The promotion and communication strategy around the presidential plane raffle was undoubtedly aggressive.
In much of the morning lectures issued by the president, the issue came up as a way to invite citizens to buy a « little piece. »
The truth is that despite the fact that the president himself starred in a commercial to increase the sales of these tickets, the figures were disappointing.
Until last July, according to estimates from the National Lottery, barely 1.5 million tickets, which was a quarter of the 6 million issued.
Things improved slowly for August, when the figure reached 2.2 « little bits » sold, 34 percent of the total.
At this point, it is important to mention that half of those 6 million tickets were assigned for purchase to businessmen who attended a dinner at the National Palace last February.
With this in mind, and given the slowness in sales, it was the organizations, agencies and other political players who decided to buy hundreds of tickets that promise a prize to one hundred winners for 20 million pesos each.
Although the marketing and communication strategy was aggressive, the truth is that this initiative could little change the perspective of Mexicans, who last January already showed little interest in participating in the raffle for the popular presidential plane.
At the beginning of this year, according to a survey by El Financiero, only 18 percent of those surveyed, at the national level, said that they would be interested in buying a piece for the presidential plane raffle, while 82 percent said they do not have interest in it.
According to the newspaper Reforma, between February and September only 20 percent were sold to the general public, just over a million little pieces.
The lifeline of different political players and government institutions allowed that until yesterday (September 14), there was an account of 4 million 179 thousand tickets sold; that is, 69.65 percent of the total. Even with this and until yesterday’s cut, the raffle for the presidential plane was not profitable.
For each of the draws organized by the National Lottery a profitability analysis is carried out and following its criteria, until yesterday the raffle for the presidential plane was not profitable.
This raffle that will take place in a few minutes, one hundred prizes of 20 million pesos each, which is equivalent to 66.66 percent of the total sale of the 6 million tickets at 500 pesos each.
Although it could be thought that the remaining almost 40 percent would remain as profit, the truth is that the amount of the prize must be added to the amount of administration, distribution, operation and commission expenses that is delivered to the sales agencies and sellers, even according to the rules issued by the National Lottery is 10 percent for commission agents.
A former Lotenal employee in July this year told Forbes “It is going to distribute 66 percent (in prizes) of what you think you are going to have in income from the sale of 100 percent, but about 30 percent of the value of the issue goes to banknote production, administrative, operation, distribution expenses, plus advertising expenses. What will you have left? You would have to sell more than 70 percent of the value of your issue to have a return ”.
During the last hours new sales have been registered and it is possible that the promised figure has been reached, the truth is that the business is still not profitable.
Even if 100 percent of the pieces were sold, the truth is that the raffle will not solve the initial problem: the maintenance of the presidential plane.
As has been said, the profit obtained from this raffle will be destined for the health sector and although the attention is good, the truth is that the presidential plane continues to generate expenses for the treasury.
“Up to now, eight annuities have been paid for 2,255.8 million, and 487 million pesos have been spent on fuel, spare parts, inspections, storage, insurance, travel, and salaries of maintenance personnel. At this point, some 3 thousand 838 million pesos are still owed to cover the total cost of the TP-01 plane, ”they indicate from Reforma.
The issue is not minor and it is undoubtedly an organizational problem that, in addition to not solving an initial need, seems to have played with public revenues in a luck to be presented as profitable.