India is one of the largest democratic countries, In India election is not simply elect the person it is more than that.

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Business School
Post Graduate Program in Management
By Ratnakar Mishra

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Business School
ELECTION :-DEFINITION
An election is a formal decision-making process by which a population chooses an individual to hold
public office .
@Wikipedia
The act of choosing a person to fill an office, or to membership in a society, as by ballot, uplifted
hands, or viva voce; as, the election of a president or a mayor.
@Brainy Quote
the selection of a person or persons for office by vote.
@Dictionary.com

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POSSIBLE CUSTOMER BASE – ALL ELIGIBLE VOTERS FOR THAT ELECTION

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ELIGIBLE VOTERS FOR THAT ELECTION
Any individual who is a citizen
of the country.
Minimum age for registration
of a voter is 18 years.

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ELIGIBLE VOTERS FOR THAT ELECTION
 Non-Resident Indians (NRI)
In order to qualify as a voter, the person must reside in the particular constituency. Thus, NRIs are prohibited
from participating in the voting process, except in one case. If the NRI happens to be an Indian citizen employed
under Government of India and is currently posted overseas, he or she may get registered as a voter.
 Convicted criminals and prisoners are banned from participating in the elections as voters.

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SEGMENTATION OF THAT ELIGIBLE VOTER BASE
Segmentation
 Segmentation is process by marketer to
group similar type of customer.
 Segmentation help to deliver right
message to the right consumer.
 clear identification of the segment.
 measurability of its effective size
 Unique needs.
 Substantial & durable.

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HOMOGENEITY :-COMMON NEED
Education & Jobs
Corruption free
&
stabilised

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DISTINCTION (UNIQUE FROM OTHER GROUPS)
Techno
Savvy
RICH Poor
Educated

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REACTION :-SIMILAR KIND OF RESPONSE
Religion
Country

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DEMOGRAPHIC BASED ON AGE ,GENDER ,INCOMES AND NEEDS
Demographic :- Age
 Voter age between 18-29
 How many voter cast there vote first time
 College going student percentage
Demographic :- Gender
 Percentage of woman voter
 Number of Married and unmarried voter
 Senior citizen
 Percentage of man voter
Demographic :- Income
 High earner

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BEHAVIOURAL
 First time voters Youth who just become eligible to vote
 Apathetic Voter

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COMMUNICATION MEDIUM FOR THE SEGMENTS
 Social media Social media offer exciting new interactive ways of involving an audience,
especially younger people in Generation Y.
 WhatsApp and other social media create a “virtual human
These services .For election campaigns it is idle to create a
Chain “ . In India almost every one using
WhatsApp group and spread a message.
 Printed News paper advertisement is for old age group ,they are still reading .For young age digital news
Paper advertisement is more useful.
 Banners and posters is visible to all specially in near to public place like bus stand , theatre
 One to One meet during the election campaigns is effective for Distinction nature of group
 Public meet is effective for Homogeneity kind of segment