Obama’S Strategic Segmentation


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Obama’S Strategic Segmentation

  1. 1. OBAMA’S STRATEGIC SEGMENTATION <ul><li>Demographic </li></ul><ul><li>Geographic </li></ul><ul><li>Behavioral </li></ul>
  2. 2. <ul><li>Obama’s main segment was ‘Youth’ & he knew how to reach the 21st century American. </li></ul><ul><li>He used the latest technology (internet) to opening up the market to new clients as well as stimulating interest in existing ones.  </li></ul>
  3. 3. <ul><li>AGE : </li></ul><ul><li>44 million Americans between the ages of 18 and 29 were eligible to vote in the upcoming ‘08 election </li></ul><ul><li>Of those 44 million, 17 million are voting-age college students </li></ul><ul><li>6.5 million voters under the age of 30 turned out to cast their vote </li></ul><ul><li>66% of under-30's showed their support for Obama - far higher than in any previous election - compared to 31% for McCain.A staggering 54% of young white voters also went for Obama </li></ul><ul><li>Obama's youth - at 47 he is one of the youngest ever presidents - appealed to and energised many of those who were voting for the first </li></ul>
  4. 4. <ul><li>Gender : </li></ul><ul><li>Women : 56% of the female vote went to Obama, exceeding the usual Democrat advantage. Many consider that Obama's appeal to women has been key to his electoral victory </li></ul><ul><li>Men : The male vote was essentially tied with 49% voting for Obama . 41% of white males voted for Obama </li></ul>
  5. 5. <ul><li>RACE </li></ul><ul><li>95% of black voters went to the ballot for Obama.He has succeeded in mobilising African-American voters . Many of Obama's ads have been targeted to BlackPlanet members living in specific locales </li></ul><ul><li>Obama stunned many by taking an impressive 43% of total white votes </li></ul><ul><li>ETHNICITY : </li></ul><ul><li>63% of Asian voters, 78% of the Jewish vote, 54 per cent of them voted for pro-abortion Obama 66% of Hispanic voters turned out for Obama Obama used techniques such as Spanish-language adverts to win the Hispanic voters over. Observers say the economy became the key issue for many Catholic Americans, which, along with issues such as the Iraq War and health care, eclipsed abortion </li></ul>
  6. 6. <ul><li>GEOGRAPHICAL : Obama’s message of change resonated with the state’s voters, as he narrowly claimed a statewide victory. The Democratic ticket won the support of a majority of voters in nine states that had supported the Republican presidential candidate in 2004. </li></ul><ul><li>BEHAVIOURAL : </li></ul><ul><li>He attracted the first time voters as well as non – voters by providing them a better keep in touch method MOBILES AND INTERNET </li></ul>
  7. 7. STATE’S DECISION !!! <ul><li>RED STATES : Those Republican( George W. Bush won by 6 percentage points or more in 2004 ) </li></ul><ul><li>BLUE STATES : Those Democrat( John Kerry won by 6 percentage points or more in 2004), </li></ul>
  8. 8. 55 44 Texas 42 57 New Mexico 54 45 Arizona 43 55 Nevada 37 61 California 65 33 Wyoming 41 58 Washington 38 61 Connecticut 36 62 Massachusetts 45 54 New Hampshire MC CAIN OBAMA STATES R D R D D R D D D P
  9. 9. 49 50 Indiana 60 38 Alaska 27 72 Hawaii 57 42 Nebraska 66 34 Oklahoma 45 54 Colorado 63 34 Utah 53 45 South Dakota 45 54 Iowa 40 59 Louisiana 31 68 Vermont 42 57 New Jersey 49 51 Florida R D R D R R D R R R D D P
  10. 10. 41 58 Maine 37 62 New York 54 44 Minnesota 53 45 North Dakota 50 47 Montana 37 62 Delaware 37 62 Maryland 7 93 District of Columbia 43 56 Wisconsin 37 62 Illinois 35 63 Rhode Island 44 55 Pennsylvania D D P P P D D D D D D D
  11. 11. 47 53 Virginia 49 50 North Carolina 57 41 Kansas 50 49 Missouri 59 39 Arkansas 61 39 Alabama 41 57 Oregon 43 57 Mississippi 57 42 Tennessee 47 51 Ohio 56 43 West Virginia P P P R R R D R R P R
  12. 12. <ul><li>ALL DEMOCRATIC STATES VOTED FOR BARRACK OBAMA BUT NOT ALL REPUBLICAN STATES VOTED FOR MC CAIN </li></ul><ul><li>Took record African American turnout in states with large black populations, peel ed off young, college-educated whites, and reached a &quot;win number&quot; to take Virginia, North Carolina and Georgia . </li></ul><ul><li>In Georgia with 61.3 % whites he won !!! </li></ul><ul><li>In reality he just needed 11.49% of the non – black votes here to win </li></ul><ul><li>In Florida and Ohio, voters have more confidence in his ability to handle the troubled economy, a new Los Angeles Times poll has found. Ohio, has been battered for years by unemployment and plant closings . </li></ul><ul><li>About 12 percent of Obama's aggregate vote in presidential primaries came from people who normally align themselves with the Republics </li></ul>
  13. 13. <ul><li>Obama’s main concern has been economy rise and solve the problem of unemployment in all his state campaigns </li></ul><ul><li>In industry oriented states , he uplifted the issues of large fund flow to them. </li></ul><ul><li>Enthusiasm among blacks and Democrats for Barack Obama’s candidacy that pushed voter turnout in this year’s elections to the highest level in 40 years. </li></ul><ul><li>Bush’s unpopularity after eight years in office, the nation’s fatigue with the Iraq war and the worst economic crisis since the Great Depression — coupled with Obama’s message of change — contributed to the increased turnout for Obama. He was also helped by a surge in black voters, who had the opportunity to elect the first black president. </li></ul><ul><li>Impressed more voters as having the temperament and personality to be president. </li></ul>
  14. 14. SUMMARY <ul><li>Barrack Obama has used these established techniques to attract friendship, loyalty and trust and to create a compelling and attractive image that few can resist. By so doing he has changed perceptions in unprecedented ways, not just about himself, but about America, and not just in America, but also globally. The American Dream has been brought to life, and like a global brand, he has made everyone feel they can have a piece of it. </li></ul>