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Marketing strategies of the Aam Aadmi Party used in Delhi Assembly Elections

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Marketing strategies of the Aam Aadmi Party used in Delhi Assembly Elections

  1. 1. A research study on the marketing strategies used by the Aam Aadmi Party for Delhi Assembly Elections.
  2. 2. Background of AAP • The origin of the AAP can be traced to a difference of opinion between Arvind Kejriwal and Anna Hazare, social activists a strand of the anti-corruption movement for Jan Lokpal Bill that had gained momentum in India during 2011-12 • Hazare had wanted to keep the movement politically neutral but Kejriwal considered that direct involvement in politics was necessary. A survey conducted by the India Against Corrpution organisation using social networking services had indicated that there was wide support for politicisation.
  3. 3. Background of AAP • Hazare and Kejriwal agreed on 19 September 2012 that their differences regarding a role in politics were irreconcilable.. On 2 October, Kejriwal announced that he was forming a political party and that he intended the formal launch to be on 26 November, coinciding with the anniversary of India's adoption of its constitution in 1949
  4. 4. Background of AAP • The 2013 Delhi state assembly elections were the party's first electoral contest. The Election Commission approved the symbol of a "broom" for use by the AAP in that campaign. • The party said that its candidates were honest and had been screened for potential criminal backgrounds. • The AAP published its central manifesto on 20 November 2013, promising to implement the Jan Lokpal Bill within 15 days of coming to power
  5. 5. Background of AAP • AAP emerged as the second-largest party in Delhi winning 28 of the 70 Assembly seats. the Bharatiya Janata Party as the single-largest party won 31 while its ally SAD won 1, Indian National Congress won 8 and two were won by others. • On 28 December 2013, the AAP formed a minority government in the hung Assembly, with what Sheila Dikshit describes as "not unconditional" support from Indian National Congress. • Arvind Kejriwal became the second-youngest Chief Minister of Delhi
  6. 6. Objectives of the study
  7. 7. Objectives of the study • To precisely study the marketing strategies of AAP • The evaluate extend to which these strategies succeeded in the last elections • To evaluate perception of different class of people about the 49 day long government, and to segregate and determine the real support base of the party • 4. To find out if this strategy would practically work in the upcoming Lok sabha elections, which the party is eyeing
  8. 8. Objectives of the study • Used a combination of Exploratory and Descriptive Research techniques. Focus was more on qualitative aspect, so exploratory research was used to the maximum extent • For the purpose, focus groups, case analysis and depth interviews were taken. • Sample size of 335 was used
  9. 9. Objectives of the study • 73 respondents were online, which accounted for 21.8% of total respondents • All the respondents were based in Delhi’s various constituencies • Locations shown below
  10. 10. Focus Groups and Analysis
  11. 11. • Focus groups • 1. Two cordial upper class groups of total size 12, who visited Radisson Blu pub on 01/03/2014 • 2. A group of 23 policemen (5 officers and 18 OR), posted at Delhi Police Headquarters, Vikram Nagar at 24/02/2014
  12. 12. Performance of AAP Government as perceived by Delhi Police personnel Extremly Good Good Neutral Apprehensive Extremly Dubious
  13. 13. Delhi Police Perception of Government Civilian Perception of the Government Apprehensive or extremly dubious Others
  14. 14. 0 10 20 30 40 50 60 70 80 90 100 Sample response Focus Group 1 Focus group 1 Vis a Vis Sample response on curtailing FDI in the UT of Delhi Column1 Do not support curtailing FDI Supports curtailing FDI
  15. 15. Voter Demographics First Time voter Repeater
  16. 16. Impact of AAP in getting enrolled as voter Extremly High and high Neutral Low and Very low
  17. 17. Corp(Urban) 58 Corp (Semi Urban)128 Cantonment (49) Rural(Panchayat) 70 Total sample size of 305
  18. 18. 0 20 40 60 80 100 120 140 Extremly good Good Neutral Apprehensive Extremly dubious Opinion of formation of AAP as a political party back in 2012 High Low Close
  19. 19. Presence of AAP in Online Social Media Known Unknown
  20. 20. 90 95 100 105 110 115 Sbuscription status to news feeds Subscription Status to the news feeds of AAP online Subscribed Not subscribed Column1
  21. 21. 0 20 40 60 80 100 120 140 160 180 Perception of Candidates Public Perception about the candidates fielded by AAP Extremly Dubious Apprehensive Neutral Good Extremly Good
  22. 22. Awareness of AAP candidates in the constituency Aware of AAP candidates Not aware
  23. 23. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source of awareness of candidates Source of awareness of AAP candidates by public Newspaper ads Online Campaigns Posters Word of Mouth
  24. 24. Did the performance of the present Union Government had an impact on the outcome of the Delhi Assembly Polls? Yes No Cant Say
  25. 25. Performance of the current Union government Extremly good Good Neutral Apprehensive Extremly dubious
