(Luận văn thạc sĩ) political marketing contemporary review some recommendations for candidate in the run up to national assembly election in vietnam

vietnam national university, HANOI school of business Nguyen Tran Thi Anh POLITICAL MARKETING-CONTEMPORARY REVIEW SOME RECOMMENDATIONS FOR candidate in THE RUN-UP TO NATIONAL ASSEMBLY ELECTION IN VIETNAM master of business administration thesis Hanoi - 2007 vietnam national university, HANOI school of business Nguyen Tran Thi Anh POLITICAL MARKETING-CONTEMPORARY REVIEW SOME RECOMMENDATIONS FOR Candidate in THE RUN-UP TO NATIONAL ASSEMBLY ELECTION IN VIETNAM Major: Business Administration Code: 60 34 05 Master of business administration thesis Supervisor: Dr NGUYEN VIET ANH Hanoi – 2007 TABLE OF CONTENT Acknowledgements……………………………………………………………… i Abstract……………………………………………………………………………ii Tóm tắt……………………………………………………………………………iv Table of contents………………………………………………………………….vii List of tables……………………………………………………………………….x List of abbreviations………………………………………………………………xi INTRODUCTION 1 NESCESSITY OF THE THESIS _ RESEARCH OBJECTIVES _ RESEARCH METHODOLOGY _ STRUCTURE OF THESIS CHAPTER 1: POLITICAL MARKETING LITERATURE REVIEW 1.1 DEFINITION 1.1.1 Definition _ 1.1.2 Institutions in charge of elections 1.1.3 Mainstream marketing and political marketing 1.1.4 A new role for political markeitng: the permanent campaign 11 1.2 POLITICAL MARKETING THEORY BY BRUCE l NEWMAN _ 12 1.2.1 Definition 12 1.2.2 The political marketing process _ 12 1.3 MARKETING STRATEGY BY DAVID M REID _ 18 1.4 THE MARKETING PROCESS BY DONIMIC WRING 25 vi 1.5 POLITICAL MARKETING BY PHILIP KOTLER 31 CHAPTER 2: NATIONAL ASSEMBLY ELECTION IN VIETNAM 35 2.1 POLITICAL SYSTEM OF VIETNAM 35 2.1.1 Overview of political system _ 35 2.1.1.1 The Communist Party of Vietnam 35 2.1.1.2 The State Socialist of Republic of Vietnam 39 2.1.1.3 Socio-political and mass organization _ 44 2.1.1.4 People in the political system _ 46 2.1.2 Vietnamese National Assembly _ 47 2.1.2.1 Introduction _ 47 2.1.2.2 Function of the National Assembly _ 48 2.1.2.3 Duties and Compentence _ 52 2.1.2.4 Organization 54 2.1.2.5 Session of the National Assembly 57 2.1.2.6 Legal framework of the National Assembly 57 2.2 NATIONAL ASSEMBLY’ ELECTORAL PROCESS 59 2.2.1 The principle in election activities _ 59 2.2.2 Legal framework of the National Assembly election _ 60 2.2.3 The process of the National Assembly election 59 2.2.3.1 The process of the National Assembly election _ 60 2.2.3.2 Institutions in charge of the Election and their key roles 61 2.2.3.3 Candidates selection process: Main steps 62 2.2.3.4 Candidates selection process: Phases _ 63 2.2.3.5 Electoral bodies 64 2.2.3.6 Electoral units and polliing stations 66 2.2.3.7 Electoral campaign _ 67 vii CHAPTER RECOMMENDATIONS FOR CANDIDATES IN THE RUN-UP TO THE UPCOMING NATIONAL ASSEMBLY ELECTION 69 3.1 A GLANCE ON NATIONAL ASSEMBLY ELECTION IN VIETNAM 69 3.1.1 Anticipating voter needs 69 3.1.2 Marketing research in politics 71 3.1.3 The voter behavior _ 75 3.1.4 Market segmentation and target group _ 77 3.1.5 Candidate positioning 77 3.1.6 Image management 78 3.1.7 Marketing strategy _ 78 3.2 FINDINGS AND RECOMMENDATIONS FOR CANDIDATES IN THE RUN-UP TO THE UPCOMING NATIONAL ASSEMBLY ELECTION 79 3.2.1 Anticipating voter needs 79 3.2.2 Marketing research in politics 80 3.2.3 The voter behavior _ 81 3.2.4 Market segmentation and target group _ 83 3.2.5 Candidate positioning 83 3.2.6 Marketing strategy _ 84 CONCLUSION _ 89 REFERENCES _ 90 viii LIST OF FIGURES Figure 1: Stimuli Influencing Voter’s Perceptions 19 Figure 2: Formulating Political Marketing Strategy 21 Figure 3: The Political Marketing Process 27 Figure 4: Business and Political Marketing compared 32 Figure 5: Fours Markets faced by Candidates 33 Figure 6: A comprehensive Political Marketing Map 34 Figure 7: The organization of National Assembly of the Socialist Republic of Vietnam 56 Figure 8: Process of National Assembly’ Election 60 Figure 9: Institutions in charge of the Elections and their key roles 61 Figure 10: Candidate’s selection process: Main steps 62 Figure 11: Candidate’s selection process: Phases 63 Figure 12: Electoral Bodies 64 Figure 13: Electoral units and polling stations 66 Figure 14: Electoral Campaign 67 ix LIST OF ABBREVIATIONS CPV Communist Party of Vietnam NA National Assembly VFF Vietnam Fatherland Front PCs People’s Council UNDP United Nations Development Programme x INTRODUCTION Nescessity of the thesis: Since the reform process (called the Doi Moi) in Vietnam commenced in 1986, reform initiatives have been introduced in all areas of social life In politics, some significant changes have occurred The political system has continued to open up both internally and in term of foreign relations In this respect, the establishment of the 1992 Constitution represented a milestone by giving the National Assembly formal powers in governing the country The National Assembly has strengthened its capacity to perform its duties in recent years The Assembly activities have become more open to the public through its information channels The focus on the importance of