight decline, legarda’s manny villar partner is on a clear decline and binay’s presidentiable era estrada is a strong 3rd. superficially, it looks like the two three VP are taking the same kind of trend as their presidentiable partner.

pulse asia march 2010 vice-presidentiable survey – mar roxas dominates, binay surges up

April 21, 2010 Leave a comment

mar roxas continues to dominate, with 43%  maintaining a wide margin versus loren legarda who is a far second at 23%, almost one half of roxas’ rating. legarda’s deteriorating rating seem to mirror the same trend her presidential partner manny villar is experiencing in the poll.

there is a huge difference in quality of ads between the legarda and roxas ad campaigns.  legarda runs this melodramatic, slow and boring tv ads with weak to nowhere strategy versus mar roxas, uplifting, engaging and very real tv ads.  when you see legarda’s tv ads – you feel like crying but you do not know if you want to cry because of her meaningless message and flat line tone of the ads or out of pity that she is running such crappy tv ads. it is hard to imagine what possessed her to run such ads.

the other news here is the surge of jejomar binay who gained +4% points. this maybe due to the wider exposure he has been getting through the numerous sorties they have been doing around the country.

mar roxas’ “sacrifice” tvc

January 12, 2010 2 comments

this is next at The 2010 Presidentiables Blog

pulse asia december 2009 vice-presidentiables poll – mar roxas and loren legarda a virtual tie

December 22, 2009 10 comments

mar roxas and loren legarda are on a virtual tie in this poll. this is a much harder read and a more interesting one. while their national totals are on a virtual tie, how they got there are very different.

roxas’ strengths are NCR and visayas which are legarda’s weaknesses. legarda’s strength is luzon while that is roxas’ weakness. there seem to be a clear divide among the voters for both of them in specific areas. it would be interesting to know what the explanations are for the disparities.

there is also a clear disparity between the two on socio-eco class. mar roxas’ strength is at the NCR while it is legarda’s weakness.

official comelec list of candidates – Nicanor Perlas removed as official candidate for president

December 15, 2009 Leave a comment

just got this from abs-cbn’s tv patrol world – nicanor perlas was not included as official candidate for president by the comelec.

Included in the list of official presidential candidates are: (8 out of 99)
1. Sen. Benigno “Noynoy” Aquino III
2. Olongapo City Councilor Juan Carlos “JC” de los Reyes.
3. Former president Joseph Estrada
4. Sen. Richard Gordon
5. Sen. Ana Maria Consuelo “Jamby” Madrigal
6. Former defense secretary Gilbert Teodoro
7. Sen. Manuel Villar
8. Bro. Eddie Villanueva

For vice-president, the candidates approved by Comelec are: (8 out of 20)
1. Makati Mayor Jejomar Binay
2. Ang Kapatiran bet Dominador Chipeco Jr.
3. Former Metro Manila Development Authority chairman Bayani Fernando
4. Sen. Loren Legarda
5. Actor Edu Manzano
6. Sen. Manuel Roxas
7. Journalist Jay Sonza
8. Former Securities and Exchange Commission chairman Perfecto Yasay Jr.

For senator, the candidates approved by the poll body are: (58 out of 158)
1. Nereus Acosta Jr. – LP
2. Sharuff Ibrahim Albani – KBL
3. Zafrullah Alonto – Bangon Pilipinas
4. Ana Theresia Baraquel – LP
5. Jv Larion Bautista – PMP
6. Martin Bautista – LP
7. Silvestre Bello III – Lakas Kampi Cmd
8. Rozzano Rufino Biazon – LP
9. Bong Revilla – Lakas Kampi Cmd
10. Henry Caunan – PDP Laban
11. Pia Cayetano – NP
12. Rizalito David – Ang Kapatiran
13. Joey De Venecia – PMP
14. Miriam Defensor Santiago – People’s Reform Party
15. Franklin Drilon – LP
16. Juan Ponce Enrile – PMP
17. Jinggoy Estrada – Pmpt
18. Ramon Guico – Lakas Kami Cmd
19. Teofisto Guingona III – LP
20. Jo Aurea Imbong – Ang Kapatiran
21. Kata Inocencio – Bangon Pilipinas
22. Alexander Lacson – LP
23. Raul Lambino – Lakas Kampi Cmd
24. Rey Langit – Lakas Kampi Cmd
25. Yasmin Lao – LP
26. Lito Lapid – Lakas Kampi Command
27. Alma Lood – KBL
28. Apolinario Lozada – PMP
29. Regalado Maambong – KBL
30. Ferdinand “Bongbong” Marcos Jr – NP
31. Liza Maza – Independent
32. Ma Judea Millora – KBL
33. Ramon Mitra – NP
34. Ramoncito Ocampo – Bangon Pilipinas
35. Satur Ocampo – Bayan Muna Party
36. Susan Ople – NP
37. Sergio Osmeña III – Independent
38. Jovito Palparan Jr. – Independent
39. Imelda Papin – KBL
40. Zosimo Paredes – Ang Kapatiran
41. Gwendolyn Pimentel – PDP Laban
42. Rodolfo Plaza – NPC
43. Reynaldo Princesa – Bangon Pilipinas
44. Ariel Querubin – NP
45. Ralph Recto – LP
46. Gilbert Remulla – NP
47. Ma. Gracia Riñoza-Plazo – Ang Kapatiran
48. Sonia Roco – LP
49. Adrian Sison – Ang Kapatiran
50. Vicente Sotto III – NPC
51. Adel Tamano – NP
52. Reginald Tamayo – Ang Kapatiran
53. Hector Tarrazona – Ang Kapatiran
54. Francisco Tatad – Grand Alliance For Democracy/Gabaybayan
55. Alexander Tinsay – Bangon Pilipinas
56. Manuel Valdehuesa Jr. – Ang Kapatiran
57. Hector Villanueva – KBL
58. Israel Virgines – Bangon Pilipinas

source: http://www.abs-cbnnews.com/nation/12…ential-vp-bets

mar roxas leads in close November SWS Vice-presidentiables poll, legarda follows closely at 2nd

December 10, 2009 8 comments

the vice-presidentiables poll from SWS has the candidates clustered more close to each other with no one candidate dominating the polls. mar roxas leads with 31%, followed colosely by loren legarda.

mr. pink, the uglifier of metro manila bayani fernando to run for vice president – smart move, almost

December 1, 2009 5 comments

we think it is right for mr. pink bayani fernando to drop his run for the presidency, his chances of winning without a party is anywhere from zero to nil.

bayani fernando

we also think his running for vice president is right, well almost. we think fernando will make an excellent vice president for any candidate. he has the passion and the energy to get things done, no matter what. these are very good qualities as a 2nd in command.

there is the almost there as we think he will have a hard time to win this election as VP. running for the senate would be much better for him but the vice-presidency is a tough fight for him.

we wish mr. pink, the uglifier of metro manila,  bayani fernando all the best.

MMDA chief declares VP bid but mum on presidential bet

 By Allison Lopez
Philippine Daily Inquirer
First Posted 09:07:00 12/01/2009

MANILA, Philippines – Outgoing Metropolitan Manila Development Authority chairman Bayani Fernando has finally declared that he would be running for vice president.

Fernando announced at 8:30 a.m. Tuesday that that he was filing his certificate of candidacy at the Commission on Elections at 1 p.m., during the formal turnover ceremony at the MMDA office in Guadalupe, Makati City.

http://newsinfo.inquirer.net/breakingnews/nation/view/20091201-239527/MMDA-chief-declares-VP-bid-but-mum-on-presidential-bet

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