  26. 26. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Decision to compete in Delhi Assembly polls Public Perception about AAP competing in 2013 Delhi Elections Extremly Good Good Neutral Apprehensive Extremly dubious
  27. 27. 0 20 40 60 80 100 120 140 160 Expected number of seats to be won by AAP before 2013 election results Expected number of seats to be won by AAP before 2013 election result announcement >35 25-35 15-25 May-15 <5
  28. 28. Do you think he uage of high tech methods like SMS registration has helped in the campaigning of AAP? Yes No Cant Say
  29. 29. Does the populist measures taken by the AAP prove effective in the long run? Yes- 82 respondents (26.2%) No- 197 respondents (63.1%) Cant Say- 26 respondents (8.5%)
  30. 30. Opinion on full statehood for Delhi Yes No Cant Say
  31. 31. 0 20 40 60 80 100 120 140 Poll Promise implementation Poll Promise Implementation of AAP Government Extremly Good Good Neutral Apprehensive Extremly dubious
  32. 32. Do you support the government initiative to curtail FDI in Delhi? Yes No Cant Say
  33. 33. Performance of the 49 day AAP government Extremly Good Good Neutral Apprehensive Extremly dubious
  34. 34. 0 20 40 60 80 100 120 >40000 25000-40000 10000-25000 <10000 Income group of respondents Column2 Column1 Income group
  35. 35. Cross tabulation: Impact of Union Government on Delhi Polls Vs Performance of Union Government
  36. 36. Performance of Present Union govt Total Extremly Good Good Neutral Bad Extremly Dubious Impact of union government Yes 18 25 75 78 16 212 No 0 0 2 1 0 3 Total 18 25 77 79 16 215
  37. 37. Inference: Impact of Union Government on Delhi polls and performance of Union Government • Yes : Bad • No : Neutral
  38. 38. Cross tabulation: Income Group Vs Performance of Government
  39. 39. Count Performance of Govt Total Extremly Good Good Neutral Apprehensive Extremly Apprehensive Income group More than 40000 PM 0 1 37 49 8 95 25000-40000 0 10 58 36 0 104 10000-25000 8 34 6 3 0 51 <10000 21 30 3 1 0 55 Total 29 75 104 89 8 305
  40. 40. Inference: Income Group and Performance of Government • More than Rs 40000 : Apprehensive • Rs 25000- 40000 : Neutral • Rs 10000- 25000 : Good • Less than Rs 10000 : Good
  41. 41. Cross tabulation: Income Group Vs Rating the implementation of Poll Promises
  42. 42. Rating the implementation of poll promises Total Extremly Good Good Neutral Apprehensive Extremly Apprehensive Income group More than 40000 PM 10 37 36 7 5 95 25000-40000 7 38 35 15 9 104 10000-25000 7 33 4 3 4 51 <10000 9 25 11 5 5 55 Total 33 133 86 30 23 305
  43. 43. Inference: Income Group and Rating the implementation of Poll Promises • More than Rs 40000 : Good ~ Neutral • Rs 25000- 40000 : Good ~ Neutral • Rs 10000- 25000 : Good • Less than Rs 10000 : Good
  44. 44. Cross tabulation: Income Group Vs Logic in Curtailing FDI
  45. 45. Logic in curtailing FDI Total Yes No Cant Say Income group More than 40000 PM 8 85 2 95 25000-40000 11 90 3 104 10000-25000 30 16 5 51 <10000 43 12 0 55 Total 92 203 10 305
  46. 46. Inference: Income Group and Rating the implementation of Poll Promises • More than Rs 40000 : No • Rs 25000- 40000 : No • Rs 10000- 25000 : Yes • Less than Rs 10000 : Yes
  47. 47. Cross tabulation: Decision to contest in 2013 Elections Vs Expected number of seats by AAP
  48. 48. Expected no of seats by AAP in 2013 Total more than 35 25-35 15-25 5-15 less than 5 Decision to contest in 2013 election Extremly Good 2 10 30 21 1 64 Good 2 10 63 49 2 126 Neutral 2 10 30 25 0 67 Apprehensive 0 2 14 16 0 32 Extremly Apprehensive 0 3 10 3 0 16 Total 6 35 147 114 3 305
  49. 49. Inference: Decision to contest in 2013 Elections and Expected number of seats by AAP prior to elections. • Extremely Good: 15- 25 • Good : 15- 25 • Neutral : 15-25 • Apprehensive: 5- 15 • Extremely Apprehensive: 15-25
  50. 50. Cross tabulation: Perception of Quality of candidates fielded by AAP Vs Expected number of seats by AAP
  51. 51. Expected no of seats by AAP in 2013 Total more than 35 25-35 15-25 5-15 less than 5 Preception of the quality of Candidates fielded by AAP Extremly Good 0 6 32 16 0 54 Good 5 23 69 54 3 154 Neutral 1 6 39 27 0 73 Apprehensivw 0 0 7 11 0 18 Extremly Apprehensive 0 0 0 6 0 6 Total 6 35 147 114 3 305
  52. 52. Inference: Perception of Quality of candidates fielded by AAP and Expected number of seats by AAP • Extremely Good: 15- 25 • Good : 15- 25 • Neutral : 15-25 • Apprehensive: 5- 15 • Extremely Apprehensive: 15-25
  53. 53. Limitations
  54. 54. LIMITATIONS • Reasonably small sample size, cannot be generalized for the entire population • Possible cooperation problems • Difficult to understand the language(English) of the questionnaire by low income group • Cannot give 100% accurate results
  55. 55. • Time consuming • Not familiar with the terms and phrases used in the questionnaire • Biasness of the respondents • Difficulty in choosing the right option for various questions
  56. 56. Conclusion
  57. 57. CONCLUSION • Lower income group supported the party and its ideas. • A majority of the high income group also did not supported the party • Government Departments considered the performance of the party to be apprehensive • Youth supported the party and considered the performance of the government to be extremely good • Online marketing strategies played a vital role in AAP’s marketing strategies. • Opinion of full statehood for the UT of Delhi divided
  58. 58. Thank you

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