parliamentary supervision has increased and the law making process is guided by more intensive debates The international donor community has been invited to contribute in parliamentary development ―Strengthening Capacity of National Assembly and People‘s Councils in state budget examination, decision and oversight Project‖, ―Strengthening Capacity of People‘s Elected Bodies Project‖, ―Strengthening the Capacity of the Office of the Vietnam National Assembly Project‖ have been implemented by supported of UNDP, Swiss Agency for Development and Cooperation, the UK Department for International Development and Canadian International Development Agency, The cooperation is to enhance the democratic processes and to strengthen the constitutional role and functions of the National Assembly In election, there also have some identified changing Some electoral campaign was launched, in someway, in the run-up to the May 2007 National Assembly In electoral system, more interested group was recognized officially in consultative conferences And more self-nominated was attempted Competition among candidates, especially in self-nominated group, have been appeared and increased slowly Candidates who want to win must be prepared carefully both resources and long-term visions with clear and smart strategies in election A wide-range of information is published in mass media, including internet, by government and other institutions An official election website www.baucuquochoi.gov.vn was launched in supplementary information on election legislation and on the candidates These changing, both in political and electoral context, are significant signal of applying in all aspects of political marketing in electoral activities Research objectives The aims of this research are to systemize theories related to political marketing and to build marketing strategy for politicians in Vietnam To reach the objectives, following questions need to be answered: Question 1: What other people talk about political marketing? Question 2: What is the marketing strategy for politicians, in terms of?  Identify voter needs  Conduct market research  The voter behavior  Segment the market and identify target group  Determine positioning of candidate  Manage the candidate image  And build marketing strategy Research methodology The researcher chooses a desktop study as main research method Observation was used to supplement the desktop study Collecting data were conducted over a six-month period during the run-up to XII legislature Most of information is comes from formal and reliable sources The principal source used for this research is the national press and official website of government The researcher scrutinized ten national newspapers, with more than 400 articles, 80 websites of central government, local government, socio-political and mass organizations The article covers the period from December, 2006 to July, 2007 (from when the election date was announced to when the results were released) They included a mixture of news reporting, editorials and the provision of educational material Data analysis was completed in three stages First, the articles were transcribed into specific subjects Second, data obtained were categorized in accordance with each research questions Third, the result was evaluated and analyzed to design suitable marketing strategy for candidates first data should rather collect from meeting with voters The candidate need develop their communication‘s skill And they also need improve an ability to connect emotionally with voters c Other institution and individuals: Candidate usually done research him/herself Purpose of research is to build the planning of activities that candidate will if they are selected Secondly, candidates must prepare for meeting with voters They search information mainly from newspaper, from local government Recommendation: Expanding source of information is required to get whole picture of an issue in many aspects The candidates should rather use professional researcher, or used media agency to gain useful information 3.2.3 Voter behavior Findings: The voter is affected by reputation of candidates The voter is easily in choosing candidates They don‘t spend time for search information of candidates All information they have are CVs published in the press and displayed in public places The voter is passive in finding information of candidates They rarely find more information of candidate in other channel The voter lacks of awareness their right and their duty And the fact that one voter votes for many people shows that Vietnamese are not interested in their civic duties The voter thinks that they couldn‘t affect to the result of election 89 This think is not true In fact, the voter also makes decision in who is elected In three consultative conferences, the voter has a little bit affect in the official list Because determines‘ right was delegated to the Vietnam Fatherland Front But after the candidate list is drawn up, the party-state has less control over who is elected The voter is really a person decided who is elected, who is not The affection of a global