Marketing Plan for the People's Liberation Front

( )

B.S.Tharanga Kariyawasam
513348588
MARKETING MANAGEMENT -MCP 1608

Table of Contents

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Executive Summary
Situation Analysis- External Analysis, Internal analysis
SWOT analysis
Marketing Objectives
Marketing strategies
Implementation
Evaluation and control
Bibliography

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1) Executive Summary
The change and the uncertainty of the word is inevitable and it can be easily notified in the
political world. Voters are the bedrock of a political party as we can see in the political context
because they are the crucial factor who elevates or lowers the status of party.
On 14th of May in 1965,

People's Liberation Front (JVP) was initiated by Mr Rohana

Wijeweeara as a small revolutionary movement embracing the ideologies of socialism. The

original intention of setting up this party was to fill the gap, which was created by betrayal of
working class by the old leftist movement in 1964 and the disagreement of fractions of the leftist
movements. This party initiated and was the main component of youth uprising in 1971 and
1988-1989. JVP has gone through odd and ebbs which were never encountered by any political
party in Sri Lanka. In 1994, JVP entered in to the national politics reviving from hibernation due
to oppressive environment around JVP. Later on, JVP managed to be a partisan of the coalition
government established by United People's Freedom Alliance (UPFA) in 2004. Several members
of parliament belong to JVP took oath as ministers. Afterwards, the disagreement between the
United People's Freedom Alliance and JVP caused them to split up from the government.
JVP offers through their ideology, expectation of social equity, indiscrimination, social justice,
equal distribution of wealth based on socialism. JVP envisages our country needs at present is a
new society with a peoples administration based on socialist policies.
JVP is currently the main active leftist party among powerful rightist parties. A long history of
JVP make the party more matured and nurtured. Uniqueness of its logical presentation of
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speeches, charismatic power of attracting youngsters, well organised structure, swift up and down
communication, lifelong volunteers , policy based politics are competitive advantage which
cannot be easily adapted by other competitive political parties.
The main goal of the party is to expand their vote base and increase their parliamentary seats. JVP
have significantly contributed to recent regime change with its ultimate goal of having a peoples
administration.

2) Situation Analysis - External Analysis, Internal analysis

Situational analysis very important part of political marketing. Because a political party cannot be
segregated from the environment where the political party exists because the purpose of a
political party determined by external environment. Analysing external environment provides
very important and subtle information so that political leader would make proper decisions in
relation to political marketing. The current political necessity of the people is very important
aspect, it is the goal that a political party should align with in their marketing plan. Situational
analysis can be executed through PESTL analysis in following manner.
2.1 Political factors
Two political parties, namely United National Party and United People Freedom Alliance have
bigger vote base than JVP. However, some parties such as Tamil National Alliance or Muslim
Congress has significant vote base but is limited to specific geographical area of the country. In
the process of political marketing, those rivalry political parties are very important because those
wield tremendous impact on JVP. Political trends shown in political party's manifesto by that
competitor provides insights of political party and this helps to determine the orientation to be
taken by JVP.
Political environment is very dynamic and nobody can really predict everything with higher
probability. Therefore, it is necessary to evaluate current situation of political environment and
readjust political strategy with the situation in favourable manner. In the current context, people
are talking about good governance, its cause, effect, and their viability. A marketing plan should
be always aligned with that ideology of people. Understanding the political need and want of
voter is the bedrock of political analysis.
A few years back, people wanted to crush LTTE terrorism and eradicate separatism and that was
what majority of Sri Lankan expected from political parties. However, in current situation most of
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people are considering and expecting values of democracy, freedom of speech, impartiality,
transparency and accountability from party politics. The outline of national programme under ten
topics proposed JVP is covering extensively those values while inviting people to bring their own
ideas in to the forum. This programme is evaluating the political aspiration of the people. A
tangible social conversion has been most important turning point expected by JVP on socialism
doctrine. It is significant to say that JVP is the only leftist party currently compete with rightist
parties of Sri Lanka. In the general election of 2010, JVP won seven parliamentary seats marking
3rd place of among political parties in terms of votes.

