Abstract: This study investigated the potentiality of using a police mascot as an image-changer among policemen. The results of the study will then be used as a basis for uplifting the image of the policemen among different multi-sectoral groups in Kawit, Cavite, Cavite. Specifically, it sought to answer the following questions: (1) what is the demographic profile of the participants in terms of sex and sector belonged; (2) what is the perception of the general public toward the use of a police mascot in terms of perceived usefulness and attitude; (3). what is the most acceptable feature of the police mascot as per the participants; and (4) what plans and/or programs of the Philippine National Police needs to be improved and addressed so that the image building using police mascot can be integrated and make it a component of existing PNP core values? The findings of the study were: 1. 160 participants or 53.33 percent were female and 140 or 46.67 percent are male. On the other hand, the multi-sectoral group that participated more in this study are students (33.33%), followed by entrepreneurs (28.33%), then the working professionals (21.67%), and government employees (16.67); 2. 300 of the participants thinks that the idea is worth pursuing. 280 (93.33%) thinks that the town could possibly adapt this idea but 20 (6.67%) thinks that the majority of the participants were resistant to change and are wedged on their traditions; 3. Perceived value (with =4.48 and sd=0.48) and attitude (with =4.25 and sd=0.57) and is interpreted with very high level of acceptance; and 4. 140 of the participants would like the police mascot be more realistic (50%) and 135 wanted it to be more cartoony (48.21%). On the other hand, the participants wanted the police mascot to have a friendly and charming personality (61.43%). Also, majority of the participants wanted her to have an average type of body (64.29%) wearing a tourist police uniform (90.71%).
Keywords: Police mascot, Patrolman Emilio, Philippine National Police, Guerrilla Marketing.
Title: Patrolman Emilio Mascot: A Guerrilla Marketing Strategy to Uplift the Image of the Policemen
Author: Vincent C. Cortiñas, Catty Lea Gamo
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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