era that places great importance on ―democratic‖ legitimacy is also influence to the way government hold the election The information is public and the voters involved more deeply in the election The role of voter will increase soon if they release their impact on electoral process From this trend, the candidates may take some advantage When electoral information is public, citizens will also involve in supervision this activity The equal will be guarantee for all candidates Recommendation: The researcher suggests that candidates should rather study carefully voter behavior in their constituencies Study the law to electoral campaign that isn‘t illegal This allowed candidates can launch marketing strategy in suitable manner Study the local culture to find out their insight, their languages 90 3.2.4 Market segmentation and targeting group: Findings: The marketing segmentation can be divided in two groups: province and city nationwide The popular in province isn‘t diversifying while in city centered, popular includes people from province around The competition in city is quite high, especial in self-nominated group Recommendations: Marketing segment must be done in geography In addition, the behavior of voter, local culture needs to be assessment 3.2.5 Candidate Positioning Findings: Communicate brand name has effect in political field in Vietnam Senator was recognized by promoting of media And their images depend on their frequency of appearance in mass media Recommendations: First of all, the candidate need fair evaluation of themselves to find out their core competencies The candidate may position themselves depending on their professional skill The candidate can position as ―economic reformer‖, as the same way of Deputy Nguyen Tan Dung The candidate may target to corporation‘s group by promise in reducing corporate income tax The candidate may position themselves depending on their political style to 91 earn respect and leadership in their organization and citizens The candidate may position as person who has long-term vision in leading country develop, ability to solve the important issues of the nation Or they are labels themselves as an ―elite‘s politician‖ as senator Nguyen Thi Viet Nhan Secondly, candidate must pay attention on the frequency of appearance on mass media All media tool need to be use in appropriate manner for maximum impact And the field that candidate position in must be their passion and ability 3.2.6 Marketing strategy Findings: Competition in election campaign appeared and increased slowly neither in socio-political organization nor in public When competition pressure increases the candidates need strong support from marketing tools Competition among self-nominees is the highest in comparison with other group In consultative conferences, no seats are stand for this group In my point of view, next election will be higher competition in all interest group The member of Party is not also faced with candidates internal but with other competitor from mass organization, self-nominees group They must have an effective electoral campaign to win either have support from party Recommendations; A marketing strategy is a plan of action that is a plan of action that is used to implement a series of activities that will insure success in the marketplace The student suggests a marketing strategy applying in Vietnamese political market 92 First is building campaign platform Second is designing suitable marketing strategies Third is implementation marketing strategy Last one is assessment and adjustment during implementation Building the campaign platform: The product in politics is the policies and image of the candidate In Vietnam, the product is known as his reputation and political supporters To be successful, a candidate not only has to market himself, but his campaign platform as well The campaign platform evolves over the course of the political campaign It is influenced by several sources, including the candidate himself, the people in his organization, the party, and especially by the voters To guarantee successful marketing strategy, first of all candidates must organize his people in to a teamwork running for electoral campaign, here called the election board Depending on their budget, a board of election is established At least this board includes consultant in legal field, economic and media Legal system is very complex while the candidates only deep understand in some specific field that they work in A legal assistance takes responsibility in giving the advice in case of the candidates less knowledge Otherwise the candidates often collect much advice/complaint in the meeting with voter They lack professional skill to transform these complaints, advices into legitimacy document The assistance will translate their idea to draft bill, for example It‘s mean that the candidates may go further than stop at idea‘ stage The assistance also supports the candidate in preparation election‘s documents and solving complaint and denunciations 93 The candidates also need assistance in media management In election campaign the candidates will win