C; 5%

D; 3% E; 0% F; 0% G; 0% H; 0% I; 0% J; 0% K; 0% L; 0% M; 0%

B; 29%
A; 60%

PARTY
A-UNITED

PEOPLE'S

FREEDOM

ALLIANCE
B-UNITED NATIONAL FRONT
C-JANATHA VIMUKTHI PERAMUNA
D-TAMIL NATIONAL ALLIANCE
E-INDEPENDENTS
F-UP-COUNTRY PEOPLE'S FRONT
G-TAMIL

MAKKAL

VIDUTHALAI

PULIKAL
H-SINHALAYE MAHASAMMATHA
BHOOMIPUTRA PAKSHAYA
I-TAMIL UNITED LIBERATION FRONT
J-ALL CEYLON TAMIL CONGRESS
K-DEMOCRATIC PEOPLE'S LIBERATION
FRONT
L-SRI LANKA NATIONAL FRONT
M-OTHERS

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Figure-1 Vote base of Sri Lanka for each party in 2010 (source Sri Lanka department of election)
In 2015, registered voters were 15,044,490 in contrast to 14,088,500 registered voters in 2010.
Growth of numbers of voters and demographic structure of those voters are crucial variables in
political marketing segmentation.
2.2 Economic factors
Economic factors can influence party politics heavily internally and externally. Economic
condition of a country is a very dramatic factor that a political party must contemplate. A
dichotomy of perspectives in relation to economic environment influence can be observed in
party politics. Flaws of current economic policies can be identified as influential factors that
affect party manifesto formulation. Tenfold national programme presented by JVP has vastly
addressed the unequal distribution of wealth, employment, inflation, improving foreign wealth
through exporting and foreign employments. The other influence is how national economy
influences internal party mechanism. JVP is mainly dependent on their party members'
subscription and local and foreign donations. These funds are utilised for political campaign and
development programmes such as "Weli Maluwa","Pre-school scheme", "Farmers supporting
scheme" and other programmes. Unfavourable economic conditions negatively affect those
donations because people tend to reduce donations within economic turbulence period. Therefore,
donations are not reliable source of income to the party.

The remarkable aspect is that JVP members who are working as members of parliament or
council members must channel their salaries to the party main fund. This fund is mainly utilised
for development in rural area.
With the emergence of necessity, as political party JVP is also should increase the marketing
budget along with competitors. It has been noted that the every political party increases their
expenditure on election even if parties do not divulge their real amount of expenditure on political
marketing.

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2.3 Social and cultural factors

JVP came to political arena with failed revolutions launched to get the government. Some people
from the public still have strong displeasure toward JVP as a repercussion of those commotions.
There should be strong marketing campaign to ally those people with JVP politics by enhancing
the credibility. Socialist doctrine adopted by JVP makes conducive environment to reach people
despite their religion, race or cast. JVP has comparatively strong party culture in comparison to
other rival parties. The discipline of member and volunteer life-long dedication of member are
incomparable. Many measures are taken by party leaders to make members aware of current
situation of political environment. Therefore, despite the education level of members, all
members are equally knowledgeable with current facts. The spirit of this culture is a magnet,
which attracts public who devoted to other parties. Strict restriction on liquor, smoking are
prominent aspect of JVP culture.
Demographic attribute is also a point of considering for identifying market segments come up
with growth of population and with having access to North and East area of the country.
Prospective target market for JVP must be the whole country because JVP is national party.
However, careful and prudential campaign should be conducted in north and east area of the
country.
2.4 Technology Factor
Globalization is investable phenomenon of the current world and because of that phenomenon,
information, ideas flowing freely without borders with technological advancement. Websites,
blogs, social media such as Facebook, Twitter, and Instagram have been prominent players of
social change witnessed by the world. Even JVP also cannot avoid this phenomena and so, they
commenced www.jvpsrilanka.com, www.facebook.com/jvpsrilanka etc. Even if in current
context, internet readership in Sri Lanka is so not so wide, in time it would be the biggest
information-sharing medium with global readership. As a party with creative talented youths, JVP
is expanding their internet operations extensively.
2.5 Legal factors
Legal factors are not very much prominent here, because JVP is recognised party after several
banning periods. The main issue comes up with the political campaigns with elections when there
are restrictions for posters, canvassing, election publications and meeting. This should be tactfully
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handled. If the party does not comply with the law, it would weaken the image of the party.
Therefore, parties have to show to which extent they honour rules and regulations abide by the
law of elections and environmental protection law. Public contemplate and evaluate the behaviour
of parties in the period of election and sometimes it may distract voters from the party.

