Department of Marketing ManagementCOLLEGE OF ARTS AND SCIENCES

San Beda CollegeMendiola, Manila

Promoting Philippine Sports by Strengthening Government Consistency on Support and

Prioritization

Presented toThe Faculty & Students of College of Arts and Sciences

Accountancy and Business ClusterSan Beda College

For the Requirements in Practicum MKC18:

Marketing ManagementBachelor of Science in Legal Management

Prepared by:

Hizon, Patricia Nicole B.Prudenciado, Krizha Mae M.

March 17, 20152FLM

I. Executive Summary

The Philippine Sports Commission (PSC) was created through Republic Act

No. 6847 in 1990 to serve as the "sole policy-making and coordinating body of all

amateur sports development programs and institutions in the Philippines". Its primary

function is "to provide the leadership, formulate the policies and set the priorities and

directions of all national sports promotion and development, particularly giving emphasis

on grassroots participation.” However, The Philippine Sports Commission (PSC) has

come under fire in the Senate for allegedly failing to develop promising Filipino athletes

and keeping the sports landscape in a dismal state. Filipinos bear the passion and the

talent, the thing that fails us miserably is nothing but the government. Many issues are

raised including the problem of Philippine sports in facilities. In 2010, the PSC

envisioned to create a training center for some 600 members of the national pool in the

sprawling government-owned lot at the Clark Development Zone in Angeles City as the

10-hectare Rizal Memorial Sports Complex is already congested and is not suitable for

the training of the athletes. Budgetary constraints remain the main problem in making

such plan a reality. According to Coach Noel Santos of the Philippine gymnastics team,

the reason behind the country's lack of Olympic success is never a question of talent,

but the insufficient and mismanaged funding by the government. By means of

insufficient and mismanaged fund, our Filipino athletes lack equipments, facilities,

training, benefits and most of all, appreciation, exposure and the ability to be

internationally competitive.

The marketing plan presented by the researchers aims to promote the

Philippine Sports by strengthening the government consistency on support and

prioritization in athletes. Together with the proper allocation and distribution of funds,

the researchers believe that we must promote the Batang Pinoy known as a grassroots

program wherein children with potentials will be groomed from childhood to adulthood,

consistently. Through grassroots program, there will be two benefits: this will produce

the best and competitive athletes; and these potential athletes will replace retiring

national athletes. For facility improvement, the researchers decided to include in the

program to extend Olympic standard facilities throughout the country. We also wanted

to propose benefits throughout the grooming stage of the athletes like proper

recognition and stable financial support not just for trainings but also for their family.

II. Situational Analysis

Customer

Last year, a total of 11,206 athletes from 550 local government units from

Luzon, Visayas and Mindanao participated in 31 sports in Batang Pinoy; while the

National Games was participated in by 8,439 athletes from 494 LGUs who played

in 46 sports. (http://png.psc.gov.ph/) In the stated number of athletes above, it

shows that the Philippine Sports Commission really have to call the government’s

attention to give them enough funds for facilities, training and transportation

costs. They should observe equal prioritization so that everyone will be

supported well.

Company

The Philippine Sports Commission serves as the prime catalyst and advocate

for the propagation and development of Philippine sports by helping shape

policies and setting priorities through coordinating a national sports program,

creating equitable opportunities for participation in sports, providing assistance to

stakeholders and partners and promoting the development of those physical

qualities and moral values which is the basis of sports. The PSC envisions a

commission with a unified sports program which will enhance the quality of the

Filipinos, instil national pride and attain international prestige through excellence

in sports by increasing participation by Filipinos and also having an excellent

performance in sports.

Collaborators

The Philippine Sports Commission Act recognizes the role of Philippine Olympic

Committee as an IOC affiliate as the National Olympic Committee for the

Philippines. The POC is a private, non-governmental organization composed of

all National Sports Associations (NSA) in the Philippines. It is also recognized by

the International Olympic Committee (IOC) as having the sole authority for

representation of the Philippines in the Olympic Games, the Asian Games, the

Southeast Asian Games and other multi-event competitions. POC is composed

of 50 members which are divided into 3 groups; regular members, associate

members and recognized members.

Competitors

The Philippines, a regular participant of international Olympics including those

Olympics happened in 2014 like Sochi Winter Olympics 2014 wherein there were

88 participating nations and 2,873 participating athletes including only 1 Filipino.

Another is the 2014 Summer Youth Olympics wherein there were 201

participating nations and 3,600 (estimated) athletes including 6 Filipino and 1

who won the Gold Medal in Archery.

Content

Nikki Coseteng, a member of the Philippine House of Representatives from

Quezon City's Third District, said corruption is a serious matter in sports. In fact,

a number of sports officials have pending cases in the Office of the Ombudsman

including swimming official Mark Joseph, former Philippine Amusement and

Gaming Corporation chief Efraim Genuino and former Philippine Sports

Commission chairman Butch Ramirez for allegedly misusing some P30 million

government fund. Support from private sectors is also important. It would have

been enough to encourage the athletes to give their best in winning medals.