if they come closely with voters and interest group alliance The assistance will design message suitable with local citizens, in term of languages, culture, psychology… Image of candidates will be approached public consistency Third, the candidates need support in socio-economic issues One of three function of deputy is deciding the important things of the nation The issue is not only in local, but in national and even global prospect Next step, this board and the candidate will discuss on marketing strategy Designing marketing strategy: Of course the objective of any candidate is elected To achieve this objective the candidate need an effective marketing strategy First of all the voter needs and political context in local are studied as presented above The image and core competence of candidates need be evaluated by election board From the result the candidate chooses the segmentation that he/she takes competitive advantage The gap between current position and expected position are defined as the marketing objectives The action plan is built based on these objectives Action plan states specific goals, tools, timing, evaluation indicator, and time for sum up and adjustment Next step is implementation action plan through marketing channel Implementing the marketing plan; There are two marketing channel, push marketing and pull marketing Push marketing: 94 It is imperative that candidates have an effective political supporter network to win Political supporter is leading people coming from CPV, VFF, Government, People‘ Committee and People‘ Council Five institutions keep key role in evaluation and selection what candidates are suitable Firstly, candidate must join one of these organizations and become known He/she need to develop a political style that will earn respect and leadership in his organization/party It‘s necessary to find out what the member of the political organization want from the political process And the candidate can appear to be instrumental in their desires Secondly, a candidate must exhibit an interest in becoming candidate in an upcoming election He must fraternize with the leaders and attempt to get their backing He must enter an internal election and win the support of the organization‘s voters For self-nominated they must represent for a group like poor people, HIV/AISD patient, for example No one can win election by standing for individual benefits It‘s a basic principle in any election in any country Pull Marketing Pull marketing is the second information channel, and centers on the use of the mass media to get the candidate's message out to the voters Political advertising is, of course, only one component in the development of a marketing strategy for a candidate, but is widely regarded as the most important marketing component in any campaign There are several options available to a candidate, including the television, radio, newspapers, blog, email, online interaction, live show debate on specific issues Evaluation and adjustment: 95 In each step and during the campaign candidate must sum up the result of implementation plan An adjustment is necessary if it‘s required The marketing strategy must be evaluate carefully to gain the lessons in case of the candidate was defeat If the candidate elected the marketing campaign need to be adopted to reinforce his/her image in new role When applying marketing strategy, the candidate must remember one thing Vietnamese political is very complex So the candidate cannot afford to formulate the marketing strategy simply on the basis of voter market response They need calculate to win the support of the party, socio-political organizations, and interest groups to guarantee successful 96 CONCLUSION Political marketing is becoming more and more popular worldwide In fact, a good political marketing strategy and campaign can make a great contribute to the success of a politician This thesis, at first, have synthesized the marketing theories concerning the politic and political strategy from definitions to technical issues like conducting market research, observing and analyzing voter (elector) behavior, etc in order to provide a full picture of marketing activities in politic Secondly, the author from her observation and data collection has provided reader with the current situation and issues related to election activities in Vietnam as well as giving her own quantitative assessment regarding the collected date Thirdly, the author has proposed some recommendations on designing and implementing a political marketing strategy and plan for politicians in Vietnam However, these recommendations within their scopes could not be considered as 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National Assembly In election, there also have some identified changing Some electoral campaign was launched, in someway, in the run-up to the May 2007 National Assembly In electoral system, more interested... presented in following chapter: Chapter 1: Political Marketing literature Review Chapter 2: National Assembly? ?? Election in Vietnam Chapter 3: Recommendations for candidate in the run-up to the National