3) SWOT analysis
3.1 Strengths
Lifelong dedication of members prominent number of members are truly dedicated and selfmotivated to work with the party in its political endeavour.
Remarkable discipline protocol of temperance, May day rally are typical examples
Loyalty to the party despite the economic benefits member are employed without any financial

compensation.
Higher team spirit.
Representation of members at local council, provincial council and parliamentary levels
Island wide member network members are ubiquitous and efficiently each other linked.
Enlightened members politics savvy members
International members and contactsexodus JVP members still support the party from foreign

countries
External patronage fund donators such as interest groups outside the party membership.
Efficient up and down communication among members responsive leaders for party members
Creative and talent youthcreative ways of arranging propaganda or campaign
Domination of Inter University Students' Federation most of young and talented undergraduate

are member of this union and this the most influential student union.
No individual politics and subjective politics member and voters are always asked to have
politics on policy-centred but not person-centred.
Considerable vote base.
3.2 Weaknesses

Rigid principals members are controlled through rigid rule.

Comparatively inexperience of political manoeuvre.
Low-level attention for north and east areasincapacity to have Tamil-speaking members.
Incapacity of sharing ideologies among publicsmeans of sharing ideas are limited
Lack of internet presencelack of tech-savvy members, resources and the interest
Division of members' ideologies dissident members may come to arena
Absent of dedicated media publisher other than small number of newspapers and magazines.
3.3 Opportunities

Peoples' distrust towards main political parties growing apathy toward UPFA and UNP politics
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 Discord among main political streams of the country ongoing commotion in UPFA and UNP
can be exploited as an opportunity.
Infamy of corruption levelled against main political party members cases of corruption and
abuse of power are main allegations against ruling regimes. This is a favourable opportunity for
monitoring and reporting those cases to competent authorities.
Unfavourable result derived from capitalism such as considerable difference between the rich and
the poor. lack of purchasing power of people and unequal distribution of wealth
Reputation of indiscrimination policy on religion, race or cast. This policy really based on
Marxism.
Available paths for internet marketing
Current regime change UPFA to UNP
Significant untapped volunteer potential from new youths.
3.4 Threats

Domination of main partiers over legal, institutional mechanism and their partiality.
Perceived threat of socialism bred by capitalist.
Present electoral system.
Unparalleled election budget of other rival parties
Power of rival dominating party
Highly completive political environment
Possible internal conflicts
Insufficient media resources
Lack participation in political processes
Election frauds perpetrated by governing parties

4) Marketing Objectives
This marketing plan is supposed to execute for one year of term. There are two elections are
expected to come in near future as general election and local council election.

Expansion of vote base for JVP across the island

Deep penetration in to North, East and estate area
Targeting school leavers who is supposed to cast their first vote.
Target of acquiring floating votes (unbound votes)
Expansions of parliamentary seat from 7 to 25
Expansion of the power of local councils
Provide utmost satisfaction to the voters
Build and position a strong political branding of JVP

5) Marketing strategies
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JVP has a statement of principles in form of policy framework, which encapsulate values, and
ideological orientation in following manner. Political mission and party mission were built on
following aspects.

