Political marketing refers to directing political candidates and ideas at voters to gain their support. While similar to mainstream marketing in having buyers, sellers, products, and market segmentation, political marketing differs in choices being made collectively on a fixed day rather than individually and routinely. The document then outlines various functions and techniques of political marketing with reference to the Bhartiya Janta Party (BJP) in India, including campaign advertising, public event management, modern technology and internet use, and special techniques applied by the BJP such as the construction of the Statue of Unity, NaMo Oratory, 3D technology, internet and TV commercials, and establishing Narendra Modi as the "Brand NaMo".

1. Political Marketing
with special reference to
Bhartiya Janta party

2. Political Marketing- Definition
It is the process by which political candidates and ideas are directed
at the voters in order to satisfy their political needs and thus gain their
support for the candidate and ideas in question.
Similarities bt. Mainstream and Political Marketing
Buyer, Seller,
Products
Consumers
Market
Segmentation
and Product Mix
Product
Development
Brand Loyalty
Product Image
Product
Concept
Product
Positioning
Research,
Communication
and Testing

3. Differences bt. Mainstream and Political Marketing
Mainstream Marketing PoliticalMarketing
Choices are made on routine basis Choices are made on a fixed day
Live by individual choice Live by collective choice
Everyone gets their share Winner takes all
Can unbundle and chose Decide on totality of package
More scientific in approach Less scientific in approach

4. Functions Of Political Marketing
Product
Function
Distribution
Function
Cost
Function
News
Management
Function
Exchange
Function
Parallel
Campaign
Management
Function
Fund
Raising
Function
Internal
Cohesion
Management
Function

5. Techniques Of Political Marketing – with reference to
Bhartiya Janta Party
Campaign
Advertising
Public media
management
Micro Targeting
Whistle Stop
Tours
Public events –
mass meetings,
rallies, protests
Modern
Technology and
Internet

6. Special Techniques Applied by BJP
 Statue Of Unity
Construction of world’s tallest statue-
of Sardar Vallabh Bhai Patel. The statue
Was proposed to be built in iron.
 Chai Pe Charcha
An interaction session through video
Conferencing to deal with striking
issues of the country .
 NaMo Oratory
Narendra Modi’s strong, confident,
Motivating and unfaltering voice did
Its magic and reached directly through
Millions of minds.

7.  3D Technology
With the use of this innovative and new
Technique BJP has targeted the youth of
India. Modi’s life size 3D projections
Were displayed through thousands of screens
at one time and hence people in a greater number were able to be a part of session.
 Internet and TV Commercials
BJP launched various online portals and
pages. It also created Twitter hash tags and
facebook pages. Television commercials having
monologue format were also launched. The
base line used was “Janta Maaf Nahi Karegi”.
Animated graphic series were also launched.
 Brand NaMo
Modi’s transition from politician to brand.
He was seen as harbinger of economic
Growth. “The products inspire people to
Wear a cause, embrace the change and be
The creator of a better tomorrow”.

8. Thank You
Presented By:
Rima
Doot