A marketing advocacy campaign for Monsanto Philippines

• Main Authors: Aguilar, Karen Anne L., Herrera, Jennifer D., Victoriano, Anna Marissa C.
• Format: text
• Language: English
• Published: Animo Repository 2001
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17662
• Institution: De La Salle University

Monsanto Philippines is a multinational company that engages in the manufacturing of agricultural products specifically herbicides and corn seeds. It is considered to be a market leader in the two industries that it is in, namely, the seed and patronized in the different farming communities in the community. However, the public, more specifically its main target market, farmers, have a widespread lack of awareness of Monsanto Philippines even though they are familiar with the products of the company. Likewise, Monsanto is currently facing a lot of negative reports brought about by the various protests being addressed to the company arising from its use of biotechnology in the production of corn seeds. As a new to address these problems, the study is advocating the use of socially aware activities that will aim to help Monsanto Philippines gain public awareness, trust and confidence, and would likewise counteract the negative issues being addressed to the company. The advocacy program being proposed by the researchers aims to present Monsanto as a socially responsible company that is concerned with the betterment of society, most importantly, of its primary target market, which are the farmers. At present, poverty and the lack of government support, has prevented the Filipino farmers from living the quality of life that they deserve. It is for this reason that the proposed programs aims to deal with the different areas that are vital to them namely, education, infrastructure and technology. With regards to education, the program aims to stress the importance that the company is giving on educating the youth by providing scholarship grants to children of farmers and to outstanding young artists of the country. Likewise, Monsanto, in cooperation with Technology and Livelihood Resource Center (TLRC) would provide livelihood programs, which can provide additional income for farmers and their families. In like manner, the proposed advocacy program would also give importance to infrastructure by providing amenities to chosen farming communities in order to create a conducive and productive environment for farmers and their families. Lastly, the program would also embark on promoting the advancement of technology in agriculture. In this particular area of the program, the company would aspire to help farmers become knowledgeable about the latest technology in agriculture that are constantly being discovered. This is intended to help in the advancement of the agriculture sector and would likewise help local farmers keep up and be able to compete with those of other countries. These programs aspire to provide help and assistance to the local farmers by addressing needs that are most significant to them. The researchers believe that in helping farmers, who are the backbone of society, Monsanto is able to provide a considerable contribution to the public as well.