A Peoples Rule
Strengthening Human Resources
A Modernized and Industrialized Country
A Just and Fair Society
A Liberated Human Being

Strategies for political marketing should be continuous and it takes rather more time in
implementation of strategies. When a party formulate a strategic plan it should be done in a
manner that those values denoted in policy framework could be ensured. Situational analysis
displays of what the political party is capable. However, as political party JVP is supposed to
meet market demand, in other terms voters' aspiration. What really JVP believes is that country
need a new society with a peoples administration based on Socialist policies

5.1 Market research

Marketing research is an important tool that provides objective information to make sustainable
strategic plan. This may provide, what current trends and influential factors are, what people are
expecting, what other parties are doing etc. Winning strategy must start from realistic assessment
through a political marketing research.
5.2 Marketing segmentation
Finding homogenous groups from heterogeneous market is very important. Registered voters in
number of 15,044,490 are the gamut of market JVP should access. In demographically, this
market can be segmented in to groups of male and female voters, age groups of 18-30, 30-50 and
more than fifty etc. As for the attributes of each group, they must be approached in different
perspectives. When these strategies are formulated, conclusions of market research is very
important.
In the sense of geographically area, People from rural area, urban area, estate area, north and
south area are significant segments of political market of Sri Lanka. In addition, that political
market can be segmented on professions basis such as reverends, medics, teachers, pheasant and
labours. Market segments should be prioritised according to the benefit given by the each
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segments. Above each segment has different issues, which correlate each other and some of them
are common issues.
5.3 Targeting
Market targeting is important strategy to concentrate on specific audience from the whole market.
This helps to the JVP to reduce cost, time and other resources, which are dedicated for political
marketing. The result of swot analysis and situational analysis help to make decisions in relation
to target markets and define target markets by exploring new opportunities. In general, target
market are the segment who are fed up with main party politics and loyal voters of JVP. These
target market should be defined from above mentioned market segments. It is the main duty of
JVP to convince those target markets what the party intention to resolve their issues. There should
be coherent approach of convincing those parties about the policy framework of the party. The
last presidential election proved the power of floating voters and their orientation.
5.4 Market positioning
Marketing position is pivotal strategy of sustainable political marketing because this strategy help
to determine what the position JVP has acquired in the current total political market. JVP has
positioned itself as party, which dedicates to curb political and social injustice through socialist
principles. They have shown the power of collective party decisions in its operations and coherent
speeches, which convince logical, factual scenario of current political context. People really
believe JVP acts objectively with political logic with weighted facts more than other parties do.
On the other hand, innovativeness of political campaigns, discipline of members and
communication mechanism are competitive advantage, which have gained though within a
considerable period. The portrayal of transparency of financial handling and free from allegation
of corruptions are JVP's favourable attributes, which can be taken into target markets as well. It is
not easy to follow those attributes by other political parties and hence those advantages of the
party can be seen as competitive advantages those other rival party cannot easily follow. These
unique competitive advantages can be used as to have robust market positioning.
5.5 Porters Generic strategies
Business marketing and political marketing are similar because it shows the relationship between
consumers and producers. Hence, following marketing strategies also can be applied in JVP
political marketing as proposed by Porter in following manner

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5.5.1 Overall cost leadership

Cost of important factor in political market. Most of the time huge budgets are allocated for
political marketing by political parties. Many of donations for those budgets come for main
political parties belong to some influential people and most of them are black-market dealers. The
implied bond between those dealers and politicians of main parties create a fuss after the
elections. Most of time, those budgets are misappropriated by the party leaders as well .JVP has
life-long devotes they work for the party without any compensations. This advantage does not lie
with other parties. There is no such issues with JVP because of the rigours discipline and the
dedication. This strategy is important to reach their prospect voters at comparatively low cost.
This will reduce problems come up with huge budgets and its appropriations. In short run and
long run, this help to formulate a strategy to reach prospective voters at low cost without hassle
rather than other competitors.
5.5.2 Differentiation
Unbiased, indiscriminate policy based politics by incorporating socialist principles are main
attributes of JVP's political marketing. JVP has been reputed for their socialist principals along
with well-organised structure of the party. The values that JVP expected to bring into society are
exercised by the party itself. A tangible deference between what party expressed and what party
acted can be seen in main party politics. This deteriorate the credibility of party actions. Up to
this point JVP has earn their credibility through convincing values by exercising by itself. After
the Tsunami, JVP took full responsibility to build up devastated Galle central bus stand at cost of
five hundred thousand. That is the difference of JVP as a party. Factual arguments in speeches
presented by JVP is another important aspect, which provides uniqueness to JVP's party politics
among other politicians who just show talk shops.
5.5.3 Focus.
Due to doctrines adopted by JVP, inherently JVP politics has focused on segment labour voters.
JVP has identified labour force can make social transformation. However, rural and urban labour
segments should be addressed differently. Focusing on labour segments of voters would provide
to an opportunity study them closely and adopt a more favourable strategy to ally more people
from this sector. JVP can wield either cost leadership or differentiation or else both within the
focused segment.

