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Political Marketing for BJP

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How can BJP revive itself in Delhi

How can BJP revive itself in Delhi

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  • 1. Marketing Strategy for BJP
    A Study on Delhi Assembly
    Alok Pratap Singh
  • 2. Election Facts
    A candidate in exchange of votes offers Political Leadership and is a service provider.
    A political campaign is based on
    What voters think?
    What competitors are saying?
    A young, fragmented & more informed electorate.
    The decline of Party Loyalty
    The high cost of running an election.
  • 3. Candidate
    Focus
    Environmental
    Forces
    The Marketing Campaign
    Party Concept
    Product Concept
    Selling Concept
    Marketing Concept
    Technology i)Television ii) Mobile
    Structural Shifts i)Primary and convention Rules
    ii) Financial Regulations
    iii) Rallies
    Power Broker Shifts in Influence
    i) Candidate
    ii) Consultant
    iii)Pollster
    iv)Media
    v)Political Party
    vi)Political Action Committees/Interest Group
    vii) Voters
    THE POLITICAL CAMPAIGN
    Preprimary Primary Convention General
    Stage StageStage Election
    Stage
  • 4. Marketing Concept
    Selling Concept
    2003- India Shining Campaign
    1998 Atal Bihar Bajpayee
    Centered on Voter
  • 5. Environmental Forces
    Technology
    Internet – Online survey, Social networking, Commercials.
    Television - Commercials, Television Debates, Media Analysis
    Mobile – SMS, 3G Technology
    Structural Shift
    Primary and Convention Rules – One constituency differs from the other
    Financial – Fund availability & Contributions.
    Rallies – Leadership Quality, Communication Skill.
    The Power Brokers
    The Candidate
    Shiela Dixit INC – Development Ideology & Philosophy
    Arun Jaitely BJP – Not clear
    The Consultant – Delhi State president & Prabhari
    The Pollster - Supreme Court Ban
    The Media – Investigative journalism, Sting Operations, Whistle Blowers, Candidate performance review
  • 6. The Marketing Campaign
    Voter Behavior (BJP)
    Functional Value
    • Swadeshi
    • 7. Swadeshi approach to Globalization
    Social Value
    • Justice for all, appeasement to none “DharamRajya”
    • 8. Good Governance, Development & Security
    Emotional Value
    Uniform Civil Code
    Hindutva
    • Ram Mandir at Ayodhya
    Conditional Value
    Temporary Events
    Epistemic Value
    Incumbency Factor
    New Innovative different orientation
    Market (Voter) Segmentation
    Market (Voter) Segmentation
    Assess Voter Needs
    Profile Voters
    Identify Voter Segments
  • 9. Delhi Fact Sheet
  • 10. Market (Voter) Segmentation
    Sweet spot
  • 11. The Marketing Campaign
    Voter Behavior (INC)
    Functional Value
    • Economic Policy – Free Market Policy with Govt. Regulation
    • 12. Foreign Policy – Non Alignment
    Social Value
    • Sarvodaya - upliftment of all section of society
    Emotional Value Secularism
    Conditional Value
    Temporary Events
    Market (Voter) Segmentation
    Market (Voter) Segmentation
    Assess Voter Needs
    Profile Voters
    Identify Voter Segments
  • 13. Strategy Formulation & Implementation
    Market Analysis
    How Delhi has fared economically, socially & politically?
    Candidate Internal Situation
    Background, motivation
    Competitive Analysis
    INC candidates
    Positioning
    Image of Candidate
    Candidate Recognition
    Brand
    State Prabhari & Mantri
    Brightest & Smart
    Primary Stage
    Flexibility
    Final Stage
    Consolidating from Poll Survey
  • 14. The Candidate Positioning
  • 15. Candidate Positioning
    Leadership
    (strong)
    Arun
    Image positive
    Image negative
    Sheila
    (weak)
  • 16. ELECTION 2003 DATA
  • 17. Targeting Segments
    Three target group of constituency
    Top end constituency – JanakPuri (Margin 21.81% BJP)
    Play Hard constituency - Gole Market (65% INC), Minto Road (65% INC)
    Big challenge constituency – Kasturba Nagar (683 votes-BJP), Mahipalpur (Margin 7.5% INC)
  • 18. Application of Swing Model on 2003 Delhi Assembly Election
  • 19. Swing Model (2 Party Model) – Lees: Marshment
    Assumptions:
    Swing is Alternate
    Each Party’s Dominant area is unaffected to exogenous factors
    Factors affecting the voter decision are factored in the longitudinal pattern of data
  • 20. 2008 Prediction Vs Actual Tally(Considering the swing on Congress Side)
    2013 Prediction
    (Considering the swing on BJP Side)
    Data
  • 21. The Pull Strategy
    Learn from the success of constituenciesfromwhere BJP has been consistentlywinningwithincreasingmarginYoY:
    Delhi Cantonment
    Tilak Nagar
    Sahibabad Daulatpu (Rithala/Rohini)
    Tughlakabad
    Following Constituency should betargeted
    Within 10% of losing margin
    Nangloi Jat
    Mandawali (Laxmi Nagar)
    Narela (SC)
    Timarpur
    Narrowing the Gap
    Adarsh Nagar (from 31% to 15%)
  • 22. Marketing Strategies 2013
    4P of Political Marketing
    Product
    Eliminate Corruption
    Sushasan, Vikas
    Push Marketing
    Gross Root Efforts
    Pull Marketing
    Mass Media TV, Radio, Internet,
    Mobile, Print, CD, Negative Advertisement, Celebrity endorsement
    Polling – Market Research, polls
    Organizational Development
    State President
    State Prabhari
    SanghatanMantri
    Treasurer
    Secretary
  • 23. Strategy Implementation
    Primary Stage
    In the initial phase of the campaign, strategy should be flexible to accommodate the twists and turns of election
    Final Stage
    When the campaign moves into final leg of the race, implementation of the strategy should be carried out with sharp focus
    Monitoring and Controlling the Strategy
    Prabhari & Mantri constantly review how well their strategy is working through Market Survey and Poll
  • 24. Thank You!!