Government must also be able to recognize who are contributing to the good of

sports and who are only there because they want to get rich. Coseteng also said

that the media has a big part in making funds for sports. She explained that

because of the media’s coverage of basketball games, many businesses are

spending money on basketball games because the media exposes their

companies.

III. Market Analysis

Segmentation

The absence of a national competition program designed for in-school and out

of-school children ages 15 years old and below had in a way denied this sector

the opportunity to develop basic athletic skills required for making of a sports

champion.

A big portion of Philippine population is composed of children below 15 years old,

a period in life that is considered formative in sports. Thus, this vast sector offers

a wide array of athletic potentials waiting to be discovered, tapped and

developed. In the same manner, this formative stage must be filled in with

sporting activities that will open doors to aspire for excellence in their chosen

sports.

Sport is one of the best intervention to turn this big populace into becoming

productive individuals; disciplined, socially-integrated, value-laden and conscious

of a healthy lifestyle. Engaging in sports while young develops certain physical

and intellectual faculties, as well.

Targeting

During the competitions being held in the Batang Pinoy, there will be a selection

of potential national athletes. This will not be absolutely based on who will be the

awardees or the champions rather it will also be chosen through the physical and

mental efforts exerted by an individual during the competition. After the selection,

Local Government Unit will now let go of the selected athletes and then

Philippine Sports Commission will handle them and groom them to be an

internationally competitive athletes.

Positioning

Building a nation of champions. Together with MILO and DepEd we will

promote the Philippine sports as it consolidates its new and existing sports

programs under one umbrella campaign.

IV. Tactical Plans

Product- Batang Pinoy Grassroots Program

Executive Order No. 44, otherwise known as the Philippine Youth Games-

Batang Pinoy, serves as the national sports competition program for children

and envisioned to address the need for a grassroots sports program centered on

values formation inherent in the practice of sports and fair play. This program is

designed to instill the benefits of physical fitness and core values that aid in

addressing juvenile delinquency. It is also tailored as a conduit of the

government in developing positive outlook in our youth an attitude best caught

and taught in their formative years.

Batang Pinoy is conceptualized in partnership with the Department of

Education (DepEd), Department of Interior and Local Government (DILG), and

the Leagues of Provinces, Cities,/Municipalities and Barangays. The Philippine

Olympic Committee and National Sports Associations, both non-government

entities and internationally recognized authorities in different sports, shall run

and oversee the technical management of the event.

Price- Batang Pinoy

Local government unit plays a big role in Batang Pinoy program. Through the

management program mandated by the Philippine Sports Commission, Local

Government Units are liable for the participation expenses of their athlete-

representative of the Batang Pinoy program, wherein it includes uniform, meals

and transportation expenses. The host LGU shall provide free billeting facilities

for the participants. They shall also provide free shuttle for the participating

peams upon their arrival at the port or airport terminal to billeting schools and to

the playing venues. Medal count should also be credited to them.

Promotion- Build a nation of Champions

Since this program is conceptualized with the Department of Education and

Department of Education is in partnership with MILO in terms of sports

advocacy, we will be working with them to build a nation of champions, and

inspire both the youth through the sports and in addition to that, the proper

nutrition. It is the legacy of MILO to support the young Filipino talents and

together we will promote the Philippine Sports.

Place- A venue provided through the efforts of PSC

While the many localities across the country continue to conduct pockets of

sporting activities for their young constituents, there must (also) be a concerted

effort from the national government, through the Philippine Sports Commission

(PSC), to provide a venue for this young sector to engage in a healthy and

friendly competition that not only is national in scope, but will also be a means

of measuring athletic prowess.

Although in-school children may have a venue to display and test their

athletic skills at the yearly held Palarong Pmabansa, there is a also a need for a

sporting opportunity that brings together both in and out-of-school youth.

Batang Pinoy is launched to address the need for a national program for

children.

Logo

Batang Pinoy Philippine Sports Commission Program

V. Investment Fund

Batang Pinoy Program P 1 500 000

Batang Pinoy Program Venue 900 000

Olympic Standard Equipment, Stadium and Facilities

9 500 000 000

Total P 9 502 400 000

VI. Monitoring

Surveys/ Interviews

Liquidations

References

http://sports.inquirer.net/156547/milo-deped-tie-up-to-lead-one-child-one-sport-campaign

http://pana.com.ph/july-pana-gmm-increasing-brand-value-though-sports/

http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2010-52754-Complati#page-1

http://en.wikipedia.org/wiki/Philippine_Sports_Commission

http://bp2012.psc.gov.ph/

http://www.rappler.com/sports/10591-the-problem-with-philippine-sports

http://www.manilatimes.net/philippine-sports-is-a-mess-coseteng/18696/

http://www.theguidon.com/1112/main/2009/11/the-forgotten-filipino-athlete/

http://cebudailynews.inquirer.net/52262/cebu-citys-sports-program-model-for-phl

http://www.philstar.com/sports/2014/02/19/1292036/govt-must-put-priority-sports