Political Marketing for BJP


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How can BJP revive itself in Delhi

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Political Marketing for BJP

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