6) Implementation
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Implementation is a very important part of a marketing plan. Because, most brilliant marketing
strategy also be flawed if it is not implemented properly. As well organised party, implementation
of marketing strategy is not difficult. Publication unit of JVP is responsible for implementing the
political marketing of the party.
Assignment of marketing tasks should clearly be decentralised as this this marketing plan is for
the whole island. The complete marketing plan is supervised party central committee through
publication unit coordinating district level and divisional level leaders. Up and down
communication, relationship should be closely maintained in relation to the marketing plan.
Fundraising is also equally important to the party for political marketing campaign. Budget
allocation should be done according to the segment, which is accessed by the party based on
volumes of potential votes. Donations, subscriptions are directly going to JVP main fund and
central committee has the power to allocate the money. Projections of budget allocation should be
calculated according to previous budget on political marketing. From top leader to the member of
grass root level member is equally important in political marketing of the party.
Internet based paths should be maintained to disseminate data. Social networks, web pages, web
banners, emails are important in electronic sharing methods. Pocket meeting, press conference,
public speeches and canvassing should be done for persuasions for targeted voters. Eye-catching
billboards and posters are also important to attract the voters and stimulating their minds.Next
general election is supposed to take place in September, only three months ahead for
implementing this plan and plan is prepared for one year.

Action plan for the implementation

Marketing action
Fundraising for the
budget
Researching on target
markets
Advertising on media
and billboards

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Ju
n

July

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Web sites
Canvassing
Internet marketing
Pocket meetings
Press Conference
Public relations

7) Evaluation and control

Marketing research is an important tool, which provides information of life styles, political trend,
chronic issues, and people's aspiration. The information linking with expected value is the
bedrock on what the party formulate strategies to segmentation, target and positioning. Within the
initial researches, performance standards must be set up. These performance standards are goals
of the market plan and this goal should be set in relation to various marketing segments. These
goals should possess attributes of being specific, measurable, attainable, realistic and timely.
After implementing the marketing plan, marketing research is useful to evaluate outcome and
make correction where it is necessary. Political trends are dynamic and hence, research should be
continuous. How people are getting in favour of the party only can be evaluated through
researches before the election. There are some organization assessing political opinions on behalf
party on the other hand party can set up in-house-research-centre but is more valuable. Web
surveys are more popular among people but it does not indicate the general opinion towards the
party.
Party members should be motivated and rewarded according to evaluation of their performance.
This creates and feeling of dignity in good performers. Evaluation and control process should be
continuous as soon as the current marketing plan is being implemented.

8) Bibliography
1. Baines,R. Harris,P. & Lewis,R.,2002,' The political marketing planning process:
improving Image and message in strategic target areas', Marketing Intelligence &
Planning 20(1) 6-14
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2. Caspar, F., 2013, Strategic Planning for Political Parties: A Practical Tool, The
International Institute for Democracy and Electoral Assistance/ Netherlands Institute for
Multiparty Democracy, Hague.
3. History of the JVP (People's Liberation Front-Sri Lanka) 1965-1994,2014, Niyamuwa
Publications, Colombo.
4. Kotler, P. Keller, L., 2012, Marketing Management, Prentice Hall, Upper Saddle River,
N.J.
5. O'Day,B,1996, POLITICAL CAMPAIGN PLANNING MANUAL A STEP BY STEP
GUIDE TO WINNING ELECTIONS, National Democratic Institute for International
Affairs, Moscow
6. Our Vision policy framework 2014, Niyamuwa Publications, Colombo

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