This slide deck talks about broadening the concept of marketing and explains how marketing is relevant for non-commercial entities such as Peta and BJP.

1. Broadening the
concept of
marketing
 Marketing of noncommercial activities
 Marketing
 Institution
 Individual
 Idea
Shashikumar, Shekhar, Sumanth, Sudheer, Deepak, Sumedh

2. Market segmentation
• Animal welfare
• Cruelty prevention
• Preservation (WWF)
• Women welfare
• Children welfare
• Geriatric care
• Health related
• Education related
• Environment related
Targeting
• Ethical treatment
Consumers
1. Clients - Immediate consumers
• Animals
2. Trustees - Vested with responsibility
• Active members
• Employees
• Volunteers
3. Active publics - Take specific interest
• Governments
• Laboratories
• Food industry
• Entertainment industry
• Clothing industry
4. General public - Followers
• Social media users
PETA – Nonprofit organisation

3. Product
• Organization itself
• Programs
• Peta Prime
• Peta Kids
• Teach Kind
• Services
• Public Education
• Cruelty investigations
• Research
• Animal Rescue
• Legislation
• Special events
• Celebrity involvement
• Protest Campaign
Promo
• Guerrilla marketing
• Slogans
• Banners
• Celebrities
• Social Media
• Protests
Place
• Internet
• Across the globe
• Focus areas
• Laboratories
• Food
• Clothing
• Entertainment
Pricing
• Budgeting
Positioning – Marketing Mix

4. Marketing concepts: (Philip Kotler)
• Generic product - Ethical treatment of animals
• Target groups
• Differentiated marketing - Controversial tactics
• Customer behaviour analysis - Guilt, Fear, Pride
• Differential advantages - Morally high stand
• Multiple marketing tools
• Continuous improvement

5. Suggestions:
• Focus on positivity/hope
• Be less fanatic
• Become more inclusive
• Selection of celebrities
• Vulgarity
• Predictability
• Focus on objective action items
• Remain scientific - #endspeciesism?

6. Modi Election Campaign 2019:
5 C’s:
Customers >Indian voters
Company >BJP Party
>Brand Modi
Competition >Congress
>”Mahagathabandhan”
Collaborators >Allied parties
>Media
>Organizers
Context >Parliamentary Election 2019

7. 4P’s of Marketing:
Promo:
 Rallies, roadshow
 Advertisement on print, electronic and
social media
 Song release
 Speeches
 Political and non political interview
 Slogans
Price:
 Budgeting.
 Managing the expenses watching the
guidelines of the election commission
of India.
Product:
 Modi himself is product
Place:
 All corners of India
 Media platforms

8. Market segmentation
 Age cluster
>First time voters
>Voters below 35
>Middle age
>Old age
 Economic
>Low income
>Middle class
>Rich class
 Social
>Upper caste
>Backword community
>Minority
 Region
>Northern
>Central
>South
>North-east
Targeting
 Age cluster
>First time voters
>Voters below 35
 Economic
>Low income
>Middle class
 Region
>Northern
>Central
Positioning
 Chowkidar ( Protector ) of
the country
 Protector of Indian culture
and values
 Development face of India
STP:

9. Value proposition:
Economic  Use of social media, electronic media and print media
Functional  Every element of campaign should have presence of Modi at center.
 Catchy slogans and songs.
 Modi’s political interviews on hindi as well as English channels.
 Modi’s non political interview with Akshay Kumar.
 Display of good work done in last 5 years and future for next 5 years.
 Rallies and roadshow
Experiential  Songs like “Main bhi chowkidar hoon” gives sense of ownership and connection
to nation.
 Non political interview with Akshay Kumar making connection with common
man.
 Participation of people in campaigning
 Positive tone of campaign
 Correlation of tax money to welfare schemes
Social  Focusing more on Modi’s relation with his mother
 Participatory democracy through Mygov.in
 Adding Chowkidar name in twitter

10. Brand Prism: Modi
Culture
Relationship
Physique:
>Masculine
>Strong
>Serious
>Sincere
>Confident
Personality:
>Lucid language
>Hardworking
>Balanced diplomacy
>Confident
>Unpredictable
Culture:
>Endorses scientific temper
>Endorses ancient Indian wisdom
>Endorses pseudo scientific things
>Follows Hinduism as lifestyle
>Multicultural
>Family values
Reflection:
>Loving
>Hardworking
>Strong
>Confident
>Inclusive
>Blunt
>Pro Business
>Decision maker
Self Image:
>Nationalist
>Spiritual
>Inclusive
>Pro business
>Pro welfare
>Yogi
>Decision maker
Relationship:
>Decision maker
>Trustworthy
>Inclusive
>Polarizing
>Protective
>Hopeful